Can internet celebrities change their business model and how long will it take to become popular?

　　When Internet celebrities are popular, there are overwhelming voices such as "Internet celebrities are the future", "Internet celebrities will change their business models", and "Internet celebrity economy". It seems that Internet celebrities are everything, and if they are not an Internet celebrity, they will be eliminated. But now the popularity has decreased slightly, and the voices of questioning Internet celebrities and Internet celebrities are bubbles are slowly getting up again.

　　In fact, there are not so many ups and downs. Internet celebrities are just a marketing method from beginning to end, which can be defined as a personalized reflection of the deep vertical brand marketing. Her marketing logic is in the context of overproduction and consumption upgrades:

　　On the one hand, there is too much information noise, and merchants cannot bypass the information torrent to deliver product information to consumers, and consumers are also unable to quickly find the products they need;

　　On the other hand, the phenomenon of homogeneity of products is serious, and consumers are beginning to pay more attention to the emotional value and lifestyle reflected by the products. Such a dilemma needs to be solved by an efficient marketing method.

　　Just as under the decentralized consumer market, vertical e-commerce platforms, community convenience stores and brand experience stores have received greater attention. Among the models explored, the Internet celebrity model may be the most efficient and cost-effective.

　　The value of internet celebrities

　　The prerequisite for the birth of Internet celebrities is consumption upgrading. Consumers are increasingly pursuing content-friendly products and "warm" brands, while Internet celebrities take on the role of a guide, recommending good products, services, and lifestyles to consumers. Their marketing logic is essentially consistent with big brands such as Pepsi and McDonald's, but their target customers are more accurate and niche. In the era of consumption upgrading, Internet celebrities can create a more refined lifestyle and happier shopping experience for consumers, which is their well-known value.

　　According to Maslow's hierarchy of needs theory, values ​​are divided into five categories: emotional value, knowledge value, social value, material value, and self-realization value. The value of Internet celebrities lies in being able to provide consumers with value that such traditional merchants cannot provide.

　　Emotional value, Internet celebrities need to give fans emotional energy such as inspiration, happiness, sense of belonging, and happiness. Those so-called Internet celebrities with fair skin, beautiful long legs, thin waist, big breasts, and awl faces have just gained the benefits of the industry. If you want to gather fans for a long time, emotions are the hard currency.

　　As the market operation continues to mature, simple photos and cuteness are no longer competent in the job of Internet celebrities. Internet celebrities must have a keen aesthetic, and the ability to judge a certain industry is only the basis, and they must also have strong personal charm, plus the comprehensive qualities such as social and life circle opinion leader, team scheduling, and scene and atmosphere influence ability. The economic role positioning of Internet celebrities is to create a new connection between manufacturers, designers, sellers, consumers and service providers.

　　The value of knowledge still needs to be valuable, and fans still need to learn to gain something. Knowledge payment is essentially a wave of fan tax harvested by knowledge internet celebrities. Fans are willing to pay for their long-standing selfless sharing of knowledge celebrities and their trust in them. It is difficult for knowledge sharingrs without foundation to gain a foothold.

　　Social value, this is an era of lack of love, this is a era of strange social overflow. People have nothing to say in the real world, but they are full of vigor in the online world. An important function of internet celebrities is to build a communication platform for the majority of fans who gather together due to interests, hobbies, careers, ages, etc., so that fans can communicate more smoothly.

　　Material value: a person will not be rich without windfall, and a horse will not be fat without night grass. The material reward is very real, and Internet celebrities who can send red envelopes to their fans are even more cute. From small internet celebrities with tens of thousands of fans to big bosses like Jack Ma and Liu Qiangdong. The price war was played badly, but the red envelope war is now colorful.

　　The value of self-realization, the world's godfather of marketing Philip Kotler said: To explore the lifelong value of customers. A one-time transaction is too wasteful. You have to be a friend of your fans for your whole life and make money for your fans for your whole life. Therefore, the goal of Internet celebrities is to be life mentors, close friends, and spread positive energy.

　　This actually belongs to the advanced stage of Internet celebrities, and is similar to the long-term brand building of companies such as Coca-Cola and Nike.

　　Internet celebrities and fans

　　The importance of fans does not need me to nag repeatedly. Taobao’s various measures have proved that the future business war is a war for fans. For the sake of fans, merchants on all platforms will never give up until they get their brains.

　　As the supply of goods becomes more and more abundant and information redundancy becomes more and more serious, it will be difficult for product information to reach consumers in a complete and precise manner. In order to adapt to the failure of traditional marketing, except for a few giants, the market will inevitably move towards segmentation, personalization, and fandom. Merchants will no longer stare at all consumers who seem to be vast but are actually out of reach, but will serve niche fans wholeheartedly.

　　Internet celebrities are undoubtedly the best way for niche fans.

　　Most companies always like to find fans based on standardized attributes such as occupation, age, education, and income. But the fact is: Everything is virtual, and only revolutionary comrades with consistent values ​​can come together, let alone a virtual world like the Internet that is powerless and free from zero costs.

　　Xiaomi’s product logic lies in: fans are willing to participate in the entire product ecosystem and put forward various suggestions for improvement on the product, so that Xiaomi mobile phones can truly become the mobile phone of Mi fans.

　　The secret to success of Taobao Internet celebrities such as Zhang Dayi, Xueli, and Meatballs is that their image in front of fans is a friend who gives out dressing opinions, a best friend who listens to trivial matters in fans' lives, and a partner who chases Wu Yifan and watches the story of strange things together.

　　The naked commercial taste in them is infinitely weakened, replaced by soft, emotional communication.

　　The challenge of internet celebrities

　　The core combat power of Internet celebrities lies in the fact that they manage the minds of fans, not the appearance of clothes and shoes.

　　The more popular the internet celebrity, the more accurate the more niche it is. Many people are vulgar, play vulgar, and follow the popular entertainment route. The quality of fans is low (paying ability and lack of payment desire), and attract fans quickly but useless; play elegantly and follow the vertical segment route. The fans have high commercial value, but come slowly, and may be endured to death!

　　Fans are the well-known wealth of internet celebrities, and professionalism + personalization is the foundation for internet celebrities to gather fans. After a moment of hustle and bustle, whether Internet celebrities can continue to provide high-quality original content and whether their personal charm can withstand the test of time and fans are well-known issues facing Internet celebrities.

　　Fans are a group that changes their minds very quickly, especially those born in the 1990s and 2000s, who rarely have any loyalty to internet celebrities. It’s okay to say when it’s so popular. With its super high popularity, endorsement, investment, and live streaming can make money, but when the trend calms down, finding a stable and vital profit model becomes the key. Otherwise, it would be really an outdated internet celebrity is not as good as a dog.

　　Where will internet celebrities go, more practice in the market is needed.

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