Fan economy generally refers to the business income-generating behavior structured on the relationship between fans and followers, who are mostly stars, idols and industry celebrities, etc.

The author of "Fan Power", Ms. Zhang Qiang, defines the fan economy as: "The fan economy is centered on emotional capital, and the fan community is used as a marketing tool to add value to the emotional capital. The fan economy takes the consumer as the protagonist, and the consumer leads the marketing means, starting from the consumer's emotion, and the enterprise borrows the power to make the power, to achieve the purpose of value-added emotional capital for the brand and the idol".

Birth

The concept of fan economy first arose in the six room show, its grassroots singers in the process of real-time performance has accumulated a large number of loyal fans, fans usually through the purchase of virtual gifts, such as flowers, to express their love of the anchor, in the holiday and singer's birthday and other specific period of time the consumption of gifts especially active, according to statistics, the show's ARPU value can reach a maximum of 1,000 yuan RMB.

The creation of the concept of fan economy has shown the music, film and TV entertainment industries where their customers are, and distinguishing between customers and users and differentiating their services to these two groups is being widely noticed by the industry, which expects that the proposed fan economy can change the reality of the low income and the lack of new talents and new works in recent years.

Fan Characteristics

"Fans" are enthusiastic followers or supporters (of a sport, performing arts or a celebrity). From a sociological point of view, "fans" are a special kind of social group, which has the general characteristics of social groups:

①There is a clear membership relationship.

②Continuous mutual interaction.

③There are consistent group consciousness and norms.

④ There is a certain division of labor.

⑤ There is the ability to act in concert.

This social group is "'fixed, regular, and emotionally invested in a popular story or text'. The text can come in the form of a book, television show, movie or music, or it can be a sports or pop symbol." On a broad level, a "fan" is a segment of the population that has a strong interest in a particular topic; on a narrower level, a "fan" is not only a strong interest in these topics, but also a more in-depth knowledge of them.