[Industry] China RV internet celebrities and fan economic outlook

The Internet celebrity fan economy has grown with the help of the mobile Internet and self-media, and has become a new force that cannot be ignored in business development. During this period, many Internet celebrities also emerged in the RV circle, and they became the “touchstone” for many RV companies to pursue the economic benefits of fans.

With consumption upgrades and changes in social concepts, today’s fan economy has broader connotations and richer forms of expression. The behavior of fans supporting idols does not only happen in the entertainment field, celebrities who can gather popularity in a certain field are also highly sought after for a while, and the RV circle is no exception.

RV celebrity

RV Internet celebrities (we collectively refer to RV experts, Internet celebrities, opinion leaders, and Internet celebrities as Internet celebrities) can be divided into two categories. I call them the “Tao Yuanming” style and the “Hu Xueyan” style.

“Tao Yuanming” RV Internet celebrities focus on their RV life, but they are willing to record their RV travel life for more people to see. The most typical representatives are “Elder Ye” and “Busy Man”. “Elder Ye” is a retired lawyer who is nearly 70 years old. He drove a caravan to Europe three times, wrote two books on caravan travel, and was a guest of CCTV and many satellite TV stations. His fans reached tens of millions. “Busy Man” is a RV enthusiast born in the 1980s in Sichuan. He recorded and published his daily RV life one by one, accumulating hundreds of articles and countless fans. They all have one thing in common: tell their stories to more people, but they are still walking on the road, wanting nothing.

“Hu Xueyan”-style RV Internet celebrities create traffic and obtain benefits through the carrier of RVs. RV users become popular by recording their RV life and become experts or opinion leaders in the minds of many potential users. They can gain certain benefits and benefits by introducing users and helping manufacturers to carry out brand communication. Of course, there are also cases where a caravan is used as a carrier to obtain economic returns through other aspects of its own capabilities. For example, Mr. “Caohai”, a RV musician, travels in a RV with a guitar and sings in the mountains and rivers. Singing is his life and means of earning a living.

Pattern decides victory

At present, the industrial system of Internet celebrity economy is becoming more and more complete. More and more companies are focusing on using the effect of Internet celebrities to transmit brand information to a larger market, so that Internet celebrities with their own traffic can become product endorsements and publicity. The RV industry, whose economy has been growing steadily and slowly, is also trying to use the power of Internet celebrities to promote and build its own products. However, whether Internet celebrities who focus on the RV field can become a trump card for the marketing and publicity of RV companies has not yet been determined.

My point of view is: do it and cherish it, please be cautious. Judging from the current situation, the biggest hidden danger of the Internet celebrity economy is that the life cycle is too short. The so-called Internet celebrities, in my opinion, are meteors across the sky, beautiful and short-lived. Judging from the changes of netizens, Internet celebrities are wherever netizens like to play. The shift of fans’ interest determines the rise and fall of Internet celebrities, which will have a fatal impact from a business point of view. If a company’s marketing business model for a specific Internet celebrity matures, its core competitiveness will also be lost because the Internet celebrity is no longer popular or leaves.

In addition, when RVs were still a toy for a few people and were labeled as luxury goods, RV users naturally became the focus of attention because of their scarcity and new lifestyle guide attributes, and Internet celebrities also appeared. However, with the popularization of RVs, the value of Internet celebrities in the RV circle will also be greatly reduced.

For the current RV companies, Internet celebrities play an intermediary and catalytic role. If any business wants to become famous overnight through the promotion of Internet celebrities, or even deceive their peers, it is a fantasy.

The pattern determines the victory, and a company without a pattern will eventually be “killed” by Internet celebrities. Enterprises are ascetics who are always on the road. Internet celebrities are just the pink women you meet by chance. You are her stop, but not her end. Merchants and Internet celebrities are like two straight lines extending infinitely. Only in parallel can they keep watch forever. Once they intersect, they are destined to go farther and farther.