Obsessive fandom gives rise to new economy

(Ecns.cn)--The "fan economy"—an economy pushed by fans of a certain product or well-known figure—has grabbed close attention from entertainment industry insiders after media reports revealed that keen followers of Li Yuchun, a popular singer, had contributed at least 100 million yuan (US$15.9 million) in ticket sales for a film she had acted in.

In another example, the film "Mysterious Island" reportedly pocketed 90 million yuan (US$14.3 million) last year, even with a mere 5 million-yuan investment, and fans of Yang Mi, the leading actress in the movie, were significant "financial contributors," pointed out the Oriental Outlook.

Reporters from the magazine found out from Yang Mi's entry on Baidu Tieba—the largest online Chinese communication platform—that many fans had posted their tickets online to show their sincere support for Yang. One even claimed to have watched the movie six times within three days.

Qiao Fei, 23, who is head of the Yang Mi Fan Club, explained that to be a fan, one must surely be willing to spend money on the star.

It is this devotion and addiction that has distinguished fans from supporters. "Only those who have great dedication to and deep fascination for their idols can be called fans," said Tao Dongfeng, a professor at Capital Normal University.

As the saying goes, he that loves the tree loves the branch, and the fans of Yang Mi, according to the Oriental Outlook, spared no effort to popularize their singing idol's maiden work in film.

Qiao Fei even set up a team of 50-60 members to spread propaganda online via BBS, microblogs and other channels.

Qiao added that they also paid close attention to the sales status of tickets, and tried to buy up all the remaining tickets from theaters in big cities such as Beijing, Shanghai and Guangzhou.

Such a practice boosts the movie's reputation by giving the audience a feeling that the show has a full house. As a result, the mass media might run more reports on it, which is very likely to boost ticket sales, analyzed Qiao.

The Oriental Outlook revealed that fans of Han Geng, another pop star, had prepared gifts including cakes, chocolate and drinks for media reporters at the premiere of Han's film "My Kingdom."

The film "May Day 3DNA" was specially dedicated to fans of May Day, a popular band, commented the magazine, adding that the movie was, however, criticized as "a show of idols." Even so, followers started holding various promotional activities in front of theaters days before the film hit screens.

Reporters from the Oriental Outlook also found that many fan clubs are highly organized with a clear division of labor among the members. A club, according to the magazine, usually consists of departments of propaganda, planning, accounting and liaison.

Membership fees are also required to enhance management as well as organize activities. The club managers sometimes raise funds from fans through donations or sales of related products, like pop star-themed postcards and calendars, which creates opportunities to make profits.

"We raise the retail prices a little bit to allow for small profit margins," a member of the Super Junior Fan Club told the Oriental Outlook.

The member added that their available outlay for each promotional event hits tens of thousands of yuan on average.

Yuan Fushun, an organizer of the fan club for Li Sidani, a contestant in the 2011 "Super Girl" (a Chinese equivalent of "American Idol")， noted that Li's fans had held various activities to show their support in cities like Beijing, Hangzhou and Shenzhen, with expenditures on each event running at 10,000 yuan.

A "fan economy" is maturing, which is basically manifested in the purchase of products related to a star, such as film tickets and albums, Tao Dongfeng analyzed.

In response, "professional fans" have also emerged, who aim to make money by playing the role of frenzied supporters at concerts or simply helping fan clubs organize events.

Xiao Yu, a professional fan, recalled her experience at a premiere of a singer's new album, telling the Oriental Outlook that there were seats specially reserved for people like her, who were required only to let out loud screams from time to time.

"I want to make more money by doing this," Yu added, declining to reveal her appearance fees.

Besides individuals, companies hoping to get a slice are also keeping an eye on the "fan market."

Wang Jipeng launched iFensi.com in 2005 in response to the fervent fans of the "Super Girl" participants. Statistics show that by now, the website has attracted 70 million individuals to register and is also home to about 60,000 fan clubs.