“粉丝”之于企业家，视之为工具必被反噬

Core Viewpoint - The article discusses the risks associated with transforming consumers into fans through personal branding and short videos, suggesting that this strategy can lead to backlash against companies and public figures [2][3][5]. Group 1: Fan Economy and Its Implications - Some companies are adopting the "fan economy" by cultivating loyal consumers to defend them in times of crisis, reflecting a shift from viewing customers as kings to seeing them as tools [2][6]. - The article highlights the case of a company referred to as "某米," which has faced backlash despite its efforts to build a fan base, illustrating the potential dangers of relying on fan loyalty [2][7]. - Conversely, some companies, like "雪王," have managed to gain public favor despite controversies, demonstrating that not all fan relationships lead to negative outcomes [3][4]. Group 2: The Dual Nature of Fans - The phrase "粉能载偶，亦能覆偶" (fans can support or destroy idols) encapsulates the dual nature of fan relationships, where fans can either defend a brand or turn against it [7][8]. - The article emphasizes that companies often mistakenly believe that fans will always protect their brand during crises, overlooking the potential for fans to become critics [7][8]. Group 3: Effective Communication with the Public - Companies need to engage in sincere, comprehensive, and equal dialogue with consumers, avoiding treating them as mere tools [9][12]. - Examples of effective communication include leaders like Li Xiang of Ideal Auto and Ren Zhengfei of Huawei, who have successfully navigated public relations crises through in-depth conversations with the public [12][13]. Group 4: Decentralized Fan Engagement - The article advocates for a decentralized approach to fan engagement, where companies focus on content rather than personal branding, as exemplified by "影视飓风" [14][16]. - This approach allows for shared responsibility among multiple content creators, reducing the risk associated with individual personalities [16]. Group 5: The Role of Personal Brands - The case of 罗永浩 illustrates the importance of managing personal brands carefully, as his previous reliance on personal IP led to significant risks during public controversies [17][18]. - Transitioning from emotional dependency to content dependency can help mitigate risks associated with personal branding [18][19]. Group 6: Sustainable Fan Relationships - The article concludes that true fan engagement should involve mutual growth and benefit, rather than exploitation [20][21]. - Companies that focus on long-form content and product quality are more likely to succeed in building sustainable relationships with their consumers [19][21].