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← Back to IdeasReport｜Fandom Flux: Codes for Growth with Gen Z & Gen Alpha
Empowered by social technologies and creator tools, the ecosystem and influence of fandom are undergoing an unprecedented era of rapid evolution. Meanwhile, the context of globalization has further accelerated brands’ imperative to evolve in tandem with it. Amid the wave of Chinese enterprises expanding into global markets, targeting overseas markets is only one piece of the puzzle—the make-or-break factor for brands to break through lies in their ability to forge comprehensive connections with the new generation of consumers and integrate into fandom culture, a critical task that admits no delay.
This report Fandom Flux: Codes for Growth with Gen Z & Gen Alpha—deciphers the evolutionary trend of fan communities from "One-way worship" to "Two-way participation." By underlying the insights of the overseas social media ecosystem, and creating value for fan groups across three core dimensions—experience empowerment, exclusive benefits, and community engagement—this report guides Chinese brands to achieve successful transformation in cross-cultural expansion and establish long-term growth connections with Gen Z and Gen Alpha. To unlock full strategies and case studies, please click Here to access the complete report.
Fandoms have been around for decades. Even in marketing and business circles the topic and its importance to brands is at least several years old, so why should you pay attention now?
The shape and influence of fandoms is rapidly evolving. No longer a matter of general obsession or appreciation, fandom has become Gen Z & Gen Alphas’ compass to explore identity, earn creatively and find belonging – all fueled by the latest wave of social tech and creator tools.
The influence fandoms wield and the importance they hold for both young consumers and brands is growing as Gen Z’s and Gen Alpha’s spending power and tech behaviors evolve. In a fragmented media landscape fandoms offer a stunningly ripe, albeit complex garden for engagement.
More than ever, marketers need to understand the role of fandom in the lives of young consumers, and how brands can participate among them.
To lock in a lasting edge in the global marketplace, Chinese brands need to ditch the 「traffic-first playbook」 and adopt an 「ecosystem-centric strategy」: digging into the core mechanics of overseas social platforms, honoring the cultural autonomy of fan communities, and embedding themselves as active participants and value drivers.
If you’re looking for full report details, please click Here to download your copy of the full report.