The 1 Insight reveals that Fandom Marketing boosts sales! Fan groups spend an average of 60,000 baht/person in 7 days. The 1 Insight reveals the analysis results of consumer behavior groups. "Fandom" or Fandom Marketing is still strong. It recommends that brands adapt to seize the opportunity to create a Big Impact, increase momentum to new customer groups, and attract old customers to spend more. This is a study result from the "The 1 Day, The 1 National Day 2024", a shopping festival with a special experience of the year from the Central Group in June. It was a trend in various media and became the number 1 global trend on the X platform. In terms of business figures, there were 2 million participants, generating sales growth from The 1 Day in 2019 by more than 2.5 times. The 1 members who have accumulated the highest purchase amount of 20 million baht during the 7-day shopping period, in total, have the right to shop to enter the Meet and Greet event for over 200,000 rights. It is clear that Fandom Mar keting or working with artists for marketing results is not limited to creating awareness, but can also have a truly positive effect on the business as a whole. Analyzing the spending data in detail, The 1 Insight also found 3 age groups of 'Fandom Shoppers' or 'Fandom Shoppers' that have interesting differences, whether in terms of motivation, purchasing power, and spending behavior, as follows: - Team Mom or Team Mummy Love the artist like a child, ready to spend a lot, want anything, just tell Mom! In the Gen X and Baby Boomers group (over 45 years old), most of them are quite wealthy, in the Privilege and Affluent levels, spending a total of 35% of the total spending during The 1 Day 2024, spending up to 70,000 - 100,000 baht per person. The best-selling products are luxury and fashion brands, such as clothes, accessories, and shoes. - Team Fan or Team Sweetheart First-generation fans grew up with Oppa. In the past, they spent with their hearts. Now they have income and are ready to spend! They are in the Gen Y group (aged 25-44 years old). Most of them are in the Affluent and Upper Mass status. They spent a total of 60% of the total spending during The 1 Day 2024, averaging approximately 50,000-70,000 baht per person. The best-selling products are the beauty category, such as skincare, perfume, cosmetics. - The younger sister team, the new generation of fans, have many artists to choose from. They can pay according to their financial ability. They are in the Gen Z group (aged under 24 years old). They spent a total of 5% of the total spending during The 1 Day 2024, averaging approximately 20,000-40,000 baht/person. The best-selling products are the gadget category, such as smartphones, tablets, and smartwatches. Source: Thai News Agency