Last year, Station B successfully “breaked the circle” with the New Year’s Eve concert. The end of the year is approaching, and the 2020 Station B New Year’s Eve concert will come as scheduled. Before New Year’s Eve, a new action at station B attracted a lot of attention.
Last year, Station B successfully “broken the circle” with the New Year’s Eve concert. The end of the year is approaching, and the 2020 Station B New Year’s Eve concert will come as scheduled. Before New Year’s Eve, a new action at station B attracted a lot of attention.
According to Tech Planet’s December 25th report, station B is currently testing the short video playback interface. When watching a video, users can switch from horizontal screen to vertical screen, and switch the video up and down. The interface is similar to Douyin. Similarly, the playback time is concentrated below 5 minutes, and the display of barrage is supported.
After occupying a certain market share in the horizontal screen video warfare, the two-dimensional website B station is also increasing the layout of short videos. In the field of short video, the vertical screen short video platform represented by Douyin and Kuaishou has established a firm foothold on the track, building a considerable degree of competition “moat”.
What is the logic behind the layout strength of the vertical screen short video for the B station plus code? What are the advantages of the vertical screen full screen mode launched at station B compared to Douyin? What changes will happen to the vertical screen short video track in the future?
The short video of the second attack, “Xiaopozhan” is going against the sky?
The small break station in the “career upsurge period”-Station B, is about to start doing things again! However, this time, instead of inviting Sa Beining as the host of the New Year’s Eve party, he will launch a short vertical screen video with a duration of less than 5 minutes.
Station B, which was awarded the title of “Break the Circle” at the beginning of the year, seemed to want to “Break the Circle” again at the end of the year. This time Station B turned its attention to the “Hinterland” of Douyin and Kuaishou-a short video. In the short video track, Douyin and Kuaishou undoubtedly occupy the top position. In the duopoly market competition, the US Stock Research Agency believes that the logic behind Station B’s entry into short video may lie in the following aspects:
First, “fragmented” leisure mode has become the mainstream, station B’s second march to pinch the time
In the busy urban youth, complete and large entertainment time has been severely compressed, and fragmented intermittent activities have become the main form of leisure for contemporary young people. This means that the time young people spend watching long videos is shortening, or that long videos of 30 minutes and 1 hour are not suitable for the lifestyle of contemporary young people.
The competition between major platforms for user fragmented attention is becoming more and more fierce.Time length is precious to each product. Wechat and Weibo have also begun to launch video accounts to retain users through short videos. Long videos seem a bit out of date. Station B is a platform with long videos as the main theme. Trying short videos is also to rob users of these fragmented time.
Secondly, for video content creators at station B, compared to long videos, short videos with a vertical screen of less than 5 minutes have also reduced the entry barrier for content creators to a certain extent, and the content is becoming more and more At the moment of the core competitiveness of the platform, a large number of creators with richer content types are the focus of major video platforms.
Before experimenting with playing short videos in vertical screen, station B also launched a video editing product “Must Cut”. The purpose is actually to lower the threshold of video creation and to better spread the short video mode to form a The closed loop from low threshold creation to one-click forwarding to the platform.
Before, the B station’s attempt to short video was already underway, but it was not successful in terms of effectiveness. Station B launched an independent short video app in the early days-“Light Video”, which is also a formal attempt by Station B in the field of short video. After more than two years of launch, users have received mixed reviews on the use of light video. The more problem is that the richness of video content is not as rich as Douyin and Kuaishou.
The entry into the short vertical screen video of less than 5 minutes can be said to be the second attempt at station B, and it also shows the ambition of “Xiaopo Station”. At this time, the second entry may be due to the increase in the number of users at station B and some pressure. In Q3, the monthly active users (MAU) of station B reached 197 million, a year-on-year increase of 54% and a month-on-month increase of 15%, a slowdown from the previous two quarters.
User scale is the key data for creating commercial value for station B. In order to break the circle and achieve user growth, station B is also expanding in terms of video content and games. At this level, it is not difficult to understand the motivation of station B to stare at short videos.
Second, the short video attracts money and the strong fast hand is valued at 50 billion US dollars, and the B station follows “eyes and jealous”
The popularity of short video, the “worth” of the short video platform behind it has also risen.high. According to media reports: Kuaishou submitted the IPO prospectus to the Hong Kong Stock Exchange on November 5, and the listing date may be at the end of January. Rumor has it that its valuation is US$50 billion. As of the publication of the US Stock Research Agency, the latest total market value of station B is 28.493 billion US dollars.
Behind the high valuation, this is closely related to the user scale of the short video platform. According to data from the research organization CBNData, as of June, the monthly active users of Kuaishou App were 430 million, while the monthly active users of Douyin exceeded 500 million. The latest data of Douyin released by Bytedance CEO Zhang Nan on September 15 showed: As of August 2020, including Douyin Volcano, Douyin has more than 600 million daily active users. Judging from the current market information, the valuation of Douyin is much higher than that of Kuaishou.
The market valuation of 50 billion yuan once again reflects the commercial value of Kuaishou, and the commercial value of Kuaishou is mainly reflected in two businesses-live streaming and advertising revenue.
For the whole year of 2019, Kuaishou’s advertising revenue is 13 billion yuan, and the target advertising revenue for 2020 is 40 billion yuan. According to the 2019 annual report data of Station B, its annual revenue was 6.78 billion yuan, of which advertising business revenue was 290 million yuan.
From the perspective of revenue from live streaming, e-commerce revenue of station B in 2019 was 290 million yuan, a year-on-year increase of 241%. Take the head of Kuaishou anchor Simba as an example. Its GMV for live streaming in 2019 was 13.3 billion yuan. Although the US Stock Research Agency could not inquire about the revenue of the Kuaishou platform’s live streaming business in 2019, but from the perspective of the GMV for live streaming It is obvious that its net income is higher than that of station B.
This year is the “first year of e-commerce live broadcast”. In the model of “short video sowing grass and live broadcast to bring goods”, Douyin has shown a strong ability to bring goods. The annual GMV revenue of the e-commerce sector is about 150 billion.
The revenue from live streaming and advertising flow has supported the short video fast-hands’ valuation of 50 billion U.S. dollars, and also made the B station in the expansion period greedy, and the B station’s e-commerce growth rate in 2019 was 241%. , Which shows that Station B is eager to develop e-commerce, and the development of short videos may benefit its e-commerce business.
If you want to split the vertical screen short video “Jiangshan”, can the round-breaking battle at station B be won?
Cut into short videos from the long video track, although this is not the first attempt at station B. However, the topic of most concern to the outside world and investors is whether the vertical screen short video of less than 5 minutes will be launched at station B this time. Can it be a short video track that is almost monopolized by Kuaishou and Douyin duopoly?Where’s the day?
The US Stock Research Agency believes that a shopping mall is like a battlefield. No one can accurately predict the outcome of a war, but it may be possible to explore the probability and possibility of winning from the current cards of both sides.
According to the third-quarter financial report data of station B, monthly active users increased by 94% year-on-year to 197 million; among them, mobile monthly active users increased by 61% year-on-year to 184 million; meanwhile, daily active users reached 53 million , Achieving a year-on-year growth of 42%.
According to statistics from QuestMobile, the monthly active users of Douyin reached 518 million in March 2020, a year-on-year increase of 14.7%, and the average monthly usage time per capita was 1,709 minutes, a year-on-year increase of 72.5%.
The monthly active users of Kuaishou reached 443 million, an increase of 35.4% year-on-year, and the average monthly usage time per capita was 1,205 minutes, an increase of 64.7% year-on-year; the monthly active users of station B reached 121 million, an increase of 32.% year-on-year, and the average monthly usage time per capita It was 978 minutes, an increase of 41.5% year-on-year.
In terms of the number of monthly active users, even if the growth rate of Kuaishou and Douyin has slowed down, station B is still at a disadvantage compared to the two platforms of Kuaishou and Douyin. The US Stock Research Agency believes that the per capita use time and activity rate of short videos are important reasons why Station B wants to enter short videos. At the same time, Station B also wants to use short videos to further increase the number of users.
Besides the platform video audience, the creator of the platform video is also an important part of its future development trend. The acquisition of sufficient economic benefits is an important variable that drives video content creators to settle on the platform.
In terms of commercial realization of short videos, Kuaishou and Douyin have natural advantages over Station B. The reason behind it is that Station B originated from the two-dimensional content, and the community atmosphere and rules it formed naturally restricted the realization of creators. In addition, the purpose of the original video creators was not the desire for commercial realization, but more driven by the same hobbies.
Since the inception of Douyin and Kuaishou, the content level is more diversified than the B station of the two-dimensional element, and the diversification of content also reduces the barriers to entry to a considerable extent, enabling the creation of huge video contentHowever, this is another advantage of Kuaishou and Douyin over Station B.
According to a report in 2019, based on the number of monthly active users, the value of a single monthly active user of Kuaishou is US$71.50, the value of a single active user of station B is US$67.44, and the value of a single monthly active user of Douyin is US$77.22. In this set of data comparison, station B is at a disadvantage again.
It can be seen that short videos and long videos are still different in many aspects, and station B and Douyin have established strong competitive advantages in their respective fields, and it is difficult to replace the other’s position. In the future, if you want to occupy a place in the other’s field, only the incremental market will continue to expand.