With more than 30million viewers and more than 180000 bullets, it has repeatedly ranked first in hot search. “Three days back to the village, my second uncle cured my spiritual internal friction” has become the most popular content explosion recently. video screenshot of three days back to the village, my second uncle cured my spiritual internal friction

video screenshot of” three days back to the village, my second uncle cured my spiritual internal friction “< / P > in an interview with the news and other media, the up master” Yi Ge conjecture “said that the second uncle’s video was purely an” unplanned “product. His idea of making this video was to” completely avoid traffic anxiety “, and he expected only 100000 to 150000 broadcasts, which exceeded his expectation of becoming popular overnight.

< /div> from” afterwave ” To the “second uncle”, in recent years, the video website BiliBili (hereinafter referred to as “station B”) has become a veritable popular production platform, and many short video works have caused a sensation on the whole network< Strong> “although the second uncle video is popular, it is of little value to the commercialization of station B.” a commercialized person at station B admitted to reporters, “advertisers are not interested in this kind of traffic video, and prefer tall content, such as Jay Chou’s MV entering station B; in terms of attracting traffic and innovation, up’s original video is not as effective as the new year’s Eve party and Luo Tianyi performance.”

< /div> “station B may go bankrupt, but it will never deteriorate.” This is the commitment made by Chen Rui, CEO of station B, to users in 2016. Now, under great commercial pressure, the balance between high-quality content and cash flow has also become the sword of Damocles hanging over the head of station B.   < strong > some up owners said that their income fell by 40% < / strong > < br > < div class=" contheight "> < / div > as up owners in station B, what are the revenue models?
< div class=" contheight " "> < /div> reporters learned that the revenue sources that up owners can obtain from station B are divided into two parts. One part is related to video submission, including punch in challenges, video creation incentives and other projects, and the other part is related to advertising and goods promotion, including advertising sharing, offering rewards to bring goods, fireworks shopping list and other projects. In addition, there are fans” charging “in the form of similar rewards. the calculation method of revenue part officially provided by station B

the calculation method of the revenue part officially provided by station B

it is worth noting that in March this year, station B changed the creation incentive rules of up owners. A large number of up owners reported on social platforms that their income decreased, and even up owners said that their income decreased by up to 90%. Up owners” tree masters ” For example, he previously won up to 1600 yuan for 100000 videos on station B, but after the revision, the revenue of the new video compared with the same data decreased by more than 40%.

< /div> “in fact, the video playback revenue of station B was the highest in the whole network before, and there was a revenue of 1 yuan when it reached 300 (Times). Now it is expected to reduce the creator’s investment due to financial pressure.” A content industry practitioner told reporters, “in terms of the results, station B has reduced the general investment in up owners, especially the waist up owners, who account for the highest proportion, and gradually strengthened the voice of the head and middle up owners.”

< /div> reporters found that video creation incentive is the main part of up’s main income, but station B did not publish a clear calculation formula.

< /div> the data shows that the head up master “baojiansao” created 70million videos, and obtained 70000 yuan after tax; Up’s main “wild fat sausage” created 7.309 million videos and 6.143 million videos, earning 3867.3 yuan and 5566.86 yuan respectively. It can be seen that the playback volume is not the biggest factor affecting the revenue. Some up owners also revealed that only when the likes rate exceeds 4% can they get creative incentive income. the head up master

the head up host” baojiansao “created 70million videos, and earned 70000 yuan after tax.

a more straightforward source of profit is that fans buy B coins to” charge “the up host Up owners can directly obtain this part of the revenue, but the platform also enjoys a certain percentage, and the percentage has not been announced. However, according to the users of station B, charging the up master is 5 yuan. When using Android or web, the up master can get 3.36 yuan, and when using apple, the up master can only get 1.7 yuan. The proportion of the platform of station B is about 30%, while the apple end needs to be given a proportion of about 30% in addition to the platform.

< /div> “high quality content is the advantage of station B, and the continuous burst production capacity is difficult for other platforms to follow.” Zhang Yi, CEO of AI media consulting, told reporters. In his opinion, the audience group of station B is mainly college students and young white-collar workers, and the proportion of men is high. The overall liquidity of this group is weak, which is an important reason why station B is now facing the commercialization crisis.

< /div> Zhang Yi believes that high-quality content has always been the core attraction of station B, but there is no perfect solution to how to build users and commercialization system around content and bring continuous returns to investors. “At present, the businesses of station B still fail to play their due potential, which needs to be further explored by the management.”   < strong > top management adjustment, and comprehensively accelerate commercialization < / strong > < br > < div class=" contheight "> < / div > the financial report shows that from 2015 to 2021, station B has been losing money for seven consecutive years, with losses of 373.5 million yuan, 911.5 million yuan, 183.8 million yuan, 565 million yuan, 1303.6 million yuan, 3.1 billion yuan, 6.8 billion yuan respectively. In the first quarter of this year, the loss situation has not improved.
< div class=" contheight " "> < / div > Chen Rui, CEO of station B, said that it will achieve profit and loss balance in 2024. Station B will pay more attention to cost reduction and efficiency increase, and focus on core business strategically.
< div class=" contheight "> < / div > according to the first quarter financial report, at present, the revenue share of station B accounts for more than 40% of the overall revenue, which means that more than 40% of the revenue will eventually be distributed to up owners. Some analysts said that although the cost is high, if this expenditure is significantly reduced, it will affect the stability of the ecosystem of station B.
< div class=" contheight "> < / div > recently, the top management of station B has also made large-scale adjustments. Liu Zhi, vice president and former head of operation of station B, will be responsible for the commercialization of the middle platform system (commercial products department, commercial technology department, commercial operation Department, commercial resource management department) , and the main station business center. In addition, the reporting lines of the main station operation center, creative platform department, community operation Department and content Cooperation Department will be transferred by Liu Zhiping to Wang Yuyang, vice president and head of live broadcasting business, and report to Chen Rui, chairman and CEO of station B.

< /div> the outside world interpreted this round of adjustment as the determination of station B to accelerate commercialization. The reporter learned from insiders of station B that the overall advertising flow target of station B this year is between 5billion yuan and 10billion yuan, which is between the advertising revenue of iqiyi and Weibo in 2021.

< /div> it is worth noting that station B promised never to add patch advertising as early as 2014. On this basis, station B has developed its own unique native advertising form, and up will integrate its own creativity into advertising to make customized advertising with characteristics. Many up owners told reporters that the main mode of profit at present is to rely on customized advertising, and they hardly care about the income given to them by the B station platform.  ” the reason why station B has not started the business model of ‘quick money’ such as patch advertising is that it attempts to change from a website dominated by two dimensions to a website with a multicultural theme, accumulate more content, attract more user groups, and realize cash when the traffic is more sufficient. ” Pan Helin, CO director of the Research Center for digital economy and financial innovation at the International Union Business School of Zhejiang University, told reporters.  

“At present, most of the content of station B has not been imported into advertising resources. It should not be difficult to cash in just by advertising, but this will affect the user experience of station B. in the future, station B may still explore e-commerce, such as forming the sales of e-commerce products of special categories of station B through live broadcasting and video. In addition, station B can also consider cashing in through knowledge, guiding users to make a series of knowledge-based content, and sharing it with users Realize liquidation. ” Pan Helin said, “in general, the way station B simply makes advertising to realize is not ideal. The audience group is different from aiyouten, so it is more reasonable to realize content and personalized e-commerce.”