After just passing his 10th birthday, Station B was eager to open the “just-cooked mode”.

On October 25th, Station B held a marketing conference for “All Things Can Be B Station”. Emphasizing himself as a service provider serving young people, he shared his research experience on young people’s cognitive models, as well as targeted marketing methodology, and announced key projects and new cooperation resources within the platform.

In other words, this time, Station B hopes to bring cooperation to the brand side, and hopes to further develop the value of platform users and find a more suitable marketing form.

For the B station, this step may not be so smooth.

“All things can be B station”

“Secondary element” is a common phenomenon of B-station users, but B station is eager to get rid of such outdated views.

Chen Rui once mentioned in the conference call after the Q2 earnings report that the vlog video growth in Q2 reached 81%, and the mobile phone mobile submission exceeded 50%. In the first half of the year, the content explosion and the new star UP were also born in the new category of life, technology and entertainment.

The new users of the current B station have long been not limited to the secondary element group, and even the pan-quaternary group that is not the game. Topics and users are gradually mainstreaming and serving all young network users. As one of the largest youth cultural communities in China, 78% of users at Site B are young people aged 18-35, and the monthly users have reached 110 million. According to the announcement: 20.27 million people in the first half of 2019 studied at the B station, which is equivalent to twice the number of college entrance examinations in 2018.

B Station Vice Chairman and COO Li Wei said at the event: The reason why the content of the website can be infinitely rich and extended depends mainly on the people gathered here.

Za gathered in station BThe representative will determine the trend of China’s online entertainment market, and more than 60% of the future market will be contributed by them. Future brand product consumption trends will also be defined by them.

According to the Aurora Big Data statistics, the social initiative of the acquaintances of Generation Z is decreasing. After 60, the social initiative was 42%, while after 00 it was down nearly 10%, and social initiative was only 32%. On the contrary, social circles based on common interests have gradually become their mainstream choice. In other words, compared to reality, young people today are used to finding their own meaning in online content.

So young people will be very resistant to the intros of ads inserted in the video and the paused pop-ups. For them, these ads are not as simple as a “dog skin plaster.” To a certain extent, the reason why the B station is favored by young people is that it is one of the important reasons for the conservative treatment of video titles.

Although it can win the user’s favor, but for the B station itself, this move is equivalent to giving up a large income of the video site.

New path for B-station promotion

So what kind of promotion is what young people are willing to accept?

Looking back and looking at the bar-style features of the B-station, the video with the barrage is more lively and more fun than the traditional way of viewing. So there will be some videos that are obviously boring, but after opening the barrage, you can see the reason for laughing.

So compared to the traditional passive acceptance form, today’s young users are more likely to recognize interactive communication; when a certain sentence in a video bursts red, the user will spontaneously repeat the stem and spread out. Therefore, Station B believes that young people prefer content-based marketing based on recognition.

“Users recognize your content, they are willing to play with your stalk, and even create new stalks for you.”

B station said that in their documentary “Life OneIn String 2, the brand has been implanted many times. For example, the owner of the barbecue restaurant put down the bamboo stick in his hand and said with Vitasoy: “Drink the mouth of Vitasoy, it is more refreshing to eat spicy.” This seems to be somewhat The actual form of the advertising form of the play is very good. With the excellent content of the platform, it will naturally bring about efficient dissemination. The audience will not only recognize your brand, but also extend the vitality of the brand culture by playing the stalk.

Of course, more importantly, for the brand, this kind of marketing cooperation needs to put down the body to interact with the audience. From the brand side, I am afraid that it can still be done.

So, why did the B station have a conservative attitude and open cooperation?

Emergency to earn, and a lot of flowers

According to the prospectus of the B station when it was listed in March 2018, 83% of the company’s revenue before the listing came from mobile games, and other business revenues accounted for only 17%. There are a few users who ridicule: “As we all know, station B is a game company.”

As a video community focusing on young people’s culture, the main source of profit depends on the game, which only indicates that its video business lacks a mature and stable profit model. Chen Rui also mentioned in public on many occasions that the ideal income structure of Station B is “game and other half”. According to the second quarter earnings report of B station in 2019, non-game business revenue accounted for 40%, an increase of 162%. The income structure optimization is fruitful.

On the other hand, while the income structure is optimized, they are also more able to “spend money”.

The financial report shows that the net loss of the B station in the second quarter was RMB 315 million, an increase of 348% over the same period last year of RMB 70.3 million. Compared with the net loss of 190 million yuan in the first quarter, the chain increased by 60.71%. Although the vertical comparison loss is expanding, the horizontal comparison is still a minority compared to the loss of 1 billion in the Iqiyi Youku video.

Compared with the previous cautious attitude, the positive test content of station BMarketing, and perhaps to continue to balance the income structure and make up for losses.

Although B has a natural advantage in the field of youth cultural communities, as their analysis shows: young people are very sensitive to the way in which marketing is presented. Good marketing can cause the effect of the screen to be screened, not good. Marketing is also very likely to have a negative impact on the brand image.

For B station, how can we let Party A see its value, let the brand recognize the content marketing for young people, how to explore the acceptance of young people, and let users, brands and platforms have something to do. The business model of harvesting has a long way to go.