Yi Fan and Chrissy Constanza will participate in the performance.
If you add the two professional e-sports teams LOL and OW that were previously formed, B’s investment beyond the second element can be said to take off. Behind a series of big moves are huge bets and ambitions for new business. Obviously, this is also Chen Rui or the management of the entire B station, in the future for the B station to break out of the second element, ACG to do the circle breaking action.
Is Feng Timo and station B “matching”?
(December 15th) 4 days before the official announcement of contract B station, Feng Timo registered an account at station B, Start uploading your own videos. On December 19, Feng Timo officially announced that he had joined and opened a live broadcast room, and a large number of hardcore fans flooded in. Some media said that her “Good Luck Come” station had exceeded 1 million broadcasts, more than 200,000 followers, and numerous fans I don’t know how many gifts were swiped in front of the “black screen”.
Of course, everyone in the industry knows that the gifts in the live room can’t explain anything, and the guild and platform warm-up components are also expected. However, just looking at the number of followers and the number of playbacks, within a few days, there were more than 200,000 followers, and each video averaged more than 400,000 views. The results were good.
However, we can’t compare Feng Timo with the general UP host or Internet celebrity anchor. After all, she has more than 20 million followers in Douyu, and Douyin has more than 30 million fans in the head.
Measured by an anchor standard with ten million fans, her “achievement” at station B does not seem to be so hot. The reason may be that Feng Timo’s style does not match the overall style of the B station at this stage. This point, in the past users have uploaded spontaneous Feng Timo-related video playback, we can have some insight.
May wish to make a simple horizontal comparison. Currently, Feng Timo is the head representative of the show anchor, and PDD is the top player of the current game anchor. Search Feng Timo on station B, the highest number of videos played on her was 3.17 million. It is embarrassing that this is actually a black Feng Timo height video …. In contrast, if the search for user B is more Interested game anchor PDD, the first one is the famous “I’m the most showy pig in the League of Legends!”, With a playback volume of up to 23.5 million.
What was the result of this “gamble”?
For a long time, what was the focus of station B that has been questioned by the outside world? There is simply no clear way to monetize. And the game revenue ratio is too high, it is its most criticized place.
With the efforts of Station B for nearly a year, the company’s revenue structure is developing in a good direction. The third quarter financial report shows that the revenue of the game business of Station B has dropped to 50%, which is basically the same as that of the non-game business.
This result was obtained by station B with massive capital investment.
Heavy money investment has brought not only revenue growth, revenue structure becoming more reasonable, but also increasing losses. Burning money for users and revenue is a double-edged sword, and you need to master the scale and the climate.
The third quarter net loss of station B reached US $ 56.8 million, an increase of 65% year-on-year. According to its recent investment in new business, we seem to be able to foresee the approximate results of the next quarter’s station B financial report-monthly user activity and overall revenue continue to grow, and losses continue to increase. Hopes for future profits need to be built on the basis of accelerating the embrace of new user groups and exchanging new people for new revenue.
B-site homepage banner game ads
It’s okay when the boat is smallHead, but now the displacement of this battleship at station B allows accelerated steering? From the advertising revenue at station B, we can see a part of “underwater resistance”.
In the third quarter, the advertising revenue of station B was 250 million yuan. This data seems to be gratifying (up 80% year-on-year), but it is analyzed by about 127 million users at station B, and the average daily use time is 83 minutes. An average user brought only 1.97 yuan to station B in Q3 Of advertising revenue, this efficiency is not ideal.
We might as well make a simple horizontal comparison, taking iQiyi as an example: According to the “September 2019 Mobile App TOP1000 Ranking” released by Analysys Qianfan, iQiyi App’s monthly number of people has reached 565 million. In the third quarter, the advertising revenue of 2.1 billion yuan, each user in Q3 brought iQiyi advertising revenue of 3.72 yuan.
The reason for this gap is that the user attributes of station B are too single, which has resulted in a limited range of advertisers or lower intent to deliver than other long video platforms. This is also the reason why most of the advertisements on station B used to be games and painting training.
To achieve growth, challenges and opportunities are bound to come at the same time. First of all, the live broadcast and e-sports that Station B strongly bets are both money-buying transactions. Although the two markets are hot, it still takes a long time to achieve profitability. Even if the plate is getting bigger and bigger, but the unseen loss will continue to hurt capital market confidence if it continues for a long time.
Second, how to coordinate the coexistence of new and old users at station B (this is also a commonplace talk) . The management of station B hopes to break the circle, get rid of the inherent labels such as two-dimensional, ACG and add some new fashion elements, but this may not be welcomed by old users. In the process of breaking the circle, how to create a delicate balance for the new and old user groups is the biggest test of the B battle.
Today’s diversification is a big bet at station B, but also a bet that must bet and cannot fail.