This article comes from the WeChat public account: Chopped Pepper Entertainment (ID: ylwanjia) , of: elk, FIG head source: IC photo
“Thanks to xx for boarding, welcome to be my captain ~” OpenIn the live broadcast area of Station B, you can see the second-generation Miss Sister wearing a cos suit or Han suit, thanking the users on board with a clear voice.
Boarding refers to the opening of nobles in the live room of station B (minimum 198 yuan) , after opening, it can appear on the host ’s ” On the “Big Navigation” list, an anchor who is concerned by tens of thousands of people can sometimes have as many as 40 to 50 users on board.
The users of station B also have their own unique aesthetics in content, which is quite different from traditional live broadcast users.
On Station B, two-dimensional anchors are much more popular than traditional shows
The hottest content in traditional entertainment shows is usually the exciting and hilarious singing and dancing PK, and the live broadcast users of station B need a mild sense of companionship.
A female anchor of station B who has often tried dancing, singing, and outdoors said that after a round, she found that the user’s favorite content and the most gifted content were still video chats.
The most popular live broadcast partitions of station B are video chat, video singing, radio stations and virtual anchors. The reasons for the fire can actually be summarized with the word accompany-just respectively Accompany by video, sound or virtual person settings .
The income of the live broadcast section is now the second largest revenue in the B station ’s financial report except for games. It captured LPL copyright at 800 million, signed Feng Timo, and introduced three big goose culture founders to be responsible for live broadcast business. After the series of actions, B’s ambition to make a live broadcast has become very obvious.
The B station recently announced that it will completely open the guild to enter and giveA very attractive entertainment guild policy.
At station B, the newly-incorporated guild, the minimum running water ≥10W, the effective host number ≥5 people, the guild is divided into 5%; the highest running water ≥100W, effective anchor ≥20 people, the guild is divided into 15%; ≥500W, effective anchor ≥50 people, the maximum share ratio can reach 20%.
Compared with the previous high-speed guild ’s maximum share ratio of 7%, the share of station B is quite “attractive”. The guild has always been regarded as a signal that the platform intends to quickly increase live broadcast revenue and refine operations.
This high share ratio means that B station hopes to attract a large number of show guilds to enter, thereby stimulating users to pay and improve the live broadcast ecology, but users who have formed unique aesthetic and content needs can easily accept foreign visitors. Guild culture?
However, if a large number of show guilds and anchors enter Station B, will it change the user atmosphere of Station B itself?
Voice from traditional show guild
“I am really interested in stationing in station B, but it may take a year to settle in”, a guild CEO who has been operating on the game live streaming platform for many years said that his guild monthly turnover has reached 30 to 40 million.
He said, For the Great Guild, the share ratio is secondary. Whenever the Great Guild enters, it can talk about a better share ratio . Since YY, he has been a show guild for nearly ten years, and he is not willing to be the first person to cultivate fields.
Why choose one year later? Because he wanted to pass this time to see if Station B could solve two core problems.
The first is the user ’s paying habits . Converting free live users to paid users is not a simple process.
In terms of user payment habits, the cheapest one is Huya. Huya comes from YY and inherits the loyalty of rewarding and paying on YY; and Betta hatches from station A, inheriting the free secondary culture of station A. Later guilds and platforms used it to cultivate user payment habits A lot of time and energy.
Coincidentally, the source of station B is also station A. How long does it take Station B to change the user’s payment habits? This is not conclusive, but according to the conservative estimates of the CEOs of the above guilds, it will take at least a year, or even a year and a half.
Second is the B station ’s protection of the anchor and the control of user habits .
“The loyalty and gold content of the users of station B are very high, which is what attracts me; but what worries me is that station B rarely controls the words and deeds of users. Once the users and my anchor conflict, I I do n’t know how to protect my anchor and I am worried that they will be dismissed, ”the person in charge said.
Because a large number of entertainment guilds signing are waist anchors, many people are not strong in psychological quality, and they are easy to choose to withdraw because they are attacked by water friends, which will cause many losses to the guild. At present, Station B has not yet announced detailed rules for the protection of the anchor, which makes the guild hesitant to enter Station B.
Betta fish and tiger teeth have all suffered similar losses before.
Budou ’s former big anchors Wuqikai and Chen Yifa were finally blocked due to reports from friends and fans, which caused heavy losses to the platform. Huya also had anchors who chose to disappear because they were reported by users crazy.
Since then, Betta and Tiger Tooth have formulated corresponding protection mechanisms. Betta and Tiger Tooth have a complete set of mechanisms to restrict such smearing, rumours and reports. If the anchors are torn against each other The person with the rhythm first will be banned; if the user brings the anchor rhythm, the user will also be banned, so that there will be no risk of expansion, upgrade, or even uncontrollability of public opinion conflicts.
One of the styles of users at station B is to be realistic and realistic, and station B is very importantDepending on the user experience, it will not interfere with the user’s speech .
This is a good experience for users. Their right to speak can have the most space on station B, but the user ’s power is too large, which also poses a problem: on station B, the up master has millions. Fans, once black spots are picked out, they are hammered by users, and they are basically cold.
Since the beginning of last year, the finance master who has become popular on the B station, the main wizard, Finance and Economics, after experiencing a round of plagiarism of the “real hammer”, the user ’s latest video “Victoria ’s Capital Failure” commented clearly, The tone and tone of Wizard Finance and Economics are no longer self-confident, and there is a feeling of being “hammered”.
“Witch Finance” after being hammered, the tone and style are obviously greatly affected
If the B station forcibly controls the user’s speech, it will conflict with the original user ecology. The ecology that originally used the user experience as the core, the speech is extremely open and free will be shaken. Whether Station B is determined to do so is also the reason why the Grand Guild is still watching.
In addition, there are traditional show entertainment associations that believe that B station has its own unique ecology and users, and has different aesthetic standards than other platforms , worrying about too traditional guilds It was easy to be overwhelmed in the past.
“I feel that your anchor needs to understand at least some secondary elements, cosplay, hanfu, games, food, etc. The anchors like Douyinfeng and Kuaishoufeng should have been difficult to conquer users of station B. The head of the guild on platforms such as Momo and Douyin said.
However, there are also traditional entertainment show guilds that have a firm foothold on station B. How do they adapt to the unique culture of station B?
What kind of experience is the entertainment guild and anchor live broadcasting on station B?
About the above guildThe worry, the anchor Tiya 99, which has been broadcasting live on station B for more than a year, also shares some of the same feelings.
Among the fans of Tiya, there are several types of paying users, one is the younger student party users, Tiya will specifically tell them to only pay a few dollars for the gift, but this part of the user constitutes A lot of traffic;
The other is that users who will “go on board” will be fixed every month (open aristocrats in the live room of station B) , they will Monthly spend 198 yuan to become “Captain” in Tiya’s live broadcast room, and then no other consumption in that month;
The last type is the local tyrant users, who usually spend a certain amount in the live broadcast room, and then when Tiya participates in the event, they are the main force of the event, helping Tiya to play games, events and rush through a lot of reward List.
The event is one of the important means for the live broadcast platform to stimulate user consumption and achieve revenue, providing the anchor with a reason to charge the user . Prior to the listing of Betta, in order to improve revenue, high-intensity activities for several quarters even the anchors began to complain, but Betta’s revenue has been greatly improved.
Normally, the small playlists and competitions on station B are averaged once or twice a month. Compared with other platforms, B stands more buddhist in terms of activity frequency and cares more about user experience .
The biggest event Tiya has participated in is the BLS annual BLS competition.
“The schedule of BLS is still cruel. Every day at the end of the list will be eliminated. If pk wins, there will be double points. In order to get a better ranking under limited points, try to put as much energy as possible. Put on the wins. “Tiya said.
Anchor Tiya 99
Every dayAt the end of the early morning list, Tiya was the most nervous moment of the day. Seeing that her name was still moving forward, she dared to go to sleep.
With the help of the guild and fans, Ti Ya reached the final all the way, and received more and more attention.
The opponent with Lianmai in the final was Lao E, the old anchor of the B game area. Unlike Tiya, Lao E itself became famous and rooted in the B station.
Affected by the reputation of the old E and the popularity of the finals, almost everyone in the live broadcast area ran over to see. Some users who love rhythm even began to attack the barrage.
On the contrary, she can only calm down. She comforts herself: people who do not understand themselves scold not the real self. She believes that people who know her will not be like this.
In the BLS field where all live broadcast users are concerned, Tiya eventually won the runner-up and became the top 100 leader of the B station.
The users of the B station are relatively young, and generally their three views are still immature and easy to follow the trend. There are no specific views on things, they are easy to be rhythmic, and often eat melons At the time, a rhythm was formed.
There are indeed some fans on the B station who are in the middle of the tens of thousands to hundreds of thousands of people. They like to take the fans to do things with rhythm, but Tiya believes that these rhythms mainly affect passers-by and melons. Fans who are willing to spend time watching and understanding an anchor are actually not easily affected.
Tiya also summarized a set of methods without rhythm, the core of which is: First clarify .
For example, for example, a hammer person ’s video playback volume is 200W. In fact, many passers-by click through the homepage. If the parties choose to clarify, many passers-by would like to watch. If they are willing to analyze, they can actually see who is really Who is false; and if it is wrong, it is also effective to promptly apologize and guide the audience.
The attitude of the users of the B station is on the one hand The community environment is already very open , the official of the B station never intervenes, and the users themselves have the habit of speaking freely; on the other hand, the use Households are gathered under different UP masters to form private domain traffic, plus fan mentality , it is easy to confront with others.
But in terms of private domain traffic, the loyalty of fans on station B is very high, and the relationship with the anchor is veryGet close.
The most obvious feeling for Tiya is that her reasons for receiving rewards from her fans are very casual. The first “Governor” in her live broadcast career (It costs 20,000 RMB to open) The reason is very interesting.
Because of the live broadcast, Tiya often ate cold food and had a bad stomach. She joked that if someone gave her the governor, she bought a microwave for herself. Governor.
Later, she ran to ask the other party, and the other party said that she really wanted her to buy a microwave oven to be better for herself, because her live broadcast usually brought him a lot of joy, and Tiya’s smile was very contagious. There are many fans with similar mentality.
Tiya at the BLS ceremony
Tia fans like to talk to her about some interesting things in their lives, as well as anime fan plays, music, movies, etc., or recommend some fun videos to watch with Tiya during the live broadcast, hoping that Tiya can accompany Yourself.
And video chat is currently the hottest live content on station B. Tiya has tried outdoor live broadcast before and found that there are a lot more barrage, but the gift flow is much less. The user likes to reward the most, or Tiya When listening and accompanying them.
From a girl who likes the second element to the runner-up of the BLS annual festival, another important factor for Tiya ’s rapid growth is the help from her signed guild-entertainment plus entertainment.
Yujia is a veteran guild that has been cultivating in the show and games for seven years. So, as an old cannon in the show, it is also the first batch of stationed in station B and quickly made head guild, how does it adapt to the culture of station B?
Entertainment plus entertainment
In the selection of anchors for station B, Yujia did a lot of research in the early stage. In addition to the ability to sing and dance, they also need to have some understanding and interest in the two-dimensional, game and other sectors. It will be easier to integrate into this platform. The anchors they signed, such as Ti Ya, Han Xiao Mu, Mu Mu Mu Mu, are very familiar with the secondary culture.
From the perspective of Entertainment Plus, as Station B moves from a niche secondary element to a comprehensive entertainment platform, entering Station B is a logical matter.
In the third quarter of 2019, the net income of live broadcast and value-added services of station B was 452 million yuan, an increase of 167%; of the 7.9 million paying users at station B as of the end of the third quarter, 1.5 million game paying users and 6.4 million members And live broadcast paying users; these data allow the entertainment group as the first batch to join the B station guild to see its potential.
“ The average number of monthly paying users at Station B in 2019 (MPU) reached 8.8 million , Which is twice as high as the same period last year. We are very optimistic about the speed of their conversion. To quickly convert traffic to paying users, quality content and services are the most important. “Yujia said .
Compared with waiting for the platform to establish user payment habits and changing existing user habits and ecology, Entertainment Plus is more inclined to help Station B promote the establishment of a live broadcast ecosystem through its 7-year-old and mature operating system.
“Station B is a comprehensive platform combining live broadcast and video. It has a large number of secondary users, fans, and e-sports users. These clearly categorized users are more targeted and accurate in distributing content and attracting This realizes the transformation and monetization, “Yu Jia said so in regard to the potential of station B.
User difficulty: Is the user experience the first? Or the revenue first?
Previously, one of the major challenges of Douyu was that users ’payment habits were difficult to change. Even CEO Chen Shaojie once made a barrage of complaints.” I do n’t see any gifts, I want to take the lead in listing ” .
This is also a common problem in game live broadcasting. Later, through the continuous introduction of the show guild, the establishment of the guild system and the support of the show anchor, Douyu finally made a substantial increase in revenue, and the payment habits of Douyu users have also been changed.
Before the guild settled on the platform, the users of the platform were all free-range, which caused a problem-users simply did not understand why they had to brush gifts.
Through the operation of the guild, users can understand that there is a privilege difference between brushing gifts and not brushing gifts. The experience of the two is completely different, so there is a motivation to brush gifts.
When there is no guild, the platform launch policy tells users what the gift policy is and what are the benefits, but no one is linked to the platform. After the guild is available, it can be linked to the platform, and the guild has various operating methods. Fire up the atmosphere of the live broadcast room.
In the end is the user experience first? Or revenue first?
The most popular video chat zone in station B ’s live broadcast area
At present, the policy of Station B is relatively mild for both anchors and users. Generally, anchors and users are mainly encouraged, which will promote the willingness of users to consume actively, and there will be no coercion.
If you want to increase your revenue, Station B may have to walk the same path that Betta once walked.
Of course, the special user habits not only bring problems to Station B, but also bring some advantages that only Station B has.
A guild leader believes that based on private domain traffic aggregationStation B is very suitable for the growth of cultivating anchors. A user sees an anchor from zero. The stickiness is stronger than other platforms. The user’s loyalty is also very high. He will watch an anchor for many years.
The person in charge said that a user with a strong ability to pay on Huya can only spend a maximum of about half a year on an anchor, and then his willingness to consume will fall steeply.
The radio station and virtual anchor of station B are the characteristics formed in the station. The secondary users themselves have many voice control attributes, which promotes the development of station B’s live broadcast, and the payment is not weaker than the live video. Cat Ear FM, acquired in 2018, is an audio community based on secondary users;
Virtual anchor is a virtual image played by a real person interacting with the user’s live broadcast, acting as a secondary character and communicating with and accompany the user. On the B station, many users are willing to board and reward them. B station ’s virtual anchor combination “Battle Barge” has 230,000 followers, and has opened up a large nautical (Noble) with 353 people.
B station virtual anchor combination battle bar singer Ji ’s big navigation list
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If radio stations and virtual anchors based on the characteristics of secondary elements can get more development, they may become a new breakthrough for B station live broadcasting.
In the end, the live broadcast will change the original B station ecology? Or will station B eventually create a new live broadcast system that is different from mainstream live broadcast platforms?
The current live broadcast landscape is constantly changing. Huya just released an open letter today, and Tencent has officially become Huya ’s controlling shareholder. A source said that the merger of Douyu and Huya has been advancing under Tencent’s trading, and should eventually be a management merger, aimed at eliminating barriers to competition and facing commonOpponents-quick hands, vibrato.
In other words, In the live broadcast market, Station B will also face a stronger opponent.
This article comes from the WeChat public account: Duojiao entertainment administered (ID: ylwanjia) , Author: elk