The promotional video of the B station became popular in the circle of friends. The time node before the May 4th launch, the front wave and the back wave were distinguished by the label of the young user group of the B station itself, which was particularly dazzling, and soon caused widespread heated discussion.
Young people are flattering objects for Internet companies and popular culture. In addition, after the B station received investment from Tencent and Ali, they also received a US $ 400 million investment led by Sony during the epidemic. As “Internet Tomorrow Star”, even think that the B station has the market value like YouTube.
However, the expectation of B standing on the commercial success is difficult to balance with the expectation of Teacher He Bing in “Let’s Run, After the Wave”, and even a fierce “conflict” will occur. Douban used to be a sacred place for literary youth. With the natural departure of users, it has not become a “spiritual noble”. Will this familiar situation happen at station B?
The clues have been shown in the promotional video
As a video platform that started with a two-dimensional culture, the young people were naturally difficult to understand by the mainstream crowd due to the existence of Japanese animation, cosplay and other kawaii cultural “dimensional walls”. The influence of station B began to be accepted. Actually The barrage culture itself is absorbed by other online video platforms.
I have also seriously watched some videos of Meishan swordsman Chen Ping on Station B. I have also watched Wen Yue Xiaoqiang speak about Liu Cixin. We downloaded the cloud audio-visual application on our Hisense TV and watched Zhang Weiwei “This is “China” has also recommended this show to Oriental TV to many friends. In my mind, I have never regarded myself as a user of the B station, because I have no feeling for the two-dimensional culture, and I have never remembered the password of the account of the B station.
“Let’s run, after waves! 》 Is the B station’s attempt to portray its young user portrait to mainstream media. In He Bing’s speech, the young, confident, enthusiastic, and diverse groups are called the “back wave”. They have a richer growth environment, more free choices, and a more open lifestyle than the “front wave”. Rebellion, game sinking, and grassroots breath. To tell the truth, changing such a grand narrative line to a background can actually be applied to any of Douyin and Aiyouteng. After all, platform advertising is originally an editing art.
The reason why the promotional video at Station B caused me to feel uncomfortable reminded me of writing in a real estate project many years ago. Party A rented a project in a suburban villa for the project team. I would get up every morning and go to work When I heard the loud children’s voice from a well-known elementary school next door, I used a tweeter to make a speech at the school through the wall of the school. At that time, my heart was rejected. Can’t be right,It is too much force.
Positive energy is the common language of almost all age groups, not the unique taste of station B. The reason why young people are young people is that they are not hypocritical. They can have nothing, but they cannot lose themselves; they can be mavericks and do not have to be deliberately integrated into a circle; they can think very simple, but should not One by one, the “adults” engraved in the mask.
The key is that if the main energy is positive, how can station B compete with Douyin, watermelon video and other old Internet giants. For many non-secondary UP masters, station B will only be a traffic distribution channel. One.
Promotional film as a platform’s value orientation and aesthetic filter has made some B station users feel that they are “marketed” and labeled “consumed”, which has become a part of the platform to please advertisers. B station UP host @calodie changed the video material of the promotional video to grassroots network material and became a “social animal”. The video has received a reward of 25,000 coins by the author’s article. The following are some comments from netizens.
The commercialization bottleneck of station B is still difficult to break
The reason why Douban itself became a “slow company” is not the founder’s Buddha nature. In fact, Abei is a programmer and believes in data. The core of Douban’s decline is the same as that of all other online communities. That is, When young users gradually enter the society and face the pressures of rice, oil, salt and workplace life, they are hard to be the carefree teenager, and even quitting the platform they once nostalgic has become the beginning of real growth for life.
What Douban treats these sleeping users is more commendable than other platforms is that they consciously become a guardian. Old users will leave a comment after watching the movie, or go to an interest group to dive to read the post.For those friends who are busy studying and recharging, and getting promoted to raise their salary to the peak of their lives, it is enough to remember the time. If the platform increases the action on Douban, the more uncomfortable it is because the old version is youthful.
In the longer time dimension, station B is more like a hot Douban. The users in station B will be lost every year even if they are high, and then some new blood will be imported every year. The foundation of standing is the instinctive “back wave guide”, which has a strong discharge effect for the “front wave” in station B. This is also the backlash that the propaganda film itself creates emotional faults.
If you do n’t move backwards, station B will gradually guard the youth of a generation, and its life will not be better than Douban. Douban can be self-willed and buddha-like. The ten-year low-key is because Douban is not listed. Not only can station B not be so calm.
From the point of view of traffic operation, the outbound traffic of station B comes from the ad insertion of 15 seconds and 60 seconds without a click on the video website, which makes the membership income and advertising income of station B lag far behind love. You Teng these three platforms.
In order to pursue user experience, station B does not accept pre-advertisement ads, but can follow on-demand. Watermelon videos and good-looking videos use advertisements after playing. The latter two have become information as an algorithm-level short video platform. The most important product of the streaming platform is, as Huang Zheng said, “China Mobile Internet cannot open a table.” Station B’s expansion space for other people has long been blocked.
The online video field has always been the most expensive online business. In addition to the cost of purchasing copyrights, it also supports users’ simultaneous online viewing experience and smooth broadband investment and CDN fees. The competition for long video platforms is extremely fierce. Only giants Only for the purpose of flow balance can long-term maintenance.
As the head of the online video, iQiyi has suffered losses for ten consecutive years. Among them, losses in 2018 were as high as 9.1 billion yuan, and in 2019 it was as high as 10.28 billion yuan. In the past four years, the accumulated losses were as high as 32 billion yuan. Although there are many young users at Station B who do not hesitate to generate electricity for love, according to the financial report since its listing, it has been in a loss for eight consecutive quarters.
The reason why the B station has not reversed the loss is simple. Although the post-95 and post-00 student groups are significantly more willing to pay than other groups, but the payment ability is still insufficient, which makes the platform imagination in the reward layering Not big, plus Gen Z who is more willing to pay for content in games and live broadcast rewards, this may be a model that B station will not give up in the future, but that is the world of other platforms, B station even has a slice Space is also limited. Sony, as a cultural IP giant in Japan’s traditional games, film and television, music, etc., has invested heavily in Station B. It introduced high-quality copyright for B. At the same time, it also introduced Sony’s business model.
Conclusion:
Young people come together to play, but when they are really mature and start thinking, they part ways, because young people always think differently from their peers. In China, people ’s social competitions such as college entrance examinations, college entrance examinations, job search, promotion and object search are all carried out in the same generation by default. Competition between different generations is purely self-play, and crowds between different generations Surge in different rivers, and ultimately belong to the sea.
The so-called separation of the “front wave” and “back wave” logic from the “backward wave of the Yangtze River” is a pseudo-proposition. In the business world, “front wave” is the “back wave” that survives. The track of station B is an online video platform. He must always be in the same frequency state as the latest young user “Houlang”, so as to avoid becoming “Douban”, and he must bear the weight of the natural loss of users, of course, become Douban It is also a living method.