This article comes from the WeChat public account:reliable two-dimensional (ID: kpACGN)< span class = "text-remarks">, author: Takashi, title figure from: vision China
In June 2020, bilibili was 11 years old, and AcFun, a subsidiary of Kuaisui, was 13 years old.
Just recently, the light video app launched in December 2018 was officially connected to the bilibili main station and started to divert. After hesitating for a year and a half, bilibili wanted to work on the short video market. Despite frequent reports after the listing, bilibili still feels pressure. The market has high hopes for it. Countless media predict that bilibili will become China Disney Marvel, China YouTube, China Netfilx, become the next Tencent, the next Weibo, the next byte beat, and even become a new generation of Zhihu, Douban, Tianya. It seems that bilibili is destined to be someone else but not himself.
It is true that based on the divergence of the core business of the two-dimensional community, the increasingly diversified structure of bilibili can find the shadow of others from any angle. However, from the perspective of bilibili’s actively selected business expectations, whether it is to increase the “local taste” video recommendation, force live & short video sections in the content direction, and realize the direction of advancing advertising business, e-commerce live broadcast, entertainment marketing, etc., and user preferences Active and active non-secondary users who are willing to spend money and are simple, All bilibili wants, quick hands are available.
bilibili is facing an unprecedented self-splitting. While using labels such as “youngest”, “secondary”, and “love” to emphasize the future value of the Houlang community, we have made use of countless new business attempts to make up for the “ageing”, “secondary disease” and “baishen”. Negative effects.
So, the old two-dimensional crying and bilibili changed, no longer the pure little broken station, but another one-click three-story video, or leave a superior sense of why not eat meat emulsion, or gather the sprinkle army and Newly joined non-two-dimensional user confrontation.
So, the old two-dimensional reprimanded the change of bilibili. It is no longer the small broken station for power generation, but it will not pay for the game business such as games, e-commerce, and live broadcast.
The user is selecting station B, and station B is also selecting users. When the uncompromising secondary business cannot support development, bilibili must make a choice. If one day bilibili becomes a fast player, no old secondary is innocent.
The old two yuan do not fight for strength
After all, the two-dimensional business started, and bilibili has always shouldered the burden of changing the industry.
Only for the game business, the “Fate/Grand Order” branch launched in 2016Supported the listing of bilibili in 2018, and resisted the income banner of the next two years, becoming the top two yuan mobile game in the Chinese market. But the life cycle of mobile games is limited after all, and the weakness of “Fate/Grand Order” is also expected. The most urgent task is to find the highly anticipated “FGO successor” to guarantee income.
In the past two years, bilibili’s mobile games have grown from 91 at the end of 2017 to more than 321 at present. Especially since 2019, the B station game pays more attention to the layout in the field of unique and independent games: on the one hand Introduced agents from Japan such as “BanG Dream!”, “Thirteen Concubines” and other popular games, and also has domestically produced unique works such as “Reloading the Fighting Ji” and “Twin Views”. Adapted mainly from anime.
On the other hand, after the joint release of the independent game “Chasing the Suspect” with Tencent NEXT Studios in March 2019, Station B held an online independent game conference for independent games at the end of July. The delusional flaws”, “Chongming Bird”, “Slash Demon” and many other game works, the type is not limited to the two-dimensional classification.
bilibili began to gather resources in the station for the game, such as coordinating more main station recommendations, APP push, UP master, live broadcast and other support when the single-generation works were launched. At the same time, bilibili has also invested in self-developed games and invested in incubating small and medium-sized game teams. According to reliable two-dimensional statistics, At present, B station has invested more than 15 game-related companies, but these companies have made unsatisfactory contributions to the B station game business, and some have not yet paidWrite out the work and cancel it.
In 2019, the revenue of station B game business increased by 22% year-on-year, accounting for 43% of total revenue; in Q1 2020, station B game business increased by 32% year-on-year, accounting for 49.6% of total revenue. On the surface, the station B’s game business has grown steadily, and it is also getting rid of its dependence on the single revenue model of the game business. But in fact, the increase in revenue mainly depends on the increase in the number of B-site agent games. Single explosives like “Fate/Grand Order” are still unsolved, especially the self-developed business is basically a bamboo basket.
bilibili was full of anxiety, so that “Princess Link Re:Dive”, which was launched in April, was once again pushed to the position of “FGO Successor”, and President Rui personally promoted it on the platform. According to the gamma data “April 2020 Mobile Game Report” data, “Princess Link Re: Dive” tops the list of the new game flow calculation list, with a flow of more than 500 million yuan in the first month.
But everyone knows that this time-launched “Princess Link Re: Dive” is a Japanese version of the agent in 2018, which has a time difference of 2 years from the overseas service. Although the follow-up version has kept up, although the B station continues to maintain the “Princess Link Re: Dive” investment, but in 2020, the fast iteration of the two-dimensional game, whether the princess who began to decline in popularity can rebuild an FGO, but also to play a question mark.
Nasdaq’s Chinese game company bilibili, speaking of the risk of getting rid of the single business revenue model of games, seems to be getting rid of money-making games. The old two-dimensional guys taste too hard core, acting gamesThe unstable quality is rarely recognized, and self-developed games have repeatedly hit the wall. If bilibili’s game business revenue composition is sufficiently diverse, who cares if the model is not single, and being a “game company delayed by a video site” is not more complacent.
Compared with the most lucrative game business, the traditional two-dimensional Yuanneng anime is really a master of spending money. Not to mention the dozens of Japanese new fan animations that are fixed to be purchased every quarter. Starting in 2019, the launch of bilibili comics has caused station B to start packing with the animation to take away the seasonal comic works, and buy some classic anime fills from time to time. Content reserves, by the way, selling feelings, it is all real money.
The bilibili National Innovation Zone, which was established three years ago, has made amazing contributions to the industry. According to reliable two-dimensional statistics, in recent years, B station has invested in nearly 20 animation content companies, more than 90 domestic animation works, and does not include broadcast copyright purchase, investment related companies, marketing expenses and other expenses.
It is true that the entry of bilibili has given many animation companies a way of life, but from the current results, although bilibili is recognized as the highest quality platform for secondary users, there is a high probability that the animation works with the most attention on the entire network every quarter Without being invested by Station B, even the most popular works of Station B’s Guochuang whole station became popular after Station B began to participate.
Not strong enough, Station B, which has little control over the work, gives the investment project more free space, but it seems that it can’t bet all the time. Most of the time it is to complete the role of a platform and supporter. Even after catching up and playingThe increase in the number of users on the website has been greatly improved, but the work has a mixed reputation. In addition to the positive film, the heat of several old two-dimensional related areas is not tepid. The film shortage problem cannot be solved. In addition to the animation works, the platform is packaged Brand advertising, it is difficult to create other income opportunities.
But after all, it is station B. The content of the anime is the original heart and feelings. Even if you don’t make money, you will definitely not leave. The same is true for the old two-year-olds. Opening a big member in one year is also a way of charging for love.
As of the end of March, the number of large members of station B reached 10.9 million, an increase of 127% year-on-year. This includes true love that was originally opened in 233 a year, 98 years of participation in the event, and even 21 months of active users, as well as joint cooperation with China Merchants Bank, QQ Music, etc., including redemption of points in the station, and participation in the gift Wait, especially the discount of bilibili members from 2017 to 2018, which has caused many people to overdraw their membership quota in the next 2 to 3 years. For station B, the income of large members is not as optimistic as it seems. Compared with iQiyi, Tencent Video and other hundreds of millions of paying members, it is even rarer.
In addition to games, the old second yuan’s biggest contribution to the revenue of station B is the bilibili member purchase business. This main ACG derivative product, which satisfies the “emotional” consumption of the pan-two yuan crowd, has been recognized by many old two yuan for more than two years since its launch. In Q1 of 2020, it is mainly based on member purchase income, and also includes derivatives business based on independent design and production of 2233 Niang and small TVs sold in Taobao stores. The revenue from e-commerce and other businesses at station B is 160 million yuan, an increase of 64 year-on-year %.
However, with the need for income growth in the past two years, promotional activities launched by member purchases have continued, and new gameplay magic rewards have also been punished for “circulating money”. At the same time, users who have long used member purchases also know that the price system of member purchase Very confusing. Member purchases are mainly sold by hand, and are the standard products that do not fluctuate greatly in the first-hand market price of the second-element commodities. However, due to the different promotional activities of the B station, the usual selling price of these products is 50% to 120% of the original selling price of the Taobao agent store. This price ratio means that a large number of users will “dissuade” because they are expensive. In terms of bilibili membership purchase, apart from a small amount of self-developed products, the profit margin of most products is not so considerable.
However, most of the self-developed products are designed and produced for 2233 Niang and Xiao TV. Although the design sense and quality can not be said, the price is not low, and it is not attractive to new users who enter the station later. Growth faces challenges.
Content selection is hesitating
The old two-dimensional business is not enough to make money, and it is natural to expand new business. However, most users of the B station still stay in the logic of young people. Compared with the products that are all targeted to users of all ages, the advantages are the biggest disadvantages.
Everyone says that station B has the most valuable users of China’s Internet in the next ten years. Why is it the future? Because the value of this group of users is very low, it still takes time to develop-wait for them to grow up, but The disposable income has increased.
So, when new users rushed into the platform after making efforts in Station B, the indigenous second-dimensional people felt uncomfortable and confronted them fiercely. Young users can’t understand some business rules, they can’t understand the acceptance and tolerance of the B station, and they unconditionally believe that the UP masters are sought after. The new users cannot understand the true status of the younger age of the B station, and cannot understand the fireworks of the “young people”.
B station understands the shortcomings of young users the most, so this secondary community returns from the cloud to the surface