"If in the long run, a B station full of vitality, with the right time, place, and people, will it eventually evolve into?"

"In the medium term, compared with Douyin Kuaishou Xigua, Youyi and Tencent camp, and even youtube, what is the core competitiveness of B station?"

"Is B station with increasing user base in the short term really tearing off the 2D label as the outside world said?"

Chen Feng issued a three-shot soul strike and said with a smile: "If Chen Rui can solve these three problems..."

"The future is promising!"

Ding Wei knows that her boss is optimistic about B station and is far more concerned about You, I and Tencent, after all, they are all young people.

Although domestic video giants lose money, except for Mango, which is backed by satellite TV, the losses of B station are definitely different from those of long video platforms.

A brief analysis of the cost structure and revenue structure can be found that 77% of iQIYI's total content cost of 5.9 billion yuan last year can be equalized by charging users, and the remaining 23% can be filled by 1.5 billion yuan of online advertising revenue.

It is obvious that iQiyi is very anxious to quickly recover the cost of purchasing content from users. This is not difficult to understand. After all, content purchase is the first way for others to attract users, but this expenditure is very huge and can hardly be filled through other monetization methods.

Content purchase is both the main means of growth and profitability. This model determines subsequent product design and user experience.

Members, fun members, various membership titles including...

Trying to guide users to pay to unlock new content, but for users, spending money but not being able to unlock all content, or patch ads everywhere can be the fuse to annoy them.

This is also the smartest thing about Bilibili. The revenue structure and cost structure are just staggered. This company invests heavily in content to attract users, but does not expect users to pay for it.

In terms of how to make users’ money, B station’s approach is to give the right to choose to users.

Whether it is mobile games, live broadcast rewards, large members or charging plans, they are all spontaneous behaviors of users.

Mobile games can be downloaded without downloading, and they can be charged without any money after downloading;

There is no need to say much about live broadcast rewards and charging rewards, they all depend on personal wishes;

The functions of large members are quite useless. Since 80% of the content of B website are composed of ugc/pugc, the user experience of non-member users is basically unaffected...

Send barrage and comments without even registering an account!

Because its business model is funnel-shaped, the import port is very wide, responsible for user growth, and the export port is very narrow, which is used for profit.

The huge gap in throughput between the import port and the import port can allow B station to slowly cultivate the paid needs of deep core users without harming the user experience.

For example, in 2017, Bilibili launched the recommendation function on the homepage and gradually placed the recommendation page in the most important position. The video recommendation mechanism is directly helpful for users' active time and growth, which is equivalent to the import portal.

Compared with patch advertising, the damage to user experience of information flow advertising and brand advertising can be minimized, and advertising revenue accounts for only 10% of the overall revenue structure.

On the other hand, the business model of YouI and Tencent is almost in the shape of a pipeline, with basically the same size of the entrances and exits. Instead of buying services, users are more likely to directly purchase content. iQiyi and others only undertake the player function.

When users expect their purchases to be mainly content rather than the player, it is almost inevitable that any advertisement inserted by the player will cause user disgust.

To put it bluntly, it all depends on the degree of hunger for making money!

Especially in the past year, it can be said to be an important turning point in B.com, that is, it is tearing off the niche 2D label and becoming a pan-entertainment community for young people.

But experts look at the tricks. If B.B.com executives say this, it is likely that it is based on the consistent external corporate discipline, what kind of young people’s pan-entertainment community... the most popular application among young people... the gathering place for young people's culture...

These concepts are definitely more convincing to American investors than Oriental projects, pseudo-womans, and two-dimensional streams?

The most obvious and most overlooked point is that the two-dimensional culture is not a niche culture at all today, but a complete mass culture!

According to the data compiled by Li Nanjun, the domestic two-dimensional users have reached 290 million and the core users have reached 100 million.

This is still relatively conservative, and there are many people with pan-2D users exceeding 300 million, or even 400 million.

This girl is called a niche?

In my opinion, the funnel-shaped growth model of B station is not as expected by the outside world to give up its own differentiated advantages, develop pan-entertainment content and absorb young users.

The real idea is to gradually complete the transformation from young users to two-dimensional users by absorbing young users.

The strategic significance of layout live broadcast is to improve user stickiness. The combination of live entertainment video content is an important part of the introduction filtering part of the current funnel growth model of Bilibili.

They do not serve the core user group of B station, but focus on overall user growth and user stickiness, help attract users and retain users.

Thinking of this, Shen Feng showed a smile. If he was Chen Rui, the most important issue he should consider was...

Is the faster the conversion speed of new users the better?

Because Bilibili has extremely strong community attributes, once new users do not have a deep understanding of the native community culture and influx too quickly, it will inevitably cause conflicts among the old and new core user groups.

This contradiction is almost a fatal blow to community-based products. Old users will feel that it has "changed" and new users will feel that it is "disrespected", and they will eventually disperse and years of hard work will fail.

How to minimize the intersection of new and old users while users grow?

At the same time, we must appropriately control the frequency of new users being converted into core users?

This is craftsmanship!

"I don't understand..." Ding Wei said in confusion: "What do you want so many 2D users on Bilibili?"

"Is it really like Chen Rui said to be the second Disney?"

Shen Feng laughed, forget it, Disney, which was founded, was indeed just an animation company, or a studio.

But today if you are an investor who knows something about the media and entertainment field, you should know that this giant with a market value of up to US$200 billion is playing big entertainment.

What is the difference?

Entertainment companies not only own the IP and content owned by animation film companies, but also have loyal fans who are willing to pay for these IP content!

Last year, Disney accounted for more than 26% of the total box office in the United States, and behind all the high-box movies you can imagine, Disney is basically standing.

"Chen Rui has a great ambition." Shen Feng explained: "B Station is consciously cultivating the consumer groups needed as an entertainment company."

"Maybe the way he really wants to make money is this: have IPs that are popular in the market, then put them into different content or products, and finally sell them to consumers."
Chapter completed!