"If you look at it in the long run, what kind of state will a station B that is full of vitality, the right time, the right place and all the people occupy it evolve into?"

"In the medium term, compared with Douyin Kuaishou Watermelon, Youaiteng camp and even Youtube, what is the core competitiveness of Station B?"

"Is Station B, which is getting bigger and bigger short-term users, really tearing off the two-dimensional tag as the outside world says?"

Shen Feng sent out a soul triple attack and said with a smile: "If Chen Rui can solve these three problems......

"The future is bright!"

Ding Wei knew that her boss was very optimistic about Station B, and she was far more concerned about it than Youaiteng, after all, they were all young people.

Don't look at the domestic video giants all lose money, except for Mango, which is backed by satellite TV, but the loss of station B is definitely different from the loss of the long video platform.

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

Obviously, iQIYI is in a hurry to quickly recover the cost of buying content from users, which is not difficult to understand, after all, content purchase is the first means for people to attract users, but this expenditure is very huge, and it can hardly be filled by other means of monetization.

Content buying is both the main means of growth and the main means of monetization, and this model determines the subsequent product design and user experience.

Various membership titles including Gold VIP Member, FUN Member, and Star Diamond VIP have been launched......

Trying to get users to pay to unlock new content, but spending money and not unlocking all of it, or in-roll ads everywhere can be a trigger for them to annoy them.

This is also the smartest thing about station B, the revenue structure and cost structure are just staggered, this company invests heavily in content to attract users, but it doesn't expect users to pay for it.

In terms of how to make user money, Bilibili's approach is to give the choice to users.

Whether it's a mobile game, a live tip, a big membership, or a charging plan, it's all user-spontaneous.

Mobile games can not be downloaded, and they can be downloaded without charging money;

Needless to say, live streaming and charging tips are all based on personal wishes;

The big membership function is quite frivolous, because 80% of the content of station B is composed of UGCPUGC, the experience of non-member users is basically not affected......

You don't even need to register an account to post barrages and comments!

Because its business model is funnel-shaped, the entry port is very wide, which is responsible for user growth, and the lead port is very narrow for profitability.

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

For example, in 17 years, station B launched the recommendation function on the homepage, and gradually put the recommendation page in the most important position. The video recommendation mechanism is directly helpful for the active duration and growth of users, which is equivalent to the import port.

Compared to in-roll advertising, in-feed advertising and brand advertising can minimize the damage to the user experience, and advertising revenue accounts for only 10% of the overall revenue structure.

On the other hand, the business model is almost pipe-shaped, and the size of the entrances and exits is basically the same. Users are not so much buying services, but directly purchasing content, iQIYI only undertakes the player function.

When users expect their purchase to be primarily content rather than the player, it's almost inevitable that any ad inserted by the player will cause user offend.

To put it bluntly, it all depends on the hunger and thirst for making money!

Especially in the past year, it can be said that it is an important turning point for Station B, that is, it is tearing off the niche two-dimensional label and turning into a pan-entertainment community for young people. Sissy

But insiders look at the doorway, if the executives of station B say this, it is likely to be out of the same caliber of external company discipline, what kind of young people's pan-entertainment community...... The most popular app for young people...... Youth Cultural Gathering ......

These concepts must be more convincing to American investors than Oriental Project, Pseudo-Niang, and the Second Yuan, right?

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

According to the data compiled by Li Nanjun: the number of domestic ACG users has reached 290 million, and the core users have reached 100 million.

This is still relatively conservative, believing that pan-ACG users exceed 300 million, or even 400 million.

Is this girl called a minority?

In my opinion, the funnel-shaped growth model of station B is not as the outside world thinks, giving up its own differentiated advantages, developing pan-entertainment content and attracting young users.

The real idea is to absorb young users, and then gradually complete the transformation from young users to two-dimensional users.

The strategic significance of the layout of live broadcast is to improve user stickiness, and the combination of live broadcast + pan-entertainment video content is an important component of the introduction port + filter part of the current funnel growth model of station B.

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

Thinking of this, Shen Feng showed a hint of a smile, and if he was Chen Rui, the most important thing to consider was......

Is it better to convert new users as quickly as possible?

Due to the strong community attribute of station B, once new users do not have a deep understanding of the original community culture and the influx is too fast, it will inevitably cause conflicts between new and old core user groups.

This contradiction is almost a fatal blow to the destruction of community-based products, old users will feel "tasteless", new users will feel "disrespected", and the result is a rush to disperse, and years of hard work have fallen short.

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

At the same time, it is necessary to properly control the frequency of new users converting into core users?

That's the handiwork!

"I don't understand...... Ding Wei said confusedly: "Why does Station B want so many two-dimensional users?"

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

Shen Feng laughed, forget it, Disney was indeed just an animation company or a studio at the beginning of its establishment.

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 $200 billion is playing big entertainment.

What's the difference?

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

Disney accounted for more than 26% of the total U.S. box office last year, and behind all the high-grossing movies you can think of, Disney basically stands.

"Chen Rui's ambition is not small. Shen Feng explained: "Bilibili is consciously cultivating the consumer group that it needs as an entertainment company. ”

Perhaps the way he really wants to make money is this: own the IPs that are popular in the market, and then put these IPs into different content or products, and finally sell them to consumers. ”