Tech Planet (WeChat ID: Tech618)
Text . . Yang Yeying
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As one of the two major brands of station B science area, "witch finance", on June 14 high-profile announced the withdrawal of station B, the future of the new habitat "alternative arrangements", the news instantly "break the circle" spread.
Tech Planet learned through the industry, Wizard Financial signed a byte beat of its watermelon video, the signing fee is expected to be up to 10 million yuan, the contract period of 2 years. B station high-level also confirmed the news side: "bytes are still very able to give." "
If only big V left voluntarily, maybe things wouldn't have spread so quickly. Behind this tumult of "break-up", along with the big V to B station default, B station gather excellent UP master "high-energy alliance" is stable, and byte system dense strong digging B station UP master's ups and downs drama unfolded.
"I don't want to be so stiff with Station B, but they give too much." Well-known self-media person Reisling forwarded the B station announcement content, imitating the witch financial jump tone so said. A B-station high-powder UP owner also told Tech Planet: "The wizard finance in station B is not commercial advertising, headlines can give a high signing fee (support for non-business creation), which is still very attractive to up master." "
The UP owner revealed that many UP owners of Station B have received invitations from the Jiyin system (Jiyin, watermelon, volcanic content has been opened), "they have developed a B station more than 10,000 people powder UP main digging list, a bit similar to that year's fish and tiger teeth dig each other big anchor situation."
This byte line has been pointing to the fire, that year's headline question and answer strong dig to know the big V drama once again staged, and for Station B, how to let the departure of wizard finance does not cause "military heart shake", many UP owners are also watching.
Love and hate with Station B
"I'm sorry I haven't been able to show up with you yet, so I'm going to talk to you about this." "For some users it's a farewell, for me it's a fresh start."On June 14th, at 10 a.m., "Wizard Finance" recorded a video in its public number, releasing a video entitled "ExitIng Station B", "Fresh-clothed Raging Horse Junior" - about net red, content industry, my growth", announced that it would withdraw from Station B, and many people speculated about why they wanted to leave Station B, as well as the next stop of Witch Finance.As the "black horse" UP owner who grew up in Station B, Wizard Financial won the 2019 Rookie UP Master Award and amassed more than 3.11 million followers. With its unique hard-core financial content, Wizard Finance has become a well-known big V station B with 4 million fans of "Half Buddha Fairy" and 6 million fans of "Ro xiang said criminal law" and other UP owners.The popularity of non-ACG content also means that B station's out-of-circle strategy is gradually successful, different user groups flock to station B, B station traffic is also rising, from 71.8 million live per month at the time of listing to today's 172 million;In particular, the 2020 "May 4th" Youth Day, B station corporate propaganda film "after the wave" brush screen circle of friends. B station market value beyond the "Ai Qiyi", but also let the room produced "B station's back waves, will not be the best Ai Teng shot on the beach" argument. B station has this opportunity, after all, PGC-based YouAten (Youku, Aiqiyi, Tencent), has always faced high content copyright costs, and B station PUGC model and successful community use, so that countless UP owners willing to "use love to generate electricity."Wizard Finance is also the representative of this type, its behind-the-scenes producers from college on the "mixed" B station, from their own attempts to edit to gradually become a hard-core finance UP master, "you will see me more front of the content quality is worse", Wizard Finance is in the B station growth and evolution of up master.Since the first video was released on September 17, 2019 to analyze business events to analyze the workings of the capital markets, the first video broadcast by Wizard financials is in the millions, and now 14 videos suck 3.1 million, which is growing at an alarming rate. In particular, the latest issue of "The Impact of the Epidemic on the Economy: A Special Report on Witch economics 03" reached 5.21 million.Compared with the shaking sound of tens of millions of traffic, wizard finance this hard core content can get high attention in B station, in addition to B station lack of financial content factors, but also B station push, as well as wizard finance itself content quality factors.And wizard finance in order to the quality and fairness of the content, has been emphasizing not to receive advertising, in fact, in order to rebuff the Internet factory business cooperation, wizard finance external quotation is more than 1 million, in order to "scare away" customers. But for station B UP owners, the money alone is not enough to support themselves.On the other hand, wizard finance during the outbreak was caught in the plagiarism entanglement, many people questioned its pedestrian settings and plagiarism know the content. The wizard also apologized, but things like this don't seem to be forgotten any time soon at Station B. After all, IP operations are still the top thing for UP owners compared to the machine recommendations for jitters.Station B must be very concerned about the big V every move, so very early to improve the operation of the UP master ecology."The Wizards have signed up to the High Energy Alliance, which has a high barrier to entry, similar to station B's official MCN." B station a UP master told Tech Planet (WeChat ID:tech618), in the "hunting 100", B station listing and other node events, B station accelerated the UP master commercialization process.The issue in the Wizards' financial dispute over whether to sign the two is the MCN agency that signed with Station B in April. It is reported that the wizard finance and B station talks is the exclusive exclusive agreement, because the wizard finance is the B station ecologically famous UP master. And the "half Buddha fairy" and other UP master did not sign an exclusive agreement, after all, "half Buddha fairy" very early in the knowledge and WeChat public has become famous, he will not give up other platform ecological fans.Not only rely on signing up to retain UP owners, but for some high-growth UP owners, Station B also has a double revenue plan. It is reported that B station live goods are also in an orderly process, these measures are for up owners to be able to "decent" content, not for business orders and worry.But the witch's financial outing may mean that Station B is still a little late for all this.When the headline video comes knocking on the door
The Internet has always been a game of infinite warfare, and the speed is relative.B station has the patience to improve the ecology, but when up master and B station to determine the "marriage agreement", encountered a more suitable "like The Langjun", the Italian horse heart ape is difficult to avoid.For the UP master of Station B, "Ruyi Langjun" is the more powerful byte beat. The byte beat of the "miracle of greatness" has a precedent for large-scale poaching at high prices when filling in the gaps in certain areas.In 2017, the headline department's Wukong Q and A took a breath to dig away hundreds of big V, according to the hedgehog commune interview know big V "devil milk dad" said, "and (headline) is to give money, the annual income is higher than ordinary white-collar workers, after signing can no longer know, the equivalent of an exclusive agreement." "It is reported that at that time, there were 300 known big V contact with the headlines, many people exclaimed to know whether the content will collapse. But since then, the Wukong Q and A team in July 2018 completed the transfer, the overall transfer to the micro-headline team, Wukong Q and A cape big V against the knowledge of the strategy also announced failure.The lost byte beat, does not seem to abandon this set of play. Especially after byte beats through the content system of jitters, watermelons and volcanic videos, the Today's headline app was updated again on the evening of June 15th, "Long Video Cache."”Access to the Creator's Rights System with "Video Creators."”Two updates, pointing directly to the up master's top revenue concerns, also indicate a renewed desire for video content from byte beats.At this time, The Wizard of Finance expressed the hope that the platform can provide a high salary, so that creators do not worry about commercial advertising, can do content with peace of mind. Platform pay this measure, the commercial ability is not enough UP master is really very attractive, after all, than the head UP master advertising price in about 500,000, many UP master single video price in 5-10 million yuan.Although the price is no longer low, for many low-yielding hard-core content players, whether these revenues can cost the Cover team is still a question. And B station similar to the jitter "star map" of the "spark" commercial platform is being perfected, many UP main order income-generating capacity is not stable.Commercial realization has been very perfect byte video ecology, not lack of funds but lack of high-quality content, especially watermelon video itself PUGC content is a weakness, if you can introduce a number of high-quality content creators, can quickly supplement high-quality content.This is also the key factor behind the jitter-intensive invitation to the B station UP master. "This activity can only be invited on our list of intentions, " an official operator of shake-sounding watermelon told a UP owner, the big UP master is the focus of the horn-digging object, the growth of the 10,000-person powder UP owner also welcomed.Byte system traffic is not only higher, the signing fee is also very high, of course, which contains can no longer publish content in Station B exclusive terms. This is also the core reason why B stood in the wizard's financial out of the country and issued a notice denouncing the latter for not complying with the contract, or even going to court.Previously, the wizard financial video is also distributed in WeChat public number and other channels, this signing watermelon, the exclusive agreement will let B station completely lose a high-quality content author, sitting back will undoubtedly lead to more UP main job-hopping watermelon video, which is the B station official complaint wizard financial key.In a three-way ecosystem like Station B, platforms tend to value users more because they are a source of platform traffic. However, there are often concerns about the third party that generates the service, and conflicts sometimes break out between commercial interests. For example, earlier this year, the United States group of Guangzhou catering collective resistance to high pumping, wizard finance, ASMR anchor Shaohan Shine and other UP owners from B station, are ecological service providers are dissatisfied with the platform cases.It can be said that when the headlines knock on the door B station, is the most understanding of the creator and the most understanding of the community platform between a collision. B station how to do the best in both respects, is definitely not a simple answer to the question.A double-edged sword for the community
Founded in 2009 B station, the earliest is pure secondary community. With Chen Rui into the main B station, B station began a rapid lap action. Out of the circle will certainly face the balance between content and commercialization difficulties, but did not expect the wizard finance to make this issue become a prominent event.Looking back at the early days of Station B, it quickly expanded from the original animation, music, ghost animals and other partitions to 20 partitions, including the latest online "knowledge" partitions. The community has evolved from the original secondary user group to the Internet-friendly Gen Z group. Station B is always changing, but what has not changed is the community atmosphere, and powder is a prerequisite for all important changes."No one will be 18 forever, but there will always be 18 users, " says An Tinglei, director of operations at Station B, which is key to attracting a steady stream of young people to Station B. But in terms of willingness to pay and acceptance of commercialization,Young man.Is it the best group?In YouTube is a very normal patch ads, forced by B station users to promise never load;Although the PGC and PUGC models are slightly different from those of Achiyi, the overall commercialization of Station B does not fully release.According to the latest financial results, Station B's revenue in the first quarter was 2.32 billion yuan, and the average monthly paid user number rose to 13.4 million in the quarter. According to Ache's financial results, total revenue reached 7.6 billion yuan in the first quarter of 2020, and the number of paid members reached 100 million.B station to the left, is in the commercial exploration for many years of knowledge, has given up the commercialization of the pods, when the platform of the community more and more thick, more and more die-hard powder, the corresponding commercialization is also difficult to do well, content creators in order to "just rice" to escape from the community is a necessity.Chen Rui, an investor, is leading Station B cautiously to the right. With a bit of a quick hand in the community atmosphere, almost no community atmosphere of shaking and shaking volcanic versions, watermelon videos, etc., Station B is looking in the direction of its competitors how to do commercialization, how this process no longer arouses the opposition of the user community is difficult.According to Aurora Data, before the commercialization of Station B in 2017, the number of "back waves" under the age of 24 accounted for about 75.2% of the total number of users. In 2019, the proportion of B-stop "back waves" has fallen to 43%. Station B's desired user base cone appears to be forming, but without advertising Station B, it remains unknown that you will have many more commercial challenges to overcome.Station B will not match the byte beat to the UP master's quote, most UP master "power generation with love" will also be the norm, this stage how to stabilize the ecology is indeed a difficult problem. Fortunately, station B, which has a good community atmosphere, is already on the market, and it has more opportunities to flash around, and everything is still possible.
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