Station B has recently broken the circle again.

However, this lap-breaking operation is not a good thing:June 14, as one of the two major platoons of station B science area"The Wizard's Finance", high-profile announced the withdrawal of Station B, the future of the new habitat "alternative arrangements", the news came out, a stone stirred a thousand waves.

And the digital brand value of Station B has plummeted as a result.

Data source: Digital Brand List monitoring study

It's not easy.

According to Tech Planet through the industry learned that the Wizard financial contract is byte beat under the companyWatermelon 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-ups", accompanied byWhether Big V is in default on Station B、Whether station B's "high-energy alliance" of outstanding UP owners is stableAnd.Bytes are dense and powerful digging corner B station UP master's ups and downs dramaExpand. 

"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 master also said: "The wizard finance in B station is not to receive commercial ads, headlines can give high signing fees, which is still very attractive to up master." "

The UP owner also revealed that many UP owners of Station B have received invitations from the byte system, "they have developed a B station more than 10,000 people powder UP main poaching list, a bit similar to that year's fighting fish tiger teeth to dig each other big anchor situation." At the time, for Station B, how to let the departure of wizard finance does not cause "military heart shake", is a big problem that needs to be solved urgently.

But digging is disgraceful in the end. B station digital brand value plummeted at the same time, byte of watermelon video is not good, there is no doubt that this "poaching drama" for the digital brand value of both brands, are a kind of injury.

Data sources:"Digital Brand List" monitoring research

Love and hate with Station B

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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 unique hard-core financial content, with 4 million fans of "half Buddha fairy", 6 million fans of "Ro xiang said criminal law" and other UP owners, become b station well-known big V. 

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. 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 "power with love."

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 operation of the capital market, the first video playback volume of Wizard Finance is more than one million, and now 14 videos suck 3.1 million, its growth rate is amazing. The latest issue of "The Impact of the Epidemic on the Economy: The Special Report of Wizarding 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." According to a UP master B station, in the "hunting 100", B station listing and other node events, B station accelerated the commercialization process of up master. 

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 all that Station B did was still a little late for the wizards who had left.

When the headline video comes knocking on the door

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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 the byte beat to clear the jitter, watermelon and volcanic video content system, the evening of June 15 updated today's headline app, "long video cache function" and "video creator access creator rights system" two updates, directly refers to up the UP master's most concerned about the revenue matters, but also shows that the byte beat of the desire for video content increased again.

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 event can only be invited on our list of intentions, " an official operator of the shake-up watermelon told a UP owner.Big UP master is the focus of cornering objects, 10,000 people powder growth UP master is also welcome。 

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

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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 are young people the best group in terms of willingness to pay and acceptance of commercialization? 

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 and has given up the commercialization of the pods, when the platform's community is becoming more and more intense, more and more die-hard powder, the corresponding commercialization is also difficult to do well, content creators in order to escape the community is a necessity. 

Investor-born Chen Rui is leading Station B carefully to the right - with a bit of community atmosphere of quick hands and almost no community atmosphere of shaking and shaking volcanic version, watermelon video, etc. , Station B is looking at its competitors how to do commercialization, and how this process no longer arouses the opposition of the user group 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.