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In recent years, the national wind is on fire, and the four types of national tide products such as national tide clothing, national tide beauty, national tide home appliances, and national tide cuisine are the most loved by generation Z, and the purchase rate of these four types of products by generation Z is about 90%.
In addition to national tide products, for some high-quality national wind IP, Generation Z also showed a high degree of attention. Similar variety shows such as "National Treasure" and "The Forbidden City", as well as museums in the country and around the world, are more concerned by the Z generation.
As a community composed of a large number of young people, Station B's support for the national style is bound to be high. Therefore, the large-scale program of Station B has a strong Chinese style element, and at the Lantern Festival gala not long ago, this station created a Thousand Lantern Festival with opera elements as the core, which seems to have a good response.
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The Lantern Festival is alive and well received by the Yuanyuan Thousand Lantern Festival
It is reported that the Shangyuan Festival Thousand Lantern Festival of Station B is created by the background story creation of Xi Xing, a writer of the starting point girls' network, who has created excellent online works such as "Chu Hou", "Jun Jiuling", "Ask Dan Zhu" and has rich experience in the creation of works with national style themes.
Incorporating online elements into the overall program creation can be said to be a bold attempt by Station B, and the cross-border integration of national style and online text has characteristics and strong attraction.
This thousand lanterns will be the background of the overhead story, telling the story of a little girl and the lamp god looking for Aoshan Mountain, and various programs are interspersed with it, concise and clear, and there are not so many fancy settings.
In terms of starring characters, it can be seen that most of the performance guests are the UP masters of the B station, almost all of them are opera national style categories, including many post-00s young generals.
"Cute Morning", "Ye Smart", "Bian Jingting", "Goblin Singing", "Xiao Huai'er" These five UP masters are all post-00s, often shooting and releasing some opera videos together on the B station.
It is reported that they are friends from the same opera school, although they are not very old, but they are very strong. On the B station, their videos have a super high number of views, and the highest one of them has more than 12 million likes for the video of opera skewers.
The whole Thousand Lantern Festival showed a variety of traditional Chinese cultural elements such as opera, English song and dance, flower lanterns, etc., and at the same time combined with the current popular culture, it can attract the attention of the audience.
For example, "Little" combines the classic singing segments of the Kunqu opera "Peony Pavilion • Garden Dreams" with the popular music "Little" composed by Jay Chou and lyrics by Fang Wenshan, as well as "Swallow Homecoming" and so on.
With the strength of hardcore and the interesting way of performing, it is no wonder that the B station's Shangyuan Qiandeng will be able to get 9.8 points of praise.
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Station B released the national wind data report, and young fans accounted for about 70%.
Some time ago, Station B released a national wind data report, which pointed out that in 2021, the number of national wind enthusiasts in station B exceeded 177 million, of which young people aged 18-30 accounted for about 70%. 18-24 years old more patriotic style dance, 24-30 years old more patriotic style makeup, 31 years old more patriotic style ancient building.
Among the creators of the traditional skill category, the group aged 18-30 accounts for 62%, and the content of velvet hairpins, armor, ethnic musical instruments, drama, original Chinese style dance, intangible cultural heritage and other content are involved.
Among them, the number of related video playback of velvet hairpins has increased by 242% in the past year, the number of related video playback of the nail has increased by 836% in the past year, the growth rate of the number of drama video playback is 275%, and the related video playback volume of The voice is as high as 220 million times.
It can be seen that there are many UP masters who love the national style on the B station to do some interesting videos, such as the UP main talent shallow shallow to do a lot of videos to restore cultural relics, and the UP master Su Qingwu restored a small pavilion of the Forbidden City, and so on there are many such videos on the B station.
However, most young people's interests are more extensive, in addition to the national style may also like animation, games, technology, etc., so the linkage of cross-border videos is also gradually increasing. Like the Peking Opera version of Mi Xue Ice City, the Peking Opera version of the Lone Brave, as well as "Otani's Game Creation Cottage", "Xie Huaigu", "Not a Word God", "Absolute Interpretation" and other UP masters have produced many cross-border videos.
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A circle-breaking journey for the niche to the masses
In a sense, the yuan thousand lantern meeting can also be understood as the expansion of the circle layer of the B station, the B station wants not only the second dimension, they also want the user of the third dimension.
Although the users of the second dimension are the core users of the B station, but the B station wants to continue to develop and continue to achieve positive revenue growth, the balance in the hands of the high-level will definitely be tilted. Only this time, the object of inclination is no longer the second dimension, but the mainstream culture.
At present, There are more than 30 first-level partitions and nearly 100 second-level partitions in Station B, which sort out and integrate the content of each circle layer, and finally present an ecological community that can accommodate the coexistence of all circles.
There are PUGC, UGC and OGV content in the community, PUGC content is the largest, accounting for about 90% of the total content, and also plays a role in diversion together with OGV content.
In the end, Station B formed a set of virtuous and circular content ecosystem with the creator as the core, the UP main production video is passed to the audience, the audience forms different feedback according to the perception of the video and returns to the UP master, and according to the feedback UP master, the UP master produces more attractive and more in line with the audience's appetite content.
At the same time, the content monetization process of creators has been realized during this period, on the one hand, up owners obtain part of their income through the incentive policies of the platform and gifts from the audience; on the other hand, UP owners have realized monetization through some commercial cooperation or video with goods.
However, at present, the volume of B station's cargo video is small, not as small as platforms such as Douyin and Kuaishou, but the average number of likes of B station's cargo video is higher than that of both.
In addition to short videos, Station B has also invested a lot of resources in live broadcasting and live streaming with goods. Introduce big anchors from other platforms, compete for the rights to live game events, and launch small yellow cars.
However, the live broadcast of Station B is still in its infancy, and it is still some distance from the industry's leading position.
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