"In order to become a hardcore member of Station B, I Baidu for two hours"

The author | Shiqing

me again? I remembered the fear of being dominated by the entrance exam in the early days", "All relying on the ghost animal area to save me", "The fake two-spiny ape was actually myself", "The last answer seems to have been seven years ago", "Grandpa Qinghui", "Anime is all voice actor problems, numb", "I never expected that I would one day do high number questions on Station B"...

Recently, Station B launched a hardcore membership function, allowing some sixth-level users to regain the feeling of answering questions in the inbound.

Answering questions is a unique community culture of Station B, and it is also a common memory point for many users, and the more difficult the question, the more refreshing it can be stimulated. But this time, Station B allows users who are the first to pass the hardcore membership exam to give exam questions to latecomers.

After the first batch of hard-core members who successfully landed on the shore were given the right to write questions, in order to "torture" the latecomers, the test questions were somewhat too cold, and even tricky.

They also share their answering strategies and experiences as "people who have come over"; some open the flicker mode in the comments, publish some false "new regulations" after becoming hardcore members, and deceive some unknown users in the clouds. As a result, users who later take the hard-core membership exam can only do questions while Baidu answers in order to get the hard-core membership logo.

In just one week, challenging the advanced test for hardcore members has become a hot topic. I have to say that Station B even played with the exam and became a successful marketing campaign.

So, why did Station B launch hardcore big members at this stage?

In recent years, after the B station accelerated commercialization, the user group tended to be diversified, especially after the "back wave" broke the circle, a large number of new users poured in, the old users were dissatisfied with the dilution of the core two-dimensional culture, how to let the new users and the original users in the station integrate with each other, how to provide a better experience environment for the old users, improve the stickiness of the old users, is the direction of the B station in the next few years.

Station B CEO Chen Rui once said that the short-term goal of Station B is to reach 400 million MAU in 2023.

The emergence of hardcore members has allowed the old users of Station B to find a recognized sense of belonging and continue to generate electricity for love.

01 Happy in the crash, this is the new world that belongs to LV6

Previously, some users complained: "The number of users at the sixth level in the station is increasing, and there may be no motivation after the level is full, and I hope that the platform can have a new way of playing." ”

Recently, Station B has tested a new feature for active users who have reached lv6 - hardcore membership (equivalent to the advanced version of level 6 users). Participate in 100 answers on the mobile phone, after passing the exam, you can get the title of "hardcore member", and you can also unlock the LV6 special logo (small lightning), hardcore member bullet screen mode baeta, LV6 trial question right, special attention, double the upper limit of the blacklist and other exclusive rights.

However, the difficulty coefficient of the test questions is quite high, and the angle of the questions is also quite strange. First, let's feel the style of the hardcore big members:

Which of the following is Jackie Chan's nose bigger?

How was the puppet Ryūzu activated in the drama "Clock Mechanism Star"?

How many seconds did Curator Kim win the game in the countdown?

How much is the local strawberry where Liu Huaqiang bought melon?

Even the tenth-level scholar of the "Biography of Zhen Huan" would be confused when he saw "Chun'er complained to Zhen Huan about gaining weight, what did he eat in breakfast". The question is understood, and the content is familiar with the field, but the answer is a small detail in the scene that will not be noticed.

So there was such a dramatic scene, an undergraduate student who graduated from the Dahua class had to search for the answer on the iPad for the answer "which carbon atom in the substance is arranged in the sp2 structure", and the whole test process can be described as "the physics teacher is speechless, and the chemistry teacher is in tears".

Teacher Jiang, the main teacher of up in the science and technology district, simply did the questions in the live broadcast room, turned the one-person test into a collective test, and successfully completed the challenge with the help of netizens and searches.

Many users who are tortured by test questions and collapse, while complaining that the questions are too "hardcore", while laughing at their own lack of knowledge reserves, hardcore members have become the topic fulcrum of public social networking.

Among them, there are also some cattle people, who think that the questions are not difficult, and also ask to shorten the answer time.

In order to complete the answer in the shortest possible time, there is a UP master who challenges all the choice A to pass (the test rule is to answer 60 or more questions correctly within 120 minutes to pass), but according to probability theory, the score of this situation will not be high, and it is true that the UP master finally scored 19 points, and the advanced failed.

Spit back to complain, the most discussed in the comment area is, how to successfully pass the hardcore member answer test? It is generally accepted that the more reliable method is to choose only one partition, lock a question type for answer, and the question bank in the ghost animal area is relatively simple, and it is easier to search for answers on the Internet.

LV6 users who have passed the exam after a lot of efforts, in addition to sharing their own answer strategies and experiences, have also begun to torture latecomers, such as some users who say that they can't be triple after becoming hardcore members, trying to confuse some unknown users with false "new regulations".

There are also some users who show off their small lightning logos and are ridiculed by other users. The whole process produces a lot of interaction.

In addition, the right to write the question has also been played "bad" by hardcore members, some people have accumulated over the years of stems and unpopular knowledge as the title, and posted the submitted questions, which has attracted everyone's forgiveness and advice "The validity period is only 1 year, I advise you to be kind and avoid being eaten back."

Decentralization of the right to write questions to users is a very good community self-circulation, self-operation model, while maintaining the community atmosphere, enhancing user activity at the same time also need to optimize the question review mechanism, so that the topic is more in line with the field. Many users have feedback that high number questions are done in the field of knowledge, the sports field is hung with options in the field of history, and some unpopular knowledge cannot even be searched for answers on the Internet.

Hardcore members also have an exclusive bullet screen mode, after turning on, the system will give priority to displaying the bullet screen content sent by the same hardcore members. It is equivalent to creating a good bullet screen environment for LV6 members.

02

How does the B station membership system evolve?

This is not the first time that B station uses member logo for marketing, every April Fool's Day, B station will turn the pink logo of the annual big member into a green small member, and the nickname will also become emerald green, so "you are green" has also become a greeting for users to interact during April Fool's Day.

Why B station can play with the membership logo, this has to start from the unique membership system of B station.

Station B was an invitation code system in the early days, and it was not opened for registration until May 20, 2013, which was changed to a registration answer system, and the six-level membership mode was to imitate the stems in a scientific super electromagnetic cannon.

Membership level is the user's activity in the B station show, different member levels will have different community privileges, just registered user level is LV0, only through the 100 answer test (60 points pass, the question contains content with bullet screen etiquette, as well as some animation, comics, games basic knowledge) to become a full member of the membership level, after obtaining enough experience points to improve the membership level.

Because of the threshold of inbound examination, the twelfth month retention rate of B station users remains at 80% and above all year round. Moreover, unlike other video sites, Station B opens the bullet screen and interaction permissions in terms of level incentives - bullet screen color settings, advanced bullet screens, and private message reviews with up masters.

At the beginning of its establishment, Station B has always been a "genuine, free, no advertising" membership model, on October 10, 2016, Station B launched the membership service of the large membership system for the first time, and the payment type is monthly quarterly large member and annual large member.

Value-added services improve the existing membership system of B station, the payment mechanism allows post-90s and post-00s to build copyright awareness, with the continuous iteration of large member content and functions, the way users express support for B station has gradually become "to the small broken station to rush an annual member" "This is what I can watch without paying".

To some extent, the membership system is integrated with the community sentiment of "generating electricity for love", and the logo and exclusive functions related to specific groups of people are also commonly used by Station B to provide users with a better interactive experience.

It can be seen that this hardcore member internal test mainly chooses LV6 users with high activity, which is to poke the cool point of the old user again through the answer test and enhance the stickiness of the old user to the platform.

03

The radicalism and restraint of Station B

The reason why Station B launched hardcore big members at this stage has its own considerations.

In the past few years, Station B has experienced a long period of de-labeling, that is, to remove subcultural labels such as quadratic elements, ghost animals, and niches that remain in the public impression, after listing, Station B began to implement the business strategy of user growth as the core, and carried out a series of circle-breaking attempts, which were fruitful.

Starting from the short film of "After the Wave" in 2020 to the 2021 New Year's Eve Party, Station B has crossed over and out of the circle again and again. Just recently, some douyin head bloggers moved to station B, and quickly increased millions of fans.

However, these contents are not consistent with the original temperament of Station B. In other words, while harvesting a large number of new users, it also makes the original hard-core two-dimensional users in the station resentful. Because, not all new users understand the rules and etiquette of Station B.

Previously, a UP owner once said that in fact, the second dimension is only an important category of the B station, so, in addition to the quadratic element, what kind of content is suitable for the B station? The answer is, hardcore content.

But when more and more miscellaneous people pour into the B station to find gold, there are marketing numbers everywhere, the overall quality of the content is diluted at a speed visible to the naked eye, and the bad money drives out the good money, and those high-quality UP owners who originally used love to generate electricity will become more and more difficult in content production.

Especially in the third quarter of 2021, the loss on investment attracted a lot of public pressure.

In fact, in the past few years, Station B has developed rapidly, and both user activity and the company's market value have approached or even surpassed the domestic head video platform. After breaking the circle many times, Station B has also earned face, and the rest of the time needs to be converted into real lizi.