Economic Daily-China Economic Net Beijing, October 30, 2020 "In 2020, we will open the ecology to all brand partners." Recently, Li Yi, vice chairman and coo of Bilibili (hereinafter referred to as b station), announced at the "Everything Can B Station" ad talk2019 marketing conference.
Li Yi, vice chairman and coo of station b, shared the theme of "everything can be station b"
This is the first time that Station B has released such an obvious commercial signal. Judging from the 2020 commercial resources displayed by station b, station b determines that the open ecological resources include 14 domestic animations, 15 documentaries, 6 variety shows, more than 30 up masters, 11 major events, e-sports, virtual idols, etc.
Among them, b station for the first time to open up the main commercial cooperation; virtual idols and e-sports have been newly included in the commercial ecological category; and in the ogv (occupationally generated video, professional institutions produce content) section, domestic animation, variety shows, and documentary works that can be commercialized are more subdivided than ever, and the content is more diverse: there are science fiction futures, ancient style fantasy, high combustion, warm and healing domestic animation "Three-body", "Spirit Cage", "Blessing of Heavenly Officials", "Soul Street Season 2", "Soul Street Season 2". Please eat red beans! The third season"; the documentary "Decisive Victory in the Wilderness", "I Am xx Sheng", "College Food Atlas", which explores nature, tells the history of humanities and food; the variety show "Story King Season 3", "Pet Hospital Season 2", "The Day You Named" with both knowledge and fun, warm and loving variety shows, "Pet Hospital Season 2", "The Day You Named"...
Behind the acceleration of business ecological opening- up, the content ecological layout of the b station's up main + ogv has revealed its advantages.
The content is full of flowers, and everything can be b-stationed
After crossing the tenth anniversary, B Station started from acg culture and has now grown into a young cultural community with 15 content partitions and more than 7,000 cultural circles, with 110 million active users in Q2. Among them, 90% of the playback comes from the pugv (professional user generated video) content created by the up master.
"Today, the content you like can be found on the b station." Li Yi introduced that this year, 20.27 million people have studied on the B station, in the past 1 month, 32 million people went to the B station to watch the food content, and 24 million people followed the up main cloud to travel...
B station up and content ecology compared with ten years ago has a huge change, Bilibili main station operation center general manager Liu Zhi pointed out that in the past b station gathered a group of young people who love agg culture, they create, pay attention to the content is mostly related to acg; and now, the b station up master, there are police, pilots, armed police, disabled people, etc., the content is closer to the emotional needs of young people.
Li Yi summed up the transformation of the b station in one phrase - "everything can be b station". She believes that the rich extensibility of B station stems from the results of b station's long-term cultivation of positive content ecology: creators create high-quality content, content attracts fans, fans inspire creators to recreate, and thus cycle.
The copyright content "Small Steps and Fast Runs" goes hand in hand with the development of virtual idols
In addition to the pugv content, the b station also has a large number of high-quality ogv works.
In order to cultivate healthy and long-term IP, Station B launched the "made by bilibili" plan last year, that is, the high-quality content produced by professional content creation agencies involved in investment, production and distribution by Station B, covering animation, comics, film and television, variety shows, documentaries and other categories. Taking domestic animation as an example, according to Zhang Shengyan, senior copyright director of Station B, in the past three years, Station B has invested in 16 domestic original animation teams and participated in the production of 71 domestic animations.
Compared with other platforms that have invested heavily in the purchase of copyright content, station b adopts a differentiated development strategy of "small steps and fast running": testing the waters in the field of relatively niche documentaries, giving birth to documentaries such as "A String of Life" and "Those Things in History" series that have both traffic and word-of-mouth; cutting into small and beautiful variety shows, such as pet medical observation reality show "Pet Hospital", storytelling competition variety show "Story King", police observation reality show "Guarding liberation of the West", etc.
"Our content is not something that is traditionally chased by the wind and followed the routine." When talking about the difference in copyright content of station B, Zhang Shengyan pointed out that "our content is combined with the user's appeal", for example, participating in the production of "Guarding the Liberation Of the West", it is precisely to see the user's positive feedback on the documentary "Patrol Scene Record" with similar themes.
In addition, virtual idols are also an important part of the content ecology of B station. Since the second half of last year, virtual idols have been one of the very hot content on B station.
Li Yi said that station b is already the largest virtual anchor platform, and all Japanese and domestic virtual idols have been stationed in station b, including head virtual idols such as the Luo Tianyi family. "Station b is also building a Chinese original virtual idol community virtual real, they can become a better virtual community in China, or even the first virtual community."
The "three engines" of station business ecology openness
The reason why Station b can firmly move towards a comprehensive and open commercial ecology is mainly due to the source power provided by its "three engines".
First of all, high-quality user groups have shaped a highly inclusive, healthy and stable community ecology. b station serves users well and formulates community rules, so that the content and business consensus and balance can be achieved through interaction between up owners and fans;
Secondly, the multi-level boutique content layout forms a boutique content ecology. Under ten years of hard work, station b has formed ogv and pugv content that is highly integrated with high-quality communities, and the content ecology has the characteristics of humanism, easy dissemination, and deep ploughing in vertical fields, which is enough to match a variety of integrated marketing programs for the brand side;
In addition, the enrichment and integration of cultural circles, creative cultural consumption and the need for interaction... The current seemingly avant-garde cultural consumption behavior of b station users actually represents the trend of the future brand market. The gathering of the Z generation and the trend of the times determine that all consumer brands need to plan in the ecology of the b station.
"Generation Z gathered at station b will determine the trend of China's online entertainment market, and more than 60% of the future market will be contributed by them." In the future, the consumption trend of brand products will also be defined by them," Li Yi said, "but they are still changing rapidly, and we all need to continue to learn." ”
Source: China Economic Network
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