From the second half of 2019, station B has been doing something unprecedented: both expanding the user base substantially and maintaining the tonality of the quadratic element and Z generation community. It hopes to expand MAU to more than 200m in the coming years, expanding revenue to more than Rmb10bn, while still maintaining a \"China's best \"content community tone and a dynamic and loyal core user base.
These goals seem contradictory. In fact, a lot of people have tried it before, but it's not very successful. The "user base "and "vertical tonality "seems to be naturally mutually exclusive – the larger your user base, the more miscellaneous the user tone is, the less likely it is to focus on vertical categories and maintain good community tonality. The user base of the three major video platforms is more than 2-3 times that of station b, but no one will think that the three major video platforms have any tonality (iqiyi is a little bit more); wechat users are the first in the country, but no one will think wechat has any tonality. Fast hands and chatter were toned in the early stages of development – the former being an "old rail hub" and the latter a "trendy concentration camp "– but as the user base grew, they were all becoming popular, and tonality, though still, was being diluted.
Maybe some people don't understand what "tonality" is. The following are the personal insights of the head of the group:" tonality "is what distinguishes you from others in the user's mind;" tonality" is the user's stereotype of you; and "tonality" is the culture, the degree of distinction, the style of the author. Wong Kar-wai's film is tonal, Marquez's novel is tonal, and station B's PUGC is tonal. If one day, users cannot distinguish between B station / iqiyi in a short time, or B station / quiver, or B station / fast hand, then B station loses tonality. That's why we say "the three big video platforms aren't tonal "- they play the same content, take the same traffic distribution pattern, and even have a similar front-end interface. Also, you can understand why WeChat has no tonality - WeChat is all Chinese Internet users, all users cannot have any special tonality (all people? ）。
Don't get me wrong. ``Tuning'' isn't necessarily something that doesn't eat people. ``Tuning'' can make money. Fast-handed old irons, playing guitar and eating big fat live live, have earned billions of dollars in reward;The FGO keeps the fans' hearts by using the data of the people who are on the peak and the data of the talent, making billions of running water every year. The problem is that, in many people's mind, the increase of the base of users and the deepening of commercial realization will inevitably lead to the loss or disappearance of regulation. So, can Station B be an exception?
Theoretically, it is possible to achieve \"no loss of community tone\" while \"expanding the user base\" and \"dramatically increasing operating income \". However, it will be a very difficult process, as hard as a tightrope. The head of the group tried to explain the logic:
No matter how large the user base, if the user can be based on interests, social relations, personality, geographical location, etc., to form a number of non-interference \"small circle \", then the community tone can be maintained. In this way, B station in the macro is a large video platform, in the micro is countless vertical platform.
The difficulty of the above approach lies in the high demand for application interface, recommendation algorithm and community operation. Algorithms can also be technically constantly fine-tuned, and operations are a complete physical exercise. At least half of Sina Weibo's decline from its peak has been attributed to poor operations; so has the problem.
It is also important to resist the temptation of \"excessive commercialization \". Baidu post bar once achieved \"big and complete\" and \"vertical category\" co-exist, but the sale of posts bar, advertising too much and other \"excessive commercialization\" behavior affected the community roots of the bar; the commercialization is also criticized by old users. Excessive commercialization will not only damage the user experience, but also fundamentally destroy its loyalty.