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B站正在做一件前無古人的事情
2020-01-06 23:28  www.katninews.com

  從2019年下半年起,B站就在做一件前無古人的事情:既要大幅度擴張用戶基數,又要保持二次元和Z世代社區的調性。它希望在未來幾年內,將MAU(月活用戶)擴張到2億以上,將營業收入擴張到100億人民幣以上;與此同時,它仍需保持“中國最佳”的內容社區調性,以及活躍而忠誠的核心用戶群體。

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.

  上述目標看上去自相矛盾。事實上,以前有很多人嘗試過,可惜都不太成功。“用戶基數”和“垂直調性”似乎是天然互斥的——你的用戶基數越大,用戶調性就越是龐雜,就越無法聚焦于垂直品類,也越難以維持良好的社區調性。三大視頻平臺的用戶基數均在B站的2-3倍以上,但是沒人會認為三大視頻平臺有什么調性(愛奇藝稍微有一點吧);微信的用戶是全國第一,但是沒人會認為微信有什么調性。快手和抖音在發展初期很有調性——前者是“老鐵集散地”,后者是“潮人集中營”;但是隨著用戶基數的劇增,它們都逐漸變成了全民應用,雖然調性仍然存在,卻正在不斷沖淡。

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.

  可能有些人不明白什么是“調性”。下面是本怪盜團團長的個人見解:“調性”就是在用戶心目中把你和別人區分開的東西;“調性”就是用戶對你的刻板印象;“調性”就是文化、就是區分度、就是作者風格。王家衛的電影很有調性,馬爾克斯的小說很有調性,B站的PUGC很有調性。如果有一天,用戶無法在短時間內區分B站/愛奇藝,或者B站/抖音,或者B站/快手,那么B站就喪失調性了。這就是我們說“三大視頻平臺沒有調性”的原因——它們播放著一樣的內容、采取一樣的流量分配模式、連前端界面都很相似。同樣,你也可以理解為什么微信沒有調性——微信就是全體中國互聯網用戶,全體用戶不可能有什么特別的調性(都是人?)。

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? )。

  不要誤會,“調性”不一定是什么不食人間煙火的東西。“調性”可以很賺錢。快手老鐵們一邊彈吉他一邊直播生吃大肥肉,已經賺到了幾百億打賞;FGO用登峰造極的人設和巧奪天工的數據留住粉絲的心,每年都能賺到幾十億流水。問題在于,在很多人心目中,用戶基數的增加、商業變現的深入,必然會導致調性的損失或者消失。那么,B站能是例外嗎?

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?

  從理論上講,在“用戶基數擴大”“營業收入劇增”的同時,是有可能做到“社區調性不損失”的。然而,那將是一個非常艱難的過程,像走鋼絲一樣艱難。本怪盜團團長試圖解釋一下其中的邏輯:

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:

  無論用戶基數多大,如果能讓用戶根據興趣愛好、社交關系、性格、地理位置等,形成若干個互不干擾的“小圈子”,那么社區調性就可以保持住。這樣,B站在宏觀上是一個大型視頻平臺,在微觀上則是無數個垂直平臺。

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.

  上述做法的難點在于:對應用界面、推薦算法、社區運營的要求極高。算法還可以在技術上不斷微調,運營則是一個徹頭徹尾的體力活。新浪微博從巔峰的衰落,至少有一半應歸咎于糟糕的運營;知乎、豆瓣也遇到過這樣的問題。

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.

  抵抗“過度商業化”的誘惑也是很重要的。百度貼吧一度做到過“大而全”和“垂直品類”并存,但是賣貼吧、廣告太多等“過度商業化”行為影響了貼吧的社區根基;知乎的商業化也飽受老用戶詬病。過度商業化不僅會損害用戶體驗,還會從根本上摧毀其忠誠度。

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.

  還有一個問題:用戶真能被分入若干個“小圈子”嗎?如果一個用戶同時具備幾種差別很大的愛好呢?對內容的興趣愛好,在多大程度上決定了用戶行為?更進一步地