苏南刘东强的个人主页 - 老虎社区

苏南刘东强

苏南刘东强

实盘交易者

IP属地：辽宁

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苏南刘东强

2021-02-19

$Opendoor Technologies Inc(OPEN)$股价突破下降趋势线或者矩形区域之后回踩上沿好的加仓机会

苏南刘东强

2021-02-17

$Palantir Technologies Inc.(PLTR)$ Goldman Sachs Upgrades Palantir Technologies to Buy, Raises Price Target to $34

苏南刘东强

2020-10-08

完全瞎扯。。此人完全不了解b站氛围

B站“后浪”的捞金困局：为爱发电没饭吃将爱变现没尊严

苏南刘东强

2020-08-11

$蔚来(NIO)$强哥不会哭

抱歉，原内容已删除

苏南刘东强

2020-08-11

$蔚来(NIO)$老美醒了强哥说蔚来能上20 近期今天破新高

苏南刘东强

2020-08-08

$理想汽车(LI)$理想汽车再次爆出开车自燃

苏南刘东强

2020-08-07

$蔚来(NIO)$今天是最后的逃生门 [开心] 强哥一周前就预测到了下周将会跌30%

苏南刘东强

2020-08-07

$蔚来(NIO)$//@苏南刘东强: 相信哥按照今天的趋势财报应该大跌赶快跑吧今天晚上最后的逃生门

@苏南刘东强:$蔚来(NIO)$快跑最后的逃生门今天赶快跑周五再来接！！

苏南刘东强

2020-08-07

相信哥按照今天的趋势财报应该大跌赶快跑吧今天晚上最后的逃生门

@苏南刘东强:$蔚来(NIO)$快跑最后的逃生门今天赶快跑周五再来接！！

苏南刘东强

2020-08-07

$哔哩哔哩(BILI)$哔哩哔哩只值15 垃圾网站没有任何盈利性

苏南刘东强

2020-08-07

$蔚来(NIO)$蔚来只值1.5 利润比理想垃圾太多了不看好蔚来

苏南刘东强

2020-08-06

$蔚来(NIO)$今晚是最后的逃生门

苏南刘东强

2020-08-06

$蔚来(NIO)$最后的逃生门

苏南刘东强

2020-08-05

$蔚来(NIO)$快跑最后的逃生门今天赶快跑周五再来接！！

苏南刘东强

2020-08-01

$蔚来(NIO)$7月18号第50000辆减去前面不就可以大概知道七月份卖了多少吗还搁这猜呢还内幕想象消息动动手吧别yy炒股了

苏南刘东强

2020-07-30

$理想汽车(LI)$能不能搞快点有毒吧

苏南刘东强

2020-07-30

$蔚来(NIO)$美国二季度gdp好于预期

苏南刘东强

2020-07-24

$哔哩哔哩(BILI)$[微笑] 长期持有了出门摆摊补贴家用

苏南刘东强

2020-07-13

$声网(API)$不是吧又要跌？

苏南刘东强

2020-07-08

$蔚来(NIO)$ 15.10抛了蔚来有点虚加仓不敢加了小仓位也没什么意义了

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17:32","market":"sh","language":"zh","title":"B站“后浪”的捞金困局：为爱发电没饭吃 将爱变现没尊严","url":"https://stock-news.laohu8.com/highlight/detail?id=2073384882","media":"新浪财经-自媒体综合","summary":"B站“后浪”的捞金困局：为爱发电没饭吃，将爱变现没尊严\n　　来源： 财经十一人\n　　UP主们的热情和创造力，用户的播放、转发、弹幕，共同造就了平台的活力，同时也转化成工业体系里标准化的商业数据\n\n　　","content":"<html><body><div>\n<p>　　<span>B站</span><span></span>“后浪”的捞金困局：为爱发电没饭吃，将爱变现没尊严</p>\n<p>　　来源： 财经十一人</p>\n<p>　　UP主们的热情和创造力，用户的播放、转发、弹幕，共同造就了平台的活力，同时也转化成工业体系里标准化的商业数据</p>\n<div><img src=\"http://n.sinaimg.cn/finance/crawl/116/w550h366/20201008/0066-kaaxtfn8605862.png\"/><span></span></div>\n<p>　　图/<a href=\"https://laohu8.com/S/000681\">视觉中国</a></p>\n<p>　　文 | 张梓清  刘以秦</p>\n<p>　　编辑 | 谢丽容</p>\n<p>　　复旦大学毕业的“伍团子”被闺蜜的收入震撼到了。她的闺蜜是一名B站全职时尚博主，用一年的收入在重庆全款买了两套七十平米的房子。</p>\n<p>　　到了去年圣诞节，伍团子决定放弃互联网公司内容营销的工作，成为B站一名全职UP主。半年后，她积累了近9万粉丝，陆续接到商业推广邀请，收入稳定，但还没到闺蜜级“震撼”的程度。她需要尽快找到一个与众不同的“差异点”，让大家记住她。</p>\n<p>　　视频平台B站（<span><a href=\"https://laohu8.com/S/BILI\">哔哩哔哩</a></span><span></span>bilibili）成立已经11周年，为内容创作者们提供了新的造梦平台，在B站他们被称为“UP主”，在更大范围的人群中，他们被统称为“网红”。B站与<span><a href=\"https://laohu8.com/S/WB\">微博</a></span><span></span>、<a href=\"https://laohu8.com/S/DYIN\">抖音</a>、快手、小红书等平台的兴起，共同造就了“网红经济”，长得好看，会打游戏，幽默好笑，甚至只是简单的分享日常生活，在这些平台上都能被喜欢、关注，财富随之而来。</p>\n<p>　　越来越多的人涌入这个“遍地是钱”的梦里，2018年，B站的月均活跃UP主数量约为57万。两年后，这个数字已经翻了三倍，飞速增长到了190万。调查机构Morning Consult数据显示，年轻人们开始将视频博主或者网红当作<span>理想</span><span></span>职业。接受该调查的13岁—38岁群体中，有54%的人想成为网红，86%的人愿意在自己的账号上发布广告。</p>\n<p>　　职业生命周期的问题开始被频繁的提起。美妆领域是第一批网红诞生地，大多数美妆博主只有1-2年的周期，能够坚持3-4年很罕见。新人不断涌入，他们面临着淘汰出局的命运。</p>\n<p>　　B站已经拥有2亿注册用户，每天有超过5000万人打开B站，这个数字还在不断增长。流量带来商业利益，广告主也将目光投向了这片“年轻的沃土”。“很难找到一个新锐品牌，是没有在B站做过推广的。”一位服装品牌市场负责人告诉《财经》记者。</p>\n<p>　　B站UP主的身价也水涨船高，目前最贵的植入推广报价是93万一条，甚至超过了一些明星的推广费用。</p>\n<p>　　MCN机构（网红经纪公司）也看中了B站的商业机会。为处于不同生命周期的UP主提供资源和服务，加速实现商业变现，已经成为一种成熟的合作模式。</p>\n<p>　　接受《财经》记者采访的很多B站UP主都提到，最初发布视频是希望分享自己的生活与灵感。但很快，他们需要在兴趣、流量和变现之间找到平衡点，在B站、观众、广告主与MCN机构之间尽快摸清自己的位置，否则就可能面临着被数据“优化”的命运。</p>\n<p>　　B站流量至今仍是玄学</p>\n<p>　　今年5月，B站UP主“野食小哥”发布了一条新视频，播放量超过了400万，是平时的5倍，给他带来了4万多新关注。</p>\n<p>　　这条视频中，他还原了方便面的制作过程，用了将近一周的时间购买材料，做前期的测试和准备。为了视频中一个不到1分钟的蔬菜烘干镜头，他用吹风机对着蔬菜吹了5个小时。</p>\n<p>　　对野食小哥本人来说，这是一条久违的爆款视频。从2018年获得B站“百大”后，他在B站一直不温不火，视频的播放量一直在70万左右，粉丝数量至今也未突破200万。B站每年会通过创作力，影响力，口碑力三个维度，选出年度最出色的100位UP主，这是UP主们衡量自己是不是大咖的重要标准。</p>\n<p>　　2019年，野食小哥没有接到B站百大UP主颁奖的邀请，团队的人调侃他“凉了”。经历了巅峰后回归了平淡，这是大部分UP主们的归宿。</p>\n<p>　　野食小哥2016年开始在B站上传视频。为了拍视频，他几乎跑遍的全中国，山谷、雪地、农家小院、海岛，都出现在他视频里，有一次他去舟山嵊泗岛拍视频，因为下雨船开不了，滞留在岛上，找不到地方睡觉。</p>\n<p>　　野食小哥的风格是很少在视频里说话，偶尔出声，弹幕里马上就会有人评论“今天的话有点多”。这种独树一帜的风格也给他带来了一个新的外号“哑巴小哥”。镜头里，“哑巴小哥”是人设，一开口，人设就被破坏了。遇到需要语言表达的部分，他就用肢体语言、剪辑手法来配合。“有点电影的感觉，能看懂的人会会心一笑。”</p>\n<p>　　瓶颈在2018年下半年出现，当时，他明显感觉制造爆款更难了，生活区的内容比以前多了，观众的口味也在发生变化。“短平快的美食内容变多了。”野食小哥对《财经》记者表示。</p>\n<p>　　UP主难出爆款的背后，是B站上不断加剧的内容竞争。2018年3月28日，B站赴美上市。当时的投资者们似乎还没能理解这个小众视频平台的价值。发行股价9.8美元，上市首日破发，盘中跌幅一度达到15.7%。当时，游戏收入占B站总收入的80%以上，B站还是一家游戏公司。</p>\n<p>　　但是B站从未停止丰富内容生态的脚步。2018年4月，B站上生活、影视等非二次元视频的内容已经占到总内容的50%以上。B站开始摆脱“二次元”的内容属性，个性鲜明的UP主成为B站内容生产的主力，良好的社区氛围帮助UP主们迅速聚集起了一批高粘性的粉丝群体。</p>\n<div><img src=\"http://n.sinaimg.cn/finance/crawl/97/w550h347/20201008/acdf-kaaxtfn8605910.png\"/><span></span></div>\n<div><img src=\"http://n.sinaimg.cn/finance/crawl/86/w550h336/20201008/c277-kaaxtfn8606003.png\"/><span></span></div>\n<p>　　在近期的一条视频中，野食小哥没有迎来自己所期待的爆款。他尝试了《盗梦空间》的拍摄手法，希望能够带给粉丝一些新鲜感。最终，这条视频的播放量是49万，只有方便面视频的十分之一，甚至还不及日常的平均水平。</p>\n<p>　　“花了很多心思，评论和弹幕的口碑也很好，但播放量不好。”他只能归咎于运气。</p>\n<p>　　UP主们不明白自己为什么对“好内容”的嗅觉不再灵敏，在“流量玄学”的背后，是平台、MCN、观众们共同构建的数据逻辑。</p>\n<p>　　数据如何变现？</p>\n<p>　　野食小哥还记得自己刚刚发出第一条视频的时候，每隔几分钟就会解锁手机，打开B站的创作者中心，查看自己的视频又增加了多少播放量、弹幕的情况怎么样，这种习惯一直延续到了现在。</p>\n<p>　　在B站，用户的关注、喜爱，都被量化为一个个数据，像商品的价签一样，展示在UP主的主页上。主动找上门的，除了广告主这样的“买家”，还有MCN这样的“投资者”。</p>\n<p>　　MCN（Multi-Channel Network）是近年来伴随网红经济兴起的一种商业运作机构。MCN上游对接UP主等内容创作者，下游对接商业资源，在内容创作、流量推广、商业化变现等方面为签约网红或UP主提供扶植。</p>\n<p>　　另一个UP主“元气八眉菌”的故事显得有点意思。过去一年里，不少MCN机构向他提出签约邀请，数量多到令他困扰，他在B站的关注数是19万，与粉丝数量最多的UP主相差50倍左右。这种内容不错，粉丝量还在上升期的UP主比较受MCN机构欢迎，签约成本低，但有希望被捧出来。</p>\n<p>　　元气八眉菌说，在他还只有几千关注量时，就有广告主陆续找到他，希望他在视频中做植入推广，他没有接受，“前期还是希望用内容与观众建立联系。”</p>\n<p>　　MCN机构和他聊得最多的话题就是变现，花花绿绿的PPT都是在说一件事，怎么帮助他对接商业资源。但他更看重MCN怎么帮助他把视频做得更好。</p>\n<p>　　UP主们与MCN机构之间的分歧不是新鲜事，不少UP主甚至将此当做视频素材，观众们大多会心疼UP主，觉得他们在被资本压迫。</p>\n<p>　　“分歧是因为信息差。”快美MCN的CEO陆昊告诉《财经》记者。UP主更看重自己内容创作者的身份，但“你也要按照广告、品牌宣传的逻辑来做事，这是一份职业，不是玩票。”</p>\n<p>　　将UP主作为一份职业，意味着UP主需要具备长期的内容输出能力和商业价值。陆昊认为，“MCN最大的价值就是让UP主的内容能够持续的被观众所喜欢”，观众喜爱度的最直观表现就是数据。</p>\n<p>　　数据正在加速定义着每一个行业，即使是以人为核心的内容行业。用户的每一次点击、观看时长、投币、点赞都在不停喂养着推荐算法，决定着数以亿计的视频会被输送到哪些用户的B站首页。平台的算法在不断进化，而无法适应这种进化的内容，会越来越少的出现在人们的视野之中。</p>\n<p>　　“数据，是MCN的基础能力。”陆昊说。从UP主加入MCN的第一天，就会被分类，纳入不同的培训体系。从了解平台规则，到与观众互动，到接洽商务再到投放曝光，在UP主生命周期的每一个阶段，MCN都会提供不同的服务，用数据帮助他们更精准的找选题、做内容。</p>\n<p>　　这已经成为一套工业化体系——MCN负责把每个服务环节做到标准化，UP主在流水线上不断进行各项数据的调参、优化，直到他们可以开始为观众输出价值，再到后来，可以高效率的输出价值。</p>\n<p>　　在品牌商的眼里，数据可以直接兑换为金钱。一位在B站上投放广告的品牌商告诉《财经》记者：“接触B站久了，对UP主的广告价格会有预判。一般一个关注量的价格是1毛多，平均播放量、粘性高的UP主，价格可能会稍微高一些。”</p>\n<p>　　“看得见的手”也在发挥着作用。有资深B站用户告诉《财经》记者，自己的主页上出现了许多自己从未关注过的内容，以创作推广内容和B站自制或购买过版权的影视综艺为主。据接近UP主人士透露，B站的推广费已经达到了6万元。资本也在为内容的曝光增加着权数，决定着哪些内容更容易被用户看到。</p>\n<p>　　2019年以来，B站接连购买了《哈利波特》、《指环王》、《流浪地球》、《名侦探柯南》等影视动漫作品的版权。今年8月底，B站以5.13亿港元战略投资<a href=\"https://laohu8.com/S/01003\">欢喜传媒</a>，将围绕影视剧播出、影视IP衍生开发进行合作。外界认为这是B站再度尝试破圈，补充PUGC（专业用户生产内容）内容版图的又一次尝试。</p>\n<p>　　在日益复杂的内容生态和算法推荐机制中，好内容已经不再是抢夺着观众的注意力的唯一砝码。对于全职UP主来说，数据表现直接与收入挂钩，他们中的许多人无法承受注意力流失的代价。为了生存，UP主需要不断提速，对抗“遗忘”。</p>\n<p>　　只有“恰饭”一条路吗？</p>\n<p>　　野食小哥经常觉得自己“电放完了”，这时候只能硬着头皮发视频。“我要生存、生活，想要长远发展就需要一直更新”，另一方面，他依旧希望自己能够保证一定的视频质量，“不想辜负粉丝的期待”。</p>\n<p>　　他依旧保持着每周至少1次的更新频率，这已经是他能够在内容和效率上取得的最佳平衡。拥有自己的工作室后，在B站上发布内容不再仅与个人兴趣有关，面对生活的压力、公司的经营、和粉丝的关注，这早就成为了“停不下来”的事业。</p>\n<p>　　他不敢停下来，也没法停下来。</p>\n<p>　　“恰饭”在B站是一个绕不开的话题，这个方言词汇的流行有一种纠结的意味，UP主们借此表达为了生计，不得不在内容中植入推广。</p>\n<p>　　在美国视频平台YouTube上，视频博主们可以自由选择是否在视频中添加贴片广告，依据广告的完播率等数据指标，他们可以获得相应的收益分成，每千次的播放量有1美元左右的收入。</p>\n<p>　　2018年，B站也推出了UP主激励计划，与Youtube不同，B站将直接为达到数据要求的UP主提供激励收益，相应每千次播放量能带来1-4元左右的收入。</p>\n<p>　　有UP主向告诉《财经》记者，推广费用比从B站直接获得的收入要高很多。</p>\n<p>　　大多数UP主的收入来源由四部分构成，包括B站官方激励计划、充电计划、广告收入和直播收入，其中广告收入是UP主收入构成中最重要的一部分，也是目前争议最大的一部分。</p>\n<p>　　全职美妆博主UP主“熊吱吱”在微博上拥有170多万粉丝。她时不时会在微博中发布一些产品的推广，作为全职博主，广告是她最重要的收入来源，微博粉丝也对此早已习以为常。</p>\n<p>　　有一次，应粉丝要求，她在B站的视频中打出了产品名称，后来有人在弹幕里有人说她“恰烂钱”。熊吱吱十分不解，自己根本没有在这条视频中接任何推广，“再说，海蓝之谜的产品也不能说是“恰烂钱”吧”，她感受到了B站观众对恰饭的抵触。</p>\n<p>　　“恰烂钱”、“暗广”，是B站观众普遍反感的两种恰饭形式。前者指的是UP主在明知产品质量不过关的情况下，依旧将产品推荐给粉丝。后者则指代UP主刻意不在视频中标注推广信息。</p>\n<p>　　对“恰饭”两个字感到抵触的，不仅仅是粉丝，UP主们也想在内容和变现的夹缝间谋求一份“体面”。</p>\n<p>　　伍团子很反感“顾左右而言其他”的恰饭方式，在广告植入时，她会尽量割离广告和视频中的原创内容，把广告放在视频的最后，这样可以获得更好的完播率，感觉“纯粹一点”。她向《财经》记者强调多次，希望B站能提供更多的变现渠道，而不是只能往视频里“硬塞广告”。</p>\n<p>　　也有一些观众并不反感UP主恰饭，一位B站资深用户说，“正常正规正经的恰饭，尤其是融入视频内容的恰饭甚至可以乐呵一下。”</p>\n<p>　　外界普遍猜测品牌商会为“暗广”支付更高的价格，《财经》记者从UP主处了解到，“明广”和“暗广”并没有明显的价格差异。UP主不在视频中标注推广信息，有时是出于流量和人设方面的考虑，他们更希望让粉丝相信，自己不是为了赚钱，而是真情实感地在为粉丝推荐好的产品。</p>\n<p>　　社区优先？</p>\n<p>　　多位UP主都对《财经》记者表示，B站上的观众很特殊，他们制作一条视频需要花费比其他平台博主们更多的精力，观众发出的弹幕、留言和私信，也催生出了许多只有UP主和粉丝才懂得“梗”。</p>\n<p>　　野食小哥说，B站与其他平台之间最大的区别，就是UP主与粉丝之间建立起的情感连接。如今的B站，数据成为衡量情感的指标，为了谋求生计，UP主只能想方设法地将这份情感连接变现。</p>\n<p>　　UP主们的纠结，也是B站的纠结。B站自2015年起，每年营收增速都在70%以上，但一直未能盈利。今年2季度，B站营收26.18亿元人民币，同比增长70.2%，亏损5.7亿元，同比扩大81.2%。游戏收入一直是B站最大的收入，相比2018年，游戏收入占比已经下降近20%。B站尝试在广告、电商、直播等方面实现更加多元化的营收结构。</p>\n<div><img src=\"http://n.sinaimg.cn/finance/crawl/93/w550h343/20201008/d4d3-kaaxtfn8606048.png\"/><span></span></div>\n<div><img src=\"http://n.sinaimg.cn/finance/crawl/141/w550h391/20201008/6c2e-kaaxtfn8606108.png\"/><span></span></div>\n<p>　　2020年7月，B站上线“花火”广告商单平台，帮助撮合广告主和UP主进行交易。B站会向品牌客户收取5%的<a href=\"https://laohu8.com/S/III\">信息服务</a>费，但不会向UP主收费。“从媒介的角度来看，报价和效果不成正比，B站目前的转化效果不好衡量。”一位广告代理商告诉《财经》记者。</p>\n<div><img src=\"http://n.sinaimg.cn/finance/crawl/142/w550h392/20201008/5ac1-kaaxtfn8606162.png\"/><span></span></div>\n<p>　　不同于抖音等短视频平台，直接链接电商平台，大多数B站上广告转化率的衡量只能够通过对比商品销量、查看返利链接或报暗号等方式来追踪广告效果。也有品牌商反映，虽然B站的投放计算不了ROI（投资回报率），但是关注量水分相比小红书、抖音等平台更少，“我们手里有投放预算，B站现在势头这么好，肯定要投的。”</p>\n<p>　　B站商业化的基础是用户规模的增长。从小众到大众，B站一直在试图“破圈”。今年，B站在内容破圈的尝试中拿到了不错的成绩，B站公布的数据显示，《后浪》、《入海》、《喜相逢》三部曲在全网的总曝光达到53.7亿次，B站在14-35岁网民中的品牌认知度也提升至60%。 </p>\n<p>　　与内容破圈同步进行的，还有用户的破圈。</p>\n<p>　　B站今年2季度财报显示，生活区的内容已经成为B站播放量最高的内容，月均活跃用户达到1.72亿。在财报发布后的电话会议中，B站董事长陈睿在电话会议中说：“B站是内容吸引用户，社区留住用户，所以B站用户增长的发动机是内容出圈。”</p>\n<p>　　B站会议室的墙上贴着公司的价值观海报，第一条就是“社区优先”。伴随着用户的增长，维护社区调性和用户体验成为B站必须面对的问题。</p>\n<p>　　Vivi使用B站已有5年多，他觉得B站的氛围在发生着变化。有一次，有一个观众一直在催游戏UP主开摄像头，却连UP主最经典的视频都没有看过。Vivi知道游戏攻略类的视频需要花费很多的时间和精力去录制和剪辑，弹幕里却一直在刷一些不相关的内容，他为UP主感到难过。</p>\n<p>　　B站一直都在寻求内容上的破圈和用户增长，如何维护好老用户的留存，让新老用户在B站上和谐共存，是B站，作为一个最初的文化社区需要去考虑的问题。</p>\n<p>　　B站财报显示，今年2季度，活跃用户数量增速在放缓，付费用户比1季度减少50万，用户月均使用时长比1季度也略有下滑。受疫情影响，今年1季度B站的各项数据都有大幅度增长，如何留住这些用户，平衡内容的丰富度与商业价值，是B站必须面对的问题。</p>\n<p>　　Vivi现在还能回想起自己去参加BML（B站线下活动）的那天，他喜欢的一些游戏UP主表演了一个节目叫《真正的粉丝》。他记得UP主“中国BOY”举着双手站在舞台中间，所有的聚光灯都点亮了。</p>\n<p>　　他当时想，“真好啊，大家都会有发光的一刻”。</p>\n<p>　　张梓清为《财经》实习生，刘以秦为 《财经》记者</p>\n<p><span>免责声明：自媒体综合提供的内容均源自自媒体，版权归原作者所有，转载请联系原作者并获许可。文章观点仅代表作者本人，不代表<a href=\"https://laohu8.com/S/SINA\">新浪</a>立场。若内容涉及投资建议，仅供参考勿作为投资依据。投资有风险，入市需谨慎。</span></p>\n<div>\n<div><img src=\"\"/></div>\n<div>海量资讯、精准解读，尽在新浪财经APP</div>\n</div>\n<p>责任编辑：陈志杰 </p>\n</div></body></html>","source":"sina","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>B站“后浪”的捞金困局：为爱发电没饭吃 将爱变现没尊严</title>\n<style 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}\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nB站“后浪”的捞金困局：为爱发电没饭吃 将爱变现没尊严\n</h2>\n\n<h4 class=\"meta\">\n\n\n2020-10-08 17:32 北京时间&nbsp;&nbsp;&nbsp;<a href=https://finance.sina.com.cn/stock/usstock/2020-10-08/doc-iivhvpwz0915301.shtml><strong>新浪财经-自媒体综合</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>B站“后浪”的捞金困局：为爱发电没饭吃，将爱变现没尊严\n　　来源： 财经十一人\n　　UP主们的热情和创造力，用户的播放、转发、弹幕，共同造就了平台的活力，同时也转化成工业体系里标准化的商业数据\n\n　　图/视觉中国\n　　文 | 张梓清  刘以秦\n　　编辑 | 谢丽容\n　　复旦大学毕业的“伍团子”被闺蜜的收入震撼到了。她的闺蜜是一名B站全职时尚博主，用一年的收入在重庆全款买了两套七十平米的房子。\n　　...</p>\n\n<a href=\"https://finance.sina.com.cn/stock/usstock/2020-10-08/doc-iivhvpwz0915301.shtml\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/5dfca12a1e9d541cb46bc6ec6361a60a","relate_stocks":{},"source_url":"https://finance.sina.com.cn/stock/usstock/2020-10-08/doc-iivhvpwz0915301.shtml","is_english":false,"share_image_url":"https://static.laohu8.com/b0d1b7e8843deea78cc308b15114de44","article_id":"2073384882","content_text":"B站“后浪”的捞金困局：为爱发电没饭吃，将爱变现没尊严\n　　来源： 财经十一人\n　　UP主们的热情和创造力，用户的播放、转发、弹幕，共同造就了平台的活力，同时也转化成工业体系里标准化的商业数据\n\n　　图/视觉中国\n　　文 | 张梓清  刘以秦\n　　编辑 | 谢丽容\n　　复旦大学毕业的“伍团子”被闺蜜的收入震撼到了。她的闺蜜是一名B站全职时尚博主，用一年的收入在重庆全款买了两套七十平米的房子。\n　　到了去年圣诞节，伍团子决定放弃互联网公司内容营销的工作，成为B站一名全职UP主。半年后，她积累了近9万粉丝，陆续接到商业推广邀请，收入稳定，但还没到闺蜜级“震撼”的程度。她需要尽快找到一个与众不同的“差异点”，让大家记住她。\n　　视频平台B站（哔哩哔哩bilibili）成立已经11周年，为内容创作者们提供了新的造梦平台，在B站他们被称为“UP主”，在更大范围的人群中，他们被统称为“网红”。B站与微博、抖音、快手、小红书等平台的兴起，共同造就了“网红经济”，长得好看，会打游戏，幽默好笑，甚至只是简单的分享日常生活，在这些平台上都能被喜欢、关注，财富随之而来。\n　　越来越多的人涌入这个“遍地是钱”的梦里，2018年，B站的月均活跃UP主数量约为57万。两年后，这个数字已经翻了三倍，飞速增长到了190万。调查机构Morning Consult数据显示，年轻人们开始将视频博主或者网红当作理想职业。接受该调查的13岁—38岁群体中，有54%的人想成为网红，86%的人愿意在自己的账号上发布广告。\n　　职业生命周期的问题开始被频繁的提起。美妆领域是第一批网红诞生地，大多数美妆博主只有1-2年的周期，能够坚持3-4年很罕见。新人不断涌入，他们面临着淘汰出局的命运。\n　　B站已经拥有2亿注册用户，每天有超过5000万人打开B站，这个数字还在不断增长。流量带来商业利益，广告主也将目光投向了这片“年轻的沃土”。“很难找到一个新锐品牌，是没有在B站做过推广的。”一位服装品牌市场负责人告诉《财经》记者。\n　　B站UP主的身价也水涨船高，目前最贵的植入推广报价是93万一条，甚至超过了一些明星的推广费用。\n　　MCN机构（网红经纪公司）也看中了B站的商业机会。为处于不同生命周期的UP主提供资源和服务，加速实现商业变现，已经成为一种成熟的合作模式。\n　　接受《财经》记者采访的很多B站UP主都提到，最初发布视频是希望分享自己的生活与灵感。但很快，他们需要在兴趣、流量和变现之间找到平衡点，在B站、观众、广告主与MCN机构之间尽快摸清自己的位置，否则就可能面临着被数据“优化”的命运。\n　　B站流量至今仍是玄学\n　　今年5月，B站UP主“野食小哥”发布了一条新视频，播放量超过了400万，是平时的5倍，给他带来了4万多新关注。\n　　这条视频中，他还原了方便面的制作过程，用了将近一周的时间购买材料，做前期的测试和准备。为了视频中一个不到1分钟的蔬菜烘干镜头，他用吹风机对着蔬菜吹了5个小时。\n　　对野食小哥本人来说，这是一条久违的爆款视频。从2018年获得B站“百大”后，他在B站一直不温不火，视频的播放量一直在70万左右，粉丝数量至今也未突破200万。B站每年会通过创作力，影响力，口碑力三个维度，选出年度最出色的100位UP主，这是UP主们衡量自己是不是大咖的重要标准。\n　　2019年，野食小哥没有接到B站百大UP主颁奖的邀请，团队的人调侃他“凉了”。经历了巅峰后回归了平淡，这是大部分UP主们的归宿。\n　　野食小哥2016年开始在B站上传视频。为了拍视频，他几乎跑遍的全中国，山谷、雪地、农家小院、海岛，都出现在他视频里，有一次他去舟山嵊泗岛拍视频，因为下雨船开不了，滞留在岛上，找不到地方睡觉。\n　　野食小哥的风格是很少在视频里说话，偶尔出声，弹幕里马上就会有人评论“今天的话有点多”。这种独树一帜的风格也给他带来了一个新的外号“哑巴小哥”。镜头里，“哑巴小哥”是人设，一开口，人设就被破坏了。遇到需要语言表达的部分，他就用肢体语言、剪辑手法来配合。“有点电影的感觉，能看懂的人会会心一笑。”\n　　瓶颈在2018年下半年出现，当时，他明显感觉制造爆款更难了，生活区的内容比以前多了，观众的口味也在发生变化。“短平快的美食内容变多了。”野食小哥对《财经》记者表示。\n　　UP主难出爆款的背后，是B站上不断加剧的内容竞争。2018年3月28日，B站赴美上市。当时的投资者们似乎还没能理解这个小众视频平台的价值。发行股价9.8美元，上市首日破发，盘中跌幅一度达到15.7%。当时，游戏收入占B站总收入的80%以上，B站还是一家游戏公司。\n　　但是B站从未停止丰富内容生态的脚步。2018年4月，B站上生活、影视等非二次元视频的内容已经占到总内容的50%以上。B站开始摆脱“二次元”的内容属性，个性鲜明的UP主成为B站内容生产的主力，良好的社区氛围帮助UP主们迅速聚集起了一批高粘性的粉丝群体。\n\n\n　　在近期的一条视频中，野食小哥没有迎来自己所期待的爆款。他尝试了《盗梦空间》的拍摄手法，希望能够带给粉丝一些新鲜感。最终，这条视频的播放量是49万，只有方便面视频的十分之一，甚至还不及日常的平均水平。\n　　“花了很多心思，评论和弹幕的口碑也很好，但播放量不好。”他只能归咎于运气。\n　　UP主们不明白自己为什么对“好内容”的嗅觉不再灵敏，在“流量玄学”的背后，是平台、MCN、观众们共同构建的数据逻辑。\n　　数据如何变现？\n　　野食小哥还记得自己刚刚发出第一条视频的时候，每隔几分钟就会解锁手机，打开B站的创作者中心，查看自己的视频又增加了多少播放量、弹幕的情况怎么样，这种习惯一直延续到了现在。\n　　在B站，用户的关注、喜爱，都被量化为一个个数据，像商品的价签一样，展示在UP主的主页上。主动找上门的，除了广告主这样的“买家”，还有MCN这样的“投资者”。\n　　MCN（Multi-Channel Network）是近年来伴随网红经济兴起的一种商业运作机构。MCN上游对接UP主等内容创作者，下游对接商业资源，在内容创作、流量推广、商业化变现等方面为签约网红或UP主提供扶植。\n　　另一个UP主“元气八眉菌”的故事显得有点意思。过去一年里，不少MCN机构向他提出签约邀请，数量多到令他困扰，他在B站的关注数是19万，与粉丝数量最多的UP主相差50倍左右。这种内容不错，粉丝量还在上升期的UP主比较受MCN机构欢迎，签约成本低，但有希望被捧出来。\n　　元气八眉菌说，在他还只有几千关注量时，就有广告主陆续找到他，希望他在视频中做植入推广，他没有接受，“前期还是希望用内容与观众建立联系。”\n　　MCN机构和他聊得最多的话题就是变现，花花绿绿的PPT都是在说一件事，怎么帮助他对接商业资源。但他更看重MCN怎么帮助他把视频做得更好。\n　　UP主们与MCN机构之间的分歧不是新鲜事，不少UP主甚至将此当做视频素材，观众们大多会心疼UP主，觉得他们在被资本压迫。\n　　“分歧是因为信息差。”快美MCN的CEO陆昊告诉《财经》记者。UP主更看重自己内容创作者的身份，但“你也要按照广告、品牌宣传的逻辑来做事，这是一份职业，不是玩票。”\n　　将UP主作为一份职业，意味着UP主需要具备长期的内容输出能力和商业价值。陆昊认为，“MCN最大的价值就是让UP主的内容能够持续的被观众所喜欢”，观众喜爱度的最直观表现就是数据。\n　　数据正在加速定义着每一个行业，即使是以人为核心的内容行业。用户的每一次点击、观看时长、投币、点赞都在不停喂养着推荐算法，决定着数以亿计的视频会被输送到哪些用户的B站首页。平台的算法在不断进化，而无法适应这种进化的内容，会越来越少的出现在人们的视野之中。\n　　“数据，是MCN的基础能力。”陆昊说。从UP主加入MCN的第一天，就会被分类，纳入不同的培训体系。从了解平台规则，到与观众互动，到接洽商务再到投放曝光，在UP主生命周期的每一个阶段，MCN都会提供不同的服务，用数据帮助他们更精准的找选题、做内容。\n　　这已经成为一套工业化体系——MCN负责把每个服务环节做到标准化，UP主在流水线上不断进行各项数据的调参、优化，直到他们可以开始为观众输出价值，再到后来，可以高效率的输出价值。\n　　在品牌商的眼里，数据可以直接兑换为金钱。一位在B站上投放广告的品牌商告诉《财经》记者：“接触B站久了，对UP主的广告价格会有预判。一般一个关注量的价格是1毛多，平均播放量、粘性高的UP主，价格可能会稍微高一些。”\n　　“看得见的手”也在发挥着作用。有资深B站用户告诉《财经》记者，自己的主页上出现了许多自己从未关注过的内容，以创作推广内容和B站自制或购买过版权的影视综艺为主。据接近UP主人士透露，B站的推广费已经达到了6万元。资本也在为内容的曝光增加着权数，决定着哪些内容更容易被用户看到。\n　　2019年以来，B站接连购买了《哈利波特》、《指环王》、《流浪地球》、《名侦探柯南》等影视动漫作品的版权。今年8月底，B站以5.13亿港元战略投资欢喜传媒，将围绕影视剧播出、影视IP衍生开发进行合作。外界认为这是B站再度尝试破圈，补充PUGC（专业用户生产内容）内容版图的又一次尝试。\n　　在日益复杂的内容生态和算法推荐机制中，好内容已经不再是抢夺着观众的注意力的唯一砝码。对于全职UP主来说，数据表现直接与收入挂钩，他们中的许多人无法承受注意力流失的代价。为了生存，UP主需要不断提速，对抗“遗忘”。\n　　只有“恰饭”一条路吗？\n　　野食小哥经常觉得自己“电放完了”，这时候只能硬着头皮发视频。“我要生存、生活，想要长远发展就需要一直更新”，另一方面，他依旧希望自己能够保证一定的视频质量，“不想辜负粉丝的期待”。\n　　他依旧保持着每周至少1次的更新频率，这已经是他能够在内容和效率上取得的最佳平衡。拥有自己的工作室后，在B站上发布内容不再仅与个人兴趣有关，面对生活的压力、公司的经营、和粉丝的关注，这早就成为了“停不下来”的事业。\n　　他不敢停下来，也没法停下来。\n　　“恰饭”在B站是一个绕不开的话题，这个方言词汇的流行有一种纠结的意味，UP主们借此表达为了生计，不得不在内容中植入推广。\n　　在美国视频平台YouTube上，视频博主们可以自由选择是否在视频中添加贴片广告，依据广告的完播率等数据指标，他们可以获得相应的收益分成，每千次的播放量有1美元左右的收入。\n　　2018年，B站也推出了UP主激励计划，与Youtube不同，B站将直接为达到数据要求的UP主提供激励收益，相应每千次播放量能带来1-4元左右的收入。\n　　有UP主向告诉《财经》记者，推广费用比从B站直接获得的收入要高很多。\n　　大多数UP主的收入来源由四部分构成，包括B站官方激励计划、充电计划、广告收入和直播收入，其中广告收入是UP主收入构成中最重要的一部分，也是目前争议最大的一部分。\n　　全职美妆博主UP主“熊吱吱”在微博上拥有170多万粉丝。她时不时会在微博中发布一些产品的推广，作为全职博主，广告是她最重要的收入来源，微博粉丝也对此早已习以为常。\n　　有一次，应粉丝要求，她在B站的视频中打出了产品名称，后来有人在弹幕里有人说她“恰烂钱”。熊吱吱十分不解，自己根本没有在这条视频中接任何推广，“再说，海蓝之谜的产品也不能说是“恰烂钱”吧”，她感受到了B站观众对恰饭的抵触。\n　　“恰烂钱”、“暗广”，是B站观众普遍反感的两种恰饭形式。前者指的是UP主在明知产品质量不过关的情况下，依旧将产品推荐给粉丝。后者则指代UP主刻意不在视频中标注推广信息。\n　　对“恰饭”两个字感到抵触的，不仅仅是粉丝，UP主们也想在内容和变现的夹缝间谋求一份“体面”。\n　　伍团子很反感“顾左右而言其他”的恰饭方式，在广告植入时，她会尽量割离广告和视频中的原创内容，把广告放在视频的最后，这样可以获得更好的完播率，感觉“纯粹一点”。她向《财经》记者强调多次，希望B站能提供更多的变现渠道，而不是只能往视频里“硬塞广告”。\n　　也有一些观众并不反感UP主恰饭，一位B站资深用户说，“正常正规正经的恰饭，尤其是融入视频内容的恰饭甚至可以乐呵一下。”\n　　外界普遍猜测品牌商会为“暗广”支付更高的价格，《财经》记者从UP主处了解到，“明广”和“暗广”并没有明显的价格差异。UP主不在视频中标注推广信息，有时是出于流量和人设方面的考虑，他们更希望让粉丝相信，自己不是为了赚钱，而是真情实感地在为粉丝推荐好的产品。\n　　社区优先？\n　　多位UP主都对《财经》记者表示，B站上的观众很特殊，他们制作一条视频需要花费比其他平台博主们更多的精力，观众发出的弹幕、留言和私信，也催生出了许多只有UP主和粉丝才懂得“梗”。\n　　野食小哥说，B站与其他平台之间最大的区别，就是UP主与粉丝之间建立起的情感连接。如今的B站，数据成为衡量情感的指标，为了谋求生计，UP主只能想方设法地将这份情感连接变现。\n　　UP主们的纠结，也是B站的纠结。B站自2015年起，每年营收增速都在70%以上，但一直未能盈利。今年2季度，B站营收26.18亿元人民币，同比增长70.2%，亏损5.7亿元，同比扩大81.2%。游戏收入一直是B站最大的收入，相比2018年，游戏收入占比已经下降近20%。B站尝试在广告、电商、直播等方面实现更加多元化的营收结构。\n\n\n　　2020年7月，B站上线“花火”广告商单平台，帮助撮合广告主和UP主进行交易。B站会向品牌客户收取5%的信息服务费，但不会向UP主收费。“从媒介的角度来看，报价和效果不成正比，B站目前的转化效果不好衡量。”一位广告代理商告诉《财经》记者。\n\n　　不同于抖音等短视频平台，直接链接电商平台，大多数B站上广告转化率的衡量只能够通过对比商品销量、查看返利链接或报暗号等方式来追踪广告效果。也有品牌商反映，虽然B站的投放计算不了ROI（投资回报率），但是关注量水分相比小红书、抖音等平台更少，“我们手里有投放预算，B站现在势头这么好，肯定要投的。”\n　　B站商业化的基础是用户规模的增长。从小众到大众，B站一直在试图“破圈”。今年，B站在内容破圈的尝试中拿到了不错的成绩，B站公布的数据显示，《后浪》、《入海》、《喜相逢》三部曲在全网的总曝光达到53.7亿次，B站在14-35岁网民中的品牌认知度也提升至60%。 \n　　与内容破圈同步进行的，还有用户的破圈。\n　　B站今年2季度财报显示，生活区的内容已经成为B站播放量最高的内容，月均活跃用户达到1.72亿。在财报发布后的电话会议中，B站董事长陈睿在电话会议中说：“B站是内容吸引用户，社区留住用户，所以B站用户增长的发动机是内容出圈。”\n　　B站会议室的墙上贴着公司的价值观海报，第一条就是“社区优先”。伴随着用户的增长，维护社区调性和用户体验成为B站必须面对的问题。\n　　Vivi使用B站已有5年多，他觉得B站的氛围在发生着变化。有一次，有一个观众一直在催游戏UP主开摄像头，却连UP主最经典的视频都没有看过。Vivi知道游戏攻略类的视频需要花费很多的时间和精力去录制和剪辑，弹幕里却一直在刷一些不相关的内容，他为UP主感到难过。\n　　B站一直都在寻求内容上的破圈和用户增长，如何维护好老用户的留存，让新老用户在B站上和谐共存，是B站，作为一个最初的文化社区需要去考虑的问题。\n　　B站财报显示，今年2季度，活跃用户数量增速在放缓，付费用户比1季度减少50万，用户月均使用时长比1季度也略有下滑。受疫情影响，今年1季度B站的各项数据都有大幅度增长，如何留住这些用户，平衡内容的丰富度与商业价值，是B站必须面对的问题。\n　　Vivi现在还能回想起自己去参加BML（B站线下活动）的那天，他喜欢的一些游戏UP主表演了一个节目叫《真正的粉丝》。他记得UP主“中国BOY”举着双手站在舞台中间，所有的聚光灯都点亮了。\n　　他当时想，“真好啊，大家都会有发光的一刻”。\n　　张梓清为《财经》实习生，刘以秦为 《财经》记者\n免责声明：自媒体综合提供的内容均源自自媒体，版权归原作者所有，转载请联系原作者并获许可。文章观点仅代表作者本人，不代表新浪立场。若内容涉及投资建议，仅供参考勿作为投资依据。投资有风险，入市需谨慎。\n\n\n海量资讯、精准解读，尽在新浪财经APP\n\n责任编辑：陈志杰","news_type":1},"isVote":1,"tweetType":1,"viewCount":2139,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":947093721,"gmtCreate":1597143999563,"gmtModify":1704214576229,"author":{"id":"3516024044002658","authorId":"3516024044002658","name":"苏南刘东强","avatar":"https://static.tigerbbs.com/6019ec52d560f6e7945c8379e26e57cd","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3516024044002658","authorIdStr":"3516024044002658"},"themes":[],"htmlText":"<a 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