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苏南刘东强
实盘交易者
IP属地:四川
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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
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
苏南刘东强
2020-07-08
$蔚来(NIO)$
我判断今天要跌 不跌我没法加仓了 希望蔚来再回调一下 前天回调了一下直接新高 再来一下直接破20 财报如果利好 站稳20问题不大
去老虎APP查看更多动态
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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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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 <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 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