New difficulties after breaking the circle of station B

“All the videos you are interested in are in station B I believe that many people have seen this sentence, even in the crowded elevator hall on the way to work, the small screen also circulates this sentence from time to time. < / P > < p > in the advertisement, you can not only see the up owners such as Dang Mei and old tomato, but also the surprising faces such as Zhang Zhaozhong and tenger. However, these people who seem to have nothing in common with station B have become the best example of the success of station B. In the past six months, the frequent actions of station B have broken the circle continuously, and at the same time, it has realized the continuous jumping and upgrading of station B users. Recently, station B published its second quarter financial report. As a new quarter when the impact of the epidemic gradually dissipated, there are many changes in many aspects of life, and these changes will naturally have a certain impact on station B. < / P > < p > the second quarter report of station B can be summarized by continuous expansion. The revenue continues to expand, the scale of users continues to expand, and the loss also continues to expand. < / P > < p > the first is the total revenue. According to the financial report data, the total revenue of station B in the second quarter reached 2.618 billion yuan, an increase of 70% year-on-year, slightly exceeding the previous market forecast of $368.5 million in total revenue. < / P > < p > among them, the revenue of mobile games increased due to the successful launch of the new game Prince connect, reaching 1.248 billion yuan, up 36% year-on-year, accounting for 48% of the total revenue; and 825 million yuan of value-added services due to the increase in the number of live broadcast services and paid users joining large members, an increase of 153% over the same period last year. < / P > < p > it can be seen that the value-added service business has become the main force contributing to the revenue of station B after the “game company” is removed, and has been maintaining a high growth. < p > < p > secondly, let’s look at the loss of station B which continues to expand in the second quarter. According to the financial report, the net loss of station B in the second quarter was 571 million yuan, an increase of 81.24% compared with 315 million yuan in the same period of last year, while the adjusted net loss was 476 million yuan, 85.75% higher than 256 million yuan in the same period of last year. < / P > < p > although, video platforms like station B are now in the vortex of loss, and the loss level of leading enterprises in industries such as aiyouteng makes station B feel ashamed. However, the outside world still expects station B to make profits and get out of the situation of “power generation with love”. This “concern” is reflected in the fact that after the financial report was announced, station B lost 570 million yuan and was listed in the hot microblog search. In addition, the gross profit of station B in the second quarter also continued to expand. In the second quarter, the gross profit of station B was 604 million yuan, a year-on-year increase of 140%; in terms of gross profit rate, it has achieved a month on month increase for five consecutive quarters, reaching 23.4%. < / P > < p > of course, the most remarkable thing about station B is the high-speed expansion of users caused by the continuous breaking of the circle. However, in the second quarter, with the growth of users of station B, there were also some problems. While the users of station B maintain high-speed growth, there are also all problems that can not be ignored, which is related to the effectiveness of the circle breaking marketing that station B has made great efforts to do. < / P > < p > in the second quarter, users of station B also maintained a high growth rate. According to the financial report, in the second quarter, the average monthly live users of station B had reached 171.6 million, including 152.9 million mobile monthly live users, increasing by 55% and 59% respectively; and the average number of daily live users reached 50.5 million, an increase of 52% year-on-year. < / P > < p > in addition, the average monthly paid users of station B in the second quarter reached 12.9 million, an increase of 105% year-on-year; the number of “official members” who passed the examination reached 85 million, a year-on-year increase of 65%, and the retention rate of users in the platform in the twelfth month was more than 80%. < / P > < p > in this way, the growth of users of station B is still maintaining a good momentum. It seems that it is only one step short of meeting CEO Chen Rui’s target of 200 million users by 2020. But from the comparison of financial reports, there are many problems under the brilliant performance of users of station B in the second quarter. < / P > < p > although the monthly live users of station B in the second quarter increased by 55% year-on-year, compared with the data in the first quarter, there was a small drop of 0.5%. According to the financial report, the monthly live volume of station B in the first quarter was 172.4 million, a year-on-year increase of 70%, and a 32% month on month increase compared with the fourth quarter of 2019. < / P > < p > from an increase of 32% to a decrease of 0.5%. For station B, it means that the marketing that spent a lot of money in the second quarter did not seem to achieve good results. Station B has launched trilogy,,, and the first two were launched in the report period of the second quarter. Now it seems that the effect of vigorous marketing in gaining users is not good. < / P > < p > Why did the user growth rate reach 32% in the first quarter? The reason is very simple. The first quarter is the time when the domestic epidemic is rampant, and the epidemic has led to a surge in demand for online entertainment. Station B with rich content will naturally enjoy dividends in the epidemic, resulting in a sharp increase in the number of users. However, the impact of the domestic epidemic in the second quarter was gradually dissipated. During the epidemic period, the number of users in station B increased, and the users no longer had a lot of free time to “linger” on station B. This not only led to a small decline in the monthly live volume of station B, but also explained that the average daily usage time of users decreased from 87 minutes in the first quarter to 79 minutes in the second quarter. < / P > < p > it seems that station B’s efforts to break the circle in the second quarter have no real effect. Of course, for the video platform, we can not only rely on marketing to pull new users, but also need rich content to retain users. And in this respect, B station has done a lot of natural, and can even be used to describe the expansion of B station in the field of content. < / P > < p > if station B’s marketing efforts are to capture incremental users, then the expanding content is to stabilize the existing users. But now it seems that the problem of station B in pulling incremental users has yet to be solved. How does station B do in terms of stabilizing stock users? < / P > < p > in fact, the logic of station B is well understood, and the “user up main platform content” three parties constitute a stable system. Through high-quality platform content to attract new users, and further consolidate users, and the increase of users will generate incentives for up owners, produce better content, and further help the platform attract users, forming a virtuous cycle. < / P > < p > as a result, station B has been expanding its content field from secondary dimension to life sharing, from secondary production of game content to global exclusive copyright live broadcasting S10, from Guoman to big country documentary, from Xiaobai teaching to law lecture hall, the content category of station B is expanding exponentially, and the amount of content is also increasing, becoming a more and more moat for station B.

even in the countryside, in the field of red brick built on the courtyard wall, “the old folks are not afraid of the hot weather, come to the first rap and listen to music”, “hard farming for more than half a year, listening to the first rap and a break” this kind of local advertising is also B efforts to enrich content. < / P > < p > it is not difficult to see that station B has made a lot of efforts in content expansion. After all, users attracted by content are high-quality and sticky users. Chen Rui also said in the conference call after the financial report that in terms of user growth, station B has always pursued quality first and then numbers. < / P > < p > whether the users are of high quality can be measured by “big members” to a certain extent. However, the number of MPU users of station B decreased in the second quarter for the first time since the first quarter of 2018. MPU of 12.9 million in the second quarter decreased by 3.9% compared with 13.4 million in the first quarter. Although membership is not an absolute indicator of user quality, it can still explain some problems. Moreover, the small decline of these user data seems harmless in a short time, but the hidden problems are very serious. This is a kind of query to whether B station can achieve corresponding results in marketing and content expansion. < / P > < p > for station B, users are the basis of all its actions. Whether it’s an advertisement that “wants but can’t have” or an e-commerce that is constantly exploring, the next step that station B wants to take is inseparable from the support of users. For example, the advertising revenue of station B reached 348.6 million yuan in the second quarter, an increase of 108% over the same period of last year. This is mainly due to the obvious advantages of station B in terms of users, and more advertisers are willing to put advertisements in station B. Similarly, the e-commerce that station B is constantly exploring also needs a large number of users to support. < / P > < p > it is undeniable that station B has gained a lot from the continuous breaking of the circle, and has become the head enterprise of the video platform. However, there are some bad signs at the user level, which are not only a query for the breaking of the circle of station B, but also a hidden danger for the future development of station B. Xiaomi new machine real machine exposure center dig hole screen design or high color thousand yuan machine

Author: zmhuaxia