The tide of live broadcasting is ebbing and the goods are cooling down, but this live broadcasting platform is still doing “addition”

From the e-commerce website to the short video platform, they all scrambled for the beach and continued to increase the code. But in a heat wave, users found that the new players live, more and more no attention. It’s not that you have to bring goods, or you make a show with a gimmick. After a round of noise, returning to the mean value becomes the destination of live carrying goods. However, on the same time axis, YY, a veteran player in the live broadcasting industry, has stabilized the growth pole of live broadcasting with multi-dimensional ecology at the same time when peers are swimming naked on the beach. < p > < p > on August 13, huanju group released the Q2 financial report of 2020. According to the data, the revenue of huanju group in the second quarter reached 5.840 billion yuan, of which, the live broadcast income was 5.607 billion yuan, an increase of 40.1% year-on-year. < p > < p > for a long time, “copy to China” has been popular in China’s Internet field. Not only do international investors like sun Zhengyi think so, but also local Internet entrepreneurs are used to copying some successful foreign model. As early as 2012, YY was described as “some incredible mixture of Skype, Zynga and so on” because it had gone through a business model not available in foreign countries. At first, YY was only a voice transmission tool of huanju group, and later evolved into a live broadcasting platform. From Pan entertainment live broadcasting in PC era to “star + Live Broadcasting” in mobile era, YY live broadcasting has always maintained subtle differences with its competitors. < / P > < p > in the current live broadcast industry, the live broadcast content can be roughly divided into three categories: one is commercial content, such as brand release, Star public performance, etc.; the second is professional content, such as variety shows and talent shows produced by small and medium-sized media organizations; the third is content provided by users, such as self-Media, show, etc.

and YY’s live content is jumping out of a single realm, showing the coexistence of Pyramid’s multi ecosystems: the bottom is the basic ecological stability of the old fellow, which is composed of platform guild master users, the top level is the high quality customized “personal IP+ platform program IP”, and the middle layer is the vertical class UGC under the guidance of professional, such as all kinds of broadcasted live people. < p > < p > what is worth talking about is YY’s star + live broadcast. The implementation of dual IP system tests the operation ability of the platform, and it also needs to be cautious in the selection of stars and live broadcast. < p > < p > since the second half of last year, YY has launched live IP of stars such as,,,, and so on. Many star artists, including Zhang Wei, Zhang Yuan, modern brothers and Zeng Yiming, have been broadcasting on YY for a long time. Among them, the Star Live light variety show jointly built by Zhang Wei and Zhang Wei has been on air for more than a year, and the live broadcast data is quite good. In this year, 46 shows were broadcast and more than 100 million times were watched. < p > < p > but in March this year, the new star relay broadcast 19 times, which invited the participation of r1se, unite, x9 Youth League, times youth league and other top domestic entertainment idol groups, with amazing penetration in the fan circle. < p > < p > in the face of the hot star live broadcasting products since 2019, YY is very rational. It emphasizes the combination of star personal IP and platform content IP on the basis of continuous creation of high-quality content. Through the broadcast periods and broadcast quality of YY’s star live programs, we can see that YY’s star live broadcasting is not flow thinking, but content thinking. Compared with the strong purpose of other live broadcast platforms, YY mode has a broader imagination space and is more conducive to the output of high-quality content. < / P > < p > in the past practice, it is difficult for stars to achieve sustainable development in the field of live broadcasting. However, YY live broadcasting has a high-quality and customized live star mode, which enables star IP to output content steadily. At the same time, this mode also ensures the overall viewing value and user experience of the platform. < p > < p > in addition to the live broadcast of stars, YY still has two rocks to rely on. One is the stable fundamentals composed of “platform guild anchor user”, and the other is the emerging “talent live” ecology.

, both of which breed the YY’s old fellow iron culture, while the latter constantly emerge the live God in the vertical field. Among them, only in the field of chess, there are many masters. According to public information, driven by a number of national anchor, YY chess field started broadcasting nearly 3000 games every month in the second quarter, and the total number of anchor fans exceeded 4 million. < / P > < p > the window period of the live broadcasting industry is narrowing, but all kinds of new forces are making great efforts to fight in the sea. Veteran YY can still stand in the tide after many times, which is related to the stability of its live ecological layout. Take the master live broadcast as the point, take the old fellow iron ecology as the face, and the star live broadcast as the edge, these three ecological layout, altogether constituted the YY sharp seeding edge. < / P > < p > looking at the whole live broadcasting industry, shuffling is still accelerating, but it is unrealistic to expect the wind outlet in the next stage. Whether it is star live broadcasting business or vertical live broadcasting business, we must do addition and subtraction to open up a new dimension. < p > < p > at present, the entrants have their own efforts, and the common feature is that they all regard the celebrities as lifesaving straws. The flow based platform threw a single bet and signed a sky high price anchor, but there was no way to change his life against the weather; the original anchor of the e-commerce platform was weak and fell into a bottleneck period, even if traffic stars were required to continue to write the growth myth; and users, under the dense bombing of commodity information, also lost hope for live broadcasting. The live broadcast mode itself is a sustainable business model. New anchors, new games, and new technologies constantly stimulate the live broadcast of new content. Excellent content promotes the growth of excellent platforms and circulates in turn, forming a force like gear meshing. < / P > < p > but obviously, new players don’t want to play like this, they always want to take advantage of star popularity to achieve rapid promotion. However, if you make a lot of money quickly, you can’t get good content, and you will inevitably miss it. < / P > < p > live broadcasting is an economy of attention. Fans need good content. However attractive Aidou is, it can’t use his advertisements every day. Interactive content is the core of live broadcasting. < p > < p > from to, YY has proved this with one file after another of outstanding live star programs. From the perspective of user acquisition, YY basically obtains and locks users at the entertainment demand level, for example, crowding fans through live star broadcasting, and adding star powder interactive platform. < p > < p > since the star live broadcast, YY has been striving for a win-win situation. In order to achieve this, YY has also made a lot of efforts. On the one hand, it promotes resources internally, and on the other hand, it cooperates with brokerage companies and professional content production teams to ensure the quality of star live broadcasting. < / P > < p > we often say that the live broadcasting industry tests the platform operation ability most, but this kind of operation is not the pre control of entertainment content, but the test of rhythm and platform capability. It is important to capture the air outlet, but whether the platform can land and win in the refined operation can reflect whether the platform has long-term vitality. < / P > < p > YY’s quality transformation of live broadcast content of stars is not so much driven by the wind outlet, but rather the choice after the precipitation of platform capacity. The core of this choice is the flow of user’s content consumption preference. The cooperation between YY star anchor and platform is a long-term cultivation mode. < / P > < p > for YY, high-quality star live broadcasting has become a moat. In the early stage, the content barrier was formed at the cost of resource investment, and in the later stage, the rhythm and quality of live broadcasting were grasped by professional self-control ability. However, YY’s growth process has constantly verified the possibility of reverse time machine in Chinese Internet. < / P > < p > in the overseas business, bigo and likee have become frequent customers of downloading lists abroad. In the first half of 2020, the number of live video downloads in China ranked the fifth, and the number of live video downloads in China ranked the fifth. < / P > < p > with the explosive growth of overseas business and the continuous improvement of local business, huanju group has not been disturbed by the changes in the global capital market, but has become the leader of entertainment live broadcasting with live + short video dual engine. < / P > < p > sitting on the time machine and going back to sea, the gathering not only innovated and exported Chinese style product model, but also injected confidence into local business with beautiful financial data. < p > < p > from the perspective of the existing structure, YY’s talent live broadcast is good at social depth, and star live broadcast is dominated by fans’ stickiness. The former constantly meets the diversified needs of users’ aesthetic taste, while the latter stimulates the interaction through the influx of fans to support the IP effect of the live broadcast platform. < / P > < p > over the years, new and cutting-edge products in the live broadcasting industry have emerged in an endless stream, some from the social sector, some from the game, but not many can maintain long-term growth stability. < p > < p > in the early days, with the attack of voice and game business, it withstood the industry pressure of the thousand broadcast war. Now, with the multi ecological live broadcast layout and overseas business, huanju has stepped out of the second rise of the growth curve. < p > < p > Wu Jui, left hand technology Internet, right hand entertainment and consumption. Everyone is a product manager, author of 2017, business observer of the new list of 2018, top 10 columnists of DoNews in 2019, new media of science and technology in 019, and we media of tianji.com in 2019. Continue Readinggather and watch! Huawei P40 Pro evaluation: excellent mobile phone photography elegant design, do you like it?