Station B live broadcast, also want to "graduate layoffs"?
2022-04-18
Recently, an anonymous person close to station B told reporters that the live broadcasting business department of station B plans to lay off staff, and the list has been preliminarily drawn up. The layoff interview will be conducted after Shanghai returns to normal. This layoff will affect the whole live broadcasting department. The reason for layoffs may be the imbalance between the live broadcasting area of station B and the settled guild. The live broadcasting Department "allows" the settled guild to brush the water with unlimited rebates higher than the industry standard, resulting in the ecological imbalance of the live broadcasting area. For example, the anonymous person said that the guild will pay 100 yuan at station B, and the normal station B will draw 40 yuan from it. But now station B will give the guild 20-40 yuan. In extreme cases last year, the platform will even return 108-109 yuan, just to attract the guild to continue to draw water. In this regard, "new entropy" has asked station B for confirmation, and no response has been received before publishing. Judging from the latest guild sharing policy of station B in 2022, it is really "atmospheric". The new anchor who moves in after January 1, 2022 will enjoy 70% of the irresponsible reward share for three months. After three months, he can also get 20% of the reward share by completing the task on the basis of 50%. Even if the new anchor of the guild performs well, station B will give corresponding base salary support and traffic resources support. However, at the 2021 financial report meeting, CEO Chen Rui made it clear that station B should enter the stage of cost reduction and efficiency increase. "Control all the money you shouldn't spend, and improve the efficiency of the money you should spend." The layoff of live broadcasting may be the first step to reduce the cost and increase efficiency of the live broadcasting Department of station B. PART. 01 Brush list guild invades station B live broadcast? "Boss atmosphere!" From the free virtual gift "spicy bar" to the virtual gift that needs real gold and silver, the anchor's gentle voice leads the fans' hands ready to move. Each virtual gift can be exchanged for a real interaction, and the "audience" in the live studio also "spontaneously" thank each "boss" who gives gifts for the anchor. "Now the live broadcast area of station B is more and more like YY." Li Fu, a senior user of station B, lamented that the live broadcast area has become a section without the atmosphere of station B. It used to focus on games, but now each section has been occupied by a large number of so-called "selfie" anchors. The live broadcast content is constantly asking for gifts to help them play the guild PK game. "What's the difference between this and the previous live show?" Station B didn't take the initiative to launch the live broadcast until the end of 2019, but it seemed that station B didn't launch the live broadcast until the end of 2015. Feng Timo, a famous game anchor, was signed at a high price, and the external entertainment association was introduced. On the basis of the original virtual gifts, the reward channel of "big sailing" was added. Fans can buy "tickets" and become captain (198 yuan / month), governor (1998 yuan / month) and governor (19998 yuan / month). At the end of 2019, on the eve of the S10 season of the League of heroes, station B also invested 800 million to win the exclusive broadcasting right of the League of heroes for three years in the S10-S12 season. Facts have proved that this is a successful adventure. Station B not only made a profit in the distribution of broadcasting rights, but also boosted the activity of its live broadcasting area. During the S10 season, the live viewing of station B reached the highest peak in history, twice the peak of the S9 season. At the beginning of 2020, station B continued to make efforts. The former CEO of geese culture Wang Yuyang and coo Wang Zhikai "switched jobs" to the live broadcasting Department of station B. Wang Yuyang was directly "airborne" as the head of the Department. Geese culture was also merged with Xiaoxiang mutual entertainment to form Xiaoxiang geese Culture Co., Ltd. It is worth noting that before the creation of big goose culture, Wang Yuyang was responsible for the star brokerage and PGC content of DOTA 2 and hero alliance in tiger tooth live broadcast. After the establishment of big goose culture, he also focused on the live broadcasting brokerage business and was familiar with the way the guild swiped the list. Engaged in anchor brokerage business for many years, wangzhikai believes that "anchor brokerage actually means to do traffic." When you open station B, the number of fans of the anchor is only 2111 and the number of viewers is only more than 200. It seems that it is not enough to support the second ranking of the popular list, but if you carefully study the rules of the popular list of station B, it is not difficult to understand this phenomenon. The popular list of station B is to sort the whole station and its partition according to the contribution value obtained by the anchor within a certain period of time. It is settled every 30 minutes. The top ten live broadcasting rooms can obtain a variety of traffic recommendations. In other words, which studio fans brush more gifts in a short time, which studio can get more traffic recommendations. In the contribution list of the live broadcasting room, which is the second most popular in the whole station, it can be clearly seen that only two people really brush gifts. On the other hand, in the live broadcasting room on the popular list of the whole station, the data differentiation of the contribution list is more obvious. In addition to a large number of gifts, the reward of the rest of the audience is very little. The contribution list of most anchors rarely shows such obvious data differentiation. Hu Ke, an employee in the live broadcasting industry, told "new entropy". Now station B is still playing with the old guild system, "pull new rewards, start broadcasting rewards and self brush water rebate. The surface is prosperous, but in fact, it has been eaten out." For the authenticity of the layoff disclosure, Hu Ke said, "if it's true, it's a good thing for station B." PART. 02 Why don't young people love live broadcast on station B For live broadcasting, station B used to be serious. Lu Xin, the head of a guild, told reporters that a series of actions at station B at the end of 2019 made many small and medium-sized guilds see its determination to develop the live broadcasting business. At that time, tiger teeth, fish fighting and other head live broadcasting platforms were occupied by the guild, and the voice of the small and medium-sized guilds was not much, while station B live broadcasting gave many preferential conditions, such as high sharing, official signing, and even promised that if they went to other platforms to dig big anchors, the cost of digging people would be reimbursed at 120%. Relying on a large number of preferential policies, the "guild" ecology of station B is rising rapidly, which should have attracted more and more guilds, but many guilds "stopped". Lu Xin said that the guilds that can "eat meat" are still those guilds, and they are inextricably linked with the live broadcasting Department of station B. In the monthly ranking of high-quality guild in station B, Gosling and elephant ranked first, and the founder of Lingxi mutual entertainment, which ranked second, was also a former employee of geese. According to Lu Xin, there are many former geese in the live broadcasting Department of station B as the person in charge. Some people make their own area and revenue half of that before, "but he is a geese." Since the live broadcast section of station B was launched in 2015, station B has not received too many dividends. In the financial report data, the revenue brought by mobile games has always accounted for the majority. Until 2019, with the vigorous development of live broadcasting business, the revenue from value-added services such as live broadcasting of station B and major members increased rapidly. In 2021, the revenue from value-added services exceeded the revenue of mobile games for the first time, accounting for about 30% of the overall revenue. In terms of cost, affected by the rapid rise of anchor and up main sharing cost, the revenue sharing cost of station B increased by 91% compared with the same period last year, more than 2.4 billion yuan, accounting for 42% of the overall revenue. The overall gross profit margin of station B was also reduced to 20%, down about 3% compared with the same period last year. Chen Rui, CEO of station B, once said that the live broadcasting business of station B is not only a revenue business, but also a necessary ability of station B, "because we are a complete content ecology, and live broadcasting is an important link of the whole ecological environment." In Chen Rui's vision, the live broadcast section of station B should be a basic tool of up master. In the blank period of video creation, up master can interact with fans and enhance viscosity through live broadcast, so as to form a two-way cycle between live broadcast and video creation and promote the overall content growth. Now, looking at the live broadcast area of station B, which is sweeping the list, perhaps Chen Rui has felt that the live broadcast of station B is farther and farther away from his vision. The difficulty of commercialization is a commonplace problem in station B. the up main cash channel is very limited. Recently, some up owners even said that their video creation incentive income has decreased by 80% compared with the usual. The live broadcast section should have become another cash channel for the up master. By the end of 2021, station B even spent 100 million to win the payment license, and conducted a gray-scale test on the "small yellow car" function, with the intention of joining the large force of live broadcast with goods. However, nearly half a year later, the "small yellow car" of station B still hid in individual live broadcast rooms. Fan Xin, CFO of station B, more clearly gave the profit schedule of station B. the operating loss rate of non GAAP will be narrowed year by year from 2022. It is expected to achieve profit and loss balance under non GAAP by 2024 by improving commercialization efficiency, increasing single Mau revenue and controlling operating expenses. The profit node has been set, the desire of station B to make money is rising, and the rectification of the live broadcasting department with high cost seems to be inevitable. Tiktok adorable game player has absolute user advantage, and the new players are holding huge traffic support. In the live Kwai race, B station is still a "sprouting". If you want to earn money by live broadcast business, you still have a long way to go. (Xinhua News Agency)
Edit：Li Ling Responsible editor：Chen Jie
Source：Xinshang
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