For station B, this year is like driving an accelerator, running all the way. Whether it is the number of users or the performance of the financial report, whether it is the "Post Wave Trilogy" or the successful launch of satellites, the achievements of Station B in the past year are obvious to all. When the new year's end was approaching, station B began a new round of acceleration and breaking the circle, ready to enter the overseas market.
(pictures from Canva can be drawn)
Southeast Asia has become a newcomer of streaming media
Recently, the Thai version of the APP was launched at station B, and said that “This App is the official independent application of Bilibili in Southeast Asia, aiming to serve the local Users provide a comprehensive video community with high-quality ACG content.” Of course,
is not only station B, but many domestic and foreign streaming media platforms also regard the Southeast Asian market as their first choice for expanding overseas markets, such as the one that entered the Malaysian market last November. IQiyi, Tencent Video WeTV also entered Thailand, Indonesia, Vietnam, India, Malaysia and other countries and regions in February this year.
Why do these streaming video platforms focus on the Southeast Asian market when they go to sea? The main reasons are as follows.
is firstly because of the current characteristics of the Southeast Asian market. Compared with developed countries such as Europe and the United States, Southeast Asian countries are generally in the window of digital economy development, and the market structure has not been fully formed. There are still many opportunities for new players. In addition, this also means that there is still a lot of room for development in the streaming media market in Southeast Asia.
is followed by the characteristics of consumers in the Southeast Asian market. With the advancement of global digitalization, 's digital population in the Southeast Asian market is also increasing. This has many benefits for the development of digital services. It can not only bring more users to the platform, but also ensure the sustainable development of digital services.
According to the latest research report on global digital Internet usage including Southeast Asia released by the research and survey agency WeAreSocial in 2019, the total population of Southeast Asia is 625 million, of which the digital population reaches 400 million, the Internet penetration rate is 65%, and the social media penetration rate is 63. %, the scale of the digital market is almost comparable to that of China, the European Union, and North America.
is finally because of the cultural characteristics of the Southeast Asian market. Although has a strong religious color in Southeast Asia, for the streaming media market, the domestic market and the Southeast Asian market have certain cultural similarities. In addition, the proportion of the Chinese population in Southeast Asia is relatively high, and the similarity of consumption habits will bring certain convenience to the sea. Z1z
two-dimensional help to go to Southeast Asia
The Southeast Asian market has become a must-see for streaming media platforms to go overseas, and station B chooses to enter the Southeast Asian market at this time. The biggest boost is the most essential two-dimensional content of station B. In the Google Play store, the animation content is emphasized in the function introduction of the Thai version of the B station APP.
seems to have been breaking the circle in the domestic market at station B, but now it has returned to the essence of the two-dimensional in the action of going to sea. It is not that the method of breaking the circle at station B is not easy to use in the Southeast Asian market, but because of other influences.
is the first national wind sweeping the world, opening the market for domestic dramas in Southeast Asia. is accompanied by the continuous output of domestically produced TV dramas, games, online culture and other entertainment products, and is widely favored by overseas consumers. Station B has been helping the rise of Guoman in recent years, supporting high-quality domestic fan dramas in order to expand its own domestic fan drama content library.
Taking advantage of the Southeast Asian market's demand for domestic high-quality fan dramas, Station B may have the effect of getting twice the result with half the effort.
Secondly, the special needs of consumers for animation and other products also prompted Station B to choose two-dimensional content to enter the Southeast Asian market. Because of the continuous expansion of Japanese Manga and Meiman Manga in recent decades, animation and other industries have become an indispensable part of the cultural industry, and the Southeast Asian market has a huge demand for these products.
In addition, the Southeast Asian market is more inclined to chooseWatch animation on a free platform, and most of the animation content on the B station platform is free to watch, and there is no additional charge after signing up for a major membership, which is more in line with the consumer demand of the Southeast Asian market.
These two reasons make the two-dimensional content become a means for station B to go to the Southeast Asian market, but it seems that it has become the only means for station B to be available.
B station in Southeast Asia, only the second dimension
is left. In the domestic market, the continuous breaking of the circle of station B is mainly reflected in its platform content. From the original two-dimensional small community to today's large platform for all categories, the B station broke the circle very successfully. Nowadays, many new users of station B in the country did not enter station B because of the two-dimensional content.
However, for station B entering the Southeast Asian market, the content after breaking the circle seems to be difficult to help station B successfully open the overseas market. The two-dimensional content seems to be the most critical and only way for station B to go overseas. The emergence of this situation is mainly due to internal and external reasons. The internal reason for
mainly comes from whether the content of station B except for the second element can adapt to the Southeast Asian market. Although the proportion of the Chinese population in Southeast Asia is not a minority, the religious attributes of this area are more obvious, which will naturally affect people's living habits and cognitive concepts.
For station B, a lot of the content on the platform is the life sharing of the up owner, and whether these content has a market in the Southeast Asian market is full of unknown. In addition, the language issue is also a more important issue. This restricts station B from not being able to output a large amount of content on the platform, and can only choose the advantageous two-dimensional content,
. The external reason is mainly the pressure of other streaming media giants. In the current Southeast Asian streaming market of , in addition to the domestic streaming media platforms such as iQiyi and Tencent Video, international streaming media giants such as Netflix, Disney+Hot star have been deployed in the Southeast Asian market for a long time, and they have comparative advantages in various aspects. obvious. Behind these streaming media platforms are strong support of content and funds. Although station B also has certain advantages in these two aspects, it will be inevitable that future battles will be unavoidable, and station B has to pay attention. Expansion of
is very important, but the essence cannot be lost. Whether it is in domestic or overseas markets, the most important thing for streaming media platforms like station B is still the quality of the content in the platform. The second dimension of
is the basis for station B to start in the domestic market. Although station B has been breaking the circle, the content of the second dimension is still the focus of station B that has not been ignored. With the expansion of overseas markets, the core two-dimensional content has once again become the main force, and B station’s heavy investment in content also has a lot of help.
But the second dimension is not the end of B standing in the overseas market. How to replicate more B stations in the overseas market, this domestic break-through game may be good. The content on the
domestic platform is difficult to output due to language problems, which limits the amount of content on the B station platform, which is a serious problem for the expansion of the B station. It may be a good choice to tap local up owners. They understand the culture and needs of the local market better, and the content they produce is more targeted locally.
can accelerate the enrichment of content on the platform by creating a circulation mode of "content-fans-up master-content" in the local market, allowing the platform to achieve faster growth.
However, in the process of expanding the content, there are still many challenges to be faced by Station B. For example, the issue of content supervision. Recently, more than 10 incidents of B station being interviewed have stopped B station's domestic content expansion, and foreign content expansion cannot escape this problem.
This also makes B stand in the process of overseas market expansion must make a suitable plan, expand in a planned way, find out its own position, and cannot make too much progress. In this way, B station's expansion in the Southeast Asian market may tell a different new story.
by Hou Zhengyang, a reporter from Leek Finance and Economics, public account ID: jiucaifin
