The up owner of station B outside the spotlight: a "endless marathon"

近日，B站赛区up业主"摩卡官"在其住所去世的消息再次引起up业主群体的关注。

Recently, the news that the up owner "Mocha official" in the game area of station B passed away in his residence has made the up owner group concerned again.

自2020年2月起，《摩卡官网》开始在B台投稿和直播，共有28部视频作品，其中大部分是现场游戏的片段。截至今年1月，粉丝还不到200人。根据这些账号信息，"摩卡官网"属于"极底层"游戏区。

Since February 2020, "Mocha official" has started to contribute and live broadcast in station B, with a total of 28 video works, most of which are clips of live game. As of January this year, the number of fans was less than 200. According to these account information, "Mocha official" belongs to the "very bottom" game area.

根据官方数据，2019年，B站up创作者将超过460万，而且这个数字还在不断增长。同时，最新财报显示，B站在用UPS数量已达170万台。

According to official data, in 2019, there will be more than 4.6 million up creators in station B, and this number is growing. At the same time, the latest financial report shows that the number of active UPS in station B has reached 1.7 million.

这意味着，在B站日益壮大的生态环境中，大多数人都没有上位师的光环，也无法获得与上位师一样的关注度和收入。但他们仍然期待着成为下一个100强。

This means that in the growing ecology of station B, most people do not have the aura of up master, nor can they get the same attention and income as the head up master. But they are still looking forward to becoming the next top 100.

2018年3月28日，B站在纳斯达克上市当天，共有8位up业主参加了摇铃仪式，其中包括"咬猫"和"lexburner"等知名up业主，粉丝近千万。

On March 28, 2018, on the day of the listing of station B on Nasdaq, eight up owners participated in the bell ringing ceremony, including the well-known up owners such as "biting cat" and "lexburner", among which there were nearly ten million fans.

在聚光灯之外，一个巨大的、看不见的群体有自己的生活。

And outside the spotlight, a huge, invisible group has its own life.

当兴趣变成职业

When interest becomes a profession

去年9月，他裸体辞职。

In September last year, he quit naked.

第六年，他在电子商务运营行业积累了不少经验。原则上，2020年的疫情将使她所在的行业大幅增长，她将迎来事业的新阶段。但志业决定离开，成为一个全职的老板。

In his sixth year, he has accumulated a lot of experience in the e-commerce operation industry. In principle, the epidemic in 2020 will make her industry grow significantly, and she will usher in a new stage of her career. But Zhiye decided to leave and become a full-time up owner.

在此之前，志业在B台断断续续发了一年多的视频，辞职时，他的粉丝还不到3000人。不过，成千上万的粉丝并没有影响她的热情，她也不觉得自己的人气很慢——"有一个小伙伴，半年多来只有几百个粉丝。"

Before that, Zhiye had sent video intermittently in station B for more than a year, and when he resigned, his fans were less than 3000. However, thousands of fans didn't affect her enthusiasm, and she didn't feel that her popularity was very slow -- "there was a little partner who had only a few hundred fans for more than half a year."

她的良好态度也体现在视频中：在镜头前，她自信地与观众分享自己的专业经历，包括电子商务运营经验、职业前景等。

Her good attitude is also reflected in the video: in front of the camera, she confidently shares her professional experience with the audience, including e-commerce operation experience, career outlook and so on.

"欢乐之路和瑟琳娜之路开始得早于夜晚的结束。早在2019年9月，他就从公司辞职，开始了自媒体生涯。

"The road of joy and Serena began earlier than the end of the night. As early as September 2019, he resigned from the company and began his career in we media.

在B站"为爱发电"的平台上，很多人因为兴趣爱好而成为up高手，"开心快乐"

On the platform of "generating electricity for love" in station B, many people become up masters because of their interests, "happy and happy"

事实上，他从2018年就有了制作视频的想法。"当我在学校的时候，我喜欢看课外书。我上大学的时候，特别喜欢看电影。在很大程度上，我对世界的理解来自这些"内容"作为一名记者，他对内容的"意义感"很痴迷。

In fact, he had the idea of making videos since 2018. "When I was in school, I liked reading extra-curricular books. When I was in college, I especially liked watching movies. To a large extent, my understanding of the world came from these" contents. " As a journalist, he has an obsession with the "sense of meaning" of content.

毕业后，"乐和李伟谈起写作和策划，但他们选择了其他工作，因为他们"不乐于创造"。成为全职主持人后，他觉得自己的创意内容让他重新认识了自己。"当时有一种想法，如果我的孩子想在2020年理解他父亲的想法，他就可以不断全面地理解我，单从这个价值观出发不会是一种损失。"

After graduation, "le and Li Wei talked about writing and planning, but they chose other jobs because they were" not happy to create. ". After he became a full-time host, he felt that his creative content made him know himself again. "At that time, there was an idea that if my child wanted to understand his father's ideas in 2020, he could continuously and comprehensively understand me, and it would not be a loss to start from this value alone."

而"乐与维"则更为理性。在她看来，拍视频不仅是为了赚钱，而且从功利的角度来看，一定是一种"有益的体验"。在上一份工作中，她观察到了互联网发展的很多趋势，因此她认为短视频和直播有很好的前景。

And "le and Wei" are more rational. In her opinion, making videos is not only to make money, but from a utilitarian point of view, it must be a "useful experience". In her last job, she observed a lot of trends in the development of the Internet, so she believed that short video and live broadcasting had good prospects.

尽管她过去一直坚持输出，比如她在《智湖》上发表了一篇文章，但她仍然觉得自己拍不出好的视频。"忙碌的工作+忙碌的生活=来不及更新=从不做太大的事情。"严格地说，这是她努力成为全职up业主的最大原因。

Although she has always insisted on output in the past - for example, she posted an article on Zhihu - she still felt that she could not make a good video. "Busy work + busy life = too late to update = never too big to do." Strictly speaking, this is the biggest reason for her to try to be a full-time up owner.

从辞职到现在，已经发出了100多个视频，同时发出了40多个视频。在驻足之夜，你可以看到一些视频的起伏，最高播放量超过4万，但大部分视频的播放量都在几百到几千；"乐和伟在一起玩；他们在玩100。

From the time of resignation to now, more than 100 videos have been sent out, while more than 40 videos have been sent out. You can see the ups and downs of some of the videos in the stop night, with the highest playing volume of more than 40000, but most of the videos are played in the hundreds to thousands; "le and Wei are playing together; they are playing 100.

从数据上看，全职视频并没有带来突出的成长效应，但他们的生活确实发生了变化。不受固定作品的束缚，"乐泵和威泵"将灵感刻在相机上记录下来，"随时随地创作"，通常在一周内完成一段视频。

From the data point of view, full-time video did not bring outstanding growth effect, but their lives did change. Without the constraint of fixed work, "le and Wei pump engraved on the camera to record inspiration," anytime and anywhere to create ", usually in a week to complete a video.

工作和生活之间没有明确的界限。在上一份工作中，我不得不适应直播室的工作和休息。加班到晚上是正常的。现在，她将在上午10点开始构思、拍摄和编辑，这取决于手头的材料。

There is no clear line between work and life. In my last job, I had to adapt to the work and rest of the live broadcast room. It was normal to work overtime until night. Now, she will start to conceive, shoot and edit at 10 a.m., depending on the material in hand.

对于这种反差，她笑着说："我觉得比较自由，就是没钱。"

To this kind of contrast, she said with a smile, "I feel more free, just no money."

"无尽的马拉松"

"Endless marathon"

做一个全职老板的决定听起来很容易，但要做这个决定要花很多钱。""没钱"是最大的问题。

The decision to become a full-time boss sounds easy, but it will cost a lot to do. "No money" is the biggest one.

在B站，up业主的收入大致可以分为两类：平台收入和广告收入。早在2018年初，B站就启动了"创意激励计划"，鼓励上马生产。具体来说，平台粉丝数在1000人以上或累计播放量在10万的up拥有者，可以根据稿件流量和质量获得一定的补贴。在"创意奖励"的计算方法中，播放1000次就可以兑换3元。

In station B, the revenue of up owners can be roughly divided into two types: platform revenue and advertising revenue. As early as early as the beginning of 2018, station B launched a "creative incentive plan" to encourage up production. Specifically, up owners with more than 1000 fans in the platform or with a cumulative broadcast volume of 100000 can obtain certain subsidies according to the manuscript flow and quality. In the calculation method of "creative incentive", a thousand times of playback can be exchanged for 3 yuan.

但很难将这些收益转化为正常工资。对于平均播放量的低层up业主来说，制作视频带来的收入更是微不足道——到目前为止，B站的停夜总收入只有450元，而拥有1500多名粉丝的《乐雨薇本音娇游》B站的收入只有450元。

But it's hard to turn these gains into a normal wage. For the low-level up owners with average broadcast volume, the income generated from making videos is even more insignificant - so far, the total income of stop night in station B is only 450 yuan, while the income of station B of "Le Yu Wei Ben Yin Jiao you", which has more than 1500 fans, is only 450 yuan.

而在播放量低的情况下，推广公司也找不到这些自下而上的主力。在监测B站up主数据的平台火烧云上，统计了up粉丝的数量和增长情况。企业可以看到许多快速增长的粉丝和许多粉丝。目前，志业粉丝已经超过6000人，但他们还没有收到乔帆的任何私信。唯一的私人信息是请她帮忙宣传课程。

And in the case of low playback, the promotion company will not find these bottom up main players. On the huoshao cloud, a platform for monitoring the up master data of station B, the number and growth of up fans have been counted. Businesses can see a lot of up fans with fast growth and many fans. At present, there are more than 6000 Zhiye fans, but they haven't received any private messages from qiafan. The only private message is to ask her to help promote the course.

毫无疑问，毫无疑问。白天外面，晚上只有几件工作。"我有很多钱，我等不及了。其余的召回时间都是从3月份到3月份。

There is no doubt that there is no doubt. In the outside of the day, there are only a few pieces of work in the end of the night. "I have a lot of money and I can't wait for myself. The rest of the recalls came from March to March.

除了物质压力，心理压力是他们需要面对的另一个重要挑战。在上海，放弃稳定的收入，全职呆在家里，又没钱可不容易。在家人看来，她的行为多少有些不负责任——"如果不赚钱，就得吃老钱。"

In addition to material pressure, psychological pressure is another important challenge they need to face. In Shanghai, it's not easy to give up stable income, stay at home full-time and have no money. In the eyes of her family, her behavior is more or less irresponsible -- "if she doesn't make money, she has to eat old money."

其实，对于前期低收入、上涨的业主似乎有心理准备。更难的是成长——"幸福快乐"。郑黎的现实与他的初衷有许多不同之处。

In fact, for the early low-income, up owners seem to have psychological preparation. What's more difficult is growth -- "happiness and happiness". There are many differences between Zheng Li's reality and his original idea.

他将视频自媒体的探索形容为"无止境的马拉松"。

He described the exploration of video we media as an "endless marathon".

"整个过程非常困难。你必须非常了解自己和观众才能成功。很多人不了解自己，但大多数观众都非常模糊多变。"

"The whole process is very difficult. You have to know yourself and the audience very well to succeed. Many people don't know themselves, but most of the audience are very vague and changeable."

这种摇摆也体现在他的视频中：一开始，他以vlog的形式以"乐与维"的方式做房地产评估，也可以利用工作中积累的资源；后来，他不断尝试新的领域，如影视分享、摄影教程、网络交通等。，但直到现在，他还没有找到一个特别明确的定位。

This kind of swing is also reflected in his video: at the beginning, he did real estate evaluation in the way of "le and Wei" in the form of vlog, and he can also make use of the resources accumulated in his work; later, he constantly tried new fields, such as film and television sharing, photography tutorials, Internet transportation, etc., but until now, he has not found a particularly clear positioning.

在做了一年多的全职业主之后，现在也是成长最困难的时候。

After more than a year of being a full-time up owner, it's also the most difficult time for growth.

2020年3月，《停止之夜》收获了迄今为止最好的广播量：47000。在这项引以为豪的工作中，智业充分发挥自身优势，分享电子商务运营经验。在视频发出前的半个月里，她上传的美女评价视频只得到几千甚至几十次回放。

In March 2020, stop night reaped its best broadcast volume so far: 47000. In this proud work, Zhiye gives full play to its advantages and shares its experience in e-commerce operation. In the half month before the video was sent out, the beauty evaluation video she uploaded only received several thousand or even dozens of playback.

这让她坚定了分享知识的决心，但同时，她也感到困惑：她认为真正非娱乐性的知识内容注定是少数，即使在B台，也很难成为大片。同时，内容丰富的干货也需要专业领域的经验。在积累经验、当好领导的同时，又一次陷入了不合时宜的僵局。更重要的是，"知识区的up所有者很难得到品牌的青睐。"。

This made her firm in her determination to share knowledge, but at the same time, she was perplexed: she believed that the truly non entertainment knowledge content was destined to be a minority, and even in station B, it was difficult to become a blockbuster. At the same time, the content full of dry goods also needs the experience of professional field. While accumulating experience and being the leader of up, it once again fell into the deadlock of no time. What's more, "the up owners of the knowledge zone are very hard to get the favor of the brand.".

有更好的未来吗？

Is there a better future?

"如果球迷一直这样，他们以后可能会回去工作。毕竟生存是很重要的，"面对成长的无力，志业动了放弃的念头。如果一个全职工作的人的梦想不能持久，那么再找一份有多年工作经验的工作也不难。

"If fans have been like this, they may go back to work later. After all, survival is very important." In the face of the growth of powerlessness, Zhiye moved the idea of giving up. If the dream of a full-time job holder doesn't last, it's not too difficult to find another job with years of work experience.

在B台搜索"全职"和"up main"两个关键词，很多"夜站"都会告诉观众自己成了全职up main，另一部分会在屏幕上慢慢讲述自己放弃的原因。那么，这真的是少数人的狂欢节吗？现阶段，自下而上的业主靠拍视频谋生确实很困难。

Search the keywords "full-time" and "up main" in station B, many "night stops" will tell the audience that they have become full-time up main, and the other part will slowly tell the reason why they give up on the screen. So, is it really a carnival for a small number of people? At this stage, it's really difficult for the bottom up owners to make a living by making videos.

如上所述，收入是底层阶级面临的最大挑战。在界面新闻访谈的众多全职用户中，几乎没有一个是靠制作视频谋生的。一些人通过储蓄"吃老钱"，而另一些人则通过零碎工作来补贴赤字。

As mentioned above, income is the biggest challenge for the bottom class. Among the many full-time users of interface news interview, almost none of them make a living by making videos. Some people "eat old money" through their savings, while others subsidize their deficit through piecemeal work.

此外，一个不容忽视的变化是，平台的发展也在影响up业主的成长。

In addition, a change that can not be ignored is that the development of the platform is also affecting the growth of up owners.

以游戏区为例，很多学生成长为大师的案例让很多年轻人跃跃欲试，游戏也成为了一个常见的入门领域。从平台数据来看，在B站评选的今年"百强业主"中，游戏业主仍然占据了类别中的最大比例，共有18个，粉丝从100万到500万不等。

Take the game area as an example, many cases of students developing into masters make many young people eager to try, and the game has become a common entry field. From the platform data, in this year's "top 100 up owners" selected by station B, game up owners still account for the largest proportion of categories, with a total of 18, with fans ranging from 1 million to 5 million.

但这并不意味着每个人都可以成为"老番茄"。游戏区的一位up老板认为，他并不建议每个人都放弃原来的工作，成为一名全职up老板。在他看来，"现在B台的up业主遍地开花，观众的审美观大大提高。视频很难捕捉到热点，拍摄片段也不够精致，无法走红。"

But that doesn't mean everyone can be an "old tomato.". A up owner in the game area thinks that he doesn't recommend everyone to give up their original job to be a full-time up owner. In his opinion, "now the up owners in station B are blooming, and the audience's aesthetic is greatly improved. It's hard for the video to catch the hot spots and the shooting clips are not exquisite enough to become popular."

受访者均表示，认为B站的商业环境还是比较友好的，但还是需要接受广告才能获得稳定的收入。为了完善商业化机制，B站今年发布了"烟花计划"，将品牌和企业联系起来，并招募更多的MCN参与者。

The interviewees all said that they think the commercial environment of station B is still friendly, but they still need to accept advertisements to get stable income. In order to improve the commercialization mechanism, station B released the "fireworks plan" this year to connect brands and businesses, and recruit more MCN participants.

这就带来了另一个问题：当更多的mcn落户后，机构将不可避免地占用个体业主的流量，而自下而上的业主想要谋生将变得更加困难。

This brings another problem: when more MCNS are settled, institutions will inevitably take the traffic of individual up owners, and the bottom up owners who want to make a living will become more difficult.

某知名MCN机构创始人向《接口新闻》透露，一般来说，粉丝超过10万的up业主，通过他们的支持，在B站可以获得稳定的收入，在机构的培养下，一个普通up高手的粉丝通常只需一个月就可以积累到5-10万。

A founder of a well-known MCN organization disclosed to the interface news that generally speaking, through their support, up owners with more than 100000 fans can obtain stable income in station B. It usually takes only one month to accumulate the fans of a plain up master to 50000-100000 under the cultivation of institutions.

当然，对于很多"用爱心发电"的up业主来说，这些都挡不住他们的向往。对于未来的发展，《乐与薇3》没有放弃，视频最重要的驱动力是自我实现、物质和精神

Of course, for many up owners who "generate electricity with love", these can not stop their yearning. For the future development, "le and Wei Bei 3" did not give up, the most important driving force of video is self realization, material and spiritual

Link：https://new.qq.com/omn/20210129/20210129A030P300.html

update time：2021-01-30 14:19:13