The establishment of the noble system is to stimulate the consumption desire of high-value users and maintain a stable monthly consumption to ensure the monthly flow of the platform.
Douyu is the same as YY. In the early stage of opening the noble system, in order to maintain the scarcity of nobles, the threshold set is relatively high. The minimum knight is 500 yuan to open, and the renewal fee is 300 yuan. Only scarcity will attract Buy email list more users to join. If it is bad from the beginning, it will naturally not attract more people to join. Douyu nobles have now added rangers, and the threshold has been greatly reduced. It only costs 78 yuan to open and 50 yuan to renew. Sure enough, it attracted a large number of users to open. According to incomplete statistics, Douyu's rangers have accounted for more than 60% of all Douyu nobles.
Why build a fan system?
The establishment of the fan system is to increase user activity, increase the proportion of paying users, and also allow the fan groups of various anchors to form opposition and competition, thereby increasing user consumption.
Is it necessary to build another system?
What the live broadcast platform cares most about is the number of users, user activity, and income. As long as the number of users, user activity, and income can be greatly increased, another system can be considered.
Douyu’s operating costs are very high, and the main costs mainly include the contract salary of the head anchor and broadband fees. Douyu's revenue mainly includes revenue from rewards, advertisements, and game intermodal transportation, and the revenue from rewards accounts for the largest proportion. However, Douyu's reward income is lower than that of the live broadcast platform, which is mainly based on show, because the user group attribute is lower than that of the live broadcast platform, which has led to Douyu still in the quagmire of losses. Under the circumstance that other income does not account for a large proportion, and there is no significant improvement for the time being, and the cost cannot be greatly reduced, the easiest and most effective way to achieve profitability as soon as possible is to increase the reward income.
However, due to the following reasons, Douyu earns less income from the noble and fan system than YY, so Douyu has a higher motivation to increase reward income through system design.
There is a big gap between the activation and renewal costs of YY Aristocrat, and the red diamonds will be returned immediately for immediate consumption; the cost of Douyu Aristocrat activation and renewal is very small, and the shark fins will not be returned immediately after the renewal. The renewal rate of Douyu Noble is lower than that of YY.
YY's true love group must be upgraded with paid gifts, while Douyu's fan badges can be upgraded with only free gifts.