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2022考研英语经济学人:B站会成为中国版YouTube吗?

The mission statement of Bilibili, often dubbed “China’s YouTube”, stands out for its modesty. Instead of promising to change the world, the firm aspires merely to “enrich the everyday life of young generations in China”.

被誉为“中国版YouTube” 的B站因其谦逊的使命宣言而引人注目。B站没有夸口改变世界，而是希望“能让中国年轻人的日常生活变得充实”。

If user figures are a guide, the Chinese young feel enriched. In the last quarter of 2020 the number of people who used the service at least once a month shot up by half from a year earlier, to 202m.

如果从用户数据来看，中国年轻人的生活确实得到了充实。在2020年末季度，每月至少上一次B站的用户数量已达2.02亿，相比去年同期增长了50%。

Nearly nine in ten were under the age of 35. Videos on the platform, which range from sports highlights to self-help lectures and everything in between, attract an average of 1.2bn daily views.

近90%的B站用户年龄在35岁以下。从体育赛事热点到自助讲座，B站视频的内容包罗万象，其日均播放量达12亿次。

Launched in 2009 as a website for fans of Japanese anime, Bilibili has evolved into a diversified entertainment group. In recent months even Western musicians (such as Jessie J and Charlie Puth) and Hollywood stars (including Dwayne Johnson) have rushed to set up Bilibili accounts. Investors, too, have taken notice.

B站创立于2009年，最初是一家专为日本动漫迷开设的网站，现已发展成为一个多元化的娱乐集团。近几个月，就连一些西方音乐家(如杰西·J和查理·普斯)和好莱坞明星(例如道恩·强森)也纷纷入驻B站。投资者也注意到了这一点。

Between March 2018, when the firm listed in New York, and February this year its market capitalisation rose more than ten-fold, to $41bn. On March 23rd it raised $2.6bn in a secondary listing in Hong Kong.

自2018年3月于纽约上市至今年2月，B站市值增长超过10倍，达410亿美元。3月23日，B站在香港的二次上市筹资26亿美元。

Unlike YouTube, Bilibili refuses to clutter user-generated videos with adverts. That way, the thinking goes, it can attract new users put off by such interruptions, and convince them to spend more time on the platform. The central aim, as described by executives, is to “convert” this “sticky community” into “paying users”.

不同于YouTube的是，B站没有在用户制作的视频中添加广告。这一策略吸引了许多新用户前来，也让他们愿意花更多的时间刷B站。正如B站高管们所说的那样，B站的核心目标是将这个“粘性社区”的用户“引导”成为“付费用户”。

Bilibili does so in two main ways: by offering games where players purchase virtual items to advance to the next level, and access to original and licensed films and series. This Netflix-like business, launched in 2018, now has 14.5m paying subscribers.

B站主要通过两种方式来实现这一目标：其一是通过游戏，让玩家购买虚拟道具以体验后续的游戏内容;其二是提供原创和授权的电影及电视连续剧。B站于2018年启动了这项类似于网飞的业务，目前已拥有付费用户1450万。

The share of users who pay for things like in-game accessories and subscriptions has risen from 3.9% in 2018 to 8.0% in 2020. Receipts from these sources helped Bilibili nearly to double its revenues in each of the past three years, to 12bn yuan ($1.7bn) in 2020. It also sells adverts on parts of its platform, but they made up less than fifth of its sales (compared with the vast majority of YouTube’s).

为游戏道具及订阅付费的用户比例从2018年的3.9%上升到2020年的8.0%。过去3年，这笔收入帮助B站每年在营收上几乎翻了一番，到2020年已达120亿元人民币(约合17亿美元)。B站也在网站的部分位置设置了广告位，但广告收入仅占其销售额的不到20%(相比之下，YouTube的广告收入在总收入中占大头)。

All this has yet to make any money. Last year Bilibili reported an operating loss of 3bn yuan, double the shortfall in 2019. Profits may remain elusive; the company must invest to maintain a pipeline of addictive games and pays top dollar to outbid big streamers like iQiyi for the rights to popular movies and shows its nascent subscription business needs.

但总的来看B站尚未盈利。去年，B站在年报中自称亏损了30亿元，是2019年亏损额的两倍。B站或许仍在摸索盈利点;除了在一些令人上瘾的游戏上下注，还要支付高额的费用，与爱奇艺等大型流媒体平台争夺热门电影的版权，并展现其新生订阅业务的需求。

Bilibili’s executives are sanguine. “As our net revenues continue to grow, we do not expect our total content costs as a percentage of total revenue to substantially increase,” they wrote in the prospectus for the firm’s Hong Kong listing. Its share price, down by a third since its February peak, suggests investors want finally to see some proof.

B站的高管们很乐观。他们在香港上市的招股说明书中写道：“随着公司净收入的持续增长，我们预计内容成本占总收入的比例不会再大幅上升。”B站目前的股价较2月的峰值下跌了三分之一，这表明投资者还是希望看到一些实质性证据。

 

重难点词汇：

diversify [daɪˈvɜːrsɪfaɪ] v. (使)多样化

nascent [ˈneɪsnt] adj. 新兴的

sanguine [ˈsæŋɡwɪn] adj. 乐观的

      以上是“2022考研英语经济学人:B站会成为中国版YouTube吗?”，希望对2022考研考生们，在英语阅读上面有所帮助!祝2022考研顺利!

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