阿甘正传

就在昨天，B 站突然在推上宣布：B 站国际版APP，正式上线了。为此，连发了好几条推文，还一下干上了推的热榜。我知道，你可能想说：哎 B 站国际版 App 不是早就有了吗？确实，B 站在 2022 年就上线过一款白底的国际版 App。    China's Ministry of Justice Photo: VCG
China on Wednesday determined that the EU's cross-border investigative practices targeting Chinese entities in its probe into JD.com under the Foreign Subsidies Regulation (FSR) constituted unlawful extraterritorial jurisdiction, and said it is barring organizations and individuals from implementing or assisting with the measures.
This statement was made by China's Ministry of Justice (MOJ), together with the Ministry of Commerce (MOFCOM) and other relevant departments. The announcement takes effect immediately.
The finding follows an investigation conducted pursuant to Articles 3 and 6 of China's rules on countering foreign states' unlawful extraterritorial jurisdiction measures. No organization or individual may implement or assist in implementing such measures, according to the official WeChat account of the MOJ on Wednesday evening. 
The announcement sends a clear and firm message about China's position on the EU's unilateral measures, and the bloc should carefully weigh the broader implications of pursuing such actions, including the potential costs to its own interests and China-EU economic and trade relations, a Chinese expert said. Continued use of the FSR in this manner could erode investment confidence and further strain bilateral economic ties, the expert noted.
Countering extraterritorial overreach
A spokesperson for China's MOJ on Wednesday blasted the EU's targeting of JD.com, saying the bloc had arbitrarily demanded extensive and unnecessary information located in China from Chinese entities on a cross-border basis. Such demands are improper and constitute a serious violation of the international rule of law, the spokesperson said.
To safeguard China's sovereignty, security and development interests, as well as the legitimate rights and interests of Chinese citizens, legal persons and other organizations, the Ministry of Justice, together with the Ministry of Commerce and other relevant authorities, determined in accordance with rules on countering foreign states' unlawful extraterritorial jurisdiction measures that the EU's actions constituted unlawful extraterritorial jurisdiction. Any organization or individual is therefore prohibited from complying with or assisting in the implementation of the measures, according to the spokesperson.
The MOJ spokesperson urged the EU to immediately correct its wrongful practices, stop abusing the Foreign Subsidies Regulation as an investigative tool, and provide a fair, just and predictable market environment for companies investing and operating in Europe. If the EU persists with such actions, China will take resolute countermeasures in accordance with law, the spokesperson said.
Chinese e-commerce giant JD.com's $2.5 billion bid for German electronics retailer Ceconomy may involve Chinese subsidies, European ‌Union competition regulators claimed, as they opened a full-scale investigation into the deal, Reuters reported on May 28.
The acquisition will allow one of China's largest retailers to expand outside its home market via Ceconomy-owned electronic products retailers MediaMarkt and Saturn, Reuters reported.
The decision by ⁠the European Commission marks its first in-depth probe of a Chinese deal under its so-called FSR.
This marks another time the rules on countering foreign states' unlawful extraterritorial jurisdiction measures have been invoked since they took effect in April.
In May, the MOJ, together with MOFCOM and other relevant departments, determined after an investigation that the EU's cross border investigative practices targeting Chinese entities in its investigation into Nuctech under the FSR constituted unlawful extraterritorial jurisdiction.
The latest announcement concerning the EU's unilateral move under the FSR once again reflects the Chinese government's firm position on safeguarding national sovereignty, security and legitimate rights and interests, while also representing a clear response to the EU's relevant practices, Jian Junbo, director of the Center for China-Europe Relations at Fudan University's Institute of International Studies, told the Global Times on Wednesday.
"The announcement sends a clear signal to the EU and other countries: China will not accept attempts by any country to use its domestic laws as a basis for exercising unlawful extraterritorial jurisdiction over matters within China, particularly when such actions undermine China's sovereign rights and interests," said Jian.
Likewise, China will not accept attempts to unilaterally address economic and trade frictions through so-called legal instruments when doing so harms the legitimate rights and interests of Chinese companies and the Chinese market, Jian said.
Call on fair, just market
The EU's frequent use of the FSR against Chinese companies is not an isolated occurrence.
In February, the European Commission announced an in-depth investigation under the FSR into Chinese wind turbine manufacturer Goldwind.
Responding to the bloc's move, a MOFCOM spokesperson said that the EU had recently frequently used the FSR to launch investigations into Chinese companies and had escalated investigations into Chinese wind power and security equipment companies to in-depth probes, showing clear targeting and discrimination. China has expressed serious concern and strong dissatisfaction over the moves.
The MOFCOM spokesperson said the EU's investigations had broadened the concept of "foreign subsidies" and involved multiple problems, including insufficient evidence to launch investigations and a lack of transparency in procedures, describing the practices as "typical protectionism in the name of 'fair competition.'"
In January 2025, following an investigation, MOFCOM already determined in accordance with the law that the EU's relevant practices constituted trade and investment barriers. Instead of correcting its practices, the EU has gone further down the wrong path.
"China has made its position very clear, and the EU should fully consider the consequences of continuing with such measures, including their potential impact on the EU itself and on China-EU economic and trade relations," Zhang Jian, a vice president of the China Institutes of Contemporary International Relations, told the Global Times on Wednesday.
If the EU continues to impose excessive restrictions on foreign companies through similar rules, it will not only raise compliance costs for multinational companies but could also undermine the competitiveness of European businesses, Zhang said, noting that the EU economy is already facing considerable challenges, while concerns over excessive regulation, bureaucracy and increasingly complex rules have also grown within Europe.
Moreover, such rules may ultimately constrain European companies as well as foreign businesses, experts noted. At a time when the EU economy is facing difficulties, adding more regulation and restrictions instead of addressing underlying problems would be akin to "drinking poison to quench thirst," potentially creating even greater problems for the European economy, Zhang said.
China and the EU are both major global economies. Chinese investment in Europe not only brings capital, but also creates jobs, strengthens supply chains, introduces new technologies and adds vitality to local markets, Jian said.
Moreover, from new-energy vehicles to air conditioners and other consumer products, Chinese companies have brought high-quality, cost-effective products to European consumers, helping meet much-needed market demand while providing consumers with greater choice.
Jian said that as China-EU cross border investment deepens, regulatory frictions are inevitable, but they should be addressed through dialogue and coordination rather than unilateral expansion of extraterritorial jurisdiction. Respect for each other's judicial sovereignty and legal boundaries is essential to stable and predictable economic and trade ties, the expert said.
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B | 不过在去年下架调整，现在属于重新上线。有趣的是，明明只是个秽土转生的应用，这次上新却来势汹汹，阵仗不小。原贴下面，各国网友居然就 B 站这波到底能不能干翻油管，吵翻天了。恨死油管的人，举手欢迎 B 站到来；有的觉得 TikTok 牛的不行，那 B 站估计也是狠角色吧。但也有的人觉得，压根不行，俩不在一个水准。B 站自己倒是信心十足，似乎真是冲着油管去了，各种转发别人给它发的红帖。

C | 那么这次到底上了啥新功能？能不能挑一挑油管呢？首先，这次更新了两大核心功能。

D | 一是，取消了身份认证的环节。使用谷歌账号即可直接登录，不需要额外的身份验证。这个功能就值得老外们起立了。因为以前港澳台以及海外用户，注册 B 站都要再进行一道额外的身份认证，甚至 22 年还需要提交护照。

E | 这个一度劝退了相当一大部分的人。

F | 现在在社交平台上，还有老外在发帖求助：这玩意到底咋注册。但现在，谷歌账户就可以丝滑注册。注册成功后，就可以无缝丝滑地观看 B 站上几乎所有的内容。

G | 第二个史诗级更新是，上线了 AI 原声翻译。

H | 也就是能够模仿 up 的声线，做实时的语音翻译。甚至理想状况下，连口型都可以改变。原版其实去年就上了，现在国际版相当于同步了这项功能。世超这里也放一段录屏，大家可以感受一下水平如何。比较可惜的是，现在只支持部分视频，翻译的语言也只有英语和日语。

I | 相比较，油管的 AI 实时翻译已经能支持十几种语言，我们还是小拉了。那么，除了这两个重大更新之外。对于我们普通用户来说，国际版 App 其他功能，使用体感如何呢？众所周知，这些国际版的 APP 里都藏着一些国内没有的福利。当年初代国际版下架，可是让不少用户伤心很久。世超的答案是，这次比初代国际版还要简洁。顶部分区入口总共只有 2 个，【推荐】和【热门】。

左为原版，右为国际版连初代国际版保留的【直播】入口都取消了。世超发现，取消的不只是入口，整个直播功能也被砍。

J | 在国际版 B 站中，我们是无法观看或开启直播的。

初代国际版 B 站顶部分区世超又逛了一圈，发现大部分花里胡哨的功能都被砍了。顶部栏砍完，底部标签页接着砍。

K | 会员购入口，取消。左上角头像入口里的【最近】、【看视频】、【听视频】之类的功能，全部取消。热门中的排行榜、每周必看这些细分入口，也取消。左为原版，右为国际版

甚至，搜索栏一点进去，也是简洁得吓人。

L | 什么热搜榜单、搜索发现一键清零，只保留搜索历史一栏。

同时，还有一个非常重要的点，就是世超简单体验过后，发现—— 到目前为止，国际版 App 几乎没有任何广告。这个广告，包括：开屏广告、顶部海报广告、贴片广告、信息流中插广告、推广内容等等。世超专门测试了广告大户流量卡。左侧原版，最先显示的就是推广内容，往下滑基本每一屏都有广告或推广。但国际版就很上道，优先显示的是优质内容，就比如我们的流量卡视频~~

点到视频里，原本 UP 主插入的顶部贴片广告也消失了。

M |

对于想要沉浸式刷视频的用户来说，国际版就非常丝滑了。唯一让世超觉得有点难受的是，内容分区功能也下架了。B 站本来就是兴趣社区，分区就能方便兴趣用户快速定位内容。但现在，如果想看番剧，就只能想好了看什么，然后搜片名。

N | 不能再分区里刷，或是看新番时间表。

用户角度说完了，再来看看创作者端。创作者这边基本没有上线太多功能，反而阉割了不少核心功能。比如世超发现，国际版是没有办法给创作者充电激励的。充电入口取消的同时，需要充电才能观看的内容，在主页直接不做显示。

同时，创作者服务功能和入口都快被砍成光头了，就剩稿件管理和创作中心俩入口。而且贴片广告之类的营收途径，现在也都没了。

o | 不过，B 站官方说开通了专属于海外创作者的激励金，还宣布举办首届独立动画大赛，总奖金为 15000 美元。后续为了吸引海外创作者，可能会有额外的补贴。

大致功能说完了，大家觉得这次的国际版怎么样呢？总体来看，更像是一个极致清爽版的 B 站，并优化和补齐了部分初代国际版没有的功能。作为主站代餐，用来沉浸式刷视频还是非常 nice 的。不过，至于能不能打开海外，走向全球，世超不敢妄下定义。

p | 世超私心是希望能行，但客观来讲，B 站这几年出海可以说战无一胜。

q |

大概 2020 年左右，B 站成立了一个叫“ 星辰项目部 ”的部门，专门负责海外内容。并开始尝试正儿八经地在东南亚扩张，上线了东南亚专供的特调版 B 站。 说实话，和东南亚版 B 站相比，这次的国际版多少像个半成品。当时不仅重做了整个UI 视觉，内容上也是本土专供。

r | 首页基本都是当地语言的视频，中文内容会单独放到一个【汉文化】板块里。

还根据当地人喜好，开设了很多本地化板块。就比如，泰国版的顶部是有一个单独的【短剧】入口。点进去，什么“爱你蓄谋已久”、“乖，我的霸总小奶狗”等等。主打的就是一个狗血、纠葛、爱恨情仇。测试的时候，差点没忍住，偷摸看两集。

s | 要是好这口的差友们，就可以前往下载这款了。

还为不同地区引进了大量的番剧，并贴心地做好了翻译、招聘本地运营，可谓诚意满满。但来势汹汹，最后结果却拉了。

t | 用户依然把它当做是看番和看短剧的播放器，平台上没啥正经作者，大多是二手搬运。从那之后，B 站的出海之路不断收缩。2024 年关掉了海外版的 B 站漫画，2025 年又下架了主站国际版。

u | 那么屡战屡败，沉寂一年后，为啥 B 站突然又觉得自己行了呢？世超猜测，一方面是 AI 给了 B 站一点信心。

v | 以前一个中文 UP 主的视频想让老外看懂，要做字幕、重新配音、处理画面文字，一条视频折腾下来，成本可能比视频本身还高。现在有了 AI，可以做到原声翻译，大大降低了海外内用户接触的门槛。

w | 翻译器一点，连声音带字幕就都翻译到位了。另一方面，B 站在老外那还是有口碑和声量的。

x | 在听说全球版要上线后，不少日区的网友都在感慨。“ 如果 B 站来日本，niconico 就完蛋了 ”、“ 上面有很多精美绝伦、宛如神作的手绘女神异闻录视频 ”。前段时间，《 牛来 》不是一路火到老外那了。很多人慕名来到 B 站，在 B 站上看完了全片。在这种关键时刻，居然想到的是去 B 站找片子。至少说明，B 站确实充当了一部分海外网友的片源库。不过，口碑归口碑，能不能真正把用户和创作者留住，还是另一回事。如果真想从油管那抢走市场，对创作者的激励才是最后的重点。你可以靠奖金把创作者请进来，也可以靠活动吸引大家先发几条视频。但最后赚不到钱，人总是会走。到底行不行，还是得让子弹再飞一会。不过，作为 B 站的深度用户，世超还是希望 B 站能撕开一条口子的。今年，不论是老外迁徙小红书，还是 X 翻译功能引发的全球人民大对账。都在说明，语言隔阂正在慢慢消失。那些曾经只属于我们的造梗狂欢、神仙剪辑和宝藏 UP 主，也有机会去改变一下老外的世界观了。期待来自不同国家和地区的网友，在同一个中国 UP 主的视频，用着不同的语言齐刷刷地打出那句：全体起立。撰文：四大编辑：莽山烙铁头 & 面线