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TAKEMYMONEY
2021-11-24
期待快手
单季日活终破3亿,快手进入程一笑时代
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21:12","market":"hk","language":"zh","title":"单季日活终破3亿,快手进入程一笑时代","url":"https://stock-news.laohu8.com/highlight/detail?id=1121923581","media":"AI蓝媒汇","summary":"组织调整,很关键。\n\n刚刚,快手发布了2021年Q3财报。\n这是程一笑接任宿华,任职快手CEO以来,快手发出的首份财报。\n财报显示,第三季度内,营收方面,快手收入达205亿元,同比增长33.4%;经调","content":"<blockquote>\n <b>组织调整,很关键。</b>\n</blockquote>\n<p>刚刚,快手发布了2021年Q3财报。</p>\n<p><b>这是程一笑接任宿华,任职快手CEO以来,快手发出的首份财报。</b></p>\n<p>财报显示,第三季度内,营收方面,快手收入达205亿元,同比增长33.4%;经调整亏损净额为48亿,同比扩大401.4%,环比上一季度,基本持平。</p>\n<p><b>用户日活超3亿,组织调整很关键</b></p>\n<p>3亿日活,一直都是外界非常关注快手的点。</p>\n<p>快手曾在2020年上半年凭借着春节红包等一系列营销举措下,实现了这一点。但在后续发展中,用户日活出现了一定的下滑,多个季度财报中单季度平均日活低于3亿。</p>\n<p><img src=\"https://static.tigerbbs.com/b3c5f593d7be6777ff9bdc3d08dbfd85\" tg-width=\"887\" tg-height=\"359\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>不过今年Q3,快手上市以来单季度用户日活首次突破3亿,且达到3.2亿,同比增长17.9%,环比增长9.3%。用户月活也同比增长19.5%至5.729亿,单季度增加6670万月活用户。</p>\n<p><b>这也意味着,用户数据上,快手终于迈过了单季3亿日活的门槛。</b></p>\n<p>与此同时,快手用户时长也进一步增长,每位日活跃用户日均使用时长从去年同期的88.2分钟,增长至119.1分钟,但环比上季度的106.9分钟,增长幅度不大。</p>\n<p>本季度的用户规模创新高,财报中称,这除了得益于丰富的内容、产品及服务,以及用户体验的持续优化,还得益于快手在今年6月进行的用户及产品团队重组。</p>\n<p>内容方面,比较突出的便是快手短剧。</p>\n<p>2021年第三季度,快手单部累计观看量超过1亿的短剧超过850部,快手应用的短剧日活跃用户达到2.3亿,占整体日活的72%。</p>\n<p>产品团队重组方面,今年6月底,快手完成了用户增长部门及产品部门的汇报线整合。公开消息显示,这一次的调整中,此前由快手高级副总裁严强负责的增长部被取消和拆分。</p>\n<p><b>快手称,“6月调整取得的成果使我们备受鼓舞。”</b></p>\n<p><b>线上营销持续增长,直播同比下滑</b></p>\n<p>作为上市后的战略重心之一,快手一直在不断挖掘自身流量池的变现潜力。</p>\n<p>第三季度,快手线上营销收入达到109亿元,同比增长76.5%,占整体营收比重由去年同期的40.2%增长至53.2%。环比Q2的52.1%,占比进一步提升。</p>\n<p><img src=\"https://static.tigerbbs.com/62834a0618f13565a77c0547b34fbb20\" tg-width=\"884\" tg-height=\"414\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p><b>值得注意的是,这是处于今年Q3广告行业大盘增速放缓的背景下。</b></p>\n<p>根据财报,快手线上营销逆势增长的背后主要是由于快手流量增长强劲,以及广告主数量的持续增长。</p>\n<p>相应的,直播所占整体营收比重下降至37.7%。第三季度,快手直播业务为77亿元,同比去年同期出现微小下滑。</p>\n<p>其他服务(包括电商),在今年第三季度取得收入19亿元,同比增长53%。财报称,这主要受电商业务推动。2021年第三季度电商交易总额达到1758亿,同比增长86.1%。</p>\n<p><b>营销高企,但销售费用占比连续两季度下降</b></p>\n<p>快手依旧在走高举高打路线。</p>\n<p>快手Q3销售及营销开支110亿元,同比增长79.9%。该项开支的大幅度增加,主要便是由于产品推广、品牌营销活动及海外市场业务拓展。</p>\n<p>显然,快手依然是营销高企。</p>\n<p>不过环比之下,相较于今年Q1的117亿、Q2的113亿有所收窄。</p>\n<p>从销售费用占比来看,今年一到三季度,快手销售费用的占比分别为69%、59%和54%,连续两季度下降。</p>\n<p>根据快手解释,这主要是因为快手控制了海外业务发展开支。</p>\n<p>半年报中,快手首次将海外市场拓展以“核心战略之一”的口径写进财报,认为,短视频和直播行业在海外市场的成熟程度相对较低,仍处于发展和商业化的早期阶段,用户渗透率低,需求尚未得到满足,代表着巨大且极具多元化的变现潜力,未来充满增长和发展的机遇。</p>\n<p>在Q3,快手称,尽管海外市场费用有所收紧,海外市场的平均用户规模等仍保持着增长趋势,同时快手已在海外市场启动商业化尝试,试水直播虚拟礼物打赏、广告以及电商直播等业务。</p>\n<p>再结合本季度快手应用的日活创新高,快手称,通过组织架构升级,能更有效地分配及调动资源,从而最终提高整体组织能力及效率。</p>\n<p>继6月调整之后,快手亦在9月进行了一轮重要的组织架构重组。再到10月底,快手官宣程一笑担任新任CEO。</p>\n<p><b>从本季财报来看,快手的连番组织调整,已初见成效。</b></p>\n<p>就看程一笑时代的快手,能否持续破局了。</p>","source":"lmh","collect":0,"html":"<!DOCTYPE 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}\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n单季日活终破3亿,快手进入程一笑时代\n</h2>\n\n<h4 class=\"meta\">\n\n\n2021-11-23 21:12 北京时间 <a href=https://mp.weixin.qq.com/s/h2u8ECIFg7CCiJqiANB-6Q><strong>AI蓝媒汇</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>组织调整,很关键。\n\n刚刚,快手发布了2021年Q3财报。\n这是程一笑接任宿华,任职快手CEO以来,快手发出的首份财报。\n财报显示,第三季度内,营收方面,快手收入达205亿元,同比增长33.4%;经调整亏损净额为48亿,同比扩大401.4%,环比上一季度,基本持平。\n用户日活超3亿,组织调整很关键\n3亿日活,一直都是外界非常关注快手的点。\n快手曾在2020年上半年凭借着春节红包等一系列营销举措下,...</p>\n\n<a href=\"https://mp.weixin.qq.com/s/h2u8ECIFg7CCiJqiANB-6Q\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/92cf7ca7b620628c2acc787c52a5fdde","relate_stocks":{"BK1575":"同股不同权","01024":"快手-W","BK1591":"就地过年概念","BK1590":"短视频概念股","BK1095":"互动媒体与服务","BK1608":"元宇宙概念"},"source_url":"https://mp.weixin.qq.com/s/h2u8ECIFg7CCiJqiANB-6Q","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1121923581","content_text":"组织调整,很关键。\n\n刚刚,快手发布了2021年Q3财报。\n这是程一笑接任宿华,任职快手CEO以来,快手发出的首份财报。\n财报显示,第三季度内,营收方面,快手收入达205亿元,同比增长33.4%;经调整亏损净额为48亿,同比扩大401.4%,环比上一季度,基本持平。\n用户日活超3亿,组织调整很关键\n3亿日活,一直都是外界非常关注快手的点。\n快手曾在2020年上半年凭借着春节红包等一系列营销举措下,实现了这一点。但在后续发展中,用户日活出现了一定的下滑,多个季度财报中单季度平均日活低于3亿。\n\n不过今年Q3,快手上市以来单季度用户日活首次突破3亿,且达到3.2亿,同比增长17.9%,环比增长9.3%。用户月活也同比增长19.5%至5.729亿,单季度增加6670万月活用户。\n这也意味着,用户数据上,快手终于迈过了单季3亿日活的门槛。\n与此同时,快手用户时长也进一步增长,每位日活跃用户日均使用时长从去年同期的88.2分钟,增长至119.1分钟,但环比上季度的106.9分钟,增长幅度不大。\n本季度的用户规模创新高,财报中称,这除了得益于丰富的内容、产品及服务,以及用户体验的持续优化,还得益于快手在今年6月进行的用户及产品团队重组。\n内容方面,比较突出的便是快手短剧。\n2021年第三季度,快手单部累计观看量超过1亿的短剧超过850部,快手应用的短剧日活跃用户达到2.3亿,占整体日活的72%。\n产品团队重组方面,今年6月底,快手完成了用户增长部门及产品部门的汇报线整合。公开消息显示,这一次的调整中,此前由快手高级副总裁严强负责的增长部被取消和拆分。\n快手称,“6月调整取得的成果使我们备受鼓舞。”\n线上营销持续增长,直播同比下滑\n作为上市后的战略重心之一,快手一直在不断挖掘自身流量池的变现潜力。\n第三季度,快手线上营销收入达到109亿元,同比增长76.5%,占整体营收比重由去年同期的40.2%增长至53.2%。环比Q2的52.1%,占比进一步提升。\n\n值得注意的是,这是处于今年Q3广告行业大盘增速放缓的背景下。\n根据财报,快手线上营销逆势增长的背后主要是由于快手流量增长强劲,以及广告主数量的持续增长。\n相应的,直播所占整体营收比重下降至37.7%。第三季度,快手直播业务为77亿元,同比去年同期出现微小下滑。\n其他服务(包括电商),在今年第三季度取得收入19亿元,同比增长53%。财报称,这主要受电商业务推动。2021年第三季度电商交易总额达到1758亿,同比增长86.1%。\n营销高企,但销售费用占比连续两季度下降\n快手依旧在走高举高打路线。\n快手Q3销售及营销开支110亿元,同比增长79.9%。该项开支的大幅度增加,主要便是由于产品推广、品牌营销活动及海外市场业务拓展。\n显然,快手依然是营销高企。\n不过环比之下,相较于今年Q1的117亿、Q2的113亿有所收窄。\n从销售费用占比来看,今年一到三季度,快手销售费用的占比分别为69%、59%和54%,连续两季度下降。\n根据快手解释,这主要是因为快手控制了海外业务发展开支。\n半年报中,快手首次将海外市场拓展以“核心战略之一”的口径写进财报,认为,短视频和直播行业在海外市场的成熟程度相对较低,仍处于发展和商业化的早期阶段,用户渗透率低,需求尚未得到满足,代表着巨大且极具多元化的变现潜力,未来充满增长和发展的机遇。\n在Q3,快手称,尽管海外市场费用有所收紧,海外市场的平均用户规模等仍保持着增长趋势,同时快手已在海外市场启动商业化尝试,试水直播虚拟礼物打赏、广告以及电商直播等业务。\n再结合本季度快手应用的日活创新高,快手称,通过组织架构升级,能更有效地分配及调动资源,从而最终提高整体组织能力及效率。\n继6月调整之后,快手亦在9月进行了一轮重要的组织架构重组。再到10月底,快手官宣程一笑担任新任CEO。\n从本季财报来看,快手的连番组织调整,已初见成效。\n就看程一笑时代的快手,能否持续破局了。","news_type":1},"isVote":1,"tweetType":1,"viewCount":575,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0}],"hots":[{"id":874133944,"gmtCreate":1637740458128,"gmtModify":1637740458128,"author":{"id":"3488795200733490","authorId":"3488795200733490","authorIdStr":"3488795200733490","name":"TAKEMYMONEY","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3488795200733490"},"themes":[],"htmlText":"期待快手","listText":"期待快手","text":"期待快手","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/874133944","repostId":"1121923581","repostType":2,"isVote":1,"tweetType":1,"viewCount":575,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0}],"lives":[]}