2024 一定爆富的个人主页 - 老虎社区

2024 一定爆富

2024 一定爆富

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2024 一定爆富

2021-10-29

$老虎证券(TIGR)$如果老虎关闭了，我的股票要被迫清盘吗？

2024 一定爆富

2021-02-04

$阿里巴巴(BABA)$现在上车可以吗

2024 一定爆富

2021-07-01

$滴滴(DIDI)$我又精准抄顶？

2024 一定爆富

2021-02-10

$哔哩哔哩(BILI)$今天会跌吗？，我准备抄点

2024 一定爆富

2021-02-08

$蔚来(NIO)$去六十吧！

2024 一定爆富

2021-06-22

$1药网(YI)$还有人么

2024 一定爆富

2021-03-10

$蔚来(NIO)$这是报复性反弹？

2024 一定爆富

2021-02-08

$声网(API)$要不要卖一部分？

2024 一定爆富

2021-07-14

$纳斯达克(.IXIC)$大盘一直在涨，个股一直在亏

2024 一定爆富

2021-02-26

$老虎证券(TIGR)$走了过后再回

2024 一定爆富

2021-02-12

$1药网(YI)$今天你怎么走[笑哭]

2024 一定爆富

2021-02-10

$蔚来(NIO)$星辰大海，蔚来可期

2024 一定爆富

2023-07-25

$哔哩哔哩(BILI)$ 评论区还有没有真人[呆住]

2024 一定爆富

2022-02-23

$纳斯达克(.IXIC)$每天都高开低走啊

2024 一定爆富

2021-03-25

$Square, Inc(SQ)$你也不是中概股啊，你要干嘛

2024 一定爆富

2021-02-09

$声网(API)$大家看到多少

2024 一定爆富

2022-07-19

$纳斯达克(.IXIC)$今天还跳水么？

2024 一定爆富

2022-02-08

$老虎证券(TIGR)$就这个

2024 一定爆富

2022-02-08

$富途控股(FUTU)$就这个呗

2024 一定爆富

2021-11-09

$英伟达(NVDA)$不回调吗

去老虎APP查看更多动态

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12000是金刚顶么，就是破不了","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":1,"repostSize":0,"link":"https://laohu8.com/post/625050123","isVote":1,"tweetType":1,"viewCount":1846,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":626804684,"gmtCreate":1673977990349,"gmtModify":1673977992556,"author":{"id":"3572355294829021","authorId":"3572355294829021","name":"2024 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上架了也完全没拉动行情","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/626804914","isVote":1,"tweetType":1,"viewCount":0,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},"isVote":1,"tweetType":1,"viewCount":689,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":626179654,"gmtCreate":1673966528578,"gmtModify":1673966529524,"author":{"id":"3572355294829021","authorId":"3572355294829021","name":"2024 一定爆富","avatar":"https://static.tigerbbs.com/5ae9627dc33977f4f0805c874090b327","crmLevel":7,"crmLevelSwitch":1,"followedFlag":false},"themes":[],"htmlText":"<a href=\"https://laohu8.com/S/DIDIY\">$DiDi Global Inc.(DIDIY)$ &nbsp;</a>你**","listText":"<a href=\"https://laohu8.com/S/DIDIY\">$DiDi Global Inc.(DIDIY)$ &nbsp;</a>你**","text":"$DiDi Global Inc.(DIDIY)$ 你**","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/626179654","isVote":1,"tweetType":1,"viewCount":536,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":621007112,"gmtCreate":1671720134136,"gmtModify":1671720135914,"author":{"id":"3572355294829021","authorId":"3572355294829021","name":"2024 一定爆富","avatar":"https://static.tigerbbs.com/5ae9627dc33977f4f0805c874090b327","crmLevel":7,"crmLevelSwitch":1,"followedFlag":false},"themes":[],"htmlText":"不裁员业绩能想搞吗？","listText":"不裁员业绩能想搞吗？","text":"不裁员业绩能想搞吗？","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/621007112","repostId":"2291726011","repostType":2,"repost":{"id":"2291726011","pubTimestamp":1671149724,"share":"https://www.laohu8.com/m/news/2291726011?lang=&edition=full","pubTime":"2022-12-16 08:15","market":"hk","language":"zh","title":"业绩向好，B站为何还要裁员？","url":"https://stock-news.laohu8.com/highlight/detail?id=2291726011","media":"虎嗅","summary":"想要成为大厂，B站还有很长的路要走。","content":"<html><body><p><span label=\"备注\">本文来自微信公众号：</span><span>财经十一人 （ID：caijingEleven）</span><span>，作者：刘以秦 郑可书，编辑：刘以秦，题图来自：<a href=\"https://laohu8.com/S/000681\">视觉中国</a></span></p><p>上周，视频平台B站开始新一轮裁员。</p><p>一位B站员工称，这已经是B站近两年的第六次裁员。多位B站员工称，此次裁员规模超过以往，有两位员工所在的部门裁员幅度超过40%。</p><p>自去年起，互联网公司陆续裁员，裁员是降本增效的手段之一。但到今天，少有还在大幅裁员的公司，多数公司进入减少亏损的阶段。从今年三季度财报看，B站用户数量有所上涨，且亏损也在收窄，为何此时还要继续裁员？</p><p>B站相关负责人回应《财经十一人》称，近期部分业务有调整，无大规模裁员。但被问到具体裁员情况，以及多少算“大规模”时，B站表示暂无回应。</p><p>B站员工提到，此次裁员的赔偿是“N+2”，相比不少公司裁员赔偿“N+1”，看似金额更高，但因正值年终，被裁意味着拿不到年终奖，而B站大部分员工的年终奖是2个～3个月薪资。因此，不少员工在接到裁员通知后，拒绝签约。B站员工群里开始大量转发“劳动法”相关文件。</p><p>一位员工说，上周三<span label=\"备注\">（12月7日）</span>之后，公司的茶水间、吸烟点和电梯里，几乎所有人都在讨论裁员。不少拒绝签约的员工一整天都坐在工位上玩手机，<strong>“大家一时间都没什么心情工作”。</strong></p><p>B站于2009年上线，2011年开始公司化运营，陈睿最早是天使投资人，2014年加入B站担任董事长兼CEO<span label=\"备注\">（首席执行官）</span>。B站是所有视频网站中，年轻用户数量最多的平台，再加上B站多次“破圈”的表现，一度被资本市场认为极具发展潜力。</p><p>2018年3月，B站登陆美股。2020年一年，B站股价<span label=\"备注\">（美股）</span>上涨近6倍。2021年3月，在港交所二次上市，上市前的认购倍数超过170倍。</p><p>但是自2021年后，B站股价一路下跌，美股股价已经从2021年2月的最高点，每股126美元跌至最新的25.4美元。在10月31日甚至跌至每股8.9美元。其港股股价，过去一年缩水近70%。</p><p>多位投资人告诉《财经十一人》，过去一年多，资本市场一度担心B站难以扭亏为盈、现金流紧张。但B站三季度财报亏损缩窄，并提到毛利率要回到20%以上，这在一定程度上增强了投资人的信心。此外，目前视频、直播领域竞争激烈，整体用户数量接近天花板，B站还能做到用户量增长，也是难得的表现。</p><p><strong>陈睿在三季度财报电话会议中表示，“减亏已经成为公司最重要的工作之一，这是我亲自在盯的工作。”陈睿也透露，会优化组织结构“去肥增瘦”，这部分调整将在今年年内完成，效果则将在明年一季度体现。</strong></p><p>B站曾经提到，将会在2024年实现盈亏平衡，裁员只是“去肥增瘦”的一种方式，裁员之外，B站应该如何解决商业化的难题？</p><p label=\"大标题\">一、业绩向好但付费率较低</p><p>拥有庞大用户数是视频平台的基础。B站三季度财报显示，日均活跃用户数9030万，月均活跃用户3.33亿，均同比增长25%。月活跃用户相比今年二季度也增加了8.8%。</p><p>能做到这一点并不容易，视频平台整体用户数已接近饱和，<a href=\"https://laohu8.com/S/601162\">天风证券</a>研究报告显示，今年<a href=\"https://laohu8.com/S/DYIN\">抖音</a>和快手的日活、月活用户均出现了环比下滑趋势。</p><p>除了用户增长，B站在三季度缩窄了亏损，市场及销售费用同比减少25%，净亏损17.2亿元，环比收窄15%，毛利率相比二季度提升3.2个百分点，达到18.2%。</p><p><strong>整体来看，B站在今年三季度可以算是交出了一份还不错的成绩单。但是作为视频内容平台，B站的用户付费意愿相对较低。</strong></p><p>三季度，B站“大会员”数量2040万，二季度是2100万，出现了环比下跌。以月活用户计算，B站的订阅率约为6%，2021年时，订阅率为约9%，与此同时<a href=\"https://laohu8.com/S/IQ\">爱奇艺</a>、<a href=\"https://laohu8.com/S/00700\">腾讯</a>视频的订阅率约20%。</p><p>不少用户付费订阅视频平台的原因是跳过广告以及观看独家内容。B站一直没有开放视频前的贴片广告，且也表示短时间内不会开放。</p><p>B站COO<span label=\"备注\">（首席运营官）</span>李旎称，从行业来看，贴片广告收入仅占3%到5%，占比萎缩很快，单价也越来越低。“B站的内容大多集中在2到5分钟，如果所有内容都采取贴片这种形式，收入较少，又会极其破坏用户体验，这种得不偿失的传统广告形态跟模式，B站是不会轻易去尝试的。”</p><p>在独家版权内容的数量上，B站也没有足够的吸引消费能力。<strong>B站有优势的是动漫类内容，一位B站人士称，以二次元起家，且这类内容有竞争力，是B站能够成为年轻用户最多平台的核心原因。</strong>但正因为年轻用户多，付费能力相对较弱。再加上B站长期营造“用爱发电”的氛围，进一步拉低了付费率。</p><p>B站也在不断增加电视剧、综艺节目以及纪录片的版权数量，但整体数量仍然较少。以电视剧为例，第三方数据机构灯塔数据显示，今年上半年，各大视频网站共上线新剧155部，B站每年上新的电视剧数量约2～3部。</p><p label=\"大标题\">二、直播成为重要收入来源</p><p>今年三季度，直播和大会员所属的增值服务为B战贡献了22.1亿元营收，占比最高。</p><p>过去一年，B站在努力提振直播的各项数据。包括鼓励只发视频的UP主们开直播；给新入驻的主播们奖励分成；加强与公会的合作等。陈睿将直播看做是B站生态的延伸，UP主们不发视频的时候，可以通过直播增强与用户的连接。</p><p>目前直播主要分为三类：游戏直播、秀场直播和直播带货。B站最早是游戏直播为主，曾经花费8亿元买下英雄联盟三年的独家转播权。游戏直播的特点是容易起量，但是变现能力弱。游戏主播们大部分时间都在打游戏，很少有时间会停下来让用户送礼物或打赏。游戏主播主要靠带货和广告植入赚钱，这部分收入平台能够分成的比例较低。</p><p>秀场直播在B站属于“颜值”区。内容大多是和观众聊天，或唱歌跳舞。这类主播和用户的互动性更强，因此用户送礼物和打赏的频次也会更高。过去曾经出现过不少用户给主播刷高额礼物的新闻，大多出现在秀场直播间。</p><p><strong>B站目前直播页面中，“颜值”被放在了第一的位置。点开直播首页，有不少疑似“擦边”的内容。一位关注B站的投资人也注意到了这一点，他认为这是B站核心用户的喜好决定的。</strong></p><p>不过，B站一直未曾放松过对内容的审核。一位B站员工提到，这一次裁员，审核部门并没有涉及，甚至还扩大了人员规模。他说，许多用户都能看到类似的内容，是因为算法不够好，没能做到“千人千面”。</p><p>“直播虽然已经是很成熟的业态，但并不代表任何一个平台都能把直播做好。”该员工曾就职于另外几家直播平台，他认为B站直播的产品力不如其他几家。</p><p>在直播带货方面，B站也有动作，包括上线购物车功能，参加今年“双11”等。但直播带货需要平台具备一定的供应链能力以及销售流程管理能力，B站目前是直播带货还属于“试水”阶段，只是为主播和用户提供了购物的功能，并未有大规模投入。</p><p><strong>一位近期被裁的B站直播员工透露，B站的整体目标，已由月活增长，逐渐转向日活、业务收入增长，并更加注重毛利率。</strong></p><p>该前员工称，在以公会为主的直播生态中，平台收入规模与毛利的矛盾无法避免。直播的核心收入来源于打赏，公会、主播、平台按相应比例获得分成；分成比例够高，公会才愿意让旗下主播入驻平台，平台打赏收入规模才能扩大，但平台获得的分成相应减少，毛利降低。这一问题，对于头部主播少、对公会依赖度高的B站而言，尤为严重。</p><p>该矛盾的唯一解决办法是，降低平台对公会的依赖度，推动UGC<span label=\"备注\">（User-generated Content，用户生产内容）</span>、素人直播。B站已有相关举措。2021年一季度财报电话会上，陈睿表示，未来直播会成为每个UP主都具备的能力。今年1月，B站推出UP主开播激励任务，完成任务的UP主可获得最高800元激励金；双11期间，B站推出“直播电商UP主招募激励计划”，鼓励UP主直播带货。</p><p>但这不易实现。该人士认为，B站总体强调高质量内容，用户创作的心理门槛高；另外，UP主的技能与直播主播的并不匹配——B站UP主的能力在于内容<span label=\"备注\">（优秀的创意、画面等）</span>，而直播主播的首要技能是不冷场、与粉丝及主要付费用户维系关系。</p><p label=\"大标题\">三、广告收入增长但游戏业务需要调整</p><p>今年，互联网行业的广告收入大多疲软，但是B站仍然保持了广告收入的持续增长。今年前三季度，B站的广告收入分别为：10.4亿元、11.6亿元、13.5亿元。</p><p><strong>B站广告收入增长的一个原因是新增的Story模式，也就是竖屏模式。</strong>李旎表示，后续Story的增量会成为广告收入提升的增长点。<a href=\"https://laohu8.com/S/601878\">浙商证券</a>报告认为，2024年，Story模式将为B站带来20亿元广告收入，能推动B站实现2024年盈亏平衡。</p><p><strong>B站推出竖屏模式遭遇不少争议。横屏的特点是可承载信息量大，适合一些有深度的内容；竖屏较碎片化、娱乐化，传播效果更好。</strong>今年，一位B站资深UP主开始发竖屏内容，她过去的视频大多是20分钟左右，刚开始发布时，评论留言多是批评的，“很多留言说不要把抖音的内容搬到B站来。”她告诉《财经十一人》，但其实主要是因为有广告赞助，广告主希望投放的是竖屏。</p><p>内容与广告的平衡，是几乎所有社区型平台面临的矛盾。如果单从数据来看，竖屏模式为B站的用户使用时长、广告收入等方面，都有明显带动作用。但这并不是B站的核心竞争力所在。但无论如何，竖屏模式已经给B站带来了商业化成绩。</p><p><strong>广告之外，游戏也是B站实现盈亏平衡的重要一环。</strong></p><p>上市前，游戏曾是B站最主要的收入来源，但自FGO<span label=\"备注\">（《Fate/Grand Order》，B站代理的游戏）</span>之后，无论是代理还是自研，B站都少有热门游戏作品。</p><p>究其原因，代理方面，很多游戏因为利益分成问题，更倾向于自运营。而自研是一条漫长的道路，研发周期长达三至五年也很常见，目前，B站能力仍然不足。资深游戏从业者王鲸称，做出好的自研游戏，需要持续投入的资金、聚焦于某赛道/某作品的决心、成熟的游戏人才。目前看来，B站在此三点上都有不足。</p><p>对此，B站已在进行调整。在三季度财报电话会议上，陈睿称，过去两年，B站游戏业务发展不及预期，原因是“自研铺得太开但浅尝辄止，贪多但是无果”。他表示，未来，B站的游戏自研将只聚焦一两个方向，同时强化自研项目生命周期管理：符合预期的项目，加强投入；不符合预期的项目，快速迭代。</p><p>尽管B站以及部分用户，将这个从二次元起家的内容平台称为“小破站”，这或许是拉近平台与用户的一种方式，但B站从未甘心做一个小众的平台。陈睿曾经提到，不进则退，B站不可能保持“不大不小”的状态。</p><p><strong>想要成为大厂，B站还有很长的路要走。</strong>多位员工都提到，B站的薪资水平、管理能力以及团队战斗力在互联网公司里都不算好。或许对于B站来说，只有先通过降低成本做到盈亏平衡，才能做下一步的计划。</p><p><span label=\"备注\">本文来自微信公众号：</span><span>财经十一人 （ID：caijingEleven）</span><span>，作者：刘以秦 郑可书，编辑：刘以秦</span></p></body></html>","source":"highlight_huxiu","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" 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.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业绩向好，B站为何还要裁员？\n</h2>\n\n<h4 class=\"meta\">\n\n\n2022-12-16 08:15 北京时间&nbsp;&nbsp;&nbsp;<a href=https://www.huxiu.com/article/743411.html><strong>虎嗅</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>本文来自微信公众号：财经十一人 （ID：caijingEleven），作者：刘以秦 郑可书，编辑：刘以秦，题图来自：视觉中国上周，视频平台B站开始新一轮裁员。一位B站员工称，这已经是B站近两年的第六次裁员。多位B站员工称，此次裁员规模超过以往，有两位员工所在的部门裁员幅度超过40%。自去年起，互联网公司陆续裁员，裁员是降本增效的手段之一。但到今天，少有还在大幅裁员的公司，多数公司进入减少亏损的阶段...</p>\n\n<a href=\"https://www.huxiu.com/article/743411.html\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://img.huxiucdn.com/article/cover/202212/16/074642913864.jpg?imageView2/1/w/720/h/405/|imageMogr2/strip/interlace/1/quality/85/format/jpg","relate_stocks":{"BK1588":"回港中概股","BK4577":"网络游戏","BK1104":"互动家庭娱乐","SG9999001069.SGD":"UOB UNITED ASIA PACIFIC GROWTH (SGD) ACC","BK4531":"中概回港概念","BK4554":"元宇宙及AR概念","BK1587":"次新股","IE0034224299.USD":"PINEBRIDGE ASIA EX JAPAN EQUITY \"A\" (USD) ACC","BK4513":"直播概念","BILI":"哔哩哔哩","09626":"哔哩哔哩-W","BK4548":"巴美列捷福持仓","BK4563":"昨日强势股","BK4504":"桥水持仓","BK4085":"互动家庭娱乐","BK4510":"在线教育","BK4505":"高瓴资本持仓","BK4503":"景林资产持仓","BK1608":"元宇宙概念","BK1575":"同股不同权","BK4526":"热门中概股","BK4566":"资本集团","BK4509":"腾讯概念"},"source_url":"https://www.huxiu.com/article/743411.html","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2291726011","content_text":"本文来自微信公众号：财经十一人 （ID：caijingEleven），作者：刘以秦 郑可书，编辑：刘以秦，题图来自：视觉中国上周，视频平台B站开始新一轮裁员。一位B站员工称，这已经是B站近两年的第六次裁员。多位B站员工称，此次裁员规模超过以往，有两位员工所在的部门裁员幅度超过40%。自去年起，互联网公司陆续裁员，裁员是降本增效的手段之一。但到今天，少有还在大幅裁员的公司，多数公司进入减少亏损的阶段。从今年三季度财报看，B站用户数量有所上涨，且亏损也在收窄，为何此时还要继续裁员？B站相关负责人回应《财经十一人》称，近期部分业务有调整，无大规模裁员。但被问到具体裁员情况，以及多少算“大规模”时，B站表示暂无回应。B站员工提到，此次裁员的赔偿是“N+2”，相比不少公司裁员赔偿“N+1”，看似金额更高，但因正值年终，被裁意味着拿不到年终奖，而B站大部分员工的年终奖是2个～3个月薪资。因此，不少员工在接到裁员通知后，拒绝签约。B站员工群里开始大量转发“劳动法”相关文件。一位员工说，上周三（12月7日）之后，公司的茶水间、吸烟点和电梯里，几乎所有人都在讨论裁员。不少拒绝签约的员工一整天都坐在工位上玩手机，“大家一时间都没什么心情工作”。B站于2009年上线，2011年开始公司化运营，陈睿最早是天使投资人，2014年加入B站担任董事长兼CEO（首席执行官）。B站是所有视频网站中，年轻用户数量最多的平台，再加上B站多次“破圈”的表现，一度被资本市场认为极具发展潜力。2018年3月，B站登陆美股。2020年一年，B站股价（美股）上涨近6倍。2021年3月，在港交所二次上市，上市前的认购倍数超过170倍。但是自2021年后，B站股价一路下跌，美股股价已经从2021年2月的最高点，每股126美元跌至最新的25.4美元。在10月31日甚至跌至每股8.9美元。其港股股价，过去一年缩水近70%。多位投资人告诉《财经十一人》，过去一年多，资本市场一度担心B站难以扭亏为盈、现金流紧张。但B站三季度财报亏损缩窄，并提到毛利率要回到20%以上，这在一定程度上增强了投资人的信心。此外，目前视频、直播领域竞争激烈，整体用户数量接近天花板，B站还能做到用户量增长，也是难得的表现。陈睿在三季度财报电话会议中表示，“减亏已经成为公司最重要的工作之一，这是我亲自在盯的工作。”陈睿也透露，会优化组织结构“去肥增瘦”，这部分调整将在今年年内完成，效果则将在明年一季度体现。B站曾经提到，将会在2024年实现盈亏平衡，裁员只是“去肥增瘦”的一种方式，裁员之外，B站应该如何解决商业化的难题？一、业绩向好但付费率较低拥有庞大用户数是视频平台的基础。B站三季度财报显示，日均活跃用户数9030万，月均活跃用户3.33亿，均同比增长25%。月活跃用户相比今年二季度也增加了8.8%。能做到这一点并不容易，视频平台整体用户数已接近饱和，天风证券研究报告显示，今年抖音和快手的日活、月活用户均出现了环比下滑趋势。除了用户增长，B站在三季度缩窄了亏损，市场及销售费用同比减少25%，净亏损17.2亿元，环比收窄15%，毛利率相比二季度提升3.2个百分点，达到18.2%。整体来看，B站在今年三季度可以算是交出了一份还不错的成绩单。但是作为视频内容平台，B站的用户付费意愿相对较低。三季度，B站“大会员”数量2040万，二季度是2100万，出现了环比下跌。以月活用户计算，B站的订阅率约为6%，2021年时，订阅率为约9%，与此同时爱奇艺、腾讯视频的订阅率约20%。不少用户付费订阅视频平台的原因是跳过广告以及观看独家内容。B站一直没有开放视频前的贴片广告，且也表示短时间内不会开放。B站COO（首席运营官）李旎称，从行业来看，贴片广告收入仅占3%到5%，占比萎缩很快，单价也越来越低。“B站的内容大多集中在2到5分钟，如果所有内容都采取贴片这种形式，收入较少，又会极其破坏用户体验，这种得不偿失的传统广告形态跟模式，B站是不会轻易去尝试的。”在独家版权内容的数量上，B站也没有足够的吸引消费能力。B站有优势的是动漫类内容，一位B站人士称，以二次元起家，且这类内容有竞争力，是B站能够成为年轻用户最多平台的核心原因。但正因为年轻用户多，付费能力相对较弱。再加上B站长期营造“用爱发电”的氛围，进一步拉低了付费率。B站也在不断增加电视剧、综艺节目以及纪录片的版权数量，但整体数量仍然较少。以电视剧为例，第三方数据机构灯塔数据显示，今年上半年，各大视频网站共上线新剧155部，B站每年上新的电视剧数量约2～3部。二、直播成为重要收入来源今年三季度，直播和大会员所属的增值服务为B战贡献了22.1亿元营收，占比最高。过去一年，B站在努力提振直播的各项数据。包括鼓励只发视频的UP主们开直播；给新入驻的主播们奖励分成；加强与公会的合作等。陈睿将直播看做是B站生态的延伸，UP主们不发视频的时候，可以通过直播增强与用户的连接。目前直播主要分为三类：游戏直播、秀场直播和直播带货。B站最早是游戏直播为主，曾经花费8亿元买下英雄联盟三年的独家转播权。游戏直播的特点是容易起量，但是变现能力弱。游戏主播们大部分时间都在打游戏，很少有时间会停下来让用户送礼物或打赏。游戏主播主要靠带货和广告植入赚钱，这部分收入平台能够分成的比例较低。秀场直播在B站属于“颜值”区。内容大多是和观众聊天，或唱歌跳舞。这类主播和用户的互动性更强，因此用户送礼物和打赏的频次也会更高。过去曾经出现过不少用户给主播刷高额礼物的新闻，大多出现在秀场直播间。B站目前直播页面中，“颜值”被放在了第一的位置。点开直播首页，有不少疑似“擦边”的内容。一位关注B站的投资人也注意到了这一点，他认为这是B站核心用户的喜好决定的。不过，B站一直未曾放松过对内容的审核。一位B站员工提到，这一次裁员，审核部门并没有涉及，甚至还扩大了人员规模。他说，许多用户都能看到类似的内容，是因为算法不够好，没能做到“千人千面”。“直播虽然已经是很成熟的业态，但并不代表任何一个平台都能把直播做好。”该员工曾就职于另外几家直播平台，他认为B站直播的产品力不如其他几家。在直播带货方面，B站也有动作，包括上线购物车功能，参加今年“双11”等。但直播带货需要平台具备一定的供应链能力以及销售流程管理能力，B站目前是直播带货还属于“试水”阶段，只是为主播和用户提供了购物的功能，并未有大规模投入。一位近期被裁的B站直播员工透露，B站的整体目标，已由月活增长，逐渐转向日活、业务收入增长，并更加注重毛利率。该前员工称，在以公会为主的直播生态中，平台收入规模与毛利的矛盾无法避免。直播的核心收入来源于打赏，公会、主播、平台按相应比例获得分成；分成比例够高，公会才愿意让旗下主播入驻平台，平台打赏收入规模才能扩大，但平台获得的分成相应减少，毛利降低。这一问题，对于头部主播少、对公会依赖度高的B站而言，尤为严重。该矛盾的唯一解决办法是，降低平台对公会的依赖度，推动UGC（User-generated Content，用户生产内容）、素人直播。B站已有相关举措。2021年一季度财报电话会上，陈睿表示，未来直播会成为每个UP主都具备的能力。今年1月，B站推出UP主开播激励任务，完成任务的UP主可获得最高800元激励金；双11期间，B站推出“直播电商UP主招募激励计划”，鼓励UP主直播带货。但这不易实现。该人士认为，B站总体强调高质量内容，用户创作的心理门槛高；另外，UP主的技能与直播主播的并不匹配——B站UP主的能力在于内容（优秀的创意、画面等），而直播主播的首要技能是不冷场、与粉丝及主要付费用户维系关系。三、广告收入增长但游戏业务需要调整今年，互联网行业的广告收入大多疲软，但是B站仍然保持了广告收入的持续增长。今年前三季度，B站的广告收入分别为：10.4亿元、11.6亿元、13.5亿元。B站广告收入增长的一个原因是新增的Story模式，也就是竖屏模式。李旎表示，后续Story的增量会成为广告收入提升的增长点。浙商证券报告认为，2024年，Story模式将为B站带来20亿元广告收入，能推动B站实现2024年盈亏平衡。B站推出竖屏模式遭遇不少争议。横屏的特点是可承载信息量大，适合一些有深度的内容；竖屏较碎片化、娱乐化，传播效果更好。今年，一位B站资深UP主开始发竖屏内容，她过去的视频大多是20分钟左右，刚开始发布时，评论留言多是批评的，“很多留言说不要把抖音的内容搬到B站来。”她告诉《财经十一人》，但其实主要是因为有广告赞助，广告主希望投放的是竖屏。内容与广告的平衡，是几乎所有社区型平台面临的矛盾。如果单从数据来看，竖屏模式为B站的用户使用时长、广告收入等方面，都有明显带动作用。但这并不是B站的核心竞争力所在。但无论如何，竖屏模式已经给B站带来了商业化成绩。广告之外，游戏也是B站实现盈亏平衡的重要一环。上市前，游戏曾是B站最主要的收入来源，但自FGO（《Fate/Grand Order》，B站代理的游戏）之后，无论是代理还是自研，B站都少有热门游戏作品。究其原因，代理方面，很多游戏因为利益分成问题，更倾向于自运营。而自研是一条漫长的道路，研发周期长达三至五年也很常见，目前，B站能力仍然不足。资深游戏从业者王鲸称，做出好的自研游戏，需要持续投入的资金、聚焦于某赛道/某作品的决心、成熟的游戏人才。目前看来，B站在此三点上都有不足。对此，B站已在进行调整。在三季度财报电话会议上，陈睿称，过去两年，B站游戏业务发展不及预期，原因是“自研铺得太开但浅尝辄止，贪多但是无果”。他表示，未来，B站的游戏自研将只聚焦一两个方向，同时强化自研项目生命周期管理：符合预期的项目，加强投入；不符合预期的项目，快速迭代。尽管B站以及部分用户，将这个从二次元起家的内容平台称为“小破站”，这或许是拉近平台与用户的一种方式，但B站从未甘心做一个小众的平台。陈睿曾经提到，不进则退，B站不可能保持“不大不小”的状态。想要成为大厂，B站还有很长的路要走。多位员工都提到，B站的薪资水平、管理能力以及团队战斗力在互联网公司里都不算好。或许对于B站来说，只有先通过降低成本做到盈亏平衡，才能做下一步的计划。本文来自微信公众号：财经十一人 （ID：caijingEleven），作者：刘以秦 郑可书，编辑：刘以秦","news_type":1},"isVote":1,"tweetType":1,"viewCount":719,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":621005294,"gmtCreate":1671719782818,"gmtModify":1671719783665,"author":{"id":"3572355294829021","authorId":"3572355294829021","name":"2024 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