好好呀的个人主页 - 老虎社区

好好呀

好好呀

百度金山云ark

IP属地：广西

41关注

6粉丝

1主题

0勋章

2022-05-13

$Twitter(TWTR)$事实证明，马斯克也是一个嘴炮，什么套利这次亏掉了裤衩，公司盈利性差股价一跌马上说不买了。以后注意收购方到底是穷逼还是钻石王老五。

2022-04-21

$俄铝(00486)$多好的业绩有毛用，不分红就是来抢钱的，跟小散没有一毛钱关系

2021-11-24

$老虎证券(TIGR)$都说买股票买熟悉的，现在是底部，高成长，体验也不错，即使买入套了也心安，因为熟悉所以坦然。

2021-05-07

这篇文章不错，转发给大家看看

直播：2020全球经济回顾及2021展望

2021-04-18

$Coinbase Global, Inc.(COIN)$我准备用十分钟一仓位做空coin买半年put的,预期coin市值一百亿以下，下周期权出来就马上做空@涂河

2021-04-18

说白了这个赌场不欢迎你，虽然不姓赌

证监会：禁止房地产和金融投资类企业在科创板上市

2021-03-17

$涂鸦智能(TUYA)$贵得一批

2021-03-12

$Coupang, Inc.(CPNG)$毛利20估值10倍，京东2倍不到，是傻子还是韭菜，何况是老孙的耕地。。

2021-03-03

$fuboTV Inc.(FUBO)$当前总股本1.4亿，第四季报说的，折算市值56亿刀。还是有点小贵。

2021-02-25

笑死了

抱歉，原内容已删除

2021-02-18

$fuboTV Inc.(FUBO)$关于fubo股本初步测算，原来普通股股本7000万股，新发行4亿可转债折算0.8股普通股，算他一千万股，1632万股aa可转换优先股一股转两股普通股3265万股普通股，总计约1.1亿股普通股股本。约显示没有多少差异呀！！？

2021-02-04

小区都是拼多多的菜，美团没看到

抱歉，原内容已删除

2021-01-30

$Ozon Holdings PLC(OZON)$毛子电商一般行情都比较差，比如搞搜索的，支付的，一直都是不痛不痒

2021-01-23

$RLX(RLX)$这货四百亿美金，跟b站估值差不多，一个零售卖烟的，我无语了。跑路

2021-01-13

$Ozon Holdings PLC(OZON)$这个弱鸡就他涨最慢，仓位大也不是好事

2021-01-08

重要的公司市值没说，

抱歉，原内容已删除

2020-12-13

这些软文老是钱钱钱，比我我在b站学习了很多有用的东西我就坚持持有，这怎么估值？？！

抱歉，原内容已删除

2020-12-10

有操盘手在砸单。

2020-12-08

天股[捂脸]

2020-12-01

$Yalla Group(YALA)$牛逼

去老虎APP查看更多动态

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贸易投资大幅萎缩，全球供应链循环受阻，破产潮和失业潮交互恶化...... 疫情造成的创伤如何修复？2021年世界经济将呈现何种走势？","【讲师介绍】毛小天：BITE Investments中国区的总负责人，VCP现任合伙人，曾任职于香港标准银行、普华永道，牛津大学赛德商学院MBA。","【内容要点】1. 2020全球主要经济体回顾 2. 我国与成熟金融市场的差距 3. 2021全球配置展望"]},"isVote":1,"tweetType":1,"viewCount":3053,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":379201911,"gmtCreate":1618737108833,"gmtModify":1618737108833,"author":{"id":"3536964264478848","authorId":"3536964264478848","name":"好好呀","avatar":"https://static.tigerbbs.com/d7d356abf743853b169f928bd0cd5c26","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3536964264478848","authorIdStr":"3536964264478848"},"themes":[],"htmlText":"<a href=\"https://laohu8.com/S/COIN\">$Coinbase Global, Inc.(COIN)$</a>我准备用十分钟一仓位做空coin买半年put的,预期coin市值一百亿以下，下周期权出来就马上做空<a href=\"https://laohu8.com/U/11545050186906\">@涂河</a>","listText":"<a href=\"https://laohu8.com/S/COIN\">$Coinbase Global, 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href=\"https://laohu8.com/S/01003\">欢喜传媒</a>，交易完成后，B站将持有欢喜传媒扩股后总股本约9.90%的股份，相对于资本层面的动作，更重要的则是B站将获得欢喜传媒旗下既有影视作品及新作的独家外部播放权。事实上就是，B站是用一次战略投资取得了欢喜传媒旗下的影视版权内容。</p>\n<p>结合最近B站再次推出自制综艺《说唱新世代》，被外界认为是介入与主流视频网站的自制综艺竞争，也同时在释放着一种强烈信号：B站要来分长视频平台的一杯羹了。</p>\n<p><b>长视频平台本就是场烧钱大战，“小破站”拿什么和优爱腾拼</b></p>\n<p>有些话虽然已经是陈词滥调了，但在讨论视频流媒体平台时还是有必要将这个前提条件放在这里：要维持一个拥有过亿用户的影视级视频平台的竞争力只有一条路可走，那就是不惜代价的花钱。</p>\n<p>这个前提几乎是没有例外可言的，放眼国内国外，能够真正够格被称为视频流媒体平台的几家，每年在内容成本的投入上都是百亿量级起步（Netflix等国际平台用美元计价同样是都是百亿内容成本）。</p>\n<p>从爱优腾中唯一上市的<a href=\"https://laohu8.com/S/IQ\">爱奇艺</a>去年的财报，便可以一窥国内长视频平台们的处境，2019年其全年内容成本为222亿元，同比增加了6%。这个222的亿内容成本还是在爱奇艺精心优化了内容结构之后所实现的。</p>\n<p>国内自不必说，Netflix自从全面转向自制内容战略开始每年的内容成本投入就逐渐上升，最近三年每年为采购和制作内容都付出了百亿美元以上的代价。而即便最近一年入局的玩家，不论是<a href=\"https://laohu8.com/S/DIS\">迪士尼</a>还是<a href=\"https://laohu8.com/S/AAPL\">苹果</a>，在为其流媒体平台花钱上都是毫不犹豫。</p>\n<p>换句话说，B站做好了像《蝙蝠侠：黑暗骑士》里小丑那般明火烧钱堆的心理准备了吗？</p>\n<p>具体到B站对欢喜传媒的战略投资上，相比于年初字节跳动花费6个亿仅仅买断《囧妈》半年的独家播放权，B站只用不到5亿人民币就取得了欢喜传媒所有独家新媒体版权的影视内容似乎要划算不少。</p>\n<p>更重要的是B站似乎决心要长期绑定这家以名导创作为主要收入来源的影视公司，以获得未来更多的内容资源。</p>\n<p>但如果从产量来看，<b>欢喜传媒其实很难满足不论是B站还是字节跳动短期内对于高质量内容的需求。</b></p>\n<p>的确，宁浩、徐峥、陈可辛、王家卫、张一白、顾长卫、张艺谋这些名字在国内电影市场上都具有相当辨识度，然而这一级别的导演作品最终还是只能通过院线来扩大影响力。</p>\n<p>《囧妈》今年因为疫情最终委身字节跳动的各个短视频平台，即便是身处春节档线，却因为口碑的快速崩塌最终也没有给这部电影带来更多额外收益。</p>\n<p>根据欢喜传媒发布的半年报显示，与字节跳动第一阶段合作已于7月23日结束，因受疫情影响，预计能从以上合作获得的总代价将从人民币6.3亿元调整为人民币4.497亿元。也就是说，双方最终的交易价码说明不仅欢喜传媒没能享受到高播放量所带来的额外分成，字节跳动也认为《囧妈》是被开价过高的一部作品。</p>\n<p><img src=\"https://static.tigerbbs.com/123a4ee5fbef26d6a4b450db46c6134b\" tg-width=\"1399\" tg-height=\"933\"></p>\n<p>《囧妈》剧照</p>\n<p>虽然B站与欢喜传媒的合作中提到，接下来张一白执导的16集网剧作品《风犬少年的天空》将会落地B站，但就欢喜传媒的产能而言，B站实际拿到手的资源更多还是那些陈旧的内容版权，<b>至于今后双方将在电影、电视剧等领域寻求更多的合作机会这类“空头支票”，欢喜传媒开出的更是不少，至少目前猫眼和字节跳动手上都各握着一张，兑现的队伍太长了。</b></p>\n<p>从B站和字节跳动与欢喜传媒的两次合作来看，也不难看出两家在家底方面的差距。其实只要仔细看看B站的财报，就完全可以理解他们这种想要以小博大的心态。</p>\n<p>在还没有全情投入到影视内容制作的情况下，B站也一直处于亏损状态之中。根据B站第二季度的财报，其总营收达到26.18亿元（约合3.705亿美元），同比增长了70%，另一方净亏损为5.71亿元，去年同期亏损为3.15亿元。</p>\n<p>在之前《别把B站当“YouTube”》一文中，就已经提到过B站可谓独树一帜的营收结构，长久以来作为视频平台，其主要的收入来源却来自于游戏分发。</p>\n<p>即便到了最近一个季度，其游戏收入占比已经不足一半，但整体来看仍然是B站营收的主要来源，直播又成为其倚赖的主要增长点。该季度B站的游戏、直播和增值服务、电子商务在营收入中的占比分别为48%、32%和7%，而内容版权带来的增值服务业务占37%。</p>\n<p><img src=\"https://static.tigerbbs.com/cbec5a96821b852bc163bd99c539806d\" tg-width=\"1400\" tg-height=\"1120\"></p>\n<p>B站2020年Q2财报</p>\n<p>另一方面，B站能够将影视内容直接转化为收入的渠道方面处于尴尬的境地，想让用户直接付费进行订阅，显然目前B站的内容储备还远远没有达到能够让人放弃“用爱发电”的程度。</p>\n<p>从更实际的公司体量来看，即便是爱优腾三家中家底最薄的爱奇艺，2019年整个财年的营收也已经将近300亿，其单一季度的收入比B站全年的营收还多一点。更遑论像<a href=\"https://laohu8.com/S/00700\">腾讯</a>甚至会将腾讯视频全年只亏了30亿这种信息当作重大利好写进集团整体财报。</p>\n<p>而在外界看来字节跳动能够作为当下流媒体三国杀的搅局者，很重要的原因也是在于其体量已经足够庞大，不论是资本层面还是业务布局都足以和腾讯及阿里进行一番较量。</p>\n<p>说的再简单直白一些，即便B站真的有心想在长视频领域做一个搅局者，但真到要为几十上百亿的内容账单付钱的时候，B站的钱包怕是也会瑟瑟发抖吧。</p>\n<p><b>影视内容之于B站：可以是用户增长的短期战术，不能是长期战略</b></p>\n<p>这段时期国内视频网站司空见惯的情况，<b>其实是各大长视频平台想尽办法，试图挤进短视频以及PUGC领域。</b></p>\n<p>腾讯做出来的短视频平台两只手都数不过来，爱奇艺更是更直接喊出了要做一个“中国YouTube”。</p>\n<p>一般印象中长视频平台以上的做法几乎都很难取得成功，转头却有不少评论认为像B站或者西瓜视频这类PUGC平台转向长视频平台会相对容易。想不说这背后的逻辑是否合理，但一个鲜活的失败案例就摆在眼前，<b>作为全球最大PUGC平台的YouTube在这方面的尝试事实上就已经宣告了失败。</b></p>\n<p><img src=\"https://static.tigerbbs.com/d70f8cb338d2b3e3c7bc16310ca55bd5\" tg-width=\"1400\" tg-height=\"788\"></p>\n<p>YouTube界面</p>\n<p>从2017年开始，眼见着Netflix在流媒体市场上顺风顺水，YouTube也开始将眼光投向了自制内容并提供给付费会员的模式。</p>\n<p>2018年，YouTube在购买内容方面付出了63.5亿美元，接近当年Netflix的一半，然而过了一年，2019年底YouTube基本就已经变相放弃了这一策略，重新选择将原创内容以免费并配以贴片广告的形式放出。</p>\n<p>根据去年Google的财报显示，经过将近4年的尝试，YouTube拥有超过2000万YouTube Premium和Music Premium付费会员。</p>\n<p>两千万付费这一数字乍看之下似乎颇具规模，但放在YouTube在全球月活高达20亿的用户数量面前，<b>其付费率仅仅只有可怜的1%，这甚至还比不上三年前的B站</b>，更不用说营收几乎全部来源于付费会员的Netflix。这也是为何最终这两千万付费会员的收入被Google合并到了“其他”类别里。</p>\n<p>而B站在国内影视行业狂飙突进的那几年里也并非没有打过影视内容的主意，2015年旗下就成立了<a href=\"https://laohu8.com/S/BILI\">哔哩哔哩</a>影业公司，并且这家公司还和<a href=\"https://laohu8.com/S/600637\">东方明珠</a>的全资子公司尚世影业进行了深度绑定，后者也曾出品《蜗居》《甄嬛传》等热门影视作品。</p>\n<p>哔哩哔哩影业参与联合出品的电影项目有《神探夏洛克特别篇：可恶的新娘》、《我在故宫修文物》、《精灵王座》和《我叫MT之山口战记》等动画作品，但即便是放在当年，这些内容里也仅有《我在故宫修文物》在大众层面引起了一些反响，只不过600多万的票房还是让B站见识到了影视行业里叫好不叫座的残酷现实。</p>\n<p><img src=\"https://static.tigerbbs.com/c854af60abdc07b0a499e8f187bed0fc\" tg-width=\"1400\" tg-height=\"788\"></p>\n<p>《我在故宫修文物》剧照</p>\n<p>随着尚世影业在2017年以200万清仓了哔哩哔哩影业45%股份之后，B站基本上就在影视内容上偃旗息鼓，主要精力转向了游戏开发和低成本的UGC内容并在随后上市。</p>\n<p>就在不久前B站11周年活动中，B站董事长陈睿坦率回答“B站为什么要发展”这个问题。他认为，用户就是一切。因为<b>“没有更多的用户，UP主就会放弃平台，没有更多的收入，就没有钱买版权。</b>”由此可见，B站现在就是要不惜一切代价保持用户增长。</p>\n<p>B站CFO樊欣此前亦曾提到，“用户增长是今年业务的重中之重，也是商业化提升的基石。”</p>\n<p>为了在“破圈”之后吸引并且留下更多非二次元用户，B站想出的办法则是买入更多版权内容以及重新开始布局自制影视产品。</p>\n<p>但不论是采购如《哈利波特》、《指环王》、《霍比特人》、《蝙蝠侠》等系列电影版权，这其实都仅仅只是锦上添花的动作而已，因为如今除了迪士尼，几乎没有视频流媒体平台能将经典版权内容作为自己的杀手锏，拼到最后各家都必须拿出有特色的自制内容，甚至是形成具有广泛影响力的IP才有可能让用户持续保持付费。</p>\n<p><img src=\"https://static.tigerbbs.com/b3d70801ef25231e4abefbec3bdc7c20\" tg-width=\"1399\" tg-height=\"869\"></p>\n<p>B站放映厅频道</p>\n<p>而过去B站更多还是以口碑营销为主，少有主动拉新获客的需求。</p>\n<p>但随着不断升高的增长压力与商业化加速需求，B站也开始调整思路以实现用户的快速增长。不过在渠道流量寸土寸金的现在，获客难度可想而知，<b>因此B站最终所采取的方式，还是回到国内互联网行业的老路——裂变营销，即以“烧钱”换取用户数量增长。</b></p>\n<p>就在第二季度开始后不久，B站手机客户端进行更新后将个人中心独立出来，并推出“邀萌新赚红包”的入口。用户将该页面分享给好友，好友下载并登录B站，当天观看视频超过20分钟，即可获得3元现金红包奖励，依次递增。</p>\n<p>更重要的是，“烧钱”换用户显然并非长久之计。</p>\n<p>一方面还是之前提到的家底问题，连续两个季度营销费用创新高也进一步推高了B站的亏损；另一方面这类方式获得的用户很大程度上只能保持账面数字一时好看，因为对于更多非PUGC或二次元爱好者来说，B站的内容远不如爱优腾上面那些层出不穷的自制内容来的有吸引力。</p>\n<p>陈睿在之前的采访中提到：“B站增长的动力基本来自于我希望B站很好的活下去。小国寡民是开心，但你是世外桃源也会被坚船利炮干掉。”这其实也反映B站管理层这一年多时间里某种焦虑。</p>\n<p>为了解决用户增长焦虑，对于影视内容的不断摩拳擦掌，显然是短期内可以“图新鲜”的，但不应该是B站的重中之重，PUGC才是B站的护城河，当然B站每次的财报上也直观地体现了对PUGC的高度重视。</p>\n<p><b>B站现阶段对于长视频领域的进一步侵入，只是为了用户增长的短期战术，或者是阶段性战术，而不应该是长期的高度战略。</b></p>\n<p>显然以国内二次元社群的体量已经没法再满足B站的高增长需求，这也是所谓的“破圈”势在必行的前提。然而二次元属性及UGC浓度恰恰本就是B站与其他视频平台的竞争防火墙，优爱腾芒的内容烧钱大战也不是B站所能支撑和擅长的。一旦最终各家都站在了同一个层面进行竞争，B站或许才会发现原来失去初心的做大做强不过只是梦一场。</p>","source":"lsy1569489925330","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\" content=\"telephone=no,email=no,address=no\" />\n<title>优爱腾式内容烧钱，只能是B站的短期战术</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; 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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优爱腾式内容烧钱，只能是B站的短期战术\n</h2>\n\n<h4 class=\"meta\">\n\n\n2020-09-10 17:51 北京时间&nbsp;&nbsp;&nbsp;<a href=https://www.tmtpost.com/4729292.html><strong>壹娱观察</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>今年由于大环境所造成的“宅经济效应”，确实让不少线上娱乐公司在业绩方面获得了加成。不论是公司营销所带来的舆论声量还是具体到业绩表现，正在加速“破圈”进程的B站都可谓是上半年以来最出挑的一家公司，一会儿是“后浪拍前浪”一会儿又要发卫星，原本立足二次元社区的B站可以说是为了尽可能扩大受众范围做出了多样努力。\n当然，作为一家以视频内容为基础的互联网公司，营销再是眼花缭乱最终还是需要回到内容层面。而在...</p>\n\n<a href=\"https://www.tmtpost.com/4729292.html\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/7c7f2e3ab9856d4cdcb423e2c4f7a729","relate_stocks":{"BILI":"哔哩哔哩"},"source_url":"https://www.tmtpost.com/4729292.html","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1140677327","content_text":"今年由于大环境所造成的“宅经济效应”，确实让不少线上娱乐公司在业绩方面获得了加成。不论是公司营销所带来的舆论声量还是具体到业绩表现，正在加速“破圈”进程的B站都可谓是上半年以来最出挑的一家公司，一会儿是“后浪拍前浪”一会儿又要发卫星，原本立足二次元社区的B站可以说是为了尽可能扩大受众范围做出了多样努力。\n当然，作为一家以视频内容为基础的互联网公司，营销再是眼花缭乱最终还是需要回到内容层面。而在这方面，除了继续高投入去巩固自身PUGC平台属性的护城河外，B站选择了在这个阶段去长视频上进一步下文章。\n过往B站在长视频的投入主要围绕在国创、纪录片等非主流内容，旨在进一步维护自身的二次元社区特色，而最近却将范围进一步延伸到了主流观众津津乐道的影视剧综等自制内容。\n\nB站国创频道\n8月31日，B站宣布以5.13亿港元战略投资欢喜传媒，交易完成后，B站将持有欢喜传媒扩股后总股本约9.90%的股份，相对于资本层面的动作，更重要的则是B站将获得欢喜传媒旗下既有影视作品及新作的独家外部播放权。事实上就是，B站是用一次战略投资取得了欢喜传媒旗下的影视版权内容。\n结合最近B站再次推出自制综艺《说唱新世代》，被外界认为是介入与主流视频网站的自制综艺竞争，也同时在释放着一种强烈信号：B站要来分长视频平台的一杯羹了。\n长视频平台本就是场烧钱大战，“小破站”拿什么和优爱腾拼\n有些话虽然已经是陈词滥调了，但在讨论视频流媒体平台时还是有必要将这个前提条件放在这里：要维持一个拥有过亿用户的影视级视频平台的竞争力只有一条路可走，那就是不惜代价的花钱。\n这个前提几乎是没有例外可言的，放眼国内国外，能够真正够格被称为视频流媒体平台的几家，每年在内容成本的投入上都是百亿量级起步（Netflix等国际平台用美元计价同样是都是百亿内容成本）。\n从爱优腾中唯一上市的爱奇艺去年的财报，便可以一窥国内长视频平台们的处境，2019年其全年内容成本为222亿元，同比增加了6%。这个222的亿内容成本还是在爱奇艺精心优化了内容结构之后所实现的。\n国内自不必说，Netflix自从全面转向自制内容战略开始每年的内容成本投入就逐渐上升，最近三年每年为采购和制作内容都付出了百亿美元以上的代价。而即便最近一年入局的玩家，不论是迪士尼还是苹果，在为其流媒体平台花钱上都是毫不犹豫。\n换句话说，B站做好了像《蝙蝠侠：黑暗骑士》里小丑那般明火烧钱堆的心理准备了吗？\n具体到B站对欢喜传媒的战略投资上，相比于年初字节跳动花费6个亿仅仅买断《囧妈》半年的独家播放权，B站只用不到5亿人民币就取得了欢喜传媒所有独家新媒体版权的影视内容似乎要划算不少。\n更重要的是B站似乎决心要长期绑定这家以名导创作为主要收入来源的影视公司，以获得未来更多的内容资源。\n但如果从产量来看，欢喜传媒其实很难满足不论是B站还是字节跳动短期内对于高质量内容的需求。\n的确，宁浩、徐峥、陈可辛、王家卫、张一白、顾长卫、张艺谋这些名字在国内电影市场上都具有相当辨识度，然而这一级别的导演作品最终还是只能通过院线来扩大影响力。\n《囧妈》今年因为疫情最终委身字节跳动的各个短视频平台，即便是身处春节档线，却因为口碑的快速崩塌最终也没有给这部电影带来更多额外收益。\n根据欢喜传媒发布的半年报显示，与字节跳动第一阶段合作已于7月23日结束，因受疫情影响，预计能从以上合作获得的总代价将从人民币6.3亿元调整为人民币4.497亿元。也就是说，双方最终的交易价码说明不仅欢喜传媒没能享受到高播放量所带来的额外分成，字节跳动也认为《囧妈》是被开价过高的一部作品。\n\n《囧妈》剧照\n虽然B站与欢喜传媒的合作中提到，接下来张一白执导的16集网剧作品《风犬少年的天空》将会落地B站，但就欢喜传媒的产能而言，B站实际拿到手的资源更多还是那些陈旧的内容版权，至于今后双方将在电影、电视剧等领域寻求更多的合作机会这类“空头支票”，欢喜传媒开出的更是不少，至少目前猫眼和字节跳动手上都各握着一张，兑现的队伍太长了。\n从B站和字节跳动与欢喜传媒的两次合作来看，也不难看出两家在家底方面的差距。其实只要仔细看看B站的财报，就完全可以理解他们这种想要以小博大的心态。\n在还没有全情投入到影视内容制作的情况下，B站也一直处于亏损状态之中。根据B站第二季度的财报，其总营收达到26.18亿元（约合3.705亿美元），同比增长了70%，另一方净亏损为5.71亿元，去年同期亏损为3.15亿元。\n在之前《别把B站当“YouTube”》一文中，就已经提到过B站可谓独树一帜的营收结构，长久以来作为视频平台，其主要的收入来源却来自于游戏分发。\n即便到了最近一个季度，其游戏收入占比已经不足一半，但整体来看仍然是B站营收的主要来源，直播又成为其倚赖的主要增长点。该季度B站的游戏、直播和增值服务、电子商务在营收入中的占比分别为48%、32%和7%，而内容版权带来的增值服务业务占37%。\n\nB站2020年Q2财报\n另一方面，B站能够将影视内容直接转化为收入的渠道方面处于尴尬的境地，想让用户直接付费进行订阅，显然目前B站的内容储备还远远没有达到能够让人放弃“用爱发电”的程度。\n从更实际的公司体量来看，即便是爱优腾三家中家底最薄的爱奇艺，2019年整个财年的营收也已经将近300亿，其单一季度的收入比B站全年的营收还多一点。更遑论像腾讯甚至会将腾讯视频全年只亏了30亿这种信息当作重大利好写进集团整体财报。\n而在外界看来字节跳动能够作为当下流媒体三国杀的搅局者，很重要的原因也是在于其体量已经足够庞大，不论是资本层面还是业务布局都足以和腾讯及阿里进行一番较量。\n说的再简单直白一些，即便B站真的有心想在长视频领域做一个搅局者，但真到要为几十上百亿的内容账单付钱的时候，B站的钱包怕是也会瑟瑟发抖吧。\n影视内容之于B站：可以是用户增长的短期战术，不能是长期战略\n这段时期国内视频网站司空见惯的情况，其实是各大长视频平台想尽办法，试图挤进短视频以及PUGC领域。\n腾讯做出来的短视频平台两只手都数不过来，爱奇艺更是更直接喊出了要做一个“中国YouTube”。\n一般印象中长视频平台以上的做法几乎都很难取得成功，转头却有不少评论认为像B站或者西瓜视频这类PUGC平台转向长视频平台会相对容易。想不说这背后的逻辑是否合理，但一个鲜活的失败案例就摆在眼前，作为全球最大PUGC平台的YouTube在这方面的尝试事实上就已经宣告了失败。\n\nYouTube界面\n从2017年开始，眼见着Netflix在流媒体市场上顺风顺水，YouTube也开始将眼光投向了自制内容并提供给付费会员的模式。\n2018年，YouTube在购买内容方面付出了63.5亿美元，接近当年Netflix的一半，然而过了一年，2019年底YouTube基本就已经变相放弃了这一策略，重新选择将原创内容以免费并配以贴片广告的形式放出。\n根据去年Google的财报显示，经过将近4年的尝试，YouTube拥有超过2000万YouTube Premium和Music Premium付费会员。\n两千万付费这一数字乍看之下似乎颇具规模，但放在YouTube在全球月活高达20亿的用户数量面前，其付费率仅仅只有可怜的1%，这甚至还比不上三年前的B站，更不用说营收几乎全部来源于付费会员的Netflix。这也是为何最终这两千万付费会员的收入被Google合并到了“其他”类别里。\n而B站在国内影视行业狂飙突进的那几年里也并非没有打过影视内容的主意，2015年旗下就成立了哔哩哔哩影业公司，并且这家公司还和东方明珠的全资子公司尚世影业进行了深度绑定，后者也曾出品《蜗居》《甄嬛传》等热门影视作品。\n哔哩哔哩影业参与联合出品的电影项目有《神探夏洛克特别篇：可恶的新娘》、《我在故宫修文物》、《精灵王座》和《我叫MT之山口战记》等动画作品，但即便是放在当年，这些内容里也仅有《我在故宫修文物》在大众层面引起了一些反响，只不过600多万的票房还是让B站见识到了影视行业里叫好不叫座的残酷现实。\n\n《我在故宫修文物》剧照\n随着尚世影业在2017年以200万清仓了哔哩哔哩影业45%股份之后，B站基本上就在影视内容上偃旗息鼓，主要精力转向了游戏开发和低成本的UGC内容并在随后上市。\n就在不久前B站11周年活动中，B站董事长陈睿坦率回答“B站为什么要发展”这个问题。他认为，用户就是一切。因为“没有更多的用户，UP主就会放弃平台，没有更多的收入，就没有钱买版权。”由此可见，B站现在就是要不惜一切代价保持用户增长。\nB站CFO樊欣此前亦曾提到，“用户增长是今年业务的重中之重，也是商业化提升的基石。”\n为了在“破圈”之后吸引并且留下更多非二次元用户，B站想出的办法则是买入更多版权内容以及重新开始布局自制影视产品。\n但不论是采购如《哈利波特》、《指环王》、《霍比特人》、《蝙蝠侠》等系列电影版权，这其实都仅仅只是锦上添花的动作而已，因为如今除了迪士尼，几乎没有视频流媒体平台能将经典版权内容作为自己的杀手锏，拼到最后各家都必须拿出有特色的自制内容，甚至是形成具有广泛影响力的IP才有可能让用户持续保持付费。\n\nB站放映厅频道\n而过去B站更多还是以口碑营销为主，少有主动拉新获客的需求。\n但随着不断升高的增长压力与商业化加速需求，B站也开始调整思路以实现用户的快速增长。不过在渠道流量寸土寸金的现在，获客难度可想而知，因此B站最终所采取的方式，还是回到国内互联网行业的老路——裂变营销，即以“烧钱”换取用户数量增长。\n就在第二季度开始后不久，B站手机客户端进行更新后将个人中心独立出来，并推出“邀萌新赚红包”的入口。用户将该页面分享给好友，好友下载并登录B站，当天观看视频超过20分钟，即可获得3元现金红包奖励，依次递增。\n更重要的是，“烧钱”换用户显然并非长久之计。\n一方面还是之前提到的家底问题，连续两个季度营销费用创新高也进一步推高了B站的亏损；另一方面这类方式获得的用户很大程度上只能保持账面数字一时好看，因为对于更多非PUGC或二次元爱好者来说，B站的内容远不如爱优腾上面那些层出不穷的自制内容来的有吸引力。\n陈睿在之前的采访中提到：“B站增长的动力基本来自于我希望B站很好的活下去。小国寡民是开心，但你是世外桃源也会被坚船利炮干掉。”这其实也反映B站管理层这一年多时间里某种焦虑。\n为了解决用户增长焦虑，对于影视内容的不断摩拳擦掌，显然是短期内可以“图新鲜”的，但不应该是B站的重中之重，PUGC才是B站的护城河，当然B站每次的财报上也直观地体现了对PUGC的高度重视。\nB站现阶段对于长视频领域的进一步侵入，只是为了用户增长的短期战术，或者是阶段性战术，而不应该是长期的高度战略。\n显然以国内二次元社群的体量已经没法再满足B站的高增长需求，这也是所谓的“破圈”势在必行的前提。然而二次元属性及UGC浓度恰恰本就是B站与其他视频平台的竞争防火墙，优爱腾芒的内容烧钱大战也不是B站所能支撑和擅长的。一旦最终各家都站在了同一个层面进行竞争，B站或许才会发现原来失去初心的做大做强不过只是梦一场。","news_type":1},"isVote":1,"tweetType":1,"viewCount":1614,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":104965863,"gmtCreate":1620350531552,"gmtModify":1620350531552,"author":{"id":"3536964264478848","authorId":"3536964264478848","name":"好好呀","avatar":"https://static.tigerbbs.com/d7d356abf743853b169f928bd0cd5c26","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3536964264478848","idStr":"3536964264478848"},"themes":[],"htmlText":"这篇文章不错，转发给大家看看","listText":"这篇文章不错，转发给大家看看","text":"这篇文章不错，转发给大家看看","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/104965863","repostId":"16080256758927","repostType":17,"repost":{"id":446,"live_id":"16080256758927","type":0,"live_form":0,"category_id":2,"category_name":"老虎公开课","material_type":0,"regions":[1],"title":"2020全球经济回顾及2021展望","title_en":"","status":3,"abstract_en":[],"description_html":"","description_html_en":"","source_url":"https://lpl27170.laohu8.com/live/maoxiaotian.m3u8","video_url":"https://1254107296.vod2.myqcloud.com/73ba5544vodgzp1254107296/52b654ef5285890811973853503/iD0CzNIKpWwA.mp4","live_img_url":"https://static.tigerbbs.com/581f141e2eba64efb8f41869fbcd8d4b","live_img_url_en":"","activate_content":true,"expected_time":1609156800380,"time_remain":-138176510524,"start_time":0,"end_time":0,"user_counter":"13791","symbols":[],"speaker_info":[],"abstract":["2020年，突如其来的疫情打破了人们的正常生活，全球经济汹涌巨变，不确定性大幅攀升，金融行业遭遇了巨大挑战。 贸易投资大幅萎缩，全球供应链循环受阻，破产潮和失业潮交互恶化...... 疫情造成的创伤如何修复？2021年世界经济将呈现何种走势？","【讲师介绍】毛小天：BITE Investments中国区的总负责人，VCP现任合伙人，曾任职于香港标准银行、普华永道，牛津大学赛德商学院MBA。","【内容要点】1. 2020全球主要经济体回顾 2. 我国与成熟金融市场的差距 3. 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