Late on August 19, sina small gain issues the bulletin of 2 quarters money without audit, only run closes to be added compared to the same period fast slide to 1% . This already was small gain successive only run of the 7th quarter closes add fast put delay, the market is surprised. This year first quarter, small gain battalion closes to grow 14% compared to the same period, already was the lowermost value that 6 quarters come to, small gain forecasts Q2 battalion to close before this add fast meeting to continue to drop to 7% to 10% between. Will look at present, this is forecasted appear too hopeful.
Only run closes add fast the other one side that puts delay is, the gain ability of small gain glides considerably. According to newspaper of money of small gain Q2, when season net profit 103 million dollar, fall compared to the same period for 26.9% .
This backside, hold small gain total battalion to receive the business line that exceeds 8 component specified amount, advertisement and sale are getting multiple converging attack.
On advertising Wu, budget of head big client is critical, small advertiser grows backwater to be begged for be more than in the most important waist, and the rear is small small client is shaken in great quantities the platform such as sound is grabbed feed; On sale business, as a result of movie and TV cold winter lasts, the movie and TV of small gain reachs income of sale of put together art to get bigger impact.
On more deep-seated face, the client is approbated to small gain advertising degree reducing. Even if small gain has media and gregarious property at the same time, but much advertisement effect still relies on data, data builds a holiday to emerge in endlessly, small gain is real to oneself platform data spent conviction is reduced; On the other hand, small gain Banner (banner) wait for advertisement mode traditional still, in the net red recommend, the instantly that the new pattern such as goods of direct seeding belt rises abruptly, the advertisement form of small gain is not predominant, client more rate of apt choice changeover takes money macroscopically.
This year is the line on small gain 10 years, from " surround view change China " start, small 2016 gain begins to develop star, recreation and vermicelli made from bean starch mainly, will make for the modes of life and relation to their environment that shows changeably, achieve the growth that lasts several years from this.
However, as entertainment industry periodic adjust continuously, the growing sex of small gain oneself suffers be restricted. Generation vermicelli made from bean starch is exited " hit a list of names posted up " rear, the second of small gain hatch is patted wait for nearsightedness frequency project to be defeated at shaking sound, deft hand, electric business Wu did not see improvement, after these bring about advertisement and sale to see a top, small gain is in new " advertisement times " in lose grasper gradually.
Small gain of 10 years, growing in new look for direction.
Affusion of small gain data
Late on August 19, 2 quarters are small 2019 on conference of telephone of rich company profit, wang Gaofei of CEO of sina small gain narrated company Q2 to manage the window that commend is worth most in outstanding achievement -- the user is added fast. According to the official information that releases before this, month of small gain Q2 is active user 486 million, grow 12.8% compared to the same period; Day is active user 211 million, grow 11% compared to the same period.
"The user increases speed to surmount anticipate, because is us,strengthened the connection with manufacturer of homebred mobile phone formerly, user of homebred mobile phone becomes us the main source of new user. " the analysis in the meeting weighs Wang Gaofei phone, another reason that sustains growth of quantity of small gain user is platform interactive sex rises, promoted an user stickiness. Look in Wang Gaofei, the promotion of user amount, mean small gain to will have advertisement value more henceforth.
However, true condition may not is perfect and such. While user amount grows substantially, small gain battalion closes and profit occurrence challenge. In Q2 money newspaper, small gain net income 432 million dollar, add compared to the same period fast fall to be worth to the lowest since 7 quarters, it is only 1% ; In addition, profit of net of small gain Q2 103 million yuan, glide compared to the same period 26.9% .
High speed of energy of life of small gain person is climbed litre, did not bring the growth of commercial value however. This backside, small gain of each data true degree suffer doubt.
User amount is carried, 2019 only before 4 the middle of a month, the Zhang bugle call that small gain freezes existence automation action is close 300 thousand; In addition, by 2018, small gain discovers what register illegally in great quantities to violate compasses Zhang order, these Zhang date pretend true user to be monitored in order to escape safety through comment, transmit and dot assist.
In recent years, the network that police discovers in small gain platform water army gains profit illegally the case emerges in endlessly. In many channel, the user is used only pay extremely low price, but " buy pink, brush a criticism, do data " , already not was news.
Divide the network that emerge in endlessly outside water army, small gain oneself also is on the practice of data operation flaw 100. Before this, many small gain " big V " Ceng Fabo complains, many corpse pink and affusion review are won after becoming small gain member.
Besides user amount, the interactive heat of small gain also suffers doubt. The official data that consequence peak publishs Chu Weibo on the meeting this month shows, the perpendicular field that place of small this year in June gain covers is 64, the month in having 33 perpendicular fields among them reads a quantity to be in 10 billion above, and the lunar vivid number that small gain announces when those is 465 million, under photograph comparing, former data arrives high unusual.
Police of the Beijing before this uncovers " astral aid " in making feigned case, exceed a word read quantity, consequence value, even topic, article of all kinds read a quantity all but batch is brushed, cost also fluctuates 100 yuan every months to be able to have acquired the amount of 10 thousand nevertheless.
Small gain advertisement and sale business suffer tired
The prediction of a person's luck in a given year of advertiser is giant to small gain influence. According to Q2 money newspaper, small gain closes when season advertisement and sale battalion for 371 million dollar, close in total battalion in what hold proportion for 85.9% . Under photograph comparing, collect fees with the member the appreciation service battalion that waits for income to give priority to receives 61.2 million dollar, what occupy scale to be about 14% .
However, hold small gain battalion to receive macrocephalic advertisement and sale to confronting unprecedented challenge.
On sale income, small gain enrages degree of direct link up with with entertainment industry situation directly, movie and TV, put together art is publicized, and the sale of star oneself, it is the main source of income of small gain sale.
However, because the cycle of industry of movie and TV is adjusted, amount of put together art decreases quickly, the drama of movie and TV that plans to broadcast in 2 quarters originally leaves to after sowing time, move or withdraw file, this brings about pair of small gain channel put in acute to decrease. In addition, market depression, a large number of work " the line on naked announce " , drama of movie and TV is in the part to sow rear ability to begin topic operation, these income that cause small gain to be able to be obtained decrease.
"Advertisement inventory supply is more than demand, price of advertising of integral iformation flow is in be issued to lower levels. " Wang Gaofei expresses on telephone conference, big environment affected the income of small gain, advertising grows will more rely on " quick sale and price strategy " . This means advertising profit to will be reduced apparently.
Actually, business of small gain ad is encountering fluctuation converging attack. Budget of head big client decreases, small small client inspects the rear shake sound, quick worker to be main position as to platform of each direct seeding therefore. From last year accordingly second half of the year begins, small gain is sent more raise the heavy visual range of small client in be opposite to spend, and in this one domain, small gain still needs straight range the competition of today's top headlines.
Current, the day vivid data of small gain has been shaken stage by stage the adversary such as sound, quick worker is surmounted. Day of small gain Q2 is active user 211 million, under photograph comparing, phonic day trembles to exceed 320 million alive at the beginning of July, quick worker looks eve lives in 200 million above, according to this company goal, will be in day of vivid goal was achieved before the Spring Festival 2020 300 million.
And backward origin, be small gain in nearsightedness frequency domain break language.
The advertisement mode of small gain lags behind already
The bottleneck that at present small gain place is faced with, bury next an apple of discord stage by stage from inside 3 years after 2016.
Actually, begin small gain the earliest to begin to explore from 2013 " the second is patted " nearsightedness frequency, began to try business of water direct seeding 2016. When those, small gain already compose builds an abecedarian video organisms' habits.
However, nearsightedness frequency changes all the time in small gain channel show difficulty. On one hand, because small gain still is gregarious setting, user " take close " flow is simple, because this releases video advertisement to drop pink on small gain often prep above is other channel, video author releases advertisement cautiously.
On the other hand, early days builds a bigger gain space for small gain compose " sale date " system, make value of the advertisement in small gain platform relatively inferior, when those, same a video " big V " the income that releases advertisement place to obtain in other channel often is small gain is multiple.
In a few years, small gain will still attention is put in compose to propose zoology of star vermicelli made from bean starch and loot ad advocate on. Rely on zoology of vermicelli made from bean starch, small gain gains profit in the incident of a lot of sale such as the big fight of brand of homebred mobile phone before this quite abundant, on small gain interface, banner advertisement exceed 40 kinds for a time. When those, relatively the Banner advertisement at other platform, small Bo Gengjiang moves an user to interact, advertisement advocate can receive more and two-way feedback.
But also be infatuated with to advertising just about, small gain missed the bonus of the domain such as nearsightedness frequency, direct seeding, bring about inchoate the video business of small gain becomes other platform instead marry the garment.
Nowadays, mode of small gain advertisement is being provided more " interactive sex " channel is replaced. The person that video is created and net red gain advocate more move come shake sound, quick worker and even platform of a lot of direct seeding, user attention also is in progressively move. In these platform, advertisement advocate can design directly not only interactive, still can carry a network of Gong Heming star " take money " get sales volume, this has appeal more than Banner advertisement apparently.
This year on August 3, small gain is super 2019 section of a favourite by sb in power kicks off in Chengdu, small gain is advanced vice-president Cao Zenghui released a series of giving aid to to plan in the spot, try net of hook in more is red to small gain platform take seriously, help its change now. In addition, direct seeding of business of small gain cable will with the get through that clean out treasure, big V is OK open pays cost direct seeding, also can obtain cent to become income through the electric business natural resources in grafting A.
According to the number that small gain issues, author of head of 2019 small first half of the year gain 780 thousand. Accordingly, relatively at advertisement and sale business, author of ministry of correct of small gain hope undertakes " put an amount " development, the electric business natural resources in grafting A, open up changes newly show way.
However, the limitation that small gain does electric business is apparent still, how making electric business and gregarious attribute concomitant will be difficult problem. In addition, the small gain that has lagged behind in video domain, whether look for a competition ability to return unknown at present in the domain afresh. But OK and affirmatory is, after advertisement and sale business see a top, small gain needs to pick up growing sex again.
