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唐岩回归,能让“中年陌陌”焕发“第二春”

接棒唐岩的王力,终究没能让步入中年的挚文集团(原陌陌)焕发新生。

时移世易,两年后回归一线的唐岩,还能战否?

接棒唐岩的王力,终究没能让步入中年的挚文集团(原陌陌)焕发新生。

10月28日,挚文集团发布了一项管理层变更通知,表示王力因健康原因从即日起辞去CEO一职,职务由董事长唐岩接任。

离开公司两年的唐岩,又重新坐回CEO的位子,能拯救陌陌,使其迎来“第二春”吗?

陌陌的“中年危机”:用户流失、运营能力下降

成立十多年的陌陌,从近几年的业绩表现看,在经历过2019年的巅峰之后,逐渐走上了下坡路,其用户、营收和净利润等各方面核心指标,均出现了不同的程度的下滑,颠覆时刻已过,陌陌步入“中年”。

很显然,中年陌陌面临的危机:月活用户和付费用户持续流失、营收和净利润下滑,不得不说,挚文集团的运营能力在下滑。

用户方面,月活用户和付费用户双双流失。

数据显示,2022年9月,陌陌主App月度活跃用户数为1.088亿,去年同期为1.155亿,同比减少6%,环比减少2%。2022年第三季度,陌陌付费用户数为840万,较去年同期的930万,同比减少90万,较上一季度的860万,减少20万。

值得一提的是,陌陌月活用户在2018年的时候突破1亿大关,然而四年时间即将过去,陌陌的月活用户规模始终未能实现新突破,“中年陌陌”一方面难以留住老用户,另外一方面也很难吸引“新世代”们,陌陌的“颓势”已显。

探探月度活跃用户数为2090万,较上一季度的2480万,净流失390万。2022年第三季度,探探付费用户数为200万,较去年同期的290万,减少90万,较上一季度的220万,减少20万。

陌陌的平台用户以男性为主,为了弥补陌陌在女性群体中的不足,陌陌收购了探探已完成流量覆盖的互补,拓宽整体的用户群体覆盖。

如今来看,收购探探,并未给集团带着明显的增量,相反,持续亏损的探探,显然已成为挚文集团的“负担”。

营收连续11个季度同比下滑。

数据显示,2022年第三季度,挚文集团实现营收32.33亿元,较去年同期的37.59亿元,下滑14%,挚文集团营收已连续11个季度同比下滑。

挚文集团的营收由五部分构成,分别是直播服务收入、增值其服务收入、移动营销收入、手机游戏收入和其他服务收入。其中直播服务收入和增值服务收入是该公司主要收入来源。

2022年第三季度,挚文集团直播服务收入16.58亿元,同比减少23.5%,连续11个季度同比下滑,这与挚文集团总营收下滑趋势保持一致;报告期内,直播服务收入为挚文集团贡献了51%的营收。

其次,增值服务收入是挚文集团第二大收入来源。2022年第三季度,挚文集团增值服务收入为15.38亿元,同比仅增长0.3%,与上一季度基本持平,报告期内,增值服务收入为集团贡献了48%的营收。

移动营销(Mobile marketing)收入2824.3万元,去年同期为4332.3万元,同比减少34.8%;手机游戏(Mobile games)收入771.9万元,去年同期为805.2万元,同比减少4.1%;其他服务(Other services)收入186.2万元,去年同期为778.4万元,同比减少76.1%。

移动营销收入和游戏收入为陌陌贡献的收入微乎其微,且呈现了持续减少的态势,进而导致陌陌对直播收入和增值业务收入的依赖性不断加强。

事实上,直播业务面临较大程度的监管风险,同时陌陌直播流量面临抖音、快手等短视频平台的强势竞争。短视频平台内容生态的多元化,在用户规模、用户使用时长等方面,一定程度上造成了陌陌直播流量的分流。互联网人口红利触顶、流量转移、以及公共卫生事件的持续等多种因素的影响下,导致直播营收持续下滑,也让挚文集团未来的发展蒙上了阴影。

挚文集团是一家盈利且现金流充足的公司。Non-GAAP下,归属于股东的净利润5.36亿元,持续31个季度盈利。

数据显示,2022年第三季度,挚文集团净利润为4.5亿元,同比增长13.6%,结束了此前连续4个季度的同比负增长。

此次净利润重回增长,与收缩成本和支出有一定的关系。尤其营销费用的大幅缩减,也为集团释放了一定的利润。

数据显示,第三季度,公司成本和支出为27.342亿元(约3.844亿美元),同比减少17.6%。其中,营销费用大幅减少31.4%,从上年同期的6.81亿元,减少至本季度的4.67亿元。

挚文集团表示,成本和支出的减少,主要是由于五方面原因:第一,与为陌陌和探探提供直播服务的主播收入分成的减少,不过与虚拟礼物服务中虚拟礼物的接受者收入分成的增加,部分抵消了这些减少;第二,探探减投控本策略所导致的营销推广费用的减少;第三,薪酬费用以及期权奖励费用的减少;第四,与去年同期相比,没有产生电视节目和电影制作相关费用;第五,2021年无形资产减值导致的折旧和摊销成本有所减少。

截至2022年9月30日,挚文集团持有的现金、现金等价物、短期存款、长期存款和限定性现金为130.213亿元(约18.305亿美元)。第三季度公司经营活动带来的净现金为4.445亿元(约6250万美元)。

唐岩回归,能让陌陌焕发“第二春”吗?

从2020年年初开始,陌陌的营收就持续下滑,经营业绩的下滑让公司股价承压,唐岩2020年10月选择了退居幕后,王力接棒。

王力接管陌陌之后,也在不断不断尝试扩宽业务边界,推出新的社交产品。为了让陌陌焕发新生,还为公司改名,将陌陌更名为挚文集团,同时还更新了使命愿景和企业价值观。

公司新的使命愿景变更为“连接人,连接生活”,企业价值观变更为“善良、坦诚、进取”。

对于愿景王力给出的解释是:“过去十年公司更多地在连接人与人,未来随着虚拟现实的进一步发展,VR/AR硬件的不断成熟并且向家用普及,以及人机交互模式的变化,必然会出现新的开门见山的机会:一种直接将人背后的生活串联起来的方式。这意味着公司业务逻辑也会伴随着调整,同时我们也需要积极在硬件领域进行探索和布局。”

今年5月,挚文集团还投资了国内一家AR智能眼镜厂商INMO影目科技

新产品是挚文集团2022年的三大战略方向之一。事实上,挚文集团一直都在不断推出新产品。过去几年里曾推出包括哇偶、芒西、是他、ZAO、咔咔、陌多多、赫兹、瞧瞧、对眼、MEET、Doki相机、哈你等多款相机、社交、短视频相关应用,面向海外用户的社交产品soulchill、面向00后的社交产品贴贴等,希望能够覆盖更多社交场景,希望能不断获取新的增量。目前来看,这些产品的知名度远不如陌陌和探探。

挚文集团在出海方面也没有停下动作。

据媒体报道,面向中东市场的泛娱乐社交平台Soulchill,其2022年的月流水已相当于赫兹和对对的总和。同时,探探也重新开始在印尼市场深耕发力。

王力任职期间不断地尝试,虽然让公司保持了盈利,但始终未能改变公司业绩下滑的趋势。

两年后,唐岩再次回归一线。对于唐岩的回归,大家都有一个共同的疑问,时移世易,唐岩又会给挚文集团讲出怎样的故事,元宇宙、泛娱乐能否让陌陌焕发“第二春”?

就目前而言,唐岩面临不小的挑战。摆在眼前的问题就是,如何留住和吸引更多用户?重点依赖的直播和增值服务,要如何与快手、抖音等短视频平台竞争?这些问题,或许时间会给出答案。