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扫码加钉群 十万创业者 与你为伴

NBA 能叫醒支付宝吗?

8 亿月活在沉睡。

支付宝竟然也能看球了?”资深球迷张弛感叹。

张弛前天晚上查看基金收益时,顺手点进理财旁边的“生活”频道,在其页面顶部看到一个NBA的logo,点进去后,页面顶部的全明星赛集锦自动播放,下方则是NBA相关的双列短视频。

但令张弛有些失望的是,目前支付宝NBA板块内容多为过往比赛回顾,除赛况比分外,既没有即时内容,也没有赛事转播和回放。在页面停留几分钟后,张弛就切回腾讯体育,观看起上周末的全明星比赛回放。

2月21日,NBA中国与蚂蚁集团宣布开启全面战略合作伙伴关系。对此,《第一财经》援引知情人士消息称,与此前腾讯合作不同,“腾讯是比赛直播权,蚂蚁是节目转播”。

在此之前,腾讯、优酷、爱奇艺、快手、抖音、B站等诸多长短视频平台已经纷纷入局大型体育赛事版权市场。在同赛道一众内容平台中,作为工具软件的支付宝显得有些格格不入。

在字母榜看来,以和NBA合作为契机,踏入内容领域的支付宝,正在为了唤醒 8 亿“沉睡”月活而展开新一轮尝试。

据QuestMobile数据,截至2022年1月,支付宝月活突破8亿,而在今年春节,支付宝人均单日使用时长仅7.8分钟,不到抖音十分之一,也赶不上同为工具类App的美团,在日活超5000万App中排名垫底。

强工具属性,已经成为支付宝这一超级App谋求更强流量变现能力的掣肘。引入内容生态,成为过去几年间支付宝尝试改变这一困局的重要举措之一,如打造圈子、建设生活号等等。

据字母榜了解,蚂蚁内部早有盘活支付宝流量的想法,但此前因为处于阿里体系,相应尝试受限较多。如今,随着监管告一段落,双方在架构和业务上逐渐分离,内容化被蚂蚁再次重提日程。

但以目前与NBA达成的合作程度来看,支付宝想要借此来增强用户粘性,并实现盘活平台8亿月活用户流量价值的目标,仍困难重重:一方面,如果不拿到NBA比赛转播权,支付宝现有的擦边内容显然不足以成为撬动内容生态的杠杆;另一方面,如果不满足于现状,支付宝也投身体育版权竞争,又会陷入无止境的烧钱游戏之中。以腾讯之富尚且吃不消,支付宝很可能花了很多钱还听不到一声响。

最重要的问题是,支付宝从单纯的工具软件转型为交易+内容的商业生态的重任,体育版权内容真的承担得了吗?

A

与阿里体系做分割之前,前者一直试图把支付宝作为超级App的庞大流量利用起来,给本地生活业务导流。

2016年8月,阿里内部整合的本地生活服务平台“口碑”上线,占据支付宝重要入口。半年后,微信小程序功能上线,腾讯和阿里开始围绕小程序生态展开竞争,95亿美元收购的饿了么,作为阿里一张王牌,在支付宝首页九宫格中占据一个固定位。

起初,这一策略确实卓有成效。以饿了么为例,随着微信对社交裂变限制趋严,支付宝成了饿了么获客的重要渠道。据阿里财报,2020年二季度,饿了么新增消费者45%来自支付宝。

但这种导流作用很快衰减。到2021年1月,饿了么来自微信小程序的流量,已经是支付宝小程序的1.7倍,去年8月,饿了么还和抖音达成合作。此外,2021年3月开始,淘特、闲鱼等阿里系产品开始向微信递交小程序申请。

这次阿里“唤醒”支付宝流量尝试失败的背后,或许让支付宝开始意识到构建内容生态的重要性。

2021年10月,支付宝将占据App底端正中间五年之久的“口碑”频道让位给“生活”,生活号正式站上支付宝“C位”。

2022年7月,支付宝再推新计划,招募精明生活、入门理财和探店打卡等方向的MCN入驻;与此同时,生活号向个人开放。

支付宝想要将生活频道改造成短视频、直播为主的生活社区,并籍此增强用户粘性,提升流量变现价值的用意展露无遗。

从产品形态来看,支付宝生活号与其他短视频平台差别不大,顶部的“直播”和发现页的“推荐”模仿抖音的单列形式,发现页的其他二级入口则是类似快手的双列模式。而为了贴近支付宝属性,发现页中“职场”“财经”两个二级入口排名靠前,相关内容占比也高于其他平台。

目前,支付宝已经在酝酿短视频、直播的商业化,小程序接入生活号短视频,直播购物车功能也早已上线。但随着补贴收紧,MCN机构对于入驻支付宝兴趣减弱,内容互动和用户时长数据也证明,生活号目前的流量成绩与抖快等头部平台相比,差距十分明显。

此次支付宝在生活号为NBA单独设立入口,显然想通过NBA的品牌效应,再度尝试打破用户对其固有的工具属性心智,为生活号内容生态建设再添一把火。

B

在错过短视频风口之前,支付宝相继错过了社交和券商社区的内容建构时代。

2016年,支付宝上线社交产品“圈子”。圈子的产品形态与微信朋友圈类似,支付宝还颇具创造性地以信用分作为圈子的门槛。

然而这项尝试却在上线不久就引发轩然大波,部分女性用户为了获取打赏,在“校园日记”“白领日记”中发布擦边球内容,支付宝这一社交上的尝试招致外界大量批评。

圈子事件以前,从工具属性向内容属性转移是支付宝的战略方向,社区则是创新业务的核心。但在2017年春节,蚂蚁内部战略会上,管理层确定了“不做社交”的核心战略。

客观来说,微信从社交切入支付,抖音从短视频切入电商,是“高频打低频”,而支付宝等工具类App反攻内容,则是从低频流量场景向高频切入,难度之大可想而知。

支付宝尝试社交的主要用意之一,就在于籍此提升App用户粘性。但用户显然并不买账,曾有人戏称支付宝做社交就像“在提款机旁边聊天”。

在支付宝一门心思大搞圈子之际,同属金融领域的互联网券商正盯着投资社区大肆建设。

投资是为数不多的终身、高频、高客单价的需求,而投资与内容也天然契合——投资者既有对市场信息的硬需求,也有获取小道消息的软需求。因此,从博客、贴吧时代,有关投资的内容便长盛不衰。

互联网券商兴起后,富途、雪球、老虎、东方财富等逐渐在交易工具基础上,搭建起各自的内容平台。

腾讯前18号员工、富途创始人李华认为,人不可能总在交易,闲下来就有交流的需求,内容社区反过来还能增强平台用户黏性,从而推动用户参与到更多的交易环节之中。

支付宝一度站到了构建投资社区的门口,只差临门一脚:2019-2021年的结构性牛市,引发了全民买基金的热潮,捧红了张坤、葛兰等头部基金经理,支付宝成了年轻人涉足基金交易的重要渠道。

然而支付宝并没有踢出这临门一脚,眼睁睁看着相关投资内容流量被券商平台瓜分。随着这波牛市的结束,支付宝围绕理财搭建内容生态的最佳窗口期也就此关闭。

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体育固然是支付宝切入内容、提升用户粘性的一条路径,但这条路的“路费”并不便宜。

体育版权,尤其是头部赛事版权,是一门烧钱生意,且价格仍在持续走高。2002年到2018年,16年时间里,央视购买世界杯版权价格翻了10倍;腾讯目前5年15亿美元的合同,较之前五年5亿美元价格也翻了3倍。另据外媒报道,NBA准备在新版权周期(2025-26赛季)出售一个独家流媒体转播版权,投标起始价格为10亿美元。

动辄数亿美元的版权,仅仅是一张入场券,后续营销、运营成本同样不菲。

截至目前,腾讯未曾透露过体育会员收入,去年中旬,腾讯体育还曾大幅裁员,单从投资回报比角度考虑,加入体育版权争夺战的性价比并不高。

但支付宝在体育上加码依旧有利可图。以NBA为例,《腾讯NBA赛事营销白皮书》显示,腾讯NBA比赛转播的总覆盖用户超过5亿,核心直播用户达到了1.3亿。

头部体育赛事,尤其是NBA这样周期较长的联赛,能够稳定给平台提供上亿用户的高频打开和长时间停留,这正是支付宝眼下欠缺的短板。哪怕用户留存时间不尽如人意,起码短期 来自内容端的尝试,还可以为支付宝提供一个新的变现渠道。

2020年底,蚂蚁IPO被叫停,整改大幕缓缓开启。过去一年里,蚂蚁在业务端变化显著,包括增加资本、抑制消费贷款等。同样在2020年下半年,互联网金融领域一系列新规出台,ABS融资从表外并入表内,小贷公司融资规模受限,杠杆降低。

这些政策在公司层面表现为融资成本上升,在业务端则表现为增长的放缓。去年二季度,蚂蚁集团利润在73亿元左右,同比大降63%。

此外,随着抖音等平台商业化进程的推进,旗下的金融体系也增长迅猛。2021年4月,抖音小贷注册资本增加,一度逼近蚂蚁小贷的规模。强敌环伺,支付宝目前亟需在小贷、消金等业务以外开辟变现渠道。

只要能在用户时长上前进一小步,通过广告等方式变现的支付宝,叠加8亿月活因子,就将是一笔不菲的额外收入。同时,内容生态对交易也有提振作用。体量与支付宝相近的拼多多就是一个例子,其借助短视频替代“砍一刀”,继续维持着平台用户粘性。

而且,对于眼下重启上市的蚂蚁而言,其看中的或许并非新变现渠道所带来的直接财务回报,而是这些内容合作背后的潜在价值。

离开阿里体系后,蚂蚁需要新故事来支撑其科技金融公司的定位,重新拉升估值,通过体育内容改变用户心智,提升流量价值显然是一个不错的互联网故事。

参考资料:

《小程序之争,支付宝输了吗?》字母榜

《支付宝难挖的10亿月活流量》财经新知

《支付宝改版后能力再增加,这次是最火的带货直播》36氪

《支付宝给过万补贴招募达人,是“蹭流量”还是“新机会”?》新播场

《腾讯不再是唯一,支付宝抢食NBA蛋糕》第一财经