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B站、拼多多和瑞幸,說他們是新三小巨頭沒人反駁吧
2020-01-11 18:41  www.stylemoca.com

不少人一边在B站充满回忆杀的跨年晚会中捡拾"青春碎片",一边惊奇地发现,在优爱腾等长视频平台皆因高昂的版权内容成本影响而持续亏损、焦头烂额之际,昔日的"小破站"已经悄然完成了一次突围、逐渐打破圈层,以别具一格的姿态出现在大众视野中,不再是一个囿于二次元领域的亚文化社区了。

While picking up \"shards of youth\" at the memory-filled New Year's Eve party at Station B, many were surprised to find that, at a time when long video platforms such as Youaiteng were losing money and struggling with the cost of high copyright content, the former \"small break-out\" had quietly completed a breakthrough, gradually breaking the circle, appearing in a unique posture in the public view, no longer a sub-cultural community confined to the second-tier field.

这是一个多少有些令人意外的发现,也提醒着我们,在20年代正式开启的时间点上,更应当关注到那些像B站一样在经济寒冬中仍保持快速发展的小巨头们——它们的体量或许不算大,其商业模式或许经历质疑,但都动作灵敏、发展迅速,在近两年相继完成上市、业务拓展、市场扩张等一系列动作,并收获更广泛的认可。

This is a somewhat surprising finding, and a reminder of the fact that at the time of the official start of the 1920s, it is more important to focus on the smaller giants that have maintained their rapid growth in the midst of the economic winter like station B – a size that may not be large, their business models may have been in doubt, but they have been quick and rapid, with a series of moves, such as listing, business expansion, and market expansion, in the last two years, and gaining wider recognition.

和B站一同涌现的"新小巨头",还有上市一年半股价累计上涨近70%、市值逼近500亿美元的拼多多,和成立19个月后闪电上市、股价在半年内上涨超80%的瑞幸。按互联网行业的起名习惯,这三家公司可以被简称为"PBL"(Pinduoduo、Bilibili、Luckin)了。

Along with station b, the \"small new giants\" are pinduoduo, which has risen nearly 70% in a year-and-a-half, with a market capitalisation of nearly $50 billion, and lightning's flotation after 19 months and a rise of more than 80% in half a year. The companies can be referred to as \"PBL \"(Pinduoduo, Bilibili, Luckin), according to the Internet industry's naming habits.

先别急着反驳——互联网热衷于造词,但必须承认的是,被凭空造出的这些词汇确实能恰如其分地描摹出互联网行业的某个横切面。

Don't rush into retorting – the Internet is keen to make words, but it must be admitted that the words that have been coined out of thin air do exactly describe a cross-section of the industry.

比如,古早的"BAT"(百度、阿里巴巴、腾讯)为互联网行业奠定了基本格局,后起的"TMD"(字节跳动、美团、滴滴)概括了人口红利将尽时期的互联网行业创业上限。

For example, the ancient \"BAT \"(Baidu, Alibaba, Tencent) laid the basic pattern for the Internet industry, and the later\" TMD \"(byte beat, Meituan, Didi) summed up the demographic dividend will be the Internet industry entrepreneurship cap.

2019年10月,互联网公司的前三名再次变更,美团正式成为继阿里、腾讯之后,市值排名第三的中国互联网公司。美团彼时的市值约为650亿美元,与阿里腾讯几千亿的体量相去甚远,但仍有人认为,可以用"ATM"来概括目前互联网行业的前三甲了。

In October 2019, the top three Internet companies changed again, and Meituan officially became the third-largest Chinese Internet company by market value after Ali and Tencent. Meituan's market capitalisation at the time was about $65 billion, a far cry from the hundreds of billions of dollars that have been built by Ali's Tencent, but there are still those who believe that \"ATM\" can be used to sum up the top three in the current Internet industry.

而PBL的意义在于,这三个小巨头在过去一两年里快速发展的故事能告诉我们,该如何在看似格局已定的行业中,找一条偏僻的路径切入,打开一片隐匿的市场,并成功占领这个市场。

The significance of PBL is that the story of the rapid growth of the three small giants in the past year or two can tell us how to find a remote path to cut into the seemingly established industry, open a hidden market, and successfully occupy the market.

在2019年的虎嗅FM节上,前阿里巴巴CEO、嘉御基金创始人卫哲在回答现场提问时表示,因为拼多多,他昔日拒绝电商的母亲也开始了网购。他认为,拼多多的贡献在于"用社交的方法把中国最后一些不用电商的人群拉上了电商的舞台"。

In response to live questioning at the 2019 Tiger Sniff FM festival, former Alibaba CEO and founder of the Kadoorie Fund, Wei Zhe, said his mother, who had rejected e-commerce in the past, also started online shopping because of pinduoduo. Mr pinduoduo's contribution, he argues, is to \"socialise the last people in china who don't need e-commerce.\"

但当这些人踏入电商世界的大门,该怎样才能不让他们流向其他的电商平台?为此,拼多多在2019持续在拉新与留存上下功夫。

But when these people step into the door of the e-commerce world, how can they not go to other e-commerce platforms? To this end, pinduoduo in 2019 continues to pull new and retain kung fu.

6月,拼多多正式开启"百亿补贴计划",补贴的品类主要包括数码、美妆、母婴等,促销品牌包括苹果、戴森、Bose、索尼等等。

In June, pinduoduo officially launched a \"billion-billion-dollar subsidy program\" that includes digital, cosmetic, mother-and-child categories, including apple, dyson, bose, sony and so on.

从农产品等低价高频的刚需品类转向数码等高价低频、注重品牌与品质的产品,拼多多的意图很明显:拉拢"五环内"的人群,跟京东、阿里等对手正面斗争。

From agricultural products such as low-priced high-frequency rigid demand category to digital high-priced low-frequency, focus on brand and quality products, pinduoduo's intention is obvious: to attract the \"five rings\" of the crowd, with JingDong, Ali and other opponents to fight.

这场活动的影响力在于,"百亿补贴"变成了贯穿电商行业整年的关键词。京东、苏宁、阿里旗下的聚划算等对手纷纷给自己的节日大促贴上"百亿补贴"标签,以超低价格、现金补贴等方式与拼多多交战。

The impact of the campaign is that \"billions of subsidies\" have become a key word throughout the year. Rivals such as JingDong, Su Ning and Ali have labeled their festivals as \"tens of billions of subsidies,\" fighting pinduoduo with ultra-low prices and cash subsidies.

和竞争对手们存续于大促期间的补贴行动不一样,拼多多的"百亿补贴"成为了日常化的活动。9月,新iPhone11系列上市后,拼多多再次以超低的价格成为热议话题。

Unlike their competitors'participatetic actions, pinduoduo's \"billions of subsidies\" became a day-to-day activity. After the new iPhone 11 series went on sale in September, pinduoduo once again became a hot topic at ultra-low prices.

根据拼多多发布的财报,截至2019年9月30日,平台年活跃买家数达亿人,较去年同期增长亿,光是2019年二、三季度累计新增用户就已经超过亿人,"百亿补贴"的威力可见一斑。

According to pinduoduo's earnings report, as of september 30,2019, the platform had billions of active buyers a year, up billions from a year earlier, with more than 100 million new subscribers in the second and third quarters of 2019 alone, and the power of \"billions of subsidies.\"

放在两年前,或许没人能想到江山已定的电商市场能再起波澜,也没人能想到拼多多可以以一己之力搅动电商格局,让阿里和京东同时感到焦虑。

Two years ago, perhaps no one could have imagined that the established e-commerce market could make a comeback, or that pinduoduo could have stirred up the e-commerce landscape on its own, worrying both ali and jingdong.

不过,这样的用户增长以巨额亏损为代价。据其发布的2019年Q3财报,拼多多净亏损达到23亿元,该季度仅营销费用就高达69亿元。股价应声而落,盘前跌幅一度达到24%。直到现在,股价仍未回到Q3财报前的42~43美元区间。

However, such user growth comes at the expense of huge losses. According to its 2019 Q3 earnings report, pinduoduo's net loss amounted to $2.3 billion, up from $6.9 billion in marketing costs alone in the quarter. Shares fell as much as 24% in front of the market. Until now, the share price has not returned to the pre-Q3 earnings range of $42 to $43.

拼多多在这一年里持续做的另外一件事是"新品牌计划",即通过改造工厂,实现低成本地培育新品牌。据拼多多方面公布的数据,这些新品牌以日用百货、智慧家电为主,第三季度的累积订单量超过2700万单。

Another thing pinduoduo has continued to do throughout the year is \"new brand plan \", which is to achieve low-cost cultivation of new brands by transforming factories. According to pinduoduo, the new brands are dominated by daily goods and smart appliances, with more than 27 million orders accumulated in the third quarter.

一边不断补贴、拉新,一边希望以质量有保证的产品抹去"低端、劣质"的标签,这就是拼多多的2019。在Q3的财报会上,拼多多创始人黄峥曾说,无论是"百亿补贴"还是"新品牌计划",拼多多做的事情就是把更多的品牌带到平台上,让用户知道产品的价值、建立对平台的信任。

This is pinduoduo's 2019, as it continues to subsidize and refresh, hoping to erase the \"low-end, poor-quality\" label with products of guaranteed quality. At the q3 financial report, pinduoduo's founder, huang zheng, said that what pinduoduo does, whether it is a \"10 billion subsidy \"or a\" new brand plan \", is to bring more brands to the platform to let users know the value of the product and build trust in the platform.

bilibili董事长、CEO陈睿在接受晚点LatePost采访时表示,在中国低于100亿美金这个体量的内容平台都将被淘汰,而一百亿美金意味着公司年收入至少要100亿人民币。

In an interview with late late post, ceo chen rui, chairman of bilibili, said content platforms below $10 billion would be eliminated in china, and $10 billion would mean at least rmb 10 billion in annual revenue.

为了能过这根线,B站在过去的一年中进行了多番尝试:电竞、直播、电商、大会员、线下活动等等。投入最多的是电竞与直播两项业务,这也是B站最合理的破圈路径:选择与现有用户群体有重合受众的领域,不断向下延伸,从二次元专属空间,慢慢转向丰富的泛娱乐领域。

To be able to cross the line, B has made many attempts in the past year: e-sports, live broadcast, e-commerce, conference staff, offline activities, and so on. The most invested is the two business of e-sports and live broadcast, which is also the most reasonable path of B station to break the circle: choose the field with the existing user group to have a coincidence audience, continue to extend downward, from quadratic element exclusive space, slowly to the rich field of pan-entertainment.

12月,B站以惊人的8亿人民币价格拍得《英雄联盟》全球总决赛中国地区未来三年独家直播版权;同月,前"斗鱼一姐"冯提莫正式入驻B站,重新开启中断了两个多月的直播。尽管B站方面并未透露签下冯提莫的具体数额,但每一个稍微了解直播行业的人都会发出感叹——B站真"壕"啊。

In December, station B made an exclusive live broadcast of the World Finals of the League of Legends in China for the next three years for a whopping 800 million yuan. Although the B-station side did not disclose the exact amount of money signed by Vontimo, everyone with a little knowledge of the live broadcast industry would exclaim - B station really \"trench\" ah.

在这样的扩张速度下,巨额亏损是逃不过的。Q3财报显示,当季净亏损达到亿元,相比去年同期的亿元扩大了65%。

At this rate of expansion, huge losses cannot escape. Net loss for the quarter hit $100 million, up 65% from $100 million a year earlier, according to Q3.

另一方面,这份财报透露出一个好消息:B站的游戏业务收入与非游戏业务收入终于打平了,在业务多元化方面的尝试初显成果。这要多谢直播与电商,Q3直播和增值服务业务收入达到亿元,同比大涨167%;电商及其他业务收入达到亿元,同比翻了7倍。

On the other hand, the report revealed the good news: b-station's game business revenue and non-game business revenue finally leveled out, in business diversification in the first attempt to show results. Thanks to live and e-commerce, Q3's revenue from its live and value-added services business reached 100 million yuan, up 167% year-on-year, and its revenue from e-commerce and other services increased sevenfold.

此外,B站的用户总量早已不是一个小数字了,但仍保持着快速的增长。在2019年Q3,B站的月活跃用户数达到亿,同比增长38%;正式会员数达到6200万,同比增长48%——众所周知,想要成为B站的正式会员,需要答题通过考核,要求十分严格。

In addition, the total number of users of the B station is no longer a small number, but still maintain a rapid growth. In 2019, the number of monthly active users of station B reached 100 million, an increase of 38% over the same period last year, and the number of full members reached 62 million, an increase of 48% over the same period last year – it is well known that to be a full member of station B, it is very strict to pass the examination.

商业化尝试的出现频率越来越高,在B站冲浪的年轻人们开始担心失去和谐的、独具调性的社区氛围,害怕B站会变得越来越大众化、失去特色。好在截至目前,B站都还做得不错——被疯狂夸赞的跨年晚会就是例证。

The commercialisation has become more frequent, and young surfers at station B are worried about losing a harmonious, tonal community atmosphere, fearing that station B will become more popular and less distinctive. Fortunately, so far, station B has done well – as evidenced by the wildly acclaimed New Year's Eve party.

1月8日,瑞幸咖啡创始人兼CEO钱治亚在瑞幸无人零售战略发布会上宣布,瑞幸目前已拥有4507家直营门店,兑现了去年初自己立的Flag,成为了国内最大的连锁咖啡品牌。

On january 8th mr. rickshaw's founder and ceo, mr. qian, announced at the launch of rickshaw's retail strategy that mr. rui now has 4507 direct stores, cashing in his own fag early last year and becoming the country's largest chain of coffee brands.

和崭露头角的2018年一样,瑞幸在2019年的速度依然迅猛:闪电上市、快速拓店,连实现运营层面盈利的时间点都比外界期待的要早了一些。

As with the budding year of 2018, mr. rui's pace in 2019 remains swift: lightning's listing, rapid expansion, and even the time point to make operational-level profits is a little earlier than expected.

2019年5月,瑞幸于美国纳斯达克成功上市——此时,距离瑞幸咖啡在2018年1月门店试运营不到18个月。在随后的半年多时间里,瑞幸的股价一路上扬,最高曾触及美元。截至1月8日美股收盘,瑞幸的市值约为亿美元,较刚上市时翻了一倍。

In May 2019, Rui was lucky enough to have a successful listing on Nasdaq in the United States - less than 18 months after its store trial run in January 2018. For more than half a year, mr. rui's share price rose all the way, hitting the dollar. As of january 8, mr. rui's market capitalisation was about $100 million, double what it was when it went public.

根据瑞幸发布的Q3财报,本季度首次在门店层面实现盈利(门店运营层面不计入营销费用),实现了亿元的经营利润,经营利润率达到%。对瑞幸来说,这无疑是一个节点性时刻,意味着在资本驱动之外,瑞幸还具备不错的运营管理能力。

According to rui xing's q3 earnings report, the first time this quarter made a profit at the store level (store operation level is not included in marketing expenses), realized a profit of 100 million yuan operating profit, operating profit margin reached%. This is no doubt a nodal moment for mr rui, which means he has good operational skills beyond capital-driven.

由于2018年全年净亏损额高达亿元,上市时的瑞幸还带着舆论对其打法的强烈质疑,"蒙眼狂奔""盈利无望"是彼时外界给予瑞幸最多的评价。在实现门店层面盈利后,瑞幸收获了更多消费者的认可与信赖:瑞幸咖啡App持续200余天霸屏APPStore美食佳饮排行榜榜首,免费总榜上升至20位以内;在各种社交媒体上,也能看见更多瑞幸"爆款"们的身影:陨石拿铁、大红袍寒天牛乳茶……

With a full-year net loss of as much as $100 million in 2018, the listing was accompanied by strong doubts about the way it was played, and the \"blind run\" and \"hopeless profit\" was the most widely praised by the public at that time. After making a profit at the store level, Ruixing has gained more recognition and trust from consumers: Ruixing Coffee App lasts more than 200 days, tops the list of top-notch food and drink at the top of the app Store, with the free list rising to less than 20; and on social media, more Ruixing \"popular\" figures can be seen: meteorite lattes, red robes, cold day milk tea.

消费者认知的改变同样离不开的是瑞幸在品质上的努力。2019年,瑞幸的咖啡豆再获IIAC国际咖啡品鉴大赛金奖。在瑞幸刚刚发布的无人零售战略中,新推出的瑞即购智能无人咖啡机同样采用IIAC金奖咖啡豆、新西兰牛奶等原材料,出品质量与门店保持一致。

The change in consumer perceptions is also inseparable from Ruixing's efforts at quality. In 2019, ruixing's coffee beans won a gold medal in the iicac international coffee tasting competition. In its recently released no-no-retail strategy, the new smart-no-coffee machine also uses raw materials such as iiac gold prize coffee beans and new zealand milk to match store quality.

此外,瑞幸还发布了无人零售机瑞划算,除了瑞幸自有品牌商品,还供应百事、雀巢、恒天然等第三方品牌的商品。瑞划算通过大规模采购和定制化获得优惠的采购价格,力求让消费者"在线下买到电商价"。

In addition, mr. rui also released no-retailers, in addition to mr. rui's own brand goods, but also supply pepsi, nest, permanent natural and other third-party brands of goods. It calculates the preferential purchase price through large-scale procurement and customization in an effort to enable consumers to \"buy e-commerce prices offline \".

拼多多踏入五环、B站走向大众,瑞幸更是从咖啡转向了更广阔的零售领域……PBL们的2019故事都指向同一个方向:能够崭露头角的公司从来不甘心于做小而美的生意,而是不断拓宽边界、刷新外界的固有印象。

As pinduoduo steps into the fifth ring and b station to the general public, ray has moved from coffee to a broader retail sector. The PBL's 2019 story all points in the same direction: companies that can emerge are never willing to do small, beautiful business, but rather to widen boundaries and refresh the impression of the outside world.

PBL三小巨头的2019浓缩着互联网行业在这一年里为数不多的高光时刻:经济环境总体走弱,消费、文化领域的机会涌现。在巨头们逐渐把自身变成基础设施的创业环境里,仍旧有一些小的火苗被点燃,逐渐燃烧、照亮更大的市场。

The PBL's 2019 condensed one of the few highlights of the year for the internet industry: weaker economic conditions and opportunities for consumption and culture. In the entrepreneurial environment in which the giants are gradually turning themselves into infrastructure, there are still some small flames that are ignited, gradually burning and lighting up the larger market.

中国互联网年度创新评选活动报名砍柴网正式启动「火焰奖」2017中国互联网年度创新榜单评选。全球智能科技新媒体新智派()全球智能科技圈的新媒体平台,致力于引领智能科技生活未来

China's internet annual innovation selection campaign has officially launched the \"flame prize \"2017 china internet annual innovation list. The new media platform of the global intelligent technology circle is dedicated to leading the future of intelligent technology life