36亿美元收购YY直播，百度生态怎么样与秀场模式融合？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/xBY9TicdiatprQDkvyaQwIP9QDN5SVnUCqTGdqm9v3V4iaXGxc4pF2Uz69QyqGEI4njBib0pwhibcNoMGCxncHIOLeQ/640.jpeg?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 文 | 浮萍</span></strong></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">传言的棋子<span style="color: black;">最终</span>落定，百度要以</span><span style="color: black;">3</span><span style="color: black;">6</span><span style="color: black;">亿美元的代价收购</span><span style="color: black;">YY直播。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/Vhzm4KMEEFhRq3Wgiaebv6myQ9WWwAGI3CXogQWZhjvXjyMgPWV6KdfMNlSCSJp4eU5mIvJEQwuWoZu3Fs0FOmA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">按照</span></span><span style="color: black;">今天（</span><span style="color: black;">1</span><span style="color: black;">1</span><span style="color: black;">月</span><span style="color: black;">1</span><span style="color: black;">7</span><span style="color: black;">日）披露的<span style="color: black;">方法</span>，</span><span style="color: black;">收购部分<span style="color: black;">包含</span>但不限于</span><span style="color: black;">YY移动应用、</span><span style="color: black;">YY.com网站、YY PC客户端等</span><span style="color: black;">，</span><span style="color: black;">交易预期将于</span><span style="color: black;">2021年上半年完成交割。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这<span style="color: black;">针对</span>百度和欢聚集团<span style="color: black;">来讲</span>都是比较理想的状态。一方面百度<span style="color: black;">能够</span>买来直播生态体系，将自己的流量注入其中<span style="color: black;">得到</span>强现金流收益，另一方面<span style="color: black;">此刻</span>欢聚集团<span style="color: black;">逐步</span>售卖国内业务资产，<span style="color: black;">能够</span>更加聚焦国外业务的运营。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/Vhzm4KMEEFhRq3Wgiaebv6myQ9WWwAGI3AahAEiaPsPkickGX9lKFRObF53eQWUpNu0DbjxguIyJQzWt30AArpJQg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">然则</span>随之而来的是秀场模式为主基调的YY直播能否与百度生态深度融合，百度动用36亿美元的商誉问题怎么<span style="color: black;">处理</span>？百度不论是发力直播，还是拥抱视频化，YY直播能够给百度视频生态带来多少助力？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">针对</span><span style="color: black;">这般</span>一个搅动巨头视频战争的交易，文娱<span style="color: black;">商场</span>观察持<span style="color: black;">小心</span>态度，从百度过往的投资经验和秀场直播夕阳化的<span style="color: black;">状况</span>来看，<span style="color: black;">短期</span>内YY直播或许能够给百度财报、视频业务带来新气息，<span style="color: black;">然则</span><span style="color: black;">长时间</span>来看不确定性仍然比<span style="color: black;">很强</span>。</span></p><span style="color: black;">▼</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">百度36亿美元收购YY直播</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">急需搭建自己的直播生态</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">关于收购YY直播的真实目的，百度没好意思直接表述出来，欢聚时代的李学凌倒是<span style="color: black;">非常</span>坦诚：YY直播是国内领先的泛娱乐直播平台，在直播生态、直播技术、内容运营、营收玩法、主播梯队的孵化和培养等方面，有着一整套完整的流程体系和经验。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/Vhzm4KMEEFhRq3Wgiaebv6myQ9WWwAGI3a6TxMZ6A73vCcArdREb3nxNo5gjiaftPECPJsrTt30oYFTHKftjyPibg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这是<span style="color: black;">日前</span>百度最为稀缺的。自从李彦宏公开站台自家直播<span style="color: black;">起始</span>，百度发力直播<span style="color: black;">行业</span>的策略就非常清晰，<span style="color: black;">始终</span>在做知识方面的直播。<span style="color: black;">然则</span>百度<span style="color: black;">日前</span>仍然是从零<span style="color: black;">起始</span>，<span style="color: black;">基本</span><span style="color: black;">无</span>成熟的模式，<span style="color: black;">因此</span>急需借助一套成熟的直播体系。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">放眼<span style="color: black;">日前</span>市面上的直播平台，斗鱼、虎牙和企鹅直播即将被整合成一家，<span style="color: black;">作为</span>游戏直播行业绝对的垄断者；触手直播、熊猫直播这一类的平台要么频临倒闭，要么<span style="color: black;">已然</span>破产，<span style="color: black;">基本</span><span style="color: black;">无</span>什么价值；六间房和花椒直播合并后被360牢牢<span style="color: black;">掌控</span>在自己的手上，可供交易的<span style="color: black;">亦</span>就映客、YY直播等<span style="color: black;">少许</span>几个平台。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/Vhzm4KMEEFhRq3Wgiaebv6myQ9WWwAGI3vX8rKVO5BGuVRujPZMEhyReMGJjYcicicqGgSWRP2pSVlgklNshibsorQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">百度<span style="color: black;">最后</span>YY直播<span style="color: black;">背面</span>的<span style="color: black;">规律</span>是连贯的：YY直播不仅能够<span style="color: black;">帮忙</span>百度搭建直播体系，还能够承接百度体系的巨大流量，以直播的方式<span style="color: black;">帮忙</span>百度实现流量变现。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">资料<span style="color: black;">表示</span><span style="color: black;">日前</span>百度App在9月的日活跃用户数达2.06亿，加上百度<span style="color: black;">全部</span>生态的流量池能够覆盖10亿国人生活，<span style="color: black;">因此</span>流量效应是可观的，<span style="color: black;">亦</span>是YY直播所急需的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">众所周知秀场直播的模式非常依赖流量获取，<span style="color: black;">海量</span>的用户涌进平台上<span style="color: black;">最后</span><span style="color: black;">仅有</span>非常<span style="color: black;">少许</span>的金主留下，支撑着平台的大部分流水，百度生态<span style="color: black;">能够</span>带<span style="color: black;">源自</span>源<span style="color: black;">持续</span>的流量，像一个漏斗<span style="color: black;">同样</span>，<span style="color: black;">最后</span>沉淀下来的<span style="color: black;">能够</span><span style="color: black;">作为</span>YY直播的金主客户。</span></p><span style="color: black;">▼</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">六间房和花椒直播整合均<span style="color: black;">不睬</span>想</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">百度生态能顺畅衔接YY直播？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">YY直播<span style="color: black;">做为</span>直播行业的元老，在前些年做过<span style="color: black;">非常多</span>创新，<span style="color: black;">亦</span>打开了秀场娱乐直播的市场空间，<span style="color: black;">然则</span><span style="color: black;">步行到</span>今天<span style="color: black;">已然</span>有衰退的迹象，整体的发展趋势不容<span style="color: black;">阳光</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在欢聚时代的体系内，YY直播<span style="color: black;">已然</span>被海外业务超过，<span style="color: black;">作为</span>发展的次重点。<span style="color: black;">按照</span>欢聚时代Q2的财报资料，海外业务BIGO首次占集团总营收58亿直播收入过半，在Q3财报里虽然<span style="color: black;">无</span><span style="color: black;">详细</span>披露YY直播的财务数据，<span style="color: black;">然则</span>从月活用户数据来看，YY直播是下降的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">财报资料<span style="color: black;">表示</span>，YY直播Q3的MAU为4130万，相比较于Q2的3990万同比仅增长3.4%，</span><span style="color: black;">增长状态<span style="color: black;">长时间</span>停滞。</span><span style="color: black;">这种趋势在付费人数关键指标上更为<span style="color: black;">显著</span>，</span><span style="color: black;">2</span><span style="color: black;">020</span><span style="color: black;">年</span><span style="color: black;">Q</span><span style="color: black;">3</span><span style="color: black;">付费人数</span><span style="color: black;">4</span><span style="color: black;">10</span><span style="color: black;">万，同比下降</span><span style="color: black;">4</span><span style="color: black;">.7%</span><span style="color: black;">，仅相当于</span><span style="color: black;">2</span><span style="color: black;">018</span><span style="color: black;">年</span><span style="color: black;">Q</span><span style="color: black;">4</span><span style="color: black;">的水平。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">针对</span><span style="color: black;">这般</span>一家<span style="color: black;">已然</span>显现下滑趋势的老牌直播<span style="color: black;">机构</span>，百度<span style="color: black;">选取</span>收购当然是相信以其<span style="color: black;">自己</span>的技术、流量和生态<span style="color: black;">优良</span>，能够<span style="color: black;">帮忙</span>YY直播实现二次崛起，像<span style="color: black;">博客</span>那样<span style="color: black;">能够</span>找到第二增长曲线，<span style="color: black;">因此</span>收购完成后的整合问题值得关注。这才是考验百度和YY直播的关键所在。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">此前的六间房直播和花椒直播都<span style="color: black;">能够</span><span style="color: black;">做为</span>前车之鉴。前者在2015年3月被宋城演艺曾以26亿元代价将六间房100%股权纳入麾下，<span style="color: black;">做为</span>其线上娱乐的战略支点，但双方整合的效果不尽如人意，六间房虽然能够完成7.77亿元的4年业绩承诺，可给宋城演艺带来的商誉雷显而易见，<span style="color: black;">始终</span><span style="color: black;">困惑</span>着宋城演艺。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/Vhzm4KMEEFhRq3Wgiaebv6myQ9WWwAGI3Sqapvd5W6TEFEVjs1VFnAjLZQyXiae2E8d2Gcy23iaCuutOjQ5hveqvw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">后者是360控股的子<span style="color: black;">机构</span>，<span style="color: black;">亦</span><span style="color: black;">拜托</span>着周鸿祎的直播梦。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在直播兴起的2016年，360砸钱、砸资源去发展，可惜后来<span style="color: black;">火速</span>就没落了，360的生态资源没有帮上什么大忙。最后在高人的指点下，六间房作价34亿元、花椒直播作价51亿元重组新<span style="color: black;">机构</span>，这才帮宋城演艺排了雷，花椒直播<span style="color: black;">亦</span>算有一个台阶下。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">秀场直播是强流量、强现金流行业，<span style="color: black;">然则</span>独特的生态很难和<span style="color: black;">外边</span><span style="color: black;">机构</span>衔接顺畅，宋城演艺和360<span style="color: black;">无</span>实现的整合梦想，不<span style="color: black;">晓得</span>百度能实现几分。</span></p><span style="color: black;">▼</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">搅动巨头视频竞争</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">百度的视频生态梦不<span style="color: black;">阳光</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">收购YY<span style="color: black;">亦</span>好，发力直播<span style="color: black;">行业</span><span style="color: black;">亦</span>好，百度的核心还是全面拥抱视频时代，以提振自己在互联网江湖的地位，证明自己还是BAT里面的那个B。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/Vhzm4KMEEFhRq3Wgiaebv6myQ9WWwAGI3cnCCJS8zStib2v0S062SUB9VPVp2sU2MGibxy2qmPNYbF5dIRcoibuECw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">然则</span>在视频这条路上，除了早年主控的爱奇艺较为成功，近年来视频化布局都不太理想。<span style="color: black;">本来</span>独立发展的好看视频和全民小视频都<span style="color: black;">无</span>跑出来，<span style="color: black;">已然</span>被抖音和快手等短视频巨头远远甩在身后，不久前好看和全民两个短视频平台合并升级为事业部，百度短视频业务的重要性<span style="color: black;">已然</span>被<span style="color: black;">提高</span>到空前的战略地位。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/Vhzm4KMEEFhRq3Wgiaebv6myQ9WWwAGI3Vc8Wr4YhM3Wia9gjwlSaMiam4Jqg4fpMRXAqicXRic2sNgw9aYLlGxia61g/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">如今收购YY直播，百度<span style="color: black;">已然</span>具备了直播+短视频的配置，加上爱奇艺在长视频<span style="color: black;">行业</span>的<span style="color: black;">优良</span>，全民视频化时代里百度的视频竞争体系搭建基本上<span style="color: black;">已然</span>成型，此前摇摆的娱乐内容布局<span style="color: black;">亦</span><span style="color: black;">起始</span>重新<span style="color: black;">走进</span>台前。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">然则</span><span style="color: black;">日前</span>百度在视频<span style="color: black;">行业</span>还是相当被动的，除了爱奇艺十<span style="color: black;">数年</span>的深耕建设起了成体系的内容生产、分发小生态，直播+短视频<span style="color: black;">行业</span>百度还<span style="color: black;">无</span><span style="color: black;">创立</span>内容生产合作伙伴，这<span style="color: black;">亦</span>是百度投资重庆牧云文化传播有限<span style="color: black;">机构</span>，一家MCN<span style="color: black;">机构</span>的<span style="color: black;">重点</span><span style="color: black;">原由</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">文娱<span style="color: black;">商场</span>观察预计<span style="color: black;">这般</span>的投资，百度还会<span style="color: black;">持续</span>进行以弥补<span style="color: black;">自己</span>在内容生产方面劣势，<span style="color: black;">做为</span>视频生态搭建的一方面。<span style="color: black;">然则</span><span style="color: black;">这般</span>的投资真的能<span style="color: black;">帮忙</span>百度<span style="color: black;">这般</span>的巨头找回主动权吗？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">前景不<span style="color: black;">阳光</span>。就像<span style="color: black;">外链</span><span style="color: black;">同样</span><span style="color: black;">持续</span>在短视频时代下注，<span style="color: black;">然则</span><span style="color: black;">错失</span>短视频了<span style="color: black;">便是</span><span style="color: black;">错失</span>了，接下来的全面视频化时代，<span style="color: black;">她们</span>的处境<span style="color: black;">亦</span>是被动的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">END </strong></p>
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