2019年,电商行业最火的风口莫过于直播带货,双11当天,开场仅1小时03分,淘宝直播的成交额便超过去年双11全天,近10万个直播间彻夜不眠,以李佳琦、薇娅为代表的头部主播直播间观看人数在3682万和4310万。

In 2019, the hottest tuyere in the e-commerce industry is to live delivery of goods, double 11 days, the opening of only 1 hour 03 minutes, Taobao live sales of more than last year's double 11 full-day, nearly 100,000 live room sleepless night, with Li Jiaqi, Weiya as the representative of the head of the live broadcast room in 36.82 million and 43.1 million people.

据阿里巴巴的官方数据显示,淘宝直播双11当天成交近200亿元,其中,李佳琦、薇娅两位顶尖主播分别实现成交近30亿元,约占淘宝直播销售额的30%。

According to Alibaba's official data, Taobao Live double 11 transactions nearly 20 billion yuan, of which, Li Jiaqi and Viya two top anchors each achieved close to 3 billion yuan, about 30% of Taobao live sales.

同时,自2019年12月以来,A股的直播概念股亦被资金热炒:星期六(002291)16个交易日暴涨226%、引力传媒(603598)12天爆拉11个涨停、日出东方(603366)5天斩获5个涨停板……

At the same time, since December 2019, A-share live concept stocks have also been hyped: Saturday (002291)16 trading days rose 226%, gravity media (603598)12 days burst 11 trading limit, sunrise east (603366)5 days to gain 5 trading limit board.

更疯狂的是,1月5日,李佳琦在直播间,销售金字火腿(002515)的麻辣香肠,5分钟卖出10万 包,总计销售额突破300万元。

Even crazier, on January 5, Li Jiaqi sold spicy sausages with gold-lettered ham (002515) in the live room, selling 100,000 in five minutes package, total sales exceeded 3 million yuan.

阿里的电商直播,可谓是占尽先机。早在2016年3月,淘宝直播便上线运营,经过三年的培育,如今的淘宝直播可谓如日中天,2019年的目标是,打造200个销售额过1亿元的直播间。

Ali's live e-commerce, can be said to be the first opportunity. As early as March 2016, Taobao Live went online, and after three years of nurturing, today's Taobao Live is a day-to-day, with the 2019 target of creating 200 live rooms with more than $100 million in sales.

蘑菇街,同样是早在2016年便上线了电商直播,无疑是“直播卖货”的开拓者之一,但它目前的情况,却非常不乐观。

Mushroom street, also launched as early as 2016 e-commerce live, is no doubt one of the pioneers of \"live sale \", but its current situation is very not optimistic.

然而,这只是暴跌的前奏。在此后的一年时间,蘑菇街的股价一路下跌,截止到1月3日收盘,其股价仅剩美元,较其最高价跌幅已超90%,总市值更是蒸发超173亿元人民币。

However, this is only a prelude to a slump. In the following year, shares in mushroom street fell all the way, leaving its stock price in the us dollar at the end of january 3rd, down more than 90% from its highest price and wiping more than rmb17.3 billion off its total market value.

市值暴跌的同时,蘑菇街的经营业绩亦惨不忍睹。11月29日,蘑菇街披露了2020财年第二季度财报,让蘑菇街在资本市场的处境愈加艰难。

While market capitalisation has plummeted, mushroom street's performance has been miserable. On November 29, Mushroom Street disclosed its second-quarter earnings for the 2020 fiscal year, adding to its difficult position in capital markets.

财报显示,2019年第三季度,归属于普通股股东的净亏损金额高达亿元,创上市以来的单季度最大亏损额,累计亏损金额超亿元。

In the third quarter of 2019, net losses attributable to common shareholders amounted to as much as $100 million, the biggest loss in a single quarter since the listing, with accumulated losses exceeding $100 million, according to the results.

其中,2019年第三季度,蘑菇街的营业收入仅亿元,同比大跌超%,创有史以来最大降幅。同时,连续12月的GMV为亿元,同比增速仍在下滑,已跌至不足10%。

Among them, in the third quarter of 2019, mushroom street's operating income was only $100 million, a year-on-year plunge of more than%, the biggest drop ever. At the same time, GMV was $100 million in consecutive December, and year-on-year growth has fallen to less than 10%.

营业收入、GMV增速下滑的背后,是蘑菇街的活跃买家数正在流失。据蘑菇街披露的数据计算,从2017年第三季度开始,蘑菇街的年度活跃买家就一直在3000万左右徘徊。

Behind the decline in operating income and GMV growth is the loss of active buyers on Mushroom Street. Since the third quarter of 2017, mushroom street's annual active buyer has been hovering around 30 million, according to figures disclosed by mushroom street.

活跃买家停滞,对长期亏损的蘑菇街来说是非常危险的事。财报披露后,蘑菇街的股价一度跌至美元,险些跌进“仙股”。

The stagnation of active buyers is very dangerous for the long-lost mushroom street. After the earnings report, mushroom street's shares fell to the dollar at one point, narrowly missing into the \"fairy stock.\"

面对业绩巨亏、营收下滑、GMV增速乏力….蘑菇街的处境,可谓非常危险。若短期内不能扭转困境,股价或许会向退市边缘滑落。

Face the big loss of performance, revenue decline, GMV growth is weak.... The situation on mushroom street is very dangerous. If it doesn't reverse its woes in the short term, the share price may slip to the brink of delisting.

蘑菇街成立于2011年,最初是以时尚 购物为主题的女性社区,上线不久后,蘑菇街便聚集了超数十万的女性用户,每天讨论时尚,分享购物经验。

Mushroom Street was founded in 2011, originally in fashion Shortly after the launch of the shopping-themed women's community, mushroom street has gathered hundreds of thousands of female users to discuss fashion and share shopping experiences every day.

并由此产生了第一个盈利模式:为淘宝等购物平台输送流量,赚取佣金,其与美丽说等导购平台,一度占据了淘宝近10%的流量入口。

And thus produced the first profit model: for Taobao and other shopping platforms to transport traffic, earn commission, its and Mei said and other shopping guide platform, once occupied Taobao nearly 10% of the flow entry.

成立的第二年,蘑菇街便拿到了100万美元的A 轮融资,数千万美元的B轮投资,吸引到了IDG资本、启明创投、贝塔斯曼亚洲投资基金等诸多知名机构。

In the second year of its existence, Mushroom Street received $1 million in round A financing, and tens of millions of dollars in round B investment, attracting a number of well-known institutions such as IDG Capital, Qiming Ventures and Bertelsmann Asia Investment Fund.

但好景不长,2013年淘宝出手封杀了第三方导购平台,蘑菇街遭遇打击,佣金收入锐减,无异于被人扼住了命运的咽喉。

But the good news is not long, in 2013 taobao shot to block a third-party shopping platform, mushroom street suffered a blow, commission income plummeted, is tantamount to being held in the throat of fate.

2016年,与美丽说合并之后,蘑菇街的估值一度逼近200亿元人民币,成为阿里、京东、唯品会之后的中国第4大电商平台。

In 2016, after the merger with beauty, mushroom street was valued at nearly 20 billion yuan, making it china's fourth-largest e-commerce platform after ali, jingdong and vip.com.

同年,被一直寻求进入电商领域的腾讯看中,一路追加投资成为蘑菇街的第一大股东。上市前夕,腾讯持股比例位居第一,高达18%,超蘑菇街创始人陈琪的%。

In the same year, Tencent, which has been seeking to enter e-commerce, became the largest shareholder in Mushroom Street. On the eve of the listing, Tencent held the first share, as high as 18 percent, of Chen Qi, founder of Super Mushroom Street.

腾讯给予蘑菇街的支持力度极大,同时开放了微信支付“九宫格” QQ钱包的双入口,拼多多都未曾享受到如此优渥的流量“待遇”。

Tencent gave mushroom street support, while opening wechat payment \"nine palace\" qq wallet dual access, pinduoduo did not enjoy such a good traffic \"treatment.\"

2018年上市融资后,蘑菇街便火速启动“2019蘑菇街直播双百计划”,招募了近2000个有不同特色和才艺的新主播,平台主播数达到24000名。

After the 2018 listing, mushroom street quickly launched the \"2019 mushroom street live double hundred program \", recruiting nearly 2000 new anchors with different characteristics and talent, with 24000 platform anchors.

大力投入之后,蘑菇街的直播业务出现了高速增长,连续4个季度的增速均超过100%,成为蘑菇街财报中少数的亮点之一。

After a big investment, the mushroom street live business showed high growth, four consecutive quarters of growth of more than 100%, become one of the few bright spots in the mushroom street earnings report.

蘑菇街的直播GMV暴增,并非没有代价,其大规模招募主播,均需要支付巨额人力成本。正是因此,2019年启动的直播双百计划,斥重资招募了大量的主播入驻,进而直接导致2019年亏损金额进一步加剧。

The mushroom street live gmv surge, not without the cost of its mass recruitment of anchors, all have to pay huge labor costs. It is therefore that the broadcast double-hundred program launched in 2019, which has been heavily funded to recruit a large number of anchors, has directly contributed to a further increase in losses in 2019.

而最大的问题在于,尽管直播相关GMV连续保持三位数的增长,但直播业务实际为蘑菇街带来的营收、现金流却是杯水车薪。

And the biggest problem is that, despite the three-figure growth of the live-related GMV, the revenue and cash flow that the live broadcast business actually brings to Mushroom Street is a drop in the bucket.

在蘑菇街披露的财报中,其直播业务带来的营收,主要体现在佣金收入项目中。而上市以后,蘑菇街的佣金收入增速却不断放缓,并未被直播带动起来。

The revenue generated by its live-streaming business is mainly reflected in the commission revenue project in the earnings report disclosed by Mushroom Street. After the listing, mushroom street's commission income growth has been slowing, not driven by live.

意味着,蘑菇街全力下注的电商直播,虽然在一定程度上提升了GMV,但并未直接刺激营业收入增长,也未带来现金流的明显改善。

That means that the full bets on live e-commerce at Mushroom Street, while boosting GMV in part, have not directly stimulated revenue growth or brought about a significant improvement in cash flow.

直播为入驻的店铺带来成交,蘑菇街再从店铺中抽取一定佣金。由此可见,蘑菇街正在全力投入的电商直播,更像是代价高昂的“远水”,可惜“远水难救近火”。

Live for the entry of the store to bring a deal, mushroom street from the store to take a certain commission. It can be seen that mushroom street is fully invested in e-commerce live broadcast, more like a costly \"far water \", but\" far water cannot save near fire \".

自2019年以来,直播电商的赛道越来越拥挤,未来面对淘宝直播、快手、抖音的超大流量,蘑菇街的直播电商份额亦岌岌可危。

Since 2019, the track of live e-commerce has become more and more crowded, and in the future, the share of live e-commerce in mushroom street is also in jeopardy in the face of Taobao live broadcast, fast hand, shaking voice of the super flow.

以2019“双十一”为例,淘宝直播一天的成交额便高达200亿元,而蘑菇街的整个2020上半财年,电商直播相关GMV一共才亿元。

Take 2019\" double 11\" as an example, Taobao live broadcast a day's turnover will be as high as 20 billion yuan, and mushroom street's entire financial year 2020, e-commerce live broadcast related GMV only 100 million yuan.

淘宝、快手、抖音直播的巨大赚钱效应,必然对有能力的主播更有吸引力,意味着,蘑菇街要想留住主播,大概率需要给予一定的扶持与补贴。

Taobao, fast hands, shaking sound live broadcast of the huge money-making effect, is bound to be more attractive to capable anchors, meaning that mushroom street to retain anchors, the big probability needs to give certain support and subsidies.


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