Middle-aged Mo Mo, can't stay young

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Middle-aged Mo Mo, can't stay young

2021-12-01 00:03:43 17 ℃

| Wu Jiaying

Edit | Golden

On November 30, Gu Shi Group issued an unrestricted financial report in the third quarter of 2021.

In August of this year, Mo Mo made himself a new Chinese name - Guilin Group; before this, the English name was changed from "MOMO INC." to "Hello Group Inc.".

However, standing in the new starting point, the 10th anniversary of the establishment, replacing and renovating the honor of the group, but he did not hand over a satisfactory transcript.

The third quarter of this year, the bouncing group revenue, the net profit decline: 376 billion yuan, a year-on-year decreased by 0.2%; net profit of 400 million yuan, a year-on-year decreased by 12.4%. This is the same as the situation in the first two quarters of this year.

In this latest earning report, there have been two more dangerous signals.

First of all, Mo Mo's monthly active user (MAU) declined from 115.5 million, a decrease of 100,000 than the previous quarter, only 1.7% year-on-year, growth rate below this year.

Secondly, it is considered a second growth curve of Momo. After a year of rapid growth, the revenue declines sharply, and only 29 million paid users have fallen for four consecutive quarters.

The decline in a series of core data has shown that in the middle-aged Mo Mo, it is experiencing an embarrassing bottleneck: show live broadcast, big anchor is going to hurry, the ability of the suction gold continues to decline; operation is weak, the opponent is strong, stay Young communications main young people; pan-entertainment, unparalleled overall layout, and the revitalization of transformation is difficult.

"Old Ben" is hard to say, Mo Mo also needs to find new antibody.

Monthly fell, Mo Mo can't stay young

In the third quarter of 2021, the Yuxin Group revenue was 376 billion yuan, down 0.2% year-on-year; achieving net profit of 400 million yuan, down 12.4% year-on-year.

Among them, the stranger department revenue 3.25 billion yuan, an increase of 6.9% year-on-year, mainly from the increase in Mo Mo's value-added service, 1.26 billion yuan, a year-on-year increase of 26%. However, in the show live broadcast, the big anchor brought the "Big Brother", Momo's live broadcast service revenue continued to decline, 1930 million yuan, down 2.5% year-on-year.

In the first two quarters, the growth rate rapidly increased rapidly, only 510 million yuan in the quarter, the video live service and value-added service income were decreased.

Mo Mo and exploration revenue Source / Shou Wen Group

More dangerous signal is, in the second quarter of this year, a new high-altitude Mo Moon live user has a decline in the third quarter. Financial report showed that in September 2021, Mo Mo APP was 115.55.55 billion, a decrease of 100,000 than the previous quarter, only 1.7% year-on-year.

In fact, Mo Mo's moon live ceiling has appeared in the first half of this year. In the first quarter of this year, Mo Mo APP was 115.3 million, an increase of 6.8% year-on-year; the second quarter, the monthly game reached 115.6 million, a year-on-year increase of 3.7%. Despite the achievement of year-on-year growth, Mo Mo's month has exceeded 100 million in 2018. Two years, Mo Mo's moon activity increases.

"The user of the social software is not much, and the social users will often flow to WeChat after the social users, and the live users may also be taken away by the platform," Wang Chao analysis of the founder of Wenyuan Zhiku, this It will lead to the loss of the old users of Mo Mo, and the new users grow slow.

According to the analyst of the Entertainment Cologra, Zhang Wei believes that whether it is Mo Mo or a exploration, the old is eating too long, and the negative label is difficult to tear.

In her opinion, social platform has their own adjustment or external demonstration, which will attract different types of users, long time, other types of users come to this platform. The cost is getting higher and higher. "For example, if you want to expand your business person, you want to find a marriage, you will not come to Mo Mo or explore. After all, the screening cost is too high."

It is not good enough to operate, and it is still a disease. "Perhaps Mo Mo defines new labels to yourself, but there is no success through operations." Zhang Wei said.

In contrast, competitors are crashed in crazy.

Soul of the main soul socialivation, this year, this year, the 2019 and 2020 average MAU is 1.15 million, 20.8 million respectively, and the growth rate is 80.7%. In March 2021, the average MAU of Soul rose by 33.2 million, and the growth rate was 59.6% compared with 2020.

According to the latest data of easy-to-Qian sail statistics, Soul's per capita is started, and the per capita single day is long, and the number of per capita monthly uses is higher than that of Mo Mo and exploration.

Moreover, in Mo Mo, exploration, Soul three strangers social app, Mo Mo is the most popular welcome. Soul's young users, about 22%, 24%, 24-30, 25%; secondly, it is 25% of 24 years old, and approximately 25% of 24-30. With a stranger of young people at least, about 16% under 24 years old, with a 24-30 year old.

Mo Mo, Soul, explore user age layer comparison source / easy to see Qianfan

The loss of young users may be Mo Mo and explore the biggest problem facing the situation.

Zhang Ao pointed out that with the first users of the exit, unfamiliar street needs fresh blood, but friends usually choose the same age, to different ages on operators to create the right environment, is a major challenge of unfamiliar street . "Only by allowing users to quickly clearly having fun making friends, play comfortable, saving them the cost of identifying, reducing the probability of being cheated, the user will not drain, sticky and consumption will only become stronger."

Beating people to spend less and less

Street street main income fatigue APP, 2018 spent years beating the acquisition of more than 700 million US dollars were once high hopes.

Since last year, beating vigorously develop the service live, from the second half of last year to the first half of this year, beating the rapid revenue growth and indeed to the unfamiliar street burst into a tonic.

In the first quarter, beating the revenue of 5.7 billion yuan, up 32.8 percent year on year growth. To the second quarter of this year, beating the net loss narrowed further to 6.74 million yuan.

However, the situation is not optimistic in the third quarter. Q3 results, beating the revenue of 510 million yuan, down 30% year on year. Among them, live video service income of 230 billion yuan, down 42.5% year on year; value-added services revenue 280 million yuan, down 15%.

More deadly, test the waters of subscribers continued to decline.

The first quarter of this year, beating the 3.5 million paid subscribers, reduce the 700,000 year on year, a decrease of 300,000; in the second quarter, beating the 3.1 million paid subscribers, reduce the 800,000 year on year, a decrease of 400,000.

By the third quarter, beating the paying customers continued to decline to 2.9 million, 1.2 million decrease year on year, a decrease of 200,000. This also led Zhi Wen entire group of paying customers, fell to 12.4 million in the second quarter from 12.6 million in the first quarter, now and then dropped to 12.2 million.

Beating the decline for four consecutive quarters subscribers mapping / open pineapple Finance

Why not test the waters users to spend money?

Wang Chao in view, whether it is location, design or business model, beating almost a smaller version of unfamiliar street. And similar unfamiliar street, beating the revenue, primarily from the live video service and value-added services in two parts, the former is mainly a live show broadcast a reward, the latter including virtual gifts and membership subscriptions.

However, the arrival of the ceiling of the live show, is an indisputable fact. The first three quarters of this year, a marked decline in revenue due to the live broadcast services, unfamiliar street consecutive record revenue of nearly four-year low. A lot of growing up in the unfamiliar street show anchor switch to a higher flow rate vibrato platform, also took a keen vote a reward of "a list of Big Brother."

Users unfamiliar street with a high degree of overlap, direct business model similar to test the waters, the future will undoubtedly also faced with unfamiliar street and the same revenue growth problem.

Reduce value-added services revenue, it may be difficult to make friends, about the poor user experience.

Perhaps the lessons of unfamiliar street, the main love socializing beating, product design more attention to enhance the user experience of women. For example, after the required two-way "like" to open "chat."

For male users, set a daily beating "like" number, wanted to increase the number to be opened VIP. A social tool to test the waters as a major user of the men said in an interview when he, according to his experience in the beating, as if to meet the standard of Success, at least "Right slide" more than 100 times . Dating high threshold, difficult, reducing the part of the male beating the user fees enthusiasm.

Not only men do not want to pay, beating of women are "please" unsuccessful. Analysys sails data show in October this year, beating the male and female users accounted respectively about 59% and 41%.

Users unfamiliar street ratios are more skewed sex ratio, males accounted for about 75%, about 25% of women. But the same social positioning of strangers "rising star" Soul, male to female ratio is more balanced number, each accounted for about 55% and 45%.

Unfamiliar street, Soul, beating the user's gender accounted compare source / Analysys sails

"In this type of APP, the real experience after opening talk, but to test the waters of product design, can not really help women reduce screening costs." A woman beating the users said, this is the most common problem dating software.

Group CEO Wang Zhi Wen at the end of last year to accept late interview, he admitted that beating the second growth curve is as unfamiliar street, but he also said, "It will take time." And the current situation from the user to test the waters look, time is not short.

Middle-aged unfamiliar street, why bereavement?

Through ten years, "he seems to never really fought," the unfamiliar street, in fact, has not get rid of anxiety: make new products - failure - do new products, and so on.

I did not catch the last train of short video and live electricity supplier, most unfamiliar street of new products, still with a social core.

Over the past few years, the sea of ​​strangers alone social APP, unfamiliar street to do at least four. In 2012, a year of on-line unfamiliar street had launched overseas version "MO"; 2014 years unfamiliar street listed by machine launched "Blupe"; 2019 years, the introduction of unfamiliar street-based LBS (ie location) of "for the Southeast Asian market Olaa ". It is reported that last year, unfamiliar street for the Middle East market to launch a social game APP "Vago" social product and soul "Soulchill".

Three unfamiliar street in front of the sea, have failed. Fourth, for now, still no big movement.

In China, Mo Mo is like a "set card" as a crazy layout vertical social trail: "Cue" in 2018 launched the social real friend, 2019 launched the "Zao", 2020 launched the main shooting chat " "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" "" Even, in order to draw a young man, Mo Mo also drums the platform of "pair" and "holding hands in love" two main marriage and love. Unfortunately, these products have an exception to the end of the disappearance, and only the "Zao" of the water flowers will be called for privacy security issues.

In addition to panocners and pan-entertainment, Mo Mo also stared on the grass community app for the "Little Red Book" this year. According to Tech, TECH is reported in July this year, Mo Mo plans to launch a young man to share the "Raspberry" of the community product, show the way, users can give good content, collect and comment.

Media exposure "Raspberry" Source / Tech Planet

But "Content Play Grass" This cake, there is a small red book exclusively, and there are many major community platform tigers, "Half the way home" Mo Mo, I am afraid it is difficult to account for cheap.

After this year, Mo Mo officially explained the media, Mo Mo's name can no longer cover the overall business of Momo, so it is necessary to change the name of the group. In fact, in addition to social tracks, Mo Mo's current main business is Mo Mo Ying and Cool Bode Culture, covering film and television, music and other entertainment fields.

However, in many analysts, the cultural and economic film industry itself is small, and the competition is fierce, high risk, uncontrollable, and it is difficult to truly bring stable revenue. And the panic and short video areas also have super head players.

Momo is a quite embarrassing bottleneck, and today, it is still exploring, looking for antidics.

"There are so many social software. In fact, there is no social demand that can truly meet most of the young people. It is not asked to see the head, and how to improve the kernel." An industry person said.

* The title is from visual China.