What to do is not successful, it may be said that the guest.
After the vertical decline of the first live broadcast platform in that year, the screeners have rarely caused widespread discussion in front of the public.
What has it been doing in the past two years?
If you were told that it was running a social app, how would you react?
Perhaps, some people will say, this is not a reverse Momo mode!
In the past, Momo successfully opened up live broadcast and short video channels through stranger social networking, and found new growth points.
And now, Yingke does the opposite, can it be OK?
Recently, the "first share of live broadcasting" yingke released the 2021 performance report.
According to the financial report, as of December 31, 2021, the overall revenue of Yingke Interactive Entertainment was 9.18 billion yuan, an increase of 85.4% over 4.95 billion yuan in the same period last year. Net profit was 430 million yuan, an increase of 113.1% over 200 million yuan in the same period last year. Non-IFRS net profit was $467 million, an increase of 111.4% year-on-year.
According to its financial report disclosure, in 2021, the non-operating profit increased significantly, and the company's three major businesses of social networking, live broadcasting and blind date accounted for 62%, 25% and 6% respectively.
The transformation of Yingke's live broadcast to social seems to have achieved unprecedented success.
Why don't many netizens feel the yingke?
On the surface, in recent years, Yingke Interactive Entertainment has incubated more than 20 social products for vertical fields to meet the needs of users of different regions, ages and interests.
At present, the products of Yingke Group include the Yingke Live APP that focuses on live broadcasting, the Jimu APP that focuses on Z generation interest dating, and the Affinity APP in the field of social dating, etc., which have covered multiple sections such as live broadcasting, blind date, and social networking.
However, Yingke Interactive Entertainment did not mention the revenue of specific APPS in its social product matrix in the financial report.
However, Soul and Tantan, who belong to the same stranger social camp as the Jimu APP, are still in a state of loss, and the state of Jimu can be imagined.
What exactly does social networking bring to the audience?
Become cloudy and foggy.
In this regard, Chen Chang, a reporter of the Weekly Magazine of Finance and Economics, and Huang Yang of the Financial Network had an exchange with Shule respectively, and the poor Dao thought:
Live social networking itself needs to have a certain social application as a support, and it must be popular.
The gameplay and market of stranger social networking are basically in the Momo series, and spread to live broadcasts and short videos, which makes it extremely difficult for Yingke to develop in a state where live broadcasting and social networking are not dominant.
Looking for new vertical fields, and deep ploughing, and mining new online and offline live broadcast scenes, may have the possibility of overturning.
In addition, as for stranger social networking, because its existing model is easy to touch the ceiling, and the user utilitarianism is too heavy, the application space, frequency and diversified services of the product are difficult to develop.
In the absence of a new scene breakthrough, it is essentially not a track that can accommodate more participants.
The transformation of Yingke is at most a social virtual fire of strangers with flowers and flowers, and the dream of the former live broadcast king is actually gradually drifting away. (Zhang Shule, Columnist of People's Daily And People's Post and Telegraph, Observer of Internet and Game Industry)