B站真的要50美元见了吗？

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B站真的要50美元见了吗？

妙投APP2021-08-21

8月19日港股盘后，哔哩哔哩发布了2021年Q2财报。之后B站在隔夜美股市场及20日的港股市场分别跌去6.03%和4.99%。资本市场不看好B站，除了中概股的“原罪”，还要从B站自身找原因。除基本面“喜忧参半”，B站还要面对更多挑战。如监管多管齐下，可能会对B站Q3营收造成压力。B站还要亏损多久？它是否会重蹈视频行业无法盈利的覆辙？年后B站的股价一直处于下行通道，甚至有分析师提出会回落到50...

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大时代小访客
·2021-08-23
30都高了
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LawrenceCW
·2021-08-22
哇
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3
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- ming_5868:
  [捂脸]
  2021-08-22
  Reply
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- 淡然笑:
  不会吧 [流泪] [流泪]
  2021-08-22
  Reply
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Wishonest
·2021-08-22
再跌跌看看
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- YourCFP:
  [微笑]
  2021-08-22
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Youn7276
·2021-08-22
閱！
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10
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- Rache13:
  Ok
  2021-08-23
  Reply
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- jiann85:
  [微笑]
  2021-08-22
  Reply
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Christy Sak
·2021-08-22
LIKE AND COMMENT
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3
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北方吴大仙
·2021-08-22
機會不大而且我看好 70就開始抄底了
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1
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Moonchj
·2021-08-21
不錯
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2
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CalvinChong
·2021-08-21
需要
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4
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进击的徐小伟
·2021-08-21
我準備抄底了
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3
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Sda
·2021-08-21
Ok
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- Yuyi:
  Ok
  2021-08-22
  Reply
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甜甜圈大
·2021-08-21
這個厲害[財迷]
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Christy Sak
·2021-08-21
Like n comment
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Sunnylr
·2021-08-21
來個爽快的,表現中國速度的再現
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old_gun
·2021-08-21
必須的
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雨中漫步2021
·2021-08-21
不錯！不錯！
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1
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迷恋者
·2021-08-21
?
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Diaschy86
·2021-08-21
沙發
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- 迷恋者:
  ?
  2021-08-21
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you?","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/01f627d388eabfc554a153e4830ad171","symbols_score_info":{"09626":0.9,"BILI":0.9},"content_text":"8月19日港股盘后，哔哩哔哩发布了2021年Q2财报。之后B站在隔夜美股市场及20日的港股市场分别跌去6.03%和4.99%。\n资本市场不看好B站，除了中概股的“原罪”，还要从B站自身找原因。\n除基本面“喜忧参半”，B站还要面对更多挑战。如监管多管齐下，可能会对B站Q3营收造成压力。B站还要亏损多久？\n它是否会重蹈视频行业无法盈利的覆辙？年后B站的股价一直处于下行通道，甚至有分析师提出会回落到50美元大关，真的吗？\n\n 给B站Q2财报快速划重点，以下几点值得关注：（1）营收超预期：净营收44.95亿元，同比增长72%；广告、电商和增值服务业务贡献最大，前两者同比均翻2倍左右，后者同比增长98%；（2）增收不增利：净亏损11.22亿元（调整后为8.57亿元），优于市场预期，但亏损幅度仍在扩大；（3）主发动机“失灵”：游戏作为过往的支柱业务整体流水不增反降，收入同比下降；（4）流量盘稳住：平均每月活跃用户 (MAU)达到2.371亿，增速38%，符合市场预期；但整体用户粘性和ARPU值略有下滑。\n\n一、增收不增利，是不想，还是不能？\n总体上，B站Q2净营收44.95亿元，同比增长72%；毛利9.89亿元，毛利率降至22%；经营亏损15.21亿元，亏损率高达34%。\n\n（数据来源：公司公告）\n从收入端来看，B站营收来自四块业务：手机游戏、增值服务（VAS）、广告、电商及其它。\n从2020年Q4开始，B站增值服务的占比就超过游戏，成为新的支柱业务；Q2这块业务营收16.34亿元，占总营收36.37%。而B站Q2的增长亮点来自广告，同比增长201%，营收首次超过10亿元，占总营收比提高至23.34%；当然，高增长也部分因为基数小，持续性待观察。B站Q2电商业务同比增长195%达5.78亿，占比与2020年持平，为13%。\n从营收结构上，B站已经实现“多轮驱动”，且更像一个互联网平台了（游戏业务后面会单独讨论）。\n\n（数据来源：公司公告）\n从成本端来看，B站Q2营收成本35.06亿元，同比增长74%。考虑到营收同比增长为72%，毛利率的些微下降来自营收端，原因可能包括高毛利的游戏业对营收贡献的下降、分成比例增加等。\nB站营收成本同样包括四部分：收入分成、内容成本、带宽及服务器、电商及其它。\nB占的收入分成是大头，Q2为17.47亿元，占营收的38.87%（2020年为36.4%），占比增长部分源于提高直播分成(给主播的分成已提升至80%-90%)。考虑到PUGV（专业用户生成视频）内容的播放量已占B站总播放量的93%，这也是其为了增长而主动选择更多让利。对B站来说，PUGV内容不仅是内容产品，还具有社交属性，能增加用户粘性。不过要注意的是，虽然B站的收入分成+内容成本仅占营收的一半多，远低于爱奇艺等平台，但其内容存在版权隐患。\n\n（数据来源：公司公告）\n从费用端来看，B站Q2总运营开支为25.10亿元，同比增长107%，且营销费、行政开支和研发支出均翻倍，这也是导致经营亏损率高于市场预期的原因。\n\n（数据来源：公司公告）\nB站董事长兼CEO陈睿曾将B站的商业模式总结为：用内容吸引用户、社区留住用户，再提供更多内容或衍生，如果用户喜欢就去消费。\n而B站Q2在增加74%的成本投入和107%的费用投入才换来72%的营收增长。即使不考虑分成和内容成本，未来仅市场费用的增加也够B站“喝一壶”。\n根据B站过往MAU和市场费用间的关系（2020Q2-Q4年实现MAU同比增速55%左右，市场费用增速区间为147%-227%；Q2MAU同比增长38%，市场费用同比增速为107%），用户获取成本在增加。为了实现2023年MAU达到4亿的目标，以及维持高增长的形象，B站必然不想更不能减少投入，增利不增收还会继续。\n二、都是尊贵的用户，谁能让B站赚更多？\n可能有人会觉得对B站持续增收不增利的论断过于“刻舟求剑”，且没考虑到用户ARPU值的提升。这部分就仔细看下B站的用户情况。\n陈睿在财报中对用户数据的介绍如下：“ MAU 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