网易云的招股书，递交了几分情怀？

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网易云的招股书，递交了几分情怀？

灵猫财经2021-06-05

“深夜网抑云时间到了”，每到晚上就能碰到一些网友像是打卡似的进入了网易云的世界，他们说白天太忙，只有晚上才有时间网抑云，这大概是舒缓白日压力最好的途径了吧。很多“网抑云”是指一部分抑郁状态的人通过网抑郁来释放自己的灰色情绪，但并不乏大部分忙碌了一天的人们在听音乐的时刻来缓解压力、表达自己的心情。仅了解身边的朋友所使用的音乐软件所知，大部分都是通过网易云来听歌，偶尔刷一下短视频，再有多余的时间就是...

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Weimar
·2021-06-06
任務
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- 南风知我意吹梦到西洲:
  赞赞赞
  2021-06-06
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- SP2021:
  赞
  2021-06-06
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- LXWYCY:
  [财迷]
  2021-06-06
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Pangabui
·2021-06-06
據相關信息顯示，網易雲三年在版權上耗資近百億元，並且整體呈現虧損，在建設與發展並列前行的時候，網易雲音樂並不能控制好收支平衡，反而對如何增長營收顯得束手無策，因此在對音樂直播以及數字專輯和音樂衍生產品上的發力反而成爲網易雲音樂緩解變現難的突破口。
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6
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hhang
·2021-06-06
贊
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3
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- MuffinsDaddy:
  ok
  2021-06-06
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JWZ137
·2021-06-06
[開心]
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2
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- MuffinsDaddy:
  ok
  2021-06-06
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VersaillesLi
·2021-06-06
[呆住] @NasdqAlpha
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2
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- NasdqAlpha:
  [开心]
  2021-06-06
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- NasdqAlphaReplying toMuffinsDaddy:
  [微笑]
  2021-06-06
  Reply
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- MuffinsDaddy:
  ok
  2021-06-06
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xian90
·2021-06-06
一直上就滿滿情懷[得意]
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Sky好
·2021-06-06
關注任務
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4
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- MuffinsDaddy:
  ok
  2021-06-06
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yoyo6969
·2021-06-06
任務
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3
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- yoyo6969:
  回复
  2021-06-06
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Youn7276
·2021-06-06
關注了！任務！
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- WZiYa:
  Good to know.
  2021-06-08
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SP2021
·2021-06-06
贊
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- Weimar:
  任务
  2021-06-06
  Reply
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- SP2021:
  赞
  2021-06-06
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伙计办大事
·2021-06-06
任務
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4
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- uuffhhvdrg:
  [微笑][开心]
  2021-06-06
  Reply
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我太难
·2021-06-05
[呆住]
Reply
1
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- 我太难:
  。。。。
  2021-06-09
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瀚妈
·2021-06-05
O
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Cjchow1919
·2021-06-05
like and comment
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- Cjchow1919:
  谢谢
  2021-06-06
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- 瀚妈:
  Ok
  2021-06-05
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anieny
·2021-06-05
關注了
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6
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- CodyTang:
  [得意]
  2021-06-05
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JWZ137
·2021-06-05
任務
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LittleGuiLin
·2021-06-05
滿滿的情懷。但是不一定盈利
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- 一茗王:
  对
  2021-06-06
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MyKhoo
·2021-06-05
回覆
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- sptang:
  ?
  2021-06-06
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李炳华
·2021-06-05
要看看有幾多股.就有幾多情.有請回覆.嘻嘻嘻！
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BradyLoh
·2021-06-05
每日任務打卡
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feelings?","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/7bca5db9f5dd3693035a61658ffa4575","symbols_score_info":{"09999":0.9,"NTES":0.9,"QNETCN":0.9},"content_text":"“深夜网抑云时间到了”，每到晚上就能碰到一些网友像是打卡似的进入了网易云的世界，他们说白天太忙，只有晚上才有时间网抑云，这大概是舒缓白日压力最好的途径了吧。\n很多“网抑云”是指一部分抑郁状态的人通过网抑郁来释放自己的灰色情绪，但并不乏大部分忙碌了一天的人们在听音乐的时刻来缓解压力、表达自己的心情。仅了解身边的朋友所使用的音乐软件所知，大部分都是通过网易云来听歌，偶尔刷一下短视频，再有多余的时间就是泡在微信群聊当中。\n从部分人的生活状态中可以看出情绪化生活的是普遍存在的，但是目前递交了招股书的网易云，中间有几分是情怀，或许还很难说。巨头当前，屈居第二？\n自虾米失去斗志，也只有网易云还在与腾讯音乐存在竞争，据天眼查APP显示，阿里与百度都是网易云音乐背后的融资人，而虾米音乐与百度音乐“失声”后，或许阿里与百度也将网易云音乐作为与腾讯系音乐竞争的最大的赌注。\n\n网易云音乐融资历程\n如果真的去评价在线音乐的体系，或许已经“失声”的虾米也是众多音乐人的情怀起源地之一，只是行业波澜壮阔，最终仍是体系庞大、拥有超过七成音乐版权的腾讯音乐成为了在线音乐的巨头，而两酷一Q也奠定了腾讯音乐的霸主地位。\n如果真的让网易云音乐与腾讯系音乐对抗，也许三家中的任何一家都能超过网易云音乐，但作为背负深夜“网抑云”的情感宣泄地，网易云的满腹情怀，或许也足矣支撑它继续前行。\n尽管网易云在体量上比不过腾讯音乐，但身为在线音乐的老二哥，仍旧在赛道上说得上话。据艾媒网发布的《2020年-2021年中国在线音频行业研究报告》中显示，2020年中国在线音频用户规模为5.7亿人，预计2022年将增长至6.9亿人，而在线音频用户量的增长，也给整个行业带来了更大的竞争力，让网易云音乐有了更多的探索空间。\n从在线音频一超多强的状态来看，除去稳稳占据第一的腾讯音乐，网易云音乐、荔枝fm、喜马拉雅等都在争夺在线音频引发的耳朵经济。有数据显示，荔枝在上市后，启动布局loT生态，并且与小鹅汽车等多家车企厂商合作，通过车载场景来实现业务、流量的双向增长。\n巨头不显，中小玩家也在不断探索在线音频的发展，一个耳朵经济也会带来错综复杂的竞争。在笔者看来，在线音频中，虽然音乐类占据大部分比重，但是荔枝FM、蜻蜓fm、喜马拉雅等仍旧是赛道内不可或缺的生态构成因素。\n在在线音频业务复杂多样化的同时，声音的延展也出现新的商机，譬如音乐直播、PK等，以及博客声音直播等都是音频经济的分支，也是其发展分布的重要一环，而网易云音乐也在音乐直播上卯足了劲。\n直播经济的收益很可观，就拿目前的直播电商来说，就是直播经济重要的发展重心，同时各类主播的直播打赏也成为直播经济的收入大头之一，而音频直播自然也是靠着直播打赏以及涨粉为平台带来了流量经济。不仅网易云如此，腾讯系音乐也将音频直播作为重点业务维系，这也是其分支业务的重要发展途径。虽然赛道内各个玩家纷纷发力直播期望增长，但行业现状的不明朗依旧是网易云音乐未来发展的阻碍。商业化需求，丁磊亲自上阵的窘境\n从在线音频最直观的变现方式来看，会员服务与直播打赏是作为网易云能够在C端得到营收的最明确的两点，但是仅依靠这两种变现并不能支撑网易云音乐的长久发展，因此探索更有利的变现内容也无可厚非。\n网易云音乐虽然位居在线音乐第二位，但其发展并非顺遂人心。近两年，网易云产品副总裁王诗沐离职、市场副总裁李茵离职以及最初负责人王磊离职都在释放网易云的不良讯号，三人离开网易云为网易云内部员工带来的也是消极的情绪，因此这时只有丁磊重新扛起网易云的大旗，再重新探索网易云的未来发展。\n据网易云音乐招股书显示，2018-2020年网易云音乐营收分别为11.48亿、23.18亿、48.96亿元，归属于公司股东的净亏损分别为20.06亿、20.16亿、29.51亿元。三年的连续亏损导致网易云音乐尽管背后站着网易，但仍旧吃力的面对市场的发展，而丁磊此时站出，或许也是无奈之举。\n2017年是网易云音乐强调做泛娱乐内容社区的第一年，也是“网抑云”的爆发之年，有很多人说网易云的情怀，而情怀也是从网易云音乐的泛娱乐内容社区走出的。很多用户都知道，每一首音乐背后几乎都拥有听音乐人的感受，或是感同身受的故事、或是此时的感性心理，就会让更多的用户驻足、留下故事，这也是网易云音乐的评论文化。\n虽然评论文化的流量属性虽然较重，但是并不能作为广告主青睐的因素，毕竟再评论区的广告变现机率太小，容易造成盲目营销的效果，反而不如在投屏页面、开启页面做广告变现快。在广告的形式上，广告主一定会考察广告位置所带来的转化率，显而易见的是，在线音频行业的变现能力稍弱，比不得其他内容社区，因此另求他法也被列入网易云音乐的变现需求之中。\n神评爆火的根本离不开网易云音乐的内部建设，据相关信息显示，网易云三年在版权上耗资近百亿元，并且整体呈现亏损，在建设与发展并列前行的时候，网易云音乐并不能控制好收支平衡，反而对如何增长营收显得束手无策，因此在对音乐直播以及数字专辑和音乐衍生产品上的发力反而成为网易云音乐缓解变现难的突破口。\n变现难和中高管理层退出，是目前网易云音乐的痛点，而丁磊上阵不仅仅是对旗下业务的重整，或许更多是的百度、阿里与网易联盟在音乐赛道对腾讯的竞争，但网易云音乐要的是突破增长，并非一腔热血，因此商业变现的突破必不可少。技术性探索，IPO不全是情怀\n站在盈利的角度来讲，最快的商业途径无非就是压榨流量的价值，依照网易云音乐的用户量逐年增长的背景，结合音乐直播、数字专辑和音乐衍生产品是最快的营收增长途径，但是相比而言，网易云音乐的长期发展并不局限在眼前的增长，而是长远的去考量事态的发展。\n与腾讯音乐相比，版权上被碾压是体量上的问题，目前很难实现超越甚至比肩，因此网易云音乐的发展仍旧离不开神评破圈的情怀，而一些人说网易云音乐依靠情怀上市，或许也不能一棒子打死这种说法，毕竟情怀相当于网易的用户画像与用户粘性，属于平台发展的重要根基，但对于递交了招股书的网易云音乐来说，情怀只能是辅助作用，平台的发展仍旧需要体现在内部的硬实力上。\n网易云打造音乐社区以及歌单的战略，很大原因是建立在巩固流量、裂变流量的因素上，但同时也是完善网易云音乐的社交属性，社区交流与歌单分享也为网易云搭建了一个比较完善的社交空间。社交属性有利于巩固其他业务线，就像微信能够实现私域流量的高度利用，直播、数字专辑和音乐衍生产品都有会受到社交属性的加强而更有效的带动营收增长。\n营收增长是为了尽量弥补网易云音乐社区建设和其他业务建设时的损耗，一涨一降但是并不能完全填补整体营收的亏损，因此站在长期主义的角度考虑，网易云音乐仍旧需要在技术探索发展上发力，保持用户的热情才会使得营收突破增长。\n技术性探索重心放在内容社区的建设上，从一定意义上来说，技术性探索仍旧是建立在用户情怀的基础上，虽然上市IPO并不全部依靠情怀，但是网易云音乐的上市离不开用户的情怀，而网易云音乐的内容社区恰巧就是围绕用户这种独特的情怀之风。\n总的来说，技术性探索无非是为长期发展打下铺垫，但是网易云音乐的持续发展并不能离开营收的增长，因此在进行技术性探索的同时，保持原有业务的拓展，保持对用户的服务也是同样重要。就像大厦需要基石与图纸，那么作为基石的流量却是必不可少的一环。而未来网易云音乐的长期建设能走多远，还是要看用户的黏性程度以及增长基数。\n网易云音乐IPO之后，将会以新的身份探索音乐市场，作为在线音乐的行业第二，网易云仍有大把的商业机会去开发，因此也希望聚拢用户情怀的网易云，能够有更体贴的成长。","kind":"news","is_publish_news":true,"is_publish_highlight":true,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[{"id":115018095,"gmtCreate":1622940691817,"gmtModify":1704193400639,"author":{"id":"3577161019857161","authorId":"3577161019857161","name":"Weimar","avatar":"https://static.tigerbbs.com/da6e5b3d505c60c5dbc3873ae72d6e3b","vip":1,"crmLevel":1,"crmLevelSwitch":0,"idStr":"3577161019857161","authorIdStr":"3577161019857161"},"htmlText":"任務","listText":"任務","text":"任務","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":3,"commentSize":3,"repostSize":0,"link":"https://ttm.financial/post/115018095","repostId":2141288301,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"comments":[{"id":4596995,"gmtCreate":1622941894412,"gmtModify":1663228032636,"authorId":3583224787658220,"author":{"id":3583224787658220,"idStr":"3583224787658220","authorId":3583224787658220,"name":"南风知我意吹梦到西洲","avatar":"https://static.tigerbbs.com/a9c555d00fb3cc17e6c2f7deac0fa8f6","vip":1,"crmLevel":1,"crmLevelSwitch":0,"individualDisplayBadges":[]},"repliedAuthorId":0,"objectId":115018095,"type":1,"supId":4596682,"prevId":0,"content":"赞赞赞","text":"赞赞赞","html":"赞赞赞"},{"id":4596682,"gmtCreate":1622940750076,"gmtModify":1635335591777,"authorId":3575508103712478,"author":{"id":3575508103712478,"idStr":"3575508103712478","authorId":3575508103712478,"name":"SP2021","avatar":"https://static.tigerbbs.com/bb4b05cedc2864e9c2d8796bb319f4bb","vip":1,"crmLevel":1,"crmLevelSwitch":0,"individualDi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