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padding: 5px 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-align: center;"><img alt="u=4033556367,843460923&fm=173&app=49&f=JPEG.jpg" src="http://www.qqcjw.com/UploadFiles/2019-9-11/6370381046779113459343379.jpg" title="u=4033556367,843460923&fm=173&app=49&f=JPEG.jpg" /></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 0em; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px;">编辑</span><span style="font-family: 宋体; letter-spacing: 0px;"> | 于斌</span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">出品 | 于见(mpyujian?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> </p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">对于线下梯媒行业“老二”新潮传媒来说,大山一般的竞争对手与日趋见底的行业潜力正让它陷?ldquo;续命”式发展的挣扎中。上月初,近年来业绩表现愈发堪忧的新潮传媒宣布获得京东领投的?0亿元人民币的新一轮融资,搭上电商巨头京东似乎给新潮传媒艰难的生存现状增加了一?ldquo;底气”?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">如果说有钱就有底气的话,那么新潮传媒其实?ldquo;成功”的。在京东领投之前,它还在去年四月获得了成都高新区产业引导基金?0亿元人民币投资;去年底,新潮还获得了由百度领投的共计21亿元投资。不到两年的时间里超?0亿的融资规模,先后搭上百度、京东甚至成都市政府,新潮传媒到底是高速扩张还是极度缺钱?</span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">从这两年新潮传媒的业绩表现来看,我们更倾向于后者。过去几年,亏损、竞争加剧、行业地位成疑、烧钱式扩张是新潮传媒的主旋律,作为传统线下梯媒行业代表之一,新潮传媒难以让人看到它在广告行业整体下滑大背景下的更多潜力,所以可以预计的是,新潮传媒在未来一段时间里将继续在“续命”中挣扎。过去有百度,最近有京东,下一次又会是那家巨头来帮助新潮传媒续命呢?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> </p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><strong><span style="font-family: 宋体; color: rgb(51, 51, 51); letter-spacing: 0px; font-size: 16px;">一心追赶分众,新潮传媒却始?ldquo;在路?rdquo;</span></strong></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">关于新潮传媒?ldquo;老大?rdquo;,其实一直是业内经久不衰?ldquo;?rdquo;。但历数新潮传媒发展6年以来的成绩,我们发现它不仅未能实现对行业老大分众传媒的赶超,甚至连行业老二的地位也面临着诸多争议?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">2004年,《新潮》生活周刊成立?008年,新潮网正式推出,之后?013年新潮传媒集团创立之际,新潮正式决定从杂志领域转型到社区电梯广告行业,谋求开拓社区电梯内的电视媒体新场景,现在我们所熟悉的新潮传媒才就此“浮出水面”?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">转型伊始,新潮传媒的发展并不顺利?014年它终于收获了自己的第一笔总额为六千万元人民币的天使轮融资,随后新潮传媒开始迈入发展的快车道?015年,新潮传媒完成与声画传媒的并购工作?017年,新潮传媒获得新一轮总额?0亿元人民币的投资,领投方包括欧普照明、顾家家居等,新潮传媒开始在业内引起大范围的关注?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">需要指出的是,2017年新潮传媒发展那么快是得益于它面向全国市场的业务扩张。此前一年,新潮传媒的主要市场阵地还在西部地区,营收规模只在七千万左右的量级?017年,新潮传媒开始进军北京、上海等全国市场,它在这一年度的总营收突?亿元人民币,在营收数据上一跃成为中国社区媒体行业第二,仅次于分众传媒?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">基于此,新潮传媒继续获得了大量资本热钱的“追?rdquo;?018?月,新潮传媒又获得了红星美凯龙、元璟资本、岳佑投资等知名机构的投资,它进一步成为了资本市场与社区媒体行业关注的焦点?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">至此,新潮传媒的发展历程不可谓不迅速,取得的成绩也?ldquo;喜人”,但在新潮传媒发展的这些年之中,争议同样伴随左右?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">相比于传统社区媒体企业的“低调”做派,新潮传媒一进入市场就显现出?ldquo;激进高?rdquo;的那一面?013年刚进入电梯媒体市场时,新潮传媒就开发出了自己的社区电梯电视LED联播平台,并借此先后进行了大范围的融资。此后,新潮传媒陆续收购了声画传媒、纵捷传媒来扩大自己的业务版图,随后又将自己的市场覆盖范围扩张至包括北京、上海、广州、深圳、杭州、武汉等在内的全国电梯广告业务市场?017年,新潮传媒还在北京“高调”地召开了旗下首次品牌发布会?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">不像常规电梯媒体企业们的传统做派,新潮传媒一经切入市场就高举着互联网烧钱模式的大旗,融资、扩张、并购等成为企业发展的主旋律。在此过程中,深谙互联网行业经验的新潮传媒当然也免不?ldquo;高举高打”的品牌发展策略?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">在社区媒体广告行业崭露头角之后,新潮传媒开始深度绑定行业老大分众传媒而进行了一系列的传播推广工作,虽然新潮传媒一直到今日仍然与分众存在着不小的差距,但它始终高调推广自己是与分众传媒并列的电梯广告两巨头之一,这让它一直被业内及行业里的其他玩家所诟病?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">2018年,网络上流传出一份题为《关于全面抢夺分众亿元用户的通知》的新潮传媒内部文件,在这份文件中,新潮传媒表示将会以补贴、打折等形式与分众抢夺客户,其中话术“江湖?rdquo;甚浓,大有一举将分众传媒“拉下?rdquo;之势,这让新潮传媒陷入了巨大的质疑声中?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">事实上,同行们对于新潮传媒的行业地位并不认可,它“强行”将自己与分众并列?ldquo;碾压”其他所有同行的宣传口径让同行们颇有微词。有意思的是,同样号称自己是行业第二的华语传媒还曾针锋相对地表示,“在电梯广告行业中华语传媒是绝对的行业第二,新潮传媒顶多只能排在第4或第5名,拿到处赠送广告来粉饰市场,用击鼓传花来拉升公司估值,华语学不会新潮传媒的这些忽悠投资者的把戏”?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">据新潮传媒官方信息显示,目前它在规模上最乐观也就只有分众传媒的六分之一,显然离分众的距离还有很远,这也给新潮传媒的高调宣传添加了一笔重要的“注脚”。当然,质疑声并没有改变新潮传媒高调的做派。就在几个月之前,新潮传媒还在召开?019启动大会上激进地表示?ldquo;新潮传媒要做到营收过100亿、市值过500亿才算及?rdquo;,新潮方面还表示自己“未来有机会成为市值超千亿的好公司”?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> </p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><strong><span style="font-family: 宋体; color: rgb(51, 51, 51); letter-spacing: 0px; font-size: 16px;">烧钱才是主旋律,新潮传媒扩张模式陷入长期质疑</span></strong></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">就像前面所说,表面风光无限的新潮传媒,背后却一直长期被质疑融资烧钱、资金链紧张,企业内生业务增长模式存疑,这从相关财报数据上我们可以窥得一二?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">2017年上半年,新潮传媒总营收近七千万元人民,但净亏损高达5795.62万元,据此曾有媒体推算,新潮传媒?017整年的亏损额在一亿元人民币往上。随着2018年之后新潮传媒愈发高调地“对标”分众传媒并加速扩张,其烧钱的步伐显然并不会得到改善?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">近年来在融资市场的动作频频可能就预示了新潮传媒对于资金的“渴求”?018年初,新潮传媒获得成都高新区?0亿元人民币融资,?018年下半年,新潮传媒又马不停蹄地宣布百度入局,新一轮总融资规模高?1亿。但有相关人士曾表示,百度这次虽然按照新潮传媒一百亿元的估值直接投资了10亿元,但这笔融资协议内还有一?ldquo;对赌条款”,要求新潮传媒在2019年总营业收入达?5亿,还提出了成本支出方面的要求?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">正当百度入局、业内纷纷开始解读新潮传媒未来会依托于百度线上及流量优势做出什么样?ldquo;新动?rdquo;之时,新潮传媒在上个月又投入京东?ldquo;怀?rdquo;,宣布获得京东的?0亿元人民币投资。需要指出的是,去年高调宣传的合作伙伴百度,却在京东领投的这一轮融资中没有继续跟投?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">更有媒体曾经披露,在最新的这一轮融资中,京东投资的估值是参照去年百度投资时的估值来算的,这表示新潮传媒在过去近一年时间里的估值并没有上涨,百度也变相?ldquo;减持”了?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">从某种方面来说,长期被质疑烧钱、资金链紧张的新潮传媒通过拥抱互联网巨头而获得持续的投资,这对它来说是个好消息,至少手里有钱了。但从另外一个角度来说,融资如此频繁的新潮传媒难?ldquo;坐实”了外界对其资金链紧张的猜想,去年高调的百度在这一轮融资中缺位也给市场留下了很多不乐观的联想?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">据分析,去年百度投资新潮传媒之后,一直在加大对线下流量的整合力度,还推出了聚屏产品来落地社区生活场景。但从效果上来看,新潮传媒的屏幕在百度聚屏计划中的转化率较低,效果未达人意,这或许是百度选择不继续跟投的主要原因之一?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">宏观经济下滑、资本遇冷的互联网行业大背景下,烧钱式扩张的新潮传媒虽然至今在融资市场的表现一?ldquo;顺风顺水”,但之后它是否仍然能够如此发展,这还是一个未知数?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> </p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><strong><span style="font-family: 宋体; color: rgb(51, 51, 51); letter-spacing: 0px; font-size: 16px;">?ldquo;老大”位置尚远,整个行业却已提前显现出疲?/span></strong></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">对于刚刚获得新一轮融资的新潮传媒来说,最值得担心的或许不是钱的问题,但在新潮传媒依然离行业老大距离尚远的背景下,整个社区媒体、电梯广告行业却已经开始显示出?ldquo;疲?rdquo;,这或许才是新潮传媒更加值得担心的问题?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">经过多年的直接对标与烧钱扩张式的追赶,新潮传媒在行业中的真实地位真的像它自己宣称的那样已经与分众传媒并列了吗?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">根据在新潮传?019年启动大会上,新潮传媒创始人张继学的表述?ldquo;2016年,我们是行业老大?18分之一?017年,我们是老大?0分之一?018年,我们是老大?5分之一?019年,我们要达到老大?分之一。今年如果做到(总营收)30亿,和各大卫视的广告收入相比,我们会进入?名,2021年我们要挑战100亿营?rdquo;?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">暂且不谈其中数据可能存在?ldquo;水分”,我们可以发现尽管新潮传媒这些年通过大肆扩张与并购实现了高速的增长,但其目?ldquo;最乐观”的体量也就只有行业老大分众传媒的六分之一上下?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">这剩下六分之五的距离会像此前一样让新潮传媒“收割”地那么容易吗?答案是否定的,原因就在于从近几年开始,中国整体的广告市场已经开始出现了“需求疲?rdquo;的趋势,新潮传媒在此过程中当然也难挡行业的消沉。随着市场边际成本的增加,以及面临的诸多质疑和挑战,新潮传媒未来想要进一步拉近与行业老大之间的差距要付出更多的精力与金钱?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">关键是,作为行业老大的分众传媒在国内电梯媒体市场的市场占有率高达9成,它会“坐视”新潮传媒?ldquo;挑战”吗?越是行业疲软之下,头部巨头的影响力可能越会波及追赶中的玩家?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">再加上新潮传媒常年亏损的业务扩张模式,我们很难想象它未来会靠什么来在行业中实现突围。根据今?月顾家家居发布的相关公告显示,截止去年年底,新潮传媒总营业收入为10.05亿元,净利润?10.74亿元,亏损几乎超过收入的情况下,新潮传媒难道就不着急吗?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">从本质上来说,新潮传媒最应该着急的点在于如何寻找到属于企业自身的内生增长动力?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">长久以来,新潮传媒的所有成绩似乎靠的都是外部融资和烧钱式的扩张,这显然并不能代表新潮在社区媒体行业中的真实实力。就以上个月京东对新潮传媒的投资为例,这与其说是投资,还不如说是京东为了应对阿里巴巴的快速发展而作出的战略性布局,并非代表着新潮传媒自身的发展取得了多大的成效?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">随着移动互联网的流量之争从线上拓展至线下,头部互联网公司们的竞争正在进入白热化的阶段。去年中旬,阿里巴巴入股分众传媒,为了避免阿里入股分众以后可能对京东线下广告的投放造成影响,京东最终决定投资新潮传媒?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">京东的入股被外界普遍认为是对于新潮传媒的一?ldquo;续命”操作,因为长久以来,新潮传媒资金链紧张的消息已经谈不上新闻可言了。曾经有新潮传媒离职员工对外透露,从去年百度投资对新潮提出了成本控制的要求之后,新潮方面已经开始了内部“优化”与业?ldquo;收缩”。今年开始,新潮传媒陆续被传出销售人员大幅降薪、开发人员大幅裁员、退出大量城市市场的消息?ldquo;开源节?rdquo;正成为新潮传媒未来一段时间里的主旋律?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-family: 宋体; letter-spacing: 0px; font-size: 16px;">在盈利这道大“?rdquo;面前,常年亏损的新潮传媒将如何破局?这是一个未知数。按照不到一年前百度领投、合?1亿元人民币的那次融资来算,融资仅八个多月之后新潮传媒就急于进行了下一轮的融资,其烧钱速度可谓“惊人”。相关市场预估显示,按照新潮传媒目前的烧钱速度,此次京东这一轮的融资最多可能也就能支撑新潮传媒八个月的时间?/span></p> <p style="margin: auto 0px; padding: 0px; list-style: none; line-height: 30px; color: rgb(0, 0, 0); font-family: "Microsoft YaHei", 微软雅黑; font-size: medium; text-indent: 33px; text-align: justify; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; 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