ProgrammerSought

Suddenly, both the AppStore and the major Android app stores, the traces of the live broadcast giant Douyu APP disappeared without a trace. At the juncture of the continuous impact on the market, Douyu planted another one.

The debate around this Wuhan Internet company has never stopped. As one of the leading large-scale live broadcast platforms across PC and mobile terminals in China, Douyu's troubles are as big as its popularity, and the popular anchors have committed crimes one after another. If it's just an internal contradiction in the game industry, then Chen Yifa's jokes about the pain of the nation have become a public enemy of the whole people.

Looking back, Douyu was taken off the shelves this time, which has an inevitable inheritance relationship with various negative aspects of the past. The problem of the platform is at the root. Behind the main broadcast incident, it is essentially Douyu's own extreme obsession with "gifting gifts". The prospect of the app being taken off the shelves and going public is questioned again. This "double package" Douyu does not eat well. injustice.

Douyu's delisting is a product of revenue anxiety

Any company that is preparing to go public, in addition to telling a beautiful story, the financial report figures also need a shock wave, and the anxiety caused by Douyu's delayed revenue performance has jeopardized the rationality of Douyu's business decision-making. .

1. Impatient, from eating "hot tofu" to eating "poisonous tofu"

The reason given by Apple for the Douyu app’s removal is that “apps without financial lending qualifications cannot launch loan functions”.

If Douyu has to develop a financial business that only lends funds instead of P2P, it is understandable. After all, diversification and more channels to increase revenue are in the process of cleaning up. Users eat "hot tofu".

But the problem was not as simple as Apple said. In a game post bar, netizens picked up Douyu's advertisements that were suspected of seriously inducing loans and gifts: Douyu's advertisements to loan companies bluntly said, "It's not bad for gifts, and 40,000 is loaned to you without interest."

The incident of fans embezzling huge amounts of public funds to pay for gifts is still vivid in my mind. The aftermath of Baidu’s giant Tieba Quit Gambling Bar was forcibly shut down for “inducing small loans”. .

The fact that drugs do not actively harm others does not mean that drugs are reasonable. For many people who have no self-control, taking out their own money for gifts is not enough. The addition of small loans may make them fall into a deeper abyss and cannot turn back. In order to obtain revenue from gifts, Douyu has already planned to eat "poisonous tofu".

2. In addition to blatant provocation, the "black screen gift" also has a certain "morbidity" in the user ecology

The Douyu APP was completely removed, or because of the provocation of Chen Yifa's "no stop" in the live broadcast room.

After Chen Yifa was banned for making fun of the Nanjing Massacre, the fall of the three eastern provinces and other events, on September 11, in the state of black screen (that is, the anchor did not live broadcast), a large number of gifts and barrage appeared in his live broadcast to celebrate the fourth anniversary of his live broadcast. The highest popularity that day was 3.245 million. Statistics from third-party platforms show that from noon on September 10th to noon on 11th, the live broadcast room with a black screen received a gift of more than 220,000 yuan.

Of the 220,000, according to the sharing rules, the Douyu platform will get at least 110,000. That's right, a female anchor who has provoked the anger of the whole people, just because she is the first sister of Douyu, can create a lot of non-capital revenue for Douyu after being banned (Douyu doesn't even need to pay bandwidth costs for live broadcasts).

On the one hand, this is a blatant provocation by platforms, brokerage companies, and fans to supervision and public opinion; on the other hand, Douyu and its top anchor's agency and fans are in a relationship of confrontation and mutual symbiosis. Douyu can use technology in technology. The live broadcast was banned, but it was difficult for these people to be "subdued". For their "idol", they could be dissatisfied with the supervision and public opinion. This kind of fan ecology may have entered a morbid state.

If it is said that the anchors are trying their best to pretend for gifts, and users are teased to swipe gifts to satisfy their vanity, then Douyu itself may be more indulged in "gifting gifts" than they are. After all, on the eve of the upcoming listing, in order to make financial reports Look good as soon as possible, and the business of advertisements and games will definitely come faster without brushing gifts. According to media reports, Douyu's revenue in 2017 exceeded 1 billion yuan. Correspondingly, Huya's prospectus showed that its revenue in 2017 exceeded 2 billion yuan. For this reason, users are encouraged to take loans for gifts and leave gifts on the black screen. As expected.

The delisting will resume, but the blow to Douyu will be far-reaching

According to the plan, the Douyu app will resume on October 15th. However, the delisting can be restored, but the impact of Douyu by the delisting incident may not be eliminated in the short term. At least on three levels, Bettas need to drink a pot:

1. Listing or being re-evaluated

On the eve of Meituan's listing, Wang Xing prayed on Weibo that "there will be no black swan events", which shows that no mistakes can be tolerated at the critical moment of promoting the listing. Especially for Internet companies, the Internet business determines everything, and market public opinion has a great impact on the fundamentals.

The delisting reflects that Douyu, as an Internet product, still faces many unknown, uncontrollable or intentional mistakes. For the capital market, this is a blow to confidence and enough to arouse market suspicion.

Although there is no need for a trial to switch from Hong Kong to listing in the United States, even after a forced listing, things like falling below the issue price may not be what Douyu does not want to see. It is very likely that Douyu will need to be re-evaluated by the market and public opinion due to the delisting event after it has been on the market for a long time, and the listing process can only be continued after this evaluation has stabilized.

2. User growth takes another hit

After the official Douyu was removed, the suggestion to the inquiring customers is to enter the Douyu official website through a browser and download the installation program by themselves.

Does this approach itself go against the will of Apple or the domestic regulators? If Douyu can freely install programs for users and make them install smoothly, what is the prestige of the AppStore and regulators?

Stepping back 10,000 steps, even if we do not discuss whether this temporary solution for official website downloads violates the regulations, Douyu, which is already facing weak user growth under the pressure of revenue, will suffer almost zero growth.

It is worth mentioning that the LOL year-end finals, one of the most popular events in the live broadcast industry, is underway. Douyu’s removal can only be done by handing over its popularity to platforms such as Penguin and Huya, which are in fierce competition. It is known that the competition for user data in the live broadcast industry is already very anxious. According to the data of Questmoblie, the data of the average daily active number of game live broadcast platforms in August showed that Huya 12.669 million people and Douyu 12.4987 million people ranked the top two. In addition, Douyu's own annual Yule Festival is also doing a lot (this is a good time for Douyu to rush to revenue). When two key moments meet together, Douyu's overall revenue has to be reduced. people worry.

3. Word of mouth further declines

If it is said that in the process of online gambling killing people, small loans have played a role in fueling the flames, then Douyu’s approach of encouraging loans to give gifts is dragging itself into the same public opinion as the online gambling platform. Gambling platforms cheat money through routines, and in the face of users with poor self-control, Douyu’s never-returned gift money may not be much different from online gambling platforms in the nature of the “gold-absorbing black hole”.

This is not just a question of encouraging irrational consumption. If watching live broadcasts with debt becomes the norm, I am afraid that the live broadcast industry will collapse rapidly due to environmental corruption after a wave of gold.

Undoubtedly, in the crusade voices of netizens, Douyu's reputation will be further affected by the delisting incident. This, together with the impact of users and revenue growth, has become an obstacle to the positive evaluation of Douyu in the capital market, and Douyu may be further away from listing.

Entertainment is inseparable from live broadcast, but live broadcast still needs to do long-term business

In the entertainment era centered on TV, live broadcasting is the most professional and important content form, carrying the greatest expectations of users. In the era of network and display screens everywhere in the mobile Internet, the booming entertainment industry is also inseparable from the live broadcast industry - it is the entertainment field with the largest content, the most abundant forms, and the most direct interaction.

On the one hand, this represents the important position of the live broadcast industry in the entertainment industry. The irreplaceable position determines the huge and promising development prospects of the entire live broadcast industry, and even becomes the vane of the development of the entertainment industry in the Internet field.

On the other hand, this also shows that the live broadcast industry should be more in line with the general trend of the entertainment industry. When pan-entertainment is out of control, it is necessary for the live broadcast industry to stand up and set a positive and positive example on behalf of the large entertainment field.

After the equally well-known live + video platform Station B was taken off the shelves, it immediately expressed a deep review and reflection. In addition to special rectification, it also promised to double the review manpower to produce and spread content that promotes the main theme and positive energy. How can Douyu move against the current in such a big environment, not only does not provide active guidance, but also "innovatively" combines small loans with gift brushing, which is embarrassing.

Douyu's approach is essentially the Internet's fast capital mentality at work, rapid investment, rapid results, and rapid profitability, disregarding the regulatory responsibilities of domestic live broadcast platforms, and disregarding the responsibilities that live broadcasts should bear as an important member of the entertainment industry.

From the perspective of running a business and doing business, although live broadcasting comes from the glitz of Internet entertainment, it is a business that requires long-term business thinking and intensive cultivation. It must simultaneously meet social value guidance, user needs, and anchor ecology. Harmony, from which Obtain the market returns that you deserve, so that you can build a long-term industry, and you don't have to fall into the development pattern of quick capital grabbing a handful and leaving.

This logic is also valid in the capital market. If you want to impact the listed Douyu, it is time to really reflect on it from the bottom of your heart.

【over】

ever ring the bell

1 Top 10 authors in 2016, including Titanium Media and Pintu Business Review;

2 Tiger Roar Award judges;

3AI new media "Intelligent Relativity" founder;

4 Author: Author of best-selling books such as [Mobile Internet + Business Opportunities under the New Normal];

5Contributors to nearly ten magazines including "Business", "Business Review", "Sales and Marketing";

6 Nearly 80 columnists including Titanium Media, Jiemian, Tiger Sniff, etc.;

7 The proponent of the concept of "brain artist" (brain craftsman) has now evolved into "self-media" and has become an industry.

8. Now he is the "Contracting Author of Today's Toutiao Q&A" and a communication consultant for many technology and intelligent companies.