In the struggle with the old rival Tik Tok, Aote always occupied the position of "the second child" by winning less quickly and winning more with less.
At present, in the field of short video socialization, Tik Tok and automatic car occupy the top two users respectively. According to the data released by Aurora, a mobile big data service provider, in the fourth quarter of 2020, the average monthly active users of Tik Tok and A Auto Fast reached 629 million and 336.5438+0 billion respectively. The average MAU of Aauto's faster speed version is 225 million, up 65,438+050.0% year-on-year; The average MAU of Tik Tok Extreme Edition is 65.438+0.53 billion, with a year-on-year growth rate of 528.5%, and the competition between the two giants is more stable.
In terms of positioning, Tik Tok follows the trend culture of first-and second-tier cities and draws lessons from Weibo's operating stars and network celebrities, while Aauto Quicker further opens up the sinking market through the "old iron economy". Compared with Tik Tok made by online celebrities, Aauto Quicker has always been labeled as "earth" by the outside world, and the impression given to the outside world in the past was mainly low-key and Buddhist.
However, in recent years, as a Buddhist, Aauto Quicker began to show his "wolf nature". 2065438+June 2009, the founder and Cheng of Car Fast Consumer sent an internal letter to all employees, in which they expressed dissatisfaction with the current situation of Car Fast Consumer, thought it was necessary to change it, and called on all employees to enter the fighting state. This internal letter also reveals a clear signal that Aauto Quicker is tearing off the label of Buddhism and injecting wolf into the company culture. It will no longer be conservative in strategy and business, but take the initiative to pursue higher goals.
The commercialization of Aauto Quicker has also begun to accelerate, and the business revenue target has been raised again and again. In September 2020, Ma Hongbin, senior vice president of a auto quickless, announced that from June to August 2020, the commercial income of a auto quickless increased by 2.5 times compared with the same period of last year, and the number of head customers increased by 2.6 times. It has also been found that the once "rustic" Aauto Quicker has begun to go out of the circle. Jay Chou, a popular star, entered the fast-disappearing scene in a high-profile manner, and many stars such as Bo Huang, Yuqi Zhang and Eva Huang, as well as business leaders such as Dong Mingzhu and Ding Lei, also began to broadcast live. At the same time, Aauto Quicker also began to "bring goods" luxury accessories, cars and even houses, constantly seeking breakthroughs.
Obviously, "running fast" and landing in the Hong Kong stock market in the process of seizing the "first share of short video" is another manifestation of the wolf nature of Aauto Quicker, and the capital has also given a warm "response". On the first day of listing, the opening price of A Auto Fast was HK$ 338/share, which was 65,438+093.91%higher than the issue price of HK$ 65,438+05, and the highest intraday price was HK$ 345/share. As of the close of the day, it closed at HK$ 300/share, with an increase of 160.87% and a total market value of about HK$10.23 trillion, making it the fifth largest Internet listed company in China.
There is still a lot of room for imagination in the future of Aauto Quicker. Su Hua mentioned in his speech at the listing ceremony that in the past year, Aauto Quicker produced more than 654.38+03 billion videos, which lasted nearly 9.6 trillion minutes, and more than 20 million people earned income on the platform. Not long ago, Aauto Quicker announced that it had reached cooperation with ten provincial satellite TV stations, including Shandong Satellite TV. In addition, the "Warm and Auspicious Year" campaign of distributing 265,438+billion yuan red envelopes is also in progress, and the marketing offensive is still strong.
What can be done to recover the huge loss?
Landing in the capital market may be a staged victory for a auto faster, but it is far from a moment to celebrate.
Huge losses have always been a dark cloud hanging over Aauto Quicker's head. According to the prospectus of a auto quickless, the net losses of A Auto Quick Less 2017-2019 were 20 billion yuan,12.4 billion yuan and 197 billion yuan respectively (RMB, the same below). Excluding the changes in fair value, the adjusted profits of Kuaiche are 774 million yuan, 204 million yuan and 654.38+0 billion yuan respectively. Before 2020 1 1 month, the operating loss was as high as 9.4 billion yuan. The loss of Aauto Quicker comes from the promotion of active investment, talent introduction and R&D base. In the first half of this year, Aauto Quicker spent 654.38+03.28 billion yuan on promotion and advertising, and 2.3 billion yuan on research and development.
In the prospectus, a auto faster expects that sales and marketing expenses will show a downward trend. Aauto Quicker said that with the improvement of operational efficiency and the enjoyment of economies of scale, it is expected that the proportion of sales and marketing expenses in revenue will decrease in the future. With this listing in Hong Kong, a auto faster plans to raise funds to strengthen the ecosystem, strengthen R&D and technical capabilities, and selectively acquire and invest products, services and businesses in line with the growth strategy for working capital and general corporate purposes.
Compared with "throttling", "open source" is the only magic weapon to stop loss. The live broadcast service is the main source of revenue for A Auto Fast. According to the prospectus, in the first three quarters of 20 17-2020, the live broadcast revenue was 7.9 billion yuan,1860 million yuan, 31400 million yuan and 25.3 billion yuan respectively. Most of the income of live broadcast comes from the virtual gifts given by the audience to the anchor, and the income of live broadcast depends on the user's willingness to pay and the number of users who pay for live broadcast.
However, it is worth noting that the average monthly growth rate of faster paying users of Aauto has dropped from 65,438+024.60% in 2065,438+08 to 72.79% in 2065,438+09; The average income growth of paying users decreased from 4.57% in 20 18 to -2.37% in 20 19. In this case, Aauto Quicker is also adjusting its revenue structure. From 20 17 to the first half of 2020, the proportion of live broadcast revenue to the total revenue was 95.3%, 9 1.7%, 80.4% and 62.2%, respectively, which showed a decreasing trend year by year.
E-commerce business is the next growth pole that Aauto Quicker has high hopes for. Before 2020 1 1 month, the total e-commerce transaction volume of a auto faster reached 332.682 billion yuan, which was 5.5 times of GMV (total turnover) in 20 19, and it was the fastest growing e-commerce platform in 2020. Cui Lili said that at present, e-commerce is a fast way to realize traffic. For short video platforms, such a realization method is the most realistic. Whether the e-commerce business can break out depends more on the logical arrangement of the platform for e-commerce business.
Shen Meng said that although Aauto Quicker has found a way to realize traffic through e-commerce, it will still lose a lot every year. How to turn funds into stronger profitability after listing is a subject that a auto faster must face in the next stage.
Version 2.0 of Short Video Wars started.
Judging from the whole short video market structure, the listing of Aauto Quicker once again stirred the nerves of the whole industry.
Zhang Shule, an observer of the Internet and game industry, believes that the listing of Aauto quickless not only means that the arena of short video platform officially extends from the Internet to the capital market, but also needs to cater to the capital market to tell stories in the competition with Tik Tok.
Although Aauto quickless actively reserves "ammunition" for the next fierce competition, in the eyes of the industry, Aauto quickless has not yet established a solid moat. Shen Meng said that on the short video track, although A Auto Quick was the first to go public, on the whole, its advantages over competitors were still not obvious. The business model of realizing traffic through e-commerce is not stable enough, and the income stickiness is not sufficient. Aauto Quicker's current first-Mover advantage still can't let him sit back and relax.
At present, the offensive situation and growth momentum of Tik Tok are still very rapid. Tik Tok's "2020 Tik Tok Data Report" shows that by the end of 2020, the average daily video search volume of Tik Tok has exceeded 400 million times. By August 2020, the number of daily active users of Tik Tok has exceeded 600 million, including the volcano version of Tik Tok. At the beginning of 20021,Tik Tok launched the payment function and won the exclusive red envelope cooperation of CCTV Spring Festival Evening, paving the way for it to realize the content e-commerce store this year.
The addition of WeChat video number will also set off a new wave in the short video industry. Compared with other short video platforms, the video number is placed in the WeChat ecosystem. Because WeChat is backed by a huge traffic pool, the traffic growth of video numbers is stable and guaranteed. With the introduction of modules such as video number live reward, continuous wheat and creative tools, the field of realization brought by video number will be greatly broadened.
Before, Aauto Quicker and Tik Tok continued to compete, and then the WeChat video number stood out. The new war in the short video industry has started and entered the era of "Three Kingdoms Kill". Cui Lili said that in fact, the competition in the short video industry has entered a new stage after the platform traffic has formed a stable network effect. "The focus of competition at this stage is the liquidity of traffic." She added.
The listing of Aauto Quicker is the end of the short video war of 1.0 version and the opening of version 2.0. The Spring Festival holiday is just around the corner, which will also be a good opportunity for short video platforms to compete for users and traffic, and a new war has begun.