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追赶时间的沙漏

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追赶时间的沙漏

2021-01-03

$蘑菇街(MOGU)$看来是没有任何希望了！650股，成本接近6块，我该怎么办

追赶时间的沙漏

2020-07-30

$康迪车业(KNDI)$为什么停牌？

追赶时间的沙漏

2021-02-18

$蘑菇街(MOGU)$蘑菇街怎么最近没消息？股价会如何走？

追赶时间的沙漏

2020-12-08

$蓝城兄弟(BLCT)$为什么会被苹果下架

追赶时间的沙漏

2020-12-15

$跟谁学(GSX)$跟谁学怎么样？

追赶时间的沙漏

2020-12-05

我看不到蘑菇街的未来

蘑菇街：三心二意的风口“预言家”

追赶时间的沙漏

2020-12-24

$蘑菇街(MOGU)$有谁能指点迷津

追赶时间的沙漏

2021-02-18

$蔚来(NIO)$跌到40吧！[哇塞]

追赶时间的沙漏

2020-11-16

$蓝城兄弟(BLCT)$什么情况，不涨吗

追赶时间的沙漏

2020-11-13

$蘑菇街(MOGU)$什么时候财报啊！

去老虎APP查看更多动态

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}\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n蘑菇街37女生节圆满收官，直播GMV同比增长69%\n</h2>\n\n<h4 class=\"meta\">\n\n\n2021-03-27 16:58 北京时间&nbsp;&nbsp;&nbsp;<a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202103271753157d3ce6af&s=b><strong>和讯网</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>经过春节期间的沉寂之后，今年的3.7女生节，各大直播电商平台一片火热。各大平台各大主播百花齐放，纷纷开播带货，扑面而来的各种大促玩法,也带动了新一轮的消费热潮。作为直播电商首创者，蘑菇街在本次大促中，直播GMV实现了同比增长69%，超20位新人主播首次突破单场百万销售额。活动战报显示，本次蘑菇街大促用户购买转化率同比增长123%，客件数同比增长211%。精选好货销售火爆，Ulike冰点脱毛仪成交...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202103271753157d3ce6af&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/ad7c36ea6368383acebe49bdefacf9b5","relate_stocks":{"MOGU":"蘑菇街"},"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202103271753157d3ce6af&s=b","is_english":false,"share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","article_id":"2122407683","content_text":"经过春节期间的沉寂之后，今年的3.7女生节，各大直播电商平台一片火热。各大平台各大主播百花齐放，纷纷开播带货，扑面而来的各种大促玩法,也带动了新一轮的消费热潮。作为直播电商首创者，蘑菇街在本次大促中，直播GMV实现了同比增长69%，超20位新人主播首次突破单场百万销售额。活动战报显示，本次蘑菇街大促用户购买转化率同比增长123%，客件数同比增长211%。精选好货销售火爆，Ulike冰点脱毛仪成交金额310.6万元，无钢圈内衣和格子西装销量额超百万元。同时，蘑菇街又有一批新人主播崭露头角，猫猫sister、橘子mii、糖宝vv等20多位主播首次突破单场百万销售额，为平台再添新活力。新人主播3个月单场直播破百万本次大促中，蘑菇街一向见长的主播精细化运营手段，大幅度帮助新人主播提升了直播成绩。例如通过美妆短视频被大家熟知的demi爷爷，本次大促在经纪人的协助下，把往常的一盘货调整为7个品牌小专场，将货品价格做到历史最优，这场大促的成绩是demi成为主播的4年中销售额最高的一次。更可喜的是一批蘑菇街新人主播取得了亮眼的成绩。猫猫sister原本是个默默无闻的淘系主播，去年12月加入蘑菇街。三个月来，通过经纪人的精准辅导，现在已经可以单场直播破百万。“直播行业的马太效应是非常严重的，蘑菇街一直在努力打造健康的金字塔主播结构。扶持中腰部主播能够让小主播看到机会，看到成长的空间，从而带动蘑菇街整体直播业务稳健增长。”蘑菇街相关负责人表示。一直以来，蘑菇街都有意识地通过合理的方式给中腰部主播更多成长空间，致力于扶持中腰部主播成长，持续打造健康的主播梯队。一对一帮扶，蘑菇街持续孵化新人主播扶持有潜力的新人主播，蘑菇街已有成熟的经验。“蘑菇街在人的运营上一直具有独特的优势，能够有经纪人一对一对主播进行分析、培训，尤其在货品对接方面，根据主播的特长和优势为其匹配最合适的货源，不断提升生活匹配效率。”蘑菇街相关负责人表示。对新人主播，蘑菇街会持续培训主播的审美、销售能力，挖掘主播人设，并协助主播选款，让主播人设与货品属性相契合。例如前文提到的新人主播猫猫sister，蘑菇街经纪人从年前就开始协助她进行货品拆解、专场统筹、营销玩法规划等工作，春节后迅速建立商家合作，甚至帮主播去一线挑款，手把手帮助主播成长。通过经纪人对主播能力的全方位提升，再结合浮点、弹窗、红包雨等站内资源的曝光，猫猫sister的粉丝量和直播间转化均快速增长，成功跃升至百万层级，这意味着未来猫猫sister可以撬动更多供应链资源。从本次大促主播成绩能够看出，蘑菇街在主播赋能、平台人货效率提升上有着明显优势。而未来，蘑菇街也将持续提升人货运营效率，坚守以人为核心的运营方式，相信能够成为国内电商直播的新一极。","news_type":1,"symbols_score_info":{"MOGU":1}},"isVote":1,"tweetType":1,"viewCount":4495,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":362945204,"gmtCreate":1614591428908,"gmtModify":1703478557218,"author":{"id":"3557209428326039","authorId":"3557209428326039","name":"追赶时间的沙漏","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3557209428326039","idStr":"3557209428326039"},"themes":[],"htmlText":"哈哈哈，这写手哪找的？有个卵用","listText":"哈哈哈，这写手哪找的？有个卵用","text":"哈哈哈，这写手哪找的？有个卵用","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/362945204","repostId":"2116553631","repostType":2,"isVote":1,"tweetType":1,"viewCount":4324,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":361544910,"gmtCreate":1614249943830,"gmtModify":1614249943830,"author":{"id":"3557209428326039","authorId":"3557209428326039","name":"追赶时间的沙漏","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3557209428326039","idStr":"3557209428326039"},"themes":[],"htmlText":"看不懂，是好还是差","listText":"看不懂，是好还是差","text":"看不懂，是好还是差","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/361544910","repostId":"2114802310","repostType":2,"repost":{"id":"2114802310","kind":"news","pubTimestamp":1614249419,"share":"https://www.laohu8.com/m/news/2114802310?lang=zh_CN&edition=full","pubTime":"2021-02-25 18:36","market":"us","language":"zh","title":"蘑菇街：2021财年第三财季直播GMV达40.51亿元，同比增长20.9%","url":"https://stock-news.laohu8.com/highlight/detail?id=2114802310","media":"36氪","summary":"36氪获悉，蘑菇街发布2021财年第三财季财报。财报显示，2021财年第三财季，蘑菇街营收为1.465 亿元，同比减少45.6%；归母净亏损3670万元，上年同期归母净亏损16.346亿元。不过，该季度，蘑菇街首次实现调整后息税折旧摊销前利润转正，为120万元。同时，该季度，蘑菇街平台GMV为50.46亿元，同比减少19.9%，其中直播业务GMV同比增长20.9%至40.51亿元。","content":"<html><body><article><p><a href=\"https://laohu8.com/S/KRKR\">36氪</a>获悉，<a href=\"https://laohu8.com/S/MOGU\">蘑菇街</a>发布2021财年第三财季财报。财报显示，2021财年第三财季，蘑菇街营收为1.465 亿元，同比减少45.6%；归母净亏损3670万元，上年同期归母净亏损16.346亿元。不过，该季度，蘑菇街首次实现调整后息税折旧摊销前利润转正，为120万元。同时，该季度，蘑菇街平台GMV为50.46亿元，同比减少19.9%，其中直播业务GMV同比增长20.9%至40.51亿元。</p></article></body></html>","source":"tencent","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta 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padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n蘑菇街：2021财年第三财季直播GMV达40.51亿元，同比增长20.9%\n</h2>\n\n<h4 class=\"meta\">\n\n\n2021-02-25 18:36 北京时间&nbsp;&nbsp;&nbsp;<a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202102251836597dcaca17&s=b><strong>36氪</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>36氪获悉，蘑菇街发布2021财年第三财季财报。财报显示，2021财年第三财季，蘑菇街营收为1.465 亿元，同比减少45.6%；归母净亏损3670万元，上年同期归母净亏损16.346亿元。不过，该季度，蘑菇街首次实现调整后息税折旧摊销前利润转正，为120万元。同时，该季度，蘑菇街平台GMV为50.46亿元，同比减少19.9%，其中直播业务GMV同比增长20.9%至40.51亿元。</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202102251836597dcaca17&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/56040d9848e469642d734e7744c0588e","relate_stocks":{"MOGU":"蘑菇街"},"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202102251836597dcaca17&s=b","is_english":false,"share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","article_id":"2114802310","content_text":"36氪获悉，蘑菇街发布2021财年第三财季财报。财报显示，2021财年第三财季，蘑菇街营收为1.465 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href=\"https://laohu8.com/S/MOGU\">$蘑菇街(MOGU)$</a>蘑菇街怎么最近没消息？股价会如何走？","text":"$蘑菇街(MOGU)$蘑菇街怎么最近没消息？股价会如何走？","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":2,"commentSize":2,"repostSize":0,"link":"https://laohu8.com/post/384944762","isVote":1,"tweetType":1,"viewCount":5850,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":315716550,"gmtCreate":1612276898470,"gmtModify":1703759754198,"author":{"id":"3557209428326039","authorId":"3557209428326039","name":"追赶时间的沙漏","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3557209428326039","idStr":"3557209428326039"},"themes":[],"htmlText":"<a href=\"https://laohu8.com/S/TIGR\">$老虎证券(TIGR)$</a>老虎怎么了？这么猛","listText":"<a href=\"https://laohu8.com/S/TIGR\">$老虎证券(TIGR)$</a>老虎怎么了？这么猛","text":"$老虎证券(TIGR)$老虎怎么了？这么猛","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/315716550","isVote":1,"tweetType":1,"viewCount":3876,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":312798869,"gmtCreate":1612180749051,"gmtModify":1703758370496,"author":{"id":"3557209428326039","authorId":"3557209428326039","name":"追赶时间的沙漏","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3557209428326039","idStr":"3557209428326039"},"themes":[],"htmlText":"股价会提升吗","listText":"股价会提升吗","text":"股价会提升吗","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/312798869","repostId":"2108786052","repostType":2,"repost":{"id":"2108786052","kind":"news","pubTimestamp":1612108800,"share":"https://www.laohu8.com/m/news/2108786052?lang=zh_CN&edition=full","pubTime":"2021-02-01 00:00","market":"us","language":"zh","title":"“美力计划2.0-鲤跃龙门”成效显著，蘑菇街赋能主播展露锋芒","url":"https://stock-news.laohu8.com/highlight/detail?id=2108786052","media":"今报网","summary":"在今年双十一期间，蘑菇街再次发布“美力计划2.0-鲤跃行动”，进一步赋能培养主播。蘑菇街从618开始启动“美力计划1.0”，招募时尚供应链以及高颜值主播。双11之后，发布的“美力计划-鲤跃行动”，更是聚焦于单场成交金额达到50万的蘑菇街主播和淘宝主播，助力其成为单场稳定成交100万的成熟主播。","content":"<html><body><article><p>近年来，在中国直播电商规模一直处于高速增长态势背景下，越来越多的商家布局直播电商。尤其是受2020年疫情的影响，直播电商更是被推向高潮。各大直播电商平台无疑是备受外界瞩目的对象，作为直播电商行业的首创者，<a href=\"https://laohu8.com/S/MOGU\">蘑菇街</a>持续加码直播赛道，不断赋能主播，取得了亮眼的成绩。</p><p>从2020年6月，蘑菇街发布“美力计划”至今，累计孵化82位周成交金额超过15万、月收入超过3万的新主播，其中月成交金额达100万的新人主播9位。在今年双十一期间，蘑菇街再次发布“美力计划2.0-鲤跃行动”，进一步赋能培养主播。</p><p>而在12月13日，蘑菇街公布以“每款都值”为主题的双十二战报，直播GMV同比增长167.87 %。主播表现方面尤为亮眼，蘑菇街不仅头部主播小甜心、叶子延续双十一销售力，单场成交金额再次破亿。还孵化出了小贤子、小月月、潘仲晴、雪梨、圆圆圆子、小雅、颜奇奇、大轩、JINILU、小琪琪、敏恩、慕宝12位成交金额破千万的中腰部主播，再加上瑜儿，此次蘑菇街共有15位成交金额突破千万的主播，其中11位主播成交金额首次破千万。</p><img src=\"https://fid-75186.picgzc.qpic.cn/20210201141648682d24675i2pk39qq1\"/><p>相比双十一，中腰部主播成交金额平均增长253.46%，这样的增速不仅加深了业内对蘑菇街主播孵化模式的好奇，也让业界再一次认识到在良性生态内，中腰部主播也能实现跨越式增长。</p><p>蘑菇街从618开始启动“美力计划1.0”，招募时尚供应链以及高颜值主播。根据官方数据，截至双十一期间，蘑菇街已经累计孵化了82位周成交金额超过15万、月收入超过3万的新主播，其中月成交金额达100万的新人主播9位。</p><p>双11之后，发布的“美力计划-鲤跃行动”，更是聚焦于单场成交金额达到50万的蘑菇街主播和淘宝主播，助力其成为单场稳定成交100万的成熟主播。该计划推出后得到众多主播的积极响应。</p><img src=\"https://fid-75186.picgzc.qpic.cn/20210201141649124d246836868hlyuk\"/><p>“美力计划-鲤跃行动”将蘑菇街的两大IP囊括其中，“超人气主播周”主播可独享蘑菇街全站资源1天，打造专属个人IP;“王牌爆款之夜”提供在全网都具备价格竞争力的爆品。此外，蘑菇街还为主播准备了直播频道置顶资源位、优质主播特殊流量标记、自主使用流量券、每日资源位定向扶持等顶级资源倾斜，加之1.0计划招募的高性价比的时尚供应链赋能，化学反应就此产生。</p><p>在蘑菇街的精细化运营下，加入“美力计划-鲤跃行动”的主播仅用了一个月便实现了销量的爆发式增长。分析人士指出，从单场50万、100万，到部分主播单场破千万，表面上看是量的变化，实则是质的飞跃。一般情况下，主播需要有很长时间的积累，才能迎来偶发性爆发。但蘑菇街“批量”帮助多个主播实现了跨越，这种整体式的增长充分说明蘑菇街具备了成熟的主播孵化、培育体系。</p><img src=\"https://fid-75186.picgzc.qpic.cn/20210201141651198d246wwcfljsg154\"/><p>直播电商作为近年来一种新的营销手段，为整个互联网带来变革，成为了毋庸置疑的风口。但行业竞争进一步升级，主播马太效应加剧。对于新人、中腰部主播来说，如何得到更大的契机，更完善的培养机制，相信蘑菇街的“美力计划”已经给出了答案。未来，蘑菇街将继续为主播提供崭露头角的机会和资源，赋能平台主播快速成长，实现进阶。</p></article></body></html>","source":"tencent","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>“美力计划2.0-鲤跃龙门”成效显著，蘑菇街赋能主播展露锋芒</title>\n<style 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margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n“美力计划2.0-鲤跃龙门”成效显著，蘑菇街赋能主播展露锋芒\n</h2>\n\n<h4 class=\"meta\">\n\n\n2021-02-01 00:00 北京时间&nbsp;&nbsp;&nbsp;<a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202102011416527e5fe60a&s=b><strong>今报网</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>近年来，在中国直播电商规模一直处于高速增长态势背景下，越来越多的商家布局直播电商。尤其是受2020年疫情的影响，直播电商更是被推向高潮。各大直播电商平台无疑是备受外界瞩目的对象，作为直播电商行业的首创者，蘑菇街持续加码直播赛道，不断赋能主播，取得了亮眼的成绩。从2020年6月，蘑菇街发布“美力计划”至今，累计孵化82位周成交金额超过15万、月收入超过3万的新主播，其中月成交金额达100万的新人主播...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202102011416527e5fe60a&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/ad7c36ea6368383acebe49bdefacf9b5","relate_stocks":{"MOGU":"蘑菇街"},"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202102011416527e5fe60a&s=b","is_english":false,"share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","article_id":"2108786052","content_text":"近年来，在中国直播电商规模一直处于高速增长态势背景下，越来越多的商家布局直播电商。尤其是受2020年疫情的影响，直播电商更是被推向高潮。各大直播电商平台无疑是备受外界瞩目的对象，作为直播电商行业的首创者，蘑菇街持续加码直播赛道，不断赋能主播，取得了亮眼的成绩。从2020年6月，蘑菇街发布“美力计划”至今，累计孵化82位周成交金额超过15万、月收入超过3万的新主播，其中月成交金额达100万的新人主播9位。在今年双十一期间，蘑菇街再次发布“美力计划2.0-鲤跃行动”，进一步赋能培养主播。而在12月13日，蘑菇街公布以“每款都值”为主题的双十二战报，直播GMV同比增长167.87 %。主播表现方面尤为亮眼，蘑菇街不仅头部主播小甜心、叶子延续双十一销售力，单场成交金额再次破亿。还孵化出了小贤子、小月月、潘仲晴、雪梨、圆圆圆子、小雅、颜奇奇、大轩、JINILU、小琪琪、敏恩、慕宝12位成交金额破千万的中腰部主播，再加上瑜儿，此次蘑菇街共有15位成交金额突破千万的主播，其中11位主播成交金额首次破千万。相比双十一，中腰部主播成交金额平均增长253.46%，这样的增速不仅加深了业内对蘑菇街主播孵化模式的好奇，也让业界再一次认识到在良性生态内，中腰部主播也能实现跨越式增长。蘑菇街从618开始启动“美力计划1.0”，招募时尚供应链以及高颜值主播。根据官方数据，截至双十一期间，蘑菇街已经累计孵化了82位周成交金额超过15万、月收入超过3万的新主播，其中月成交金额达100万的新人主播9位。双11之后，发布的“美力计划-鲤跃行动”，更是聚焦于单场成交金额达到50万的蘑菇街主播和淘宝主播，助力其成为单场稳定成交100万的成熟主播。该计划推出后得到众多主播的积极响应。“美力计划-鲤跃行动”将蘑菇街的两大IP囊括其中，“超人气主播周”主播可独享蘑菇街全站资源1天，打造专属个人IP;“王牌爆款之夜”提供在全网都具备价格竞争力的爆品。此外，蘑菇街还为主播准备了直播频道置顶资源位、优质主播特殊流量标记、自主使用流量券、每日资源位定向扶持等顶级资源倾斜，加之1.0计划招募的高性价比的时尚供应链赋能，化学反应就此产生。在蘑菇街的精细化运营下，加入“美力计划-鲤跃行动”的主播仅用了一个月便实现了销量的爆发式增长。分析人士指出，从单场50万、100万，到部分主播单场破千万，表面上看是量的变化，实则是质的飞跃。一般情况下，主播需要有很长时间的积累，才能迎来偶发性爆发。但蘑菇街“批量”帮助多个主播实现了跨越，这种整体式的增长充分说明蘑菇街具备了成熟的主播孵化、培育体系。直播电商作为近年来一种新的营销手段，为整个互联网带来变革，成为了毋庸置疑的风口。但行业竞争进一步升级，主播马太效应加剧。对于新人、中腰部主播来说，如何得到更大的契机，更完善的培养机制，相信蘑菇街的“美力计划”已经给出了答案。未来，蘑菇街将继续为主播提供崭露头角的机会和资源，赋能平台主播快速成长，实现进阶。","news_type":1,"symbols_score_info":{"MOGU":1}},"isVote":1,"tweetType":1,"viewCount":5591,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":331248867,"gmtCreate":1609684386259,"gmtModify":1703739962469,"author":{"id":"3557209428326039","authorId":"3557209428326039","name":"追赶时间的沙漏","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3557209428326039","idStr":"3557209428326039"},"themes":[],"htmlText":"<a 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17:27","market":"sh","language":"zh","title":"蘑菇街经营主体经营范围新增互联网直播服务等","url":"https://stock-news.laohu8.com/highlight/detail?id=2095527490","media":"电商报","summary":"12月29日消息，天眼查App显示，近日，蘑菇街经营主体杭州卷瓜网络有限公司发生工商变更，经营范围新增药品互联网信息服务；离岸贸易经营；货物进出口；互联网直播服务等。资料显示，该公司 ...","content":"<html><body><div>\n<p>　　12月29日消息，天眼查App显示，近日，<a href=\"https://laohu8.com/S/MOGU\">蘑菇街</a>经营主体杭州卷瓜网络有限公司发生工商变更，经营范围新增药品互联网<a href=\"https://laohu8.com/S/III\">信息服务</a>；离岸贸易经营；货物进出口；互联网直播服务等。资料显示，该公司成立于2010年4月，注册资本1000万元人民币，法定代表人为陈琪。</p><strong></strong>\n<p><strong>关注<a href=\"https://laohu8.com/S/300033\">同花顺</a>财经（ths518），获取更多机会</strong></p>\n<span></span>\n</div></body></html>","source":"tonghuashun","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" 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href=http://stock.10jqka.com.cn/usstock/20201229/c625712273.shtml><strong>电商报</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>12月29日消息，天眼查App显示，近日，蘑菇街经营主体杭州卷瓜网络有限公司发生工商变更，经营范围新增药品互联网信息服务；离岸贸易经营；货物进出口；互联网直播服务等。资料显示，该公司成立于2010年4月，注册资本1000万元人民币，法定代表人为陈琪。\n关注同花顺财经（ths518），获取更多机会</p>\n\n<a href=\"http://stock.10jqka.com.cn/usstock/20201229/c625712273.shtml\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/56040d9848e469642d734e7744c0588e","relate_stocks":{"160636":"互联网","MOGU":"蘑菇街"},"source_url":"http://stock.10jqka.com.cn/usstock/20201229/c625712273.shtml","is_english":false,"share_image_url":"https://static.laohu8.com/f0343184bd9b9c963ed02b302442e2b8","article_id":"2095527490","content_text":"12月29日消息，天眼查App显示，近日，蘑菇街经营主体杭州卷瓜网络有限公司发生工商变更，经营范围新增药品互联网信息服务；离岸贸易经营；货物进出口；互联网直播服务等。资料显示，该公司成立于2010年4月，注册资本1000万元人民币，法定代表人为陈琪。\n关注同花顺财经（ths518），获取更多机会","news_type":1,"symbols_score_info":{"160636":1,"MOGU":1}},"isVote":1,"tweetType":1,"viewCount":4620,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":339895347,"gmtCreate":1608813786389,"gmtModify":1703736907526,"author":{"id":"3557209428326039","authorId":"3557209428326039","name":"追赶时间的沙漏","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3557209428326039","idStr":"3557209428326039"},"themes":[],"htmlText":"<a 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17:05","market":"us","language":"zh","title":"中概股造车新势力盘前涨跌互现，蔚来汽车跌1.71%","url":"https://stock-news.laohu8.com/highlight/detail?id=2093324343","media":"每经网","summary":"每经AI快讯，中概股造车新势力盘前涨跌互现。截至发稿，蔚来汽车跌1.71%、理想汽车涨0.72%、小鹏汽车涨0.69%。","content":"<html><body><article><p>每经AI快讯，中概股造车新势力盘前涨跌互现。截至发稿，蔚来汽车跌1.71%、<a href=\"https://laohu8.com/S/LI\">理想汽车</a>涨0.72%、<a href=\"https://laohu8.com/S/XPEV\">小鹏汽车</a>涨0.69%。</p></article></body></html>","source":"tencent","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>中概股造车新势力盘前涨跌互现，蔚来汽车跌1.71%</title>\n<style 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href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN2020122117064077d5b091&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"TTTN":"老虎中美互联网巨头ETF","QNETCN":"纳斯达克中美互联网老虎指数","NIO":"蔚来"},"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN2020122117064077d5b091&s=b","is_english":false,"share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","article_id":"2093324343","content_text":"每经AI快讯，中概股造车新势力盘前涨跌互现。截至发稿，蔚来汽车跌1.71%、理想汽车涨0.72%、小鹏汽车涨0.69%。","news_type":1,"symbols_score_info":{"NIO":0.9,"QNETCN":1,"TTTN":1}},"isVote":1,"tweetType":1,"viewCount":1880,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":330118705,"gmtCreate":1608556210607,"gmtModify":1703735386915,"author":{"id":"3557209428326039","authorId":"3557209428326039","name":"追赶时间的沙漏","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3557209428326039","idStr":"3557209428326039"},"themes":[],"htmlText":"又凉了","listText":"又凉了","text":"又凉了","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/330118705","repostId":"2093329958","repostType":2,"repost":{"id":"2093329958","kind":"news","pubTimestamp":1608537840,"share":"https://www.laohu8.com/m/news/2093329958?lang=zh_CN&edition=full","pubTime":"2020-12-21 16:04","market":"us","language":"zh","title":"快讯｜“蘑菇街”售后平台处理引不满　维权案例显示其存在恶意罚款等问题","url":"https://stock-news.laohu8.com/highlight/detail?id=2093329958","media":"财经网","summary":"报道指出，张先生投诉到平台，平台客服回复说发货是商家自主的行为，平台无法要求商家是否发货，处理不满意可以去315投诉。对此，“蘑菇街”反馈称已在张先生的平台投诉单中给出处理结果，已按照平台规则对商家进行了相应处理，并有相应赔付券。此外，国内电商专业消费调解平台“电诉宝”受理用户维权案例显示，“蘑菇街”存在恶意罚款、霸王条款、发货问题、商品质量、退店保证金不退还等问题。","content":"<div>\n<p>12 月 21 日财经网科技讯，据网经社旗下第三个电子商务消费纠纷调解平台“电诉宝”消息，北京市的张先生于2020年11月27日在“蘑菇街”下单，商家承诺12月12日发货，但12月16日还未发货。平台只赔偿了5元优惠劵了事，还是没能发货。报道指出，张先生投诉到平台，平台客服回复说发货是商家自主的行为，平台无法要求商家是否发货，处理不满意可以去315投诉。客服此态度明显这种事太常见了，已经无所谓了。...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20201221160438773d1e9b&s=b\">网页链接</a>\n\n</div>\n","source":"tencent","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" 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href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20201221160438773d1e9b&s=b><strong>财经网</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>12 月 21 日财经网科技讯，据网经社旗下第三个电子商务消费纠纷调解平台“电诉宝”消息，北京市的张先生于2020年11月27日在“蘑菇街”下单，商家承诺12月12日发货，但12月16日还未发货。平台只赔偿了5元优惠劵了事，还是没能发货。报道指出，张先生投诉到平台，平台客服回复说发货是商家自主的行为，平台无法要求商家是否发货，处理不满意可以去315投诉。客服此态度明显这种事太常见了，已经无所谓了。...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20201221160438773d1e9b&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/56040d9848e469642d734e7744c0588e","relate_stocks":{"MOGU":"蘑菇街"},"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20201221160438773d1e9b&s=b","is_english":false,"share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","article_id":"2093329958","content_text":"12 月 21 日财经网科技讯，据网经社旗下第三个电子商务消费纠纷调解平台“电诉宝”消息，北京市的张先生于2020年11月27日在“蘑菇街”下单，商家承诺12月12日发货，但12月16日还未发货。平台只赔偿了5元优惠劵了事，还是没能发货。报道指出，张先生投诉到平台，平台客服回复说发货是商家自主的行为，平台无法要求商家是否发货，处理不满意可以去315投诉。客服此态度明显这种事太常见了，已经无所谓了。对此，“蘑菇街”反馈称已在张先生的平台投诉单中给出处理结果，已按照平台规则对商家进行了相应处理，并有相应赔付券。据了解，蘑菇街隶属于杭州卷瓜网络有限公司，是女生专属的一站式消费平台。该公司称有上万个精通购物和穿搭的时尚达人，每天在直播间里推荐当季值得买的时尚好物、限时折扣的品牌商品以及源自工厂的性价比好货。根据“电诉宝”受理的零售电商领域用户有效投诉显示(依据投诉量排行)，蘑菇街排名第四十一位。此外，国内电商专业消费调解平台“电诉宝”受理用户维权案例显示，“蘑菇街”存在恶意罚款、霸王条款、发货问题、商品质量、退店保证金不退还等问题。","news_type":1,"symbols_score_info":{"MOGU":1}},"isVote":1,"tweetType":1,"viewCount":2645,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":330118516,"gmtCreate":1608556146135,"gmtModify":1703735386569,"author":{"id":"3557209428326039","authorId":"3557209428326039","name":"追赶时间的沙漏","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3557209428326039","idStr":"3557209428326039"},"themes":[],"htmlText":"没希望","listText":"没希望","text":"没希望","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/330118516","repostId":"1158393609","repostType":2,"isVote":1,"tweetType":1,"viewCount":1789,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":330094401,"gmtCreate":1608419751103,"gmtModify":1703734937321,"author":{"id":"3557209428326039","authorId":"3557209428326039","name":"追赶时间的沙漏","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3557209428326039","idStr":"3557209428326039"},"themes":[],"htmlText":"这些公司会退市吗","listText":"这些公司会退市吗","text":"这些公司会退市吗","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/330094401","repostId":"2092034327","repostType":2,"isVote":1,"tweetType":1,"viewCount":1654,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":397914362,"gmtCreate":1608160233456,"gmtModify":1703851476962,"author":{"id":"3557209428326039","authorId":"3557209428326039","name":"追赶时间的沙漏","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3557209428326039","idStr":"3557209428326039"},"themes":[],"htmlText":"没有希望","listText":"没有希望","text":"没有希望","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/397914362","repostId":"2092338614","repostType":2,"repost":{"id":"2092338614","kind":"highlight","weMediaInfo":{"introduction":"挖掘互联网创业机会，为创业者提供最真诚服务。","home_visible":1,"media_name":"刘旷","id":"1054650051","head_image":"https://static.tigerbbs.com/3ec32a8ed3664db2bd5c9d2fcf3bc685"},"pubTimestamp":1608133800,"share":"https://www.laohu8.com/m/news/2092338614?lang=zh_CN&edition=full","pubTime":"2020-12-16 23:50","market":"us","language":"zh","title":"低谷中的蘑菇街：押宝直播业务，止不住颓势","url":"https://stock-news.laohu8.com/highlight/detail?id=2092338614","media":"刘旷","summary":"而在蘑菇街的全身心投入下，直播业务也取得了一些进展。财报显示，蘑菇街第二季度总GMV达31.12亿元，直播业务GMV同比增长42.2%至23.16亿元，直播的购买用户同比增长20.7%。这也是蘑菇街直播GMV连续第19个季度保持快速增长。在截至2020年9月30日的十二个月内，蘑菇街达成GMV149.51亿。在营收方面，蘑菇街营收不断下降。由此看来，低谷中的蘑菇街并不是没有尝试自救，只不过一直没有找对适合自己的路子……","content":"<html><body><div>\n<p><img src=\"https://static.tigerbbs.com/685f8b860e51473485fe6c5be6d7ea8b\"/></p><p><span><em>配图来自Canva可画</em></span></p><p><span><a href=\"https://laohu8.com/S/MOGU\">蘑菇街</a>直播业务稍有起色，但发展前景一眼就能望到头。</span></p><p><span>近日，蘑菇街公布“双十二”战报数据显示，今年“双十二”蘑菇街平台直播GMV同比增长167.87%。而这得益于蘑菇街主播的的亮眼战绩，“双十二”期间，蘑菇街2位头部主播小甜心、叶子单场成交金额破亿；12位中腰部主播成交金额破千万，其中11位主播是首次破千万。</span></p><p><span>头部主播人数攀升、中腰部主播成交额破千万、直播GMV同比增速超百，可以说这是蘑菇街转型直播电商平台，极力推出“美力计划-鲤跃行动”培养超级主播后，取得的最佳阶段性胜利。</span></p><p><strong><span>从618、双11、双12等重大电商节点的直播战报来看，蘑菇街孤注一掷押宝直播电商的迹象十分明显，而频繁只秀直播战绩，也透露出直播电商是蘑菇街唯一救命稻草的信息。</span></strong><span></span></p><p><span><strong>直播成唯一救命稻草</strong></span></p><p><span>直播带货之火燎原已久，追光者源源不断，蘑菇街便是其一。</span></p><p><span>前瞻产业研究院数据显示，2019年，我国直播电商行业的市场规模已达4437.5亿元；2020年上半年，直播电商交易规模达4561.2亿元，已超2019年的全年规模，预计2020年全年，直播电商的市场规模将达9712亿元。</span></p><p><span>与此同时，直播网购用户规模不断上涨。根据中国互联网络信息中心（CNNIC）发布《中国互联网络发展状况统计报告》显示，截至2020年3月，电商直播用户规模达2.65亿，占网购用户的37.2%。</span></p><p><span>也正是在直播电商如火如荼发展的2019年，常年追风口的蘑菇街锁定了转型直播电商的发展战略。而在蘑菇街的全身心投入下，直播业务也取得了一些进展。</span></p><p><span>财报显示，蘑菇街第二季度总GMV达31.12亿元，直播业务GMV同比增长42.2%至23.16亿元，直播的购买用户同比增长20.7%。这也是蘑菇街直播GMV连续第19个季度保持快速增长。</span></p><p><span>需要注意的是，2021财年第二季度蘑菇街直播GMV在总GMV中的占比已达74.42%。在截至2020年9月30日的十二个月内，蘑菇街达成GMV149.51亿。这也意味着直播业务成为蘑菇街主要营收来源，而虽说蘑菇街2016年就开始注意直播电商，但全面正视这一业务还未满一年，其抗风险能力不言而喻。</span></p><p><span>对此，蘑菇街CEO陈琪乐观表示，“直播业务已经实质性成为蘑菇街业绩增长的核心驱动力。蘑菇街作为直播电商的发明者，在四年多的直播业务建设中，在人、货、场各维度建立了自己较深的护城河，在直播行业的快速发展中正在取得更多的发展机会。”</span></p><p><span>不过，即便直播电商业务有了小进展，仍掩盖不住蘑菇街多次转型导致的用户流失、成本高企、营收下滑、市值下降、高管远走的颓势。</span></p><p><strong>直播照样挡不住颓势</strong></p><p><span>不看好蘑菇街发展已成为资本共识，这一点从蘑菇街市值变化便可知。蘑菇街上市至今，整体股价只跌不涨，市值掉去9成仅剩2.49亿美元。并且多次游走于“一元仙股”范围内，离退市仅咫尺之遥。</span></p><p><strong><span>而市值变化往往体现资本态度，蘑菇街市值一路下滑，根本原因在于蘑菇街商业价值、成长价值被质疑。</span></strong><span></span></p><p><span>在营收方面，蘑菇街营收不断下降。蘑菇街2021财年第二季度财报(2020年7月1日-2020年9月30日)财务报告显示，本季度内蘑菇街总营收为人民币1.125亿元，与上年同期的人民币1.979亿相比下滑43.1%，调整后的净亏损为1132万元。</span></p><p><span>而前几年，蘑菇街也一直处于亏损中。财报数据显示，蘑菇街2017年净亏损达到了9.391亿元；2018年亏损收窄至5.581亿元；2019年经调整后净亏损为4.86亿元。</span></p><p><span>蘑菇街收支平衡点迟迟不来盈利无望，资本对其发展信心、耐心磨尽。更重要的是，活跃用户数是衡量电商平台发展潜力的重要标准，但蘑菇街用户流失严重成长路径不明，加速了资本的逃离。</span></p><p><span>蘑菇街财报显示，在截至2019年9月30日的过去12个月中，蘑菇街的活跃买家数量为2880万人，较上年同期下滑12.3%。一年后，据易观千帆数据统计，截至2020年10月，蘑菇街活跃人数不到1000万，环比下降1.8%。</span></p><p><span>由于多次转型追风口，捡芝麻丢西瓜，蘑菇街面临用户流失且流量获取难的瓶颈。</span></p><p><span>一方面，在高手林立的电商市场，天猫、<a href=\"https://laohu8.com/S/JD\">京东</a>、<a href=\"https://laohu8.com/S/PDD\">拼多多</a>等综合电商，<a href=\"https://laohu8.com/S/VIPS\">唯品会</a>、小红书等“她方向”电商<a href=\"https://laohu8.com/S/YJ\">云集</a>，营销支出比不过、商品品类比不了、名气比不上，而且定位不够垂直明确，蘑菇街已没有收割流量的优势。</span></p><p><span>另一方面，蘑菇街发展前期靠内容吸引用户给淘宝导流获益；发展中期因“她经济”助推下与美丽说结合，引来资本关注盘上巅峰；而现在，蘑菇街自身内容不行、渠道不多，老用户投身新平台，新用户不识蘑菇街，流量自然上不去。</span></p><p><span>再有，裁员、高管离职、股价大跌等关于蘑菇街的负面新闻比正面新闻多得多，导致其早期树立的形象和影响力毁之一旦。</span></p><p><span>总而言之，春去秋来，消费者需求、电商市场竞争变化太快，蘑菇街明显赶不上大众的步伐。</span></p><p><span><strong>业务驱动力不足</strong></span></p><p><span>此刻，正是“她经济”蓬勃发展之时，曾经的女性时尚电商蘑菇街却有心无力错过了这好时机。</span></p><p><span>根据QuestMobile《2020女性新消费趋势报告》显示，随着用户规模的逐年增长，2020年2月移动互联网女性用户规模达到5.4亿，且女性具有很强的消费能力。不难看出，\"她经济\"已经成为推动社会经济发展的中坚力量。</span></p><p><span>小红书正是在抓住女性喜爱时尚穿搭的特点，构建女性购物分享内容社区取代了蘑菇街在女性消费者心中的地位，并取得了相当不错的成绩。据易观千帆数据统计，截至2020年10月，小红书活跃人数为1.59亿，环比上涨2.5%。</span></p><p><span>反观蘑菇街，弃时尚电商的名号转身投入直播电商领域，却没能打破流量获取困境，亏损依旧。所以说，蘑菇街现阶段业务驱动力不足，很难长期持续推动蘑菇街前行，寻找新经济增长点成为必然。</span></p><p><span>原因在于，直播电商风口远去，蘑菇街“空手套白狼”的机会随之消逝，而且相比阿里、京东甚至小红书等技术、资源充足，直播模式相对成熟，也打造了自家超级主播阵营的平台，直播业务并不是蘑菇街最好突破口的选项。</span></p><p><span>况且，伴随直播电商而来的还有假货、刷单、虚假促销、无售后等卷土重来的行业乱象，蘑菇街也深受其害，导致更关注商品质量、服务态度的消费者们出走综合性电商平台，蘑菇街离东山再起的目标更远了。</span></p><p><span>由此看来，低谷中的蘑菇街并不是没有尝试自救，只不过一直没有找对适合自己的路子……</span></p><p><strong><span>文/刘旷公众号，ID：liukuang110</span></strong></p><p><img src=\"https://static.tigerbbs.com/bbce90cb88694ae79b29bf0944c4ad6a\"/></p>\n</div></body></html>","source":"weixin_highlight","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>低谷中的蘑菇街：押宝直播业务，止不住颓势</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ 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}\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n低谷中的蘑菇街：押宝直播业务，止不住颓势\n</h2>\n\n<h4 class=\"meta\">\n\n\n<a class=\"head\" href=\"https://laohu8.com/wemedia/1054650051\">\n\n\n<div class=\"h-thumb\" style=\"background-image:url(https://static.tigerbbs.com/3ec32a8ed3664db2bd5c9d2fcf3bc685);background-size:cover;\"></div>\n\n<div class=\"h-content\">\n<p class=\"h-name\">刘旷 </p>\n<p class=\"h-time\">2020-12-16 23:50</p>\n</div>\n\n</a>\n\n\n</h4>\n\n</header>\n<article>\n<html><body><div>\n<p><img src=\"https://static.tigerbbs.com/685f8b860e51473485fe6c5be6d7ea8b\"/></p><p><span><em>配图来自Canva可画</em></span></p><p><span><a href=\"https://laohu8.com/S/MOGU\">蘑菇街</a>直播业务稍有起色，但发展前景一眼就能望到头。</span></p><p><span>近日，蘑菇街公布“双十二”战报数据显示，今年“双十二”蘑菇街平台直播GMV同比增长167.87%。而这得益于蘑菇街主播的的亮眼战绩，“双十二”期间，蘑菇街2位头部主播小甜心、叶子单场成交金额破亿；12位中腰部主播成交金额破千万，其中11位主播是首次破千万。</span></p><p><span>头部主播人数攀升、中腰部主播成交额破千万、直播GMV同比增速超百，可以说这是蘑菇街转型直播电商平台，极力推出“美力计划-鲤跃行动”培养超级主播后，取得的最佳阶段性胜利。</span></p><p><strong><span>从618、双11、双12等重大电商节点的直播战报来看，蘑菇街孤注一掷押宝直播电商的迹象十分明显，而频繁只秀直播战绩，也透露出直播电商是蘑菇街唯一救命稻草的信息。</span></strong><span></span></p><p><span><strong>直播成唯一救命稻草</strong></span></p><p><span>直播带货之火燎原已久，追光者源源不断，蘑菇街便是其一。</span></p><p><span>前瞻产业研究院数据显示，2019年，我国直播电商行业的市场规模已达4437.5亿元；2020年上半年，直播电商交易规模达4561.2亿元，已超2019年的全年规模，预计2020年全年，直播电商的市场规模将达9712亿元。</span></p><p><span>与此同时，直播网购用户规模不断上涨。根据中国互联网络信息中心（CNNIC）发布《中国互联网络发展状况统计报告》显示，截至2020年3月，电商直播用户规模达2.65亿，占网购用户的37.2%。</span></p><p><span>也正是在直播电商如火如荼发展的2019年，常年追风口的蘑菇街锁定了转型直播电商的发展战略。而在蘑菇街的全身心投入下，直播业务也取得了一些进展。</span></p><p><span>财报显示，蘑菇街第二季度总GMV达31.12亿元，直播业务GMV同比增长42.2%至23.16亿元，直播的购买用户同比增长20.7%。这也是蘑菇街直播GMV连续第19个季度保持快速增长。</span></p><p><span>需要注意的是，2021财年第二季度蘑菇街直播GMV在总GMV中的占比已达74.42%。在截至2020年9月30日的十二个月内，蘑菇街达成GMV149.51亿。这也意味着直播业务成为蘑菇街主要营收来源，而虽说蘑菇街2016年就开始注意直播电商，但全面正视这一业务还未满一年，其抗风险能力不言而喻。</span></p><p><span>对此，蘑菇街CEO陈琪乐观表示，“直播业务已经实质性成为蘑菇街业绩增长的核心驱动力。蘑菇街作为直播电商的发明者，在四年多的直播业务建设中，在人、货、场各维度建立了自己较深的护城河，在直播行业的快速发展中正在取得更多的发展机会。”</span></p><p><span>不过，即便直播电商业务有了小进展，仍掩盖不住蘑菇街多次转型导致的用户流失、成本高企、营收下滑、市值下降、高管远走的颓势。</span></p><p><strong>直播照样挡不住颓势</strong></p><p><span>不看好蘑菇街发展已成为资本共识，这一点从蘑菇街市值变化便可知。蘑菇街上市至今，整体股价只跌不涨，市值掉去9成仅剩2.49亿美元。并且多次游走于“一元仙股”范围内，离退市仅咫尺之遥。</span></p><p><strong><span>而市值变化往往体现资本态度，蘑菇街市值一路下滑，根本原因在于蘑菇街商业价值、成长价值被质疑。</span></strong><span></span></p><p><span>在营收方面，蘑菇街营收不断下降。蘑菇街2021财年第二季度财报(2020年7月1日-2020年9月30日)财务报告显示，本季度内蘑菇街总营收为人民币1.125亿元，与上年同期的人民币1.979亿相比下滑43.1%，调整后的净亏损为1132万元。</span></p><p><span>而前几年，蘑菇街也一直处于亏损中。财报数据显示，蘑菇街2017年净亏损达到了9.391亿元；2018年亏损收窄至5.581亿元；2019年经调整后净亏损为4.86亿元。</span></p><p><span>蘑菇街收支平衡点迟迟不来盈利无望，资本对其发展信心、耐心磨尽。更重要的是，活跃用户数是衡量电商平台发展潜力的重要标准，但蘑菇街用户流失严重成长路径不明，加速了资本的逃离。</span></p><p><span>蘑菇街财报显示，在截至2019年9月30日的过去12个月中，蘑菇街的活跃买家数量为2880万人，较上年同期下滑12.3%。一年后，据易观千帆数据统计，截至2020年10月，蘑菇街活跃人数不到1000万，环比下降1.8%。</span></p><p><span>由于多次转型追风口，捡芝麻丢西瓜，蘑菇街面临用户流失且流量获取难的瓶颈。</span></p><p><span>一方面，在高手林立的电商市场，天猫、<a href=\"https://laohu8.com/S/JD\">京东</a>、<a href=\"https://laohu8.com/S/PDD\">拼多多</a>等综合电商，<a href=\"https://laohu8.com/S/VIPS\">唯品会</a>、小红书等“她方向”电商<a href=\"https://laohu8.com/S/YJ\">云集</a>，营销支出比不过、商品品类比不了、名气比不上，而且定位不够垂直明确，蘑菇街已没有收割流量的优势。</span></p><p><span>另一方面，蘑菇街发展前期靠内容吸引用户给淘宝导流获益；发展中期因“她经济”助推下与美丽说结合，引来资本关注盘上巅峰；而现在，蘑菇街自身内容不行、渠道不多，老用户投身新平台，新用户不识蘑菇街，流量自然上不去。</span></p><p><span>再有，裁员、高管离职、股价大跌等关于蘑菇街的负面新闻比正面新闻多得多，导致其早期树立的形象和影响力毁之一旦。</span></p><p><span>总而言之，春去秋来，消费者需求、电商市场竞争变化太快，蘑菇街明显赶不上大众的步伐。</span></p><p><span><strong>业务驱动力不足</strong></span></p><p><span>此刻，正是“她经济”蓬勃发展之时，曾经的女性时尚电商蘑菇街却有心无力错过了这好时机。</span></p><p><span>根据QuestMobile《2020女性新消费趋势报告》显示，随着用户规模的逐年增长，2020年2月移动互联网女性用户规模达到5.4亿，且女性具有很强的消费能力。不难看出，\"她经济\"已经成为推动社会经济发展的中坚力量。</span></p><p><span>小红书正是在抓住女性喜爱时尚穿搭的特点，构建女性购物分享内容社区取代了蘑菇街在女性消费者心中的地位，并取得了相当不错的成绩。据易观千帆数据统计，截至2020年10月，小红书活跃人数为1.59亿，环比上涨2.5%。</span></p><p><span>反观蘑菇街，弃时尚电商的名号转身投入直播电商领域，却没能打破流量获取困境，亏损依旧。所以说，蘑菇街现阶段业务驱动力不足，很难长期持续推动蘑菇街前行，寻找新经济增长点成为必然。</span></p><p><span>原因在于，直播电商风口远去，蘑菇街“空手套白狼”的机会随之消逝，而且相比阿里、京东甚至小红书等技术、资源充足，直播模式相对成熟，也打造了自家超级主播阵营的平台，直播业务并不是蘑菇街最好突破口的选项。</span></p><p><span>况且，伴随直播电商而来的还有假货、刷单、虚假促销、无售后等卷土重来的行业乱象，蘑菇街也深受其害，导致更关注商品质量、服务态度的消费者们出走综合性电商平台，蘑菇街离东山再起的目标更远了。</span></p><p><span>由此看来，低谷中的蘑菇街并不是没有尝试自救，只不过一直没有找对适合自己的路子……</span></p><p><strong><span>文/刘旷公众号，ID：liukuang110</span></strong></p><p><img src=\"https://static.tigerbbs.com/bbce90cb88694ae79b29bf0944c4ad6a\"/></p>\n</div></body></html>\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/ad7c36ea6368383acebe49bdefacf9b5","relate_stocks":{},"source_url":"http://mp.weixin.qq.com/s?__biz=MzAxNTM3MTUxOA==&mid=2650856109&idx=2&sn=08de7bc961599386542c674be4d5587a&chksm=8071673cb706ee2afe2657f81815780e498a259a75faf252dba765483c2b2a9bd58a1d303aca&scene=0#rd","is_english":false,"share_image_url":"https://static.laohu8.com/ecd74548980bc5b366aa8f4b37ed0bd5","article_id":"2092338614","content_text":"配图来自Canva可画蘑菇街直播业务稍有起色，但发展前景一眼就能望到头。近日，蘑菇街公布“双十二”战报数据显示，今年“双十二”蘑菇街平台直播GMV同比增长167.87%。而这得益于蘑菇街主播的的亮眼战绩，“双十二”期间，蘑菇街2位头部主播小甜心、叶子单场成交金额破亿；12位中腰部主播成交金额破千万，其中11位主播是首次破千万。头部主播人数攀升、中腰部主播成交额破千万、直播GMV同比增速超百，可以说这是蘑菇街转型直播电商平台，极力推出“美力计划-鲤跃行动”培养超级主播后，取得的最佳阶段性胜利。从618、双11、双12等重大电商节点的直播战报来看，蘑菇街孤注一掷押宝直播电商的迹象十分明显，而频繁只秀直播战绩，也透露出直播电商是蘑菇街唯一救命稻草的信息。直播成唯一救命稻草直播带货之火燎原已久，追光者源源不断，蘑菇街便是其一。前瞻产业研究院数据显示，2019年，我国直播电商行业的市场规模已达4437.5亿元；2020年上半年，直播电商交易规模达4561.2亿元，已超2019年的全年规模，预计2020年全年，直播电商的市场规模将达9712亿元。与此同时，直播网购用户规模不断上涨。根据中国互联网络信息中心（CNNIC）发布《中国互联网络发展状况统计报告》显示，截至2020年3月，电商直播用户规模达2.65亿，占网购用户的37.2%。也正是在直播电商如火如荼发展的2019年，常年追风口的蘑菇街锁定了转型直播电商的发展战略。而在蘑菇街的全身心投入下，直播业务也取得了一些进展。财报显示，蘑菇街第二季度总GMV达31.12亿元，直播业务GMV同比增长42.2%至23.16亿元，直播的购买用户同比增长20.7%。这也是蘑菇街直播GMV连续第19个季度保持快速增长。需要注意的是，2021财年第二季度蘑菇街直播GMV在总GMV中的占比已达74.42%。在截至2020年9月30日的十二个月内，蘑菇街达成GMV149.51亿。这也意味着直播业务成为蘑菇街主要营收来源，而虽说蘑菇街2016年就开始注意直播电商，但全面正视这一业务还未满一年，其抗风险能力不言而喻。对此，蘑菇街CEO陈琪乐观表示，“直播业务已经实质性成为蘑菇街业绩增长的核心驱动力。蘑菇街作为直播电商的发明者，在四年多的直播业务建设中，在人、货、场各维度建立了自己较深的护城河，在直播行业的快速发展中正在取得更多的发展机会。”不过，即便直播电商业务有了小进展，仍掩盖不住蘑菇街多次转型导致的用户流失、成本高企、营收下滑、市值下降、高管远走的颓势。直播照样挡不住颓势不看好蘑菇街发展已成为资本共识，这一点从蘑菇街市值变化便可知。蘑菇街上市至今，整体股价只跌不涨，市值掉去9成仅剩2.49亿美元。并且多次游走于“一元仙股”范围内，离退市仅咫尺之遥。而市值变化往往体现资本态度，蘑菇街市值一路下滑，根本原因在于蘑菇街商业价值、成长价值被质疑。在营收方面，蘑菇街营收不断下降。蘑菇街2021财年第二季度财报(2020年7月1日-2020年9月30日)财务报告显示，本季度内蘑菇街总营收为人民币1.125亿元，与上年同期的人民币1.979亿相比下滑43.1%，调整后的净亏损为1132万元。而前几年，蘑菇街也一直处于亏损中。财报数据显示，蘑菇街2017年净亏损达到了9.391亿元；2018年亏损收窄至5.581亿元；2019年经调整后净亏损为4.86亿元。蘑菇街收支平衡点迟迟不来盈利无望，资本对其发展信心、耐心磨尽。更重要的是，活跃用户数是衡量电商平台发展潜力的重要标准，但蘑菇街用户流失严重成长路径不明，加速了资本的逃离。蘑菇街财报显示，在截至2019年9月30日的过去12个月中，蘑菇街的活跃买家数量为2880万人，较上年同期下滑12.3%。一年后，据易观千帆数据统计，截至2020年10月，蘑菇街活跃人数不到1000万，环比下降1.8%。由于多次转型追风口，捡芝麻丢西瓜，蘑菇街面临用户流失且流量获取难的瓶颈。一方面，在高手林立的电商市场，天猫、京东、拼多多等综合电商，唯品会、小红书等“她方向”电商云集，营销支出比不过、商品品类比不了、名气比不上，而且定位不够垂直明确，蘑菇街已没有收割流量的优势。另一方面，蘑菇街发展前期靠内容吸引用户给淘宝导流获益；发展中期因“她经济”助推下与美丽说结合，引来资本关注盘上巅峰；而现在，蘑菇街自身内容不行、渠道不多，老用户投身新平台，新用户不识蘑菇街，流量自然上不去。再有，裁员、高管离职、股价大跌等关于蘑菇街的负面新闻比正面新闻多得多，导致其早期树立的形象和影响力毁之一旦。总而言之，春去秋来，消费者需求、电商市场竞争变化太快，蘑菇街明显赶不上大众的步伐。业务驱动力不足此刻，正是“她经济”蓬勃发展之时，曾经的女性时尚电商蘑菇街却有心无力错过了这好时机。根据QuestMobile《2020女性新消费趋势报告》显示，随着用户规模的逐年增长，2020年2月移动互联网女性用户规模达到5.4亿，且女性具有很强的消费能力。不难看出，\"她经济\"已经成为推动社会经济发展的中坚力量。小红书正是在抓住女性喜爱时尚穿搭的特点，构建女性购物分享内容社区取代了蘑菇街在女性消费者心中的地位，并取得了相当不错的成绩。据易观千帆数据统计，截至2020年10月，小红书活跃人数为1.59亿，环比上涨2.5%。反观蘑菇街，弃时尚电商的名号转身投入直播电商领域，却没能打破流量获取困境，亏损依旧。所以说，蘑菇街现阶段业务驱动力不足，很难长期持续推动蘑菇街前行，寻找新经济增长点成为必然。原因在于，直播电商风口远去，蘑菇街“空手套白狼”的机会随之消逝，而且相比阿里、京东甚至小红书等技术、资源充足，直播模式相对成熟，也打造了自家超级主播阵营的平台，直播业务并不是蘑菇街最好突破口的选项。况且，伴随直播电商而来的还有假货、刷单、虚假促销、无售后等卷土重来的行业乱象，蘑菇街也深受其害，导致更关注商品质量、服务态度的消费者们出走综合性电商平台，蘑菇街离东山再起的目标更远了。由此看来，低谷中的蘑菇街并不是没有尝试自救，只不过一直没有找对适合自己的路子……文/刘旷公众号，ID：liukuang110","news_type":1,"symbols_score_info":{}},"isVote":1,"tweetType":1,"viewCount":3318,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":394299923,"gmtCreate":1608032689262,"gmtModify":1703850741099,"author":{"id":"3557209428326039","authorId":"3557209428326039","name":"追赶时间的沙漏","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3557209428326039","idStr":"3557209428326039"},"themes":[],"htmlText":"<a 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href=\"https://laohu8.com/S/GSX\">$跟谁学(GSX)$</a>跟谁学怎么样？","text":"$跟谁学(GSX)$跟谁学怎么样？","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":2,"commentSize":1,"repostSize":0,"link":"https://laohu8.com/post/394299923","isVote":1,"tweetType":1,"viewCount":2999,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":396512369,"gmtCreate":1607169208951,"gmtModify":1703846759825,"author":{"id":"3557209428326039","authorId":"3557209428326039","name":"追赶时间的沙漏","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3557209428326039","authorIdStr":"3557209428326039"},"themes":[],"htmlText":"我看不到蘑菇街的未来","listText":"我看不到蘑菇街的未来","text":"我看不到蘑菇街的未来","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":2,"repostSize":0,"link":"https://laohu8.com/post/396512369","repostId":"2089473069","repostType":2,"repost":{"id":"2089473069","kind":"news","pubTimestamp":1607132600,"share":"https://www.laohu8.com/m/news/2089473069?lang=zh_CN&edition=full","pubTime":"2020-12-05 09:43","market":"us","language":"zh","title":"蘑菇街：三心二意的风口“预言家”","url":"https://stock-news.laohu8.com/highlight/detail?id=2089473069","media":"经济观察网","summary":"蘑菇街CEO陈琪在公司内部总是跟员工说，公司账上的现金可以维持你们不断进行新的尝试。“新的尝试”之于蘑菇街，太熟悉了。从蘑菇街既往业务梳理来看，海淘、品牌特卖、社区运营，蘑菇街总能踩在风口之前。然而，","content":"<div>\n<p>蘑菇街CEO陈琪在公司内部总是跟员工说，公司账上的现金可以维持你们不断进行新的尝试。“新的尝试”之于蘑菇街，太熟悉了。从蘑菇街既往业务梳理来看，海淘、品牌特卖、社区运营，蘑菇街总能踩在风口之前。然而，命运总是充满戏剧性，每每当蘑菇街掉头转向，寻找下一个市场增长机会时，高楼却在身后崛起。被蘑菇街抛弃的业务分别成就了网易考拉、唯品会、小红书。\n蘑菇街猜准的还有直播。在公开发言中，蘑菇街方面总会先普及...</p>\n\n<a href=\"http://finance.eastmoney.com/a/202012051726610816.html\">网页链接</a>\n\n</div>\n","source":"stock_eastmoney","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>蘑菇街：三心二意的风口“预言家”</title>\n<style 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margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n蘑菇街：三心二意的风口“预言家”\n</h2>\n\n<h4 class=\"meta\">\n\n\n2020-12-05 09:43 北京时间&nbsp;&nbsp;&nbsp;<a href=http://finance.eastmoney.com/a/202012051726610816.html><strong>经济观察网</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>蘑菇街CEO陈琪在公司内部总是跟员工说，公司账上的现金可以维持你们不断进行新的尝试。“新的尝试”之于蘑菇街，太熟悉了。从蘑菇街既往业务梳理来看，海淘、品牌特卖、社区运营，蘑菇街总能踩在风口之前。然而，命运总是充满戏剧性，每每当蘑菇街掉头转向，寻找下一个市场增长机会时，高楼却在身后崛起。被蘑菇街抛弃的业务分别成就了网易考拉、唯品会、小红书。\n蘑菇街猜准的还有直播。在公开发言中，蘑菇街方面总会先普及...</p>\n\n<a href=\"http://finance.eastmoney.com/a/202012051726610816.html\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/ad7c36ea6368383acebe49bdefacf9b5","relate_stocks":{"MOGU":"蘑菇街"},"source_url":"http://finance.eastmoney.com/a/202012051726610816.html","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2089473069","content_text":"蘑菇街CEO陈琪在公司内部总是跟员工说，公司账上的现金可以维持你们不断进行新的尝试。“新的尝试”之于蘑菇街，太熟悉了。从蘑菇街既往业务梳理来看，海淘、品牌特卖、社区运营，蘑菇街总能踩在风口之前。然而，命运总是充满戏剧性，每每当蘑菇街掉头转向，寻找下一个市场增长机会时，高楼却在身后崛起。被蘑菇街抛弃的业务分别成就了网易考拉、唯品会、小红书。\n蘑菇街猜准的还有直播。在公开发言中，蘑菇街方面总会先普及一下直播圈的冷知识：蘑菇街是电商直播模式的发明者、首创者。\n2016年3月，蘑菇街直播上线，两个月之后的5月份，淘宝直播上线。但直到今年4月，伴随“蘑菇街裁员”一事出现在公众视野中，蘑菇街的直播业务才被市场广泛关注，其中还夹杂着质疑。\n“三心二意”蘑菇街\n今年4月，一封蘑菇街CEO陈琪发出的内部员工信在网络上流传，信中提示，有140人将会被裁员。\n据记者接触到的一位蘑菇街内部员工敖丙表示，这是公司开源节流的一个手段。实际在很早之前，公司就已经布局直播业务，只不过今年对外宣布将业务重心转向直播，“比如传统商城的业务，之前还会有部分人员和精力投入进去，但接下来公司准备全心全意做直播这件事。”\n陈琪在信中这样表述：我们必须让业务高度聚焦，这是客户价值交付和公司持续发展的唯一途径。\n早几年离职的前员工向记者表示，前些年，蘑菇街的业务调整非常频繁，两个月之前做的事情，到了今天可能就要全部被推翻，没有优化和升级，而是拿着新业务重新开始做。\n公开资料显示，蘑菇街成立于2011年，依靠分享社区为淘宝导流；2014年遭到淘宝“封杀”。\n有着数十年互联网运营经验的云猫增长实验室创始人颜律告诉记者，蘑菇街最开始依赖淘宝的生态，是淘宝的导购社区，但后来淘宝发现，来自蘑菇街、美丽说这种上游的流量占比太高，淘宝感觉到了危机。因为长久下去，淘宝很容易会变成一个仓库。\n此后，蘑菇街不仅自建电商平台，还先后探讨海淘、品牌特卖的可行性，但无论哪一个方向，都未能足够坚持。而后，蘑菇街重拾起家的社区运营，但公司内部人士表示，对社区的态度也阴晴不定、左右摇摆。后来，小红书火了。\n蘑菇街直播被唱衰\n上述员工表示，陈琪在公司内部也并未回避数次与机会红利的失之交臂，“老板很随和，也很实诚，他不会‘画饼’，而是说错了就是错了，那我们要想接下来怎么去做对的事情，包括去年年会和今年年初的总结，他就明确提出直播现在正站在风口上。”\n但市场对蘑菇街直播有很多质疑之声。\n艾媒咨询分析师王清霖指出，一方面，直播电商行业爆发，互联网行业头部玩家争相入场。蘑菇街要面对的不仅仅是淘宝这样大平台的压制，还有抖音、快手、拼多多、小红书等新秀或者流量实力派。另一方面，相比较蘑菇街上市之初的14.97亿美元市值，以及2018年底27.5亿美元的最高值市值，截止4月19日，蘑菇街市值已跌至1.11亿美元，缩水超九成，如果未来持续亏损，则很难支撑平台直播业务的发展。\n此外，颜律还指出，蘑菇街的问题是没有规模效应，流量的盘子很小，其打造的电商平台本质上还是卖流量的广告公司。这一点，上述员工同样提到，“我们公司目前的流量还没有那么大的规模，这个是实话。”\n研究蘑菇街总会有个疑问：蘑菇街究竟是什么？\n曾任阿里巴巴内容电商事业部资深专家、淘宝直播负责人赵圆圆指出，蘑菇街其实很难定义，因为它找不到对手，它既不是小红书也不是淘宝，既不是一个社区，也不是一条购物街。如果是小红书那样的社区，需要“奢侈品牌+洋气生活秀”；如果是淘宝，需要“海量货品+价格优势”。\n但蘑菇街把自己和小红书放在了一起。比如蘑菇街副总裁范懿铭曾讲到，蘑菇街和小红书都是直播里的“第二象限玩家”，“第二象限玩家”电商流量属性以及红人属性都较高，且该类平台的红人以专业型内容生产者为主，他们更懂得如何为消费者推荐合适的产品。\n在颜律看来，这样的理解并不准确。因为如果以内容生产公司来看，则是用户思维模式，围绕群体的兴趣去推送和服务，但蘑菇街的电商平台，是人和货的交易，形成的是基于交易的场景。\n这一点其实在范懿铭的公开表述中也有迹可循。范懿铭表示，跟随一个主播买东西是需要信任成本的。蘑菇街首页全部改版为“切片”形式，因为通过喜欢一个商品种草主播，是更有机会的。\n可见，蘑菇街的交易场景是基于商品，而非基于内容。\n颜律站在流量运营的角度上指出，直播的生意是流量的变现，并不是以用户为中心的商业模式；而以用户为中心的商业模式，是根据用户需求去提供产品。\n相较之下，蘑菇街电商交易平台本质上也是流量变现的生意。这种生意需要持续挖掘低成本流量，如果不对流量世界的变化有非常清晰的认识，最后经营困难是大概率事件。\n因为流量的玩法更迅速，且每一个流量渠道都有自身的红利期。用颜律的话而言便是“流量太玄幻了，而且在互联网上，懂精通流量运作和操盘的人又比较稀缺。”\n蘑菇街还有未来吗\n那究竟该如何定义蘑菇街？\n从蘑菇街近日总结的“P2K2C”模式以及业内分析采访来看，蘑菇街采用MCN思路。\n蘑菇街指出，P2K2C模式，“P”是供应链输出能力、直播电商基础设施和达人赋能体系，深度赋能“K”，即KOL，意见领袖，最终给“C”消费者带来更好的体验。\n此次双十一落幕不久，蘑菇街宣布推出“美力计划2.0”招募方案，主要面向淘宝直播五十万级别以及百万级销售额的主播。蘑菇街表示，将从流量、货品、营销和机构这四大方面对主播进行扶持，最终完成20位以上稳定百万量级主播的孵化。\n蘑菇街首席战略官黄昭洁曾表示，蘑菇街没有退市风险，我们认为蘑菇街市值被严重低估，当前的股价并不能反映直播电商的大好未来。\n从该节点看未来，蘑菇街至少还存在一些可期的故事。王清霖指出，P2K2C模式比传统的以“店”和“货”为中心的电商平台模式，更适合下一代正在成长的本土时尚品牌。\n颜律亦指出，蘑菇街积累的运营能力、自身孵化的主播网红以及商家供应链的资源，从这些优势来看，蘑菇街可以开展2B端的代运营工作，“目前，众多普通的MCN机构没有强大的运营和操盘能力。”敖丙表示，蘑菇街的直播技术在业内的沉淀还是比较深的。\n11月30日，蘑菇街发布2021财年第二季度(自然年为2020年第三季度)未经审计的财务报告。报告期内，蘑菇街营收 1.125亿元，同比下滑43.1%；归属于蘑菇街普通股股东的净亏损9370万元。\n财报显示，蘑菇街GMV(交易总额)31.12亿元，同比下滑25.3%。在其中，蘑菇街直播业务GMV同比增长42.2%至23.16亿元，在总GMV中的占比已达74.42%。\n蘑菇街还有什么样的愿景？\n敖丙谈到，“老板很朴实，他不会说一下子变得怎么样，不画饼。他跟我们提过今年的目标就是盈利，然后再在盈利的基础上做得更好。”","news_type":1,"symbols_score_info":{"MOGU":0.9}},"isVote":1,"tweetType":1,"viewCount":2482,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":339895347,"gmtCreate":1608813786389,"gmtModify":1703736907526,"author":{"id":"3557209428326039","authorId":"3557209428326039","name":"追赶时间的沙漏","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3557209428326039","authorIdStr":"3557209428326039"},"themes":[],"htmlText":"<a href=\"https://laohu8.com/S/MOGU\">$蘑菇街(MOGU)$</a>有谁能指点迷津","listText":"<a 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