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“网红经济”尴尬症:变现难、商业模式不可持续

2016-12-27 11:15:49   

《中国经济周刊》 记者 银昕|北京报道

(本文刊发于《中国经济周刊》2016年第50期)

“与罗辑思维分手对我们目前的运营没有任何影响。”在与罗辑思维分手之后,Papi酱团队CEO杨铭对《中国经济周刊》记者说,“Papi酱的发展步伐完全是由团队本身决定的,账号运营也由团队成员负责,不会受股权变化的影响。”

曾高调宣布投资Papi酱,进入“网红”领域的罗辑思维,与Papi酱度过了仅几个月的蜜月期后便宣告缘尽。

今年3月,Papi酱获得了1200万元的融资,其中天使投资人徐小平创立的真格基金和罗辑思维各出资500万元,其余的200万元来自光源资本和星途资本,此次融资占股权比例12%,Papi酱团队持有剩余88%的股权。但工商资料显示,仅4个月后,Papi酱团队CEO杨铭名下的北京春雨听雷网络科技有限公司便发生了信息变更,股东由杨铭、姜逸磊、罗辑思维运营实体北京思维造物投资管理有限公司等变更为杨铭名下的另一家公司徐州春雨听雷网络有限公司独资。在8月29日的一次信息变更中,北京思维造物投资管理有限公司被从徐州春雨听雷网络有限公司的股东名单中删去,有消息称,罗辑思维所持有的股权被真格基金接手。

罗辑思维团队对这场“分手”的解释是:“不是我们投得不好,我们投的是很好的公司,但就是因为他们太好,投资上我们可能要赚很多钱,就容易受到诱惑。”CEO李天田解释说,投资这件事情要画句号,罗辑思维应把注意力集中到自己的事情上。但就在刚刚与Papi酱团队牵手时,罗振宇专门制作了一期《罗辑思维》节目,信心满满地表示要将Papi酱捧成一个有影响力的“网红”。这场持续不到半年的合作,究竟出现了什么问题?

“网红经济”尴尬症:变现难、商业模式不可持续

“任何一场投资都是因为在这个领域里看到了机会。”前国际数据公司(IDC)中国区总裁、北京飞马旅发起人郭昕接受《中国经济周刊》采访分析,罗辑思维团队有可能意识到“网红经济”一时还找不到特别靠谱的商业模式,从现金流考虑,决定撤股。

郭昕认为,“网红”究竟能否形成可持续的商业模式,现在还不得而知。“至少目前我们还看不到已被验证为可行的解决方案。”

此前一段时间,不少投资界人士都对“网红”的投资价值表达过怀疑态度。前央视主持人、现紫牛基金合伙人张泉灵就曾表示,不是所有“网红”都值得投资,对于生命周期比较短的“网红”,投资人是没有办法去投资的。从投资者的角度来说,他们更倾向于投资长效内容。

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