被合资、被反悔、被撤内容,阿里折戟大体育

来源:虎嗅APP      日期:2019-08-16     浏览数:8284次
被合资、被反悔、被撤内容,阿里折戟大体育

虎嗅文娱组作品

作者丨大蛇丸

头图丨视觉中国

仅仅一个月的时间,阿里体育与苏宁体育就从郎情妾意变成了分道扬镳。

7月1日,业内传出阿里体育与苏宁体育成立合资公司,虽未官宣,但已有媒体称双方的合资公司名为“橙狮”。随后,PPTV的少数员工入驻优酷进行相关对接工作。然而,8月初,这些员工又悄然撤离。

日前,优酷内部人士告诉虎嗅,阿里与苏宁在7月联合组建的体育公司,目前已停摆并解散,而苏宁方面亦明确向虎嗅表示,双方“暂时不合作了”。

据优酷知情人士透露,暂停的原因是双方在进入谈判收购阶段时,苏宁突然抬高价格,阿里无法接受。随后,苏宁体育此前提供给优酷体育的中超、亚足联赛事、德甲、意甲等内容全部被毫不留情地瞬间撤下。

面对用户不满和质问,优酷体育于8月7日贴出告示称:由于内容限制等原因,8月8日之后无法提供足球赛事的直播点播服务,会员将进行折价退款,连续包月服务则终止扣款。

这些大起大落、大喜大悲,都在过去一个月内上演。阿里失去了对抗腾讯体育的唯一筹码,对大体育的生态构想暂时落空。

阿里与苏宁的露水情缘

虎嗅从行业人士处获知,阿里与苏宁的这场谈判绵延日久。

早在2018年,苏宁就有意打包体育资源,卖掉PPTV(现名PP视频,该平台先后换用PPTV和PP聚力的名字,但以PPTV广为人知,故本文均用该名,下同),而理想的买家只有阿里巴巴,双方也情投意合,以至于即便在尚未谈妥的2018年底,优酷就已开始从PP体育拿到的足球赛事版权资源,至2019年7月,眼看一切都将按剧本预设的方向走,苏宁放飞了一只黑天鹅:苏宁反悔、抬价、撤版权、撤员工。

一只脚本已迈过门槛,如今又退了出来,但还没撕破脸——双方重回谈判桌。

“露水夫妻”散伙后,金钱损失尚且不论,因付费内容无法兑现而导致优酷“言而无信”,更令其潜在的品牌损失无法计算。

在这起令阿里又赔又折的交易中,苏宁为什么要甩掉买了六年之久的PPTV?有了优酷的阿里,为何又要吃着碗里看着锅里?蜜月之后的合资公司为何突然死于摇篮?

边打边退,苏宁的视频困局

2013年,陷入财务绝境的PPTV接受苏宁战略投资,六年间,以重金购买体育版权,如今已变身体育视频网站。

一家电商涉足视频和体育产业,通常是企图通过“球队—赛事版权—视频流量—电商”引流,进而拉新和提升GMV。但苏宁的电商业务并不那么性感,7月底发布的财报显示,苏宁易购2019年上半年营业利润大降77.24%。

数据来源:苏宁易购集团股份有限公司2019年半年度业绩快报

“张近东真正重视的业务还是体育和地产。”一位曾在苏宁体育供职的员工告诉虎嗅,苏宁之所以搞体育产业,也是学恒大。苏宁试图通过买球队、做大体育产业,为其地产业务“苏宁置业”打品牌,进而卖房子。而苏宁置业官网显示,其地产业务与体育业务捆绑紧密,除建设“体育小镇”之外,还组建“足球青训营”,以实现“生态联动”。

这个看似完美闭环的业态,第一个缺口是体育赛事版权。

从2015年开始,苏宁面临乐视体育、腾讯在赛事版权上的抬价与围攻。苏宁曾用2.5亿欧元购买西甲6年独家版权(现已归爱奇艺)、7.21亿美元买下英超在大陆和澳门地区的7年独家版权,林林总总下来,苏宁在赛事版权上的投入累计超过100亿元。尽管投入巨大,但体育赛事并不赚钱,且对地产业务帮助不明显。

另一大缺口是视频网站PPTV。

“赔钱”是互联网视频行业十几年来的一贯传统。四年来,在同行都在抢购影视剧版权吸引付费会员时,PPTV缺席了大部分热门影视综艺的竞争——尽管PP体育宣称已有12.8亿人次观看了上个赛季的英超联赛,但并不会带来相应数量的付费会员,至于扭亏更是天方夜谭。

备受重视的PP体育的日活始终没有超过160万,而月活仅在2019年初超过了1000万,期间大概也是与阿里谈判收购的时节。数据来源:QuestMobile,制图:虎嗅。

观看体验并不那么好的体育赛事,几乎是PPTV近年来唯一活着的支柱,而这苟延残喘的生存,却是建立在苏宁不断割肉的基础上。

无论是直线摊销还是加速摊销,租来的版权就一定存在价值损耗,苏宁为PP体育购买的版权价值,将随着时间的推移而折价,故苏宁的焦虑可以想见。如今,体育版权和视频平台之于苏宁已形同鸡肋,在薪尽火熄之前将内容和视频平台卖出去,强过眼睁睁看着当年花10亿多买来的PPTV死去。

阿里的体育饥渴症

互联网巨头对体育行业的兴趣,也不过是近几年的事儿。

比起乐视、苏宁和腾讯,在折腾外围的阿里体育,一直未能跻身第一阵营。

“阿里体育一直想讲述一个更宏大的故事,但这个逻辑在体育产业并不成立。”有体育行业人士评论道,直到2018年,优酷高价拿下世界杯新媒体转播权(有传闻称,优酷方面出价16亿元左右)。官方对外宣称,这场持续一个月的赛事,取得了日活环比增20%和直播观看人数超1200万的成绩。而在世界杯后,优酷没有留住这些用户,活跃度恢复至赛前水平(甚至更低),这也许是阿里在体育领域“开窍”的一个原因——体育赛事确实能带来大量活跃用户和流量。

优酷的移动端日活、月活在2018年世界杯期间达到峰值(带数据标注的时间点,是世界杯请前后的数据对比),但世界杯之后马上跌回原有水平。数据来源:QuestMoblie,制图:虎嗅

因此进入2019年,阿里盯上腾讯,争夺NBA。但最终,腾讯用5年共15亿美元的代价,捍卫了NBA独家合作方的地位,而号称“诚意满满”的阿里落败。因此阿里无论如何都需要新的弹药来填充版权库,苏宁手里的体育版权是一个不错的标的。

然而问题是:如果体育版权在苏宁的羽翼下尚且不能盈利,在阿里的屋檐下就真能过得好?

赛事版权与影视版权有类似之处:都是高价“租来”的内容,除了卖广告和卖付费会员外,都没有很好的赢利点。欧美赛事的商业化经验并没有给国内市场带来甜头,更糟糕的是,当视频平台发现外部版权价格过高,还可以花钱做“自制”降低成本,照样可以出爆款,但在现有条件下,平台方几乎不可能做一场叫好又叫座、生命力久远、还能引发大众关注的赛事。

视频网站十几年没有盈利,赛事版权又何以幸免?

国内平台拿到的版权赛事,商业化成绩平平,即便行业商业化最成功的NBA赛事,也因为版权价格过高而导致腾讯一直亏损。因此,一位体育行业观察人士相当悲观地认为:“体育赛事在可见的将来,很难盈利。”而腾讯用15亿美元续约NBA,也未必是件好事,“它有钱高价买这个赛事,大概率不会再花钱买别的赛事版权了,这对整个体育生态来说也不是好事儿。”

手握金钱的阿里可谓整个行业此时最后的压舱石。

“就互联网各大平台的举动来看,大家都没有想着赚钱,都是卡位。商业是一方面,当然还有其它方面的诉求。”有业内人士告诉虎嗅,“阿里未必非要从体育本身赚什么钱,它着眼的可能是电商生态,将体育用户转化为电商用户买买买,其目的就达到了。”

但现在阿里要失望了。

PPTV的六年资本漂流

巨头变脸,小玩家遭殃,这可能是PPTV的过去、现实甚至还有未来——从2011年开始,资本夹缝中的PPTV就开始了它惶惑不断的漂流之旅。

2012年10月,PPTV就曾与苏宁洽谈收购事宜,但因种种原因未能成行。

2013年,持有PPTV优先股的投资方日本软银提出,让PPTV与PPS合并,但在控制权问题上,双方发生分歧,PPTV不愿PPS主导收购,谈判破裂。PPS对百度投怀送抱,后者与2013年5月收购PPS后与爱奇艺合并,组成爱奇艺PPS,后PPS品牌彻底被消化。

2013年四五月间,眼看与PPS合并无望的PPTV与当时风头尚劲的天天快报视频洽谈收购事宜,但又失败了,根由依然是控制权无法谈拢。

2013年7月前后,PPTV现后与阿里、湖南卫视单独或同时谈判收购事宜,但因控制权再次谈崩。

2013年8月,在资本圈转了一大圈的PPTV又与苏宁坐在谈判桌前,当月的PPTV举行的PPLink硬件发布会上,第一排的嘉宾就是苏宁投资部相关人士——PPTV像是公开向资本圈和媒体表示名花有主。

而在两个月后的10月底,苏宁云商和联想弘毅宣布,以4.2亿美元估值战略投资PPTV,其中苏宁云商出资2.5亿美元,联想弘毅出资1.7亿美元,据称PPTV实际以3.9亿美元现金+3000万美元的期权接受了投资。先前的投资方软银、蓝驰、德丰杰悉数退出,套走原有投资金额近3亿美元,也就是说,PPTV在卖身时,到手现金不到1亿美元。

至此,PPTV第一轮资本纷争归于平静。而资本变动频仍,导致原本坚持“控制权”的公司高层也开始走马灯似的轮换。

2014年3月底,PPTV原CEO陶闯转任常务副董事长,创始人姚欣转任OTT业务,此后低调离职,而联想系吕岩上位,担任CEO,副总裁单晓蕾、市场副总裁周亚娜、战略和投资部副总裁张坤等在此轮人事变动中均选择离职。至此,联想系高管控制PPTV,但时间不长,2014年11月底,以CEO吕岩为代表的联想系纷纷离职,来自苏宁云商的范志军开始担任CEO。至此,苏宁系彻底控制PPTV。

2015年8月,阿里与苏宁云商宣布互相持股,苏宁云商以140亿元认购阿里相当于新发行股份,同时,阿里以283亿元参与苏宁云商非公开发行,占股19.99%。

2015年底,苏宁云商已作价25.87亿元,将手中的PPTV股份转给苏宁文化。这是PPTV所经历的第二轮资本变动,此时,创始团队高管早已离开,当初坚持的“控制权”终归于虚无。

2018年7月,阿里大文娱参与苏宁体育A轮融资。2019年7月,阿里体育与苏宁体育旗下PP体育成立合资公司,有传闻阿里将收购PPTV。

截至2019年7月,PP视频(即PPTV)的日活用户数仅241.37万,而月活则不到2000万,居于末流。数据来源:QuestMobile,制图:虎嗅

2019年8月,阿里与苏宁传出合作终止,重新谈判的消息。

8月2日,苏宁体育曾对外宣布,启动B轮融资,并计划未来两到三年上市。然而,苏宁体育一年在版权上的平均花费就要几十亿元,再加上带宽成本、运营成本,一年需投入至少百亿元。对于拿着大量体育版权和羸弱用户日活数据的PPTV来说,它还有什么更好的选择吗?除了阿里,谁有这个实力?或许还有腾讯、百度,但他们都有了自己的视频生态。

而从2012年至今,PPTV从未逃出苏宁和阿里所编织的资本牢笼,在来回折腾6年之后,这家曾经的明星视频公司只剩一具空壳,填满了苏宁高价买来的体育赛事版权。不变的,还是作为博弈筹码,在巨头间来来往往。

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