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class="spanimg3">2018-12-18 17:18</span> <span class="spanimg4"><a href="#cm">我要评论</a>(<i><a href="#SOHUCS" id="changyan_count_unit"></a> <script type="text/javascript" src="http://assets.changyan.sohu.com/upload/plugins/plugins.count.js"></script></i>)</span> </p> </div> <div> <div class="say"><p>据说Q赖奕龙自己也在荔枝FM上有一个名为“深夜谈歌”的电台Q不q我没找刎ͼ不知是否谬传。不q,我倒是看到?.....</p></div> </div> </div> <div class="article-content fontSizeSmall BSHARE_POP"> <p style="text-align: center; text-indent: 0;"> <img border="0" src="/uploads/allimg/181218/1GS51557-0.jpg" /><br /> (囄来源Q?strong>{果资讯</strong>)</p> <p> Ud电台应用荔枝FM获得2000万美元的C轮融资,再度搅动了音频市池春_在刚刚q去?014q_q有四款Ud电台应用都相l拿C投资Q?/p> <p> 2014q?月,优听Radio获得2000万美元的A轮融资;</p> <p> 2014q?月,喜马拉雅获得1150万美元的A轮融资;</p> <p> 2014q?月,H播获得千万Uh民币的A轮融资;</p> <p> 2014q?月,多听FM获得1000万美元的B轮融资;</p> <p> 加上本回合的荔枝FMQ经q两Cq左右的普遍性发展,Ud电台领域骤然q轨步入高速R道,赛手UL借助资本的支持开始着力竞争。这U整齐划一的节拍不难让人理解两个潜藏的事实Q蓝{U,抢夺用户的难度加剧;以及剩者ؓ王,花钱才能买到生存Z?/p> <p> 有h曾说Q互联网让电视台、报U总及杂志等传统媒体日渐难过Q却相对放过了广播这个业。私家R的普及加上交通环境的拥堵让收听广播成ZU无奈的N余兴Q部分地方电台的l营收入竟不降反升,颇有苟且L之悦。然而,该来的终归还是要来,手机热潮、移动流量贬倹{WiFi门槛普降……每一ơ市ZP都是对传l广播敲响的一C钟,互联|的高维文明也开始了C轮的“毁灭你,与你何干”的故事?/p> <p> q次的对话者,是荔枝FM的创始h赖奕龙?/p> <p> <span style="font-size: 18px;"><strong>不曾停歇的创?/strong></span></p> <p> 赖奕龙是一个连l创业者,2003q_他在做当时前景大好的SPQ点讯)Q?005q_他在做WAP门户Q摩|)和手机游戏(乐宝游戏Q;2010q_他在做针对农民工的移动社交应用(183Q;2013q_他开始创枝FM。就影响力而言Q这看上L赖奕龙最成功的一个作品?/p> <p> U览赖奕龙的创业Ԍ有三个值得注意的细节:其一Q几个项目的方向虽然跨度差异较大Q但是所处行业都为移动(无线Q互联网Q眼界相当高q;其二Q多q创业的zd范围基本上都在广州,属于_派互联|的阵营Q风格偏向务实、灵z;其三Q作l创业者,赖奕龙的业内声名不低Q洪波、刘韧和申音都记录过他的创业Q早在荔枝FM的前一个项目上Q经U和晨兴也都与赖奕龙有过一ơ资本合作?/p> <p> “我一直在{中国移动互相网的爆发,但中国的Ud互联|整整错q了3Gq一代,?G时代才爆发?rdquo;赖奕龙对自己的坎L历如此ȝQ他历数?G为风口的整整一代移动互联网创业者,极少有真正能够走出来的,“虽然有上市的数例子Q但是市值都不太理想Q最优秀的UCl果却又没有上市”?/p> <p> 所以赖奕龙倍加推崇雷军宣扬?ldquo;势理论”Q而其创业的连l性,亦是Z捕捉那个一定存在却又不知道何时会抵达的大ѝ代表小c科技的雷军亦是荔枝FM本轮融资的主要参与者之一Q赖奕龙Uͼ米不希望缺位音频市场,q是米多媒体矩늚重要板块。此前,米先后投资爱奇艺和优酷土豆、布局视频市场Q这被视为是米的内容生态战略?/p> <p> “雷军最l选择我们Q是因ؓ在小c的团队里喜Ƣ荔枝FM的h占较高,双方的品气质也比较接近Q未来也会在内容上做一些深度的整合?rdquo;昄Q赖奕龙认ؓ米能够l予的支持,除了资金之外Q更重要的是资源层面的输出。但是另一斚wQ小c从来不会向投资对象提供M承诺——与米发生资本关系{同于可以在米商店或是MIUI里面得到一张不同颜色的通行证,毫无疑问是低看了米——而且Zؓ加上米总计投资了几q?0家创业公司,荔枝FM也ƈ非是需要特D对待的一个?/p> <p> 上雷军Q晨兴的刘芹、经U的张颖、顺为的E天总计四hQ组成了荔枝FM本轮融资的投资者阵容,赖奕龙也忍不住在微信朋友圈里感叹“I前豪华”?/p> <p> <span style="font-size: 18px;"><strong>用户质量胜于用户数量</strong></span></p> <p> “一q左右的旉Q荔枝FM的用戯模大概是2000万左叻I我觉得挺快了Q但是听到同行的8000万?亿这U数字,我都惊呆了?rdquo;赖奕龙直a荔枝FM目前的用h量宣布出?ldquo;挺尴的”Q但是赖奕龙不愿多谈同行数字的注水问题,因ؓ与竞争对手相比,赖奕龙认枝FM的长处在于用戯量的上乘?/p> <p> “它们Q竞争对手)h很快Q都是因为在采集内容上花了大功夫Q收录了很多已经成型的高知名度节目或是小_属于营模式,比如喜马拉雅Q品cd多,但是d?000多个电台?rdquo;而荔枝FM的最新统计是q?0万电収ͼq意味着在UGC的架构上荔枝FM基础更ؓ深厚Q而这才是竞争力的制胜命脉?/p> <p> 更接q内Ҏ费这端,UGC的优劣,军_了用L使用场景。对于很多?ldquo;听书?rdquo;的同cd用,赖奕龙认为它们的电台属性已l名存实亡?ldquo;荔枝FM的用高峰期是夜晚,而且是整块整块的睡前旉Q这些用户和L同步上线Q在很专注的场景下收听电台?rdquo;而与q种场景相反的,是很多移动电台应用都是在白天时段被碎片化的用,如开车或坐地铁时Q在关系上,Z内容是很密切的,但是Z人确实疏ȝ?/p> <p> “传播学里Ԍ声音的最大特点就是感情丰富,如果持箋且专注的听一个h的声韻I其实会生如同催眠的效果Q这也是Z么很多宗教在宣传旉是录韌不采取视觉曝光的原因?rdquo;赖奕龙相信,好的内容固然重要Q但好的L更加E~,而且Q基于h的消费能力ƈ不输l基于内容的消费能力。比如,荔枝FM现在正在试{一些热门主播,遵@YY、斗鱼已l实践过的模式,帮助L创造商业机会、强化粉丝经,甚至可以接入电商模块Q让“Zh都是L”q句SLOGAN喊v来不会那?ldquo;?rdquo;Q?ldquo;荔枝FM里超q?0%的用户都?0后,他们的用频ơ极高,一旦找到喜Ƣ的L之后忠诚度也很高?rdquo;</p> <p> 当然Q话说回来,_丝l济仍然需要庞大的用户基数作ؓ支撑Q赖奕龙的短期目标是5000万的用户规模Q他认ؓq是一个粉丝经能够真正生可观效益的基准Uѝ?/p> <p> <span style="font-size: 18px;"><strong>音频生意的盈利之?/strong></span></p> <p> 2014q_Ҏ相收购了流媒体音乐服务Beats Music和个性化电台应用SwellQ似乎也证明了音频市场大有文章可做,再往前一q_Ҏq主动宣布了旗下数字q播应用Podcast的订阅总量H破十亿——要知道,q是在Podcast被公认ؓ是苹果体验最p糕的官方应用的前提下得到的成W——如果电台Qv外通常UC?ldquo;播客”Q能够借助Ud互联|的贴n场景得以复兴Q那么或许,赖奕龙等待的大势真的已经到来?/p> <p> 不过Q看到市场,和这个市场本w的合理性,q不能一概而论。比如,在线视频市场早已得到证明Q但它仍然不是一个健L市场Q优酷土豆烧钱八q_只有一个季度实现盈利,上市四年累计亏损q?8亿h民币Q无论如何风光,l无法掩饰造血无能的苍白?/p> <p> 音频q种Ҏ媒介Q其q告形式注定~少视觉上的冲击力,以及很多表现上的惌I间Q赖奕龙认ؓ电台和音乐的市场是共通的Q即“音乐的市场有多大Q电収ͼ音频Q的市场有多大”。但是他也承认,音频的信息传播效率是相对较低的,所以荔枝FM目前的盈利模式主要还是偏好于营销斚wQ会有一些注重文化传播的品牌——比如清新赞助专业户宝马MINI——会尝试在荔枝FM里结合主播的话题特征做一些植入?/p> <p> 至于规模化的盈利Q目前可能仍然言时过早?/p> <p> <span style="font-size: 18px;"><strong>声音是h的显性灵?/strong></span></p> <p> 收录一切声韻I存储一切声韻I分n一切声韻Iq是赖奕龙反复叙q的创业愿景Q也是荔枝FM的品理惟?/p> <p> 在手Z打开荔枝FMQ映入眼帘的最昄的视觉表玎ͼ是一个拟物风格的仿收x按钮Q指按住,拨动旋{Q就在不可预的情Ş下进入一个新的电収ͼq种设计Q源自d国工业生产商博朗TG 60带录音机,背后有着MQFunctionalismQ的哲学Q即Q?ldquo;设计不应占支配地位,不应凌驾于hQ设计应该服务于?rdquo;?/p> <p> 服务以h为单位的用户和主播,也成Z荔枝FM的主体运营思\?/p> <p> 在寝室熄灯后吐槽学校闻的女大学生、在l孩子讲故事旉手录韛_享的母亲、每晚十点准旉读一小说的白领……除了不断扶持q些原创L之外Q赖奕龙正在努力明星请入荔枝,吴亦凡、鹿晗、陈赫、陈坤,每一ơ明星的入驻Q都让荔枝FM的用户增镉K度在短期内跛_一个不可思议的高峰?/p> <p> “q次融资的用途,主要会投入在技术上Q比如云储存、算法推荐等?rdquo;赖奕龙将技术视为增q用户体验的必要E序。因为鼓?ldquo;Zh都是L”Q所以不能让用户遇到因ؓ技术问题无法解册无法成Z播的现象Q比如荔枝FM里有一w噪功能,能够在主播说话时降低背景音乐的音量,而在沉默时还原音乐进行过渡,很多诸如此类的技术方案,都需要不断的q行打磨和完善,最l实现只需要一部手机就能从容录音的l果?/p> <p> “我常在微博搜索,看到有的用户在说昨天又听一晚荔枝FMQ听得泪满面之c,我觉得这是荔枝FM的h倹{?rdquo;赖奕龙很认真的补充道?/p> <p> <span style="font-size: 18px;"><strong>以及……</strong></span></p> <p> 据说Q赖奕龙自己也在荔枝FM上有一个名?ldquo;深夜谈歌”的电収ͼ不过我没扑ֈQ不知是否谬传。不q,我倒是看到他有断断l箋的在微信公众帐号里写文章Q在每篇文章的末,他都会引用博赫斯的一句话Q鼓q户在转蝲甚至商业化用自己文章时不必|名Q因为博赫斯是q么说的Q?/p> <p> “只愿我的文章传遍天下而大家不知道是我写的”?/p> 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