CEOScriptv50513-clean匯總

1、精品資料CEScr i ptv5051 3-clean謝謝，大家好。歡迎大家參加微博財報電話會議。Thank you and good morning. Welcome to Weibos first quarter 2015 earnings conference call.本次財報會議，我會向大家重點介紹微博產(chǎn)品及用戶在一季度的情況，以及我 們在建設(shè)原生廣告平臺上的進展。During todays conference call, let me share with you the latest updates on Weibo product and user traffic, as w

2、ell as the progress we have made on Weibos social marketing.在2015年第一季度，我們的收入和用戶依舊保持了快速增長，一季度微博總營 收達到了 9630萬美金，年對年增長43%,其中廣告營收達到7920萬，年對年 增長53%,廣告中來自于移動端的比例達到了 58%；公司利潤達到了 290萬美 金。Let me start with our first quarter performance.In the first quarter of 2015, Weibo continued to achieve strong revenue g

3、rowth and user growth. Weibos total revenues grew 43% year over year to $96,3 million. Advertising revenues grew 53% to $79,2 million, with mobile ad revenue reaching 58% of our total advertising revenues. Our non-GAAP net income in the first quarter reached $2.9 million, compared to a non-GAAP loss

4、 of $4.8 million last year.在用戶活躍方面，截至一季度末，我們的月活躍用戶達到了 1.98億，年對年增 長38%,環(huán)比增長13%, DAU達到了 8900萬，年對年增長34%,環(huán)比增長 11%, 一季度是微博上市以來增長最快的一個季度，同時一季度來自移動端的 用戶占比也有了顯著提升，微博的月活躍用戶中來自移動端的比例達到了 86%,而開通支付功能的用戶達到了 4500萬，已經(jīng)占移動月活躍用戶的27%。 Turning to operating results, in March, Weibos monthly active users reached 198 mill

5、ion, up 38% from the same period last year and 13% from last quarter. Daily active users reached 89 million, up 34% from the same period last year and 11% from last quarter, representing the largest user growth rate since our IPO in April 2014. We also saw significant growth in mobile usage, with 86

6、% of Weibos MAU in March being mobile. Weibo users who have activated Weibo Pay reached 45 million in March, or 27% of our mobile MAU.一季度的運營情況，我主要介紹如下幾個方面：On the operational front, let me elaborate on the key progress we have made.首先，一季度是中國春節(jié)，部分微博用戶會從一二線城市回到二三線城市，這 也是我們借勢加強品牌推廣，提升用戶規(guī)模的重要節(jié)點。在過去的3年中，每

7、 年的一季度春節(jié)期間，微博都會圍繞新春祝福，推出紅包主題的社區(qū)營銷活 動，由微博用戶給自己的粉絲發(fā)送紅包，一方面帶動用戶規(guī)模和活躍，通過這 種活動讓更多的用戶接觸并使用微博，同時也是對微博社交營銷模式的重要普 及，讓更多的企業(yè)通過活動獲得粉絲，體驗社交營銷的魅力，#讓紅包飛#也成 為每年年初微博用戶及商業(yè)的主要活動；Each year around Lunar New Year in China, many Weibo users living in first and second tier cities in China would return to their home in the

8、second and third tier cities to celebrate with their families and friends. We have in the past three years taken this opportunity to run a large-scale “Red Envelop Giveaway“ social marketing campaign to expand Weibo?s user base and increase user stickiness. Known as ”紅包 K” or let lucky money fly,“ W

9、eibo users can giveaway red envelops, or kicky money, to attract new fans, as well as compete to “grab” the lucky money, the winning of which can be into cash on Alipay. Our Lunar New Year Red Envelop Giveaway campaign this year not only significantly increased Weibo5s user activity throughout the f

10、irst quarter, it also gave businesses the opportunity to participate in social marketing, by letting them experience first handedly how to grow their fan base on Weibo through a promotional event. Weibo9s Red Envelop Giveaway campaign has really become our hallmark event at the beginning of each yea

11、r to generate massive user engagements and strong participation from our ad customers, including key accounts, large brand advertisers, and small and medium-sized enterprises, or SMEs.在今年一季度，微博整個紅包活動期間，參與用戶數(shù)達到了 7000萬，共有190 萬個企業(yè)和明星及微博用戶發(fā)出價值人民幣15億的現(xiàn)金和卡券紅包，活動一方 面在用戶參與上獲得了成功，同時在商業(yè)收入上也獲得了不錯的成績，今年的 紅包飛的收入

12、達到了去年的2倍多；同時今年的紅包活動，微博首次與支付寶 的戰(zhàn)略聯(lián)合，也大大提升了微博商業(yè)工具一一支付和卡券的用戶規(guī)模，整個活 動期間，使用微博支付的用戶達到3600萬，微博卡券用戶達到1700萬；活動 期間與央視春晚、元宵晚會的合作，也推動了微博日活用戶峰值突破了 1億： 紅包活動對我們2015年繼續(xù)提升微博用戶規(guī)模，向客戶普及微博商業(yè)產(chǎn)品，以 及為微博支付、卡券等基礎(chǔ)商業(yè)工具打下了堅實的基礎(chǔ)；Results for this years Red Envelop campaign are quite encouraging. Over 70 million users participate

13、d in the campaign and over 1.9 million businesses celebrities and other Weibo user accounts together gave away rmb 1.5 billion (or approximately $140 M) in cash and coupon value. Compared to last years Red Envelop campaign, revenue from tliis years campaign increase over two times.This was also the

14、first time we worked with Alipay at a strategic level to integrate our product and campaign promotion, which significantly increased the usage of Weibo Pay and Weibo Coupon. For example, during the campaign 36 M users used Weibo Pay and 17 M Weibo users redeemed coupons. In coordination with CCTVs C

15、hinese New Year Gala and Lantern Festival shows, Weibo5 s daily active users for the first time surpassed 100 million. The Red Envelope campaign not only expanded Weibos user scale and increased user engagement, it also showcased Weibos marketing tools like Weibo Pay, Red Envelop Giveaway and Weibo

16、Coupon, which provide the foundation for businesses and marketers on Weibo to leverage event-based social marketing to grow their following.我們在2014四季度末推出了微博群組功能，與QQ/微信等通訊群組不同，微博 群組還是側(cè)重于優(yōu)化微博單向關(guān)系的溝通體驗，以加強明星/用戶與粉絲之間， 以及共同興趣的粉絲之間的溝通和交流，2015年一季度，微博群組月活躍群組 達到了 12萬，目前數(shù)據(jù)顯示，使用微博群組的用戶群每天打開微博的次數(shù)，是 平均值的L5倍。微博群組

17、目前的模式初步證明了 “基于興趣的群組”與微博 用戶群體的契合，我們未來會繼續(xù)加大在群組產(chǎn)品上的投入，并將目前的粉絲 群繼續(xù)提升用戶體驗和應(yīng)用場景。群組類產(chǎn)品對于微博提升用戶活躍率和粘性 非常關(guān)鍵，也是微博未來提升用戶使用場景的重要工具。At the end of the fourth quarter last year, we launched Weibo Group Chat, which differs from QQs and WeChats, as our Group Chat is interest based and is designed to enhance the asym

18、metrical relationship between celebrities and others with their fan base, increasing the liveliness of the fans. In a little over three months, we saw the monthly active chat groups reached 120,000, which validates the value interest-based gi,oup chat brings to Weibos user base. Weibo9s group chat f

19、unction increases users activeness and engagement. We noted that Weibo users who use Weibo Group Chat on average log in to Weibo 1.5 times more than our average user. We will continue to ramp up our efforts in Weibo Group Chat to provide improve user experiences.在商業(yè)化生態(tài)方面，我在上次四季度財報中提及過，微博商業(yè)模式的核心還是 堅持

20、打造基于原生，基于信息流，基于移動的商業(yè)營銷產(chǎn)品體系，我們通過給 企業(yè)打造一系列的營銷工具，以推動他們使用微博的營銷產(chǎn)品。但我們也關(guān)注 到，在中國社交營銷仍處于普及階段，擴大在微博進行營銷的企業(yè)規(guī)模的優(yōu)先 級和重要性，目前還大于我們把這些企業(yè)發(fā)展為廣告客戶。因此在營銷產(chǎn)品完 善之前，我們并不要求企業(yè)在微博進行社交營銷時.，必須使用微博的商業(yè)產(chǎn) 品。但是隨著微博的企業(yè)規(guī)模超過白.萬，以及微博各種商業(yè)營銷產(chǎn)品的完善， 我們已經(jīng)開始對部分行業(yè)的營銷行為進行逐步規(guī)范，我們希望與第三方服務(wù)公 司一起，在規(guī)范營銷的前提下，為企業(yè)在微博的社交營銷提供更好的服務(wù)。例 如在一季度，我們對在微博進行活動營銷進行了

21、規(guī)范，我們相信這會改善用戶 消費信息流產(chǎn)品的體驗，加快社交營銷市場的規(guī)范性，讓企業(yè)可以從社交營銷 中獲得更好的效果；On our call last quarter, we highlighted that Weibo core advertising offerings evolve around native ads, news feeds and mobile marketing solutions. We recognize that social marketing in China is currently at an early stage. Thus, our priority

22、 at the moment is to attract businesses and marketers to Weibo to experience social marketing without the requirement to spend a lot of marketing dollars nor compel them to use Weibos marketing tools and sendee. We are working with third-party service providers to develop and improve service support

23、 for businesses who wish to do social marketing on Weibo. With Weibo enterprise accounts reaching one million and a series of marketing solutions now available, we are gradually cleaning up undesirable marketing behaviors on Weibo. We believe the net impact of our actions will create a healthier env

24、ironment for business and marketers to conduct social marketing on Weibo.在商業(yè)化產(chǎn)品方面，一季度是常規(guī)品牌廣告市場的淡季，但是我們也看到在一 季度，我們的廣告客戶數(shù)，特別是中小和自助客戶仍舊維持了不錯的增長，一 季度微博活躍中小廣告主的數(shù)量超過了 38.8萬，環(huán)比增長21%,特別是我們看 到有越來越多的自助客戶會使用我們的原生廣告產(chǎn)品，目前原生廣告（指的是 博文和帳號為落地頁的廣告）占整體收入的比重還不大，但是互動率是普通廣 告的1.4倍，因此我們在一段時間內(nèi)仍會使用優(yōu)惠、打折等舉措，促使我們的 客戶更多的使用微博原生廣

25、告。Historically, the first quarter is the slowest quarter for online advertising in China, particularly with Lunar New Year this year occurring in the middle of Febnjary. Nevertheless, we witnessed strong growth in advertising sales this year. In the first quarter, the number of active SME ad custome

26、rs reached 388,000, or 21% increase QoQ. One key point to highlight is the rapid pace we are seeing Wuibos self-service business growing. Although revenues from self-service native ads represent a small fraction of Weibo SME revenues, the engagement rate of such product line is 1.4 times of normal ads. Self-service native ads is an important offering on