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Facebook今年股價從高位下跌42% 這五個原因導致了暴跌

騰訊今年股價曾一度跌至251.38元,較年初高位475.6元下挫47%。(不過最近重新反彈至310元。)
而在彼岸的Facebook,這年股價其實與騰訊也是不遑多讓。相較今年高點(218.62元),42%的跌幅跑輸FAANG全陣營。
很多人問,到底是為什麼?概括而言,大概有以下五個原因:
一)新聞流(News Feed)的方針大大改變。朱克伯格在1月表示,調整後的新聞流,將優先考慮來自用戶朋友和家人的內容,而不是他們所關注品牌的內容,同時他預計用戶花在Facebook上的時間以及他們對該服務的參與度將隨之下降。2017年,Facebook的全年營收為406.53億美元,其中廣告收入為399.42億美元,佔比高達98.25%。對於靠廣告一條腿走路的Facebook來說,朱克伯格的預期使華爾街陷入恐慌。該公司股價在1月12日收盤時下跌逾4%,使Facebook的市值減少了245億美元。
二)外界質疑Facebook的VR策略。Facebook在今年下半年推出了面向C端的新款Oculus,口碑和銷售均反響平平。盡管有預測表明,2019年將是VR技術在泛娛樂領域布局的轉折點,但目前的主流依舊是面向B端的“VR+”形式,比如教育培訓、醫療、零售等領域。遲遲不見有出頭之日,VR產業被懷疑是泡沫,包括電影公司IMAX在內的眾多巨頭已選擇了剝離相關業務,而2015年就對VR投入了20億美元的朱克伯格仍初心不改。
三)信用和罰款危機。在美國,Facebook的「罪名」不斷增加:涉嫌操縱美國大選、引起種族仇恨、向他國泄露機密文件……今年3月,幾乎令Facebook身敗名裂的“劍橋數據公司醜聞”遭遇曝光。據報道,Facebook用戶的喜好相關數據遭到泄露,而這些數據被用於在2016年美國總統大選中針對目標受眾推送廣告,鞏固或改變他們的想法,繼而影響大選結果。該事件違反了限制收集、目的特定、使用限制以及安全保障等多項個人信息保護基本原則。同時Facebook或將被處以數十億美元罰款。
四)歐洲監管。對於Facebook來說,致命的一擊來自第二季度歐盟“通用數據保護條例”(GDPR)的推行。今年5月正式生效的GDPR被稱為史上最嚴厲的個人數據保護條例。根據GDPR的規定,企業在收集、存儲、使用個人信息上要取得用戶的同意,用戶對自己的個人數據有絕對的掌控權。一直以來,Facebook都被批評強制用戶同意隱私條款,通過合法出售用戶隱私獲得廣告主的青睞。
GDPR施行後,該公司的每日用戶數量減少了300萬。此外,伴隨GDPR而來的還有巨額罰單的潛在威脅。9月底Facebook數據泄露一事暴露,超過5000萬用戶賬戶在黑客攻擊中受影響。若歐盟隱私監管部門認為Facebook違反了GDPR,其或將因數據泄露面臨高達16.3億美元的罰款。
五)流量增長困境。Facebook 在2017年就已經出現用戶增長速度大幅減緩,從同比的14%-16%降至2017年四季度的7.4%。2018年二季度,Facebook月活躍用戶數僅增長了1.54%,低於上季度的3.14%,創下歷史新低,三季度該數據繼續放緩。
對於Facebook 來說,歐洲和北美是其利潤的主要來源,最新數字顯示,北美用戶人均季度產生27.61美元營收,而歐洲則為8.82美元。北美用戶的增長困境,加上歐洲月活用戶的下降,兩大關鍵市場的用戶增長停滯成為Facebook變現的最大危機。 文:Nowwwhat Editorial