一心想做大,但赌错风口,暴风不是第一个!出来混迟早要还的

7月28日晚间,暴风集团股份有限公司(以下简称:暴风)发布公告称,暴风的实际控制人冯鑫因涉嫌犯罪被公安机关采取强制措施。至于为什么采取强制措施,该公告并未披露出来。

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不过,《财经》的记者爆料,冯鑫应当是涉嫌经济类刑事犯罪,其被采取强制措施最有可能与其投资合作的光大旗下MPS项目破产有关。而《第一财经》则报道称:冯鑫可能涉嫌在项目并购运营中存在行贿行为。

真实情况到底如何呢?目前尚未有权威机构做出回复。不过我们可以通过回顾暴风的发展历程,或许可以窥知一二。

一心想做大,但赌错风口

2003年,暴风影音播放器正式推出;

2004年,金山事业部副总经理冯鑫离开金山开始创业;

2005年,冯鑫创立酷热科技;

2007年1月,冯鑫将从IDG拿到的1000万美元融资收购了暴风影音,并成立北京暴风网际科技有限公司;

2007年3月,收购“超级解霸”,同时第二代暴风影音核心架构——媒体专家引擎申报专利;

2007年4月,第二代暴风影音播放软件发布;

2007年9月,日在线使用用户越过1000万,同月完美暴风2.9版成功上线;

2007年11月,暴风影音3.0成功上线;

2009年,因为暴风影音在用户不知情的情况下安装运行的自动联网的后台进程,发生5·19六省断网的“断网门”事件;

2010年4月,中国网络电视台(CNTV)与暴风影音在京举行签约仪式,双方宣布进行战略合作,联手推出中国网络电视台暴风台,同时暴风影音2010 CNTV版客户端开始提供升级下载;

2011年8月,采用全新程序架构的暴风影音5推出,大幅度提高暴风影音的打开和使用速度,新增了对40种(共687种)视频格式的支持,开放了解码器调节接口;

2012年3月,暴风拆完VIE,一年后向证监会提交了IPO材料,但半年后A股开始无限期关停;(暴风是第一家从VIE结构回归A股的互联网公司)

2013年11月,暴风科技发布安卓手机省电播放功能;

2014年3月,暴风科技移动3D影院相继在iOS版和安卓手机端推出3D功能;

2014年8月,暴风科技全量移库进入在线视频(艾瑞咨询称:一家视频平台的在线用户的比例要超过85%,才能进入在线视频类别),暴风影音至此从视频播放领域完美转身,干净利落地成为一家纯粹的在线视频公司;

2015年1月,暴风影音CEO冯鑫表示:暴风影音正筹建“北京暴风魔镜科技有限公司”并独立运营暴风影音旗下产品“魔镜”;

2015年3月,时隔三年后暴风重启上市,股票名称为暴风科技,新股发行3000万股,上市之初就迎来多个涨停板;

2015年12月,暴风超体电视正式线上销售;

2016年3月,暴风发布公告,称公司拟通过定增和支付现金的方式,收购稻草熊影业、立动科技、甘普科技的股权和团队,交易总额约为31亿元人民币;同年,暴风集团联合光大证券旗下的光大浸辉设立了浸鑫基金,目标是拿下欧洲一家体育版权公司MPS;

2018年,暴风第一季财报显示:暴风的流动资产总额只有18.29亿元,但流动负债却高达19.75亿元,冯鑫的质押率已高达95.35%;

2019年7月,暴风发布2019年半年报亏损预告:预计2019年1月1日至2019年6月30日亏损2.3亿到2.35亿。

至此,编者大概的将暴风的发展历程梳理出来;我们不难发现,2015年是暴风的分水岭,在这之前暴风主要方向是对暴风音影的经营;2015年暴风上市后,暴风几乎寻求的是疯狂扩张的道路,把摊子铺的太大,而彼时冯鑫对资本也没有成熟的理解。

当资本的狂热褪去,暴风的问题逐渐显现。尤其是在收购在MPS时,MPS手中的版权大多都面临着即将到期的问题,一眼望去全是待填的窟窿。收购完成后,MPS却走上了下坡路——频频丢掉版权合约。先是意甲版权,再是法甲,最后MPS被法国网球联合会FFT告上法庭,进行破产清算。

在暴风2017年内部年会上,冯鑫进行了深刻的反思:“暴风到今天为止,没有一个很强悍的业务。暴风以前是一个二流的视频平台,尽管暴风魔镜和暴风TV做得非常好,但到今天,还不是非常结实。”

小米雷军曾发表过这样的言论:“站在风口,猪也能飞起来”;但风口过了,摔下去的也是猪。此次冯鑫因涉嫌犯罪被公安机关带走,就是一次集中爆发。

暴风不是第一个冯鑫像极了贾跃亭

与贾跃亭一样,冯鑫曾一度对互联网电视充满信心并表示:“整个暴风的战略,我们说AI是核心,我们希望VR和TV两块屏,下一个时间点给暴风获得一亿规模的用户平台,这样的用户平台更有价值”。

冯鑫也曾提出要“全方位学习乐视”,仿照“生态化反”创造了“DT大文娱”战略:在视频基础上,增加VR、智能硬件、直播、影视文化的新增长点,以大数据关联各项服务,转而变成了今天的“未来三年只说电视”。暴风冯鑫不想成下个贾跃亭,而是努力挣扎想向外界证明:“我肯定没有说过学习乐视,我一直在学习阿里。”

当视频软件、魔眼、暴风超体电视一个个项目走出风口区,加上暴风般的负面消息,将暴风和冯鑫吹得直接掉地;有人说:从暴风软件到魔眼再到暴风超体电视冯鑫这一连串的操作像极了乐视和贾跃亭,唯一的差别是暴风没有造车。

通过对暴风的财报信息我们不难发现暴风的三架马车:暴风影音、魔镜、电视,好像已经失去了平衡。

据暴风集团公布的2017年财报数据显示,暴风电视2017年销量为84万台,硬件收入为12.83亿元,成本为13.75亿元,销售商品毛利率为负7.15%,主营智能电视的子公司暴风统帅净亏损3.20亿元。

到了2018年,暴风集团全年财报显示,暴风集团208年全年营收为11.2694亿元,同比下降41.15%。在这其中,暴风电视为集团贡献营收达9.38亿元,占比超过83.23%。

这样来看,暴风电视2018年的营收收入较之2017年呈现下降趋势,而在2017年暴风电视业务尚未实现盈利。同时,到了2018年暴风电视显然已经成为暴风集团主要的营收来源。

而即使面对这样的财报数据也不至于让暴风处于风暴之中,在暴风上市后,冯鑫盘子摊的太大,其一系列大规模资本运作,并不成功;而收购MPS则成为了压死骆驼最后一根稻草。

2016年暴风与光大资本投资有限公司共同发起的收购英国体育版权公司MPS一事,成为了风暴的核心。为了收购MPS,两家公司联合设立了上海浸鑫基金,以2.6亿元撬动52亿。但收购MPS却走上了下坡路——频频丢掉版权合约,让冯鑫入局体育产业的“最后一张入场券”作废。

两年后,MPS就被法国网球联合会FFT告上法庭,进行破产清算。投资的52亿打了水漂,众多金融机构拖进泥潭;随后,光大证券将暴风集团和冯鑫告上法庭;此时,暴风名下已无可执行财产了。

写在最后:出来混迟早要还的

企业有问题,都会归结为文化出了问题,一定是某个价值观,行为方式或制度层面出问题了;但一步走到最深处是不够的,还需要再回到问题本身:从乐视到暴风,通过一个比一个大的泡沫,引入一轮又一轮的资金,为企业执行者所谓的“生态”业务一次次的“输血”,但当有一天,泡沫不在了,是要付出沉重的代价的。