骂过小扎嫁入豪门的米兰达可儿要笑了，Snap Q4业绩回暖

Redesigning its app and expanding its reach helped the company hit record user growth.

Snap重新设计应用并扩大其覆盖范围，这一举动帮助实现了创纪录的用户增长。

It’s been a year since Snap Inc filed for its IPO, and all told, it’s been a tepid 12 months for the company.Despite launching its own TV shows as well as those in collaboration with big-name companies like NBC, ESPN and MGM Television, Snap has struggled to win over new users, and even saw a major partner like cnn end its daily Snapchat show.But according to its fourth quarter earnings report, the company has finally managed to add new daily active users (DAU) at a record high rate of 5 percent (8.9 million new users), which represents "the highest net adds since Q3 2016."That’s still measly compared to Instagram’s 100 million new users in the third quarter of 2017, but at least Snap is making some progress.

自Snap Inc.提交IPO申请至今已有一年时间，而所有人都说，该公司距离上市时间不长不短。尽管与美国国家广播公司NBC、全美体育网ESPN和美国好莱坞八大影业公司之一米高梅等知名公司合作推出了自己的电视节目，但Snap一直难以赢得新用户的支持，甚至还看到了cnn这样的主要合作伙伴结束了每日的Snapchat秀。但根据第四财季财报，该公司终于成功地将每日活跃用户（DAU）新增5%（890万新用户），这是“自2016年第三季度以来的最高净增用户数”。与Instagram在2017年第三季度的1亿新用户相比，这一数字仍然微不足道，但至少Snap正在取得一些进展。

At the company’s last earnings call, CEO Evan Spiegel admitted that user growth had been slower than he would have liked.To encourage more people to use its service, Snap launched a big redesign, continued to add more features to its filters and brought its Stories to the web.But the company still struggled, laying off 22 employees last month and centralizing its operations in Los Angeles.

在公司的最后一次财报电话会议上，CEO埃文斯皮格尔承认，用户增长速度比他希望的要慢。为了鼓励更多的人使用它的服务，Snap发起了一次大规模的重新设计，继续在其过滤器中添加更多的功能，并把它的Stories版块放在了web端。但该公司仍在苦苦挣扎，上月解雇了22名员工，并将业务收拢至洛杉矶。

All these measures appear to have contributed to the improved user growth though.Spiegel said in prepared remarks that were released alongside today’s earnings that "Our business really came together towards the end of last year."He also cited improvements to the company’s Android app as part of the reason DAU numbers have risen, saying "people who try Snapchat on Android are much more likely to stick around and become Daily Active Users."According to him, the app saw "significantly more new Android users as a percentage of net additional users than any other quarter in our history."

所有这些措施似乎都有助于提高用户的增长。明镜周刊在事先准备好的评论中说到，“我们的业务在去年年底才真正实现了。”他还提到，作为DAU数字上升的部分原因，该公司的Android应用得到了改进。他表示，“在安卓平台上试用Snapchat的人更有可能坚持使用，成为每天活跃的用户。”根据他的说法，这款应用的新增用户数量远远超过了我们历史上任何一个季度的新增用户。

Its iOS apps continue to dominate, as Spiegel said Bitmoji and Snapchat ended the year as the first and second most popular apps of 2017 in the Apple App Store, which bears out.Snapchat’s AR filters prove to be popular as well, with Spiegel claiming that "every week, on average, more than half of the entire 13-34-year-old population of the United States plays with augmented reality Lenses."

它的iOS应用继续占据主导地位，《明镜周刊》称，Bitmoji和Snapchat在今年年底前成为苹果应用商店2017年推出的第一款和第二受欢迎的应用。Snapchat的AR滤镜也很受欢迎，《明镜周刊》称，“平均每周，在美国13至34岁的人群中，平均每周有超过一半的人使用增强现实眼镜。”

According to a recent leak, though, Snapchat has a hard time getting people to use its non-chat features.Most recently, it launched an in-app store to sell plush toys, hats and apparel featuring characters from its popular stickers -- a curious decision that signals a capitalization on its brand rather than making more ill-fated Spectacles.

不过，根据最近的一次内部人士透露，Snapchat很难让人们使用它的非聊天功能。最近，该公司推出了一款应用内商店，销售毛绒玩具、帽子和服装，上面印有流行贴纸的特色——这是一个奇怪的决定，它标志着品牌的资本化，而不是制造更多无疾而终的智能眼镜Spectacles。

Still, Snap saw its revenue grow 104 percent (to about $825 million) since the previous year, although the company recorded an overall net loss of about $3.4 billion.That includes $2.6 billion of stock-based compensation expenses.

不过，Snap的营收自去年以来增长了104%（约8.25亿美元），不过该公司的净亏损总额约为34亿美元。其中包括26亿美元的股票补偿费用。

While we still don’t really know how well Snapchat’s shows perform, Spiegel said the company’s been "seeing great traction around our new Shows format."He provided this statistic to prove his point: "In the fourth quarter, more 13-34-year-old US viewers watched an average episode of Face Forward by E! on Snapchat than many of the most popular television shows during the same period."

尽管我们仍然不知道Snapchat的表现如何，但斯皮格表示，该公司“在我们的新节目形式上看到了巨大的吸引力”。他提供了这一数据来证明他的观点：“在第四季度，更多的13-34岁的美国观众在Snapchat上观看了一场普通的面对面节目，而不是同一时期的许多最受欢迎的电视节目。”

We got more concrete numbers around the popularity of Snapchat’s sports content -- "this season we entertained more than 30 million football fans in the United States with over 400 NFL Stories."With these results, Snap has "generated over $100 million in revenue for our content partners" and looks to "deepen these relationships" in the coming years.

我们得到了更多关于Snapchat体育内容的具体数据——“这个赛季我们在美国有超过3000万名球迷，有超过400个美国橄榄球联盟的故事。”通过这些结果，Snap“为我们的内容合作伙伴带来了超过1亿美元的收入”，并希望在未来几年“深化这些关系”。

Spiegel also addressed the company’s human resources challenges, noting that the company had hired 2,400 people in the past two years (translating to a rate of about 100 a month).He said that Snap plans "to moderate the growth of our team over the next year."He added, "We are determined to have a close-knit, hardworking team that is brimming with positive energy and we will continue to make the necessary changes to ensure that everyone at our company is aligned with our values."

斯皮格还谈到了该公司在人力资源方面的挑战。他指出，该公司在过去两年里雇佣了2,400人（也就是每月100人左右）。他说，Snap计划“将在未来一年里放缓团队的扩张进程”。他补充说，“我们决心要有一个团结、勤奋、充满正能量的团队，我们将继续做出必要的改变，确保我们公司的每个人都与我们的价值观保持一致。”

As the app redesign is still in "very early in the rollout, [Snap is] optimistic about the potential to unlock additional growth with the redesign of our application."There may be better results to expect from the company in quarters to come, alongside even more changes to its app.Who knows, maybe dancing hot dog costumes will be the big money-maker and growth-generator no one expected.

由于新版应用的重新设计仍处于“萌芽阶段”，Snap对通过重新设计应用程序来释放额外的增长潜力表示乐观。在未来几个季度里，苹果可能会有更好的业绩预期，同时还会对其应用进行更多的调整。谁知道呢，也许跳舞的热狗服装将会是最大的赚钱机器和增长动力，成为一匹业绩黑马。