由中国人创立的中东社交软件Yalla计划在美国上市。美国时间9月8日，美国证券交易委员会披露了Yalla集团的招股说明书，这家以阿拉伯国家为主要市场、浙江杭州为研发基地的企业拟以“YALA”的证券代码在纽约证券交易所挂牌上市。

招股书显示，该公司计划发行股数和发行价格区间尚未披露，主承销商为摩根士丹利和海通国际，副承销商为老虎证券。


一
yalla身世揭秘

Yalla创始人杨涛曾在中兴通讯负责中东地区的业务，并工作了10年之久，对中东当地的人文习俗十分熟悉，于2016年创立了Yalla。

这家社交软件公司总部设在迪拜，研发部门设在中国杭州，中文名是杭州雅乐互动科技有限公司。

IPO前，Yalla创始人兼CEO杨涛持有48.8%的股份，联合创始人许剑峰则持有9.7%的股份；外部投资方中，两大一线美元基金予以加持，兰馨亚洲投资集团和SIG海纳亚洲创投基金分别持有21.9%和7.3%的股份。


二
yalla长期霸占
中东社交软件排行榜

Yalla的语音社交软件，依托对阿拉伯世界的社交习惯的深入研究，近年来在中东地区异军崛起，多次跻身同类应用下载量的第一名，常年位居多个中东国家的娱乐类APP下载的前十名。

据APP数据分析平台APP Annie的数据显示，以2020年8月为例，Yalla Group旗下的Yalla – Group Voice Chat Rooms这款语音社交软件在苹果应用商店下载排名显示，在阿联酋、沙特阿拉伯、巴林、卡塔尔、科威特、阿曼六国的娱乐类APP畅销排行位居第一。

值得一提的是，不仅在娱乐类APP排行居前，这款语音应用软件在阿联酋、巴林、卡塔尔、科威特四个国家还位居苹果所有APP畅销排行榜单的前五名。

Yalla建立了中东地区最大的以语音为核心的社交网络社区，用户覆盖全球一百多个国家，拥有上百万个聊天房间，分布在阿联酋，沙特阿拉伯和科威特等国家。


三
yalla成长迅速、利润惊人

>双擎驱动，成长迅猛

招股书显示，目前Yalla Group主要产品有主打在线语音社交的Yalla和主打交互式棋牌游戏的Yalla Ludo。前者主要以Yalla rooms为特色，可以被看作是majlis（一种传统聚集活动）或咖啡馆的在线版本，以供人们聊天；后者则像家庭会客厅，向用户提供两款在MENA广受欢迎的棋牌游戏——Ludo（飞行棋）和Domino（多米诺骨牌）。

而这两款棋牌游戏，构成了Yalla产品生态的关键。2020年Q2，公司1246万的平均月活中，近2/3并非来自Yalla，而是来自Yalla Ludo。

用户在 Yalla 主 App 总共花费了3.095 亿小时，在 Yalla Ludo 上进行了4.072 亿轮休闲游戏。据App Annie数据显示，Yalla Ludo的双版本分别登顶了10个和9个国家/地区的App Store和Google Play游戏下载榜，

>盈利能力超强

2020年上半年，Yalla斩获5276万美元的营业收入，同比增速达到99.6%，远高于2019年49.8%的增长速度。

除了聊天送礼物，Yalla抓住了用户休闲娱乐的需求，推出在线小游戏，如Yalla Ludo，一款棋牌游戏，长期位列中东游戏畅销榜 Top10。

在应用场景上，用户在Yalla上结交新朋友，如果想一起做游戏，就可以在Yalla Ludo开一局。不同于Yalla可以免费使用，Yalla Ludo必须氪金才能玩。

不太能想明白为啥中东土豪必须花钱玩游戏，反正Yalla自推出Yalla Ludo后，付费用户数飙升，远超语音聊天送虚拟礼物来的猛烈。

虽然游戏更能激发用户付费意愿，但目前来看，Yalla Ludo的单付费用户的平均收入还不及聊天室打赏来的凶猛。

借助于疫情因素，Yalla整体的净利润同比增长120%，上半年净利润总额达到2520万美元，吸金能力强悍！

从财务指标上看，Yalla的盈利能力一流。


四
yalla为什么如此成功

国内的互联网用户可能对这种模式并不是太陌生，因为无论是早期的语音房间还是现在的游戏直播，互联网社交玩法在不同时代虽有不同的娱乐场景，但本质上还是一样的。

中东的互联网产业怎么看都是“贫瘠之地”，Yalla在中东互联网公司也能建立起如此玩法，并被越来越多的年轻人所接受，其实是做过研究的。

第一，阿拉伯地区的经济优势。这体现在人口构成、经济发展、人均财富等多个方面。阿拉伯地区的年龄中位数是29.8岁，是全球最年轻的地区之一，意味着有更多的年轻人群体，且人口到2024年之前，有望以每年2%的速度增长；阿拉伯地区的经济增长虽然算不上很快，但每年也能以3.3%左右的GDP增长；更重要的是，阿拉伯地区许多国家的人均财富在全球都名列前茅，2019年卡塔尔的人均GDP有6.6万美金，阿联酋3.9万美元，科威特和沙特也分别有2.8和2.3万美元。

第二，阿拉伯地区的互联网渗透率、普及率在上升。2019年阿拉伯地区的互联网渗透率为83.6%，这一数字有望在2024年增长至104.8%。其实阿拉伯地区国家也存在两极分化，在较为富有的地区，互联网的普及率相当高。

第三，宗教和政治方面的约束，反而使阿拉伯地区年轻人有更多“隐性社交需求”。作为伊斯兰教的大本营，部分较为保守的阿拉伯地区的年轻人饱受宗教和政策方面的舒服，很多用户“母胎solo”，但他们又长期接触西方社会信息，现代化的社交需求和渴望一直都在。因此，视频之外的语音反而成为他们兼顾“传统”与“现代”的重要途径。

第四，阿拉伯地区流行的“议会”文化。阿拉伯地区的“议会(Majlis)”文化不仅仅表现在类似欧美“国会”政治方面，也在生活中处处体现。它是一种开放给所有人（承载陌生社交属性），但是主要活动成员可能是家庭成员、宗族、邻居等（熟人社交属性）。

大家围绕在火堆旁，垫一块带有中东特色的地毯，坐在一起喝热饮，可以谈论国家大事，也可以讨论生活琐的事，甚至可以唱歌跳舞玩游戏。长辈们可能趁此机会传道受业解惑。这种方式与东方文化中的会议不同，采用的是“多对多”的“去中心化”。这个基础就奠定了阿拉伯地区人们对这种语音互动社交方式的接受基础。

第五：疫情助力。正是阿拉伯地区有这种“集群”的文化，Yalla准确定位产品，从语音社交切入进展得就相当顺利。2018年Q4月的月活用户已经有204万，2019年Q4达到415万，而疫情产生的“宅家”需求，更是让活跃用户直接飞跃至2020年Q2的1246万。

超快的用户增长速度，一流的盈利能力，随时向投资者展示着Yalla的无限可能，Yalla上市与否，只是时间问题而已！

本文资料源自网络

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