Editor’s Note: This article is contributed by a columnist, from Mantis Finance, by Chen Xiaojiang.

From 2016, Soul launched the APP, started commercialization in 2019, and then accelerated the sprint performance in 2020. Soul, a social platform for strangers who socialize with their souls, officially embarked on the journey of listing in the United States in 2021.
A few days ago, Soul formally submitted a prospectus to the SEC to apply for listing on NASDAQ. It is reported that the highest valuation of Soul can reach $2 billion. Compared with the market value of Momo, the head company of the track, which is 2.87 billion US dollars, whether the valuation of Soul is too high or not has become a hot topic.
In addition, with the publication of the prospectus, people have more knowledge about Soul, and their doubts have also increased accordingly. A series of old and new problems around Soul, such as burning money too fast, tight cash flow, the higher the revenue, the greater the loss, and former employees "fishing" to attack their opponent Uki, have also become hot topics of discussion at present.
Compared with the market and public opinion torture, Soul is still facing a more difficult legal lawsuit.
According to Xinhua Finance’s report on May 24th, Shanghai Niuka Information Technology Co., Ltd. (Uki) sued Shanghai Anyimen Technology Co., Ltd. (Soul) for unfair competition, and the case number was "(2021) Hu 0115 Minchu No.37860", and the subject matter of the case was 26.93 million yuan. At present, Soul has been frozen by 26.93 million yuan, and this may not be just a question of money.
Although listing is beautiful, for many enterprises, listing is also a life-and-death robbery-while enterprise information is open, it also faces torture and scrutiny from all sides. Soul is the same, and there are at least nine doubts about it.
First, burning money too fast, how can we solve our worries?
According to the prospectus, as of the end of the first quarter of 2021, the cash on Soul’s account was 475 million yuan. According to the rate of burning money in the first quarter of this year (471 million yuan), this money is only enough to burn for three months.

(Image from Soul Prospectus)
The problem of tight cash flow is not the first time Soul has faced it. According to the prospectus, as of the end of 2019, the end of 2020 and the end of the first quarter of 2021, the cash and cash equivalents held by Soul were 41.21 million yuan, 626 million yuan and 475 million yuan respectively. In the same period, the net (decrease) increase in cash and cash equivalents was-353 million yuan, 585 million yuan and-151 million yuan respectively.

(Image from Soul Prospectus)
This shows that in the past two years, the money from Soul financing has been burned out continuously, and its net cash flow has been flowing out. How to avoid tight cash flow and leave more room for self-development is the first problem that Soul should think about.
Second, the more you earn, the more you earn. Is the business model working?
Behind the tight cash flow, it is related to the commercial realization path of Soul.
According to the prospectus, Soul has three sources of income: value-added services, advertising revenue and issuing virtual currency. At present, almost all of its income comes from value-added services, and the other two have limited contributions.
The data shows that by the end of 2019, the end of 2020 and the end of the first quarter of 2021, the income of Soul was 70.71 million yuan, 498 million yuan and 238 million yuan respectively, and the earning power has been increasing.

(Image from New Economy IPO)
But at the same time, its losses are also increasing, and the more losses, the more fierce.
In 2019 and 2020, Soul lost 349 million yuan and 601 million yuan respectively, while in the first quarter of 2021, it lost 410 million yuan, and accumulated a loss of 1.36 billion yuan in more than two years.
The more you earn, the more you owe to Soul. How to optimize the liquidation path and efficiency and improve profitability is the second problem to be solved.
Third, users are growing, but the retention rate is not high, and value-added services are not "value-added".
Due to the huge investment in advertising marketing, the number of Soul users has greatly increased since 2019.
By the end of 2019, 2020 and the end of the first quarter of 2021, its monthly users were 11.5 million, 20.8 million and 32.3 million respectively. The daily users are 3.3 million, 5.9 million and 9.1 million respectively. In the same period, the conversion rate of paying members also increased, but the growth rate slowed down, which were 2.3%, 4.5% and 4.8% respectively.
Although users are growing, the retention rate is not high. According to market statistics, the retention rate of Soul in the next month is only 16.17%, which is lower than 42.47% of exploration.
In addition, the number of users and the payment rate are increasing, but the problem of "earning much more thanks" is still unsolved, which also means that its value-added services are still not "value-added" for revenue.
Fourth, the soul has become stale, the number of payment checkpoints has increased, and advertisements and e-commerce have come together. Can we still have a good chat?
For social platforms, how to balance commercialization and platform atmosphere has always been a difficult problem.
For Soul users, going to Soul just wants to make friends. But for Soul, commercialization is the only way for a commercial company.
Since the commercialization of VAS value-added services was launched in 2019, Soul has also increased its advertising business in the third quarter of 2020, and launched the Giftmoji social e-commerce in the first quarter of 2021, and its realization path is increasing. However, when there are more payment checkpoints, advertisements and e-commerce come together, and some users say that the Soul has "gone bad".
Among Zhihu’s 9394 answers to "Why did you uninstall Soul", the second answer is: "Young, low quality, violent, and gentle in fake literary costumes." The answer said that after seeing the overwhelming love advertisements, many people found that they were all looking for someone to play games.
Fifth, the release of virtual currency, can curve exchange physical goods, strangers social e-commerce feasible?
Social e-commerce is very popular in recent years. Its essence is to use the trust and recommendation between acquaintances to achieve rapid transformation, and the foundation lies in "social relations between acquaintances". From this perspective, it is not difficult for Soul to develop social e-commerce through Giftmoj.
According to the prospectus, Giftmojis is a virtual gift that can be exchanged for physical gifts, and users can give each other gifts, while physical gifts are provided by Soul’s supplier partners. Soul’s profit path in this mode is to earn the difference between the purchase price of physical suppliers and the sales price of the platform.
You need to use the platform’s virtual currency-Soul currency to buy Giftmojis. Soul calls it a virtual commodity used in the App, and its one-way conversion ratio with RMB is 5: 1, which does not have the nature and function of legal tender. After recharging, it cannot be reversely converted into RMB or transferred.
Interestingly, Soul users buy Giftmojis——Giftmojis soul coins-giftmojis are exchanged for real goods, realizing the path of buying real goods with soul coin curve.
According to the "Notice on Strengthening the Management of Virtual Currency in Online Games" issued by relevant departments, the use of virtual currency in online games is limited to the exchange of virtual services provided by the issuing enterprises themselves, and may not be used to pay for or purchase physical products or exchange any products and services of other enterprises.
Therefore, it is worthy of Soul’s deep thinking whether it will touch on the relevant regulations to exchange the soul coin curve for physical goods.
Sixth, strangers socialize, and live broadcast is the most profitable. Soul, which doesn’t look at the face and socialize, has not been broadcast live. Is it a problem to go online?
Soul’s value-added service income mainly refers to membership fees. In 2019, after Soul launched the membership function "Super Star" and the virtual currency system, users can get virtual goods or functional privileges through recharging. Its core is to meet the needs of users’ personalization and show off.
However, Momo has proved by the road he has traveled that this is not a way to realize the "sunshine road". Momo’s solution is the live broadcast of the show-based on his "seeing the face and socializing".
Since the first quarter of 2016, Momo Live has surpassed membership subscription and mobile marketing, becoming its largest revenue source. By 2020, Momo’s live video revenue service will account for 64.1% of the total revenue, which is also the key to its profit for 24 consecutive quarters.
Soul, which focuses on "socializing without looking at face", has never been broadcast live. Whether to catch the last bus of live broadcast is a dilemma for Soul-the core of socializing without looking at face has changed. Without live broadcast, how to find a more effective way to realize cash has become a difficult problem.
More importantly, with the decline of the live broadcast of the show, Momo also admitted that the follow-up may not be able to continue to grow or continue to achieve profitability through such services. This means that on the path of realization, the path that Soul can choose has narrowed again.
Seventh, Tencent is the largest shareholder of Soul. Will Soul be "pipelined"?
In the Soul prospectus, the risk factor mentioned that one of our major shareholders (Tencent) provides similar products and services that compete with us.
Judging from its shareholding structure, Tencent’s shareholding in Soul is currently 49.9%, which is more than 32% held by its founder and CEO Zhang Lu. It is the largest external single shareholder and owns 25.7% of the voting rights of the company (Zhang Lu has 65% of the voting rights).
Because strangers focus on "making new friends", making friends is a low-frequency demand, and after becoming friends, strangers become acquaintances. Whether users who become acquaintances will flow out to platforms such as WeChat and QQ, and whether Soul will be "pipelined" is also a question that needs to be considered.
Eighth, concealing the punishment of the APP being taken off the shelf, and being suspected of "setting up a bureau" for the opponent’s shabu-shabu employees, is Soul worried?
According to media reports, at the end of June 2019, in the national "Special Remediation Action for Network Audio Chaos", 26 audio platforms were punished by steps such as interviewing, taking off the shelves and shutting down services. Soul, which focuses on voice socialization, is one of them. Until the end of August 2019, Soul App was re-launched in major application stores. On November 13th of the same year, Soul was removed from the Apple App Store again.
Objectively speaking, social platforms for strangers such as Momo and Soul, as well as other audio and video content platforms, are easy to breed the content of the edge ball, which requires high content review ability of the platform, which is also an industry problem.
Interestingly, Soul said in the prospectus that in July 2019, due to some defects in Soul’s data privacy measures, it received a written notice from the regulatory authorities to correct it, but did not impose any punishment on Soul.

(Image from Soul Prospectus)
In addition, according to 21st century business herald, Li, a partner and former director of Soul, is responsible for the company’s product operation and content review. After Soul was removed from the shelves in October 2019, Li instructed his subordinates and company employees Fan to collect the illegal content on the competing Uki App platform. After collecting no results, he registered his own (Uki) account to post the illegal content on the other platform, and then took screenshots to report it to the relevant departments. This malicious report of self-setting directly led to Uki being taken off the shelf for three months. Now these two people have been convicted by the court.
Interestingly, in the prospectus, Soul said that "we have no negligence responsibility in this matter" and was teased by netizens as "a shabu-shabu employee".
Objectively speaking, there are indeed some doubts behind it. On the one hand, the employees involved are directors of the company, and the company really doesn’t know about their actions. On the other hand, at the risk of imprisonment and huge fines (the court ordered them to compensate Uki Company for 3.3 million yuan), employees are so desperate for the company’s KPI? In addition, at least from the public level, the company’s values are also doubtful for employees of such a level to do such ridiculous things.
And Soul made such a statement in the prospectus. What are you worried about? I’m afraid it’s still a platform word-of-mouth problem. For any platform, it is not easy to establish a good reputation, but it is much easier to fall. However, the reputation of the platform does not depend on the description of the platform, but on the actions of the platform and the perception of the industry and users.
Ninth, there is a strong enemy before, followed by pursuers, which may be suspected of unfair competition. How should Soul break through?
Back to the stranger track, on the same day that Soul submitted the prospectus, the founders Wang Yu and Pan Ying withdrew from the company’s specific management affairs, and Wang Li, CEO of Momo Group, will temporarily hold the post of CEO of Exploration.
This means that after nearly three years of wholly-owned holding, Momo began to conduct a comprehensive "operation" on exploration, and the re-evolution of the two head players at the stranger social track will undoubtedly make the latecomer Soul more stressed.
The data shows that as of December last year, the registered users of Momo exceeded 100 million, and the cumulative registered users in the world exceeded 400 million. Except for the overlapping users, the two have a user volume of 400-500 million, which is almost difficult for Soul to surpass.
At the same time, judging from the malicious reporting of Uki by employees in the past, Soul is also quite jealous of Uki behind him. After the outbreak of this malicious incident, it also brought several influences.
On the one hand, it is equivalent to giving an advertisement to Uki for free, which is equivalent to telling users that Uki and Soul are doing the same thing, and they are evenly matched.
On the other hand, from the point of network public opinion, there has been a wave of "supporting Uki and resisting Soul", and netizens almost support Uki one-sidedly, and even download support.

In addition, strangers’ socialization is different from acquaintances’ socialization, without the shackles of social relationship chain, and user stickiness mainly comes from gameplay. Because both Uki and Soul are oriented to Z-generation users, they are mainly interested in social interaction and intelligent recommendation of AI algorithms, and they all have IM functions such as graphics, text and voice, and their users overlap, functions and gameplay are similar. If you insist on the difference, in terms of gameplay, Uki may be simpler, while Soul is more complicated.
It can be seen that going to Soul or Uki to make new friends makes little difference to many users. With the support of public opinion, Uki, which has been put back on the shelves, is destined to be a strong enemy of Soul.
Therefore, as far as the stranger social track is concerned, there is a strong enemy of this combination before Soul, and then there is a pursuer like Uki. How to attack and defend is a difficult problem.
A few days ago, Uki initiated a civil lawsuit against Soul on the grounds of "unfair competition", which was filed by the court and the funds were frozen, which deepened the concern of the capital market and the public about Soul. If Soul loses the case, it will not only make the tight cash flow more tense, but also damage the brand image and user trust, and make the market re-examine the path and sustainability of its user growth.
On the whole, Soul has made a staged achievement when it embarked on the journey of listing. But there is not a smooth road before Soul, and there are still many problems to be solved on its way forward.
In the short term, listing can delay Soul’s "financial anxiety", but it is difficult to solve its "user anxiety", which is also Soul’s biggest anxiety. This can also be seen from its series of initiatives.
First of all, Soul spent a lot of money on advertising marketing and user acquisition, even if it suffered huge losses and tight cash flow.

According to the prospectus, in 2019 and 2020, the marketing expenses of Soul accounted for 289.2% and 124.7% of the revenue respectively. In the first quarter of 2021, the proportion rose sharply to 197.6% again, much higher than 82.8% in the same period last year.
Judging from the proportion of company expenses, Soul’s expenses are mainly divided into four parts: marketing expenses, revenue costs, R&D expenses and administrative expenses, among which marketing expenses account for far more than the other three. Taking 2020 as an example, its marketing expenses account for 62.9% of the total cost, and the latter three accounts for 9.7%, 18.3% and 9.1% respectively.
And the money that Soul melts every time will soon hit marketing. For example, Soul, which received an investment of more than 900 million yuan from Tencent after Q2 in 2020, started the crazy money burning mode in the next few quarters. From Q3 in 2020 to Q1 in 2021, the marketing expenses of Soul reached 213 million yuan, 291 million yuan and 471 million yuan respectively.
Secondly, we should guard against our competitors, even friendly troops.
Different from acquaintance socialization, it will be relatively embarrassing for strangers to build a relationship chain socially. Once strangers become acquaintances, they may transfer to acquaintance socialization. This is also the reason why Tencent is the largest shareholder of Soul, and at the same time it is blocked by related keywords such as WeChat and QQ in the chat interface.
If we are afraid that Tencent will use it as a "pipeline" spare tire, it is normal anxiety to block the WeChat and QQ of friendly Tencent. Then the former employee maliciously set up a report to Uki with similar functions and higher daily retention rate of users, and its action has been deformed.
According to the prospectus, as of the end of 2019, the monthly and daily users of Soul were 11.5 million and 3.3 million respectively. Sun Mingjun, founder and CEO of Uki, said in an interview with Titanium Media App that before it was taken off the shelves in 2019, the user scale of Uki had reached 10 million, and the daily activity had reached about one million, and it was in a stage of rapid growth-from 2018 to the end of 2019, the user growth was nearly three times, and if it was not taken off the shelves, it might increase by 4-5 times.
Most importantly, the user retention rate of Uki is higher than that of Soul.
According to the report "Insights into the Social Industry of Strangers in 2019" released by MOB Research Institute in June 2019, the daily retention rate of Uki at that time was 65%, higher than that of Soul’s 41.7%.

Therefore, if it is not removed from the shelves, Uki is obviously a great rival of Soul in the case of rapid growth and high daily retention rate, and even it is hard to say who is outstanding now.
According to Sun Mingjun’s estimation, in the three months after the product was taken off the shelf, from a quantifiable point of view, Uki missed at least 5 million new users besides the company’s income. The unquantifiable losses, including the loss of brand reputation, may lead to the loss of old users, affect the goodwill of new users, and the normal development momentum of the company.
Conversely, after Uki sued Soul, once its "unfair competition" was established (the final result is subject to the court’s judgment). Then Soul’s business reputation will collapse, and the loss of old users and the decrease of new users’ goodwill may be staged in Soul. This may be a big turning point for Soul and the whole stranger social track.
All in all, for the social platform for strangers, the user volume is still the bottom line and upper limit that determines the development of the enterprise. After the user scale is expanded, the income will rise and there will be more choices for realizing the path. Soul knows this well.
However, as far as its current user scale is concerned, it is obviously not enough to support it to go on the right track of profitability, to approach Mo Mo and explore, and to distance itself from latecomers such as Uki, which also makes Soul feel anxious and crisis.
As Soul mentioned in the prospectus, the biggest risk of its products lies in whether it can continue to increase the number of paying users. If there are problems in brand reputation, user privacy and data security, and users cannot grow as expected, then the operation of the whole company will also be greatly affected.
From this perspective, listing is not Soul’s "panacea". Through listing, Soul can further expand financing and alleviate "capital anxiety". But in the face of more complicated "user anxiety", Soul obviously needs to come up with a better way.
This article is published by Entrepreneurial State authorized by the columnist, and the copyright belongs to the original author. The article is the author’s personal opinion and does not represent the position of the entrepreneurial state. Please contact the original author for reprinting. If you have any questions, please contact editor@cyzone.cn.