Yelp异军突起为网络股正名

    同时，Yelp在移动领域的增长也十分可观。利用Yelp进行的搜索中，有五分之三来自移动客户端（仅其App就贡献了46%，其他则来自手机浏览器）。而且上一财季有40%的广告曝光是在移动设备上获得的。

    尼尔森公司（Nielsen）的调研称，在Yelp上了解某个商家的消费者中，89%的人会在下一周进行购买。Yelp正在增加新功能以充分利用这一点。就在这个月，它推出了Yelp平台（Yelp Platform），让人们可以通过网站订外卖。它还收购了西雅图的公司SeatMe，以在网站上增加在线订餐功能。

    现在这个市场上，人们只要想外出美餐一顿，就会本能地用Yelp搜索附近餐馆的点评。这样一来，Yelp网站及其全新服务就吸引了源源不断的本地商户前来投靠。上个财季，Yelp新增了6,800个付费用户。公司首席执行官杰里米•斯托普尔曼在业绩发布会上称：“这是我们有史以来最大的季度增幅。”

    Yelp公布业绩次日，它的股价就上涨了23%，还有三位分析师上调了对它的评级。德奇证券公司（Wunderlich Securities）的布雷克•哈珀表示，Yelp在“本地市场和移动领域”正成为“毫无疑问的赢家”，同时对来自Facebook和谷歌的挑战也应付自如。谷歌本周刚刚重新推出了Zagat网站及其应用。

    而另一位来自摩根大通（J.P. Morgan）的分析师凯扎德•歌特拉在其报告中称：“Yelp的营收增长是可持续的，而且随着它在本地广告市场，尤其是传统黄页（Yellow Pages）业务上赚到钱，它核心的本地广告业务还会继续实现强劲增长。”

    因此，尽管过去几年华尔街一直在质疑，这些面向消费者的网络公司上市后是不是就会变得半生不熟、名不符实，但现在情况显然开始峰回路转了。Yelp的业绩恰恰说明，假以时日，这类公司就能实现增长。现在的问题是，Yelp及其同类型公司是否会像Facebook一样，对股东来说变得越来越贵。（财富中文网）

    译者：清远 

    Meanwhile, the company is making decent gains in mobile. Three-fifths of searches made on Yelp came on mobile devices (46% from its app alone, the rest through mobile browsers). And 40% of ad impressions in the quarter were shown on mobile devices.

    Yelp is adding new features to take advantage of the fact that, according to Nielsen, 89% of consumers who research a business on Yelp make a purchase within the following week. This month, it rolled out its Yelp Platform to let people order food delivery through the site. It also bought Seattle-based SeatMe to add online reservations to its site.

    In a market where people are learning to instinctively Yelp nearby restaurants when hunger strikes on the road, the site and its new services are luring in new local businesses. Last quarter, Yelp brought in 6,800 new paying accounts, "our largest quarterly increase," CEO Jeremy Stoppelman said in an earnings call.

    Yelp's stock rose 23% on the day after its earnings, winning upgrades from three analysts. Blake Harper at Wunderlich Securities said Yelp is becoming "a clear winner in local and mobile" and is doing a good job managing threats from Facebook and Google, which relaunched its Zagat site and app this week.

    Another analyst, J.P. Morgan's Kaizad Gotla, said in a report, "These revenue gains are sustainable and the core local advertising segment continues to witness very strong growth as Yelp takes share of local advertising dollars, particularly from traditional Yellow Pages."

    So after a few years of Wall Street wondering whether the recent crop of consumer-web IPOs were undercooked, over-promised companies, things are starting to change. Yelp is showing that, given time, growth can come. The question now is whether Yelp and its mid-sized peers are, like Facebook, getting a little expensive for their shareholders' own good.