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The waves of the Yangtze River pushed forward, and a generation of newcomers wins the old people.The development of the short video industry seems to be a rapid history of new and old forces.The first half of the second time was ends at the fast hand, and the myth created by Kuaishou was gradually being broken by Douyin.
The short video of the difficulty headline is rising, and the fast hand slowly drops behind
This year's operating circle has a very hot word called Andrdquo; often used to describe the explosive growth of Douyin.Under the rapid offensive, the former king was about to be quickly overtaken.
According to Sensor Tower's data, Douyin's download in the first quarter with 45.8 million downloads exceeded the fast hand, becoming the most downloaded APP in the Apple App Store.Not only that, from the first half of the report released by QM, the gap between the scale gap between the monthly active users of Douyin and Kuaishou is constantly narrowing.As of June, the number of monthly active users of Douyin exceeded 200 million, and the number of monthly active users of Kuaishou was 230 million in the same period. Behind data with a gap of less than 30 million, Kuaishou may have encountered a bottleneck in growth.
In a year, the number of monthly active users of Douyin has increased by 14.7 times. In contrast, the growth of fast hands is not only 0.56 times, but also has negative growth for two consecutive months in the second quarter.Under the impact of Douyin and Toutiao short videos, Kuaishou is slowly falling behind. The future competition may be more severe. If Douyin continues to maintain a high -speed growth, the fast hand will not only be caught up and overtake by Douyin.This is a huge gap.This year, Kuaishou chose to increase marketing efforts, develop mini -games, and invest in station A Self -rescue. It is undoubtedly felt the pressure of huge growth.
The rapid rise of Douyin and headlines short videos not only impacted the fast hands, but also made Tencent behind the fast hands stabbing back.Tencent led the fast -handed D round of financing before turning off WeChat in 2017, but after a year, we restarted micro vision. The reason is not other. It is worrying that the fast gesture is thin and it is difficult to stop the rise of headlines such as Douyin.Putty, I hope to strengthen the defense by supporting micro vision.
Tencent's advantage is capital and traffic. In the short video layout, it supports Kuaishou to seize the first entrance of the short video. After the resurrection of micro -vision, 3 billion support funds use the capital advantage.Flow green light.Tencent's resources are tilting towards micro vision, and the future will likely cause the fast -handed status to decline again.
Throughout the overall situation, behind the fast -going behind, keeping the rapidly growing Douyin and headlines short videos are compressing Tencent's growth space. Tencent's social overlord position is being threatened by unprecedentedly.
The possibility of Douyin turned to social confrontation: advantages and challenges have both
Social networking was Ali's dream, and Baidu's dream is now the pursuit of today's headlines.Against the background of scientific and technological equality, short videos have been fully moved towards UGC. Whether it is due to the consideration of meeting user needs or increasing user duration and user stickiness, short videos need to develop in depth in the direction of depth.
With the escalation of the war between headlines and Tencent today, whether Douyin can achieve today's headlines' social ambitions and shake Tencent's social status, and whether Tencent can rely on social home base to occupy short videos to become the focus of industry attention.The competition between short videos and short videos belongs to content value competition, and the competition between short videos and other industries is a contention of time and traffic.In terms of traffic and time competing, Douyin's switching to social communication has three advantages.
The advantages of short video form; the information density carried by short videos, but the difficulty of creating is less difficult than the video and has a strong spread.At the same time, short video social forms have a certain similarities with Weibo, both of which are open social models, while Tencent's social platform WeChat and QQ belong to a closed social model.The rise of Weibo has proven that open social communication is what Tencent's whip is too late. In other words, Douyin has changed from content to social products with Tencent's social products, and differentiation is the key to breakthroughs.
In addition, Douyin and headlines have formed a good linkage effect, which also helps incubate other products and achieve resonance.
The advantages of scale effects; massive users and high -quality UGC content are a basis for the establishment of a social platform through information sharing and interaction.The number of monthly active users of Douyin has exceeded 200 million, and producers and consumers are highly unified; the content also covers 19 categories including music, dance, and food, which has the basic conditions for social development.
Behind the diversified content, the powerful UGC capabilities and the huge user volume allows Douyin to have the ability to increase user stickiness and try to deeply socialize to complete social logic.It is reported that Douyin launched the hot search list in July and the interaction rate has increased after trying socialization. It can be seen that the needs of short video users to socialize for social networking.
The advantages of high -value highland; in the case of the total amount of users' usage, the Internet industry after the end of the flow dividend period is facing a serious traffic extrusion effect, but the short video is the darling of traffic.QM data shows that when the total use time of instant messaging decreases by 5.8%and the total use time of online video decreases by 1.7%, the total use time of short videos has increased by 6.8%.Short video is a value high under the flow extrusion effect.
At the same time, affected by the tilt of the total use time of users, the total use of the total use time of Tencent, Baidu, Ali, Sina and other factions has declined.Compared with the same period last year, the number declined by 6.4%, and it has declined for four consecutive quarters.However, the headline department has increased by 6.2%compared to the same period last year. It can be seen that Douyin has a high value advantage in front of the flow extrusion effect, and has very high time plasticity. It has to be said that there is indeed the potential of some users of WeChat some users.
However, from the comparison of the degree of understanding of social networking, the headlines of the headlines are still in the exploration stage, and Tencent has made great achievements in the social field. Although Douyin has three advantages in terms of socialization, there are actually a lot of challenges.
On the one hand, the number of WeChat monthly use households is 989 million, and the QQ monthly living has reached 783 million, which covers almost all Internet users. WeChat as a social just needed products. The social chain formed by users has been very stable.Gets are difficult to shake in terms of Douyin's current strength and volume.
On the other hand, the social relationship chain is a key factor that stimulates the content of the user's production and determines which platform to stay on which platform.; Planned to expand the category, relying on operating and technical advantages, it stabilized the chain of information and human relations, but the closed content consumption system between user groups has not been formed.Enhanced.
It can be seen that today's headlines have certain advantages through vibrato to switch to socially, but the challenges are not small. From the current situation, it is too early to want subverting Tencent's socialization.The defensive wall will face a crisis of disintegration, and Douyin and Tencent will sooner or later come to fire.
The head of the head is just the start, the shaking war is not far away
From the beginning of the circle of friends of the two companies, the Tu Teng War once became the focus of the Internet industry.But from two aspects, the battle of the head of the head is just the beginning, and there must be a war between Douyin and Tencent in the future.
From the perspective of content consumption form, the Internet industry has notIt reached 783 million, covering almost all Internet users. WeChat as a social just needed products. The social chain formed by users has been very stable. Tencent's achievements in the social field of acquaintances are difficult to shake in the current strength and volume of Douyin.
On the other hand, the social relationship chain is a key factor that stimulates the content of the user's production and determines which platform to stay on which platform.; Planned to expand the category, relying on operating and technical advantages, it stabilized the chain of information and human relations, but the closed content consumption system between user groups has not been formed.Enhanced.
It can be seen that today's headlines have certain advantages through vibrato to switch to socially, but the challenges are not small. From the current situation, it is too early to want subverting Tencent's socialization.The defensive wall will face a crisis of disintegration, and Douyin and Tencent will sooner or later come to fire.
The head of the head is just the start, the shaking war is not far away
From the beginning of the circle of friends of the two companies, the Tu Teng War once became the focus of the Internet industry.But from two aspects, the battle of the head of the head is just the beginning, and there must be a war between Douyin and Tencent in the future.
From the perspective of content consumption form, the future development of the Internet industry is essentially a zero -sum game. War between different industries has moved from competing for traffic to the time for users.Short videos want to use social to increase user stickiness, and social networking also wants to use short videos to enhance strength to seize the future entrance.Today, the total use of short videos is 7267 minutes, an increase of more than 400%year -on -year.As a field with the highest proportion of users, as long as short videos such as Douyin continue to grow, the Tencent layout cannot be avoided, and the front will eventually meet.
From the perspective of user consumption tendencies, users' consumption tendency will change with the emergence of new things. The main force of future traffic will have a soft spot for short videos. Even if the short video is still in the weak social stage, when the 5G era isIn the future, it is possible to become a new generation of social transportation, and the dispute between Douyin and Tencent is actually a competition for young users.
QM data shows that Douyin's youthful strategy is very successful, with 90%of users under 30 years of age. The apps that young users prefer are ranked first.221.5.Tencent has been impacted by short videos, and the revenue of the game has declined. It also needs to find a new growth point, just like the past QQ, "Glory of the King" and WeChat. This growth point is short videos, Tencent's capital and trafficIt is also impossible to avoid vibrato.
When the veterans such as the second shot and the beautiful shot faded out of the first echelon, the oligopoly dispute between the short video socialization was only Douyin and Tencent.The Tou Teng War is just the beginning of the social battle between short videos and instant messaging. In the future, the war will focus on the short video, and the war between Douyin and Tencent is imminent.
In summary, with the rapid rise of Douyin and headlines short videos, the impacted fast hand has shown signs of slowly falling behind.Affected by this, Tencent's defense layout in the field of short video has been unable to resist offensive from Douyin, and can only strengthen defense by supporting micro vision.The future competition of the Internet industry will start around the duration of user. The head of the head is just the beginning. As the user of the use of short videos continues to increase, it will also threaten the landscape of Tencent.In the short video of social compete, Douyin and Tencent will inevitably have a war in the future.
(The author is the chairman and angel investor of Hainan Sanxian Network Technology Co., Ltd.. This article only represents the author's point of view. The author's WeChat public account: liukuang110. The responsible editor email: [email protected])
