Douyin and Kuaishou are both short videos on the surface, but when you look inside, you will find that the two platforms have completely different product logic, genes, and even Internet values. The former is business-driven, while the latter is mission-driven. In terms of products, Douyin does not have too many value constraints, or focuses on solving a certain social problem. Its logic is very simple, creating the ultimate consumer experience or entertainment experience, and the rest is to attract new, retain and realize. Renewing is nothing more than a matter of investment, and retention depends on experience and strong operations.
Content selection + immersive design + algorithm greatly improves the distribution efficiency and consumption experience telemarketing list of Douyin's high-quality content. This one-to-many broadcast mode brings the centralization of communication and traffic, as well as a faster increase in fans. Kuaishou is completely different. Su Hua's goal is to solve the uneven distribution of attention, so that ordinary people can also be seen. The friendliness of ordinary producers has led to the dispersion of traffic. What this brings is the decentralized structure of producers, less popular models, and a smoother powder growth curve. The advantage of this model is that the parallel relationships and interest circles in the community are well settled, and there is a strong social soil.
The disadvantage is that it increases the pressure and risk of content review. Under the surface of the short video war, the underlying values determine the different operating systems of the two platforms, and even the different trends in the future. On July 18, 2018, some media reported that Kuaishou had obtained a new round of financing from Tencent Holdings (00700), or formed a new joint venture with Tencent, with a valuation of more than $25 billion. There are also rumors in the rivers and lakes that Ali intends to strategically invest in Kuaishou, and Kuaishou live broadcast e-commerce has become a force that cannot be ignored.