In fact, it can be said that the Internet industry has already reached a consensus that the next trend of the era is video. In the two major video fields of live broadcast and short video, some people have long been the first to be brave.
If YY Live is the first to enter the live streaming field, then the leader in the short video field is undoubtedly Kuaishou.
This can be seen in the strategic transformation at the end of 2013. At that time, Kuaishou was still called "GIF Kuaishou", which was just an animation tool using pictures as a carrier.
With a keen sense that the age of graphics and text was reaching its end, Kuaishou made a decisive transformation, removing the "GIF" symbolizing graphics and text from its name, officially entering the short video field, and placing its strategic focus on creating short video social networking.
From this point of view, Kuaishou's strategic foresight is indeed unique. It has accurately grasped the pulse of the times and bravely became the first to eat crabs.
Facing the blue ocean in the video era, even if the first person to enter the market is not very professional, but with the courage to enter the market first, the sweetness of the first bite of cake must belong to the brave.
However, there is such a big blue ocean, and although Kuaishou is the first to step into it, it obviously cannot belong to him alone.
In fact, among the first players to enter the short video field, the most dazzling one is Tenda. As an Internet giant, Tenda has gathered a large number of talents.
With the support of a large number of talents, the forward-looking vision of this vision cannot be weakened. Tenda also sees a blue ocean in the video era.
And at the end of 2013, it took the lead in creating the short video product Weishi. Taking advantage of its invincible social advantages, it shouted the slogan "Communication Vision, Unlimited in Eight Seconds" with the intention of creating an 8-second short video social network.
And during the 2014 Spring Festival, they invested a lot of resources and invited hundreds of celebrities to pay New Year greetings, which fully reflected the inhumane side of Tendahao.
Therefore, during the Spring Festival, Weishi’s daily activity reached a terrifying figure of 45 million. At that time, Kuaishou had just changed its strategy and was still developing.
As for Meipai, it is still in the internal incubation stage, that is, it is still in the mother's womb and there is still no trace.
Perhaps it was Weishi’s “success” that prompted Kuaishou and Meipai to determine their strategic goals and find the right industry direction.
However, being half a step ahead of the times may be a blessing, but being one step ahead of the times may not always be a good thing.
Especially after Tengda took the lead in entering the horse racing arena with invincible resources, he found that there was no one who could beat him, so he naturally regarded it as his own back garden.
After planting the battle flag, they turned around and turned to conquer other fields. The Weishi team also rested arrogantly on its credit book. In addition to basic maintenance, it did not even bother to develop new versions.
This kind of stagnation, even if there is a huge advantage, is bound to be impossible to turn into a victory.
Even though the story of "The Tortoise and the Hare" has been heard since childhood, it does not prevent the Weishi team from making the same mistakes again.
After all, there is a saying that the only lesson humans learn from history is that they never learn from history.
Even the invincible Tengda is no exception. Big company diseases will naturally occur unexpectedly after becoming an industry giant.
Although Tengda is good at using the trick of raising voodoo to solve the problem, Naihe entered the market too early. There is no one in the short video field who can fight, and there is no one to raise voodoo if he wants to.
Therefore, although Tenda was far-sighted in terms of vision and almost completed the myth of continuing its dominance in the video era, it fell short and opened the champagne at halftime, giving its opponent an opportunity to take advantage of it.
Kuaishou and Meipai have successively made efforts and overtaken each other in corners, accumulating hundreds of millions of users and becoming leaders in the short video field.
However, Tengda, who hated the iron that could not be transformed into steel, showed no mercy to the ineffective Weishi. He directly downgraded Weishi internally, disbanded the team and merged it into the video department, strategically announcing its abandonment.
And turned around to focus on another track in the video era, live streaming.
At this point, Kuaishou and Meipai have become the two leaders in the short video field, and after the collapse of Weishi, they are working hard to become the big brothers.
Just after the Spring Festival in 2016, Kuaishou proudly announced that the number of its users had increased from 100 million to 300 million!
It can be said that it has almost monopolized half of the mobile Internet users. According to statistics from an authoritative organization, the number of mobile Internet users currently reaches about 900 million.
Rounding off, every six mobile Internet users must have the short video software Kuaishou on their mobile phone. This shows that Kuaishou has a strong user base in the short video field.
And in order to supplement the platform ecology, Kuaishou has also launched the live broadcast function at the beginning of 2016, but Kuaishou does not regard it as a main function and just places it on a secondary page.
Similarly, Meipai, which is next door, is not to be outdone, although it cannot compare with the down-to-earth Kuaishou in terms of number of users.
However, Meitu is a company that focuses on sophistication. Starting from Meitu Xiuxiu, the word "beauty" has almost become their corporate culture, and Meipai's product is no exception.
Focusing on this core technology, Meipai regards live broadcasting as a key project, uses "high-looking mobile live broadcasting" as its differentiation to enter the live broadcast market, and plans to invite big-name celebrities to join.
The ambitious Meipai intends to use the live streaming channel to overtake Kuaishou in corners!
After all, in terms of capital strength, Meitu, which received US$900 million in Series C financing, has a market value of US$2 billion. It can be said that it is very confident in terms of capital.
As long as Meipai can surpass Kuaishou and become the number one in the industry, Meitu's valuation will undoubtedly reach a higher level, which will be of great benefit to their road to listing.
Therefore, it is natural to imagine that Meitu Company is skewing its resources towards the Meipai product. To be number one in this industry, Meitu Company is bound to win.
Just when the two leaders were fighting, a handsome boy who returned to the domestic market from overseas markets quietly appeared on the stage, and even held a huge short video industry awards ceremony during the New Year!
As a latecomer, although this act of substituting others is transcendent, it undoubtedly earned enough attention and traffic for the product Douyin, and aroused the curiosity and freshness of a large number of users.
Perhaps in the eyes of ordinary people, this huge Golden Second Award is just a means of sensationalizing, and it is just about losing money and earning publicity.
But for Kuaishou and Meipai, what really makes them feel a sense of crisis is the appeal of the award ceremony to short video creators.
Awards and bonuses are waiting for you, and they are undoubtedly GF hero posts, which very accurately capture a crucial part of the platform ecology - content!
The reason why Weishi collapsed suddenly was that it was sitting on a golden mountain without knowing it. Even with the traffic blessing from Tenda, there was no content to convert.
The team does not pay attention to content cultivation and provides incentives to users. Naturally, users only try it lightly and it is dispensable.
As soon as Douyin came up, it undoubtedly captured the most important core, and for this reason it spent a lot of money to create the Golden Second Award ceremony.
Anyone with a discerning eye can see that this is definitely a loss-making transaction, but in the eyes of Kuaishou and Meipai, this is not a loss-making transaction. It is like buying horse bones for a thousand dollars!
And [Papi Jiang], who has been blessed by the Golden Second Award, has transformed into the first thousand-mile horse to ride the wind, and has a strong tendency to soar to 90,000 miles!
Just after the Spring Festival, [Papi Jiang]’s fans on the bib platform have exceeded 10 million!