South Douyin, North Kuaishou, South Douyin and North Kuaishou, why do northerners like to watch Kuai

Douyin's diversion of traffic to Internet businesses such as advertising and e-commerce has been extremely successful, while Kuaishou's realisation of live streaming and e-commerce (online celebrities bringing goods, live streaming selling goods) has achieved remarkable results. For advertising, live broadcasting, and e-commerce, with the rapid development of the short industry, what investment benefits and impacts will it bring?

Due to the very different product designs, Douyin and Kuaishou have their own focus on back-end monetization. Douyin takes content and algorithms as the core, creating a high-traffic, but discrete ecology, which is essentially closer to a media platform with highland traffic, while Kuaishou is people-oriented and relatively decentralized, and has become a flat, but weak relationship social product that can precipitate the relationship between users and owners. Industrial ** (601377) is optimistic about the development potential of the follow-up traffic and continuous commercial realization of the short-term track.

Attention is that now that the Internet dividend has faded, the user time has entered the stock game stage, and the rise of short-term traffic and commercial realization will also have an impact on other existing companies. 1) Kuaishou's monetization is still dominated by live broadcasting, Kuaishou was already the first live broadcast platform in 2018, and in 2019, Douyin is also making large-scale efforts to monetize live broadcasts. The growth of the two in the live broadcast business will not only attract more sinking users to enter the live broadcast market, but also pose a competitive impact on the pure live broadcast platforms YY, Huya and Douyu.

2) Under the pressure of the overall macro environment, the growth rate of overall advertising revenue has slowed down significantly, and the rise of short-term traffic will undoubtedly crowd out the advertising monetization value of other traffic platforms. 3) Internet businesses with high purchase demand, such as e-commerce and games, have benefited from the new traffic highland of short-term growth and ushered in a wave of traffic growth dividends. In particular, the new e-commerce traffic represented by live e-commerce and online celebrity e-commerce has brought new opportunities to the e-commerce business.

The short-term industry is developing rapidly, and the scale of active users is second only to the long-term and short-term, becoming the absolute high-speed engine for the growth of mobile Internet time, contributing more than 60% of the year-on-year increase in the total user time in June 2019. And in June 2019, the overall number of monthly active users of the short** industry reached 100 million (a year-on-year increase of 32%), surpassing mobile games (MAU billion) to rank second, and gradually narrowing the gap with the long** (**** total monthly active users of hundreds of millions. yoy+。

Among them, Douyin and Kuaishou, as the double strength of short **APP, are ushering in the ultimate battle of traffic growth and commercial realization. In June 2019, the number of monthly active users of Douyin and Kuaishou reached 100 million and 100 million respectively, much higher than other short ** apps, ranking firmly in the first echelon. It is worth noting that although the pattern of Douyin and Kuaishou is stable, the number of overlapping users has increased significantly, and the competition between the two sides will intensify.

According to Analysys data, in September 2018, the number of overlapping active users of Tencent, iQiyi, and Youku was 100 million. At the same time, the usage time of Douyin and Kuaishou continues to grow, and the average monthly usage time per capita has far exceeded the four major ****.

East Garbage, West **; South Douyin, North Kuaishou.

The full statement is: South Douyin, North Kuaishou, the two giants of the mentally retarded world.

In terms of content, Kuaishou is "eating garlic", and Douyin is "friends drinking coffee"; On one side is the old iron in the southwest, and on the other hand, fresh meat is fashionable; On the one hand, the local flavor and the foreign atmosphere on the other side can be said to be very in line with the "north-south" regional stereotypes that spread the good land unification.

From the perspective of the proportion of use areas, Douyin's users are mainly distributed in coastal areas such as Guangdong, Jiangsu, and Zhejiang, and the main user groups of Kuaishou are located in Shandong, Hebei, Henan and other inland areas in addition to Guangdong and Jiangsu.

The reason for the "South Douyin and North Kuaishou".

1) The platform positioning is different.

Douyin is positioned at young people in first- and second-tier cities, and the introduction of celebrities and Internet celebrities into the platform will naturally attract young women who chase stars, while Kuaishou is positioned at first-tier to fifth- and sixth-tier users, focusing on providing a social platform for every ordinary person, and the large male population in China is reflected in the gender ratio of users.

2) Differences in social styles.

Young people under the age of 35 are the main producers of UGC, and have experienced the whole process of the development of Internet social platforms, from Renren, QQ space to Moments, and the perfect transition to the short ** platform. Everyone is a content creator and content consumer, and these users create more high-quality content with enough consumers to get the likes of content consumers and rewards from the platform, so as to create more high-quality content, and high-quality content is the core that content consumers are more willing to stay, so as to form a relatively virtuous circle.

and 3) regional development differences.

The coastal zone has a more developed economy, attracting a large number of young people to develop, which is in line with Douyin's positioning, Kuaishou's user market is lower than Douyin's, and the layout of the two platforms is tilted, resulting in the difference in the geographical distribution of users.

In fact, the biggest difference between Douyin and Kuaishou is that its audience level is different, Douyin's audience is closer to the middle class, and Kuaishou's audience is closer to the bottom of the rural residents, I am afraid I don't need to repeat the difference between the two.

The reason why northerners like to watch Kuaishou more than Douyin due to the imbalance of economic development is because the economic development of the north is relatively slow, many regions are in a state of waiting for development, and the economic situation is not optimistic. And the more developed areas along the southern coast are very numerous, a lot of them. <>

Especially in the economically strong southern provinces represented by Guangdong, Fujian, Zhejiang, Jiangsu, etc., there are a large number of economically developed cities in these provinces, and there are many southerners, and everyone's income is relatively high and close to the middle class level. So for southerners, watching Douyin is more than watching Kuaishou.

The area in the north is very vast, and the relatively strong economy basically lies in the provincial capitals, especially in the northeast, where the economic recession is serious, so this is why many people in the northeast like to shoot ** jokes on Kuaishou for everyone's entertainment. <>

Shoot ** can get extra income because many people here are relatively ordinary people at the bottom, and they are very unsatisfactory in life and work. Many people may be able to earn less than 4,000 per month at work, and patting ** can bring them additional income, which is a pleasure for them.

In addition, after the explosion of the film, they may also become famous, and from then on they will achieve a class jump and rise to the middle level. For such a dream of wealth, I am afraid that many people are irresistible, so many people are eager for it. Of course, I am not here to analyze this phenomenon, but from an economic point of view.

Kuaishou and Douyin are used by many people in the north and south, and there are also many poor areas in the south, such as Guizhou, Jiangxi, Guangxi and other provinces, where there are many residents deep in the mountains. The income of the residents here is often very low, and the income of the vast majority of them is basically dependent on farming or going out to work to earn some money, barely making ends meet. So for them, short ** is also a relatively big opportunity, and many people here will also like to use Kuaishou.

Therefore, there are many people in the north and south of Kuaishou and Douyin, but there may be a little more people in the north who use Kuaishou than in the south, and there are slightly more people in the south who use Douyin than in the north. The difference is not too large, and may even be close to the ratio of men and women, and this difference is actually negligible. It is better to judge by class level, rather than by region.

In fact, Kuaishou belongs to older people, and Douyin is all young people, so there are more older people in the north and more young people in the south, which has become the case.

Because Kuaishou is more down-to-earth, and it shows the life of the people at the bottom.

Because most of the anchors on Kuaishou are northerners. Therefore, northerners will feel particularly cordial on Kuaishou. So they prefer to use Kuaishou.

The next sentence of South Douyin and North Kuaishou is "the two giants of the mentally disabled world", Douyin and Kuaishou are two very popular software, everyone often brushes short ** in their leisure time, and many Internet celebrities are popular through these two software.

The people who play Douyin and Kuaishou are ordinary people, and of course, there are many celebrities who also use these two software. Although Douyin and Kuaishou are mainly shooting short **, the jokes filmed by netizens are not the same style. When Kuaishou first became popular, it became popular in the form of shouting microphones, among which well-known netizens include MC Tianyou, Pai Pai Qi and others, when everyone shoots a short **, the cover will be accompanied by the words 666, which was very popular at the time, but in the current view, it feels very earthy.

Douyin is different, most of the netizens who filmed Douyin silence posted their mansions and luxury cars, so that more people pay attention to you, of course, most of the short ** are more "sand sculptures", which caused netizens to laugh. Douyin is more well-known than Kuaishou, such as cross-dressing counterattacks, professional dances, etc., and some anchors show their pets.

Everyone's preferences are different, their habits are different, some people prefer Kuaishou, and some netizens prefer to play Douyin. In fact, most of the short ** shots of Kuaishou and Douyin are relatively vulgar, so many anchors have been banned.

There is magic, prying young people's desire for expression, pixel-level plagiarism, ......This is the label given to Douyin by the outside world, and it also reflects the different characteristics of this product. Douyin is aimed at young and middle-aged men and women in the current city, who have good looks, freestyle, and creative self-expression.

The fact that "North Kuaishou South Douyin" can form a partial consensus in the industry still lies in the recognition of Douyin in the future. Although the former has 400 million users and the latter only 20 million, there is still a huge gap between the two in terms of volume, but it does not prevent the fact that Douyin is rising.