The new round of short video competition started again outside the Fifth Ring. Interestingly, this market, which was considered by the outside world to have a “earth” flavor, has now acquired a new name: incremental market.

Editor’s note: This article is from Blue Whale Finance, the author of the new moon.

The new round of short video competition started again outside the Fifth Ring. Interestingly, this market, which was considered by the outside world to have a “earth” flavor, has now acquired a new name: incremental market.

In August of this year, the fast-speed version was launched. According to the data on the wheat data, the average daily download volume of the fast-speed version during the National Day was about 253,000 times. At the end of August, Vibrato also launched the Extreme Edition. The cumulative downloads of Android app stores exceeded 32.35 million, of which 74.7% were downloaded from OPPO and vivo channels.

It is reported that the fast hand further refines the goal of sprinting 300 million days of livelihood: it is divided into 300 million days before the Spring Festival and 300 million after the Spring Festival. In order to achieve the goal, the key will be in the fast-speed version and the Spring Festival red envelope. Although there is no comment on the market rumors, but from the perspective of the entire industry, it has become a new trend to find growth points in the Extreme Edition APP.

The speed version of the short video app is qualitatively the same as the fun headline. The user completes the tasks specified by the platform, such as inviting friends, signing in, etc. to obtain tokens for redemption of cash. At the same time, the longer the user stays, the more token rewards will be awarded. This style of play is mainly aimed at the leisure time of the user population in the sinking market.

However, from the outside world, it is hard to say whether the shaking and the fast hand after sinking will copy the past realization path. At the same time, the competition barrier between the vibrato and the fast hand is the number of MCN institutions in the head, and the other is the e-commerce ecology. However, after the melee entertainment, it is not so easy to build competitive barriers.

Slow video sinking market again traffic disputes

From the product experience point of view, no matter the design or content of the page, there is not much difference between the flashing speed version, the fast speed version and the original product. The only change is to highlight the “watching the video red envelope” A special feature.

For example, for newly registered users, they will receive a pop-up of the cash bonus reward when the product opens. Red packets are random, but the platform generally uses a large number to alert users to how many rewards they might receive when using the product. In terms of content, the reporter has repeatedly found that the coverage, interest, value, and life aspects of the coverage have not changed much, but the iconic e-commerce elements such as shopping windows are missing.

“Speed ​​Edition is mainly for price-sensitive users. Previously, other online red-chip apps will grab some price-sensitive users, especially in the sinking channel. If there are a lot of users, if you shake, you will not do it.It will be unattractive to this part of the user. Analyst Ma Shicong told Analyst Blue Whale TTM.

Xingshan Capital Senior Investment Manager Huang Shanshan said that from the industry perspective, all short video platforms are looking for new growth points. “The growth of short video users is not as fast as it used to be. Like last year’s vibrato tweet, this year’s vlog is to discover new user preferences. It is also to bring about the change brought about by the new transmission efficiency of 5G, short video. Live, games, online education are the most direct impact.”

In the past, the outside world was more accustomed to using “radical” to describe the speed of the headlines and vibrato. But in the current time node, fast hands and vibrato show the same posture.

In an internal letter in June this year, fast-starter Su Hua and Cheng Yixiao said that the fast-handed must change, calling on all employees to enter the fighting state, reflected in the business level is fast in marketing, games, education and other fields. Full access. For vibrato, it is no exception. Whether it is the creator support plan or the new business, it is almost at the same pace as the former.

In August, Zhang Nan, the president of Vibrato, predicted that the total number of daily activities in the short video industry will reach 1 billion in 2020, and today’s public data shows that the combined total of the two days is just over 500 million. This announces the continuation of short video incremental traffic contention from another level.

In the external analysis, it is hard to say whether the shaking and the fast hand after the sinking will copy the past realization path. Ma Shicong believes that the business model of the online red envelope APP is that the platform provides subsidies, allowing users to help the platform to attract new customers, while users watch advertisements and attract advertisers. This profit model is mainly about advertising. “The starting point for users to use the app is to make money. Joining the e-commerce section may give users the impression that using the app will cost you money.”

Music Pan Entertainment

The radical behind the fast-handed, vibrato is the increasingly blurred boundary of the various platforms in the big entertainment industry. The first is between the vibrato and the fast hand. The difference between the two sides is obvious. The former is the main trend, the latter is the main iron and the soil video; the former is the number of MCN institutions in the head, the latter It is an e-commerce ecology. It is very difficult to find such a clear boundary now. Therefore, the contention between the vibrato and the fast hand around the user will heat up again.

In the first half of 2018, Pengu Zhizhi’s “Quick Hand & Jitter User Research Report” showed that although the scale of the above-mentioned two coincident users is rising, it has not paid much attention to it. In November 2017, more than 35% of the vibrato users used the fast hand at the same time, but then the ratio dropped. As of February 2018, the fast-handed coincidence ratio was 14.6% and the vibrato was 27.4%. According to the report analysis, the vibrato has acquired more new users who are not fast-handed or who have left the fast.

But according to data from the Zhisheng Research Institute, as of May this year, the coincidence of the two reached 46.5%.