Both saw huge growth in gross merchandising volume (GMV) in 2020 and Q1 2021. Also, people go to Taobao for livestreaming e-commerce instead of entertainment.”Ĭooke points out Douyin and Kuaishou are forging ahead in e-commerce. “Douyin has a 15-second cap for standard users and one minute videos for people with more than 10,000 followers. ”Bilibili caters to varied interest groups and Xigua videos are longer at three minutes. “Other differentiators between Douyin and its competitors are the length of content, target demographics and core activities,” says Paull. Performance-driven ads, such as gaming and app downloads, dominate its ad business – meaning it‘s less appropriate for brand advertising, according to Xiaofeng Wang, senior analyst at Forrester. It also targets audiences in lower-tier cities, he says. Meanwhile, Kuaishou‘s business model currently emphasizes average traffic distribution, incentivizing influencers to invest in engaging audiences and deterring them from becoming overnight sensations. Greg Paull, co-founder and principal at R3, notes Douyin places a premium on traffic, which means good content and increased media spend is prioritized above sustained influencer and audience relationships. ByteDance video app Xigua meanwhile focuses on longer content. Bilibili‘s signature feature is called ‘bullet chatting‘, where user comments are displayed on the screen during videos.Ĭhannels has not yet established as clear a proposition, though WeChat claims that it will lean towards art, culture and ‘authentic lifestyle’ content. In contrast, Bilibili is driven by mid-length-video content and PGC, and its key users tend to be younger than those of Douyin. For example, Xiaohongshu is favored for lifestyle-sharing in beauty, fashion and premium lifestyle-related products, and caters to a mostly female consumer audience. But it is important to differentiate between video sharing and the e-commerce activities that these platforms are jumping into.” How do the apps differ from each other?ĭouyin and its competitors have different focuses and algorithms, meaning each contains different opportunities and challenges for marketers. “Kuaishou is the market’s second-largest short-video platform based on daily active users. While Douyin’s primary domestic competitor is Kuaishou, Jacob Cooke, the co-founder and chief executive of WPIC Marketing + Technologies, points to other rival short-video platforms in Xigua (also owned byByteDance), Tencent‘s Weishi and Baidu‘s Haokan. “Since WeChat has become a super-app with a huge active user base and a relatively comprehensive content-to-commerce ecosystem, Channels is poised to become the next big thing in the Chinese digital battlefield.” ”It breaks with WeChat’s traditional private traffic platform format to extend the reach to a public traffic pool. “One rising video platform, WeChat ‘Channels‘, has become a noticeably strong competitor in the video-format space,” she says. However, even though Kuaishou, Xiaohongshu and Bilibili are all competing for young consumers’ eyeballs (gen Z in particular), each one has a differentiated content style and user profile. Lily Lu, director of digital at agency Gusto Luxe, says that Douyin and its rivals are competing for the leisure hours of Chinese netizens – a resource that is ultimately finite. These figures grew to 68.3% and 59.6% in 2020.Īround 48.7% of Douyin’s users in China are under 30, while the second-highest age category of users is in 31- to 40-years-old range, a study by Statista has found. The Bytedance-owned app grew its user base by 27.8% to 442.6 million users in 2020, accounting for more than half of China’s mobile internet users who use the short-form video app, according to eMarketer.ĭouyin users make up 67.9% of China‘s mobile social network users and 59% of smartphone users overall.
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