Kuaishou APP product analysis report!

In this article, I will start with the development process of Kuaishou, and then share with you my thoughts on Kuaishou, hoping it will be inspiring to you.

01. Kuaishou’s development process

Generally speaking, the best way to understand a company's development progress is to visit its official website. The mind map below is what I compiled based on the introduction on Kuaishou’s official website.

Click to see the full image

From the above picture, we can know that Kuaishou was originally called "GIF Kuaishou" and mainly produced animated images. In November 2012, Kuaishou transformed from a pure tool application into a short video community. In October 2013, Kuaishou transformed into a short video social platform.

In recent years, Kuaishou’s slogan has changed from “Discover the real and interesting world” to “There is no high or low in life” and then to “Record the world, record you”.

From the changes in the slogan, we can see that Kuaishou’s focus is increasingly on "recording" .

02. Kuaishou’s product features

The functions of Kuaishou can be said to be very restrained, the learning cost is extremely low, and you can watch videos directly by opening the APP. I have briefly sorted it out, you can take a look at the following picture:

When you open Kuaishou, you will enter the "Discover" page , which pushes relatively diverse content: celebrities, Internet celebrity reviews, cooking methods, funny videos...

We will find that the learning cost of Kuaishou is very low, and the usage process is simple: open the APP to watch videos, and click the upper right corner to post videos.

For ordinary users, being able to watch and send videos smoothly is enough to meet their needs.

03. User portrait of Kuaishou

Let’s first look at the user portraits of Kuaishou so that we can better understand them and thus better understand them.

Geographical distribution: The picture shows the comparison between Kuaishou and Douyin, with Kuaishou in blue

Crowd attributes: The picture shows the comparison between Kuaishou and Douyin, the blue one is Kuaishou

In the past, I simply relied on my intuitive understanding and thought that Douyin and Kuaishou were two completely different groups of users. After I looked at the data, I found that the user portraits of Douyin and Kuaishou were very similar.

We can see from the above data that Kuaishou’s users are mainly in second-tier and lower cities. These users’ lifestyles and needs may be completely different. Our failure to understand their needs does not mean that their needs are unreasonable or do not exist.

Data from Penguin Intelligence

I read a passage in the public account "Gossip" that inspired me a lot: "The values ​​of most technology media personnel and Internet practitioners are basically the values ​​within the Fifth Ring Road of Beijing. Although some of them have not reached the Fifth Ring Road materially, they are already within the Fifth Ring Road spiritually."

Each of us is in our own circle and thinks that what we see is the whole world. I remember that Teacher Liang Ning gave an example in "30 Lectures on Product Thinking": her friend was doing micro loans, only lending 200 yuan each time. Through data analysis, her friend found that these people were all short of 200 yuan at the end of the month, and some of these people might know each other.

This example overturned Teacher Liang Ning's cognition, because in her circle, no one would be short of 200 yuan, or in other words, 200 yuan would be of no help to people in her circle.

04. What are the differences between Kuaishou and Douyin?

Both Douyin and Kuaishou make short videos, and many big Vs have opened their own accounts on Douyin and Kuaishou. The user profiles of Kuaishou and Douyin are also very similar, so what are the differences between them?

The following are my thoughts, welcome to discuss with me:

Kuaishou focuses more on "people"; Douyin focuses more on "content".

This sentence does not mean that the people on Douyin are not good, and the content on Kuaishou is not good, but that the two platforms have different focuses:

Kuaishou focuses more on recording, and the quality of its videos may be slightly inferior to that of Douyin, but Kuaishou has live broadcasts, and the anchors of Kuaishou have a good relationship with their fans, and the user stickiness is very high.

Douyin focuses more on a better life, but because it has less interaction with users, its user stickiness is slightly lower than that of Kuaishou.

The recommendation logic of Kuaishou and Douyin is different.

This sentence seems to be nonsense, please listen to my explanation: the increase in fans on Kuaishou is extremely slow compared to Douyin.

I read a report before, which said that it might take more than 800 days to accumulate 1 million fans on Kuaishou; but on Douyin, if you are very good, you may get 1 million fans in less than a month.

The monetization models of Kuaishou and Douyin are also different.

The main monetization models for Douyin anchors are: advertising and e-commerce .

The monetization model of Kuaishou anchors is: live broadcast (rewards), live broadcast (selling goods), and advertising.

There is no truth without pictures. You can take a look at the following pictures first:

The left side is live selling, and the right side is live reward

Kuaishou anchors can sell goods while broadcasting live. During the live broadcast, they will guide users to add their WeChat. After adding WeChat, they will automatically pull users into the group for retention and conversion.

Contents of Kuaishou’s 2018 Annual Report

Let me add an interesting thing here: Kuaishou anchors actually have some tricks when they sell goods during live broadcasts.

For example, a couple, one plays the good guy and the other plays the bad guy, and they sell the goods while acting against each other. If you are interested, you can go to Kuaishou and find a food blogger, and watch their live broadcast at 8:00 or 9:00 in the evening. You may gain more.

Author: Shi Ming

Source: Operation Guide ( yunyingpm )