本报告从概况、聚焦、问题及趋势四个部分对2020年疫情下的中国移动短视频行业进行研究。2020年短视频和直播、电商日益融合,用户增速趋缓,黏性更强;商业规模显著扩张;双寡头的平台格局呈动态平衡;内容增势趋缓,更加细分。聚焦行业内部,两个特点突出:一是平台强化电商直播,短视频电商从小分队打法迈向集团军作战,平台建设初具规模;二是短视频向长,突破传统短视频内容界限,向多维的内容形态拓展。然而,在短视频直播电商的狂飙进程中,“翻车”事故频发,行业混乱、泡沫涌现;直播带货的商业驱动使得短视频内容的创作、生产受到一定影响。展望2021年,头部平台将四处开疆,加速边界扩展;内容生产会呈现出精品化、专业化的走向。
<<This paper studies China’s short-video in the mobile internet era in 2020 from four parts,including overview,focus,problems and trends. Overall,in 2020,with the increasing integration of short-video,live video streaming and e-commerce,the growth rate of users was tending to become slower,and the stickiness was getting stronger. The commercial scale expanded significantly. The duopoly competition of DOU and KUAI was in dynamic equilibrium. Content growth was slowing down. Focusing on the industry,there were two distinct features. Firstly,Short-video Apps strengthened e-commerce live streaming business,and the construction of short-video e-commerce platform began to take shape. Secondly,the duration of short-video became longer,and short-video broke through the boundaries of traditional short-video content,expanded to multi-dimensional content forms. However,in the rapid development of live streaming in e-commerce of short-video Apps,“rollover” accidents occurred frequently,the industry chaos and bubbles emerged. Furthermore,the commercial drive of live selling in the short-video Apps made the creation and production of short-video content affected to a certain extent. Looking forward to 2021,the leading short-video APPS will accelerate the expansion of their boundaries,and content production will present the trend of high quality and professionalization.
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