本文从概况、聚焦、问题及趋势四个维度对2021年中国短视频行业进行研究。在数字经济发展的背景下,2021年短视频用户活跃度与黏性持续提升;商业规模继续扩张;头部抖音阶段性领先,平台马太效应加剧;垂类内容壮大,带货成常态;短视频治理进入2。0阶段。聚焦行业内部,有两个突出特点:一是平台高举高打扶植品牌,拓展品类,加速建设电商基础生态系统;二是微短剧品质向好,在多元变现的探索中商业化加速。然而,随着短视频产业高速发展,短视频侵权纠纷日益白热化,二创侵权成为焦点。展望2022年,发展自营电商、加速推进本地化服务将是头部平台重点业务发展的共同选择,技术赋能内容生产将推动短视频竞争进入新阶段。
<<This paper studies China’s short-video industry in the mobile Internet era in 2021 from four aspects,including overview,key points,problems and trends. With the development of digital economy in 2021,the degree of short-video user activity and engagement continued to improve;business scale continued to expand;Douyin was in the lead among the head platforms,and Matthew effect intensified among the short-video APPs;the content of subdivision types was magnifying and content of selling goods was taking off;the short-video industry regulation entered phase 2.0. Focusing on the inside of the industry,there were two distinct features. The head platforms supported brand enterprises,expanded commodity categories,accelerated the construction of live e-commerce ecosystem. The quality of micro drama improved and its commercialization accelerated in the exploration of monetizing. However,with the fast development of the industry,short video infringement disputes were becoming increasingly white-hot in 2021. Looking forward to 2022,in terms of the head plays,improving self-operated e-commerce and accelerating local service connection will be the common key businesses. The content production empowered by technology will drive the competition into a new stage.
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