Carnival of short video (top): Entrepreneur's imitation Show

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China's internet is a magical wishing wall, when you say to it "XX product if there is a Chinese version of the good", open the app Store, you will find your desire to achieve.

This is a short video app, after the launch of Twitter in the early Vine, YouTube founder of the new project "play" This April on the shelves, six months Weico team launched a "micro-film", Archie Art launched "Pop", Sina Joint "dazzle" the company on the horse "second Beat", Tencent to push "micro-view", a time surging.

However, this upsurge is not just the domestic market, following Vine, Instagram launched a short video function, Yahoo acquisition of short video products Qwiki,line "micro-film" function also with the new version of the line, the foreigner is not idle.

There is no doubt that after the social product has been monopolized by several apps, users and Internet companies need new games to meet the social needs of overload, and short video is one of the few innovations, which is the same at home and abroad, so the domestic and foreign Internet companies are not surprised by the wave of pursuit.

It is worth paying attention to three questions: how to localize the survival after the product is copied? Strong media sina and strong social Tencent "short" soldiers to winner? Will small startups be killed by giants?

Followers grope for new play Vine can not afford to learn

Although from the product form, from play to micro-video and Viddy, Vine and other products are the same--nothing more than a press shoot, loosen the pause, but like Sina Weibo and Twitter, in the domestic market, these small partners ultimately to find their own game.

Viddy's slogan is "An interesting and simple way to create and share video," Vine in the App Store description "Create short, interfere, looping videos in a and fun way." The similarity is close to literal translation, emphasizing and directing users to create interesting content.

and micro-vision of the slogan for "8 seconds short video sharing", the second shot of slogan for "mobile video, Seconds beat Moment", emphasizing the function and play. Of course, this description is easier for users to understand than Vine and viddy ambiguous descriptions, but it also exposes some of the differences in the way domestic followers play – emphasizing creating content without emphasizing fun.

This is not innovation, it is a compromise of reality, because the lack of domestic users ' creativity has become a consensus. "Vine's video is in line with the American way of thinking, the American original ability is strong enough, but the Chinese people's original ability is not enough." "The same is done in the video community," said CEO Chen, "the other problem is that the more you can shoot, the more you don't know what to shoot." ”

At this point snapped CEO Xu Chang more say, after a year of trial, snapped from the previous UGC Community transformation in order to provide content media platform, slogan also from "Photos will talk" into a "mobile walkman." Xu Chang said that the demand for short video and the scene must exist, but the frequency is not so high, which will lead to a small amount of content output. And this is one of the reasons for the change of the PA.

Xu Chang's statement also points to the two routes of short video products: the UGC community of all people involved or the media platform that a small part of the population creates content? It is clear that the first path has been proved difficult to pass. And from the micro-vision, video and other products to see, Star + Tatsu people have become the established route.

Micro-View please Hunan satellite TV happy family to join, second beat also used Sina's huge star resources for their own support, playing the film invited the "Otaku Goddess" Cang well space, in the "Square (Explore)" category, the above products also abandoned the vine "art, family, food, pets, music" In accordance with the content of the classification of attributes, and the use of celebrities, beauty, talent, etc. based on the user-divided approach.

This route in short is a small number of elite to create content, mass consumption content, so that digestion of the ordinary User Content creation threshold, Chen said, in such a way to build a huge fan network and media value, combined with editorial recommendations and external sharing, is a more reasonable approach.

Jianghong, general manager of the AVOs company, who developed the game, expressed concern about the route, he thinks that if the giant is pouring too much resources into a new product, it may go the way of Weibo, where short videos are All Star V in a single night, and everyone is watching, but as a community user lacks the sense of participation, There is no way to create a more solid environment for the community to grow.

Gaozhigua, Director of micro-vision operations, said that the star strategy is only a transition strategy, micro-view the ultimate goal is through the star, Tatsu people to educate users, reduce content creation threshold, and ultimately achieve the public UGC route.

Whether it is the popular route or the elite route, the current short video form and operation strategy are still groping, but the point of consensus is-copy vine, will be a one-way road.

Sina PK Tencent ROUND3: Social can deny life and death?

Before the Battle of the Micro-Bo and social warfare is more obvious, Tencent Weibo despite the mammoth, but the momentum is still not covered by Sina, and from close friends to micro-friends to Micron, Sina in the social field of attempts and repeatedly defeated Ali can also be counted boat, The third round of war between media giants and social giants may be on short video products.

Although Twitter+vine's model seems to provide a model for Sina Weibo + sec, as mentioned above, Sina Weibo is not Twitter and the second shot will not be vine.

In the star resources operation ability and the media platform operation Ability Sina above, but Tencent's real advantage lies in holds the micro-letter and the QQ two relations chain as well as the formidable social product ability. But for the short video This special product, social can deny life and death?

At this point, the industry is divided, Gaozhigua that strong relationship chain can make those seemingly boring content because from the acquaintance to become interesting, for short video applications, social properties accounted for at least 50%. This is hitting Sina's Achilles heel, but for now, Tencent has not imported the strongest relationship chain micro-letters into the micro-vision.

Chen believes that if reliance on strong relationships to share between acquaintances, micro-letters to do more appropriate, Xu Chang also worry about low-frequency content difficult to support a separate community app. But a product manager at the micro-vision says short video shooting function is actually very complex, the integration of micro-letter difficulty is too large, Gaozhigua revealed, micro-vision released less than one months, the average of 200 users can receive a new content every 5 minutes, the creation of the threshold of the video to solve the problem of the micro-Bo information overload.

Jianghong that if more than the media strength, to Sina play the law, in the micro-bo active decline in the case of the second shot no way from Sina Weibo that accounted for too much cheap, coupled with the lack of effective social relations support, Sina slightly inferior.

Now, if you take the media route, that is, the content-oriented model, Tencent in the micro-vision of the introduction of the QQ chain can not play a big role, the competition will return to the media dispute, on this level, Tencent accounted for not cheap, and in the long run, Tencent's social ability or will gradually play a role.

Small entrepreneur: Will the Giants play dead?

Whether it is to import the relationship chain or to fill in the star resources, the big company's play is not the entrepreneurial team can easily copy, facing the two giants, the first step of the founders are somewhat nervous.

"It must be a lie to say not to be nervous. "Jianghong said," but Tencent do micro-vision, nor is the whole company doing, but also a small team, people may not have us more, now the import of resources also lead in, also did not see the rapid rise. ”

Chen felt that the mobile internet eventually spelled the product, there is not necessarily the resources to win. The Xu Chang that the Giants had given the entrepreneur long enough, but at present did not see a successful product, now the Giants come, the user and traffic on the independent app will soon be overtaken, entrepreneurs less opportunities.

Gaozhigua that the entrepreneur's biggest enemy is not the Giants, but the time, short video products will have a long incubation period, entrepreneurs can not afford to be a problem, at the same time the current creation of the threshold can not be exceeded, bandwidth server costs are rising problems will also bring pressure on the entrepreneur. Gaozhigua suggests that entrepreneurs can take the vertical community route to achieve differentiation, such as taking a pet, and patting a baby's short video community.

In fact, apart from the Giants, short video entrepreneurs also face user awareness and other issues, video service provider Stone Mountain Video founder Xu Ping said that the current 6-8 seconds of short video SD can be compressed to the size of 500KB or so, fluent can be compressed to 250KB or so, and a micro-broad or GIF as large, " However, in the minds of most users, video is still equated with fee traffic. Jianghong said, "Users need an education process, from this point we also welcome the Giants to join in the education market." ”

At present, there appears to be no successful case of short video in China, whether it is a giant or an entrepreneur, in the shape of the product and the direction of operation are groping, at this stage is not to the death stage, but through more participants to complete the process of educating users and nurturing the market, after the cake molding, the real competition will begin.