《專題》中金列出快手(01024.HK)與同業抖音各項對比(表)
據中金1月17日發表報告,列出快手(01024.HK)與同業抖音各項對比:
(1)用戶規模
抖音│去年年底日活躍用戶(DAU)6億
快手│去年年底日活躍用戶(DAU)3億
(2)產品特徵
抖音│以上下滑推薦頁為主,綜合關注頁、同城、朋友等其他功能
快手│推薦頁兼具隻列瀑布流、單列上下滑;關注頁、同城頁均為重要功能
(3)平台屬性
抖音│媒體屬性為主,匹配內容和觀眾
快手│傳統以社區屬性為主,匹配KOL和粉絲,但近期增加媒體屬性
(4)商業模式
抖音│廣告、直播、電商等,據晚點披露,去年預計營收2,200億人民幣
快手│直播、廣告、電商,於去年首九個月營收407億人民幣
(4)公司基因
抖音│字節:強中台基因,擅長不同組合打突擊戰,風格偏激進
快手│產品基因,擅長從用戶角度構建產品,風格偏保守
資料來源:中金公司研究部、晚點Latepost等
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中金同時列出快手與同業抖音對比概況
-快手日均上傳作品數約為2,000萬,略低於抖音(3,000萬)
-快手以生活類視頻為主,抖音則各類型更加均衡,但快手去年內容類型豐富度已經有顯著改善
-新聞資訊是抖音核心內容品類之一,快手熱點類內容短板較為明顯,但去年已經開始補足
-快手起源於下沉市場,內容品質相對抖音較低,但去年開始重點改善
-快手對於原創內容支持根深蒂固,甚至連二創內容發展都受到限制
-快手算法分發在及時性、冷啟動等層面存在一定短板,但持續改善中
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