《专题》中金列出快手(01024.HK)与同业抖音各项对比(表)
据中金1月17日发表报告,列出快手(01024.HK)与同业抖音各项对比:
(1)用户规模
抖音│去年年底日活跃用户(DAU)6亿
快手│去年年底日活跃用户(DAU)3亿
(2)产品特徵
抖音│以上下滑推荐页为主,综合关注页、同城、朋友等其他功能
快手│推荐页兼具只列瀑布流、单列上下滑;关注页、同城页均为重要功能
(3)平台属性
抖音│媒体属性为主,匹配内容和观众
快手│传统以社区属性为主,匹配KOL和粉丝,但近期增加媒体属性
(4)商业模式
抖音│广告、直播、电商等,据晚点披露,去年预计营收2,200亿人民币
快手│直播、广告、电商,於去年首九个月营收407亿人民币
(4)公司基因
抖音│字节:强中台基因,擅长不同组合打突击战,风格偏激进
快手│产品基因,擅长从用户角度构建产品,风格偏保守
资料来源:中金公司研究部、晚点Latepost等
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中金同时列出快手与同业抖音对比概况
-快手日均上传作品数约为2,000万,略低於抖音(3,000万)
-快手以生活类视频为主,抖音则各类型更加均衡,但快手去年内容类型丰富度已经有显着改善
-新闻资讯是抖音核心内容品类之一,快手热点类内容短板较为明显,但去年已经开始补足
-快手起源於下沉市场,内容品质相对抖音较低,但去年开始重点改善
-快手对於原创内容支持根深蒂固,甚至连二创内容发展都受到限制
-快手算法分发在及时性、冷启动等层面存在一定短板,但持续改善中
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