The hand speed of the fast hand slowed down.
Are the old irons getting less and less iron?
For the "short video first share" Kuaishou Technology (hereinafter referred to as "Kuaishou"), the recent annual report, "increase in income and no increase in profit" phenomenon still exists, although the daily and monthly active data have reached a new high, but the user growth rate has begun to decline.
One of the highlights of the 2021 Kuaishou financial report is that Kuaishou's daily and monthly active activities have reached a record high, with DAU of 308 million, an increase of 16.48% year-on-year; MAU of 544 million, an increase of 13.12% year-on-year.
However, it is worth noting that the growth rate of Kuaishou active users has begun to decline, and the year-on-year growth rate of the average daily and monthly active users of Kuaishou in 2020 is 51% and 46%, respectively, while in 2021, the average daily and monthly active growth rate of Kuaishou is only 16% and 13%.
In this regard, Wang Xinyi and Shule of Harbor Business Observation had an exchange, and poor Dao thought:
The relatively constant total number of domestic users has led to the inevitable arrival of the user ceiling, and Kuaishou has gone through the original accumulation of rapid growth.
At this stage, how to let users retain and form more consumption scenarios, and to solve this problem, Kuaishou is still exploring.
But in the process of exploration, complaints are also increasing.
From the perspective of user experience, as of April 11, 2022, Kuaishou has 64495 complaints on the black cat complaint platform, and 3177 complaints in the past thirty days. Such as: the withdrawal function is blocked, invite new people not to pass and many other problems.
What happened to Kuaishou?
Perhaps, this is actually just a common problem in the industry.
User experience is the most sticky component, although the number of complaints on the black cat is only a fraction of the number of users compared to Kuaishou users, but it still explains a lot of problems, especially the marketing method of attracting traffic in a lure way, which is a common problem of many "express editions" at present.
Many problems such as difficulty in withdrawing cash and making profits are also common. Users cannot always be fooled, the cost of drainage will become higher and higher, and the effectiveness of this "extremely fast tool" for the platform is gradually decreasing.
As an attempt to explore, "Speed" is exiting the market at a rapid pace, which has become an inevitability.
The pressure from the general environment also makes Kuaishou need to find a new "speed mode".
On March 25, 2022, the State Internet Information Office, the State Administration of Taxation and the State Administration for Market Regulation issued new regulations on live broadcasting business, such as: reporting the profitability of anchors every six months, setting a ceiling on live broadcast rewards, and so on.
In this regard, the response of Kuaishou is to continue to soil.
Kuaishou has begun to cultivate deeply on the live broadcast, especially in the live broadcast of the three agricultural products to form a certain excavation and moat. The norms of the industry are essentially the catalysts that drive its rapid transformation and move towards a deeper live segmentation, so the impact will be there, but the overall benefits outweigh the disadvantages.
The "earthy taste" of its brand tone is getting rid of the past three customs and showing its gold content.
In fact, Kuaishou's financial report and its actions also show the possibility of Kuaishou in the sinking market, especially the three agricultural products, which gradually build a certain live broadcast with goods differentiation moat.
However, Kuaishou is still only completing a starting style, such a three-rural moat, for Ali, Jingdong, is a step over, for Douyin is just a river of water, not enough to ensure its safety.
Zhang Shule is a columnist for People's Daily and People's Post and Telegraph, and an analyst in the Internet and game industry