当前位置:首页 > 快手培训 > 正文

外刊阅读抖音V.S.快手:流量时代,谁将赢得终局之战?

2021-02-01 14:23:57 暂无评论 快手培训

 抖音 V.S. 快手:流量时代,谁将赢得终局之战?

原文导读

坊间流传着北快手,南抖音的说法,它不光体现了国内两大短视频平台的用户地域分布,同时也反映了抖音和快手在短视频赛道两分天下的格局。在这场激烈的流量较量中,快手逐渐呈现出追赶者的态势,努力寻求改变和突破。那么今天的文章,作者就从快手的角度入手,着重分析了快手目前面临的商业困境,是什么样的瓶颈在阻碍着快手的发展呢?






原文阅读


Kuaishou takes on TikTok and its Chinese sibling

   “We aim to be the most customer-obsessed company in the world,” declares the opening line in the 700-page prospectus from Kuaishou, a Chinese video app. The firm’s revenues have soared in recent years, reaching 25bn yuan in the first six months of 2020, up by nearly half on the previous year.

   Amid this exuberance two threats loom. The first comes from China’s increasingly hands-on regulators. In November they mandated that video apps like Kuaishou impose daily and monthly limits on the amount that users can tip live-streamers.

   Douyin, TikTok Chinese sister app and Kuaishou’s arch-rival, is better insulated from the regulatory crackdown. Like Kuaishou, it operates a live-streaming business. But unlike its competitors, it earns most of its revenues from online ads.

   For comparison, adverts accounted for just 28% of Kuaishou’s revenue mix in the first half of 2020. The company may now try toraise that share. To do so Kuaishou will have to overcome the somewhat outdated perception that its users are disproportionately folk living in small cities andrural areas with less money to buy advertised wares.

   The second threat is the potential for a price war between Kuaishou and Douyin. For both platforms, users growth islargely a function of the appeal of their video content, which in turn depends on the calibre of the producers behind it. A race to the bottom, whereby each firm lowers its “take rate” on tips and ad sales to lure popular broadcasters from the other app, would depress margins.

   Despite its challenges, Kuaishou is proceeding apace with its global ambitions. But it still lacks the name-recognition of TiKTok, though that may prove to be a blessing in disguise.










原文解析


Kuaishou takes on TikTok and its Chinese sibling

快手对阵 TikTok 及其中国姐妹抖音

  • take on 竞争,较量;决定做,同意负责

例句:I'm ready to take on new challenges.

近义词组:to compete / contend with

  • sibling /?s?b.l??/ n. 兄弟,姐妹


   “We aim to be the most customer-obsessed company in the world,” declares the opening line in the 700-page prospectus from Kuaishou, a Chinese video app. The firm’s revenues have soared in recent years, reaching 25bn yuan in the first six months of 2020, up by nearly half on the previous year.

  “我们致力于成为全球最痴迷于为用户创造价值的公司。”快手(一款中国的视频软件)在它长达 700 页的招股书的开篇这样写道。最近几年,该公司的营收水平高速增长,2020 年上半年,公司营收达到 250 亿元,与去年同期相比增长了近一半。

  • opening line 开场白

相关词汇:linen. 台词,对白;(书写或印刷的)行)

  • prospectus /pr??spek.t?s/ n.(企业的)招股说明书,招股章程

文化补充:招股说明书是股份有限公司发行股票时,就发行中的有关事项向公众作出披露,并向非特定投资人提出购买或销售其股票的邀请性文件。

  • revenue /?rev.?.nu?/ n. 收入,收益

  • soar /s??r/ v. 猛增,急剧增加英文释义:to increase rapidly

近义词:spiral, skyrocket

例句:The firm's revenues have spiralled / skyrocketed in recent years.


   Amid this exuberance two threats loom. The first comes from China’s increasingly hands-on regulators. In November they mandated that video apps like Kuaishou impose daily and monthly limits on the amount that users can tip live-streamers.

  勃勃生机之下,有两大威胁正在逼近。第一个威胁来自于中国政府日益加强的监管。(去年)11 月,监管部门规定,快手等视频软件需对用户每日、每月打赏直播播主的金额进行严格限制。

  • exuberance /?ɡ?zu?.b?.?ns/ n. 勃勃生机

相关词汇:exuberantadj.(植物等)繁茂的,茂盛的;(人或其行为举止)生气勃勃的,热情洋溢的)

搭配短语:exuberant foliage

相关词汇:foliagen. 叶子)

例句:He has an exuberant personality.

  • loom /lu?m/ v. 逼近,显得突出;阴森森地出现

例句:A ship loomed up out of the mist.

  • hands-on /?h?nd?zɑ?n/ adj. 实际操作的,亲身实践的

搭配短语:hands-on experience

搭配短语:a hands-on manager

  • mandate /?m?n.de?t/ v. 命令,下令近义词:orderv. 命令,要求)

  • impose /?m?po?z/ v. ……强加于,强制实行

搭配短语:to impose A on B(把 A 强加在 B 上)

例句:The government imposed a ban on the sale of drugs.

  • tip /t?p/ v. 付小费,打赏 n. 小费

例句:I tipped him five dollars.


   Douyin, TikTok Chinese sister app and Kuaishou’s arch-rival, is better insulated from the regulatory crackdown. Like Kuaishou, it operates a live-streaming business. But unlike its competitors, it earns most of its revenues from online ads.

  而抖音——TikTok 的中国大陆版、快手的头号劲敌,则能够更好地避开监管部门的打击。和快手一样,抖音也经营着直播业务;但不同的是,抖音的大部分营收都来自线上广告。

  • be insulated from… 不受……影响

相关词汇:insulatev. 使绝缘;使隔热,使隔音;使不受影响)

例句:Children should be insulated from the horrors of wars.

  • crackdown /?kr?k.da?n/ n. 严厉的打击,镇压

搭配短语:to crack down on…(制裁……,打击……

例句:The government is cracking down on terrorism.


   For comparison, adverts accounted for just 28% of Kuaishou’s revenue mix in the first half of 2020. The company may now try to raise that share. To do so Kuaishou will have to overcome the somewhat outdated perception that its users are disproportionately folk living in small cities andrural areas with less money to buy advertised wares.

  相比之下,快手 2020 年上半年的营收结构中,其广告收入仅占 28%。如今,它可能会尝试增加广告收入的占比;而要想做到这一点,快手必须克服那个有些过时的观念,即其绝大部分用户生活在小城市和农村地区,没有那么多钱来购买广告中的商品。

  • account for 占……比例

例句:Office workers account for the vast majority of our users.

  • disproportionately /?d?s.pr??p??r.??n.?t.li/ adv. 不成比例地

相关词汇:proportionn. 比例;份额)

相关词汇:proportionateadj. 成比例的,相称的)

相关词汇:disproportionateadj. 不成比例的,不匀称的)

词根词缀:dis-(否定前缀);-ly(副词后缀)

  • ware /wer/ n. 商品,物品


   The second threat is the potential for aprice war between Kuaishou and Douyin. For both platforms, users growth is largely a function of the appeal of their video content, which in turn dependson the calibre of the producers behind it. A race to the bottom, whereby each firmlowers its “take rate” on tips and ad sales to lure popular broadcasters from the other app, would depress margins.

  第二个威胁则是快手和抖音之间可能发生价格战。对于这两个平台来说,用户增长很大程度上取决于其视频内容的吸引力,而吸引力又取决于视频背后制作者的才华。两个平台间的“竞次”最终会拉低整体利润水平,每家公司都会通过降低打赏和打广告的“抽成比例”,将人气主播从另一平台吸引过来。

  • appeal /??pi?l/ n. 吸引力,感染力 v. 使吸引,使感兴趣

例句:A appeals to B.受到了 B 的欢迎。)

例句:The show appeals to youngsters.(这档节目对年轻人很有吸引力 / 这档节目受到了年轻人的欢迎。)

  • calibre /?k?l.?.b?/ n. 才能,能力美式拼写:caliber

搭配短语:a man of high calibre

  • race to the bottom 竞次,逐底竞争

相关词汇:racen. 竞赛,竞争)

相关词汇:bottomn. 底部)

文化补充:“竞次”又叫“打到底线的竞争”,它指的是各国在经济竞争中,通过剥削劳动阶层的劳动保障、压低薪资、损害自然环境等为代价,从而在竞争中赢得价格优势。

  • take rate 抽成比例,抽佣比例

  • lure /l?r/ v. 引诱,诱惑

词性拓展:luren. 诱饵)

近义词:temptv. 引诱,诱惑)

搭配短语:to lure sb. into doing sth.(引诱某人做某事)

例句:They hope their kids will not be lured into smoking.

  • depress /d??pres/ v. 降低,减少;使沮丧,使消沉

搭配短语:to depress wages

  • margin /?mɑ?r.d??n/ n. 利润,盈余;差额

例句:The team won by a narrow margin.  同义词组:profit margin


   Despite its challenges, Kuaishou is proceeding apace with its global ambitions. But it still lacks the name-recognition of TikTok, though that may prove to be a blessing in disguise.

  尽管快手在国内仍面临着诸多挑战,但它也在迅速推进自己打入全球市场的战略野心。虽然它仍然缺乏像 TikTok 那样的国际知名度,不过这一点可能会被证明是塞翁失马,焉知非福


  • proceed /pro??si?d/ v. 继续做,继续推进

搭配短语:to proceed with…(继续推进某事)

例句:The police have decided not to proceed with the investigation.

  • apace /??pe?s/ adv. 迅速地,高速地相关词汇:pacen. 步调;步速)

英文释义:at a fast pace

  • a blessing in disguise 塞翁失马,焉知非福

相关词汇:blessingn. 好事,福祉)

相关词汇:disguisen. 伪装,假扮)















文章转载自微信公众号以荻考研秘籍

博客主人破茧短视频培训
破茧短视频为你分享抖音、快手等短视频平台的视频拍摄、剪辑和运营技巧,另有短视频培训学习教程,海量干货助你玩转短视频运营!。
  • 51952 文章总数
  • 4876052访问次数
  • 2205建站天数