為何中國短視頻已經是目前市場的主流?

中國的短視頻市場是一個蓬勃發展的數字媒體和娛樂領域，通過短時間的視頻內容吸引大量觀眾。這個市場的快速崛起主要歸因於以下幾個關鍵因素：

手機普及率：中國的手機普及率非常高，幾乎每個人都有一部智慧型手機，這為短視頻的觀看和分享提供了方便。

快節奏生活：現代人生活節奏加快，時間變得寶貴。短視頻提供簡潔、生動和容易消化的內容，迎合現代人的需求。

創意和娛樂價值：短視頻平台鼓勵用戶創建創意內容，包括視頻段落、搞笑片段、音樂和短劇等，這些內容有助於提供娛樂價值。

社交分享：用戶可以輕鬆分享短視頻內容，這使得這些平台成為社交互動和分享的理想場所。

專注於年輕一代：許多短視頻平台主要針對年輕一代觀眾，吸引他們以獨特的方式參與內容創建和消費。

視頻推廣：許多企業和品牌利用短視頻平台來進行廣告和營銷活動，通過創建有趣和吸引人的視頻來吸引潛在客戶。

目前，中國的電子商務行業正在經歷大規模倒閉潮，杭州地區有60多個與直播相關的創業園區，而目前的閒置率已經接近40%。大批的直播主也因此失業，主要原因是觀眾已感到厭倦，他們聽到的都是同樣的話術。未來的直播趨勢將轉向電視購物，以及短視頻和內容。

未來的發展將著重於將廣告內容化，以及將內容變成廣告。直播平台提供的分潤已不再那麼吸引人，除非能夠將流量轉化為實際金流，即透過在線銷售商品以及通過有內容的視頻來推廣商品，而不僅僅是直接投放廣告，因為這更容易獲得觀眾接受。

現在，許多電商正在轉型為電商直播，以前售賣商品的主要是一些娛樂節目主持人，或者是擁有大量粉絲的網紅。觀眾的關注點也從純外貌轉向才華。

現在的情況是，許多電商都直接製作內容，然後通過直播進行銷售。模式也從追求大量流量轉變為專注於客戶保持率。隨著互聯網平台的成熟，廣告成本也變得更高。現在的直播間變得更專業化，賣衣服的就專注於賣衣服，不再加入其他內容。

以日本或泰國的廣告為例，它們通常首先吸引觀眾的關注，最後才逐漸透露他們想要銷售的產品理念。有許多這樣的廣告，觀眾到最後可能還不知道在賣什麼，這促使人們開始主動調查它們正在銷售的產品，例如賣汽車的廣告不提到車型，賣藥品的廣告不提及藥品效益。

目前，中國的短視頻用戶已達到9.4億，未來的趨勢將是通過創建IP形象來推廣短視頻和直播運營。

Why is short video content already the mainstream in the current Chinese market?

The short video market in China is a thriving sector within the digital media and entertainment industry, attracting a massive audience through short-form video content. The rapid rise of this market can be attributed to several key factors:

Mobile Penetration: The widespread use of smartphones in China, where almost everyone owns a smartphone, provides convenient access for watching and sharing short videos.

Fast-Paced Lifestyle: With the accelerated pace of modern life, time has become precious. Short videos offer concise, vivid, and easily digestible content, catering to the needs of contemporary individuals.

Creativity and Entertainment Value: Short video platforms encourage users to create creative content, including video clips, humorous segments, music, and short dramas, contributing to the entertainment value.

Social Sharing: Users can effortlessly share short video content, making these platforms ideal for social interaction and sharing.

Focus on the Younger Generation: Many short video platforms primarily target a younger audience, engaging them in unique ways in content creation and consumption.

Video Marketing: Numerous companies and brands utilize short video platforms for advertising and marketing activities, attracting potential customers by creating interesting and appealing videos.

Currently, China's e-commerce industry is undergoing a massive wave of closures, with over 60 startup zones related to live streaming in the Hangzhou region alone, and the current vacancy rate is close to 40%. Many live streamers are now unemployed, largely due to audience fatigue as they hear repetitive scripts. The future trend of live streaming is expected to shift towards TV shopping, as well as short videos and content.

Future developments will focus on turning advertising content into actual content. The profit-sharing offered by live streaming platforms is no longer as attractive unless the traffic can be converted into actual revenue. This involves online sales of goods and promoting products through content-rich videos, rather than just placing direct advertisements, as this is more likely to gain acceptance from the audience.

Currently, many e-commerce businesses are transitioning to e-commerce live streaming, where content is produced directly, and sales are conducted through live broadcasts. The focus has shifted from pursuing massive traffic to concentrating on customer retention rates. With the maturity of internet platforms, advertising costs have also increased. Live streaming rooms have become more specialized, with those selling clothes focusing solely on apparel and excluding other content.

Taking inspiration from Japanese or Thai advertisements, they often initially capture the audience's attention and gradually reveal the concept of the product they want to sell. There are many such advertisements where viewers may not know what is being sold until the end, prompting them to actively investigate the products being promoted, such as car advertisements not mentioning specific models or pharmaceutical ads not detailing drug benefits.

Currently, China's short video user base has reached 940 million, and the future trend is to promote short videos and live streaming operations through the creation of IP characters.