Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Series Vol. 37 , 10 November 2023
* Author to whom correspondence should be addressed.
With the rapid popularization of the mobile Internet, the user scale of the short video market continues to grow, and the industry competition is fierce. Nowadays, short videos have been deeply integrated into people's entertainment life. As the head platform in the short video market, Douyin has developed rapidly in recent years and occupies an unshakable position in the global market. This paper first discusses the competitive environment of the short video market when Douyin has launched and the current development status of short video platforms at home and abroad. Secondly, it deeply analyzes Douyin's competitive business strategy in the homogeneous market. Then, based on the SWOT model, the core strategy of Douyin is studied in depth. Finally, it summarizes the reasons why Douyin stands out in the fierce competition environment of the short video industry and makes suggestions for the future development direction of Douyin. This study finds that high-quality content, powerful technology, and innovative business are the basic elements of competition in the short video market, pointing out the direction for the development and foothold of other short video platforms and related industries.
short video, Douyin, marketing strategies, competitive strategies, SWOT analysis
1. Aurora Big Data, afenxi, Short Videos Exploded, Who is in the Wind? —— Vertical short video app industry report, https://www.afenxi.com/42541.html, last accessed 2023-04-19.
2. Daxiayizhihua, sunwk, Douyin's Market Segmentation Starting From the Timeline, Analyze the 3 stages of Douyin's development, http://sunwk.cn/xmt/3047.html, last accessed 2023-04-19.
3. CNNIC, F.: The 51st Statistical Report on Internet Development in China. Journal (2023).
4. QuestMobile Research Institute, questmobile, 2022 China Mobile Internet Annual Report, https://www.questmobile.com.cn/research/report/1627881652360417282, last accessed 2023-04-19.
5. Ocean Insights, trendinsight.oceanengine, Spend the Warm End of the Year Together-2022 Douyin Hot Spot Data Report, https://trendinsight.oceanengine.com/arithmetic-report/detail/853, last accessed 2023-04-19.
6. Statista, Leading entertainment and video streaming apps worldwide in 2022, by downloads (in millions), https://www.statista.com/statistics/1285024/top-downloaded-entertainment-apps-worldwide/, last accessed 2023-05-01.
7. Statista, Number of TikTok users worldwide from 2018 to 2027 (in millions), https://www.statista.com/forecasts/1142687/tiktok-users-worldwide, last accessed 2023-05-01.
8. Gu L, F., Gao X, S., Li Y, T.: What drives me to use TikTok: A latent profile analysis of users' motives. Journal 13 (2022).
9. Statista, Leading markets based on TikTok iOS revenue in 2nd quarter 2022 (in million U.S. dollars), https://www.statista.com/statistics/1090641/tiktok-ios-revenue-in-leading-markets/, last accessed 2023-05-01.
10. Internship and Research for International Students, sohu, ByteDance Catches up SpaceX, First in the World!, https://www.sohu.com/a/671403741_121684947, last accessed 2023-04-30.
11. Retail Circles, 36kr, Douyin Supermarket, Coming, https://36kr.com/p/2107245717930112, last accessed 2023-04-29.
12. Ocean Insights, trendinsight.oceanengine, Arithmetic says - 2022 Douyin Young People Observation Report, https://trendinsight.oceanengine.com/arithmetic-report/detail/749, last accessed 2023-04-29.
13. ByteDance Video Cloud Technical Team, juejin, The Ultimate Experience, Revealing the Audio and Video Technology behind Douyin, https://juejin.cn/post/7088149758812323870, last accessed 2023-04-29.
14. Statista, Distribution of TikTok users worldwide as of January 2023, by age and gender, https://www.statista.com/statistics/1299771/tiktok-global-user-age-distribution/, last accessed 2023-05-01.
15. Liangguangdadinaxieshier, sohu, In order to Gain Attention, this Netizen "did" these Things on Douyin......, https://www.sohu.com/a/636000025_121106875, last accessed 2023-05-01.
16. Feigua Data, dy.feigua, 2022 Short Video and Live Marketing Annual Report, https://dy.feigua.cn/article/detail/849.html, last accessed 2023-05-07.
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).