Research on the Development of WeChat Channels under the Background of Short Video
Keywords:Wechat Channels, Short video platform, Big data, Competitive strategy, Positive feedback
The improvement of 5G network speed has laid the foundation for the generation of short video platforms. With the help of big data, short videos can be more accurate to push the content of interest to customers. As a veteran Chinese Internet giant Tencent, in order to cater to today's fast-rising short video market, Tencent launched "WeChat Channels" to participate in the competition in the short video market. In just two years, the latest data shows that Tencent's WeChat Channel has been able to compete with Tiktok and Kwai. The authors have studied and discussed why the Tencent WeChat Channels can grow so fast in such a short period of time, and what are the implications for those who want to join the industry later. The authors analyze the business model of Wechat Channels through the network effect of short video platforms and positive feedback loops, use SWOT to analyze the competitiveness of WeChat Channels, and analyze the differentiation strategies. Through research, the authors found that the WeChat Channels itself is in the powerful online communication platform "WeChat" ecology, and the natural customer acquisition channel enables the Wechat Channels to quickly complete the original accumulation of basic customers in the early stage, and the unique push mechanism within the circle of friends allows Video account customer stickiness and higher video quality. Therefore, these two important factors have led to the result that the video account has gradually formed its own closed-loop live broadcast business.
WeChat Channels’s development in 2021. Shideng Data, 2021.
Huajing Industry Research Institute. 2016-2021 Scale of short video users in China and utilization rate of netizens. July 03, 2021. Retrieved on September 22, 2022, Retrieved from https://m.huaon.com/detail/728934.html
Yang Ruiyi. Development analysis and prospects of WeChat Channels. Science & Technology for China's Mass Media, 2021, (05):29-31.
Ou Licheng, Zhang Fan, Chen Peiying. Operation strategies of short video platforms of scientific journals from the perspective of communication studies: taking Tik Tok, Bilibili, and WeChat Channels as examples. Chinese Journal of Scientific and Technical Periodicals, 2022, 33(1): 58-66.
Dong Jingyi, Wang Xin. “Baby WeChat Channels” challenges “teenagers TikTok and Kwai.” IT Times, 2021, (005).
Dydata. TikTok universal knowledge content report. November 17, 2021. Retrieved on September 22, 2022. Retrieved from https://www.dydata.io/datastore/detail/2072563038443147264/
Wei Lai. 13 Yuan for an NBA live stream, WeChat Channels explores commercialization. Beijing Business Today, 2022, (003).
IRIndex. Ranking of independent devices by number of applications. August 2022. Retrieved on September 22, 2022. Retrieved from https://index.iresearch.com.cn/new/#/app
Li Jing. The first game of WeChat Channels “June 18”: a commercial overt scheme. China Business Journal, 2022, (06):108-111.
Wkiwi. WeChat Channels + tutorial of live commerce to monetization. WeChat Open Community, 2021.
Jin Rong. One of the special researches of Tencent: original intention and ambition of WeChat Channels. HuaAn Securities, 2022.
How to Cite
This work is licensed under a Creative Commons Attribution 4.0 International License.