Why Short Video Apps Define Chinese Internet Life
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- Source：The Silk Road Echo
If you've been to China lately—or even just scrolled through global social media—you've probably noticed one thing: short video apps are *everywhere*. From street vendors to students, everyone’s got their phone out, swiping through 15-second clips. But why? And more importantly, why do platforms like Douyin (China's TikTok) and Kuaishou dominate daily life in China more than anywhere else?
Let’s break it down with real data, user trends, and a little insider perspective.
The Numbers Don’t Lie
As of 2024, China has over 1.07 billion internet users, according to CNNIC (China Internet Network Information Center). Out of those, a staggering 965 million actively consume short-form videos monthly. That’s over 90%—basically, if someone’s online, they’re watching short videos.
Here’s a snapshot of the top players:
| App | Monthly Active Users (2024) | Primary User Base | Content Focus |
|---|---|---|---|
| Douyin | 780 million | Urban youth, ages 18–35 | Dance, fashion, e-commerce |
| Kuaishou | 650 million | Rural & lower-tier cities | Real-life vlogs, farming, local business |
| Huoshan | 120 million | Live-stream focused users | Live selling, talent shows |
Notice something? It’s not just about entertainment. These apps have become lifestyle platforms. In fact, 63% of Douyin users say they’ve made a purchase directly through the app in the past month (source: QuestMobile, 2024).
More Than Just Videos — It’s Commerce, Education, and Identity
In the West, we often see TikTok as a place for dance challenges or memes. But in China, short video apps are deeply woven into the economy. Farmers in Yunnan livestream their harvests. Teachers in Chengdu offer 3-minute math lessons. Local restaurants go viral overnight after a single clip hits feeds.
Douyin alone powered over $120 billion USD in GMV (Gross Merchandise Value) in 2023. That’s not just impressive—it’s reshaping how people shop, learn, and connect.
Why Do They Work So Well in China?
- Ultra-fast mobile networks: 5G coverage is widespread, making streaming seamless.
- Cultural fit: Chinese users prefer visual, fast-paced content over long text.
- All-in-one ecosystems: No need to switch apps—watch, chat, shop, and pay—all within Douyin or Kuaishou.
Compare that to Western platforms, where TikTok still mostly redirects users to external sites. In China, the loop is closed. You see it, you like it, you buy it—in under 30 seconds.
What Can Global Brands Learn?
If you're trying to reach Chinese consumers, ignoring short video apps isn't an option. Start by understanding your audience: urban trendsetters? Go with Douyin. Targeting smaller cities or niche markets? Kuaishou might be your golden ticket.
And don’t just post ads. Create value—entertain, educate, or inspire. The most successful accounts blend authenticity with creativity.
In short: short video apps aren’t just shaping Chinese internet life—they are Chinese internet life.