Kuaishou and Douyin both provide two e-commerce methods: small stores and promotion of third-party products. On Kuaishou, bringing goods is called Xiaohuang Car, and on Douyin, it is called product showcase. The names are different, and small stores are all called small stores.

1. Small stores

Let's talk about small stores first. Douyin puts many functions of small stores on the PC side, while Kuaishou can basically manage them on the mobile side, which may be more convenient for Kuaishou to operate.

In addition, as long as the account on Douyin has the showcase function enabled, it can promote the products of small stores, but Kuaishou does not seem to have opened up this link, and Douyin is slightly better in this regard.

2. Promotion of third-party platform products

Kuaishou supports the promotion of five channels: Pinduoduo, JD.com, Moxiu, Taobao, and Youzan; Douyin supports five channels: Taobao, JD.com, Suning.com, Vipshop, and Koala.com, with similar numbers and equal performance.

Douyin's product selection center is better than Kuaishou's. There are some operations in it, such as hot products, exclusive high commissions, limited-time activities and other recommendations, while Kuaishou is a content platform.

In addition, Kuaishou now also needs to pay a deposit for promotion, with a minimum of 500 yuan. In comparison, Douyin is better. So, on the whole, Douyin may be slightly better.

2. Operation

Conclusion: In terms of operation, Douyin is more important and more hardworking than Kuaishou.

Douyin often has topics, one of which is initiated by Douyin's operation. There is a <Message> at the bottom navigation of Douyin. Douyin's assistant often pushes

"Topics

" to let everyone create for a certain theme together.

On the other hand, Kuaishou has a drawer-style information architecture, and basically no traces of topic operation can be seen. When you enter the homepage, it is all videos.

Another category may be initiated by creators, and then Douyin uses operational means to trigger a large number of creators to follow up, form dissemination and imitation, and create a topic, such as the "Taiyi Zhenren's Pig" that has been popular in the past two days. It is a pig folded from paper and thrown down from a high building. It will flap its small wings in the air. This quickly caused a hot spread. Many people participated in filming tutorials and various photos of how their own little paper pigs fly. The topic volume of this topic on Douyin is 180 million.

On the other hand, Kuaishou did not see similar operations. Instead, it was the spontaneous behavior of users to create topics by themselves. The same topic may only have a few hundred topics when searched on Kuaishou, which is a huge difference.

Three, traffic distribution

Conclusion: In terms of traffic distribution, Kuaishou is more friendly and equal to amateurs than Douyin.

1. Exposure opportunities

Douyin has one content per screen, while Kuaishou actually has a cover list, with 5 contents per screen, which means that the exposure opportunities have increased by 5 times.

It is also because there is one content per screen, in order to make the content more in line with user expectations, high-quality content/content from mature accounts/content from large accounts are more likely to appear.

2. Amateur-friendly

Many people say that Douyin/Kuaishou need to maintain an account to let the algorithm know who you are. I didn't cultivate Douyin for a month, but I posted a video on Kuaishou and it became popular, with 500,000 views, which can be said to be very friendly to amateurs.

Moreover, the overall product atmosphere really makes people feel that

"recording the world and recording you

". On Kuaishou, I saw pregnant women recording their pregnancies, young couples selling underwear, foot massage girls, music teachers, game anchors, couples, junior high school students, high school students, Cosers, and the lives of Chinese people in foreign countries.

Everything that is happening in real life is presented on Kuaishou, and they all have the opportunity to be exposed so that more people can see them.

3. Manual efforts

On Douyin, you can only rely on content. The algorithm in the black box determines your exposure opportunities. You have no way to control it and can only rely on luck.

But Kuaishou can rely on the cover. As long as your cover is attractive enough, it can attract traffic. The key point is that this cover is something you can control.