贯日翻译出品：“快手”创立故事（2）

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自然生长—化作春泥更护花

Natural growth – transformation to nourish flowers in spring

在两个“技术男”决定合伙干的时候，他们观察世界和相互交流方式都是用代码，“我和一笑喜欢去默默观测，这个世界到底是怎样运转的，老百姓到底怎样会更开心。”如何用“算法”来表达老百姓的喜好，成了宿华和程一笑重新给快手定位的初衷。

When the two “technology geeks” decided to work together, theyobserved the world and exchanged with each other in code. “Both of us like toobserve quietly how this world runs and how people get happier.” To expressfancies of people using “algorithm” became the original intention of Su Hua andCheng Yixiao in repositioning Kuaishou.

无论年龄的大小，人都有表达自己和被他人认同的需求。“我们觉得老百姓挺需要一个展示自己的平台，不管他是在二三线城市还是北上广深，也不仅仅是去某个平台看网红，看明星，而是展示自己。” 于是，宿华和程一笑定了一些基本原则：快手给普通人用，没有明星导向，不捧红人，做一只“隐形”的手，让这只“隐形”的手发挥作用。“希望用户在意的是快手上自然产生的内容，而不是我们这个平台去支持什么、推动什么。”宿华说。

Everyone, regardlessof age, has a wish to express himself/herself and to be recognized by others. “Wethink people need a platform to express themselves, whether they are in largeor small cities. They are willing to show themselves, instead of simply seeingInternet celebrities or stars.” Then, Su Hua and Cheng Yixiao worked out somebasic rules: to build a platform for people, to engage no star, to uphold noInternet celebrities, and to be an “invisible hand”. “We hope that users willpay attention to the naturally generated content on Kuaishou, instead of whatis supported or promoted by the platform,” said Su Hua.

在重新定位产品时，宿华认为“在社交媒体里，以短视频作为主体，定位在普通人的是一块空白。”2013年时，微信、QQ、微博是三大社交软件，人人网尚有余热，陌陌开始冒出头。宿华希望将快手与通讯软件微信、QQ、微博不一样的产品。例如，微博依靠新浪强大的媒体资源，走明星大V路线，并以强大的运营能力迅速获得成功，但是，宿华认为做明星并不是快手的长项，快手的定位是“关注普通人”，因此，快手做出了与微博截然不同的产品逻辑，内容推荐页为主，推荐内容基于用户喜好，“算法的核心是理解，让计算机去理解人的兴趣偏好，理解这个内容的各种属性。”宿华认为算法并不是简单粗暴地将内容打上“美女”、“搞笑”等标签，而要更人性地去理解，比如分析视频中是否有人、动物，人是高兴还是悲伤、运动还是静止，场景是办公室还是酒吧等等。机器学习也正是宿华的老本行，从宿华加入快手起，公司就开始搭建数据与人工智能团队，并逐渐壮大。据宿华称，快手从2013 年转型开始，长时间内一直处于“野生放养”状态，既没有推广也没有人工运营，直到2016 年6 月，快手才开始对市场做投入，“因为在应用商店搜索‘快手’，会出现其他产品，我们只好花钱把它买回来”，宿华解释道。甚至，宿华极端到——他都不曾向周围的亲朋好友推荐使用快手这款App，在他看来，这是对快手自然生长的干扰。快手的产品哲学是：不对用户做任何刻意的事，对产品保持极度克制。或许，5亿用户的秘密来自这里。

When repositioningthe product, Su Hua thought that “in social media, there is a blank in productscentered by short video and focusing on people.” In 2013, WeChat, QQ and Weibomicroblog were the top three social networking platforms, while Renren.comstill had some “residual heat” and Momo was just emerging. Su Hua expected tobuild Kuaishou into a product different from WeChat, QQ and Weibo. For example,Sina Weibo succeeded in a short period by relying on the strong media resourcesof Sina, the supports of Big Vs, and the strong operation capabilities of Sina.However, Su Hua considered that people, instead of stars, were strength ofKuaishou. So, Kuaishou made completely different product logic from Weibo. Therecommended pages are based on interest of users. “The core of the algorithm iscomprehension, in other words having computer to comprehend interests andpreferences of people and comprehend the properties of the content.” Su Huathought that such algorithms did not mean simply by labeling the content, suchas “beautiful girl” and “funny”, but by better comprehending the content likehuman, for example analyzing whether a video contains people or animal, whetherthe people are happy or sad, whether they are moving or still, and whether thescene is office or bar. Machine learning is just the original specialty of SuHua, so soon after he joined Kuaishou, the company began to build and develop adata and AI team. As said by Su Hua, since the transformation in 2013, Kuaishouhad been in a “natural breeding” status for a long period, without marketing ormanmade operation. Kuaishou invested nothing into marketing until June 2016. “Asother products may appear when you search ‘Kuaishou’ in App stores, we had tobuy it,” explained Su Hua. What’s more, Su Hua even did not recommend this Appto his relatives and friends. In his opinion, this is interference with thenatural growth of Kuaishou. The product philosophy of Kuaishou is “doingnothing intentional to users, and being extremely restrained in the product”.Maybe this is the secrete for the 500 million users of Kuaishou.

在快手的5亿用户中， 87%是90后，满足了年轻人表达和拓展自己交际圈的需求，年轻人都在玩。“年轻人的世界是一片绿草地，他们需要去扩展自己的世界，但是缺乏一个能够简单、快速生产并传播的平台。如果你的平台能够让他们扩展，那一定会很受他们的欢迎。”投资人说道。

Among the 500 million usersof Kuaishou, 87% are people born in the 1990s. The platform meets the demandsof young people to express themselves and expand their social circles, so mostof them are using it. “The world of the young is a green land. They want toexpand their world, but lack a platform that can simply and quickly produce andspread content. If your platform helps them to expand their world, it willcertainly be popular among them,” said one investor.

快手的特点也反映了两位创始人的特点：低调，克制。至今，宿华和程一笑从不会主动跟亲戚朋友推荐快手，也不会主动告诉亲戚朋友们，那些被传到微信群、QQ群里的短视频，就是自己做的快手里的；他们更希望看到，自己的亲朋好友玩快手是因为喜欢，而不是因为认识自己；搬到五道口三年了，公司前台背景墙至今依然是一片空白，没有任何logo 标识。

The characteristics of Kuaishou also reflect the characteristics ofthe two founders: low profile and moderation. Even now, Su Hua and Cheng Yixiaonever recommend Kuaishou to their relatives and friends, and never tell theirrelatives and friends that the short videos which quickly spread in WeChatgroups or QQ groups are from Kuaishou. They are happy just to see that theirrelatives and friends use Kuaishou because they like it, but not because ofthem. The company moved to Wudaokou three years ago, but the background wall atthe front desk of the company is still left blank, without any logo.

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