贯日翻译出品；快手创业故事（3）

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突破瓶颈——吹尽狂沙始到金

Breaking through the bottleneck –gold appears only afterall sands are blown off

2013年以前的快手上主要有三类内容：美女自拍、小孩、宠物。刚开始看很吸引人，但时间长了就会觉得乏味，转型迫在眉睫。

Before 2013, the contenton Kuaishou mainly included three kinds: selfie of beauties, kids and pets. Althoughsuch content was attractive at the beginning, they become boring to users aftera period. So it was urgent to make a transition.

GIF快手转型做社区的第一步要在形成自己的流量和用户交互群体时把微博这个巨大的流量源断掉，然后再慢慢做流量，这个过程是很痛苦的。2013年刚转型时，快手的日活用户曾迅速从近百万跌落至一万，“那次上线，我们就突然转型了，短视频转GIF的功能藏起来，只支持直接上传短视频，用户打开一看，产品主要功能换了，旧功能找不到了，马上有人开始各种骂，‘这什么情况?’——因为不适应，用户一下走了90%以上。”面对用户急剧减少，宿华说：“不可惜，他们只是暂时的离开。” 果然，2014年春节后用户开始出现增长。2015 年1月，日活跃用户超过千万。“我们的改版从无声到有声，其实是在适应用户需求的正常发展。”宿华说。

The first step ofGIF Kuaishou’s transformation was to cut off the huge flow source of Weibo whenfostering its own flow and user group. Then the flow could increase slowly. Thisprocess was quite painful. At the beginning of the transformation in 2013, thedaily active users of Kuaishou precipitously dropped from nearly a million toten thousand. “We suddenly transformed in a release. We hid the video-GIFconversion function, and only allowed uploading of short videos. When users sawthe change and could not find the old functionality anywhere, people began tocomplain. Then more than 90% of users left Kuaishou.” Speaking about the sharpdecrease in users, Su Hua said: “It’s not an issue. They just left temporarily.”As expected, the user numbers started to increase after the Spring Festival of2014. In January 2015, the daily active users of Kuaishou exceeded ten million.“Our change from silent video to sound video was actually a normal developmentto meet user demand,” noted Su Hua.

2016年，一篇微信公众号文章，将快手第一次曝光在所谓“精英阶层”的视线里，除了一些温馨快乐的生活视频外，这篇文章刻意强调了少数用户拍摄并上传的简陋、粗糙的内容。因此，快手被贴上了“低俗”、“底层”等标签。但是，宿华不认为依靠算法的软件应该做任何价值观倾向，快手没有刻意做用户下沉，“用户分布是自然形成的结果”，它真实反映了中国的人口结构[1]，投射了真实的社会行为。

In 2016, an articlein a WeChat public account shed light on Kuaishou to the so-called “socialelite” for the first time. In addition to the some warm and happy videos takenin daily life, that article intentionally emphasized some simple andlow-quality content taken and uploaded by a few users. Then, Kuaishou was hit withsuch labels as being “vulgar” and “bottom”. However, Su Hua thought that asoftware relying on algorithms should not have any inclination to certain values,and Kuaishou did not do anything to intentionally hinder user rankings. “Theuser distribution is a natural result,” and it faithfully reflects thepopulation structure in China1 and presents the actual socialactivities.

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