快手：为所有人打造的生活分享平台4（中译英）

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不忘初心——直挂云帆济苍海

Always remembering one’soriginal intentions– braving winds and waves and sailing far into the sea

宿华的理智与克制不仅体现在快手的专注，也体现在快手在商业化上的“克制”。虽然快手坐拥5亿用户，但是在2016年上半年上线直播功能以前，快手一直没有任何收入来源，而直播中的虚拟礼物也仅给平台带来少量收入。如何利用快手的“名气”变现，给快手自己和平台用户提供更多的变现机会，是快手商业化要解决的第一个问题。

The reason and moderation of Su Hua are reflected not only in the concentration of Kuaishou, but also in the moderate commercialization of Kuaishou. Although Kuaishou had 500 million users, it did not have any income source until the live video module was launched in the first half of 2016, and the virtual gifts in the live video brought only a small amount of income to the platform. How to leverage the famousness of Kuaishou, and how to provide more opportunities of realization for the platform itself and for users became the principal problems to be addressed during the course of commercialization of Kuaishou.

快手正在做的第二个商业化动作是即将上线的信息流广告，已经进入测试阶段，希望通过营销属性更强的视频信息流广告实现大规模盈利。未来待快手日活跃用户再高一些，还会尝试游戏联运、增值服务等收入模式。“视频瀑布流里的原生广告会是很重要的方向。电商、游戏等都在考虑。类似公司已经有很多经验了。”宿华说。

The second commercialization action of Kuaishou is the upcoming information flow advertisement. This is now in a testing phase. It is expected that the company can realize large-scale profitability by means of the video information advertisement with stronger marketing properties. In future, after Kuaishou gets further more daily active users, it will aim to pursue joint handling of games, value added services, and other income channels. “Original advertisement in the information flow of videos will be an important direction. E-commerce and game operators are considering such advertisements, and similar companies have accumulated extensive experience in this direction,” noted Su Hua.

在我国城市化进程中，快手复活了农村文化，吸引了三四线城市乃至乡村群体自发贡献内容，让渐渐淡出的乡村生活重换生机，“我们的用户群分布情况，跟中国互联网网民的地域分布非常像，百分之十几用户来自一线城市，百分之八十多来自二三线城市——中国网民地域情况就是这样分布的。”宿华说这个结果并非巧合，而和初心有关，只为普通人服务的初心。

Kuaishou revived rural culture, and attracted many users from third-tier and fourth-tier cities and even rural areas during the course of the urbanization of China, so that countryside life was renewed again. “Distribution of our users is very like the geographical distribution of netizens in China, meaning that more than ten percentage coming from first-tier cities, and more than eighty percentage coming from second-tier and third-tier cities,” said Su Hua. He doesn’t see this as a coincidence, but rather as the result of Kuaishou’s initial intention, which was “to serve people”.

快手前不久宣布：进军全球市场。“如果说中国的老百姓有短视频的记录需求，国外的老百姓一样有。”对此，宿华也谈到几个难点，语言、习惯、资源。目前快手已经在东南亚市场有所建树，核心技术团队在新加坡，产品在印尼和印度都在研发中。“快手是一家一直在进化的公司”宿华说道。

A few days ago, Kuaishou announced it would enter the global market. “If people in China have demand for short video recordings, so do people in other countries.” In this respect, Su Hua talked of several difficulties, such as language, habits, and resources. Kuaishou has made certain inroads in Southeast Asia. The core technical team is in Singapore, and products to be launched in Indonesia and India are being developed. “Kuaishou is a company that is constantly evolving,” said Su Hua.

微风拂过绿叶，弥漫着淡淡的清香，走在清华校园里的宿华觉得这样的画面很感动。“你想把它记下来的。你发现人生当中有很多东西想记下来的，不管是不是美好，也许是悲伤的事。”是的，无论是精英群体，还是普通人，都想让自己的一生留下记录，让自己的后代看到，这也符合快手的初衷“地球上每一个个体，把自己看到的一切，喜怒哀乐都记录在快手里。这些都是可视化的回忆，将整个世界的影像，存在快手上。”

Walking in the campus of Tsinghua University, Su Hua was impressed by the green leaves, breeze and pleasant aromas. “You must want to record it. It is common to run into things in life that are worth recording, no matter whether they make you happy or sad.” Yes. Everyone, social elite or people, want to record something in life, and pass it on. This conforms to original intentions of Kuaishou. “Everyone in the world can record on Kuaishou everything he/she sees. These are visualized memories. Thus, images of the whole world can be stored on Kuaishou.”

参考文献：

[1]        翟文婷《快手为什么能抓住沉默的大多数》，中国企业家，2017年Z1期

[2]        《快手，中国互联网里的非典型与逆生长》，信息与电脑，2017年第2期，文章来源虎嗅

[3]        吴丹《低调5年拥有3亿用户揭秘——隐形独角兽快手》，公关世界，文章来源i黑马

[4]        李瞾《快手最早投资人解密全过程：当时公司就1个人，活下来是个奇迹》，微信公众号：李曌 B座12楼

References:

[1]        Zhai Wenting, Why Can Kuaishou Grasp the Silent Majority, China Entrepreneur, Issue Z1, 2017.

[2]        Kuaishou: Non-typical and Inversely Growing Enterprise in Chinese Internet Industry, China Computer and Communication, Issue 2, 2017, article sourced from Huxiu.com.

[3]        Wu Dan, Five Low-profile Years and 300 Million Users – Kuaishou, an Invisible Unicorn, Public Relations World, article sourced from I Dark Horse.

[4]        Li Zhao, Whole Development Process of Kuaishou Disclosed by an Earliest Investor: The company Had 1 Person Only at That Time, and Its Survival was a Miracle, a WeChat Public Account: Li Zhao Floor 12 of Tower B.