group competition some time ago. As a swipe-level PK activity vigorously promoted by Douyin, the related topics of the girlfriends group are abnormally silent in the circle of friends and self-media. On the one hand, Douyin has gradually formed specific product stickiness and cultural barriers; on the other hand, it also shows that Douyin's influence on public topics is weakening, which actually means that Douyin's commercial value is in relative decline. In addition, the content of short video products such as Douyin and Kuaishou are influencing each other more frequently, and popular content that appears in Douyin often appears simultaneously on Kuaishou. Still taking the girlfriend group PK competition as an example, shortly after Douyin swiped, Kuaishou also appeared
related content about girlfriend group PK from various places. This shows that among the short video platforms, the separation of original content is gradually disappearing, and the intensity of competition is increasing. According to the latest data from QuestMobile, the number of short video apps opened sms marketing service per month has risen from 1.5 to 1.7. (QuestMobile data for March 2019) 2. From performance to onlookers Douyin is becoming Weibo and Kuaishou is becoming WeChat. The arrival of entertainment stars, major media, and government agencies has made Douyin the birthplace of first-hand news and gossip, which has intensified the onlooker mentality of Douyin users. It is not difficult to find that the proportion of original content of users on Douyin has
dropped significantly compared to last year. Users go to Douyin not for "recording", but for "watching", which also means that Douyin is gradually shifting from a UGC platform to PGC. We can also find a huge shift in the gender ratio of Douyin users. In the early days, the content on Douyin was mostly female-oriented content such as female selfies, tourist attractions, and pets, and female users also accounted for the majority. In May 2018, someone found through data analysis that the number of female users of Douyin was 3 times that of male users (the real data should not be accurate