Li Xuming, vice president of products at Dokidoki Live's parent company Music Entertainment Time, once said that Japan is a market that people both love and hate. It is difficult for products going to Japan to break out in a short period of time. Only through long-term and stable operation, brand recognition can be gradually established in the hearts of users. But at the same time, once you have a firm foothold here, the market features high entry barriers, and long growth cycles will also make it difficult for new players to pose a threat to themselves in the short term. In Japan, which is slow to accept new things, the development curve of the Internet industry and products has also been stretched, and the same is true of live broadcasts.
He believes that the distribution of multiple echelons in Japan's live broadcast track will continue, and the pattern of competition for hegemony will not change in the short term. However, new variables may appear soon. In the end, TikTok tried to promote the special leads broadcast layout in the Japanese market, but this plan has been shelved since then. Some analysts believe that TikTok gave up because it has not yet switched from short videos to live broadcasts in Japan. Generally, short video products can meet the fragmented entertainment needs of users. For live broadcasts, users must watch at least 30 minutes at a time to have a more complete entertainment experience. Recently, it is reported that ByteDance will restart the Japanese live broadcast plan and the application of Buzz Video.
Live that have been exploring Japan for many years to usher in the spring, and new entrants such as MICO have also grown rapidly. Will the entry of Bytes bring new changes to the industry? The answer seems to be yes. Its huge size, and ability to educate the market and catalyze the upstream and downstream of the industry will inevitably promote live broadcast social networking to have a greater influence locally and create a larger market space. Although Buzz Video will indiscriminately impact the existing products on the track, in Japan, where "slow work and careful work", a platform that has already established a localized team is not easy to shake. Moreover, in the face of possible changes, more flexible Chinese companies are likely to cope better than local Japanese consortia. "If Byte enters the game, it may be a shock, or it may be another opportunity.