抖音運營市場增長面臨結構性挑戰，競爭格局深度重構

一、存量市場競爭白熱化，新增長點培育艱難

1、 The competition in the existing market is intensifying, and it is difficult to cultivate new growth points

下沉市場增長動能減弱

Weakening growth momentum in the sinking market

最新數據顯示，抖音在下沉市場的用戶覆蓋率已達高位，三線及以下城市用戶滲透率突破58%大關。然而，用戶增速呈現明顯放緩趨勢，2025年同比增幅僅為12.3%，較往年顯著回落。尤其值得注意的是，縣域市場呈現"注意力分散化"特征，用戶平均同時使用3.2個短視頻平臺。為維持市場地位，抖音雖推出"百縣千品"等本土化運營策略，但獲客成本在兩年間近乎翻倍，從18元攀升至35元。

The latest data shows that the user coverage rate of Tiktok in the sinking market has reached a high level, and the user penetration rate in the third tier and lower cities has exceeded 58%. However, the user growth rate has shown a clear slowing trend, with a year-on-year increase of only 12.3% in 2025, a significant decline from previous years. Of particular note is that the county-level market exhibits a "dispersed attention" feature, with users using an average of 3.2 short video platforms simultaneously. In order to maintain its market position, Tiktok launched localization operation strategies such as "100 counties and 1000 products", but the cost of customer acquisition nearly doubled in two years, from 18 yuan to 35 yuan.

銀發群體爭奪戰加劇

The battle for silver haired population intensifies

中老年用戶群體雖規模可觀（50歲以上用戶達1.57億），但競爭態勢嚴峻。微信視頻號憑借社交關系鏈優勢，在該年齡段實現23%的使用時長增長，其"銀發課堂"等特色功能顯著提升用戶粘性。相較之下，抖音的適老化改造（如語音交互優化）效果有限，中老年用戶日均使用時長1.2小時，低于平臺平均水平。

Although the scale of the middle-aged and elderly user group is considerable (with 157 million users aged 50 and above), the competitive situation is severe. WeChat video accounts have achieved a 23% increase in usage time in this age group with the advantage of social relationship chains, and their unique features such as "Silver Hair Classroom" have significantly increased user stickiness. In contrast, Tiktok's aging modification (such as voice interaction optimization) has limited effect. The average daily use time of middle-aged and elderly users is 1.2 hours, lower than the average level of the platform.

全球化協同效應式微

The synergy effect of globalization is diminishing

雖然TikTok在海外市場下載量增長顯著，但對國內業務的帶動作用持續減弱。2025年第一季度數據顯示，海外內容在國內的播放量增速大幅放緩至17%，遠不及2023年的爆發式增長。同時，國際業務面臨的政策合規成本持續增加，制約了全球化戰略的實施效果。

Although TikTok's download volume has grown significantly in overseas markets, its driving effect on domestic business continues to weaken. According to data from the first quarter of 2025, the growth rate of overseas content playback in China has significantly slowed down to 17%, far from the explosive growth in 2023. At the same time, the policy compliance costs faced by international businesses continue to increase, which constrains the implementation effectiveness of globalization strategies.

二、行業競爭格局深刻變革，流量爭奪進入新階段

2、 The industry competition landscape is undergoing profound changes, and the competition for traffic has entered a new stage

社交生態帶來全新挑戰

Social ecology brings new challenges

微信視頻號依托其強大的社交網絡，用戶規模突破5億大關。其獨特的"社交裂變+智能推薦"雙輪驅動模式，使得內容傳播深度達到3.2個層級，顯著高于行業平均水平。實際測試表明，相同內容在視頻號平臺的完播率優勢達19個百分點，這對傳統中心化流量分發模式構成實質性挑戰。

Relying on its powerful social network, WeChat Video has surpassed the user base of 500 million. Its unique "social fission+intelligent recommendation" dual wheel driving mode enables content dissemination depth to reach 3.2 levels, significantly higher than the industry average. Actual testing has shown that the completion rate advantage of the same content on video platforms is 19 percentage points, which poses a substantial challenge to the traditional centralized traffic distribution model.




垂直平臺精準突圍

Precise breakthrough of vertical platform

專業內容平臺通過差異化競爭實現快速增長。B站聚焦知識類內容生態，成功吸引3000萬高消費力用戶群體，其付費內容轉化率顯著領先。小紅書則憑借AI賦能的新型購物體驗，在時尚品類實現113%的GMV增長，成功分流抖音核心用戶群。

Professional content platforms achieve rapid growth through differentiated competition. Bilibili focuses on the knowledge-based content ecosystem and has successfully attracted 30 million high spending users, with a significantly leading conversion rate for paid content. Xiaohongshu has achieved 113% GMV growth in fashion category by virtue of AI enabled new shopping experience, and successfully diverted the core user group of Tiktok.

本地服務競爭膠著

Local service competition is deadlocked

盡管抖音生活服務覆蓋商家數量可觀，但在實際運營效率上仍存差距。商家反饋顯示，抖音訂單的履約成本較競品高出18%，且因配送問題導致的用戶差評率居高不下，這在一定程度上制約了業務發展。

Although Tiktok Life Service covers a large number of businesses, there is still a gap in actual operation efficiency. Business feedback shows that the fulfillment cost of Tiktok orders is 18% higher than that of competing products, and the user's negative rating rate caused by distribution problems remains high, which to some extent restricts business development.

三、內容創新遭遇瓶頸，生態健康度面臨考驗

3、 Content innovation encounters bottlenecks, putting ecological health to the test

同質化困局凸顯

The dilemma of homogenization is highlighted

平臺內容結構失衡問題持續，娛樂類內容占比仍超六成。用戶對重復性內容的耐受度明顯下降，低互動內容占比兩年間增長13個百分點。值得注意的是，雖然原創內容的初始流量表現不佳，但其用戶留存優勢顯著，反映出內容質量與短期流量之間的矛盾。

The problem of imbalanced platform content structure persists, with entertainment content still accounting for over 60%. The tolerance of users to repetitive content has significantly decreased, and the proportion of low interactive content has increased by 13 percentage points over the past two years. It is worth noting that although the initial traffic performance of original content is poor, its user retention advantage is significant, reflecting the contradiction between content quality and short-term traffic.

創作者生態承壓

The pressure on the creator ecosystem

中小創作者生存環境日趨嚴峻，月收入中位數維持在較低水平。日益嚴格的內容審核和算法調整，使得新創作者的成長難度加大，創作者流失率呈現上升趨勢。

The living environment for small and medium-sized creators is becoming increasingly severe, and the median monthly income remains at a low level. The increasingly strict content review and algorithm adjustments have made it more difficult for new creators to grow, and the creator churn rate is showing an upward trend.

技術應用的雙面性

The duality of technology application

雖然AI工具大幅提升了內容生產效率，但過度依賴技術也帶來新的挑戰。數據顯示，AI生成內容的用戶接受度明顯低于真人創作，這為平臺的內容質量管控提出了新的課題。

Although AI tools have greatly improved content production efficiency, excessive reliance on technology also brings new challenges. The data shows that the user acceptance of AI generated content is significantly lower than that of human created content, which poses a new challenge for the platform's content quality control.

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