Author:Qiuyang

Source: GPLP Rhino Finance (ID: gplpcn)

Recently,Bilibili(BILI.NASDAQ, hereinafter referred to as “Site B”) launched the mobile video editing tool “Must Cut” app for the first time. The app supports functions such as video editing, recording, and export. The main target audience is young audiences, and is currently available on the Android and iOS app markets.

(Source: Screenshot of the Must-Cut App)

At the beginning of 2020, Station B has already begun to lay out editing tools and launched a “cloud editing” product, but it can only be used on the computer. However, the market competition for computer-side video editing is fierce, and the market share of Primer, Final Cut, and Meow Movie Factory has already solidified.

It is also a mobile editing software incubated by video platforms. The birth of the “Must Cut” app will inevitably make people feel excitedassociativeFrom “Screenshots” born to Douyin, there are also “Snapshots” born to Kuaishou.

“Screenshot” and “Snapshot” were launched in May 2019 and January 2017 respectively. Aiming at the characteristics of each short video platform, more emphasis was placed on functions that make it difficult for users to produce videos in the app development process, such as adding various templates and filters with different presets.

As of the first quarter of 2020, the number of monthly active users of Station B reached 172 million, with a year-on-year growth rate of 70%. Facing the rapid growth of users and the increase in diverse needs, Station B needs more original content to attract and stabilize users. Bilibili's current content ecosystem is mainly PUGC, while “video editing” is a part of the “UP master” that needs to be used to produce videos.

As a video site that originated from UGC content, Site B is trying to create a competitive video editor.

The main feature of the “Must Cut” app is that it has added a screen recording function compared to software such as screencers and snapshots. This means that it can better meet the material needs of video producers and simplify the production process; users can log in directly using the main site account of Station B and support sending works to Station B with one click, eliminating the step of exporting videos. In order to preserve the platform style of Station B itself, the “Must Cut” app did not set up functions such as templates or filter presets, but instead set up elements such as emoji packs and comic stickers that users can download and use in the material center.

As a video playback platform mainly for long videos with horizontal screens, Station B's launch of mobile video editing tool software this time undoubtedly has strategic expectations for the vertical screen short video field. Making up for its product matrix by simplifying the video production process, broadening potential users, and increasing the number of original videos is obviously one of the purposes of Station B, but whether it can continue to guarantee the quality of the platform's video content while lowering the threshold for video production will be another issue worth paying attention to.

And can the “must-cut” version of Station B capture a large young audience? GPLP rhino finance will continue to pay attention.