Selling goods, eating and broadcasting brakes One positive and one against, let the short video contradiction physique expose undoubtedly: flow effect suddenly up and down, still not find the core barrier of competition. From 2019, short video has been the hottest industrial outlet on the Internet. Despite the Kwai tiktok and the fast runner, there are also some phenomenal trends such as live goods. But as a new content and media means, short video has experienced a variety of waves such as show (entertainment), games, goods, etc., which seems to be blooming, but it has always lacked solid competition barriers. As one of the important content types of each platform, the “eat and broadcast” has a large audience in the past, and it also brings a lot of traffic benefits to the short video platform. In the benign mode, the “eating broadcast” has the label of food, life and health; under the guidance of flow, many “eating broadcast” has gone to another extreme, which is labeled as extravagance, public interest and so on. It is no mistake to be novel and satisfy the audience’s pursuit of beauty and freshness. However, when “eating and broadcasting” is over used, it becomes a novelty and a strange. This is that flow thinking has prevailed in front of values and finally made mistakes. It is necessary to take 10000 steps back and put aside values. From the content level, the “eating and broadcasting” is the homogenization, mediocrity and even vulgarization of “gourmet bloggers”. Therefore, from “gourmet blogger” to “eating broadcast”, it is not only literal conversion, but also the large-scale change driven by this traffic, which is worth waking up for short video platform. It is not just “eating and broadcasting” that the trend of “eating and broadcasting” occurs in short video platform. It is not exaggeration to say that almost every kind of phenomenon level mode is “you have me and I have, fear to fall behind people”. The early mobile short video was upgraded from PC live broadcast, which is the world of beautiful and handsome men, which is called the show mode; then it is divided into games, funny and imitation (Music stampede); then, it can be divided into new categories such as eating and broadcasting, bringing goods and so on. If it is compared, there are only selling goods and games, which is a bit of the sense of industrial chain. Focusing on the integration of upstream and downstream industries can bring more derivative value. The real competition barrier of short video, especially the core barrier, is being found. The different platforms can be separated by age, region and purchasing power in the early stage. However, with the expansion of scale and the improvement of permeability, the user coverage of the head platform is “the same way”. Age, region and purchasing power, this natural user division is no longer obvious, and it will test the capability of content operation. Content operation is trivial and difficult. If the platform is, the blogger who wants to be out of the platform is also. The most ingenious competition strategy is to follow or imitate. It is difficult to be outstanding to follow your opponent, but it will not be a mistake for the aircraft. Therefore, via and lijiaki are on fire, and each platform wants to cultivate her own vias and lijiacs; KOL in each platform wants to become via and lijiaqi. In the same way, the same is true for “eating broadcast” PK. When the most expensive food and the most expensive ingredients become the first element, chaos becomes inevitable, but it is not related to the food itself.