kuaishou cheng yixiao: we are confident that we will achieve the goal of 400 million daily active users in a single quarter in the second half of the year
2024-09-19
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beijing news shell finance (reporter bai jinlei) recently, kuaishou technology's 2024 investor day event was held at the headquarters yuan center. the company's senior management team, including kuaishou technology founder, chairman and ceo cheng yixiao, introduced the company's latest business development and strategic goals to global shareholders on site and online. cheng yixiao, founder, chairman and ceo of kuaishou technology, said on the spot that he is confident that the goal of breaking 400 million daily active users in a single quarter will be achieved in the second half of the year.
data shows that as of the second quarter of 2024, kuaishou's average daily active users and average monthly active users reached 395 million and 692 million respectively, and the number of active creators with 100,000 fans increased by nearly 10% year-on-year.
in his speech, cheng yixiao further clarified kuaishou's platform strategy of "technology-based, user-first". "since its inception as a gif (animated image) tool, kuaishou has developed into an online community that connects people and is full of warmth and trust. this year, kuaishou has made it clearer that it will be user-oriented, optimize content, products and traffic systems under this orientation, and achieve high-quality growth through good content, good products and a reasonable traffic mechanism." cheng yixiao said.
in terms of traffic strategy, kuaishou will continue to balance the experience of creators and users. on the one hand, it will use ai empowerment to improve the recommendation experience and make good authors and good content more visible. on the other hand, it will achieve the coordinated development of the business ecology and community ecology through means such as traffic mixing. traffic mixing refers to a traffic allocation mechanism that comprehensively evaluates the content based on the user experience value and commercial value. through this mechanism, it will be helpful to guide merchants and creators in the community to consider the consumption value of content more when producing commercial materials, thereby improving user experience.
in terms of products, as a semi-acquaintance community built on trust, private domain and social interaction have always been the background of kuaishou community differentiation, and kuaishou has been strengthening this through products and algorithms. the latest data shows that in the second quarter of this year, kuaishou's private domain time and user private message interaction have both increased. every day, about 77% of kuaishou's daily active users will interact with creators in scenarios such as the follow page and the pan-private domain. kuaishou's private domain time has increased by 7% year-on-year, and the average daily interaction volume exceeds 10 billion times.
in terms of content ecology, cheng yixiao said that the differentiation of the content system is one of the key points for kuaishou to maintain its core competitiveness. in the future, kuaishou will continue to adhere to the differentiated vertical operation strategy, continue to support high-quality content and high-quality authors with kuaishou characteristics, and build a kuaishou-branded old iron community. as for the live broadcast business, it will continue to achieve long-term, healthy and sustainable development through content upgrades and supply structure optimization.
cheng yixiao, founder, chairman and ceo of kuaishou technology. photo provided by the interviewee
kuaishou's user and content ecosystem not only drives the growth of its traffic, but also gives birth to a vibrant business ecosystem. kuaishou's second quarter 2024 financial report shows that online marketing services, live streaming and other services including e-commerce are the three pillars driving kuaishou's revenue growth, accounting for 56.5%, 30.0% and 13.5% of its revenue respectively.
in terms of e-commerce business, in the first half of 2024, kuaishou's e-commerce gmv (gross merchandise volume) reached 593.3 billion yuan, the average monthly number of buyers increased to 131 million, and the average monthly number of active merchants increased by more than 60% year-on-year. wang jianwei, senior vice president of kuaishou and head of the e-commerce and commercialization divisions, said that the core strategy of kuaishou's e-commerce is still good content plus good products. the platform should be a good connector between content and products, create good content for good products, and find good products for good content.
specifically, kuaishou will strengthen the construction of a multi-genre e-commerce ecosystem such as short videos, pictures and texts, and secondary creation slices on the basis of maintaining its core advantages in the live broadcast field, and use content to leverage trust connections. in terms of supply, kuaishou will further strengthen its support for new merchants and new talents. on the one hand, it will empower traffic and launch a new business start-up plan with up to 100 billion traffic, and cooperate with new product traffic support and short video cold start support to help merchants quickly achieve cold start in multiple fields; on the other hand, through talent distribution, 0 yuan store opening, return shipping fee compensation, new business gold plan and other infrastructure and policies, the entry threshold for merchants and talents will be lowered. in addition, a pan-shelf scene will be built for a long time.
in addition, kuaishou has also been trying to use intelligent technologies such as ai big models to provide full-link solutions from material production, understanding, distribution to acceptance. the application of technologies such as intelligent production, digital human live broadcast, and marketing big language models has not only improved the efficiency of content production, but also increased conversion rates. data shows that at present, the penetration rate of kuaishou aigc (artificial intelligence content generation) video customers has reached 24%. in terms of commercial content production, the average daily short video material generated by magnet has reached more than 100,000.
talking about the future opportunities of kuaishou's commercialization, wang jianwei said that in the long run, the advertising business is about efficiency optimization and ecological coupling. based on this, kuaishou's commercialization will continue to promote the specific implementation and application of ai big model technology to improve the operating efficiency of various industries on the platform. at the same time, it will strengthen the commercialization and user experience, and optimize advertising and e-commerce materials.
talking about the core focus of kuaishou's local life business, xiao gu, senior vice president of kuaishou and head of the local life business department, said that in the future, the focus will still be on several aspects. first, on the demand side, we will focus on the ultimate cost-effective mentality, deepen the mentality of products and ip (intellectual property) such as "dare to compare prices" and "super fan day", and bring users the most cost-effective consumption experience. second, on the supply side, optimize supply by industry, carry out regional operations for categories such as restaurant comprehensives, and explore new line markets based on user potential. third, on the content side, continue to focus on short videos and live broadcasts to improve transaction efficiency. fourth, the matching side will recommend local products and services that better meet users' personal needs through technology iteration and public-private domain linkage.
editor yang juanjuan
proofread by chen diyan
