On February 21, a report released by Chinese video-sharing app Kuaishou showed that its daily active users had exceeded 300 million in early 2020, and there were nearly 20 billion videos in Kuaishou App. In 2019, 250 million people posted their works on the Kuaishou platform, and the platform has accumulated more than 350 billion likes.
At present, it seems that Su Hua, founder of Kuaishou, achieved his KPI goal set half a year ago.
In June last year, Su Hua and Cheng Yixiao, the founders of Kuaishou, issued an internal letter of all employees, complained about the company's long-term calm, announced that they entered the "combat mode", and set the first goal of the battle to be: before the Spring Festival of 2020 300 million DAU (number of daily active users and users).
Since its founding, Kuaishou has long been known for its quietness. In the memory of the media, this is the first time Su Hua has set KPI goals since Kuaishou was born.
In the six months since KPI was proposed, Kuaishou changed from slow to fast and actively expanded. Introduce live streaming union and increase live streaming; Become the exclusive interactive partner of 2020 "Spring Festival Gala", and spend 1 billion to send red envelopes at the Spring Festival Gala.
The completion of Su Hua KPI, even if there is a slight time difference between the Spring Festival and the Spring Festival, the process is not easy. The following is a summary of this process by Tencent News.
Introduction of live streaming guild
On December 22, 2019, Kuaishou launched the live streaming guild system, which encouraged the guild to sign and operate central anchors with fans between 10,000 and 500,000. It seems to the industry that Kuaishou introduced the guild much later.
Kuaishou has its own considerations and is afraid to destroy its original live streaming ecosystem. Kuaishou said that after years of growth in live streaming, ordinary people and super diverse content have taken root in the Kuaishou live streaming ecosystem. The introduction of the guild at this time can enrich Kuaishou's live streaming ecosystem.
Live streaming, which started in the show mode in 2005, has been along the way, and the ecological structure of the head platform in the field of live streaming has been solidified. The small and medium guilds want to share a piece of cake, which makes it more difficult.
Therefore, Kuaishou, with 200 million daily active users, began to launch the live streaming guild system, and the excitement of the industry is self-evident. The move means Kuaishou will overweight in areas such as live streaming e-commerce.
Why did Kuaishou choose to launch a live streaming guild system during this period? In fact, it is no accident that Kuaishou launched the live streaming guild system.
In September last year, it was reported that Kuaishou invited the first batch of guilds to settle in. The first batch was only 15. A resident guild told Tencent News, "Kuaishou just started as a guild, crossing the river by feeling the stones." The guild is the link between the anchor and the platform. The relationship between the guild and the anchor is like the relationship between a star and a brokerage company.
Kuaishou elaborated: "Kuaishou's users are spindle-shaped structures. In addition to the well-known head anchors and small anchors with fans below 10,000, more are mid-waist anchors with unique characteristics. The value of the live streaming guild lies in the content Many more closely linked aspects such as production creation and business realization are more systematic and more sensitive to industry trends. "
"They can help mid-waist creators to grow faster and more steadily in the Kuaishou ecosystem, better manage the private domain traffic of anchors, so as to obtain reasonable business income and contribute more high-quality anchors and content to the platform ecology. This is our The most important thing is to fully open the live streaming guild system, "Kuaishou said.
Before inviting the first guilds to settle in, Kuaishou announced the "Photosynthesis Plan" at the first "Photosynthesis Creator Conference" on July 23 last year.
In the coming year, Kuaishou will use tens of billions of traffic to support 100,000 creators. At the same time, Kuaishou announced that in the future, it will be more open to carry out in-depth cooperation with content professional institutions. During the year, it will reach cooperation with at least 2,000 institutions such as MCN, media, self-media and service providers.
"We still adhere to the principle of fairness and inclusiveness, but we will be more open and in-depth cooperation with content professional institutions." Ma Hongbin, senior vice president of Kuaishou Technology, said at the conference. Now, live streaming guild will be added to this plan.
This change may have a lot to do with changes in the industry. 2018 is called the first year of commercialization of short video. With the popularity of short videos, MCN has become the object of competition, and major short video platforms are vigorously subsidizing to attract MCNs. As a result, the live streaming guilds are seeking transformation and trying to transform MCN.
Just a year later, Kuaishou, Douyin, or the head MCN agency, even e-commerce platforms such as Mushroom Street and Xiaohongshu, because of the popularity of live streaming e-commerce, they have become jealous of live streaming business. The guild was again favored.
In response to the external concern sharing model, Kuaishou stated that he would adopt the model of "anchor self-promotion + guild service fee + guild and host self-negotiation ratio" model, while maintaining incentives for host and guild.
The presence of the China Merchants Association is a major attempt by Kuaishou to the internal live streaming ecosystem.
live streaming e-commerce is a gold mine
Since its inception, Kuaishou has been telling the story of Pratt & Whitney. Kuaishou is equal to everyone, and Su Hua chooses to make a tool-type product for most of the people who are not concerned. Kuaishou's Slogan is "Record the world, record you." There are no filters, real records, no scope, no threshold.
In terms of operating rules, Su Hua insists on "inclusive".
Kuaishou was born in 2011. It was originally a mobile application for making and sharing GIF pictures. In November 2012, Kuaishou transformed from a short video community. The founders Su Hua and Cheng Yixiao opened the door for those scattered on the edge of the mainstream Internet with the theme of "Recording the World, Recording You".
In October 2013, Kuaishou officially decided to do short video socializing. Kuaishou data shows that in June 2015, Kuaishou users reached 100 million. In February 2016, Kuaishou exceeded 300 million users. After 6 years of business, Su Hua and Cheng Yixiao have been focusing on short video products, and Kuaishou has become the top spot in China's short video platform.
At first Kuaishou was not allowed to advertise and trade, but such a huge demand made Kuaishou start to face the needs of users.
"Kuaishou's commercialization has been done on a small scale for a long time, and we are doing it at a pace we think is appropriate. We observe their transaction process and make their promotion, payment, after-sales, and delivery more convenient through the help of the platform. "Su Hua said.
In 2018, Kuaishou commissioned Nielsen to conduct in-depth targeted surveys of some merchants on the platform, and the results were very unexpected-48% of all merchants surveyed have obtained commercial transactions in Kuaishou, of which 42% Merchants' annual income has exceeded 100,000 yuan.
In April 2018, Kuaishou began to test and launch the "My Shop" feature internally. Two months later, Kuaishou launched the "Kuaishou Store", which embeds third-party e-commerce platforms such as Taobao, Youzan, and Magic Chopsticks in videos and live streaming. Subsequently, Kuaishou launched a more convenient Kuaishou self-built small shop and began to focus on supporting e-commerce.
Since the opening of Kuaishou live streaming business in December 2016, it has been called the cash cow business of Kuaishou. In 2018, Kuaishou's live streaming revenue exceeded 20 billion.
In the field of live streaming, Kuaishou has spent less than three years and tasted the sweetness.
According to the Kuaishoulive streaming Ecology Report, the number of daily active users of Kuaishoulive streaming in 2019 has exceeded 100 million, making it one of the largest live streaming platforms in China. At the Creators Conference held in July 2019, Kuaishou revealed that Kuaishoulive streaming has 2 million monthly broadcasts, and the total monthly broadcast time exceeds 680 million minutes.
Corresponding to this: in 2019, the live cooking trend of live streaming e-commerce. In the Kuaishou e-commerce shopping festival on November 6, Xin Ba won the first place, with single-day live streaming sales exceeding 400 million; on November 11, Li Jiaqi had 41.536 million fans in live streaming that day, and Wei Ya had live streaming in 36.835 million followers.
Obviously, the live streaming room has become a new battlefield for various platforms to sell goods. The latest "Live Streaming Ecological Development Trend Report" released in 2019 pointed out that live streaming has developed into a new industry of e-commerce in the new era, and e-commerce + live streaming has shown a strong explosiveness and is creating a new 100 billion-level new market.
Live streaming e-commerce is a gold mine.
But Kuaishou's potential in the field of live streaming e-commerce has attracted public attention, but it originated from a wedding in the summer of 2019.
Xin Youzhi, Xin Ba, a Kuaishou anchor who showed people in the image of "peasant's son", "simple businessman", "model of young people", etc. On August 18 last year, he spent 50 million to invite 42 stars -Jackie Chan, Wang Lihong, Cecilia Cheung, Hu Haiquan, etc. participated in their wedding, and then became popular after a hot search.
After the wedding, Xin Youzhi stated on Weibo that the wedding generated 130 million yuan in sales by live streaming. But anchors like Xin Ba, who have 34.47 million followers, grew up in Kuaishou and have nothing to do with guild organizations.
Kuaishou sponsors Spring Festival Gala
Similar to the booming development of Kuaishou live streaming e-commerce, this half of the year, Kuaishou has also changed its Buddhist status.
Since June 18 last year, Su Hua has announced a goal of hitting 300 million DAU by the end of the year. This KPI brought some changes inside Kuaishou. Kuaishou commercialized the new marketing business target disclosed in mid-July to be 15 billion yuan, and the target was 10 billion yuan at the beginning of the year
In addition, Kuaishou also became the exclusive interactive partner of the 2020 CCTV Spring Festival Gala and carried out the red envelope interaction of the Spring Festival Gala. There is no doubt that the Chinese New Year Gala will be an important battle for Kuaishou with over 300 million daily active users.
At 4 pm on December 25 last year, CCTV and Kuaishou held a joint press conference in Beijing, officially announcing Kuaishou as the exclusive interactive partner for the 2020 Spring Festival Gala. Kuaishou has become another Internet company after the "BAT", which has won the Red Packet project of the Spring Festival Gala.
The Spring Festival Gala "grabbing red envelopes" has gradually become a new custom of the Chinese people. Kuaishou distributed 1 billion yuan in cash on New Year's Eve, a record amount. The theme of Kuaishou's red envelope interaction for the Spring Festival Gala of the Year of the Rat is "Like the Chinese Year", using a new video interactive gameplay to unlock the red envelope.
Why did Kuaishou throw 1 billion cash in red envelopes at the Spring Festival Gala? Insiders pointed out that Kuaishou won the CCTV Spring Festival Gala Red Packet Interactive Project, which is already a first phase victory for Su Hua ’s KPI of 300 million daily active users.
The Spring Festival Gala has always been hailed as a "top-level traffic pool." According to CCTV's statistics: from 2001 to 2019, the Spring Festival Gala maintained an average high viewing rate of 30%, which means that at least 700 million people have direct contact; in 2019, the total number of viewers at home and abroad reached 1.173 billion.
The Internet companies that have cooperated with the Spring Festival Gala have gained a lot. The Baidu App's "Good Luck China Year" interactions reached 20.8 billion; WeChat, Alipay and Douyin used this to expand offline users and payment channels.
Peng Jianming, deputy editor-in-chief of CCTV and general manager of General Manager's Office, addressed the press conference: "This time, a party that has held a 37-year continuous party and a 9-year-old technology company shake hands. This is The fusion and combination of tradition and the future is a cultural cooperation and a high degree of cooperation. "
Kuaishou founder Su Hua believes that "Every day, more than 200 million people record their lives in Kuaishou. People from different regions, ages, and rich and diverse lifestyles meet here, interact and blend together to form a hot fireworks world. 2019 In 19 million people earned income through Kuaishou, and more than 5 million people came from impoverished areas. "
It now appears that the holding of Kuaishou and the Spring Festival Gala has contributed to the growth of daily active users.
