In a time of fierce market competition and constant revolution, how could Chinese social media platforms achieve sustainable growth? Kwai, the strongest rival to Douyin, offers a viable path for 2024: the future of the Chinese digital landscape will be business-centric, and AI-driven.
Users on Kwai
Kwai, a video clip platform comparable to Douyin, has consistently had its user value underestimated. Unlike Douyin, Kwai’s primary users are residents of China’s third- and fourth-tier cities and rural areas.
Now, China’s “lower-tier markets” are transforming into “new-tier” markets in Chinese social media platforms. McKinsey predicts that by 2030, China’s personal consumption will reach 65.3 trillion CNY (8.5 trillion EUR), with over 66% of this growth coming from the lower-tier cities.
To learn more about Kwai the new-tier market, click here 👉: Kuaishou: The Overlooked Social Media Giant of China
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Kwai’s Full-Chain Operations
Compatible with most Chinese digital social media platforms, the concept of “Business-centric, AI-driven” is focusing on the importance of solid business strategies and the use of intelligent technology to enhance efficiency across all stages. This approach is exemplified by Kwai’s “Full-Chain” operations.
To make it simple, Kwai assists merchants in managing all business aspects from start to finish. Not just advertising but covering everything from product promotion to final sales, all within the Kwai. This model views Kwai not merely as an advertising platform but as a comprehensive commercial operation platform, helping businesses achieve more efficient management and marketing in China.
With a thriving user ecosystem, Kwai’s business scale is expanding. In 2023, Kwai’s e-commerce GMV surpassed 1.18 trillion CNY （153.4 billion EUR）, and Q4 local life GMV grew 25 times year-on-year.
Kwai: AI Empowerment
By “AI-driven” Kwai integrates AI technology across all business stages, from content production, analysis, and distribution to user interaction and conversion, significantly enhancing operational efficiency.
Video AIGC Product “Pangu”
Kwai launched its video AIGC product “Pangu,” and it is capable of creating hundreds of videos matching Kwai’s style in a short time. This technology significantly reduces customer acquisition costs, by 62% year-on-year.
Avatar Live Streaming
“Nüwa” supports over 2200 digital human figures broadcasting simultaneously 24/7, with conversion rates nearly matching those of real presenters. This ensures live streaming continuously attracts traffic and interaction.
Kwai’s achievements in AI are increasingly integrated with business scenarios and are widely recognized and used by customers. In the first quarter of 2024, the adoption rates for AIGC video clients surged to 24%. Also, the intelligent hosting products exceeded 40%.
Conclusion
In 2024, Kwai achieved sustained growth through its “Business-centric, AI-driven” strategy. This strategy combines solid business tactics with advanced AI technology to offer merchants a comprehensive solution from product promotion to final sales. As the first platform to introduce recommendation algorithms into video clip distribution, Kwai has endless commercial possibilities.
For more insights into Chinese social media marketing strategies, please contact the professional digital marketing agency STAiiRS.
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