App of the month – KUAISHOU
CASE STUDY OF E-COMMERCE INDUSTRY
Recently, Zhihu launched an E-commerce linkage and live streaming function. In September 2019, Zhihu started the internal test for “Zhuhu Goods Recommended” function. Eligible users can add links to product pages of E-commerce platforms such as T-Mall and JD in Q&A and articles.
“Zhihu Goods Recommend” also established an official account and asked various questions to users. For example, there was a prize question about dressing at home during the epidemic of the COVID-19, users can answer the question and add links to articles and recommend brands or products.
Currently, “Zhihu Goods Recommend” function can link to the product pages of the four platforms of JD, Taobao, Zhihu Mall, and Pinduoduo, It mainly focuses on books, 3C, intelligent living products and other categories, and takes the direction of high-quality product section.
CASE STUDY OF PERSONAL CARE INDUSTRY - PANTENE SHAMPOO CONTENT MARKETING
Live streaming e-commerce has become a new trend for Chinese online shopping; CEOs of many companies entered the live-streaming room to start the live broadcast debut. Gree Electric Appliances chairwoman Dong Mingzhu, known as the mainland’s “home appliances queen”, her first live show was on the Douyin platform. Still, the result was not satisfactory, there were only 220k viewers, and the turnover was only 230k. But recently she sold 310 million RMB (US$43.8 million) of goods in a three-hour live-streaming event on short video platform Kuaishou, within 30 minutes, the sales of the three products had already exceeded 100 million RMB. The successful cooperation between Gree and Kuaishou also attracted more 3C home appliance manufacturers to Kuaishou.
Kuaishou is a short video platform with high-traffic and high-stickiness of fans, with daily active users exceeding 300 million, e-commerce daily active exceeding 100 million, and 1 million+ short video accounts have opened the live-streaming function.
In addition to the huge user base of Kuaishou, Its Feed advertising is also ahead of the industry. It is helping advertisers to find more valuable people, delivering accurately, real-time optimization, providing real-time data feedback and combining a variety of advertising forms to maximize the delivery value.
Why Kuaishou?
As one of the current mainstream short video applications, kuaishou focuses on UGC and focuses on recording and sharing life. It has attracted a large number of users, with over 300 million daily users. There are nearly 20 billion videos in the APP. In 2019, 250 million users posted videos on the Kuaishou platform, and the cumulative likes exceeded 350 billion.
Kuaishou’s user?
The short video platform has become an important channel for young people to acquire content. Among the users of Kuaishou, 80% are 90’s user who is dominated by Gen-Z with rising consumption power.
Kuaishou Marketing Platform
The kuaishou marketing platform is supported by strong background data and good advertising environment to help advertisers find the most valuable groups and make the ads reach users accurately. Optimize advertising in real-time according to unique directional forms such as region, crowd, time, hobbies, etc. With a complete data monitoring background, the platform can provide multi-dimensional & real-time data reports.
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