每经记者｜王郁彪 每经编辑｜张海妮 "快手带货一哥"辛巴（本名辛有志）又"性情"了。 在8月18日晚间的"818"粉丝专场直播中，辛巴称，即日起将正式离开直播行业，不再参与各项工作。他 在直播中数度哽咽，称自己身体出现严重问题，无法继续直播。 "20岁的时候得了肺结核，24岁时检查出有支气管炎，31岁时得了肺气肿。"辛巴还称，三年前直播就已 经很吃力，经常需要边直播边吸氧。曾经还为了坚持直播多次注射过"能量针"，甚至肾上腺素。 8月19日，辛选相关负责人向《每日经济新闻》记者确认，辛巴目前身体不能承受任何压力，肺功能已 达极限，这次辛巴的退出是个人健康与公司长期发展的平衡选择。1亿粉丝账号作为公司资产已移交， 并正式任命联合创始人初瑞雪（辛巴妻子）全面接管辛选集团。 辛选旗下另一个粉丝过亿的主播，也是辛巴的大徒弟蛋蛋（原名杨润心）并未在这场"告别直播"中露 面。此前，辛巴在直播中宣布，将为蛋蛋成立独立公司。"她如果不愿叫我师傅，随时可以自立为 王。"辛巴说。 就在上个月，有消息称，辛巴自创品牌"棉密码"卫生巾被检出致癌物。前几日，相关用户维权困难的消 息也挂上了热搜。曾多次宣布"退网"的辛巴，在这个微妙的时间 ...

Core Viewpoint - The article highlights the revival and promotion of traditional Chinese Qinqiang opera through modern platforms like Kuaishou, showcasing the journey of artist An Wan and the cultural significance of Qinqiang as a non-material cultural heritage [1][9]. Group 1: An Wan's Journey - An Wan, known as the "Northwest Qinqiang King," faced challenges due to a congenital condition but found his passion for Qinqiang at a young age [2]. - His career included various performances and struggles, including a period of despair that led him to burn his props, but he later found success on Kuaishou, where he built a supportive community [3]. - In 2024, An Wan established a new theater troupe with over 150 members, aiming to promote Qinqiang across the Northwest [3]. Group 2: Kuaishou's Role in Cultural Promotion - Kuaishou has become a significant platform for traditional opera, with An Wan amassing 2.818 million followers and maintaining over 100,000 live viewers during performances [5][7]. - The platform supports traditional arts through initiatives like "Lao Tie Li Yuan" and "New City Good Actors," creating diverse stages for opera and integrating modern performance styles [11]. - Kuaishou's "Art Summer" initiative has organized over 11,000 performances, reaching a total viewership of 900 million, demonstrating its commitment to cultural outreach [12]. Group 3: Future of Traditional Arts - Kuaishou plans to assist at least 500 theater troupes in the next year, providing support through traffic boosts, content guidance, and financial aid to innovate traditional opera [12]. - The blending of live streaming and traditional performance is reshaping the landscape of cultural heritage, allowing for broader visibility and engagement with non-material cultural heritage [12].

Core Insights - Kuaishou's platform has over 100 million monthly active users in the college demographic (ages 18-24), redefining campus marketing strategies through engaging and value-driven actions [1][7] - The college demographic serves as a significant social influence for brands, acting as "social spokespersons" and contributing to brand growth and reputation [8][9] - Early engagement with students can mitigate talent mismatch risks, as demonstrated by ASUS's "Shuoshi Student" program [10] Group 1: User Demographics - The college demographic is Kuaishou's second-largest user segment, with an average of over 100 million monthly users in the first half of 2025, peaking during summer and Chinese New Year [1][18] - The user base is predominantly composed of undergraduates and associate degree holders, with TGI scores exceeding 280 and 290 respectively [23][24] - The demographic shows high activity during late-night hours, with a TGI score over 220 during the early morning [25] Group 2: Consumption Patterns - An average of 14 million college users make purchases on Kuaishou monthly, with a consumption peak in the fourth quarter [2][31] - In the first five months of 2025, the number of users making five or more purchases increased by 13.3%, while brand product spending rose by 70% year-on-year [2][31] - Digital products are the largest expenditure category, with significant spending during key periods such as back-to-school and holiday seasons [32][36] Group 3: Content Ecosystem - The college demographic primarily engages with entertainment content, with high search volumes for movies, games, and variety shows [2][26] - Content creators in this demographic focus on gaming, food, and short dramas, aligning their creative interests with their search behaviors [2][26] - Kuaishou's CAMPUS strategy encourages student participation in content creation, fostering brand engagement through co-creation [2][31] Group 4: Marketing Strategies - Kuaishou's marketing strategy emphasizes content co-creation, event-driven marketing, and leveraging consumer interest during peak shopping periods [2][31] - The strategy aims to create a win-win situation for brands and college users by activating their interests and facilitating brand interactions [2][31] - Brands are encouraged to utilize campus events and student influencers to enhance their visibility and engagement within this demographic [2][31]

Core Viewpoint - Credit Lyonnais forecasts that Kuaishou will achieve steady growth in the second quarter, with online marketing revenue and adjusted EBIT expected to grow by 12% and 15% year-on-year, reaching 19.7 billion yuan and 5 billion yuan respectively [1] Group 1: Financial Performance - Online marketing revenue is projected to grow by 12% year-on-year, reaching 19.7 billion yuan [1] - Adjusted EBIT is expected to increase by 15% year-on-year, amounting to 5 billion yuan [1] - The forecast for GMV (Gross Merchandise Volume) is a stable year-on-year growth of 13.5% [1] Group 2: Business Drivers - The expansion of the shelf model e-commerce and the trade-in policy are key factors driving growth [1] - Kuaishou's new product, Keling, is anticipated to exceed revenue expectations, with second-quarter revenue projected at 300 million yuan [1] - Keling attracts global professional users with high-quality AI-generated videos and competitive pricing, becoming a new revenue driver [1] Group 3: Target Price Adjustment - Based on the launch of Keling and moderate growth in e-commerce, the target price for Kuaishou has been adjusted from 67 HKD to 83 HKD [1] - The rating for Kuaishou remains "Outperform" [1]

Group 1 - Citic Securities raised the target price for Kuaishou-W (01024) by 23.9%, from HKD 67 to HKD 83, while maintaining an "Outperform" rating [1] - The company is expected to achieve steady growth in Q2 2025, with online marketing revenue and adjusted EBIT projected to increase by 12% and 15% year-on-year, reaching RMB 19.7 billion and RMB 5 billion respectively [1] - The growth in Gross Merchandise Volume (GMV) is anticipated to be 13.5% annually, driven by the expansion of shelf e-commerce and benefits from trade-in programs [1] Group 2 - The revenue growth rate of Kuaishou's AI product, Keling AI, is expected to exceed expectations, reaching RMB 300 million in Q2 2025 [1] - Keling AI attracts global professional users by offering high-quality AI video at competitive prices, positioning itself as a new growth point for revenue [1] - The target price adjustment is attributed to the launch of Keling AI and a slowdown in e-commerce growth [1]

该行称，可灵AI的收入增长速度快于预期，预计在2025年第二季将达到3亿元。可灵AI通过以极具竞争 力的价格提供高品质的AI视频，吸引全球专业用户，相信可灵AI已成为新的收入成长点。鉴于可灵AI 的推出和电商增长放缓，因此调高目标价。 中信里昂发布研报称，上调快手-W(01024)目标价23.9%，从67港元升至83港元，维持"跑赢大市"评级。 中信里昂预计，快手2025年第二季实现稳健增长，线上营销收入/经调整EBIT将同比增长12%/15%，达 到197亿/50亿元人民币(下同)，主要得益于GMV的稳步增长、可灵AI全球影响力的不断提升。由于货架 电商业务的扩张和以旧换新带来的利好，商品交易总额(GMV)将年增13.5%。 ...

Core Viewpoint - Kuaishou is entering the food delivery market by launching an independent "takeout" section on its app, aiming to differentiate itself through a "Meituan supply chain + self-owned merchants" light asset model amid intense competition in the food delivery sector [2][3]. Company Strategy - Kuaishou's new takeout service relies on Meituan's merchant vouchers, requiring users to complete orders through Meituan's mini-program, with delivery handled by Meituan or third-party services [5][10]. - The company has previously explored local lifestyle services, partnering with various platforms and establishing a dedicated local lifestyle division in 2022 [6][8]. - Kuaishou's strategy includes a dual approach of leveraging Meituan's supply chain while also incorporating its own local merchants, with approximately 90% of products sourced from Meituan [10]. Market Context - The food delivery market is highly competitive, with major players like Meituan, Alibaba, and JD.com already established [2][9]. - Kuaishou's entry into this market comes as its core business faces growth challenges, particularly in live streaming and e-commerce, where GMV growth has significantly slowed [12][16]. Financial Performance - In 2024, Kuaishou reported revenue of 1268.98 billion yuan, an 11.83% year-on-year increase, with a net profit of 153.35 billion yuan, up 139.76% [13]. - The company's e-commerce GMV reached 1.39 trillion yuan in 2024, with growth rates dropping from 78% in 2021 to 17% in 2024, highlighting a stark contrast with Douyin's performance [16][17]. User Engagement - Kuaishou's daily active users reached 408 million by Q1 2025, with over 62% from new tier cities, providing a potential consumer base for its food delivery services [10]. - The number of users paying for local delivery services increased by over three times in Q2 2024, indicating a shift in user behavior towards food delivery [11]. Competitive Landscape - Kuaishou's cautious approach in the food delivery sector is influenced by the challenges faced by Douyin, which has struggled to establish a successful delivery model despite its initial efforts [9][20]. - The company aims to explore new growth avenues through its food delivery initiative, potentially alleviating pressures from declining growth in its core businesses [18].

Core Viewpoint - Kuaishou has entered the food delivery market amidst a slowdown in competition among major players like Meituan, Taobao, and JD, which have called for a halt to chaotic competition [1][2][5]. Group 1: Market Dynamics - The food delivery war has entered a phase of reduced competition, with major platforms advocating for orderly practices [1][2]. - Kuaishou's entry into the food delivery space comes at a time when other platforms, such as Douyin, have explicitly stated they have no plans to develop their own delivery services [5][10]. - Kuaishou's food delivery feature acts as a link to third-party services rather than establishing its own delivery infrastructure, similar to previous collaborations with Meituan [5][7]. Group 2: User Engagement and Strategy - Kuaishou's decision to launch a food delivery service is driven by a need to retain user engagement as its growth rate slows [7][11]. - The platform aims to keep users within its ecosystem while they order food, contrasting with the strategies of e-commerce platforms that seek to attract users to their apps [15][17]. - Kuaishou's community culture and high user retention rates are seen as critical assets in this strategy [19][21]. Group 3: Financial Performance and Growth - Kuaishou's local life services have shown significant growth, with a reported GMV increase and a revenue growth of 200% year-on-year in Q1 2025 [24][25]. - Despite revenue growth, Kuaishou's core marketing projects have seen a decline in growth rates, indicating a need for diversification in revenue streams [28][29]. - The company is exploring various monetization avenues, including self-operated e-commerce and food delivery, to adapt to competitive pressures [30][32]. Group 4: Competitive Landscape - Other platforms like JD are also exploring new models in the food delivery space, such as opening their own delivery kitchens, which presents a competitive challenge to Kuaishou [33][36]. - Kuaishou's user demographics are more concentrated in specific regions, allowing for targeted strategies in food delivery that leverage local preferences [39][41]. - The integration of food delivery with Kuaishou's existing content and community features could enhance user interaction and retention [43][44].

Core Insights - Kuaishou has made significant organizational adjustments, enhancing the importance of Keling AI within the company [1] - The appointment of Gai Kun as the head of Keling AI's technology department indicates Kuaishou's commitment to a "technology-driven" strategy [1] - Keling AI has rapidly developed, iterating over 30 times in one year, with notable advancements in video model technology [3] Organizational Changes - Gai Kun, previously the head of Keling AI and community science line, will now report directly to Kuaishou's CEO Cheng Yixiao [1] - Zhang Di will no longer serve as the head of Keling AI's technology department, reflecting a shift in leadership roles [4] Technological Developments - Keling AI's video model was developed by Gai Kun's team, which has extensive experience in processing vast amounts of video content [3] - The Keling AI 2.1 model introduced new features, allowing users to customize video content, addressing several pain points in AI video generation [3] Commercialization Progress - Keling AI aims for "exponential growth" in revenue by 2025, with cumulative revenue exceeding 100 million yuan since its commercialization [4] - In the first three months of this year, Keling AI's revenue surpassed the total for the second half of 2024, with nearly 70% coming from paid subscriptions [4] Future Outlook - Gai Kun emphasizes the importance of model performance and targeting paid subscription members, which are key customers for leading video generation companies [4] - With Gai Kun's leadership, Kuaishou's competitiveness in the video model sector is expected to strengthen, aiming for a leading position in the global video AI market [4]

Group 1 - Kuaishou announced an organizational restructuring on August 15, appointing senior vice president Gai Kun as the head of the Keling AI Technology Department, continuing to report to CEO Cheng Yixiao [1] - Gai Kun has a strong academic background with both undergraduate and doctoral degrees from Tsinghua University, specializing in recognition and intelligent systems [1] - Gai Kun joined Kuaishou in 2020, leading the technical layout of content understanding applications and recommendation models, driving innovation in algorithms, applications, and business models [1] Group 2 - In June 2024, Gai Kun's team launched the world's first user-accessible DiT video generation model, Keling AI [2] - Keling AI was upgraded to a first-level business unit in April 2023, enhancing its strategic position [2] - Since its launch, Keling AI has undergone over 30 iterations, serving more than 45 million users and generating over 200 million videos and 400 million images for over 20,000 enterprise clients [2] - In Q1 2025, Keling AI's revenue exceeded 150 million RMB, with an annualized revenue run rate surpassing 100 million USD as of March [2] - Monthly revenue for Keling AI exceeded 100 million RMB in both April and May [2]