KUAISHOU(HK:01024) Qian Zhan Wang·2025-06-10 08:22Core Insights - The core viewpoint of the article highlights the significant growth of rural e-commerce in China, driven by the increasing penetration of short video platforms, which are becoming essential tools for promoting agricultural products and enhancing rural economic development [1][4]. Group 1: Rural E-commerce Growth - In 2023, China's rural online retail sales reached 2.49 trillion yuan, marking a year-on-year increase of 12.9%. Projections suggest that this figure will rise to 2.73 trillion yuan in 2024 [1][2]. - By the end of 2024, the number of rural audio-visual users is expected to reach 30.304 million, with a usage rate of 96.6%, indicating widespread adoption of short video platforms among farmers [2]. Group 2: Role of Short Video Platforms - Short video platforms are playing a crucial role in rural e-commerce development by facilitating the sale of agricultural products through live streaming and innovative marketing strategies [4][8]. - The number of creators in the "agriculture and rural areas" category on short video platforms has increased, with a 19.8% year-on-year growth in the number of creators with over 10,000 followers, reflecting the expanding monetization opportunities for content creators [6]. Group 3: Impact on Agricultural Sales - The volume of agricultural group buying orders surged by 125% year-on-year, while the number of agricultural merchants grew by 32%, demonstrating the effectiveness of short video platforms in expanding sales channels for agricultural products [8]. - The number of e-commerce orders from "agriculture and rural areas" creators increased by 10.2%, with Gross Merchandise Volume (GMV) rising by 19.4%, further confirming the platforms' positive impact on rural e-commerce [8]. Group 4: Cultural Promotion and Tourism - Short video platforms are effectively promoting rural culture and enhancing the development of the cultural tourism industry, with a 15.7% year-on-year increase in the number of creators focused on rural lifestyle content [10]. - The monthly video release volume and playback volume for rural lifestyle content have also seen significant increases of 29.6% and 25.9% respectively, indicating a growing audience interest and consumption in rural cultural content [10].