Bei Jing Shang Bao·2025-07-31 12:45Core Viewpoint - The company "交个朋友" is expanding its presence on the Kuaishou platform to tap into the lower-tier market, aiming to create a matrix of live streaming accounts to enhance its user engagement and sales potential [1][10]. Group 1: Market Expansion - "交个朋友" has rapidly gained followers on Kuaishou, reaching 13,000 followers and 93,000 likes within three days of launching its first video [8]. - The decision to enter Kuaishou is driven by the platform's unique community ecosystem and user demographics, which align well with "交个朋友"'s business direction [8]. - Kuaishou has a strong penetration in lower-tier markets, with significant user activity in third to fifth-tier cities, particularly in northern provinces [8][12]. Group 2: Content and Strategy Adaptation - To cater to Kuaishou users, "交个朋友" plans to innovate its live streaming experience by creating more relatable and interactive scenarios, enhancing user participation and loyalty [9][10]. - The product selection will include high-cost performance local goods that resonate with Kuaishou's user consumption habits, alongside classic bestsellers [9]. Group 3: Competitive Landscape - "交个朋友" faces significant competition from established Kuaishou influencers like辛巴, who have a stronghold in the live streaming market, making it challenging to capture market share [11][12]. - During the "6·18" shopping festival, Kuaishou's overall GMV for general merchandise increased by over 53%, with辛巴's group achieving substantial sales figures [11]. Group 4: Financial Performance and Challenges - In 2023, "交个朋友" reported a revenue of 9.89 billion yuan from its live streaming e-commerce business, which constituted 92% of its total revenue, nearly doubling its GMV from the previous year [14]. - However, the company is experiencing increased operational pressures, with a reported profit decline of 36.6% year-on-year, attributed to market conditions and rising costs from rapid expansion [14][15]. Group 5: Future Outlook - The company aims to develop a matrix of live streaming accounts on Kuaishou to meet diverse user needs, indicating a strategic focus on long-term growth and user engagement [10]. - "交个朋友" plans to leverage AI technology for optimizing product selection and enhancing user interaction during live streams, which may improve conversion rates [15].