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Core Insights - ByteDance's free short drama app, Hongguo, has begun monetizing through a "search for similar items" feature during short drama viewing, indicating a shift towards e-commerce integration [1][2][3] - Hongguo's user base has seen significant growth, reaching 212 million monthly active users, surpassing traditional long video platforms like Youku [1][9] - The collaboration between Hongguo and Douyin (TikTok) is becoming more pronounced, with Hongguo serving as a new entry point for Douyin's e-commerce [1][4] Monetization Strategy - The "search for similar items" feature is now implemented across almost all short dramas on the Hongguo platform, allowing users to purchase recommended products directly without leaving the app [2][3] - Hongguo is exploring new monetization avenues as it transitions from user growth to revenue generation, with a focus on e-commerce [5][9] - The platform has also introduced a paid membership model, although initial user uptake appears low [9][10] Industry Context - The short drama industry is experiencing increased competition, with platforms like Kuaishou also attempting similar e-commerce integrations [5][11] - The rapid growth of Hongguo's user base has begun to slow, prompting the need for effective monetization strategies [9][12] - The industry is witnessing a "talent war," with platforms vying for top actors to enhance their content quality and attract viewers [11][12] User Experience Considerations - There are concerns that the e-commerce integration may disrupt user viewing experiences, potentially affecting overall engagement [5][7] - Balancing user experience with commercial interests is crucial for Hongguo as it seeks to establish a sustainable business model [6][7] Future Outlook - If successful, Hongguo's e-commerce strategy could significantly increase its average revenue per user (ARPU), benefiting content investment [6][12] - The integration of e-commerce features is seen as essential for Douyin's continued growth, with Hongguo positioned to play a key role in this strategy [6][12]