边看边买？红果内测“搜同款”，加速短剧电商变现

Core Insights - The article discusses the introduction of a "search for similar items" feature in the Hongguo short video platform, allowing users to purchase products directly while watching short dramas, indicating a new monetization path for the platform [1][5][8] Group 1: Feature Introduction - Hongguo has begun internal testing of a "search for similar items" feature, which prompts users to find products while watching short dramas, enabling direct purchases without leaving the platform [1][5][7] - This feature is available across almost all short dramas on Hongguo, including popular titles like "Summer Fendela" and "Good Girl" [1][5] Group 2: E-commerce Integration - The integration of e-commerce functionality signifies an expansion of Hongguo's monetization strategies and enhances its role as a traffic entry point for Douyin's e-commerce [1][8][19] - The products recommended through this feature primarily include clothing, accessories, and watches, closely related to the content of the short dramas [7][19] Group 3: Market Position and Growth - Hongguo has experienced significant growth, with monthly active users increasing by 656 times over two years, reaching 200 million by June 2025, although growth rates have begun to slow [9][20] - The platform's user base surpassed Youku, making it the largest in the short drama sector, but the year-on-year growth rate has decreased to 179% [9][20] Group 4: Competitive Landscape - Other platforms, such as Kuaishou, have attempted similar "watch and buy" features but faced challenges with user experience, leading to less favorable outcomes [10][22] - The article highlights that Hongguo's approach differs from other platforms, as it has established a user mindset that accepts advertising integration during short drama viewing [11][22] Group 5: Future Prospects - If Hongguo successfully implements e-commerce monetization, it could enhance its average revenue per user (ARPU) compared to traditional advertising models, providing more resources for content creation [17][19] - The collaboration between Hongguo and Douyin is expected to deepen, with both platforms working towards a more integrated e-commerce ecosystem [18][19]