3 6 Ke·2025-11-03 12:57Core Viewpoint - Kuaishou is expanding into offline retail to seek growth amidst declining e-commerce performance and increasing competition from major players like Alibaba and JD.com [1][3] E-commerce Performance - Kuaishou's GMV growth has slowed from 78% in 2021 to 17% in 2024 [3] - The company is under investigation for violations of e-commerce laws, highlighting issues like false marketing and counterfeit products [3] - Kuaishou's AI business, seen as a new growth avenue, generated only 250 million yuan in Q2 2025, accounting for less than 1% of total revenue [3] Offline Retail Strategy - Kuaishou's entry into offline retail appears to be a response to competitive pressures rather than a confident expansion [4] - Unlike competitors who have established various offline formats, Kuaishou has primarily relied on third-party products without building its own brand [6][8] - The company has opted for partnerships with supermarkets rather than launching its own discount retail brand, indicating a cautious approach [8] Market Dynamics - Kuaishou's local life services have seen significant growth, with GMV in new tier cities increasing by over 220% [9] - The company is focusing on new tier cities, where it has a greater impact compared to higher-tier cities [9] Competitive Landscape - Competitors like Alibaba and JD.com have developed integrated online and offline ecosystems, while Kuaishou has yet to establish a strong presence in instant retail [8] - Kuaishou's "store-in-store" model may reduce exploration costs but could also affect its brand perception [8] Conclusion - Kuaishou faces significant challenges in its offline retail strategy, needing to navigate competitive pressures and internal limitations to achieve sustainable growth [11]