Core Insights - The article discusses the transformation of campus marketing strategies targeting the Z generation, particularly focusing on the 1 billion+ active users in the college demographic on the Kuaishou platform [1][9] - Kuaishou's marketing guide emphasizes the shift from traditional one-way marketing to a two-way co-creation model, where college students become active participants in brand communication [1][9] Group 1: User Characteristics - Kuaishou's college demographic is characterized by a stable scale, distinct regional distribution, and high engagement, with over 100 million monthly active users as of the first half of 2025 [2][3] - The user activity peaks during holidays, aligning with students' schedules, and shows a significant concentration in new tier cities, while engagement in higher-tier cities exceeds 110 TGI [2][3] Group 2: Behavioral Habits - The "night economy" and "creative enthusiasm" are key traits of the college demographic, with peak activity hours from 19:00 to 24:00 and TGI exceeding 220 during late-night hours [3] - This demographic is both a "search expert" and a "content creator," with over 80 million users initiating searches on Kuaishou, indicating a higher search penetration rate compared to the overall user base [3] Group 3: Consumption Behavior - The college demographic exhibits a "node-driven" consumption pattern, with 14 million users making purchases monthly and a notable increase in brand consumption, with a 70% year-on-year growth in brand spending [4] - The average payment amount per user shows a fluctuating growth trend, particularly peaking during promotional events like Double 11 [4] Group 4: Product Preferences - The primary consumption categories include practical needs and self-indulgent purchases, with mobile devices and digital products being the top category, showing a 53.4% year-on-year increase in spending [5] - Beauty and personal care products also see significant sales, particularly during key promotional periods like National Day and Double 11 [5] Group 5: Content Ecosystem - The college demographic has established a complete engagement cycle of "watching-searching-creating," with a clear preference for entertainment content, leading to a strong "watch-and-buy" habit [6] - Content creation is closely aligned with user interests, particularly in gaming and entertainment, with TGI values exceeding 140 for popular content categories [6] Group 6: Marketing Strategies - Kuaishou proposes a "CAMPUS campus marketing strategy" that emphasizes content co-creation, encouraging brands to engage students through creative tasks and collaborative projects [7] - Successful case studies include a campus video competition that attracted over 100,000 participants and generated 3 billion views, showcasing the potential for brand engagement [7] Group 7: Interest-Based Operations - The strategy focuses on precise targeting of core interests such as gaming and beauty, with tailored campaigns designed to resonate with specific student demographics [8] - Brands are encouraged to leverage key consumption periods to optimize marketing strategies, such as collaborating with influencers during exam seasons to drive product awareness [8] Group 8: Long-Term Relationship Building - The article emphasizes the importance of building a "win-win partnership" with the college demographic, positioning students as co-creators and future brand advocates rather than mere targets [9] - This approach aims to foster long-term relationships that enhance brand loyalty and user engagement in the evolving Z generation consumer market [9]

Group 1: Core Insights - The report focuses on Kuaishou's 100 million+ college demographic (ages 18-24), analyzing user profiles, consumption patterns, content ecology, and marketing strategies to guide brand campus marketing [1][7][16] Group 2: User Profile - Kuaishou's college demographic is the second largest user group on the platform, with a stable monthly active user count exceeding 100 million in the first half of 2025, peaking during summer and Chinese New Year [1][23] - The user distribution shows a "new line surrounding high line" characteristic, with over 30% of users from provinces like Guangdong, Henan, Shandong, and Hebei [1][29] - Educational background indicates that TGI for associate and bachelor degree users exceeds 280 and 290 respectively, with peak activity during late night and early morning hours [31][32] Group 3: Consumption Patterns - The consumption power of the college demographic is steadily increasing, with an average of 14 million users placing orders monthly, and a 13.3% year-on-year increase in users making five or more purchases [2][40] - Key spending categories include mobile devices, digital products, and office supplies, with smartphone spending increasing by 53.4% year-on-year in the first half of 2025 [2][47][54] - The "self-care economy" is thriving, with beauty, women's clothing, and snacks showing significant consumption, particularly during peak seasons like the National Day and Double Eleven [2][57][61] Group 4: Content Ecology - The college demographic prefers entertainment content, with high search volumes for films, variety shows, and gaming-related topics, and a strong inclination towards live streaming for product sales and recommendations [2][3] - Content creation is robust, with users showing a growing trend in video posting, particularly in gaming and anime genres, indicating a high engagement level [33][34] Group 5: Marketing Strategies - The report proposes a "CAMPUS" strategy, emphasizing content co-creation, event scenarios, interest circles, and strategic timing to connect brands with the college demographic [3][8] - Brands are encouraged to view students as co-creation partners, leveraging their active participation in content production and social sharing to enhance brand visibility [8][9] Group 6: Long-term Brand Engagement - Engaging with the college demographic is crucial for building long-term brand affinity, as 42% of young people deepen their connection with brands that positively impact society or the environment [10][11] - Companies can utilize campus channels and KOLs to foster relationships and co-create value, enhancing their brand image among young consumers [12][13]

Core Insights - Kuaishou's platform has over 100 million monthly active users in the college demographic (ages 18-24), redefining campus marketing strategies through engaging and value-driven actions [1][7] - The college demographic serves as a significant social influence for brands, acting as "social spokespersons" and contributing to brand growth and reputation [8][9] - Early engagement with students can mitigate talent mismatch risks, as demonstrated by ASUS's "Shuoshi Student" program [10] Group 1: User Demographics - The college demographic is Kuaishou's second-largest user segment, with an average of over 100 million monthly users in the first half of 2025, peaking during summer and Chinese New Year [1][18] - The user base is predominantly composed of undergraduates and associate degree holders, with TGI scores exceeding 280 and 290 respectively [23][24] - The demographic shows high activity during late-night hours, with a TGI score over 220 during the early morning [25] Group 2: Consumption Patterns - An average of 14 million college users make purchases on Kuaishou monthly, with a consumption peak in the fourth quarter [2][31] - In the first five months of 2025, the number of users making five or more purchases increased by 13.3%, while brand product spending rose by 70% year-on-year [2][31] - Digital products are the largest expenditure category, with significant spending during key periods such as back-to-school and holiday seasons [32][36] Group 3: Content Ecosystem - The college demographic primarily engages with entertainment content, with high search volumes for movies, games, and variety shows [2][26] - Content creators in this demographic focus on gaming, food, and short dramas, aligning their creative interests with their search behaviors [2][26] - Kuaishou's CAMPUS strategy encourages student participation in content creation, fostering brand engagement through co-creation [2][31] Group 4: Marketing Strategies - Kuaishou's marketing strategy emphasizes content co-creation, event-driven marketing, and leveraging consumer interest during peak shopping periods [2][31] - The strategy aims to create a win-win situation for brands and college users by activating their interests and facilitating brand interactions [2][31] - Brands are encouraged to utilize campus events and student influencers to enhance their visibility and engagement within this demographic [2][31]