Kuaishou Conference Call Summary Company Overview - **Company**: Kuaishou - **Industry**: Short-form video and online marketing - **Position**: 2nd largest player in the short-form video market in China, with a strong creator and user ecosystem driving content generation and monetization [1][10][11] Key Insights AI Transformation - Kuaishou is undergoing a holistic AI transformation aimed at enhancing content generation, recommendation, and advertising targeting, which is expected to improve platform engagement and monetization over time [1][4][9] - The AI recommendation model, OneRec, is projected to boost monetization and improve content-user matching, currently covering 25% of user traffic with plans to expand to 50-60% [4][50] Advertising Revenue - **Revenue Composition**: 57% of Kuaishou's revenue comes from online marketing, with internal and external advertising loops contributing equally [10] - **External Ads**: Expected to grow at 12% YoY in 2025, driven by increased usage, ad load, and eCPM growth [5][61] - **Internal Ads**: Anticipated to grow at 14% YoY in 2025, supported by GMV growth from livestreaming and shelf-based categories [6][76] User Engagement - Kuaishou's platform sees an average daily time spent of 127 minutes per user, with a user base of 714 million MAUs [11] - The platform is particularly strong in lower-tier cities, focusing on community building and user interaction rather than viral content [10] Livestreaming and E-commerce - Livestreaming is a significant growth driver, particularly for smaller ticket items like health and fitness products, with expected growth of 8% YoY [3][79] - Shelf-based GMV is projected to grow at 32% YoY, driven by categories such as household necessities and food [6][79] Financial Projections - **Target Price**: Kuaishou is rated as "Outperform" with a target price of HKD 100, reflecting a 47% upside potential [9] - **Adjusted EPS**: Expected to increase from RMB 4.02 in 2024 to RMB 4.89 in 2025, with an adjusted P/E ratio decreasing from 19.5x to 16.0x [7][9] Additional Insights - Kuaishou's advertising strategy is heavily focused on performance ads, which account for 80% of its platform, benefiting from a loyal user base and high purchase frequency in lower-tier markets [2][22] - The company has the lowest percentage of additional rebates among Chinese e-commerce platforms, which is expected to reduce further in 2H25 [3][35][91] - AI tools are being utilized to enhance ad targeting and content creation, with significant improvements in engagement and conversion rates noted [49][51] Conclusion Kuaishou is positioned for growth through its AI initiatives, strong user engagement, and a robust advertising model. The focus on community-driven content and e-commerce, particularly in lower-tier cities, presents a unique opportunity for sustained revenue growth in the competitive landscape of short-form video and online marketing.