今天分享的是：快手电商运营：2025年11月飞瓜快手直播电商月报 报告共计：31页 《2025年11月飞瓜快手直播电商月报》聚焦快手平台当月直播电商数据，统计周期为2025年11月1日至30日，数据经脱敏及指数化处理。11月快手电商在双 11大促推动下实现全域爆发，平台投入30亿补贴刺激消费，上旬迎来销售与推广双高峰，整体推广热度较10月提升1.52%。品类表现上，食品赛道增速亮 眼，宠物经济持续升温，水果、婴童用品需求渐长成为新增量。具体来看，坚果/炒货品类中坚果礼盒增长强劲，膨化食品以锅巴为核心驱动力，健康化与 风味创新激活消费；速食冻品热销，火锅丸料等类目高增长，锁鲜组合装受青睐；禽肉蛋品中鲜活蛋类领跑，绿色健康为核心卖点；保健食品领域增强免疫 赛道稳居核心，精准营养需求推动增长；婴幼儿营养品聚焦DHA藻油等精准补充成分，婴童用品中宝宝护肤带动行业增长，袋鼠妈妈等品牌通过品效双驱 引领风潮；学生平板品类强势增长，科大讯飞等品牌以IP联名和福利策略契合亲子需求。平台动态方面，快手推出兴农计划民生专项、宝藏小城活动等，推 动相关商品GMV高速增长，同时开启彩妆狂欢节、发布食品安全自律公约等规范市场。12月趋 ...

Core Insights - The report indicates that the Kuaishou e-commerce market remained stable in July 2025, with promotional heat increasing by 3.53% month-on-month, driven by campaigns like "Good Food at Affordable Prices" and "Cool Summer Goods" to support merchant growth [1][11][12]. Group 1: Sales Trends - High temperatures boosted the "summer economy," leading to significant sales increases in fresh produce, bags, and books, with electronic education products seeing a 112.7% increase in live broadcast sales [1][15][25]. - The sales of men's skincare products rose, with live broadcast sales of foundation products increasing by 17.8%, while T-zone care products also showed strong growth [1][18][21]. - The medical hair removal device category experienced a remarkable 224.13% increase in live broadcast sales, with Ulike leveraging its tenth anniversary and technological features for strong sales [1][30]. Group 2: Consumer Behavior - Young mothers emerged as the primary consumers in the diaper market, with brands like Jiaying and BBG leading, and the average transaction price increasing by 51.12% [1][31]. - In outdoor clothing, sunscreen clothing accounted for 45.38% of sales, with brands like Jiao Xia leading through targeted product promotion [1][33]. Group 3: Future Trends - The upcoming trends for August include increased demand for health supplements, beauty products, and electronic education due to seasonal events like the start of school and the Qixi Festival [1][11]. - Kuaishou plans to launch a "Super Fan Festival" and initiate the "Treasure City" program to expand its market presence in the northwest region, further supporting merchant growth [1][11].

Group 1 - The consumption market during the Dragon Boat Festival remains strong, with instant retail emerging as a significant highlight of holiday consumption [1] - Multiple platforms have increased subsidy efforts to further promote instant retail across various scenarios, leading to a surge in orders for multiple categories [1] - Data from SF Express shows significant year-on-year growth in various categories, including beverages, fast food, and maternal and child products during the holiday [1] Group 2 - JD Qixian reports a rise in short-distance travel demand during the Dragon Boat Festival, with consumers favoring "light travel" and using instant retail platforms for convenient purchases [2] - Taobao Flash Purchase data indicates a 220% increase in zongzi sales compared to the previous week, driven by the overlap of the holiday and the college entrance examination season [2] - The instant retail market is recognized for its vast growth potential, with a projected scale exceeding 1.7 trillion yuan by 2030 and a CAGR of approximately 20% over the next five years [2] Group 3 - New tea and coffee categories have become key focus areas for platform subsidies, with significant increases in order volumes for leading beverage brands during the holiday [3] - The competition among instant delivery platforms has intensified, with major players like Taobao, JD, and Meituan engaging in aggressive promotional activities [3] - Instant retail is becoming a new growth point in the retail industry, driven by its service model that meets consumer demands for timeliness and convenience [3]

Group 1 - The combination of the Dragon Boat Festival and Children's Day has significantly boosted both online consumption and offline travel, showcasing holiday vitality [2] - Young consumers, particularly those born after 1995 and 2000, have become the main force in online consumption during the holiday, with a notable increase in demand for ride-hailing services [2][5] - The "30-minute delivery" model has gained popularity among young shoppers, leading to a surge in sales of various products during the holiday [2] Group 2 - The e-commerce promotion during the holiday, particularly the "618" sales event, has led to a doubling of sales for various outdoor and sports-related products compared to the same period last year [3] - The sales of children's products have seen remarkable growth, with some categories experiencing increases of up to 700% compared to last year [3] - Over 800 brands and retailers reported significant sales increases during the "618" event, with many achieving double the sales compared to the previous year [3][4] Group 3 - The demand for ride-hailing services surged during the Dragon Boat Festival, particularly for events like the 2025 China Dragon Boat Race, which saw a tenfold increase in ride requests compared to last year [5] - The trend of visiting theme parks has also gained traction, with ride-hailing demand for these locations increasing by 65% compared to the pre-holiday period [6] - Traditional customs such as ancestor worship have also driven up ride-hailing demand, with significant increases noted in various regions [6]