观看红果短剧时，暂停画面后可直接搜索剧中同款服饰。 商报记者 孟佳俊 "刷短剧被女主穿搭种草，暂停就能秒搜同款下单！" 杭州女生小王在字节跳动红果短剧平台追剧时， 刚好遇到界面弹出的 "搜同款" 功能，当场完成服饰购买。这股 "边看边买" 的消费热潮背后，是 "短剧 + 电商" 构建的全新商业生态 。眼下，以情感共鸣为核心的即时消费新模式正加速成型，成为平台经济 打破增长瓶颈的新引擎。 记者打开红果APP，随机点播短剧《分手后，我娶了前任的老板》时发现，在视频暂停过程中，画面会 根据内容出现"搜同款衬衫""搜同款耳钉""搜同款背心"等购物标识。不过，该功能并非每次暂停都会触 发，且在现代题材剧集中，"搜同款"标识的出现频率明显高于古装剧。用户若有购买意向，点击链接即 可跳转至抖音APP完成支付。需要注意的是，部分展示的"同款"商品与剧中服饰的实际相似度仍有差 距。 短剧平台植入 "搜同款" 功能，其背后有着深刻的行业发展逻辑，是电商市场降温背景下的破局之举。 今年双 11，消费者的消费行为愈发理性，这也倒逼电商平台寻找新的流量入口与消费场景。而短剧市 场的高黏性与高增长特性，恰好为电商平台带来了全新机遇。《中 ...

Group 1 - The core viewpoint of the report is that Kuaishou's daily active users are projected to exceed 300 million by July 2024, with heavy user growth of 55.3% year-on-year and an average daily viewing time increase of 44% [1] - The number of paid users is expected to increase fourfold from January to December 2024, with a concentration of users in cities like Tianjin, Harbin, and Shijiazhuang [1] - The user demographic for Kuaishou short dramas is predominantly middle-aged men, with 51.8% of users being Kuaishou Xingmang short drama users and 59.5% being over 30 years old [3] Group 2 - Among in-app purchase (IAP) users, the male-to-female ratio is 62% to 38%, with 69.4% of users being under 40 years old; for in-app advertising (IAA) users, the ratio is 46.3% to 53.7%, with 54% being over 40 years old, indicating a trend towards older female users [5] - By February 2025, Kuaishou's short drama content consumption center has uploaded over 53,000 new dramas, with the number of IAP and IAA authors increasing 61 times year-on-year [8] - The report identifies eight mainstream themes for Kuaishou Xingmang short dramas in 2024, with urban themes seeing an 18 percentage point increase year-on-year, while romance themes decreased from 34.76% to 24.24%; fantasy themes experienced a significant growth of 325% [11]

Core Insights - Kuaishou reported a total revenue of 126.9 billion yuan for 2024, marking an 11.8% year-on-year growth, while adjusted net profit surged by 72.5% to 17.7 billion yuan [1] - The average monthly active users reached a record high of 710 million, with daily active users at 399 million, reflecting a 5.13% increase year-on-year [1] - However, the live streaming business, a significant revenue source, saw a decline of 5.1% to 37.1 billion yuan, indicating challenges in this segment [2][3] Revenue Growth and Challenges - The decline in live streaming revenue is attributed to stricter regulations targeting inappropriate content, which has impacted Kuaishou's content ecosystem [2] - The company is shifting its focus towards vertical and diversified content, such as game streaming and short drama collaborations, but this transition has temporarily affected revenue [2] - Advertising revenue growth slowed to 20.1% in 2024, down from 23% in 2023, indicating a deceleration in online marketing services [2][3] User Engagement and Competition - Despite achieving a record high in average monthly active users, the growth rate has slowed, contrasting with previous years' double-digit increases [3] - Kuaishou's user base is significantly smaller compared to Douyin, which had 978 million active users, highlighting competitive pressures in the market [3] New Growth Areas - Kuaishou is actively exploring new growth avenues, particularly in short dramas and international markets [4] - The short drama segment has seen substantial growth, with marketing expenditures for commercial short dramas increasing by over 300% year-on-year [5] - However, copyright issues have emerged as a potential risk, as highlighted by a warning from a short drama company regarding unauthorized content distribution [5] International Expansion and AI Integration - Kuaishou's international operations recorded a loss of 934 million yuan in 2024, despite claims of overall revenue growth and cost control [6] - The company faces challenges in brand recognition compared to competitors like TikTok, necessitating significant investment in market education [6] - AI technology is being integrated across various aspects of the platform to enhance user experience and operational efficiency, but competition in AI development remains intense [6]