Core Points - Kuaishou has announced a restructuring of its business organization, renaming the local life division to the life services division, and integrating local life business with lead advertising business [1][2] - Liu Xiao has been appointed as the head of the life services division, reporting to senior vice president Wang Jianwei, while Xiao Gu will transition to a business consultant role [1][2] Summary by Sections Business Restructuring - The restructuring aims to clarify business objectives, unify business strategies, focus resource allocation, and enhance organizational efficiency and commercial monetization efficiency [2] - The original commercial division's internal circulation product, operations, and sales teams will be moved to the e-commerce division [1] Leadership Changes - Liu Xiao, who joined Kuaishou in 2020, has held various leadership roles and will now lead the life services division [1] - CEO Cheng Yixiao communicated the leadership change to employees, expressing gratitude for Xiao Gu's contributions [2]

Core Viewpoint - Kuaishou announced an organizational restructuring to enhance its commercial system efficiency and better serve long-term business partners, focusing on e-commerce, life services, and commercialization [1][2] Group 1: Organizational Changes - Kuaishou is restructuring its existing commercial system, merging local life services with lead advertising teams to create a more integrated service experience for merchants [1][2] - The local life division has been renamed to the life services division, with Liu Xiao appointed as the new head, reporting to senior vice president Wang Jianwei [1][2] Group 2: Business Integration - The internal circulation product, operations, and sales teams from the former commercialization division will be moved to the e-commerce division, aiming to build a closed-loop capability of "traffic-transaction-advertising conversion-merchant service" [2] - The commercialization division will focus on supporting advertising capabilities and developing content consumption, comprehensive platforms, brand marketing, and Kuaishou Alliance [2] Group 3: Leadership Changes - Xiaogu will no longer lead the local life division and will transition to a business consultant role, with the company expressing gratitude for his contributions [2] - CEO Cheng Yixiao acknowledged Xiaogu's significant impact on building the e-commerce team and local life division, highlighting the growth in GMV and user scale during his tenure [2]

Core Insights - The report highlights a dual trend in mobile app advertising monetization for H1 2025, characterized by both "scale expansion and quality upgrade" [1] - The global advertising market is growing, with emerging markets driving new user growth and mature markets focusing on maximizing existing user value [2][3] Global Advertising Monetization Trends - Mature markets remain the primary battleground for ad monetization, but growth is stabilizing, while emerging markets are becoming new growth engines due to user influx and increased advertiser investment [2] - Different regions exhibit distinct advertising monetization patterns, with content-rich apps showing stronger monetization potential compared to tool and hardware apps [2] - The top five global mobile app advertising platforms for H1 2025 show a diverse ecosystem, with Google AdMob dominating iOS and Pangle gaining significant traction on Android [6] Domestic Advertising Monetization Trends - In China, the growth of mobile internet users is slowing, leading to a focus on deepening user value amidst intense competition [3] - The average monthly usage time for users in China reached 175.8 hours in H1 2025, reflecting a 6.2% year-on-year increase, indicating rising user engagement [3] - The advertising landscape in China is stable, with ByteDance's Pangle and Tencent's advertising alliance leading the market [29] Key Trends in Global Advertising Monetization - Trend 1: Non-gaming apps are increasingly adopting a hybrid monetization model combining ads and in-app purchases, enhancing user engagement and revenue [7][9] - Trend 2: Local advertising platforms are rising, effectively capturing regional traffic and complementing global giants [10][12] - Trend 3: Privacy regulations are shifting ad targeting towards user preferences and content relevance, enhancing user experience [17][18] - Trend 4: AI is driving operational efficiency in ad monetization, optimizing ad placement and frequency [19][21] - Trend 5: Emerging markets are experiencing rapid growth, necessitating localized advertising strategies to cater to unique user preferences [22][23] Key Trends in Domestic Advertising Monetization - Trend 1: Advertisers are focusing on high-quality users due to budget constraints, emphasizing user retention and monetization potential [30][31] - Trend 2: Different app categories are adopting tailored advertising styles, leading to significant revenue disparities [32][34] - Trend 3: IoT applications are increasingly integrating ad monetization, creating new revenue streams [35][36] - Trend 4: The advertising platform landscape in China is stabilizing, with a mix of major players dominating the market [37][39] - Trend 5: Chinese developers are increasingly looking to expand globally, adapting their strategies to local markets [40][42]