【#快手本地生活事业部更名# 为生活服务事业部，#笑古卸任负责人# 】 公告还显示，原商业化事业部下内循环产品、运营、销售等相关行业团队，则调整到电商事业部。本次 调整后，商业化事业部将为平台做好广告中台能力的支撑，同时聚焦发展内容消费、综合平台、品牌营 销、聚星、快手联盟等业务。 快手方面表示，此次调整是为了让业务目标更明确，业务策略更一致，资源投入更聚焦，业务组织协同 更敏捷，从而进一步提升公司商业体系的组织效率和商业变现效率。 公开资料显示，刘逍2020年加入快手，前后担任内容运营中心、房产和招聘业务中心、商业化外循环和 基础产品部、快手内容消费和线索广告产品部、快手联盟产品部多个业务负责人。 快手CEO程一笑通过署名的全员邮件向员工宣布了笑古卸任的消息，并表示对其所做出的贡献表示感 谢。 新京报贝壳财经讯（记者韦英姿）9月30日，快手发布公告，决定对现有商业体系相关组织进行迭代升 级，对原商业化、本地、电商团队的相关业务进行重构。本次调整中，本地生活事业部正式更名为生活 服务事业部。本地生活业务将与线索广告业务整合，原商业化事业部下线索广告相关的行业团队、产品 团队及相关中台团队调整至生活服务事业部下 ...

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]