The commercial value of Kwai is being seen by more and more brands and businesses

11 end of the month , The Kwai has released. 2021 year Q3 Quarterly results . There are several indications that , The business value of Kwai is being used by more and more users 、 brand 、 Found by merchants .

One 、 Well quickly Q3 results , user 、 Revenue double growth

Well quickly Q3 The financial report released a number of valuable data , But two of them have attracted much market attention , That is users and revenue .

According to Kwai Q3 Results show that , In the second quarter, the number of Kwai users grew strongly , Average daily active users of Kwai Fu apps 、 Average month Active users and the average daily use duration of each daily active user reached a new high . say concretely ,2021 Third quarter of 2007 , The average daily active users and the average monthly active users of the Kwai application reached respectively 3.204 And one hundred million 5.729 Billion , Year on year growth from 2021 In the second quarter of 11.9% And 6.7%, Accelerate to 17.9% And 19.5%.

There are two other data that deserve attention , One is the number of cross related users , One is the average usage time of daily living users . Results show that , Each daily active user of the Kwai app spends an average of more than 2021 It reached nearly... In the third quarter of 120 minute , Year-on-year growth 35.0%; By 2021 At the end of the third quarter of , The user log of the Kwai user application is accumulated. 140 More than 100 million pairs , Growth compared to the same period last year 59%. These two sets of data illustrate , The community attribute and user stickiness of Kwai have not been diluted by more users , Instead, it becomes more sticky .

Growing with users , And the revenue of Kwai . It showed a profit ,2021 The revenue of Kwai in the third quarter of 204.9 One hundred million yuan , Year-on-year growth 33.4%, rose 7.32%.

The total revenue of Kwai is from online marketing services 、 The live broadcast and other services consist of three parts . say concretely , Kwai's online marketing service revenue is from 2020 RMB in the same period of the year 62 Billion yuan increase 76.5% to 2021 RMB in the third quarter of 109 One hundred million yuan ,2021 In the third quarter of, the revenue of live broadcasting business was RMB 77 One hundred million yuan ,2020 The same period of the year is RMB 80 One hundred million yuan . Income from other services 2020 RMB in the same period of the year 12 Billion yuan increase 53.0% to 2021 RMB in the third quarter of 19 One hundred million yuan , Mainly driven by the growth of e-commerce business .

Affected by the third quarter financial report , The share price of Kwai rose the day after the financial report was released 7.44, a Q2 The market value rose when the financial report was released 1044 Million Hong Kong dollars .

In addition to the intuitive feedback from the market , A number of institutions have also released Kwai's performance outlook , Optimistic about its future performance . among , CICC 、 Both Huaxing capital and Credit Suisse predict that the revenue of Kwai in the third quarter will increase year-on-year 30% to 200 RMB 100 million ; Both Tianfeng securities and Nomura are expected to be 201 One hundred million yuan , rose 30.6%.

Two 、 Kwai user 、 Behind the double growth of revenue

Kwai user 、 Behind the double growth of revenue , It is inseparable from the user's full cycle management and rich content provided by the Kwai management team 、 Products and services .

This year, 6 month , Kwai has made a round of organizational structure adjustment , It mainly involves the growth sector , as well as A Station service .9 month , Kwai adjusted the structure again , And the production and transportation lines of the main station are defined , Established the organizational structure of the division , It replaces the previous functional structure .10 month , On the part of Kwai, the official Xuan Suhua resigned CEO, Cheng Yixiao takes over , The two founders adjusted the division of labor .

Two more and more extensive adjustments , Effectively transform Kwai's business from a functional based architecture to a division based architecture . Upgrading the organizational structure , So that Kwai can allocate and mobilize resources more effectively , So as to finally improve the overall organizational ability and efficiency .

Besides the organizational structure adjustment , Kwai is also deepening and expanding its content 、 Supply of products and services . Take the content supply as an example , Kwai continuously improves its supply and continues to create a unique content vertical benchmark , Committed to meeting the more diverse and changing needs of users . For example, Kwai skits and sports , The former has attracted more and more creators to create more high-quality short plays , Promote the continuous consumption of content , Improved user stickiness , The latter is through information 、 Real time event content and users Interactive combination , It has opened up a new path for sports content operation , It provides more interaction and time beyond the consumption of sports events . Financial data shows ,2021 Third quarter of 2007 , The cumulative viewing amount of a single part exceeds 1 More than 100 million short plays 850 Ministry , Active users of the short play days of the Kwai application achieve 2.3 Billion , The proportion in the total viewing volume and viewing time of platform video is increasing . At present , Kwai Tai sports cover more than 40 Sports content category , Provide content suitable for diversified consumption scenarios ,2021 Third quarter of 2007 , The total time spent by users on sports content has increased by more than... Compared with the same period last year 1.5 times .

Besides , Kwai is still trusted by users 、 Positive actions in e-commerce ecology , And launched a variety of measures to improve the user experience .

3、 ... and 、 The business value of Kwai is being recognized by more and more brands 、 Merchants see

When summarizing the rapid growth of online marketing services, Kwai said , Its online marketing growth is mainly due to its strong traffic growth , And its number of advertisers continues to grow , This is due to its continuous accumulation of more insights 、 Iterate the advertising platform to improve the advertising accuracy and the advertising experience of advertisers .

2021 year , Kwai has accelerated the construction of advertising platform and sales team , Improve the experience of advertisers in terms of original advertising content and materials . Besides , Kwai is also trying to improve the professionalism and service of the sales team . With the efforts of Kwai , Kwai's online marketing gains include FMCG 、 automobile 、 Online retailers 、 Beauty makeup 、 home Use electrical appliances 、 A number of well-known brands in sports apparel and other industries are launched .

Driven by e-commerce business , Kwai's revenue from other services increased year-on-year in the third quarter 53% Good result .2021 In the third quarter of, the total amount of e-commerce transactions reached RMB 1,758 One hundred million yuan , Same as Than growth 86.1%.2021 year 9 month , Our e-commerce repeat purchase rate has further improved 70% above .

Kwai store is the closed-loop model of our e-commerce business , Contribution rate to total e-commerce transactions from 2020 In the third quarter of 71.4% to 2021 In the same period of 90.0%.2021 Third quarter of 2007 , The proportion of the trading volume of Kwai goodies alliance in the total trading volume of e-commerce has also increased . Brand marketing , Kwai small store has made initial achievements in promoting brands , Especially in clothing 、 The consumer product 、 Electronic products, 、 Home appliance 、 Key industries such as jewelry and jade . With early success , Businesses have more confidence in the ability and potential of the Kwai platform , The number of brand merchants on the Kwai platform has further increased .

Kwai is summing up , The growth of e-commerce is due to its continuous improvement of platform infrastructure and service capacity , Including abundant commodity supply 、 expand –6– Service provider network , Strengthen platform governance and increase traffic exposure , Strengthened the trust e-commerce characteristic mode . It is these measures that continuously improve the e-commerce experience of Kwai , Expand its new growth potential .

From online marketing services to live broadcasting to e-commerce , From the anchor to the brand to the merchant , The business value of Kwai is being recognized by more and more brands 、 What the merchant sees .