Kuaishou live streamers have increased by more than 100 times in a year
Looking back on 2023, a large number of high-quality anchors have poured into Kuaishou Live this year, and the growth rate is beyond imagination.
Recently, Kuaishou held the 2023 Kuaishou Live Partner Industry Conference, at which Kuaishou Live reviewed the achievements and gains of the year. Among them, Fu Chi, the person in charge of Kuaishou's live broadcast business, said that with the joint efforts of partnersIn the past year, the number of high-quality live streamers in Kuaishou Live has exceeded 100 times
Fu Chi, head of Kuaishou's live broadcast business Source: Kuaishou official WeChat.
Anchors are creators of live broadcast content, and a large number of high-quality anchors have emerged in Kuaishou, which will bring users more high-quality and rich live content, so as to continuously improve the platform's live broadcast ecology.
It is worth mentioning that in December, Kuaishou selected the top 100 Kuaishou anchors in 2023 based on the three dimensions of live broadcast's influence, expressiveness, and growth.
Fu Chi said that in the past year, Kuaishou Live has further enhanced the certainty of the long-term operation of the guild and anchors. In 2023The supply and scale of the Kuaishou Live Guild continues**From a year-on-year perspective, the number of cooperative guilds increased by 50%, the number of guild anchors increased by 44%, the number of guild anchors increased by 52%, the revenue scale of guilds increased by 43%, and the number of guild anchors with monthly income exceeding 10,000 increased by 32%.
This year, Kuaishou continued to explore the "live broadcast +" scenario, and continued to expand the live broadcast ecology through various attempts such as live recruitment, live blind date, live car sales, and live house sales. In the third quarter of 2023, Kuaishou's live broadcast business revenue accounted for 34% of the overall revenue7%, maintaining positive growth, it can be said that Kuaishou's live broadcast business continues to play steadily and delivers a good result.
Kuaishou income distribution Source: Kuaishou.
In terms of the future business strategy of the guild, Dai An, head of the Kuaishou live broadcast supply operation center, said: ".Barrage gameplay, multiplayer tracks, and high-quality contentIt is three directions worth focusing on. ”
Specifically, the barrage game is a new entertainment live broadcast game that is popular in the industry, and users can trigger different barrage effects in the live broadcast room through interactive methods such as liking, commenting, and giving gifts, so that users have a great sense of experience and participation. Nowadays, the interactive gameplay of barrage has exploded, attracting many guilds and manufacturers to enter the game.
This year, Kuaishou and Douyin have vigorously promoted barrage interactive gameplay, and at the beginning of the year, Douyin opened the live broadcast interface. In April, Kuaishou launched the barrage interactive gameplay and introduced a number of popular danmaku interactive gameplay products. In July, Kuaishou launched a new barrage interaction policy and continued to increase the weight.
At present, there is indeed a lot of room for development of "barrage interactive gameplay", which can help the live broadcast platform to attract traffic and enhance user stickiness.
On the multi-person track, Kuaishou said that it will give all-round refined operation support to the multi-person track from three aspects: content, traffic, and products, including: 100 million accurate paid traffic per day to escort growth;Professional operation team to provide all-round and accurate guidance;Rich product gameplay such as team battles, hall battles, and big operations empower revenue and efficiency.
In terms of high-quality content, Kuaishou will provide anchors with the highest rebate cash incentive policy in history, encourage the production of high-quality content, and introduce exclusive traffic such as guaranteed traffic and high-quality stock support traffic with high quality to help high-quality anchors grow.
The live streaming business is facing challenges
This year, Kuaishou Live has achieved good growth, but it is undeniableKuaishou's live streaming business still faces challenges
In November, Kuaishou released its results for the third quarter of 2023, of which the revenue from online marketing services was 146900 million yuan, a year-on-year increase of 267%, live broadcast revenue 97200 million yuan, a year-on-year increase of 86%, and other services (including e-commerce) revenue 35400 million yuan, a year-on-year increase of 366%。According to market analysts, although the live broadcast business is maintaining positive growth, this growth rate has slowed down compared with the past.
At the same time,Kuaishou's user growth is also slowing。In the third quarter of 2023, average daily active users increased by 64% up to 38.7 billion, with an average monthly active user increase of 9% year-on-year4% up to 68.5 billion. As the Internet enters the second half, Kuaishou is facing the challenge of peaking user and traffic growth, and in this context, how to achieve further growth in Kuaishou's live broadcast business is a major problem.
Kuaishou Live is also facingNo small amount of competitive pressure。On the other side, the Douyin live broadcast, some time ago, settled in several major anchors, which was quite lively and aroused widespread attention in the market.
On December 2, the head game anchor Zhang Daxian made his Douyin live broadcast debut, with more than 60 million people, the highest number of people more than 2 million, and more than 1.2 billion likes. Earlier, the former "Betta Brother" Xu Xu Baby also started its premiere on Douyin. According to the data, the total number of live broadcasts reached 60.11 million, and the average number of people was 17080 thousand. In addition, there are some anchors such as Douyu head talent Sky Li Xiaofeng and Leng Yanhua who have switched to Douyin. This year, Feng Timo also made his live broadcast debut on Douyin.
Zhang Daxian settled in Douyin Source: Zhang Daxian Weibo.
In the third quarter of 2023, Douyin had more than 700 million daily active users, while Kuaishou's average daily active users were 38.7 billion, the traffic is in**, the anchor will run to**, Douyin's huge traffic and user pool have attracted a large number of anchors, it can be seen that there is still a big gap between Kuaishou and Douyin.
In addition, the regulation of the live broadcast industry has become stricterIt puts forward higher requirements for the operation and management capabilities of Kuaishou Live。Last year, the Cyberspace Administration of China (CAC) launched a two-month special campaign to "clean up and rectify chaos in the field of live streaming and short-term broadcasting". In June this year, eight departments, including the Cyberspace Administration of China and the National Office for the Elimination of Pornography and Illegal Publications, jointly launched a six-month special rectification and standardized management action for the online live broadcast industry. It can be seen that the live broadcast industry is about to end the stage of barbaric growth and enter a more standardized stage.
Rectifying the chaos of online live broadcasting, especially emphasizing the main responsibility of compacting platforms. In May this year, Kuaishou issued the "Announcement on Carrying out Special Governance of Live Broadcast Chaos", saying that it would seriously rectify a series of problems such as vulgar soft pornography, vulgar PK, pornographic diversion, and vulgar interpretation in the live broadcast room.
In August, Kuaishou issued an announcement on further strengthening the governance of live broadcast PK content, and also took warnings, current restrictions, blocking, functional permissions, and banning live broadcasts for such vulgar and vulgar, shouting, insulting, and slandering live content. "Exploiting loopholes" such as changing numbers and using trumpets to carry out punishments will be punished more severely. On December 19, Kuaishou once again issued an announcement on the special action of "Qinglang and Rectification of Poor Orientation of Short Information Content".
Kuaishou rectifies the chaos of live broadcast Source: Kuaishou Blackboard News.
Judging from the trend, the rectification and supervision of the live broadcast industry will be more stringent, and Kuaishou must not take it lightly in the rectification of the live broadcast chaos.
Kuaishou bets on the e-commerce business
This year, Kuaishou has achieved sustained profitability and ushered in a major moment in the company's development. At the end of 2023, Kuaishou underwent major personnel and organizational structure adjustments.
In October, Kuaishou co-founder Su Hua resigned as chairman and was handed over to CEO Cheng Yixiao. At the beginning of December, Kuaishou released an internal email announcing a new round of organizational structure adjustments, involving multiple business lines such as main station, e-commerce, commercialization, and community science. At the same time as the organizational structure was adjusted, the heads of each business line also made extensive adjustments.
Kuaishou founder Cheng Yixiao Source: Screenshot of watermelon**.
With the intensification of market competition, Kuaishou took the initiative to change, and we can see that under the leadership of Cheng Yixiao, Kuaishou began to accelerate the adjustment of its strategy to continuously adapt to the changes in the market and user needs. Kuaishou started a large-scale organizational restructuring adjustment, but in any case,The e-commerce business is still the focus of Kuaishou。Cheng Yixiao once said that e-commerce business is one of the important engines of Kuaishou's future growth, and it is also the center of the entire Kuaishou business ecosystem.
From the perspective of Kuaishou's business structure, the live broadcast business is Kuaishou's second largest revenue**. This year, Kuaishou's profitability continued to improve, in large part due to the rapid growth of Kuaishou e-commerce. So, how is the development of Kuaishou e-commerce?
Judging from the financial report data, Kuaishou e-commerce has achieved rapid growth, and the total transaction volume of Kuaishou e-commerce in the third quarter increased by 30% year-on-year4%, reaching 290.2 billion yuan. In the Double 11 annual promotion, Kuaishou e-commerce has also achieved good results, and the battle report shows that the number of orders for Kuaishou Double 11 has increased by nearly 50%. Now, Kuaishou is making efforts to "2024 Kuaishou ** New Year's Festival".
Kuaishou e-commerce is developing rapidly, but opportunities and challenges coexist, and in the overall market environment, the development of Kuaishou e-commerce has a long way to go. The market competition is fierce, and compared with Douyin, there is still a gap between Kuaishou e-commerce. In addition, there are new players eyeing the fat of e-commerce and speeding up their entry, and for Kuaishou, the battle for e-commerce market share will never be easy.
Overall, in 2023, Kuaishou can be said to have made great progress. Now, Kuaishou has undergone large-scale personnel and organizational restructuring to welcome 2024 with a new look, and we will wait and see how Kuaishou performs at that time.
Author |Li Xiang.