Shulou(Shulou.com)11/24 Report--

On August 22, Kuaishou Technology released its results for the second quarter of 2023, with total revenue up 27.9% year-on-year to 27.74 billion yuan. It is worth mentioning that this quarter, Kuaishou also made a net profit of 1.48 billion yuan at the group level for the first time. This is another key breakthrough in profitability following Kuaishou's adjusted net profit in the first quarter, which is also due to the strong performance of businesses such as e-commerce that outperformed the industry in the second quarter.

Data show that the total volume of Kuaishou e-commerce transactions (GMV) increased by 38.9% in the second quarter compared with the same period last year to 265.5 billion yuan. On the one hand, it benefited from e-commerce promotion activities such as 618, and on the other hand, it also benefited from the combined efforts of supply, demand, infrastructure and other aspects.

This year, 618, Kuaishou e-commerce performance eye-catching, data show that during the June 1-June 18 promotion activities, Kuaishou e-commerce orders increased by nearly 40% compared with the same period last year, and the number of buyers increased by nearly 30% compared with the same period last year. GMV for branded goods increased by more than 200% year on year, orders for short video trailers increased by nearly 210% year on year, and search payment GMV increased by nearly 130% year on year.

Guangfa Securities analysts believe that Kuaishou is continuously expanding its market share in the e-commerce field through track advantages and tamping product capabilities, and the e-commerce business is gradually becoming more and more brand. at the same time, the trading ecology continues to thicken, under the trend of increasing the proportion of brand goods, the realization rate of Kuaishou e-commerce will also be further accelerated. In addition, Kuaishou is likely to further improve the shelf e-commerce ecological structure in the second half of 2023, which will also bring new GMV increments.

In the evening's performance conference call, Cheng Yichao, founder and CEO of Kuaishou Technology, also shared the latest progress of Kuaishou's pan-shelf business. According to reports, at present, the pan-shelf field of Kuaishou e-commerce includes different scenes such as recommendation, mall, search, shops and so on. Although the mall is still in the testing and starting stage, the GMV of Kuaishou pan-shelf in the second quarter still achieved high double-digit year-on-year growth.

Specifically, the search field, in the first half of this year, Kuaishou has been through the optimization of infrastructure enabling search. For example, on the entrance display page, strengthen the acceptance of search demand after viewing, and add more entrances. During the promotion period, it will enhance the exposure concentration of e-commerce related words, strengthen the search recall, at the same time, strengthen the intention identification of search goods, optimize the material display style, and improve the conversion efficiency of search. These actions also made Kuaishou search GMV grow by about 90% in the second quarter compared with the same period last year.

In terms of shops, as operators of online stores, the decoration of stores and the presentation of goods also have an important impact on the shopping experience of users. This quarter, Kuaishou has also been optimizing the user experience through special store trust and store decoration, often hanging product construction and other ways. In the third quarter, we will continue to optimize store infrastructure and flow mechanism, link various e-commerce channels, and better precipitate user demand.

In addition, the mall field also made good progress in the second quarter. By vigorously promoting the operator evaluation system, including store experience score, port score and commodity score, participants in Kuaishou ecology have further deepened their understanding of shops and goods in the second quarter. On the supply side, infrastructure work such as shop operation, optimization of commodity information, and perfect explanation and playback are also carried out in an orderly manner. we can see that since the beginning of this year, more and more businesses will choose pan-shelf as the main business field in the cold start phase. In the second half of the year, Kuaishou will gradually promote the grayscale test at the first-level entrance of the mall.

"in the long run, combined with the live content field, we will focus on the mental acceptance of strong shopping such as repurchase in shopping malls and other pan-shelf fields, strengthen the operation of key goods, and make shelves become a new growth point for the global operation of Kuaishou e-commerce." Cheng Yi said with a smile.

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