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

On October 26, the fifth online seminar of China-Brazil Strategic Dialogue on Economic Development was jointly held by the Institute of China Economic thought and practice of Tsinghua University (ACCEPT), the China-Brazil Entrepreneur Council (CEBC) and the Brazilian Center for International Relations (CEBRI). Zhu Guangyao, former vice minister of the Ministry of Finance, Zhang Xiaoqiang, former deputy director of the National Development and Reform Commission and executive vice chairman of the China Center for International Economic Exchange, Gao Wang, Brazilian ambassador to China, Li Daokui, dean of the Institute of Chinese Economic thought and practice of Tsinghua University, Ma Hongbin, senior vice president and head of international business of Kuaishou, and many other guests talked about China-Brazil economic development and cooperation with representatives of the industry and academic circles.

At the meeting, Ma Hongbin took Kuaishou as an example to deeply interpret the practice and prospect of digital economic cooperation between China and Pakistan. He said that there are broad prospects for digital economic cooperation between China and Brazil, and the transformation of industries in the digital economy will drive the take-off of the economy. at the same time, Kuaishou's overseas business will also "all in" Brazil. The total amount of actual investment in Brazil has exceeded 10 billion yuan in the past five years, hoping to contribute to the development of China-Brazil friendship and Brazil's digital economy.

Deeply ploughing the localized Kuaishou international business to strengthen the Brazilian market

As a global digital platform, Kuaishou's international business has accelerated in recent years, and overseas users, content, e-commerce and commercial ecology have continued to prosper, leveraging more than 100 billion US dollars in social and economic income around the world. Ma Hongbin said that the internationalization of Kuaishou focuses on fast-growing economies, and Brazil, as the largest overseas market, is a top priority.

Since it started operating in Brazil in 2017, Kuaishou Brazilian version of Kwai has nearly 60 million monthly active users, 50% of Kuaishou's overseas content comes from the Brazilian market, and 348000 Brazilian fan creators. Many outstanding creators have gained millions of fans on Kuaishou, including Mr. Lula, the president of Brazil.

At the same time, based on the insight into the content preferences of Brazilian users, Kuaishou deeply excavates the local culture and carries out localization content projects. Kwai not only cooperates with Brazilian Football Club Fortaleza and Brazilian Carnival to build a multi-content matrix such as sports and music, but also holds a conference of Brazilian creators in Sao Paulo to strengthen the connection with creators and users and expand the influence of Kuaishou in the Brazilian market.

"what we have been doing in the past two years is that we want to replicate our Chinese business to Brazil. Kuaishou's core strategy in Brazil is localization." Ma Hongbin pointed out that in this process, Kuaishou has not only established a local team in Brazil, but also conducted in-depth exchanges with local customers, advertising agencies and MCN institutions, and continued to strengthen exchanges and communication between Brazil and the Chinese team.

Drawing lessons from the experience of China, there is a huge space for the development of Brazil's digital economy.

In the context of globalization, Kuaishou, as an Internet enterprise connecting China and Pakistan, has become an important bridge for cultural exchanges and economic cooperation between the two countries. Ma Hongbin said that Kuaishou can enhance profound exchanges between China and Brazil in the three major areas of content industry industrialization, e-commerce and AI enabling traditional industries, and this is also where Kuaishou business has the most opportunities in Brazil in the future.

By comparing the data of the population, the number of Internet employees, the scale of the Internet advertising market, and the total volume of e-commerce commodity transactions between China and Brazil, Ma Hongbin believes that there are obvious differences in the development of the Internet market between China and Brazil. From the differences, we can see that there is a lot of room for growth in the Brazilian Internet market. The vigorous development of China's Internet economy in the past few years can provide Brazil with a lot of mature experience.

Further, short videos and live streaming, which have become engines of Internet economic growth in recent years, have great potential in Brazil. In Pakistan, Kwai ranks seventh with a market share of 4%, but in China, it ranks third with a market share of 11%, which means there are broad opportunities for Brazil's short video and live streaming market in the future.

Based on this, Ma Hongbin deeply interpreted the three development opportunities of short video and live broadcast in Brazil. In terms of content, Brazil has rich cultural content and strong consumer enthusiasm. However, in terms of MCN organization volume, content depth and commercialization, ecology, there is a large gap between Brazil and China in terms of content industry, and there is a huge space for further development.

In terms of e-commerce, Brazil can learn from China's experience, short video + live e-commerce is an important lever. The penetration rate of e-commerce is 31% in China in 2022 and 20% in Brazil, with plenty of room for improvement, while the size of e-commerce in Brazil is expected to grow from nearly $40 billion in 2021 to $65 billion in 2025. Ma Hongbin said that for Kuaishou, on the one hand, the market is attractive, on the other hand, Kuaishou's experience in China can provide important help for the development of the Brazilian market.

In terms of industry, relying on short videos and live broadcasts, China's recruitment, life services, real estate and other traditional industries continue to emerge new ecology, promoting social employment and economic development. This experience also applies to Brazil, where the "short video live broadcast + traditional industry" model provides Brazilian creators with new forms and channels of realization, so that they can earn a very considerable income.

Ma Hongbin stressed that Kuaishou firmly believes that there are broad prospects for digital economic cooperation between China and Pakistan, which has been fully proved by the practice in the past few years. At the same time, Kuaishou also firmly believes that the transformation of industries by the digital economy will drive economic take-off. In this context, Kuaishou overseas business will also spare no effort to "all in" Brazil, hoping to help the development of Brazil's digital economy.

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