The Internet of Things, live streaming, digital currency, artificial intelligence... In recent years, the popularity of the digital economy has continued to increase, and policy dividends have continued to be released.
In this process, "short video + live broadcast" has shown more and more vitality, and is gradually becoming a key engine supporting the development of the digital economy.
According to reports, Kuaishou, as a new digital economy platform, is deeply integrating with all aspects of production and life, giving full play to the social value and inclusive value of the platform.
In the face of the epidemic, the digital economy platform is duty-bound.
Su Hua, the co-founder, chairman and executive director of Kuaishou Technology, said: "We have launched an entrance for help in the epidemic, hoping to help users solve their living security problems in special times. At the same time, in order to help more enterprises, we will carry out production and In terms of business activities, we launched the e-commerce 'Warm Spring Plan 2022', the commercialized 'epidemic refund policy', and the activities of 'anti-epidemic and ploughing in spring, supported by technology' to help farmers."
On May 24, Kuaishou released its financial report for the first quarter of 2022.
The financial report shows that Kuaishou has exceeded expectations in many indicators. In the first quarter, DAU reached 346 million, a year-on-year increase of 17%, and MAU reached 598 million, a year-on-year increase of 15%. The community ecology continued to flourish.
Take action against the "epidemic" of old iron across the country
In recent years, the inclusive effect of digital platforms on China's industry, society and people's livelihood has been significantly reflected.
Through the linkage between online and offline, the digital economy platform can stabilize employment and protect people's livelihood in special times and under special circumstances.
Using artificial intelligence, blockchain, big data, cloud computing, artificial intelligence and other technical means, the platform data circulation model is applied to the front line of epidemic prevention and control.
For example, during the epidemic prevention and control period, e-commerce platforms represented by Alibaba and JD.com met the individual needs of current epidemic prevention and control around different scenarios.
On the other hand, short video platforms such as Douyin and Kuaishou, which have a large number of users, actively leverage their platform characteristics and take multiple measures to play an important role in ensuring and stabilizing the normal life of residents in various places by virtue of their model and traffic advantages.
During the epidemic this spring, Kuaishou opened an epidemic assistance portal to help fight the epidemic and solve users' living problems.
During the anti-epidemic period, those who need help can find the entrance for help in the epidemic situation in the station, fill in their name, contact information, help information and specific address in the help information collection form and submit it.
Every day, relevant staff of Kuaishou will collect and filter useful information, and link the media and relevant institutions to help.
In early April, Kuaishou quickly launched 15 provinces and cities for help, and collected nearly 1,000 pieces of information with clear contact information or clear appeals, and has helped more than 100 people solve problems such as shortages of medicines and food supplies.
In fact, the digital economy platform has special public attributes, and it can play a key role in realizing information sharing, strengthening the dissemination of positive energy, and relieving the emotions of the masses at critical moments.
In particular, the social nature of short video platforms maximizes the energy of long-link multilateral network effects in a vibrant and trusting community.
According to the financial report, as of the end of the first quarter, the number of pairs of users who followed each other on the Kuaishou app had reached 18.8 billion.
During this year's "May Day" holiday, many places advocated "do not go out unless necessary".
Kuaishou Live has actively launched a special live broadcast event of "Leaders at Home", and linked a number of leading companies and high-quality anchors to launch hundreds of live broadcasts.
In addition, Kuaishou Sports responded to the call of the "National Fitness Online Games" organized by the General Administration of Sports of the People's Republic of China, and launched the "Kaishou Sweat Gym" event on April 25, specially invited Ren Ziwei, Sui Wenjing, Han Cong, Chen Hongyi, Zhang Yufei and other 19 sports stars And more than 30 top fitness experts and professional fitness coaches have jointly launched free online private education classes for 35 consecutive days. As of May 9, the cumulative number of live broadcast views exceeded 570 million.
Multi-strategy linkage to help economic recovery
The infrastructure built by digital platforms supports inclusive development in many fields.
For example, traditional e-commerce platforms such as Taobao, JD.com, and Pinduoduo can penetrate into many remote places. The form of short video + live broadcast such as Kuaishou has enabled grassroots entrepreneurial innovation that was completely unimaginable in the past to be active in rural areas.
To fight the epidemic, we must not only protect people's livelihood, but also focus on the economy.
In addition to opening direct channels for help and building a platform for mutual assistance, Kuaishou also helps economic recovery through new forms of digital economy such as "live broadcast + e-commerce".
In order to reduce the impact of the new crown epidemic on Kuaishou merchants and help them operate better, a "Warm Spring Plan" to help economic recovery was officially launched by Kuaishou E-commerce.
Specifically, it includes five exclusive supports: traffic support, supply support, activity support, policy support, and product support.
In terms of traffic support, Kuaishou E-commerce has provided 1 billion e-commerce exclusive traffic to support merchants. It is reported that on average, tens of thousands of anchors enjoy platform traffic support every day.
In terms of activity support, Kuaishou E-commerce launched the "Really Good Things Festival" activity.
The plan has been praised by the merchants collectively, and it also shows the determination of Kuaishou E-commerce to take the responsibility of the platform and overcome the difficulties with the merchants.
In order to help merchants reduce operating costs to the greatest extent, Kuaishou E-commerce once again issued a merchant bonus policy during the epidemic.
Following the launch of a one-year platform promotion service fee reduction and exemption policy for promoters in 2021, it will continue to reduce or exempt the promotion service fee for the Express Distribution platform for promoters.
Data show that in the first quarter of 2022, the total amount of Kuaishou e-commerce transactions reached 175.1 billion yuan, a year-on-year increase of 47.7%.
The performance of the off-season is not weak, which once again proves the "timely" incentive policies of various merchants of Kuaishou e-commerce in the special period of the epidemic, and also shows the tenacious vitality and vitality of the platform.
In addition, with its unique product matrix and technical advantages, Kuaishou continued to optimize the experience of advertisers, and the number of advertisers on the platform increased by more than 60% year-on-year.
In May last year, the Kuaishou Magnetic Taurus product was officially released, providing customized marketing and promotion services for e-commerce customers.
On April 22 this year, the Kuaishou Magnetic Engine e-commerce marketing platform "Magnetic Taurus" released the "epidemic refund" compensation guarantee policy.
Kuaishou said that the introduction of this policy aims to protect the rights and interests of many e-commerce advertisers in the epidemic area and reduce the impact of the epidemic on platform e-commerce merchants.
Digital technology strongly helps agriculture and agriculture
As the primary productive force, technology does not add but multiply the traditional three elements of productivity, and the reforms it brings will be disruptive innovations.
In recent years, Kuaishou and other new media platforms have focused on the frontline of agriculture, rural areas and farmers. Through technological means and platform influence, rich content products have built a cloud-based "lecture hall" for spring ploughing, using short videos to help farmers for public welfare and rural revitalization.
In April of this year, the epidemic in Jilin Province affected the progress of the local summer crops and spring plowing, which has also become an important scene for the short video + live broadcast ecology to take advantage of.
In order to alleviate the impact of the epidemic on the local spring ploughing, Kuaishou and Jilin Academy of Agricultural Sciences jointly launched a series of live broadcast activities with the theme of "War Epidemic Protect Spring Ploughing, Technology Supported" with integrated media features.
During the live broadcast, experts from Jilin Academy of Agricultural Sciences shared with farmers and friends how to ensure the preparation of ploughing materials, technical guidance for spring ploughing, and the interpretation of policies to ensure the entry of agricultural materials into villages and households. Kuaishou anchors such as , Weather Link, Sannonggang, etc., have extensively carried out popularization training on agricultural and agricultural technology knowledge through short videos + live broadcasts, answering the practical problems of agricultural production that farmers are most concerned about, and starting the battle for summer grain defense.
The above are just a microcosm of the digital economy platform's ability to resume work and production and ensure people's livelihood.
Taking the opportunity of fighting the "epidemic" to continuously tap the potential of the digital economy, "cloud training", "cloud signing", "cloud recruitment", and "cloud exhibition and sales" have become popular.
In the first quarter, the number of monthly active users of the Kuaishou live recruiting platform "Kuijiagong" has exceeded 100 million.
The rapid growth of users and traffic has laid a solid foundation for the healthy development of the platform's live broadcast ecosystem.
In the context of the normalization of epidemic prevention, the rise of new kinetic energy in the digital economy has accelerated, not only escorting the epidemic, but also becoming a new economic growth point.
Su Hua has stated many times, "I hope to contribute to the country's fight against the epidemic and overcome the difficulties together." From assisting the resumption of work and production to promoting common prosperity, under the surging wave of digital development, digital economy platforms such as Kuaishou stick to their original aspirations. To feed back the society, not only focus on the speed of enterprise development, but also pursue the temperature of growth, and use innovative actions to demonstrate the resilience and potential of China's digital economy.