I believe that many of our friends did not expect that Jay Chou would choose Kuaishou to open the first Chinese social media account and start a series of interactions such as live streaming.(ps:Kuaishou is “快手“in Chinese language,but is Kwai short video in western countries.)
Looking back carefully, it is not difficult to find that since the beginning of this year, Kuaishou has made a lot of “quality” marketing attempts, and it has gradually got rid of the previous label of “tu wei”.
Changes in the data level can better reflect the transformation of Kuaishou. Domatters has collected and sorted out the relevant data of Kuaishou in recent years based on Internet information and found that Kuaishou is no longer the “earth-flavored community”, but that it has a more diverse community culture and brings more marketing opportunities to the brand.
About the overall overview of China’s Kuaishou short video platform
1. In May 2018, Kuaishou’s daily activity exceeded 100 million. At the end of 2018, Kuaishou’s daily activity exceeded 160 million. In June 2019, Kuaishou’s daily activity exceeded 200 million. At the beginning of 2020, Kuaishou’s daily activity exceeded 300 million.
2. In 2018, the number of video creators in Kuaishou was 190 million, which increased to 250 million in 2019. From the second half of 2019 to the first half of 2020, the number of creators increased to 300 million.
3. According to data from Kuaishou in 2020, the proportion of users in China’s first- and second-tier cities has reached 45% (15% in first-tier cities and 30% in second-tier cities). The proportion of users in third-tier cities is 24%, and 31% in fourth-tier cities and below.
4. In 2019, Kuaishou’s annual keyword is “老铁666“（which is “Laotie666” in English. Interestingly, the annual keywords include “国庆阅兵”（”National Day Parade”）、“我和我的祖国” （”My Motherland and Me”）、“奥利给”（”Oli gei”）、“直播问政” (“Live Politics”)、“我太难了”(“I am too difficult”)、“记得双击么么哒”( “Remember to double click”)、“直播带货”(” Live delivery”) and so on,
5. The post-90s users on the Kuaishou platform, that is, the current proportion of users under the age of 30 has reached more than 70%, and more than 3/4 of the users are post-85s. The proportion of post-00s is significantly higher than those on Douyin and Taobao.
6. The favorite provinces for shooting videos in China are Hebei, Guangdong, Shandong, Yunnan and Liaoning. The most favorite provinces to watch videos are Guangdong, Hebei, Henan, Jiangsu and Shandong. The most active cities are Harbin, Linyi, Changchun, Chongqing and Shenyang.
Data on the behavioral preferences of Chinese users
7. According to the latest data in 2020, users in China’s first-tier cities prefer to watch tourism content, users in second-tier cities like to watch skill-based content, users in third-tier cities prefer to watch two-dimensional content, and users in China’s fourth-tier cities like See dance content.
8. In the 2019 data of Kuaishou, 70% of users who were born after 2000 liked two-dimensional content. 84% of Gen Z creators are two-dimensional creators. 69% of Gen Z audiences are audiences of two-dimensional content.
9.Quadratic element in Kuaishou has more than 50 million daily activities. The users who love quadratic element in northern China prefer hand-painted videos, while the users who love quadratic element in southern China prefer animation videos.10. Users in first-tier cities like to shoot sports content, users in second-tier cities like to shoot young ladies, users in third-tier cities like to shoot food, and users in fourth-tier cities like to shoot young brothers.
11. People born in the 70s in China secretly search for “baby in one second”. The post-80s generation loves to search for food tutorials. The post-90s generation will often search for anti-balding issues. The post-00 generation loves to search for a three-piece set on the Internet, that is, an avatar, a signature, and a background image.
12. In 2019, Kuaishou users like to search for “Ghost Dance Teaching”, “How to Quickly Write Homework”, and “Manual Tutorials”. During the epidemic, users searched most for “Wuhan”, “New Year”, and “Food”.
In 2018, Kuaishou users preferred pasta and hot pot in terms of food content. In 2019, they like cakes, lobster and barbecue. In the first half of 2020, it has become homemade cold skin, milk tea and hot dried noodles.
13. Users in Jiangsu Province pay attention to octopus 1,000 times the national average. One out of every five midnight snack videos in Northeast China is eating barbecue. There are more than 18,000 dumpling videos every day in Shandong Province. Users all over China love crayfish.
14. From the perspective of video preferences, users in Hunan, Chongqing, and Jiangxi love spicy food, while Guangdong, Hainan, and Fujian do not like spicy food. Yunnan, Ningxia, and Sichuan love mustard, while Guangdong, Jilin, and Henan do not. Liaoning, Guangxi, and Hainan love durians, while Guizhou, Chongqing, and Fujian do not love durians.
15. People born in the 1980s love to post food videos, accounting for 41%. The post-90s and post-00s generations’ preference for short food videos is also rapidly increasing, accounting for 44% of the total. People born in the 60s and 70s are not too interested in short food videos.
16. Kuaishou has a penetration rate of over 50% in makeup and hair, including 59% in makeup, 57% in hairdressing, and 34% in skin care.
17. In beauty videos, male bloggers are increasing, accounting for 42%. Among fashion creators, the proportion of creators over 40years old and creators under 24 years old is similar.
Among Kuaishou beauty users, 36% are people under 24 years old, and 53% are people from third-tier cities and below. On the whole, the TOP3 beauty brands most loved by Chinese Kuaishou users are Perfect Diary, L’Oreal, and Magic.
18.The favorite sports of Kuaishou users are basketball (33%) and billiards (22%). What is interesting is that users do not like to watch football (2%) and table tennis (2%) videos. The most interactive sports content is Shuttlecock moves and skipping rope.
19. When Jay Chou entered Kuaishou for 70 hours, the number of fans exceeded 10 million. As of the end of June, the number of fans exceeded 21 million. His works have been played more than 600 million. In addition to “Mojito”, the top 3 favorite Jay Chou songs of users are “Daoxiang”, “Simple Love” and “Sunny Day”.
20. Users in Sichuan, Guizhou, and Beijing prefer to watch square dance videos. In terms of age, users born in the 70s jumped the most, users born in the 80s watched the most, and users born in the 90s liked the most.
21. The average age of square dance KOLs is 39 years old, and male square dance KOLs account for 46%. Interestingly, the average age of square dance content fans is only 26 years old, and male square dance fans account for 65%.
22. In the content of the Kuaishou sitcom, both the head KOL and the waist KOL love to shoot girlfriends and brotherhood. The head loves to take photos of teachers, childhood and New Year more than the waist. The waist is more likely to take pictures of mother-in-law, husband and wife.
Data on Kuaishou’s multiple vertical content preferences
23. The most popular types of live streaming in China’s WiFi environment are parenting, weddings, and cross talk. The types that users use the most traffic to watch live broadcasts are guitar, sports, and driving test teaching.
24. The TOP3 car brands that have received the most attention in Kuaishou are FAW-Volkswagen, FAW-Hongqi, and JAC.
25. In Kuaishou, the top 5 popular self-driving tourist attractions in the country are Hangzhou West Lake, Mount Tai, Shenzhen Dameisha, Phoenix Ancient City, and Hangzhou Qiandao Lake.
26. The favorite seafood TOP3 in first- and second-tier cities in Kuaishou are salmon, freshwater fish, and pangasius. The top 3 favorite seafood in third-tier cities and below are dried squid, kelp, and frozen octopus.
27. The top 5 local specialty products in Kuaishou in terms of transaction volume are the big head scallop from Lianyungang, Jiangsu, Tieguanyin from Anxi, Quanzhou, Fujian, Great cold noodles from Harbin, Heilongjiang, Ginseng wine from Siping, Jilin, and Nanguo Liquor from Siping, Jilin.
28. Tongerbao in Liaoning, Yugouliang Village in Hebei, Beiguan Town in Shangqiu, Gaibao Village in Guizhou, Hengdian in Zhejiang Province, and Beixiazhu Village in Kuaishou are typical “quick villages”.
29. In knowledge videos, Xinjiang users prefer chicken soup inspirational videos. Users in Guangdong prefer to teach and recommend electronic products. Users in Yunnan prefer tea-tasting teaching and gender emotions. Users in Shanghai prefer dance teaching. Users in Hubei prefer game guides. Users in Fujian prefer comprehensive evaluation. Users in Ningxia prefer emotions and life coups. Users in Beijing and Chongqing prefer gourmet discovery shops.
30. The most popular content in knowledge videos is parenting knowledge and legal knowledge. According to the likes ratio, the most recognized content is language teaching, workplace knowledge, and medical health. Kuaishou users watch knowledge content for an average of 15 minutes a day, 69% of users are willing to pay for knowledge, 31% of families enroll their children in early education/interest classes, and 49% of early education/interest class users spend more than 10,000 yuan per year.
31. The users who follow Hanfu in Kuaishou are mainly female users aged 18-23, who contribute nearly 50% of Hanfu consumption.
32. Among the users of jade wares, the TOP3 products that have received the most attention are bracelets, jewellery, jade, and sculptures. Over 70% of fast-handed Tibetan friends spent a lot of money on the collection. Users in Beijing love to watch Wenwan, and users in Xinjiang love to watch jade.
33. From the perspective of pet-related video content, Kuaishou pigeons are even more popular than cats. The top 3 pets in Kuaishou are dogs, pigeons, and cats. The proportion of males in the dove-posting videos is as high as 89%, and the proportion of females in the cat-posting videos is as high as 68%.
34. In the humanities and arts content, people born in the 60s like traditional Chinese painting, and users born in the 70s and lower-tier cities like crafting. Users born in the 80s and third-tier cities like Wenwan, and users born in the 90s and second-tier cities like folk arts. Users in the post-2000 generation and first-tier cities like calligraphy.
35. Among the opera content, people born after 2000 like to shoot Huangmei Opera the most, those born in the 90s like to shoot Peking Opera, those born in the 80s like to shoot Henan Opera, those born in the 70s like to shoot Hebei Bangzi, and those born in 60 like to shoot Pingju.
36. There are 170 million daily active users of Kuaishou Live, and the top 3 provinces with the most anchors are Hebei, Guangdong, and Liaoning. The top 3 provinces with the largest number of live streaming viewers in Kuaishou are Guangdong, Hebei, and Shandong.
37. In the live streaming business, in addition to bringing goods, the content of daily life display and small chat interaction is also popular. Female users prefer to watch live streaming of daily life display and talent display, while male users prefer to watch popular science teaching live streaming and game live streaming.
38. According to research findings by Domatters, the average daily live streaming increases with age. After the age of 30, the average daily live streaming time for women is significantly higher than that for men. The gender ratio of 20-39 year-old anchors is about 1:1.
38. The total number of male live viewers of all age groups is higher than that of female viewers. Among the live viewers over the age of 50, men are twice as many as women.
39. On the Kuaishou live streaming, the anchors born in the 60s received the most likes per capita per day, those born in the 70s received the most comments per capita, the post 80s received the most rewards per capita per day, and the anchors born in the 90s generally liked and commented the most.
40. The TOP3 on the live content of Kuaishou is for his own business, singing and opera. Teachers love live sports. Wholesale retailers have the longest live streaming time and the highest popularity. The chef loves to watch singing, opera and painting. Welder/construction practitioners love to watch calligraphy.
41. In the live PK game, the number of rewards increased over time, and the number of rewards in the last minute reached its peak. “Stealing towers” is a common behavior in PK games.
42. Almost all provinces give the most live streaming to fellow villagers. Gansu viewers have the most rewards in the same city (65%), Beijing audiences have the least rewards in the same city (16%), and users in Beijing, Shanghai, and Zhejiang have the highest rewards per capita + per capita rewards.
43. In game live streaming, male anchors accounted for 85%, post-90s anchors accounted for 88%, and male audiences aged 17-40 accounted for 90%.
Related data about Kuaishou live streaming
44. Having 300,000 fans is the threshold for Kuaishou KOL to survive, while having 3 million fans is the most difficult threshold for KOL development. The number of KOLs with 1 million to 3 million fans is 7.05 times the number of KOLs with 3 million to 5 million fans. The advertising offer rate for KOLs with fans of 3 million to 5 million is nearly twice that of KOLs with fans of 1 million to 3 million.
45. Creators with less than 300,000 fans are often formed due to a certain hot content, but usually cannot continue to create high-quality content and gradually lose followers. The annual growth rate of fans of Kuaishou KOL accounts with 3-5 million fans and 5-10 million fans is the fastest. “Content” and “live streaminging” are the most common ways to increase followers, and it can also increase followers through sharing, comments and other means.
46. Nearly one third (29%) of the anchors of Kuaishou bring goods are KOLs with 1 to 3 million fans. The most frequent distribution of live streaming is 3-5 times a week (32.6%). The TOP3 of the goods category are beauty and personal care (30.45%), food and beverage (19.73%), and clothing and luggage (15.78%).
47. Among the live shopping users of Kuaishou, 47% are under 24 years old and 27% are 25-30 years old. Users in Hebei, Guangdong, and Henan prefer to buy and buy in the Kuaishou live streaming room.
48. The price distribution of merchandise sales in the Kuaishou live streaming room is that goods with 30-50 yuan accounted for the most (35.93%), followed by goods below 30 yuan (27.39%), and goods with 50-80 yuan (25.63%) .
49. In the consumer category of fast-handed users, custom home improvement averages 80,000 yuan/order, food 45 yuan/order, used cars 148,000 yuan/order, electronic products 8,999 yuan/order, pets 1,500 yuan/order, training 25,800 yuan/order .
50. In the Kuaishou live streaming, the hot-selling goods with a price of less than 1,000 yuan are signature pens. The best-selling product with a price of 1,000-5,000 yuan is the gold brave bracelet. The best-selling product with a price of 5000-10000 yuan is iphone11Pro256G. The best-selling product with a price over 10,000 yuan is LV ladies handbags.
51. Among Kuaishou live streaming, Chinese rural users like to buy 3C products, shoes and outdoor sports from cities. Urban users like to buy fruits, flowers, and agricultural products from the countryside.
52. Among Kuaishou live streaming, the highest-selling fruits are apples, strawberries, cherries, mangoes, oranges and starfruits. The highest-selling flowers are orchids, roses, gypsophila, rose, forget-me-not, and jasmine.
53. From the perspective of KOL marketing, KOC with less than 100,000 fans is suitable for word-of-mouth fission. The tail KOL with 100,000-1 million followers is suitable for conversion with goods. The waist vertical KOL with 1 to 3 million fans is suitable for deep planting. Shoulder KOLs with 3-10 million fans are suitable for detonating topics. KOLs with more than 10 million fans are suitable for creating topics.
