Recently, Kuaishou E-commerce successfully hosted two overseas investment promotion conferences in Australia and New Zealand. The conferences mainly targeted overseas e-commerce businesses and influencers, focusing on the overall development trends of cross-border e-commerce and interpreting Kuaishou E-commerce's various support strategies for different scenarios and stages. At the investment promotion conference in Australia, representatives from the New South Wales government, including Damian Meduri, as well as Liu Zhen, Vice President of Kuaishou Technology, and Chen Yashi, Senior E-commerce Operations Manager of Kuaishou E-commerce's cross-border industry, attended and delivered speeches. They interacted and exchanged ideas with over 50 on-site businesses specializing in health products, food, cosmetics, and more.
Representative Damian Meduri of the New South Wales Government in Australia stated, "The rapid growth of cross-border e-commerce has injected new vitality into the economic development of New South Wales, Australia. The NSW Government welcomes Kuaishou's hosting of a special investment promotion event and looks forward to achieving more substantive cooperation with Kuaishou in cross-border e-commerce, jointly exploring new areas of economic and trade cooperation between Australia and China, and contributing to the promotion of trade between Australia and China."
Kuaishou Technology Vice President Liu Zhen stated: "Kuaishou E-commerce continues to strengthen its cross-border business. Currently, cross-border e-commerce traceability covers various regions and domains including domestic bonded warehouses, Asia, Europe, and Australia. Australia is an important source of goods for Kuaishou E-commerce, and we attach great importance to cooperation in cross-border e-commerce with Australian merchants, brands, and influencers. Recently, Sino-Australian relations have continued to improve, which has also increased our confidence and motivation to further develop the Australian market. Seizing the opportunity of this investment promotion conference, Kuaishou E-commerce will comprehensively support brand merchants' rapid growth through various traffic support and subsidy policies." It is reported that Kuaishou E-commerce will launch the 2024 Premium New Business Cold Start Traffic Support Plan, with a planned investment of tens of billions of traffic throughout the year.
During the investment promotion conference in New Zealand, Cindy, a prominent e-commerce influencer on Kwai, showcased the daily work routine of domestic e-commerce influencers through a video presentation to the attending representatives. Representatives from the New Zealand Trade and Enterprise as well as local businesses showed keen interest in topics such as how businesses new to content e-commerce can initiate live streaming sales, how to collaborate with Kwai influencers, etc., and they eagerly posed questions. In response, the head of e-commerce patiently provided explanations.
Furthermore, representatives from dairy, children's healthcare, and food companies also inquired about the sales performance of various product categories on Kwai and the demand from users for related products.
At the scene of the conference, Kwai's e-commerce division also launched the Kwai Cross-border Health Tracing Plan tailored for influencer operations. Chen Yashi stated, "In terms of influencer assessment, the primary reference will be the contribution to cross-border health product distribution GMV. Influencers who achieve basic targets will receive traffic support to assist them in better exploring new scenarios."
Under the backdrop of a thriving e-commerce ecosystem, Kuaishou's cross-border e-commerce continues to unleash new growth. Data shows that in the second half of 2023, Kuaishou's cross-border platform onboarded over 190 industry merchants, with a 160% year-on-year increase in daily order volume and a 45% increase in daily ARPU compared to the previous year. Additionally, the cross-border shelf of Kuaishou experienced rapid development, with daily GMV for major brands increasing by 748% compared to the first half of the year.
Leveraging the Kuaishou e-commerce platform, numerous overseas influencers have achieved stable growth. For example, anchor @WestAustraliaMickeyLive achieved a transaction amount of 1.3195 million, anchor @Coco's single-session transaction amount reached 13.426 million in a cross-border special session in the Netherlands, and anchor @MixedBloodPuddingMom's cross-border special session achieved a single-session transaction amount exceeding 8 million.
To further enhance trust between influencers and fans and bring more overseas products to the platform users, Kuaishou e-commerce hosted several cross-border traceability special events spanning across various regions globally, including Asia, Europe, and Australia and New Zealand. Among them, Kuaishou influencer @PrettyAtTheTime's cross-border traceability special event achieved a GMV exceeding 22 million, and @QiuqiuAustralia's traceability special event GMV exceeded 8.75 million.
For newly onboarded cross-border merchants and influencers on Kuaishou, the e-commerce platform will provide comprehensive support policies covering multiple scenarios and stages. Overseas merchant influencers can not only enjoy policies related to major brands but also benefit from traffic rewards, magnetic cow rewards, shelf commission-free rights, return shipping fee subsidies, logistics guarantees, and operational experience diagnosis.
In addition to providing 400 billion-level traffic support to new merchants, during the cold start period, individual new merchants can receive up to tens of millions of platform traffic support. Premium new merchants can enjoy cold start support within 120 days after their first business activity. The support plan also provides targeted support for three different stages: initial broadcast period, start-up period, and cold start period, with individual merchants receiving up to millions or even tens of millions of traffic support per day.
Regarding magnetic cow rewards, Kuaishou e-commerce will provide subsidies to merchants with outstanding sales in the 90 days following their first sale. The subsidy amount varies depending on the sales level achieved by the merchant influencer, with a maximum subsidy of 1 million for merchants reaching tens of millions in sales.
To minimize the costs for new merchants, Kuaishou e-commerce has proposed that new merchants who joined after December 1, 2023 (inclusive) and meet the commission-free conditions will enjoy shelf commission-free benefits during the promotion period. Regarding buyer returns, Kuaishou e-commerce will subsidize shipping fees, allowing users to choose between two subsidy schemes. During platform promotions, Kuaishou e-commerce also provides logistics guarantee benefits, allowing merchants to enjoy price promises, compensation guarantees, and exclusive customer service, among other benefits.
To help new merchants smoothly start their businesses, Kuaishou e-commerce will provide operational experience diagnosis benefits, interpreting the sub-indexes of merchant shops and providing targeted solutions to improve the operational data of merchant shops.
Starting from overseas investment conferences, Kuaishou e-commerce will work with more overseas merchant influencers in the future to broaden their business paths, improve business efficiency, facilitate the rapid growth of merchants and influencers, and achieve win-win cooperation between the platform and merchants.
