Read More《即时零售打得热闹，直播电商已开启备战双11》
Positive Reviews: Linkage between Public and Private Domains and Synergy between Short Videos and Live Streams – Kuaishou E-commerce Infuses Definite Growth Momentum into Double 11 Merchants
On the eve of Double 11 in 2025, when instant retail and traditional e-commerce are in fierce competition, Kuaishou E-commerce has provided merchants with a full – chain business solution of “acquiring customers from the public domain to precipitating them in the private domain, from content promotion to transaction conversion” by upgrading the linkage model between public and private domains, strengthening the synergy mechanism between short videos and live streams (short videos + live streams), and launching over 10 billion in traffic subsidies and special support policies. This strategy not only addresses merchants’ core demand for “definite growth” in the period of waning traffic dividends but also showcases the unique advantages of content – based e-commerce in user stickiness, repurchase efficiency, and long – term value exploration.
First of all, the “flywheel model” of the linkage between public and private domains solves the pain point of merchants, which is “easy to buy traffic but difficult to retain users”. According to news data, the public – domain traffic accounts for 70% in Kuaishou’s live – streaming scenarios, but the private – domain transaction efficiency is more than four times that of the public domain, and the consumption conversion efficiency of fans is six times that of non – fans. This ecological characteristic determines the natural adaptability of the closed – loop model of “precise public – domain reach – private – domain fan growth and precipitation – fan – to – customer conversion – fan repurchase”. For example, @Xiaoyujia Fresh Fruits increased its fan base by over 3.06 million in two months through tools such as “Heaven – sent Fan – growth Red Envelopes” and “Good Luck”, driving 38 million in turnover; @Xiangcun Renjia Xiaolong Cured Meat gained 300,000 new fans in a single live – streaming session, with a single – product GMV exceeding 300,000. These cases verify the compound – interest effect of private – domain precipitation – the exposure on the follow – up page brought by new fans increased nearly threefold, and the turnover contributed by new fans within seven days increased by two times year – on – year, forming a positive cycle of “public – domain traffic attraction – private – domain conversion – repurchase feeding back to the public domain”. This model not only reduces merchants’ dependence on “one – time traffic” but also enhances the risk – resistance ability of business operations through long – term maintenance of fan relationships.
Secondly, the synergy mechanism between short videos and live streams releases the incremental value of the “dual – pool traffic” in content – based e-commerce. As the two core scenarios of content – based e-commerce, short videos and live streams were often operated separately in the past because they belong to different traffic pools. However, Kuaishou’s data shows that the GMV of merchants who operate both short videos and live streams is five times that of those who only do short videos, the GMV of live streams driven by short – video traffic increased by 60% year – on – year, and the transaction efficiency of non – fan exposure is 25% higher. @I’m Lingbao’er posts more than 50 short fashion – related videos every day, leading fans into the live – streaming room through content synchronization and achieving a seven – fold increase in GMV year – on – year; Anta achieved 100 million in GMV during the Super Fan – pampering Month through the combination of “commercial short – video promotion + live – stream conversion”, with a 260% increase in self – live – streaming. These cases indicate that the synergy between short videos and live streams can not only expand the traffic coverage (with an 80% increase in exposure) but also improve the traffic utilization efficiency through the division of labor of “short – video promotion for new customers and live – stream conversion for old customers”. The AI – powered intelligent material – generation tool “Lingji” provided by Kuaishou further lowers the threshold for short – video production, enabling small and medium – sized merchants to participate in the short – video – live – stream synergy, which is a crucial benefit for merchants with weak content – production capabilities.
Finally, the systematic support of platform – level tools and policies provides merchants with double support from “business methods to resource guarantee”. From private – domain tools such as “Heaven – sent Fan – growth Red Envelopes” and “Follow – up Coupons” to brand – support policies such as “Super Link” and the “Grand – event Boost Mechanism”, and then to over 100 billion in traffic subsidies, 2 billion in user red envelopes, and 1 billion in product subsidies, Kuaishou E-commerce’s strategy covers the full – cycle needs of “customer acquisition – conversion – repurchase – explosion”. For example, the Super Link makes it easier for popular products to be converted through platform subsidies and increased traffic; brand merchants can get additional traffic incentives through the “Highlight Support”; small and medium – sized merchants can get exposure opportunities through activities such as the “Anchor Contest” and the “Million – scale Grand – event Peak – breakthrough”. This hierarchical and phased resource allocation not only meets the needs of different types of merchants but also strengthens the platform’s overall control over the Double 11 promotion.
Negative Reviews: Tool Dependence, Sustainability of Subsidies, and Content Threshold – There are Still Hidden Concerns in Kuaishou E-commerce’s Growth Model
Although Kuaishou E-commerce’s Double 11 preparation strategy has many highlights, there are still some potential risks in its growth model that merchants and the platform need to be vigilant about.
Firstly, excessive dependence on platform tools may weaken merchants’ independent operation capabilities. Currently, Kuaishou provides merchants with a large number of tools such as “Heaven – sent Fan – growth Red Envelopes”, “Good Luck”, and “Lingji”. These tools do lower the operation threshold, but they may also lead merchants to develop a “tool – dependence syndrome”. For example, @MIMI in Guangzhou’s fan – growth volume increased by 2.5 times month – on – month in the past month, with nearly half coming from “Heaven – sent Red Envelopes”; @Xiaoyujia Fresh Fruits’ fan growth and transactions are highly dependent on the linkage of platform marketing tools. If the platform adjusts the tool rules or reduces subsidies in the future, some merchants may face the risk of stalled growth due to a lack of independent customer – acquisition and content – production capabilities. In addition, tool – driven growth may cover up the shortcomings of merchants in core capabilities such as product strength and supply chain – when the traffic cost rises or users get tired of the same old things, the “fan – growth – conversion” link that simply relies on tools may not be sustainable.
Secondly, the sustainability of high – level subsidies and traffic support is questionable. Although the “over 100 billion in traffic subsidies”, “2 billion in user red envelopes”, and “1 billion in product subsidies” launched by Kuaishou for Double 11 can stimulate the participation of merchants and users in the short term, in the long run, the financial pressure of subsidies and their impact on the platform’s profitability cannot be ignored. Especially in the context of intensified competition among multiple platforms such as instant retail and traditional e – commerce, continuous high – level subsidies may put pressure on the platform’s profits, thereby affecting the stability of subsequent policies. In addition, some merchants may over – invest resources to “grab subsidies”, such as boosting GMV through “ultra – long live – streaming” and “low – price promotions”. However, this short – term explosion may sacrifice profits and even damage the brand image (for example, excessive discounts on high – end products may affect users’ perception).
Thirdly, the high requirements for content production in the short – video – live – stream synergy may exacerbate the differentiation among merchants. Although Kuaishou provides AI tools to lower the threshold for short – video production, the core of high – quality content still lies in “user – demand insight” and “creative expression”. For example, @I’m Lingbao’er needs a team with high – frequency content output capabilities to post more than 50 short fashion – related videos every day; Anta’s “short – video + live – stream” synergy relies on the brand’s accurate grasp of market trends. For small and medium – sized merchants, even if they use AI tools to generate materials, they may have a low traffic conversion rate due to content homogenization (such as templated product displays) if they lack content – planning capabilities or team support. Data shows that the fan – growth efficiency of the short – video – live – stream synergy is 20% higher than that of live – streaming alone, but this advantage may only belong to top – tier or mid – tier merchants. Tail – end merchants may face the dilemma of “increased investment and reduced returns” due to insufficient content quality, further exacerbating the “Matthew effect” within the platform.
Advice for Entrepreneurs: Seize Definite Opportunities and Build a Long – term Business Barrier of “Tools + Capabilities”
Facing the new gameplay of Kuaishou E-commerce’s Double 11 and industry trends, entrepreneurs can optimize their business strategies from the following three aspects:
Take private – domain precipitation as the core and build the closed – loop ability of “public – domain traffic attraction – private – domain conversion – repurchase feeding back to the public domain”. The high conversion efficiency of the private domain (fans’ transactions are six times that of ordinary users) and long – term compound interest (the turnover of new fans increased by two times year – on – year within seven days) are the most definite growth opportunities at present. Entrepreneurs should give priority to using platform tools (such as “Heaven – sent Fan – growth Red Envelopes” and “Follow – up Coupons”) to expand the private – domain scale. However, it should be noted that tools are “accelerators” rather than “substitutes”, and the private – domain operation ability needs to be improved simultaneously – for example, maintaining the stickiness of old customers through “stable live – streaming + product – listing mechanism” and improving the fan – to – customer conversion efficiency through “exclusive benefits for new customers + awakening of silent users”, and finally forming a virtuous cycle of “fan trust – repurchase – word – of – mouth communication”.
The short – video – live – stream synergy needs to have “content synchronization + clear division of labor” and avoid “synergy for the sake of synergy”. The synergy between short videos and live streams should be based on user needs: short videos focus on “promotion” (attracting new customers and conveying product value), and live streams focus on “conversion” (answering questions and promoting orders). Entrepreneurs can refer to the experience of @I’m Lingbao’er, maintain a strong correlation between short – video and live – stream content (such as showing the same fashion items in short videos and the live – streaming room), and use platform tools (such as AI – generated materials) to lower the content – production threshold. At the same time, attention should be paid to the traffic – allocation efficiency – for example, through “short – video pre – heating before live – streaming”, “sliced – video distribution during live – streaming”, and “supplementary short – video volume of the same products after live – streaming”, the content life cycle can be extended, and the traffic utilization value can be maximized.
Rationally view platform subsidies and invest resources in the long – term ability building of “product strength + user insight”. Platform subsidies and traffic support are short – term benefits, and entrepreneurs should avoid the short – sighted behavior of “subsidizing for the sake of subsidies”. For example, when participating in the “Super Link”, priority should be given to popular products that meet user needs (rather than simply low – price products); after gaining fans through “Heaven – sent Red Envelopes”, fans’ trust should be consolidated through “high – quality products + personalized services”. At the same time, attention should be paid to the improvement of core capabilities: such as supply – chain efficiency (ensuring stable supply of popular products), user – demand insight (mining repurchase needs through fan interaction), and content creativity (avoiding homogenization and improving user retention). Only by combining platform tools with their own capabilities can entrepreneurs maintain continuous growth after the traffic dividends fade away.
In conclusion, Kuaishou E-commerce’s Double 11 preparation strategy provides merchants with a new growth path of “linkage between public and private domains” and “synergy between short videos and live streams”, but the hidden concerns such as tool dependence and subsidy sustainability behind it also need to be vigilant. Entrepreneurs need to seize definite opportunities and build a long – term business barrier driven by “tools + capabilities” to achieve a balance between “short – term explosion” and “long – term stability” in the fierce e – commerce competition.
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