快手全球化战略：新兴市场成为品牌出海新蓝海
【亿邦原创】在全球化浪潮下，快手正通过差异化战略在拉美和东南亚市场实现突破性增长。快手海外商业化负责人杜铮在"快聚未来·同频闪耀"大会上表示："短视频业务是一个区域化的寡头业务，在全球没有优势，但在局部区域有优势。"
[EBAN Original] In the wave of globalization, Kuaishou is achieving breakthrough growth in Latin American and Southeast Asian markets through differentiated strategies. Du Zheng, head of Kuaishou's overseas commercialization, stated at the "Gathering for the Future, Shining Together" conference: "Short video business is an oligopoly business with regional characteristics. While it may not have advantages globally, it possesses significant advantages in specific regions."
2023年业绩亮点：快手在巴西DAU增长17%，月活突破6000万（覆盖30%巴西人口），用户时长超70分钟；印尼月活超4000万，用户时长95分钟。商业化营收增长300%，客户数增长87%，总消耗增长超400%。
2023 Performance Highlights: Kuaishou achieved 17% DAU growth in Brazil, with monthly active users exceeding 60 million (covering 30% of Brazil's population) and user time exceeding 70 minutes; in Indonesia, monthly active users surpassed 40 million with 95 minutes user time. Commercial revenue grew by 300%, number of clients increased by 87%, and total consumption grew by over 400%.
一、新兴市场：品牌出海新蓝海
1. Emerging Markets: New Blue Ocean for Brand Expansion
在欧美市场饱和的背景下，拉美和东南亚成为出海企业的新选择。巴西作为重点市场，拥有2亿人口、80%社交媒体渗透率和领先的移动互联网使用时长，获客成本远低于发达市场。
With saturated European and American markets, Latin America and Southeast Asia have become new choices for overseas enterprises. As a key market, Brazil has 200 million population, 80% social media penetration rate and leading mobile internet usage time, with customer acquisition costs significantly lower than developed markets.
快手在巴西的成功策略包括：
- 本土化内容：将"老铁文化"本地化，深耕音乐、体育、游戏等垂直领域
- 重大赛事合作：赞助美洲杯、巴西国家队
- 社区活动：参与狂欢节、社区公益等
Kuaishou's successful strategies in Brazil include:
- Localized content: Adapting "laotie culture" locally, focusing on vertical fields like music, sports, and games
- Major event cooperation: Sponsoring Copa America and Brazilian national team
- Community activities: Participating in carnivals and community public welfare
二、2024年商业化战略
2. 2024 Commercialization Strategy
快手海外2024年将聚焦四大板块：
| 板块 | 重点方向 |
|---|---|
| 网络服务 | 社交、小说短剧、IAA |
| 游戏 | IAA+IAP |
| 电商 | 电商平台及商家外投 |
| 品牌 | 品牌化发展 |
Kuaishou Overseas will focus on four major sectors in 2024:
| Sector | Key Directions |
|---|---|
| Internet Services | Social, short dramas, IAA |
| Games | IAA+IAP |
| E-commerce | E-commerce platforms and merchant external investment |
| Brand | Brand development |
三、创新营销：短剧内容成新流量密码
3. Innovative Marketing: Short Drama Content as New Traffic Code
快手在巴西推出的TeleKwai短剧营销产品表现亮眼：
- 播放量超75.3亿
- 16种不同题材类型
- 用户互动率高
Kuaishou's TeleKwai short drama marketing product in Brazil has shown outstanding performance:
- Over 7.53 billion views
- 16 different theme types
- High user interaction rate
快手海外商业化负责人Freyja Chen表示："我们有充足信心与能力，通过全域营销和全链路的服务，壮大出海营销生态，帮助中国品牌走向拉美，享誉全球。"
Freyja Chen, head of Kuaishou's overseas commercialization, stated: "We have full confidence and capability to strengthen the overseas marketing ecosystem through omni-channel marketing and end-to-end services, helping Chinese brands expand to Latin America and gain global recognition."
