2025 Kuaishou Spring Festival: Nearly 22,000 livestreaming rooms saw a GMV growth rate of over 100%.

On January 14th, Kuaishou E-commerce released the 2025 Kuaishou New Year Goods Festival battle report. The report shows that during the New Year Goods Festival, the number of active merchants increased by 22% compared to the previous year, the number of new active merchants increased by 21% compared to the previous year, and the GMV of influencers in the distribution channel increased by 59% year-on-year. The growth in content fields is remarkable, with almost 22,000 anchors in live streaming rooms experiencing a GMV growth rate of over 100%, the number of live streaming rooms with GMV exceeding tens of millions increased by 53% year-on-year, and the GMV of short video trailers increased by 51% year-on-year. During the New Year Goods Festival, Kuaishou E-commerce upgraded its marketing strategies for the content field with a focus on the New Year theme. Key initiatives included the Top 100 Anchors Sending Gifts, Anchor Competition, High-value New Year Goods Bonuses, and New Year Goods Category Coupons, which not only improved the transaction efficiency of the content field but also attracted more users to participate in the New Year Goods Festival. During the festival, over 3.8 million people pre-booked for gifts from the Top 100 Anchors, the number of new buyers increased by 26% year-on-year, and the number of new buyers in the southern region increased by 28% year-on-year. GMV of products priced above a thousand yuan increased by 180% year-on-year. The cross-platform field also saw rapid growth, with Kuaishou Mall serving as the core trading base. During the New Year Goods Festival, the mall provided targeted support to merchants through mechanisms such as single-product discounts, popular product plans, and quality product traffic support. The three core channels of Kuaishou Mall introduced exclusive play modes, including the Big Brands and Big Supplements channel featuring network-wide low-price hourly flash sales, exclusive purchases of big brand New Year goods, and advanced New Year goods stocking channels. The Live Same Products channel promoted influencer popular products, crowd-following in big events, and yesterday's popular themes. Kuaishou Local Produce channel featured games such as 1-yuan flash sales and seasonal calendars. Data shows that during the New Year Goods Festival, GMV in the cross-platform field increased by 71% year-on-year, search GMV increased by 119%, and GMV in big brands and supplements increased by 371% year-on-year. To cater to popular product traffic and reduce user decision-making costs, Kuaishou launched the New Year Goods Popular Product Plan during the festival. Focusing on highly demanded product categories, the plan integrated sales capabilities, introduced preferential supply, and combined platform subsidies to amplify the price advantages of individual products. This helped influencers diversify their live streaming product offerings, lower the conversion threshold for orders, and increase sales. For example, the food brand Guoren Xiang promoted the sauce-braised pig's trotter, which saw over an 840% increase in GMV in the early stage of the festival. Wudeli's "Eight-Star Snowflake Wheat Flour" sold 20 million yuan in 10 days, with over 980 influencers promoting the product. Influencers also achieved breakthroughs through the Popular Product Plan. Food broadcaster Meishi Songjie achieved peak growth through the plan. Before participating in the plan, her GMV per session was stable at around 200,000 yuan. During the New Year Goods Festival, she recommended popular products through the plan and achieved a GMV of over 3 million yuan per session. Overall, the Popular Product Plan achieved an average GMV of over 2.4 million yuan per product, with over 13,000 distribution influencers participating. In the 2025 Kuaishou New Year Goods Festival, Kuaishou E-commerce achieved comprehensive growth in content and cross-platform fields. New scenes such as search have also become efficient trading fields. With a variety of promotional strategies and policy incentives, the potential of platform merchants was fully utilized, boosting their enthusiasm during the promotion period. Additionally, starting from January 15th, Kuaishou E-commerce will launch the "Chinese New Year Never Closes" event with the theme "No Time Difference for the New Year Flavor, 48-Hour Express Delivery", creating an e-commerce venue that never closes and providing 48-hour delivery logistics to enhance the shopping experience during the Chinese New Year.