Kwai’s user base divides relatively evenly along gender lines, with 51 percent male users and 49 percent female users. 64 percent of the platform’s users live in third and fourth-tier cities and smaller towns and cities.

快手的用户群按性别划分相对平均，男性用户占51％，女性用户占49％。 该平台的用户中有64％居住在三线和四线城市以及较小的城镇。

Because Kwai KOLs are primarily made up of communities of authentic consumers and micro-KOLs, as opposed to large scale KOLs and celebrities, the content has a very strong grassroots, raw feel to it. For instance, a lot of the content features home cooking or playing pranks on friends. Kwai users pursue personality, fun, and prefer leisure and entertainment.

由于快手KOL主要由真实的消费者和微型KOL组成，而不是大规模的KOL和名人，因此内容具有很强的草根和原始感觉。快手用户追求个性，趣味化，更偏好休闲娱乐。例如，许多内容都关于做饭或恶作剧。

Kwai’s “Follow” page is the platform’s main content hub. As well as giving Kwai a genuinely “live” feel, the "Follow” page helps amplify KOL content, exposing influencer content to more users.

快手的“关注”页面是该平台的主要内容中心。“关注”页面不仅给快手一种“活泼”的感觉，还有助于扩大KOL的内容，将影响者的内容暴露给更多的用户。

The platform’s users are also “sticky”, in that they spend a lot of time on the platform. Compared to Tik Tok users, Kwai users are generally more engaged, willing to not only “like” content from their favorite KOLs, but also to comment, and share.

该平台的用户在平台上花费了大量时间。与抖音用户相比，快手用户更具参与度，他们不仅愿意“喜欢”他们最喜欢的KOL中的内容，还愿意发表评论和分享。

The short video App Kwai has established an exclusive interactive partnership with CCTV (the National TV Channel) for the annual New Year’s Gala and with the Chinese Spring Festival, Kwai‘s daily active users have reached 300 million.

 “快手”已与CCTV（国家电视频道）建立了独家的互动合作伙伴关系，以举办年度新年晚会。中国春节时，快手达到了每天3亿活跃用户的目标。

Kwai connects itself with e-commerce platforms like Taobao, Pinduoduo, and JD by taking advantage of the platform’s inter-operability. For short video e-commerce, it is characterized by product introduction, large flow, strong interactivity, and high conversion rate.

快手通过利用该平台的互操作性与淘宝，拼多多和京东等电子商务平台建立联系。对于短视频电子商务，其特点是产品介绍，流量大，交互性强，转换率高。

As one of the most popular Chinese short-video apps, Kwai’s biggest disadvantage is a comparative lack of higher-quality user-generated content. The quality of content on the platform tends to be relatively low. In terms of commercialization, the platform is still in its infancy, and its ability to monetize content is far weaker than Tik Tok.

作为中国最受欢迎的短视频应用程序之一，快手的最大缺点是相对缺乏用户生成的高质量内容。 平台上的内容质量往往相对较低。 在商业化方面，该平台仍处于起步阶段，其通过内容获利的能力远不如抖音。

Personal care brands are the biggest investors in KOLs on Kwai – and they see the best conversion rates. However, most of these are local personal care brands. There are predictions that this year will see Tik Tok in decline and Kwai on the rise. One outcome could be that we’ll see international beauty and makeup brands promoting their products on Kwai, which could bring surprising results.

个人护理品牌是快手KOL的最大投资商，他们看到了最高的转化率。但是，其中大多数是本土的个人护理品牌。有预测称，今年抖音将下降，快手将上升。结果可能是，我们将看到国际美容和化妆品牌在快手上推广他们的产品。

The majority of users of BuzzVideo are male, accounting for two thirds of the total. Lower-tier cities are heavily represented in the BuzzVideo user base. Though the proportion of 18-30-year-old users increased by 4.4% in 2019 compared with the previous year, and the proportion of users living in higher-tier cities is also increasing.

西瓜视频的用户以男性居多，占到了总数的三分之二。在西瓜用户群中，低端城市的比例很高。尽管2019年18-30岁的用户比例与上一年相比增加了4.4％，但生活在较高端城市中的用户比例也在增加。

Like other Bytedance-owned products, including its forerunner TopBuzz, BuzzVideo relies on the company’s powerful algorithms. The app is focused on delivering highly personalized algorithm-driven recommendations, and there’s no time limit on videos.

与字节跳动拥有的其他产品（包括其先行者头条）一样，西瓜依赖于该公司强大的算法。 该应用专注于提供高度个性化的算法驱动推荐，视频没有时间限制。

BuzzVideo attaches great importance to high-quality content and clearly provides support to this end.  Both algorithmic recommendations and user sharing help drive traffic to high-quality content (especially to videos longer than one minute long).

西瓜非常重视高质量的内容，并为此提供了明确的支持。算法推荐和用户共享都有助于将流量吸引到高质量的内容（尤其是时长超过一分钟的视频）。

Collaborations covering the automotive industry, fashion, parenting, and dining have all proved very popular with viewers.

汽车行业，时尚，育儿和餐饮方面的合作都非常受观众欢迎。

Content creators can insert product links to e-commerce platforms such as Tmall, Taobao, daily deals platform Juhuasuan, JD.com, and Koala.com.

内容创建者可以将产品链接插入到诸如天猫，淘宝，日常交易平台聚划算、京东和考拉之类的电子商务平台。

The current daily video supply of BuzzVideo is about 300,000, which is obviously not enough. A lack of creative content is another issue, and user “stickiness” is fairly weak. What’s more, searching is one of the important functions of BuzzVideo, but its function is far worse than the functions of recommending and following.

西瓜目前每日的视频供给量约在30万条左右，显然视频供给是不够的。缺乏创意内容是另一个问题，并且用户的“粘性”相当弱。除此之外，搜索作为西瓜视频的重要功能之一，其作用的发挥却远逊于推荐、关注等功能。

• Share your videos through other platforms such as social media and your website. Attaching hashtags on popular topics may also prove useful for spreading the word.

  通过其他平台（例如社交媒体和公司网站）分享视频。在热门话题上附加话题标签也可能有助于推广。

For more information on how to best take advantage of Chinese apps for marketing purposes, the Eastant team is here to assist you and your company.

想要了解更多关于如何更好地利用中国的应用程序进行市场营销的信息，请联系Eastant团队为您和您的公司提供帮助。