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Whole station promotion, AI empowerment and traffic increase, 2025 fast flashlight business shows a new combination

Whole station promotion, AI empowerment and traffic increase, 2025 fast flashlight business shows a new combination

News2025-04-15

In the general environment of slowing growth of e-commerce industry, Kwai e-commerce recently handed over a report card that exceeded the industry standard: in 2024, its GMV will grow by 17.3% year on year, reaching 1.39 trillion yuan. The average monthly number of buyers in e-commerce has exceeded 143 million, and the proportion of pan shelves in the total GMV of e-commerce has increased to 30%. The GMV of short video e-commerce has grown by over 50% year-on-year.
The overall growth of the market, users, content field and pan shelf means that Kwai e-commerce has achieved effective results in its global business strategy in 2024. Where will Kwai e-commerce seek growth in 2025? The Kwai Magnetic Conference on March 31 gave some guidelines.
At the magnetic force conference, Wang Jianwei, senior vice president of Kwai, head of e-commerce business unit and head of commercialization business unit, made it clear that Kwai is accelerating the landing and application of AI capabilities in the field of commercial operation, and building a "next-generation AI intelligent business engine". For different business ecosystems such as e-commerce, content consumption and local life, Kwai will use AI to "overcome old problems with new methods" to help users make breakthroughs in content production, cost reduction in operation, and accurate customer acquisition.

In addition to the technical empowerment brought by AI, Kwai also announced the promotion and upgrading of the whole site to 4.0, further helping businesses to further cultivate the whole region. The 100 billion yuan flow support of pan shelf commodity cards and content fields will become an important support for Kwai merchants in 2025.
01
Upgrade the promotion to version 4.0 on the entire website, and leverage the growth of product cards across the shelves
As an important tool for e-commerce merchants to operate, Magnetic Bull has always been committed to improving operational efficiency for e-commerce merchants. In the past two years, Kwai has been revamping and upgrading the whole site promotion of Magnetic Taurus and its main products, and has attracted more users. In 2024, the number of Kwai e-commerce advertising customers will increase by more than 30%. The customer penetration of full site promotion has increased by 4.9 times, and the consumption of full site promotion has increased by 3.6 times.
According to Kong Hui, the person in charge of e-commerce advertising products and traffic products business of Kwai Magnetic Engine, the core of promoting products across the site is to connect nature and advertising traffic, explore traffic space in multiple fields, and achieve e-commerce full link distribution and more sophisticated traffic control.
However, in the past mechanism, due to the fact that advertising and e-commerce were based on a split volume pool logic, they could not truly leverage the value of promoting the entire site on natural traffic. In the first quarter of this year, Kwai upgraded 4.0 for the promotion of the whole station, launched an independent agent price adjustment engine, which took the production ratio of live broadcast rooms or commodities in the whole station traffic as the unified optimization goal, and realized the collaborative exploration of advertising and natural traffic. Under this innovative mechanism, merchants no longer need to consider operational strategies for different traffic sources separately, and the system intelligence can achieve the optimal configuration of global traffic.
After the launch of the independent agent price adjustment engine for promoting 4.0 on the entire site, the corresponding GMV leverage increased by over 60%, brand customer penetration increased by over 10%, and small and medium-sized businesses grew even faster, reaching 17%. This data confirms the significant effects brought about by the promotion of the 4.0 upgrade across the entire website.
Taking the brand Xiaosimian tutoring machine as an example, the Xiaosimian tutoring and learning machine has not only achieved stable consumption growth and GMV in the regular daily broadcast, but also achieved efficient crowd breaking at the promotion node, and the GMV of the whole store has increased by more than three times, fully demonstrating the ability of the whole station promotion to help businesses expand their business scale.
In fact, the transition from version 3.0 to 4.0 has achieved three key breakthroughs in promoting the entire website. In terms of advertising stability, the system supports multi-objective combination, multi genre, and long-term advertising, providing merchants with a more stable and reliable advertising environment.
In terms of tool richness, the accelerated exploration algorithm can quickly identify high-quality traffic, while the material tracking function can automatically amplify the effect of high conversion content, meeting the optimization and regulation needs of merchants. In terms of operational convenience, the multi product advertising function supports the simultaneous promotion of multiple products, and the dual opening of goods simplifies the cross scenario operation process, further improving the business efficiency of merchants.

The integration of upgraded promotion across the entire site and rapidly growing pan shelving is also bringing more growth opportunities. In 2024, the trading volume of Kwai e-commerce pan shelf increased by 61.3% year on year, the number of daily buyers increased by 65.7%, and the number of daily merchants increased by 119%. For the fast-growing pan shelf area, Kwai launched a more efficient investment product - commodity card promotion in 2024, covering shopping malls, home pages of buyers, guess what you like, search and other scenarios.
In Kong Hui's view, whether it is the old merchants seeking new business opportunities from the short video content field to the shelf, or the merchants only in the shelf business field, through the commodity card to do a quick cold start test, "Kwai has provided customers with a new business opportunity point of light cost and high leverage, and more customers are beginning to realize that the shelf can help them better accept the overflow of the content field. Through the whole station commodity promotion or direct placement of commodity cards, get more exposure to the shelf and expand the crowd."
In 2024, the number of customers launched by Kwai shelf field will increase by more than 60% year on year, and the number of goods launched per day will increase by 189% year on year. Among them, the brand Three Squirrels chose to expand their shelf placement due to high material investment and manpower shortage in the content field, resulting in doubled product exposure and a 48% increase in ROI. Dettol also achieved twice the advertising exposure through its operations in the shelving area, directly increasing GMV by 28%.
02
Intelligent efficiency improvement, AI stimulates new growth curve
Breaking away from concepts and making AI a tangible and practical ability for businesses and customers is also a key focus of this year's magnet conference discussion. In fact, many businesses are already familiar with Kwai's AIGC short video marketing materials and virtual digital human live broadcast solutions. Among them, the daily peak consumption of N ü wa digital humans has exceeded 20 million, and the daily peak consumption of magnetic Taurus AIGC intelligent production materials has exceeded 3 million.

The core of Magnetic Taurus AIGC intelligent materials lies in reducing the threshold and cost of content creation and production for businesses. It has the ability to produce cultural videos, intelligent scripts, highlight mining, product tracking, and promote short and direct dual investment. Merchants only need to provide basic video materials, and Magnetic Bull can intelligently generate scripts, edit clips, and generate new videos through mixed cutting technology.
The ability to highlight mining and product editing fully leverages the value of live streaming content. Merchants can automatically generate video materials from the exciting moments of live streaming, effectively receiving long tail traffic after live streaming, thereby further improving business efficiency. The work that used to require a professional team to complete can now be achieved with the help of intelligent tools.
As a top tier digital human advertising product in the industry, Nuwa Digital Human, which focuses on live streaming scenes, has been polished for more than a year and currently has various abilities such as diverse images, 7X24 hour long battery life broadcasting, interactive Q&A. At present, we have helped many customers move from simple short video advertising to short direct dual opening, and have saved them a lot of labor costs.
The brand Mars achieved a comprehensive ROI of 4.1 and a daily increase of 15% through the use of Nuwa digital human live streaming. In addition, Mars also participated in the "Snake Adventure" project of Kwai e-commerce. With the help of Keling AI's technical ability, it designed exclusive product packaging. The exposure of a single live broadcast exceeded 1.97 million, and the limited number of 8000 products sold out.
In 2025, Kwai will also continue to upgrade its AI capabilities to help e-commerce businesses operate. Kong Hui said that in 2025, Magnetic Taurus will strengthen its cooperation with Kwai Keling AI, upgrade its ability in the material of cultural videos and graphic videos, and provide customers with better quality and lower cost materials.
At the same time, Kwai will also upgrade the delivery engine model of Magnetic Taurus with the help of Deepseek and other large models. The core is to enhance the understanding of goods and people, so that the delivery engine model of Magnetic Taurus has the long link reasoning ability based on large models.
"The reasoning ability based on the long link can help us better understand all aspects of selling points and marketing information of goods, and at the same time, combine the user data on Kwai, whether it is user content data or user e-commerce data, to better judge the potential relevance points of users." Kong Hui said.
03
Billions of traffic increase, content field continues to promote good products
The content field, as the basic platform of Kwai e-commerce, will also usher in continuous policy increase in 2025. Kwai e-commerce will provide support for business operation from three levels: special support, commodity support, and Shangda support.
For the broadcast room, Kwai e-commerce launched traffic support such as "special highlight support" and "focus page weighting". Highlighting support refers to the anchor's freedom to control the pace, setting up a traffic boosting plan in advance, combined with their own live streaming pace and on-site inventory structure. The platform will activate traffic boosting for tens of minutes to several hours at critical moments of the live streaming. Let live highlights be seen by more users, gain more public domain traffic exposure, and make the snowball of operations roll.
Follow page weighting is committed to enhancing the ability of broadcasters to obtain traffic in their private domains, allowing fans to have priority access to their own content and gain more exposure to private domain traffic. According to the person in charge of Kwai e-commerce traffic ecology, in some cases of high-quality anchors, highlight support and focus page weighting can contribute more than 50% of non-commercial GMV to anchors.
In terms of commodity support, Kwai e-commerce provided nearly 100 billion yuan of flow support throughout the year. For new products, seasonal products, explosives and other commodities of different levels, Kwai has launched a three-level support plan system of "updating plan - seasonal product plan - detonating plan".
The new product plan focuses on new products, and new product driven merchants will receive new product cold start traffic during live broadcasts, with 20 billion exclusive traffic support throughout the year. In the seasonal product plan, merchants' live streaming and short video trailer seasonal products receive traffic boost, with 10 billion exclusive traffic throughout the year. The explosive plan focuses on high-quality explosive products, and explosive products that are frequently traded by merchants in a short period of time will receive additional traffic support from the platform. There will be 50 billion exclusive traffic support throughout the year.
Among them, some merchants received traffic boost from the seasonal product plan through a special promotion of mango fruit in March. The merchant's single exposure increased by 1.4 million, with a 10% increase in exposure, and the single GMV exceeded 4.7 million.
By providing precise support for different types of goods, it will not only help businesses at different levels to achieve business growth, but also help to further enhance the commodity richness of the Kwai platform, so that more users can buy more good goods.
While providing rich and high-quality supply, Kwai e-commerce also hopes that businesses can do a good job in content. By doing a good job in content and explanation, they can not only get exclusive e-commerce traffic, but also get natural community traffic, realizing the dual wheel drive of good content and good goods. The person in charge of Kwai e-commerce traffic ecology introduced that at present, about 30% of Kwai merchants' traffic is obtained because of "good content". Good content is the source of continuous help for merchants to gain volume.

Brand Guyu adopts a short direct short business model in its operations, starting with content seeding through short videos to attract users to stay and interact; Then self broadcast to receive traffic and improve transaction efficiency through high-precision targeting of audiences; Finally, by slicing popular videos, the business effect can be magnified and continued. At the same time, Guyu also managed the whole area of shelves and distribution, and finally the GMV growth rate of Guyu in Kwai exceeded 5 times that of the same type of merchants.
Kwai e-commerce also provided special support and assistance for the full cycle operation of new businesses from cold start to leap growth. The New Business Cold Start Plan has 100 billion exclusive traffic throughout the year, focusing on targeted support and growth enhancement for new businesses within 30 to 90 days of their premiere. The Fuyao Plan has an annual traffic of 70 billion yuan, focusing on providing traffic support for the front, middle, and back of the merchant market to help them break through.
It was also mentioned in the ten preferential business measures released by Kwai E-commerce in February this year that in 2025, Kwai E-commerce will optimize the algorithm flow mechanism, encourage good content and good goods to gain more business opportunities, and will continue to expand the category of opening stores of 0 yuan, reduce business expenses and reduce business costs.
With lower threshold, full cycle support and positive traction, Kwai e-commerce provides a clear path for businesses to operate better in Kwai. At the same time, with the promotion of 4.0 products and the continuous implementation of AI technology, Kwai e-commerce will further improve its operational efficiency in 2025. This comprehensive deepening and upgrading from the operation end to the technology end also provides more imagination for Kwai e-commerce in 2025.

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Whole station promotion, AI empowerment and traffic increase, 2025 fast flashlight business shows a new combination