CBNData and Kuaishou E-Commerce released the 《2022 White Paper on Kwaishou E-Commerce Fast Brand Growth Methodology》. The white paper introduces the fast brand growth methodology (5K methodology) for the first time, and proposes that by creating brands, creating personnel, improving services, expanding scale and expanding distribution, fast brand merchants can successfully pass the initial establishment period, the development period of brand cognition and the growth period of distribution trust, and finally thrive in the market.
 
Online platforms have many ways to play, hot content changes quickly, and marketing tools are complex and diverse. Merchants need to learn new rules and meet new challenges at all times. However, if we take a longer-term view, the long-term operation method of fast brand on Kwaishou platform is actually very clear, and the key points are linked.
 
Kwaishou e-commerce summarized the "Fast Brand Growth Methodology" (5K Methodology)
 

Create A Brand. 

• On the basis of making full use of Kwaishou's channels and data analysis advantages, businesses can rely on personals and fan portraits to define the positioning of Kuaishou brand, create the tone of Kuaishou brand and establish the supply chain barrier of Kuaishou brand.

Create Personal Traits. 

• In the short video and live broadcast platform, the content is an indispensable part of the business operation, and the personal traits are the key. Fast brand merchants should create attractive anchor settings through content creation, realize the expansion of fans and private domain management, and lay a foundation for long-term brand management.

Improve Services. 

• Brand merchants should improve the service performance experience of goods before, during and after sales, and provide consumers with goods with high experience price ratio.

Expand the Scale. 

• Brand merchants should continue to enrich the categories of live broadcast rooms, and realize the scale leap of GMV in live broadcast rooms through large-scale promotion.

Expand Distribution. 

• On the basis of having a certain brand value, fast brand merchants need to establish a more complete distribution system.

 
Businesses in the industrial belt usually have strong supply chain resources, but they lack the awareness of building up recognition, and there is a common problem of "goods without brands".

 

The fast brand adhering to the business philosophy of "honest people, honest goods and honest prices" thrives on the Kwaishou platform. 


 
While in this report, Kuaishou highlighted the game rule of fans economy is to strongly attach the quality of the content of influencers to its brands, which brings celebrity endorsement into another level of personal experience attachment. This is how the social media transform fans purchase power into the branding process. Rather than communicating the brand story to the audience, it empowered fans to contribute to the brand building process.
 
This idea of branding may seem unorthodox to overseas brands, whose story and packages are imported rather than created by fans. However, with Kuaishou building up its own CBEC shops and inviting overseas brand to join its fast growing e-commerce matrix, the selecting procedure must show confidence of foreign brands and products can satisfy the needs of its users.
 
Nevertheless, understanding fan economy on social media and how brands can fast growing in hand with influencers and quality content is an important step that cannot be missed by anyone who is trying to entry China market.
 
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