"Kuaishou is a platform that gives ordinary people the opportunity to be displayed. The concept of "Make Everyone Shine" that we emphasize is the deep impression Kuaishou left on Brazilian and Southeast Asian users." Recently, at the China-Brazil Business Seminar held in Beijing, Ma Hongbin, senior vice president of Kuaishou and head of Kuaishou's international business, said in an exclusive interview with reporters.

  He stressed that enterprises should base themselves on the ground and organically transplant China's successful experience to the local area. As one of the giants in China's short video industry, Kuaishou, founded in 2011, currently has more than 736 million monthly active users in China. In terms of globalization strategic layout, after many adjustments and optimizations, Kuaishou has focused its overseas business on Southeast Asia and Latin American markets.

  Ma Hongbin elaborated in detail on Kuaishou's dual-wheel drive strategy for overseas development: long-term investment and in-depth localized operations. Taking the Brazilian market as an example, Kuaishou has gradually won the recognition of local users by forming local teams, supporting cultural activities, and improving user experience in weak network environments. According to third-party data, Kuaishou has become the sixth-ranked Internet platform for Brazilian users, with 60 million monthly active users and an average daily usage time of up to 75 minutes.

  "Only rooted in the local area, you have the opportunity and chance of winning. The debugging speed is fast, the decision-making speed is fast, and the amount of resources can be mobilized. These factors determine the growth of Kuaishou in the local area." Ma Hongbin explained.

  In Brazil, Kuaishou not only brings a content sharing platform, but also builds a sustainable digital ecosystem - creating new economic value by connecting small and medium-sized content creators and users. The platform has helped more than 1 million Brazilian creators to generate revenue: football coaches expand their students through content, and even the fishing experts in the Amazon Rainforest can accumulate vertical audiences.

  Ma Hongbin pointed out that the success of this model stems from China's proven business model: accurate supply and demand matching based on intelligent algorithms. He took the activation of intangible cultural heritage inheritance in China's short videos as an example. Intangible cultural heritage projects that originally needed financial support have now formed a virtuous development cycle through live broadcast rewards and e-commerce sales. "The essence of Kuaishou is a technology company, and 'precise connection' is our core competitiveness."

  If Chinese Internet companies going overseas are compared to the "digital Silk Road" in the new era, then the core value of this "Silk Road" lies in the efficient connection between creators and consumers. This model allows Brazilian users to achieve diversified needs such as e-commerce transactions, job search and recruitment, and real estate sales on the platform. Although the single scale is limited, the tiny power of millions of users will eventually gather into an important force to change the local digital ecology. At the same time, the friendly policy environment provided by the Brazilian government also provides strong support for Kuaishou's localization development.

  Against the backdrop of President Lula's visit to China to promote the deepening of China-Pakistan cooperation, Brazil's digital economy has shown great development potential in the fields of e-commerce, artificial intelligence and technology services. Ma Hongbin specifically mentioned that the Brazilian e-commerce market has 6-8 times growth space. Although the current logistics cost is 10 times that of China, it is declining at a rate of 15% to 30% per year. China's mature e-commerce experience will provide new impetus for the development of the local market.

  When talking about the development vision for 2025, Ma Hongbin cleverly quoted the Brazilian Academy Award-winning film "I'm still here" ("I Still Here") to express his determination to take root in Brazil for a long time - no matter how the team changes, Kuaishou's development in Brazil will continue to move forward.

  "Make Everyone Shine" - this seemingly simple concept reflects the core value of Kuaishou's overseas strategy. When asked what you want overseas users to remember most, the executive's answer pointed to the essence: "This is a stage for ordinary people, and everyone has the opportunity to show themselves." (Guan Tong)

[Editor in charge: Xie Yan and Nie Jing]