What is Kwai (Kuaishou)?

Kuaishou, known as Kwai internationally, is one of China’s largest short-video and live-streaming platforms. Competing directly with Douyin (the Chinese version of TikTok), it has carved out a distinct identity by focusing on content from smaller cities and rural areas.

With over 700 million monthly active users, Kuaishou continues to be a major force in China’s social media landscape. Its success highlights the growing demand for authentic, community-driven content. As live commerce and influencer marketing continue to evolve, Kuaishou is well-positioned to remain a key player in the industry.

A Platform for Everyday People

Unlike Douyin, which dominates in major metropolitan areas, Kuaishou is more popular in Tier-2 and Tier-3 cities, as well as rural regions. It has a strong following among working-class users, small business owners, and farmers. The platform thrives on unpolished, grassroots content that feels more personal and authentic compared to Douyin’s highly curated, AI-driven experience.

Live streaming is a major part of Kuaishou’s appeal, especially for e-commerce. Many users sell products directly through livestreams, creating a thriving marketplace for small businesses and influencers. The platform also supports tipping and gifting, allowing content creators to earn money from their followers.

Growing Influence Among Brands

Kuaishou’s unique user base has attracted several major brands looking to tap into China’s vast digital economy. Companies like Coach, Louis Vuitton, and Laneige have established a presence on the platform, leveraging its community-driven nature to connect with consumers. These brands use influencer collaborations, live-stream shopping, and interactive content to engage users in a more personal way.

Despite its focus on grassroots content, Kuaishou has grown into a significant digital player. Its brand value has surged by 282%, reflecting its rising influence in China’s competitive social media landscape.

How Kuaishou (Kwai) Compares to Douyin (TikTok)

Both Kuaishou and Douyin offer short-form videos and live streaming, but their user experience differs. Kuaishou relies more on a follower-based model, where users see content from people they actively follow. Douyin, on the other hand, is highly algorithm-driven, promoting viral content to a wider audience.

Kuaishou users engage in tight-knit communities, making it a better platform for brands that want deep, community-based interactions. Douyin, with its polished, trendy content, is more suitable for brands looking for high-visibility marketing campaigns.