Against the backdrop of continuous fluctuations in the global economic environment and the acceleration of Chinese companies' overseas expansion, how to find long-term growth in uncertainty is becoming a core issue of common concern in the industry.

On January 29, the 2016 Kwai Overseas Commercialization Kwai for Business Opening Conference was held in Meizhou Island, Fujian Province. The theme of this conference is "Setting Sail on the Silk Road, Kwai Creating the Future", attracting more than 80 Chinese overseas enterprises and industry partners to gather at one of the starting points of the Maritime Silk Road, to conduct in-depth exchanges on overseas market trends, commercialization paths, and growth certainty.

The conference sent a clear signal: after entering the deep-water zone of the "Age of Discovery", going global is no longer just about expanding scale, but a systematic test of profitability, long-term operation, and local understanding.

Anchoring the Brazilian market and proactively opening up new growth tracks

At the meeting, Du Zheng, Vice President of Kwai and Head of Kwai International Commercialization, shared the phased progress of Kwai's overseas business. He stated that by 2025, the Brazilian market has become an important battlefield that Chinese companies cannot avoid when going global. Regarding the Brazilian market, Kwai's problem-solving approach will focus on "what Brazil wants and what China has", continuously striving from both brand building and consumer transformation. On the basis of achieving sustained profitability in overseas business, Kwai is also feeding back to its partners through more mature commercialization capabilities, helping them achieve more stable and replicable growth in key markets.

Du Zheng, Vice President of Kwai and Head of Kwai International Commercialization

Zhou Meili, the sales director of Kwai International Commercialization Sailing, pointed out in the sharing of the conference that 2025 will be a year of "breaking the situation and deep cultivation" for the commercialization of Sailing. Overseas advertising is upgrading from a "single advertising placement logic" to a system solution centered around real business growth, completing the strategic upgrade from "advertising based on advertising" to "business based on business".

At present, Kwai's overseas brand advertising has covered multiple industries such as mobile phones, beauty, automobiles, food delivery, and home appliances. At the same time, it has achieved breakthroughs in emerging content tracks such as short drama IAA, maintaining counter trend growth against the overall market pressure.

Kwai International Commercialization Sailing Sales Director Zhou Meili

Looking ahead to 2026, we will focus on the four major incremental directions and deeply cultivate the monetization of diverse advertising content mainly based on short dramas; Linking small shops, independent websites, brand e-commerce, platform e-commerce and other e-commerce businesses; Adhere to the principle of "quality first, product efficiency synergy", and promote the formation of a more stable and sustainable growth flywheel within the Kwai ecosystem.

Dual wheel drive of content and product, unleashing overseas commercial growth momentum

Focusing on the competitive launch of short video ads, Liu Baohang, the head of Kwai International Commercial Content Ecology and Sailing CST, proposed to comprehensively help customer growth through the dual wheel drive of "launch+operation" and "product+play". Not only does it solidify the entire chain of advertising infrastructure construction, account optimization strategy, content material guidance, and traffic matching optimization, but it also relies on ROI research, audience insights, product gameplay suggestions, and industry strategy linkage to further upgrade "being able to invest" to "turning better and running more steadily". Accompanying customer investment and jointly building industry growth.

Liu Baohang, Head of Kwai International Commercialization, Ecology and Sailing CST

Commercial products continue to upgrade around "finding the right traffic, doing a good job in advertising, and exploring new opportunities". We have built a product matrix of Kwai Pro+Kwai Lite+SnackVideo, continuously improving user activity and usage time; And innovatively launched WiFi hotspot and no network scenario monetization models, extending advertising reach to more real user scenarios. As Liao Rui, the head of Kwai International Commercialized Commercial Products, shared at the meeting, "we have also continued to deepen and innovate the core product strategy in the past year, develop intelligent launch, and comprehensively improve efficiency and reduce costs from" manual "to" AI ", helping everyone to" save costs and improve efficiency ", so as to make the launch effect more stable and transform more accurately. In the future, with the help of our product capabilities, we will expand our business territory in overseas markets and lead the way in new business paths.

Liao Rui, Head of Kwai International Commercialized Commercial Products

Building a sustainable overseas business ecosystem from brand to channel

In terms of brand marketing, Freyja, head of Kwai International Commercialized Brand Marketing, pointed out that in the context of AI prevalence and "disenchantment" of consumption, the key of brand marketing is shifting from "strong exposure" to "emotional connection".

In the past year, Kwai has helped brands such as realme and Keeta integrate into the Brazilian market in a more community friendly way through content marketing projects such as influencer IP integration, June Festival, football live streaming and commentary, and creator conferences. While enhancing brand asset accumulation, combined with continuous improvement of measurement tools, brand marketing effects have also achieved clearer data-driven presentation, not only driving effect conversion, but also winning awards on stages such as Cannes Creative Festival and Effie Awards.

Freyja, Market Leader of Kwai International Commercialized Brand

Facing 2026, Kwai will continue to use "emotional marketing" as the entry point for brand marketing, integrating national level content resources such as the World Cup and carnival, and using Kwai's ultimate and flexible services to help brands convert marketing budgets into more certain long-term investments, leading partners to achieve mutual success.

Chen Hao, the head of Kwai International Commercial Sailing Channel, said that in 2025, the ecological construction of Kwai Sailing Channel will achieve phased results, successfully build a dual track agent service customer model, and create a channel system that matches Kwai's ecological characteristics. Relying on a well-established channel system, the annual new customer budget has achieved rapid growth, the penetration rate of agent operation consumption has steadily increased, and the development of channel side business has achieved significant results.

Chen Hao, Head of Kwai International Commercialization Channel

Facing 2026, Kwai International's commercialization channel will continue to focus on the core track and make great efforts: on the one hand, it will continue to expand the layout of advantageous industries, focus on expanding the growth potential of the content based IAA industry with short dramas as the core, and link the ecology of small stores to accelerate the development of e-commerce business; On the other hand, we will deeply cultivate the local market, focus on exploring innovative businesses that are more in line with the Brazilian market and Kwai user preferences, and explore new increments in overseas markets.

Chen Hao stressed that the Kwai outbound channel will always adhere to the core principle of win-win cooperation, adhere to the direct channel co creation as the starting point, and comprehensively help agent partners to obtain customers efficiently. At the same time, by continuously empowering agent capabilities and advancing the iteration of material library construction, we will further enhance our API tool application capabilities and AI material production capabilities, optimize operational service efficiency in all aspects, and work together with our partners to build a stable and sustainable overseas channel ecosystem, exploring new opportunities for commercialization overseas.

At the policy level, Ge He, the head of Kwai International commercialized sales management, summarized the customer policy of "stabilizing" the head and "promoting" new customers in 2025, as well as the agency policy of "awarding" customer development and "re delivering". For 2026, he solemnly issued the "three firm" policy directions - firm stability of conventional policies, firm support for new industries and opportunities, and firm crackdown on illegal policy arbitrage. He stated that in 2026, policy arbitrage and violation control will be strengthened to safeguard the deterministic growth of business.

Ge He, Head of Kwai International Commercialization Sales Management

Standing at a new stage of continuous improvement of profitability of overseas business, Kwai hopes to explore a sustainable and replicable "digital new silk road" with more Chinese enterprises going to sea, superimposed on the historical coordinates of "Maritime Silk Road".

In the new journey, the platform will continue to base itself on products, content, and commercialization capabilities, work together with partners to respond to global market changes, and jointly expand new boundaries of overseas growth.