Kuaishou

Kuaishou is the other major short-video platform in mainland China, and its user base skews toward smaller cities and rural areas — a demographic that Douyin reaches less completely.

Its culture is built more on ongoing creator–audience relationships than on one-off viral hits, which shows in commerce: repeat purchases from a trusted streamer account for a large share of sales, and conversion rates in live selling are often higher than the reach numbers would suggest.

For merchants that makes it a different proposition from Douyin rather than a smaller version of it — lower content-production expectations, but success depends on sustained presence rather than a single well-produced video.