KUAISHOU e-commerce report: In the first nine months, the GMV of livelihood goods increased by over 20% year-on-year

KUAISHOU-W (01024.HK) subsidiary Kuaishou E-commerce released the "2025 Kuaishou E-commerce Rural Revitalization Plan - Livelihood Special Data Report," which shows that since the launch of the "Livelihood Special" plan in May this year, the consumption demand for livelihood goods has continuously driven rapid growth in the total merchandise transaction value (GMV). In the first nine months of this year, the GMV of livelihood goods and the number of active products both grew by over 20% year-on-year, with more than 1,560 livelihood merchants achieving a doubling of GMV, and 49 new merchants exceeding RMB 1 million in GMV in their first year.

The report pointed out that during this year's "Double 11" shopping festival, categories such as rice and flour performed particularly well. The GMV of the flour category grew by 26% year-on-year, while the GMV of the noodle category grew by 66% year-on-year. The average monthly number of buyers for livelihood goods increased by nearly 17% year-on-year, with the main purchasing groups being users from the "post-70s" and "post-80s" generations. At the same time, short videos have become an important channel for driving the sales of livelihood products, with short video GMV growing by over 27% year-on-year within the comprehensive operational ecosystem of Kuaishou E-commerce