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Authors: Ting Li; Linning Cai
Published by: RSM Case Development Centre
Published in: 2022
Length: 19 pages
Data source: Field research

Abstract

China's second largest video sharing platform, Kwai, does not consider itself to be a commercial company, but rather a network of people who share common interests and social needs. On Kwai, all content is distributed equally, using AI-driven interest discovery. Heterogeneous groups can quickly find like-minded people to form diverse communities. Kwai tries not to define the community; it simply designs the rules and lets communities emerge and evolve. Kwai has therefore been eager to develop new products based on user interests and needs. Kwaishop and Kwai poverty alleviation projects are two examples. Behind this prosperity, however, a huge operating loss of RMB4.8 billion in the 3rd quarter of 2021 exposed significant problems for Kwai. The company's change of leadership in October 2021 also revealed some drawbacks of its dual core-leadership model. The challenges facing Kwai stem not only from the crisis of its internal management, but also from competition imposed by rivals such as Bytedance and from the fast technological revolution affecting this type of platform.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2021.

Geographical setting

Region:
Asia
Country:
China

Featured company

Kwai Technology
Employees:
10000+
Turnover:
USD 9.1 billion
Industry:
Video sharing social platform

Featured protagonists

  • Cheng Yixiao (male), Founding CEO
  • Su Hua (male), Co-founder

About

Abstract

China's second largest video sharing platform, Kwai, does not consider itself to be a commercial company, but rather a network of people who share common interests and social needs. On Kwai, all content is distributed equally, using AI-driven interest discovery. Heterogeneous groups can quickly find like-minded people to form diverse communities. Kwai tries not to define the community; it simply designs the rules and lets communities emerge and evolve. Kwai has therefore been eager to develop new products based on user interests and needs. Kwaishop and Kwai poverty alleviation projects are two examples. Behind this prosperity, however, a huge operating loss of RMB4.8 billion in the 3rd quarter of 2021 exposed significant problems for Kwai. The company's change of leadership in October 2021 also revealed some drawbacks of its dual core-leadership model. The challenges facing Kwai stem not only from the crisis of its internal management, but also from competition imposed by rivals such as Bytedance and from the fast technological revolution affecting this type of platform.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2021.

Geographical setting

Region:
Asia
Country:
China

Featured company

Kwai Technology
Employees:
10000+
Turnover:
USD 9.1 billion
Industry:
Video sharing social platform

Featured protagonists

  • Cheng Yixiao (male), Founding CEO
  • Su Hua (male), Co-founder

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