Bought a 3% position in Kuaishou at an average price of HKD 193 per share.
I believe that short video platform is a structurally good business with an excellent LTV / CAC ratio. Kuaishou is the second-largest short video platform in China behind Douyin (TikTok). Unlike long video platforms like Netflix, short video platforms have very little content cost due to a high degree of UGC and PUGC content. On the monetization side, short video platforms can make money by 1) ads, 2) live-streaming, and 3) eCommerce. In the future, I believe short video platforms can explore even more monetization opportunities through gaming and local services.
Short video platform’s favourable LTV / CAC ratio stems from 1) user behaviour, 2) product format and 3) AI-first product
Even though Kuaishou is behind Douyin in China, I believe Kuaishou’s China business is more like a community of KoL and users whereas Douyin treats KoL as commodity content suppliers. User experience on Kuaishou is more akin to going to a music festival where the music fans go there to see their favourite band whereas the Douyin user experience is similar to listening to a very smart radio programme that only plays music that you like.
I think both Kuaishou and Douyin would do well and continue to take time share in China.
That said, an investment in Kuaishou is very risky and many things can go wrong – competition, execution, new verticals didnt work out, international growth sizzle out. But the upside more than compensates for the downside at the current valuation.
I think Kuaishou could make a net profit of RMB 50-100bn in 2025 in base case and probably still have a respectable growth of 20+%. Hence the valuation feels reasonable to me.
I might write a full post on Kuaishou at some point in the future.