New product supply drives consumption growth; Kuaishou's new season products GMV increased by 303% year-over-year.

Spring Refresh Consumer Season comes to a close, and Kuaishou’s March New Arrivals season wraps up. Recently, Kuaishou released data showing that during the event period, the platform’s new product GMV grew 303% year over year; the number of new product GMV exceeding one million grew 290% year over year; and new orders volume increased by more than 182% year over year. Under multiple support new-product policies during the March New Arrivals season, Kuaishou’s new product “hot picks” are seeing a concentrated surge.

At present, new products have become the main force driving Kuaishou’s spring consumer growth. In the first quarter, the number of new product listings on Kuaishou increased by nearly 8 times year over year, and the platform’s new product supply capability has been upgraded.

Behind these results is Kuaishou’s continuous efforts in operating the new product ecosystem in its e-commerce business. From the New Year Goods Festival through to the New Arrivals season, the focus has been on providing more support measures to new products. On one hand, it simplifies promotion playbooks: the official 75% off covers both content areas and storefront areas, giving new products stronger subsidies. On the other hand, before the promotions start, it launches livestreaming and “preheat” ranking competitions, short-video showdowns, and other event-specific traffic incentive measures to prioritize early broadcasts for ranking, matching demand, and “business matching” for short-band selling of new products, helping merchants seize an advantage in both share of voice and sales ahead of others. During the formal period, it launched Kuaishou’s “Spring New Arrivals—Super Worth It” large live-streaming event, and rolled out marketing activities and operating guides such as trend categories and new product best-seller charts, continuously unlocking the platform’s growth potential for refresh business.

据了解，作为3月上新季重点推出的营销活动，“春日上新超有料”上新大场直播整合了平台商品补贴、流量激励、官方扶持、品牌宣发等资源，根据头部达人、中腰部主播与品牌商家的差异化需求精准施策，助力商达上新生意爆发和新品火爆出圈。

This large live-streaming event accumulated 362 sessions in total: 344 were small and mid-sized sessions, and 18 were head and brand large sessions. It covered different industry categories such as women’s apparel, beauty and cosmetics, men’s apparel and sportswear. It brought together creators including @蛋蛋, @安九, @大鸭梨, @老板娘, @图图妈妈羊绒大衣工厂, @MiMi running a garment factory in Guangzhou, @5566叶莎陈家妞, @伟伟高端严选, @ViVi欧韩原创服饰, @大迪迪大码高端定制女装, @妮子（教搭配）, @丹牛, @晶晶-磨人精, @小然教穿搭, @一只璐, and @花花严选周日上新, as well as brands such as @李宁运动鞋旗舰店 and @Camel骆驼官方旗舰店.

Ultimately, across the new-arrivals special campaign, total new product GMV exceeded 100 million yuan, and new product GMV accounted for 53% of the total. Among sessions of the large live-streaming events that enjoyed special resource support, the average new arrivals rate per session reached 35%; cumulative new product transaction value exceeded 70 million yuan, accounting for more than half of overall transaction value.

In terms of category performance, driven by the two-way surge in both festive consumption demand around the March 8 Women’s Day (3.8) and the content-scene consumption of large new-arrivals live-streaming events, the growth momentum in the two core tracks—beauty and apparel—has been especially prominent. In the new product hot-selling chart, pants have remained in the number one position, with wide-leg pants and straight-leg pants becoming the main breakout products. Among million-sales best-selling items, the Horse Year Good Luck beauty gift set, jasmine flower tea, and leather jackets rank near the top. Functional apparel such as windbreaker jackets, anti-sun shirts, and windproof outerwear continues to gain heat; as they fit mainstream lifestyle scenarios for spring outing strolls and daily commuting, they lead a new trend in spring outfit styling and fuel a consumption trend for scenario-based new products.

Beyond livestreaming, the March New Arrivals season’s “Short Video Showdown” has been comprehensively upgraded. It deeply focuses on the “short-band” selling scenario and new product launches, effectively boosting both content seeding and transaction conversion in short videos. During the event, merchants and creators, around directions such as interpreting mechanism benefits, new product testing and reviews, and pre-broadcast recording, posted topic-based short videos with #3月上新季 发布, to participate in splitting up a hundred-billion-traffic incentive. High-quality videos of “new products with short-band selling” can also receive additional traffic allocation tilt. In addition, the event specially set up a dedicated traffic “cash-in” mechanism for mid-tier and above creators to help high-quality content break out efficiently and speed up conversion. Data shows that this short video showdown produced over 350k short video “trailer” contents, driving nearly 100 million yuan in short-band transaction value, and significantly improving short video sales effectiveness.

Meanwhile, to further improve product selection efficiency and accelerate new product distribution, the platform integrates best-selling categories and trend new products both inside and outside the app. It builds industry new product best-seller charts such as for apparel, fresh goods, beauty and cosmetics, and personal care, sets up a new product library, and provides clear and intuitive product selection references for business matching, efficiently broadening the sales channels for new products.

And running through the entire March New Arrivals season is a trend-category day, focusing on three core mindsets industries: beauty and cosmetics, home electronics, and apparel. At key consumption moments, it helps merchants build breakout new product launch special sessions. In the beauty and cosmetics industry, leveraging 3.8 Women’s Day, it creates a “Spring Self-Care Season,” featuring self-care gift sets (beauty and cosmetics sets) plus brand new product highlights, tapping into holiday emotional consumption and gift-giving demand. In the home electronics industry, it promotes the “Love Home Refresh Season,” bringing brand new products to the AWE exhibition—13 new products were launched and broadcast live on Kuaishou simultaneously. In response to the domestic smartphone price rise wave, Kuaishou adds tens of millions in subsidies: big-brand phones are available for as low as 82% off, and the average weekly-on-week transaction growth for the phone category exceeds 20%. During the spring outing and refresh wave, the apparel industry launched a “Fashion New Arrivals Season.” Through a new arrivals livestreaming calendar, a mountain-style fashion new arrivals express, and a chart of hot-selling new products, it activates the energy of spring apparel refresh consumption.

Now, as consumers’ demand for quality refresh and scenario-based consumption continues to rise, new arrivals are not just a simple iteration of products; they are an important lever for building competitiveness by enriching supply on the platform and meeting demand. Kuaishou’s standout performance in new products during the March New Arrivals season both reflects the trend mentioned above and confirms the platform’s improvements in new product incubation, content seeding, and support mechanisms. In the future, Kuaishou e-commerce will continue to intensify new product ecosystem building, connecting more high-quality products and great content, and helping merchants continually unlock the growth potential of refresh business.

(Editor: Jiao Yue)

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