Zhang Xin (Kuaishou ID: Zhang Xiaosi) studio
On January 17, the first Kuaishou Public Welfare Ecological Conference was held in Beijing
■ Reporter Li Qing
Deep in the Yimeng Mountains, there is a village called Zhujiaping. The mountains and rivers here are beautiful, the folk customs are simple, and the villagers make a living by planting peaches, chestnuts, sweet potatoes and other crops. However, due to its remote location, it is difficult for the villagers to make it out of the mountains, and the income of the villagers has not been high.
That all changed in 2018. That year, Zhang Xin, who had been working in other places for many years, returned to his hometown to take care of his sick parents and decided to change his hometown in his own way.
"The specialty products of my hometown are of excellent quality, but due to the lack of effective sales channels, it has been difficult to gain market recognition. So, Zhang Xin began to try to record his life through the Kuaishou platform. She photographed the work in the fields, the customs of her hometown, and the production process of special agricultural products. Soon, Zhang Xin's video became popular on Kuaishou and became a well-known rural anchor.
With the increase of fans, Zhang Xin began to try to sell agricultural products from his hometown through the Kuaishou platform. She used her influence to open up sales channels for agricultural products in her hometown and drive the villagers to increase their income and become rich. Zhang Xin's story inspired more people to join the ranks of rural anchors, and Zhujiaping Village became an Internet celebrity village.
With the expansion of influence, Zhang Xin has also become the spokesperson and initiator of many public welfare projects. She holds a number of social positions, such as a deputy to the People's Congress of Linyi City, Shandong Province, a "Public Welfare Ambassador for Young Talents to Help Farmers" in Linyi City, a "I am a Linyi Recommendation Officer" in Linyi City, and a good rural youth in Shandong Province. In 2023, Zhang Xin will be hired as a "Kuaishou Public Welfare Rural Revitalization Distinguished Lecturer", and Kuaishou will also donate to build Zhang Xiaosi Studio and Kuaishou Public Welfare Rural Revitalization Live Broadcast Base in the local area, creating a "regional sample" of rural revitalization, providing soil for the construction of rural talent teams and sustainable rural development.
Behind this change is the power of technology and the rise of digital public good. The short video platform represented by Kuaishou has benefited thousands of families through the way of technology inclusiveness. And this model of promoting inclusive public welfare in the way of "short video + live broadcast" is becoming a new public welfare ecology.
Zhang Xin's story is just a microcosm of Kuaishou's philanthropic ecosystem. On January 17, the first Kuaishou Public Welfare Ecological Conference was held in Beijing. The conference, with the theme of "Building a Digital Philanthropy Ecosystem in the Era of 'Short Video + Live Broadcast'", hopes to explore the greater possibilities of the digital philanthropy ecosystem.
Technology connects goodwill
Create long-term value
Song Tingting, Vice President of Kuaishou Technology and Chairman of Beijing Kuaishou Charity Foundation, said that the core mission of Kuaishou Charity is to "connect goodwill with technology and create long-term value", and is committed to building a warm community where everyone participates and helps each other. The core of this concept stems from the original intention of product inclusiveness, hoping that every ordinary person will be seen and help them find what they need and give full play to their strengths.
The large number of users is one of the biggest advantages of Kuaishou. According to Song Tingting, in the third quarter of 2023, Kuaishou will have 685 million monthly active users and 387 million daily active users, and users will spend more than two hours on the platform every day. This large-scale user base and consumption time provide a huge space for the development of public welfare.
"Based on this ability to match supply and demand and commercial infrastructure, Kuaishou e-commerce can help farmers sell their agricultural products and help rural revitalization. In 2022, 870 million orders for agricultural products were sent to all parts of the country through Kuaishou. Song Tingting said that over the years, Kuaishou has reached cooperation with 1,170 counties in more than 24 provinces, supported more than 100 happy village leaders, driven 16 local characteristic industries, and covered nearly 10 million people in the entire industrial development.
Promoting the development of public welfare undertakings through short videos and live broadcasts is becoming a new public welfare ecology. This method can not only drive users to participate in public welfare on a larger scale and more sustainably, but also expand the radius of public welfare and benefit more people. Song Tingting said, "With the support of the short video + live broadcast ecosystem, Kuaishou has continued to expand the ecological carrying capacity of the platform from helping individuals to supporting industries, and at the same time, it has also made 'digital public welfare' play an increasingly important role. ”
With "short video + live broadcast"
Promote inclusive public welfare
In the tide of the digital age, short videos and live broadcasts have become important tools to connect urban and rural areas, break down information barriers, and help public welfare. As a short video social platform, Kuaishou has been exploring and practicing for many years, deeply integrating public welfare with the platform's content ecology, user ecology, and business ecology to provide assistance to key groups, special groups and users.
According to Song Tingting, in 2018, Kuaishou's average daily active users exceeded 100 million, and it began to vigorously develop e-commerce business. At this critical juncture, Kuaishou responded to the call of the country for poverty alleviation and established the Enterprise Poverty Alleviation Office. "This stage is the initial exploration period of Kuaishou's public welfare, and a series of poverty alleviation and agricultural assistance actions, such as 'Happy Rural Leader', 'Rural Revitalization Officer', 'Seedling Support Plan', 'Light Up 100 Counties Plan', etc., have been carried out one after another. With a small mobile phone screen, connect the countryside and the city, so that agricultural products can go out of the mountains and into thousands of households. ”
In the process of public welfare practice, technology inclusion has become the core feature of Kuaishou public welfare, and through the model of "short video + live broadcast", it helps farmers live a happy life. Among them, the "Happy Rural Leaders Program" is one of the representative projects of Kuaishou Public Welfare, which has supported more than 100 happy rural leaders, cultivated 57 rural enterprises and cooperatives, and promoted the development of 16 local characteristic industries, affecting nearly 10 million people.
"The power of this kind of technology not only plays a role in rural revitalization, but also extends to many social issues such as employment assistance, silver age care, traditional culture inheritance, disability care, and child and youth protection. Song Tingting said that as a platform-based enterprise, Kuaishou connects a large number of users, industries, and businesses, and is closely related to people's lives and the development of society. With its advantages in traffic and transactions, Kuaishou can help more people cross the digital divide.
For example, the "Kuaishou Public Welfare Happiness Lecture Hall" project launched in April 2023 aims to improve the digital literacy of the whole people, and in Shandong, Guizhou, Fujian, Liaoning, and Chongqing provinces, Kuaishou donated to build a "shared live broadcast room" to create a live broadcast base integrating "training, live broadcast, warehousing, office, and logistics", providing new media professional quality training for rural anchors, women, silver-aged groups, retired soldiers, young entrepreneurs and other groups, helping them master short video + live broadcast skills, and then improve their lives. The project has emerged a number of typical representatives such as "Zhang Xiaosi", "Lin Yao", "Guizhou Third Sister" and "Nayong He Juan", who have realized their self-worth by mastering digital skills and driven more people to contribute to rural revitalization and inclusive public welfare. At present, the project has spread to 25 counties and cities across the country, covering more than 200,000 people online and offline.
As an extension of the "Kuaishou Public Welfare Happiness Lecture Hall", Kuaishou is also actively exploring knowledge dissemination and digital literacy improvement. It is understood that in 2023, there will be 36 million knowledge-based live broadcasts on the Kuaishou platform; More than 116.5 billion people watched the live broadcast of the content of agriculture, agriculture and agriculture; Kuaipin business assisted 300 million people to find jobs on Kuaishou.
In addition to its efforts in rural revitalization, employment and entrepreneurship, intangible cultural heritage and knowledge dissemination, and digital literacy improvement, Kuaishou has also made positive contributions to the care of special groups. For example, Kuaishou helped build a disability integration pioneer park in Henan; In Xingtang County, Hebei Province, we support the construction of entrepreneurship and entrepreneurship parks for people with disabilities, helping them earn income through their own crafts and live a dignified life. In addition, Kuaishou also cooperated with the Publicity Center of the Ministry of Veterans Affairs to carry out 35 online recruitment activities for veterans to provide employment opportunities for veterans.
Launched the Public Welfare+ program
Jointly build a digital public welfare ecosystem
At the first Kuaishou Charity Ecology Conference, Kuaishou announced the launch of the Charity + plan to jointly build a new public welfare ecology in the era of "short video + live broadcast", and continue to contribute to the sustainable development of society from the four major sections of "Public Welfare + Digital Technology", "Public Welfare + Industry Development", "Public Welfare + Social Care" and "Public Welfare + Disaster Response", which marks that Kuaishou Public Welfare has entered a new stage.
Song Tingting said that Kuaishou has been exploring the combination of public welfare practices and platform ecology for many years, including content ecology, e-commerce ecology, industry ecology, etc., and has initially formed a distinctive public welfare ecology and project practice. "The launch of the Charity+ program this time is to continue to deepen and expand Kuaishou's philanthropy ecosystem, introduce more partners, and explore greater possibilities for digital philanthropy. ”
In the 12 years since its establishment, Kuaishou has gradually grown from an interesting and useful content community to a valuable and loving platform ecology, so that goodwill and love can be better seen through the mobile phone screen, so that it can be transmitted and amplified.
In the view of Ma Hongbin, senior vice president of Kuaishou Technology, public welfare in the digital era should be able to continue to give full play to the advantages of product capabilities, scientific and technological capabilities, content and resources, and create social value, which is no longer a simple process of donation and donation, but everyone creates content together and connects to contribute to the whole society. "Kuaishou hopes to give full play to the scale of users, technology, products and business capabilities to build a digital public welfare ecology in the era of short video + live broadcast, so as to promote the continuous development of public welfare. ”
According to reports, in the future, Kuaishou Public Welfare will make efforts on many social issues such as rural revitalization, employment assistance, silver age care, and traditional cultural inheritance, and establish a multi-level and sustainable public welfare ecosystem, which not only echoes the needs of the country and society for platform enterprises, but also closely integrates with Kuaishou's content ecology and business ecology. At the same time, Kuaishou will continue to build a digital public welfare ecology in the era of short video + live broadcast based on inclusiveness, and work with a wider range of social resources to connect goodwill with technology and create long-term value.