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Searching for the Next TikTok

Kuaishou’s blockbuster IPO has focused minds on China’s short video space, where several apps are clamouring for attention. Which platforms are the right fit for fashion and beauty brands?

A billboard advertising Chinese short video app Kuaishou in Beijing, China. Getty Images. — A billboard advertising Chinese short video app Kuaishou in Beijing, China. Getty Images. (VCG)

By

Casey Hall

11 February 2021

BoF PROFESSIONAL

Kuaishou is a newly minted stock market darling, having tripled its share price on its first day of trading in Hong Kong last Friday. Whether it becomes a favourite of fashion and beauty brands or international audiences in the model of arch-rival TikTok is another matter altogether.

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