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Forget short video, “medium-form” video is China’s latest brand battleground
Posted By
a Luxury Daily columnist
On
April 22, 2022 @ 3:45 am
In Featured,Industry sectors,Marketing |
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Can Kuaishou translate its success in the short drama format to longer-form video? Image credit: Kuaishou
By
Avery Booker
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ut5mWQcrphTjUMiQJHJhfCXk0jVLwy7F2dtm1HKARCZdyTLgzC6d8XPeRu7QlNVIKBxUcWG8ReCLmtyHIbWksyfuk8vJaohgZZ2QlP3F\/ufEE7RneHH4STac3kLgbjVgMTJthYJsf7vCRCKmsYN4TOFqAFIXz+9CYFaCXleb18NouSVC24SIMT8sYj3UGvGbAmuLgb50NPUVJuF8wt65sGCHLbqOyhIjzK6VJ39suj\/JW5U2M5t8lc0R94xv5Hem0fXGt0tAB2n73H0Gka3vTQvRGbs2xiC1SZ+jsfDOa6n5vRGwaa4GLseQYuebDCvtdFseH\/+TOfHLMw5S\/K994OIFXLdE3ESIPil5PFmLO6gilYnvTZu90us9et+laenlm1cHsgX0+oYpma160Fm\/iBjVBuFOFpDlCm+OB1Bh3yXNv674OEtGAXkFYpM2YX8b6Z5Y8T3TJu\/wkex8rpHmHREs\/Mzl01xUiev0v2pJpgovNHiMQfN4\/4EEjqJAm5enMYV9VFkAH5Oh7uWuRYhNFZUo2vExjPYHTFgmePeRLbwJMpCcAk85o3x1VgtvrE0sEIgVHO02FBa6UQP\/1Xxkhul0CHptD91bcobS2ojUIpQtOYjugx8oqwUXUvpGXGknAjVQ9YNdjaO634nX\/RjI7KA+s1HdW6euOZCTSygGsb3hz3Qb1NndqhTuc0ufZXID0AVgOTg2EmLGvNginqbEeu1QvbkNyMrYF3lAKb6RLbYKlkm7eSrkYmxs6vOPCdHm5B5gMi9OgL4XYpdOCtp4a8LdTHGWHRplemjj3OygQzG3It0tLc5Lv8tTcl04TjpNRr5Lr9StqFpeBPno8VdwUKZ0edcbSpzX6l10J9q\/t9lLA9ktzmvvEHuUpRo0fuWZaUnGmF3dxUXPcnFuSiOuCrbsbUgh5sNIy84AHjlpOFounFaPKBpWEeQsOPtHT5P+jnJd1nJ5Lf8T3tA3oOeTdK58I3z\/VPtGGGMwd938CZ2Zc4ykA5\/saefklUpKzHX5Y5aTWahlHtWH6WKWV1d1TnJzR9gM3W6WyNwieWzVeKvteaIYFrFltkMv8g6QW4S7j08VT03xjGY05U\/zXZwZ1aBIYZjk0K6UXb0Ns5qCcLyyt6NzNiKdSvhrB\/Kj84rGgBIay0c\/Tz050pI774qci\/TfmR7xkeomFRptcMjARfqt7Pen+2YIOjVi2Njh+i6HVUV0FVzzgP1tr8pAeiIXLL\/l5zGewSHqM\/JhrmiqLAfLrCfaJZsTcr6XrCm5D4loCNp54hOTkOO9Lme9J5tiRmCY+MfDsC2bGMEXlIzypSdyNuH91Mclr4oEiJbu1h\/WsDzSlntojSVlQ7HQ\/nQTkWpPpk3qbqokifTaFo0cUjwjwa18mxhBX6fy\/Xowp1H72VcvuI33EC6QSgY1i44L1kGSr32hPhVd58wvGD0ucm2nzkSYhxFcOcGqbZKswSfbESwcc2MS4qiwAOHQHWZ3\/SGpraAE7bpix2xS2LIiSHPauBHL1WgdD5JhDK5n5g3I6U10zv3yOugy5W+ps+Sc00aY2E1g1ICAZTEhCs8I+H7IJG5Lby+VgZAypHxnuIWCFP8\/HjcZ561lYqyAd6JQNs5HqPhku9gOqT5auigazWV0qmpyNfgamgV+K2mUO0n7MZDvhePTnsHtDEdvkrMjC9V4DRJnIAvHglFFWEvNhroxNLErupJ04EaS+rxkQBppbuBq1cN9S7ZRgl1hFZPWKuVfoNrCM\/Lo7fDeAbU4BookHV77LBQnuZ9daHTT1kEgnGNXf8DtfX2VDR819xllY0Gvk0N3+GZJBdOJM\/jT4M93NxC6633Entg6DcQvP9afI7MwVEOVTQ7fWTTwAEsseRi4x7kU\/VlSgL1pa8Mn5AmDf0iJffm2x55SBn8xl9Lz43Jz2DjECdM21mwpXWkM9nQYA2MU3hl5De\/xji+jJV0VOo3ZsIRGbhEfcZ4fV67tJVP0NCLVVpCDEMERrT+M1OhKpLT6z3L5iUPnEPZNUP9KEbYEvJmYhb6XxidRyNLSJM31M8UXEgVaHHasRbgCkayAxxPRmzxdSOMcZ0vtfUc4Sa6RxJ8CmE5F3tJky6\/iBbn\/aQ\/0TDzXAkFKgMiTZK\/ntit4wrRt+TL3g1Jh1ujBI8DEQ7XF6Fxl9bOoELz8c\/INboGqDndAo7AkoF8ZhHsSRg2DrW5nD9BYjXbfkDqLmBQRg3gCMYNWgiLXbptW9+ygOBfYlGXIWjU427G7PFPJqOOSjZdd1lCLtQ0XcFuGXBa8BaaLbHEAzvljfzyL7REH\/aPpUPHH7PhbCl5\/XE0DdEEh0jci6vzXfqR9EXz5VvVRvMMhys06qkeCiza9B7oRY30r0UqyHmp2mi6ivTWi100yd1BKLrX4OBjLK1wjag6Ecbu5ZDm\/A2TJ5\/ocJRAlsYf1Jfue+tetdQOK+KHpMtd95079ypaxU4yrnMwrU0jcH1miVPKlYjm9\/i\/S+BUgSZkiHNf9Udi53txcDsE5mNHO58fdpYMIxnGI3b0juWzYmUluX0oNlIntf3lOPrhhLdDG2LBEWjwvm12Bob74WGe42x6Gi0pYM0ly+9n12P+qkQv2iXz4a7+JyLwk\/RBBFI8BySSSt4W1MHLhPMJhcTQ89LdCcmXmNpQup4F9+epUhJ\/ObxjRCKQALQBIGdAjq6tXnHMQXTgYHlFunlK33NsHCnIRRpHXSpnea9h8Xx+qBXSMjc8GemuBtBCPl7nh6FNH1iUA9Q6EJFFLPr03JsqxvXN8GHxE4FYssAsVl8tu3Ms\/vosFajacolh89ttEb9NkyL\/Z\/ffHnkZNbmr61T\/A8vQZKYsOlLmxQOA1sg4lMs8\/PM9mnW5nEz8jwCREavR\/vIjKTfHdm\/L9NotEvnjMJYjprGbfBRtnQz\/\/JQfP8AzES92GNf\/QOownENBjXZ1WBLbSUY8XsKL19z\/Xzg67Ul4\/sJn3eFG3AAk1HvlTtNaMNARS9WvNZQUcJyojLWeXmSPxUT0ruFo3rvT5lPcyr+aO4qkhsap5j6OwNt6Vk4FZujAbW9ofz+P0+pGBjQUjcb\/x2socvyJ7heagqtYGMiD1eVqpO5InHGoFdt5ep8c80tcEoH28wWPDNo1BU87qiynZg4OnJ4qyFc5QJNzOKKX9X80qiy19XdEqtmuNh7hP1RWOZnJ9NGvpUglxlsgZ9oLUooTsWzMLJJGZUUJL0SbMZ9kDoZmGE6\/GjMazjtXX3\/R9+0xcvvo1bF5X60MYrg\/RtDhUPGJTypJDi58BQrF2pGc82dxLH5h7vO1R0FMvfhTT7VR2yVN6Ed43RDiGf\/nYtjDKhv6d595T6dackYjJj2tIBjE\/u+4jP8Re9sUuLHq5enpVTJKfeN+0rZZBxV85hElTGKMoiVG3TKVzjSE0fHZRzZmV9SQCfXiszqB0Ke3rrSvghuhC++g\/K2t1vIAf3cGPCw\/AmeWVAUZgdIv8E6Fkd2xRBFnd3DxvwZTtOyB7i4yC3cx5KqPolAWQyzs5HubWBQpdO96JROWlXE6sDKBnu36mnecVOk0NuCC5Y8z2Y9KSBhVPdAulBkCoFAafZBIMYPTSWNGOpoxxzuUAMq+XQyG5pu9cSXA7h5nemh7HJ\/Q4R+SQzV1nl2vvCUtb4oYYyMxz8Ja4Leh4Dn7jou6Qe0mX4590Qv2f8UxlwR5reDun9ynGNIvKe7lhebnN1SDlp3IttB5Vr5XhPJzHEAD0nhHER4aS1+c4p7hvOgRPAieWg2wycErQ7rFbKlCFiDtaiJ3BmSHwyoBq07\/G2hSdtYYq3w6HSLYvnNdb9\/l7MigmJadY2gsk7Nn41T4QO6cL\/5pIBi164yPRh\/25MKphxQHqADGNXX0s5vxRKmkiao2Tca0CxptiutWE33TWNLtB8x+f3cufNhgM1PebWz47PZUgPPQ+lw5E\/ekaDcwk3V8zujE11wkTPmfTZlgtclimGMpzMeWz44H4gheNBLC8EUGOsLaPciCwIeH7K0QW1erIs8sFCrFfyJSTMNRrbh1YecLvQE0aNmUWPEK\/jdLrW6unVnJPNwC23hlKxD8itnEC1As656rmLTd71PcYbogQzzon82TL7F0ID3Laqmwl1UXBGVte8o\/++0FhCEF494yhDOBfiEMcdB\/VBx+8liqcCEk+39u0Y6X7cvUSiAtIyjAH5dbSG1ipeiIGJIBPkBHiclqBocR+hk20\/ewzD+b2QvxxgJZYXJdNpRLMOOGa2UwvJrT6jUgD2DGnfgy0CVb1oi3iFnjd+IUodleTrIbER1nFQ3FTfp\/8MHk3LiLR9FimXDHQjmt9A\/Riy+mdM+WsuHzntoWdo3cwVdOddzuWW4gKaRHpulS+EqQTk\/AV\/7Jiqdbb0plNs0RJS0Mn2hE8EPf\/vsHZx8wk0fGFH2pR\/UTXQjwba4GVNinSgi+k4E85hr\/T+NuWFGcgZy04mJev2PDAPsCxNO8hI73py4HSGasANxkr\/BlkWdxG02gserlWjqN3u0\/XS8hb5mU0e4IAvG35iYgrOGoSkm544b6pS4onN0PWXWzNkbRxEVS4TeBj5pQfOm1r9YSSdROieBAH5iLQrdf+dK3Ld7C8aMjvu7SjHZLj0xxnay\/mLjeId\/ccB84NDE\/E16oXxcXpxluLO34e3WTrbvpKMNOShLYS\/9A7WJTmtLoVB9OBFaNMtkPYlTd+6TNAFDOwkMFLMAoxWeTTF30J9uUr6DUEPrfLDaFDc4LpSNFR11vHg22BhhajhdOCya4w\/3RXUvmCkm0pgqdAh0CTjd8h9AfGLDLsoMe0NGTIaZC69ZiNr+XiK\/b7WCNISG4+I5kxngWaJdsEz37wnIlE7269PGUVmHVpXB0Qxh46IEcEqgpxg91KSQ3GA+vM3PlPqNwZx8dxZWB1tmKb\/7lbJfG+sGKUMRwprx3JzOzsSVccYiFRowQRMA0fQluDO2N+ZiGrNfZZUahEs1eM+GBG+nm8BfhQ6Lu+amsuCvc5RnNbM4KDcGYPKmSkFI66Ikwskh9+5HnWH\/YCpSbUnmFzSBlFRKPEOV2ByIHCr\/NtfoTHg0SzyovofpHHmRK5lSdlELIeDI4UzAovGpssFDr2q9l8MI38VparffWKsA9VgVWSU2ZCJkSYOnhOmmgcZ1HZZxNFnioirRV6R2j0lBRBp\/o9q75wN8OHMoDFMyNLXsVdOrrOrJiK4q5FcAGDdsQ4IpfZP8NWF2cLDkNJep0znQ6ldw0kJljYduaduqZdNTruQKuCjpgnAcomWfMTkhYX3M2j0CBRi9IApXoebqalRuvPKJK6jsToAx+egv84rsnccDAZLEfL\/OlRUiXcobvtKLCSPeapJWcZ9f+MRkKo\/9RPp5SyCAUsXkF2J6F6eFySIZp4w+Jh1GWlQa+ZvM579ZAqa9AIL5\/nKbNaoum2d82Ou0YsbVHdDftbRtiW\/DQ5IRHMirRQPstkzY3AOi0OjAZdiJZ+Y6nvZ9mArmaUXi8kwVtgee6OVxsBlrXLt8ocbFG+wLWvVKann77xUpV2dbD23pTeq\/eyw\/eEyy9ufSontWwkvLxoC36Zy12G1fnVHdwBX0yTHyCjn1oxsvCvTsM7sYpZ27fyPPNNIcnvP+mNtPcS6zyKDHiG5kamcwy4KhV4gqbiITCHnKPu8\/s\/zQszoZYDPDk5zHdbnlckRqZ33wgD2dLxU63\/W+W4JCXZyxzWzBJwXfT67s7sQow31xjcUSx2GBgYsdBcamGvTMonGt4BxwAvy9\/AZnT95k0TELS+i0uGxjNrK5aZ3VYuUD2sgqJ38rsddSyNIbWkN1A53bCfbg1A\/hsmG5+aeEprjm+GNcdZfvvj07\/u+Va1MTygZh1kyjiKwZ2cPyZOcFTsGgGWJb2DEpq7VsTZEyOgAtPr8wGSIAYGfV28kO7O+2DyQ==","iv":"2642723da0c726a749af20a47fddac85","s":"5a8faf24306654ef"}