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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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LnH2CuoyZDED0ShyNl3I6G16aDCbe\/n1WOi3pyJi2NuKK0ZpUeceL3z7otgTrjE7SS7uNcOdhjV6\/zoTLYZSyEJ0WsIOujcxxwmQkbasCSRWpMxhP3MOf5UK32FQkOIozpp7dSHF40mz\/n2RHj51qMD82cr1KjEYtT2JFie1zcw4keV+XFu653s+OmL2nhNGtbumhgFCUjBwOQl4ufHwChm1n9z+gKvuZ5pjwAQDGDM2hwwy4Ij\/uHXW+O9snH6Umu5KOHH7rV7kF4FrSZM7FKhg1NrqDe\/RzH\/pUKIXMuoQy5QvuCivStr\/RSF+W2gLT5uLCJarxbmiThXGYxoPhP4iwk20cfjqvFAOv8yXjtecCvTl1KZqWAFb86ED2\/f3jNyA+TPR\/+ujzHrBY6fE+DQv8W4PYMv040FCBODIoMw+unYt6R9HVkOEG6Qn6XKMp5rnf5dDA0W9qhppJ6kP0ZKFNMG3+XJdjLItQaOnGlPTJUeLX1DxX8gqq7hD8imrjla\/oDB+KOvj2CAIijtWRs7oGDTRUV9QZuv4LMPeunAyyRevSeCpUaK6GP0DPrytddEK9PO1Ng2OvzJLUG+R3t\/pcev+4bAiHGAL\/pFXRq+tmIBzWQnugz2UoBD3KIuirRG9NnB0gJT4MvYL8ivTIdrg5AFAFvSW4A8UpQ2bIi11MV1rYE3iy\/zcH9PE3GQZgl+KiOKQa\/Vf68uMcwIyhpHJWv7JqfDjmqwuXiKNkRO1cC4SuP5kLxm+5k4Ja6dE9fmc+Qnu8BdGJc9lz1plBBWI1d8BG3GwGN\/IiOq6pnzS5f1P5VNx3qLDPirjwllubYMur6LBGBEXcPJm7K+a13sZQohazfF6Sj7dz+RjtLF75b0HtxfVGwUibVnpZK7xaMdtw\/HT3XxunQfO5l15o0KledZKhk60ffUqzziSJ8mliaZZzIIxpff3ahviRYoqEoeuIHbIzR39McivGPxkPqR9\/kHbSTz4zRODkTQV5gBw5GM\/RR\/ifawdV\/Rd7d1DIwXnivFjHrJ7uIOJiXJXi6QKQUo1tPVjxercHbhYuajOr5CM+lgtT4vl7rodDyAP9zJCRRPESrUxSKXOpadnGqg5lFnxJIBM9U2t3Y061C6dgEeAOwOQCXsIWuU3\/HIhHuUVcI40kT\/KoYyy6yopfz8\/eOHDKPckglCfP+cBFAbuVebCZLZI8jYYhAWSy828\/BNVi5fozGWMUrTSTWL5x\/E5qDUwztDhociyXw+LkuL5UO\/O82ROjd+Vb4U40f8zJ3RtJsM1+ALGhOQIzW8UsDMRN5BBvQAVALW4QfwhEXH7vFYvxqCr0bG9keuNJ557+kvCS2w3bMTCkBTozw7fr1J7UdMiImlbBEq5PLXi\/JtsQxok1w4ASPEenjadYKmSz5XTtzKizAk\/1mhtEkULJHLXfjeCz7N6mIUY1tmn+Qc8\/3IIH046EyaHehicZ6D9mfR3rxPPD4dl+qNIaHD3XmDsRWI192Hxw54LFpZTodEyNRFooZL8ps0dNJb64OcmrtVk2x1b35mMKcWfRVXZUv3L6fHk7lvDcFKu7OVdbXKINdBW2TiTWSJ4viX8VROcBnDbcDnbd1l6427rYFQM1DGOCbKaJoBsFoIF6KuYulf4lZkU+bYtFKyewSAOcT0PqBPKYKqorRpMWHXb5dzdtsMAnogvaLNj9HY2t8uRFpn2mgE0bylpdYcELR+tduBgTmLmjri7\/QjNyS7l6B7BZ7326A6vIMXp41GjHE\/jFCUIwMgwWX5w3usZ\/MDpjdntUbqo5Qp4hGfTbjTRC6KOGnsAgaESTP3A1ZZLWryC2i5EI11u6vY\/SJMuoi5lupqY4gdboYsUgWVKobbDd\/Zht8O7T3C9AMt5qHosZ1nnh8NimEm4kQwZG+EENPsG2oxHMYEijU5Tga\/KdsadmZdgLREUTRWvOfBYMntfbtd\/uGmX0GSmmR+8lrx5wiI1Zgy4Z9hqsimM6TKDl8FdbJMotw\/rgAl5xcWz19njsQWEXgrBhlK273mcKgvfpip4s4IQqL5morSuJ1YUdnUPAT1bjhnjFDVRqQuFbdrsbxT74OEUgtCk5HJhKLgaHDp4LyPPTBdgYngxtr+1COZv8AeiNlEzBEMVaIFzF+8Vijl+hMkoRBEEfaxwcEKzUPDQx2rJb9pvHALwBfBMCI4ObmSl5aImIc024C+qaRfcxQ0QxI5zx3g34d+XBcJ09MI\/L49zjt9Ccc+sEaVeYJnD31PbY78nkxg1ozYsZSl7F5ZSffrPsNrBiNI7aFnb\/JxHXPIbkg+D7rBokHScDDQY0pWryX14Rld\/HZB\/7CUyuizK0gOR1c\/MJomGEoU0cgcqed1RuFhCy1vL4jZcHouRR+KRnzfduEsUQl\/4D\/bqxIRRUXSAT1dqgxXX9WFDt6PZLRFCJ6DYyfRO2NKSDruj3KYSG2avo5fysgKKCq3\/X2c5csvoXRRgmbsB7RlP9JZxrHehQerxvOcphH6nrKiRyA25iMer0TQRTPNm5R5hqhqW9+FBekj+KtThKhzT\/4YX8pyY6b\/yyr\/tXQj1RS63J4bv4dLZI+aaBICugB2KoSVBrUBapAiHplYc+mx7P2oa08sO6UrWcXKwYgaGv2DxQ5\/vrurk41YeKtB0Sb7E417UJh3l\/nwyypTjzKXYB2dv+5\/0I0eln3DbjgzdHtrOGzV2ndn8jVespcmBiptDwQ4jz2kncPaAUs7QkfLFx4Q2B1gNVCIXUgCChdiTPamwmFmnyiWSCRYB5VPdGv\/98asJqs0JyfjkmpSlJlMB09v5\/T\/ba8L9XnQqq0+JhVAXnA0iVElLHOtmujvV6+251AyMNxBucMzsIWz0Jju7QZZYXDBX3hnKTLQUFe+plLZYritX4wmcF4erPbrxBcR+vVYBxnjuVIO6DqGNE4qF0g6MVi3H\/fyO2ZEfEIdvptzsd+slC3FhVaQSMdESwLEDzgFYhuSh1KYm0UlxTwPrgpknLNJmq9\/IbZUmlivQpOt6n8je3ku8WrkzVdIAR+sNQ9Wl8Tbrk5I6h13JQ2sTfRbc\/4OUJ5eMl3GC335hcyfkOWXlEUgVuLbLFlUPtuQaoCkIzc2zNoeGa6gIfaCs9VXf2tIWxpdrNzssN6rHRdRk4l40oJyVF\/mJHxrwrsu4vkmOP8I\/24XvT2nSAnhVE\/HwYElL1TqIKJ2AUm7cbEn1uRDrWwgjEKp3gOy6Bh6vTpYYmuiL2dhSHrl3U5qUVD+I9dyWDcYuhh8tCTCStIZKvsgIeFVMu57gQ9LFwVYUHXosmEXTl+r+Q3obEoC3R4DycWNAunnmO9W9DJL6WyV1Pwc6I0qkZvuV\/EOMWXKhTAxaEyp1zmF5CsgjCJkL8oiqMZu09Zje+Xl26pQG+qQEz6S2LxIi64i\/kyHrDmV9TqfVotqhI3iRvrUZJ0qgQFF7KCk5FhmA\/pVDXrUu99hpsprY5n67vVG8LERRIM\/cNZ5\/jGTg4UqTqS2oB9W3yyyEqh+YbYtpJC4\/1SxyTy9FkqM12bA+LPlNWNracNpq0c4H1y3GMfHnZcLlG9DlN90wBwOl7nO1t3H9nWonQuBeyXCsv2GvFkT66bmEk0tcBLxoDNIL6DbytlocPdsh5tFBr5c9Tzc28g5GxnbtPREmdxhDsQCN3GI4oMrCi0o29rhvDI7wO+03mg6DY3FqHiQd5yubxICmatiC2L89Utuwos99xVsLW\/aDKNqyi9qh0VniSSPamAHg7zxhrfgr7qdhhvVDb+Vz0rSIb87gFD9kIAPlDByNfabmUG93KrYzchAddfiaCqfamYRrnCbBrrclEaRcnoPi7O\/5q2PhngZ2NoqSHRukdxQkMfETD4CBxHUegdacEpJfC+sS7Q3rstFMEIXko6tExfzTMOBmiSlbrTVD9OF8H+4BGT9g0TU5aSnbDkMS15c4OodkVdI2J+SikpX\/b+XHC80jmbLPsaGgBkzuaXoORQlSCFE6zXfuTAUTExpHf5nP0oFeTwtnPTLvtnXzJ\/jZ506uYBxekApEcPgvQCgX5xp1229xIkKgWiV7NuzAp\/rTaHC4iJL+FFiXDZyolWMjCGuYJaDUKdwGEzjHdogFfe6gMEO3hk4UfNpAfizoZF27VxY3ZoGsJpzXPixVgYuomnxTLOUb\/Z1ecAYbcWYYBmyVQCaA8\/J6tlmKlDYQ1s7OnbyLLuNJdkhO73+Cdk\/c9Bfoi4YAcOndUJDXoDNv++NyrH+Oew21Vfu5jjw5kDecqRAsstBaUMfpzh7pfzlVX1Sm+G2eU3Kf+m77bBg5HVk22Z14m69fhdDedOkqSEvGlOZAb+q3r01n9SQpmBC6VacKUNUx1Op7J83AbhGxcjxeNphijjsd60E\/zfJ4wjGGKtxA5u8NxFrOjn0d0CQMaODwEVeMyfhcupbrPB+16aVpMximKZTR1Aj6GwzMOwthbrwFIXugxvNjFHLESI1NKkvaB6viSB2umkdEf76qVH+wvkARBQ+1BX8pq1R23KbdjZAmpUkNeLtQOca60fgqN2A6ZVI1HYBswGEk0aoQZFphHWFMmovly\/laCSPGHciWmnxBlgrYg6uXZgzpa3L8dKW1Qu1Ht8lc9I4atBte4xTC2+rPoorOwLwnFt9KbCrcdTna\/x9kEpGwhik13cobCdQMCFIKYmToagJH1yvTuqrwRNInvHavdqMgYg3F2Kz9E9oYHz3b\/sz9GmXKJzDoJ1AWcCGg8UPRrtHkPsK9H0vw4qOIOl02NvLskQj8vGuNtvLSiaXBYS46TQNhz33T7SUKkol11rNX0n6RuWKBrYooDOf4mhNXfeARdtUO3lCwVlH63zKoda86Z9FfRjukSukSP5TzRlDoDG8AN+SX9ExkjHQlNEP5sNMg2fX3vdyNkWkx4ROgvMsTyLdJ7nZZ9HaGfzVgK1MnErQLPStEeuzsoJ6WGfz9MQ\/CNtLT3GYyBAXhx8UUanm7QHmKybvZKMew2TMqU+oaW9MF984hNxDq4YUG8JJYSIP6nED776pps0bXiBLSGsc9Ch61pECNfbae5aEfe8JT5x3KSB\/CnMfKiaGlUbXRmN91g\/Yyp+Of6476aIcbd8yLOYZ+e3q2ki+h8MMOE8KxVkUz4AfNgEVvdGOkTipN1syqQWtD6oizKikbpL56Ss59JesF9H4pfSCW8wV6UAPlFVz6D8jOoMDvb30LeWcZDCru9zz9XViNkSKTzT8BOmt7dHtsuq0mbMEweOikeYyGtB+a2D0MXbkdUO6CmS2yH1ImZ0hKWtVvIeIDpcrQ+DwP1ykRhEXwKxz2e4\/ihVvv63DhfvY\/v5Z2nwBZ4SV8SDNP\/eKd2IR4f5JyoNgtLz4UQIITtrofjU9CnUU\/q5yfvCC\/IC9rO0nKPhsEQP1CLQHJ6xhrtZZsMo0+lwZhLnMgP1sekO7Ls1IVlGJOLiG3pNZeT3DGzd6T+Frlf0xqIQ47lDYF9w1cZ+iL\/AE+uI6J1Kfcndy8K6VRzHP252\/xihYWVc1LZDWjoNeoEhQIthi\/L7vicPJA0h4vR0JwceCeZreB+tmHZqhoFglvZivZWImezM0lEGN8qpIFs\/Qf0qqvHv4piQP8yrzk2w7F6hBQEKO2KDjRjOT1AZ74IHPF\/x0vSTZuxcLGFbEMweWCyJaPy9bCEUQAxoqXF2OwODGiTy4uWMO1FT0mBzu9VFQCK5DgquWzKwX3fXRKmdzzEeQZ+27kLcxubiADjnhUitgVGWFcyOx4UwJY+\/7ALWcmdN\/Wojyqz7qxxzMExXLY4ptTpOifgTkgceONi3WtEtvJDcny9pbxHT9H0jmgHlNQAneiAYNroirhvSWBViNwD+pTstxb8tEBTowAVmEK9XfGvUfvvIhgp0NfUv3ukfA==","iv":"57cae79ca9bfc81183b3c21feb88b7e9","s":"e2bcb9197f8e6e9f"}