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Thursday, September 10, 2026

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@HaydenCapital 1 click

Fred Liu on X

AppLovin - Interview with Xiaochuan (architect of $APP's Axon engine). Thought this was the most in-depth public conversation on AppLovin's business to date. (P.S. Youtube has great subtitle translation) Axon & Technical Philosophy - Axon was built by just 5 people in 3 months - AppLovin was the first to implement models with prediction windows exceeding 7 days - Deliberately avoids developing its own LLMs, preferring to use the best available models on the market — building LLMs in-house wouldn't generate the best ROI E-Commerce Expansion - Decision to enter e-commerce made in May 2024, with the product launching later that year; original team was only 10 people - Entering e-commerce was effectively building a new model from scratch - The gaming and e-commerce algorithms share nothing except infrastructure and accumulated organizational experience Core Competency & Culture - AppLovin's edge isn't industry-specific — it's rooted in how the company approaches problems (the culture itself), which he believes positions them to tackle challenges well beyond gaming and e-commerce - His relish for being called an "underdog" comes through clearly throughout the interview Social Media Ambitions - Already working on building a next-generation social media platform - Strategic logic: Meta started with captive organic traffic and built an ad platform on top; AppLovin is doing the reverse - starting with the ad platform and building toward organic traffic - Owning that organic traffic, if achieved, would be a significant advantage Short Seller Response - When the short reports were published, Xiaochuan personally reviewed the systems and code to assess whether the claims had merit Hiring Philosophy - After 2023, overhauled hiring: moved to paying among the highest salaries in Silicon Valley, and shifted focus away from seasoned veterans toward people with fewer than 2 years of experience - Core belief: experience is overrated, the capacity to learn is underrated; breakthroughs come from willingness to abandon convention - "You can't operate like a large company if you don't have a large company's resources" - Most prominent AI researchers are overpriced — high visibility and intense competition drives salaries beyond their marginal value - Targets talent at the "periphery of the spotlight": technically strong but undervalued by the market, and still carrying the underdog mentality that well-known names often lack (i.e. "Moneyball") - Entire engineering org runs on fewer than 100 people https://t.co/vXaWUZGkZt
@HaydenCapital

Fred Liu on X

On Applovin Ecommerce Ads $APP. (From Ecommerce Playbook podcast 3 weeks ago.) ** "So a couple things, number one: it turned out to be the third, the third largest investment out of all the channels that we, that we run for our clients over that period [Black Friday], which is wild. And that the new kid on the block popped up into the third spot... like bucked the trend. There’s no doubt in my mind that we’re going to see material, like orders of magnitude and investment into this channel for, for our clients in, in 2026 on Black Friday, Cyber Monday, the holiday. So my prediction, one last point on Black Friday: third largest investment channel, but still a relatively small portion of the whole for the weekend, a little less than 5%. So, but my prediction for this coming year in 2026 is that Applovin is going to be 15 percent, 20 percent of the total investment in Black Friday and Cyber Monday. And the indication, like the reason why, is because number one, we can deploy a lot of media dollars really fast because there’s so many impressions available, and number two, it’s performing. So the media dollars actually flowed into Applovin towards the end of that period, which is an incredible signal. So the AppLovin trend was peak, not peak on Friday, high levels on Friday, down a little bit on Monday, Tuesday, the peak was actually on Monday. I remember, you know, when this conversation first started with more than a year ago, October, right, 2024, the initial conversation was like what if this could be the third platform and some of our, as these sort of incrementality tests went through that sort of just seemed to be coming to fruition. And I would figure out like how am I going to make, if I was running an e-com brand, I would, I would say to myself, how am I going to, how am I going to make this 20% of my media investment this year? I was trying to explore in YouTube, my, my third bet would absolutely, absolutely be on AppLovin. I think what we’re saying here is like that’s happening basically is the Applovin ads is the third platform now. And so it’s time to get on." https://t.co/PBUOSe899T
@HaydenCapital

Fred Liu on X

Just hammering this home. For simplicity's sake, let's use round numbers for 2025: 1) J&T Order Volume Grows: 75% y/y 2) Tiktok & Other Customers Grows: 40% y/y 3) J&T Grows Market Share from 27% in 2024 > 33% in 2025 (disclosed in the 1H25 Report) 4) Non-platform % of revenue goes from 0% > 10% in 2025. All the data-points line up. Takeaway: It can be true that J&T grew 75% y/y, AND Tiktok is slowing to 40% y/y orders growth (and 30% y/y GMV). - Market narrative of Tiktok competition increasing is likely wrong. - Means that Shopee's recent spend is not a defensive move or coming from a weakened position. - In fact, they're pressing harder, while competition is weak (That's just how they operate. They waited to grow Monee loans, until the digibanks started blowing up. That's why you see an inflection in loan growth 2 years ago. Compare that to when Indo digibank NPLs started blowing up, and you'll see the correlation). Included pictures of the math (thanks ChatGPT). $SE $1519.HK

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