跟着Mr.QM，"赢"战移动互联网！宝子们好，上周跟大家盘点了"中国移动互联网2025- 2026年度核心趋势"并展现了AI技术革命带来的移动互联网产业跃迁，以及线上线下一体化 背景下，以场景为核心的产业结构重塑！犹记得，十几年前，移动互联网刚刚诞生时，不少 创业者喊出了"互联网各个领域都将被移动互联网重塑"，如今，这句话不仅适用于移动互联 网，更适用于所有与数字化相关的产业！ 继续咱们的每周深度解读今天给大家分享一下2025全景生态流量年度报告。 Qu e s tMobi l e数据显示，截止到2025年12月，全网月活跃用户规模已经达到12.76亿，用 户月人均使用时长达186.2小时，同比提升8.4%；黏性的高速增长，与AI技术红利释放密切 相关，12月，AIGC APP行业月活跃用户规模净增量超2亿，MA U同比增速达150.4%；AI 应用插件也展现出强劲增长势头，月活跃用户规模达到6.96亿，同比增速达37.8%。 生态流量正在形成规模化矩阵。小程序方面，各平台的生态规模持续增长，生活服务已经成 为微信、支付宝及百度智能小程序的核心场景， 各平台 TOP100 小程序行业 占比分别达 到 35% ...

Core Insights - The article presents the 2025 China Internet Value List, highlighting the leading applications in various sectors based on user scale and growth rates, particularly focusing on the AIGC (Artificial Intelligence Generated Content) sector and its rapid expansion [2][3]. User Scale Rankings - The top applications by average monthly active users (MAU) from October 2024 to September 2025 include: - WeChat: 109,455.43 million - Taobao: 96,273.09 million - Alipay: 92,643.15 million - Douyin: 88,686.16 million - Gaode Map: 88,685.78 million [5][6]. User Growth Rankings - The top applications with significant user growth (MAU over 50 million) include: - DeepSeek (AIGC): 14,455.28 million, newly launched - 080 (AIGC): 17,204.20 million, with a growth rate of 309.86% - Delta Action (Shooting Game): 5,114.65 million, with a growth rate of 188.57% [9]. Smart TV User Scale - The leading smart TV brands by active device count as of September 2025 are: - Xiaomi: 5,953.76 million - Hisense: 4,615.66 million - Skyworth: 4,423.28 million [11]. OTT Application User Scale - The top OTT applications by active device count include: - Galaxy Qiyi: 12,831.20 million - CIBN Cool Media: 12,483.30 million - Mango TV: 6,548.21 million [12]. AI Application Rankings - The top AI applications by user scale in September 2025 include: - Wenxin Assistant (Baidu AI): 34,729.5 million - 080 (AIGC): 17,204.2 million - Ant Financial Assistant: 8,962.9 million [14]. Advertising Platforms - The leading advertising platforms by user count are: - Tencent Ads: 126,889.06 million - Alibaba Mama: 119,293.23 million - Giant Star Engine: 108,723.63 million [33][34]. Consumer Brand Online Private Domain Traffic - The top consumer brands by online private domain user scale include: - Huawei: 40,563.44 million - Oppo: 26,934.89 million - VIVO: 23,626.35 million [21].

Core Insights - The article emphasizes the transition of China's digital economy from "quantitative change" to "qualitative change" by 2025, with the digital economy expected to exceed 65 trillion yuan, accounting for over 50% of GDP, marking it as a core engine of the national economy [4][5]. - The shift in focus from "traffic acquisition" to "user value cultivation" is highlighted, indicating a new competitive landscape where internet giants are prioritizing efficiency and user engagement over mere user growth [5][6]. Digital Economy Trends - By 2025, the digital economy will become a standardized service base, leading to a refined user acquisition strategy across hardware and internet platforms [5]. - Major internet companies are expected to adopt cost-cutting measures and enhance user value through integrated membership systems and deeper offline engagement [5][6]. Hardware and AI Developments - The rise of distributed operating systems like HarmonyOS is breaking the boundaries of single hardware, transitioning the smart terminal industry to a user-centered model [6]. - AI-driven applications are expected to proliferate, with a focus on reducing operational costs and enhancing user experience, particularly in the automotive and smart home sectors [6][7]. AI Application Insights - The AI industry is moving towards practical applications, with a focus on reducing costs and increasing deployment speed, leading to a surge in "In-App AI" applications [6][27]. - The competitive landscape in AI is shifting from model size to practical implementation, with a dual oligopoly emerging in the "search + service" sector [27][31]. User Engagement and Content Consumption - Video content, particularly short dramas, is becoming a significant driver of user engagement, with active users of short drama apps reaching 263 million, a year-on-year increase of 85.5% [119]. - Platforms like Taobao and JD.com are integrating short dramas to enhance user interaction and drive conversion rates [121]. Marketing and Advertising Trends - The internet advertising market is expected to maintain moderate growth, with a shift towards more cautious and targeted marketing strategies [135][137]. - Brands are increasingly focusing on emotional and interest-based consumption, reflecting a trend towards personalized marketing approaches [144][146]. User Behavior and Ecosystem Integration - The user base for mobile AI assistants has grown significantly, with a 13.9% year-on-year increase, indicating a strong market presence [45]. - Companies are integrating AI capabilities into their core business processes, enhancing user experience and operational efficiency [54][56]. Conclusion - The article outlines a transformative period for the digital economy in China, driven by advancements in AI, user engagement strategies, and a shift towards a more integrated and user-centric approach across various platforms and industries [5][6][54].

Group 1 - The online video industry is experiencing new development trends, indicating a shift in consumer preferences and content consumption patterns [5][6] - Four major segments: long dramas, short dramas, variety shows, and movies, are highlighted for their annual content trends and noteworthy highlights [5][6] - Innovative content marketing strategies are being employed by typical drama and variety shows to enhance audience engagement and reach [5][6]

Core Insights - The article highlights the evolving landscape of the video industry, particularly the competition between short dramas and long videos, with short dramas gaining significant traction and user engagement [6][12][24]. Group 1: Video Industry Trends - The growth of short dramas has accelerated, with average monthly viewing time surpassing that of long videos and online reading by December 2025 [6][12]. - The competition between short videos and long videos is intensifying, leading to a direct contest for user viewing time [12][14]. - In 2025, the total number of new dramas released by major platforms reached 268, marking an 11.7% increase from 2024 [26]. Group 2: Membership and Revenue Models - Membership services are becoming a key growth driver, with membership revenue accounting for 59.1% of total income for online video platforms in 2025 [21]. - Platforms are optimizing their membership systems while also seeking to attract more advertising budgets through content [21][24]. Group 3: Content Strategy and Quality - The focus on high-quality content is critical for platforms to retain user attention, with unique content driving significant short-term user engagement [16][19]. - The trend towards "premiumization" in short dramas is evident, as platforms aim to diversify their business models [6][12][41]. Group 4: Advertising and Marketing - Advertising revenue is heavily reliant on beverage, personal care, and packaged food industries, which account for nearly half of the total ad spend on dramas [33][35]. - Platforms are leveraging high-profile dramas to attract advertisers, enhancing marketing interactions through various formats [37][39]. Group 5: Audience Engagement - The demographic profile of users engaging with exclusive content shows a significant proportion of younger audiences, particularly those under 35 years old [21][65]. - The interaction and engagement levels for variety shows are driven by the popularity of "N-generation" shows, which dominate viewership [51][63].

Core Insights - The article emphasizes the significant growth of the silver-haired population in the mobile internet space, with active users reaching 351 million by November 2025, marking a year-on-year increase of 5.8% [4][17][20] - This demographic shift is leading to changes in user behavior, with increased engagement and a shift towards deeper immersion in digital activities [19][24] User Growth and Engagement - The silver-haired population's average monthly usage time has reached 135 hours, an increase of 11.1%, while the average number of monthly sessions is 1,345, up by 6.5% [20][21] - Active user engagement peaks during off-peak hours, particularly around 4 PM, indicating a shift in lifestyle and time autonomy among retirees [21][23] Consumption Patterns - The silver-haired demographic is increasingly engaging in online shopping, with notable growth in categories such as mobile games, travel services, smart devices, and office services, all showing year-on-year increases ranging from 10.4% to 16% [6][31] - Popular e-commerce platforms among this group include Taobao, Pinduoduo, and JD.com, with active user numbers reaching 205 million, 159 million, and 101 million respectively [6] Digital Behavior and Preferences - The silver-haired population is transitioning from passive internet users to active participants, with a growing interest in digital entertainment, social media, and educational content [17][56] - There is a notable preference for video content, with platforms like Douyin and Kuaishou seeing significant user engagement, with active user numbers reaching 214 million and 121 million respectively [62] Emotional and Social Consumption - The article highlights a shift towards emotional and social consumption, with a focus on light social interactions and nostalgic gaming experiences, reflecting the silver-haired group's desire for connection and fulfillment [54][4] - Popular games among this demographic include "Happy Elimination" and "Joyful Landlord," with user engagement showing growth rates of 5.6% and 11.4% respectively [53] Health and Wellness Trends - The silver-haired population is increasingly proactive about health management, utilizing health monitoring apps and showing a strong interest in wellness products and services [41][43] - There is a growing trend towards "active management" of health, with a focus on monitoring key health indicators and engaging in fitness activities [41][43] Travel and Leisure - Travel services tailored for the silver-haired demographic are on the rise, with platforms like Ctrip and Tongcheng Travel seeing increased user engagement, reflecting a desire for leisure and self-fulfillment [49] - The article notes that travel policies are being adapted to better serve older travelers, enhancing their overall experience [51]

Group 1 - The article discusses the emerging trends and opportunities in the silver-haired consumer market, emphasizing the shift towards a more engaged and immersive digital consumption experience [1][3]. - It highlights the transition from passive browsing to a deeper, more active engagement in digital life, suggesting a new paradigm for consumer behavior [3][4]. - The concept of "self-consumption" is introduced, focusing on how consumers are moving from practical choices to a pursuit of self-value and deep experiential awareness [3][4]. Group 2 - The article addresses the transformation of consumers from traditional roles to becoming content co-creators and technology explorers, indicating a significant shift in consumer identity [3][4].

Core Insights - The article emphasizes the significant changes expected in the AI industry by 2026, driven by increased capital investment, systematic competition among models, and intensified competition in foundational applications [3] Group 1: Marketing Trends in 2025 - 2025 is projected to be a "harvest year" for marketing, with "emotion" becoming a core productivity driver influencing various industries and products [4] - The marketing landscape will see three major peaks: popular IP marketing from New Year's to Spring Festival, new product marketing from Labor Day to 618, and diverse marketing from Mid-Autumn Festival and National Day to Double 11 [4] - Emotional marketing will enhance brand connections by deeply exploring consumer emotional tags, leading to innovative collaborations like "Luckin Coffee X Line Dog" and "Morning Glory Stationery X 'Wang Wang Mountain Little Monster'" [4] Group 2: Industry Opportunities - Traditional industries such as food services and apparel will benefit from emotional marketing, with their respective co-branding marketing shares at 18.5% and 12.1% in 2025 [5] - AI marketing will gain momentum as AI technology matures, supported by government policies like the AI labeling system, making it a "new prominent field" [5] - Virtual idols will dominate content interaction, while intelligent marketing will evolve from single-point to cross-platform strategies, enhancing user engagement [5] Group 3: Brand Marketing Strategies - Brands will focus on diverse marketing strategies in 2025, balancing traditional methods with deeper AI marketing applications [9] - Key marketing nodes will include new product launches and public sentiment management, with content platforms playing a crucial role in brand communication [12][14] - Brands will increasingly align marketing efforts with holiday events, using emotional and AI marketing to convey brand values [19] Group 4: Co-branding and Emotional Marketing - Co-branding will thrive under the consumer logic of "buying for emotions," with brands leveraging deep understanding of consumer psychology and social emotions [24][26] - Brands will focus on aligning IP cultural cores with their value genes, creating fresh experiences that resonate with both IP and brand characteristics [28] - The overlap between mainstream IP users and core brand users will be emphasized to strengthen emotional connections [30] Group 5: AI Marketing Evolution - AI marketing will become a central topic in 2025, driving continuous optimization of marketing models [39] - The rise of AI virtual digital humans will shift from traditional models to AI-native entities, expanding their application across industries [43] - User operations will transition from segmented approaches to generative user management, enhancing marketing content across various scenarios [45] Group 6: Channel Marketing Dynamics - Online channels will see steady growth in traffic, with brands concentrating marketing resources on these channels [58] - Hard advertising will focus on e-commerce and live-streaming channels to shorten conversion paths [60] - The beauty industry will expand its offline channels, shifting marketing highlights from "flagship stores" to diverse concepts like "experience labs" [66]

Group 1 - The article presents an overview of the upcoming "China Internet Development Yearbook (2025-2026 Core Trend Insights)" which aims to outline the development blueprint and core tracks of the Chinese internet industry based on extensive data and deep analysis [1] - It emphasizes the importance of understanding industry flow changes, technological integration, business model innovation, advertising marketing trends, and the development of artificial intelligence to support strategic decision-making [1][3] - The yearbook will provide insights into the macroeconomic environment, social consumption trends, and the overall landscape of the internet industry in 2025 [2] Group 2 - The report will cover various trends including terminal development and traffic layout, platform operation and business transformation, advertising marketing and brand strategy, as well as AIGC and application intelligence development [3] - It aims to capture trend pulses, anchor strategic directions, build industry focus, and amplify brand potential while gathering industry leaders to create communication bridges [3]

Group 1 - The article discusses the current popularity of large models in the AI market and their implications for technology and corporate strategies [2][3] - It highlights the trending applications that reflect the technological advancements and strategic directions of companies in the AI sector [2][3] - The article also covers the latest developments in AI deployment by mobile manufacturers, indicating shifts in their strategies [2][3]