「智趣未来」 AI玩具市场发展与用户洞察（2026） 2026.1 艺恩出品 contents 1.市场概览：规模、格局与演进趋势 2.用户洞察：需求分层与场景解构 「市场概览」 规模、格局与演进趋势 AI玩具定义 AI玩具是将人工智能（对话模型、语音识别、情感计算、知识图谱 等）嵌入传统玩具，赋予玩具交互、记忆与场景感知能力的产品。与传 统的玩具产品相比，AI玩具搭载大模型，可以通过语音模型识别合成、 人脸识别、表情分析、手势识别、触觉感知与反馈、图像识别、自然语 言处理、深度学习、情感分析等技术、实现玩具和人的自然 、多样交互 的反馈、提供个性化学习和娱乐体验。 source ：公开资料整理 ©2026.1 艺恩 ENDATA Inc. www.endata.com.cn AI玩具核心技术 source ：公开资料整理 ©2026.1 艺恩 ENDATA Inc. www.endata.com.cn 自然语言处理技术 情感计算技术 边缘计算技术 AI玩具的"大脑"。现代AI玩具普遍采用GPT、 文心一言等大模型架构，经过垂直领域优化和安 全过滤，以适应不同应用场景的需求 赋予玩具"情商"。通过分析用户 的 ...

第 1页 共 4页 2025 明星营销市场与趋势观察-艺恩 一、研究背景评估 二、范围与边界确认 三、核心摘要提炼 四、关键数据抓取与呈现 五、风险与机遇诊断 | 研究维度 | 具体覆盖范围 | | --- | --- | | 核心研究主题 | 中国明星代言营销市场，涵盖市场大盘、行业分布、圈层特点、营销策略及新兴趋势。 | | • | 报告重点关注了以下行业： 美妆护肤、服装配饰（代言最密集） | | 细分行业 • | 交通出行、3C 数码、食品饮料（增长显著） | | • | 电商平台（营销大战升级） | | • | 奢侈品（出现负增长） | | 地域市场 | 报告未明确限定地域，但所有案例和数据均基于中国市场的明星代言活动。 | | 1. | 品牌方：各行业寻求明星代言的品牌主。 | | 用户/研究对象群体 2. | 明星/艺人：涵盖娱乐影视、体育、音乐、喜剧等多个圈层的艺人。 | | 3. | 营销从业人员：关注社媒营销、内容创新、技术应用的行业人士。 | 三、核心摘要提炼 核心观点总结： 第 2页 共 4页 一、研究背景评估 | 评估维度 | 具体说明 | | --- | --- | | 研究机构 ...

<<<< Al+消费品 | 日常生活的智能電混 2025.12 艺恩出品 I II TUINE IN ILLE ULAVE ADHEICIAL INTELLIGENCE ( <<<< 定义 指将人工智能（以生成式AI、计算机 视觉、自然语言处理、智能推荐算法为核 心）作为产品核心功能或主要交互方式， 面向普通消费者进行销售的实体硬件产品 或软硬一体解决方案。 排除范围：纯软件应用（如ChatGPT手机 App）、企业级解决方案、以及仅将AI用 于后台生产或营销的消费品。 HHNIS CONTENTS PART 03 「Al+消费品」 使用场景内容分析 PART 01 「Al+消费品」 发展进程 PART 02 「Al+消费品」 社媒讨论概况 【 / CHIJ O Z B 01. 「AI+消费品」 发展进程 / 历史料革 消费品行业的数字《进程为AI的应用奠定了数据基础与连接基础。 时,AI技术的范式升级成为重塑产品核心功能与用户体验的前台引擎 "Al+" 阶段 "互联网+"阶段 2020s- 电子商务阶段 2010s-2020s ChatGPT在2022年发布，成为技术引 2000s-2010s 爆点,标志着 ...

Investment Rating - The report does not explicitly provide an investment rating for the industry Core Insights - The sponsorship market for series and variety shows is experiencing growth, with an increase in the number of brand collaborations and a shift towards online series [28][94] - The first quarter of 2025 saw a significant increase in the number of new series launched, particularly in the online drama segment, indicating a robust market trend [10][15] - The competition for sponsorship in the series market is intensifying, with brands increasingly favoring high-quality productions [28][32] Summary by Sections Series Market - The number of series with Douban ratings remained stable compared to the same period in 2024, with an overall rating increase of 0.37 points and a consistent viewership index [8] - In Q1 2025, the number of new series launched increased by 5 compared to Q1 2024, with a notable rise in online dramas [10][15] - The genres leading the market include historical, suspense, and romance, with historical dramas maintaining a strong presence [15][28] Sponsorship Market for Series - The number of series with brand collaborations increased by 10, and the number of collaborating brands rose by 48, indicating a trend towards online series [28] - Despite the growth in brand collaborations, the average number of brands per series has decreased, highlighting increased competition and challenges in securing sponsorships [28][32] - Major series like "Guose Fanghua" and "Beishang" have attracted significant brand interest, but the overall sponsorship landscape remains competitive [28][32] Variety Show Market - The first quarter of 2025 saw a record high in the number of new variety shows, driven by the New Year and Spring Festival, with variety shows accounting for 40.4% of new content [57][61] - The number of new online variety shows nearly doubled compared to Q1 2024, indicating a strong growth trend in this segment [61][62] - The top-performing variety shows include "Chengfeng 2025" and "Actor Please Take Your Place Season 3," showcasing strong viewer engagement [62][68] Sponsorship Market for Variety Shows - The number of variety shows receiving sponsorship has increased, particularly in the television segment, which now accounts for 50.4% of total brand collaborations [74][78] - The tourism genre has emerged as the most attractive for brand partnerships, with shows like "Yilu Fan Hua" and "Happy Again" leading in brand collaborations [87][94] - The trend towards pre-integration of brands in variety shows is increasing, with a focus on more natural product placements [88][89]

Investment Rating - The report does not explicitly state an investment rating for the industry Core Insights - The entertainment industry experienced significant growth in Q1 2025, with the total box office reaching 24.41 billion, a year-on-year increase of 48.4%, marking the highest box office record since 2012 [11][12] - The report highlights the success of major films during the Spring Festival, with three films surpassing 1 billion in box office revenue, including "Nezha: Birth of the Demon Child" which grossed over 15 billion [11][14] - The report notes a strong performance in various segments of the entertainment market, including films, series, and variety shows, with significant audience engagement and brand sponsorship opportunities [28][43] Market Overview - The overall entertainment market saw a total discussion volume exceeding 1 billion, with films leading in audience engagement [10] - The film market's heat continued to rise, with over 40% of the total discussion volume and interaction related to films, followed by stars and series [10][11] Film Market Summary - The Q1 2025 film market saw a total box office of 24.41 billion, with a notable increase of 48.4% year-on-year [11][12] - The top three films during this period were all from the Spring Festival, contributing significantly to the box office [11][14] Series Market Summary - Five historical dramas ranked in the top 10 for viewership, with "Yanhui Shi" leading the index [28] - The report indicates that "Guose Fanghua" and "Nanhong" had the highest number of brand collaborations and significant brand exposure [28] Variety Show Market Summary - "Chengfeng 2025" topped the viewership index, while travel-themed shows gained popularity [43] - The report highlights the sponsorship success of shows like "Zhongdi Ba" and "Yilu Fan Hua" [43] Micro-Short Drama Market Summary - Popular micro-short dramas included "The Life Swap" and "The Snake Year Joy" across various platforms [52] - The report notes significant audience engagement with micro-short dramas, indicating a growing trend in this segment [52] Star Market Overview - The top three stars in terms of commercial value were Xiao Zhan, Bai Lu, and Yang Zi, all of whom had popular works airing [71] - The report highlights the rising influence of stars on platforms like Douyin, with significant engagement metrics for top stars [71]

Investment Rating - The report does not explicitly state an investment rating for the industry Core Insights - The "New Chinese Make-up" trend is gaining momentum, significantly influencing national aesthetics and consumer preferences [12][16] - Social media engagement for "New Chinese Make-up" has seen a remarkable increase, with content creation up by 401% and interaction volume up by 25% from 2023 to 2024 [14] - The trend reflects a blend of traditional Chinese aesthetics with modern creativity, emphasizing individual facial features and rejecting standardized beauty norms [20][22] Summary by Sections Part 1: Overview of New Chinese Trends - The "New Chinese" aesthetic is becoming a phenomenon, integrating into various lifestyle aspects, including make-up, clothing, and home decor [15][18] - The discussion around "New Chinese Make-up" focuses on the compatibility of make-up with facial features, highlighting the importance of personal characteristics [19][20] Part 2: Analysis of New Chinese Make-up - The make-up style emphasizes bone structure beauty, accommodating various face shapes, and promoting a unique aesthetic for each individual [33] - Eye and lip make-up are crucial components, with specific techniques tailored for different eye shapes and lip styles to enhance the overall look [38][40] Part 3: Trends in New Chinese Make-up Products - The industry is witnessing a shift towards incorporating traditional Chinese cultural elements into product design, including color schemes, craftsmanship, and packaging [81][86] - Brands are creatively using traditional colors and techniques, such as engraving and embroidery, to enhance product appeal and cultural significance [95][102]

Investment Rating - The report indicates a strong investment outlook for the home appliance industry, driven by the continuation and enhancement of the "National Subsidy" policy in 2025 [4][5]. Core Insights - The "National Subsidy" policy is expected to significantly boost consumer confidence and spending in the home appliance sector, with a seamless transition of subsidy policies from 2024 to 2025 [5]. - The subsidy program will expand from 8 to 12 categories, including new items like microwaves and dishwashers, enhancing the attractiveness of the program [7]. - The report highlights a notable increase in retail sales, with December 2024 seeing a total of 111.3 billion yuan in sales, marking a year-on-year growth of 39.3% [19]. Part 1: Macro Performance of the Home Appliance Industry - The home appliance industry experienced robust growth in Q4 2024, driven by the "National Subsidy" [5]. - The 2025 subsidy policy will maintain the 2024 standards and optimize certain aspects, with a total of 810 billion yuan allocated for local execution [10]. - The report notes that the subsidy has significantly boosted sales in key categories such as vacuum cleaners, range hoods, and air conditioners [21]. Part 2: Consumer Social Media Observations on "National Subsidy" - The "National Subsidy" policy has generated substantial discussion on social media, with a 50% increase in related topic volume and a 92% increase in interactions during the subsidy period [27]. - Douyin (TikTok) and Xiaohongshu (Little Red Book) are identified as the primary platforms for consumer discussions regarding the subsidy [29]. - The report indicates that the demand for air conditioners is particularly high, with brands like Midea actively promoting their participation in the subsidy program [32]. Part 3: Social Media Marketing Analysis - The report outlines that Douyin's marketing efforts are primarily focused on top and beginner influencers, with a significant amount of interaction generated from lifestyle and home content [51]. - Xiaohongshu's marketing strategy emphasizes collaboration with mid-tier and beginner influencers, showcasing strong engagement in home and lifestyle content [54]. - Midea's marketing on Douyin has seen a remarkable increase in brand voice and interaction, with a 517% increase in related content during the subsidy period [66].

Group 1: Industry Investment Rating - The report does not explicitly state an investment rating for the industry Group 2: Core Insights - The drama content market has seen a continuous increase in the number of drama registrations, with nearly 600 registered in 2024, but the number of new releases has declined for four consecutive years, indicating an oversupply in content [15][21] - The audience's demand for innovation and depth in drama content has intensified, as evidenced by the decline in both the audience ratings and viewership index for top dramas compared to the previous year [12][15] - The genres of new dramas launched in 2024 are heavily concentrated in historical, romance, and suspense categories, similar to 2023 [21][18] - The micro-short drama market is experiencing significant growth, with a market size expected to reach 50.44 billion yuan in 2024, reflecting a strong upward trend [30][27] - The sponsorship landscape shows a decrease in the number of brands per drama, with a shift towards more diversified brand placements due to fewer blockbuster dramas [31][38] Group 3: Drama Market - The number of drama registrations has increased for two consecutive years, while the number of new releases has decreased, indicating a content reserve that exceeds market absorption capacity [15][21] - The top dramas in 2024 have seen a decline in audience ratings and viewership performance compared to the previous year, highlighting a growing demand for innovative content [12][15] - The performance of historical dramas remains strong, with a slight decline in ratings but an increase in viewership index, indicating a diversification of themes and elements [21][15] Group 4: Variety Show Market - The production of variety shows has decreased by 3.3% year-on-year, with online variety shows continuing to gain market share at the expense of television variety shows [73][74] - The proportion of reality shows has expanded, while other types of shows have seen a reduction in share, particularly in the case of event shows [73][74] - The variety show market is increasingly focusing on music, travel, and lifestyle themes, with significant growth in these areas [79][76] Group 5: Sponsorship Analysis - The number of brands collaborating with online variety shows has increased, with the total number of brands in 2024 reaching 409, up from 387 in 2023 [86][85] - The average number of brands per online variety show remains stable at 2.9, while the average for television variety shows has decreased [86][85] - The sponsorship landscape indicates that the beverage industry leads in brand placements, with significant increases in exposure time for beverage and internet brands [60][61]

Investment Rating - The report does not explicitly provide an investment rating for the industry Core Insights - The upcoming Year of the Snake has prompted brands to leverage snake-themed marketing strategies, including new product launches and collaborations, to capture consumer interest and drive sales [2][5][6] - Social media engagement has seen a fluctuating increase since late December 2024, driven by the release of snake-themed products and collaborative marketing efforts [6][8] - Major brands like Nike and Adidas have introduced snake-themed collections, while beauty brands like Dior and Lancôme have integrated festive themes into their product offerings [2][25][54] Summary by Sections Marketing Heat Insights - The marketing heat for snake-themed products has shown a wave-like growth pattern, particularly on social media platforms since the beginning of January 2025 [6][8] - The primary channels for marketing include Weibo, Douyin, and Xiaohongshu, with Weibo being the dominant platform [9][12] Popular Marketing Strategies - Key marketing strategies for the Year of the Snake include launching new year-themed products, emotional marketing, and collaborations with popular IPs [33][36] - The most popular product categories for snake-themed marketing are food, clothing, and home goods, with food brands achieving the highest interaction rates [14][25] Food Brand Marketing - Food brands like Hema Fresh and KFC have successfully engaged consumers through new year-themed product launches and promotional activities [17][20] - The top-performing food brands in terms of social media interaction include Hema Fresh, KFC, and others, with significant engagement metrics reported [18][19] Clothing Brand Marketing - Clothing brands such as Nike and Adidas have focused on snake-themed collections, achieving high interaction rates through social media marketing [25][26] - The average interaction for clothing brands' posts has been notably high, with specific campaigns generating significant consumer interest [26][28] Beauty Brand Marketing - Beauty brands have utilized emotional marketing strategies, focusing on themes of health and gift-giving, with products like Lancôme's limited editions gaining traction [54][59] - The beauty sector has seen successful campaigns that integrate product benefits with new year themes, enhancing consumer engagement [63][66] Popular IP Collaborations - The report highlights the popularity of collaborations with IPs such as the cute dog character "Little Dog Snake" and "Calabash Brothers," which have become significant in brand marketing [71][75] - Brands like McDonald's have effectively utilized animated content to promote their collaborations, resulting in increased consumer interaction [80][81]

Industry Investment Rating - The report does not explicitly provide an industry investment rating [1][2][3] Core Viewpoints - TikTok users are migrating to Xiaohongshu (Little Red Book) due to the impending TikTok ban in the US, leading to a surge in Xiaohongshu's popularity and downloads [1][3][6] - The migration has created a cultural phenomenon, with users referring to themselves as "TikTok refugees" and engaging in cross-cultural interactions on Xiaohongshu [1][6][10] - Brands are leveraging this trend by engaging with the "TikTok refugees" through creative marketing strategies, including collaborations with influencers and participation in trending topics [26][28][31] Event Origin - The migration began as TikTok faced a "sell or ban" ultimatum in the US, leading to its eventual removal from app stores and prompting users to seek alternative platforms [3][5][6] User Behavior and Engagement - TikTok refugees are actively posting content in English and engaging with Xiaohongshu's native users, often using pets as a common topic to break the ice [10][11][14] - The hashtag TikTok refugee gained significant traction, with over 800 million views, 90,000 mentions, and 1.51 million interactions within a week [8][9] - Refugees are sharing their daily lives, learning Chinese internet slang, and bridging cultural gaps through interactions with Xiaohongshu users [16][17][19] Brand and Marketing Opportunities - Brands are capitalizing on the trend by participating in the "TikTok refugee" movement, using English introductions and creative marketing tactics to attract foreign users [26][28][29] - Commercial collaborations on Xiaohongshu have seen nearly 100 posts, with over 9,000 interactions and an estimated 1.4 million views [31][32] - Examples include partnerships with influencers to promote products like stomach medicine and pet food, leveraging the CatTax trend [32] Cultural and Social Impact - The migration has fostered a sense of global community, with users describing the experience as a realization of the "global village" concept [33][34] - However, as the initial excitement wanes, concerns about maintaining Chinese cultural identity, information regulation, and content quality have emerged [35][36] Future Considerations - The long-term sustainability of this cultural phenomenon remains uncertain, with questions about how many foreign users will stay and how Xiaohongshu will manage content distribution and cultural integration [35][36]