综艺赞助市场分析 剧集及赞助市场 剧集·综艺 2025第一季度赞助市场洞察 2025年4月 CONTENTS 目 录 01 剧集市场 剧集内容市场趋势 剧集赞助市场分析 02 综艺市场 综艺内容市场趋势 3 1、剧集内容市场趋势 2、剧集赞助市场分析 • 有豆瓣评分的剧集数量与2024年同期基本持平，整体评分上涨0.37分，播放量指数基本与去年持平。 大盘：网络剧上线数量增长，整体剧集口碑上涨、播放量维稳 6.35 6.72 2024Q1 2025Q1 2025年Q1新上线剧集口碑与播放变化 280. 9 279. 0 2024Q1 2025Q1 豆瓣评分均值 播放量指数 +5.8% -0.7% 63 74 58 63 -18% 17% -22% 9% 2022Q1 2023Q1 2024Q1 2025Q1 近4年第一季度剧集新上线数量 剧集数量 同比 41% 59% 27% 73% 电视剧 网络剧 剧集属性分布 外圈：2025Q1 内圈：2024Q1 豆瓣开分剧集 40部 豆瓣开分剧集 39部 source：艺恩内容智库，2022.1.1-2025.3.31； ©2025.04 艺恩 ENDATA Inc. ...

本季度重点内容 四部门联合印发《人工智能生成合成内容标识办法》； 快手与NBA中国宣布达成新闻周期战略合作； 字节短剧出海再加码，在日本上线PikoShow； 总台未来电视联合YouTube，发起"AI创作者出海联盟——光帆计划" ； 1 电影方面，2025年Q1电影市场总票房达244.1亿，同比增长48.4%，创 2012年以来最高票房纪录。10亿以上超高体量影片3部，均来自春节档， 分别是《哪吒之魔童闹海》《唐探1900》《封神第二部：战火西岐》。 剧集方面，5部古装剧上榜TOP10，《雁回时》播映指数榜中登顶，《国 色芳华》《棋士》热度持续走高，进入前三。《国色芳华》《难哄》合作 品牌数量领先，并且品牌露出总时长具有显著优势。 综艺方面，《乘风2025》开播即登顶，《一路繁花》《妻子的浪漫旅行 2025》和《快乐再出发山海季》三部旅游题材综艺进入TOP10，《种地 吧第三季》《一路繁花》品牌数量领先。 微短剧方面，抖音《偷换人生之真假千金》、快手《蛇年有喜之小草进 城》、腾讯视频《宫墙厌》、爱奇艺《家里家外》、优酷《挚爱游戏》、 芒果TV 《见君心》分获各平台站内热度TOP1。 明星方面，肖战、白鹿、杨 ...

图片来源：@时尚芭莎 2025 新中式 彩妆趋势洞察 New Chinese Make-up 新中式流行趋势概况 新中式妆容解析 PART THREE PART TWO PART ONE CONTENT 新中式彩妆产品趋势 图片来源：@卷宗wallpaper* PART 01 新中式 流行趋势概况 图片来源：@卷宗 wallpaper* UP MAK E source ：艺恩营销智库，数据统计周期： 2023年1月-2024年12月；监控平台：全网 ©2025.04 艺恩 ENDATA Inc. www.endata.com.cn 整体表现 消费者血脉觉醒，「新中式」热度不减，持续塑造国民审美 「新中式」社媒表现及增长情况 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 20,000 0 20 40 60 80 100 120 140 160 180 1月 2月 3月 4月 5月 6月 7月 8月 9月 10月 11月 12月 1月 2月 3月 4月 5月 6月 7月 8月 9月 10月 11月 12月 万 万 互动量 作品数 2023 ...

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]

品牌蛇年 新年营销趋势洞察 2025年1月 艺恩出品 前言 为迎接即将到来的乙巳蛇年，各路品牌纷纷亮出"蛇"招，以灵动之姿抢占市 场高地。从珠宝品牌的蛇形吊坠到服装品牌的蛇形暗纹设计，每一件新年单品都巧 借"蛇"元素，寓意"蛇来运转、好运连连"的美好祝愿。推出新年系列单品、进 行新年开运情绪营销与生肖IP联名，成为品牌进行蛇年营销的主要手段。耐克、阿 迪等服饰品牌纷纷上新蛇年战袍，迪奥、兰蔻等美妆品牌则将新品卖点融入新年开 运妆的妆效种草，太二酸菜鱼、麦当劳等品牌则携手蛇年萌系IP小狗蛇点点圈粉无 数，实现社交种草热度的高度增长。多样化的新年营销玩法，让消费者在欢笑中感 受到品牌的满满诚意。 壹 录目 贰 蛇年营销热度洞察 蛇年营销热门玩法 壹 蛇年营销热度洞察 热度趋势：自24年12月底，品牌蛇年营销呈现波动式增长 • 从社交媒体热度来看，自元旦以来，品牌蛇年营销呈现波动式增长，蛇年新品上新、联名发布等推动互动高点形成。 0 10 20 30 40 50 60 70 80 90 0 5000 10000 15000 20000 25000 30000 35000 40000 12月1日 12月2日 12月3 ...

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]

Industry Overview - Comedy variety shows in 2024 have experienced a full revival, with both viewership and reputation reaching new heights The number of comedy variety shows increased by 3 compared to 2023, and the broadcast index rose by 51 3% year-on-year [53] - Comedy variety shows have become a significant source of emotional release and content consumption for audiences, aligning with their core demands for entertainment and stress relief [16] - Tencent Video has solidified its leading position in the comedy variety show market, with its "Laugh Bar" comedy lineup covering a wide range of comedy genres such as Sketch, stand-up comedy, crosstalk, and single-player comedy, catering to diverse audience segments [55] Market Performance - In 2024, comedy variety shows ranked first in terms of broadcast index and user heat among all genres, with a broadcast index average of 57 96 and user heat average of 73 66 [60] - The social media buzz and interaction volume for comedy variety shows grew significantly, with a 69 9% increase in social media mentions and a 94 9% increase in interaction volume compared to 2023 [86] - Tencent Video's comedy variety shows, such as "The Wonderful Night of Comedians" and "Stand-up Comedy and Their Friends," dominated the market, with the former achieving a broadcast index of 90 60 and the latter 87 04 [58] Content and Talent Development - Comedy variety shows in 2024 have successfully launched new stars, with comedians and stand-up performers gaining widespread recognition and popularity through their performances and unique styles [3][18] - Female stand-up comedians, such as Echo and Caicai, have emerged with fresh perspectives, addressing topics like personal growth, workplace challenges, and relationships, resonating strongly with female audiences [11][12] - The industry has seen a surge in high-quality content, with shows like "The Wonderful Night of Comedians" and "Stand-up Comedy and Their Friends" producing numerous viral moments and catchphrases that have sparked widespread discussion and imitation [1][6] Social Media Impact - Comedy variety shows have become a major topic of discussion on social media platforms, with "The Wonderful Night of Comedians" generating 95 9 billion views/plays and 3 82 billion interactions across platforms [89][92] - Female audiences, working professionals, and urban residents aged 25 and above have shown a strong preference for comedy variety shows, with 66 4% of social media discussions coming from female users and 55 2% from those aged 25-34 [76][77] - The shows have also become a source of "electronic pickles" for viewers, with audiences actively engaging in discussions and sharing content related to comedy variety shows on social media [79] Commercialization and Branding - Comedy variety shows have demonstrated strong commercial potential, with high topic engagement and flexible brand integration opportunities In 2024, comedy shows ranked first in terms of average brand sponsorship per show, with 10 brands per show on average [63][64] - Tencent Video's comedy variety shows have attracted significant brand interest, with over 70% of the brands sponsoring comedy shows being associated with Tencent Video's exclusive content [67][68] - The shows have also served as a platform for talent development, with comedians and stand-up performers transitioning into the film and television industry, such as Xu Zhisheng and Zhang Chi starring in popular dramas like "Joy of Life Season 2" [112][121] Future Trends - The stand-up comedy industry is entering its 4 0 era, with online specials becoming a new direction for industry development Tencent Video has taken the lead by launching "Liang Haiyuan's Stand-up Comedy Special: The Person Sitting in the Corner" [128] - Innovative formats such as "Single-Player Comedy Competition" and the return of "DeYun Comedy Club Season 3" are expected to bring fresh experiences to audiences, focusing on non-traditional, boundary-pushing comedy styles [128][130] - Comedy variety shows will continue to evolve, with a focus on new expressions, performances, and competition formats, ensuring sustained audience engagement and industry growth [128]

Investment Rating - The report does not explicitly provide an investment rating for the industry. Core Insights - The return of Li Ziqi after a three-year hiatus has reignited interest in rural content creation, showcasing the enduring appeal of traditional culture and lifestyle [1][34][35]. - The rise of traditional culture and government support for intangible cultural heritage (ICH) are significant factors contributing to the popularity of Li Ziqi and similar content creators [41][37]. - The demand for rural lifestyle content is increasing, with a notable rise in engagement and interaction rates despite a decrease in video publication numbers [91][89]. Summary by Sections Li Ziqi's Profile and Impact - Li Ziqi, born in 1990 in Sichuan, is known for her unique aesthetic and storytelling that highlights traditional Chinese cuisine and rural life [4]. - Her content has garnered significant attention, with over 7 billion views across platforms upon her return [34]. Content Performance and Audience Engagement - On her return, Li Ziqi's new video achieved over 130 million views in just one day, with a significant increase in followers and interactions across social media platforms [34][35]. - The engagement metrics indicate a strong audience connection, with her content resonating deeply with viewers seeking an idealized rural lifestyle [48][46]. Industry Trends and Opportunities - The report highlights a growing trend in integrating intangible cultural heritage into mainstream consumer culture, with a 95% increase in related content engagement [100]. - Brands are encouraged to leverage traditional cultural narratives to enhance their storytelling and brand image [100][104]. Market Dynamics - The rural content creator segment is becoming increasingly competitive, with a noted saturation in content demand leading to a decline in average video views [91][89]. - Despite the challenges, the interaction rates for rural content have increased by 49%, indicating a targeted audience's sustained interest [91]. Demographics and Content Types - The majority of rural content creators are classified as beginner-level, focusing on lifestyle documentation, while a smaller percentage are established creators with higher engagement rates [56][60]. - Content types predominantly include rural life records and agricultural techniques, which appeal to a broad audience [66][73].

Investment Rating - The report does not explicitly provide an investment rating for the cultural tourism industry Core Insights - The cultural tourism market is experiencing strong growth, driven by rising consumer income and diverse demands for high-quality experiences. New consumption scenarios are emerging, with a focus on immersive experiences and the integration of technologies like the metaverse and AI [4][17][38] - The digital cultural tourism market has grown significantly, reaching a scale of 1.15 trillion yuan in 2023, with an annual growth rate of 115% from 2015 to 2023 [40][41] Summary by Sections 1. Characteristics of Cultural Tourism Consumption - The heat of tourism continues to rise, with cultural tourism gaining attention, increasing its share from 29.6% in 2023 to 34.0% in 2024 [7][9] - Social media sentiment around cultural tourism has increased by 43% year-on-year, indicating a growing interest in cultural tourism experiences [7][12] - Key provinces like Beijing and Sichuan are leveraging unique cultural IPs to attract younger audiences, while cities like Hangzhou aim to become leaders in digital cultural tourism [17][19] 2. Development Trends in Cultural Tourism Market - Five major trends are identified: digital technology integration, intangible cultural heritage (ICH) fusion, immersive experiences, IP creation, and low-altitude cultural tourism [38] - The report highlights the increasing consumer interest in ICH, with related content seeing a 46% increase in social media volume and a 66% increase in interactions [56] - The report emphasizes the importance of immersive experiences, with a 31% increase in demand for cultural and historical immersive tourism [73] 3. Consumer Demand in Cultural Tourism - Key consumer demands include high-quality experiences, excellent service, and reasonable pricing, with a focus on unique and personalized offerings [25][26] - The emotional sentiment of consumers is predominantly neutral, with 67.8% neutral feelings and 28.2% positive feelings towards cultural tourism experiences [26][27] 4. Popular Marketing Strategies in Cultural Tourism - Effective marketing strategies include leveraging social media influencers, creative campaigns, and immersive VR experiences to engage consumers [35][36] - The report notes that many local tourism accounts have surpassed one million followers, indicating a strong online presence and engagement [35] 5. Case Studies and Innovations - The "Digital Dunhuang" project exemplifies the use of digital technology to enhance cultural heritage experiences, allowing consumers to explore historical sites virtually [48][52] - The report also highlights the success of the "Only Henan Theater City," which utilizes immersive theater to engage visitors with local history and culture [85][87]