Investment Rating - The report does not explicitly state an investment rating for the industry Core Insights - The pan-anime user base and market are rapidly expanding, with the user scale approaching half of the total internet users in China by 2024, estimated at 503 million users, and the market size nearing 600 billion yuan [7][8] - The rise of quality content and IP potential is driving the transition of niche anime culture into the mainstream, with significant contributions from popular IPs like "Nezha: The Devil's Child" and "Black Myth: Wukong" [7][8] - The Z generation's increasing social media and consumption influence is expected to unleash considerable market potential in the pan-anime industry [7] Section Summaries 1.0 Overview of Weibo's Pan-Anime Content Ecosystem - The pan-anime culture is evolving from niche to mainstream, with a significant increase in user engagement and market size, projected to reach 597.7 billion yuan by 2024 [7][8] - The user engagement is characterized by high activity, creativity, and consumption, with a notable shift from passive consumption to active co-creation among users [10][11] 2.0 Analysis of Weibo's Pan-Anime Content Ecosystem - Weibo hosts a vibrant community of 320 million ACG users, primarily composed of young individuals, with over 70% of game users being post-95s [20][21] - The platform's unique features, such as super topics and fan groups, foster a strong sense of community and high user loyalty [23][25] - The emergence of new consumption phenomena, such as "谷子经济" (Guzi Economy), reflects the evolving purchasing power and preferences of the Z generation [31][34] 3.0 Case Studies of Pan-Anime Content Dissemination - The success of "Nezha: The Devil's Child" demonstrates the power of quality content in driving social media engagement and market impact, achieving a box office of 15.2 billion yuan [78][79] - "Black Myth: Wukong" launched with over 10 million copies sold within three days, showcasing the cultural and commercial potential of high-quality gaming content [93][96] - The "League of Legends S14" event set a new record with 651 trending topics on Weibo, highlighting the growing significance of esports in the pan-anime ecosystem [101][102]

Investment Rating - The report does not explicitly provide an investment rating for the industry Core Insights - The content ecosystem in 2024 is rapidly evolving, with significant changes in user behavior and platform dynamics, highlighting the importance of content as a medium for brand communication and value transmission [2][6] - The report emphasizes the growth of content creation, with a 26.3% year-on-year increase in content scale across internet platforms, driven by regulatory improvements and a shift towards deeper, more professional content [9][12] - Despite conservative growth expectations from advertisers, KOL and KOC remain central to social marketing strategies, with a projected 13% growth rate in social media marketing investments [12][14] Summary by Sections Internet Content Development Environment Overview - 2024 is marked by the emergence of various phenomenon-level content in short videos and live streaming, reflecting a shift in user engagement and content consumption patterns [6][9] Content Creation Environment - The content creation environment is becoming more regulated and professional, with a notable increase in the quality and depth of content produced [9][10] - The report notes that the top 500 creators on internet platforms are producing an average of 230 pieces of content daily, significantly exceeding the overall market average [10] Mainstream Content Platforms - The report outlines the unique characteristics of major content platforms, including WeChat, Douyin, Kuaishou, and Xiaohongshu, highlighting their user bases and content distribution methods [18][19] - Each platform has distinct content trends, with WeChat focusing on in-depth articles, Douyin on short videos, and Xiaohongshu on lifestyle and product recommendations [18][19][22] Marketing Value of WeChat Ecosystem - WeChat's ecosystem fosters deep trust between creators and users through long-term engagement and high-frequency content output, which enhances the effectiveness of marketing strategies [91][92] - The report highlights the importance of social sharing and algorithmic recommendations in extending the reach and impact of content within the WeChat ecosystem [94][96] Content Trends and User Engagement - The report identifies key content categories across platforms, such as lifestyle, fashion, and knowledge sharing, which are gaining traction among users [62][73][83] - It emphasizes the role of emotional and professional content in building user trust and engagement, particularly on WeChat [35][49][92]

Core Insights - The report highlights the emergence of KOS (Key Opinion Sales) as a new marketing strategy for brands to enhance consumer engagement and drive sales in the face of rising traffic costs and changing consumer behavior [3][4][5] - KOS combines the advantages of KOL (Key Opinion Leaders) and KOC (Key Opinion Consumers), serving as a bridge between brands and consumers, thus facilitating a transformation in brand marketing strategies [3][4] - The report provides a comprehensive analysis of the current state of KOS development, its marketing advantages, challenges, and a strategic framework for building and managing KOS matrices [4][19][22] KOS Development Background and Trends - The report identifies a shift in marketing strategies as brands increasingly rely on internal KOS accounts rather than external influencers, with a significant rise in brand-led live streaming on platforms like Douyin [10][15] - Data indicates that the number of brand accounts has surged, with KOS accounts outpacing traditional certified accounts, reflecting a strategic pivot towards self-broadcasting [10][12] - Platforms like Douyin and Xiaohongshu are actively supporting KOS accounts, leading to explosive growth in their usage and effectiveness in driving consumer engagement [15][17] Current State of KOS and KOS Matrix - Brands are increasingly establishing KOS matrices to enhance interaction and conversion rates with consumers, leveraging multiple KOS accounts to deliver specialized content [19][20] - The KOS matrix is characterized by a diverse range of accounts, including sales staff, store employees, and distributors, all contributing to a unified brand message [20][22] - The report outlines the operational framework for KOS matrices, emphasizing the need for effective management and coordination among various KOS accounts to maximize impact [22][26] KOS Matrix Marketing Advantages - KOS marketing significantly reduces costs compared to traditional advertising, offering higher ROI through efficient online engagement [23][24] - It enables localized marketing efforts, allowing brands to target specific consumer segments based on regional preferences and behaviors [23][24] - Enhanced user interaction through real-time feedback on social media platforms improves customer satisfaction and loyalty [24] KOS Matrix Marketing Challenges - The report discusses challenges such as coordination difficulties among various KOS accounts, lack of motivation among frontline staff, and slow data feedback loops [26][27] - It highlights the complexity of managing a large number of KOS accounts, which can lead to inefficiencies and ineffective marketing strategies [26][27] KOS Matrix Building Conditions - The report outlines conditions favorable for building a KOS matrix, including a broad target market, competitive industry landscape, and active target audience on new media platforms [28][32] - It emphasizes the necessity of having a marketing budget and long-term commitment to support the KOS matrix's development and sustainability [32][33] KOS Matrix Marketing 3A Strategy - The 3A strategy consists of three components: preparation and layout, management and empowerment, and operation and growth, aimed at optimizing KOS matrix effectiveness [35][36] - The strategy encourages brands to select appropriate platforms, manage KOS accounts effectively, and enhance overall operational performance to drive brand visibility and sales [36][40] Case Studies of Successful KOS Matrices - The report presents several case studies, including Ping An Insurance's successful KOS account incubation, which has significantly boosted brand presence in private domains [39] - Other examples include Roewe Automotive's comprehensive support for dealers and New Oriental Education's resource integration to enhance operational efficiency [40][41][42]

Investment Rating - The report does not explicitly state an investment rating for the industry Core Insights - The rise of KOS (Key Opinion Sales) accounts is transforming brand marketing strategies, allowing brands to engage consumers more effectively and improve sales conversion rates. KOS combines the advantages of KOL (Key Opinion Leaders) and KOC (Key Opinion Consumers) to create a bridge between brands and users, driving operational changes and enhancing user experience [44][62][86] - The report highlights the significant growth in KOS accounts, with platforms like Douyin and Xiaohongshu actively supporting these accounts to boost traffic and user engagement [86][47] - Brands are increasingly building KOS matrices to enhance brand exposure and drive growth, leveraging the professional and approachable nature of KOS to provide personalized shopping advice [44][56] Summary by Sections KOS Development Background and Trends - The report discusses the challenges brands face due to rising traffic costs and the need for a more comprehensive consumer recognition system online. KOS accounts are emerging as a solution to these challenges, providing precise shopping recommendations and effectively guiding purchasing decisions [44][56] - The growth of KOS accounts is attributed to the changing consumer behavior of younger generations, who are becoming more rational in their purchasing decisions [44][62] KOS and KOS Matrix Development Status - The report outlines the current application of KOS accounts, emphasizing the importance of building a KOS matrix to enhance user touchpoints and influence purchasing decisions through content and interaction [4][12] - Brands are increasingly internalizing the creation of KOS accounts, leading to a significant increase in the number of KOS accounts across various platforms [12][86] KOS Matrix Marketing Advantages - KOS matrix marketing is noted for its ability to lower marketing costs, expand channels, and enhance user interaction. The report emphasizes that KOS can effectively reach target customer groups through localized marketing strategies [12][13] - The KOS matrix allows brands to achieve higher ROI compared to traditional marketing methods, as it enables precise targeting and rapid dissemination of brand information [12] KOS Matrix Marketing Challenges - The report identifies several challenges in managing KOS accounts, including coordination difficulties among personnel, high management costs, and the complexity of team structures [16] - It highlights the need for effective monitoring and risk management tools to oversee the large number of KOS accounts and ensure compliance with brand messaging [16] KOS Matrix Building Conditions - The report outlines the conditions suitable for building a KOS matrix, including a broad target market, intense industry competition, multiple sales points, and an active target audience on new media platforms [21][22][23][24] KOS Matrix Marketing 3A Strategy - The KOS matrix marketing strategy consists of three parts: preparation and layout, management and empowerment, and enhancing overall operational effectiveness to boost brand visibility and sales [30][34] - The report provides a detailed approach to quickly establish a KOS matrix, emphasizing the importance of training and empowering KOS personnel to maximize their effectiveness [30][109] Case Studies - The report includes successful case studies of brands that have effectively implemented KOS matrices, showcasing their strategies and outcomes [56][4]

Industry Investment Rating - The report does not explicitly provide an overall industry investment rating [1][2][3] Core Viewpoints - Financial brands are actively embracing new media operations and adopting matrix operation strategies to comprehensively cover various new media platforms, aiming to reach target users more accurately and efficiently [7] - The report provides a detailed analysis of the platform strategies, operation strategies, and content strategies of the financial industry in new media operations, combined with actual cases and industry rankings [7] - Financial brands are focusing on cross-platform layout, with WeChat Official Accounts and Video Accounts being the most preferred platforms due to their extensive user base and concentrated attention [19][20] - The combination of WeChat Official Accounts and Video Accounts has become a typical pairing in the industry, helping financial brands achieve broader reach and more efficient conversion [24][27] - Financial brands are more inclined to choose the combination of "WeChat Official Accounts + Video Accounts" and "WeChat Official Accounts + Douyin" for platform selection, with WeChat Official Accounts providing a private domain operation environment, while Video Accounts and Douyin are more used for public domain traffic acquisition and brand influence expansion [27] Platform Layout Strategy - WeChat and Douyin are the preferred platforms for financial accounts, with WeChat Official Accounts and Video Accounts accounting for the highest proportion due to their extensive user base and concentrated attention [19][20] - Financial brands are adopting a multi-platform operation trend, with 76% of brands operating on two platforms, and the combination of WeChat Official Accounts and Video Accounts being the most common [24][26] - Financial brands are mainly concentrated on WeChat Official Accounts and Video Accounts, accounting for 62.8% and 18.8% respectively, followed by Douyin, with the depth of matrix account layout within platforms kept within 5 accounts [31][32] - Douyin and Video Accounts have the best interaction effects among the platforms financial brands focus on, while WeChat Official Accounts have lower interaction volume due to platform mechanisms [33][34] Account Operation Management - In the distribution of financial brand accounts, banks account for the highest proportion at 56.5%, followed by insurance and securities at 18.5% and 17.7% respectively [38][39] - Funds, banks, and trust categories have the highest proportion of active accounts, all exceeding 60%, while securities, insurance, and payment companies have lower proportions of active accounts [40][41] - Financial brands have different fan thresholds on various platforms, with Weibo having the highest number of fans in the top 1% tier, followed by Kuaishou and Douyin [44][45] - The fan hierarchy distribution varies across platforms, with Weibo having the most balanced distribution, while Xiaohongshu lacks accounts with over 1 million fans, and Kuaishou has a missing middle-tier of 50-100k fans [50][51] Content Innovation Insights - Financial brands have significant differences in update frequency across platforms, with WeChat Official Accounts, Xiaohongshu, and Weibo having high daily update proportions at 33.2%, 35.5%, and 43.8% respectively [65][66] - Bilibili and Video Accounts have high discontinuation rates at 52.0% and 59.4% respectively, indicating that financial brands need to strengthen content maintenance on these platforms [65][66] - Financial brands focus on brand promotion, product introduction, knowledge popularization, and entertainment interaction in content themes, with Douyin focusing on financial fun popularization, WeChat Official Accounts on industry information analysis, and Video Accounts on scenario-based product recommendations [71][72] - Financial brand live broadcasts are dominated by professional knowledge sharing and market analysis, with average likes per session being 3,969 and 5,640 respectively, while product introduction and recommendation account for 21% of the content [77][78] Industry Case References - Ningbo Bank has established over 200 accounts on platforms such as Douyin, Kuaishou, Xiaohongshu, Bilibili, and Video Accounts, achieving comprehensive network coverage and ensuring content consistency and compliance through Matrix Tong, a multi-account management system under New Rank [83][84] - China Life Insurance promotes insurance concepts and company features through WeChat Official Accounts, Weibo, and Douyin, embedding insurance products and services into core life scenarios such as daily social interactions, shopping, payments, travel, dining, and medical treatment [90][91] - Galaxy Securities has established accounts on WeChat and Douyin, achieving comprehensive coverage of brand promotion and investor education, and providing online investment advisory services through live broadcasts using on-site + connection technology [97][98] - GF Fund focuses on diversified and differentiated content, as well as cross-platform synergy, to achieve broader influence, higher traffic aggregation, and richer content output [105][106] Matrix Operation Rankings - The top 5 brands in the matrix operation ranking are China Bank, China Agricultural Bank, China People's Property Insurance, China Construction Bank, and China Life Insurance, with comprehensive indices of 981.8, 980.8, 976.4, 974.5, and 973.0 respectively [115] - The matrix operation index includes account number, fan number, work number, active proportion, and New Rank index, comprehensively evaluating the social media performance of brands [116][119]

Industry Overview - The home furnishing industry is characterized by a significant disparity in brand matrix scale, with 72.3% of brands being in the initial exploration stage, averaging only 3 associated accounts [11] - Cross-platform strategies are not yet prevalent, with 37.3% of brands operating on a single platform and 62.7% adopting cross-platform strategies, primarily focusing on vertical integration rather than horizontal expansion [14] - The distribution of home furnishing brands is relatively balanced, with home textiles accounting for 35.6%, home appliances (including smart home) at 33.2%, and hard furnishings at 29.6% [18] Brand Matrix Analysis - Home appliance brands lead in terms of active accounts, with a 90th percentile of 5 active accounts, reflecting their proactive marketing strategies [21] - The top 5 brands in terms of active accounts are predominantly active on Douyin, with Libang having 98.8% of its active accounts on the platform [24] - Home appliance brands also dominate in terms of fan count, with a 90th percentile of 643,133 fans, significantly higher than other categories [30] - The top 5 brands in terms of fan count are primarily concentrated on Douyin, Kuaishou, and Weibo, with Haier and Midea having over 90% of their fans on these platforms [33] Content and Engagement Metrics - Home appliance brands lead in content creation, with a 90th percentile of 199 posts, significantly higher than the industry average of 147 [46] - The top 5 brands in terms of content volume are highly active on Douyin, with Libang and AUX having over 96% of their posts on the platform [49] - In terms of interaction volume, home appliance brands again lead with a 90th percentile of 5,507 interactions, compared to the industry average of 3,990 [62] - The top 5 brands in terms of interaction volume are primarily active on Douyin and Weibo, with Midea and Haier having significant interaction volumes on these platforms [65] Platform Performance - Douyin is the most active platform for home furnishing brands, with a 90th percentile of 6 active accounts, making it the core platform for matrix marketing [25] - Weibo leads in brand promotion, with a 90th percentile fan count of 1.56 million, far exceeding other platforms [39] - Douyin also leads in content creation, with a 90th percentile of 332 posts, significantly higher than other platforms [55] - Weibo and Video Account show strong interaction capabilities, with 90th percentile interaction volumes of 8,087 and 8,044 respectively [72] Case Studies - Zhibang Home focuses on Douyin, with 76.0% of its matrix accounts on the platform, leveraging live streaming and short videos to enhance content appeal and drive sales growth [80] - Cheers adopts a "1+9+N" account system, combining official, self-operated, and dealer accounts to achieve multi-level user reach and conversion [82] - Sophia has built a comprehensive private domain matrix, integrating public and private domains across multiple platforms to enhance brand influence and drive sales conversion [85]

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Industry Investment Rating - The report does not explicitly provide an industry investment rating [1] Core Viewpoints - The report highlights the evolving consumer behavior and market trends, emphasizing the shift towards personalized, value-driven, and experiential consumption [1] - It identifies key trends such as "humanized" pet care, internet mysticism, urban lifestyle, outdoor activities, and the rise of "substitute" products as significant drivers of future consumer behavior [1][3][16][55][65] Trend 1: "Humanized" Pet Care - Pet care has evolved beyond basic needs, with consumers seeking higher quality and more diverse products for their pets, including fresh food, snacks, and health supplements [3][4][5][6] - Pet fashion and home products are gaining popularity, with consumers investing in pet clothing, smart home devices, and shared furniture for pets [7][8][9][12][13] - The concept of "cyber pets" is emerging, offering emotional comfort to those unable to care for real pets, with virtual pets becoming a form of digital therapy [11] Trend 2: Internet Mysticism - In a fast-paced and uncertain environment, consumers are turning to mysticism for psychological comfort, with online tests and rituals gaining traction [16][17][18] - Virtual products like "Einstein's brain" and "good luck sprays" are becoming popular as consumers seek symbolic reassurance and good fortune [20][21][22] Trend 3: Rise of Chinese Aesthetics - Traditional Chinese fashion and products are experiencing a resurgence, driven by cultural confidence and consumer aesthetic upgrades [25][26] - New Chinese-style trends are expanding beyond clothing to include makeup, hairstyles, and accessories, with significant growth in sales and social media engagement [25][26][27] - Chinese brands are gaining international recognition, with products like horse-face skirts and traditional crafts gaining popularity overseas [29][30] Trend 4: Retro Revival - Classic products and styles from the past are making a comeback, with consumers embracing retro fashion and nostalgic items [34][35][36] - Cross-era fusion and regional retro styles are becoming popular, blending different historical and cultural elements into modern designs [38][39][40] Trend 5: Urban Exploration - Consumers are seeking relaxation and connection through urban exploration, including city walks, music festivals, and local markets [43][44][45][46] - Food and cultural experiences are central to this trend, with consumers valuing unique and authentic local experiences [49][50][51][52] Trend 6: Outdoor Lifestyle - Outdoor activities are becoming a year-round lifestyle choice, with consumers embracing outdoor fashion and gear for both functionality and style [55][57][58] - Outdoor activities are seen as a way to improve mental and physical health, with consumers seeking social connections and fresh experiences through outdoor sports [61][62][63] Trend 7: Substitute Products - Consumers are increasingly seeking cost-effective alternatives to premium brands, prioritizing value and functionality over brand prestige [65][66][67] - The trend extends to travel and daily purchases, with consumers opting for budget-friendly options that offer similar experiences [67][68][69] Trend 8: Personalized Styling - Consumers are defining their own styles, with a focus on versatile and expressive fashion choices, including makeup and clothing [75][76][78][79] - Fashion and beauty are becoming outlets for emotional expression, with consumers using their appearance to convey personal values and attitudes [80] Trend 9: Simplified Quality Life - Consumers are embracing a minimalist approach to quality living, focusing on multifunctional products and reducing unnecessary consumption [81][82][84][85] - Smart home devices and high-quality, long-lasting products are gaining popularity as consumers seek efficiency and sustainability [86] Trend 10: Creative Transformations - The trend of "creative transformations" is gaining momentum, with consumers and brands alike engaging in personalized and innovative product modifications [88][89][91] - This trend reflects a broader desire for uniqueness and individuality in consumer products and experiences [91]

前言 近年来，消费市场经历了复杂的变化，充满不确 定的大环境下，人们的需求与消费理念不断改变。 我们看到，高压之下，人们追逐季节热点、寻找 解压治愈之法，抑或和毛孩子双向奔赴，为生活 增添一点小确幸；虽被疫情所困，大家也没有忘 记保养自身，更没有放弃对户外生活的热情；钱 包“刺客”盛行之时，人们积极声援各种“守卫”， ...

Investment Rating - The report does not explicitly provide an investment rating for the automotive industry Core Insights - The report focuses on the automotive industry's performance in new media operations, analyzing key metrics such as fan count, active accounts, content output, and interaction levels across seven mainstream new media platforms [5][12][14] - The automotive industry is categorized into four matrix types: starting, growing, mature, and leading brands, with leading brands showing exceptional operational capabilities [12][13] - The report aims to provide a comprehensive understanding of the automotive industry's new media strategies and outcomes, with a commitment to ongoing updates and cross-industry comparisons [5][7] Summary by Sections Industry Matrix Overview - The automotive industry has a significant presence in new media, with 61% of companies engaging in cross-platform strategies [14] - Douyin (TikTok) is identified as a critical platform for automotive brands, with 77.5% of top combinations including it [15][17] - The distribution of new media accounts shows that starting brands have an average of 3 accounts, while leading brands have an average of 900 accounts [12][13] Activity Metrics Analysis - Comprehensive brands lead in activity metrics, with a high active account ratio of 55.6%, while other categories like new energy and commercial vehicles lag behind [22][24] - Douyin and video accounts show significant activity, indicating their importance in marketing strategies [27][29] Fan Count Metrics Analysis - Comprehensive brands dominate in fan count, with the highest 90th percentile reaching over 10 million fans, while commercial vehicles and accessories show weaker performance [33][34] - The top five brands in fan count are predominantly comprehensive brands, with significant engagement on Douyin and Kuaishou [34][35] Content Output Metrics Analysis - Comprehensive brands lead in content output, with a high of 7,385 posts in the 90th percentile, while commercial vehicles and accessories need to improve their content production [47][49] - The top brands in content output are primarily comprehensive brands, showcasing diverse platform strategies [49][51] Interaction Metrics Analysis - Comprehensive brands significantly outperform others in interaction metrics, with the highest interaction levels concentrated on platforms like Weibo and Douyin [62][63] - The top five brands in interaction are all comprehensive brands, with notable engagement on Weibo [63]