泛二次元内容生态 研究报告 2025微博 1 目录 CONTENTS 1.0 微博泛二次元内容生态发展概况 2.0 微博泛二次元内容生态分析 3.0 微博泛二次元内容传播典型案例分析 2 微博泛二次元内容 生态发展概况 1.0 3 泛二次元用户规模和市场规模日益庞大，小众二次元走向大众化 随着泛二次元文化的发展以及其对应用户群体消费能力的提高，泛二次元用户和市场均呈规模化发展，数据显示，2024年泛二次元用户规模接近网民规模的一半，泛二 次元及周边市场规模接近6000亿元。以《哪吒之魔童闹海》《黑神话悟空》《英雄联盟S14》为代表的头部IP，推动泛二次元圈层向大众市场延展，而伴随Z世代社媒及 消费话语权提升，泛二次元产业有望释放更为可观的市场势能。 截至2024年12月，中国网民规模 11.08亿人 2024年泛二次元用户规模 5.03亿人 2024年中国泛二次元及周边市场规模 5977亿元 优质内容+IP势能，驱动小众二次元走向大众化 近半中国网民是泛二次元用户 泛二次元市场规模可观 数据来源：1、艾媒咨询；2、中国互联网络信息中心；3、微博；4、公开资料整理 4 解码泛二次元用户关键词：活跃、参与、创造、 ...

N E W R A N K . C N 1 前言 2024年，我们见证了互联网内容生态的高速发展，每一个平台都在以其独特的方式塑造着用户的阅读习惯和消费行为。从2024年 初哈尔滨的爆红，到车圈大佬组团入驻内容平台做IP，从K总脱口秀式直播的蹿红，再到初代顶流"李子柒"的回归。我们看到， 2024年的内容生态正发生翻天覆地的变化。虽然各个平台生态有所不同，但我们相信，内容不仅是品牌与用户沟通的重要媒介， 更是塑造品牌形象、传递价值观念的关键。 在此基础上，新榜根据主流内容平台的生态特点及其内容营销价值，深入挖掘了不同平台间的差异化内容特征，发布《2024社媒 内容生态数据报告》。我们将探讨主流平台的内容营销价值，也期望挖掘出不同平台间差异化的内容生态特征。 我们希望通过这份报告，为广大内容生态从业者们提供一个全面、客观的视角，以深入了解互联网平台内容生态的现状、挑战与 机遇。 N E W R A N K . C N 2 互联网内容 发展环境概述 N E W R A N K . C N 3 2024，是飞速变化的一年 2024年是内容生态飞速发展的一年，短视频与直播领域涌现出多个现象级内容，有全新网络热梗开始流 ...

企业新媒体 KOS矩阵研究报告 经销商 | 门 店 | 员 工 引言 随着互联网红利见顶，品牌正面临着流量成本不断攀升的挑战。过去，消费者的购买决策往往会受 到价格、口碑、品牌影响力等因素的影响，这极大地带动了KOL、KOC为代表的 "种草营销" 崛起。 而随着千禧一代、Z世代等年轻人成消费主力军，主流消费行为也出现了迭代。这些年轻消费者在频 繁的促销和种草营销中逐渐变得更加理性，传统的KOL和KOC营销方法难以打动他们。品牌现在需 要在线上建立更完善的消费认知体系，提供从种草到购买的一站式服务。而从品牌内部培养起来的 KOS无疑是出现在品牌面前的新大陆。KOS凭借其专业性和亲近性，为消费者提供精准购物建议， 有效引导购买决策。KOS的出现不仅帮助品牌应对了流量成本上升和供应链压力，还提升了转化率 和客单价。它结合了KOL与KOC的优势，成为品牌与用户之间沟通的桥梁，推动了全域运营变革和 用户体验革命，为品牌带来了新的商业机会和增长空间。越来越多的品牌开始尝试打造KOS，并选 择在多个平台组建KOS矩阵以期获得更多品牌曝光，带来品牌增长。 然而，更重要的问题是，尽管KOS的发展前景广阔，但其发展模式和运营策略 ...

2024年3月，抖音生活服务发布了"三八"节女性消费观察数据，数据显示，2月28日至3月5日， 诸如美发师、健身教练等女性职人数量也在不断增长。以饮品甜点和丽人行业为例，开店经营的 商家数量几近达到去年同期的1.5倍。 数据显示，2023年1-3月，小红书KOS的内容同比增长了6倍，其中站内BA/SA发布内容笔记超过 170w，而站内全行业整体BA/SA账号超过了13w，发布过的品牌数量超过了6000个。 信息来源：2023年10月，蓝鲸财经《从KOL到KOS，瞿芳能带领小红书走通"买手电商"路吗》 2024年11月，《2025小红书平台营销通案》数据显示，过去一年半买手规模增长6.7 倍，买手直播间下单用户数量增长9.8倍。 02. KOS及KOS矩阵发展现状 > 矩阵通 [新榜出品] 企业新媒体KOS矩阵研究报告 KOS及KOS矩阵应用现状 随着KOS账号价值不断凸显，有更多的品牌开始内部筛选打造KOS，在平台铺设大量KOS账号，联动多个账 号多维输出专业内容，持续影响用户心智，增强品牌及产品曝光。为了确保KOS更加有效地推动品牌与消费 者之间的互动和转化，品牌们逐步搭建起品牌KOS矩阵运营体系，通过在各 ...

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]

扬 帆 起 航 瞭 望 未 来 2023 DATA RE n ewrnak PO RT 2023新媒体内容生态 数据报告 暨2024趋势展望 报告时间:2024-01 - $" ! )(% ' ., -+* 5413205/ ¦£¢¥¤¦¡ )一跨(大主4,内 台的报告! 榜公、频、抖音、小红书、B、手(大 台上的内 生进行了/据统和 研究相关/据来源于榜有/的微公部分及旗下1列产:抖、、、 、红"统.围已#入以上/据产观察样+且在2023年1月至12月间活跃的账"我们 观察其文、直、带货的情况结合榜海监测的达人报价、商业作、合作牌等内 营销/据研究分析了上述 台2023年的内 生现状和势! 2023年中国社交4, 台在内 创商业化方面展现出了持续且强*的展势! 各 台在规模上取得了显$增长其中小红书的增长速度引人瞩目"些 台积极推动 内 创作生的0荣致力于提内 质量用户,验时他们还 化了内 商融合 拓展了商业合作的可能性"在个生中创作者的形丰富多样跨 台的探索实践成 了内 创作者的航标! 台也在不断突破内 边界寻找下一个增长接力:泛乐、泛生活类内 仍)当下市场主 流短剧成今年"大热门"图文、音乐、小说)否能 ...

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]