从内容到生态，从乐园到带货，爱奇艺要下一盘怎样的棋

Core Insights - iQIYI has announced a new strategy at the 2025 iQIYI World Conference, focusing on adapting to changes in the video industry and enhancing user experience through innovative content and technology [1][2] Group 1: Business Strategy - iQIYI is adopting a "short, refined, diverse, and new" strategy, entering the micro-drama market with shorter, more creative content [1][3] - The company is expanding its IP boundaries and value by developing derivative businesses, including offline parks and international markets [1][11] - iQIYI is officially entering the content e-commerce market, aiming to diversify revenue streams beyond membership and advertising [1][12] Group 2: Micro-Drama Market - The micro-drama market in China is projected to reach 505 billion yuan in 2024, surpassing box office revenues, with a compound annual growth rate of 19.2% [3] - iQIYI has redefined its content strategy for micro-dramas, offering free access to members and pay-per-view options for non-members [4][5] - The company is launching various initiatives, such as the "Thousand Micro-Dramas Plan" and "Short Drama Grand Plan," to continuously supply engaging micro-drama content [5][6] Group 3: AI Innovations - iQIYI has introduced AI-powered features like "Jump View" and the "Peach Bean" personal assistant to enhance user interaction and viewing experience [7][8] - The "Jump View" feature allows users to navigate to key plot points without missing important scenes, improving viewing efficiency [7] - AI tools like "Maliang" and "Muse" are being utilized to enhance content creation and operational efficiency, generating millions of promotional materials and short videos [9][10] Group 4: IP Expansion - iQIYI is leveraging its strong IP portfolio, including popular series, to enhance user engagement and brand recognition [10][11] - The company is launching its first offline park, "iQIYI Park," to provide immersive experiences based on its IP content [11] - The offline park aims to create a brand effect that reinforces online engagement and expands interaction opportunities with users [11] Group 5: E-commerce Development - iQIYI's content e-commerce initiative focuses on live-streaming sales, targeting its membership base as potential customers [12] - The company is implementing a zero-platform fee policy for initial merchants and providing significant traffic support to boost e-commerce growth [12] - This move represents a significant step in iQIYI's exploration of new commercial models beyond traditional membership and advertising [12]