Jing Ji Ri Bao·2025-11-19 10:42Core Insights - The 2025 Migu Ecological Conference in Beijing showcases China Mobile Migu's plans to expand the digital content industry by transitioning from "traffic dividends" to "value dividends" [1] Group 1: Content Aggregation - Migu is strengthening its content advantages across four major product tracks, aiming to transform massive traffic into sustainable cultural assets [2] - In the video sector, Migu maintains its position as the "domestic number one sports content platform" [2] Group 2: Content Production - Migu is enhancing its self-production ecosystem, shifting sports content from "broadcasting" to "production and creation" by collaborating with athletes, professional production companies, and IP holders to produce over 10 influential sports documentaries annually [2] Group 3: Content Distribution - Migu is providing high-value distribution services and enhancing its sports community operation capabilities, creating a platform for sports IP, professional teams, and individual creators, supported by competitive incentive plans [2] - The "Ten-Hundred-Thousand-Billion" plan was announced to improve user experience through "scenario-based" and "immersive" consumption [2] Group 4: Digital Tourism and Advertising - The conference introduced China Mobile's XR large space "Hundred Store Plan," aiming to build end-to-end service capabilities in the digital tourism sector through "IP + products + technology + operations" [2] - Migu has developed a unique advertising marketing system, evolving from an online marketing platform for events to a comprehensive marketing service platform integrating sports and entertainment [2]