XIAOMI(HK:01810) 3 6 Ke·2025-12-19 04:23Market Growth - The short drama industry in China has rapidly expanded from a market size of 370 million yuan to over 50 billion yuan in just three years, with projections to exceed 68 billion yuan by 2025 and surpass 100 billion yuan by 2027 [1] - As of June this year, the user base for micro short dramas reached 626 million, accounting for 55.8% of the total internet users, with average daily usage time increasing to 120.5 minutes by August [1] Company Strategies - Xiaomi has developed 1,000 S-level short dramas, with an average consumption time of 70 minutes per user, indicating a significant investment in high-quality content [1][3] - The company has launched an independent short drama app called "Weiguan Short Drama," which is currently only available on the Xiaomi app store, emphasizing features like "ad-free" and "completely free" [4][9] Competitive Landscape - The leading apps in the short drama sector are Hongguo Short Drama and Hemat Theater, with Hongguo Short Drama holding a significant market lead [9] - Xiaomi's "Weiguan Short Drama" app has faced challenges in content variety, with fewer than 30 categories compared to competitors like Hemat Theater, which boasts over 10,000 short drama works across more than 100 categories [9] Industry Trends - The short drama industry is undergoing a trend towards premiumization, with major platforms focusing on S-level and high-quality productions [3] - The market for short dramas is seen as a new opportunity for smartphone manufacturers, as it offers lower production costs and better monetization potential compared to traditional video formats [26] Future Outlook - The short drama market is expected to continue its explosive growth, with significant potential for smartphone manufacturers to leverage this content for user engagement and brand promotion [29][30] - The integration of AI technology in short drama production is anticipated to enhance the creative process, making it a key area for future development [30][33]