QuestMobile 2025-2026年度核心趋势报告

Core Insights - The article emphasizes the transition of China's digital economy from "quantitative change" to "qualitative change" by 2025, with the digital economy expected to exceed 65 trillion yuan, accounting for over 50% of GDP, thus becoming a core engine of the national economy [1] - The shift from a "traffic-centric" model to a "user-centric" value cultivation model is highlighted, indicating a new competitive landscape in the next decade [1] - Internet giants are focusing on "cost reduction and efficiency enhancement," moving their strategic focus from "traffic acquisition" to "user value cultivation" [1] Group 1: Digital Economy and User Value - By 2025, the digital economy in China is projected to surpass 65 trillion yuan, representing over 50% of GDP, marking a significant shift in its role within the national economy [1] - The transition from a "traffic-centric" to a "user-centric" model signifies the end of the "traffic is king" era in mobile internet, leading to a new competitive landscape [1] - Internet platforms are breaking boundaries and adopting a "data-technology-scenario" ecosystem to better serve users [1] Group 2: Key Strategies of Internet Giants - Major companies are integrating membership systems and deepening offline scenarios to enhance user engagement, as seen with Alibaba's Taobao and JD's PLUS service [2] - The rise of HarmonyOS and other distributed architectures is breaking the boundaries of single hardware, marking a shift towards a "super terminal ecosystem" [2] - The competition in the smartphone market is evolving with AI features becoming standard, pushing brands like Huawei to innovate [2] Group 3: AI and Application Trends - The AI industry is transitioning from technical breakthroughs to large-scale commercial applications, driven by policy, technology, and industry integration [7] - AI applications are experiencing rapid growth, with mobile AI assistant users reaching 7.29 billion by September 2025 [18] - The focus in the AI sector is shifting from model size to cost efficiency and speed of implementation, leading to a surge in "In-App AI" applications [18] Group 4: Market Environment and Trends - The overall macroeconomic environment in China is stable, with the digital economy being a significant driving force [5] - The internet advertising market is expected to maintain moderate growth, with mobile platforms remaining the core entry point for marketing [5] - The market is witnessing a shift from high-growth sectors to a focus on AIGC (AI-Generated Content) and the rapid proliferation of intelligent applications [11] Group 5: User Engagement and Content Strategy - The shift from "traffic hunting" to "user value cultivation" reflects a change in market dynamics, with a focus on deep user engagement [93] - Platforms are evolving from mere transaction sites to essential service providers in users' digital lives, integrating various services to enhance user experience [97] - The rise of short video content is becoming a new growth engine, with significant increases in user engagement across platforms [107]