XIAOMI(HK:01810) 中国基金报·2025-10-16 02:51Core Viewpoint - Xiaomi has officially launched an independent short drama app "Weiguan Short Drama" on its application store, marking its entry into the short drama sector and emphasizing a "no ads, free viewing" strategy to attract users and disrupt existing paid models in the industry [1][3][10]. Company Summary - The app "Weiguan Short Drama" is fully owned by Xiaomi Technology Co., Ltd., and is currently available only for Xiaomi phone users, with a download count reaching 20,000 [3][6]. - The app features over 20 genres, including urban, revenge, romance, and family ethics, and includes functionalities like rankings and comment sections [10]. - Xiaomi's strategy indicates a shift from mere content marketing to building its own content ecosystem, aiming to enhance user retention and explore full-link capabilities from content production to distribution [10]. Industry Summary - The short drama sector is experiencing intense competition, with major internet companies like Pinduoduo, Taobao, JD, and Tencent also entering the market with significant investments and strategies [12]. - ByteDance's "Hongguo Short Drama" app has seen rapid growth, with a monthly active user count of approximately 212 million, reflecting a year-on-year growth rate of 178.99% [12]. - The domestic short drama market is projected to reach a scale of 505 billion yuan in 2024, surpassing the box office revenue of films for the first time, with expectations to grow to 634.3 billion yuan by 2025 and 856.5 billion yuan by 2027 [13].