市场格局概述 2025年中国小程序市场呈现显著的头部集中与垂直细分并行的发展态势，用户规模与生态成熟度均达到历史新高。根据QuestMobile《2025中国移动互联网 春季大报告》及全景生态流量半年报告数据，行业格局已从早期的"微信、支付宝、百度"三巨头演变为"微信、支付宝、抖音"新"御三家"体系，头部平台掌 控核心流量入口的同时，垂直领域与长尾市场正释放结构性增长机遇。 头部平台用户规模与竞争壁垒 当前小程序市场呈现"一超双强"的寡头格局，微信凭借社交生态优势占据绝对主导地位，抖音则依托内容场景实现高速增长。具体数据显示： 三者共同构成的行业集中度CR3达71.6%，形成"社交入口（微信）+ 内容入口（抖音）+ 服务入口（支付宝）"的多元流量矩阵，用户覆盖重合率超过62%， 头部效应进一步凸显。 格局演变：百度搜索入口模式的边缘化 早期小程序市场"微信、支付宝、百度"三巨头格局的瓦解，本质是场景化交互对搜索式交互的替代。百度小程序月活用户已跌出头部阵营，核心原因在于： 长尾市场的结构性机会 在头部平台主导的同时，垂直领域与技术革新正催生多元化增长极，主要体现在三个层面： 微信小程序： 月活跃用户突破10亿 ...

国庆中秋双节至，消费热潮燃九州。刚刚过去的国庆中秋假期，从数字孪生畅游、沉浸式体验古代生活 到次元狂欢嘉年华，新业态、新场景亮点纷呈，折射消费模式从传统物理空间向"数字-物理融合"之 变。这种突破时空限制的消费形态，正在重构传统节庆经济的价值链条。 服务保障优化提升，消费环境安心舒心。国庆中秋假期期间，各地积极提升自身服务保障能力，让老百 姓过一个放心、安心的假期。辽宁朝阳市龙城区一方面推动文旅深度融合，增加优质供给，激活假日消 费市场；另一方面持续优化旅游服务，保障文旅市场平稳有序，让广大游客放心游、舒心游。此外，一 批优秀国产影片带动观影热潮，国家电影局10月9日发布数据，10月1日至8日，我国2025年国庆档电影 票房为18.35亿元。多项体育赛事掀起观赛热潮，各地开设集美食、文创与特色商品为一体的观赛"第二 现场"，将赛事热度延伸至消费端。各地区各部门通过政策支持和创新服务激发消费潜力，全国消费市 场供给丰富、运行平稳，居民消费需求集中释放，市场活力不断增强。 假期消费市场是观察经济的一扇重要窗口，也是观察经济发展质量的一面镜子。这个假期，消费新场 景、新需求、新体验日益多元，服务消费、绿色消费、数字 ...

来源：飞书深诺 2024年全球经济仍处于复苏阶段，移动市场的收入保持着8%的增速，但获客表现有小幅回落。与此同时，中国移动市场出海获客增长进入瓶颈期，下载量 明显回落，而应用内收入还在保持上涨的态势，其中出海的移动游戏收入增速超整体移动游戏表现，且在大部分地区的收入增速均高于海外发行商，出海移 动应用的收入增速仍保持在20%以上，在日本、北欧及拉美地区的收入增速均超50%。 2025年，全球移动市场将进入更加成熟和分化的阶段。收入增长将趋于平稳，增速预计仅5%,市场饱和及用户付费意愿下降将成为主要制约因素。获客难度 和成本将继续上升，厂商将更加注重用户留存和精细化运营。中国移动出海业务仍将面临地缘政治风险和本地化挑战，但AI技术的应用与创新可能为行业 带来新的增长点。 2025年全球 移动市场趋势洞察 Meet Intelligence 出品 Q Powered by Meetsocial 飞 书 课 诺 INDEX 目录 01 全球移动市场趋势变化 02 移动游戏市场回顾及中国出海表现 03 移动应用市场回顾及中国出海表现 全球移动市场 趋势变化 全球移动市场 | 宏观环境趋势 挑战叠加的2025年，移动出 ...

短剧的风这下是真的吹到了视频号。 "00后帅气多金董事长爱上干保洁40岁离异的我"；"和自己闪婚的黄昏恋老伴，竟然是豪门。"……最近小编一打开手机随便刷一刷视频号，便能邂逅许多 爆款"雷人"短剧。 前几天，就连金融反腐题材的《K线成长记》都火了，证券时报发的全集转发就突破1万+。 首先，微信作为一款综合性的全民应用，内容生态丰富多样，且覆盖了从00后到70后的全年龄段用户，这为各种类型的短剧提供了潜在的观众基础。 据DT商业观察的调研显示，目前视频号在短剧观众的选择中占有一席之地，而且从00后到70后，年龄越大，选择视频号的比例越高。 图片源自DT商业观察 "我妈最近做饭看、打扫卫生看，连睡前都要抱着手机在视频号看短剧。"相信很多人身边的长辈都有着这样的情况。就连小编的同事也现身说法："我爸 天天看短剧，什么猫猫狗狗AI的短剧都看，每天还微信转发给我。" 图片源自视频号 它们剧情够爽、反转够快，即便有的剧情夸张、逻辑欠缺，依旧赢得网友喜爱，直呼："真上头啊，甚至想求后续""脑子一扔就是看"。 为什么如今这些短剧在视频号上开始火了？谁在为这些短剧买单？短剧和品牌方又该怎么抓住这波红利？ 01 视频号为何成为短剧 ...

"学生群体重返校园后有强烈的社交、焕新与自我奖励需求。在开学前后四周，品牌文教区门店的客流量通常会比平时增长40—50%。"益禾堂相关负责人表 示，开学季学生群体从分散的假期状态重新聚集到校园，形成了天然的消费场景转换，因此此次益禾堂将开学季视为与Z世代建立联结的黄金窗口。 配合这批新店开业，益禾堂还推出一系列面向年轻群体的营销活动。例如，益禾堂通过小程序与社群发起"邀请好友领5元券""进群抽免单"等玩法，推动用 户自发扩散，实现社交裂变。实际上，益禾堂一直重视与Z世代的沟通同频，持续联动年轻人热衷的文化IP。包括与动漫《时光代理人》开设370家主题店并 推出联名套餐，黑糖珍珠系列销量突破80万杯；携手《全职高手》《王者荣耀》捕捉电竞文化热潮等。 北京商报讯（记者 郭缤璐）9月26日，根据茶饮品牌益禾堂最新数据，益禾堂于2025年9月开学季在全国25个省一次性新开了500家门店，其中有175家将直 接布局文教区域，精准贴近高校客群。截至目前，益禾堂高校门店数超1600家，全国高校覆盖率达70%以上。 ...

就在众多商家为生存而焦虑之际，一股"新模式旋风"正从区域迅速扩展至全国——"我店模式"3.0升级版正式落地。该模式深度融合了"全民拼购"的社交裂变 能力与"排队免单"的精准锁客策略，短短几个月内，已帮助超过200家门店实现业绩200%-300%的大幅提升。有商家感慨道："这是我们等待了三年的转 机！" 2025年的实体商业圈，正经历着前所未有的挑战。线上平台持续分流，线下客流量明显减少，获客成本成倍上涨。许多门店陷入被动等待，却难以吸引顾 客；同行之间低价竞争激烈，促销折扣越打越低，最终利润微乎其微，甚至出现"卖得越多，亏得越多"的局面。老客户流失加速，新客户难以沉淀，传统的 发券、送礼等促销方式效果日渐式微，顾客"一次性消费"已成为常态。 然而，伴随盛誉而来的也有疑问：在"拼购""免单"等玩法已不鲜见的今天，3.0版本何以能成为突破困局的关键？答案在于细节——它不是简单复制现有模 式，而是通过算法优化、激励体系升级和商家端的深度协同，解决了以往"模式火爆却难以持续"的核心痛点。更有行业观察人士强调："商业创新的成功 者，往往并非最早尝试的人，而是那些把握迭代机遇、将模式真正做深的升级者。"而现在，这波升级所 ...

Core Insights - The article discusses the growth and opportunities in the mini-game sector, particularly focusing on Douyin's mini-games, which have seen significant user engagement and market expansion [1][4][23] Current Status - Douyin's mini-games have reached nearly 500 million monthly active users, with daily active users doubling compared to the end of 2023 [1][3] - The mini-game market is experiencing a compound growth rate of over 30%, becoming a core driver of the mobile gaming industry's growth [1][4] - The user demographic is shifting, with a balanced gender ratio of approximately 57% male to 43% female, and over 60% of users being under 30 years old [6][3] Changes in Supply and Demand - Demand is increasing from younger and female users, indicating a shift in the target audience [3][6] - The supply side is evolving, with a trend towards more complex and deeper gameplay experiences, particularly in genres like SLG and Xianxia [8][10] - The number of games launched on Douyin has increased, with over 10,800 games in June 2025, marking a 25% increase from January [8][10] Opportunities - The leading categories in Douyin mini-games are casual puzzle and simulation games, with a focus on female-oriented content [11][12] - There is significant potential for IP collaboration, with 60% of the top 20 mini-games in June 2025 linked to IPs, although the adaptation rate remains low [12][13] - Strategies are shifting from simple traffic acquisition to content-driven engagement, utilizing social interaction and innovative gameplay [14][15] Key Strategies for Growth - The use of AI tools is becoming prevalent, with 46% of developers expressing interest in using AI for art quality and 37% for programming [18] - Long-term product management is emphasized, with a focus on maximizing the lifecycle of mini-games through effective marketing and community engagement [19][20] - Policy support is aiding rapid growth, with incentives for IAP and IAA mini-games, including cash and advertising bonuses [22] Industry Trends - The mini-game sector is recognized as a growth engine, with Douyin showing particularly rapid growth and potential [23][24] - The conversation among industry professionals is shifting towards innovative strategies involving AIGC, live streaming, and social engagement, rather than just traditional metrics [24]

Group 1 - WeChat is aiming to establish itself as a new e-commerce leader following major platforms like JD, Pinduoduo, Taobao, and Douyin by enhancing its social commerce capabilities [1][3] - The newly introduced "Group Buy" feature allows users to initiate group purchasing activities, inviting friends to enjoy discounts, and share links for further participation [1][2] - The "Group Buy" feature is prominently displayed on merchants' WeChat store homepages and is designed to be easily configured in the merchant backend [2] Group 2 - Social裂变 (social裂变) is a marketing strategy that leverages social networks for viral growth, which has been proven effective in various internet applications, including e-commerce [4][6] - The effectiveness of social裂变 lies in its ability to generate low-cost or zero-cost traffic through user-driven sharing, contrasting with traditional marketing methods that often incur high advertising costs [6] - While WeChat has a significant user base of 1.4 billion monthly active users, it faces challenges in effectively implementing social裂变 strategies for its e-commerce initiatives [6][8] Group 3 - The success of social裂变 depends on creating attractive incentives and easy sharing mechanisms, but there is a risk of user fatigue from excessive sharing [8] - The introduction of the group buying feature suggests that WeChat is adopting a profit-driven approach similar to Pinduoduo, which initially attracted users through discounts and group buying incentives [8] - Balancing social interactions with e-commerce activities is crucial for WeChat to mitigate potential negative impacts on user relationships and ensure sustainable growth [8][10]

Core Insights - The article highlights the innovative marketing strategy of Pepsi's limited edition "Music Bottle," which effectively connects with younger consumers through music culture and emotional resonance [1][3][4] Group 1: Marketing Strategy - The "Music Bottle" campaign is a natural extension of Pepsi's long-standing association with music, featuring signatures and lyrics from various artists, transforming the product into a collectible cultural item [3][4] - The scarcity created by the limited release generates urgency and exclusivity, leading to a sell-out on the launch day, demonstrating the effectiveness of scarcity in marketing [3][4] - Pepsi integrated cross-platform resources by collaborating with music platforms to create exclusive playlists, enhancing consumer engagement and extending interaction time with the brand [3][4] Group 2: Content Marketing - The success of the "Music Bottle" campaign is attributed to a well-designed 360-degree content marketing strategy that encompasses multiple channels and formats [5][7] - Emotional storytelling is central to Pepsi's content strategy, focusing on the connection between music and personal experiences rather than direct product promotion [5][6] - The campaign encourages user-generated content (UGC) by inviting influencers and everyday consumers to share their experiences, creating a positive feedback loop [6][8] Group 3: Social Media Impact - The campaign generated significant social media engagement, with related topics reaching over 50 million views, showcasing the power of social media in amplifying brand messages [8][9] - The use of open-ended hashtags like MyFirstMusicMemory encourages users to share personal stories, enhancing relatability and engagement [8][9] - The limited edition nature of the product serves as social capital, prompting consumers to showcase their ownership on social media platforms [8][9] Group 4: Long-term Brand Value - The marketing strategy not only drives short-term sales but also contributes to long-term brand equity by positioning Pepsi as a "music culture advocate" among young consumers [9][10] - The campaign aligns with Pepsi's sustainability initiatives by incorporating information about eco-friendly materials and recycling, reinforcing brand consistency [9][10] - The article concludes that effective content marketing can create lasting value, suggesting that brands should focus on meaningful engagement rather than traditional advertising [10]

Group 1: Vertical Field Scene Deconstruction - The company Ruizhi Interactive has developed a smart classroom solution that has been implemented in 37 key high schools across the country, achieving a teacher-student interaction delay of 200ms, which is compressed to a non-perceptible range during teaching [1] - The latest HarmonyOS multi-terminal adaptation framework allows the same code to maintain pixel-level consistency across electronic class signs, teacher pads, and student terminals [1] - The retail team at Ruizhi has completed stress testing for a fresh supply chain app, which utilizes a self-developed inventory dynamic forecasting algorithm to automatically trigger procurement alerts based on price fluctuations in the Xinfadi wholesale market, resulting in a 21% year-on-year reduction in loss rates for a chain supermarket [1] Group 2: Infrastructure Technology Empowerment - Baidu's voice interaction lab has developed a barrier-free system integrated into a government service app that accurately recognizes regional sign language expressions, enhancing customer service response speed in financial apps by 3.8 times [4] - JD's digital twin supply chain system is optimizing the delivery paths of surgical instruments through UWB centimeter-level positioning technology, saving transportation mileage equivalent to running around the Forbidden City 8,920 times annually [4] - Tencent's social viral toolkit is transforming offline commerce, with a membership app for a trendy store in Sanlitun achieving a weekend conversion rate of 47% through a combination of LBS and AR fitting rooms [4] Group 3: Technological Anthropology in Hutongs - A micro-studio focused on cultural heritage digitization has developed an AR guide app for the Shijia Hutong Museum, which recognizes brick carving patterns through smartphone cameras and automatically plays corresponding oral histories [5] - An arts forum in the 798 Art District led to the creation of a literary app that adjusts message push frequency based on user reading duration, potentially being the first content product in the country to incorporate a reader's breathing rhythm algorithm [5]