大 哔 哩 下 i 昨 哩 SILIBILT .0 )2日于杯~ (0 2026新春招商方 2025年「哔哩哔哩春 占比83% 超|亿 · 直播观看人数 · · 30岁以下用户 · 今天分享的是：2026哔哩哔哩大年初一联欢会招商方案 报告共计：22页 哔哩哔哩2026大年初一联欢会与音乐节行业作为当下热门的文化消费场景，在用户需求、内容创新与社交传播驱动下蓬勃发展，成为年轻人文化娱乐与社交 互动的重要载体。B站大年初一联欢会瞄准年轻人对春节内容的新需求，以90后为核心用户群体，主打喜剧内核与互动体验，汇聚国民笑星与新喜剧人，创 新采用对抗阵营互动模式，通过弹幕投票、爆金币等玩法增强参与感，节目聚焦社会议题与经典IP复刻，兼顾老少皆宜的情感共鸣与热梗传播，依托全域流 量矩阵与全站资源倾斜实现社交裂变，同时提供超级内容共创、品牌环节植入等多元商业合作模式。音乐节行业热度持续狂飙，2025年1-5月全国场次达154 场，观众410万，票房13.52亿，覆盖100+座城市，形成品牌IP类、垂直类、城市类多元品类，通过跨界融合催生破圈社交话题，线上话题矩阵实现裂变式扩 散，构建起攻略夺票、现场沉浸、文旅漫游等全周期社 ...

【环球网科技综合报道】北京，2026年1月5日消息——沉浸式娱乐领域领导者杜比实验室与抖音今日宣布达成合作，将杜比视界体验引入抖音平台，覆盖内 容创作、分享及观看全流程。此次合作被视为杜比推动前沿创新科技普惠化的重要进展，也让普通创作者得以更便捷地运用杜比视界，为短视频内容的创作 与传播模式带来新可能。 根据合作信息，目前抖音已实现对iPhone等iOS设备的杜比视界支持。用户可通过抖音APP直接观看杜比视界视频，也可借助抖音内置编辑工具或剪映等支 持第三方软件创作杜比视界内容。后续，抖音还将逐步推进对更多设备类型的支持，Android端适配工作正在进行中。 作为行业公认的画质标杆，杜比视界超越传统HDR，通过动态元数据对每一帧画面的色彩、亮度与对比度进行精准优化，呈现传统方式无法捕捉的细节， 带来沉浸式体验——微妙的面部表情、绚丽的自然风光等细节均可鲜活呈现。杜比视界已被全球一流影视工作室、设备制造商和内容平台广泛采用，适用于 日常记录、艺术表达、旅行探索、美食品味、美妆教程、时尚解读等各类内容创作，助力创作者以震撼的真实感和丰富细节展现自身视角。 杜比实验室娱乐事业部高级副总裁古令江（John Couli ...

以屏幕为窗口、以内容为桥梁，这家始于一方直播间、最终链条却辐射至全行业的直播生态构建者，打 造出了一个个为"所有女生"的线上空间，成为连接品牌、产品与数千万消费者的超级节点。 美ONE的路径，为观察一个新经济业态如何实现健康、可持续的"价值共生"，提供了极具代表性的样 本。 自2014年成立以来，作为一家以内容为核心驱动力的直播电商企业，美ONE始终将内容视为连接品牌 与消费者的核心纽带。 2016年，美ONE启动行业首创的"BA网红化"项目，李佳琦加入并创立"李佳琦直播间"。2018年，公司 将其逐步打造为中国最具辨识度的个人直播IP之一，实现了从"带货场"到"内容IP"的关键跃迁。 在深耕核心IP的同时，美ONE构建了完善的直播间矩阵，开设了以白天时段为主的"所有女生直播间"， 专注时尚垂类的"所有女生的衣橱直播间"，以及聚焦高品质女装的"所有姐姐的衣橱直播间"等，形成差 异化、互补性的内容布局，精准触达不同消费人群。 在消费变革浪潮奔涌、商业价值重塑的2025年，美ONE凭借其在直播电商领域的持续创新、对消费生 态的深远影响，以及"内容驱动、长期主义"的品牌实践，成功获得"年度行业影响力品牌"荣誉称号。 ...

Core Insights - The report focuses on the online variety show industry in China, analyzing user scale, content innovation, and marketing trends for 2024-2025, aiming to provide decision-making references for platforms and brands [1] User Scale of Online Video - The overall user base has reached 1 billion, with a year-on-year growth of 3.4%, indicating a significant recovery in the industry [2] - Monthly active devices in the online video sector showed a notable increase, particularly in Q2 and Q4 of 2024, with an average year-on-year growth rate of 3.4% [2] User Trends in Online Variety Channels - The variety show user market remains stable at 500-600 million, with peaks in June and October 2024 due to seasonal programming and user influx [6] - The market is benefiting from the influx of student users during summer and the demand for popular programs during holidays [6] User Demographics of Variety Channels - Young audiences, particularly those aged 18-24, and female viewers are the primary demographics for variety channels, with a TGI index of 122 for young viewers and 111 for female viewers [7] Performance of Variety Content Creation - The number of new variety shows and sequels has increased, with 20 new shows launched in 2024, reflecting a stable content innovation capability [11] - Existing variety IPs are gaining market recognition, with 32 sequels produced in 2024, an increase of 3 from 2023 [11] Content Type Performance of Exclusive Variety Shows - The outdoor experience category remains the highest in market share, with significant growth in both quantity and viewership in 2024 [13] - Comedy variety shows have seen a resurgence, with viewership increasing by 143% compared to 2023, becoming the second-largest contributor to viewership [13] Performance of Reality Game Shows - In 2024, six reality game shows were produced, with Youku leading in both quantity and viewership, contributing 35.5% of the total viewership in this category [16] Overview of New Exclusive Variety Shows in 2024 - New variety shows in 2024 exhibit diverse themes, with Q2 and Q3 being peak periods for premieres [18] Key Highlights of Reality Game Shows - Reality game shows redefine the boundaries of "game variety," using immersive experiences to engage audiences with real-world issues [20] Key Highlights of Comedy Variety Shows - The comedy variety sector is characterized by a "dual-hero" competition, with Tencent and iQIYI leading in viewership through innovative programming [25] Innovation in Content Creation - The rise of new IPs and the "second season phenomenon" indicate a shift towards a focus on content innovation and long-term value creation [30] - The integration of film and variety shows is becoming a significant trend, enhancing audience engagement and extending the lifespan of IPs [32] Changes in Sponsorship Brand Trends - The number of sponsorship brands for variety shows has slightly decreased, but the number of brands in top new variety shows has increased from 3.3 to 3.9 [40] - Fast-moving consumer goods (FMCG) brands account for 62.4% of sponsorship frequency, indicating their dominant role in the variety show sponsorship market [45] Marketing Budget Changes - Overall marketing budgets are tightening, with a decrease of 7-10% expected in 2025, affecting various industries differently [50] - The internet service industry maintains a high marketing budget, while the food and beverage sector is seeing a decline due to budget constraints [51] Evaluation of Sponsorship Effectiveness - The evaluation of sponsorship effectiveness has developed a dual verification system, focusing on both basic traffic and business conversion metrics [57] Innovations in Marketing Strategies - Brands are increasingly leveraging variety shows for integrated marketing, utilizing KOLs and co-creation strategies to enhance brand visibility and engagement [62][65] - The trend of "combination投放" is emerging, allowing brands to maximize exposure across multiple shows while reducing costs [68]

Overall Performance - Bilibili has achieved positive adjusted net profit for five consecutive quarters as of September 2025, with stable revenue growth and significant improvement in profitability [1][23] - In Q3 2025, Bilibili's total revenue grew by 5.2% year-on-year, reaching 7.69 billion yuan, with revenue performance remaining stable since achieving quarterly profitability in Q3 2024 [3][25] - The company's EBIT (operating profit) showed a strong growth trend, with a year-on-year increase of 630.9% in Q3 2025, indicating continuous improvement in operational efficiency [5][28] - Adjusted net profit increased by 233% year-on-year to 790 million yuan, with gross margin rising for 13 consecutive quarters to 36.7%, marking a historical high in quarterly gross profit of 2.82 billion yuan [7][31] Revenue Structure Optimization - Total revenue for the first three quarters of 2025 reached 22.023 billion yuan, a year-on-year increase of 15.3%, with the breakdown as follows: - Value-added services revenue decreased by 3 percentage points to 39% of total revenue - Advertising revenue increased by 2 percentage points to 32% of total revenue, totaling 7.018 billion yuan, up 21% year-on-year - Gaming revenue for the first three quarters was 4.851 billion yuan, a year-on-year increase of 27.2%, accounting for 22% of total revenue - IP derivatives and other revenue fell by 5.1% year-on-year to 1.487 billion yuan, representing only 7% of total revenue [10][37] - In Q3 2025, the average monthly paying users grew by 17% year-on-year to 35 million, with 25.4 million being premium members, reflecting enhanced user willingness to pay and boosting value-added services revenue [13][38] - The rapid growth of advertising revenue is squeezing the share of other business segments in total revenue, establishing it as a new growth driver for the company [12][36] Future Development - Bilibili is deepening the application of AI across multiple fields, which helps reduce advertising costs and improve efficiency, while also showing a steady increase in AI content playback duration over three consecutive quarters [21][44] - The company is accelerating community expansion through content innovation and new game releases, with significant user growth in the second half of the year, reaching the highest daily new user count in October [21][44] - Upcoming game releases, such as "Escape from Duckkov," show potential for becoming a hit, while the new game based on the "Three Kingdoms" IP is expected to launch in Q1 2026, demonstrating the company's commitment to building an IP matrix [23][47] - The introduction of video podcasts as a new content format amidst fierce competition in short videos has garnered significant attention, with "premiumization" remaining a key direction for Bilibili's content development [23][47]

Core Insights - The article highlights the impressive performance of Japanese IPs in the Chinese market during the recent "Double 11" shopping festival, with significant sales figures indicating strong consumer demand and effective commercialization strategies [1][4]. Group 1: Sales Performance and Market Dynamics - Japanese IPs collectively generated approximately 5000 billion yen (about 225 billion RMB) in sales during the first half of the fiscal year 2025 (April to September) [5]. - The revenue structure resembles a pyramid, with Bandai Namco's "Mobile Suit Gundam" leading the top tier with 127.2 billion yen, marking a 66.3% increase [7][8]. - The "Sanrio family" achieved 87.6 billion yen in revenue, reflecting a 39.6% growth, while other major IPs like "Dragon Ball" and "One Piece" experienced declines of 14% and 5.1%, respectively [7][10]. Group 2: IP Growth and Challenges - The growth of "Gundam" and the Sanrio family contrasts sharply with the stagnation of older IPs, indicating varying operational strategies and content cycles [8][10]. - The decline in revenue for "Dragon Ball" and "One Piece" highlights the risks associated with over-reliance on a few top IPs, as they face challenges during content dry spells [10][20]. Group 3: Chinese Market Strategies - Sanrio's Chinese subsidiary reported a 96% increase in revenue, driven by a robust licensing ecosystem and local partnerships, with toys accounting for 31% of licensing income [21][30]. - Conversely, Tsuburaya's "Ultraman" IP saw a 44.2% drop in licensing revenue in China, attributed to inventory issues and changing consumer preferences [24][30]. - Kadokawa's strategy focuses on capital partnerships and a comprehensive industry chain approach, with significant investments aimed at enhancing IP circulation in the Chinese market [25][30]. Group 4: Future Directions - The article emphasizes the need for Japanese IP companies to deepen their integration into the Chinese cultural context and consumer ecosystem, moving beyond simple content output to collaborative value creation [30]. - Successful future strategies will involve understanding local consumer emotional needs and establishing deeper partnerships that go beyond basic licensing agreements [30].

Core Insights - The 2025 China New Media Conference focused on the theme of "Intelligent Synergy and Systemic Transformation," discussing new paths for media development in the intelligent media era [1] Group 1: Content Innovation - Media faces challenges such as attention fragmentation and the dominance of short videos, leading to a consensus on the importance of high-quality content to maintain audience influence [2] - Successful media products often adhere to traditional professional standards, emphasizing authenticity and depth in storytelling [2] - The core of content innovation lies in maintaining quality and respecting truth, rather than chasing algorithms for short-term gains [2] Group 2: Technological Empowerment - New technologies, such as a cross-language intelligent dubbing platform developed by Mango TV, enhance content dissemination by bridging language barriers [3] - The integration of advanced technologies like AI and virtual reality is essential for media to evolve and deliver quality content on a broader stage [3] - The rapid advancement of information technology necessitates a cultural and technological integration strategy for media organizations [3] Group 3: Responsibility and Social Impact - The rapid development of new technologies provides media with powerful tools to fulfill social responsibilities and drive development [4] - Platforms like "Questioning Law Hunan" utilize 5G and AI to ensure comprehensive legal service coverage in rural areas, showcasing media's role in social responsibility [5] - In the age of information overload, mainstream media must act as a stabilizing force, countering misinformation and fostering social consensus [5]

Core Insights - The report indicates a shift in Chinese consumer preferences from basic functional consumption to meaningful consumption that seeks emotional resonance and spiritual satisfaction [3][4][5] Group 1: Consumer Behavior Trends - Chinese consumers are increasingly valuing the quality and emotional connections behind products, moving beyond mere functionality [3][5] - The winter consumption trend shows that items like down jackets and cashmere sweaters are now seen as more than just warm clothing, reflecting a deeper consumer desire for quality [3][5] Group 2: Challenges for Apparel Brands - Brands face difficulties in building trust, as traditional parameter-based marketing fails to stimulate consumer demand [4] - There is a challenge in differentiating products due to a degree of homogenization, making it hard for brands to establish unique identities [4] - Sustaining growth is difficult, as promotional events often lead to short-lived spikes in sales without building lasting brand equity [4] Group 3: Innovations in Marketing Strategies - Douyin E-commerce has initiated a new approach to address these challenges through content innovation, leading to a 407% increase in sales for relevant categories within two days of a recent campaign [5][22] - The campaign utilized real-world testing in extreme environments to validate product performance, enhancing consumer trust [7][9] - Engaging celebrities with relatable personas in extreme conditions helped to create a compelling narrative around product functionality [11][12] Group 4: Value Proposition Development - Douyin E-commerce emphasizes the importance of establishing unique value propositions for products, focusing on quality materials, technology, and design [12][19] - The strategy includes storytelling to make the value propositions resonate with consumers, showcasing the craftsmanship and technology behind products [19][21] Group 5: Sustainable Growth Strategies - The focus is on creating a sustainable growth model that transcends promotional spikes by integrating content with business outcomes [22][24] - The approach aims to redefine growth by prioritizing content innovation over traditional metrics like traffic and pricing [24]

Core Viewpoint - The article emphasizes that personal care and hygiene products have evolved from mere cleanliness to emotional and experiential healing, becoming an essential part of enhancing happiness for young consumers [4][12]. Group 1: Market Trends and Consumer Behavior - The "Double 11" shopping festival this year showcased the importance of creating emotional connections and immersive experiences in marketing personal care products, with Douyin e-commerce launching themed activities to resonate with consumers' desires for beautiful life scenarios [4][10]. - Three major trends identified for autumn and winter in personal care include "Warm Scents for Winter," "Autumn and Winter Moisturizing," and "Segmented Precision Washing," reflecting the new demands of young consumers [8][10]. - The shift from focusing solely on cleaning functions to incorporating emotional value and life rituals in marketing strategies has been validated by significant sales growth across various product categories during the Double 11 event [12][14]. Group 2: Sales Performance and Content Strategy - Douyin e-commerce reported that the personal care category achieved a remarkable 485% year-on-year growth during the Double 11 event, with specific segments like oral fresheners and children's lotions seeing explosive growth rates of 15 times and 913% respectively [12][21]. - The integration of engaging content and live streaming has proven effective in driving sales, with live sales accounting for a 4.52 percentage point increase compared to previous periods [21][31]. - The article highlights the importance of innovative content strategies that not only drive immediate sales but also build long-term brand loyalty and consumer trust [22][31]. Group 3: Future Directions and Innovations - The article suggests that as consumer attention becomes more fragmented, brands must create memorable experiences through innovative content to maintain engagement and drive conversions [15][18]. - Future live streaming strategies for personal care products may involve more creative formats, such as combining product showcases with entertainment elements to enhance consumer interaction and emotional connection [16][21]. - The ongoing evolution of the Double 11 event reflects a broader trend in the industry, where the focus is shifting from price competition to building meaningful consumer relationships and brand differentiation through content [31][32].

Core Insights - The report focuses on the online variety show industry in China, analyzing user scale, content innovation, and marketing trends for 2024-2025, aiming to provide decision-making references for platforms and brands [1] User Scale of Online Video - The overall user base has reached 1 billion, with a year-on-year growth of 3.4%, indicating a significant recovery in the industry [2] User Trends in Online Variety Channels - The user market for variety shows remains stable at 500-600 million, with peaks in June and October 2024 due to seasonal programming and increased demand [6] User Demographics of Variety Channels - The primary audience for variety channels consists of young people, particularly those aged 18-24, with a TGI index of 122, and a higher preference among female viewers [7] Content Creation Market Performance - There is a growth in new variety shows and sequels, with 20 new shows launched in 2024, reflecting a stable content innovation capability [11] Performance of Content Types in Exclusive Variety Shows - The outdoor experience category remains the largest, while comedy shows have seen a 143% increase in viewership, indicating a shift in audience preferences [13] Reality Game Show Performance - In 2024, six reality game shows were produced, with Youku leading in both quantity and viewership, capturing 35.5% of the market share [16] New Variety Show Overview - The new variety shows in 2024 showcase diverse themes, with Q2 and Q3 being peak periods for premieres [18] Key Highlights of Reality Game Shows - Reality game shows redefine the genre by focusing on immersive experiences and social issues, moving beyond traditional scripted formats [20] Key Highlights of Comedy Variety Shows - The comedy genre is characterized by a dual-leader competition, with Tencent and iQIYI launching multiple successful shows that leverage both online and offline traffic [25] Innovation in New Shows and Sequels - The rise of new IPs and sequels is driven by precise positioning and technological innovations, marking a shift towards a quality-driven industry [30] Content Innovation: Film and Variety Integration - Over 75% of variety show viewers have watched derivative shows from popular films, indicating a trend towards cross-media content development [32] Content Innovation: Technological Empowerment - AI and digital technologies enhance viewer engagement and program immersion, with 80% of users appreciating these innovations [35] Content Innovation: Business Model Transformation - Platforms are exploring micro-variety shows, which are short, interactive, and resonate well with audiences, showing a growing trend in this area [37] Sponsorship Trends in Variety Shows - The number of sponsorship brands has slightly decreased, but the average number of brands per top new variety show has increased from 3.3 to 3.9 [40] Industry Distribution of Sponsorship Brands - Fast-moving consumer goods account for 62.4% of sponsorship frequency, indicating their dominant role in the variety show sponsorship market [45] Marketing Budget Changes - Overall marketing budgets are tightening, with a decrease of 7-10% expected in 2025, varying significantly across different industries [50] Evaluation of Sponsorship Effectiveness - The evaluation of sponsorship effectiveness has developed a dual verification system, focusing on both basic metrics and industry-specific business indicators [57] Ecological Marketing - The evolution of content monetization has led to the emergence of ecological marketing, integrating brands, content, and ecosystems for mutual benefit [59] Innovative Marketing Strategies - Brands are increasingly co-creating with variety shows to enhance their image and engage younger audiences, exemplified by successful campaigns [62][65]