证 券 研 究 报 告 计算机行业深度研究报告 推荐（维持） 海外 AI 应用：从大模型到各领域落地 行业研究 计算机 2025 年 11 月 18 日 华创证券研究所 证券分析师：吴鸣远 邮箱：wumingyuan@hcyjs.com 执业编号：S0360523040001 联系人：杨玖祎 邮箱：yangjiuyi@hcyjs.com 行业基本数据 | | | 占比% | | --- | --- | --- | | 股票家数(只) | 338 | 0.04 | | 总市值(亿元) | 60,550.68 | 4.98 | | 流通市值(亿元) | 54,914.11 | 5.60 | 相对指数表现 | % | 1M | 6M | 12M | | --- | --- | --- | --- | | 绝对表现 | -5.9% | 27.2% | 31.4% | | 相对表现 | -7.4% | 5.8% | 15.4% | -10% 7% 23% 39% 24/11 25/01 25/04 25/06 25/09 25/11 2024-11-18~2025-11-14 计算机 沪深300 相关研究报告 《计算机 ...

Investment Rating - The industry investment rating is "Positive" (maintained) [2] Core Views - The report highlights the launch of the MAISEAT platform by Damai International, which connects domestic and international performance services, enhancing the ticketing experience for global users [13][15] - The camping economy in China is projected to reach a core market size of CNY 213.97 billion in 2024, with a year-on-year growth of 60.4%, indicating significant potential for outdoor activities [18][22] - The advertising industry is undergoing a transformation towards AI-driven personalized marketing, with major companies like Google and Meta adopting advanced AI advertising engines [30][32] Summary by Sections 1. Offline Entertainment - Damai International has launched a global performance service platform, MAISEAT, which offers ticketing services for various events in multiple languages and payment options [13][15] - The Asian market for online ticketing is expected to grow rapidly, benefiting from increased middle-class consumption and government support for music and sports tourism [15][17] 2. Camping and Barbecue - The camping economy is expected to grow significantly, with the core market projected to reach CNY 213.97 billion by 2024, driven by a growing interest in outdoor lifestyles [18][22] - The barbecue market is also expanding, with an expected size of CNY 316.2 billion by 2025, growing at a CAGR of 12% from 2024 to 2029 [25][20] 3. AI and Advertising - The advertising industry is shifting towards AI-driven models, enhancing targeting and efficiency, with Google and Meta leading the way in adopting AI technologies [30][32] - The adoption rates for AI advertising products have surged, with Google's AI engine seeing a rise from 2% in Q4 2021 to 59% in Q4 2024 [30][32] 4. E-commerce and Beauty Care - The Double Eleven shopping festival in 2025 saw a robust performance across e-commerce platforms, with total sales reaching CNY 16,191 billion, a year-on-year increase of 12.3% [39][43] - Beauty care categories performed steadily, with Tmall maintaining a strong market position, particularly in high-end brands [49][51]

Core Insights - The article discusses the establishment of a new digital advertising development framework empowered by technology, aiming to create a globally influential "AI + Advertising" innovation hub and application demonstration area in Shanghai's Xuhui District [1] Group 1: Industry Overview - Xuhui District is positioned as the core area for Shanghai's goal of becoming an "International Digital Advertising Capital," with a strong industrial foundation and robust development momentum [1] - In the first ten months of 2025, the advertising industry in Xuhui achieved revenue exceeding 50.1 billion, maintaining the top position in Shanghai [1] - The district has attracted leading companies such as ByteDance and BlueFocus, forming a comprehensive advertising ecosystem from technology support to content production and full-spectrum communication [1] Group 2: Ecosystem Development - The "Xuhui AI + Digital Advertising Cluster Ecological Blueprint" features a spatial layout of "one core and three axes" [1] - The "Mosu Space," the first large model innovation ecological community in the country, serves as the core technology engine, gathering over 200 innovative enterprises and fostering a community of more than 700 large model companies [1] - The "Bingjiang Digital Marketing Axis" leverages the Shanghai Xuhui Bingjiang Digital Advertising Industry Cluster to create a vibrant area for brand communication and digital marketing [2] Group 3: New Business Opportunities - Ten high-quality enterprises in the "AI + Advertising" sector have signed agreements to settle in Xuhui, covering various subfields such as digital integrated marketing, AI content generation, data placement, and outdoor advertising [2] - Companies like Juyuan Huajun focus on the AI short drama sector, while Anengjie Culture explores replicating AI marketing models for fast-moving consumer goods [2] - The event facilitated the signing of "AI + Advertising" ecological cooperation agreements, linking key stakeholders across the entire chain, including platform support, technology research and development, financial capital, and vertical applications [2] Group 4: Trends in AI Advertising - Analysis of the "AI Advertising Brand Innovation Design Competition" entries indicates a trend towards "human-machine collaboration" in creative production, with AI evolving from a tool to a "creative partner" throughout the entire process [3] - The participation rate and submission volume from individual creators significantly exceed those from companies, highlighting that AI tools are substantially lowering the technical and cost barriers for creative production [3] - Geographic distribution of participants is concentrated in cities rich in digital creative resources, with the Yangtze River Delta and Beijing-Tianjin-Hebei regions emerging as two major innovation sources [3]

Group 1 - The 32nd China International Advertising Festival and the 34th Asian Advertising Conference concluded in Haidian, Beijing, attracting over 220 foreign representatives from more than 30 countries, with total participation exceeding 20,000 [1] - The event showcased over 30 cutting-edge technological achievements, including intelligent creative generation systems and AI-driven personalized advertising platforms [1] Group 2 - Haidian District has three core advantages in developing "AI + Advertising": a solid industrial and technological foundation with major tech companies like Douyin, Baidu, Tencent, and Xiaomi; a "technology + culture" integration that enhances the cultural value and dissemination of advertising content; and strong policy and service support, including talent introduction and innovation standards [3] - In the first eight months of 2025, the advertising industry in Haidian generated revenue of 98.726 billion, accounting for 40.2% of the city's total, indicating strong industrial clustering and development momentum [3] Group 3 - The "Tide Surging Zhongguancun: Haidian Welcomes Business Handbook" was introduced to address issues faced by enterprises in innovation and entrepreneurship, providing comprehensive information on policies, funding, and services [4] - The handbook includes 170 national, municipal, and district-level funding policies and over 300 specific contact points, aiming for streamlined access to resources for businesses [4] - Haidian has established a policy network that supports innovation-driven development and industry-specific growth, facilitating the full-cycle growth of enterprises from inception to maturity [4]

Core Insights - The 32nd China International Advertising Festival and the 34th Asia Advertising Congress concluded in Haidian, Beijing, showcasing significant achievements in the advertising industry [1][3] Group 1: Event Overview - The event adopted a "dual main venue" model, attracting over 220 international representatives from more than 30 countries, with total participation exceeding 20,000 [3] - The event highlighted technological empowerment, featuring over 30 cutting-edge technological achievements, including AI-driven personalized advertising platforms [3] - Notable companies such as Tencent, Douyin, Baidu, and Kuaishou participated, demonstrating advanced applications in AIGC, intelligent advertising, and digital marketing [3] Group 2: Industry Development - Haidian District has established itself as a digital advertising industry hub, with 30 companies gathered in less than a year, and nearly 10 new companies expressing intent to settle during the festival [3][4] - The district's advertising industry generated revenue of 98.726 billion yuan from January to August 2025, accounting for 40.2% of the city's total, indicating strong industrial clustering and growth momentum [5] Group 3: Policy and Support - Haidian's advantages in "AI + Advertising" stem from a solid industrial and technological foundation, a dual-driven model of "technology + culture," and robust policy support, including talent introduction and financial subsidies [4][5] - The district has implemented a comprehensive policy network to support innovation-driven development and nurture enterprises throughout their growth cycle [6] Group 4: Future Outlook - The China International Advertising Festival will be held in Haidian for five consecutive years (2025-2029), aiming to create a more open, innovative, and international industry exchange platform [7] - Haidian aims to strengthen the dual-driven model of "technology + culture" and develop a modern industrial system to establish itself as a global advertising technology experimental field and a new window for international cultural communication [7]

Core Insights - The global AI application capital market has experienced significant volatility, particularly with AppLovin's stock price dropping over 20% after reaching a historical high of $712.36 per share [1] - The valuation disparity between AppLovin and traditional industry leaders raises questions about whether this is a rational premium or a bubble [1][3] - AI technology is fundamentally restructuring the trillion-dollar advertising market, providing substantial growth potential for related tech companies [2][6] Group 1: Company Performance - AppLovin's stock surged over 7.2 times in the past year, reaching a market cap of approximately $240.9 billion (around 1.71 trillion RMB) [1][2] - In contrast, 汇量科技 (Mopub) saw its stock price increase by up to 16 times over 13 months, reflecting a recovery from a long period of low performance [2] - 汇量科技's revenue from its programmatic advertising platform Mintegral grew by 48.6% to $897 million, contributing to a total revenue increase of 47% [2] Group 2: Valuation and Market Dynamics - As of October 13, both AppLovin and 汇量科技 are experiencing a market correction, with concerns about valuation bubbles in the tech sector [3] - Despite AppLovin's market cap being significantly higher, 汇量科技's price-to-earnings ratio (TTM) is comparable, indicating a high valuation premium [4] - The market is questioning whether 汇量科技's valuation is significantly lower than AppLovin's, given its revenue is about one-third of AppLovin's [4] Group 3: Future Outlook - The AI-driven transformation in advertising is expected to continue, with institutions predicting high growth in the programmatic advertising market over the next five years [7] - 汇量科技's future performance will depend on the efficiency of AI technology in enhancing its advertising business [6][8] - The potential for 汇量科技 to leverage its technology and client relationships in the overseas market is significant, with over 10,000 global advertisers served [8] Group 4: Strategic Positioning - Both companies are transitioning from being "traffic intermediaries" to "algorithm service providers," which is crucial for their long-term success in the AI advertising space [9] - The ideal future state for AI advertising platforms is to become the "operating system of marketing," where algorithm efficiency will dictate revenue sharing and customer loyalty [9]

Core Insights - The article highlights the significant revenue achievement of Nvidia, reporting $46.7 billion in Q2, signaling the arrival of the AI era and the commercialization of AI across various sectors [3] - The AI advertising sector is identified as a key area for value reassessment in the tech stock market, with emerging players like AppLovin showing exceptional growth [5][7] - The article emphasizes the dual engine growth model of companies like Huya, combining live streaming with AI advertising, which positions them favorably in the evolving market landscape [8] Group 1: AI Commercialization and Market Trends - Since 2025, there has been increasing market focus on the commercialization of AI, particularly in the technology and media sectors, with advertising being a leading area of disruption [3][10] - The advertising sector is experiencing its most significant structural transformation in a decade, driven by the rise of AI algorithms and computational power, which align with advertisers' needs for ROI [12][15] - Emerging players are reshaping the market dynamics, leveraging vertical expertise and agile business structures to outperform traditional tech giants [10][12] Group 2: Company Performance and Valuation - Huya's advertising business, particularly through BIGO Ads, has shown a revenue increase of approximately 29% year-over-year, indicating strong growth potential [13][20] - Despite Huya's promising growth trajectory, its valuation remains significantly lower compared to peers like Mobvista, which has a TTM P/E ratio of 94, while Huya's projected P/E ratios for 2025 and 2026 are only 9.8 and 8.6, respectively [8][20] - The article suggests that Huya's combination of stable cash flow from live streaming and high growth potential from its global advertising platform positions it as a key player in the trillion-dollar advertising market [20] Group 3: Technological Advancements and Competitive Edge - AI is becoming a new barrier to entry in the advertising sector, with advertisers increasingly relying on real-time personalized ads that require robust computational resources [19][20] - Huya's BIGO Ads platform benefits from a unique combination of proprietary and third-party traffic, enhancing its ability to serve diverse advertising needs effectively [16][18] - The integration of AI across the advertising value chain is significantly improving conversion rates for advertisers and revenue generation for developers, solidifying the competitive advantage of companies like Huya [13][20]

Core Viewpoint - The article emphasizes that artificial intelligence (AI) is transforming the advertising industry from a "one-size-fits-all" approach to a highly personalized "one-to-one" advertising model, driven by AI's capabilities in understanding user intent and context [4][5][6]. Group 1: AI's Impact on Advertising - AI is evolving from a tool for content production to a core driver of industry growth, reshaping the advertising landscape [4]. - Major platforms like Google, Meta, Tencent, and Kuaishou are actively integrating AI into their advertising processes, enhancing creative production and intelligent ad placement [5]. - The shift from "computational advertising" to "intelligent advertising" is establishing a new infrastructure that allows for deeper understanding of user needs and real-time context [6][9]. Group 2: Intelligent Advertising Infrastructure - The new intelligent advertising infrastructure is built on three pillars: multimodal large models, reasoning engines, and intelligent agent collaboration protocols [9][11]. - Multimodal models enable the understanding of various content types, allowing for dynamic ad generation based on real-time user context [9]. - The reasoning engine enhances AI's ability to plan and execute marketing strategies across the entire customer journey [9]. Group 3: Evolution of AI Agents - AI agents are transitioning from single-function tools to comprehensive "super agents" capable of managing the entire marketing process autonomously [11][12]. - These agents will consist of specialized AI roles that collaborate to optimize advertising strategies, reducing the need for human intervention to high-level oversight [12]. - The interaction between users and ads is being redefined, with AI agents acting as knowledgeable sales consultants that provide personalized recommendations [12][14]. Group 4: Personalization in Advertising - The advertising matching paradigm is shifting from "thousands of faces for thousands of people" to "thousands of faces for one person," focusing on real-time, context-aware ad generation [14][15]. - This transformation allows ads to become more relevant and timely, enhancing user experience by addressing immediate needs rather than relying on past behaviors [15]. Group 5: Industry Transformation and Collaboration - The advertising industry is experiencing a shift towards human-AI collaboration, with platforms enhancing their capabilities and agencies transitioning to more strategic roles [16][18]. - Advertisers are now empowered to build their own intelligent systems, benefiting from the democratization of AI tools [16]. - The demand for talent is evolving, with a focus on strategic creative individuals who can leverage AI and data insights [18]. Group 6: Ethical Considerations and Future Outlook - While AI brings efficiency and scale, the importance of human creativity, emotional resonance, and trust remains paramount in advertising [20]. - The article calls for a balanced approach to AI integration, ensuring that ethical standards and authenticity are maintained in the advertising ecosystem [20].

Core Viewpoint - The article discusses how AI is reshaping the advertising industry through precision and automation, which is expected to enhance media eCPM in the short to medium term [4][6]. Group 1: Content Production - AI tools for content generation are reducing creative costs and enhancing market competitiveness. For instance, Kuaishou's AIGC marketing material consumption has exceeded 30 million yuan daily, estimated to account for a low double-digit percentage of overall material consumption [4][6]. - The use of AI tools has led to significant cost reductions, with Kuaishou reporting a 70% decrease in material costs for representative clients, while Tencent's Miaosi can reduce production costs by over 50% [4][6]. Group 2: Advertising Optimization - AI-driven advertising systems are optimizing the advertising process by enhancing user insights and achieving precise targeting, which directly impacts eCPM. This involves understanding user behavior data and social media interactions to create detailed user profiles [4][13]. - Platforms like Douyin are integrating multi-modal interaction data to achieve real-time matching of ad content with user scenarios through dynamic creative optimization [4][14]. Group 3: Interactive Innovation - The introduction of AI-powered customer service and digital human live streaming is filling marketing gaps and enhancing professional agent capabilities. For example, Kuaishou's AI customer service has improved local service merchants' lead retention rates by over 20% [5][18]. - Digital humans can operate continuously and support multiple live streaming scripts, significantly reducing initial investment costs and enabling 24-hour coverage [5][19]. Group 4: Industry Landscape Changes - Major platforms are accelerating ecosystem restructuring and transforming service provider roles. Leading platforms are using AI to redefine traditional industry chain divisions, resulting in increased advertising budgets from advertisers [5][28]. - Traditional 4A companies are evolving into "AI strategy service providers," integrating AI tools into their service offerings to enhance value and adapt to industry changes [5][29]. Group 5: eCPM Optimization - The core of eCPM optimization lies in understanding user groups and ad content. Platforms are analyzing these elements to improve advertising monetization efficiency [4][22]. - Key factors influencing eCPM include enhancing precision in understanding user intent, improving efficiency in content production, and increasing value through diverse advertising models [4][27].

Investment Rating - The report suggests a positive outlook on the AI sector, highlighting significant growth potential and investment opportunities in both domestic and international markets [4][9]. Core Insights - The AI sector is experiencing a robust growth trajectory, with the U.S. AI industry showing an 80.19% increase since the beginning of 2024, significantly outperforming the Nasdaq index, which rose by 38.47% during the same period [9][13]. - Domestic AI tools are rapidly gaining market share through low-cost strategies, fostering user habits that could lead to long-term profitability [9][12]. - The report emphasizes the importance of building a complete AI ecosystem in China, driven by domestic innovation and a large user base, which is expected to enhance the commercial viability of AI applications [9][34]. Summary by Sections 1. U.S. AI Market Review - The U.S. AI sector has shown a clear upward trend in 2024, driven by technological advancements and product upgrades, with significant contributions from major companies like OpenAI and Google [13][17]. - The report notes that the AI sector's performance is supported by macroeconomic improvements and increased investor interest in AI-related stocks [17][21]. 2. Comparison of U.S. and Chinese AI Industries - The U.S. maintains a lead in AI due to early investments and advancements in foundational research and chip technology, while China is rapidly catching up through policy support and a rich application landscape [24][28]. - Chinese companies are narrowing the performance gap with innovative models and open-source strategies, which are expected to enhance their competitive edge [24][30]. 3. AI Applications Across Industries - The report categorizes AI applications into various sectors, including advertising, content generation, e-commerce, and education, highlighting their transformative potential [11][47]. - AI's integration into advertising is particularly emphasized, with advancements in content generation and targeted ad placements driving efficiency and effectiveness [47][52]. 4. Investment Recommendations - The report recommends focusing on companies such as Alibaba, Meitu, Kuaishou, and others that are well-positioned to benefit from the ongoing AI revolution [9][12]. - It suggests that the ongoing evolution of foundational AI models will facilitate broader application across industries, leading to significant investment opportunities [9][12].