11月20日，第六届长三角国际文化产业博览会在国家会展中心（上海）启幕。8万平方米展区内，1500余家文化单位与企业品牌齐聚。其中，网络 文学、网络影视剧、网络游戏组成的"长三角文化新三样"格外亮眼。 所谓文化"新三样"，是数字时代催生的文化新形态，既延续了中华优秀传统文化的精神内核，又契合了当下年轻群体的审美与消费需求。网络文 学为数字文化提供源头活水，网络影视剧让虚拟故事可视化落地，网络游戏则构建起沉浸式互动体验，三者共同构成了长三角文化产业高质量发 展的核心增长极，不仅展现了长三角文化产业的蓬勃活力，更重构着文化生产、传播与消费的全新生态，成为中国文化"走出去"的重要载体。 网络文学：IP源头深耕，衍生潜力巨大 作为文化新三样的"内容基石"，网络文学在文博会上展现出强大的生命力与衍生潜力。 阅文集团携《庆余年》《诡秘之主》等重磅IP亮相。其展厅中央，一座搭起的"人气角色塔"尤为引人注目，组成塔身的每一块方形积木，都是"阅 文十周年・角逐IP之光"的人气角色，这一3000万人次投票选出的人气角色榜单涵盖《诛仙》等经典与《道诡异仙》等新锐，勾勒出网络文学跨越 代际的发展脉络。其中高居人气榜首的角色克莱恩是阅 ...

Core Viewpoint - iQIYI's entry into the live e-commerce sector is a strategic move to address performance pressures, leveraging its unique content-driven e-commerce model to differentiate itself from established players like Douyin and Taobao [4][5][12] Group 1: Market Position and Strategy - The live e-commerce market is dominated by platforms like Douyin and Taobao, which hold over 85% of the market share, leaving limited space for new entrants [6] - iQIYI plans to utilize its extensive IP resources, such as the hit series "Tang Dynasty Ghost Stories," to create a "watch and buy" shopping experience, allowing users to purchase items featured in shows [4][5] - The introduction of the AI assistant "Peach Bean" aims to enhance user experience by intelligently recommending related products during content viewing [4] Group 2: Financial Performance and Challenges - iQIYI's financial performance in 2024 showed a total revenue of 29.23 billion yuan, a year-on-year decline of 8%, and a net profit of only 760 million yuan, down 60% [5] - Membership revenue also fell by 12.5% to 17.76 billion yuan, indicating a pressing need for new monetization channels [5] - The company faces significant challenges in establishing a robust supply chain, developing a mature product catalog, and overcoming user habits formed around long-form content consumption [5][9] Group 3: Opportunities and Risks - Despite the saturated market, there are opportunities in IP derivative product development and the micro-drama sector, which could provide new growth avenues for iQIYI [6][10] - User skepticism regarding the commercialization of content poses a risk, as some members view the shift to e-commerce as exploitative [6][10] - Balancing commercial interests with content quality is crucial; failure to maintain quality could erode user trust and loyalty [8][10] Group 4: Future Outlook - iQIYI's success in live e-commerce hinges on its ability to convert popular IP into sales, build a comprehensive supply chain, and educate users on shopping habits [9][10] - The company aims to establish a unique competitive advantage by integrating content and e-commerce, potentially reshaping industry dynamics if successful [10][12] - However, the challenges of late entry, supply chain weaknesses, and user resistance to commercialization may hinder iQIYI's efforts in this competitive landscape [12]