在互联网时代，只要有场景，就自带流量。 现在品牌之难，就在于它即使有钱也没处花。即使花钱，传播量级也不够。 但是，也有柳暗花明之处。小试场景营销，发现即使是不那么知名的企业，并没有怎么花钱，通过场景 营销也能在很短时间内取得不错的业绩。 因为场景自带强大的传播基因，或者说场景自带流量。场景营销的认知效率之高，接近美国营销大师唐 ·舒尔茨提出的近乎理想化的整合营销传播 （IMC）。 商业的极简结构是企业战略咨询师施炜提出的认知、交易和关系三位一体。所有的商业活动，都可以纳 入上述三位一体的结构中。 口碑是认知，品牌是认知， IP（知识产权）是认知，UGC（用户生成内容）是认知，一切传播商业价 值的活动都是认知。这是本文讲的重点。 线下渠道是交易，电商是交易，即时零售是交易。一切让用户便利获得产品或服务的方式都是交易。 关系在商业中的价值，就是信任背书。历史形成的人际关系，有利于商业活动获得信任背书，降低交易 成本。同时，关系背书有助于降低认知成本。 如果说上述商业结构有一个起点的话，那就是认知。因为有认知，所以有交易；因为有交易，所以建立 了关系，包括线上关系、线下关系、社群关系。认知、交易和关系都可以建立在三 ...

Core Insights - The article discusses the evolution of mobile games from their early days to the current landscape, highlighting the shift in player expectations and technological advancements that have transformed the industry [1][46]. Group 1: Early Mobile Games - Early mobile games were characterized by simple gameplay, instant feedback, and low entry barriers, appealing to a wide audience including children and non-gamers [15][46]. - Popular genres included endless runner games like "Temple Run" and "Subway Surfers," which achieved significant download milestones, with "Temple Run" surpassing 1 billion downloads by 2014 [4][20]. - Puzzle games like "Angry Birds" and "Cut the Rope" also gained immense popularity, with "Angry Birds" reaching over 1 billion downloads early on [12][14]. Group 2: Challenges and Market Changes - The mobile gaming industry has faced challenges due to technological advancements and changing player demands, with players now seeking deeper, more immersive experiences [17][46]. - Casual games are increasingly competing with other forms of entertainment, such as short videos, which have begun to occupy the market space previously held by mobile games [17][18]. - Many early successful games struggle with monetization, facing issues like high user activity but low spending, leading to a need for sustainable business models [18][19]. Group 3: Success Stories and Longevity - Some games, like "Subway Surfers," have adapted successfully by continuously updating content and engaging with trends, achieving over 4 billion downloads by 2025 [19][20]. - "Happy Match" has maintained its relevance through consistent content updates and a focus on player experience, remaining in the top ranks of app stores for over a decade [24][27]. - The success of these games illustrates the importance of evolving beyond simple gameplay to become cultural symbols and ongoing services for players [19][24]. Group 4: Decline of Certain Titles - Games like "Temple Run" and "Endless Run" have seen declines due to a lack of innovation and failure to adapt to market changes, leading to reduced player engagement [29][31]. - Titles that relied heavily on monetization strategies, such as "天天酷跑," have lost their player base due to perceived unfairness in gameplay [29][31]. - Some games have exited the mainstream market entirely, unable to sustain player interest or innovate beyond their initial concepts [31][33]. Group 5: Future Opportunities - The rise of user-generated content (UGC) and community co-creation is becoming crucial for revitalizing classic IPs, as seen with "Plants vs. Zombies" [47][50]. - New technologies, such as AI-generated content, offer opportunities for smaller teams to create engaging experiences without high costs, addressing traditional challenges in content production [46][50]. - The industry is witnessing a trend towards lighter, more accessible games that cater to the fragmented attention spans of modern users, allowing classic gameplay to find new life [50][51].

Group 1 - The core viewpoint is that Chinese AI application companies are expanding globally, particularly in sectors like AI glasses, AI programming, AI film, AI gaming, and embodied intelligence [1] - The Chinese gaming and animation industry is increasingly gaining international recognition, with successful titles like "Black Myth: Wukong" and "Nezha 2" showcasing its potential [1] - In the first half of 2023, the domestic gaming market in China generated actual sales revenue of 168 billion RMB, reflecting a year-on-year growth of 14.08% [1] Group 2 - Chinese self-developed games achieved impressive overseas market performance, generating 9.501 billion USD in revenue in the first half of 2023, with a year-on-year increase of over 11% [1] - The cultural influence of China is growing in regions like the Middle East, South America, and Africa, creating fertile ground for content to go global [1] - AI technology is redefining the entertainment industry, with innovations in animation production processes leading to faster and higher-quality outputs [2] Group 3 - Create AI has launched a global AI video generation platform focused on animation, named Animon, and a domestic version called "Mengdong AI" [2] - The platform allows users to generate high-quality animated videos from simple ideas or images, filling a gap in the market for a dedicated community for anime enthusiasts [2] - AI tools are enhancing production efficiency without replacing human creators, allowing artists to focus on storytelling while AI handles technical tasks [3] Group 4 - Chinese teams are integrating into the industrial production chain and are expected to gradually penetrate the creative upstream [3] - The efficiency of Chinese production capabilities is highlighted, especially in comparison to Hollywood, where high-budget films are common [3] - The intersection of AI, gaming, and animation is redefining storytelling and entertainment consumption, with future innovations expected from cross-platform development of global IPs [3][4]

Missed the AMA? @Triumph_Games took us inside BattleRise, Elumia, and ArmorX, shared their vision for UGC and IP, and gave a look ahead.Full replay here: 👇Cointelegraph (@Cointelegraph):Beyond Play-to-Earn: AMA on Triumph Games’ BattleRise, Elumia & ArmorX [Brought to you by@Triumphgames]From the tactics of BattleRise to the UGC of Elumia and the action of ArmorX. Let's talk about gameplay, IP, and the ecosystem.https://t.co/IBg5wDpeZL ...

Group 1: Company Insights - Wens Foodstuff Group reported significant improvement in pig farming costs due to stable production, effective disease control, and increased piglet breeding investment, with a debt-to-asset ratio reduced to 50.6% [1] - Three squirrels are transitioning towards high-end, quality, and differentiated products, achieving a revenue of 5.478 billion yuan and a net profit of 138 million yuan, with offline distribution doubling [2] - Yun Aluminum plans to implement a mid-term dividend of approximately 1.11 billion yuan, enhancing resource acquisition capabilities and maintaining a reasonable inventory level [3] - Giant Network achieved a revenue of 1.662 billion yuan, a year-on-year growth of 16.47%, with a net profit of 777 million yuan, focusing on content supply and exploring overseas markets [4] Group 2: Industry Trends - The food and retail industry is undergoing changes, making it difficult to generate value through homogeneous competition, prompting companies to focus on differentiation and quality [2] - The aluminum industry is seeing a push towards resource acquisition and green aluminum production, with a focus on technology upgrades [3] - The gaming industry is leveraging user-generated content and optimizing game performance to extend product life cycles, with a strong emphasis on user engagement [4]

Group 1: Company Insights - Proya - Proya plans to increase its cash dividend payout ratio to nearly 40% of net profit attributable to shareholders by the first half of 2025, aiming for sustainable and excellent dividends [1] - The company is preparing for a Hong Kong IPO to support global expansion, enhance brand image, and improve shareholder returns [1] - Proya's gross margin improved to 73.38% in the first half of 2025, although sales expense ratio increased due to higher brand investments [1] - The company is focusing on its "big product" strategy and expanding its product categories, particularly in the "Chinese makeup, native beauty" concept [1] - Proya is targeting international markets, specifically Japan and Southeast Asia, while advancing its sustainability goals with plans for 5-10 year ESG targets [1] Group 2: Company Insights - Giant Network - Giant Network reported a revenue of 1.662 billion yuan for the first half of 2025, a year-on-year increase of 16.47%, with a net profit of 777 million yuan, up 8.27% year-on-year [2] - The self-developed game "Supernatural Action Group" has shown rapid growth in user base and revenue, with significant contributions expected in the future due to deferred revenue [2] - The company plans to extend the game lifecycle through enhanced content supply, optimized game performance, and collaboration with well-known IPs [2] - Giant Network aims to maintain user engagement through continuous content updates and exploration of UGC (User Generated Content) [2] - The company is optimistic about overseas markets and is exploring international opportunities for "Supernatural Action Group" [2]

Group 1: Shihua Technology - Shihua Technology achieved operating revenue of 537 million yuan in the first half of 2025, representing a year-on-year growth of 73.79% [1] - The net profit attributable to the parent company was 193 million yuan, up 86.38% year-on-year [1] - The company's gross margin was 55.62%, with high-performance optical materials gross margin at 27.36%, both showing improvement compared to the same period last year and the previous year [1] - Shihua Technology plans to invest 2.05 billion yuan in a new high-performance optical adhesive film project, indicating a significant market potential for high-end optical materials and domestic substitution opportunities [1] - The company has completed its IPO fundraising projects and the "New High-Efficiency Sealing Adhesive Project" has been fully utilized and completed [1] - The "Innovation Center Project" is expected to be completed by May 2026, with a total investment of 740 million yuan and a fundraising target of no more than 600 million yuan, projected to generate operating revenue of 1.392 billion yuan upon reaching production [1] - The future product structure will focus on high-performance optical materials, functional electronic materials, and functional adhesives, promoting healthy and sustainable growth for the company [1] Group 2: Giant Network - Giant Network reported operating revenue of 1.662 billion yuan for the first half of 2025, reflecting a year-on-year increase of 16.47% [2] - The net profit was 777 million yuan, up 8.27% year-on-year [2] - The self-developed new product "Supernatural Action Group" has shown outstanding performance, with rapid growth in user base and revenue, although the main contribution will be released in the future due to revenue deferral factors [2] - The company plans to extend the game lifecycle through enhanced content supply, optimized game performance, and collaboration with well-known IPs [2] - "Supernatural Action Group" stands out in competition due to its differentiated gameplay and strong social virality, with plans for continuous content updates and exploration of UGC directions to maintain user activity [2] - Customer acquisition mainly relies on user word-of-mouth and content dissemination, with expected stable sales expense ratio [2] - The company is optimistic about overseas markets and is exploring international expansion for "Supernatural Action Group" [2] - The increase in contract liabilities in Q1 and Q2 is attributed to revenue growth from "Original Journey" and deferred income [2] - R&D expenses in Q2 increased mainly due to rising labor costs and technical service fees [2]

前段时间，战地风云官方放出了系列新作《战地风云6》（下称《战地6》）的首曝PV。 从PV可以看到，《战地》系列标志性的高强度战术交火、史诗级战场体验与高度自由玩法强势回归，包括炸毁墙体、摧毁建筑等环境破坏元素，以及海 陆空全面战争的壮观场面。 随着《战地6》的Alpha测试开启，不少玩家都在体验后给出了好评，表示游戏的战斗节奏和战术深度有所提升。 但虽如此，由于前作《战地2042》首发时服务器、优化和平衡性等问题，实在是给玩家留下了比较大的心理阴影，因而许多老玩家对新作的预购仍持谨慎 态度。 可能也是因为考虑到这一点，最近《战地6》整了一次声势浩大的Beta测试，EA将其称为"系列史上规模最大的公开测试"，并将首次测试时间定在了8月7 日。 令人意想不到的是，在Beta测试首日，尽管还处于抢先体验阶段，《战地6》就已经创下了在线玩家峰值30万的惊人数据，使游戏迅速攀升至Steam热玩榜 第四位。 要知道，此时的数据还不能完全体现玩家对《战地6》的关注度。因为抢先体验期间采用的是限量资格发放机制，玩家需要通过抖音、B站，或者是Twitch 等平台的创作者直播内容，才能获取测试资格。 因此，到了上周末Beta测试 ...

Core Viewpoint - The article discusses the transformation of Xiaohongshu from a "lifestyle guide" to an "interest community," highlighting the rapid growth of content related to gaming and the ACG (Anime, Comic, and Game) culture, which has become a significant part of the platform's user engagement and content creation [5][11][18]. Group 1: User Engagement and Growth - Xiaohongshu's monthly active users (MAU) are projected to exceed 350 million by the end of 2024, with a significant portion of users aged 18-34, accounting for over 70% of the user base [12][10]. - The average daily usage time for users has increased from 58 minutes in 2022 to a peak of 74 minutes in 2024, indicating higher user engagement [12][14]. - The platform has seen a 175% year-on-year growth in ACG content and a 168% growth in gaming content, making these categories the fastest-growing on the platform [5][14]. Group 2: Content Trends and User Behavior - Users are shifting from sharing essential lifestyle content to more engaging and frequent consumption of spiritual and interest-based content, such as gaming and ACG, which enhances user retention and community interaction [18][20]. - Xiaohongshu's content ecosystem is increasingly driven by user-generated content (UGC), with 50% of community traffic allocated to ordinary users, fostering a competitive environment for content visibility [14][16]. - The platform's search functionality is robust, with 70% of users engaging in search behaviors, leading to a 30% higher conversion rate for users who arrive via search compared to those browsing content [16][18]. Group 3: Community and Cultural Integration - The emergence of the "2.5D" culture on Xiaohongshu reflects a blending of ACG elements with everyday life, indicating a trend where younger users integrate gaming and ACG into their daily activities [18][20]. - The RED LAND event exemplifies Xiaohongshu's strategy to enhance its community atmosphere and solidify its new positioning as an interest-based platform, moving away from traditional lifestyle content [5][34]. - The platform's community remains vibrant and open, allowing for natural growth and the acceptance of diverse interests, which contrasts with the more rigid structures seen in other platforms like Bilibili [29][31].

Core Viewpoint - The conflict between two gaming communities under NetEase, "Yanyun Shiliusheng" and "Nishuihan," has escalated due to accusations of plagiarism regarding new features introduced in their respective games [1][2]. Group 1: Game Features and Community Reactions - "Nishuihan" announced the upcoming launch of its AI "Crew Mode," which allows players to create content using their creativity, emphasizing that player contributions are invaluable [1]. - Following the announcement, players from "Nishuihan" expressed strong support for the game and criticized "Yanyun Shiliusheng," suggesting that the latter's new feature is a copy of "Nishuihan's" [1][2]. - "Yanyun Shiliusheng" introduced a new feature called "Xile Mode," which allows players to upload images or videos to create dynamic character animations, leading to accusations from "Nishuihan" players of it being similar to "Crew Mode" [2][5]. Group 2: Historical Context and Community Tensions - This is not the first instance of conflict between the two gaming communities, as "Yanyun Shiliusheng" previously claimed to be the only true martial arts game, which has fueled animosity among players [5]. - The introduction of "Xile Mode" has reignited past grievances, with some "Nishuihan" players feeling that "Yanyun" is attempting to undermine their game [5]. - Industry analyst Zhang Shule commented that such "plagiarism" is common in the gaming industry, suggesting that it is a strategy to replicate successful features to enhance engagement and popularity [6].