[Table_Main] 行业研究|可选消费|媒体Ⅱ 证券研究报告 媒体Ⅱ行业周报、月报 2025 年 06 月 03 日 [Table_Title] 4 月游戏市场高增长，关注暑期档影片定档 ——传媒行业周报 [Table_Summary] 报告要点： 市场表现 周度涨跌情况（2025.5.24-2025.5.30）：传媒行业（申万）上涨 1.74%， 排名行业第 6 名，同期沪深 300 跌 1.08%，上证指数跌 0.03%，深证 成指跌 0.91%，创业板指跌 1.40%，恒生科技指数跌 1.46%。元隆雅 图、时代出版、游族网络、*ST 返利和*ST 大晟表现较优，恒生科技 成分股中快手-W（周涨幅 9.33%）、网易-S（周涨幅 1.11%）表现较 好。 行业重点数据及动态更新 AI 应用：海外方面，Claude 聊天机器人推出语音模式；国内方面， 昆仑万维上线天工超级智能体 APP，通义千问团队发布 QwenLong- L1-32B 模型，腾讯开源混元语音数字人模型，DeepSeek R1 模型完 成小版本试升级，快手可灵 AI 上线 2.1 系列模型。5 月 27 日，快 手公布 Q1 业绩， ...

Group 1 - Meta is set to fully automate ad creation, which has led to a 2.7% pre-market drop in Interpublic Group's stock [1]

中国营销行业AI应用丨研究报告 AI营销正进入到以"人"为颗粒度的个性化营销时代 营销5.0阶段兼具前几个营销阶段特征，技术赋能基础上搭建更为高级的营销框架，应用"类人技 术"在整个消费者体验过程中创造、传播较符合提升价值的活动。也是在此阶段，AI营销概念进入 探索期。发展到今天，AI营销进入到普及期，品牌及服务商创建专属营销大模型，由AI生成的多 模态广告内容形式更多样、ROI大幅提升，产品使用门槛大幅降低，未来会生成以"人"为颗粒度的 个性化营销，真正做到"千人千面"营销内容。 核心摘要： 人工智能（AI）技术的迅猛发展，为营销行业的数字化转型注入了新的活力，推动营销从赋能走向全能，开 启了一场深刻的变革。AI营销已成为业界关注的焦点，其核心在于突破传统营销的局限，构建全新的营销机 制，为品牌传播打造高效、精准、个性化的新型业务模式。具体而言，AI与营销的融合表现在营销生产力、 应用策略和组织、流程等多方面的适配与调整。本报告为帮助市场更清晰地了解当前AI营销市场发展的脉 络，认识AI营销业务链路变革、探究应用实践场景多样性及价值，并针对营销生态的发展、AI技术发展相关 延伸问题展开探讨。 AI营销概念及 ...

Core Viewpoint - ST United (600358.SH) is attempting to revitalize its performance through the acquisition of Jiangxi Runtian Industrial Co., Ltd, despite a history of unprofitable operations and significant risks of delisting due to past mergers and financial struggles [1][2][6]. Company Overview - ST United has primarily relied on mergers and acquisitions to drive performance, with its main business rarely generating profits [1][2]. - The company has faced multiple financial challenges, including a significant drop in performance and a risk of delisting due to negative net profits and revenue [6][7]. Recent Developments - On May 28, ST United announced plans to acquire 100% of Jiangxi Runtian, which is a leading bottled water company in Jiangxi, and aims to raise funds to support this acquisition [1][7]. - The acquisition is seen as a potential lifeline for ST United, which is struggling to maintain its listing status [7][10]. Financial Performance - ST United's financial performance has deteriorated, with a reported revenue of 3.65 billion and a net loss of 637 million in 2024, nearing delisting thresholds [6][9]. - The company has a history of failing to meet performance targets set during acquisitions, leading to significant financial penalties and losses [2][3]. Market Context - The bottled water market is highly competitive, with major brands like Nongfu Spring and Wahaha dominating over 58.6% of the market share, leaving little room for regional brands like Runtian [10][11]. - Runtian has shown financial stability with projected revenues of 1.26 billion and net profits of 177 million in 2024, which could help ST United reverse its declining performance if the acquisition is successful [7][10]. Strategic Implications - The acquisition of Runtian is part of a broader strategy for ST United to transform into a comprehensive service provider in the cultural tourism sector, although past performance raises concerns about the effectiveness of this strategy [2][6]. - The success of the acquisition will depend on Runtian's ability to adapt to market trends and effectively compete against larger brands [11].

南方财经记者彭敏静 横琴报道 杨澜既是资深媒体人，也是文化传承的"火炬手"，35载的从业生涯本写满了故事。 "有时候去做第一个吃螃蟹的人确实是有风险的。但是，我的逻辑是，畏惧失败才是最大的失败。"近 日，资深媒体人、阳光媒体集团董事长杨澜在接受南方财经记者专访时表示，人本身是拥有学习的能力 的。她一直对这个世界、对人类、对新的技术发展以及新的生活方式都充满了好奇心。正是这种好奇心 不断地推动着她向前探索。 南方财经：法国作家福楼拜曾说:"科学与艺术总是在山脚下分手，最后又在山顶重逢。"你认为人工智 能技术在其中扮演了怎样的角色，让科技与艺术得以在山顶重逢？ 杨澜：福楼拜的这句话在人类文明史上是无数次地被验证了的。科技发展和艺术发展其实在人类历史上 已经无数次在山顶相逢了。比如说青铜器，它是青铜冶炼技术、造型艺术、社会生活等结合起来。当代 照相机、留声机等一系列发明创造出现之后，全新的艺术表达形式和产业也随之诞生，比如音乐产业、 电影产业、潮玩产业等。所以，技术发展和艺术一直是相辅相成的，已经在无数个山顶相逢了。 而人工智能的出现，和过去那种日积月累的技术更迭有着本质的不同，它带来了一场范式革命。这种范 式革命 ...

缘何圈粉广告主？据悉，欢聚旗下多元产品矩阵覆盖全球超2.6亿的用户群体，拥有优质自有流量。在 此基础上，BIGO Ads更聚合了全球头部开发者的第三方流量池，覆盖了许多垂类广告的核心目标人 群。此外，欢聚广告业务也深度融合行业前沿的生成式AI技术。 欢聚集团董事会主席兼首席执行官李婷表示，2025年是欢聚集团成立以来的第二十个年份，也将是见证 公司多元增长战略初步落地的一年。目前，欢聚的多元增长战略成效显现，一方面，核心直播业务持续 盈利；另一方面，非直播业务上，BIGO Ads广告平台凭借AI驱动的用户洞察、智能创意和精准投放能 力，增长迅猛。期待这些创新进一步巩固欢聚的竞争优势，助力非直播业务成为新的增长引擎。 值得注意的是，一季度欢聚BIGO 毛利率和经营利润率均明显增长，非直播收入增长驱动所有其他业务 毛利率提升至42.1%。展望今年二季度，随着BIGO板块收入环比恢复增长，预计BIGO non-GAAP经营 利润额恢复环比增长。全年来看，预期今年BIGO板块整体non-GAAP经营利润额将保持稳定，并有望实 现增长，公司整体non-GAAP 的经营利润额会呈改善趋势。 直播创收3.713亿美元 第二 ...

Core Viewpoint - The company has established a strategic committee to enhance governance and focus on sustainable development, achieving a strong position in ESG ratings within the media industry [2][4]. Group 1: Governance and ESG Ratings - The company has formed a Strategic and Sustainable Development Committee consisting of 5-7 directors, including at least one independent director, to oversee long-term strategy, major investments, and ESG matters [2]. - According to the ESG ratings published by Huazheng Index in March 2025, the company received a BBB rating, ranking 4th among listed media companies, while Zhongzheng Index and Zhongcheng Green Finance rated it A and A- respectively, indicating a strong market position [4]. Group 2: ESG Practices and Innovations - The company's governance structure includes 4 independent directors out of 7 board members, with independent directors leading key committees, enhancing decision-making independence [6]. - The company has implemented a "county cooperation + partner co-construction + social recruitment" model in its public welfare initiatives, adding 820 schools in 2024 and providing programming education resources to 1,045 schools, training 1,292 teachers, a 364% increase from 2023 [6]. - The company has integrated AI technology into its operations, utilizing over 500,000 advertising data points to develop an AI marketing model that streamlines the advertising process from generation to strategy optimization [6]. Group 3: Compliance and Advertising Issues - Despite advancements in ESG governance, the company has faced multiple advertising violations, raising concerns about its compliance management system [8][9]. - The company was included in a list of typical cases of false advertising by the Shanghai Market Supervision Administration in April 2024, highlighting issues with a specific advertisement that was deemed inappropriate [8]. - The company's sustainable development report emphasizes the need for improved compliance management and transparency, as discrepancies exist between its stated commitments and actual advertising practices [10].

快手(01024.HK)：目前可灵AI已经广泛应用于广告营销、短剧和智能终端等多个行业，这也使得我们对 于可灵AI成为新AI时代视频创作的基础设施的愿景更有信心。 ...

一、AI的企业应用仍处于初期阶段 人工智能的2C应用进展很快，2024年美国居民生成式AI的渗透率已达39.6% （来源：圣路易斯联储） 。然 而，当前的模型厂商还热衷于评分打榜、技术炫耀，企业应用尚处于早期阶段。迫切需要找到丰富落地 场景，加快推进AI和各行各业的深度融合。 国联证券对A股上市公司财报中提及AI的情况进行了梳理，近年提及数量迅速增加，从2020年的172家 上升至2023年的超过1200家，然而在所有A股上市公司的占比仍然不高，2023年还不到20%。根据国家 经济研究局 （NBER） 数据，截止2024年2月，美国AI企业采用率仅有5.4%。根据欧盟统计局数据，2024 年欧盟各国AI企业普及率在3.1%-27.6%之间，总体为13.5%。如下图所示。各国对问题的定义和调研方 法有所不同，以上数据不能简单横向比较，但都反映出AI的企业应用还处于初期阶段。 图 2024年欧盟的AI企业普及率 来源：根据欧盟统计局数据整理，2025 闫德利 腾讯研究院资深专家 二、信息密度越高，AI应用越易越深 AI的企业应用具有明显的行业差异，它与信息密度有关。大体是信息密度越高，AI应用越容易越深入； 信 ...

Group 1 - The core revenue for the company in Q1 2025 was $49.44 million, with non-live streaming revenue reaching $12.3 million, representing a year-on-year growth of 25.3% [2] - Live streaming revenue amounted to $37.13 million, with BIGO Live contributing $35.16 million. The company has established a diverse product matrix in live streaming, short videos, and instant messaging, creating a globally influential user community [2] - The live streaming segment enhanced regional user engagement through localized operational strategies, leading to increased user stickiness and improved paid conversion rates. Monthly active users for Bigo Live in North America grew over 7% year-on-year, with paid user numbers increasing approximately 4% quarter-on-quarter [2] Group 2 - In the non-live business segment, the BIGO Ads advertising platform experienced rapid growth, driven by AI-powered user insights, smart creativity, and precise targeting capabilities. The advertising business grew approximately 27% year-on-year in Q1 [3] - The company's chairperson and CEO, Li Ting, stated that 2025 marks the 20th anniversary of the company, and the results of its diversified growth strategy are becoming evident. The company plans to further advance its diversification strategy with the steady development of live streaming and the expansion of advertising and other business scales [3]