◎记者 罗茂林 11月20日，网易发布2025年第三季度财报。财报显示，网易第三季度净收入为284亿元，同比增长 8.2%；非公认会计准则下归属于公司股东的净利润为95亿元；研发投入45亿元，研发投入强度为16%。 自网易与暴雪宣布复合之后，双方合作产品的运营已经重回正轨，其中《魔兽世界》于11月18日推出中 国专属"泰坦重铸服务器"，《暗黑破坏神Ⅱ：重制版》《星际争霸Ⅱ》分别于8月、10月回归，《暗黑 破坏神Ⅳ》也确定于12月12日上线。 在素有"游戏界奥斯卡"之称的TGA2025年度游戏的提名中，网易也迎来历史性突破，旗下《漫威争锋》 与《命运：群星》分别入围"最佳持续运营游戏"和"最佳移动游戏"提名。由网易投资的发行商Kepler Interactive发行的《光与影：33号远征队》入选TGA年度最佳游戏等十二项提名，成为该奖项有史以来 获提名最多的游戏。 此次财报中，网易进一步披露了AI技术应用的情况。尤其是在游戏领域，AI的应用已深度覆盖从生产 制作到玩法创意的全流程。此前，网易集团执行副总裁、网易雷火事业群负责人胡志鹏透露，目前网易 雷火已构建超过1000条新质生产管线，覆盖90%的生产场景，实现 ...

Core Viewpoint - NetEase reported a strong performance in Q3 2025, with net revenue of 28.4 billion yuan, an increase of 8.2% year-on-year, driven primarily by its gaming and related value-added services [1] Financial Performance - Net income for Q3 was 28.4 billion yuan, up 8.2% year-on-year - Gross profit reached 18.2 billion yuan, reflecting a 10.3% increase - Non-GAAP net profit attributable to shareholders was 9.5 billion yuan [1] Business Segments - Revenue from gaming and related value-added services was 23.3 billion yuan, a year-on-year increase of 11.8% - Net revenue from NetEase Cloud Music and other innovative businesses was 2 billion yuan and 1.4 billion yuan, respectively - Youdao's revenue was 1.6 billion yuan, showing a growth of 3.6% [1] Market Performance - Long-standing products like "Fantasy Westward Journey" and "Onmyoji" have shown stable performance, contributing significantly to revenue growth - New versions and updates for these games have led to record-breaking user engagement and revenue [2] International Expansion - NetEase achieved significant recognition in the international gaming market, with three games nominated for the TGA awards, marking a historic milestone - The company is focusing on enhancing its global presence through strategic investments and partnerships [3][4] Future Outlook - The company is transitioning from merely replicating successful domestic models to creating tailored content for global markets - There is an expectation for continued growth in overseas markets, supported by strong game development capabilities and strategic resource allocation [5]

转眼间，2025年只剩下最后两个月。 相较于前两年爆款频出、赛道拥挤的热闹，当下的二次元游戏市场，似乎正经历一场无声的降温。部分二游产品的陆续停服止损，更让这一趋势显得愈发 明显。 根据游戏工委发布的《2025年上半年产业报告》，上半年二次元移动游戏市场收入为145.77亿元，同比下降达8%。 在这样的行业背景下回望，《阴阳师》的出现，依然是国产二游发展史上不可绕过的一页。 如今，《阴阳师》已迈入运营的第九年。按常理，这该是步入平稳的"中年期"，然而就在九周年庆典接近尾声时，《阴阳师》却整了个大活——UR妖刀 姬作为新品阶的首位式神发布后，瞬间引爆舆论，一周内数次冲上了微博热搜，甚至榜首。 只是，这波热度背后，是玩家们对新设定展开的广泛而热烈的讨论。社区里涌现出各种不同的看法与声音，这份关切之深，甚至让"时阳时阴"成了玩家群 体中一个带着调侃意味的梗。 从行业视角看，《阴阳师》推出UR品阶，看似突然，实则必然。对于一款运营九年的老游戏来说，如何在不断变化的市场中持续焕发活力，是一道无法 回避的考题。围绕这场新品阶式神引发的风波，我们不妨聊聊《阴阳师》九周年的"变"与"不变"。 妖刀姬这个名字，相信许多朋友都相 ...

Core Insights - Key personnel departures at NetEase Games indicate significant organizational adjustments within the company, with three core executives leaving in 2023, including game producer Li Kaiming, who cited personal career development as his reason for leaving [2][3][9] Group 1: Executive Departures - Li Kaiming, producer of the successful game "Rate of the Land," has left NetEase to pursue entrepreneurial ventures, marking him as the third high-level executive to depart this year [2][3] - Other notable departures include Shao Yun, former president of the Tianxia Division, and Jin Tao, former president of the Zen Division, both of whom managed key business areas within NetEase [2][9] - The departures reflect a broader trend of organizational restructuring within NetEase, as the company adapts to changing market conditions and internal strategies [2][9] Group 2: Impact on Game Development - Li Kaiming's tenure at NetEase was marked by the successful long-term operation of "Rate of the Land," which has been recognized as a model for long-term product lifecycle management [4][9] - The company has emphasized a shift from a producer-driven model to a more centralized approach, aiming to balance creative input with strategic oversight [5][9] - Jin Tao's departure and subsequent entrepreneurial efforts highlight the challenges faced by the Zen Division, particularly in expanding new business lines and maintaining performance amid strategic shifts [6][9] Group 3: Financial Performance and Strategic Shifts - NetEase's gaming revenue for Q2 2024 was reported at 22.8 billion yuan, reflecting a 13% year-on-year increase but a 5% quarter-on-quarter decline, indicating a potential slowdown in growth momentum [9] - The company is navigating the balance between cost control and innovation, which will be crucial for the long-term development of its core intellectual properties [9][10] - The departures of key executives may open new opportunities in the gaming industry, as former leaders explore entrepreneurial ventures in niche markets [10]

Core Viewpoint - The concept of "evergreen games" has emerged as a strategic focus for major Chinese gaming companies Tencent and NetEase, aiming to maintain long-term revenue and player engagement in a mature market where creating new hits is increasingly challenging [1][2][15]. Group 1: Definition and Importance of Evergreen Games - "Evergreen games" refer to titles that sustain high revenue, popularity, and a stable player base over time, serving as cash cows for gaming companies [2][3]. - The strategy of focusing on evergreen games allows companies to leverage existing successful titles while minimizing the risks associated with new game launches [15][29]. Group 2: Market Share and Competition - Tencent and NetEase dominate the evergreen game market, with 20 out of 30 titles listed in the "2024 China Evergreen Game List," accounting for over 70% of the market share and an estimated revenue of $4.85 billion [3][4]. - The competition between Tencent and NetEase is characterized by their different game genres, with Tencent focusing on MOBA and shooting games, while NetEase emphasizes MMORPGs [6][7]. Group 3: Strategic Differences - Tencent has a larger portfolio of evergreen games, with 13 titles listed compared to NetEase's 7, indicating a significant lead in both current and potential evergreen games [8][10]. - The revenue structure also differs, with Tencent generating income from both domestic and international markets, while NetEase primarily relies on domestic revenue [11][14]. Group 4: Industry Context and Challenges - The rise of evergreen games is seen as a response to the industry's "hit-driven anxiety," where companies seek stability in a market that has matured and where user growth is limited [15][16]. - Both companies are adapting to a changing landscape by focusing on cross-platform games and GaaS (Games as a Service) models, which allow for ongoing content updates and player engagement [17][18]. Group 5: Future Outlook and Strategic Focus - The ongoing competition between Tencent and NetEase in the evergreen game sector is expected to intensify, with both companies aiming to secure dominance in their respective genres while exploring international markets [19][24]. - The strategic emphasis on evergreen games is not just a defensive measure but also a proactive approach to ensure long-term growth and sustainability in a highly competitive environment [27][29].

Group 1 - NetEase's "Onmyoji" undergoes significant personnel changes with Zheng Tao appointed as the new producer, aiming to inject new vitality into the long-standing game while maintaining its classic elements [1] - Zheng Tao's deep involvement in the initial stages of "Onmyoji" and his contributions to core gameplay design are expected to enhance player engagement and revenue, potentially boosting investor confidence in NetEase's stock [1] Group 2 - Tencent's new game "Chasing Kaledo" is set to launch in September on PC, iOS, and Android, targeting markets in the US and Japan, marking a strategic move in the competitive two-dimensional gaming sector [2] - The game's unique "motorcycle + beautiful girl" concept and high-quality 3D performance aim to differentiate Tencent from competitors, although high player expectations for quality and narrative may pose risks [2] Group 3 - MiHoYo's multiple nominations for the 2025 GPA Mobile Game Awards highlight its strong market presence, with "Genshin Impact" and "Honkai: Star Rail" nominated for Best Ongoing Mobile Game [3] - The nominations are expected to enhance MiHoYo's brand image and industry influence, potentially attracting more players and increasing game revenue, with award wins further solidifying its competitive advantage [3]

Key Points - The article discusses various developments in the tech and automotive industries, highlighting significant corporate actions, product launches, and market strategies. Group 1: Corporate Developments - Former CFO of Zhibo Network publicly criticized the company's upcoming IPO, stating that he left due to a lack of confidence in the business and accused certain executives of being opportunistic [4][6]. - Alibaba announced the spin-off of Zhibo Network for an independent listing on the Hong Kong Stock Exchange, with plans to retain over 30% ownership post-IPO [6]. - Alibaba's Lingxi Entertainment has shifted its reporting structure to report directly to CFO Xu Hong, indicating potential changes in business strategy [12][13]. Group 2: Product Launches and Innovations - NIO unveiled the new ES8 model, with a starting pre-sale price of 416,800 yuan, featuring significant upgrades in size and technology [19]. - Vivo introduced the Vision Exploration Edition, the lightest MR headset in the industry, weighing only 398g, designed for enhanced user experience [30]. - DeepSeek released version 3.1, which includes significant upgrades and price adjustments for its API services, reflecting a shift towards next-generation domestic chips [11]. Group 3: Market Strategies - Alibaba's local services division is launching a new group-buying feature called "Flash Group," aimed at price-sensitive consumers, to compete with Meituan's similar offerings [18]. - Multiple ride-hailing platforms, including Didi and T3, have announced reductions in commission rates to support driver income and expand platform capacity [24][25]. - Zero Run Auto reported a cumulative delivery of over 900,000 vehicles, achieving profitability in the first half of the year and adjusting its annual sales target upwards [26][27]. Group 4: Financial Performance - Kuaishou reported a revenue of 35.05 billion yuan for Q2 2025, with a net profit increase of 20.1%, and announced a special dividend for shareholders [39]. - Bilibili's Q2 revenue reached 7.34 billion yuan, with significant growth in advertising and gaming revenue, and a record high in user engagement metrics [40]. Group 5: Competitive Landscape - Samsung's HBM4 samples have passed initial testing with Nvidia and are set to enter pre-production, potentially challenging SK Hynix's dominance in the AI memory chip market [44][45]. - Intel is negotiating with large investors to replicate a previous financing deal with SoftBank, aiming to bolster its capital structure [46]. Group 6: Privacy and Regulatory Issues - Meta is facing allegations of circumventing Apple's privacy restrictions to enhance ad revenue, with claims of misleading advertisers about the performance of its Shop Ads [51][52]. - xAI's Grok platform experienced a significant privacy breach, exposing over 370,000 user chat records due to design flaws in its sharing functionality [46][47].

Core Viewpoint - NetEase is facing significant backlash from players due to a series of controversial decisions, particularly related to the pricing strategy of its game "World Beyond," which has led to widespread dissatisfaction and calls for boycotts [2][6][8]. Group 1: Pricing Controversy - The price increase for the new card pool in "World Beyond" from 300 diamonds to 400 diamonds represents a 33% hike, which was not communicated to players through official channels [6][7]. - Players have reported a total of 3,251 complaints regarding "World Beyond," with a total claim amount exceeding 5.78 million yuan within a short period [8]. - The backlash has been exacerbated by controversial user agreement terms that players feel infringe on their rights, such as account deletion after a year of inactivity [7]. Group 2: Public Relations Missteps - NetEase's attempts to address the situation through social media responses have backfired, leading to increased public outrage and trending topics mocking the company's approach [11][12]. - The company's statement that "wanting to make money" is a straightforward admission of its commercial intentions, which has alienated its core user base [22][25]. Group 3: Financial Pressures - The revenue pressure on "World Beyond" is evident, with estimates suggesting that its highest daily iOS revenue has dropped significantly from over 1.5 million dollars in 2024 to around 50,000 dollars in 2025 [18][19]. - NetEase's gaming business constitutes nearly 80% of its overall revenue, but growth has slowed considerably, necessitating a reevaluation of its business strategies [21]. Group 4: Emotional Disconnect - The essence of "World Beyond" as an otome game relies on emotional engagement, and players expect a deep connection rather than a purely commercial interaction [23][24]. - The company's failure to maintain this emotional connection has led to a significant erosion of trust among players, who feel exploited rather than valued [36][37]. Group 5: Industry-Wide Implications - The issues faced by "World Beyond" are reflective of broader challenges within the otome game sector, where companies often prioritize profit over the emotional bonds with players [30][34]. - The recent controversies highlight a misunderstanding among developers regarding the importance of emotional narratives in justifying player spending [35].

Market Overview - The Hang Seng Index faces short-term resistance at 25,735 points, with limited corporate profit improvement and a stable economic outlook in mainland China [2] - Active trading in the Hong Kong market indicates a positive risk appetite, with capital rotating across different sectors [2] - New trade negotiations between China and the US have led to an extension of the tariff truce, easing trade tensions [2] Sector Focus - Key market focus includes earnings reports from Cathay Pacific (0293) and Uni-President China (0220) [3] Macro Insights - The People's Bank of China and seven departments are promoting industrial upgrades to prevent "involution" competition [4] - The S&P China Services PMI rose to 52.6 in July, marking a 14-month high, indicating robust new orders and improved business conditions [8] - The China Passenger Car Market Information Joint Conference forecasts a 6% increase in retail sales of passenger cars this year, reaching 24.35 million units [8] - The US ISM Services PMI for July was reported at 50.1, indicating stagnation in the services sector amid rising costs [8] Company News - China Tower (0788) reported a 8% increase in net profit for the first half of the year, with operating income of 49.6 billion yuan, a 2.8% year-on-year increase [9] - Alibaba won a contract for an AI programming project with Industrial and Commercial Bank of China, indicating deepening collaboration in AI [9] - NetEase (9999) experienced login issues for several games due to internal network failures, which have since been resolved [9] - BYD (2015) adjusted the configuration of its i8 electric vehicle, lowering the price to 339,800 yuan and standardizing the Max version as the base model [9] - KFC China (9987) reported a 1.4% increase in second-quarter net profit, with total revenue of 27.87 billion yuan, a 4.03% year-on-year increase [10]

Group 1 - Hema X member stores will all cease operations as part of a business adjustment, with the last store closing on August 31 [3] - Li Xiang, CEO of Li Auto, announced a unified configuration for the Li i8 model, aiming for better sales performance in the 300,000 to 400,000 yuan price range [4] - Goldman Sachs is reportedly planning to acquire a stake in Froneri, the world's second-largest ice cream manufacturer, for 15 billion euros (approximately 125 billion yuan) [6] Group 2 - Geely Auto is undergoing significant adjustments in its intelligent driving team, with plans still under discussion [7] - Haidilao denied rumors of transitioning to a semi-self-service model, calling the claims false [7] - NetEase experienced a major outage affecting multiple games, attributed to internal server issues, with downtime exceeding two hours [9] Group 3 - JD.com is set to launch its first large discount supermarket format in August, with stores in Jiangsu and Hebei, featuring a wide range of products at lower prices [9] - Chery has mandated a 30% reduction in meetings to improve efficiency, reflecting on past inefficiencies [10] - Alibaba is launching a new membership system that integrates various services, with over 6% of positions focused on AI in its 2026 campus recruitment [14] Group 4 - Ant Group sold its remaining shares in Indian digital payment company Paytm for approximately $454 million, marking a complete exit from the company [14] - Tata Motors appointed its CFO as the new CEO of Jaguar Land Rover, replacing the previous CEO after three years [13] - Tencent led an investment round in the Uzbek fintech company Uzum, valuing it at around $1.5 billion [16] Group 5 - OpenAI released two open-weight AI models capable of mimicking human reasoning processes, available on the Hugging Face platform [20] - The Gates Foundation announced a $2.5 billion investment in women's health research, focusing on five key areas [20] - The global tablet shipment volume increased by 9% year-on-year in Q2 2025, with Apple maintaining the leading position [24]