黑神话钟馗社媒热度及悟 空营销复盘 扫码前往 Social Research 邀请好友送额度 扫描二维码获取专属的邀请链接 游戏科学《黑神话：钟馗》拜年短片社媒反响与《黑神话：悟空》营 销复盘报告 撰写机构：Social Agent | 报告基准时间：2026-02-10 16:56:52 0. 执行摘要 本报告旨在深入分析游戏科学于 2026年2月10日 发布的《黑神话：钟馗》拜年短片在国内外社 交媒体上的热度表现、网民期待及热议话题，并全面复盘其现象级作品《黑神话：悟空》自 202 0年8月 首次公布以来的营销策略、社媒热度演变及玩家反馈模式。通过多平台数据收集与深度 内容分析，本研究旨在为游戏科学未来的宣发和社区运营提供有价值的洞察与建议。 研究发现， 《黑神话：钟馗》 拜年短片以其独特的"烹鬼"概念和极致的引擎内技术力展示，迅速 引爆国内外社交媒体。该短片巧妙地将钟馗"吃鬼"的传统传说创新演绎为"烹鬼"的奇幻场景，并 融入《山海经》等中国传统文化元素，获得了玩家的高度赞誉。在技术层面，短片展现的精细物 理模拟、光影效果和角色面部表现被普遍视为游戏科学的"炫技"，引发了"技术力炸裂"的讨论。 发布后，该 ...

黑神话钟馗社媒热度及悟 空营销复盘 撰写机构：Social Agent | 报告基准时间：2026-02-10 16:56:52 0. 执行摘要 本报告旨在深入分析游戏科学于 2026年2月10日 发布的《黑神话：钟馗》拜年短片在国内外社 交媒体上的热度表现、网民期待及热议话题，并全面复盘其现象级作品《黑神话：悟空》自 202 0年8月 首次公布以来的营销策略、社媒热度演变及玩家反馈模式。通过多平台数据收集与深度 内容分析，本研究旨在为游戏科学未来的宣发和社区运营提供有价值的洞察与建议。 扫码前往 Social Research 邀请好友送额度 扫描二维码获取专属的邀请链接 游戏科学《黑神话：钟馗》拜年短片社媒反响与《黑神话：悟空》营 销复盘报告 研究发现， 《黑神话：钟馗》 拜年短片以其独特的"烹鬼"概念和极致的引擎内技术力展示，迅速 引爆国内外社交媒体。该短片巧妙地将钟馗"吃鬼"的传统传说创新演绎为"烹鬼"的奇幻场景，并 融入《山海经》等中国传统文化元素，获得了玩家的高度赞誉。在技术层面，短片展现的精细物 理模拟、光影效果和角色面部表现被普遍视为游戏科学的"炫技"，引发了"技术力炸裂"的讨论。 发布后，该 ...

2月11日，影视板块调整，影视ETF（516620）下跌5.80%。2026年史上最长春节档票房预期向好， 但影视ETF本周以来涨幅过快，预期已有过度透支倾向。昨日我们提醒投资者短期需关注预期修正和交 易过度拥挤带来的回调风险。 当前时点，综合估值性价比与催化节奏，投资者或可重点关注游戏ETF（516010），一键布局行业 春节旺季的催化。游戏板块当前估值性价比高+产品大年+春节旺季，三重共振。 当前游戏板块核心公 司PE估值未突破2025年和2026年两个前高，在所有成长板块中性价比较高。前期涨幅相对滞后，主因 今年春节时间较晚、年轻人放假节奏靠后，游戏流水旺季启动相应延迟，安全边际反而更足。 基本面上，2025年国内游戏市场销售收入首次突破3500亿元（同比+7.68%），全年发放版号1771 款创近七年新高，充足的版号储备为2026年产品大年奠定基础，据统计仅明确计划上线的新游就超25 款，且多集中在一季度。2026年春节档为历史最长春节档，众多厂商备货充足，游戏行业有望正式开启 旺季。产品端催化密集，《异环》三测留存和付费率数据好于预期；游戏科学今日发布《黑神话：钟 馗》6分钟实机短片，再次拉升市场对 ...

Group 1 - The gaming sector is experiencing a midday surge, with the gaming ETF (159869) narrowing its decline to nearly 2%, indicating a potential low-point investment opportunity [1] - As of February 11, the gaming ETF (159869) has reached a scale of 139.97 billion yuan, with trading volume exceeding 720 million yuan on February 12 [1] - The domestic gaming market is projected to surpass 350 billion yuan in sales revenue by 2025, marking a year-on-year increase of 7.68%, with a record high of 1,771 game licenses issued [1] Group 2 - The gaming sector is benefiting from multiple catalysts, including AI applications, content innovation, and changes in commercialization models, positioning it as a promising investment area [2] - The gaming ETF (159869) tracks the CSI Animation and Gaming Index, which leads the market in AI application content, providing precise coverage of the A-share animation and gaming industry [2] - The upcoming 2026 Spring Festival period is expected to be the longest in history, with many manufacturers well-prepared, indicating the gaming industry is poised to enter a peak season [1]

（责任编辑：张晓波 ） 【免责声明】本文仅代表作者本人观点，与和讯网无关。和讯网站对文中陈述、观点判断保持中立，不对所包含内容 的准确性、可靠性或完整性提供任何明示或暗示的保证。请读者仅作参考，并请自行承担全部责任。邮箱： news_center@staff.hexun.com 综合来看，游戏景气验证+AI漫剧赛道爆发+政策红利释放+史上最长春节档催化，传媒游戏行 业"政策拐点+供给回暖+需求验证"的三重共振格局持续强化。传媒ETF华夏（516190）紧密跟踪中证文 娱传媒指数，其指数成分股与"GEO概念"高度重合，借道ETF上车是捕捉AI应用+传媒行业风口的好办 法；游戏ETF（159869）跟踪中证动漫游戏指数，AI应用含量全市场第一，精准覆盖A股动漫游戏产业 的整体表现。 每日经济新闻 2月12日，游戏板块早盘震荡，相关游戏概念股走低，游戏ETF（159869）现跌近3%，持续打开低 位布局窗口，截至发稿，盘中成交额已逼近6亿元。截至2月10日，游戏ETF（159869）规模已达139.97 亿元。 基本面上，2025年国内游戏市场销售收入首次突破3500亿元（同比+7.68%），全年发放版号1771 ...

相关机构表示，当前游戏板块核心公司PE估值未突破2025年和2026年两个前高，在所有成长板块中性 价比较高。前期涨幅相对滞后，主因今年春节时间较晚、年轻人放假节奏靠后，游戏流水旺季启动相应 延迟，安全边际反而更足。 （文章来源：每日经济新闻） 2026年春节档为历史最长春节档，众多厂商备货充足，游戏行业有望正式开启旺季。产品端催化密集， 《异环》三测留存和付费率数据好于预期；游戏科学今日发布《黑神话：钟馗》6分钟实机短片，再次 拉升市场对国产3A大作的期待。 游戏ETF（516010）跟踪的是动漫游戏指数（930901），该指数从沪深市场中选取涉及游戏开发运营、 动漫制作及衍生品销售等业务的上市公司证券作为指数样本，以反映动漫游戏产业相关上市公司证券的 整体表现。 基本面上，2025年国内游戏市场销售收入首次突破3500亿元（同比+7.68%），全年发放版号1771款创 近七年新高，充足的版号储备为2026年产品大年奠定基础，据统计仅明确计划上线的新游就超25款，且 多集中在一季度。 ...

Group 1 - The media sector experienced a significant surge, with the gaming ETF (516010) rising over 5% and the film ETF (516620) hitting a temporary limit up, driven by increased expectations for entertainment consumption during the Spring Festival and the catalytic effect of AI video models [1][3] - The launch of ByteDance's Seedance 2.0 platform allows for automatic scene planning and sound effect integration, achieving near "indistinguishable" movie-level output, indicating a high level of AI video capability [3] - The current valuation of the gaming sector remains attractive, with a clear logic for a "product year" in 2026, as the core companies' PE valuations have not surpassed previous highs for 2025 and 2026, providing a favorable risk-reward profile [4][5] Group 2 - The domestic gaming market is projected to exceed 350 billion yuan in sales revenue for the first time in 2025, with a year-on-year growth of 7.68%, and a record high of 1,771 game licenses issued, laying a solid foundation for the product year in 2026 [4] - The upcoming 2026 Spring Festival is expected to be the longest in history, with many manufacturers well-prepared, indicating the gaming industry is set to enter a peak season [4] - The gaming sector is currently experiencing a triple resonance of high valuation attractiveness, a product year, and the Spring Festival peak, warranting continued attention [5]

Group 1: Game Development - The first gameplay video of "Black Myth: Zhong Kui" was released by Feng Ji, the CEO of Game Science, who expressed concerns about players analyzing the video for details, as it does not showcase gameplay or features [5][6] - "Black Myth: Zhong Kui" is based on the Chinese folklore character Zhong Kui and is a single-player action RPG set to launch on PC and mainstream console platforms [6] Group 2: Automotive Industry - Lei Jun, founder of Xiaomi, stated that there are currently no plans for Xiaomi cars to enter the U.S. market, clarifying that the Xiaomi YU7 seen in California was likely purchased by local competitors or suppliers [9] - Xiaomi's first-generation SU7 has recently completed production and will soon be delivered to customers, with significant upgrades in chassis, motor, and battery [11] - The new electronic architecture of the YU7 is a self-developed four-in-one domain control module, leveraging Xiaomi's expertise in smart devices [12] Group 3: AI and Technology - OpenAI has begun testing advertisements in ChatGPT, expecting that ad revenue will not exceed half of its total income in the long term, while ensuring user privacy [8] - ByteDance's AI video generation model Seedance 2.0 faced privacy concerns, leading to a temporary suspension of its ability to reference real human images [22][23] - Anthropic's report predicts a significant transformation in software development by 2026, with AI agents taking on more roles, reducing project delivery times from weeks to hours [25][26] Group 4: Automotive Sales Goals - Huawei's Yu Chengdong announced a target to sell 200,000 units of the AITO brand within two years, building on a cumulative sales figure of 100,000 units [13][14] Group 5: New Product Launches - AYANEO, a domestic handheld console brand, denied rumors of employee salary delays, asserting that all salary payments are up to date [15][18] - Ferrari unveiled the interior design of its first electric vehicle, "Luce," featuring a minimalist style and sustainable materials [28][31] - ByteDance launched a new image generation model, Seedream 5.0, which includes features like real-time retrieval and enhanced instruction adherence [32][33]

Group 1 - BYD has filed a lawsuit against the U.S. government to reclaim tariffs imposed on imported materials, claiming significant costs for its operations in the U.S. [2] - Over 1,000 companies, including major players like Costco and Toyota, have initiated similar lawsuits against the U.S. government regarding tariffs [2]. - NIO's CEO Li Bin emphasized the importance of optimizing the CBU mechanism to maximize efficiency and minimize costs in the company's operations [6]. Group 2 - Ford's global sales fell by approximately 2% to around 4.4 million units, while BYD's sales reached 4.6 million units, marking a significant shift in the automotive market [6]. - BYD aims to increase its export volume to 1.3 million units in 2025, following a successful year of expansion in Europe, South America, and Asia [6]. - NIO plans to implement a "store partner" program to enhance operational efficiency and market responsiveness, allowing store managers greater decision-making power [6]. Group 3 - The European Union has approved Google's acquisition of cybersecurity startup Wiz for $32 billion, marking Google's largest acquisition to date [9]. - Apollo Global Management is nearing a $3.4 billion loan agreement to finance the purchase of NVIDIA chips for Elon Musk's xAI [10]. - Alibaba's DAMO Academy has released an open-source foundational model for embodied intelligence, RynnBrain, enhancing its AI capabilities [10]. Group 4 - The Shanghai government has opened over 5,200 kilometers of autonomous driving test roads, with plans to expand the testing area further [17]. - Toyota and Nissan reported sales increases in China for January, while Honda's sales continued to decline due to delays in new electric vehicle launches [17]. - The launch of the Robotaxi ride-hailing service by Alipay indicates a growing trend towards automated transportation solutions in urban areas [15].

Group 1 - The media sector is experiencing a significant surge, with the gaming ETF (516010) rising over 6% and the film ETF (516620) hitting a temporary limit up, driven by increased expectations for entertainment consumption during the Spring Festival and the catalytic effect of AI video models [1] - The gaming sector is viewed as having strong investment value due to low valuations, the upcoming Spring Festival peak season, and a clear "product year" logic for 2026 [2] - The film sector has seen a cumulative increase of over 15% in the last two trading days, with growth rates surpassing those following the record-breaking box office of "Nezha" during the 2025 Spring Festival, indicating potential overextension in expectations and a need to be cautious of short-term corrections [1][4] Group 2 - The gaming sector currently offers high valuation attractiveness, with core companies' PE ratios not exceeding previous highs from 2025 and 2026, making it one of the more appealing growth sectors [2] - The domestic gaming market is projected to exceed 350 billion yuan in sales revenue for the first time in 2025, with a year-on-year increase of 7.68%, and a record high of 1,771 game licenses issued, laying a solid foundation for the product year in 2026 [2] - The upcoming 2026 Spring Festival is expected to be the longest in history, with many manufacturers well-prepared, indicating the gaming industry is poised to enter a peak season [2] Group 3 - The AI video model is catalyzing benefits for both the film and gaming sectors, with significant advancements in video generation capabilities leading to discussions on copyright and privacy [3] - The introduction of multi-modal models is expected to enhance the quality of AI-generated content, particularly in the realm of animated dramas, which are commercially mature and have lower quality requirements [3] - While the application of multi-modal models in gaming technology is not fully realized yet, it remains a significant long-term benefit direction [3] Group 4 - The gaming ETF (516010) tracks the CSI Animation and Gaming Index (930901), covering the entire gaming and animation industry chain, while the film ETF (516620) tracks the CSI Film Theme Index (930781), covering the entire film production and distribution chain [4] - Caution is advised in the film sector due to rapid price increases in the film ETF, which may indicate overextension in expectations, necessitating attention to potential corrections [4] - Given the current valuation attractiveness and catalytic timing, there is a recommendation to focus on the gaming ETF as a strategic investment during the Spring Festival peak season [4]