以下文章来源于盐财经 ，作者旷晓伊 盐财经 . 洞察趋势，睿智人生。《南风窗》旗下专业财经媒体。 它究竟图的是什么？ 文 ｜ 旷晓伊 编辑 ｜ 宝珠 来源｜ 盐财经（ID：nfc-yancaijing） 封面来源 ｜ 视觉中国 短剧赛道持续升温，不愿错过风口的小米，终于按捺不住亲自下场。 9月底，小米正式上线独立短剧APP "围观短剧"，主打"无广告"和"免费看"两大卖点。 截至10月25日，下载量已达90万次。 不过，该应用覆盖范围有限， 仅向小米手机用户开放，尚未上架其他主流下载渠道。 雷军没有掩饰过自己对于短剧的关注。去年7月，他就在《雷军问网友》中公开表示："我看了短剧，好像打开了一个新世界"。并且，雷军本人的声音还 出现在小米自制短剧《时空合伙人》中，可谓"亲自参演"。 小米的独立短剧APP围观短剧 尽管"围观短剧"上线不足一月就突破90万下载，但放眼整个行业，"围观短剧"的表现仍显微弱。毕竟，早两年入局的红果短剧下载量早已突破10亿次，月 活用户接近2亿。 更大的挑战在于市场格局。如今的短剧行业早已进入白热化竞争阶段，红果、快手等巨头几乎瓜分了大部分流量，马太效应愈发显著，留给新玩家的空间 有限。 ...

Core Viewpoint - Xiaomi has officially launched its independent short drama app "Weiguan Short Drama," emphasizing "ad-free" and "free viewing" as its main selling points, but faces significant competition in a saturated market dominated by established players like Hongguo and Kuaishou [2][5][6]. Group 1: Market Entry and Strategy - Xiaomi's entry into the short drama sector appears sudden but has been strategically planned since 2014, focusing on content as a key connection between hardware and users [6][11]. - The app "Weiguan Short Drama" has achieved 900,000 downloads within a month of its launch, but this is modest compared to competitors like Hongguo, which surpassed 1 billion downloads and has nearly 200 million monthly active users [5][6]. - Xiaomi's previous attempts in the short drama space include the launch of a third-party short drama viewing mini-program in 2022, which only served as a distribution channel without content production [6][8]. Group 2: Competitive Landscape - The short drama industry is experiencing intense competition, with major players like ByteDance's Hongguo and Tencent leveraging their existing platforms and IP resources to dominate the market [20][23]. - Xiaomi's strategy of offering "free and ad-free" content aims to address user fatigue from frequent advertisements on other platforms, potentially attracting users looking for a better viewing experience [16][25]. - Despite the initial appeal of the ad-free model, sustaining user engagement will depend on the availability of high-quality original content, which is currently lacking in Xiaomi's offering [17][24]. Group 3: Future Prospects and Challenges - The short drama market is expanding rapidly, with a significant increase in the number of companies and productions involved, indicating a crowded and competitive environment [13][20]. - Analysts suggest that Xiaomi's foray into short dramas is not merely about content but also about enhancing its marketing infrastructure and creating a cohesive ecosystem that integrates hardware and content [25][28]. - The industry faces challenges such as content homogenization, rising production costs, and limited monetization pathways, which Xiaomi must navigate to achieve long-term success [24][28].

近日，互联网巨头们都出现了一个关键词——短剧。 互联网大厂中除了抖音快手布局较早，李彦宏也早有布局，2019年，百度投资了七猫小说，使七猫成为百度旗下的小说平台，那时候李彦宏就有短剧的战 略布局。2023年李彦宏在内部会议中明确表示"百度和短剧挺合适"，并将"免费短剧"定为主要发展方向。今年2月，李彦宏再出大手笔，现金收购YY直播 在中国大陆的视频直播业务"YY Live"。如今YY直播麦絮短剧与七猫短剧的合作，是百度对旗下短剧相关资源的进一步整合，彰显了李彦宏深耕短剧行业 的决心。 此外不仅B站、京东、拼多多、阿里、美团、小米和华为也在布局短剧，就连官方机构也在布局短剧，近日，最高人民检察院影视中心与芒果TV合作的检 察题材微短剧《少年田野》上线，该剧入选了国家广电总局"跟着微短剧来学法"首批精品片单。浙江卫视则与红果短剧"联合出品《姐姐的三条簪》，响 应国家广电总局"微短剧里看非遗"创作计划。还有北京市广电局指导出品的微短剧《钟鼓楼前》，聚焦北京胡同生活，入选了国家广电总局"跟着微短剧 去旅行"创作计划推荐剧目。 短剧会是下一个巨头们争夺的风口吗？ 短剧赛道瞬间热起来了 首先是百度通过一系列资源整合动作瞄 ...

Core Insights - The short drama market is rapidly gaining traction among major internet companies, with significant investments and strategic partnerships being formed to capitalize on this emerging trend [2][6][20] - By 2024, the Chinese short drama market is projected to reach 50.5 billion yuan, surpassing box office revenues, and is expected to exceed 85.6 billion yuan by 2027, indicating a lucrative opportunity for content creators and platforms [2][20] Company Strategies - Baidu has been strategically positioning itself in the short drama sector since 2019, recently integrating resources from YY Live and Qimao to enhance its offerings [5][9] - Douyin and Kuaishou have established themselves as early leaders in the micro-drama space, with Douyin's Hongguo short drama achieving over 150 million monthly active users within a year and a half of launch [6][16] - Xiaomi has launched the "Weiguan Short Drama" app, emphasizing ad-free and free content, leveraging its hardware ecosystem to attract users [11][14][18] Market Dynamics - The competition in the short drama market is intensifying, with platforms like Bilibili, JD, Pinduoduo, Alibaba, Meituan, and Huawei also entering the fray [6][7][15] - Short dramas are seen as a new battleground for internet giants, driven by the need to find new growth avenues amid slowing user growth and advertising revenue pressures [6][20] Content and Monetization - Short dramas are characterized by their brief, engaging narratives, typically lasting 1-5 minutes, which cater to the fragmented attention spans of users [16][20] - The integration of e-commerce within short dramas, such as Pinduoduo's "Duoduo Has Good Dramas" plan, allows for seamless product placements that enhance consumer engagement and purchasing decisions [19][20] Future Outlook - The future of the short drama sector will depend on the ability of companies to build robust IP ecosystems, implement precise algorithm recommendations, and create efficient commercial models [20]

Core Insights - Xiaomi has launched a new short drama app called "Weiguan Short Drama," which offers a unique selling point of "ad-free access to a vast library of short dramas" and has already reached 20,000 downloads [1] - The short drama market in China is experiencing significant growth, with a total of 100,200 existing short drama-related companies as of now [3][5] - The registration of short drama-related companies has seen a notable increase, with 23,000 new registrations in 2023, marking a 20.92% year-on-year growth, the highest in nearly a decade [3] - In 2024, it is projected that 19,700 new short drama-related companies will be registered, although this represents a decline compared to the previous year [3] - As of now, 17,300 short drama-related companies have been registered this year, with 16,800 of those registered in the first nine months, reflecting a year-on-year growth of 12.57% [3] Company Age Distribution - The majority of short drama-related companies have been established for 1-3 years, accounting for 31.43% of the total [5] - Companies established for 3-5 years and those within their first year of operation represent 22.48% and 20.50% respectively [5] Geographic Distribution - The highest concentration of short drama-related companies is found in first-tier cities, making up 24.69% of the total [7] - New first-tier cities and third-tier cities follow, with 23.43% and 18.22% of companies located in these areas respectively [7]

Core Viewpoint - Major tech companies, including Xiaomi, are increasingly focusing on short dramas, with Xiaomi launching an app called "Weiguang Short Drama" that offers free, ad-free access to a large library of short dramas [2][9]. Group 1: App Features and Performance - The "Weiguang Short Drama" app promotes itself as providing "massive short dramas for free without ads" and emphasizes its quick installation with a size of only 23MB [2]. - As of October 16, the app has achieved 34,000 downloads [2][4]. Group 2: Company Background - Chengdu Share Information Communication Co., Ltd., the developer of the app, was established in April 2004 with a registered capital of 10 million yuan and operates in the broadcasting, television, film, and recording production industry [5]. - Chengdu Share is fully owned by Beijing Juai Liao Network Technology, which in turn is wholly owned by Xiaomi Technology, with Lei Jun holding 77.8% of Xiaomi's shares [5]. Group 3: Leadership and Historical Context - Wang Chuan, the legal representative of Chengdu Share, was one of Xiaomi's early partners and has played a significant role in the company's growth, including leading the development of Xiaomi's TV and box products [7][8]. - Since becoming the legal representative of Chengdu Share in July 2018, Wang has not exited the company and continues to serve as its executive director and general manager [8]. Group 4: Strategic Intent and Market Position - Chengdu Share registered the "Shengcang Film and Television" trademark in September 2021, indicating its entry into the film and television content industry, having previously developed a free short video app called "Kuaishipin" [9]. - Xiaomi's entry into the short drama market is seen as a strategy to enhance marketing and brand promotion, potentially leveraging short drama content to explore new commercialization paths for its internet business [9][10]. - The current market for short dramas features two main monetization models: paid and free. The free model has gained popularity, as evidenced by the success of competitors like Hongguo Short Drama, which reported 50 million daily active users and 150 million monthly active users as of March 2025 [10].

Group 1: Delivery and Restaurant Industry - JD.com and Ele.me are testing the cancellation of penalties for delivery riders who exceed order time, shifting to a "service score" management system to promote positive incentives [2] - Meituan's CEO stated that the average dining price has dropped to levels seen a decade ago, indicating a shift towards high cost-performance in the restaurant industry [2] Group 2: Automotive Industry - Lei Jun, CEO of Xiaomi, emphasized the need for the smart connected vehicle industry to unite against online chaos, advocating for a collaborative ecosystem focused on safety, quality, and innovation [3] Group 3: Technology and AI - ByteDance's Volcano Engine announced significant updates to its Doubao model series, with usage increasing from 120 billion tokens in May 2024 to over 30 trillion tokens by September 2024 [4] - Xiaomi launched a short drama app "Weiguan Short Drama," which has quickly gained traction with 20,000 downloads, currently available only for Xiaomi phone users [5] Group 4: Robotics and Automation - Zhiyuan Robotics released the G2 interactive industrial robot, which has already secured orders worth hundreds of millions and is designed for various applications [6] - Zhaofeng Co. signed a strategic cooperation agreement with Neura Robotics to collaborate on humanoid robots and key components [7] Group 5: Semiconductor Industry - TSMC reported a record net profit of 452.3 billion NTD for Q3, with a revenue increase of 30.3% year-on-year, and expects a sales growth of approximately 30% in 2025 [17] - Jing Sheng Machine Electric announced the successful operation of its 12-inch silicon carbide substrate pilot line, marking a significant advancement in domestic technology [10] Group 6: Financial and Investment Activities - ChipLink Integration plans to invest 1.8 billion RMB in its subsidiary to support the ongoing development of a 12-inch integrated circuit project [11] - Hantian Technology has submitted a listing application to the Hong Kong Stock Exchange, focusing on silicon carbide chip production [12] Group 7: E-commerce and Retail - Tmall's Double 11 pre-sale saw 35 brands surpassing 100 million in sales within the first hour, indicating strong consumer engagement [5] - Dong Yuhui's live streaming event generated over 300 million in sales during the Double 11 shopping festival, attracting nearly 70 million viewers [7]

Group 1: Xiaomi's Short Drama App Launch - Xiaomi has launched an independent short drama app called "Weiguan Short Drama," which offers "ad-free, massive short dramas for free," quickly attracting attention with over 20,000 downloads within two days [2] - The app is developed by Chengdu Share Information Technology Co., Ltd., which is fully owned by Beijing Juai Liao Network Technology Co., Ltd., a subsidiary of Xiaomi Group [2] - Currently, the app is only available for Xiaomi smartphone users and has not been launched on iOS or other brands [2] Group 2: China's Ice and Snow Industry Growth - According to the "China Ice and Snow Industry Development Research Report (2025)," the scale of China's ice and snow industry is expected to exceed 1 trillion yuan, reaching 1,005.3 billion yuan by 2025 [3] - The industry is anticipated to enter a phase of sustained high growth due to the upcoming large-scale ice and snow events, such as the 15th National Winter Games [3] - The report indicates that the industry will benefit from policy support and event-related incentives, although companies need to be cautious about seasonal customer flow and rapid supply expansion [3] Group 3: Growth in Service Consumption During National Day Holiday - During the National Day holiday, the average daily sales revenue of service consumption-related industries in China increased by 7.6% year-on-year, with notable growth in county and rural tourism [4] - The Ministry of Commerce plans to focus on cultivating new growth points in service consumption, innovating diverse consumption scenarios, and continuously optimizing service supply [4] - The positive performance in service consumption is expected to benefit sectors such as hotels, restaurants, online travel agencies (OTAs), and sports operations, with a potential recovery in revenue for the fourth quarter [4] Group 4: Nestlé's Workforce Reduction Plan - Nestlé reported a sales revenue of 65.87 billion Swiss francs for the first nine months of 2025, with an internal growth rate of 0.6% [5] - The company announced a plan to cut approximately 16,000 jobs, equivalent to 6% of its total workforce, as part of its transformation strategy [5] - The market responded positively to Nestlé's latest financial results and restructuring plan, indicating an increased expectation for profit recovery, particularly in high-end, pet care, and coffee businesses [5]

Group 1: JD.com Developments - JD.com has posted job openings related to the automotive sector, with positions such as algorithm roles in the retail division offering annual salaries of 1.23 million yuan and procurement leaders earning 1.1 million yuan [1] Group 2: Xiaomi's New App Launch - Xiaomi has launched a standalone short drama app called "Weiguan Short Drama," which is currently available only to Xiaomi phone users and features a "no ads, free access to a vast library of short dramas" selling point [4] Group 3: XPeng Motors Innovations - XPeng Motors CEO He Xiaopeng announced the introduction of a new AI system called VLT, which integrates visual and language inputs to generate task systems, potentially revolutionizing various industries within 2 to 5 years and impacting household life in 10 to 20 years [6] - He also revealed plans for XPeng to mass-produce flying cars next year, predicting that their growth rate and future market share will surpass that of traditional automobiles [6] Group 4: JD.com Delivery Service Changes - JD.com has initiated a pilot program in 25 cities, including Shenzhen and Wuhan, to eliminate penalties for delivery riders exceeding order time, replacing it with a "service score" management system that incentivizes performance rather than punishing delays [8] Group 5: Fuyao Glass Leadership Transition - Fuyao Glass has seen a leadership change with Cao Dewang resigning as chairman, while Cao Hui has been elected as the new chairman and legal representative, with Cao Dewang appointed as the honorary chairman, ensuring no adverse impact on the company's operations [9][11]

【导读】独立短剧 App" 围观短剧 " 正式上线小米应用商城 中国基金报记者 含章 小米，杀入短剧赛道！ 近日，独立短剧 App" 围观短剧 " 正式上线小米应用商城。经股权穿透可见，其背后公司由 小米科技有限责任公司全资持有。同时，该短剧平台明确打出 " 无广告海量短剧免费看 " 的 宣传标语，引发市场关注。 近年来，短剧站上风口，互联网巨头争相布局。业内人士表示，小米的入局加剧了短剧赛道 的竞争，其免费策略也可能对行业的付费模式产生冲击。同时，从当初的品牌营销，到如今 上线独立 App ，这表明小米的布局正从单纯的内容营销，升级为构建自身内容生态。未来的 竞争将是 " 生态协同能力 " 的比拼。 小米，杀入短剧赛道 近日，小米在旗下应用商城正式上线独立短剧 App" 围观短剧 " ，目前下载量已达 2 万人 次。据了解，目前该应用仅面向小米手机用户推出，尚未在苹果 iOS 等其他品牌手机终端上 架。 穿透可见，该公司由北京聚爱聊网络科技有限公司 100% 持股，后者则由小米科技有限责任 公司全资持有。 图片来源：天眼查 内容方面， " 围观短剧 " 涵盖都市、逆袭、言情、复仇、总裁、家庭伦理等 20 余 ...