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].