文 | 互联网怪盗团 那么，会不会是天时地利不够好，竞争环境限制了微信电商崛起呢？答案也是否定的，2025年的市场环 境可能是近年来最适合微信电商起势的。越来越多的商家意识到，抖音电商更适合"冲量"而非"留量"， 尤其是达人直播往往需要破价；至于抖音最近发展的货架电商，还是更适合于有较强内容经验、或者自 带流量的品牌商家。总而言之，对广大中小商家而言，抖音电商是一剂强力猛药，确实有效但不适合天 天吃。至于快手，虽然在私域方面略强一些，但是体量要小一些，而且用户画像覆盖不及抖音和视频号 全面。至于其他内容平台，普遍已经放弃做电商闭环的野心，或者将重点从电商闭环转向第三方导流。 不止一个商家告诉我，他们非常有兴趣在视频号碰碰运气，希望视频号电商成为"下一个抖音电商"。如 果真能做到，哪怕做到一半，那他们真要弹冠相庆了！现实却是，连一小半都做不到；去年没做到，今 年照样还没做到。当然，商家仍然对视频号电商寄予厚望，就像2020年、2021年、2022年、2023年以及 2024年一样。这让我想起了高中时代，每个学期评选"进步最快同学"，获奖的总是那么几个人。为什么 他们一直在进步，却一直没有进入优秀学生之列，二十多 ...

7月10日，《北京市深化改革提振消费专项行动方案》正式发布，围绕六大方面提出24项任务。在挖掘 文娱消费新内涵方面，方案提出，要积极引进国际电竞赛事，丰富"电竞+"消费场景，支持举办多元场 景融合的电竞主题消费活动。 北京市电子竞技产业发展协会秘书长张雨豪向新京报记者介绍，北京在丰富"电竞+"消费场景方面有着 双奥场馆的天然优势，良好的基础和氛围让北京电竞环境被持续看好。今年6月印发的《关于促进北京 市游戏电竞行业高质量发展的支持办法（暂行）》推出11项举措，不断优化电竞产业布局。 每1元电竞门票能带来约7元周边消费 今年1月，KPL王者荣耀职业联赛公布了赛事计划，本年度总决赛冠亚军决赛将在国家体育场（鸟巢） 举办，这是移动电竞赛事首次进入"鸟巢"，预计将有超5万人到场观战，有望成为观看人数最多的电竞 赛事。北京是最早参与KPL地域化发展的城市之一，现在已成为KPL联盟体系中的重要一环。目前，有 北京WB、北京JDG两支城市冠名的俱乐部战队，两个新主场已成为城市文娱新地标。 此外，北京近些年举办过多项电竞大赛。"鸟巢"在2017年就举办过英雄联盟S7全球总决赛，五棵松体育 中心也举办过王者荣耀挑战者杯。202 ...

市场发展： 2024年中国电竞市场规模约为 1790亿元 ，同比增长5.5%，电竞产业展现出稳健的发展态 势。同时，2024年中国电竞用户规模约为 5.11亿人 ，用户规模基本稳定在较高水平。 电竞行业丨研究报告 核心摘要： 行业动态： 国际化 进程加速、 标准化 体系建设、 多元化 生态拓展和 全民化 共同参与是中国电竞行业当 下发展的核心动态，这些动态的相互作用，将共同推动中国电竞市场的不断壮大和持续繁荣。 用户特征： 一方面，电竞用户从年轻人群向 更广泛的年龄层 逐步渗透；另一方面，电竞用户普遍认为电竞 对生活有着较为重要的意义，并对电竞行业的未来发展前景持有积极、乐观的态度。 发展趋势： 中国电竞行业在未来发展中将呈现出产业 全球化 、注重 长期价值 、商业模式 多元化 以及 适 老化 等趋势，这些趋势有望推动电竞产业实现新的突破，成为推动经济发展和社会进步的新引擎。 中国电竞行业发展历程 电竞体育化持续推进，电竞奥运会有望推动电竞产业进入成熟发展的新阶段 | 探索期:1998-2008 | 发展期: 2009-2013 | 爆发期:2014-2022 | 成熟期:2023- | | --- | -- ...

市 场 研 究 [Table_Title] 万联晨会 [Table_MeetReportDate] 2025 年 07 月 03 日 星期四 [Table_Summary] 概览 核心观点 【市场回顾】 周三 A 股三大指数集体收跌，截止收盘，沪指收跌 0.09%，深成指收 跌 0.61%，创业板指收跌 1.13%。沪深两市成交额 13767.27 亿元。申 万行业方面，钢铁、煤炭、建筑材料领涨，电子、通信、国防军工领 跌；概念板块方面，低辐射玻璃、硅能源、特钢概念涨幅居前，兵装 重组概念、脑机接口、EDR 概念跌幅居前。港股方面，恒生指数收涨 0.62%，恒生科技指数收跌 0.64%；海外方面，美国三大指数涨跌不 一，道指收跌 0.02%，标普 500 收涨 0.47%，纳指收涨 0.94%。 【重要新闻】 【国家发改委近日安排超 3000 亿元支持 2025 年第三批"两重"建设 项目】至此，今年 8000 亿元"两重"建设项目清单已全部下达完毕。 【美国 6 月 ADP 就业人数意外减少 3.3 万人，自 2023 年 3 月以来首 次负增长】预期为增长 9.8 万人，5 月份数据在向下修正后仅增加 2 ...

证券研究报告 | 行业点评报告 2025 年 07 月 02 日 新发国产版号 147 款、进口版号 11 款 游戏行业 6 月版号点评 TMT 及中小盘/传媒 6 月 24 日，国家新闻出版署公布了 147 款国产版号、11 款进口版号。147 款国 产版号中，其中"移动"类 76 款；"移动-休闲益智"61 款，"移动、客户端" 7 款，"移动、网页"1 款，纯"客户端"2 款；11 款进口版号中，"移动"4 款，"客户端"4 款，"移动、客户端"3 款。 重点公司主要财务指标 | 公司简称 | 公司代码 | 市值 | 24EPS | 25EPS | 25PE | PB | 投资评级 | | --- | --- | --- | --- | --- | --- | --- | --- | | 恺英网络 | 002517.SZ | 37.5 | 0.76 | 0.98 | 17.8 | 5.2 | 强烈推荐 | | 巨人网络 | 002558.SZ | 41.4 | 0.74 | 0.84 | 25.6 | 3.2 | 强烈推荐 | | 姚记科技 | 002605.SZ | 11.2 | 1.29 | 1.7 ...

证券研究报告|传媒 [Table_Title] 6 月游戏版号发放创新高，腾讯加码 FPS 赛 道，《鹅鸭杀》通过审批 [Table_ReportType] ——传媒行业快评报告[Table_ReportDate] [行业事件： Table_Summary] 2025 年 6 月 24 日国家新闻出版署公告 6 月份国产游戏版号及进口游戏版 号，共有 147 款国产游戏和 11 款进口游戏过审。 投资要点： ⚫ 6 月游戏版号发放量创新高，涵盖多类型产品与知名厂商。年初至今国产 游戏合计通过审批 757 款，6 月份通过审批 147 款，较 5 月份增加 17 款， 达到今年来版号数量发放峰值，包括恺英网络《斗罗大陆：魂师大作战》、 电魂网络《爆爆军团》、巨人网络《无尽修仙》、百田信息《乱涂彩世界》、 银汉科技《时空猎人·觉醒》、莉莉丝《帕萌战斗日记》、犁浦网络《墨 境》、广州乐牛《万劫封仙》、易娱网络《缥缈历险记》、四三九九《神 都奇缘》《指尖石器》等；年初至今进口游戏合计通过审批 55 款，6 月 份通过审批 11 款，其中包括了腾讯的《穿越火线：虹》和《战术小队： 破晓攻势》、金山世游的《鹅鸭杀》、网易 ...

Gaming Industry - The issuance of gaming licenses in China remains high, with 757 domestic game licenses issued in the first half of the year, a year-on-year increase of over 20% [1] - Key projects such as "Douluo Dalu: Soul Master Battle" by Kaiying Network and "Endless Cultivation" by Giant Network have received new licenses, indicating a recovery in the gaming sector [1] - The application of AI technology in gaming is becoming clearer, with expectations for more AI-native games to emerge, driving a revaluation of the gaming industry [1] Stablecoins - Hong Kong is accelerating the application of stablecoin policies to address long-standing issues in cross-border payments, aiming to enhance service to the real economy [2] - Stablecoins are seen as a cost-effective alternative in the traditional financial system, with potential to transform payment and capital market activities [2] - The stablecoin industry is expected to enter a period of compliant development as global regulatory policies are implemented [2] Foldable Phones - Honor is set to launch the Honor Magic V5, touted as the world's lightest and thinnest foldable phone, featuring advanced AI capabilities [3] - The Chinese foldable phone market is projected to maintain a 40% global market share, with shipments expected to exceed 17 million units by 2028, reflecting a compound annual growth rate of 19.8% over the next five years [3] - Apple's entry into the foldable phone market is anticipated to boost global sales and drive innovation in the foldable supply chain [3] Regenerative Medicine - Chinese scientists have made a significant breakthrough in regenerative medicine by discovering a key "molecular switch" that regulates mammalian regeneration, marking a major original innovation [4] - The aging population in China is driving clinical demand for regenerative medicine, with technologies like stem cell therapy and 3D bioprinting entering a phase of clinical transformation [4] - The "14th Five-Year Plan" has identified regenerative medicine as a strategic emerging industry, indicating strong government support [4] Innovative Pharmaceuticals - The National Healthcare Security Administration is set to announce measures to support the high-quality development of innovative drugs, which is expected to benefit domestic innovative pharmaceutical companies significantly [5] - The Chinese innovative drug market is projected to exceed 1.22 trillion yuan by 2025, with an annual growth rate of 8.53% [5] - The implementation of policies to support innovative drug development is expected to accelerate the commercialization of new drugs, with 2025 potentially marking a turning point for profitability in the sector [5] Solid Waste Management - A nationwide campaign has been launched to address illegal dumping of solid waste, focusing on hazardous waste and construction debris [6] - The solid waste management industry is experiencing a dual boost from policy support and technological upgrades, with significant market expansion expected [6] - The "14th Five-Year Plan" emphasizes the importance of solid waste management as a pillar of the environmental protection industry [6] AI in Healthcare - Shanghai Ruijin Hospital has open-sourced its RuiPath pathology model, covering seven common cancer types, and initiated a global multi-center plan [7] - The integration of AI technology in healthcare is rapidly transforming the industry, with major tech companies accelerating their investments in AI healthcare solutions [7] - The development of large models in AI is expected to bring revolutionary changes to various medical applications, driving the intelligent upgrade of the healthcare industry [7] Photovoltaic Glass - Major domestic photovoltaic glass companies plan to collectively reduce production by 30% starting in July to alleviate supply-demand imbalances [8][10] - The average net profit of the photovoltaic glass industry has dropped to a historical low, indicating severe profitability challenges [8] - The production reduction is expected to improve market conditions and help companies find a new equilibrium in supply and demand [8][10]

Group 1 - The core viewpoint of the news highlights a significant increase in the issuance of game licenses in June, with 147 domestic and 11 imported games approved, marking a new high for the year [1] - The overall trend indicates that by the first half of 2025, a total of 757 domestic game licenses have been issued, continuing the normalized issuance pace observed this year [1] - Several key new games are set to launch, providing a positive outlook for the industry's performance in the second half of the year, including Tencent's "Under the Human" and Perfect World's "Otherworld" [1] Group 2 - According to the "May 2025 China Game Industry Monthly Report," the total market revenue reached 28.051 billion yuan in May, reflecting a year-on-year growth of 9.86% [2] - The esports game segment showed strong performance with sales revenue of 14.523 billion yuan, a year-on-year increase of 28.22% [2] - The continuous issuance of game licenses reinforces the sustainable growth logic of the gaming sector, supported by structural growth driven by the esports ecosystem and overseas product iterations [2]

Core Insights - The Chinese gaming market has shown steady growth, with record-high sales revenue and user scale in 2024, reaching 3257.83 billion yuan, a year-on-year increase of 7.53% [1][7] - Established games are maintaining strong performance, contributing significantly to revenue stability for gaming companies, with strategies focusing on extending the lifecycle of classic titles [2][3] Industry Trends - The trend of revitalizing classic games is evident, with companies like Century Huatong reporting over 70% revenue growth and a 290% increase in net profit, largely driven by the performance of legacy titles [2] - The gaming market is characterized by rapid iteration, especially in mobile gaming, where competition is fierce, yet classic games are increasingly dominating revenue charts [2][3] Company Strategies - Companies are adopting a dual strategy of maintaining long-term operations for established products while simultaneously developing new titles to drive growth [7][8] - Century Huatong has invested over 5 billion yuan in R&D over three years to enhance game content and meet user demands for new experiences [8] - Giant Network emphasizes the importance of version updates and user engagement to sustain the longevity of its flagship games like "Journey" and "Ball Battle" [4][5] Market Performance - The gaming market's revenue growth is supported by both established and new products, with notable performances from titles launched in the previous year [7] - The success of classic games like "Honor of Kings" and "Journey" demonstrates the potential for long-term profitability in the gaming sector [3][4]

Core Viewpoint - Tencent's shooting game "Delta Action," launched in 2025, has rapidly gained popularity, contributing significantly to the growth of domestic game revenue by 24% alongside other major titles like "Honor of Kings" and "Peacekeeper Elite" [4][10]. Group 1: Game Performance and Market Position - "Delta Action" has surpassed long-standing games like "CrossFire" and "Dungeon & Fighter" in popularity, closely competing with "League of Legends" and "Valorant" [5][9]. - The game achieved the highest average daily active user scale among new games in the domestic gaming industry over the past three years [9]. Group 2: Tencent's Strategic Shift - Tencent's success with "Delta Action" reflects a long-term commitment to the shooting game (STG) genre, marking a strategic shift in its gaming approach [10][12]. - The development of "Delta Action" is seen as a culmination of Tencent's efforts in the STG category, which began with the success of "CrossFire" and continued through various self-developed titles [12][14]. Group 3: Innovation in Game Design - "Delta Action" distinguishes itself by simplifying complex mechanics found in other games, making it more accessible for mobile users while maintaining engaging gameplay [39][47]. - The game is notable for being Tencent's first project developed simultaneously for both PC and mobile platforms, showcasing innovation in gameplay design [39][47]. Group 4: Market Trends and Future Implications - The success of "Delta Action" has prompted other companies like NetEase and miHoYo to explore similar "search and escape" gameplay models, indicating a potential new trend in the gaming industry [43][44]. - Tencent's strategic pivot away from merely replicating successful game models to creating unique gameplay experiences is seen as a necessary evolution in response to changing market dynamics [42][46].