ca 广大大 COL中文在线 2025H1/AIGC 移动网 : [ 全 | 链 | 路 | 数 | 据 | 洞 | 察 | 广大大数据研究院 About 合广大 全球Al应用营销创意洞察神器, 全方位剖析Al产品营销思路 使用广大大洞察爆款AI产品的市场营销策略，通过全球渠道、媒体、广告主等不同维度的广告数据获取信息和灵 感。 日 灵 ETHOO STN 哈 广大大 01. AIGC应用全球市场现状 02. AIGC应用海外营销观察 03. AIGC爆款案例观察 广大大/SocialPeta 针对AIGC出海行业，汇聚了最新的广告创意、AI工具榜单和深度行业洞察，我们覆盖超80个 国家/地区，80+全球广告渠道。比如Facebook，Google，X, YouTube, TikTok, Unity等知名广告渠道, 全部 广告创意已经达到16亿级别，并保持小时级别更新频率。广大大作为全球领先的广告营销平台，凭借庞大的数据 库和服务上千家VIP客户的经验，为移动AIGC从业者提供更切实可行的方法论，助力打造出更受用户喜爱的产品。 APP厂音手 官网: www.guangdada.net 04. AIGC出海未来 ...

大摩称，美图一方面利用AI技术深化产品功能以提高国内用户付费意愿，设定未来三年内总付费率翻倍至8-10%的目标；另一方面 调整海外策略，从单纯追求付费用户转向并重月活跃用户增长，意图打开欧美等市场的新增长空间。而AI工具RoboNeo被视为提 升个性化推荐和加速付费率增长的关键，计划9月开始商业化。 投资者正密切关注即将到来的2025年9月，届时美图计划启动其AI工具RoboNeo的商业化，并开始将其整合入其他应用，同时与 阿里巴巴的合作也将有实质性进展，这些举措被视为检验其新战略成效的关键节点。 核心目标：三年内付费率翻倍 据摩根士丹利报告，美图管理层给出了明确的财务指引，其增长战略的核心是提升用户的付费意愿。 公司设定的首个里程碑是，在三年内（2025-2028年）将整体付费率提升至8-10%。报告指出，这是在2024年4.7%基础上的巨大 飞跃。长期来看，美图的目标更为远大：休闲类产品付费率达到10%以上，生产力工具付费率达到20%以上。 在生成式AI浪潮和全球化布局的交汇点上，美图公司正向市场描绘一幅清晰的增长蓝图。 摩根士丹利8月25日发布的研报，美图管理层提出了一个关键目标：在未来三年内，将公司产 ...

在生成式AI浪潮和全球化布局的交汇点上，美图公司正向市场描绘一幅清晰的增长蓝图。 据追风交易台消息，摩根士丹利8月25日发布的研报，美图管理层提出了一个关键目标：在未来三年内， 将公司产品的总付费率从2024年的4.7%提升至8-10%。这一目标若能实现，意味着其核心的订阅业务收 入将有翻倍的潜力。 据摩根士丹利报告，美图管理层给出了明确的财务指引，其增长战略的核心是提升用户的付费意愿。 公司设定的首个里程碑是，在三年内（2025-2028年）将整体付费率提升至8-10%。报告指出，这是在 2024年4.7%基础上的巨大飞跃。长期来看，美图的目标更为远大：休闲类产品付费率达到10%以上，生 产力工具付费率达到20%以上。 为实现这一目标，公司计划将销售与市场（S&M）费用维持在图片、视频与设计（PVD）及广告收入的 16%左右，同时未来三年的研发（R&D）开支将以每年约15%的速度增长，显示出公司在控制成本的同 时，持续投资于增长。 海外拓用户，国内挖价值 同时，公司调整海外策略，从单纯追求付费用户转向并重月活跃用户增长，意图在欧美市场打开新的增 长空间，抓住TikTok普及带来的新机遇。 基于这一增长路线图 ...

| 投资评级：买入（维持） [Table_Rank] | | | | --- | --- | --- | | 报告日期： 2025-08-25 | | | | [Table_BaseData] 收盘价（港元） | 10.63 | | | 近 12 个月最高/最低（港元） 12.08/1.95 | | | | 总股本（百万股） | | 4,566 | | 流通股本（百万股） | | 4,566 | | 流通股比例（%） | 100.00 | | | 总市值（亿港元） | | 485 | | 流通市值（亿港元） | | 485 | [公司价格与恒生指数走势比较 Table_Chart] [Table_Author] 分析师：金荣 执业证书号：S0010521080002 邮箱：jinrong@hazq.com -34% -14% 7% 27% 8/23 2/24 8/24 美图公司 恒生指数 -50% 0% 50% 100% 24/03 24/07 24/11 25/03 美图公司 恒生指数 -50% 0% 50% 100% 24/03 24/07 24/11 25/03 美图公司 恒生指数 -50% 150% ...

今天分享的是：广大大&中文在线：2025H1全球AIGC移动应用营销观察报告 报告共计：32页 2025H1全球AIGC移动应用营销观察报告总结 本报告由广大大与中文在线联合发布，依托广大大覆盖超80个国家/地区、80+全球广告渠道及16亿级广告创意的数据库，从全球市场现状、海外营销观察、 爆款案例及未来趋势四方面，剖析2025年上半年AIGC移动应用领域情况。 全球AIGC应用市场区域差异显著。北美市场2025年规模达3270亿美元，年增28.6%，占全球38%，OpenAI、英伟达等企业主导，55%美国人常用AI；欧洲年 增24.3%，本土企业与美科技巨头竞争，44%消费者认可AI积极作用但37%存担忧；亚太年增24%，占全球34%，中日科技企业与新兴初创企业发力，63%中 国网民定期用AI；巴西、中东等新兴市场增速快，非洲移动应用用户规模大，潜力十足。 海外营销方面，2025H1全球AI应用月均在投广告主2041家，同比降47.07%，但单广告主月均素材416条，同比增84.22%。欧洲广告主数量最多但降幅大，北 美总素材量最高，日韩素材涨幅显著。投放以视频为主（84.05%），15-30秒视频占比超5 ...

近日，美图公司(01357.HK)2025中期财报出炉。2025年上半年，美图实现收入18.2亿元，同比增长12.3%；经调整归母净利润4.67亿元，同比增长71.3%。业 绩表现抢眼的同时，美图上半年在资本市场也上演了一波大涨行情，截至目前股价年内涨幅超2.8倍。 （来源：富途行情） 业绩和市场两端领跑AI应用的美图，如何靠订阅带动影像与设计产品收入爆发？面对愈发激烈的市场竞争，美图的核心壁垒是什么？大涨行情背后，该怎 么看待美图后续的价值潜力？ 日前，格隆汇专访美图公司首席财务官兼公司秘书颜劲良，拆解美图AI应用的变现和增长密码。如今，美图在订阅策略和产品打法上都具备竞争力，但面 对AI时代的快速变化，颜劲良认为，必须时刻保持警觉，"要对新的事物、对AI的发展、对技术的迭代有非常高的敏锐度，然后不停去突破自己。" 作为美图的核心业务，上半年，影像与设计产品的收入增长强劲，同比增长45.2%至13.5亿元，占总收入比达到了74.2%，而去年同期还只在57.4%。 付费订阅用户数的快速提升，是影像与设计产品业务收入规模扩张的核心驱动力。数据显示，截至2025年6月底，美图付费订阅用户数约1540万，付费订阅 ...

美图公司通过强大的渠道能力和中台体系，在竞争激烈的美颜赛道保持 领先地位，能够灵活应对市场变化并前瞻布局，持续挖掘新的付费功能。 美图区分的三大发展策略包括：海外市场核心产品力运营、生产力工具 "美图设计师"的全球拓展（对标 KAVA）、以及 AI 技术在产品各方面 的持续渗透，提升付费率。 美图区分从流量变现转型为订阅变现，推动整体付费率在 2024 年达到 4.7%，较 2022 年翻倍，订阅收入成为公司收入的主要来源，同时毛利 率从 15%回升至 69%。 美图区分利用 AI 技术进行全线产品升级，如发布"奇想"大模型，提供 视频生成、文生图片等功能，并通过快速实现前沿影像功能保持市场竞 争力。 拍摄美化行业呈现双寡头格局，即"字节系"和"拍摄系"，市场稳定， 用户渗透率维持在 20%-23%之间，美图系在生态链方面占据 55.96% 的市场份额。 Q&A 美图公司 20250820 摘要 从流量变现转型为订阅变现对美图区分带来了显著影响。早期依靠广告流量模 式变现，如售卖手机开瓶广告等形式，而近年来主推订阅付费模式，与用户核 心需求一致，因此用户愿意为好的付费权益买单。截至 2024 年整体付费率达 ...

Investment Rating - The report maintains a "Strong Buy" investment rating for the company [3]. Core Insights - The company reported a 12.3% year-on-year revenue growth to RMB 1.821 billion and a 71.3% increase in adjusted net profit to RMB 467 million for the first half of 2025, with a mid-term dividend of HKD 0.045 per share [1][6]. - The core imaging and design products achieved a revenue of RMB 1.351 billion, a 45% year-on-year increase, driven by the growth in the number of paying users [2][6]. - The company has seen a significant increase in its global user base, with MAU outside mainland China growing by 15.3% year-on-year to 98 million, accounting for 35% of total users [2][6]. Financial Performance - The overall product paying rate reached 5.5%, up 0.8 percentage points from the end of 2024, with the number of paying users increasing by 42% to 15.4 million [2][6]. - Advertising revenue grew by 5% to RMB 434 million, primarily due to the increase in overseas programmatic advertising revenue [2][6]. - The company’s gross profit increased by 27.3% year-on-year to RMB 1.34 billion, with a gross margin rising by 8.7 percentage points to 73.6% [6][9]. Business Strategy - The company is focusing on dual growth drivers from lifestyle and productivity applications, with the launch of AI design assistant RoboNeo expected to enhance user engagement and conversion rates [7][8]. - A strategic partnership with Alibaba involves a USD 250 million investment, aiming to deepen collaboration in AI technology, e-commerce, and cloud computing [8][9]. - The report anticipates continued revenue growth, projecting total revenue of RMB 4.035 billion, RMB 4.950 billion, and RMB 5.847 billion for 2025, 2026, and 2027 respectively [9][11].

Core Insights - Meitu's revenue for the first half of 2025 reached 1.8 billion yuan, a year-on-year increase of 12.3%, driven by a 45.2% surge in imaging and design product revenue to 1.35 billion yuan, resulting in a 27.3% increase in overall gross profit [1] - The adjusted net profit attributable to shareholders grew by 71.3% year-on-year to 467 million yuan, indicating strong financial performance despite a high base [1] - The company has transitioned from an internet application company to an AI application company, with AI penetration in its products reaching approximately 90% [1][3] AI as a Growth Driver - AI is viewed as the primary driver of Meitu's current growth, with features like "AI dressing" and "AI flash" generating significant user interest and increasing the paid subscription penetration rate to 5.5% [3] - The launch of RoboNeo, an intelligent product capable of generating logos, posters, videos, and interior design sketches based on user instructions, has quickly gained traction, amassing millions of monthly active users [3] - Meitu's strategy focuses on deepening its presence in "vertical scenarios," such as the "Kaipai" tool for video production, which has successfully captured market demand by simplifying complex tasks [3][4] Business Model and Market Strategy - The company emphasizes a focused approach by identifying under-served scenarios and launching precise products, allowing for rapid market validation and iteration [4] - Meitu is particularly attentive to the e-commerce sector, leveraging high digitalization levels to offer AI automation solutions, thus positioning itself as a service provider to sellers [4] - The company aims to expand its exploration beyond e-commerce into broader commercial scenarios, maintaining its identity as an AI application company focused on imaging and design [4] Global Expansion and Localization - As of June 30, 2025, Meitu's global monthly active users reached 280 million, with a year-on-year growth of 8.5%, and 98 million users outside mainland China, reflecting a 15.3% increase [5] - The company's growth is attributed to both AI technology advancements and a localized strategy that tailors products to regional user preferences [5] - Meitu's approach to global markets varies, with Southeast Asia favoring lifestyle and social media products, while the U.S. and Europe lean towards productivity applications [5][6] Competitive Edge and Challenges - Meitu's competitive advantage lies in its aesthetic capabilities, supported by a team of over a hundred designers who continuously research design trends [6] - The company acknowledges challenges in understanding cultural needs in various countries, particularly in Western markets, which will be a focus for future efforts [6]

Core Insights - Meitu's total revenue for the first half of 2025 reached 1.8 billion yuan, marking a year-on-year increase of 12.3% [1] - Adjusted net profit attributable to equity holders of the parent company was 467 million yuan, reflecting a significant year-on-year growth of 71.3% [1] - The company's image and design product business saw a robust growth of 45.2%, generating 1.35 billion yuan, which accounted for 74.2% of total revenue [1] - Meitu's global monthly active users reached 280 million, an increase of 8.5% year-on-year, with users outside mainland China accounting for 98 million, up 15.3% [1] Revenue and Profitability - The strong revenue growth is attributed to the record high of 15.4 million paid subscription users [1] - The company's localization strategy has shown initial success, particularly in overseas markets where productivity tool MAUs grew by over 90% year-on-year [1] Globalization Strategy - Meitu's globalization efforts have made significant progress, with the company emphasizing the potential of the global productivity market [1] - The company has been expanding its product offerings in overseas markets, including the launch of design tools and RoboNeo, which has gained popularity globally [5] AI and Product Innovation - The introduction of AI features has driven significant user engagement, with various apps achieving top rankings in multiple countries [2] - The AI-driven transformation is seen as a catalyst for the second wave of growth, enhancing user experience and commercializing the product offerings [7] Market Trends - The demand for productivity tools in overseas markets is described as rigid, with a strong willingness to pay, indicating a favorable environment for Meitu's expansion [5] - Analysts suggest that the combination of mature markets in Europe and North America, along with the rise of Southeast Asia, presents new opportunities for Meitu's global strategy [6]