Core Insights - The digital marketing industry in China is experiencing significant growth, with the market size expected to reach approximately 1.2 trillion RMB by 2025 and 4.8 trillion RMB by 2030, despite challenges faced by brands due to intense competition for traffic [3][4] - The rise of the HarmonyOS ecosystem, which has captured an 18% market share in the smartphone operating system market, presents a new opportunity for brands to escape the cycle of traffic competition and regain growth [4][9] - The gaming industry is facing increasing user acquisition costs, with a reported 86.6% year-on-year increase in spending on user acquisition for the top 100 mobile games in the first half of 2025, while user retention and conversion rates have not kept pace [6][14] Industry Challenges - Brands are struggling with resource misallocation and declining conversion efficiency due to a focus on traffic competition, leading to a paradox where market growth does not translate to individual brand growth [3][4] - The e-commerce sector is experiencing a disconnect between traffic costs and profits, with high public traffic costs eroding already thin margins, while private traffic engagement is hindered by platform barriers and user attention fragmentation [6][14] - Various industries, including finance, tourism, and lifestyle services, are in need of innovative solutions to address unique user value challenges and break free from traditional traffic-driven models [6][14] Solutions and Strategies - The "Whale Harmony Dynamics" initiative aims to provide tailored solutions for five key industries: gaming, e-commerce, finance, tourism, and lifestyle services, enhancing commercial growth logic within the HarmonyOS ecosystem [8][17] - The transition from a "traffic mindset" to a "value mindset" is emphasized, with a focus on understanding user intent and leveraging data science to create a comprehensive digital life map for brands [10][11] - The implementation of AI-driven insights and decision-making processes is set to transform marketing strategies, allowing for real-time data feedback and a shift from traditional advertising to contextually relevant service delivery [11][12] Growth Methodology - A replicable growth methodology is proposed, focusing on deep user insights, precise scene engagement, and long-term asset management, aiming for continuous user interaction throughout their lifecycle [14][15] - Case studies demonstrate the effectiveness of this methodology, such as the gaming industry example where targeted strategies led to a 48% increase in conversion rates and significant user engagement [14][15] - The Whale Harmony Dynamics initiative is positioned as a bridge between developers, users, and the commercial value ecosystem, leveraging AI and data science to build sustainable competitive advantages for partners [16][17]

文｜周鑫雨 编辑｜苏建勋 在宏观环境趋于平缓、企业增长压力持续加大的背景下，品牌营销正在经历一轮明显的调整。流量红利 减弱、获客成本走高，传统以投放效率为核心的数字营销模式，正在遭遇瓶颈。 12 月底，华为旗下全场景智慧营销平台"鲸鸿动能"，在上海举办了一场名为"心驰寰宇，智骋新程"的 心智沟通会。 鲸鸿动能方面的判断是：单点投放和碎片化触达，已经难以支撑品牌长期增长，营销正在从"流量竞 争"转向对用户真实生活场景的理解和渗透。 为了应对市场情绪愈发复杂、获客成本持续走高的市场环境，帮助品牌拿回市场主动权，鲸鸿动能提出 了新的营销概念：数智驱动的"全场景营销"。 在传统数字营销体系中，品牌对用户的理解往往来自单一平台或设备的数据。这类数据虽然规模庞大， 但更多反映的是局部行为，很难还原用户的完整决策过程。 鲸鸿动能试图解决的问题，正是这种"割裂感"。依托华为统一的账号体系和"1+8+N"硬件生态，鲸鸿动 能将手机、PC、智慧屏、可穿戴设备等多终端连接在一起，在合规前提下，形成跨场景的用户行为理 解。 鲸鸿动能相关负责人在现场提到，品牌看到的不再只是某一次点击或曝光，而是用户在不同时间、不同 设备上的连续行为轨 ...

在鸿蒙生态的快速发展中，金融领域作为"先行者"，正引领全场景智慧金融变革。近日，多家大型银 行、券商机构代表齐聚鸿蒙生态金融行业论坛，分享了金融应用在鸿蒙全场景设备布局与智能化体验升 级的成果。目前，超千款金融应用已上架华为应用市场，并深度适配了鸿蒙全场景互联、AI智能体交 互及系统级创新能力。同时，重视用户反馈解决数百项体验痛点，快速补齐短板、带来创新体验，让鸿 蒙版金融应用不仅"可用"，更"好用"。 多终端覆盖：打破设备壁垒，鸿蒙构建全场景金融服务 当前，各领域金融应用正加速推进鸿蒙生态下的全场景布局，围绕电脑、折叠屏、平板、穿戴设备等多 终端设备，通过跨端协同与无缝流转，降低开发门槛的同时，更满足了用户在多场景下对更高效金融服 务的需求。 •金融应用加速适配鸿蒙全场景设备：鸿蒙的分布式能力还帮助通达信、大智慧、广发易淘金、同花 顺、东方财富等应用实现了"一次开发，多端适配"，确保了在手机、平板、电脑等不同设备上体验高度 一致，有效提升办公与交易效率；目前，中国工商银行，中国银行，中国建设银行，中国农业银行，交 通银行，邮储银行、东方财富、大智慧、京东金融等大量专业金融应用已全面适配鸿蒙平板；国泰海通 证 ...

新鸿蒙新气象，带来增长新机遇 HarmonyOS 6系统的发布，是鸿蒙生态迈向全域互联的新里程碑。目前，HarmonyOS 5及以上的系统用 户已突破2700万，鸿蒙以"一个账号、一个系统、一个生态"持续为消费者带来全场景的独特体验。"一 个账号"打通用户全旅程链路，构建意图感知，提供更加个性化的服务；"一个系统"实现跨终端无缝体 验，为消费者体验创新提供了技术底座与样式支持；"一个生态"持续打通数字世界的边界，整合硬件厂 商、服务商、开发者，实现了全场景智能的深度融合。 鸿蒙用户与开发者共同构建的开放生态，已形成技术、场景、数据相互促进的正向循环。这一循环在十 亿鸿蒙设备的庞大生态上，激荡出巨大的流量蓝海，为生态伙伴们带来了前所未有的增长机遇。 作为鸿蒙生态的全场景营销平台，鲸鸿动能在这一循环中发挥着重要作用。无论是在通勤途中浏览资 讯、在客厅放松娱乐，还是准备外出旅行，鲸鸿动能整合跨屏、跨域、跨场的全域流量资源，让信 息"适时而现""适需而现""应景而现"，实现智能分发与有效转化。通过数据科学服务、全域投放服务、 数字化创新服务三大服务板块，鲸鸿动能也为品牌输出全场景智能解决方案，帮助品牌重掌用户连接的 ...

自广州站、上海站、厦门站后，11月21日，HDD·HarmonyOS开放能力创新论坛济南站如期举办。论坛在山东省软件行业协会指导下，由华为技术有限公司 主办，以"HarmonyOS开放能力"为主题，围绕HarmonyOS开放能力的核心优势、鸿蒙行业创新解决方案、服务分发能力与元服务智能化分发、鲸鸿动能数字 营销、山东省本地鸿蒙应用创新案例等内容展开热烈分享和讨论，吸引来自山东省零售、餐饮、汽车、文化娱乐、互联网等行业50余家企业100多位应用开 发者参与。不仅深刻阐释了HarmonyOS开放能力的核心优势，更以实践视角印证了鸿蒙生态在齐鲁大地的核心价值与广泛影响力，为山东数字强省建设与 鸿蒙生态的深度融合注入新动能。 山东省软件行业协会副秘书长陈菲菲出席活动并致辞，她表示："鸿蒙操作系统所倡导的'万物互联、全场景智慧'的理念，将为信息社会带来巨大的变革。 其强大的跨平台能力，可以实现不同设备之间的无缝连接和协同工作，也为软件服务业带来更多的应用场景和商业模式，促进产业的创新升级。我们期待鸿 蒙应用在山东能够尽快百花齐放。" 华为山东产业发展与生态部部长表示："山东省已将鸿蒙生态纳入数字经济发展的核心规划，济南 ...

Core Insights - The HarmonyOS Connect Summit highlighted the achievements and latest developments of the HarmonyOS ecosystem, emphasizing the launch of new products and the upgraded "Harmony Smart Selection" model [1][2] - The ecosystem has seen significant growth, with over 3,100 partners, more than 8,100 SKUs, and a total of 740 million devices, generating a cumulative GMV of over 180 billion [2] - The newly upgraded "Whale Hong Momentum" service aims to provide a comprehensive marketing solution for partners, leveraging data science and intelligent technology [1][3] Group 1: Ecosystem Growth - The HarmonyOS ecosystem has expanded rapidly, with a notable increase in partner numbers and product offerings, leading to a doubling of sales during the 618 shopping festival, achieving a 36% year-on-year growth [2] - The "Harmony Smart Selection" model focuses on collaborating with capable partners to create high-quality products, enhancing consumer satisfaction [2] Group 2: Whale Hong Momentum - Whale Hong Momentum serves as a key marketing engine for the "Harmony Smart Selection" model, utilizing AI capabilities and a robust data science platform to drive brand growth [3][4] - The platform has generated over 1 billion quality exposure for partner brands, significantly increasing brand visibility and recognition [3] Group 3: Marketing Strategy - The upgraded "All-Domain Delivery Service" integrates various marketing capabilities, including market insights, creative production, media placement, and performance tracking [4][5][7] - The service utilizes data science to analyze user behavior and optimize marketing strategies, ensuring effective budget allocation and maximizing ROI [4][7] Group 4: Future Outlook - The continuous growth of the Harmony ecosystem and the deepening of the "Harmony Smart Selection" model will further enhance Whale Hong Momentum's investment in data science and AI technology [7] - The platform aims to explore new marketing paradigms in the era of intelligent connectivity, transforming the ecosystem's potential into tangible business success for brands [7]

Core Viewpoint - The article discusses the emergence of the "superlink era" driven by the integration of various digital devices and the development of the HarmonyOS ecosystem, emphasizing the need for businesses to adapt to this new paradigm for growth and user engagement [3][40]. Group 1: HarmonyOS Ecosystem Development - The HarmonyOS ecosystem has rapidly evolved since its inception in 2019, with over 1 billion devices connected and more than 8 million registered developers, covering the top 5000 applications and meeting 99.9% of user usage time [6]. - Huawei's "1+8+N" strategy aims to create a seamless smart experience across multiple devices, integrating smartphones, large screens, tablets, PCs, and other smart devices [5]. Group 2: Business Transformation in the Superlink Era - The shift to the superlink era will transform business models, requiring companies to utilize a unified platform for advertising and service distribution, enhancing collaboration and efficiency [7]. - The "Whale Hong Dynamics" initiative integrates advertising within the ecosystem rather than reinventing it, allowing for a more comprehensive user experience across various applications and devices [12][11]. Group 3: Advantages of Whale Hong Dynamics - Whale Hong Dynamics offers a more holistic user experience by enabling cross-device interactions, allowing brands to connect with users in diverse contexts [13]. - It provides complete value insights by linking a single account to all-scene data, enabling brands to track user behavior across multiple applications and devices [15][16]. - The initiative introduces innovative growth services, where interactive terminals can suggest relevant advertisements based on user behavior, enhancing user engagement [18][20]. Group 4: Developer Challenges and Solutions - Developers face challenges such as scarce traffic entry points and a lack of diversified monetization models, with only 28.7 apps opened monthly by average internet users [31]. - Whale Hong Dynamics addresses these issues by providing a unified advertising and monetization platform, optimizing algorithms to ensure stable and effective ad displays [35][44]. Group 5: Case Study - Tongcheng Travel - Tongcheng Travel collaborates with the HarmonyOS ecosystem to enhance user engagement through pre-installed applications and intelligent push notifications, resulting in a 30% increase in new customer conversion rates [28]. - The integration of AI capabilities allows for personalized user experiences, significantly improving conversion paths and overall user satisfaction [27][21].

Core Insights - The article discusses the evolution of the internet traffic ecosystem and the development trends of the HarmonyOS ecosystem, highlighting the challenges faced by the mobile internet and the transformative potential of HarmonyOS as a key player in the next-generation traffic ecosystem [5][7][19]. Internet Traffic Ecosystem - The mobile internet is experiencing a growth bottleneck, with a compound annual growth rate of only 0.08% in the number of independent devices over the past five years, indicating a saturation of the market and a decline in user dividends [7]. - The current traffic distribution model is limited by ecological fragmentation and technological bottlenecks, necessitating a shift towards a more integrated and efficient traffic ecosystem [10][11]. HarmonyOS Development Trends - HarmonyOS is positioned as a major builder of the next-generation traffic ecosystem, leveraging its distributed architecture to connect multiple devices and provide seamless user experiences across various scenarios [19][22]. - The ecosystem's core capabilities include full-scene coverage across multiple devices and AI-driven efficiency improvements, which enhance user experience and operational efficiency [25][30]. Advantages of HarmonyOS Ecosystem - HarmonyOS has become the third-largest mobile operating system globally, creating a competitive landscape alongside Android and iOS [28]. - The ecosystem serves as a core entry point for the Internet of Things (IoT), facilitating commercial monetization and forming a complete business loop [30]. - The system's lightweight application model and high-level security certifications enhance user trust and experience [34][37]. User Insights - The typical Huawei user is predominantly male, aged 25-45, with a high income and education level, primarily located in tier-one and new tier-one cities [60][62]. - Users exhibit a strong preference for Huawei's own applications, showing higher acceptance of online advertisements and a significant potential for consumption in categories such as automobiles, luxury goods, and 3C products [75][81][87]. Marketing Solutions - The "Whale Harmony Dynamics" platform integrates HarmonyOS resources to enhance marketing effectiveness across various industries, including automotive, luxury goods, and health [96][99][103]. - The platform utilizes AI and big data to create personalized marketing strategies, ensuring efficient customer engagement and conversion [103][105].

Core Insights - The article discusses the evolution of the internet traffic ecosystem and the development trends of the HarmonyOS ecosystem, highlighting the challenges faced by the mobile internet and the transformative potential of HarmonyOS in creating a new traffic ecosystem [1][5][7]. Internet Traffic Ecosystem - The mobile internet is experiencing a growth bottleneck, with a compound growth rate of only 0.08% in the number of independent devices over the past five years, indicating a saturation of the market and a decline in user dividends [7]. - The current traffic distribution model is limited by ecological fragmentation and technical bottlenecks, necessitating a shift towards a more integrated and efficient traffic ecosystem [10][11]. HarmonyOS Development Trends - HarmonyOS is positioned as a key player in the next-generation traffic ecosystem, leveraging its distributed architecture to facilitate seamless communication across multiple devices and enhance user experience [19][22]. - The ecosystem's core capabilities include full-scene coverage across multiple devices and AI-driven efficiency improvements, which are essential for creating a smart and interconnected user experience [25][30]. Advantages of HarmonyOS Ecosystem - HarmonyOS has emerged as the third-largest mobile operating system globally, providing a competitive alternative to Android and iOS, and is recognized for its unique technological advantages [28]. - The ecosystem's distributed architecture allows for the integration of various traffic sources, creating a comprehensive commercial monetization loop [30]. - HarmonyOS emphasizes security with the highest industry standards, enhancing user trust and experience [37]. User Insights - The user base of HarmonyOS primarily consists of young to middle-aged professionals, predominantly male, with a high level of education and income, indicating strong purchasing power and a preference for high-quality products [60][62]. - Users exhibit a high acceptance of online advertising, with nearly 70% open to it, and a significant portion likely to make purchases after viewing ads [75][76]. Marketing Solutions - The article outlines various marketing solutions tailored for different industries, including automotive, luxury goods, health, and food and beverage, leveraging the capabilities of the HarmonyOS ecosystem to enhance brand visibility and consumer engagement [95][99][103][105].

Investment Rating - The report does not explicitly state an investment rating for the industry Core Insights - The mobile internet is facing a growth bottleneck and user dividend decline, with the need for technological innovation and ecological restructuring to unlock flow value [5][14] - The HarmonyOS ecosystem is positioned as a key builder of the next-generation flow ecology, leveraging full-scene intelligent collaboration and data integration to drive value leaps [5][24] - The report highlights the six advantages of the Harmony ecosystem, including being the third-largest mobile operating system globally and forming a commercial monetization closed loop [34][51] Summary by Sections Internet Traffic Ecology and Harmony Ecosystem Development Trends - The mobile internet is experiencing a slowdown in growth, with the total effective usage time averaging around 161.28 billion hours per month, and the number of independent devices showing a compound growth rate of only 0.08% [16][18] - The fragmentation of traffic entry points and technological bottlenecks are hindering the release of flow value, necessitating a full-scene integration approach to overcome these challenges [20][22] - The Harmony ecosystem is continuously innovating, with its core capabilities being full-scene multi-terminal coverage and AI-enhanced service efficiency [34][39] Whale Hong Momentum Value Insights: Flow - Whale Hong Momentum's self-owned media matrix achieved a peak MAU of 373 million in 2024, with a flow growth rate of 5.9%, indicating strong user engagement and retention [80][81] - The user demographic is primarily high-net-worth individuals aged 25-45, with a significant portion residing in first- and new-first-tier cities [8][80] - The advertising acceptance rate among users is 71.8%, with a strong conversion intention post-advertisement, providing brands with a comprehensive marketing capability [8][80] Whale Hong Momentum Value Insights: User - The user base shows a significant preference for using proprietary apps, with a high acceptance of online advertisements, particularly in categories like luxury goods and automobiles [5][8] - The report emphasizes the need to fully explore the marketing value of time-segmented scenarios, as user activity peaks at different times throughout the day [89][90] Whale Hong Momentum Industry Solutions - The Whale Hong Momentum integrates various media resources to create a unified traffic entry point, addressing the inefficiencies of fragmented mobile internet traffic [76][77] - The report outlines the importance of breaking down ecological barriers and enhancing cross-platform user behavior tracking to improve flow utilization [77][80] - The AI-driven intent framework enables efficient integration and precise distribution of traffic across devices, enhancing the overall user experience [76][77]