跨境出海 周度市场观察 行业环境 头部品牌动态 投资运营 产品技术 营销活动 Industry Trends 本周看点： 国产创新药具备全球竞争力，出海正盛； 中国品牌如何从"性价比"走向"心价比"； 韧性凸显！跨境电商如何重新定义"出海"。 行业环境： 1. 2025年医药行业专题报告：国产创新药具备全球竞争力，出海正盛 关键词：创新药,政策改革,集采,研发费用,源头创新 概要：中国创新药产业正从"仿制"转向"创新"，政策推动是关键。2015年药政改革和2018 年集采政策倒逼药企转型，研发投入激增，创新药管线规模跃居全球前列。头部企业如恒瑞医 药创新药营收占比显著提升。中国FIC药物十年间占比从9%增至31%，泽布替尼等产品疗效国 际领先，出海分为三阶段：1）对外授权（License-out）为主，交易规模和技术多样性提升；2） 自主出海，通过国际临床或"NewCo模式"拓展；3）全球化销售，百济神州率先实现海外营 收突破。美国市场因定价优势成为重点，中国创新药全球竞争力显著增强，BD热潮将持续。 原文链接：http://finance.sina.com.cn/stock/relnews/cn/2025- ...

Core Insights - The gaming industry in China has shifted from a reliance on channel resources for user acquisition to a focus on "buying traffic" as a core strategy for growth, especially with the rise of 4G and social media platforms [1][4][5] - As domestic traffic growth plateaus, overseas markets have become the new battleground for user acquisition, but challenges such as fragmented platforms and differing attribution mechanisms complicate this transition [1][6][7] - The industry is now facing the challenge of developing sustainable growth models through refined operations, brand building, and technological empowerment amidst rising costs and diminishing returns from traditional advertising methods [1][13] Traffic Acquisition Evolution - In the early stages of the Chinese gaming industry, companies relied heavily on various promotional methods to attract players, with channels playing a crucial role in game distribution [4][5] - The emergence of mobile gaming led to a significant shift, with app stores becoming the primary distribution channels, and companies adopting revenue-sharing models to secure promotional resources [4][5] - The "channel dominance" significantly impacted the autonomy of game developers in marketing and reduced their profit margins, prompting a need for direct user engagement strategies [4][5] Overseas Market Challenges - Chinese gaming companies have begun systematic user acquisition in overseas markets, but many domestic strategies have proven ineffective abroad due to cultural and operational differences [6][9] - The overseas market is characterized by a fragmented channel landscape, requiring tailored advertising strategies for different platforms, unlike the concentrated domestic market [7][8] - The reliance on device parameters for user tracking in China contrasts with the probabilistic models used overseas, complicating user attribution and increasing customer acquisition costs [8][9] Privacy Compliance Impact - The tightening of privacy regulations globally, such as GDPR and Apple's App Tracking Transparency, has significantly affected the advertising landscape, reducing the traceability of ad campaigns and the precision of audience targeting [11][12] - In response, the industry is moving towards broader collaboration and data sharing among platforms, service providers, and advertisers to enhance targeting strategies within compliance frameworks [12][13] Cost and Effectiveness of Advertising - Despite fluctuations in the gaming market, global user acquisition costs continue to rise, with significant increases projected for top mobile games in the coming years [13][14] - The rising costs of user acquisition are leading to a diminishing marginal return on advertising investments, prompting a shift towards a balanced approach between brand and performance advertising [14][15] - The introduction of AI technologies in advertising is expected to enhance efficiency and effectiveness in user acquisition, with companies increasingly adopting automated and intelligent systems for campaign management [15]

Core Insights - The report titled "2025 China Game Overseas Guide - UK Edition" was jointly developed by Gamma Data and the China Audio-Video and Digital Publishing Association's Game Working Committee, providing a comprehensive analysis of the UK gaming market for Chinese game companies looking to expand overseas [1][2]. Group 1: UK Gaming Market Overview - The UK gaming industry is a key pillar of the digital entertainment sector, contributing significantly to the country's cultural soft power [2]. - The market size peaked at £4.9 billion (approximately ¥46 billion) during the COVID-19 pandemic in 2020, reflecting a 29% year-on-year growth compared to 2019, and accounted for about 50% of the digital entertainment industry [2][6]. - In 2024, the UK gaming industry is projected to be worth £4.6 billion, making it the second-largest gaming market in Europe [6]. Group 2: Market Segmentation and Trends - The console gaming segment remains the largest in the UK, holding a 51% market share, while mobile gaming is steadily increasing, accounting for 34% [11][13]. - The mobile gaming market has shown consistent growth over the past five years, with a market size of £1.58 billion in 2024, driven by a high willingness to pay among younger players [17][25]. - Casual gaming genres such as puzzle, gambling, and strategy dominate the mobile gaming market, collectively accounting for 53% of revenue [19][21]. Group 3: Tax Incentives and Compliance - The UK has implemented a video game tax relief policy, allowing companies to claim a 34% tax deduction on qualifying expenditures, with over £5 billion in tax relief provided since its inception [7][8]. - Compliance with regulations such as the General Data Protection Regulation (GDPR) and the Online Safety Act (OSA) is essential for game developers operating in the UK [45][46]. Group 4: Player Behavior and Preferences - Over 62% of UK gamers identify as casual or light gamers, indicating a preference for simple and accessible gaming experiences [31]. - The smartphone is the most popular gaming platform among UK players, with a 36.2% preference, highlighting a shift towards mobile gaming [33]. - Female players tend to favor casual genres like puzzle and life simulation, while male players are more inclined towards competitive and strategy games [35]. Group 5: Marketing and Localization Strategies - UK players prefer "cold humor" in game narratives, contrasting with the more exaggerated "hot humor" typical in American media, suggesting a need for culturally sensitive storytelling [37][38]. - Recommendations for new games primarily come from friends and gaming influencers, emphasizing the importance of community engagement and local marketing strategies [40]. - Social media platforms like TikTok are gaining traction, especially among female users, indicating potential for targeted marketing campaigns [41].