作者：繁晟 2020年，艾瑞咨询联合天下秀（600556.SH）发布首份《中国红人新经济行业发展报告》。彼时，红人新经济市场规模强势突破万亿元，"网红第一股"如涵 控股、"红人经济第一股"天下秀相继登陆资本市场；2025年红人新经济市场规模的预测值更是一度被推高至8万亿元，行业"长红之势"风光无两。 然而，随着中国广告市场规模增速大幅放缓，这让红人经济赛道开始出现分化，竞争加剧，这也让上市公司开始遭遇资本困境，比如如涵控股上市仅2年， 便在长期破发及亏损困境中退市，而在天下秀的市值则缩水逾八成至不足百亿元。 在此背景下，天下秀开始启动出海战略。2025年8月22日，该公司发布公告称，为深入推进全球化战略布局，打造国际化资本运作平台，提升国际品牌形象 和综合竞争力，该公司正在筹划发行H股并在港交所上市。 在资本市场"失宠"且业绩持续下滑的情况下，天下秀此次赴港上市能令其"翻红"吗？ 红人经济真的"经济"吗？ 2000年左右，WEB2.0时代开启，网红与经济迎来"第一次亲密接触"，但由于当时的红人主要集中在博客、BBS论坛，变现渠道有限，且仅限于图文领域的 极少数"顶流"。 直至2009年， 随着移动互联网兴起、 ...

Financial Performance - In the first half of 2025, the company achieved total operating revenue of 1.844 billion yuan and a net profit attributable to shareholders of 36 million yuan [1] - In Q2 2025, the company reported operating revenue of 947 million yuan, a quarter-on-quarter increase of 5.6%, and a net profit of 23 million yuan, reflecting a quarter-on-quarter growth of 73% [1] WEIQ Marketing Platform Growth - The WEIQ influencer marketing platform continued to grow, adding 11,118 new merchant clients, bringing the total to 219,000 [3] - The number of registered influencers surpassed 3.544 million, with professional influencers reaching 2.156 million, and the number of MCN institutions increased to 19,902 [3] - The platform's AI version launched, utilizing large models to intelligently filter over 3 million influencer resources and enabling self-service operations across platforms [3] AIGC and Intelligent Marketing - The "Inspiration Island" AIGC content creation and intelligent marketing platform evolved into a comprehensive marketing ecosystem, introducing six intelligent agents covering various marketing functions [4] - The platform offers a one-stop content production and monetization solution for individual creators and SaaS-level services for enterprise clients, including innovative CPM settlement models [4] International Expansion and Collaboration - The company is accelerating its technology export strategy, establishing partnerships in the AIGC content creation field with leading media companies in Vietnam and signing cooperation agreements with associations in Cambodia [5] - An AI innovation incubation center was established in Tokyo, focusing on AI content generation and intelligent marketing, marking a significant step in the company's international strategy [5] Global Marketing Strategy - The company has set up offices in Tokyo, Singapore, and Kuala Lumpur, forming a "one-stop" overseas service team to provide comprehensive services for major clients in various sectors [6] - To facilitate cross-border marketing, the "Inspiration Island" platform launched multilingual versions supporting ASEAN languages, enhancing localization efforts [6] - The company aims to deepen its global layout by integrating multi-language platforms and social media resources, promoting efficient growth for brands [6]

Core Viewpoint - Tianxiexiu Digital Technology (Group) Co., Ltd. reported a decline in revenue and net profit for the first half of 2025, but showed resilience in core business through technological innovation and optimization of business structure [1] Financial Performance - The company achieved total operating revenue of 1.844 billion yuan in the first half of 2025, a year-on-year decrease of 8.01% [1] - Net profit attributable to shareholders was 36 million yuan, down 19.28% year-on-year [1] - In Q2 2025, operating revenue was 947 million yuan, reflecting a quarter-on-quarter increase of 5.6% [1] - Net profit for Q2 was 23 million yuan, showing a quarter-on-quarter growth of 73% [1] - Gross margin improved by 1.56 percentage points year-on-year, reaching 19.14% [1] Business Development - The WEIQ influencer marketing platform continued to grow, adding 11,118 new merchant clients, bringing the total to 219,000 [1] - The number of registered influencers surpassed 3.544 million, with professional influencers reaching 2.156 million [1] - The number of MCN (Multi-Channel Network) institutions increased to 19,902 [1] Technological Advancements - The company plans to launch an AI version of its platform in 2025, utilizing large models to intelligently filter over 3 million influencer resources [2] - The "Inspiration Island" AIGC content creation and intelligent marketing platform evolved into a comprehensive marketing ecosystem, serving hundreds of thousands of creators and businesses [2] - The company is accelerating its technology export strategy, collaborating with leading media companies in Vietnam and signing a framework cooperation agreement with the Cambodia New Media Association [2] Future Outlook - The company aims to strengthen its moat in the influencer economy by focusing on the WEIQ platform and expanding its MCN matrix [2] - Plans to enhance the "AI + overseas" strategy include accelerating technology iteration and integrating with international content ecosystems [2] - The company intends to expand its overseas influencer marketing network and integrate multilingual platforms and social media resources to support global brand growth [2]

Group 1 - The company reported a revenue of 1.844 billion yuan and a net profit of 36 million yuan for the first half of 2025 [1] - The gross profit margin increased by 1.56 percentage points year-on-year, reaching 19.14% [1] - The WEIQ influencer marketing platform continued to grow, with a total of 219,000 registered merchant clients, an increase of 11,118 from the end of 2024 [1] Group 2 - The number of registered influencer accounts on the platform reached 3.545 million, with 2.156 million being professional influencers [1] - The number of MCN institutions on the WEIQ platform increased to 19,902, up by 741 from the end of 2024 [1] - The company is focusing on an "AI + Going Global" strategy, driving business model innovation through technology [1] Group 3 - The AIGC content creation and intelligent marketing platform "Inspiration Island" has evolved from a single tool to a smart marketing ecosystem, launching six major intelligent agents [1] - The company has established offices in Hong Kong, Tokyo, and Kuala Lumpur as part of its global expansion efforts [1] - In May, the first overseas AI innovation incubation center for Inspiration Island was established in Tokyo, marking a significant step in the company's technology globalization [1]

Financial Performance - In the first half of 2025, the company achieved total operating revenue of 1.844 billion yuan and a net profit attributable to shareholders of 36 million yuan [1] - The company's gross margin increased by 1.56 percentage points year-on-year, reaching 19.14% [1] - In Q2 2025, the company reported operating revenue of 947 million yuan, a quarter-on-quarter increase of 5.6%, and a net profit of 23 million yuan, a quarter-on-quarter increase of 73% [1] Business Growth and Strategy - The company, as the first red economy platform enterprise in A-shares, continues to see growth in its core business, the WEIQ influencer marketing platform, validating its "super connector" strategy [1] - By the end of the first half of 2025, the cumulative number of registered merchant clients reached 219,000, an increase of 11,118 from the end of 2024 [1] - The number of registered influencer accounts reached 3.545 million, with 2.156 million being professional influencer accounts [1] - The number of MCN institutions on the WEIQ platform reached 19,902, an increase of 741 from the end of 2024 [1] Technological Innovation and Global Expansion - The company focuses on the "AI + Going Global" strategy, driving innovation in technology-driven business models [2] - The AIGC content creation and intelligent marketing platform "Inspiration Island" has evolved into a smart marketing ecosystem, launching six major Agent intelligences covering the entire link from creative content production to data intelligence analysis [2] - The company has established offices in Hong Kong, Tokyo, Singapore, and Kuala Lumpur, forming a one-stop overseas service team [2] - In May, the first overseas AI innovation incubation center of Inspiration Island was established in Tokyo, marking a substantial step in the company's technology going global [2] - The "technology + ecosystem" dual-driven strategy has shown significant results, creating greater value for global clients and creators [2]

Core Viewpoint - The company reported a decline in revenue and net profit for the first half of 2025, indicating challenges in the advertising market while also highlighting opportunities in the influencer economy and digital marketing [16][18]. Financial Performance - The company's operating income for the first half of 2025 was approximately 1.84 billion RMB, a decrease of 8.01% compared to the same period last year [3]. - The total profit for the period was approximately 42.34 million RMB, down 14.30% year-on-year [3]. - The net profit attributable to shareholders was approximately 36.38 million RMB, reflecting a 19.28% decline compared to the previous year [3]. - The net cash flow from operating activities was negative at approximately -185.11 million RMB, a 6.70% increase in outflow compared to the same period last year [3]. - The company's total assets decreased by 3.47% to approximately 5.23 billion RMB compared to the end of the previous year [3]. Industry Context - The digital economy sector is receiving increasing support from government policies aimed at promoting healthy industry development and digital transformation [16]. - The advertising industry is encouraged to innovate with new technologies and business models, particularly in digital advertising and influencer marketing [16]. - The rise of the influencer economy is seen as a significant opportunity, with the market for influencer marketing expanding as brands increasingly leverage social media platforms for advertising [16][18]. Business Model and Strategy - The company operates a platform-based business model focused on the influencer economy, connecting content creators (influencers) with brands and businesses [6][7]. - The WEIQ platform serves as a marketing service that utilizes big data to match brands with suitable influencers, enhancing marketing efficiency and reducing costs for businesses [7][19]. - The company is actively exploring international markets, establishing offices in locations such as Hong Kong, Tokyo, and Singapore to support global marketing efforts [17][18]. Technological Innovation - The company has integrated AI technology into its services, enhancing the efficiency of influencer marketing and data services [16][19]. - The WEIQ platform has launched an AI version that improves the matching process between brands and influencers, allowing for a more streamlined marketing experience [18][19]. - The company is also developing innovative products in the AIGC space, focusing on AI-driven marketing solutions that enhance content creation and distribution [13][14]. Market Expansion - The number of registered merchants on the WEIQ platform has grown to over 219,000, indicating a strong demand for influencer marketing services [18]. - The platform has also seen an increase in the number of registered influencers, reaching approximately 3.55 million, with a significant portion being professional influencers capable of fulfilling marketing tasks [19].

Group 1 - The company reported a revenue of 897 million yuan and a net profit attributable to shareholders of 13.33 million yuan for Q1 2025, with a year-on-year net profit growth of 44.99% after excluding non-recurring gains and losses [1] - The company focuses on the influencer economy, providing services to content creators, MCNs, and brands, aiming to enhance business efficiency through technology-driven solutions [1] - R&D expenses reached 21.99 million yuan, with a focus on AI and blockchain technologies, enhancing content production efficiency for e-commerce [2] Group 2 - The "CONNECT 2025" partner conference was held, discussing new technologies and ecosystems in influencer marketing, and launching a strategic partnership plan for 2025 [3] - The company’s AIGC platform "Linggan Island" significantly improved its product iteration, reducing the time to extract successful product patterns from historical data to 28 seconds and lowering generation costs to one-third of the industry average [2] - The company is leveraging blockchain technology to support cultural brands and has implemented digital tourism projects in various cities during the 2025 Spring Festival [2]

Group 1 - The core viewpoint of the news is that Tianxiexiu, a new economy enterprise in the influencer sector, reported a revenue of 4.066 billion yuan and a net profit of 51 million yuan for the year 2024 [1] - The number of registered merchants on the platform reached 208,200, while the influencer scale reached 3.464 million, with professional influencers increasing by 44.7% year-on-year [1][3] - The AIGC product "Linggan Island" received dual compliance certifications in 2024, becoming one of the first approved generative AI service applications in Beijing [3] Group 2 - The influencer economy continues to grow, with the related market size reaching 6.4 trillion yuan in 2023, reflecting a year-on-year growth rate of 18.3% [3] - The global influencer marketing market is expected to grow rapidly to 32.55 billion USD by 2025, indicating a significant opportunity for international expansion [4] - "Linggan Island" will launch Japanese and English versions in 2024, supporting digital human cloning and multilingual content generation to assist brands in cross-border marketing [4]

Core Insights - The company, Tianxiaxiu, reported a stable performance in its 2024 annual financial results, achieving a revenue of 4.066 billion yuan and a net profit of 51 million yuan despite macroeconomic pressures [1] - The influencer marketing sector is experiencing growth, with professional influencers increasing by 44.7% to over 2.12 million, indicating a strategic resilience during industry adjustments [1] Group 1: Technology-Driven Upgrades - The WEIQ platform reached new heights in 2024, with registered merchant clients totaling 208,212, an increase of 8,423 from the previous year [2] - The number of registered influencer accounts surpassed 3.464 million, with professional influencers growing by 65,700 to 2.127 million, marking a 44.7% increase [2] - The shift towards "precision" in brand budgets is validating the company's strategic insights, as income from mid-tail influencers accounted for 87% of the platform's revenue [2] Group 2: AI Technology Integration - AI technology is reshaping the marketing landscape, with mainstream applications automating repetitive tasks, allowing marketers to focus on strategy and creativity [7] - The company's "Linggan Island" initiative leverages AIGC technology to enhance the entire marketing chain, from creative inspiration to performance tracking, significantly improving marketing efficiency [9] - Linggan Island has developed a SaaS-level solution for enterprises, enabling bulk content generation and management across various marketing scenarios, thus enhancing marketing efficiency [10] Group 3: Cross-Border Marketing Expansion - The cross-border influencer marketing market is experiencing explosive growth, with the company accelerating its global strategy [11] - In 2024, the company launched the "Xingyi" incubator brand in Tokyo, focusing on nurturing Chinese content creators in Japan and facilitating localized marketing for Chinese brands [11] - The cross-border influencer marketing market is projected to exceed 100 billion yuan by 2025, with a compound annual growth rate of 35% [11] Group 4: Industry Evolution - The marketing industry is entering a new development cycle, shifting from scale expansion to a focus on efficiency and value [12] - The company's AI-driven full-chain approach and cross-border marketing model are expected to be key drivers for the transformation and upgrading of the influencer marketing industry [12] - The future trajectory of the company may redefine the value creation logic in the digital marketing era [12]

Core Insights - The influencer economy is experiencing a significant slowdown in growth due to macroeconomic pressures and the peak of traffic dividends, with the industry market size reaching 6.4 trillion yuan in 2023, a year-on-year growth of 18.3%, down from 48% in 2021 [1][2] - Tianxiexiu, a leading company in the influencer economy, reported a revenue of 4.066 billion yuan and a net profit of 51 million yuan for 2024, demonstrating strong operational resilience in a complex market environment [1][2] Industry Overview - The influencer economy is transitioning from rapid growth to refined operations, with the market size expected to exceed 8 trillion yuan by 2025, indicating continuous growth despite a slowdown in growth rates [2][3] - The number of registered merchants on Tianxiexiu's WEIQ platform reached 208,200, and the number of influencers increased to 3.464 million, with professional influencers growing by 44.7% year-on-year [2][3] Business Strategy - Tianxiexiu is enhancing its core business through the WEIQ influencer marketing platform, which has achieved key breakthroughs in connecting supply and demand, reflecting the increasing aggregation effect of leading companies in the influencer economy [2][3] - The company is leveraging AI technology to improve data and content services, creating a virtuous cycle that supports efficient service for small and medium-sized businesses [4][5] Technological Innovation - Tianxiexiu has introduced API technology to integrate its self-developed influencer placement platform with ByteDance's platforms, exploring new paths for technological collaboration [3] - The company's AIGC product "Linggan Island" has established three differentiated advantages, including a vast marketing database, a functional matrix for content creators and businesses, and compliance certifications [4][5] Global Expansion - The global influencer marketing market is projected to grow rapidly, reaching $32.55 billion by 2025, with Tianxiexiu's overseas marketing strategy focusing on both "technology output" and "resource integration" [5] - The company has launched Japanese and English versions of Linggan Island to support cross-border marketing, while its Japanese subsidiary has obtained cross-border agency qualifications [5]