关于“红岭创投”的报告
艾媒咨询 | 2024年微信视频号用户画像与行为洞察报告
随着互联网技术的不断进步和社交媒体生态的演变,微信视频号作为新兴的视频平台,正逐渐成为品牌营销和商业化的新战场。微信视频号坐拥国内庞大的私域流量,其独特优势在于其植根于拥有完整社交链的微信生态,辐射超过13亿用户的社交圈,社交传播的内容具备高信任基因。因此,微信视频号诞生至今,已经成为连接用户与内容创作者的重要桥梁。全球新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询)最新发布的《2024年微信视频号用户画像与行为洞察报告》数据显示,从2020年3月到2023年12月,中国短视频行业的用户基数呈现持续上升的态势。截至2023年12月,用户总数攀升至10.53亿,渗透率达到了96.40%。艾媒咨询分析师认为,逐年增长的用户规模表明短视频市场仍有巨大的发展潜力和空间。
艾媒咨询分析师认为,视频号推出了多项商业化工具,包括直播带货、观众打赏、付费内容推广以及广告互选等,为不同粉丝规模的内容创作者提供了丰富的变现途径。在当前的互联网生态中,商业化已成为维系创作者长期留存的关键因素。创作者生产的高质量内容是视频号在竞争激烈的短视频领域中吸引和维系用户关注的核心。因此,视频号的商业化步伐加快,对于建立一个可持续发展的内容生态系统具有重要意义。
With the continuous progress of Internet technology and the evolution of social media ecology, wechat video number, as an emerging video platform, is gradually becoming a new battlefield for brand marketing and commercialization. Wechat video number has huge private traffic in China. Its unique advantage is that it is rooted in the wechat ecosystem with a complete social chain, radiating the social circle of more than 1.3 billion users, and the content of social communication has a high trust gene. Therefore, since the birth of wechat video number, it has become an important bridge connecting users and content creators. The latest "2024 wechat video user portrait and Behavior insight report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, shows that from March 2020 to December 2023, the user base of China's short video industry has continued to rise. As of December 2023, the total number of users climbed to 1.053 billion, and the penetration rate reached 96.40%. Imedia Consulting analysts believe that the growing user scale year by year indicates that the short video market still has huge development potential and space.
iiMedia Research analysts believe that the video number has launched a number of commercial tools, including live delivery, audience rewards, paid content promotion and advertising mutual selection, etc., providing a rich way for content creators of different fan sizes to monetize. In the current Internet ecology, commercialization has become a key factor to maintain the long-term retention of creators. High-quality content produced by creators is at the core of video Number's ability to attract and maintain users' attention in the highly competitive short video field. Therefore, the accelerated pace of commercialization of video number is of great significance for the establishment of a sustainable content ecosystem.艾媒咨询 | 2025年中国文创产品行业消费行为洞察报告
文创产品作为文化创意与产品设计相结合的产物,近年来在全球范围内迅速兴起。它不仅承载着丰富的文化内涵,还以独特的创意和设计满足了消费者对于个性化、高品质产品的需求。随着人们生活水平的提高和文化消费意识的增强,文创产品行业展现出巨大的发展潜力,成为文化产业的重要组成部分。根据全球新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询)最新发布的《2025年中国文创产品行业消费行为洞察报告》数据显示,当前文创产品市场表现出积极态势,近七成消费者呈现出较高的购买意愿,其中30.31% 的消费者对家居装饰和日常用品类的文创产品需求强烈。在文创品牌选择中,故宫博物院和中国国家博物馆备受青睐,超三成消费者会购买其文创产品,彰显出极高的影响力和认知度。在此良好发展背景下,37.57% 的消费者期待未来文创产品在文化内涵、产品质量和耐用性方面能够得到进一步加强和提升,这也为文创产品的发展方向提供了重要参考。艾媒咨询分析师认为,文创产品行业作为文化产业的新兴领域,市场前景广阔,发展潜力巨大。文创产品行业竞争日益激烈,参与者众多。既有博物馆、美术馆等文化机构,凭借其丰富的文化资源和品牌影响力,在文创产品市场占据一席之地;也有专业的文创企业,通过敏锐的市场洞察力和强大的设计研发能力,推出一系列具有市场竞争力的产品;此外,一些互联网企业也纷纷涉足文创领域,利用其技术优势和平台资源,推动文创产品的创新与发展。
As a combination of cultural creativity and product design, cultural and creative products have risen rapidly in the world in recent years. It not only carries a rich cultural connotation, but also meets the needs of consumers for personalized and high-quality products with unique creativity and design. With the improvement of people's living standards and the enhancement of cultural consumption awareness, the cultural and creative product industry has shown great development potential and become an important part of the cultural industry. According to the latest "Analysis report on China cultural and creative products industry consumer behavior insight in 2025 " released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry. According to the data of the Insight Report, the current cultural and creative products market shows a positive trend, and nearly 70% of consumers show a high willingness to buy, of which 30.31% of consumers have a strong demand for cultural and creative products of home decoration and daily necessities. In the choice of cultural and creative brands, the Palace Museum and the National Museum of China are favored, and more than 30% of consumers will buy their cultural and creative products, demonstrating a high influence and recognition. In this good development background, 37.57% of consumers expect that cultural and creative products in the future can be further strengthened and improved in terms of cultural connotation, product quality and durability, which also provides an important reference for the development direction of cultural and creative products. Analysts of IIMedia Consulting believe that the cultural and creative products industry, as an emerging field of the cultural industry, has broad market prospects and great development potential. The competition of cultural and creative products industry is increasingly fierce, and there are many participants. Existing museums, art galleries and other cultural institutions, with their rich cultural resources and brand influence, occupy a place in the market of cultural and creative products; There are also professional cultural and creative enterprises, through keen market insight and strong design and development capabilities, launched a series of competitive products; In addition, some Internet companies have also been involved in the field of cultural and creative products, using their technical advantages and platform resources to promote the innovation and development of cultural and creative products.艾媒咨询 | 2025年全球及中国动漫产业现状剖析及前景预判投资分析报告
随着文化消费水平的提升和市场需求的扩大,全球动漫IP特色化趋势明显,并逐渐衍生出“谷子经济”等产业。此外,中国动漫头部企业纷纷向产业链上下游延伸,打造全产业链动漫经济。全球新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询)最新发布的《2025-2026年全球及中国动漫产业现状剖析及前景预判投资分析报告》数据显示近年来本土动画实现突破式增长,中国动漫产业总值由2019年的760亿元增长至2023年的4000亿元。2025年中国泛二次元周边市场规模预计达6521亿元,2029年有望达8344亿元。中国动漫市场正值爆发式增长时期,本土动画亦受到正向影响。艾媒咨询分析师认为,中国动漫市场近年来经历了快速的发展和变革,呈现出“青年化”“IP化”和“数字化”的明显趋势。动漫市场要加强原创内容创作,深化IP开发和运营,推动数字化转型,通过跨界合作,实现资源共享和互利共赢,以此来实现持续健康发展。
With the improvement of cultural consumption level and the expansion of market demand, the trend of global animation IP characteristics is obvious, and gradually derived the "millet economy" and other industries. In addition, China's animation head enterprises have extended to the upstream and downstream of the industrial chain to build the animation economy of the whole industrial chain. iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, recently released the "Investment analysis report on the status quo and prospects of global and Chinese animation industry from 2025 to 2026", which shows that local animation has achieved breakthrough growth in recent years. The total value of China's animation industry has increased from 76 billion yuan in 2019 to 400 billion yuan in 2023. In 2025, the scale of China's pan-secondary peripheral market is expected to reach 652.1 billion yuan, and it is expected to reach 834.4 billion yuan in 2029. Chinese animation market is in the period of explosive growth, and local animation is also affected positively.
Analysts from iMedia Consulting believe that Chinese animation market has experienced rapid development and change in recent years, showing a clear trend of "youth", "IP" and "digital". The animation market should strengthen original content creation, deepen IP development and operation, promote digital transformation, and realize resource sharing and mutual benefit and win-win through cross-border cooperation, so as to achieve sustainable and healthy development.
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