—— 2024 —— ---——CEO
—— —— ——
2018-2019•2012-2013•2018"•20198"•201992020-2021•20208•202012•20213•20214•202162.0•20218-9•2021102022•2022APP•20233•20235APP•20236•202382023•2023111•202312APP*
9.4 36.8 101.7 373.9 504.4 677.9 793.3 1,006.8 291.5%176.4%267.6%34.9%34.4%17.0%26.9%0%50%100%150%200%250%300%350%02004006008001,0001,20020202021202220232024E2025E2026E2027E2020-2027YoY*•2023373.970%2024504.4
398 2,775 3,574 202120222023*20232024
979 1,682 2,393 2,862 5,927 6,139 8,680 8,599 9,556 9,525 9,097 11,788 12,001 2022112022122023120232202332023420235202362023720238202392023102023112024DAU120%20242倍20243亿人2024近8成202310+20235+39.9%60%*20232024 userid:156862,docid:176154,date:2024-09-26,sgpjbg.com
••IP••IP•MCN••••••APP•//•APPIP••••*
•••*
/APP/APP/nnnn *
2024H1 2023H13CAPP•20241-6202447%53%2024 H147%1570
65%19%6%89%2024H13CPV43%57%300%5.524245521418917666125431TVBTV2023•20242024
16.3%91.2%83.7%8.8%2023H12024H120+10+5+3+2024H1≈75%•
0.9%23.5%4.3%11.1%33.3%2.5%4.0%0.6%2.2%1.5%8.0%8.1%23456789101112132024H1/618221-25123456•
2024110801,000,0002,000,0003,000,0004,000,000202312023220233202342023520236202372023820239202310••*•46•6+•5MCN/
•••••AI•••AI••+AI√AI√√√AIAIAI
55.3%44.7%1920-3940-5960*20-59
26.3%14.0%13.4%12.5%10.7%7.9%5.5%4.3%2.7%1.6%0.5%0.6%///7.5%15.6%17.9%33.1%16.9%9.0%10001001-30003001-50005001-80008001-1200012000*5000-8000
63.3%49.6%43.2%39.7%38.0%33.0%32.3%21.8%KOL37.5%31.6%19.2%11.5%0.2%APP*69.5%55.8%51.3%43.6%41.0%41.0%35.0%29.8%/+
2.0%15.1%39.7%24.9%15.1%3.2%11-33-55-10107.5%22.0%33.7%21.2%12.7%2.8%1011-2021-3031-40408.2%15.3%30.2%29.7%14.5%1.9%18%36%39%4-61-3134.1%30.2%29.1%26.1%26.0%22.9%22.7%22.6%21.8%21.1%19.2%/*308340
65.2%63.1%41.6%41.6%39.9%35.8%30.9%27.4%*••/2024H1
•GenZ*
41%51-10054.9%49.8%49.8%44.9%44.5%40.5%39.2%*6.3%23.4%33.7%25.8%10.8%1011-5051-100101-200200
48%42%40%35%34%31%30%29%28%//KOL54.6%40.4%5.0%*35.6%29.8%26%24.3%23.8%23.2%22.4%23.5%/TOP1027.1%//
\
消费随时随地发生交易链路更短人群的精捞与破圈人群资产长期留存叙事简练的品牌娱乐化表达比长剧长综更高效内容产品的深植入与强连接比KOL种草更长效A1A2A2A3A3KOL+A4A5
/
KOLKOLKOLIPKOL
POI+POI+
beforenowTVC5beforenowAB……202360%CPZ
POI480+3.6+100—POI*
+——24+3.8++*
& *
///APP...//IAA///////DKFS(duanju)
成长职场…… X TGI*DKFS(duanju)
/……*DKFS
品 类 人 群行 业 兴 趣 人 群基 础 属 性品 牌 人 群→x: /→x:FL/VL短 剧 切 片 + K O L 种 草 优 质 素 材 测 试 筛 选人 群 包 匹 配 放 量依 托 流 量 闭 环 生 态流 量 助 推 生 意 增 长*DKFS
XX KOL+50%*DKFS
••
•••✓✓✓✓•✓✓✓•✓✓✓
••
•••••
•A3+A3——
••年抖音电商韩束内容营销趋势1月2月3月4月5月6月7月8月9月10月11月12月韩束雪白瓶,米白k老一瓶拿捏,还原“抛光般”细腻好皮肤!成年人的爱情,真的只是权衡利弊的选择吗?#韩束红蛮腰 #韩束#心动不止一刻@张嘉倪 在米兰出差也会携带的#韩束红蛮腰轻松拿捏肌肤好状态!#米兰时装周好老公和好婆婆,我全都拥有!#韩束 #韩束红蛮腰本想低调地跟老板地下恋,心机同事却害我不得不高调……#韩束红蛮腰#抗老卖鱼时帮助了老奶奶,却意外获得了好运!#韩束红蛮腰#抗老家庭聚会,堂姐开始了她的表演,最后自作自受了#七夕我要种草浪漫 #韩束白蛮腰#美白薅羊毛遇到了抠门老太太,最后竟然要送我一个亿彩礼?#韩束红蛮腰 #抗老#持续走红计划国外回来的表姐...