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1、2024.071052114612451547176619582317237422362065192720052051216631.2%8.9%8.6%24.3%14.2%10.9%18.3%2.5%-5.8%-7.6%-6.7%4.0%2.3%5.6%-10.0%-5.0%0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%05001000150020002500201020112012201320142015201620172018201920202021202220232010-2023*CPCA201710%100-2002018-2023V1028191107

2、134123130168176202142160185178050100150200250201020112012201320142015201620172018201920202021202220232010-20232017100201720192022023178*CPCA5-1020%20-3030-4010-153.3%2.3%2.3%3.9%4.1%3.2%2.8%34.6%30.5%25.3%23.8%19.4%17.2%15.7%32.0%34.2%34.5%32.2%34.1%33.4%33.8%14.4%14.7%14.9%15.3%15.7%16.2%16.2%8.9%1

3、0.2%13.6%15.4%16.3%16.3%15.9%5.4%6.4%7.2%7.2%8.0%10.6%12.2%1.5%1.7%2.2%2.2%2.5%3.2%3.5%2018201920202021202220232024Q12018-202455-1010-1515-2020-3030-4040*3.4%0.2%2.4%0.0%1.8%10.2%1.6%17.3%1.1%11.9%0.8%7.4%0.9%6.2%35.6%11.2%31.2%17.5%25.8%17.1%24.6%19.2%20.4%16.7%17.2%17.0%16.4%16.6%31.4%45.2%33.8%43

4、.3%35.0%27.2%33.8%22.7%34.4%33.1%34.9%30.7%36.5%29.9%13.5%33.4%14.0%28.7%15.0%13.2%16.4%9.2%18.1%9.5%19.2%10.7%19.4%10.5%9.0%6.8%10.4%4.9%13.1%21.9%14.1%22.4%14.6%20.7%14.3%19.8%12.9%18.7%5.6%1.6%6.6%2.0%7.2%6.6%7.2%7.1%8.9%5.9%10.0%11.8%10.6%15.1%1.5%1.5%1.6%3.6%2.1%3.9%2.3%2.0%2.6%2.2%3.5%2.6%3.3%

5、3.0%2018201920202021202220232024Q12018-2024&55-1010-1515-2020-3030-4040209.9%36.8%107.5%1020181060.9%2024Q11082.7%21.3%*13.2%*-2023TOP200TOP10020.50%20.80%16.30%21.90%17.60%11.90%57.60%61.60%71.80%1010-303080%*202433%33%32%32%29%27%202331.9%50%79%*NIQ20243-4base=284948%41%39%39%39%38%38%35%29%27

6、%18%34%26%9%&角色變化功能變化*NIQ20243-4base=28498953beforenow13%22%31%22%12%1515-11-22-33214%44%38%5%*NIQ20243-4base=284913.437.66.735.863.242.61.0913.5996.975.883.4130.891.2%18.4%3.6%0.3%5.2%15.4%-18.3%-25.0%-20.0%-15.0%-10.0%-5.0%0.0%5.0%10.0%15.0%20.0%25.0%0246810121416b2023-20242023.62024.6125133.9

7、9655.313636.43150117.210072.676521.220%-12%4%31%80%-42%-60%-40%-20%0%20%40%60%80%100%020406080100120140160b2022VS202320222023300711356.610050100150200250300350B20241.1%4.3%27.6%13.0%30.5%23.3%1000W500-1000W100-500W50-100W10-50W1000W500-1000W100-500W50-100W10-50W1000W500-1000W100-500W50-100W10-50W100

8、0W500W-1000W100W-500W50W-100W10W-50W1000W500-1000W100-500W50-100W10-50W10WKOL娛樂影音垂類生態情感、資訊、地域屬性明顯趣味、顏值達人聚集地聚焦娛樂、游戲類達人賽道年輕人興趣愛好的泛生活領域賬號聚焦時尚、美食，女性標簽顯著2023.65ASPU 1 5ASPU 3 5ASPU 2 5A5A5AAIPS/A1 A2 A3 A4 A5 A I TI P S5R R1 R2 R3 R4 R5139%289%410%450+3C2023VS20222023GMV8+686%23%POI+LBS+TopViewA1A2A3A3ba

9、rA3A3 25341BECDAAIVRIP AI DavinciAIAIAI AI AI 2023AI 20238APPCiciChitChopBCDreaminamagic videoDream TalkMagicAnimateAIFlowAI 20238KwaiYii 20239Kolors20AIAIAIAIGC 20246 AISora1080p230fps男性女性73%27%15%27%25%15%18%=33,23%,14%,20%,17%,14%,8%,4%GirlsZ9020211.6233.6858%28.1%2023.3N=23872023.3N=2387 2023.3N

10、=2387=10W85%15%45%/40%202425-4462%63%49%49%38%33%29%28%26%24%21%/vlog/53%50%46%44%40%40%28%17%/2024/+274%+164%2023+144%+97%2023+61%+34%20232023100%54.6%202336.7%13.5%1.3W12KOL/KOC /KOL-20+20W+5000+57%+V1445W+911W+10W+900025-4462%/+&abcTVCUGCB2CD2CD2CDirect-to-ConsumerB2CBusiness-to-Consumer例：小米汽

11、車推出的車載手機支架曾被余承東譏諷，但卻得到了用戶的廣泛好評，用戶普遍評論“我可以不用，你不能沒有”，反映出小米對用戶需求的精準把握。touchrecommendactIP+/+=+touchrecommendact素人中腰部頭部尾部素人touch recommend act 素人尾部中腰部頭部中腰部頭部尾部/+IP/IP/+/SEOKOC/touchrecommendact營銷節點節點側重達人類型平臺側重營銷重點以抖音為核心平臺，全網內容分發phase 1車展亮相釋放新車亮點，拉高新車熱度全球首次亮相 引爆關注度4位頭部+30條贈送資源80%車垂；20%跨界-時尚類抖音車垂達人齊發聲全網引爆

12、新車亮相關注度1、集中釋放亮相信息，引發討論4個抖音頭部車垂牽頭釋放新車產品力2、全網鋪開，拉高新車亮相熱度另外有30位抖音車垂以贈送資源的形式釋放新車phase 2展車到店深挖產品力，引導用戶試駕多維釋放產品力 促進到店轉化80%車垂；20%跨界共計40+達人參與試駕會深入體驗產品，進一步釋放產品力1、深度試駕，測評產品力以突出智能駕艙為核心參與線下試駕活動，深度釋放產品力2、強調到店節點，引導試駕持續拉高大眾對產品的期待引導到店試駕車展亮相期展車到店期四位頭部車圈達人總曝光量超5000w曝光量超3000w新車搜索指數達5萬，其余競品均低于3萬車展亮相期展車到店期B+7-910-12親子、顏

13、值、出行、生活類達人靜態展示功能介紹用車體驗功能實操互動視角專業解答原理拆解實車測評達人組團用車體驗貼合熱點長續航體驗劇情設置用車感受功能介紹家庭出游30+KOL83.33%4周末創意外觀展現用車出片外觀展現一家四口出游用車文藝短片有車暢想開車露營情侶大片帶娃日?？臻g展現B搞笑類比運作原理真實測評日常用車試駕一周車機體驗微播易微播易成立于2009年，是一家大數據技術驅動的、以人工智能技術為核心的獨立B2B新媒體營銷平臺型企業，深耕核心業務10余載，已成長為業內龍頭企業。公司自主研發的B2B產業互聯網交易系統，為廣告主與海量自媒體打造了全線上系統化操作的交易平臺，領先的大數據技術和人工智能技術使交易實現精準匹配和快速達成。從供給端來看，公司與大量的自媒體企業建立合作關系，通過營銷推廣、技術支持和工具服務等手段為之賦能。從需求端來看，公司為品牌客戶提供全方位、一站式的社交媒體精準投放策略、策