Shulou(Shulou.com)11/24 Report--

On August 24, NetEase released its Q2 financial report for 2023. NetEase Media continues to lead the innovation and outstanding performance in the field of content and information. The per capita daily use time of its NetEase news client continues to rank first in the comprehensive news and information industry, with video content consumption accounting for 72%, a strong community atmosphere and UGC ecologically active. NetEase's creative content IP "my Dad is a Dragon" appeared on the CCTV stage, leading the licensing market for the year of the Dragon with the concepts of "Oriental Dragon" and "Zodiac year".

NetEase Media has always been with users, maintaining a keen insight into the trend of content production and consumption. NetEase News has been deeply engaged in high-quality content IP for many years. NetEase, a creative content brand, has focused on the production of cultural, quality, attitude and interesting content, and has established long-term emotional links with the majority of users. Under the wave of digital technology, NetEase Media actively embraces cutting-edge technologies such as AI, bringing users a new content consumption experience.

Video content consumption accounts for more than 70%, and hundreds of millions of users share love in the community.

In recent years, users' content consumption has turned to video. NetEase Media complies with the trend and closely combines content production with product strategy to promote content consumption from "static" to "dynamic".

NetEase News client focuses on discovering high-quality video content and building video content ecology to provide users with a better video consumption experience. In the first half of this year, NetEase news client video content consumption accounted for 72%, per capita one-day use continues to rank first in the comprehensive news and information industry.

NetEase launched the "Hot partner" program to pay attention to the first scene of hot events, combined with community, information flow and other client scenarios, to create a real and fast video news and information model, and promote the overall consumption scale of video content.

At the same time, NetEase News is actively building community products, and UGC has become one of the main content types in the end. Through the rich functions of community sections such as circles, followers, and nearby areas, NetEase News takes hot events and interest circles as anchors to gather hundreds of millions of users to resonate and share their love on the same frequency. The content consumption closed loop of "production-self-recommendation-self-management-consumption browsing-interactive feedback" has been established.

In Q2 in 2023, the UGC traffic of NetEase News client community increased by 262.5% year-on-year, and the internal capacity increased by 70.7% year-on-year. The community atmosphere is more lively, with the number of UGC production users increasing by 66.8% and the number of interactions increasing by 236.1% year on year.

Adhere to the original depth and good content, create a diversified content consumption ecology

No matter in the field of graphics or video, NetEase Media insists on taking "original good content" as its core competitiveness, deeply ploughs the production of high-quality content, and accumulates a profound brand reputation.

Since the beginning of this year, NetEase News has launched a number of exclusive and important reports in the fields of cutting-edge science and technology, financial trends, sports figures, entertainment events, and so on. Among them, NetEase Finance and Economics continues to pay attention to hot issues such as personal information security, consumer rights and interests, public welfare and philanthropy, and many exclusive articles have attracted the attention of the whole people, driving hundreds of mainstream media to follow up and optimize the governance of related industries.

In terms of video, through omni-channel layout, we have formed a video IP matrix represented by Marvel Technology, Why Star Man, Chinese Fish, C-bit observation, out-of-bounds, etc., across science and technology, finance and economics, pan-knowledge, interviews with high-end people, sports and other content.

The continuous breaking of the high-quality content of NetEase Media has become a strong support for the influence of the content brand. In the first half of this year, NetEase News original content nearly 200 times on the top 20 hot search, hot list, with more than 60 net-wide head accounts, the influence of the industry remains in the lead.

In terms of creative content, the core content of NetEase's literary creation, IP, "my Dad is a Dragon", stood out among many entries with the image of "Host Dragon" of the Hangzhou Asian Games, and stepped onto the CCTV stage as an "Honorary Creator of the year". As of Q2 this year, the number of followers of "Dragon Dad" has exceeded 20 million, and its influence at home and abroad is rising. In the face of the coming year of the Dragon, "Dragon Dad" stands firm on the concepts of "Oriental Dragon" and "Zodiac year", and will further upgrade the product form, lead the licensing market in the year of the Dragon, and continue to enhance the value of the brand.

Scientific and technological innovation is an inexhaustible driving force to promote the development of content industry. NetEase Media breaks platform barriers with technical flywheels and applies cutting-edge hard technologies such as AI to content experience, news and information, and other scenes, bringing surprises to users.

Around the country's first hyperrealistic digital human technology blogger, NetEase News Chief Creative Officer Eassy, NetEase News launched a meticulous operation. In the first half of this year, Eassy was listed on Weibo's virtual idol list many times and was included in Communication University Of China's China Virtual Digital Human influence Index report. NetEase's technology team also actively promoted the evolution of information organization, launched a self-developed digital human virtual anchor, and explored the change of the content model under the new man-machine collaboration.

Since 2023, NetEase Media has also actively explored differentiated content payment services, realizing the sustained growth of paying users through multiple content forms and rich categories of paid content.

The brand resonates with the circle layer on the same frequency, and the technology blessing leads the future marketing.

NetEase Media creates the marketing concept of "content player brand co-creation", which helps brand partners to expand marketing ecology, improve marketing links and achieve value advancement from the aspects of content links, technical links and pluralistic integration.

In the first half of this year, NetEase Media dug up the potential of boutique IP and continuously expanded its partners and pursued new breakthroughs around classic IP such as "NetEase Technology", "China Heli" and "Kitchen Yi Society". The gourmet experience created by NetEase makes a completely new beginning for the variety show "Kitchen Yi Society 2: meal talk". Join hands with brands such as Shuanghui and BYD Tang family to open the "experiential food" model. The program also led to the popularity of city culture and travel. The single issue of fireworks in Zibo not only dominated Weibo hot search, Weibo in the city, Weibo video, but also won the official popularity of Zibo literature and tourism.

Video content has become an important part of NetEase's commercial marketing. Yili, Unicom Wopai and other commercial brands have joined in to co-create video content with NetEase media and communicate with different circle users. During International Working Women's Day this year, NetEase Media and Yili told the stories of real e-sports female practitioners with the theme of "every love is worth seeing", so that more people can see the power of love. The exposure of the video has reached 605 million, the number of broadcasts has reached 10.81 million, and the interactive data of the Yili brand Wechat video account has soared 10 times.

In the offline scene, NetEase Media has an insight into the consumption trend and, with the best partner of "interest + Social", launched the brand "NetEase happy Upbeat" for new consumer content activities to meet people's desire for natural, outdoor and social consumption in the post-epidemic era. In the first half of 2023, "NetEase Le Motion Upbeat" has connected 100 + cultural creation, music, pet, outdoor and other interest groups, and established cooperation with 500 + cultural travel and other fields.

In June, in the wave of the music festival, NetEase moved Upbeat and LinkedIn to create the "NetEase Le Upbeat Lock track Carnival", together with 11 groups of musicians such as Pan Wilber, Aige, Atau and nearly 8,000 music fans to feel the charm of the interweaving of notes and speed. Relying on the powerful content matrix resources of NetEase Media, the total number of live views of the event reached 35 million, and related topics rushed to the social media hot list in less than 10 minutes. The activity covers high-quality media resources such as Beijing Capital Airport, Jiangsu-Zhejiang-Shanghai business district outdoor media, mobile terminals, and so on, achieving 500 million + exposure of the whole network.

On April 9, NetEase NETALAND, a new pan-entertainment experience space owned by NetEase Media, was officially launched, ushering in an era of comprehensively building a digital community with brands and users.

China Resources Beer's Snow Mars Green brand teamed up with NETALAND to promote the marketing of the "Snow Mars Green M.SPACE Tide Party" brand IP in 2023, create a cyber stage in NETALAND "Li World" and start a number of meta-universe trendy parties. NetEase Media also customized virtual clothing, 3D bottle space coordinates and exclusive digital collection time-limited activities for Mars Green in NETALAND, making the event scene full of Mars Green brand texture.

The uncertainty of the times is the only certainty. NetEase Media, as a heavyweight platform for content consumption, has used portal mode to solve the "lack of information" of users. In the current era of jumbled information, NetEase Media still forges ahead, taking "good content" as the foundation, "technology + content" as the coordinate, and users together, actively adapt to the changes of the times and continue to create user value and business value.

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