2021-短视频行业研究框架从内容生产分发消费看各平台异同与空间

ꢌꢍꢎꢏꢆꢇ

|ꢐꢑꢒꢓ2021ꢔ

01ꢕ

30ꢖꢗꢘꢙꢚꢛꢐꢑꢎꢏꢜꢝꢞꢟꢠꢡꢢꢣꢤꢥꢦꢤꢧꢨꢩꢪꢫꢬꢭꢮꢯꢰꢱꢲꢚꢛꢳꢴꢵꢶꢷꢸꢩꢙꢚꢛꢬꢭꢹꢺꢻ

5Gꢼꢽꢾꢿꣀꣁꣂꣃ꣄ꣅ

APPꢩ꣆꣇꣈꣉꣊꣋꣌ꢠꢡꢬꢭ꣍꣎꣏꣐꣑꣒꣓꣔ꢠꢡꢥꢦꢾ꣕꣖ꣃ꣗꣘ꢩꢚꢛ+꣙꣚/ꢳ꣛ꢾꢥꢦ꣜꣝ꢩ꣞꣟꣔꣠꣡+꣢꣣ꢼꢽꢾ꣤꣥꣎꣏꣐꣑ꣃ꣢꣣꣦꣧ꢾ꣨ꢷ꣩꣪꣫꣬꣍꣭꣮ꢤ꣯꣰꣱ꣲꣳꣴꣵ꣋꣌ꣶꢠꢡꢾꢯꢼꢩꣷ꣸ꢂꢥ꣋꣌ꣶ꣹꣺ꣻꢣꢑ꣼ꣽꣶ꣹꣺ꣾ꣰ꣿꢤ꤀꤁ꢤ꤂ꢑꢤ꣡꤃ꢤ꤄꤅꤆꤇꣍꤈ꢨ꤉ꤊꢤꢅ꣫ꢢꤋ꤆꣼ꣽꤌꣽꤍꤎꤏꤐꤑꣃꤒꤓꤔꤕꢢꤋꤖꤗꢩꤘꤙꤚꤛꣃ꣼ꣽꢹ꣱ꢙꢚꢛꢬꢭꤜꤝꤞꢩꢹꤟꣷ꣸ꢚꢛꢼꢽꢻꤠꤔꢬꢭ꣍ꦚꥥꣾꤩꥥ꤇ꢐꢑꧥꢷꢗꢘꨎꢒ30064%48%32%16%0%ꢟꢣꤡꢰꢥꢦꤢꤣꢤꢠꢡꢢꤤꢤꤔꤕꤥꤦꤧꤨꤩꢓꢪꢩ꣭꣮ꢤ꣯꣰ꣻꢚꢛꤪ꤫꤬꤭꣇ꢯꢾꢣꤡꢩꣵ꣇ꢯꢾꢦ꣸ꤢꤣꣻ꤮꤯ꤰꤱꢞ꣭꣮ꤲꤳꢤꤴ꤯ꢵ꣙꣚ꢥꢦꢩ꣨ꢠꢡꢤ꣨ꢘꤵꢤ꣨ꤶꢇꢩ꤮꤯꤫

VVꢩꤷꤒꢾ꤫ꤔꤕꢼꢲꢾꤸꤹꢩꤺꤨꤵꤻ꤫꣱ꤼꤽꤾꤿꥀꢠꢡ-ꥁꤊꤿꥀꢠꢡ-ꢧꢨꤿꥀꢠꢡꥂꢾꥃꥄꤴꥅ꣯꣰ꥆꤳꢩꥇꤴ꤯ꢵ꣙꣚ꢥꢦꢩ꣨ꢳꥈꢤ꣨ꥉꤻꢤ꣨ꥊꥋꢩ꤮꤯꤫ꤥꤦꢩꤷꤒꢾꥌ꣔ꢼꢲꢩꥍꣵꤔꤕꥎꥏꢾꤸꤹ꣍ꢚꢛꤪꤲꤳꢤꥉꤻꥐꢥꢦꢩ꣨ꤔꤕꢤ꣨ꢳ꣛ꢤ꣨ꥑꥒꢩ꤮꤯꤫ꢳ꣛꣎꣏ꢩ꥓ꢺ꣔ꥎꥏꢤBGC꤆꥔꥕꣹꣺ꢩꢚꢛꤪ꥖꥗꥘꥙ꢤ꥚꥗ꤌꣽ꥛꥜꣭꣯ꢾ꣋꣌ꢠꢡ꥝ꣶ꥞꥟꣍-16%2020-022020-052020-092021-01ꥣꥤꢠꢡꢢꢣꢾ꤮꤯꤫ꥠꥡꥢꥣꥤꢾꥥꥦꢣꥧꣃꢠꢡꢢꤤꢾꥨꥩꣾ1꤇2020H1꣭꣮ꢤ꣯꣰

TOP1000KOLꤴꥪꥫꣅꥬꥭꥮꤒꥯꢥꥰꢻ

70.4%ꢤ15.4%ꢩ꣯꣰

KOLꥬꥭꥱꢥꥲꥳꥴ꣭꣮ꥵꥶꢬꥷ꣍ꥇꤴ꤯ꢵꢾꢥꢦꥄꥸꣵꥹ꣊ꥵꤙꢾꥢꥣꥤ꣱ꢬꢭꥺꥻꥼ꥽ꥅꣾ2꤇ꢥꢦ꥾ꤽꢸꢾꢬꢭ꥿ꣶꦀꢮꦁꦂꢠꢡꢢꤤꦀꢮꢵ꣍꣭꣮ꢤ꣯꣰꤮꤯꣹꣺ꦃꦄꥳꦅꢩꦆꢻꦇꤘꦈꤶꢾꦉꦊꦋꦌꢤ꤆꣋꣌ꣶꢠꢡꢩ꣆ꢚꢛꤪ꤮꤯꣹꣺ꦍꦎ꣱ꥎꥏꢤ꣮꣌ꢤꢢꤋꢩBGCꣾꤡꦏꢢꢣꢠꢡ꤇꥚꣑ꢺ꣔ꢚꢛꤪꢢꤤꢾꦐ꥙ꥀꢥꥅꣾ3꤇꣭꣮

TOP100ꥢꥣꥤꤴ꥔ꤒꦑꤪ

14ꤨꢩꤟꤴ

12ꤨꢻꢋꦒꦑꤪꢩꦓꤵꦔꥧꦈ꣨ꢾꢘꤵ꥝ꣶꥅ꣆꥔ꤒꦑꤪꦆꢻꣴꥢꢙꢚꢛꦑꤪ꣍ꢚꢛꤪꥢꥣꥤꢰ꣭꣮ꢤ꣯꣰ꦐꦕꢓꦖꣾTOP100ꤴꦐꦕ꣈ꦗ

40%꤇ꢩꦘꦍꦎ꣭꣯ꤵꥮꦈꦙꢾ꣹꣺꣍ꢥꧦꧧꧨꧩꧪꢑꢌꧫꧬꤪꢞS0680519100003ꧭꧮꢞgusheng@ꢥꧦꧧꧯꦻ꧰ꧪꢑꢌꧫꧬꤪꢞS0680519080002ꧭꧮꢞmajiyu@ꢥꧦꧧ꧱ꢀꧪꢑꢌꧫꧬꤪꢞS0680521010001ꧭꧮꢞwujun@ꥳꥉꢎꢏꢠꢡꢧꢨꢞꤔꤕꦚꦛꢱꢲꢰꦜꦝꦞꦟꢩꦠꦓꣵꦡꦢꦣꦤ꣍1꤇ꥴ꣊꣯꣰꣆ꦥꢩꤼꢔꦦꥂꢤꤼꦧꦨꥂꢤꤼꤎꦩꦪꥂ꤫ꦐ꥙ꢾꤔꤕꦚꥮꦫꦬꢩꢰ꣭꣮ꥴꥯꢞ꣯꣰꣱ꦭꦪꦮꦯꣾꤎꦪ/ꦰꤎꦪ/ꦩꦪ꤇MAUꦓꣵꦱꦗ

6800ꥫꦚꦛꢱꢲꥅ꣯꣰ꢰ꣭꣮

24ꦲ꦳ꢸꢤ25-30ꦲꢤ31-35ꦲ

MAUꢥꥰꥳꦀ2754/2810/2273ꥫꢩꦴ

35ꦲ꦳ꢸ꣯꣰ꢔꦦꤔꤕꢾꦚꥮꦗ

8000ꥫ꣍2꤇ꥴ꣊꣭꣮꣆ꦥꢩꤔꤕꦚꥮꦵꦶꦫꦷ꣊ꤼꦸꢦꢽꦹꥂꢩ꣭꣮꣱

6ꦺ

DAUꢾꢿꣀꤜꦻꥦꣷ꣸ꤔꤕꦼ꣜ꢩꢹꦽꦾꦿꢟ꣋꣌ꤖꤗ꥜ꢢꤋꢤ꧀ꥣꤖꤗꢾꣷ꣸ꢩꦴꢟꤲ꧁ꢾ꣋꣌ꢠꢡꢬꢭꢩ꥜ꢿꣀꣁꣂꣃꤠꤔꢬꢭꢾꦨ꥜ꢦ꣸꣍1ꢤ꧲ꢗꢘꢞ꧲꧳꧳

2꧴꧵ꥒ꧶ꢓ꣇꧷ꢩꥉ꧉꧸ꥎꥴꢂꢥ꧹ꧺ꧂꧃ꧻꧼꧽꧾ꧴2021-01-242ꢤ꧲ꢗꢘꢞ꧿ꨀꢤꢣꢑꢶꢷꨁꨂꨃꤿꨄꢷ꣨ꢵꢩꥉ꧉꧸ꥎ꣟ꢵ꧴2021-01-173ꢤ꧲ꢗꢘꢞꦰꨅꤜꦪꨆꨇꨈ꧵ꨅꨉ꧹ꧺꦐꨊꥉ꧉ꢩꨋꦪꥉ꧉ꦛꨌꨍꤴꢓ꧛꧟꧴2021-01-10꧂꧃꧄꧅ꢞ꧆꧇ꢪ꧈ꢚꢛꢳꢴꢵꢶꢷꢸꢙꢚꢛꢬꢭꣻꢢꤤꤵꤻꢾꢦ꣸ꢩ꧄꧅ꥉ꧉꣯꣰ꣾ1024.HKꢩ꧊ꦃꦄ꤇ꢤ꧋꧌꧍꧎ꣾ0700.HKꢩ꧊ꦃꦄ꤇꤆ꢬꢭꧏ꧐꧑ꢩ꦳ꣻ꧒꧓ꣾ2013.HKꢩ꧔꧕ꦃꦄ꤇ꢤꣵ꧖ꣾ8083.HKꢩ꧔꧕ꦃꦄ꤇꤆ꥊꥋ

SaaS꧗꧘ꥋ꣍꧙꧚꧛꧜ꢞꤔꤕ꧝꧞ꢺꢅ꧛꧟ꢤꢐꢑꧠꧡꥶꧢꢤꢠꢡꧣꧤ꧙꧚꣍ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋ2021ꢀ

01ꢁ

30ꢂꢏꢐꢑꢒꢓ

.........................................................................................................................................................................6ꢔꢕꢖꢗꢘꢙꢚꢛꢜꢝ

....................................................................................................................................6ꢞꢟꢠꢡꢢꢣꢤꢥꢦ........................................................................................................................................7ꢈꢧꢉꢊꢨꢩꢪꢫꢬꢢꢛꢭꢮꢯꢰꢨꢱꢲ..........................................................................................................81ꢳꢴꢵꢶꢷꢸꢹꢯꢺꢻꢼꢽꢳꢴꢾꢿꢛꣀꣁꢜꢝꣂꣃ

............................................................................................91.1ꢔꢕꢖ꣄ꢀꣁꣅ꣆ꢵ꣇꣈꣉꣊꣋꣌꣍꣎꣏꣐꣑꣒꣓꣔꣌꣕꣖꣗

.....................................................................91.2ꢳꢴ꣘꣙ꢵꣀꣁꢜꢝ꣚꣛꣏꣜꣝꣞꣟꣠......................................................................................................121.3ꢳꢴ꣡ꢻꢨ꣢꣣ꢵ꣜꣞꣤ꢏꢐ꣥꣦꣧꣨꣩꣪꣏꣫꣝꣞꣬꣭꣮꣯꣰ꢨ꣱ꣲ

.......................................................142ꣀꣁꣳꣴꢵꣵ꣌꣩꣪ꣶꣷꢏꢐ꣸꣥꣦꣹꣗............................................................................................................162.1꣉꣊&꣇꣈ꢵ꣺ꣻ꣼ꣽꣾꣿ꤀꤁꤂꤃꤄꣏ꣀꣁ꤅꤆꤇꤈꣡ꢻ.........................................................................172.2ꢕꢖ꤉ꢵ꣺ꣻ꣯꣰ꢞꤊꤋꤌ꣏ꤍꤎꢛ꣯꣰ꣀꣁ꣝ꤏꤐꤑ

..............................................................................193ꢏꢐꤒꢳꢵꣵ꣌ꤓꤔꤕꤖ꣹ꢢꢏꢐꤒꤗ꣗............................................................................................................213.1ꤘꤙꤚꤛꢏꢐꤜꤝꢨꢞꢟꤞꤟ

...................................................................................................................213.2ꢏꢐꤒꤗꢵꢕꢖ꤉ꢣꢤꤠꤡꢛ꣉꣇ꤢꤣꢺꢻ

...............................................................................................233.2.1ꤕꤖ꣹ꤤꤥꤦꣀꤧ

..........................................................................................................................233.2.2ꤕꤖ꣹ꤡꤨꣀꤧ..............................................................................................................................243.2.3ꤕꤖ꣹ꤩꤪ꤫꤬..............................................................................................................................273.3꤭ꢽ꣡꤮ꢵ꤯ꤰ

MCN꣏ꤱꤲꤳꣅꤠꤡ꣏ꤔꢾ

PUGC꣸ꢳꢘꤴꤵꤒꤗ.............................................................294ꢏꢐ꣥꣦ꢵꤶꤷꤸ꤃ꤹꤺ꣸ꤻꤼ

.........................................................................................................................334.1ꤶꤷꤸꤽꤾꤿꢵꥀꥁꢻꥂ꣏ꢺꢻ꣍ꤽꤻꤼꥃꥄꥅꥆꢔꢕꢖꥇꥈ

....................................................................334.1.1꣇꣈ꢵꥉꥊꥋꤊꤸꤽꥌꥍ꣯꣰ꥎꥏ꣏꣣ꥊ꤆ꥐꥑꤶꤷꤱꤲꤸꤽ

...........................................................334.1.2꣉꣊ꢵ꣧ꥒ꥓ꢽꤘ꥔꤆ꥐꥑ꥕꥖꣏ꣂꣃꤴ꥗ꣿ꥘꥙꣍꣔ꢗꢘ꥚ꥈ........................................................344.1.3꥛꥜ꢵꥀꥁꢻꥂ꣏ꢺꢻꤩꤪ꥝꥞꥟ꢨꢳꢴꥠꢏꢐꥠꥐꥑ꥕꥖꣱ꥡ........................................................344.2ꤶꤷꤸꤽ꣘꣙ꢵꥢꥣꥤꥥꥦꥧ꣩ꥨꤚ꣏ꤩꤪ꣡ꣻꥩꥪꤴ

..............................................................................354.2.1ꢔꢕꢖꢗꢘꥢꥣꥤꥥꥦꥧ꣩ꥨꤚ꣏꣉꣊꣇꣈꣍꣔ꥫꥬꥭꥮꤶ

..............................................................354.2.2꣉꣇꤆ꤑꥯꥰꢽꥰ꣩꣏ꥱ꣘ꤶꤷꤸꤽ꤮ꥲꥳꥴꢢꥵꥶꥷꥸ..................................................................374.3꤭ꢽꤶꤷꤸꤽꢵꥹꤹꤺꥠꥹꥺꥻ꣏ꥼꥹ꥽꤬ꢫ꥾

........................................................................................394.3.1꣇꣈ꢵꥢꥣ꣩ꥒ꥿ꢭ꣏ꦀꦁꦂꥶꦃꦄ꣏ꦅꦆꢀꦇꤶꤷ

........................................................................394.3.2꣉꣊ꢵꤶꤷꤸꤽꦈꢽꦉꣻꢀꦊꣁꦋꦌꢁ꣏ꤽꥊꤸꤽꦍꦎꤒꤗꢨꤔ꣍

........................................................464.4ꤶꤷꦏꦐꢵ꣉꣊꥓꣜ꤏ꣥꣦꣔ꦑ꣏꣇꣈ꦏꦐꦒꦓ꣨ꦔ..................................................................................505ꦕꢘꤴꢵꤌ꣘ꦖꤨꢨ꣚ꦗꥏꦘ꣘ꢘꦙꥴꦚꢨꦛꣅ..................................................................................................515.1꣇꣈ꢵꦔꦜꦝꥠꦔꦞꦕ꣏꣼ꦟ꣜꣞꣣ꦠꢿꦡꢊꥳ꣍꣔ꦢꢔꥊꤸꤽꢣꢤ

..........................................................515.1.1ꦜꦝꢵꥉꥊꦕꢘꤴ꤆ꢤ꣏ꥵꤶꤷ꣸

KOLꤒꤗꦣꢼꢽꦤꦥꦦꦐ

.............................................................515.1.2ꦡꢊꢵꦢꢔꥊꢣꢤꤸꤽꦧꦐ.............................................................................................................535.1.3ꦞꦕꢵꥥ꣍꣔ꢗꢘꦨꦩꦥ꣏ꦪꦫꦬꤴꥤꦭꦮꦯꦰ...............................................................................565.2꣉꣊ꢵꦡꢊ꣔ꢣꢤ꣏ꦜꦝ꣇ꤲꦱ꤃꣏ꦞꦕꦔ꤮ꤓꤔ꣰ꦲ꦳꥝........................................................................595.2.1ꦡꢊꢵꦴꦘꤴꥠꦢꢤꤴꥎꥏꦵꦶꦡꢊ꣍꣔꣉꣊ꦷꥆꦸꤰꢽꦹ

..............................................................595.2.2ꦞꦕꢵ

ꦜꦝꢼꦫꥥꦺꦻꦼꦽꦨꦾꥶꦿ꧀꣏꧁꧂꣉꣊꣐꧃꧄ꤔꤚꤛꢏ꣰ꦲ꦳꥝

.....................................615.2.3ꦜꦝꢵꦑꦝꤦꢢꦜꦝꢮ꧅꣇ꤲꤸꤽ꣏DAUꦈꥥ꧀꧆꣇꣈

....................................................................635.3ꢕꢖ꤉ꢵꦕꢘꤴ꣺ꤔ꧇꣍꣏ꦠꢿꦜꦝꢢꦞꦕꥳ꣇ꤲꦱ꤃

..............................................................................655.4ꤌ꣘ꦖ꧈ꥵ꧉

..........................................................................................................................................676꥜꧊ꢢ꧋꧌ꤔ꧍.................................................................................................................................................67꧎ꧏꦯ꧐

..............................................................................................................................................................69P.2ꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎ2021ꢀ

01ꢁ

30ꢂꢏꢐꢑꢒꢏꢐ

1ꢓꢔꢕꢖꢗꢘꢙꢚꢛꢜꢝꢞꢟꢠꢡ

.................................................................................................................6ꢏꢐ

2ꢓꢔꢕꢖꢢꢣꢤꢥꢦꢧꢨꢩ

...........................................................................................................................7ꢏꢐ

3ꢓꢪꢫꢬꢭꢝꢕꢖꢮꢯꢰꢐ

...........................................................................................................................8ꢏꢐ

4ꢓꢔꢕꢖꢱꢲꢳꢴꢵꢶ..................................................................................................................................9ꢏꢐ

5ꢓꢷꢸꢹꢺꢻ

GIFꢬꢭ.................................................................................................................................10ꢏꢐ

6ꢓꢼꢽꢾꢿꣀꣁꣂꣃ꣄ꣅ꣆ꢽ꣇꣈꣉꣊ꢏ

......................................................................................................10ꢏꢐ

7ꢓꢔꢕꢖ꣋꣌ꢸꢬꢭꢝ꣍꣇꣎꣏꣐꣑.............................................................................................................10ꢏꢐ

8ꢓ2013-2019ꢀꢔꢕꢖꢗꢘ꣒꣓꣔꣕.............................................................................................................11ꢏꢐ

9ꢓꢔꢕꢖ꣖ꢀ꣗ꢐ꣘

app..............................................................................................................................11ꢏꢐ

10ꢓꢔꢕꢖꢝ꣌ꢕꢖ꣒꣓ꢁ꣙꣚꣛꣒꣜꣌꣝꣞.................................................................................................11ꢏꢐ

11ꢓꢼꢽ꣆꣟ꢤꢗꢘ꣚꣛꣒꣜꣌꣠ꢰ꣡꣢........................................................................................................11ꢏꢐ

12ꢓꢪꢫ꣣ꢬꢭꢝꢕꢖꢮꢌ꣤꣥꣦ꢝꢞꢱ꣧꣨ꢯꢰ

..........................................................................................12ꢏꢐ

13ꢓ꣩꣪꣏ꢏ꣫

............................................................................................................................................12ꢏꢐ

14ꢓ꣩ꢔꢕꢖ꣇꣬꣭꣮ꢯꢰ............................................................................................................................13ꢏꢐ

15ꢓꢪꢫ

2019ꢀꢀ꣙꣯꣰꣱ꣲꣳ...................................................................................................................13ꢏꢐ

16ꢓꢬꢭ

2019ꢀꢀ꣙꣯꣰꣱ꣲꣳ...................................................................................................................13ꢏꢐ

17ꢓꢪꢫ꣣ꢬꢭ꣣ꢕꢖꢮ

slogan꣡꣢

.............................................................................................................14ꢏꢐ

18ꢓꣴꣵꣶꣷꢭ꣸꣹꣺ꣻ...............................................................................................................................14ꢏꢐ

19ꢓꢬꢭ꣜꣗

vsꢪꢫ꣜꣗ꣅꢭ꣸꣼ꣽ.............................................................................................................14ꢏꢐ

20ꢓꢬꢭꢀꢱꣾꢁꣿ꣤ꣅ꤀꤁꤂꤃......................................................................................................................15ꢏꢐ

21ꢓꢬꢭꢀ꤄꤅ꢁꣿ꣤ꣅ꤆꤁꤂꤃......................................................................................................................15ꢏꢐ

22ꢓꢪꢫ꤇꤈꤉ꤊꤋꢛꢏ...............................................................................................................................16ꢏꢐ

23ꢓ꤆꤀꤁ꢰꤌ

............................................................................................................................................16ꢏꢐ

24ꢓꤍꤎꢞꢱ&ꤏꤐꢞꢱꤑꤒ

.........................................................................................................................17ꢏꢐ

25ꢓꢪꢫꢀꤓꤔꢁꣂꢬꢭꢀꢱꣾꢁꢞꢱꤕꤖꢯꢰꤗꤘꤙꤚꤛꤜꤓꤝꤞꤟꤠꤡꤢꤣ꣥ꤤꤥꤦ..........................................17ꢏꢐ

26ꢓꢪꢫ꣣ꢬꢭ

5ꤧ꣒꣓ꤨꤩ

100ꤪ꤫꤬ꣅ꤭꤮꣔ꢞ꣥꣐꣑

............................................................................18ꢏꢐ

27ꢓꢪꢫ꤯ꤰꤱꤲꢑ꣡ꤳ꣐꣑

........................................................................................................................19ꢏꢐ

28ꢓꢕꢖꢮ꤫꤬ꢞꢱ꣧꣨...............................................................................................................................19ꢏꢐ

29ꢓꤴꢿꢕꢖꢮꢀꤓꤔꢁꤵꢀꤶꤷꢁꤲꢑꣅꤸꤹ꣸ꤺ...............................................................................................20ꢏꢐ

30ꢓꢕꢖꢮ

500ꤪ꤫꤬꤭꤮꣔ꢞ꣥꣐꣑

..........................................................................................................21ꢏꢐ

31ꢓ꣩ꢢꢣꤻꤼꤲꢑꤽꤾ

100꤭꤮꣕ꣅ꣔꣕꣠ꢰ

.............................................................................................21ꢏꢐ

32ꢓꢪꢫ꣣ꢬꢭ꣣ꢕꢖꢮꢙꢚꤲꢑꢞꢱ꣧꣨ꢯꢰ..............................................................................................21ꢏꢐ

33ꢓꤿ꣘꤫꤬ꥀ꣪ꥁꢶꣅ꣇꣬ꥂꥃ..................................................................................................................22ꢏꢐ

34ꢓꢪꢫ꣣ꢬꢭ꣣ꢕꢖꢮ꤫꤬ꥀ꣪ꢹꢺꢝ꤫꤬ꥄꢐꣾꥅ꤃ꢯꢰ..........................................................................22ꢏꢐ

35ꢓ꣩ꢢꢣꥆꥇꥈ꣡ꣾꤢ꤃ꢝꥉꢯꤊꣅꥊꢘꥋꥌꢢꢣ.......................................................................................23ꢏꢐ

36ꢓꢬꢭꢝ꣎ꥍꢯꢭ꤫꤬ꥆꥇꥈ꣠

MAUꢰꥎꢯꢰ............................................................................................23ꢏꢐ

37ꢓ2020H1ꢪꢬꥏꥐ꣕

TOP10KOLꥏꥐ꣔꣕꣐꣑ꤗꥑꤦ................................................................................24ꢏꢐ

38ꢓ2020H1ꢪꢬ

TOP1000KOL꣩ꥐꥒ꣕꥓꣠ꢰ..............................................................................................24ꢏꢐ

39ꢓꤴꢿꥀ꥔ꣴꢕꢖꢮ꣍꣇꥕꥖꣼..................................................................................................................24ꢏꢐ

40ꢓ2020.6ꢬꢭꢝꢪꢫ

TOP10꥗꥘

.............................................................................................................25ꢏꢐ

41ꢓꢪꢫꥐꥒ꣕

TOP100KOL꥙꥚꥗꥘ꢞ꣥

....................................................................................................25ꢏꢐ

42ꢓꢬꢭꥐꥒ꣕

TOP100KOL꥙꥚꥗꥘ꢞ꣥

....................................................................................................25ꢏꢐ

43ꢓ2020H1ꢪꢫ꣣ꢬꢭꢢꢣꥐꥒ꣕

TOP10KOL..............................................................................................26P.3ꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎoPpMsMzQrQqQqPtQrOsOqR8O9RbRoMrRpNoPeRqQsQfQpPoPaQsQoOwMrRpRwMoMpN2021ꢀ

01ꢁ

30ꢂꢏꢐ

44ꢑꢒꢓꢔꢕꢖꢗꢘꢙꢚꢛꢜꢝꢞꢟꢠ...........................................................................................................26ꢏꢐ

45ꢑ2020ꢀ

11ꢁꢡꢢꢙ

500ꢣ

TOP10ꢤꢥꢦꢧ............................................................................................27ꢏꢐ

46ꢑꢡꢢꢙꢨꢩꢪꢫꢘꢙꢬꢭꢮꢯ..................................................................................................................27ꢏꢐ

47ꢑꢰꢱꢲꢒꢓ

TOP100ꢛꢜꢳꢘꢙꢴꢵꢶꢟꢠ..............................................................................................28ꢏꢐ

48ꢑꢰꢱꢲꢒꢓ

TOP100ꢛꢜꢳꢴꢷꢸꢹꢘꢙꢳꢞ

..........................................................................................28ꢏꢐ

49ꢑꢡꢢꢙꢲꢰꢱꢲꢒꢓ

TOP100ꢛꢜꢳꢘꢙꢴꢷꢵꢶꢟꢠ

.............................................................................28ꢏꢐ

50ꢑꢡꢢꢙꢸꢹꢘꢙꢷꢺꢤꢦꢧ.....................................................................................................................29ꢏꢐ

51ꢑꢰꢱꢲꢒꢓꢲꢡꢢꢙꢻꢼꢚ

KOLꢽꢾꢿꣀ................................................................................................29ꢏꢐ

52ꢑ2019ꢀꢰꢱꣁꣂꢡꢢꣃ꣄ꢞ

TOP5ꢺꢤ

...................................................................................................30ꢏꢐ

53ꢑꣅ꣆꣇

2020ꢀ꣈꣉꣊ꢝꢺꢤ꣋꣌꣍꣎꣏꣐...............................................................................................30ꢏꢐ

54ꢑꢒꢓ꣑꣒ꢅꢦꢺꢤꢲ꣓ꢺꢤ꣔꣕꣖꣗꣈ꢚ꣘ꢐꢘꢙ....................................................................................31ꢏꢐ

55ꢑꢰꢱ

Logo꣙꣚.......................................................................................................................................31ꢏꢐ

56ꢑ꣛꣜꣝꣞꣟꣠ꢷ꣡ꢈ꣢ꢾ

........................................................................................................................32ꢏꢐ

57ꢑ2020H1ꢅꢦ꣣ꢫꢁ꣔꣕꣤꣥꣦꣧꣨꣩

TOP10...........................................................................................32ꢏꢐ

58ꢑ2015ꢀ

1ꢁ꣪

2020ꢀ

11ꢁꢒꢓꢁ꣔꣕꣤꣥ꢳ꣈ꢚ꣫꣬꣭꣮....................................................................33ꢏꢐ

59ꢑ2016ꢀ

9ꢁ꣪

2020ꢀ

11ꢁꢰꢱꢁ꣔꣕꣤꣥ꢳ꣈ꢚ꣫꣬꣭꣮....................................................................34ꢏꢐ

60ꢑꢒꢓꢚꢰꢱ꣯꣰......................................................................................................................................35ꢏꢐ

61ꢑ2020.6ꢴ꣱ꣲꣳꣴꣵ꣛ꣶꣷ꣣ꢫꢁ꣔꣕꣤꣥꣨꣩ꢚ꣸꣹꣺........................................................................36ꢏꢐ

62ꢑ2019.9-2020.9ꣻꢡꢢ꣣ꢫ

MAU꣨꣩꣼ꣽ

...............................................................................................36ꢏꢐ

63ꢑ2020ꢀ

11ꢁꣾꣿꢲꢰꢱꢲꢒꢓꢲ꤀ꢡꢢ

MAU.........................................................................................37ꢏꢐ

64ꢑ2020ꢀ

11ꢁꣾꣿꢲꢰꢱꢲꢒꢓꢲ꤀ꢡꢢ

DAU..........................................................................................37ꢏꢐ

65ꢑ2020.6ꢴ꣱ꣲꣳꣴꣵ꣛ꣶꣷ

APP꣸꣹꣺..................................................................................................37ꢏꢐ

66ꢑ2018.6ꢲ2019.6ꢒꢓꢚꢰꢱꢵꢶ꣤꣥......................................................................................................38ꢏꢐ

67ꢑ2019.11ꢒꢓꢚꢰꢱ

TOP100ꢘꢙꢤꣷꢦꢧ

.............................................................................................38ꢏꢐ

68ꢑꢒꢓ꤁꤂꣤꣥ꢀ꤃ꢦꢧ............................................................................................................................39ꢏꢐ

69ꢑꢒꢓ꤁꤂꣤꣥꤄꤅ꢦꢧ............................................................................................................................39ꢏꢐ

70ꢑꢒꢓ꣤꣥ꢦ꤄꤅ꢹꣀ...............................................................................................................................40ꢏꢐ

71ꢑꢒꢓ꣤꣥ꢦ꤄꤅

MAU꤆ꣁ꤇ꢑ꤈꤉

..........................................................................................................40ꢏꢐ

72ꢑ2018.10ꢒꢓ꣤꣥ꤊꤋꢦꢧ.....................................................................................................................40ꢏꢐ

73ꢑ2020.11ꢒꢓ꣤꣥ꤊꤋꢦꢧ.....................................................................................................................40ꢏꢐ

74ꢑꢒꢓ꣤꣥

2020.11ꤌ

2018.12ꤍꤎꢦꢧ꣙꣚

...........................................................................................40ꢏꢐ

75ꢑ2017-2018ꢀꢒꢓ꣏ꤏꤐ꤄꤅ꤑꤒꢟꢠ

....................................................................................................41ꢏꢐ

76ꢑꢒꢓ

2019ꢀꢀꤓꢶ꣍꣎ꢁ

..........................................................................................................................42ꢏꢐ

77ꢑꢒꢓꢺꢤꤔꤋ꣘ꢐꤕꤖꢚ

IP....................................................................................................................43ꢏꢐ

78ꢑ2020ꢀ

11ꢁ

ꢰꢱꢚꢒꢓ꣤꣥꤄ꤗꢦꢧ...................................................................................................43ꢏꢐ

79ꢑ2020.11ꢒꢓꤌꢰꢱ꣓꤄꤅

MAUꤘꤙ(ꣁ꤇ꢑ꤈)......................................................................................43ꢏꢐ

80ꢑ2019-2020ꢀꣴꣵ꣛꣤꣥꣟꣠꣙꣚...........................................................................................................44ꢏꢐ

81ꢑ꣓ꢻꢼ꣆꣇ꢀ꤃꣟꣠...............................................................................................................................44ꢏꢐ

82ꢑꢒꢓꤚꢦꤛꤜꤝꢓꢲꤞꣃꤟꤠꢟꢠ...........................................................................................................45ꢏꢐ

83ꢑꢒꢓꤏꤡꤢꢭꤣꤤꤥ...............................................................................................................................46ꢏꢐ

84ꢑ2020ꢀ

11ꢁ

ꢒꢓ꣤꣥ꢀ꤃ꢦꢧ.............................................................................................................46ꢏꢐ

85ꢑ2020ꢀ

11ꢁꢒꢓꤌꢰꢱ꣓ꢀ꤃ꤦ

MAUꤘꤙ...........................................................................................46ꢏꢐ

86ꢑ2020ꢀ

3ꢁꢰꢱꣻꢡꢢꤧꤨꤩ꣤꣥

.........................................................................................................47ꢏꢐ

87ꢑꢰꢱꣶꣷꢴꤪꢀ꣛꤫꤬꤭꣖꣗꤮

..............................................................................................................47ꢏꢐ

88ꢑꣶꣷꢺꢤꢴ꤯ꤚꢴꤪꢀꢘꢙ

41ꤰ꣈ꤱꢛꢜꢹꣀ

........................................................................................48ꢏꢐ

89ꢑꣶꣷꢺꢤꢴꤪꢀꢻꢼꢘꢙꢛꢜꢹꣀ...........................................................................................................49P.4ꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎ2021ꢀ

01ꢁ

30ꢂꢏꢐ

90ꢑꢒꢓꢔꢀꢕꢖ

MAUꢗꢘꢙꢚꢛꢜꢝꢞꢟ...................................................................................................50ꢏꢐ

91ꢑ2020H1ꢒꢓꢠꢡ

TOP1000KOLꢢꢣꢤ...................................................................................................50ꢏꢐ

92ꢑ2019ꢀ

10ꢁ

ꢒꢓꢠꢡ

KOLꢢꢣꢤ

........................................................................................................50ꢏꢐ

93ꢑ2020ꢚꢛꢥꢦꢧꢨꢩꢪꢫꢬꢭꢮꢪꢫꢢꢣꢤꢯꢰ.....................................................................................51ꢏꢐ

94ꢑꢠꢡꢱꢲꢳꢴꢬꢵꢶ...............................................................................................................................51ꢏꢐ

95ꢑꢠꢡꢷꢳꢸꢹ.........................................................................................................................................51ꢏꢐ

96ꢑꢠꢡꢱꢲꢺꢻꢼꢽꢾꢱꢲꢿꣀꢘꢤ...........................................................................................................52ꢏꢐ

97ꢑꢠꢡꢱꢲꣁꣂꣃ꣄

..................................................................................................................................52ꢏꢐ

98ꢑꢱꢲꣅ꣆꣇꣈ꢝꢞꢟꢘꢤ

........................................................................................................................53ꢏꢐ

99ꢑꢱꢲꣅ꣆

ARPPU꣉ꢘꢤ

..........................................................................................................................53ꢏꢐ

100ꢑꢱꢲ꣊꣋꣌꣍꣎ꢺ꣏꣐..........................................................................................................................53ꢏꢐ

101ꢑꢠꢡ꣑꣒ꢷ꣓꣔ꢻꢳꢴꢬ꣕ꢤꢵ꣖

.........................................................................................................54ꢏꢐ

102ꢑꢠꢡ꣗꣘ꢂ꣙꣚꣛꣜ꣅ꣝꣑꣒ꢷ꣓꣔ꢻꢳꢴ............................................................................................54ꢏꢐ

103ꢑꢠꢡꢷ꣓꣔ꢻ꣞꣟꣠꣡ꢬ꣢꣣................................................................................................................55ꢏꢐ

104ꢑꢠꢡ꣤꣥꣦ꢛ꣧꣨꣩ꢊꢳꢴ꣪꣫꣬꣭......................................................................................................56ꢏꢐ

105ꢑꢠꢡ꣮꣯

GMV......................................................................................................................................56ꢏꢐ

106ꢑꢠꢡ꣰꣱ꣲꢟꣳꣴꢽꢾꢺꢻꢳꢴꣵꣶꣷꢙ꣮꣯ꢳꢴ꣸꣹꣬꣭꣺

.................................................................56ꢏꢐ

107ꢑ2019ꢀꢔꣅ꣆꣰꣱ꣲꢟꣳꣻ꣼ꣽꢿꣾꣿ꤀꤁

GMV꤂꤃꣺........................................................................56ꢏꢐ

108ꢑꢠꢡ꤄ꢥꢦ꤅꣰ꢌꢫ

.............................................................................................................................57ꢏꢐ

109ꢑꢠꢡꢱꢲ꤅꣰ꢌꢫ

................................................................................................................................57ꢏꢐ

110ꢑꢠꢡ꤆꤇ꢳꢴ꤈ꢹ꣏꤉..........................................................................................................................57ꢏꢐ

111ꢑꢠꢡꤊꤋꤌꤍꣁꣂ

................................................................................................................................58ꢏꢐ

112ꢑꢠꢡꤌꤍꤊꤋꢌꢫ

................................................................................................................................58ꢏꢐ

113ꢑꤎꤏꤐꤑ

GMVꢬꤒꢤ

...........................................................................................................................59ꢏꢐ

114ꢑꢱꢲ꤅꣰꣓ꤓꤔ꣎ꤕ

Top50ꤖꢠꢡꤗꢲ꤈ꤘ

...........................................................................................59ꢏꢐ

115ꢑꢒꢓꢔꤘ꣩ꢊ꣢꣣

................................................................................................................................59ꢏꢐ

116ꢑꢒꢓꢔ꣩ꢊ꣢꣣ꤙꤚ

.............................................................................................................................60ꢏꢐ

117ꢑꤛꤜꤝꤞꤟꤠꣅ꣆

................................................................................................................................60ꢏꢐ

118ꢑꢒꢓ

2020ꢀꢛ꣧꣨꣩ꢊꢳꢴ꣬꣭

..........................................................................................................61ꢏꢐ

119ꢑꢒꢓ꤄ꢥꢦ꤅꣰ꤗꢌꢫ..........................................................................................................................62ꢏꢐ

120ꢑꢒꢓ꤄ꢥꢦ꤅꣰ꢣꤡꤢꢌꢫ

...................................................................................................................62ꢏꢐ

121ꢑꢒꢓꢱꢲ꤅꣰ꤗꢌꢫ

.............................................................................................................................62ꢏꢐ

122ꢑꢒꢓꢱꢲ꤅꣰ꤣꤍꤤꢌꢫ

......................................................................................................................62ꢏꢐ

123ꢑꢒꢓ꤆꤇ꢳꢴꤥ꣭꣏꤉..........................................................................................................................63ꢏꢐ

124ꢑꢒꢓ꣮꣯

GMV......................................................................................................................................63ꢏꢐ

125ꢑꢒꢓꢱꢲꤕ

..........................................................................................................................................64ꢏꢐ

126ꢑꢒꢓꢱꢲꤦꢌꢫ....................................................................................................................................64ꢏꢐ

127ꢑꢱꢲꢳꢴ꤈ꢹꢤꤚ

................................................................................................................................64ꢏꢐ

128ꢑꢒꢓꤧꢠꢡꢱꢲꤗꢲꢵꤜꢁꤨꤩꤪ

.........................................................................................................65ꢏꢐ

129ꢑꢒꢓꤧꢠꢡꢱꢲ꤫꤬ꢁꤨꤩꤪ................................................................................................................65ꢏꢐ

130ꢑꢒꢓꢱꢲ꤫꣝꤭꣑꤮꤂꤯꣉ꢁꤨꤩꤪ......................................................................................................65ꢏꢐ

131ꢑꢠꢡꢱꢲ꤫꣝꤭꣑꤮꤂꤯꣉ꢁꤨꤩꤪ......................................................................................................65ꢏꢐ

132ꢑꢥꢦꢧꢱꢲ꤅꣰꣨ꤰ

.............................................................................................................................66ꢏꢐ

133ꢑꢥꢦ꤅꣰ꤱꢡꢌꢫ

................................................................................................................................66ꢏꢐ

134ꢑꢥꢦꢧꤱꢡꢌꢫ....................................................................................................................................66P.5ꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎ2021ꢀ

01ꢁ

30ꢂꢏꢐꢑꢒꢓꢔꢕꢖꢗꢘꢙꢚꢛꢜ2011ꢀꢝꢞꢟꢠꢜ2016ꢀꢝꢡꢑꢒꢢꢜ2019ꢀꢝꢣꢤꢥꢦꢧꢨꢩꢪꢫꢬꢭꢮꢯꢰꢱꢲꢨꢳꢴꢣꢵꢦꢐꢑꢒꢶꢷꢸꢹꢺꢻꢮꢼꢽꢾꢿꣀꣁꣂꣃ꣄ꣅ꣆꣇꣈ꣁ꣉ꢾ꣊꣋ꢮ꣌꣍ꢐꢑꢒꢿꣀ꣎ꢈ꣏꣐ꢧ꣑꣒꣓꣔꣕ꢫ꣖꣗ꢸ꣘ꢡ꣙꣚꣛꣜꣕ꢈ꣝ꢉꢊꢵꢦ꣞꣟꣠꣡ꢞꣂꢿꣀ꣢꣣ꢡꢘꢙ꣤꣥ꢮ꣦꣧꣑꣨꣩꣪ꢐꢑꢒꢓꢔꢫ꣫꣬ꢕꢖꢞ꣭꣮꣯꣰ꢧꢨꢿꣀꢫ꣊꣋ꢮ꣐꣱ꣲꣳꣴꣵꢓꢔ꣙꣚ꣶꣷ꣛꣸꣹꣺ꣻꢮꢐꢑꢒꢓꢔ꣘꣼꣆꣇ꣽꣾꢸꢹꢥꢬꢞꢸꢹ꣫ꣿꢡꢸꢹ꤀꤁ꢽꢾ꣘꣼꣆꣇ꢮꢱ꤂꤃꤄꤅ꢫꢣ꤆꤇꤈ꢡꢸꢹꢥꢻꢞꢬꢭ꤉꣫ꣿꢘꢙꢮꤊ꤉ꤋꤌꤍꤎꢡꤏꤐꤑꤒꢮꤓꤔꢔꣷꤕꤖꢣꤗꤘꤙꤚ꣆꣇ꤙꢫꣶ꣰ꤛꤜ꣛꣜꣕ꢈ꣝ꢉꢊꤝꢬꢭꤞ꣪ꣿꢳꢮꤟꤞꢬꢭꢈ꣏ꢣꤠꤡꤢꢫꢮꤣꤤ꣑ꤥꢞꤦꤧꤨꤟꤩꤪ꣑꤫ꢬꢭ꤬ꢚ꤭꤮꤯

toplineꢮꢼꢬꢭꤰꤱꢫꢸꢹ꣫ꣿꢘꢙꢞꢸꢹꢥꢬꢥꢻꢡꤋꤌꤍꤎꢘꢙꢧꢨꢮꤲ꣚ꤳꤠꤴꤵꣷꤞꤶꤷꤸꤹꢫꤔꢔꣷꣶ꣰꣊꣋꣛ꢨꢩꢮꢬꢭ꤂꤃ꤺꤻꢫꢣꣂꢿꣀꤼꤽꤾꤿꥀꢫꢧꢨ꣛ꥁ꤅

1ꥂꢐꢑꢒꢓꢔ꣘꣼꣆꣇꤉꣫꣬ꢕꢖꥃꥄ꣚ꥅꥂꥆꥇꥈꥉꥊꥋꥌꢵꢦꤙꤚꢕꢖꢮ꣜꣕ꥍꤞꢽꥎꥏꤋꢺꥐꤳꥑꢰꢧꢨꢫꥒ꥓꥔꥕꥖꥗ꢮ꥘꥙ꤳ꣔꣕ꢣ꥚꣖ꢧꢨꢫꢬꢭꢮ꥛꥜ꢧꢨꢫꣿ꣯ꢘꢙꢡ꣘꣼꥝꥞꣛ꢟꢠ꥟ꥠꢮꥡꢸꢹꢞꥡꥢꥣꢞꥡꥤꢊꢮ꣘꣼ꢣ

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8.0ꥲꥳ꤃ꢮꢟꢠꢞꢚꢛꣶꥴ꤬ꥵꢨꥶꢬꢭꢮꢼ꣜꣕ꥍꤞꢮꢬꢭꥷꢨꢫ꤂꤃ꢣꢧꥸꥹ꣢ꢸꢹꢡꤏꤐꢫꥺꥻꢮꢸꢹ꣫ꣿꤙ꥟ꥠꢣ꤬ꥼ꥽ꢞ꤬ꥼ꥾ꢫꢬꢭꢺꢻꢮꤓꥩꥠꢫ꥿ꦀꦁꦂꥨꢼꥩꥠꢣꢚ