Video: Maintaining the lead in horizontal screen skits for 25 years and promoting the vertical screen skit layout. On Tencent Investor Day on January 4, Tencent Video CEO Sun Zhonghuai shared plans for the future of the skit track. In the future, inefficient B-grade and low-A drama budgets will be gradually transferred, focusing on quality content and upgrading production. As a sub-category of TV dramas, horizontal screen skits have contributed to the conversion of members that are as long as videos. In the future, it will co-distribute with TV series, complement the broadcast, and continue to provide leading quality content. Facing the growing pressure of ByteHongguo skits, Tencent Video will also actively experiment with vertical screen skits to meet the consumer needs of free customers. Through a free and incentivized advertising business model, ecological account content is bottomed out to satisfy the content consumption of older customers. In terms of content planning, it is expected that more than 100 movies will be released in half a year. Based on Tencent's large middle-aged and elderly community, strong IP reserves for reading texts, and platform support from video accounts, I believe Tencent's short dramas can unleash their unique advantages.

Read: Development and international layout of the entire IP industry chain

On Tencent Investor Day on January 4, Reading Text CEO Hou Xiaonan shared Reading's IP strategy layout. In terms of the development of the entire IP industry chain, the first stage is to carry out IP farm work through platforms such as starting point reading and QQ reading to cultivate creative soil to incubate IP seeds; the second stage enters the IP factory stage to promote diversified development of audio, animation, film, television, and games to enhance IP influence and commercial value; and finally, in the IP park stage, the integration of derivatives, offline travel, VR, XR and other technologies to provide users with diverse IP experiences. In terms of IP's internationalization strategy, Reading Group's overseas strategy has covered more than 100 countries and regions, with a cumulative total of more than 0.3 billion overseas visitors. Massive online content can be exported overseas through AI translation and other tools, and it also cooperates with top international companies such as Disney and Netflix to promote the international development, operation, and global influence of IP.

E-commerce: WeChat Stores Launch Private Domain Incentive Program

On January 1, 2025, WeChat stores launched a private domain incentive plan to promote business entry and operation improvement. When merchants that meet the requirements complete an order in a specific scenario, the platform will provide incentives in the form of reducing technical service fees (such as sharing, public account/service number, and technical service rate reduction to 1% for applet scenarios) or issuing e-commerce growth cards (such as the above scenarios can receive up to 0.4% incentives, and technical service fees in the reservation notification scenario to incentivize e-commerce growth cards in equal amounts). At the same time, there is also an incentive policy for service providers, encouraging them to bind talent delivery video accounts and obtain e-commerce growth card rewards in accordance with talent promotion or growth policies, thus promoting the development of the WeChat e-commerce ecosystem. At the same time, WeChat's “blue package” gifting function is gradually expanding the scope of testing, which is expected to accelerate user fission, help the popularization of WeChat Pay and e-commerce services, and form a unique lightweight social e-commerce model.

Game: “Crossing the Line of Fire” nostalgia mode has surpassed 1 million reservations. The highly anticipated “Nostalgia Mode” of the popular shooter game “Crossing Fire” under Tencent Games has opened reservations on the official website. The model is scheduled to be launched in the second quarter of 2025. It will provide at least six different game modes (such as challenge mode, team competition, etc.), return to classic maps (such as Biochemical Lab, etc.), and use the old interface design, background music and lobby layout to be close to the memories of old players. Currently, the number of reservations has exceeded 1 million. The CrossFire game was launched in China in 2008. It has been almost 17 years since the mobile game was officially launched in 2017, and it has also been 8 years since the mobile game was officially launched. As a game that has accompanied a generation to grow, the nostalgia model has also stimulated the loss and return of many old players, proving that Evergreen Gaming's re-innovation strategy is still effective.