2022109......KOLKOL2023KOL2023KOLKOLKOLKOLKOLKOLKOLKOLKOLAIGCPREFACE 2023 *202125.5+4+57%30202245%60%70%+24H*202323+2.5Slogan*20218KFS++3 / SEO AttentionInterestSearchPurchaseShare KOL+”42.1%26.5%13.3%12.6%12.6%8.9%3.3%1.0%0.3%2022CTR2022; =-/////••••••••••••••SEO•• 2000~2010BBS20102013~20192018201820032007201420162013 &2023CRconcentration rateCR555.84%12.37%16.78%19.24%20.08%94.16%87.63%83.22%80.76%79.92%202020212021202220222020-2022%+/CR5(≈10%)CR5≈9% 43%47%47%54%55%59%64%65%69%72%73%73%73%74%74%74%76%78%82%83%84%95%100%3C&202220221-91000 T97+1.2GMV 210+27.6 0.120.421.242.273.494.92245.9%197.0%83.3%53.7%40.9%1.5%4.2%10.6%15.5%20.1%24.3%20182019202020212022E2023E2018-2023%%577%30%13%50%10%20%26%29%20232023 2023 202268.136.8202220211.9%62.6%6.3%15.1%22.4%25.0%1.1%0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%0123456789B2021MAU2022MAU% 101.7108.843.887.61955.3133.45127.620.4963557.2431%17%-53%10%84%4%B2021VS20222021202243.3%61.5%84.6%58.0%27.1%32.5%26.8%B2022DAU/MAU/84.6%60%B5%32.5%20212022B/ +26%+32%+139%+116%+52%KOLKOLKOLKOLKOLBKOL2021202281962337066118553141667181171034094461832832623055462760126%32%139%116%52%0%20%40%60%80%100%120%140%160%050000100000150000200000250000300000350000400000450000500000B2021-2022KOL20212022KOL 41.7%40.5%45.4%16.5%48.2%29.8%149.2%41.2%52.3%51.7%117.4%92.1%44.3%122.3%187.4%375.4%163.0%493.4%433.6%85.7%KOLKOLTOP10 KOLTOP10 KOLKOL2022KOL •••••••2020H1•2020H2•202010-12•2021•2021•2021456•202111.11/12.122021•tab”•20227•2023120202020~20212021•2014810•2015•20166•2019•2019114•20208•20217•8•10IDEA•20221•202212•20231•22014~20162017~202020222021•20169••••••20223•20226FACT+•20232016~20172020201820192021 FieldAllianceCampaignTop KOLV KOL APPKOL+ , 29.0%, 35.7%, 27.0%, 4.8%, 0.4%, 0.5%2022KOL0%50%100%202120220%50%202120220%20%40%60%202120220%20%40%60%202120222021.1.1-2022.11.302022 KOLKOL KOC1+12%1+3*KOCKOC5WKOC10WKOC10WKOC5KBKOC1WBUPbilibiliUPBUPKOC≥50001000-5000KOCKOC2022U+KOCKOLKOL2021VS2022KOC20212022QuestmobileKOL&KOL @20208700+30+20211B@xxx2022367BKOL••••••2.8 KOL 0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%20226202272022820229202210202211202212>1000W500-1000W100-500W50-100W<50WKOLTOP15002022.1.1-2022.11.3050%10w33%3%2%40%27%0%5%8%58%17%50%0%9%22%63%14%67%0%75%67%63%81%97%60%67%96%85%92%42%75%50%91%91%78%38%71%33%80%25%33%T1T2T3TOP150060%67%63.3%<=100WAVG15%100~1000WAVG3.8%>=1000WAVG KOLKOLKOLKOLKOLKOLKOLKOLKOCTGI2022.1.1-2022.11.30小红书爆文笔记各层级CPE分布（元） 2021.1.1-2022.11.3020212022KOLKOC2022KOC202110%27%BKOLKOLKOC≥100W20-100W5-20WKOC-<5W≥500W100-500W10-100WKOC-<10W≥500W100-500W5K-100WKOC-<5K≥1000W100-1000W10-100WKOC-<10W≥100W10-100W1-10WKOC-<1W≥200W50-200W10-50WKOC-<10W KOLSTEP-05STEP-01STEP-03STEP-041V1KOLKOCKOCKOCKOLSTEP-02KOC•••••KOC60%KOL20%20%KOC30%KOL30%40%KOC10%KOL30%60%KOC10%KOL20%70%KOC30%KOL30%40% KOLKOL 13.9%13.0%18.7%14.5%20212022KOL22.8%17.8%14.1%9.5%21.0%16.2%13.1%11.2%KOCKOL20212022•20222021KOL0.9%4.2%•20212022=KOL*=*80.60%185.60%1.95%1%20222021KOLKOC 20192020202120222022•• 1-x = 2-3-TVCIPTVCIP—TVC ————IP—IP•60%•308% •76%•40%•35%3.4DAU2.6DAU 13+10%8202210W50%  20219:120226:4KOL++++ 17.9513.481.080.8225,514274,555050,000100,000150,000200,000250,000300,00002468101214161820赛马期放量期项目内容种草期成果汇总CPMCPEGMVGMV 976% CPM 25% CPE 24% 1269.05%4000W+3000%+ KOL 2015以前20162017201820192020202120222023202420252026202720282029ChatGPTAIGCAI11141722283645587393118020406080100120140生成式AI市场规模预期（十亿美元）Precedence Research AIFace IDAI3D......SQL///3D/......AIGCChatGPTAIGC3DAIGCAIAIAIChatGPTAIGPT-3 AIGCAIGC 2A I G C X 1AIGCAIGCA I G C X 3A I G C X 4A I G C X AIGCK O L KOL+AIGC010203040555060755 19832009AIROIKOLKOC100KOLB35+30+GDMS4A •••••••K O L& •••••••• K O L ——K O L GDMS&CAA&GDMSCopyright © 2023 WeiboyiAll rights reserved©