Pepsi's "Alive" campaign on Douyin turned brand blue, bubble effects and music into interactive stickers and a challenge. According to 36kr, the campaign drew more than 800,000 sticker uses and 2.58 billion related-topic views. The same pattern appears in "Weaving Dreams Forest," which connected to Douyin's Co-Raising Elf Xiaohuoren feature: a daily-chatting mechanic became shared gameplay built around raising and planting together.
The commercial question is what survives after participation: a product action, a habit, or a relationship with credible people. This article traces that chain, including where emotional prompts can fail to carry the proof a conversion needs.
Make the feeling visible, then give people a role
The first step is to turn an atmosphere into something people can enact. In late May, Pepsi introduced "Alive," a brand theme song created by Jackson Wang and Ashin of Mayday. The title supplied an emotional frame, while the campaign gave that frame visible materials: brand blue, bubble effects, and the song itself. According to 36kr, Ocean Engine's AIGC capabilities turned those elements into interactive stickers and a challenge.
- MayTencent launches the Android version of Tusi
- JuneWeChat begins phased testing of Xiaowei
- August 19Tusi launches a paid one-stop listing feature
- early SeptemberTencent WorkBuddy opens its ecosystem platform
That changes the audience's role. Instead of receiving a music-led brand message, people could use the campaign's visual language in their own posts. The stickers recorded more than 800,000 uses, and related topics reached 2.58 billion views, according to 36kr. Those figures do not prove a purchase outcome, but they show the earlier conversion step: a feeling becomes legible. People can repeat it and perform it publicly.
Douyin's newer formats push the same principle beyond a fixed campaign. Woshipm reports that Douyin is testing the invitation-only AI Workshop (AI工坊) in its Creator Center. Its Interest Cards (兴趣卡), in phased testing in the homepage recommendation feed, let users ask questions, take fun tests, generate information, and complete lightweight interactions without leaving the app or opening a mini program.
The emotional hook is therefore not finished when someone recognizes it. It needs a role for the viewer.
A related example comes from "Weaving Dreams Forest," which partnered with Douyin's Co-Raising Elf Xiaohuoren feature. The game extended Xiaohuoren's daily-chatting "keep the spark alive" mechanic into shared raising and planting. Affection becomes an activity between participants, rather than a label applied to them. This is the workflow's opening move: name a feeling, then design an action through which an audience can make it visible.
Connect participation to a place, product or repeat use
Participation becomes commercially useful when the next step is already built into the campaign. woshipm describes a Taobao Flash Buy campaign with Lee Kum Kee that turned popular dishes into ingredient and seasoning combinations available to view and purchase. They could be delivered immediately. The audience could act on the dish rather than merely remember it.
Places can serve the same purpose. Amap's Street Discovery ranking worked with "God of Cookery: Battle of 100 Chefs" to list 73 chef restaurants across 36 cities. After two episodes, search impressions for Shen Yuezhi's restaurant rose 130%, while orders reached 2.3 times the level of the same period, according to woshipm. Revenue at restaurants owned by Zhang Yuanfu rose 64% year on year. The show's first-season champion, Xu Xiaohong, also developed the Hongwei sauce brand.
Repeat use needs a mechanic that people can share. According to 36kr, Weaving Dreams Forest extended Xiaohuoren's daily-chatting interaction into cooperative gameplay centred on raising and planting together.
That shared entry point generated cumulative exposure of 510 million, 36kr reports. Universe Helps took participation into physical settings through mobile M&G Stationery stalls in Shantou Xiaogongyuan's Qilou district and Shenzhen Xiaomeisha's coastal community. It also used a stall at Zhuhai Hope Star Experimental School. Within one month of its premiere, it recorded more than 1.2 billion online impressions and more than 10 million interactions. It also generated more than 350,000 pieces of user-generated content. The next action can be a purchase or a visit. It can also be another round of shared activity.
Match the emotional hook to the product's proof burden
A participatory hook can make a category easier to enter, but it cannot carry every purchase decision. Qinghulu framed summer reading as an experience children could perceive through graded reading and pop-up mechanisms. It also used IP voice books. Its Little Sheep Goes Up the Mountain series reached TOP1 on Douyin Mall's Preschool-to-Primary Transition Good-Price ranking during its new-product debut livestream, giving the emotional frame a concrete product outcome.
For learning products, the experience itself can serve as much of the proof.
Health products face a heavier burden. Food and durable goods do as well. GUTX Yicifang can connect with sports enthusiasts in settings such as the Keep Langren Festival, yet its conversion case also rests on an explainable mechanism: dual-chamber technology keeps probiotic powder separate from activation liquid until immediately before drinking. Yan Palace similarly lowers the barrier with fresh-stewed bird's nest monthly cards and tastings. Its benefits change over time, while its president appears in 15 live-action short videos and livestreams to discuss quality. The feeling draws attention; a credible person and product explanation help turn that attention into action.
Stationery makes the distinction especially clear. According to 36kr, M&G presents its Correction Expert as non-slip and drop-resistant. It is also quiet and labor-saving. Its digital-display compass Pro is presented as drawing precise circles without a ruler. Invisible correction tape promises mistakes vanish after one pull. These are demonstrations buyers can evaluate quickly, supported by M&G's stated annual research and development investment of more than 100 million yuan and more than 1,600 accumulated patents. Emotion can make such tools shareable, but the product still has to visibly solve the task.
Podcasts expose the credibility limit of emotional commerce
Podcasting makes the credibility problem visible because intimacy is itself part of the product. By its first anniversary, Luo Yonghao's Crossroads had released 36 full episodes and worked with 23 commercial brands, according to woshipm. A familiar host can convert sustained attention into brand access. That also raises the standard for what listeners are being asked to trust.
The commercial pull is clear. In 2025, the number of brands partnering with Xiaoyuzhou increased 422% year on year, while its commercial revenue increased 760% year on year, according to geekpark.
But emotional attention does not automatically become durable loyalty. Er De San Ci Fang tested paid content by charging 9.9 yuan for an additional episode. The woshipm author argues that audiences often come to podcasts seeking relief from anxiety and identification with an elite class. Once that need becomes a purchase, listeners can reasonably demand more than a warm sense of belonging. They may question inflated premiums or knowledge packaged as a crash course, risks the author associates with the earlier paid-knowledge boom.
Commercial partners face the same test. Kyth argues in geekpark that podcast value rests on authenticity: listeners want a creator's own voice and perspective shaped by lived experience. AI-generated material cannot provide the accountable, singular standpoint Kyth sees as central. Emotion can open the conversion path, but trust holds only when a recognisable person remains responsible for the relationship.
How emotion-led campaigns connect participation to commercial outcomes
| Pepsi "Alive" | "Weaving Dreams Forest" | "God of Cookery: Battle of 100 Chefs" | Luo Yonghao's Crossroads | |
|---|---|---|---|---|
| Emotional or cultural entry point | A brand theme song created by Jackson Wang and Ashin of Mayday | A shared "keep the spark alive" social mechanic | Food competition featuring industry leaders | Listeners seek relief from anxiety and identification with an elite class, according to the woshipm author |
| Participation mechanism | Interactive stickers and a challenge using brand blue, bubble effects, and the music of "Alive" | Users raise and plant together through Douyin's Xiaohuoren social feature | A dedicated Amap ranking placed chef restaurants in 36 cities | Full podcast episodes; not otherwise covered |
| Conversion or repeat-use link | Not covered | Shared-operation gameplay model | Taobao Flash Buy turned dishes into ingredient and seasoning combinations for viewing, purchase, and delivery | Worked with 23 commercial brands by its first anniversary |
| Reported reach or participation | More than 800,000 interactive-sticker uses and 2.58 billion related-topic views | 510 million cumulative exposure for its entry point | More than 100 million total impressions for the Taobao Flash Buy and Lee Kum Kee campaign | 349 million plays across all online platforms by its first anniversary |
| Reported commercial outcome | Not covered | Not covered | The highest year-on-year sales growth for a single brand exceeded 70%; one restaurant's orders reached 2.3 times the same-period level | Not disclosed in sources |
| Durability or credibility signal | Music collaboration with named creators | Daily-chatting mechanic extended into shared gameplay | Chef restaurants and ingredient purchases connect the show to offline businesses | Kyth argues that podcast value depends on authenticity, a creator's original voice, views, stories, and experiences |
| Stated limitation or risk | Not covered | Not covered | Not covered | The woshipm author argues that podcast traffic may be false prosperity and that paid podcasts risk excessive premiums |
From emotional attention to durable conversion
- A show can connect viewers to a specific, useful next action, such as cooking a featured dish or visiting a restaurant. Build the transaction into the moment of interest. The Taobao Flash Buy and Lee Kum Kee campaign converted popular dishes into ingredient and seasoning combinations for viewing, purchase, and delivery, while Amap put 73 chef restaurants in 36 cities on a dedicated list. This is a stronger use of entertainment attention than awareness alone because the audience can act on it immediately.
- The goal is broad participation around a brand feeling rather than a direct purchase. Give people a native behavior to perform and share. Pepsi used interactive stickers and a challenge built around its theme song, brand blue, and bubble effects; the campaign generated more than 800,000 uses of the stickers. Likewise, Weaving Dreams Forest turned Xiaohuoren's daily-chatting mechanic into collaborative raising and planting. Use this route when participation itself can deepen attachment; do not assume views alone establish repeat use.
- A product has a credible functional benefit that can be demonstrated in a relevant lifestyle setting. Lead with the utility and use emotion as the context, not the substitute. GUTX Yicifang's dual-chamber design keeps probiotic powder separate from activation liquid until drinking, and its campaigns appeared in sports-oriented offline settings. M&G similarly foregrounded concrete stationery functions alongside entertainment and celebrity activity. This is the appropriate model when a feeling-exercise, back-to-school anticipation, or self-expression-can make a real product advantage more legible.
- A creator-led podcast or paid-content offering is intended to become a continuing commercial relationship. Prioritize accountable human perspective, recurring value, and credible hosts over simulated intimacy. Xiaoyuzhou's Kyth argues that podcasts derive value from a person's original voice, views, stories, and experiences, while the platform has imposed distribution restrictions on AI-generated content produced in bulk. The caution is especially relevant for paid extensions: one comedy podcast tested an additional episode at 9.9 yuan, and criticism in the source material warns that paid podcasts can repeat the excessive premiums and crash-course knowledge of earlier paid-knowledge products.
Audit the chain after the campaign moment ends
Audit from the campaign moment forward, rather than treating impressions as the finish line. The Taobao Flash Buy and Lee Kum Kee campaign generated more than 100 million total impressions, according to woshipm, while the strongest year-on-year sales growth for a single brand exceeded 70%. Those figures should sit in separate columns: exposure, participation, first purchase, and subsequent purchase. A sold-out event can be another useful checkpoint: tickets for the "Young, Wild and Free: Summer Heartbeat Meet-and-Greet" sold out on Damai within one minute.
Then inspect what makes a return plausible. Yan Palace used monthly cards for fresh-stewed bird's nest, new-product tastings, and changing benefits to lower the first-purchase barrier, 36kr reports. Its president also made 15 live-action short videos and regularly appeared in livestreams to discuss product quality. Track the conversion of newcomers into repeat users alongside audience response to that creator presence. If attention rises while repeat activity stalls, the emotional hook may be outrunning the product relationship.
Editorial labels matter too. M&G Stationery's sponsorship of the Shenzhen Satellite TV programme "Universe Helps" should be clearly marked as branded entertainment built around a stationery business. Within one month, 36kr says, it drew more than 1.2 billion online impressions, more than 10 million interactions, and more than 350,000 pieces of user-generated content. Those are participation signals, not proof of durable commerce.
Credibility requires an audit of who is being amplified. geekpark reports that Bilibili allocated 1 billion yuan in traffic support for video podcasts, while Kyth says Xiaoyuzhou restricts bulk-produced AI content and gives human creators preferential support. Measure paid-content GMV and repeat engagement, but also review whether the creator's voice remains recognisable and accountable. Kyth says Xiaoyuzhou's consumer-side paid-content GMV has grown by more than 50% annually. Growth counts; trust determines what it can sustain.
Put the post-campaign test into the brief: what can an audience use once the creator video and store screens disappear? What can it return to afterward? If that answer is vague, the feeling has no durable conversion path.
M&G gives a practical audit model. Its Liu Yu range connects Chinese-style cultural appeal to writing tools. It also includes journals and notebooks, while the Bobole pen makes product interaction physical through fragrance released by squeezing or rubbing, according to 36kr. Ask which specific use makes the emotional premise credible, and who is accountable for carrying it. A creator with 26 million followers can attract attention, but repeat use must rest on something that remains when the campaign ends.
For readers outside China
- Availability: The source material discusses Chinese platforms including Douyin, Xiaohongshu, WeChat, Bilibili, Xiaoyuzhou, Doubao, Tencent WorkBuddy, and Tusi, but does not say whether any are available outside China. It also does not disclose international access to the campaigns, shows, restaurant lists, or interactive tools described here.
- Pricing: Consumer pricing is largely not disclosed in sources. The stated exception is a 9.9 yuan additional episode tested by the comedy podcast Er De San Ci Fang. For creators in Douyin AI Workshop's internal-testing period, each approved Interest Card work carries a 100 yuan cash reward; this is a creator incentive, not a user price.
- Closest Western equivalents: The source material does not identify Western equivalents.; Xiaoyuzhou is described as a podcast platform, while Douyin, Xiaohongshu, WeChat, and Bilibili are described as platforms that are adding interactive or AI-generated application experiences within their own ecosystems.
- Data residency: Data residency, hosting location, cross-border transfers, and privacy terms are not disclosed in sources. The source material does say that tools generated by WeChat's Xiaowei are restricted to personal use within the WeChat ecosystem and do not support sharing, payment access, address-book access, or other high-permission functions.
Sources
- 36kr 一档卖文具的综艺，为什么让年轻人停不下来？ https://36kr.com/p/3975874591748357
- woshipm 全民播客，一场 "精神消费" 的虚假繁荣？ https://woshipm.com/it/6454900.html
- woshipm 综艺营销2026风向：情绪是入口，产业是出口 https://woshipm.com/share/6465660.html
- 36kr 从夏日情绪到生意增长，品牌如何接住这阵「风」？ https://36kr.com/p/3954936792792454
- woshipm 抖音即将"上架"AI应用，大厂抢滩下一代分发入口 https://woshipm.com/ai/6463407.html
- geekpark 对话小宇宙 kyth：播客的护城河是真实，AI 无法取代的是人的立场 https://geekpark.net/news/370345
The evidence: 90 facts from 6 Chinese articles
Each line below was extracted from the article it sits under, in Chinese, before any of this was written. The writing is done from these and never from the source prose - that separation is structural, not a promise. How we work.
36kr从夏日情绪到生意增长，品牌如何接住这阵「风」？
- In late May, Pepsi launched "Alive," a brand theme song created by Jackson Wang and Ashin of Mayday.
- Pepsi's brand theme song "Alive" received more than 110 million plays.
- "Alive" ranked TOP1 on Douyin's "Choose Popular Style" chart and TOP3 on Soda Music's "Popular Search" chart.
- Pepsi used Ocean Engine's AIGC capabilities to launch interactive stickers and a challenge based on its brand blue, bubble effects, and the music of "Alive."
- Pepsi's campaign generated more than 800,000 uses of its interactive stickers and 2.58 billion views of related topics.
- The simulation-management game "Weaving Dreams Forest" partnered with Douyin's "Co-Raising Elf" Xiaohuoren social feature.
- "Weaving Dreams Forest" extended Xiaohuoren's daily-chatting "keep the spark alive" mechanic into a shared operation gameplay model of raising and planting together.
- The "Weaving Dreams Forest" campaign generated cumulative exposure of 510 million for its entry point.
- Qinghulu used graded reading, pop-up mechanisms, and IP voice books to present summer reading as experiences that children could more easily perceive.
- Qinghulu's graded-reading series "Little Sheep Goes Up the Mountain" reached TOP1 on Douyin Mall's "Preschool-to-Primary Transition Good-Price" ranking during its new-product debut livestream.
- GUTX Yicifang uses dual-chamber technology to store probiotic powder separately from activation liquid and mixes them immediately before drinking.
- GUTX Yicifang combined campaigns targeting sports enthusiasts with offline exercise settings including the Keep Langren Festival.
- GUTX Yicifang achieved over 100 million impressions.
- Luzhou Laojiao 1573 partnered with the Argentina national football team and the Portugal national football team to launch the 2026 Luzhou Laojiao 1573 x Argentina National Football Team Official Commemorative Liquor and Portugal National Football Team Official Commemorative Liquor.
- Luzhou Laojiao 1573 used "Raise This Glass to Legends" as the core promotional theme for its football-team commemorative liquor.
- Luzhou Laojiao 1573's collaboration with Douyin IP "Summer of Chasing Football" generated 1.3 billion+ brand impressions.
- Yan Palace's president personally produced 15 live-action short videos and frequently joined livestreams to discuss product quality.
- Yan Palace offered fresh-stewed bird's nest monthly cards, new-product tastings, and dynamic benefits to reduce the barrier for first-time purchases.
36kr一档卖文具的综艺，为什么让年轻人停不下来？
- The six celebrity guests on "Universe Helps" are Ding Zhen, Jing Long, Li Yitong, Sun Xizhi, Yu Yuhan, and Zhang Yanqi.
- "Universe Helps" set up mobile M&G Stationery stalls in Shantou Xiaogongyuan's Qilou district, Shenzhen Xiaomeisha's coastal community, and Zhuhai Hope Star Experimental School.
- Guest Duan Aojun made a surprise appearance during the Shenzhen stop of "Universe Helps".
- M&G's Kaixinle Family series includes the Kaigua King "pain pen," the Yaoyaole pen, the animal Bobole pen, the Yishan Yishan Lingguang pen, Panpanle, Nieniele, the stress-relief switch pen, and Magic Flower.
- M&G announced a comprehensive deep brand partnership with Liu Yu for this year's back-to-school season.
- The M&G and Liu Yu Chinese-style co-branded cultural-creative product range covers writing tools, journals and notebooks, and collectible gift boxes.
geekpark对话小宇宙 kyth：播客的护城河是真实，AI 无法取代的是人的立场
- Bilibili allocated 1 billion yuan in traffic support for video podcasts.
- In 2025, the number of brands partnering with Xiaoyuzhou increased 422% year on year.
- In 2025, Xiaoyuzhou's commercial revenue increased 760% year on year.
- In 2025, the number of podcasts monetizing on Xiaoyuzhou increased 356% year on year.
- Xiaoyuzhou held its first offline AI-focused event, "Xiansheng Signal Tower," in Shanghai at the end of August.
- Xiaoyuzhou released its "2026 AI Trends Report" at its first offline AI-focused event, "Xiansheng Signal Tower."
- In 2025, the number of creators of AI-related content on Xiaoyuzhou increased 187% year on year.
- In 2025, the number of AI-related programs on Xiaoyuzhou increased 239% year on year.
- Xiaoyuzhou had begun internal testing of video podcasts.
woshipm综艺营销2026风向：情绪是入口，产业是出口
- During recording, the main Douyin topic for "Towards the Wild" (向野的我们) surpassed 260 million views.
- During recording, the main Xiaohongshu topic for "Towards the Wild" (向野的我们) received more than 60 million views.
- During recording, "Towards the Wild" (向野的我们) generated 11 Weibo trending-search entries in the top 10 of two rankings.
- The "Infinity and Beyond" series ranked No. 1 in satellite-TV ratings for its timeslot.
- Topics related to the "Infinity and Beyond" series received more than 50 billion impressions on Weibo and Douyin combined.
- The "Young, Wild and Free" series ranked No. 1 multiple times on the Datawin and Yunhe rankings.
- The 2026 Hujing Entertainment Commercial Autumn Cloud Launch was officially unveiled on September 16.
- "Towards the Wild" is an outdoor self-driving and camping reality show.
- "Dad's Youth Trip" features five newly adult children who lead the travel planning while their fathers follow them.
- "Welcome to Caotai Village" is a comedy adventure reality show driven by accidents.
- "God of Cookery: Battle of 100 Chefs 2027" selects food-industry leaders with culinary, social-marketing, street-survival, and business-management capabilities.
- As of August 31, "God of Cookery: Battle of 100 Chefs" ranked No. 1 on Yunhe's all-public-opinion popularity chart for two consecutive days.
- As of August 31, "God of Cookery: Battle of 100 Chefs" ranked No. 1 on Weibo's variety-show popularity index during the same period.
- The first-season champion of "God of Cookery: Battle of 100 Chefs," Xu Xiaohong, developed a sauce brand called "Hongwei."
- A Taobao Flash Buy campaign with Lee Kum Kee turned popular dishes into ingredient and seasoning combinations for immediate viewing, purchase, and delivery.
- The Taobao Flash Buy and Lee Kum Kee campaign generated more than 100 million total impressions.
- In the Taobao Flash Buy and Lee Kum Kee campaign, the highest year-on-year sales growth for a single brand exceeded 70%.
- Amap's Street Discovery ranking collaborated with "God of Cookery: Battle of 100 Chefs" to place 73 chef restaurants in 36 cities on a dedicated ranking list.
- After two episodes of "God of Cookery: Battle of 100 Chefs," search impressions for Shen Yuezhi's single restaurant increased by 130% and orders reached 2.3 times the level of the same period.
- After two episodes of "God of Cookery: Battle of 100 Chefs," revenue at restaurants owned by Zhang Yuanfu increased 64% year on year.
- Tickets for the "Young, Wild and Free: Summer Heartbeat Meet-and-Greet" sold out on Damai within one minute of going on sale.
woshipm全民播客，一场 “精神消费” 的虚假繁荣？
- Luo Yonghao's podcast, Luo Yonghao's Crossroads, marked its first anniversary a few days before the publication of this article.
- Luo Yonghao's Crossroads had released 36 full episodes by its first anniversary.
- Luo Yonghao's Crossroads had accumulated 349 million plays across all online platforms by its first anniversary.
- Luo Yonghao's Crossroads generated 138 related trending-search topics by its first anniversary.
- Luo Yonghao's Crossroads had worked with 23 commercial brands by its first anniversary.
- Luo Yonghao's Crossroads had more than 10.242 million followers across all online platforms by its first anniversary.
- In 2025, the number of individual Xiaoyuzhou podcast episodes in the artificial-intelligence category increased 310% year on year.
- In 2025, plays of Xiaoyuzhou podcast content in the artificial-intelligence category increased 137% year on year.
- In 2026, plays of Xiaoyuzhou artificial-intelligence-related content increased 287% year on year.
- CPA Chinese Podcast Community's 2024 Podcast Marketing White Paper found that people with a master's degree or above accounted for 29.8% of podcast listeners.
- CPA Chinese Podcast Community's 2024 Podcast Marketing White Paper found that people in first-tier and new first-tier cities accounted for nearly 75% of podcast listeners.
- A survey found that users aged 18 to 44 accounted for 67% of podcast users in the United States.
- A survey found that, compared with non-podcast listeners in the United States, podcast users had a 45% higher proportion of people with annual income of $250,000 or more.
- Jiashi Consulting's 2025 China Podcast Industry Status and Development Trends Report estimated that China had about 170 million podcast users in 2025.
- Jiashi Consulting's 2025 China Podcast Industry Status and Development Trends Report put China's podcast industry revenue at 5 billion yuan in 2025.
- Jiashi Consulting's 2025 China Podcast Industry Status and Development Trends Report stated that advertising accounted for more than 70% of China's podcast industry revenue in 2025.
- The comedy podcast Er De San Ci Fang (二的三次方) recently tested a paid model by pricing an additional episode at 9.9 yuan.
woshipm抖音即将“上架”AI应用，大厂抢滩下一代分发入口
- Douyin is internally testing an invitation-only tool called AI Workshop (AI工坊) in its Creator Center.
- Douyin's AI Workshop produces interactive AI content carriers called Interest Cards (兴趣卡), which are in phased testing in the homepage recommendation feed.
- Users can perform question-and-answer searches, fun tests, information generation, and lightweight interactions within Douyin Interest Cards without leaving the Douyin app or opening a mini program.
- Douyin offers a 100 yuan cash reward for each Interest Card work approved during the AI Workshop internal-testing period.
- In mid-2026, Douyin launched Interactive Space (互动空间), an independent plaza where creators could use ByteDance's AI coding tool Trae to generate and upload interactive works through natural-language prompts.
- WeChat's native AI assistant Xiaowei began small-scale phased testing in June, including a capability to generate lightweight mini-program tools from a single sentence.
- Tools generated by Xiaowei are restricted to personal use within the WeChat ecosystem and do not support sharing, payment access, address-book access, or other high-permission functions.
- Tencent launched the Android version of Tusi (吐司) in May as an application-generation and collaborative-idea platform.
- On August 19, Tusi launched a paid one-stop listing feature that enables users to apply for software copyrights, file App registrations, generate compliance documents, and submit applications for listing on MyApp.
- At WAIC 2026, Xiaohongshu announced the full launch of RED Skill, internal testing of a Vibe Coding mini-tool, and an upgrade to its Builder Hub creator platform.
- Xiaohongshu allows developers to attach AI applications to notes for direct use without requiring users to navigate away.
- After more than one month of internal testing, Xiaohongshu had more than 7,300 original Skills on its platform.
- Since February, Xiaohongshu has added 40,000 to 50,000 Vibe Coding-related works each month.
- Bilibili began small-scale internal testing of its web-content publishing platform Toy in June, allowing local creative webpages to be published as interactive works that can be accessed and played on Bilibili.
- After more than one month of testing, more than 300 works had been uploaded to Bilibili's Toy platform and user experiences had accumulated more than 8.5 million times.
- Nomura Securities' July internet user-time data showed that Douyin held a 19.4% share of user time, exceeding WeChat's 18.8% for the first time.
- ByteDance's five apps accounted for 40.9% of time spent among the Top 50 apps, compared with 29.1% for Tencent's apps.
- Doubao launched its Skills and Connectors system in August with more than 200 skills and third-party connectors available.
- Tencent WorkBuddy opened its ecosystem platform in early September, initially integrating more than 100 Buddy applications.