亮剑！中国移动正式打响一场“不能输的战争”

通信瞭望02-28

当一个熟悉的名字——“移动爱家亲情网”悄然出现在央视2026年马年春晚时。这看似低调的植入，却关乎中国移动未来十年“江湖地位”的争夺，而且，这是一场不能输的硬仗。移动爱家亲情网什么来头很多90后、00后可能对“亲情网”这三个字没什么感觉，但在2G/3G时代，这东西可是中国移动的“大杀器”，业内俗称“V网”（Virtual Private Network）。那时候打电话贵，如果用上“V网”，一家人...

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href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260228174723a72a2029&s=b><strong>通信瞭望</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>当一个熟悉的名字——“移动爱家亲情网”悄然出现在央视2026年马年春晚时。这看似低调的植入，却关乎中国移动未来十年“江湖地位”的争夺，而且，这是一场不能输的硬仗。移动爱家亲情网什么来头很多90后、00后可能对“亲情网”这三个字没什么感觉，但在2G/3G时代，这东西可是中国移动的“大杀器”，业内俗称“V网”（Virtual Private Network）。那时候打电话贵，如果用上“V网”，一家人...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260228174723a72a2029&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU0149721374.USD","symbol_name":"HSBC GIF HONG KONG EQUITY \"AD\" 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China Mobile officially launched a \"war that cannot be lost\"","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"80883":0.6,"80941":0.9,"00941":1.5},"content_text":"当一个熟悉的名字——“移动爱家亲情网”悄然出现在央视2026年马年春晚时。这看似低调的植入，却关乎中国移动未来十年“江湖地位”的争夺，而且，这是一场不能输的硬仗。移动爱家亲情网什么来头很多90后、00后可能对“亲情网”这三个字没什么感觉，但在2G/3G时代，这东西可是中国移动的“大杀器”，业内俗称“V网”（Virtual Private Network）。那时候打电话贵，如果用上“V网”，一家人或者一个公司的人组个网，短号互拨、话费打折，黏性极高。后来4G/5G普及、资费下降，“V网”渐渐被人淡忘。但这次，中国移动把它从仓库里翻了出来，擦擦灰，换了个新皮肤，取名“移动爱家亲情网”，直接送上了春晚舞台。为什么？因为中国移动正在面临一个残酷的现实：个人通信业务这块“现金牛”，扛不住了。根据2025年上半年的财报，中国移动个人市场收入2447亿元，同比下降了4.1%。虽然10亿移动用户的盘子还在，但增量见顶、价格战打到头，这几乎是整个行业的共识。而另一边，家庭市场却逆势增长：2025年上半年收入750亿元，同比增长7.4%，家庭宽带客户规模达2.84亿户，加上移动高清、智能家居、生活权益等增值服务，家庭市场的蛋糕可不小。“移动爱家”作为中国移动面向家庭市场的核心品牌，于2023年全球合作伙伴大会上正式发布，成为继全球通、神州行、动感地带之后的第四大客户品牌，说明移动想要分得更多家庭市场“蛋糕”。为什么这是一场“不能输的战争”第一，基本盘的坚守之战。个人市场和家庭市场贡献了近七成的主营业务收入，是中国移动生存发展的根基。在个人市场收入承压的背景下，家庭市场必须扛起增长大旗。移动爱家作为家庭市场的核心品牌，其成败直接关系到中国移动的基本盘稳定。第二，存量时代的价值之战。当前三大运营商的产品和能力基本趋同，“反内卷”的核心工作就是存量经营。亲情网通过家庭关系绑定，能够有效降低用户离网率。移动爱家生态的构建，正是为了在存量市场中挖掘更深层次的价值。第三，智慧家庭的终极之战。随着AI技术的快速发展，智慧家庭正从概念走向现实。中国移动正深化“移动爱家”生态建设，推动智慧家庭合作联盟全面升级。这场竞赛的胜者，将掌握未来家庭数智生活的话语权。同时，在2026年工作会议上，中国移动明确提出：“坚持稳中求进，从规模扩张转向质量提升。”而“移动爱家”所在的智慧家庭市场，正是其转型的最佳载体之一。其实，中国移动这场“不能输的战争”，也代表着整个通信行业的焦虑。过去二十年，运营商的日子过得挺滋润：用户数年年涨，流量费稳稳收，躺着就能赚钱。但这几年风向变了——人口红利没了，资费降到底，互联网巨头又在上面层层扒皮，运营商沦为了“管道工”。不过，运营商自然不想只做管道工。所以他们定要“杀进”智慧家庭做服务，拼命推云网、AI，拼命做生态联盟，想要找到新的可靠增长点，成功转型成为世界一流科技服务企业。如今，90后、00后已成为家庭消费主力，他们需要的不仅是网络连接，更是智能、健康、绿色的生活方式。“移动爱家”的全面铺开，也是一个信号，一个中国移动正式向家庭市场发起“总攻”的信号。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.42.0","shortVersion":"4.42.0","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2614817001","isCrawlerRequest":true}