黄金周上海搞了一场2.5次元试验，超160个游戏动漫IP登岛，不做联运生意的小红书如何切入ACG赛道？

时代财经10-08

10月2日至6日，上海复兴岛船台公园人声鼎沸，有现场交换无料的乙游小姐姐，有进门就奔向大厂新游的硬核玩家，还有主动走进年轻人爱好、扮演“黄油小熊”的退休教师……小红书开放世界冒险岛“RED LAND”第二年在这里举办：场地面积从8万平方米扩至15万平方米，游戏与动漫IP（知识产权）增至160多个，双双翻倍；五轮售票平均每轮20.6秒售罄。　　“很多人对小红书游戏的理解，可能还停留在《恋与深空》《...

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game and animation IPs landing on the island. How did Xiaohongshu, which does not do joint operation business, enter the ACG track?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"FDNI":0.6,"NTES":1.86,"KWEB":0.6,"09626":1.9,"TCHI":0.6,"BNGE":0.6,"BILI":1.9,"09999":1.86},"content_text":"10月2日至6日，上海复兴岛船台公园人声鼎沸，有现场交换无料的乙游小姐姐，有进门就奔向大厂新游的硬核玩家，还有主动走进年轻人爱好、扮演“黄油小熊”的退休教师……小红书开放世界冒险岛“RED LAND”第二年在这里举办：场地面积从8万平方米扩至15万平方米，游戏与动漫IP（知识产权）增至160多个，双双翻倍；五轮售票平均每轮20.6秒售罄。　　“很多人对小红书游戏的理解，可能还停留在《恋与深空》《盛世天下》等女性向产品上，实际上，小红书的游戏内容结构远比想象中丰富。”小红书社区游戏二次元负责人萤火在媒体沟通会上表示。　　另据她透露，去年小红书已经启动了独立游戏开发计划，帮助制作人从开发阶段积累种子用户、协助长线运营；同时为新游提供测试阶段的用户反馈；后续还有计划通过投资等方式向上游IP布局。　　这场活动背后，是小红书在游戏、二次元赛道上的一次完整表态——它不只想做内容分发的社区，还想做连接IP、用户与真实生活的“2.5次元生意”。而在ACG（动画、漫画、游戏）这门生意里，小红书、B站、微博三家社区，正在走向三条不同的道路。　　一场让用户当“主角”的实验：150位社区用户组成巡游方阵　　与标准的室内漫展不同，RED LAND把船台、仓库、集装箱等元素融入到策展中。岛上划分为翻身时空港、重生试炼场、黄金海岸线三大区域，80多个展位承载沉浸式互动。　　活动现场出现很多“首次”：米哈游旗下四款作品首次线下同框，新作《星布谷地》迎来国内首次线下亮相；漫威《复仇者联盟5》展位的五座英雄巨像全球首亮相；迪士尼则把《疯狂动物城》的城外海选与后台实景搬进现场。现场还专门设置了“独立游戏大食堂”，80多款独立游戏IP集中亮相，一线制作人现场与用户互动。　　最有辨识度的是花车巡游。每天傍晚，官方头车领航，蛋仔派对、逆水寒、永劫无间等IP花车随行；而巡游的核心，是约150位社区用户组成的“主角方阵”——他们带着手搓的花车、载具，甚至一张能移动的床加入。　　“同好不是游客，而是主角。”小红书社区市场部负责人、RED LAND发起人白板这样定义。在媒体交流会上，白板解释了为什么做花车：“白天用户分散在各个展台，傍晚需要一场所有人都能参与、像节日一样的共同事件。” 　　小红书社区市场部负责人白板回答媒体提问时代财经摄　　这种“让用户成为主角”的设计，都落到了具体的人和事上。扮演憨态可掬的黄油小熊的是一位退休历史教师，她感慨：“现在承受精神压力、陷入情绪内耗的人太多了，我（来这儿）就想把这份快乐分享出去。”主角方阵里还有一支团队，主理人曾是游乐场演职人员，在业余时间创作原创福瑞角色（指拟人化的动物角色），他带着自己创造的角色加入巡游——“他从帮别人造梦，到带着自己的梦被看见。”白板说。　　被问及与ChinaJoy、BW、CP等活动的差异化时，白板说，很多厂商“已经不太把我们理解为传统漫展了”，RED LAND“更像嘉年华或节日”。萤火补充道：“最大的差异化是用户的互动性——通常活动里用户是客人，在RED LAND，用户是主角。”　　更有意思的是，今年官方的展台反而变少了。白板认为这是策展思路的变化：“不再是我们自己做一个大展位，证明自己做得不错。”官方内容被做进了基础服务，更多精力放到了舞台和花车上。 　　扮演黄油小熊的是一位退休历史教师上观新闻摄　　小红书的ACG“生意”：暂不自制游戏，也不做联运　　小红书为什么要做ACG赛道？数据给出了最直接的理由。截至2025年，小红书游戏相关月活用户突破1.2亿，站内二次元兴趣人群规模达1.37亿；游戏、二次元笔记的发布规模，在所有兴趣垂类中分别排第一和第四。　　社区中也涌现了不少标杆创作者。OC（原创角色）创作者津贺林吾专程从美国飞来，带着自制OC“小苹果”的制品与用户交换；社区原生创作者超级猫猫兽扮成自己的OC小猫逛展，开起免费拍照亭。小红书社区游戏二次元负责人萤火说：“这些从社区里长出来的创作者，通过创作与互动激发了更多人的原创表达。”　　这背后其实是用户行为的变化。萤火的判断是：“这一代人的文化，不只在消费中被看见，更在理解与表达中被创造。”新一代游戏二次元用户不再满足于看剧情、买周边，而是通过cos、同人、OC、角色庆生等方式“把虚拟的热爱过成真实的生活”——小红书称之为“2.5次元生活方式”。　　萤火举例称：“三次元用户去一个很美的地方，会拍一张风景照；二次元用户可能会带着角色透卡、带着娃一起拍。表达的都是对美景的喜爱，只是方式不同。”　　为什么偏偏是ACG？萤火的回答落在公司战略上：生活方式领域有“马路生活节”，户外有“外人节”，城市夜晚有“夜人节”，“RED LAND则是小红书决定服务好游戏二次元核心ACG人群时，打造的品牌活动主张”。　　基于这一判断，小红书做了三件事：其一，深入兴趣圈层，把游戏二次元拆成一个个具体圈层，从上游IP合作、中游内容生态到同好互动，整条链路经营；其二，服务生活方式与表达诉求，让cos团建、二次元旅行、角色庆生在社区长出来，并用工具模板降低同人创作门槛；其三，用标杆创作者牵引趋势，孵化“newface”，让新面孔被看见。　　对IP方而言，小红书的价值不在“卖货”，而在“生命周期管理”。萤火解释：二次元IP的商业价值更多导向衍生品销售，游戏则更核心地服务长线获客和用户留存，“我们帮助IP方匹配精准用户、获取新用户，做好用户与IP之间长期链接的运营”。以新游为例，从首曝到公测之间的一测、二测、三测，小红书会持续帮厂商找到目标用户测试，并把真实反馈回流到制作端。　　她也划出了商业化边界：“我们不做联运。”小红书走种草体系，把下载与买量获客做进商业流量，并上线内生下载广告；未来“可能从投资视角尝试游戏投资，但暂无自己做游戏的计划”。　　三家社区的三种ACG“玩法”　　从行业整体看，二次元消费正从“看内容”转向“买情绪”。以谷子（周边衍生品）经济为例，2024年中国谷子经济市场规模达1689亿元，同比增长超40%，预计2029年突破3000亿元。谁能承接这一代人的情绪价值，谁就握住了一门持续增长的生意。　　ACG是中文互联网最忠实的年轻流量之一。小红书、B站、微博用了三种不同的“接住”方式。　　B站是ACG的基本盘，也是唯一把它做成完整商业闭环的。2025年，B站首次实现全年盈利，净利润11.94亿元；营收303.48亿元中，增值服务119.28亿元、广告100.58亿元、移动游戏63.95亿元，剩下的是包含IP衍生销售在内的其他业务。用户侧，日活1.12亿、月活3.68亿、月均付费用户3400万，国创动画、游戏内容的观看时长分别同比增长55%和20%。B站的路径是“社区+游戏联运或代理+大会员+IP衍生”，ACG直接贡献游戏收入、增值服务收入和IP衍生收入，赚的是“内容”和“用户付费”的钱。　　微博把ACG做成了流量与广告的生意。其泛游戏兴趣人数超3亿，核心游戏粉丝近6000万，月活5.67亿。对微博而言，ACG的价值主要是“喂给”广告主的热点流量与热搜话题——2024年游戏相关内容登上热搜超4万次，超六成ACG热搜流量由金橙V博主贡献。垂直电商“微博购”试水IP衍生品，单项目GMV（商品成交总额）在百万级，体量有限。2025年，微博营收17.6亿美元、净利润4.49亿美元，但营收同比持平、增长停滞。相当于微博赚的是广告的钱，ACG是引流的“菜品”。　　小红书则处在一个更早的阶段。它有约1.2亿游戏月活、二次元兴趣人群规模1.37亿，2025年游戏内容发布增长147%、搜索增长超70%、直播观看时长增长250%，游戏投放广告主数量同比增长16倍。但游戏业务“尚未直接商业化”——未接入游戏中心与下载跳转，不做联运。它赚钱的方式是“种草+买量”：用内容帮游戏厂商找到精准用户，再通过商业流量广告变现。这意味着小红书赚的同样是广告的钱，只是更依赖“内容种草”这个前置的环节。　　回到“是否赚到钱”的问题：B站已经赚到了，2025年首次全年盈利；微博也赚到了，但靠的是广告而非ACG本身，且营收增长停滞；小红书还没直接赚到——游戏业务尚未商业化，赚的是“种草”带来的广告钱，增量仍在兑现途中。三家社区里，B站把ACG做成了“收入”（游戏与会员），微博把ACG做成了“流量”（广告），小红书正试图把ACG做成“用户与生活方式”（种草、买量与线下）。　　对小红书而言，RED LAND的意义正在于此：当游戏二次元用户从“消费内容的人”变成“表达自我的人”，谁能承接这种表达，谁就握住了下一代年轻流量的入口。而把虚拟的热爱过成真实的生活，正是小红书最想讲的故事。（文章来源：时代财经）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"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; 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