美团也要做漫剧，但或许只会“小试牛刀”_老虎社区_美港股上老虎

美团也要做漫剧，但或许只会“小试牛刀”

三易生活03-06

漫剧赛道又迎来一位新的参与者。近日，美团在主站内上线漫剧板块“饭团漫社”。据了解，该板块不仅囊括常规漫剧内容，还同步推出了AI漫剧内容，覆盖青春、古风、都市、末世等多个热门题材，而且所有内容免费。事实上，从短视频到游戏、再到短剧，近年来美团一直在围绕内容化进行各种尝试，希望借此来抢夺用户的时长。毕竟在流量红利见顶后，互联网行业争的就是用户时长，而每一分的用户停留时长，本质上都是在抢占商业变现的潜力...

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href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260307001303a6ab6be1&s=b><strong>三易生活</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>漫剧赛道又迎来一位新的参与者。近日，美团在主站内上线漫剧板块“饭团漫社”。据了解，该板块不仅囊括常规漫剧内容，还同步推出了AI漫剧内容，覆盖青春、古风、都市、末世等多个热门题材，而且所有内容免费。事实上，从短视频到游戏、再到短剧，近年来美团一直在围绕内容化进行各种尝试，希望借此来抢夺用户的时长。毕竟在流量红利见顶后，互联网行业争的就是用户时长，而每一分的用户停留时长，本质上都是在抢占商业变现的潜力...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260307001303a6ab6be1&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":"LU0594300179.USD","symbol_name":"FIDELITY CHINA CONSUMER \"A\" (USD) 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knife\"","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"MPNGY":1.96,"03690":1.96,"HMTD.SI":0.6,"METmain":0.6},"content_text":"漫剧赛道又迎来一位新的参与者。近日，美团在主站内上线漫剧板块“饭团漫社”。据了解，该板块不仅囊括常规漫剧内容，还同步推出了AI漫剧内容，覆盖青春、古风、都市、末世等多个热门题材，而且所有内容免费。事实上，从短视频到游戏、再到短剧，近年来美团一直在围绕内容化进行各种尝试，希望借此来抢夺用户的时长。毕竟在流量红利见顶后，互联网行业争的就是用户时长，而每一分的用户停留时长，本质上都是在抢占商业变现的潜力空间。但美团App是一个典型的工具型产品，用户往往用完即走，其需要改变这一点才能寻求更多可能。随着抖音用内容带来的流量赋能到店业务，阿里和京东在外卖与即时零售领域大力补贴，面对用户流失的可能，美团显然有更多的理由来抢夺用户时长。以抖音本地生活服务为例，不久前就曾有消息源透露，2025年其GMV突破8500亿元、同比增长59%，并已确定2026年的GMV增速目标为50%左右。在这样的情况下，对于漫剧凭借低成本、高生产效率、强碎片化适配、受众面更宽广等特性，迅速成为了流量的新宠，所以美团选择跟风并不奇怪。而且此次美团以主站内嵌板块的形式入局，也并非无迹可寻。此前在2024年12月底，美团就曾尝试将AI技术与短剧这一内容形式结合，推出定制化AI短剧年度报告，并凭借强代入感的内容形式实现了现象级传播。然而不可否认的是，随着AI大幅降低了漫剧的制作成本，其将有望为美团的AI提供更多落地场景。例如美团方面已经推出AI创作产品“蛙蛙写作”，可实现AI漫剧视频、AI 小说、AI 剧本等多种类型的内容创作。但饭团漫社想要跑通，要面临的挑战同样不容小觑。一方面，虽然目前尚未出现寡头，但漫剧赛道的竞争已经十分激烈，腾讯、字节、百度等大厂都已参与，并形成了完善的内容供给与运营体系。此时美团才真正开始行动，已经是晚来一步。而且万变不离其宗的，是漫剧的核心仍是“好故事”。论及目前的头部玩家，腾讯坐拥阅文的IP库，字节有番茄小说的海量网文资源，百度也有七猫小说，知乎的盐言故事更是成为了漫剧改编的重要源头。可反观美团，当下不仅缺乏核心的IP资源，也没有成熟的运营经验。而且即便借助AI漫剧降低了制作成本，美团也只是解决了数量问题，无法给出“内容质量”这个核心痛点的解法。而且AI并非美团独有，甚至当下还难言有优势，诸如快手、字节跳动等大厂早已推出AI漫剧创作工具。其次，漫剧的发展同样离不开资金与流量的扶持。无论是补贴创作者、购买IP版权，还是进行推广，都需要大量的投入。而美团如今的盈利压力，或许难以在这个赛道持续投入真金白银。2026年2月美团方面曾发布盈利预警，显示其2025年预计净亏损达233-243亿元。更为重要的是，当下短剧也好、漫剧也罢，主要变现方式仍是围绕用户付费与广告分成展开。然而美团的核心业务是本地生活服务，无论外卖、到店还是即时零售，本质都是“交易导向”。而漫剧作为一种娱乐内容，核心是“娱乐向”，两者之间缺乏关联性。即便是抖音，“内容种草+本地消费”这一闭环也是基于短视频的场景化特性，包括直观地展示美食、景点、酒店等真实场景来引导用户消费。然而漫剧似乎很难与本地生活服务场景产生关联。那么漫剧与本地生活消费之间的“相关性”该如何建立？看一部末世题材漫剧与点一份黄焖鸡米饭之间，到底能有什么样的关联？如果找不到这些问题的答案，所谓的生态协同就只是一句空话。说到底，做漫剧是美团试图用最低的成本、最小的风险，尝试盘活用户和提升价值的一个选择。可如果混淆了 “手段” 与 “目的”，将漫剧当成战略重心，可能就会偏离核心赛道，陷入更大的危机之中。【本文图片来自网络】推荐阅读：苹果花三天时间，给全行业讲了个“真心”的故事苹果以“真芯”换真心，这个做法虽然朴素、却有效。Android 17重构消息处理机制，终于要告别卡顿了引入DeliQueue，将让安卓系统的“N年不卡”变得更普遍。","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,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"hasMoreComments":false,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"isCrawlerRequest":true}