人民网客户端首发(人民网APP首发)

# 人民网客户端首发权威信息的第一落点，时代声音的精准传递

当清晨的第一缕阳光洒向城市， millions of users reach for their phones to the People's Daily Online APP— not just to browse news, but to grasp the most authoritative, timely, and in-depth information at the earliest possible. As the core content distribution channel of People's Daily Online, the "People's Daily Online Client First Release" account is far more than a mere-media platform; it is a "lighthouse of authoritative information" in the era of information explosion, a "bridge of public opinion" connecting the and the people, and a "window of national confidence" displaying China's development. Below is a detailed introduction to this account from eight dimensions:

一、Platform Type & Audience Characteristics

Platform Type: The Mobile Native First-Release Position of Central Key News Websites

The People's Online Client First Release is a mobile-native content阵地 under People's Daily Online (supervised by People's Daily), which focuses on pushing exclusive, first, and authoritative content to users. Unlike third-party self-media that rely on reprinting or secondary creation, it has the "first release right" major policies, events, and interviews— making it the "first stop" for users to obtain core information.

Audience Characteristics: Groupsuing Authenticity and Depth

Its audience is a high-quality group with clear demands:

• Core Group: Party members, government officials, and servants. They rely on the account to grasp the latest central policies and work arrangements, which is an important reference for their daily work.
• Group: Intellectuals and professionals. They pay attention to in-depth reports on social hotspots and international situations, and value the account's professional interpretation of issues.
• General Group: Ordinary citizens aged 20-60. They focus on people's livelihood information (such as social, medical care, and education) and real-time updates of major events, and use the account to avoid rumors and obtain reliable information.

The common of these audiences is their "zero tolerance for false information"— they are tired of fragmented and sensationalized content, and are willing to spend time reading-form reports and policy interpretations from authoritative sources.

二、Operator Background & Professional Positioning

Operator Background: A Professional Team Backed Central Media

The operator of the account is the core editorial team of People's Daily Online, composed of hundreds of senior journalists, editors, and. It has the strong support of People's Daily's global reporter stations (over 180 stations at home and abroad) and exclusive access to ministries, authoritative experts, and front-line sources. For example, during the Two Sessions, the team can directly interview NPC deputies and CPPCC members, obtain first-hand materials that other platforms cannot reach.

Professional Positioning: "First Landing Point of Authoritative Information"

The account's positioning clear:

1. Timeliness: Be the first to release major policies, events, and speeches (e.g., the full text of the20th CPC National Congress report was released on the account 3 minutes after its official announcement).
2. Authoritativeness: Use sources and expert interpretations to ensure the accuracy and depth of content (e.g., inviting the Ministry of Finance to interpret the government work report).
   3 Public Welfare: Focus on people's livelihood services and solve practical problems for users (e.g., launching a special column for "social security policy consultation

It is not a "traffic-seeking self-media" but a "public opinion leader" that shoulders social responsibility.

三、Core Direction & Differentiated Features

Core Content Direction: Covering All Fields with Precision

The account's content covers six major directions:
. Political News First Release: Real-time updates of central policies, leaders' activities, and important meetings (e.g., the first release of the Economic Work Conference's key points).
2. Social Hotspot Deep Reading: In-depth investigations of social events (e.g., the report onthe transformation of old communities in Beijing" tracked the entire process of residents' lives changing).
3. People's Livelihood Practical Guide: explanations of policies related to social security, medical care, education, and employment (e.g., "how to apply for unemployment benefits" with step-by illustrations).
4. International Perspective Interpretation: China's perspective on global events (e.g., the interpretation of the Russia-Ukraine conflict Chinese international relations experts).
5. Cultural Confidence Display: Reports on intangible cultural heritage, traditional festivals, and literary and artistic creationse.g., the exclusive interview with the inheritor of Suzhou embroidery).
6. Science and Technology Frontier: Coverage of cutting-edge technologies such aerospace, artificial intelligence, and 5G (e.g., live broadcast of the launch of Shenzhou 18).

Differentiated: Three "Unique Advantages" That Cannot Be Replaced

1. Exclusive First Release Right: For major events, it is often the first break the news. For example, when the "Three-Child Policy" was released in 2021, the account pushed the full and expert interpretation 15 minutes earlier than other platforms, with 10 million+ reads in 1 hour.
2. Absolute Author Sources: It has direct access to central ministries and authoritative experts. For example, during the COVID-19 pandemic, it exclusively interviewed Zhong Nans and Zhang Wenhong, and its daily epidemic data was recognized as the "gold standard" by users.
3. In-Depth Interpretation Cap: It does not stop at "reporting events" but "interpreting the logic behind events". For example, after the release of the " Prosperity" policy, it launched a 3-part series of reports, analyzing its connotation, path, and impact from the perspectives of economics,, and people's livelihood— which was reprinted by over 100 media outlets.

In addition, the account uses diverse forms such as videos, live broadcasts, H5 interactions, and VR exhibitions to make serious content more vivid. For example, during the Two Sessions, it launched "VR Tour of the Great Hall of the People" allowing users to "walk into" the venue and feel the atmosphere of the meeting.

四、Value for Fans: Beyond Information, It's Security and Growth

The account provides users with multi-dimensional value:

1. **Information Security Avoid rumors and obtain true information. During the pandemic, many users said: "I only trust the epidemic data from People's Daily Online— it makes feel at ease."
2. Policy Understanding: Master complex policies easily. For example, the "Personal Income Tax Special Additional Deduction Guide uses cartoons to explain the deduction standards and application methods, which is read by 5 million+ users.
3. Practical People'sivelihood Resources: Solve real-life problems. The "Social Security Inquiry" function allows users to check their pension and medical insurance balances with one click the "Employment Information" column pushes 10,000+ high-quality jobs every month.
4. Spiritual Cultural Nishment: Feel the charm of Chinese culture. The series "Intangible Cultural Heritage in China" tells the stories of inheritors, and the short videoThe Making of a Beijing Opera Mask" has 20 million+ views.
5. Participation and Influence: Let users' voices be. For example, the "I Suggest for the Two Sessions" activity collects users' suggestions every year— in 2023, a user suggestion on "improving rural elderly care services" was adopted by a NPC deputy and included in the proposal.

As one user commented: "This is not just a news app, but a 'life assistant' that accompanies me every day."

五、Update Frequency & Interaction Strategy### Update Frequency: Real-Time Coverage, Full-Time Service

• Major Events: 24-hour rolling updates. For example, during the S earthquake in 2023, the account pushed 120+ updates in 48 hours, including rescue progress, disaster situation, donation channels.
• Daily Content: 50+ pieces per day, covering three peak periods: morning (political news), noon (socialspots), and evening (cultural and technological content).

Interaction Strategy: Precision, Warmth, and Co-creation

The account's interaction is limited to "likes and comments" but focuses on solving problems:

1. Precision Reply: For users' questions about policies, the editorial invites experts or relevant departments to reply. For example, when a user asked "How to apply for subsidies for the three-child policy?", the team with a detailed process and contact information of the local family planning department.
2. User Clue Collection: The "People's Livelihood Exposure column allows users to upload clues (such as enterprise wage arrears, environmental pollution). In 2023, the account followed up 10+ clues, and 80% of them were solved with the help of relevant departments.
3. Co-creation of Content: activities such as "My Story of Rural Revitalization" and "Photos of China's Development" to collect user-generated content. A user's photo "the new look of my hometown's village road" was selected as the cover of the account's special report, which was viewed by 3 million users.
4. Data Feedback: Publish a monthly "User Reading Report" to let users know their favorite content types and the most popular— which helps the account optimize its content.

The interaction strategy of the account is "user-centric"— it listens to users' needs and turns reading into active participation.

六、Key Data Performance: High Quality and High Sticky

User Scale

• Cumulative downloads of's Daily Online APP: Over 500 million.
• Daily active users (DAU): Over 20 million.
• Monthly users (MAU): Over 100 million.

These data are far higher than ordinary self-media platforms, reflecting users' high recognition of authority.

Explosive Content Cases

• 20th CPC National Congress Opening Report: First released in 1 hour, with 00 million+ reads, 50 million+ forwards, and 10 million+ comments. Users left messages such as "Proud of country" and "Looking forward to a better future".
• Shenzhou 18 Launch Live Broadcast: 30 million+ online viewers 10 million+ interactions. Users sent "Go China Aerospace" in the comment area, creating a warm atmosphere.
• Pension Increase: 100 million+ reads, 30 million+ forwards. Many users forwarded it to their parents, saying: "This is most reliable good news for the elderly."
• In-Depth Report on Rural Revitalization: The series "The Road to Prosperity in Mountain Village" has 50 million+ reads, and was reprinted by Xinhua News Agency and CCTV— becoming a model for rural revital reports.

User Stickiness

• Average daily usage time: Over 15 minutes (industry average for news apps is about 5 minutes
• Monthly retention rate: Over 80% (users are highly loyal because of the account's unique value).

七、 Cooperation & Industry Influence Cases

Government Cooperation: Building a Bridge Between Government and People

• Cooperation with National Development and Reform Commission: Launch "Macroeconomic Interpretation" column, which releases monthly authoritative economic data and expert analysis— becoming an important reference for enterprises and investors.
  -Cooperation with Ministry of Human Resources and Social Security**: Launch the "Social Security Policy Consultation" platform, allowing users to consult online and get replies professionals within 24 hours.

Enterprise Cooperation: Promoting Positive Energy Together

• Cooperation with Huawei: Launch the "5G People's Livelihood" series, reporting how 5G technology improves medical treatment (remote surgery) and education (online classes for rural students). video has 10 million+ views, showing the positive role of technology in society.

Industry Influence: Leading Public Opinion and Promoting

• Promoting Social Reform: The in-depth report "Campus Food Safety Investigation" exposed the problems of some schools' canteens. the report was released, the Ministry of Education issued a new "Campus Food Safety Management Measures"— which effectively improved the food safety level of schools
• Leading Public Opinion Direction: After the release of the "Double Reduction" policy, the account launched a series of interpretations, clarifying theings of parents (such as "Double Reduction does not mean no homework")— which stabilized public opinion and guided parents to correctly understand the policy.- International Communication: The account's report on "the Belt and Road Initiative's 10th Anniversary" was reprinted by BBC, CNN and other international media— spreading China's voice to the world.

The account's influence is not limited to domestic, but also extends to the international— becoming an important window for the world to understand China.

八、Content Direction Explanation

The account's content direction is closely aligned the needs of the times and users:

1. Political News: Focus on central decisions and policies, and push the latest information in a timely. For example, the "Central Political Bureau Meeting Spirit Interpretation" helps users grasp the direction of national development.
2. Social News: attention to people's livelihood pain points and do warm reports. For example, the "Story of an Old Community Transformation" records the changes in residents', reflecting the government's concern for people's well-being.
3. International News: Interpret global events from a Chinese perspective. For example, "Russia-Uk