人民网-人民日报APP(融媒体)

# 人民网-人民日报APP（融媒体）：主流媒体的移动端融合新标杆

当清晨的第一缕阳光透过窗棂， millions of users across China reach for their phones to open the's Daily APP—this small screen has become a window for the public to connect with the pulse of the nation, the trends of the world, and warmth of people's lives. As the core mobile position of the People's Daily in the era of media convergence, the People's Daily APP is not an extension of the traditional paper media but also a vivid practice of the central mainstream media's response to the national media convergence strategy. It integrates text,, videos, live broadcasts, interactive H5, and other forms, building a "newspaper, website, terminal, micro, screen" integrated matrix, and has become an authoritative, inclusive, and interactive information platform trusted by the public.

一、网站属性：中央级主流的移动端"喉舌"

The People's Daily APP is sponsored and operated by the People's Daily, a central-level mainstream media institution directly under Central Committee of the Communist Party of China. As the "mouthpiece of the Party and the people," the People's Daily has always been the core of spreading the Party's theories, lines, principles, and policies. The People's Daily APP, as its key layout in the mobile Internet era,its the authoritative gene of the People's Daily and adheres to the positioning of "the first mobile release position of authoritative information, the mobile guidance of mainstream public opinion, and the mobile interactive window of people's livelihood services."

Its nature is clearly defined as a state-owned media platform with strong background. It is not only a tool for information dissemination but also an important channel for the Party and the government to connect with the people, playing anplaceable role in guiding public opinion,凝聚 social consensus, and serving people's livelihood.

二、发展历程：从纸媒基因融媒体生态的演进

The development of the People's Daily APP is closely linked to the transformation of the People's Daily from a traditional paper media a modern融媒体 group.

1. Foundation: The century-old heritage of the People's Daily

Founded on June 15,1948, the People's Daily has a history of more than 70 years. It has witnessed the birth, growth, and prosperity New China, and has always been at the forefront of the times. In the era of the Internet, the People's Daily took the initiative to embrace: in 1997, People.com.cn was officially launched, marking its entry into the Internet field; in 2012, launched the WeChat public account and Weibo, opening the door to social media.

2. Birth: The launch of the People's APP

In response to the call of the Central Committee for media convergence, the People's Daily APP was officially launched on June 12, 014. At that time, it mainly focused on text news, but it quickly won the favor of users with its authoritative content and timely updates

3. Upgrade: Towards a comprehensive融媒体 platform

In 2016, the People's Daily APP was comprehensively revised adding short video columns such as "People's Video" and live broadcast functions, realizing the transition from "text-based" to "multi-media integration." 2018, it launched the "People's Account" platform, which aggregated high-quality content creators from all walks of life, forming a ecology of "official + self-media." In 2020, during the COVID-19 pandemic, it further strengthened its real-time reporting, launching 24-hour live broadcasts of epidemic prevention and control, and becoming an important source of authoritative information for the public.

4 Maturity: Building an intelligent融媒体 matrix

In recent years, the People's Daily APP has continuously integrated artificial intelligence technology, launching personalized recommendation functions intelligent search services to meet the diverse needs of users. At the same time, it has deepened cooperation with People.com.cn and other platforms, realizing sharing of content resources and user data, and building a full-media communication system covering all scenarios.

三、核心内容：覆盖全领域权威信息生态

The People's Daily APP takes "authoritative, comprehensive, and close to the people" as its content concept, covering almost all of social life, and providing users with multi-dimensional information services.

1. Political news: The first-hand source of central policies

the official mobile platform of the People's Daily, the APP has the exclusive right to report on the activities of state leaders and the release of major policies For example, during the two sessions of the National People's Congress and the Chinese People's Political Consultative Conference, it will launch a special column to the opening and closing ceremonies live, publish the full text of the government work report in real time, and interpret the key points of the policies. For events such as the 20th National Congress of the Communist Party of China, it will create a融媒体 product matrix including text reports, short,图解 news, and interactive H5, allowing users to deeply understand the spirit of the conference.

2. Economic and social news: on people's livelihood and development

The APP's economic column covers macroeconomics, industry dynamics, and financial markets, providing users with professional economic analysis The social column focuses on people's livelihood issues such as education, medical care, housing, and employment, and launches in-depth reports on hot topics such "double reduction" policy, rural revitalization, and elderly care services. For example, the "Livelihood Weekly" column will collect the concerned issues of the public every week and conduct follow-up reports to promote the solution of practical problems.

3. International news: Chinese perspective global events

The international column of the People's Daily APP focuses on global hot events, providing users with in-depth analysis from a Chinese perspective. TheInternational Sharp Review" column, in particular, has become a brand of China's international public opinion, with its sharp and profound comments on issues such asino-US relations, the Ukraine crisis, and global climate change, which have been widely concerned by domestic and foreign media.

4. Cultural and scientific news: Spread positive energy and innovation

The cultural column covers literature, art, history, and traditional culture, launching columns such as "Chineseization" and "Art Gallery" to inherit and promote excellent traditional culture. The science and technology column focuses on the latest scientific and technological achievements in China such as the Chang'e project, the Tianwen-1 probe, and 5G technology, showing the strength of China's science and technology.### 5.融媒体 products: Break through the boundaries of traditional media
The People's Daily APP is not limited to text reports. It also produces large number of innovative融媒体 products: short videos of "People's Video" record the touching moments in people's lives; live broadcasts of "Live" show the grand scenes of major events;图解 news uses visual language to interpret complex policies; interactive H5 such as "I and My New Era allows users to participate in content creation, enhancing the sense of interaction.

四、目标受众：覆盖 all groups with diverse needs

The's Daily APP has a wide range of target audiences, covering almost all age groups and social strata, and meeting the information needs of different users.

1. Ordinary people: The main body of users
   Ordinary people are the largest group of users of the People's Daily APP. They use APP to obtain authoritative news, understand national policies, and pay attention to people's livelihood issues. For example, office workers will check the latest political on their way to work; housewives will pay attention to the information of food safety and medical care; and elderly people will read the articles about health and traditional culture.

2. Party members and cadres: The window to learn the central spirit

Party members and cadres are an user group of the People's Daily APP. They use the APP to study the Party's theories and policies, understand the work deployment of the central government and improve their political literacy. The APP's "Party Building" column provides a large number of learning materials, such as the "Study and Implement Spirit of the 20th National Congress" special topic, which helps Party members and cadres deeply understand the spirit of the conference.

3. Industry practitioners: The source of professional information

Industry practitioners such as journalists, scholars, and enterprise managers use the People's Daily APP to obtain industry information and policy guidance. For example, economic researchers will refer to the APP's economic reports to analyze the economic situation; education practitioners will pay to the APP's education policies to adjust their teaching plans.

4. Young people: Attracted by innovative融媒体 products

In order to young people, the People's Daily APP has launched a series of innovative融媒体 products. For example, the short video column "Youth Trend" focuses on lives and ideas of young people, showing their positive spirit; the interactive H5 "My Growth Story" allows young people to share their growth experiences and with each other. These products have effectively narrowed the distance between the People's Daily and young people.

5. Overseas users: The to understand China

The People's Daily APP has launched English, Spanish, and other foreign language versions, providing overseas users with information about China's. Overseas Chinese, foreign students, and foreign scholars use the APP to understand China's politics, economy, culture, and society, which helps to China's voice and enhance China's international influence.

五、特色栏目：The unique charm of authoritative media

The People's Daily APP a number of characteristic columns that have become the brand symbols of the platform, showing the unique charm of central mainstream media.

1. People Commentary: The vane of public opinion

The "People's Commentary" column includes "People's Time Review" and "People's Sharp Review which are the core of the People's Daily's opinion leadership. These commentaries are written by senior editors and reporters of the People's Daily, with high political standing and profound insight. For example, the "People's Time Review" on the "double reduction" policy pointed out that the policy is only to reduce the burden on students but also to promote the high-quality development of education, which has become an important reference for the implementation of the policy

2. International Sharp Review: China's voice in the world

As mentioned earlier, the "International Sharp Review" column is a of China's international public opinion. Its comments are characterized by being timely, sharp, and profound, and have been widely reprinted by domestic and foreign. For example, its commentary on the US's suppression of Chinese technology enterprises pointed out that the US's behavior is a violation of market rules and will the interests of both sides, which has been praised by many netizens.

3. Live China: Witness the moment of the nation

"Live China" column of the People's Daily APP will broadcast major national events live, such as the National Day parade, the opening ceremony of the Olympics, and the launch of the Shenzhou spacecraft. These live broadcasts not only allow users to witness the grand moments of the nation but also enhance sense of national pride. For example, the live broadcast of the 70th anniversary of the founding of New China attracted more than 10 million users to watch, creating a new record for the live broadcast of central media.

4. People's Account: Aggregate high-quality

The "People's Account" platform of the People's Daily APP is a content aggregation platform for high-quality creators. It has attracted more than 00,000 creators including government agencies, enterprises, media, and individual authors. The platform strictly reviews the content to ensure the authority and of the information. Users can follow their favorite accounts to obtain personalized content.

5. Interactive Columns: Connect the Party and the

The People's Daily APP has a number of interactive columns, such as "I Give Suggestions to the Two Sessions," "People's Message Board and "Online Interview." These columns allow users to directly communicate with government departments and experts, reflecting their demands and suggestions. For example, the "People Message Board" has become an important channel for the public to reflect problems, and many users' suggestions have been adopted by relevant departments.

、更新频率：24-hour rolling update with high original content

The People's Daily APP adheres to the principle of "timely,, and authoritative," and provides users with the latest information 24 hours a day.

1. Timely update: Respond to emergencies

For emergency events such as earthquakes, floods, and public health incidents, the People's Daily APP will launch a special column in the first time, update the latest information every few minutes. For example, during the COVID-19 pandemic, the APP's "War Epidemic" special column was 24 hours a day, providing users with the latest epidemic data, prevention and control policies, and scientific knowledge, which played an important role in public opinion and stabilizing people's hearts.

2. High original content: The core of authority

The People's Daily APP has a team thousands of journalists and editors, who are distributed in all parts of the country and around the world, providing a steady stream of original content. According statistics, the original content of the APP accounts for more than 80% of the total content, including exclusive interviews, in-depth reports, andaries. These original contents not only ensure the authority of the platform but also enhance its influence.

3. Diversified forms: Meet the of different users

In addition to text reports, the People's Daily APP also produces a large number of short videos, live broadcasts, and图解 news day. For example, the "People's Video" column releases more than 100 short videos every day, covering news, culture, and;