Looks like there are tail fold lines.
Overall the new missile looks quite different to DK-10/Sky Dragon 50 SAM to me, in proportions, fuselage geometry, fin details, radome geometry.
If this is air launched, it looks like it is somewhat optimized for internal carriage.
We've all expected the new BVRAAM to have a smaller overall footprint to enable 6 weapons internally carried on J-20 (and by some rumours, J-35/XY too) versus 4 internal for PL-15. So this missile could be that.
Alternatively it may be a new ARM, but either way if it is air launched it should be for internal carriage assuming air launch.