Dear children’s shoes, how did you look at the “Short Video KOL E-commerce Live Report” last issue? There was a message in the children’s shoes backstage saying: “The Double Ninth Festival, I wish Mr.QM a happy holiday!” (⊙o⊙)…Do you have a misunderstanding about children’s shoes? Although we are “smashing workers with iron, steel bones, bald heads, blood sprinkling youth”, at any rate, they are also pure 80s, at most middle-aged. You can’t live just because you look old. Double Ninth Festival…
Original title: QuestMobile2020 China Mobile Internet Autumn Report: Kuaidi and headlines are robbing Tencent, Huawei is eroding Apple and Xiaomi, and users are fighting for “involution”. How to break through?
Closer to home, autumn is here, the harvest season. Today Mr.QM will share with you the big autumn report to see what impact the epidemic and fluctuations have had on the mobile Internet in the past six months. According to QuestMobile data, as of September 2020, the overall number of mobile Internet users in various industries in China has remained stable. In terms of year-on-year growth rates, real estate services have increased by 50%, medical services by 24%, office commerce by 21%, and online application services. Become an important source of traffic and supplement for offline life.
The advertising market quickly recovered after bottoming out, with a year-on-year growth of 22.7% in Q3. Of course, behind this, there are some deep-seated reasons that are quietly taking effect. For example, after the epidemic, it proved that users are highly dependent on the network. At the same time, it has further deepened the network dependence of users, and the proportion of users after 00 and 70. Gradually expanding, the sinking market has formed secondary dividends. These have made the Internet companies of the “Chunjiang Plumbing Duck Prophet” feel passion and excitement. Since the beginning of the epidemic, they have bucked the trend and vigorously grabbed the market share of traditional companies.
In the contrarian expansion trend of Internet companies, the giants are especially crazy: Tencent is focusing on social networking and office, Alibaba is focusing on e-commerce, office, and payment, and Baidu is continuing to use information flow, Toutiao and Kuaishou in short video. In the end, judging from the battle for user time, “short video + live broadcast” is still the kingly way, increasing the proportion of user time by 3.4% and 2.8% for Toutiao and Kuaishou respectively. In contrast, Tencent fell 4.1% and Baidu A decline of 0.6%… However, the good news is that the small programs of the established giants are on the rise. WeChat small programs, life services, and mobile games are quite prominent. Alipay’s payment consumption and Baidu search information flow have attracted a large number of users. “Among them, the monthly active users of the WeChat Mini Program have reached 832 million, and the average monthly usage time per person has exceeded 1 hour…
Judging from the current user time contention, the “involution” is quite obvious. I am afraid that the war between Internet giants will not be too far, depending on when…Of course, the “involution” is more obvious on the terminal. : The proportion of Huawei’s active devices increased from 24.1% last year to 27.4%, and the number of OPPO devices increased from 18.2% to 18.6%. The new shares of the two were mainly from Apple (22.4% fell to 21.6%), vivo (17.2%) Fell to 15.5%), Xiaomi (10.4% fell to 9.3%). Among them, Huawei and Apple still have the highest user brand loyalty, and nearly half of the first choice for phone replacement is still the brand. Compared with the two, 20.5% of Apple users will flow to Huawei, while Huawei only 15.1%…
How to break through under the “involution”? May wish to read the report.
China Mobile Internet Development Environment Inventory
1. Analysis of the overall market environment
1.1 China’s economy is reborn, becoming the only major economy in the world that maintains positive growth
1.2 Domestic consumer demand is rapidly recovering, and offline consumption is gradually shifting to online
1.3 Under the severe impact of the epidemic, essential consumption such as food and use has become an important stabilizing factor
1.4 Affected by the epidemic and other factors, the offline brand marketing scenes in the first half of the year accelerated the online transfer, Q3 advertising was further released, and the Internet advertising market growth rate increased
2. China Mobile Internet Market Inventory
2.1 Increased user network dependence
I. With the normalization of domestic epidemic prevention and control, the number of mobile Internet users in China has stabilized in Q3, and the net increase in users from January to September 2020 has exceeded the growth of the entire year of last year
Ⅱ. Affected by the epidemic, users of the entire network have further increased their dependence on the mobile Internet, and the average daily usage time per person and the number of apps opened have increased to a certain extent
Ⅲ. In terms of mobile Internet user structure, the proportion of post-00s and post-70s users has further expanded, and the growth of sinking market traffic has slowed
2.2 Internet giants intensify their competition for user attention
I. The user scale of the three BAT users is gradually saturated, and the growth rate has slowed down. With the continuous pull of short video products, the penetration rate of Toutiao and Kuaishou users has accelerated
Ⅱ. The Tencent department has seen significant growth in the social and office sectors, and the Alibaba department continues to make efforts in the e-commerce, office and payment sectors. Baidu focuses on information flow. Short videos are the main source of growth for the headlines and fast-handed systems.
Ⅲ. Internet giants have intensified their competition for user time. The “short video + live broadcast” product form of Toutiao and Kuaishou has a significant preemptive effect. Alibaba has remained stable, while Tencent and Baidu have both declined
2.3 Panorama ecology
I. Choose a full-platform layout in popular areas such as life services and mobile shopping
The differentiation of platform characteristics is reflected in the industry distribution: mobile games in WeChat applets are more prominent; Alipay’s payment and consumption scenarios are superimposed, providing traffic access for a large number of service-type applets; Baidu’s search and information flow advantages are many videos Content-based mini programs provide accurate recommendation support.
Ⅱ. With the normalization of the epidemic situation, the “health code” applets are widely used, and the growth of service applets such as life and tools is prominent; the user scale of applets is more than 5 million, and the trend of concentration in the head industry is obvious
Ⅲ. The habits of WeChat Mini Program users are gradually maturing. Based on the continuation of online scenes and the addition of physical scenes, the average monthly usage of WeChat Mini Programs has increased significantly, exceeding 1 hour.
Ⅳ. The epidemic has led to the reconstruction of user scenarios in the fields of medical care, education, office and life
Ⅴ. Educational mini-programs are mostly used for classroom management and course assistance, while medical mini-programs are used for patient registration and online consultation, which improves the user experience
2.4 Smart terminal
I. Driven by domestic terminal brands such as Huawei, the share of China’s smart terminal Android system has further expanded, and the share of iOS system has declined slightly compared with the same period last year.
Ⅱ. The proportion of Huawei’s active devices continues to expand. Vivo, Xiaomi, and Apple have all declined to varying degrees. Samsung has rebounded, and the share of niche terminal brands has been further squeezed
Ⅲ. Huawei and Apple users have high brand loyalty, and the original brand is still the first choice of nearly half of the users who replace their phones. The two sides compete fiercely for the second choice of users.
Ⅳ.5G has become the standard configuration of new phones listed in 2020, and high refresh rate and fast charging have become new selling points
New Forms of China Mobile Internet Development
1. “New Trends” in the Development of Digital Economy
1.1 Digitization goes deep into all aspects of life
I. In the post-epidemic era, the lives of residents have gradually recovered. In the first half of the year, demand for services and applications such as travel, automobiles, tourism and other services has rebounded rapidly and rebounded substantially
Ⅱ. The scale of active users in the real estate, medical, office and other industries has increased significantly, and online application services have become an important source of traffic and supplement for offline life
Ⅲ. Daily presentation of “health codes” helps the new normal of epidemic prevention and control, high-level cities are still strict in prevention and control, and “health codes” have become a daily essential tool
1.2 Mobile Internet is building a new model of China’s digital economic structure
I. The cloud economic model formed by the organic combination of various functional sections covers the overall macro economy
The traffic boundary of each application unit is gradually blurred, and similar application units are organically complementary to form a cloud function section, seamless connection between the sections, traffic flow through, forming a cloud economic model.
Ⅱ. The blurring of application traffic boundaries makes platform traffic sources more diversified, and many huge applications can still maintain high growth
Ⅲ. Community services around people’s daily life become the basic economic unit of urban development
Under the influence of the epidemic, people’s living radius has shrunk to the community, and the demand for community services has increased significantly. The government is also paying more and more attention to the construction of community services.
Ⅳ. The rapid development of the service application industry surrounding community life also highlights the in-depth development of the mobile Internet in people’s lives
Ⅴ. However, compared with the mobile Internet living in first- and second-tier cities, there is still a lot of room for development in third-tier and lower cities
1.3 Comprehensive online development of urban management services
I. Whether it is the impact of the epidemic or the direction of smart city construction, the digital construction of city management services has become the direction of vigorous development of cities
Ⅱ. The e-government industry has developed rapidly in recent years, and the market has been rapidly popularized, especially during the epidemic period.
Ⅲ. Current political media are also strengthening their online layout, and their influence has fully covered domestic mobile Internet users. Short video platforms such as Kuaishou and Douyin have become their main communication channels.
Ⅳ. 19-35-year-olds are the main user group of current affairs information KOL, but with the strengthening of the online influence of current affairs media, the proportion of users over 35 years old is gradually increasing
2. “New Changes” for the Mobile Internet Crowd
2.1 Post-90s have become the new mainstream population of mobile Internet
I. The scale and proportion of users born in the 1990s surpassed those born in the 80s, becoming the new mainstream of mobile Internet
Ⅱ. The time spent by the post-90s population is mainly concentrated in the mobile social, mobile video and mobile game industries. New forms such as free reading and e-commerce live broadcast have boosted the time growth of the digital reading and mobile shopping industries.
Ⅲ. Mobile video surpasses mobile social networking and becomes the first industry in terms of time spent by post-00s
2.2 The development of mobile Internet promotes the rapid growth of new blue-collar groups
I. While serving the lives of the general public, mobile Internet applications have also become the basis for many people’s work, forming a new blue-collar group under the development of mobile Internet
Ⅱ. The new blue-collar group is a new business group that has grown with the development of the mobile Internet, and has become an important group that affects current social development
Ⅲ. The post-80s and post-90s are the main new blue-collars. The post-00s group is growing rapidly. Compared with the entire network, they are more dependent on the mobile Internet.
Ⅳ. Work app is the basis for their daily work, covering their daytime life, and its influence is still deepening
3. “New Pattern” of Brand Digital Marketing
3.1 Brands focus on seizing the dividend period of new channels and strengthening the operation of WeChat mini programs and live broadcast e-commerce
I. Brand mini-program e-commerce continues to develop rapidly, guiding users to its own e-commerce platform through Moments advertising, and guiding users to purchase and convert into a typical growth path
Ⅱ. Catering and supermarket brands maintain offline channel member users through mini programs, and provide them with in-depth services such as smart recommendations and exclusive activities
Ⅲ. Live broadcast has created a new way for celebrity celebrities and brands to cooperate. The frequency of celebrity celebrities’ live broadcasts has accelerated, and some celebrities have long-term cooperation with brands.
3.2 The rapid rise of emerging brands in the sub-categories, through KOL marketing to accurately reach the target population
I. The rapid rise of meal replacement categories, users are mainly young women with high spending power, and emerging brands promote “low-calorie” and “satisfaction” product concepts through KOL content marketing
Ⅱ. The instant coffee category also faces young women with high spending power. Users in first-tier cities have higher TGIs. Emerging coffee brands convey cultural tastes through the creative content of short video KOL
4. User consumption structure has changed significantly, and advertising focuses on stimulating consumption
4.1 The structure of user consumption expenditure is gradually changing, and it is time to enjoy life
Changes in consumption structure are mainly affected by the shift of entertainment consumption scenes to family scenes and the shift of purchase scenes to online.
4.2 The summer vacation is at the peak of sales of alcohol and beverage preparations, and the sub-sectors that have reduced their advertising budgets in the first half of the year are gradually recovering or increasing advertising
4.3 Affected by the epidemic, the beer industry’s overall advertising this year is relatively conservative, and advertising gradually resumed around the summer.
The beer industry prefers to focus on sports events for relevant advertising. In addition, due to the reduction of offline party consumption scenes (gradual recovery in Q3), overall sales were affected, and the corresponding advertising budget was reduced.
4.4 E-commerce + brand dual LOGO advertising in the beverage brewing market has become a typical delivery form, among which Internet celebrity beverage brands represented by Yuanqi Forest are the most preferred
4.5 The third quarter ushered in an upsurge of autumn decoration. At the same time, in conjunction with the shopping festival marketing activities of major e-commerce platforms, the advertising of the household appliance industry increased
4.6 Home appliance top brands focus on the advertising of JD.com e-commerce to match the marketing activities of JD’s home improvement season to improve transaction conversion
4.7 Advertising in the men’s and women’s apparel industry has shown a downward trend as a whole, but advertising in the outdoor sports apparel industry has always maintained a steady increase, which simultaneously drives transaction growth
4.8 In order to stimulate consumption and increase Internet advertising for advertisers in the beauty industry, top brands attach importance to the creative enhancement of advertising
5. Advertisers prefer new forms of media placement, deep involvement in traffic, and LBS-based conversions
5.1 2020Q3 Internet media revenue is further inclined to new media
5.2 Short video advertisements continue to grow due to the strong involvement of users’ attention
5.3 The integration of social advertising and content marketing or LBS delivery has become a new hot spot for advertising
Observation of Mobile Internet Typical Industries
1. The rapid development of service applications in various industries, and the mobile Internet fully penetrates people’s lives
2. Pan entertainment-short video industry
2.1 Under the normalization of epidemic prevention and control, the demand for online entertainment remains unabated, and short videos, multiple products and content formats help increase the scale of users
2.2 The traffic of the short video industry accelerates to concentrate on the head platform, and the industry Matthew effect intensifies
2.3 Douyin and Kuaishou multi-products compete, and the super-speed version has obvious drainage effects; in the face of the competition environment of the two giants of short video, the video in the positioning of watermelon video tries to explore the incremental market
2.4 Under the normalization of the epidemic situation, the link between short videos and life scenes has continued to deepen, and short videos have increasingly become important channels for current affairs information, grass-growing goods, and film and television announcements.
2.5 Douyin and Kuaishou accelerate the ecological layout of e-commerce, and promote the development of e-commerce business through external cooperation empowerment and optimization of products and services
3. Pan-entertainment-online video industry
3.1 Since the resumption of work and production, the online video industry has seen a clear downward trend, and the industry has entered the inventory game. Continuously creating high-quality content and digging in user value has become the focus of the platform
3.2 Entering the summer variety show season, the top platform intensively launched a variety of self-made variety shows and solo dramas, driving traffic growth, and music programs are still an important theme of the summer archives
3.3 Most paid online video members are female users, and high-tier cities account for nearly 50%. There is still room for expansion in the sinking market
4. Pan entertainment-live broadcast industry
4.1 Live broadcasting has gradually become the infrastructure of various industries, and the vertical live broadcasting industry is facing increasing competition pressure, and the scale of game live broadcast and entertainment live broadcast users has declined significantly
4.2 There is a big difference between game live broadcast and entertainment live broadcast users. The proportion of male game live broadcast users is over 90%, mainly young users aged 19-24; the mainstream entertainment live broadcast user group is concentrated in the 25 years old and above.
4.3 The head platform of the game live broadcast industry has an obvious advantage in the scale of users, and the penetration rate of CR2 has exceeded 90%. The merger of Douyu and Huya has turned the industry from competition to resource integration
5. Pan-entertainment-online music industry
5.1 The growth rate of the online music industry has shown a downward trend, the user scale has stabilized, and the value mining of existing users has become the focus of the industry
5.2 The online music platform deepens the copyright layout while broadening the music scene, enhancing the multi-dimensional vitality of music, attracting more young traffic, and users’ willingness to spend on the medium and high levels has increased significantly
6. Pan-Entertainment-Mobile Game Industry
6.1 The mobile game industry tends to concentrate on the head, and the penetration rates of Tencent, Le Element and NetEase have increased to varying degrees. The top three companies accounted for nearly 80% of the mobile game industry
6.2 The trend of high-quality games is emerging. MMORPG games with long development cycles and greater difficulty are loved by more users. Simple games such as elimination and puzzle leisure are still popular types.
6.3 Mobile game WeChat Mini Programs benefit from the characteristics of no downloading and play at any time, and their starting volume has grown rapidly, providing mobile game manufacturers and individual developers with greater room for growth
7. Pan-entertainment-online reading industry
7.1 Competition in the online reading industry has intensified. Free-reading mode apps have maintained rapid growth, changing the industry landscape, and listening to books superimposed on gold coin exchange and withdrawal incentives to drive the growth of user usage time
7.2 Most of the new users in the online reading industry are under the age of 35 and male users; among the new users of Tomato Free Novels, the proportion of users under 30 is more prominent, and the Seven Cats Free Novels are favored by more women
8. Mobile shopping industry
8.1 The enthusiasm for online shopping continues to burst. After the number of active users in the mobile shopping industry exceeds 1 billion in June 2020, the penetration rate is still increasing
8.2 The Matthew effect of the strong Hengqiang continues to take effect, the e-commerce giant continues to grow, and the competition in the sinking market is escalating
The Taobao special edition is based on the C2M model to reduce costs and increase efficiency in the sinking market. It has become one of the dark horses of this year’s growth. The JD Express edition retains JD’s core service capabilities to meet the sinking long-tail users. It has been online for less than half a year and has gained 7 million active users.
8.3 The centralized live streaming method has become a standard marketing tool for integrated e-commerce apps, which will attract users to invest more time
8.4 Live streaming is more popular among young urban users
8.5 The epidemic has accelerated the expansion of fresh food e-commerce scenarios. The growth rate of fresh food e-commerce in small programs has significantly exceeded that of apps, with an increase of nearly 70% in the past year and an industry value exceeding 100 million yuan
8.6 Compared with the App industry, the fresh food e-commerce WeChat applet industry has gained more middle-aged customers “outside the five rings”
8.7 The community group buying represented by Prosperity Optimum and Tongcheng Life is on the cusp. Through cooperative stores, fixed costs are reduced, and the group leader’s private domain is used to obtain stable traffic and penetrate the homes of ordinary people
9. Panlife-Community Dating Industry
9.1 The growth of the mobile social networking industry has gradually stabilized, among which the growth of the community dating industry is relatively prominent
9.2 The functions of apps in the community dating industry focus on being divided into two modes: strong sharing and strong social interaction. Most of the strong sharing apps are the core user interaction social platforms of Internet giants to which they belong
9.3 Users who focus on apps with strong social functions use relatively more frequently, and many strong social apps begin to highlight and strengthen live broadcast functions
10. Pan-life-life service industry
10.1 After experiencing negative growth in the first eight months of this year, the life service industry finally ushered in positive growth in September, which also reflects the full recovery of people’s lives in the post-epidemic era
10.2 Although the scale of users in the life service industry has grown slowly, the stickiness of users has increased significantly
10.3 The panoramic application matrix composed of apps and various small programs meets people’s various usage needs and fully realizes traffic coverage
11. Pan-life-travel service industry
11.1 The travel service industry achieved positive growth in May following the full resumption of work and production in China, and is now entering a stage of steady growth
11.2 All sub-sectors in the travel service industry have shown different degrees of growth. As the main means of transportation for people to travel across cities, high-speed rail has the most prominent growth in the corresponding train service industry
11.3 In the car service industry, many application platforms with car company background have begun to show rapid growth
12. Pan-life-tourism service industry
12.1 The travel service industry has been severely hit by the epidemic, and the number of users is still recovering, but the speed of recovery has increased significantly
12.2 The travel service industry does not rely solely on the App platform. Many small apps have also become important sources of traffic.
12.3 Travel KOLs are an important source of information for many people to choose tourist destinations. Among them, KOLs’ records of their real lives are generally more popular.
13. Pan-life-real estate service industry
13.1 The epidemic has also inspired people to pay more attention to housing. As the impact of the epidemic gradually dissipated, demand for real estate services began to grow rapidly
13.2 The real estate service sector presents a relatively high monopoly pattern of giants, and multi-platform services complement each other as the current development strategy of the main real estate service factions
13.3 The continuous strengthening of market competition also makes people have more choices of service applications that meet their own needs, and the user overlap rate of the top application platforms in the market is also increasing
14. Financial management industry
14.1 The epidemic has deepened users’ thinking about consumption rationality, financial management, and risk prevention and control. Demand for “zero-touch” financial services has increased, and online multiple channels have ushered in growth
14.2 The head payment platform and traditional online banking camps are stable, and the scene links are becoming more abundant, boosting the significant growth of terminal wallet applications
15. Efficient office industry
15.1 The epidemic has accelerated the maturation of remote office. Although the number of users has dropped compared with the peak period, it has remained at the level of 300 million, an increase of more than 200% compared with the same period last year. The user habits have gradually developed
15.2 Under the normalization of epidemic prevention and control, the scale of typical office App users maintained stable operation
16. Education and learning industry
16.1 Online education has sprung up in this epidemic, but with the normalization of people’s study and life, the user market is returning to normal
16.2 The number of users in various segments of online education industry has fallen as the epidemic subsides, but most industries still have substantial growth compared to the same period last year
16.3 Although the number of users in the online education industry has fallen in the post-epidemic era, users’ use of their industry apps is increasing
16.4 In order to seize this sudden market opportunity, the main application platforms in the K12 industry have vigorously strengthened their advertising, and the core platform + auxiliary application promotion has become their main marketing strategy
17. Auto service industry
17.1 Affected by the epidemic, offline large-scale auto shows have been cancelled one after another, and new situations such as online cloud auto shows have helped increase the number of active users in the automotive information industry. In 2020, Q3 will achieve positive year-on-year growth
17.2 The auto information head platform enhances its products and services while deepening its cooperation with entertainment and variety shows, grabbing young users, and increasing the traffic volume.
17.3 Auto brands accelerate their online layout, and WeChat mini-programs have become a new channel for auto brand owners to promote new products, promotions, and provide multiple services such as appointments for trial runs
18. Medical service industry
18.1 The epidemic has accelerated the expansion of medical services. The user scale of the medical service industry has overtaken apps in terms of small programs, which has increased fourfold in the past year
18.2 Medical service applications can drive the upgrade of medical and health consumer demand, and mini programs as lightweight applications reduce the threshold for patients to enter the service process of medical institutions
18.3 WeChat Mini Programs in the medical service industry are becoming more and more popular among middle-aged and elderly users
China Mobile Internet Strength Value List in the Fall of 2020
1. TOP50 track user scale No.1 App
2. App growth TOP list
3. TOP list of WeChat Mini Program users
4. Top players in panoramic ecological traffic
5. TOP list of media advertising marketing value
6. TOP list of KOL comprehensive influence in popular industries