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艾媒咨询|2021年上半年中国在线直播行业发展专题研究报告
本报告研究涉及企业/品牌/案例:斗鱼直播,KK直播,蘑菇街
iiMedia Research(艾媒咨询)数据显示,2020年中国在线直播用户规模达到5.87亿人,预计2022年将涨至6.60亿人。在经历了多年的发展后在线直播行业逐渐细分出了多个分支领域,受疫情影响,娱乐直播、电商直播和公益直播在2020年之后受到了广泛关注。艾媒咨询分析师认为,新技术的迭代和培训体系的完善会使得在线直播行业不断往专业化、规范化的方向发展。而另一方面,随着在线直播行业监管政策越来越严格,直播行业相应的模糊空间将会减少,规范性将会增强,平台需要利用其日渐增加的影响力,通过加强内容监管和公益活动的手段输出正能量,建立良好品牌形象。
According to data from iiMedia Research, the number of online live broadcast users in China will reach 587 million in 2020, and it is expected to rise to 660 million in 2022. After years of development, the online live broadcast industry has gradually subdivided into multiple branches. Affected by the epidemic, entertainment live broadcasts, e-commerce live broadcasts and public welfare live broadcasts have received widespread attention after 2020. IiMedia Consulting analysts believe that the iteration of new technologies and the improvement of the training system will make the online live broadcast industry continue to develop in a professional and standardized direction. On the other hand, as the online live broadcast industry's regulatory policies become more and more stringent, the corresponding fuzzy space in the live broadcast industry will be reduced, and the standardization will be enhanced. The platform needs to use its increasing influence by strengthening content supervision and public welfare activities. The means to output positive energy and establish a good brand image. -
艾媒咨询|2020年中国临期食品行业市场分析及消费者研究报告
本报告研究涉及企业/品牌/案例:好食期,甩甩卖,善食者联盟,钱大妈
从供给侧来看,2020 年中国零食行业总产值规模超过3万亿元,即使按1%的库存沉淀计算,临期食品行业市场规模也会突破300亿元,临期食品市场潜力巨大。从消费端来看,中国相当一部分人群对商品价格仍然具有很高的敏感性,以“低价、去品牌化、物美价廉、基本功能”为特征的消费降级已成为不可忽视的现象,所以2020年中国消费者购买临期食品的主要驱动力是低价购买到需要的商品,性价比较高。
From the perspective of supply side, the total output value of China's snack industry will exceed 3 trillion yuan in 2020. Even if calculated by 1% of inventory precipitation, the market scale of temporary food industry will exceed 30 billion yuan, and the potential of temporary food market is huge. From the consumer side, a considerable number of Chinese people are still highly sensitive to commodity prices. The consumption degradation characterized by "low price, de branding, high quality and low price, and basic functions" has become a phenomenon that can not be ignored. Therefore, the main driving force for Chinese consumers to buy on-the-spot food in 2020 is to buy the needed goods at low price, with high cost performance. -
艾媒咨询|2021年第一季度中国在线直播行业研究报告
本报告研究涉及企业/品牌/案例:KK直播,虎牙直播,淘宝直播,斗鱼直播
2020年中国在线直播行业用户规模达到5.87亿人,预计在2021年和2022年将分别涨至6.35亿和6.60亿人。首先是国家出台政策、加强监管,推动行业产出更多如科普、公益等具有积极意义的内容,为行业发展良好环境。其次,随着直播电商、电竞直播的兴起,行业得到新的发展动能,也为上下游企业带来发展机遇,包括MCN机构、声卡设备、电竞硬件等行业均迎来规模增长。 iimedia Research(艾媒咨询)数据显示,在线直播平台用户以年轻群体为主,24岁及以下用户占比49.0%,30岁以下用户更接近八成。艾媒咨询分析师认为,目前游戏类和电商带货类型直播平台用户渗透增长较快,因此对年轻用户吸引力增强,并成为新一代人群娱乐和消费的重要选择。短视频平台是最受受访者欢迎的直播平台类型,占比超四成;其中第一季度受访用户最主要遭遇的不规范直播内容是虚假内容,占比63.5%;同时用户也最反感该类不规范内容,占比45.3%。未来在线直播行业将继续发展,在加强多元内容化布局,使得用户能够观看更多垂直化内容的同时,平台需要利用其日渐增加的影响力,通过加强内容监管和公益活动的手段输出正能量,同时建立良好品牌形象。
The number of users in China's online live streaming industry reached 587 million in 2020, which is expected to rise to 635 million in 2021 and 660 million in 2022.First of all, the government has introduced policies and strengthened supervision of the industry. As a result, more positive pieces of works about fields like science popularization and public welfare were created, so as to create a better environment for the development of the industry.Secondly, with the rise of live streaming e-commerce and live streaming of e-sports, the industry has gained new development momentum, which also brings development opportunities for upstream and downstream enterprises. MCN institutions, sound card equipment, e-sports hardware industries were benefited.According to data from iiMedia Research, users of live streaming platforms are mainly young. Users aged 24 accounting for 49.0 percent, while the proportion of users under 30 were closed to 80 percent.According to analysts of iiMedia Consulting, the prevailing of gaming and e-commerce makes living stream platforms more attractive to young users and become an important choice for the new generation to entertain and consume.Short video platforms are the most popular type of live streaming platforms among respondents, accounting for more than 40%.In the first quarter, the most irregular live streaming content encountered by the surveyed users was fake content, accounting for 63.5%.At the same time, users are also the most disgusted with such non-standard content, accounting for 45.3%.In the future, the online broadcast industry will continue to develop. While strengthening the layout of diversified content so that users can watch more content that they are interested in , the platform needs to make use of its increasing influence to produce more positive works with the works of enhancing supervision and public welfare activities, in order to establish a good brand image. -
艾媒咨询|2021年中国网络游戏企业社会责任感专题报告
本报告研究涉及企业/品牌/案例:多益网络,腾讯游戏,三七互娱
iiMedia Research (艾媒咨询)数据显示,2020年中国移动游戏市场规模超过1850亿元,较2019年增长11.4%。相较于客户端游戏,移动游戏的设备门槛低,且拥有易携带、操作便捷等优势,在新冠疫情的影响下,移动游戏的发展潜力被充分激发,带动游戏行业规模进一步扩大。近年来,中国游戏企业都更加重视企业形象和社会责任,在腾讯游戏、多益网络、三七互娱等头部企业带领下,不少游戏企业都纷纷通过多个维度履行社会责任,为提高游戏行业社会形象作出了自己的贡献。
According to iimedia research, the scale of China's mobile game market exceeded 185 billion yuan in 2020, an increase of 11.4% over 2019. Compared to the client game, mobile game equipment threshold is low, and has the advantages of easy to carry, convenient operation and so on. Under the influence of COVID-19, the development potential of mobile games has been fully stimulated, and the scale of the game industry has been further expanded. In recent years, Chinese game enterprises have paid more attention to corporate image and social responsibility. Under the leadership of head enterprises such as Tencent games, Duoyi network and Panax notoginseng mutual entertainment, many game enterprises have fulfilled their social responsibilities through multiple dimensions and made their own contributions to improving the social image of the game industry. -
艾媒报告|2020Q1中国在线直播行业专题研究报告
本报告研究涉及企业/品牌/案例:虎牙直播,快手直播,KK直播。
其他提及企业/品牌:斗鱼直播,战旗直播,触手直播,龙珠直播,企鹅电竞,蘑菇街,淘宝直播,目睹直播,盟主直播,好视通,映客直播,花椒直播,NOW直播,一直播,酷狗直播,YY直播,抖音,快手。
iiMedia Research(艾媒咨询)数据显示,中国在线直播行业整体保持稳定提升、深耕存量的发展态势,预计在线直播行业用户群体将于2020年达到5.26亿人。经历秀场直播、游戏直播、短视频直播三个发展阶段后,在线直播行业目前进入以电商直播为主,多维发展、多强并行的成熟阶段。疫情期间,用户需求激增、观看习惯养成; “直播+”模式的“破圈”动态进一步提高直播行业关注度,直播正快速向医疗、教育、协同办公等多领域渗透,逐步成为企业的常态化传播沟通工具。同时,直播形式的时效性、可视化、互动性特点使其成为疫情期间资讯传播的重要媒介;各直播平台积极抗“疫”、传播正能量、践行企业责任的活动得到用户的普遍认可,实现直播的社会价值。艾媒分析师认为,大数据、高流量、多渠道等优势使直播与消费场景、商业模式、公益渠道相结合,实现传统行业的转型发展。随着5G商用、VR/AR技术的发展提供技术支持,在线直播行业旨在实现更大的商业潜力与社会价值。
According to the statistics of iiMedia Research, Chinese online streaming industry has develped into steady, stock-focused stage, the user scale is expected to reach 5.26 billion in 2020. Gone through the show streaming, game live, and short-video live, online streaming industry concentrates on E-commerce streaming, shaping into the diverse, mature pattern. During the COV-19 period, user demand soars, more groups have grown the watching behaviors into the habits; the heated movements combined with “Online Streaming Plus” mode raised up the attention. Online streaming embarks on cooperation with medication, education, co-working etc. professional fields, becoming common tools for enterprises to communication and collaboration. Meanwhile, the features like timing, visualized, interactive of online streaming grow it into the significant medias for information spreading. The charitable anti-virus activities promoted by platforms gained recognized by the users as well, achieving the social value of online streaming. iiMedia consulting analyst believes that, big data, high volume, and multi-channel etc. advantages contribute to the combination with consumption pattern, business model and charitable platforms, motivating the traditional industries to digitalized transformation. As the 5G, VR/AR technology support, online streaming platform aims to achieve greater business potential and social value. -
艾媒咨询|后疫情时代中国在线教育行业研究报告
本报告研究涉及企业/品牌/案例:年糕妈妈、网易有道、有道精品课、米乐英语、金沃斯英语、中国大学MOOC、腾讯课堂。
在后疫情时代下,中国在线教育的市场规模受疫情正面刺激不断扩大,中国在线青少儿英语市场规模在2020年第一季度达260亿元,用户规模约580万人,市场渗透率达22%。在线教育市场红利也吸引了大量资本,2019年融资总额达115亿元。报告显示,提升产品质量吸引用户并促进高效运营是在线教育行业的优势,同时应抓住下沉市场潜力大和技术革新的机遇来迎接挑战。在后疫情时代下,随着政策的支持和5g、AI等技术的推动,中国在线教育的市场规模进一步扩大,根据iiMedia Research(艾媒咨询)数据显示,预计2020年中国在线教育市场规模将达到4858亿元。截至2020年4月,中国在线青少儿英语市场规模达260亿元,用户规模约580万人,市场渗透率达22%。经过疫情期在线教育的爆发式增长,在用户习惯不断养成的背景下,预计到2021年底,中国在线青少儿英语市场渗透率将达到37%,2022年将达51%。近年来,在线教育市场红利吸引了越来越多的投资注入,2019年,中国在线教育行业共发生融资事件150起,融资总额达115亿元。由于2020新冠疫情的正面刺激,中国在线教育行为和习惯得以普及,尤其是K12阶段和职业教育阶段两个方面市场将得到巨大的释放,展现出巨大的市场前景,2025年中国在线教育市场规模有望超8000亿元。报告分析显示,在线教育行业需提升产品质量吸引用户并促进高效运营,抓住下沉市场潜力大和技术革新的机遇,迎接中国在线教育行业发展的挑战。
During the post-epidemic period, with the support of policies and the promotion of 5G, AI and other technologies, the market scale of China's online education is further expanded. As the data of iiMedia Research showed, the market scale of China's online education is expected to reach 485.8 billion yuan in 2020. By April 2020, China's online youth English market has reached 26 billion yuan, with about 5.8 million users and a market penetration rate of 22%. After the explosive growth of online education during the epidemic period, it is estimated that the penetration rate of Online English for young children in China will reach 37% by the end of 2021 and 51% by 2022 under the background of the continuous formation of user habits. In recent years, the dividend of online education market has attracted more and more investment. In 2019, China's online education industry witnessed a total of 150 financing events with a total financing amount of 11.5 billion yuan. Thanks to the positive stimulus of coVID-19 in 2020, online education behaviors and habits become more and more popular in China. In particular, the market of K12 and vocational education will be greatly released, showing a huge market prospect. By 2025, the size of China's online education market is expected to exceed 800 billion yuan. According to the analysis of the report, the online education industry needs to improve product quality to attract users and promote efficient operation, seize the opportunity of potential sinking market and technological innovation to meet the development challenges of China's online education industry. -
艾媒报告|2020Q1中国跨境电商行业趋势研究报告
本报告研究涉及企业/品牌/案例:天猫国际,奥买家,洋码头。
伴随着国民经济的高速发展,中国消费者的消费需求不断升级,同时在国家大力支持跨境贸易,改善跨境电商整体配套设施,优化市场发展环境下,中国跨境电商行业市场规模不断扩大,2020年中国跨境电商的市场交易规模预计达到10.3万亿元。但在2020年第一季度期间,受到全球疫情影响,中国跨境电商受到一定程度的冲击,消费红利较2019年同期明显下降。为了解决疫情带来的负面影响,中国各大跨境电商平台积极布局,抢占市场、留存用户,了解用户需求与喜好成为各大跨境电商平台的关注焦点。iiMedia Research(艾媒咨询)数据显示,有72.7%的受访用户认为 “正品保障”是他们选择平台时所考虑的主要因素。同时,在疫情期间有超8成受访用户关注平台疫情期间的公益活动,并且超九成的受访用户购买意愿会因为疫情期间平台的公益行为而提高。
Along with the high-speed development of national economy, China's consumer demand grows, at the same time in the country's strong support for cross-border trade, improve the cross-border electricity integral supporting facilities, optimize the environment of market development, cross-border electricity industry in China has been expanding its market, in 2020 China's cross-border electricity market scale is expected to reach 10.3 trillion yuan. However, in the period of the first quarter of 2020, due to the impact of the global epidemic, China's cross-border e-commerce was impacted to a certain extent, and the consumption dividend decreased significantly compared with the same period in 2019.In order to solve the negative impact brought by the epidemic, China's major cross-border e-commerce platforms have actively deployed to seize the market, retain users, and become the focus of attention of major cross-border e-commerce platforms to understand user needs and preferences. As the data of iiMedia Research showed, 72.7% of the surveyed users believe that "quality assurance" is the main factor they consider when choosing a platform. At the same time, more than 80 percent of the surveyed users paid attention to the public welfare activities of the platform during the epidemic, and more than 90 percent of the surveyed users would increase their purchase intention due to the public welfare activities of the platform during the epidemic. -
艾媒报告|2020中国直播电商入局行业及标杆品牌运行案例大数据监测报告
本报告研究涉及企业/品牌/案例:如涵控股,若羽臣,珀莱雅,海澜之家,四季青市场,京东,淘宝,抖音。
其他提及企业/品牌:百草味,三只松鼠,洽洽食品,瑞百年,李子柒螺蛳粉,单身粮伙伴,信良记,高满堂,彩云海鲜,伊利,奈雪的茶,香飘飘,海底捞,幸福西饼,木屋烧烤,携程旅行,途牛,去哪儿,聪明你的旅行,周大福,金至诚珠宝,阿里,拼多多等。
2020年4月26日,全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询) 发布《2020中国直播电商入局行业及标杆品牌运行案例大数据监测报告》。报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据,对中国直播电商行业进行全面分析,分别针对食品、服装、化妆品、家电等直播电商的入局行业分析,以及对恰恰、珀莱雅等标杆品牌的典型案例解读,以此分析直播电商的产品特性以及品牌方的发展趋势,判断2020-2021年中国直播电商的行业发展趋势。受到本次疫情影响,直播电商展现的强大带货能力推动农产品、服装、汽车等传统实体行业加入直播电商,大大利好直播电商发展。艾媒咨询分析师认为,传统电商推动了消费行为的线上转移,为直播电商的发展提供了前期基础。而随着用户对视频、短视频等应用的使用时间不断增加,直播电商将会是短期内最重要的消费行为。
Affected by the epidemic, China's economy in 2020Q1 compared with 2019Q1, after excluding price change factors, actually dropped by 6.8% year-on-year, which may affect China's economic growth slowdown throughout the year. In order to cope with the problem that the epidemic affects economic development, the state actively encourages all parties in the society to develop "new tools" to stimulate market vitality. iiMedia Research believes that this policy is a new benefit for live broadcast e-commerce. The ability to bring goods will also further drive more industries into the game. -
艾媒报告|2019Q1中国在线直播行业研究报告
本报告涉及企业/品牌包括:花椒直播、YY直播、KK直播、虎牙直播、斗鱼直播、一直播、NOW直播、映客直播、龙珠直播、酷狗直播、触手直播、战旗直播、企鹅电竞、淘宝直播、陌陌直播、网易CC直播、咪咕直播、小米直播、全民直播、B站
iiMedia Research(艾媒咨询)数据显示,2019年中国在线直播用户预计增至5.01亿人。2019年第一季度,游戏内容类直播平台的用户趋于年轻化,且超七成用户是男性;近七成的直播用户在近半年内仍使用同一直播平台,而内容及主播是平台留存用户的关键;秀场及游戏直播内容更受用户欢迎,而超五成用户认为未来应该大力发展“直播+综艺”。目前,直播行业呈现三大趋势:一是获取融资或冲击上市;二是进军海外市场,而东南亚市场成为多数平台出海的首选;三是“直播+”领域的拓展,涵盖公益、综艺、教育、非遗、电商等,旨在构建多元化和高品质的直播生态体系。
The number of live streaming users in China is expected to grow to 501 million in 2019, according to the data from iiMedia Research. In the first quarter of 2019, users of live streaming platforms focusing on games tend to be younger, and over 70% of them are males. As nearly 70% of the users still use the same live streaming platforms within 6 months, the content and anchors are crucial to retain the users. The live shows and games are more popular among users, and more than 50% of users reckon that “live streaming + variety show“ should be prioritized in the future. Currently, there are three major trends in the live streaming market. One is to gain access to financing or IPO. The second one is to enter the overseas market, and the market in Southeast Asia has become the first option for most platforms. The third one is to expand “live streaming+“, covering public welfare, variety shows, education, intangible cultural heritage, e-commerce, etc., aiming to build a diversified and high-quality live streaming ecological system.
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