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艾媒报告|2019中国电商促销节日社媒营销专题研究报告
本报告研究涉及企业/品牌/案例:MS天下秀,九牧,雪津,淘宝,京东,拼多多,唯品会,苏宁,考拉海购,抖音,快手,微博,微信,QQ,小红书,知乎,豆瓣,天猫,头条号,淘宝直播,爱奇艺,腾讯视频,联通,移动,电信,支付宝,蓝月亮,宝洁,荣耀,夏普,贝壳视频,papitube,哔哩哔哩,优酷等
iiMedia Research(艾媒咨询)数据显示,2019年中国移动广告市场规模将达到4158.7亿元。社交媒体渠道的发展使广告营销市场保持较强的增长态势,以双十一为代表的电商促销节日作为商家销售主要节点,期间的营销规模也达到新的高度。社媒营销凭借结果透明、成本低等优势逐渐成为电商促销节日营销主要手段。
在主流电商平台促销节日中,双十一的流量热度最高,2019年众多电商商家纷纷将双十一作为年度主要营销节点,短视频、直播等社媒营销方式逐渐取代传统营销方式。iiMedia Research(艾媒咨询)数据显示,2019年中国社交媒体主要领域在线直播、短视频、移动社交用户规模均预计突破5亿人,网民对双十一期间手机短信、电子邮件传播的营销内容最为厌恶,超四成网民偏好KOL带货。目前视频平台、直播平台成为了电商营销的新阵地,KOL带货等新营销模式也开始兴起,新型营销方式更注重对产品宣传和用户触达,从营销成本和对产品方的曝光而言,更适合电商节日这类持续时间短、品牌集中度高的促销场景。
In the promotion festivals of mainstream e-commerce platforms, the popularity of 11.11 is the highest. In 2019, e-commerce sellers took 11.11 as the main annual marketing node, and social media marketing channels such as short video and live broadcast gradually replace the traditional ones. As the data of iiMedia Research showed, in 2019, the scale of online live streaming, short video and mobile social media users in the major sectors of Chinese social media is expected to exceed 500 million. Netizens are most disgusted with the marketing content of SMS and email during 11.11 , with over 40% of them preferring KOL marketing. Currently, live video platforms and video platforms become the new frontier of e-commerce marketing, new marketing strategies such as KOL marketing also began to develop. New marketing strategies pay more attention to the product promotion and customer touch,from the view of marketing costs and products exposure, new marketing strategies are more suitable for promotion festivals of e-commerce, which have short duration and high degree of brand concentration.
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艾媒研报|2019H1小罐茶运行状况与行业趋势研究报告
本报告研究涉及企业/品牌/案例:小罐茶,湖南省茶业集团,天福控股,张一元茶叶,湘丰茶业,华茗园茶业
中国是茶叶的生产与消费大国,近年来中国茶叶的产量及内、外销量均保持稳定的增长。2018年,中国茶叶国内销售额为2661.0亿元,同比增长13.0%;中国茶叶出囗总金额达到17.8亿美元,同比增长10.1%。虽然中国茶叶市场规模巨大,但生产企业呈现数量多、体量小、产品质量参差不齐的情形,缺乏真正的龙头品牌。在技术发展以及消费升级的推动下,茶企的生产向规模化、产业化、机械化、品牌化的方向发展。小罐茶瞄准中国茶叶市场有品类无品牌的特点,从高端礼品市场切入,围绕茶叶品质无标准、价格不透明、品牌辨识度低等消费痛点,推出了相对标准化的产品,并通过制茶大师背书、时尚美观的设计、大量的广告宣传来提升品牌知名度,迅速收获了市场的肯定,茶叶销售额快速增长。
China is a big country in tea production and consumption. In recent years, China's tea production and domestic and foreign sales have maintained steady growth. In 2018, China's domestic tea sales were 266.1 billion yuan, up 13.0% year-on-year; China's total tea exports amounted to 1.78 billion US dollars, up 10.1% year-on-year. Although China's tea market is huge, the production enterprises present a situation of large quantity, small volume, uneven product quality, and lack of real leading brands. Driven by the development of technology and the upgrading of consumption, the production of tea enterprises is developing in the direction of scale, industrialization, mechanization and branding. Aiming at the characteristics of non-brand tea market in China, Xiao Guan Tea cuts into the high-end gift market. In view of the pain points of consumption such as non-standard tea quality, opaque price and low brand identification, Xiao Guan Tea has introduced relatively standardized products, and through endorsement by tea-making masters, fashionable and beautiful design, a large number of advertising to enhance brand awareness. It quickly reaped market recognition and tea sales grew rapidly. -
艾媒报告|2019年全球及中国P2P网贷行业研究及风险预警报告
本月报涉及企业/品牌包括:Lending Club、雅堂金融、钱宝网、联璧金融、唐小僧、银票网、零钱罐、投之家、发财猪、牛板金、钱爸爸、e租宝、善林金融、红岭创投、团贷网、小米、邻家便利店、极路由、斐讯、海南贝格富、长红配资
2018年,中国网贷普及率位居世界前列,中国网贷交易额全球最高,达1789亿美元。中国P2P网贷行业经过了雨后春笋般的初始发展期、野蛮生长的快速扩张期和狂风暴雨般的风险爆发期,进入了政策调整期。2016年之前P2P行业缺乏监管,滋生了大量非法经营的问题平台。随后监管政策出台,政策收紧,问题平台资金链断裂,P2P网贷行业频频爆雷,大批投资人血本无归。2019年运营中的P2P网贷平台约1300家,截至2019年4月,中国P2P网贷新增问题平台超280家。非法集资的P2P网贷问题平台常以高额收益诱引投资人投资。P2P网贷问题平台常通过铺天盖地的广告宣传和高大上的自我包装来营造平台财力雄厚、实力强劲的假象。获得大量资金后,问题平台常通过借新还旧的方法吸引投资者继续投资。未来P2P网贷行业增长将趋缓,市场格局将更集中,监管将持续全面化和科技升级。
In 2018, China's online loan penetration rate ranked the world's top, and China's online loan transaction volume was the highest in the world, reaching $178.9 billion. China's P2P online lending industry has entered the policy adjustment period after its initial development period, rapid expansion period and risk explosion period. The lack of supervision in the P2P industry before 2016 has created a large number of illegal platforms. Subsequently, the regulatory policy was promulgated and the policy tightened, the problem platform capital chain broke, and the P2P online lending industry frequently thundered, and a large number of investors had no return. In the year of 2019, there were about 1,300 P2P online lending platforms. As of April 2019, there were more than 280 new P2P online lending platforms were died. The illegal fund-raising P2P online lending problem platform often induces investors to invest with high returns. P2P online lending problem platform often creates an illusion that the platform has strong financial strength and strong strength through overwhelming advertising and high self-packaging. After obtaining a lot of money, the problem platform often attracts investors to continue investing by borrowing money from new investors and returning to former investors. In the future, the growth of the P2P online lending industry will slow down, the market structure will be more concentrated, and supervision will continue to be comprehensive and technology upgrades.
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