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艾媒咨询|2021-2022年中国母婴行业新媒体营销价值研究报告
本报告涉及的案例/品牌/企业:妈妈网
iiMedia Research(艾媒咨询)数据显示,2021年中国母婴市场规模将超过48000亿元,预计2024年将超过76000亿元。随着母婴群体消费意识逐渐前置,早阶母婴消费市场潜力不断被开发,并且母婴商品的选购差异化逐渐凸显,母婴产品分阶段购买成为新消费趋势。头部母垂平台凭借庞大的用户规模以及较高的品牌影响力,实现分阶段的精准信息传递,充分享受品牌带来的市场红利,实现获得更大的母婴市场份额。
According to the data of iiMedia Research, the scale of China's maternal and infant market will exceed 4800 billion yuan in 2021 and is expected to exceed 7600 billion yuan in 2024. With the gradual advance of the consumption awareness of mother and baby groups, the market potential of early-stage mother and baby consumption has been continuously developed, and the purchase differentiation of mother and baby goods has gradually become prominent. The phased purchase of mother and baby products has become a new consumption trend. With its huge user scale and high brand influence, the head mother hanging platform realizes accurate information transmission in stages, fully enjoys the market dividends brought by the brand, and achieves greater market share of mothers and infants. -
艾媒咨询|2021-2022年中国跨境出口电商行业及独立站模式发展现状及趋势研究报告
本报告涉及的案例/品牌/企业:SHEIN,棒谷科技,微盟ShopExpress
数据显示,2020年中国跨境出口电商规模为1.12万亿元,同比增长40.1%。受疫情的影响,国外消费者偏向于电商这种更少接触、更安全的购物方式,促进电商的发展;此外,中国政府对跨境电商的多项支持政策也进一步推动中国跨境电商的发展,预计中国跨境电商规模将于2021年、2024年分别达到1.51万亿元,2.95万亿元。中国企业在海外建立的独立站数量已达到了20万个,从跨境电商B2C市场结构上看,独立站份额从2016年的9.8%提升至2020年的20.3%。独立站模式具备一定的经营灵活性,易于收集、分析用户数据以运营私域流量,有够有效规避第三方跨境电商平台合规风险等优势,未来发展势头强盛。艾媒咨询分析师认为,随着电商经济的不断发展,消费水平的提高,消费者对产品“质”的追求将进一步提升,跨境出口电商产品将趋向于精品化、品牌化;随着社交平台的进一步发展以及公域流量成本的提高,跨境出口电商产品运营方式将趋向于数字化、本土化和引流方式多样化。
According to the data, the scale of China's cross-border export e-commerce in 2020 was 1.12 trillion yuan, with a year-on-year increase of 40.1%. Affected by the epidemic, foreign consumers prefer e-commerce, a less contact and safer way of shopping, which promotes the development of e-commerce; in addition, the Chinese government's many support policies for cross-border e-commerce also further promote the development of China's cross-border e-commerce, which is expected to continue in China The scale of cross-border e-commerce will reach 1.51 trillion yuan and 2.95 trillion yuan in 2021 and 2024 respectively. The number of independent stations established overseas by Chinese enterprises has reached 200000. From the perspective of cross-border e-commerce B2C market structure, the share of independent stations has increased from 9.8% in 2016 to 20.3% in 2020. The independent station model has certain business flexibility, is easy to collect and analyze user data to operate private domain traffic, has the advantages of effectively avoiding the compliance risk of third-party cross-border e-commerce platforms, and has a strong momentum of development in the future. AI media consulting analysts believe that with the continuous development of e-commerce economy and the improvement of consumption level, consumers' pursuit of product "quality" will be further improved, and cross-border export of e-commerce products will tend to be high-quality and brand; With the further development of social platforms and the increase of public traffic costs, the operation modes of cross-border export e-commerce products will tend to be digital, localized and diversified. -
艾媒咨询|2021年中国耳朵经济发展专题研究报告
本报告涉及的案例/品牌/企业:喜马拉雅
得益于内容的创新和多元化的应用场景,在线音频行业的市场需求被进一步释放。iiMedia Research(艾媒咨询)数据显示,中国在线音频用户规模保持连续增长态势,2022年在线音频用户规模将达到6.90亿人。随着在线音频用户渗透率的持续提升,用户的付费习惯也在逐渐养成,在线音频平台借助消费节日的模式,向用户推送大量优质内容及优惠措施,不仅对内容生产形成了刺激作用,也使得知识付费行业更加契合目前新生代群体消费习惯,促进行业发展。
Benefit from the innovation of content and diversified application scenarios, the market demand of the online audio industry has been further released. According to iimedia research, the number of online audio users in China has maintained a continuous growth trend, and the number of online audio users will reach 690 million in 2022. With the continuous improvement of online audio user penetration, users' payment habits are gradually formed. With the help of the consumption Festival mode, the online audio platform pushes a large number of high-quality content and preferential measures to users, which not only stimulates the content production, but also makes the knowledge payment industry more in line with the current consumption habits of the new generation of groups and promote the development of the industry. -
艾媒咨询|2021Q3中国在线直播行业研究报告
本报告涉及的案例/品牌/企业:斗鱼直播,KK直播,盟主直播
随着在线直播行业不断创新,各细分领域保持稳定态势,直播服务往细分化、垂直化发展,包括泛娱乐直播、电商直播、以及企业直播等领域都吸引了更广泛的用户群体。iiMedia Research(艾媒咨询)数据显示,2021年中国在线直播用户规模将达到6.35亿人,在互联网发展的下半场,随着头部互联网平台的布局和垂直领域应用的发展,直播行业将迎来更多元的应用场景,潜在用户规模呈现上升趋势。(《艾媒咨询|2021Q3中国在线直播行业研究报告》完整高清PDF版共44页,可点击文章底部报告下载按钮进行报告下载)
With the continuous innovation of the online live broadcasting industry, each subdivided field has maintained a stable trend, and the live broadcasting service has developed in a fine and vertical way, including pan entertainment live broadcasting, e-commerce live broadcasting, enterprise live broadcasting and other fields, which have attracted a wider range of user groups. According to iimedia research, China's online live broadcasting users will reach 635 million in 2021. In the second half of the development of the Internet, with the layout of the Internet platform and the development of vertical applications, the live broadcasting industry will usher in more application scenarios, and the scale of potential users will show an upward trend.(“iiMedia Report | 2021 Q3 Research Report on Chinese Online Live Streaming Industry”full version has 44 pages in total, please click the Browse HD Report button on the right side of the article to browse the report) -
艾媒咨询|2021中国月饼行业新消费趋势研究报告
本报告研究涉及企业/品牌/案例:稻香村(苏州),五芳斋
随着国民消费购买力增加,以及中国人民对传统节日越来越重视,在互联网时代的月饼延伸出了更多的社交属性,中秋佳节送礼成为了中国消费者表达祝福的最重要方式之一。在此背景下,国内的高端月饼市场崛起,月饼行业有高端化、精品化发展的趋势,使得整体月饼价格有所提升,带动销售规模增长。iiMedia Research(艾媒咨询)数据显示,2015-2020年,从131.8亿元上升到205.2亿元,预计2021年中国月饼销售额达到218.1亿元。
As the purchasing power of national consumption increases and the Chinese people pay more and more attention to traditional festivals, moon cakes in the Internet era extend more social attributes. Mid Autumn Festival gift giving has become one of the most important ways for Chinese consumers to express their blessings. In this context, the domestic high-end moon cake market is rising, and the moon cake industry has the trend of high-end and high-quality development, which improves the overall moon cake price and drives the growth of sales scale. According to the data of iimedia research, from 2015 to 2020, it increased from 13.18 billion yuan to 20.52 billion yuan. It is expected that the sales of moon cakes in China will reach 21.81 billion yuan in 2021. -
艾媒咨询| 2020年中国移动游戏IP价值探析专题报告
本报告研究涉及企业/品牌/案例:腾讯游戏,王者荣耀,多益网络,神武4,阴阳师
受新冠疫情影响,移动游戏获发展机遇,2020年中国移动游戏市场规模达1850.3亿元,预计2021年有望突破2020亿元。在中国移动游戏产业链中,IP起重要的串联、延伸作用,为促进行业规范化、精品化发展,政府部门采取日趋严格的监管措施并鼓励IP开发及转换。iiMedia Research(艾媒咨询)数据显示,51.5%的受访移动游戏用户表示会因IP喜好而玩相应的手游,并对其持有较高的期待值;其中78.9%的受访IP受众玩家有游戏付费习惯。因此在政策利好、市场需求拉动的背景下,游戏企业通过IP改编、自研IP等途径突破内容壁垒,全方位拓展游戏IP题材,进而研发精品游戏,并深挖移动游戏IP价值,不断完善IP衍生产品矩阵,最终构建移动游戏IP生态,提升IP商业化变现效率。
Affected by the Covid-19, China mobile gaming industry have gained development opportunities. In 2020, the scale of China mobile gaming market grew to 185.03 billion yuan, and it is expected to exceed 200 billion yuan in 2021. In China mobile gaming industry chain, IP plays an important role in tandem and extension. In order to promote the standardization and high-quality development of the industry, the government departments have adopted increasingly strict regulatory measures and encouraged IP development and conversion. As the data of iiMedia Research showed, 51.5% of the mobile game users interviewed show that they would play the corresponding mobile games based on their IP preferences, and hold high expectations for them; Amongthem, 78.9% of the IP audience players interviewed have the habit of paying for games. So under the background of good policies and market demand, through IP adaptation and independent research IP, game enterprises break the content barrier, expand game themes in an all-round way and then develop high-quality goods game. Furthermore, game enterprises dig the mobile game IP value, improve the IP derivative product matrix. Finally they build the mobile games IP ecosystem and improve the efficiency of IP commercialization. -
艾媒咨询|2020-2021中国在线直播行业年度研究报告
2020年中国直播电商市场规模达到9610亿元,同比增长121.5%。随着教育直播等细分领域快速发展,中国整体在线直播用户规模达5.87亿人。首先是国家制定政策给予支持,积极推动行业发展,为直播行业提供了良好的发展环境。同时,居民在线上消费支出的逐年上涨为直播电商提供积极的社会消费环境。直播企业的兴起也带动了相关行业发展,中国MCN机构数量迅速增长且前景持续向好。iiMedia Research(艾媒咨询)数据显示,用户对直播认可度较高。其中公益直播获65.6%的用户认可,认可度高居首位。社会公益性和非利益性是用户对直播认可度的关键,而专职带货的电商直播亦有良好的社会认可度。电商直播为用户最常观看的直播类型,约五成用户频繁观看,其中17.0%的用户观看频率非常频繁。未来在线直播平台将提高多元实时交互功能,互联网用户的参与度以及直播的关注度将进一步提升。
In 2020, China's live broadcast e-commerce market will reach 961 billion yuan, a year-on-year increase of 121.5%. With the rapid development of education live broadcast and other sub-fields, the overall online live broadcast user scale in China has reached 587 million. The first is that the country formulates policies to support it, actively promotes the development of the industry, and provides a good development environment for the live broadcast industry. At the same time, residents' online consumption expenditure has been rising year by year to provide a positive social consumption environment for live broadcast e-commerce. The rise of live broadcasting companies has also led to the development of related industries. The number of MCN organizations in China has grown rapidly and the prospects continue to improve. According to data from iiMedia Research, users have a high degree of recognition for live broadcasting. Among them, public welfare live broadcasting has been recognized by 65.6% of users, and the recognition ranks first. Social welfare and non-profit is the key to users' recognition of live broadcasts, and full-time e-commerce live broadcasts with goods also have good social recognition. E-commerce live broadcast is the most frequently watched type of live broadcast by users. About 50% of users watch it frequently, and 17.0% of users watch it frequently. In the future, online live broadcast platforms will improve multiple real-time interactive functions, and the participation of Internet users and the attention of live broadcasts will further increase.
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