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在移动互联网的高速发展下,2019年中国移动搜索用户规模突破7亿人,2020年在新冠疫情推动下,移动互联网加速渗透,预计规模将达到7.54亿人。iiMedia Research(艾媒咨询)数据显示,搜索引擎、社交平台、电商平台是受访网民获取信息的前三大渠道,占比分别为69.6%、49.0%、35.3%。78.4%的受访者表示搜索信息时第一时间会想到移动搜索引擎,对移动搜索有很强的依赖度。对于移动搜索的方式,受访用户最常使用的移动搜索方式是文字搜索,占比达72.6%;而随着AI技术的成熟以及用户使用习惯的深化,使用语音搜索、图片搜索的受访用户分别占44.4%、20.8%。未来移动搜索行业需求将呈现多元化、专业化发展,AI技术的应用成为市场主要发力点,移动搜索市场竞争持续升级,头部市场将在中长期内保持一超多强的市场格局。

With the rapid development of mobile Internet, the scale of China's mobile search users exceeded 700 million in 2019. Driven by the COVID-19 in 2020, mobile Internet penetration will accelerate, and the scale is expected to reach 754 million. As the data of iiMedia Research showed, search engines, social platforms, and e-commerce platforms are the top three channels for interviewed netizens to obtain information, accounting for 69.6%, 49.0%, and 35.3%, respectively. 78.4% of the interviewed netizens said that they would think of mobile search engines as soon as they searched for information so they have a strong dependence on mobile search. For mobile search modes, the most common mobile search mode used by interviewed users is text search, accounting for 72.6%. With the maturity of AI technology and the deepening of usage habits, the interviewed users who use voice search and image search accounted for 44.4% and 20.8% respectively. In the future, the demand for mobile search will show diversified and professional development, and the application of AI technology will become the main force of the market. The competition of mobile search market will continue to escalate, and the head market will maintain a market structure of “one super strong, many stronger” in the medium and long term.

5G手机在2020年开始迅速扩大在市场的话语权。2020年截至7月,中国5G手机出货量累计达到7750.8万部,占智能手机总出货量的44.2%;上市5G新机型累计119款,占总上市机型的46.5%。而2019年全年5G手机出货量及上市新机型分别仅为1376.9万部及35款。5G手机在市场渗透率的上升最主要因素还是在于各大厂商跟进新款产品的时候转向5G赛道,导致消费者在购买新机时被动接受5G手机产品。iiMedia Research(艾媒咨询)数据显示,受访用户购买5G手机最主要原因在于正常更替手机,占比41.6%。而非5G手机用户中,73.3%认为现阶段大众没有购买5G手机的必要。5G手机目前未体现出明显优于其他主流智能手机的特性,相反,5G通信套餐价格昂贵、商用城市较少,均使置换5G手机的性价比较低,阻碍其市场普及。未来只有从需求端出发激发消费者刚需,将5G在通信传输方面的优势在智能手机体现,同时挖掘能够依靠5G手机搭载的杀手级应用产品,才能加速5G手机普及。

5G smartphone rapidly expand its discourse power in the market in 2020. YTD 5G smartphone shipments were 77.508 million units, represented 44.2% of the total shipment. The total number of new models were 119, accounting for 46.5% of the total new models. Comparatively, total 5G smartphone shipments and new models released in 2019 were 13.769 million and 35. The main reason for the increase of 5G mobile smartphone market penetration is that the major manufacturers turn to compete in the 5G market when they released the new products, which led to consumers’ passively acceptance 5G smartphone. As the data of iiMedia Research showed, 41.6% of the interviewees purchased 5G smartphone because of the normal replacement of the mobile phones. However, 73.3% of non-5G smartphone users think that it is not necessary for the public to buy 5G smartphone at this stage. At present, 5G mobile smartphone do not show obvious advantages over other mainstream smartphones. On the contrary, the high traffic pricing of 5G smartphone and the lack of commercial cities make the replacement of 5G smartphone with low cost performance, and thus hinder its market popularization. In the future, only by standing from the demand side, reflecting the advantages of 5G in communication transmission in smartphones, and developing killer application that can only rely on 5G smartphones, can we accelerate its popularization.

本报告研究涉及企业/品牌/案例:小电科技、街电科技、美团充电。

在质疑声中走过发展爆发和沉淀阶段的中国共享充电宝行业,在2019年进入了规范发展时期,即使2020年受到“新冠疫情”影响,行业发展整体向好的趋势没有改变。iiMedia Research(艾媒咨询)数据显示,2020年用户规模预计达到2.29亿人。但短期内疫情对行业的冲击仍然不容忽视,八成受访共享充电宝用户表示产品使用习惯受到疫情影响发生了变化。具体表现为使用次数降低、时间缩短,其中对于出行场景和大机柜共享充电宝的使用影响尤为严重。行业竞争方面同样迎来变数,美团在年初启动共享充电宝业务,凭借其积累的线下商家资源和自身产品体验优势,避开了新入局企业进入门槛过高等问题,对行业头部企业形成冲击。

China Shared Power Bank Industry, which has gone through the development stages of outbreak and precipitation despite queries, has entered the period of standardized development in 2019. Even though it is affected by the COVID-19 in 2020, the overall development trend of the industry will not change. As the data of iiMedia Research showed, the user scale of China Shared Power Bank industry is expected to reach 229 million in 2020. However, in the short term, the impact of COVID-19 on the industry can’t be ignored. 80% of the interviewees reflected that their use habits of shared power bank has changed due to the impact of COVID-19. Specifically, the usage frequency are reduced and the time is shortened, especially for the usage of shared power bank in travel scenario and the ones in large cabinet. The industry competition also ushered in variables. Meituan launched the shared power bank business at the beginning of the year. Relying on its advantages of accumulated offline business resources and better product experiences, Meituan avoided the problem of high entry threshold for new competitors, and having an impact on the leading enterprises in the industry.

本报告研究涉及企业/品牌/案例:行云全球汇、奥买家。

2020年上半年,受疫情影响,整体跨境电商交易在商品端、物流端等方面都收到较大影响,但是欧美等主要市场的消费格局转变以及一系列利于跨境电商发展的政策落地也推动了中国跨境电商进出口的发展,2020上半年中国通过海关跨境电商管理平台进出口增长26.2%,预计2020年底中国跨境电商交易规模将达到10.3万亿元。当前,年轻的消费群体日渐崛起,其消费潜力不断被挖掘和释放。iiMedia Research(艾媒咨询)数据显示,对于受访的跨境消费年轻人群来说,热衷新潮流、尝试新的消费体验成为其进行跨境消费的主要原因,近六成用户最看重的因素是商品质量。未来,更加符合年轻用户消费需求、文化价值的,集社交互动、内容营销、多端渠道于一体的场景化跨境电商消费将成为新趋势。

In the first half of 2020, affected by the epidemic, overall cross-border e-commerce transactions have been greatly affected in terms of commodities and logistics. However, the changes in consumption patterns in major markets such as Europe and the United States and the implementation of a series of policies conducive to the development of cross-border e-commerce have also promoted the development of China’s cross-border e-commerce import and export. In the first half of 2020, China's imports and exports through the customs cross-border e-commerce management platform increased by 26.2%. It is expected that the scale of China's cross-border e-commerce transactions will reach 10.3 trillion yuan by the end of 2020. At present, young consumer groups’ consumption potential is constantly being tapped and released. As the data of iiMedia Research showed, for the young cross-border consumer groups interviewed, enthusiasm for new trends and trying new consumer experiences has become the main reason for their cross-border consumption. And nearly 60% of them value product quality the most. In the future, scenario-based cross-border e-commerce consumption that integrates social interaction, content marketing, and multiple channels will become a new trend that is more in line with the consumption needs and cultural values of young users.


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