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当前位置: 艾媒报告中心 > 其他

本报告研究涉及企业/品牌/案例:美赞臣,飞鹤雀巢,美素佳儿,惠氏,雅培,金冠,伊利,巴拉巴拉,爱帝宫,好孩子,南极人,澳元有机

2021年1月,婴儿用抑菌霜造成“大头娃娃”事件刷爆网络,事件背后是网民及家长们对母婴产品质量的担忧。数据显示,消费者在选购母婴产品、选择母婴服务时首先考虑的都是品质要素。具体而言,63.8%的消费者购买母婴产品时最先考虑产品品质;66.0%的消费者选择母婴服务时,最先考虑服务平台阿姨的综合技能等服务质量要素。艾媒咨询分析师认为,随着年轻一代消费观念及消费品质发生了明显变化,以及对产品和服务品质重视,企业在推出母婴产品及相关服务时,需要特别注意及警惕品质问题。
In January 2021, the "big head baby" incident caused by antibacterial cream for babies exploded on the Internet. Behind the incident were the concerns of netizens and parents about the quality of mother and baby products. The data shows that when consumers choose maternal and infant products and services, the first consideration is quality. Specifically, 63.8% of consumers first consider product quality when they buy maternal and child products; 66.0% of consumers first consider service quality factors such as comprehensive skills of service platform aunts when they choose maternal and child services. AI media consulting analysts believe that with the obvious changes in the consumption concept and consumption quality of the younger generation, and the emphasis on the quality of products and services, enterprises need to pay special attention to and be alert to the quality problems when launching mother and child products and related services.

本报告研究涉及企业/品牌/案例:搜狗,百度,讯飞,王者荣耀,诛仙手游,网易云音乐,剑网3,屈臣氏

2020年中国第三方手机输入法用户规模达到7.55亿人,同比增长3.6%,且用户规模有望进一步扩大。首先是中国手机网民规模的持续增长。随着移动互联网的不断发展,中国移动互联网用户规模已达9.89亿人,为第三方手机输入法提供了有利的社会发展环境。随着疫情防控的常态化,在线办公和在线教育成为增长最迅速的场景,AI键盘输入功能使用渗透率也持续攀升,有望转型成为社会的新刚需。iiMedia Research(艾媒咨询)数据显示,AI语音输入功能已成为用户高效输入的重要方式,超六成用户偏好使用。与此同时,用户对文字识别、智能纠错功能的熟练使用占比均超过三成。随着在线办公和在线教育的发展,用户对智能预测、智能翻译等功能的认知度和需求将继续得到激发。在手机的迭代升级过程中,输入法一直扮演着必备应用的角色。作为市场刚需,未来将在5G、AI技术的发展下持续应用深化。
In 2020, the number of third-party mobile input method users in China will reach 755 million, a year-on-year increase of 3.6%, and the user scale is expected to further expand. The first is the continuous increase in the size of Chinese mobile phone netizens. With the continuous development of mobile Internet, the number of mobile Internet users in China has reached 989 million, which provides a favorable social development environment for third-party mobile phone input methods. With the normalization of epidemic prevention and control, online office and online education have become the fastest-growing scenarios. The penetration rate of the use of AI keyboard input functions continues to rise, and it is expected to transform into a new rigid demand in society. According to data from iiMedia Research, the AI ​​voice input function has become an important way for users to input efficiently, and over 60% of users prefer to use it. At the same time, more than 30% of users are proficient in text recognition and intelligent error correction. With the development of online office and online education, users' awareness and demand for functions such as intelligent prediction and intelligent translation will continue to be stimulated. In the iterative upgrade process of mobile phones, the input method has always played the role of an indispensable application. As a rigid demand in the market, the application will continue to deepen in the future under the development of 5G and AI technology.

本报告研究涉及企业/品牌/案例:喜茶,蜜雪冰城,奈雪的茶,茶颜悦色,一点点,贡茶,CoCo都可,鹿角巷,ChaTime,一杯茶,Boba Time,茶太,Tea Station,伴伴堂,Cup of Joy,益禾堂,快乐柠檬,古茗,沪上阿姨,书亦烧仙草,乐乐茶,喜小茶,卡旺卡

iiMedia Research(艾媒咨询)数据显示,超过六成新式用户年龄位于26-40岁, 33.8%的用户每周消费一次新式茶饮,16.0%每天消费一次,新式茶饮逐渐成为中青年群体的高频消费品,这也推动了新式茶饮市场快速发展。截至2021年2月11日,喜茶门店超过700家,一点点门店超过4000家,蜜雪冰城门店超过11000家,可见新式茶饮品牌行业品牌众多,竞争异常激烈,但行业尚未定局,仍有变化的可能。
According to the data of iimedia research, more than 60% of the new customers are 26-40 years old. 33.8% of them consume new tea once a week and 16.0% consume it once a day. New tea has gradually become a high-frequency consumer goods for young and middle-aged people, which has also promoted the rapid development of new tea market. As of February 11, 2021, there are more than 700 Xicha stores, more than 4000 yidiandian stores and more than 11000 mixue Bingcheng stores. It can be seen that there are many new tea brands in the industry, and the competition is extremely fierce. However, the industry is still uncertain, and there is still the possibility of change.

本报告研究涉及企业/品牌/案例:淘宝,抖音,快手,新浪微博,支付宝,微信,字节跳动,小红书,B站,青藤文化,宸帆电商,绫致集团,优衣库。

直播电商平台秉承“春节不打烊”的原则,设置了众多活动吸引用户,推动提升春节销售成绩。其中,淘宝直播网上年货节累计销量超过83万单,抖音年货节期间累计成交额超过200亿元,小红书春节期间激发超100万人下单购物。以小红书为例,2021年春节7天,小红书美妆直播带货护肤类商品预估销售额超过3000万元,身体护理类商品预估销售额超过600万元。可见,春节等假期已经成为消费者购物的小高峰,因而商家可以在女神节等重点节日进行发力,通过直播电商等途径辅加促销活动,提高产品销售转化。
The major live e-commerce platforms adhere to the principle of "Spring Festival is not closed", set up many activities to attract users and promote the promotion of Spring Festival sales performance. Tiktok special purchases for the Spring Festival online Festival, which special purchases for the Spring Festival, were over 830 thousand yuan, and the total turnover of Taobao's online shopping festival was over 20 billion. The total volume of the annual sales volume exceeded 20 billion yuan. Take xiaohongshu as an example. During the Spring Festival in 2021, the estimated sales of skin care products and body care products will exceed 30 million yuan and 6 million yuan respectively. It can be seen that the Spring Festival and other holidays have become a small peak for consumers' shopping, so businesses can make efforts in key festivals such as goddess Festival, and through live e-commerce and other channels, add promotion activities to improve the sales transformation of products.

本报告研究涉及企业/品牌/案例:中文在线,阅文集团,掌阅科技

经过多年发展,中国移动阅读行业积累大批优秀作品及头部作家,各平台也不断开发这类头部IP的商业价值,推动行业规模增长。iiMedia Research(艾媒咨询)数据显示,2020年中国移动阅读市场规模达到372.1亿元,未来将继续保持良好增长势头。目前移动阅读用户更偏好作品IP衍生类型为影视化作品,占比60.1%。针对于此,大量优秀网络文学作品近年也得到影视改编,并凭借社交媒体规模扩大而得到更好的传播,覆盖更多年轻用户群体。而移动视频、有声书等平台用户规模的扩大使头部IP数字文娱作品引发的关注热度提升,也同时促进了头部IP影响力的提升。
After years of development, China mobile reading industry has accumulated a large number of excellent works and head writers, and various platforms have continuously developed the commercial value of such head IP, promoting the growth of the industry scale. As the data of iiMedia Research showed, the scale of China's mobile reading market will reach 37.21 billion yuan in 2020, and it will continue to maintain a good growth momentum in the future. At present, mobile reading users prefer screen-adaption derived from IP, accounting for 60.1%. In view of this, a large number of excellent online literary works have been adapted from movies and TV in recent years, and have been better spread by virtue of the expansion of social media scale, covering more young user groups. The expansion of mobile video, audio book and other platform users makes the head IP digital entertainment works attract more attention, and also promotes the head IP influence.

本报告研究涉及企业/品牌/案例:抖音,美团点评,小红书,淼鑫猪肚鸡,淼福猪肚鸡,海底捞,陈记顺和,传记潮发牛肉店,大龙焱,八合里海记,谭鸭血火锅,福鑫猪肚鸡,贤合庄卤味火锅

夜间经济的消费者不仅有助于拉动本地居民的内需,还能延长外地游客、商务办公者等的留存时间,带动当地经济发展。疫情期间,欧洲、美洲等地的大型活动基本取消,夜间经济活动几乎停滞。中国方面,在疫情防控常态化下,全国各地纷纷出台政策鼓励夜间经济的发展,推动夜间消费供应和消费需求的增长,预计2021年中国夜间经济发展规模将增至36万亿元。其中,北京、上海、广州等城市大力推进夜间经济的发展,通过夜间消费提质升级挖掘消费潜能,成为发展夜间经济的标杆城市。虽然受制于气候等因素,中国夜间经济整体呈现“南强北弱”的特点,但线上经济的繁荣为高纬度城市发展夜间经济带来了机遇。
The consumers of night economy not only help to stimulate the domestic demand of local residents, but also extend the retention time of foreign tourists and business office workers, and promote the development of local economy. During the epidemic period, large-scale activities in Europe, America and other places were basically cancelled, and economic activities at night almost stopped. On the Chinese side, under the normalization of epidemic prevention and control, various parts of the country have issued policies to encourage the development of night economy and promote the growth of night consumption supply and consumption demand. It is estimated that the development scale of China's night economy will increase to 36 trillion yuan in 2021. Among them, Beijing, Shanghai, Guangzhou and other cities vigorously promote the development of night economy, tap the consumption potential through the upgrading of night consumption, and become benchmark cities for the development of night economy. Although constrained by climate and other factors, China's night economy is "strong in the South and weak in the north" as a whole, the prosperity of online economy has brought opportunities for the development of night economy in high latitude cities.

本报告研究涉及企业/品牌/案例:虎牙,斗鱼,快手,bilibili

近年中国电竞行业迎来良好的发展环境,政策鼓励、资本关注、大众接受程度提高,市场呈现爆发式增长。iiMedia Research(艾媒咨询)数据显示,2020年中国电竞市场规模达到1365.6亿元。在电竞行业带动下,电竞直播平台也迎来发展红利,2020年用户规模达到2.36亿人,且将保持快速增长态势,2022年将超过2.7亿人。随着电竞直播平台覆盖用户群体扩大,其提供的内容类型也更趋多样化,包括赛事直播、解说、综艺节目、日常直播等,也为用户带来良好的平台体验,八成受访电竞直播用户满意目前平台的内容丰富度。
In recent years, China E-sports industry has ushered in a good development environment. With policy encouragement, capital concern and public acceptance improved, the market has shown explosive growth. As the data of iiMedia Research showed, the scale of China's E-sports market will reach 136.56 billion yuan in 2020. Driven by the e-sports industry, the e-sports live-streaming platform also ushers in development bonus. In 2020, its user scale will reach 236 million, and will maintain a rapid growth trend, exceeding 270 million in 2022. With the expansion of E-sports live-streaming platform's coverage of user groups, its content types are becoming more diversified, including game live-streaming, commentary, variety show, daily live-streaming, etc., which also brings users a good platform experience. 80% of the interviewed E-sports live-streaming users are satisfied with the content richness of the current platform.


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