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关于“直播”的报告

本报告研究涉及企业/品牌/案例:55海淘、什么值得买、蘑菇街。

iiMedia Research(艾媒咨询)数据显示,2019年中国导购电商用户规模为3.45亿人,预计2020年将增至3.81亿人,对比移动电商近8亿人的用户规模,导购电商用户渗透率仍有上升空间。伴随着鼓励消费政策的陆续出台、商品种类的迅速更新换代与信息流的爆发性增长,消费者对于导购电商的需求逐渐增加。iiMedia Research(艾媒咨询)数据显示,目前近七成消费者网购时使用导购平台,平台用户对海淘导购等垂直细分平台存在一定需求。艾媒咨询分析师认为,供需双方的变化加速“人货场”重构,随之而来的是流量争夺加剧、消费便利性、品质化需求提升。导购电商平台作为连通商家和消费者的纽带,既能够帮助商家导流获客,还能为消费者提供便利,在电商渠道竞争加剧的情况下,其双向服务价值将进一步提升。

According to data from iiMedia Research, the number of users of guide e-commerce in China was 345 million in 2019, which is expected to increase to 381 million in 2020. Compared with the number of users of nearly 800 million in mobile e-commerce, the penetration rate of guide e-commerce still has room to rise. With the introduction of policies to encourage consumption, the rapid upgrading of commodity types and the explosive growth of information flow, consumers' demand for e-commerce shopping guides is increasing gradually. As the data of iiMedia Research showed, nearly 70% of consumers currently use the shopping guide platform for online shopping. Platform users have a certain demand for overseas online shopping guide and other vertical subdivided platforms. iiMedia consulting analysts believe that changes in the supply and demand sides accelerate the restructuring of "people's freight yard", followed by intensified traffic competition, consumption convenience, quality demand. E-commerce shopping guide platform, as a link connecting merchants and consumers, can not only help merchants to attract customers, but also provide convenience for consumers. In the case of intensified competition of e-commerce channels, its two-way service value will be further enhanced.

本报告研究涉及企业/品牌/案例:斗鱼直播、kk直播。

随着移动设备的普及、移动互联网用户的扩大,在线直播行业飞速发展,进入多维发展、多强并行的成熟阶段。网络直播行业在经历高速增长后经历了2018-2019年的行业沉淀阶段,而2020年在疫情期间“宅经济”的刺激行业又恢复了强势增长劲头。iiMedia Research(艾媒咨询)数据显示,预计2020年用户规模将有望达到5.26亿。目前,在线直播行业在模式和内容上都有很大的创新。“直播+”模式以直播媒介输出社会价值,与传统产业相结合,模式重构传统场景、创新商业模式,促进在线直播向细分领域拓展,同时也激活了社会就业生态。在内容创新上,除了UGC内容,越来越多的直播平台已经开始涉足PGC内容。数据显示,直播+渗透至各个领域,但娱乐消遣仍为主流,趣味挑战成为泛娱乐平台直播用户的偏好创新形式。未来,在线直播将发挥下沉优势,为传统企业数字化转型起助推作用。

With the popularization of mobile devices and the expansion of mobile Internet users, the online streaming industry has developed rapidly and entered a mature stage of multi-dimensional development and multi-strong parallel. After experiencing rapid growth, the online streaming industry experienced a precipitation stage from 2018 to 2019, while in 2020, the industry stimulated by the "home economy" during the epidemic period regained strong growth momentum. As the data of iiMedia Research showed, the scale of users is expected to reach 526 million in 2020. At present, the online streaming industry has made great innovations in both mode and content. The “live streaming +” model outputs social value through live broadcast media, combines with traditional industries, reconstructs traditional scenes and innovates business models, promotes the expansion of online live broadcast to subdivided fields, and also activates the social employment ecology. In terms of content innovation, in addition to UGC content, more and more live-streaming platforms have begun to set their hands on PGC content. Data show that “live streaming +” has penetrated into all fields, but entertainment is still the mainstream, and fun challenge has become the preferred innovative form of live streaming users on pan-entertainment platforms. In the future, online streaming will give full play to its sinking advantage and play a facilitating role in the digital transformation of traditional enterprises.

本报告研究涉及企业/品牌/案例:网星梦工厂,古麦嘉禾。
iiMedia Research(艾媒咨询)数据显示,预计2020年MCN市场规模将达到245亿元,并且预计2020年MCN机构数量将达到28000家,平均同比增速大于100%,MCN机构数量迅速增加,内容产业入局者越来越多,行业竞争将进一步加剧。另外,iiMedia Research(艾媒咨询)数据显示,在地域方面,56.3%中国MCN机构分布在一线城市;在KOL带货转化方面,明星、直播平台主播和短视频网红带货转化率在80.0%以上,UP主和微博大V带货在70.0%以上。艾媒咨询分析师认为,明星、直播平台主播和短视频网红带货能力较强,能够为机构和平台带来较大价值,将是MCN重点关注和培养的KOL。未来,MCN机构将打破发展边界,通过去MCN化解决模式困境,增强盈利能力,直播电商将成为其发展的重要方向,机构将吸引更多明星/网红带货宣传。

  As the data of iiMedia Research showed, it is estimated that the market scale of MCN will reach 24.5 billion yuan in 2020, and the number of MCN institutions will reach 28000 in 2020, with an average year-on-year growth rate of more than 100%. The number of MCN institutions will increase rapidly, more and more people will enter the content industry, and the industry competition will be further intensified. In addition, according to the data of iiMedia Research, 56.3% of China's MCN institutions are located in the first tier cities in terms of regions; in terms of KOL's delivery conversion, the conversion rate of stars, live platform hosts and short video network red tape calls is more than 80.0%, and that of up hosts and microblog big V-belts is more than 70.0%. iiMedia Research consulting analysts believe that stars, live broadcast platform hosts and short video network have strong red tape capabilities, which can bring greater value to institutions and platforms, and will be the KOL that MCN focuses on and cultivates. In the future, MCN institutions will break the development boundary, solve the dilemma of the model through de MCN, and enhance the profitability. Live e-commerce will become an important direction of its development, and the institutions will attract more stars / online red tape publicity.

本报告研究涉及企业/品牌/案例:谦寻文化,青藤文化,Drama TV。

其他提及企业/品牌:淘宝,抖音,快手,京东,亚马逊,YouTube,Instagram,Facebook,美ONE,蚊子会,无忧传媒,薇龙文化,美腕,蜂群文化,风马牛传媒,妃鱼,至尊宝物,101名师工厂,泰洋川禾,特抱抱,歪研会,言止传媒,无锋科技,构美,梨视频,快买他,迈吉客科技等。

2020年5月27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《2020H1中国直播电商行业主播职业发展现状及趋势研究报告》。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,对在直播电商行业的主播情况进行深度分析,剖析主播薪酬、主播能力、主播与MCN机构博弈等的关键信息,总结当前的主播发展业态并且预判2020-2021年中国直播电商行业主播职业发展趋势及风险。艾媒咨询分析师认为,“门槛低”“薪资高”“需求大”,电商直播行业持续吸引大量人才加入赛道,带货主播行业竞争激烈。但商家或者MCN机构主要通过隐性能力严格筛选综合能力强的高效性人才,因而并非所有网红都能胜任。

During the outbreak, the mainity industry generated a large recruitment demand. But from the professional structure, waist anchors occupy the majority, they grew up on a meagre base salary to live and red slow, psychological pressure. Moreover, the main broadcaster generally faces no traffic, traffic but no sales, sales but not money and other difficulties, the need for relevant government departments to issue a certain industry norms to promote the long-term professional development of the industry.

  随着中国互联网经济技术的快速发展,人们对于日常文娱的需求也越发明显。中国直播行业迅速遍布在大众视野当中,同时庞大的在线直播用户体量成为了中国直播电商行业流量变现、快速发展的奠基石。在2019年中国直播行业用户规模为5.04亿人,直播电商行业总规模为4338亿元,预计2020年国内直播电商销售规模将达到9610亿元,约占中国网络零售规模的8.7%。伴随着直播电商行业发展,直播电商行业夸大宣传、虚假营销、主播素质参差不齐等诸多问题也随之呈现,这为各大电商直播平台的可持续发展敲响警钟。iiMedia Research(艾媒咨询)数据显示72.6%的受访用户担忧直播电商主播虚假宣传,42.9%的受访用户担忧直播电商数据造假。同时部分受访用户遇到过主播夸大宣传的问题,以及超2成受访用户买到过假冒伪劣产品。
  With the rapid development of China's Internet economy and technology, people's demand for daily entertainment has become more and more obvious.China's live streaming industry has rapidly spread to the public.At the same time, the huge number of live streaming users has become the cornerstone of the rapid development of China's live streaming e-commerce industry. In 2019, the scale of China's live streaming industry users was 504 million, the total scale of China's live streaming e-commerce industry is 433.8 billion yuan. It is estimated that the sales scale of domestic live streaming e-commerce will reach 961billion yuan in 2020, accounting for 8.7% of China's online retail scale.Along with the development of the live streaming e-commerce industry, many problems such as exaggerated propaganda, false marketing and uneven quality of anchors in the live streaming e-commerce industry have also emerged, which has sounded the alarm for the sustainable development of the major live streaming platforms of e-commerce. As the data of iiMedia Research(imedia consulting) showed, 72.6% of respondents are worried about the false propaganda of live streaming anchors, and 42.9% of respondents are worried about the data fraud of live streaming anchors.At the same time, the majority of respondents have encountered the problem of anchors exaggerating propaganda, and more than 20 percent of respondents have bought fake and shoddy products.

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