• 内刊赠阅
  • |
  • |
  • 行业内参
  • |
  • 帮助中心
  • |
  • 关于我们
  • |
注 册
中国+86
  • +123
  • +125
  • +666
  • +666
  • +555555
  • +666
  • +666
  • +666
请输入真实手机号
请输入图片验证码
请输入短信验证码
请输入密码

已有账号,

忘记密码
中国+86
  • +123
  • +125
  • +666
  • +666
  • +555555
  • +666
  • +666
  • +666
请输入真实手机号
请输入图片验证码
请输入短信验证码
请输入新密码

已有账号,

关于“短视频”的报告

在中国移动互联网加速渗透的过程中,特别是在2020年新冠疫情冲击下,短视频和在线直播行业恢复强势增长势头。iiMedia Research(艾媒咨询)数据显示,2019年,中国短视频用户规模为6.27亿,预计到2020年将同比增长15.2%至7.22亿。2020年3月,中国网络直播用户规模进一步扩大,达到5.6亿。在行业大背景利好的情况下,欢聚时代的直播、短视频业务也迎来利好,数据显示,2020年第三季度,欢聚时代总营收62.864亿元,同比增长36.1%;净利润8.0亿元,同比增长64.0%;全球移动月活3.901亿,其中海外用户占比89.4%。然而受国际大环境的影响,全球总付费用户数同比下降4.7%至410万。

In the process of accelerating penetration of China Mobile Internet, especially under the impact of the 2020 new crown epidemic, the short video and live online broadcasting industry has resumed strong growth momentum. according to the data of iimedia research, China had 627m short video users in 2019 and is expected to grow 15.2 per cent year-on-year to 722M by 2020. In March 2020, the number of live streaming users in China expanded further, reaching 560 million. In the industry background, the live broadcast, Short video business in the era of reunion also welcomed the good, data show that in the third quarter of 2020, the era of reunion total revenue 6,286.4 million yuan, up 36.1% year-on-year; net profit 800 million yuan, up 64.0% ; Global Mobile monthly activity is 390.1 million, of which 89.4% are overseas users. However, due to the global environment, the total number of paying users worldwide fell 4.7% to 4.1 million.

本报告研究涉及企业/品牌/案例:辛选、谦寻文化、美ONE。

直播电商由于带给人们一种专业导购式体验、节约了用户购物成本、顺应了消费下沉趋势和节约了部分商家的获客成本而提供了独特价值,具有内生增长能力。中国的直播电商行业起步于2016年电商平台对新业务模式的探索,2019年开始,市场增长迅速。iiMedia Research(艾媒咨询)数据显示,2019年,中国直播电商市场规模达到4338亿元,相比于2018年增长了226.2%,预计到2021年,市场规模可以达到12012亿元。直播电商用户整体上是理性的,用户选择同直播电商购物的最主要原因是优惠限时限量(占50.8%)、商品性价比高(占48.3%)、商品是我需要的(占46.7%)。消费者最主要的退货原因是商品质量有问题,占43.3%,而发货不及时和售后服务不好也是导致退货的重要原因,分别占22.5%和18.3%。因此,供应链管理能力和团队运营能力构成了直播电商平台的核心竞争力。此外,随着直播电商的发展,C2M模式将会使拥有供应链的头部企业受益,直播电商将会带动高性价比白牌商品市场增长,从而为实体经济赋能。

Live e-commerce provides unique value and has endogenous growth ability because it brings people a kind of professional shopping guide experience, saves the shopping cost of users, conforms to the downward trend of consumption and saves the customer acquisition cost of some businesses. China's live e-commerce industry started in 2016 when e-commerce platforms explored new business models. From 2019, the market grew rapidly. As the data of iiMedia Research showed,the market scale of China's live e-commerce reached 433.8 billion yuan in 2019, an increase of 226.2% compared with that in 2018. It is estimated that the market size will reach 1201.2 billion yuan by 2021. On the whole, the users of live e-commerce are rational. The main reasons why users choose to shop with live e-commerce are the time and amount limit(50.8%), the high cost performance ratio (48.3%) and the products I need (46.7%). The most important reason for consumers to return goods is the bad quality of goods, accounting for 43.3%. The delayed delivery and poor after-sales service are also important reasons for the return of goods, accounting for 22.5% and 18.3% respectively. Therefore, supply chain management ability and team operation ability constitute the core competitiveness of live e-commerce platform. In addition, with the development of live e-commerce, C2M mode will benefit the head enterprises with supply chain, and the live e-commerce will drive the growth of white brand commodity market with high cost performance, thus enabling the real economy.

近年来在线直播以及短视频行业发展火热,有效激发短视频/直播声卡的使用需求。iiMedia Research(艾媒咨询)数据显示,预计2025年底,中国短视频/直播音频硬件市场规模将超100亿元。随着短视频/直播声卡市场的逐步发展,技术实力的竞争或将成为市场未来主基调,具有深厚实力的厂商有望形成显著的领跑态势。iiMedia Research(艾媒咨询)数据显示,在2020年中国短视频/直播声卡品牌用户份额与满意度调研中,森然以28.5%的用户份额与4.48的满意度排名第一。凭借在声卡市场多年的深耕,森然在声卡芯片研发以及算法积累上均领跑行业。在森然、得胜等短视频/直播声卡品牌商的持续布局下,中高低端产品生态进一步完善,大众购买设备的门槛将有效降低,短视频/直播声卡设备渗透率将持续提升。未来的声卡品牌将围绕用户需求展开新一轮竞争,在购置成本、易用性、功耗优化等方面持续升级,性价比高的短视频/直播声卡产品更易得到用户青睐。

In recent years, the online live broadcast and short video industry have developed rapidly, which has effectively stimulated the demand for short video and live sound cards. As the data of iiMedia Research showed, China's short video/live audio hardware market is expected to exceed 10 billion yuan by the end of 2025. With the development of the short video and live sound card market, the competition of technical strength may become the main tone of the market in the future, and manufacturers with profound strength are expected to form a significant lead. As the data of iiMedia Research showed, in the user share and satisfaction survey of Chinese short video/live sound card brands in 2020, Senran ranked first with a user share of 28.5% and a satisfaction rate of 4.48. With years of deep cultivation in the sound card market, Senran leads the industry in sound card chip technology and algorithm accumulation. With the continuous deployment of short video and live sound card brands such as Senran and Desheng, the ecology of mid-, high- and low-end products will be further improved, the threshold for the public to purchase equipment will be effectively reduced, and the penetration rate of short video and live sound card equipment will continue to increase. In the future, sound card brands will launch a new round of competition around user needs, and continue to upgrade in terms of purchase cost, ease of use, and power consumption optimization. Short video and live sound card products with high cost performance are more likely to be favored by users.

本报告研究涉及企业/品牌/案例:移动认证,华为应用市场,App Store,应用宝。

随着通信技术水平的迅速发展及电信业务的普及,中国移动应用产业链逐渐完善,行业发展速度加快。产业上游方面,2020年截至7月,中国在架移动应用达到357万款,厂商更加注重对用户便捷、安全体验的满足。中游方面,移动应用分发渠道发展产生了重要变化。iiMedia Research(艾媒咨询)数据显示,2020年中国小程序用户规模预计达到8.3亿人,新兴渠道对传统应用商店分发模式形成冲击。另一方面,在中美关系紧张的情况下,华为推进的HMS生态系统建设有望对标iOS及安卓,未来该系统有机会成为开发厂商竞争新赛道。下游方面,移动应用在应用场景方面也往更加垂直化的方向发展,如电商、文娱等领域催生出更加细分的场景,也从更多维度满足用户需求,在总体移动应用用户规模增速放缓的情况下,挖掘新的发展机会。

With the rapid development of communication technology and the popularization of telecom business, China Mobile APP industry chain is gradually improved, and the growth of market is accelerated. As for the upstream, by July 2020, the amount of in-store APP in China has reached 3.57 million, and the enterprises are paying more attention to the satisfaction of user convenience as well as security experience. In the midstream, the development of APP distribution channels has undergone important changes. As the data of iiMedia Research showed, user scale of mini-program in China is expected to 830 million in 2020. And the emerging channels will have an impact on the distribution mode of traditional APP stores. On the other hand, under the tense relationship between China and United States, Huawei’s HMS ecosystem construction is expected to be benchmarked with iOS and GMS. In the future, the system has the opportunity to become a new race track for developers to compete. On the downstream side, the industry is developing in a more vertical direction in terms of application scenarios. Fields like e-commerce, entertainment, etc. give birth to more subdivided scenarios, and meet users’ needs from more dimensions. In the case of slowing down of the overall growth rate of APP users, new development opportunities are explored.

目前短视频平台的聚合属性突出,能够覆盖用户生活各个方面,展现出强社交属性。iiMedia Research(艾媒咨询)数据显示,2020年中国短视频用户规模将增长至7.22亿人,成为新的国民级应用行业。在短视频行业影响力持续扩大的背景下,全球发力的抖音在用户规模和网络热度上增长迅速,其月活跃用户从2018年1月落后快手1.30亿人至2020年6月已反超1.13亿人。面对抖音的攻势,快手也承受巨大竞争压力,虽然平台在2020年依靠直播电商获得不错的增长,但仍需加快资本化道路,否则若字节跳动上市进度提前,其市值恐难以支撑。

At present, the aggregation attribution of micro-video platform is outstanding, which can cover all aspect of users’ life and show strong social attributes. As the data of iiMedia Research showed, user scale of China micro-video industry will grow to 722 million people by 2020 and is becoming a new national application industry. Tik Tok has been growing rapidly under the background of micro-video continued expanding. Its user scale and Internet Heat index is growing fast. Its MAUs is 130 million left behind Kuaishou’s in January 2018, but surpassing 113 million in June 2020. Facing with Tik Tok’s offense, Kuaishou also suffers enormous competition pressure. Although the platform has gained a good growth in 2020 with the business of Live Streaming E-Commerce, capitalization acceleration is still needed. Otherwise, if ByteDance take IPO ahead of schedule, Kuaishou’s market value will be hard to sustain.

本报告研究涉及企业/品牌/案例:用友,有赞,微动天下,阿里云。

随着中国企业对SaaS服务需求不断扩大,中国市场涌现一批新兴的SaaS 企业。在疫情的催化下,进一步加速SaaS业务在垂直领域的发展。iiMedia Research(艾媒咨询)数据显示,2019年中国业务垂直型SaaS市场规模持续增长,CRM和ERP SaaS市场规模分别达到36.9亿元、30.2亿元,位居行业前列。艾媒咨询分析师认为,随着移动互联网的发展和企业主体的扩张,行业垂直型和云端商业模式SaaS企业发展加快,短视频、直播电商及小程序等新兴渠道的兴起也为企业服务SaaS行业带来新的发展机遇。

As Chinese companies' demand for SaaS services continues to expand, a number of emerging SaaS companies have emerged in the Chinese market. Catalyzed by the epidemic, further accelerate the development of SaaS business in vertical fields. As the data of iiMedia Research showed, the scale of China's business vertical SaaS market continued to grow in 2019, with the CRM and ERP SaaS market reaching 3.69 billion yuan and 3.02 billion yuan respectively, ranking the top in the industry. iiMedia Consulting analysts believe that with the development of the mobile Internet and the expansion of business entities, the development of industry vertical and cloud business models SaaS companies has accelerated, and the emergence of emerging channels such as short videos, live broadcast e-commerce, and small programs also serve SaaS companies. The industry brings new development opportunities.

没找到想要的报告?

没有你想要的报告?立即告诉我们!

提交报告反馈

在线
客服