关于“小镇”的报告
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艾媒咨询|2021年中国下沉市场汽车购买行为洞察报告
本报告研究涉及企业/品牌/案例：卖好车
下沉市场购车群体中的首购比例更高，首购需求较大。iiMedia Research(艾媒咨询)调研数据显示，下沉市场用户购车时，不再单纯关注价格，而是在价格可承受的范围内，更关注汽车的硬件设备(如动力、外观、内饰)，以及软性因素(如安全性、娱乐功能)。同时，在下沉市场汽车销售渠道中，中小汽车经销商占比达到47.2%；而下沉市场庞大规模的中小汽车经销商催生汽车交易服务平台。
The proportion of first purchases among car buyers in the sinking market is higher, and the demand for first purchases is greater. Survey data from iiMedia Research shows that when buying a car in the sinking market, users no longer simply pay attention to the price, but pay more attention to the car’s hardware equipment (such as power, appearance, and interior) within the range of affordable prices. And soft factors (such as safety, entertainment features). At the same time, small and medium-sized car dealers accounted for 47.2% of the car sales channels in the sinking market; and the large-scale small and medium-sized car dealers in the sinking market gave birth to a car trading service platform. -
艾媒报告|2019中国互联网群体经济用户与消费行为研究报告
本报告研究涉及企业/品牌/案例：腾讯视频，QQ音乐，饿了么，猫眼电影，美团，大众点评，美颜相机，美图秀秀，大姨妈，美柚，妈妈网，考拉海购，爱奇艺，芒果TV，宝宝树孕育，淘宝，微信，今日头条，懒人听书，喜马拉雅，西瓜视频，糖豆广场舞，网易新闻，春雨医生，丁香医生，滴滴出行，百度地图，AcFun，Soul，哔哩哔哩，全民K歌，虎牙直播，前程无忧，斗鱼TV，安居客，汽车之家，齐家网，央视新闻，同花顺，Keep，旅航纵横，携程
截至2019年6月，中国互联网普及率已经达到61.2%，网民规模突破8.5亿人，整体发展进入成熟阶段。与此同时，互联网整体人口红利基本消失，各企业开始将竞争的焦点转移至垂直群体市场。群体经济市场消费者具有同类特点，对于企业而言，其推广成本更低、收益更明显、商业模式更加清晰。iiMedia Research（艾媒咨询）数据显示，2020年预计她经济市场规模将达4.8万亿元、老年市场总体规模达4.6万亿元，小镇青年、Z世代、单身人群群体规模超亿人，各类群体经济均进入万亿级市场。但不同群体间需求差异也十分明显，新中产人群追求品质生活，而Z世代人群个性化消费需求则更为明显，垂直群体对产品适配性要求高，因此服务各群体市场的产品也需要更具针对性。
By June 2019, China Internet Penetration Rate has reached 61.2%, and the scale of netizens has exceeded 850 million, and the development of Internet industry has entered a mature stage. Meanwhile, the bonus of general netizens basically disappeared, and the enterprises began to shift the focus of competition to the vertical demographic-oriented market. The consumers of demographic-oriented market have similar characteristics. For enterprises, the promotion cost would be lower, the revenue would be higher, and the business model would be clearer. As the data of iiMedia Research showed, in 2020, the market scale of She-conomy in China is expected to reach 4.8 trillion yuan, the overall scale of elderly market is expected to reach 4.6 trillion yuan. The population size of town youth, generation Z, and singles exceeds 100 million respectively. The economy of different demographic groups have entered the market of trillion level. However, the demand difference among different groups is obvious. The new middle class pursue quality life, while the personalized consumption demand of generation Z is more obvious. The vertical demographic groups have high requirements for product adaptability, and therefore the products serving each demographic group market also need to be more targeted. -
艾媒报告|2018-2019年中国小镇青年影音娱乐偏好洞察报告
本报告研究涉及企业/品牌包括:腾讯视频、优酷、爱奇艺视频、芒果TV、哔哩哔哩、QQ音乐、酷狗音乐、酷我音乐、网易云音乐、虾米音乐、抖音短视频、快手、西瓜视频、火山小视频、波波视频
中国小镇青年群体约为1.12亿人。iiMedia Research(艾媒咨询)数据显示，在线音乐、在线视频和短视频是小镇青年用户影音娱乐偏好模式的前三名，分别占比85.3%、81.2%和73.0%。2018年主流影音娱乐平台运营策略呈现出年轻化和渠道下沉的趋势。
According to iiMedia Research, online music, online video and short video are the top three entertainment preference for town youth, accounting for 85.3%, 81.2% and 73.0% respectively. Town youth have plenty of spare time. There is a small peak of video entertainment in the afternoon, and killing time become the main purpose of video entertainment for town youth. The proportion of town youth paid for video entertainment is less than 40%, which still has great potential to be tapped. In 2018, the operation strategy of the mainstream audio-visual entertainment platform shows a trend of younger and channel sinking. -
艾媒报告|2018-2019中国小镇青年移动阅读产品使用监测报告
随着小镇青年文化娱乐消费潜力逐渐提高，该用户群体成为移动阅读细分增量市场的重点。iiMedia Research（艾媒咨询）数据显示，2018年中国小镇青年人口规模约1.12亿人，其在线娱乐休闲行为中，偏好移动阅读APP的占比高达25.0%。小镇青年移动阅读用户中，对漫画内容感兴趣的用户占比达34.9%，目前各企业也积极开展关于动漫IP资源的布局。
As the data of iiMedia Research showed, the scale of town youth population is approximately 112 million in 2018. Among their online entertainment and leisure activities, 25.0% prefer mobile reading APP. Among the town youth mobile reading users, 34.9% of them are interested in cartoon content. At present, enterprises are actively carrying out the layout of the cartoon IP resources. As the consumption value of the young people in the town is paid more and more attention, the mobile reading platform needs to grasp the preferences of users in the segmentation field and provide targeted younger and more vertical content. -
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