关于“红米”的报告
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艾媒咨询|2022年中国品牌营销及消费行为监测报告
移动广告市场在2015年赶上了移动互联网流量爆发的大行情,整体规模迅速增长,2025年预计将达4867.6亿元。随着流量红利逐渐减弱,移动广告结束了流量竞争的时代,整体行业落入稳定发展期,转而步入政策监管加强、内容竞争为王的阶段,规模增速趋于稳定。调研数据显示,在购买商品过程中,超过六成的消费者表示会认准特定品牌;在购买不同品类的商品过程中,消费者对3C数码、美妆护肤等品类的品牌最为重视。消费者最喜欢通过电商平台、社交媒体、品牌官网三个渠道了解产品的相关信息。流量红利消失后,品牌营销进入内容营销时代,好品牌都在深挖品牌内在价值,以品牌IP、差异化形象、产品质量、体验和认知价值等维度展开新一轮的品牌竞争。
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艾媒咨询|2021-2022年中国MCN行业发展研究报告
本报告涉及的案例/品牌/企业:薇龙文化,青藤文化
iiMedia Research(艾媒咨询)数据显示,近年来中国MCN市场规模迅速扩大,2020年疫情带动线上经济,MCN市场规模已超过200亿元,2021年市场规模超330亿元。随着网红经济的盛行以及短视频、直播等形式的快速发展,MCN红利依然明显,入局者井喷式爆发,直播内容多元化发展。除了网红主播和商家运营人员外,明星垂直类KOL、企业、素人等参与直播,极大丰富了主播群体,打破了直播内容局限性。这不仅能增加流量,还能丰富MCN机构的营收方式。未来,在VR、CG等技术带动下虚拟偶像的商业价值正不断被挖掘,虚拟偶像主播能够帮助MCN机构进一步释放潜力,这不仅丰富MCN机构的变现模式,还推动MCN机构不断向更为精细化和运营模式多元化发展。
According to iiMedia Research, Chinese MCN market has expanded rapidly in recent years. In 2020, the epidemic has driven the online economy. The MCN market has exceeded 20 billion yuan, and in 2021, the market has exceeded 33 billion yuan. With the popularity of online Red economy and the rapid development of short video, live broadcast and other forms, MCN dividends are still obvious, entrants explode, and live broadcast content is diversified. In addition to the online anchor and business operators, the star vertical KOL, enterprises and plain people participated in the live broadcast, which greatly enriched the anchor group and broke the limitations of the live broadcast content. This can not only increase traffic, but also enrich the revenue mode of MCN institutions. In the future, driven by VR, CG and other technologies, the commercial value of virtual idol is constantly being tapped. Virtual idol anchor can help MCN institutions further release their potential, which not only enriches the realization mode of MCN institutions, but also promotes the continuous development of MCN institutions towards more refinement and diversified operation modes.
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