The Catering Industry Undergoes a ConsumptionSep 15 2020
Concept: Adult English includes exam-oriented English training focusing on improving the users' performance in various English exams and practical English training focusing on English listenin...Sep 11 2020
Appeared in 2016, E-commerce livestreaming has been in explosive development period since 2019. Its GMV in 2019 was 451.29 billion yuan, increasing by 200.4% YoY and accounting for 4...Aug 24 2020
The standardization of game livestreaming copyright has made a substantial breakthrough. The Guangdong Higher People's Court issued judicial regulations to give trial guidelines on game livestreaming ...Aug 18 2020
Different new media platforms such as social platforms, online video platforms, short video platforms, and e-commerce platforms have different advantages in areas such as the ra...Aug 06 2020
E-commercelivestreaming is cooperative game. Live shopping can integrate advantages suchas professional selection, intuitive display, and real-time interaction, whichcan reduce circulation costs, save the cost of information communication,greatly improve the purchase conversion rate and benefit all parties in theindustry chain. Meanwhile, manysubsidiary forms and participants have been derived and developed. In additionto traditional brands and livestreaming platforms (including content platformsand trading platforms)，some emergingbrands, live commerce streamers, e-commerce MCN institutions and third-partystreaming service provider, etc. are also seizing the opportunity for rapiddevelopment. In addition, people, goods, scenarios, and forms in livestreamingare also more diverse.
The incrementand opportunities brought by E-commerce livestreaming can mainly improveefficiency and reduce costs for the industry chain and bring new opportunitiesfor participants. The types ofparticipants that have more benefit opportunities are the head platforms, theemerging brands that can seize the E-commerce livestreaming dividend period andhave great supply chain capability, and the mature head MCN institutions andthird-party service providers. Besides, the pandemic brings more demand forbusiness livestreaming. The B2B E-commerce livestreaming is in a new round ofexplosive development.
The growth of advertising investment slows down, andbrand owners want high ratio of effectiveness to investment.
Affected bythe slowdown in economic growth, the growth of the brands’ main performance isunder pressure. In 2019, the growth of Chinese consumer brands' advertising andpromotion investment has slowed significantly, with a year-on-year growth rateof only 7.2%. In this situation, the brand owners attach more importance to themarketing effect of integrated products and effects. The advertising budgetstructure also changed from focusing on traditional media advertising methodsto emerging marketing forms such as short video/livestreaming.
Development Periods andEvents of the GameLivestreaming Industry in China
The head platforms successfully get listed. The industry has “two super players and many strongplayers”Aug 18 2020
NewMedia Marketing Environment in ChinaAdvertiser in Various IndustriesActively Carry Out New MediaMarketing Activities
New media marketing has become the main form foradvertisers to realize diverse promotion
With theconsumers' diversified habit of using media and the increasing trend offragmented user attention, the user reaching and conversion effects of hard adswith direct and obvious goals become weaker and weaker. New media marketingactivities that rely on KOLs with a huge influence on fans, high-qualitymarketing content design and media platforms that suit consumer's daily usagehabits are increasingly favored by advertisers in various industries. Since2019, advertisers in cosmetics, IT/3C, movie and TV series and other industrieshave strengthened the adoption and layout of the new media marketing models.The demands, such as enhancing brand awareness, driving product sales andpromoting differentiated features of brands, are all met by new media marketingforms. iResearch believes new media marketing will remain the preferredmarketing model for advertisers to achieve various marketing needs.
China’s GDP Growth
Final consumption expenditure continuously drive GDPgrowth
From 2010 to2019, China's GDP grew at an average annual real growth rate of 7.7%, andreached 99 trillion yuan in 2019. From the perspective of the contribution ofinvestment, consumption, and export to GDP, the benefit of the traditionalinvestment-oriented approach of economic development has begun to fall in thecase of overcapacity. At the same time, with the accelerated enhancement of percapita income level, and the "new economy" and "consumptionupgrade" have gradually become the development direction of Chinesesociety. Therefore, in the past ten years, the contribution of gross capitalformation to GDP has declined. Consumption expenditure has replaced investmentwith a contribution rate of over 50% and become the main driving force for GDPgrowth. The contribution of net exports to GDP in 2019 reached 11.0%, which wasthe largest in the past ten years, thanks to the Chinese policies' developmentand layout of the international trade market, the upgrading of the commoditystructure, the improvement of export quality, etc. Driven by the steadydevelopment and improving the quality of China’s foreign trade, net exports ofgoods and services will continue to make a positive contribution to GDP.Jul 24 2020
The Just-in-Time Consumption IndustryChain Impacted by the Pandemic
Covid-19 Pandemic Contributes to the optimization andupgrade of the industry chain from Just-in-Time consumption to Just-in-Time logistics
The rapidspreading of the Covid-19 pandemic has greatly influenced and changedresidents’ life since the beginning of 2020. In Q1, as most residents are inquarantine, the overall Chinese consumer market and service market changed alot. The structure of Just-in-Time logistics orders has been heavily impactedby this pandemic. For example, because of the hit on the food deliveryindustry, the Just-in-Time logistics industry lost a lot of orders. However, the surging demand for home deliveryfrom fresh food stores has made up for the loss. In general, because of thispandemic, the Just-in-Time logistics industry become better known among commonconsumers, which will have a positive influence on the user stickiness in thefuture.
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