Marketing Background：In the first half of 2020, the capital has increased investment in education companies but it is cautious. Both the number of enterprises in the education industry and...Nov 03 2020
iResearch's estimate: In 2019, the online medical market size will be 27.17 billion yuan, a year-on-year growth rate of 42.6%. The Size of the Internet Health Insurance Market was about 11.7...Oct 13 2020
Content-Driven E-Commerce Platform：A type of e-commerce platform that centers on consumers and arises their consumption need through content, and achieves sales conversion by bun...Sep 28 2020
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
Content marketingstrategy-Variety Show Sponsorship：In the firsthalf of 2020, advertisers had high requirements for the user base of sponsoredvariety shows, and they preferred comprehensive game and life observationvariety shows.
Content marketing strategy-KOLmarketing：In the firsthalf of 2020, young people accounted for a large proportion of education appusers. The advertising value index of lifestyle, maternal, and baby KOLs ishigh for maternal and baby app users. As student KOLs can effectively reach thecollege students who are more autonomous when making product use decisions.They have become the potential KOL marketing partners of advertisers in theeducation industry currently and will remain so in the future.
Analysis of Marketing Environment andStatus Quo of the Education Industry
The capital increased investment and enterprisesurgently need effective marketing to gain attention.External Drivers of Marketing:Receive Attention from Capital
Since 2014,China's education industry companies receive over tens of billions yuan ofinvestment each year. The number of investment events has exceeded one hundred,and capital pays more and more attention to the education industry. and since2016, while the number of annual investment events occasionally declined, theaverage amount of a single investment event has increased year by year from 51million yuan to over 173 million yuan as of August 2020. Investors' selectionof investment targets has become increasingly strict and the investment amountbecomes larger and larger. Through investment or M&A, internet giants suchas Tencent, ByteDance, and Baiducontinuously strengthen their layouts in the K12, interests, skills, and jobsearch and other areas in the education industry. As investors’ aggressive andcautious investment attitudes coexist, spreading their service capabilities, technology, and resourceallocation, etc., through effective marketing methods is an important way foreducation companies to gain the attention and recognition of capital.
Marketing Direction:Identify Marketing Methods
Internet user scale and usage time increase. Onlinechannels become a marketing focus.
Education Appsare favored by users since they are convenient and have rich teachingresources. Influenced by the pandemic in 2020, the school holidays areextended. Multiple parties, including government and universities, jointlyencourage and promote online learning. Users’ demand for online educationsurged again. The number of monthly independent devices and total usage time ofeducation Apps increased a lot in the first half of 2020. Users' attention toonline education channels and the increasing usage of the Internet by Chineseresidents have promoted the online business and marketing activities of Chineseeducational enterprises, attracting users' attention and enhancing conversionrate through marketing models preferred by Internet users.
Changes in Monthly InvestmentIndex of Overall Advertisers
Influenced by the pandemic, the concentration period of advertisinginvestment by advertisers in the education industry is preceded in 2020
Affected bysome educational courses with seasonal characteristics, the educationaladvertisers' ad placement has a certain degree of time periodicity. The springcourses are in line with the learning cycle of students in the spring semester.The summer courses correspond with the summer vacation period when students canlearn intensively and frequently and can be linked to autumn courseregistration. Therefore, the marketing and promotion of courses from spring tosummer have good publicity and transformation effects. The concentration periodfor advertisers in the education industry is from March to August. Theadvertiser's investment index increased. In 2020, due to Covid-19 pandemic,online education has received a lot of attention. The advertising campaignperiod for advertisers in the education industry began in February, one monthearlier than in 2018 and 2019.Nov 03 2020
Viewof iResearch:The Internet + Healthcare Industry is greatly affected by policies. In 2017,without stable policies, Internet + Healthcare gradually entered the rationalperiod. The focus of investment in Internet +Healthcare changed from concept to high value. The core manifestation of this value lies in high-quality medicalresources. and the core of high-quality medical resources is excellent doctorand nurse resources that can match the Internet environment. At present, thecultivation and tapping of these high-quality medical resources are stillinsufficient.
Viewof iResearch: The advantagesof Internet + Healthcare, such as reducing time costs, personalizedcustomization, and information transparency are highlighted because of thepandemic. Internet + Healthcare played an importantrole during the outbreak when gathering and contact are inconvenient. At thesame time, it also brings new ideas to the hierarchical diagnosis and treatmentand value-based healthcare. By balancing the interests of all parties with thehelp of the Internet platforms and stimulating the internal vitality of medicalcare under the premise of giving full play to the advantages of Internet +Healthcare, a new smart community medicalsystem will be built.Definition of Internet +Healthcare
Keywords of Internet + healthcare in broad sense:medical behavior, precision medicine, health management
In a narrowsense, medical behavior only refers to the diagnosis and treatment activitiesperformed by qualified physicians, pharmacists, and nurses. In a broad sense,medical behavior generally refers to all behaviors aimed at disease preventionand treatment.
In thisreport, Internet + Healthcare is defined as a medical behavior in a broadsense, that is, all medical behaviors performed via Internet platforms. Thesubjects of this behavior include Internet companies, hospitals, insurancecompanies, doctors, patients, and other users with medical and healthmanagement needs, etc. The goal is to enhance health services and informationtransparency through accurately reaching patient groups and obtainingcomprehensive health information via the Internet to realize precisionmedicine.
Factors Affecting theIntegration of Internet + Healthcare in China
Physical hospitals are the carrier of industryintegration, realizing the integration and sharing of regional medical services
Internethospitals are at the center of the closed-loop of Internet + Healthcare. Due toregulatory requirements, Internet hospital is not a stand-alone entity. It mustrely on physical hospitals to achieve complementary advantages and resourcesharing. Therefore, physical hospitals have become the basis for Internethospitals and can change the focus of medical care from the diseases to thehealth of people, realizing the intra-region integration and sharing of medicalresources.
White Paper of Video Content-driven E-commerce Industry in ChinaWhite Paper of Video Content-driven E-commerce Industry in China——full edition for freeDevelopment History of E-commerceSep 28 2020
Diversifying in types, the nearly matured e-commercemarket comes to a stage of exploiting existing online shoppers with content asa major tool
Since the emergence of e-commerce, thecompetition pattern and operation mode of Chinese e-commerce market havegradually been shaped, and the ecosystem gradually been refined. With thepenetration rate of Internet users and online shoppers approaching saturation,and the e-commerce market has entered an era of stock mining. Underthe shadow of double giants -Alibaba and JD - diversifiedsubdivided tracks have become the breakthrough direction for long tailenterprises. Meanwhile, content and social networking have also becomeimportant means for e-commerce to tap the market under the traffic bottleneck.
Stage of Development
Currently inthe surging period, e-commerce driven andvideo content drivenplatforms step towards co-opetition
During 2016-2017, as internet dividendfaded, traditional EC platforms urgentlyneed new traffic entrances, whilecontent platforms sought for new revenuegenerators. EC platforms, representedby Taobao and video content platforms, represented by Kuaishou, pioneered to combine video content with e-commerce. In2018, with the rapid penetration of short video and live-streaming, EC andshort video platforms connected each other. Since 2019,live-stream shopping hasgone trendy. Initial success shows in EC platforms' content building and videoplatforms' EC system building. Their deepcollaboration gradually became co-opetition.
Exhausted traffic dividends leads content to be the new traffic entranceRecently, the Internet penetrationrate in China has reached over 60%. The internet demographicdividend has come to an end. the growth of e-commerce GMV has slowed down, and the competition of e-commerce platforms has entered astage of competition for existed users instead of new e-commerce users.Because of the narrow traffic source, customeracquisition cost of traditional e-commerce platforms is continuously rising. It isurgent to develop new low-cost traffic entrance for traditionale-commerce platforms.High-quality content can attract the attention ofusers and efficiently lead traffic to e-commerce platforms. Dueto the development of mobile internet, the creation and propaganda of contentbecome efficient and convenient. Thus, cost ofcontent creation reduce and content becomes acost-effective mean of acquiring traffic.
Larger audience base and higher user acceptance
Because of thelonger online time of internet users, thecontinuous penetration of e-commerce platforms in third- andfourth-tier cities and below, the increasing consumptionability of users in lower cities, the interactivityof live streaming and the fragmentation of short video, videocontent-driven e-commerce forms represented by e-commerce livestreaming has become hotspot in recentyears.
According toCNNIC's 45th China Internet Development Statistics, as of March 2020, thenumber of e-commerce livestreaming users has reached 265 million, accountingfor 29.3% of the total Internet users. Rich and high-quality content anddiversified video content e-commerce modes not only make users easily acceptvideo content e-commerce, but also help the platform to expand the user scaleand accumulate loyal users.
Continuous user growth and promising e-commerce monetization method
Since 2016,the short video and live streaming industry havedeveloped rapidly and the user size has grown continuously. Shortvideo/live streaming platforms represented by Douyin and Kuaishou have becomenew traffic highlands, and started to explore more trafficmonetization channels to increase revenue.
Videocontent-driven e-commerce companies, including short videos and livestreaming,have natural advantages in customer loyalty and trafficaggregation capabilities. They are suitable for recommending products toothers, and the platform environment is favored by e-commerce sellers.
Benefited fromthe excellent monetization potential of short video/livestreaming, Red, Douyin, Kuaishou, and other platforms with shortvideo/livestreaming content have successively expanded their e-commercebusiness.
Budget tilts towards video contentfor its well-acknowledgedmarketingeffectiveness
AsInternet usersprefer entertaining and fragmented content, video content has become the majortype of content that reaches consumers, substituting text& graph. Consequently, video contenthas increasing spreading capacity. Meanwhile, advertisers favor video contentfor its integrated marketing effect of branding and sales: on one hand, videocontent communicates brand value effectively and efficiently through its natureof high information density, authenticity and interactivity, thus acceleratingbrand building; on the other hand, video content helps merchants acquire storetraffic efficiently with its capacity in aggregating trafficrapidly and matching users accurately. Therefore, video content has become akey tactic of online marketing.
Opportunitiesfor Catering Companies Targeting the Post-95s
The money spent on food and drinks by post-95s is low when theyare students and surges after they start working
The post-95sstudents' ability to pay is weak, and their expenditure on food and drinks isrelatively low. With the improvement of economic capacity, the food and drinksconsumption ability of post-95 office workers has risen rapidly, and theirpotential consumption intention is stimulated. After graduation, theconsumption demand of post-95s students will surge. Therefore, carrying outbrand guidance when they are still students is an effective way to cultivatepotential users. In dining scenarios such as Chinese fast food, tea shops, andbakeries, the per capita payment level of post-95 office workers is higher thanthat of Pre-95s.
English training to improve adults' English examskills or application ability
The researchobject of this report is English training mainly for adults. Including (1)Exam-oriented English training aims to improve performance in various Englishexams such as CET 4 and CET 6, postgraduate entrance exams, exams for studyingabroad, etc. The content of the courses focuses on exams and scoring skills;(2) Practical English training focusing on improving English listening,speaking, reading and writing skills, such as English skills needed forbusiness communication, traveling abroad/living abroad, studyingabroad/immigration, etc. The content of the courses emphasizes the practicalapplication ability of English.
Development History of the Adult English Market
Exam-oriented English training has entered the maturestage. The practical English market remains to be developed.
China's education and training market began withEnglish training. After the reform and opening up, there was a studying abroadwave in China. In this context, the training institutions for the exam forstudying abroad came into being, and the education and training giant NewOriental began to rise. Since then, with the liberalization of self-fundedstudying abroad, greater reform and opening up, and China’s accession to theWTO, the globalization of the Chinese economy has accelerated. Foreign companiespoured into China, resulting in huge demand for practical English training.Institutions such as EF, Web International English, Wall Street English enteredChina/were founded. Driven by both “studying abroad+work”, the adult English training market experiencedexplosive growth. After 2008, exam-oriented English and practical Englishtraining institutions were differentiated. The exam-oriented English traininginstitutions achieved rapid growth by expanding in the K12 training field. Thetraditional practical English training institutions have been targeting thecore adult users who have strong demand for practical English. The price ishigh, the product forms lack adjustment, and the expansion continues. Problemsare gradually exposed. Taking the collapse of Web International English as atypical event, the traditional practical English training market clear started.However, there is always demand for vocational English training. With thefurther deepening of the lifelong education concept, the growth rate of thepractical English training market is expected to rise, and the proportion ofonline training will gradually increase.Sep 11 2020
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