Thanks to network infrastructure upgrading, audio and video transmission technology iteration, and open-source WebRTC, the audio and video service latency has gr...Sep 26 2022
To leap from perception to cognition, developing cognitive technology is necessary. In this context, knowledge graph technology plays a key role. The sustainable development of the digital e...Sep 20 2022
With the advent of the native video era, the penetration of video applications into all walks of life is accelerated. The infrastructure attribute of video cloud begins to show and it is ...Sep 08 2022
In the long run, the low-code platforms deeply combine enterprises’ demand with independent development to build sustainable and constantly adapting IT service abilities. However, e...Sep 08 2022
China’s logistics real estate industry is still rising. The facility gap of high-end logistics real estate remains large. The steady growth of the logistics industry in China in recent years has le...Aug 19 2022
Brandadvertising strategy analysis: A five-factor model is used to find the rightbrand advertising media. iResearch believes thatreach, display, interaction, impression and insight are the five main factorsinfluencing the effect of advertising media. The analysis of this model takeselevator advertising, OTT advertising, PC lock screen advertising and mobileAPP open advertising as examples.
Trends: Asmobile internet traffic growth is peaking, advertisers attach more importance to the deepintegration of technology and content. They learn to evaluate thevalue of brand advertising using brand language, value their emotionalresonance with users and empower brand marketing with rich experience through newtechnologies.Changes in Brand Marketing Media Caused byTechnology
With thedevelopment of information technology, users' habits have changed and they havemore diverse information channels. Correspondingly, advertisers' demands areconstantly changing. From the perspective of digital development history inChina, advertising can be divided into four eras. In Era 1.0, traditional cableTV was the carrier. In this period, branding was the purpose of almost all ads.Then, with the wide use of the PC internet, advertising became trackable andquantifiable, and performance advertising began to appear. As smartphonesbecame popular, mobile internet boomed and performance advertising on mobiledevices developed gradually. Advertisers began to pursue the integration ofbranding and performance. They hoped that advertising products can achievebranding and performance goals at the same time. However, as mobile internettraffic peaks, advertisers who only focused on performance began to realize theimportance of branding. The synergy between branding and performance has becomethe new The purpose of brand trend and advertising placement has diverseselections. The purpose of brand communication can be achieved by thecollaboration of multiple terminals. Brands now attach more importance toreaching users in all scenarios and the whole lifecycle.
Comparisonof Brand Marketing Power of Ads on Different Screens
The four typesof screens have different marketing characteristics. Outdoor digital screenadvertising mainly covers urban life. Its brand communication performance isgood and its users generally have high consumption ability. However, theuncertainty of offline travel after the outbreak of Covid-19 leads to higheradvertising communication risks of outdoor digital screens. Since OTT screenadvertising can capture the attention of users at home, it targets householddecision-makers. However, its users are older and have low consumption ability.Their conversion rate is low. PC screen advertising is mainly for workingscenarios and entertainment scenarios. Users can click on PC screen advertisingand interact. High-net-worth individuals whose monthly income is higher than20001 yuan account for a high proportion. Mobilephone screen is omnipresent in modern social life. It hasan extremely high user coverage and very sticky users. Its user behavior datacan guarantee accurate ad placement. In addition, mobilephone has thehighest penetration in teenagers.
Brand Advertising Industry Chain and Trends in Decision-making on Media
Promoted bytechnologies, advertising carriers are increasingly refined, interactive, andscenario-based. The synergy of brand and performance increases. Differentiatedmarketing characteristics and application scenarios are derived from variousscreen carriers, which makes decision-making on the placement value of carriersmore and more important. Thus, media companies no longer play a major role inthe decision-making of brand advertising. The way to select and make decisionson screens, products and even reach points, will gradually become the dominantfactor in the placement of brand advertising. This will also contribute to therefinement of the industry chain's placement path and role division.
ChinaBrand Advertising Industry Map
Overview of Brand Advertising Effect MeasurementIdeas
Beforeplacement of brand ads, advertisers need to consider significant differencesbetween screens for complementary placement, and rationally evaluate the effectof different advertising media. iResearch thinks when advertisers are evaluating the effect ofbrand advertising on different media, they need to take the following threeaspects into consideration. First, the breadth and depth of brandcommunication, which is the level of reach, display and interaction of brandadvertising media; Second, the data visualization capability of brandadvertising media, namely the level of insight; Third, the influence of theadvertising environment on user perception, that is, the level of leaving animpression.
These threeaspects affect the communication level of the advertising media, communicationeffect evaluation and feedback, and brand communication impression,respectively. Thus, these five factors can be used as important references tomeasure the effectiveness of media.
Trends in Brand Advertising andMarketing in China
By the end of2022, the number of monthly unique devices connected to the Internet reached1389.69 million. In the past year, the growth rate of mobile Internet monthlyunique devices in China grew by only 0.57% year-on-year. Internet giantsrepresented by Tencent and Alibaba are under different degrees of performancepressure. Financial reports show that the net profit of Tencent and Alibaba inQ2 2022 fell by 56% and 53% year on year, respectively. Nowadays, as theInternet is omnipresent, traffic dividends no longer exist. Companies need tochange the way they think and cope with stock competition. Demand ofadvertisers has been changing with time. In the mass media era, 4A creativityand production were the focus. In the Internet dividend period, emphasis was oneffect and feedback. Nowadays, influenced by Covid-19 and peaking Internettraffic, advertisers should focus on brand building again, sticking to thelong-term right thing.
Trends in Brand Advertising andMarketing in China
Advancement ofbrand marketing is closely related to technologies In the past, traditionalmarketing concepts lacked effective technical means. Advertising and marketingwere mainly about brands unilaterally outputting content to users. In the ageof digital marketing, technologies such as big data greatly improve theprecision of brand marketing. Nowadays, at the beginning of metaversemarketing, emerging technologies also bring more possibilities to brandmarketing. In addition, the improving VR/AR technology, deep application of AI,avatar IP, and so on, also help brands to make breakthroughs. New technologiescan also empower terminal devices such as smartphones and PCs, extend marketingboundaries of existing devices, and enrich brand marketing experience.
Table of Contents of the FullReport
1. Overview of Branding in China
1) Overview of Branding in China
2) Analysis of Brand Shaping Paths
3) Brand Shaping Methods on Marketing Layer
4) Advertising Value Analysis
5) Changes in Brand Marketing MediaCaused by Technology
2. Analysis of the Value of ChineseBrand Advertising Screens
1) Brand Advertising Carrier Categories
2) Analysis of User Scale of Brand Advertising Carriers
3) Analysis of Scenarios of Different Screens
4) Analysis of Time Periods of Different Screens
5) Analysis of Reach Frequency of Different Screens
6) Analysis of Advertising Impression of Different Screens
7) Analysis of User Profile of Different Screens
8) Brand Marketing Power of Advertising on DifferentScreens
9) Trends in the Change of Screen Carriers
10) Brand Advertising Industry Chain and Trends in Decision-making onMedia
11) Brand AdvertisingIndustry Map of China
3. Analysis of Brand Advertising Strategies in China
1) Overview of Brand Advertising Effect Measurement Ideas
2) Analysis of Reach of the Four Typical Advertising Forms
3) Analysis of Display of the Four Typical Advertising Forms
4) Analysis of Interaction of the Four Typical Advertising Forms
5) Analysis of Insight of Four Typical Advertising Forms
6) Analysis of Impression of the Four Typical Advertising Forms
7) Analysis of the Five-factor EvaluationMode of the Four Typical Advertising Forms
8) Guide to Brand Advertising Placementin China
9) Case Study of Outdoor Digital Screen Advertising — Focus Media
10) Case Study of OTTOpen Advertising —Xiaomi OTT
11) Case Study of PC Lock Screen advertising —360PC Lock Screen Picture
12) Case Study of Pop-up Advertising on MobileScreens—Douyin TopView
4. Trends in Brand Advertising and Marketing in China
1) Trendone: Internet Traffic Growth is About to Stop and Brand Advertising ValueReturns
2) TrendTwo: Review Brand Advertising EvaluationMechanism and Achieve Branding Through Multi-product Synergy
3) TrendThird: Value Interaction andCommunication with Emotion at the Core
4) TrendFour: TechnologyIteration Brings New Experience and Becomes a New Window of Brand Marketing
In 2021 thesize of the RTC PaaSmarket in China was 1.6billion yuan. The core revenue source of RTC industry is the consumer Internet field. Due tothe high penetration rate of head social entertainment applications and thecontinuous influence of the policy that eases the burden of excessive homework and off-campustutoring for students, theCAGR of the market in the next three years is expected to be 28.4%. Size of theRTC PaaSmarket will hit 3billion yuan by 2024.
Competitivestrategies of RTC players can be divided into two categories. In one category,RTC PaaS vendors, communication cloud PaaS vendors, and comprehensive IaaSvendors provide general PaaS layer capabilities. Among them, RTC PaaS vendorshave a higher industry focus in terms of technology research and developmentand product polishing, dominating the market. In theother category, vertical industry solution providers are rooted in specificindustry scenarios.
The RTCindustry has high resource threshold and technical barrier, mainly includingsoftware-defined real-time network (RTN), UDP-based protocol layeroptimization, and weak network transmission security strategies. Inapplication, the two technical paths of real-time interactive livestreaming andultra-low-latency live streaming are derived from the integration of RTC andCDN technologies.
Theadvancement of RTC standardization will improve service quality, and promotebenign competition and win-win collaboration between PaaS vendors and verticalindustry solution providers. Meanwhile, RTC gradually extends to the real-timeinteraction field. Application related to Metaverse will provide morepossibilities for consumer Internet. RTC technology might become adifferentiated competitive opportunity for Chinese pan-entertainment companies'overseas development. The expansion of overseas businesses will lead to a newround of business growth.Analysis of Competition inChina's RTC market
According tovendors' business focuses and the main logic of developing RTC business,players in the RTC industry can be divided into four groups, which are RTC PaaSvendors, Communication Cloud PaaS vendors, Comprehensive IaaS vendors andVertical industry solution providers. The first three groups mainly providegeneral PaaS layer capabilities. The fourth group, vertical industry solutionproviders, are rooted in specific industry scenarios and mostly provideone-stop solutions combining PaaS and SaaS. As to the PaaS layer, RTC PaaSvendors have the highest business focus and can spend sufficient time and moneyon technology R&D and product polishing. Compared to other types ofplayers, they have a certain first-mover advantage and occupy a major positionin the current market. As to the PaaS layer, RTC PaaS vendors have the highestbusiness focus and are can devote enough energy to technology research anddevelopment and product improvement. Compared to other types of players, theyhave a certain first-mover advantage and plays a main role in the currentmarket.
China’sRTC Industry Map
Size of China’s RTC Market
RTC servicehas started to penetrate many industries. Its main revenue resource iscurrently the consumer Internet field with PaaS as the main service model.According to iResearch's calculation,in 2021 the size of China's RTC PaaS market reached 1.6 billion yuan, growingby 10.3 % year on year. The slowdown in growth in 2021 has two main reasons.First, due to the policy that eases the burden of excessive homework andoff-campus tutoring for students, online education revenue collapsed. Second,in social entertainment scenarios, penetration of RTC in head internetapplications is already high, shifting from fast growth to stable growth. The pandemic has helped RTC educate the market. It isexpected that RTC will be implemented in more and more industrial internetareas when the macroeconomic situation is better. Meanwhile, the applicationrelated to Metaverse will bring more possibilities to consumer Internet.
Core Value and Key Technologiesof RTC
The biggestdifference between RTC and livestreaming is that RTC reduces end-to-endlatency. In the traditional livestreaming architecture, latency is mainlycaused by CDN distribution and down stream link. By building an RTC-orientedtransmission network, applying a low-latency protocol and adopting a weaknetwork transmission guarantee strategy, RTC achieves highly reliable audio andvideo transmission with low-latency. As to audioand video engine, typical RTC scenarios' core requirement is communication andpays high attention to audio quality. As RTC is entering real-time interactionscenarios, its requirement for video quality enhancement such as noisereduction and super-resolution is also rising.
Standardization Promotes BeginCompetition
The RTC fieldlacks standardization. There is no unified criteria for service quality, userexperience, acceptable data indicators for different types of products orscenarios, and so on, which hinders healthy development of the industry to someextent. In May 2022, CAICT started the formulation of norms and standards for“audio and video +”and RTC was an important part in it. Standards for basicRTC capabilities have been initially formed. The advancement of standardizationwill help the RTC industry to improve service quality, and contribute to thewin-win cooperation between PaaS vendors and vertical industry solutionproviders.
OverseasDevelopment Opportunities for RTC
Pan-entertainmentin China is highly developed. Companies with overseas businesses have strongmonetization capacity. localize products according to local regulatoryrequirements, cultural background, consumer preferences and other factors cannot only export China's RTC technology and business models overseas andcontinue to lead the emerging markets, but also help Chinese enterprises inforeign markets to find differentiated positioning and to find new paths in themature market with fierce competition. Starting from the pan-entertainmenttrack, it also complies with the objective law of RTC business penetration fromthe consumer Internet side. Starting from pan-entertainment also complies withthe objective law that the penetration of RTC services begins from the consumerInternet. With the construction of the industrial ecology, Chinese companies inoverseas markets might make breakthroughs in more tracks with the help of RTCtechnology.
The size of the core knowledge graph market isexpected to be 10.7 billion yuan in 2021 and is projected to exceed 29.6billion yuan by 2026. The CAGR from 2021 to 2026 will be 22.5%. Knowledge graphin finance and public security industries account for high proportions and growfast. These two industries are willing to create and invest in knowledge graph and theirbusinesses can be closely combined with knowledgegraph. With improving digital construction, government affairs will have anincreasing demand for knowledge graph and become a driving force of the market
Building knowledge graph faces difficulties in theaspects of data governance, industry expert reserve, underlying graph databasestorage, algorithm production process and performance improvement, customerawareness, and product packaging. Conquering these problems can help ensurethat knowledge is authentic, reliable, available and correct from the source,reserve and cultivate industry experts and compound experts, upgrade thestorage method of underlying graph data, improve algorithm performance, andreduce obstacles to knowledge graph creation.
In the future, participants in the knowledge graphindustry, including knowledge graph vendors, big data companies, NLP vendors,big Internet companies and informatization vendors, will start from theperspective of strengthening technical strength and deepening industrycognition and make use their own business advantages to develop and deepenindustry knowledge graph business. The knowledge graph business scenarios willconstantly iterate, the industry application scenario boundaries will becomebroader, and the vertical application scenarios will deepen. The knowledgegraph ecology will be co-constructed by regulators, suppliers, demanders,investors, universities and scientific research institutes, gathering strengthto promote the growth of the industrial ecology.Total Industry Scale
With theconstruction of informationization anddigitalization and the advancement of NLP technology, knowledge graph is nolonger only about searching. Various types of products, such as internetcontent, big data knowledge graph, and industry knowledge graph, are derived.Products are increasingly professional and scenario-based. Industry knowledgegraph has become a market development focus. Financial knowledge graph andpublic security knowledge graph are growing rapidly and jointly account for alarge market share. They have become the main driver of market size. Accordingto iResearch, they accountfor 38.2% of the total industry market in 2021. With the improvement of thedigital construction of government affairs, government affairs' demand forknowledge graph will gradually increase and become a driver of the market. Thesize of the core market of knowledge graph in China reached 10.7 billion yuanin 2021 and it is expected to surpass 29 billion yuan by 2026. The CAGR from2021 to 2026 will be 22.5%.
Overview of Industry Segments
Theperformance of knowledge graph in different segments can be assessed andcompared in three dimensions, technology, business and execution. Internetknowledge graph is the most mature and it mainly provides lightweightapplication services which is easy to develop. Knowledge graph in otherindustries is still in the construction period. Industries such as government affairs and industry have massive data,however, they have low business expert reserve intensity, unclear businessscenarios, and lack customer cooperation, which means they need a long time forimprovement. Although the healthcare industry has a great expert reserve andclear business scenarios, the development of knowledge graph in this industry ishindered by different interests of different levels of hospitals and difficultyin understanding text and data, and the fact that resources are not unified,
dataprocessing is a focus in the upstream, models are built in the midstream, andapplication services form a closed loop in the front end.
Core Industry Map
2022 China’s Core Knowledge Graph Industry Map
Analysisof Market Size
Generallyspeaking, the core demand for Internet knowledge graph is from small andmedium-sized Internet companies. Mature big Internet companies, someprofessional big data companies, knowledge graph enterprises are the majorsuppliers. Big Internet companies have mature and leading full-stack knowledgegraph capabilities. Their capabilities and applications mainly serve their ownbusinesses. Since they hardly need to purchase knowledge graph services, theyare not the core demanders. Small and medium-sized Internet companies, on thecontrary, lack underlying development capabilities and have constantly updatedbusiness content demand. Their knowledge graph modeling and content structuringare mainly done by other companies. They become the core demanders, payinglicensing fees for external companies’ internal data platforms and developmentfees for modeling. Upper layer application development is mainly done by thedemand side. As the number of SMEs increases and Internet products improve, thedemand for knowledge graph underlying modeling and content structuring serviceswill gradually increase, driving market growth. According to iResearch, the size ofthe core internet knowledge graph market in China was around 1.7 billion yuanin 2021 and is expected to reach 5.1 billion yuan by 2026, with a CAGR of 24.2% from 2021 to 2026.
Datagovernance provide data sources for knowledge graph. It is the pre-link andbasic engineering of knowledge graph construction. Good and complete data governance can guarantee theauthenticity and reliability of raw data when building knowledge graph, improvethe quality of information from the source, enhance the accuracy of knowledge,and build a data resource pool that conforms to the human cognitive system.Data governance has been a persistent problem in knowledge graph (especiallyindustry knowledge graph) creation. The application of knowledge graph shouldfocus on data governance links such as data labeling, data cleaning, datanormalization, and data destruction. The application developers usually have tospend a lot of time and efforts in upfront data governance work to ensure theauthenticity, reliability, availability, and correctness of data sources.Currently, problems such as inconsistent data standards, large data noise,missing domain datasets, and abnormal data credibility are still botheringknowledge graph developers. Carrying out continuous data governance is the dutyof participants in the industry.
Constructionof the Knowledge Graph IndustryEcology
Knowledgegraph ecology needs to be constructed by regulators, suppliers, demanders,investors, universities and research institutes together, gathering strength topromote the development of the industrial ecology. The participants need toprovide resource support to each other, facilitate interaction in the fields ofpolicy, talents, technology, funds, market and business, conquer technology andbusiness difficulties, gain industry development value together, combine valuecreation and value distribution, and form a win-win cooperation system topromote the constant development of the industry.
Table of Contents1.ResearchScope and Track Evaluation
1.1Knowledge Graph Research Scope
1.2 Driving Force Assessment
2.Industry Scenario Analysis
2.1.1Total Industry Scale
2.1.2Overview of the Performance of Industry Segments
2.1.3Industry Chain Process
2.1.4 Core Industry Map
2.2General Knowledge Graph - Internet
2.3Industry Knowledge Graph
2.3.2Government Affairs and Public Security
2.3.4Industry and Electricity
3. Case Study
4. Interpretation of Construction KeyPoints
4.1Continuous Data Governance
4.2Reserve and Train Industry Experts and Technical Experts
4.3R&D of Domestic Map Database
4.4Keep Overcoming Algorithmic Difficulties
4.5Optimize Market Exploration Strategy
5. Insights into Industry Trends
5.1Industry Competitive Landscape Trends
5.2Iteration of Knowledge Graph Application Scenarios
5.3Construction of Knowledge Graph Industry Ecology
The overallsize of China's Video cloud service market reached 44.8 billion yuan in 2021,and its compound annual growth rate in the next three years is expected to be29.5%. The industry concentration of the basic layer is relatively high. Thetop 5 vendors account for nearly 70% of the market. The application layermarket is relatively fragmented, with leading vendors from the enterpriselivestreaming, online education and video conferencing scenarios.
For videocloud, bandwidth and infrastructure cost the most. The real-time audio andvideo business has the highest gross profit margin, with livestreaming andon-demand businesses following behind. The gross profit margin of application layer vendors is higher than thatof base layer vendors.
CDN and RTCtechnology will be increasingly integrated. Balance latency and bandwidthdemand flexibly based on scenarios; Audio and video quality optimizationtechnology keep improving and the vendors' service capabilities extend tofront-end production; Promote rapid integration through low-code platforms andbuild industry solutions through ecological cooperation; Take advantage ofmobile Internet dividends in overseas markets and find increment opportunitiesfor overseas development of video cloud.
Targetingultra HD, low latency, immersive experience and strong Interaction, video cloudvendors will develop a future-oriented technology matrix. They build a path tothe Metaverse through ability extension. At the same time, they focus on theability to extract structural information from video and explore industrialInternet application.The Advent of Native Video Era
Thepenetration of video application into enterprises' daily operation hasaccelerated since the outbreak of the Covid-19 pandemic. Video applicationmight be integrated into business scenarios as a tool for communication andcollaboration. It may become a powerful tool for customer acquisition. Theapplication of video in education, (online education), e-commerce(livestreaming e-commerce) and work (video conferencing) scenarios even subvertthe traditional business logic, bringing a profound impact on changes in theindustry landscape. "Video+" everything does not only mean that videoapplication becomes normal. As the native video era is coming, the developmentthreshold of the video application must be lowered. Video cloud will become theinfrastructure of all walks of life, helping enterprises and developers acquirevideo capabilities in a fast, agile, and low-cost way.
New Changes in the Video CloudIndustry
Videos'infrastructure attribute and the deepening of video cloud applications promoteeach other. The trend that video cloud is penetrating from the consumerInternet to the industrial Internet is increasingly obvious. Correspondingly,the delivery form of video cloud is also shifting from SDK/API capabilitydelivery to solution delivery. Except for the general solutions applicable tothe whole industry, such as video conferencing and enterprise livestreaming,industry solutions for specific fields especially emphasize the combination ofvideo application with enterprise business scenarios. The vendors' capabilityboundaries of manufacturers will no longer be limited to traffic bandwidthresources or audio and video technology capabilities. Industry understandingwill be a key element to solutions' competitive barriers.
Overview of Video CloudCapabilities
The base layer provides developers with basicresources and general capabilities; the application layer provides enterprisecustomers with scenario-based solutions.
Size of China’s Video Cloud Service Market
The size ofthe video cloud service overall market includes the base layer and applicationlayer. According to iResearch, the size ofChina's video cloud service market reached 44.8 billion yuan in 2021.Influenced by the economic environment and the supervision of key applicationfields such as education and gaming, its annual growth rate fell to 19.4%. Theapplication of video cloud is maturing in consumer Internet scenarios but it isstill in exploration still in industrial Internet scenarios. It is expectedthat the CAGR of the next 3 years will be around 30% and the overall marketsize will reach 92.4 billion yuan by 2024.
Structure of China’s Video Cloud Service Market
In terms ofservice, the rise of enterprise live streaming and video conferencing resultsin a larger proportion of the application layer to a certain extent. However,in recent years, the fast-growing real-time audio and video revenues have alsoled to an increase in base layer revenues. As to video cloud services revenues,the ratio of the base layer to the application layer maintains at around 8:2.In terms of application scenarios, currently, consumer Internet (i.e. To Cscenarios) remains the main video cloud application area. Pan-entertainment,e-commerce, and gaming account for most market shares. The share of onlineeducation collapsed due to the policy to ease the burden of excessive homeworkand off-campus tutoring for students undergoing compulsory education.Enterprise livestreaming revenues in industrial Internet (ie To B scenarios) account for around 50%. Videoconferencing has a high penetration rate. However, after the outbreak of theCovid-19 pandemic, since companies like Tencent Meeting try to gain more marketshares by providing free products and services, the revenue growth does notmatch user growth in the video conferencing area. Generally speaking, in thefield of consumer Internet, as the customers usually have strong developmentcapabilities and the video is highly related to their core businesses, theyprefer vendors in the base layer. Vendors in the application layer are the mainplayers in the industrial Internet field.
Map of China's Video CloudService Industry
Competitive Landscape of China’s Video Cloud Service Market: The Base Layer
In 2021, Alibaba Cloud, Tencent Cloud, Huawei Cloud,Kingsoft Cloud and Baidu AI Cloud are the top five players at the base layer,with a combined market share of 67.6%. In terms of the base layer revenues,since there are some vertical vendors targeting video cloud PaaS, the IaaSfield has a higher concentration, with CR5 reaching 70.5%.
Industrial Internet Opportunities for Video Cloud
Although from the perspective ofrevenue contribution, the application of video cloud is mainly in consumerInternet scenarios, the penetration of video cloud into the industrial Internetis the main trend. It is obvious that the industrial Internet and the consumerinternet have different demands for video clouds. In addition to generaldemands such as video conferencing and enterprise livestreaming,business-related video cloud demands are more focused on converting video intostructured information to reshape existing production and business models.Generally speaking, real-time interactive applications such as video bankingand remote court hearings are less sensitive to the performance of the videocloud than remote control applications such as autonomous driving. Vendors cantake performance sensitivity and the industry's attention into consideration toselect suitable application scenarios.
Table of Contents of the FullReport
1Video Cloud in the NativeVideo Era
1.2The Advent of the Native Video Era
1.2.1Formation of Video Consumption Habit
1.2.2Ultra-high Definition and Ultra-low Latency Brings Richer Imagination
1.2.3Reshaping the Traditional Work Model and Business Logic
1.3New Changes in the Video Cloud Industry
1.3.1Real-time Audio and Video is Fully Integrated into the Video Cloud System
1.3.2Penetration from Consumer Internet to the Industrial Internet
1.4Overview of Video Cloud Capabilities
1.5Size of the Video Cloud Services Market in China
1.6Structure of the Video Cloud Services Market in China
2Competitive Situation of the Video Cloud Industry
2.1Map of China's Video Cloud Service Industry
2.2Investment and Financing in the VideoCloud Service Industry in China
2.3Competitive Landscape of the Video Cloud Service Market in China
2.3.1The Base Layer
2.3.2The Application Layer
2.4Profitability of Video Cloud Vendors
2.5New Ideas for the Development of Video Cloud Vendors
2.5.1New Infrastructure: CDN and RTC Integration
2.5.2New Capabilities: Audio and Video Quality Improvement and Content Production
2.5.3New Delivery: Low-code + Ecological Cooperation
2.5.4New Market: Overseas Development
4 ANew Era for the Video Cloud Industry
4.1Technology Matrix of Video Cloud
4.2Capability Extension of Video Cloud
4.3The Video Cloud's Industrial Internet OpportunitiesSep 08 2022
Low-codeattaches more importance to the ability of agile development. Based on this, itdevelops toward more automatic and intelligent technology integration, changingfrom being driven by form and model to being driven by data. No-code attachesmore importance to user experience and ease of use of products and keepsexpanding products' high-level capabilities in terms of breadth and depth,making products easier to use and more functional.
Penetration oflow code in application scenarios is influenced by product functions andapplication scenario complicity. Business scenarios of small and medium-sizedenterprises usually have simple demand which is versatile. Low-code penetrationstarted earlier, and application coverage is wider. With the accumulation ofproduct technology and cognitive enhancement on the demand side, low-codeapplication continuously spread from personalization scenarios of SMEs,innovation application scenarios of medium and large enterprises, and middleand long tail scenarios to core business systems of middle and large companies.
The low-codeindustry developed quickly from 2017 to 2020 but its growth rate has fallen. Due toenterprises‘ digital transformation and the Covid-19 pandemic, in 2021 the size of the low-code market hit 2.75 billionyuan, with a growth rate of 72.4%. It is expected that the CAGR in the nextfour years will reach 44.1%. The market size will be 11.84 billion yuan by2025.
Trend 1:Application scenarios will extend, contributing to the penetration of theindustrial Internet and accelerating the integration with real economy. Trend2: Technology integration will speed up and integration with technology sectorwill deepen, expanding platform capabilities horizontally and deepen businessinteraction vertically. Trend 3: Aggregation platforms will break the zero-sumgame, and aggregation ecology will drive the rise of the low- code industry.LowCode and Enterprise Digitalization
The ease ofuse of low-code reduces the time and money needed for enterprise digitaltransformation. Its process design link helps enterprises to further improvethe business or organizational operation during the implementation enterpriseoperation mechanism. In the long run, the low-code platforms deeply combineenterprises’ demand with independent development to build sustainable andconstantly adapting IT service abilities. However, enterprises need to maintaininnovation momentum to be successful. Low-code tools can empower businesspersonnel with development abilities and accelerate the implementation ofinnovative ideas, helping companies to find new business growth paths.
Low code andno-code are the two product forms of generalized low-code. They have differentdevelopment paths. Low-code attaches more importance to agile developmentcapabilities and has higher scalability and integration capabilities. Withthese advantages, it keeps developing towards a more automated and intelligentform of technology integration, thereby upgrading its capabilities fromlightweight page analysis to processing complex reports and data, and changingfrom being driven by form and model to being driven by data. No-code attachesmore importance to user experience and ease of use of products. On the premiseof meeting customers' basic functional needs, it keeps increasing products'high-level capabilities in terms of breadth and depth so that the products willhave more functions and become easier to use. In terms of breadth, frameworkscan be developed based on basic components. In terms of depth, high-levelcapabilities such as organizational authority structure management andenterprise-level management backstage can be added to the basic no-codeplatform capabilities, enriching the no-code application scenarios inenterprise digital transformation.
New businessmodels keep emerging in the low-code market. Low-code vendors used to focus onapplication development. Nowadays, with the rapid development of the low-codeindustry and the improvement of market awareness, the need for resourceintegration and product interconnection has become urgent. Thus, low-codeaggregation platforms came into being. They are two-way trading platformsbetween vendors and customers by gathering other low-code vendors ofapplication development.
Users of low-code development tools, which are mucheasier to use than traditional tools, are expanding from developers to businesspersonnel. However, ordinary employees are not able to complete applicationconstruction independently. Technical personnel are still needed forcommunication between front-line business personnel and vendors. Low-codeproducts need to be easier to use in the aspects of the underlying technicalframework and presentation of the visual interface. Since enterprises fail toprovide a comprehensive training mechanism after purchasing low-code products,low code is not well accepted by employees and the implementation is slow,which has a negative influence on the breadth of low-code application to someextent.
Solving theshortage of talents is the key to overcoming the difficulties in ease of useand the breadth of market demand. Without enough talents, the influence of lowcode in first-tier city markets and lower-tier markets will be very limited.Facing a huge market room that has not been penetrated, the integration ofenterprises, universities, and research institutes might bring a newdevelopment path to the industry. With the integration, local governments anduniversities and low-code vendors cooperate with each other so that enterprisescan promote research and research contributes to enterprises, helping regionaltalent development and fast implementation of low code.
The industrialInternet deeply integrates the new generation of Information and communicationtechnology with the industrial economy and penetrates into real economy sectorssuch as transportation, logistics, and energy, accelerating the digital andintelligent transformation of the industry. From data collection, dataanalysis, to comprehensive data integration for application development, theapplication scenarios faced by the industrial Internet keep growing, and thetypes of penetrated vertical industries have been increasing. Massive projectscaused by the quantitative change of demand types will curb vendors 'large-scale revenue generation in normal business modes, which will furtherhinder the penetration of the industrial Internet. Therefore, more and morelow-code tools emerge in application development integration scenarios relatedto the industrial Internet. They are able to flexibly build personalizedapplications in a short term, which can quickly meet the diverse demands. Theyare also integrated with the original system, lift the development burden onthe industrial Internet suppliers, and accelerate the integration with the realeconomy application scenarios through the industrial Internet.
Under the condition of minimizing costs, low-codeplatforms can access high-R&D-density technology functional sectors such asdata development, AI, RPA, and IOT through APIs and other means to horizontallymaximize platform capabilities. With the improvement of capabilities, productscan provide high-level services such as connecting data silos, automatingrepetitive labor, and intelligent operation to deepen the integration ofbusiness scenarios, thereby increasing the application range and stickiness ofproducts. Nowadays, AI and big data are driving the development of each otherand their boundaries are gradually blurring. The interaction of technologiesprovides a better service experience and meets enterprises' urgent demand forintelligent data usage and agile decision-making in the era of VUCA. Low-codeis going to further increase the call volume of data development, AI, RPA, andIOT-related subdivision capabilities, so as to develop more solutions forvertical business scenarios, and accelerate enterprises' comprehensive andin-depth digital transformation.
Table of Contents of the Full Report
1Low-Code and Enterprise Digitalization
1.1Enterprise Digitalization Development Process
1.2Low-code and Enterprise Digitalization
1.3Internal Development Drivers of the Low-code Industry
1.3.1Development of the Supply Side
1.3.2Development of the Demand Side
1.4External Development Drivers of the Low-code Industry: Pandemic and Policy
1.5The Impact of Low-Code on the Software Development Industry
2Low-code Development Path
2.1Product Development Path
2.2Application Penetration Path
2.2.1Model of Scenario Penetration Path
2.2.2Industry Application Penetration Model
2.2.3Overall View of Application Scenarios
2.3Vendor Development Path
2.4Map of Low-Code Vendors
3Challenges facing the Low-code Industry and Suggestion
4Investment Logic of Low Code
4.1Investment and Financing in China's Low-Code Market(1)
4.2Investment and Financing in China's Low-Code Market(2)
4.3Investment Due Diligence of Low-Code Vendors
4.3.1Structure of Earnings
4.3.2Turning Point of Earnings
4.4Low Code Investment Recommendations
5.5Micro Financial Times
6Overall Development Outlook of the Low-code Industry
6.1Trend one: Extension of Application Scenarios
6.2Trend two: Accelerated Technology Integration
6.3Trend three: join of the Aggregation PlatformSep 08 2022
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