Home >Technology channel > text
Six major trends, found 2019 Internet industry Vientiane freshman
Lead:The year of 2018 is a year of violent shocks in the Internet industry. This aspect stems from the trend of the Internet itself gradually intensively cultivated, and on the other hand, it also stems from the impact of external factors such as supervision and technology on the network industry. Under the dual role of one inside and one outside, in 2019, China's Internet industry showed six major trends in the inherent corporate strategy.
The year of 2018 is a year of violent shocks in the Internet industry. This aspect stems from the trend of the Internet itself gradually intensively cultivated, and on the other hand, it also stems from the impact of external factors such as supervision and technology on the network industry. Under the dual role of one inside and one outside, in 2019, China's Internet industry showed six major trends in the inherent corporate strategy.
Trend 1: The purchasing power outside the field of vision
Value of time
The income level of rural residents is equivalent to the level of towns 10 years ago.
In the past ten years, the per capita income level of rural residents in China has continued to grow rapidly. In 2010, the growth rate continued to be higher than that of urban residents. In 2018, the per capita disposable income of rural residents reached 1,4617.0 yuan, an increase of 253.0% compared with 2007, which is basically equivalent to the per capita disposable income of urban residents from 2007 to 2008. Ten years ago, it was precisely the golden development stage of China's Internet industry, so the group that is generally considered to be a "low-value user" is theoretically a quality user who competed for ten years ago.
Everything comes from e-commerce
E-commerce industry low line sinks to open up new growth space
With the continuous improvement of urbanization level and lower living pressure in first- and second-tier cities, the consumption market in low-tier urban areas in China is in a period of rapid development. Since 2015, the growth rate of total retail sales of consumer goods in first- and second-tier cities in China has begun. It is lower than the growth rate of total retail sales of urban social consumer goods, which proves that low-line towns outside the first- and second-tier cities have gradually become an important force to promote the development of the national consumer market. Strong consumer demand, along with the accelerated penetration of the Internet in these regions, coupled with the gradual maturity of mobile payment and logistics in the past few years, has laid a solid foundation for the development of e-commerce, the potential of e-commerce development in low-tier towns is Accelerated release, and the penetration rate of e-commerce channels in first- and second-tier cities is gradually narrowing.
Trend 2: Broad space outside the main business
Practitioners are aware of the source of the problem
The sales channel is already the basic attribute, and the comprehensive service attribute becomes the transformation trend.
In the past, in the process of running a business, sales were often seen as a core part of the company's revenue generation. This old-fashioned business concept has made Chinese e-commerce entrepreneurs choose the sales link as a breakthrough. To this day, many innovations at the Internet level cannot completely shake off the shadow of sales channels. However, regardless of the maturity of e-commerce development, platformization and user experience are the ultimate, and the promotion of sales seems to have reached the bottleneck, so practitioners gradually realize the origin of the problem.
Virtual and physical integration drive the integration of different industries
IP entity derivative value is expected to be further upgraded
In recent years, China's IP value is not only reflected in the content level, but the physical industry can also leverage the IP concept to achieve value empowerment. The integration of IP content elements into traditional industries can enhance the appeal of products and real-life consumption, enhance consumer identity, and promote the expansion of the physical market. Compared with the mature operation mode of foreign classic IP, the collaborative operation of IP virtual content and physical industry in China is still in its infancy, failing to reach the deep integration of IP light and heavy assets.
The future IP concept is expected to further break through the boundaries of the content industry and draw on the operational experience of combining overseas IP and entities to achieve comprehensive development of hidden economic value.
Trend 3: Offline market outside the network
Re-enlargement of user activity radius
Online growth slowed down, offline value was re-evaluated, and e-commerce industry entered a new era of omni-channel integration
After 15 years of development, China's online retail penetration in the total retail sales of consumer goods has continued to deepen, but by the end of 2017, the proportion has not exceeded 20%. The energy of the online pure e-commerce model has reached a high point, and the online customer cost has been rising. The huge offline market has begun to receive widespread attention in the industry. The offline store convenience store and other formats still have the value that cannot be replaced by online channels in terms of satisfying the immediate needs of consumers. Retailers and e-commerce are moving from a single channel to an omni-channel retail and marketing system covering physical stores, e-commerce, mobile and social media. While most brands build multi-form e-commerce platforms, integrated e-commerce platforms It is also building online and offline alliances to make consumer data more stereoscopic and comprehensive, embedding more contacts in the consumer buying cycle, and the online and digital processes of offline retail stores are accelerating. After experiencing the two channels of offline single channel and online and offline, the retail industry enters a new stage of online and offline integration, showing consumer experience as the center, data-driven business, and multiple scenarios to form the three major retail forms. feature.
Education and online integration
Disadvantages that are difficult to overcome each other promote online and offline integration and complementary advantages
Online education entered the fast lane of development after 2010. With the favorable policies, capital influx and technological advancement, it showed a state of blooming and hotspots. However, after nearly 10 years of development, the inherent drawbacks of online education have gradually emerged. For example, the experience effect is still difficult to compete with offline education. The increasingly high cost of obtaining customers makes online education companies generally difficult to make profits. Its 2015-2017 performance showed continuous losses, and the 51Talk listed on the US stock market could not escape the loss of continuous losses. On the other hand, although the offline mode has achieved profitability, it is limited by teachers and venues, and the ceiling is obvious. It is difficult to achieve rapid replication and promotion. Therefore, the overall concentration of the education industry is very low, and it is in an extremely dispersed state for a long time.
The shortcomings that are difficult to overcome in the online mode and the offline mode have prompted the two to merge, and various enterprises have explored various forms. Traditional offline counseling giants New Oriental and good future to develop online schools, New Oriental Online has achieved profitability based on offline traffic portals; online companies such as Hujiang, 51Talk try to open offline experience stores, brand promotion and product experience; K12 offline counseling Institutions such as New Oriental, Good Future and Gaosi Education, and vocational training companies such as Dana have all tested the water dual-class classroom. This combination of online and offline teaching mode has ushered in rapid growth in 2018.
Entertainment scene upgrade: offline channel perfection
Laying the foundation for ensuring diverse content consumption needs
With the development of China's economy, the construction of offline channels for entertainment content has increased significantly in recent years. The number of cinemas in cinemas has increased year by year. In 2017, it broke through 9,000, with a compound growth rate of 20.5% in the past five years. At the same time, in 2016, art venues and stadiums. The completed investment amounted to 85.51 billion yuan, excluding the price change factor, which was 2.69 times of the investment completion amount ten years ago. Under this circumstance, the quantity and quality of offline channels have also been significantly improved. This makes the supply of entertainment content of different themes and forms no longer limited by the lack of channels, allowing to accommodate a variety of content consumption needs, greatly expanding the user traffic throughput and carrying space of offline venues. The emergence of innovative devices (such as IMAX screens, VR viewing equipment) and upgrades to traditional facilities (such as better lighting, audio equipment, etc.) give users a better entertainment experience, making offline channels attractive to users. Greatly enhanced.
Entertainment scene upgrade: offline value return
Outdoor media marketing revenue has improved, offline entertainment market has significantly warmed up
Since the development of the Internet in China, as the demographic dividend has gradually subsided, the trend of user traffic growth has slowed down, and the value of offline traffic has begun to reappear. From the perspective of the media, the proportion of outdoor media marketing revenue growth in the first half of 2018 has increased significantly, and TV as a traditional traffic portal has also returned to positive growth from the past decline in advertising revenue, representing advertisers for offline media and traffic. Re-recognition of value. The increase in the investment of advertisers also provides a driving force for the development of offline markets. From the perspective of the offline entertainment industry, the rapid recovery of the number of Chinese music venues after the decline can also confirm that after experiencing the baptism of diversified Internet entertainment such as live broadcasts and short videos, users are turning their attention back to such as Online entertainment such as cinemas, concerts, and music festivals, and look forward to a new entertainment experience through their interaction with the Internet.
Trend 4: Unexpected upgraders
Mutual gold enterprises become the forerunners of the transformation to B-end services
Slower C-side traffic growth and strong regulatory environment forced mutual financial enterprise transformation
Since 2018, mutual gold companies are not only facing the dilemma of the disappearance of mobile user dividends, but also the tremendous pressure brought by the strong regulatory environment. Therefore, in order to find new profit points and reduce regulatory pressure, many mutual gold companies have gradually transformed from direct service C-end users to help traditional financial institutions better serve C-end users. Some of the mutual gold companies have both technological genes, financial business experience and the characteristics of financial user traffic, making them a huge advantage in competing with other enterprises that serve traditional financial institutions.
From Adtech to Martech, technology boosts efficiency
Technological advancement drives marketing development, AI technology application optimizes marketing efficiency
Compared with the change of marketing concept, the technological breakthrough has directly promoted the development of marketing and continuously created more possibilities for marketing practice. Overall, the development of marketing technology can be roughly divided into four stages, namely traditional marketing based on mass media technology, Internet technology + marketing, big data technology + marketing, AI technology + marketing, each stage superimposed, and thus each The marketing focus of each stage is being upgraded. The traditional marketing stage pays more attention to the reach of a wide range of consumers, while the Internet + marketing stage will consider interaction and communication on the basis of reach, and focus on marketing accuracy and personalization in the big data + marketing stage. , to the AI+ marketing stage, began to fully optimize the efficiency of each link. With the deepening of the application of AI technology in marketing, in addition to improving industrial efficiency, it will also propose more high-quality solutions in terms of reach, interaction and precision. In the future, AI technology will have a profound impact and change on marketing.
Data and technology become the focus of marketing industry role layout
Media data and technology are both grasped, and service providers have been actively building intelligent marketing platforms for a long time.
In the AI+ marketing stage, the matrix media of the head is more inclined to independently develop the AI technology support marketing system. On the one hand, the media side has its own technology platform to further optimize its service capabilities and improve its competitiveness in the media. On the other hand, with the deepening of the application of AI+ marketing in the future, the media side should increase the imagination of the future commercial space and expand its business to the role of third-party service providers, which is also one of its development strategies.
Trend 5: The form of realization outside the tradition
User entertainment time is released, content consumption demand is increased
Content consumption focuses on social and artistic attributes
On the one hand, the development of science and technology has released part of the labor time, township residents from iterative repeated work iterations to more efficient production methods, on the other hand, young people enjoy longer education time and celibacy. This means that more leisure time is released and the capacity of entertainment content is expanded. In the process, people gradually move from the pure entertainment demand of content consumption to social demand and art enjoyment, bringing users' demand for content consumption. Overall improvement.
The improvement of social demand: online is reflected in the continuous development of interactive methods. In the future, based on the current social form, it will generate more in-depth interactive forms based on entertainment content; online is reflected in the creation of offline content consumption. Get along with friends and colleagues, and enjoy offline entertainment content consumption.
The promotion of artistic enjoyment: stage plays, concerts and other forms have become one of the typical forms of art and entertainment consumption, and outstanding works are constantly emerging. Secondly, with the cultural exchanges between countries, there are more outstanding overseas repertoires and performances in China. This makes the form of recreation with more artistic attributes more abundant in the supply side. At the same time, on the demand side, the improvement of the national cultural literacy has made some consumers pay more attention to the artistic attributes of entertainment products, and regard it as a quality education investment.
Content consumption upgrade, content consumption expands year by year
Online entertainment consumer market is maturing, Matthew effect is getting stronger
In 2018, the pan-entertainment market is expected to reach 503.09 billion yuan, a year-on-year increase of 28.9%, and will continue to be at a relatively high growth stage in the future. After fierce competition in various market segments, the head enterprises formed competitive barriers and the overall market structure was mature.
In 2018, the overall growth rate of the pan-entertainment market declined. From the perspective of the supply side, due to the tightening of the overall entertainment policy, the production of games, film and television and other content decreased in 2018, and the regulation of emerging industries (short video, live broadcast) was further tightened. From the demand side, the emerging market has accumulated rapidly through 2017, the mature market has developed for many years, the overall pan-entertainment traffic dividend has disappeared, the head enterprise penetration rate has gradually approached the ceiling, and the core business growth rate Restricted, medium and long tail enterprises gradually lose their living space, and the possibility of breaking is reduced.
Responding to content consumption upgrades, companies seeking ways to break the game
The head enterprise will expand its commercial space while improving its internal control in the industry chain.
The maturity of the market structure and the impact of the macro background, the overall growth situation of the industry is more pessimistic, and the head enterprises urgently need to seek solutions. From the inside of the industrial chain, carry out upstream and downstream integration, fully grasp the content production resources and distribute resources, and reduce the uncontrollable factors brought about by the excessive links in the industrial chain. From the outside of the industrial chain, through the offline business layout and geographical expansion, the business space will continue to expand, bringing new business growth points, thus driving the industry's continued sound development.
Trend 6: Power reversal outside production
User Anxiety Promotes Customized Development of Knowledge Service Industry
Subject system, application scenarios and knowledge-seeking topics become the basis for the mainstream division of knowledge tracks
With the gradual improvement of the education level of the knowledge service market, and the differentiation of users from mild to severe, from basic to high-level, from popular to personalized, the categories of knowledge service segmentation gradually expand. At present, the division of disciplines by scene and by scene is the mainstream of knowledge service division: 1) "disciplinary" knowledge services mostly have a high degree of systemization, often as one of the ways to learn more about a field. 2) The “scene-based” knowledge service has relatively high requirements for practicality and is often used to solve a specific problem in a targeted manner. On the whole, the core of the two is different from the core and the core knowledge needs for users: the former can cover multiple application scenarios under the same knowledge system, helping users to complete long-term knowledge accumulation; the latter can make up for The multi-directional knowledge, experience, and thoughts that can not be comprehensively summarized or flexibly disassembled by traditional disciplines are confined to help users solve the more urgent specific needs in the short term.
In the future, influenced by factors such as the expansion of user cognitive boundaries and the improvement of comprehensive skills attention, based on the user's flexible and ever-changing knowledge-seeking needs, the degree of systemization is different between the discipline-based and the scene-based customization. Knowledge categories such as cognition, black technology, and opportunity points will become one of the core development priorities of the knowledge service industry, attracting more users' attention.
The knowledge gathering center is transferred from the institution to the individual
Individual consciousness awakening promotes the evolution of customized service models, and the knowledge map is gradually constructed
Under the background of the explosive growth of the number of related service products in the knowledge service industry and the awakening of individual consciousness of users, the customized model has gradually become one of the basic service modes. At present, there are two main forms of customized service models: 1) users choose their own learning order, content, duration and other indicators to build a learning plan that suits their personal preferences; 2) the platform learns the individual learning status of the user by guiding questions and answers. Flexibly recommend relevant course content and corresponding learning order.
It should be noted that there is a fundamental difference between the learning of knowledge content and the acquisition of pan-entertainment content. The core requirement is to help users to obtain real needs rather than purely preferred content. Although the current customization method is relatively mechanical, with the accumulation of user data, the differentiation of knowledge product models, and the improvement of machine learning, in the future, relevant knowledge maps will be gradually constructed to help users automatically generate scientific and reasonable personalized learning programs. Provide evidence.
Knowledge accumulation leads to changes in decision-making power
C2B reverse customization mode - reverse value chain reengineering of people's goods yard
The C2B (ie, consumer-to-business) reverse customization model is a new business model in the era of the Internet economy, that is, sales are fixed, and flexible production is based on customer needs. The core of flexible production is the agile and precise response capability of the supply chain to support the flexible response capability of production capacity, that is, the small batch individualized production capacity of machinery and equipment. Reverse customization is a reverse value chain re-engineering from the original goods owner to the person's goods yard. The user can customize the personalized product directly to the manufacturer. Consumers have become the center of this business model, and the first driving force of the value chain comes from consumers, not manufacturers, thus creating a new wave of wealth creation in the Internet economy era.
From the domestic data, domestic customization demand is strong. In 2016, Haier's customized platform sales reached 1.09 million units, an increase of 600% compared with 2015; and in the first four months of 2017, 2016 has been reached. Annual sales. As of November 7, 2018, Tmall double 11 pre-sales have 10 pieces of pre-sales over 100 million; as of November 9, 2018, Tmall double 11 pre-sale has nearly 40 brands pre-sale turnover of 100 million . From the foreign data, Booking Holdings Inc. is a typical example of reverse customization. The company has become the world's number one in the online travel industry. At the end of January 2019, the company's market value was as high as 89.7 billion US dollars.
The essence of power reversal is the fine-grained operation of technology
C2B four development models, the focus of breakthrough is to reconstruct the precise supply chain
From the implementation and customization level, there are currently four modes of C2B reverse customization. (1) Poly customization: It is to facilitate the mass production of the merchants by aggregating the needs of consumers, so as to benefit the consumers. Pre-sale pre-sales for Tmall Double 11 fall into this form. The customized products are standard products, such as 3C, books, computers and other products with clear models. (2) Module customization: Module customization involves the customization of the B-end product link itself. The Haier custom concept of home appliances belongs to this form, that is, through Haier Mall, you can choose the volume size, temperature adjustment mode, appearance pattern and so on. (3) Deep customization: Customers can participate in the customization process of the whole process, and manufacturers can customize according to the individual needs of customers. At present, the most mature industries for deep customization are clothing, footwear and furniture customization. (4) Offer form: The user chooses his own bid, and the merchant chooses whether to accept it. At present, this model has gradually matured in the travel service website. A typical example of this form is priceline. The bottleneck in the development of these four development models is to reconstruct the precise supply chain.
The internal logic and external manifestations of changes in the Internet industry, such as users, markets, consumption power, industrial structure, and decision-making bodies, are all-encompassing. Every small factor that causes these changes can generate countless possibilities for the development of the Internet industry. We are both the creator and the beneficiary of this change. The "good" and "bad" development of the Internet industry in the future is up to us. On March 28th, iResearch's “Vientiane Freshman – 2019 China Internet Trends Seminar” will be held in Beijing. In the time of the recovery of all things, the new vitality of Internet development in 2019 is expected to witness you.
Editor in charge: Zhao Weiwei RF11518
Must not look
- Looking for cattle stocks, come to the financial community
- The vertical and horizontal of the track: double head or new high
- Sniper 25 daily limit short-term queen leading tactics limited time delivery
- Liquor price war, the opportunity of the future industry is here
- Must see: The 10 million-dollar method of catching up and closing is announced!
The list of the first batch of science and technology board declaration enterprises was announced at the latest on Friday.03-19 07:19
WeChat has new features! More sealed more than 1,000 large groups of users like: absolutely support!03-19 11:35
The veteran of the two brokerage business departments was dismissed from the off-site fund-raising.03-19 06:25
On the third day after the two sessions, the central government researched real estate and defined a long-term mechanism pilot program.03-19 11:29
SFC annual report supervision Targeting three key areas03-19 08:03
Will the market value of Maotai break through trillions? Will it become a thousand-yuan stock? A-shares return the highest stock rankings.03-19 07:31
10% of the middle of the job: Tencent set off the largest round of management cadre abolition in history03-19 07:48
1.38 million! One parking space in Beijing = two suites in second-tier cities?03-19 13:08
2 billion mining machine scams, middle-aged and elderly people, mining machine sales staff suffered heavy losses03-19 06:28
Hong Kong's top ten rental luxury homes: Hubei's richest man, the most expensive, Ma Huateng second03-19 08:51