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The following is the 2020 China Internet advertising data report From Zhongguancun interactive marketing laboratory recommended by recordtrend.com. And this article belongs to the classification: network marketing.
On the morning of January 12, 2021, the press conference of “2020 China Internet advertising data report” (hereinafter referred to as “the report”) was held simultaneously in Beijing Normal University’s capital building, Tencent conference and live broadcast room of station B. The conference was hosted by Zhongguancun interactive marketing laboratory and undertaken by school of Journalism and communication of Beijing Normal University. Many experts and scholars from the Internet industry and academia gathered online and offline to attend the press conference to review and summarize the development of China’s Internet advertising in 2020, study and predict the general trend of China’s Internet advertising. Chen Yong, CEO of Zhongguancun interactive marketing laboratory, presided over the meeting, and Ding Hanqing, vice president and doctoral advisor of School of Journalism and communication of Beijing Normal University, made a report.
Novel coronavirus pneumonia was China’s Internet marketing breakthrough in 2020. Facing the impact of new crown pneumonia and numerous difficulties, China’s Internet marketing not only showed great toughness, but also provided a basic guarantee for fighting the epidemic situation, restoring production and promoting the real economy. Internet advertising maintained a growth trend of 13.85%; Internet marketing scale broke through the trillion mark, opening a new path for the recovery of the real economy in the local era.
According to the report, in 2020, China’s Internet will overcome the serious impact of the global epidemic, and the annual revenue of Internet advertising will reach 497.161 billion yuan (excluding Hong Kong, Macao and Taiwan), an increase of 13.85% compared with that in 2019, and the growth rate will slow down by 4.35 percentage points compared with that in the previous year. The entry of small, micro and cutting-edge advertisers into the market not only fills in the market share of the slowing investment of big brands, but also supports the double-digit growth of the Internet advertising market, opening a new path for the recovery of the real economy in the local era.
In the top 10 enterprises ranking of advertising market share in 2020, Alibaba and Xiaomi are still in the top two places, while Jingdong and Xiaomi are still in the fifth and eighth places. Kwai Chung squeezed into the top ten, ranking sixth. 58 the same city fell out of the top ten. Baidu, meituan Dianping, Sina and Qihu 360 are still in the top ten, but their ranking has declined to varying degrees.
In 2020, the trend of online advertising extending to marketing services will be more obvious, and the total scale of China’s Internet marketing market will break through the trillion mark, reaching 1045.7 billion yuan. Among them, the revenue of non advertising marketing services reached 549.4 billion yuan, which has exceeded the total revenue of Internet advertising. With the continuous innovation of Internet marketing mode, Internet marketing services show diversified growth, which has found a Chinese path to promote the growth of real economy.
In 2020, the advertising investment of small, micro and cutting-edge brand advertisers will increase by 50%, five percentage points higher than that of mature brands. Among the advertisers with an annual growth rate of more than 10%, 39% are small and micro businesses and cutting-edge advertisers, while only 28% are mature advertisers. This means that small and micro, new advertisers have become a new force to support China’s Internet advertising market.
In 2020, the growth rate of video platform is the fastest, increasing by 64.91% over the previous year, reaching 90.353 billion yuan. Among them, short video advertising is the most eye-catching, with a growth rate of 106%, far exceeding the growth rate of 25% for long video advertising. Not only did the Kwai rush rush into the 2020 TOP10, but also occupied sixth of the position. In the post epidemic era, the expectation of advertisers for direct sales transformation is more urgent. In 2020, Internet advertising on e-commerce platforms will increase by 17.26%, up 37% from the previous year.
In 2020, e-commerce live marketing with goods has become an important channel for retail digitalization and e-commerce breakthrough. In the first half of the year alone, there were more than 10 million live shows of e-commerce, more than 400000 active anchors, more than 50 billion viewers, and more than 20 million products on the shelves. Webcast changes the focus of marketing from the sales of “goods” to the emotional operation of “people”.
In 2020, consumers’ demand for various industries will show different elasticity with the epidemic situation. Among them, the epidemic situation promoted people’s demand for online education and medical health. Therefore, the advertising growth of these two industries was the most significant, reaching 57.1% and 40.28% respectively. On the contrary, financial insurance and tourism / entertainment / leisure showed a decrease of 46.43% and 28.65% respectively.
In 2020, in order to promote the healthy and orderly development of the Internet, the national authorities have issued a number of regulatory and regulatory measures, striving to promote the development in the norms, establishing a good internet marketing environment, and promoting the healthy and sustainable development of the Internet industry. This fully shows that the establishment of a new Internet marketing ecology is the need of market development and building a moderately prosperous society in an all-round way.
Looking at the trend of China’s Internet advertising market in 2021, experts and industry participants agreed that in the first year of the 14th five year plan, we should pool our strength, keep innovation, give full play to the innovative advantages of Internet marketing, jointly maintain a good market ecosystem, and create a fair competition market environment under the background of normalization of epidemic prevention and control Steady progress and steady service for the development of the real economy.
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