China media overview 2020 Golden Autumn Edition – core observation From GroupM Knowledge
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The following is the China media overview 2020 Golden Autumn Edition – core observation From GroupM Knowledge recommended by recordtrend.com. And this article belongs to the classification: network marketing.
The main observations were as follows:
Offline content production industry to expand ecological flow: the epidemic led to the suspension of content production in the first half of the year, lag in online and distribution, and prolonged commercialization cycle; while the situation improved in the second half of the year, the industry actively expanded the online and offline ecological flow and explored digital transformation.
Online entertainment interactive field gains growth Dividend: the homestead mode caused by the epidemic has also prompted the Internet pan entertainment market to reap growth dividends in terms of user activity, usage duration and income. Short video and audio fields are exploring the growth of different markets.
High quality content driven business model turns to pay + advertising + marketing hybrid model: high quality original content is the key to platform competition, and it is also changing the business model of content market. Consumers pay for content subscription, advertising and marketing to form the mainstream form of business model.
Multiple content forms promote deep cooperation in content marketing and break the circle around IP: from film and TV series, long and short videos, to audio podcasts and game video games, content is spreading across different types of media in multiple forms, gathering users and traffic; marketing is forming a deeper combination with content, and reaching the core group and the pan group around IP breakthrough circle.
01. The epidemic has impacted on the content production end in the first half of 2020, resulting in the delay and stagnation of the production and distribution of many film and TV series
Under the direct influence of the epidemic situation, the number of episodes in the first half of 2020 will continue to decline by 28% compared with the same period last year, and the online broadcast time of many TV / network dramas and variety shows has been delayed. In addition, with the increasingly rational policy supervision and the industry, the decline trend of drama production will continue. Offline cinemas closed for half a year before a conditional recovery on July 20. Many films were withdrawn or delayed, with an estimated annual box office loss of 30 billion yuan.
Release of domestic dramas in the first half of 2014-2020
Box office of domestic film market in 2012-2020e
02. The offline content production industry explores the ecological flow, and the online entertainment interactive field gains growth dividends
Affected by the epidemic situation, cinemas were unable to return to work in the first half of the year and disrupted the online time of TV series. Many domestic and foreign cinema films switched to the network premiere, while iqiyi, Youku and Tencent, Momo and bilibilibili and other large Internet companies have started the original production of films, TV plays, variety shows and documentaries, occupying the right of online distribution first. This may happen in the future It has long affected the distribution and production layout of traditional content.
After pressing the pause button for offline entertainment, online video, short video, live broadcast, games, online reading, etc. grown on the Internet platform, reaped a wave of growth dividends, and became a tool for maintaining audience relations and commercial realization. In the second quarter of the resumption of work and production, although the monthly growth of active users was limited, a considerable number of users’ usage habits were retained.
2019h1 vs. 2020h1 online video platform’s total monthly broadcast volume (100 million)
Short video and live broadcasting have gradually become the standard configuration of each platform. Among them, short video is reshaping the channel and form of news, and cooperating with social communication has become the main way for users to obtain information. The changeable cooperation of “short video + KOL” provides brand with more fragmented and personalized marketing content, which has become an important advertising channel, squeezing the advertising revenue of long video platform.
“Live plus” helps brands, governments and news organizations quickly and directly transmit information, and becomes a link between entertainment, sports events, culture and tourism and other related industries to maintain and user relations; in terms of commercialization, the boundary between content platform and e-commerce platform is gradually blurred, thus shortening the path from content planting to order purchase.
Advertising revenue scale of video media industry (100 million yuan)
03. High quality content drives multi-dimensional development of business model; long and short videos penetrate each other, and audio attacks first tier cities
In the second quarter after the epidemic situation entered a stable control period, cinemas resumed, new dramas and variety shows were launched, and people’s repressed heart of literature and art was rekindled. Movies such as “eight hundred” and “creed” have boosted box office growth in the current limit; iqiyi, Tencent and Youku have continued to develop their existing drama IP; mango TV and bilibilibili have gradually established their own talent shows and IP of other types of variety shows, which have led to hot search and discussion of social networks.
Under the upsurge of content consumption, the marketing budget investment of brands has not increased correspondingly. The main reason is that, on the one hand, with the gradual maturity of the content consumption market, consumers have formed the habit of paying for high-quality content. The platform vigorously promotes the subscription mode of members, and even introduces hierarchical payment such as advanced on-demand and VVIP for some head content. On the other hand, due to the instability of broadcasting caused by production cycle and content control, as well as the urgent pursuit of effect transformation, the traditional long video patch advertising and banner advertising have been unable to meet the needs of brand owners. As a result, brand shift and content, stars and KOL more in-depth implantation and cooperation.
On the whole, the current major online video platforms have formed a mixed mode of “member payment mode + brand display advertising + brand deep cooperation content marketing”. The platform with high-quality copyright and original content will incline to the member subscription mode, and optimize the deep content marketing; the platform with ecological advantages will balance the weight of the three and promote the overall revenue growth.
Although the goal of long and short videos is to occupy the audience’s attention, time and mind, their advantages are different, and the boundaries of the two penetrate each other. The continuity of the drama ensemble of the long video is interrupted, and the collection and microblog hot search in the form of fragments appear on the platform to capture the attention of the potential public. Short video is developing high-quality content, creating vertical screen Mini drama and micro variety show, and combining short videos such as vlog to form a unique fragmented and immersive content consumption experience.
Different from the declining situation of traditional radio stations, digital audio, born in the Internet era, is facing the double growth of market and users with the diversification and quality of high-quality content. The overall Internet audio market has entered a period of deep development, and the revival and innovation of ear economy is at the right time.
Traditional broadcast online migration, users are gradually accustomed to using digital audio media. The high-quality content and listening scene value of native digital audio have commercial potential and drive market growth. In 2019, the scale of the audio market will reach 17.6 billion yuan, and will continue to maintain the growth rate of 55% in 2020, and the high-speed growth of user groups will approach 500 million.
It is worth noting that, while various platforms are constantly seeking new increment in the silver hair, small children, and sinking markets, the audio media represented by podcasts is attacking the first tier cities, trying to fill the time and content consumption space of young and middle-aged users in high-speed cities.
Audio users are distributed in high-speed market and rich in young and middle-aged people with high net worth and scene value
04. The multi-media content forms will continue to promote the upgrading of content marketing, and focus on breaking the circle around IP
Content marketing has non-standard characteristics, and it is difficult to scale through algorithms. On the other hand, as the growth of long and short video, live broadcast, and game users slows down, content market competition and business value mining turn to attention and duration, and content marketing will focus more on content and people related to content. Content platform customization and brand content exclusive customization become the cooperation mode beyond the flow purchase, and the brand will enter the consumer mind with the help of content.
Content marketing is the exclusive content path of brand marketing for the purpose of marketing. In the process of implementing content marketing, brands need to evaluate marketing needs, select appropriate content forms combined with appeals, and consider media and content selection, and finally balance the significance and fit degree of brand information and content, and choose the presentation form. Content, media, and form are the main influencing factors of content marketing strategy. After the implementation of the scheme, the review and evaluation should focus on three aspects: the communication volume and influence of the content layer, the content brand influence of the brand level, and the direct gain efficiency brought by the sales transformation of the effect level evaluation.
IP has a strong content capability, which can not only realize multiple content forms and business models, but also has the potential to expand business and marketing value in multiple dimensions. Brand and IP cooperation is the collision of influence, and further development is to make itself become IP.
Cross border IP cooperation has become the focus of advertisers in content marketing in 2020, and IP marketing means that the brand and IP deep value binding, unifying cultural value and industrial value; while the value of IP itself extends in multi-dimensional space, the brand can expand the marketing quadrant by taking advantage of IP. In addition, from IP cooperation to self built IP, based on brand IP, it can reduce communication costs, strengthen the connection between brands and consumers, and achieve brand building.
Read more: groupthink tank: 2020 China media overview core observation groupthink tank: review of China’s media overview in the first half of 2019 Golden Autumn Edition of groupthink tank: China’s media market review in the first half of 2018 groupthink tank: media trends in 2016 (download attached) groupthink tank: Q3 provincial satellite TV ratings review of groupthink tank: the first quarter of 2019 variety show soft implant analysis Analysis of media consumption in the age of love Year on year growth of 3.9% groupthink tank: Communication Strategy of nine groups of Chinese urban consumers in 2013: analysis of variety show soft implantation in the first half of 2019 Yi think tank: analysis of wechat app of social E-commerce
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