Overview of China’s media in 2021 – core observation of media and content Market From GroupM Knowledge
The following is the Overview of China’s media in 2021 – core observation of media and content Market From GroupM Knowledge recommended by recordtrend.com. And this article belongs to the classification: network marketing.
In 2020, COVID-19 challenged world economic development. After the epidemic, China’s economy recovered to the world’s leading position, becoming the only country in the world’s main economies to achieve positive growth. After the outbreak period, the control period and the recovery period of the epidemic, China, entering the post epidemic era, will lead the domestic cycle with new consumption content, consumption mode, consumption structure and consumption system as the core, further activate the development of digital economy, and promote the collaborative transformation of the whole data enabled industrial chain. This issue of media through train will focus on the media and content market of 2021 China media overview.
The main observations were as follows
A variety of large-scale events will stimulate the rise of media demand, and the tightening of policy supervision will restrain the media supply: large events such as the 100th anniversary of the founding of the Communist Party of China, the summer Olympic Games, the European Cup and the warm-up of the Winter Olympic Games will give brands the opportunity to show their brand power through events and strong IP. Meanwhile, entertainment resources will give way to red content, and personal privacy protection law and media advertising norms will restrain the media supply to a certain extent, Both will stimulate media demand and prices.
The advertising and marketing budgets of brands continue to tilt to digital channels and Internet media: the epidemic accelerates the online migration of users and consumption, and the advertising and marketing budgets of brands also shift to online. Internet advertising has a strong year-on-year growth of 34.2%. The “Matthew effect” of advertising revenue of domestic Internet enterprises continues to strengthen; With the help of the transformation of digital outdoor media such as buildings and LCD screens, the outdoor market has achieved a 10% year-on-year growth. The scene effect of outdoor advertising will be further strengthened and integrated into the multi-media matrix, making use of geographical characteristics to complement online advertising; Large screen media network terminals are growing steadily. The joint market scale of IPTV and Ott has exceeded 600 million. The full load rate of Ott boot advertising has reached 90%. Ott advertising is extending from boot to post boot system layer and content scene. In the future, large screen media marketing will continue to upgrade.
The video trend of core social products is obvious, and the commercialization expands from flow to value realization: Video number and live broadcast have become the standard configuration of core social products, the scale of social users has reached the top, and the commercialization process of social platform has shifted from flow realization to value realization such as content cooperation, KOL marketing, e-commerce closed-loop and private domain operation.
Long video and short video form a multi-directional competition in terms of user scale, usage duration and content: long, medium and short video platforms carry out panoramic ecological layout, short video platforms accelerate the improvement of e-commerce ecology, support micro dramas to create high-quality short content, long video platform business model is further transferred to member payment based on high-quality content, and promote pan video content around IP, Form “long + short” content linkage, re-establish and short video competitive advantage.
Suggestions for brands:
Facing the rise of media price rationally, we should respond quickly to the policy adjustment: we should be prepared for large-scale media events, lock in resources in advance, and ensure the competitive advantage; The launch strategy should be flexible. When launching the Internet, outdoor and other media, we should also consider some media forms in low value areas, such as Ott; Adjust the logic design of advertising marketing link and the evaluation standard of effect, improve the requirements of creativity, strengthen the creativity and value point, and attract the interaction of consumers.
Social products and long, medium and short video platforms continue to have panoramic layout, and new and old brands make up for their own shortcomings with the help of platforms: the content market continues to mature and grow, and panoramic layout is carried out on long, medium and short video platforms. On the basis of the commercialization of media platform, new and old brands compete with each other for digital channels and content marketing resources, forming a competitive situation. Traditional brands need to speed up digital construction, lay out short video, social networking, live e-commerce and other platforms that can quickly reach and deeply transform consumers, and build an integrated path of “marketing operation sales”; Emerging brands need to build brand image, form the mental possession of the audience, and enhance their own influence.
01. The demographic dividend brought by the epidemic has triggered a strong growth of Internet investment
The epidemic caused users and their consumption patterns to move online, driving Internet advertising to increase by 34.2% year-on-year, of which traditional industry and Internet industry increased by 26.2% and 55% year-on-year; Digital outdoor drives the overall outdoor growth, while the publication cost of other traditional media continues to shrink.
The overall advertising revenue of Internet companies continues to grow, and the concentration of brands to the media platform of head Internet companies is increasing. The top 6 advertising revenue accounts for more than 85% of the total advertising revenue of Chinese Internet companies. In the middle and tail, Internet companies are reducing their reliance on advertising revenue, turning to rely on e-commerce, membership and other revenue to drive growth.
*The advertising revenue is estimated
02. The epidemic has impacted the outdoor advertising market and become a catalyst for its digital transformation
In 2020, the outdoor market will be seriously impacted by the epidemic situation. After the epidemic situation is controlled, life and production will resume and outdoor digitization will accelerate, which will drive the advertising cost to achieve a year-on-year growth of 10%. Among them, digital outdoor such as building LCD will become the main driving force for growth. As the main place for people to flow during and after the epidemic period, the importance of indoor building LCD media value is becoming increasingly prominent.
03. Ott large screen network terminals grow steadily, boot advertising is further saturated, and the marketing mode will continue to upgrade
The scale of the joint market of IPTV and Ott has exceeded 600 million, and the full load rate of Ott advertising has reached 90%. However, the full load rate of Ott patch advertising decreased, which was mainly affected by the increase of the proportion of smart large screen members; The future Ott marketing upgrade will start from three dimensions: technical data, post link verification and IP + social marketing.
04. Social users hit the top of the total number of Internet users, and the commercialization of social platforms expanded from flow to value realization
In 2020, the penetration rate of social users in China will basically reach the top. In the future, the growth point of users in social platforms will mainly come from the sinking market growth and the competition for users’ habits and time between platforms. The commercialization process will shift from flow realization to value realization such as content cooperation, KOL marketing, e-commerce closed-loop and private domain operation. The layout of video Number + live broadcast will be basically completed for social / community products such as wechat and Zhihu, The next step of social platforms is to improve the content ecology and business link closed-loop, attract creators and brands to settle in, and explore ways of commercial cash flow.
Wechat business link closed loop: provide a variety of user contacts, transformation opportunities and liquidity for brands
Wechat, which has a huge user base, is a national super platform. Through the functions of WeChat ecosystem, such as official account, video number and small program, we can achieve the commercial closed loop, and provide the tools for the brand to provide closed loop transaction paths and precipitate private domain assets. At present, wechat still takes the video number as the focus of commercialization in 2021. The brand can try to establish the video number matrix in wechat, and use various functions and tools to realize the precipitation of brand private domain traffic and sales transformation.
Zhihu full link commercial content solution: build a growth link for enterprises to upgrade from traffic pool to content pool
In the past 20 years, the average Mau of Q & a online community Zhihu reached 75.7 million, a year-on-year increase of 33%, and women accounted for 43.1%. Around the question and answer mechanism, Zhihu has gradually formed a platform of “long graphics and text + medium video + live broadcast + audio”, and the content is expanding from professional knowledge to the public domain, and accelerating commercialization under the marketing trend of “content mode” Replacing “flow mode”. Based on the commercial content solution launched by Zhihu, enterprise respondents can build their own content pool. With the continuous value-added bonus and long tail effect of the content pool, they can help the brand to cultivate consumer trust through dry content and professional knowledge, and form an operational private position.
Zhihu also launched a platform level strategic product, Zhi +, to provide enterprises with a full link commercial content solution from efficient production of content, accelerating circulation in the original scene, and then realizing effect transformation through multiple interactive components, so as to help brands achieve sustained commercial growth and obtain user trust. Therefore, the brand can realize long-term brand building and short-term effect transformation based on the content consumption mode of Zhihu Q & A interaction.
05. The short video platform still has room for traffic growth, and the fast version will dig into the sinking market and increase the number of users
Bytes and fast hands grasp the head traffic of short video categories, two big short video platforms DAU keeps growing, platform user stickiness keeps rising, the two corresponding Kwai Tat focuses on deep tillage, sinking market user increment and driving growth. For brands, advertising marketing in short video platform has room for growth and improvement.
Short video platform accelerates the construction of e-commerce ecological closed loop and supports the development of high-quality short content
Tiktok Kwai has accelerated the short distance video business ecosystem layout around their platform advantages, and built a closed loop marketing system. In terms of content, short video supports the development of micro dramas and competes with long video platform for traffic and star resources in the field of micro dramas. For brands, entering the e-commerce of short video platform and increasing the implantation / sponsorship of micro dramas are the ways to expand commercial realization.
Long video content pan video, re establishment and short video platform competitive advantage
Long video and short video form a multi-faceted competition in terms of user scale, usage duration and content. Long video platform wants to create “big communication” with “big content”. On the one hand, it strengthens the medium and short video content and application matrix to form the linkage of growth and short content; On the other hand, it strictly controls the loss of copyright content to short videos, and strengthens the value realization of high-quality content.
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