QuestMobile released the “2021 China Mobile Internet Autumn Report”, which counts the new forms of mobile Internet and the development of the third quarter of 2021. According to QuestMobile data, as of September 2021, China’s mobile Internet monthly active users reached 1.167 billion, and the average monthly usage and duration per person per day reached 115.1 times and 6.6 hours, respectively. This continued to deepen usage habits and pushed up the digitization of life.
Among them, the number of monthly active users of financial management (1.153 billion), mobile social networking (1.132 billion), and mobile shopping (1.101 billion) have become the three areas with the deepest user penetration.
The following is the “2021China MobileInternet Fall Report:
Children’s shoes, how did the “Mini Program Report” last week look like? Some children’s shoes left a message in the background asking: “Why is X Duoduo falling so badly?” The answer to this question is simple. In the past 20 years, the development of Internet applications has essentially been through the dilution of huge amounts of investment through the scale of users, but is this the optimal model? In other words, how long can this model last? This is the great change we are ushering in the mobile Internet.
In fact, this is also one of the topics of the China Mobile Internet Autumn Report that Mr.QM wants to share with you today. As early as 2020, Mr.QM had predicted that due to inventory competition, intergenerational migration, and changes in mobile Internet trends brought about by multi-terminal systems, the new opportunities for mobile Internet have actually nothing to do with the mobile Internet. So, what is it?
According to QuestMobile data, as of September 2021, China’s mobile Internet monthly active users reached 1.167 billion, and the average monthly usage and duration per person per day reached 115.1 times and 6.6 hours respectively. This continued to deepen usage habits and promoted the digitalization of life. The number of monthly active users of financial management (1.153 billion), mobile social (1.132 billion), and mobile shopping (1.101 billion) have become the three areas with the deepest user penetration. Behind this, it also indicates that in-depth changes are taking place.
The first change that bears the brunt is that as relevant departments require platforms to break down barriers, the boundaries of giant platforms are becoming blurred, opening up the way for breaking the island effect of APPs, bringing new paths to APP penetration, mutual benefit of traffic between applications, and cooperation between enterprises. Diversion has become a trend.
At the same time, the development path of small programs in platforms such as BAT is moving from a single point of function to a stage of multi-function and multi-resource integration. For example, in WeChat small programs,JingdongJingxi (105 million), Jingdong Shopping (59.53 million), Jingxi Pinpin (13.27 million), Jingdong Earnings (2.13 million), Jingdong District Shopping (1.09 million)…
The development of smart terminals has also formed a new scenecell phoneFighting in the sea of blood (“HOVX” accounts for 71.5% in total). It has launched hand-to-hand combat in areas such as smart life, sports and health. As of September 2021, Mijia (54.28 million),HuaweiSports Health (47.83 million), Huawei Smart Life (29.33 million),aliveSports Health (13 million) ranks among the top four monthly active users in the smart device industry.
Going back to the previous question, platform integration and penetration, platform application integration, and intelligent hardware scenario extension, these three trends have brought new opportunities beyond the mobile Internet, that is, new changes in consumption and manufacturing:
In the consumer sector, new consumer brands have continued to rise through penetration and integrated marketing models. Food and beverage and retail companies have also opened up online and offline membership systems through digital transformation (Walmart has built online malls, O2O services, and O2O services around offline stores. For the membership service and other small program matrix, Watsons has built a small program marketing chain from buying grass, online shopping malls, service tools, membership management to game communities through multiple small program layouts)…
In the manufacturing industry, home appliances and automobiles, as the most direct areas for user interaction, have completely changed the traditional model of indirect contact and connection with users. Holding users in their hands has become the key to manufacturers’ reforms. In the field of home appliances, small geniuses (1,021 ten thousand),beautifulMeiju (7.3 million), Haier Zhijia (3.53 million), in the automotive sector, SAIC Volkswagen (3.13 million), BYD Auto (1.41 million), inCall (1.39 million)…
How to play specifically? May wish to read the report.
01 Driven by comprehensive and in-depth digital development, the mobile Internet has entered a new historical stage
1. After more than 20 years of development, China’s mobile Internet has been undergoing various changes, and its impact on people has continued to deepen.
2. Changes in the competitive landscape, user groups, marketing models, and terminal layout are driving the mobile Internet to a new stage
3. As mobile Internet coverage is gradually becoming saturated, user growth has slowed down, reaching a record high of 1.167 billion
4. However, the impact of the mobile Internet on users is still steadily deepening, and the number and duration of people’s use have maintained a growth trend
5. Vertical areas such as life services, financial management, and travel services have maintained relatively high growth, and people’s lives are entering the stage of comprehensive digitalization.
02 The new form of China’s mobile Internet development
1. From platform integration to platform penetration
1.1 After years of development of BAT, the scale of users has approached saturation, and other leading Internet companies have expanded rapidly with the development of the market, and market competition has become increasingly fierce
1.2 The industry market continues to be segmented, and under complex user needs, application platforms are only the contact channels for people in specific scenarios
1.3 In the stock market, the contact channels of users are more diversified, and the mutual benefit of application traffic has become inevitable, and the development of enterprises cannot be separated from the blessing of the super application platform
1.4 While people widely use applications in different industries, they are also constantly deepening the mutual penetration between various applications. Enterprises need to strengthen cooperation and improve user diversion.
2. From online expansion to online integration
2.1 Industries such as life services, mobile shopping, office commerce, etc. have formed a wide online layout with the blessing of small programs, and gradually organically integrate resources
2.2 Mini Programs accelerate the diversified development of the life service industry, so that application services can penetrate into the lives of users more comprehensively
2.3 Mobile e-commerce deploys a wide range of market segments through small programs, achieves more diversified marketing penetration, and expands marketing scenarios
2.4 Office business applications carry out differentiated traffic channel layouts according to different user needs and application functional characteristics to meet and cover more user demand scenarios
3. From terminal service to scene service
3.1 As the user’s first touch point, smart terminals are also fully participating in the market competition in the pan-terminal era. Major domestic brands occupy an absolute share and development advantage in the domestic market
3.2 Major mobile phone manufacturers rely on their own user advantages to comprehensively deploy the Internet ecosystem and achieve full penetration of users’ lives
3.3 The smart device industry is growing rapidly with the development of technology, and various applications enable multi-terminal collaboration to form a three-dimensional service scenario
3.4 Various vertical industries are also accelerating the layout of ecological traffic, expanding the source of traffic, but also bringing more diversified user experience to people, which is more suitable for users’ usage scenarios
4. From industrial drive to industrial empowerment
4.1 The digital economy takes up an increasing proportion, and the traditional service industry accelerates the digital layout, which drives the development of the industry while also stimulating new market momentum
4.2 Based on online user accumulation, catering and retail enterprises build an online marketing matrix, offline stores adapt to digital development, and form multiple linkages with online channels
4.3 Manufacturers of home appliances, automobiles and other manufacturing industries are accelerating their deployment on the Internet and building a new picture of user services. Domestic brands are ushering in new opportunities for development
4.4 The Internet fully empowers the development of the medical industry and drives the market into a new era of digital operation development
4.5 Major companies are vying to deploy the Internet pharmaceutical industry, covering the entire process of people’s medical treatment, and providing users with a new experience in medical services
5. From digital marketing to integrated marketing
5.1 The growth rate of the advertising market slowed down in Q3, and advertisers may focus their budgets in Q4 to detonate
5.2 E-commerce pays attention to attracting traffic, and still maintains high delivery during non-large promotion period; social media marketing value gradually increases, increasing its own advertising to compete for users and enhance its own value
5.3 The Internet platform concentrates on 818 festivals, or expands e-commerce business or enhances media attributes, and is more closely connected with advertisers and users
5.4 The automobile information platform actively builds momentum and participates in many brands to enhance brand building through innovative gameplay in “Car Night”
5.5 Q3 launches of auto brands have gradually slowed down, generally increasing their budgets during the August “Automobile Festival”
On the day of 818 “Car Night”, the frequency and length of use of car information users increased significantly.Car purchaseFestival marketing helps to enhance the commercial value of the platform and brand influence.
5.6 Brand linkage resources, with efficient realization as the core, continue to deepen cooperation with e-commerce
03 Observation of Typical Industries of Mobile Internet
1. Short video industry
1.1 With the emergence of short video tricks and refined short videos, major vertical companies have entered the short video platform. Short videos have become an important channel for users to obtain social information daily, and the industry’s active penetration rate has steadily increased
1.2 Byte system,quick workerThe head application of the department has a strong growth momentum, and the loss of users from other camps is obvious, and the Matthew effect in the short video industry has intensified
1.3 The trend of high-quality content appears,educate, Science and technology, health and other specialized vertical content releases growth potential
1.4 The short video platform deepens the integration with business, expands from physical goods to local service scenarios, and explores the model of “online content grassing + offline physical consumption” based on POI
According to QuestMobile data, the number of users in the short video industry and the local life industry has reached 381 million, a year-on-year increase of 33.7%.
1.5 The short video platform is deeply involved in the field of music, and the “short video + music” combined audio-visual presentation mode, with the help of user interaction and secondary creation, creates a new music announcement effect
According to QuestMobile data, the number of users who overlap between short video and online music has been increasing year by year, reaching 583 million in September 2021, and the “music” connection platform has developed synergistically.
2. Online video industry
2.1 The third quarter is in the summer, and the online video industry has ushered in many major events one after another. The 2020 Tokyo Olympics will be violently unfolded, the ace music variety show will return, and online dramas will hit the hottest. The whole people will focus on the online video terminal, and the number of active users will increase steadily.
2.2 The summer file is an important period for the burst of hot works, and major online video platforms are fully fired. Popular variety shows and popular dramas drive the growth of online video APPs
2.3 2020 Tokyo OlympicsI will pointBurn the enthusiasm of the whole people to watch sports, CCTV,MiguDriven by the advantages of Olympic broadcast rights, video traffic increased significantly during the Olympic Games
2.4 The Olympic effect promotes the growth of active users of the two major APPs of CCTV and Migu Video, and deepens the penetration of users in the sinking market
3. Mobile shopping industry
3.1 After the industry user scale exceeded 1 billion last year, online shopping, as an important part of the online economy, has ushered in a new peak in user scale, breaking through the 1.1 billion mark in the third quarter of this year
3.2 To Taobao,PinduoduoThe user scale of the comprehensive e-commerce industry represented by JD.com also exceeded 1 billion.Fresh food e-commerceThe industry has grown significantly, and the increase in user scale ranks second in the e-commerce industry
3.3 The increase in the scale of active users in the mobile shopping industry comes from the wider sinking areas. In the past year, the increase in the scale of users in third-tier and lower cities has contributed 60% of the increase in the industry
3.4 In the mobile shopping industry, from the perspective of panoramic traffic, the industry structure has changed. Platforms such as Meituan Optimal, Jingxi, Hema, etc., based on the ecological traffic from small programs, have obtained a huge number of users through social fission and offline scenarios.
3.5 With the help of Taote APP, Alibaba Group has further strengthened sinking traffic capture; on the other hand, with Huawei, vivo,MilletRepresentative digital equipment terminal manufacturers are also continuously strengthening their self-operated and direct-operated e-commerce system, and the three have a total of 130 million active users.
3.6Community group buyingThe model is still a hot spot pursued by the fresh food industry. Based on the strong social relationship scenario, the traffic of community group buying platforms on the mini terminal continues to increase
4. Life service industry
4.1 The digitalization of the life service industry has further improved, the life service scenes provided by the Internet have become more and more abundant, and the scale of industry users has continued to grow
4.2 Meituan takeaway,Are you hungryMulti-channel layout and competition, the flow gap shows a narrowing trend
4.3 Under the trend of catering digital upgrade, the online process of supply-side catering merchants has been accelerated, the scale of users of the takeaway merchant version has continued to increase, and the sinking market for takeaway has continued to open up
4.4 The recruitment platform has deepened its coverage of diverse job-seeking groups, and the traffic of vertical job-seeking platforms targeting blue-collar and public examination groups has increased significantly
4.5 Strong market demand for construction and decoration in second-tier and above cities attracts more blue-collar people, and young users in third-tier cities and below have become the main group of public examinations
5. Travel service industry
5.1 With China’s effective epidemic prevention and universal inoculation of the new crown vaccine, residents will be more assured of travel, and the mobile Internet has exceeded the 1 billion mark in the field of travel services
5.2 All sub-sectors in the travel service industry have shown varying degrees of scale growth, and the traffic of map applications has increased rapidly
5.3 Map of Gaode,BaiduMap applications represented by maps, expand application service scenarios through cross-industry cooperation with car information and car service
5.4 In a safe travel environment, popular scenic spots welcomeVisitorLiu Feng, since the opening of China’s first Universal Studios, most of the users have been male users under the age of 30
6.1 With the continuous hot topics in society and the blessing of video content, the scale and length of users in the news and information industry have increased
6.2 News and information APP video and community development trend, the head platform is accelerating the penetration of diverse groups of people, the sinking market has a significant increase in user scale
6.3 Competition on top platforms has intensified, and today’s headlines,TencentNews are each other’s largest source of traffic
6.4 Ecological effects are becoming more obvious, and multi-scenario traffic synergistically promotes growth
7. Office business industry
7.1 With the continuous improvement of office and business applications in the direction of office interaction and communication efficiency, the number of active users in the industry reached the high-light moment when the epidemic broke out at the beginning of last year. The user’s remote online office habit has been developed
7.2 The epidemic is a “window of opportunity” for remote office. More remote office applications have captured a large number of users across the country through free and open functions and resources, and poured into efficient office applications.
7.3 During the epidemic period, typical office apps are sensitive to user needs after quickly acquiring customers and staking out the land, digging deep into the application value, and achieving rapid iteration; with the continuous improvement of product maturity, the user scale has also increased significantly since the beginning of this year
7.4 Commercial query applications are based on public information, through structured and visualized data processing, to reduce information asymmetry in commercial transactions, and improve the efficiency of user decision-making and hedging, which has increased significantly in the past year
04 Fall 2021 China Mobile Internet Strength Value List
1. TOP50 track user scale No.1 App
2. App growth dark horse list TOP50
3. Top players in panoramic ecological traffic
4. Brand group advertising TOP list
5. TOP list of Internet companies advertising