This Year, Next Year China Media Forecasts
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This Year, AUTHOR： Sarah Zhang Yolanda Ko Lily Lou Next Year GMK Director GMK Manager GMK Supervisor China Media Forecasts 2020 Summer Edition Scan to follow Scan to follow GroupM China GroupM Knowledge GroupM China All rights reserved. This publication is protected by copyright. No part of it may be reproduced, stored in a retrieval system, or transmitted in any form, or by any means, electronic, mechanical, photocopying or otherwise, without written permission from the copyright owners. Every effort has been made to ensure the accuracy of the contents, but the publishers and copyright owners cannot accept liability with respect to errors or omissions. Readers will appreciate that the data are only as up-to-date as availability, compilation and printing schedules allow and are subject to change. Shanghai Office Beijing Office 20F, WPP Campus, No.399 Hengfeng Road, 8F, The JinBao Building, No. 89, JinBao Street, Jing'an District, Shanghai Dongcheng District, Beijing Tel: 021-2307 7700 Tel: 010-8523 3679 Guangzhou Office Nanjing Office 8F, Development Center, 3 Lin Jiang Road, Pearl Unit 221, INNO, No.498, Zhujiang Road, River New City, Tianhe District, Guangzhou Xuanwu District, Nanjing Tel: 020-2881 8288 Tel: 025-8689 8139 CONTENT 07 17 Executive 03 Internet Traditional TV Summary · E-commerce 11 Outdoor 21 Tables 05 · Social 12 Radio 25 · Search 13 Print 27 · Online Video 14 · Newspapers 27 · In-Feed 15 · Magazines 28 Adveritising · Programmatic 16 Buying Executive Summary China Media Forecasts 2020 Summer Edition During Q1 2020, the ad revenue of Alibaba, Tencent, Baidu, JD only brands that are advocated by people and Pinduoduo accounted for 85% share of total online ad 5 will have lasting traffic market. The Matthew Effect accelerated industrial integration and elimination. The epidemic boosted the concentration of Against the background of the new normal, consumers still users and traffic, strengthened the leading position of internet need to face their own choice of consumption, and they still in China media market and made leading media organizations prefer to choose the brand that they consider to be authoritative stronger. This situation also drove traditional media to rethink, and trustworthy, no matter what their media consumption or Executive Summary thus further advanced the reformation and innovation of the product/service choices are. The higher brand perception and media industry’s supply-side. experience, the higher acceptance consumers will have, bringing the greater conversion rate into actual sales. Therefore, brands In the post-epidemic period, e-commerce live streaming with need to demonstrate their core value and deliver their brand explosive growth became effective touchpoints and conversion concept sustainably by advertising, PR events, services and so points for consumer communication. Participation of many on; this is still the solid foundation to gain rapid growth during brands, entrepreneurs and official media brought impetus. the recovery period. Thus, brands should shift their attention new infrastructure construction does have direct and positive Whether e-commerce live streaming will become a new normal from simply focusing on traffic to intensive and redefined brand Macro economy: effect to ensure employment, the market entities, and the stable in the future or not, whether it will be a flash in the pan or a new building, step from homogenization to differentiation, and move supply chain. Especially the construction of 5G in a large scale component of the media matrix, it still needs to be tested by the national economy under pressure, new from price competition to value competition. To gain insights and its popularity will boost and put the integration of national breakthrough expected market. from consumer needs and to build smooth communication broadcasting network and 5G into practice. The development channels to consumers are still the key components of media of technologies, such as VR, 8K, AI and IoT, further energizes The new normal of national economy strategy. the prosperity of the industrial chain, meanwhile, brings more Consumers: The outbreak of the COVID-19 has had a significantly effect on opportunities to brand marketing. self-defining a balance between international order and the complex relations between major powers, which has disturbed the global economic fundamentals personality and rationality and weakened the expectation for global economy development. Media and media consumption: Both the World Bank and the International Monetary Fund (IMF) 1 digital economy accelerates its penetration Thanks to information equality, consumers are predicted that global GDP will drop by 5% , leading to the worst summary: and expansion. Content is king which more independently pursuing what they like recession since World War II . Thanks to the efficient and successful control of reinforces concentration on top media E-commerce and news platforms achieved personalized content China achieved initial success against the epidemic during the epidemic, it is estimated that China advertising push. The method of delivering information is affected by the the first half of this year, while the overall social economic The epidemic accelerates the development spending will exceed RMB 626.2 billion, in 2020 dropping mode of online content distribution, changing from centralization down by 2.8%, far better than the expectation of 11.8% development is still facing unprecedented challenges. Negative and consolidation of online media GDP growth rarely occurs and no GDP goal is set for the situation to decentralization then to re-centralization. Users do not simply on global market. China’s economy has stepped into this year because macro economy faces so many internal and consumption habits gain information passively but have more choices when it comes the resumption stage, support and stimulus policies content and are easier to get content to instantly suit their are gradually taking effect, therefore, next year is external uncertainties and growth tends to be harder under the Parallel to the outbreak of the epidemic, consumers were relying demands. In terms of product choice, consumers have more forecast to achieve a considerate positive growth. objective of ensuring ‘six priorities’ and ‘stability in six areas for heavily on online shopping, helping the internet sector achieve 2 information sources to get to know and to compare product steady economic momentum’ . the dividend of users by chance. Seen from the financial report From another point of view, even though this black swan of Q1 2020, e-commerce, long and short-form video, and social features and value, and therefore choose the most cost-efficient Since work has resumed, improvements have occurred and event brought enormous negative effect; however, media platforms achieved higher growth, and there’s still room product according to their criteria. The target groups with this is reflected from data of supply-side: up to June, industrial from the upgrading of practitioners to products, from for top digital media to increase their ad revenues. E-commerce, certain interests emerged accordingly: to choose on-demand production has recovered to some extent; the manufacturing the reshuffle of business operations and management especially fresh food e-commerce and daily life service apps, content according to their preferences, to communicate with industry PMI rebounded since March and continued to be above philosophies, the epidemic is also a catalyst that penetrates all aspects of life — online purchase and home people from various culture circles on different platforms, and the threshold separating contraction from expansion for four unexpectedly accelerates industrial change and delivery services for daily necessaries, pharmaceuticals and even to buy derivative products within certain interest groups on months; the non-manufacturing PMI also embraced recovery innovation. Never waste a good crisis. There is no 3 takeout, remote working, cloud conference and online education vertical platforms — consumers are able to demonstrate their for four consecutive months . The policy of stabilizing growth making without breaking, thus there will be a power are in hot pursuit, and the service supply-side has become initiative on making choice. In addition, along with consumer’s exerted its influence and retail sales of consumer goods kept of integration generated by the market to improve digitized. Online shopping has accelerated to become the growing initiative and self-consciousness, media channels also slowing the pace of decline; under the boost of relieving the efficiency. predominant purchase channel, leading online and offline to optimized and upgraded their logic of content distribution: the restriction of people’s mobility, stimulating consumption and speed up to integrate. Meanwhile, the epidemic keeps bubbling emergence of short video and social media lowed the threshold three public holidays, consumption started to recover. While up and anti-epidemic requirements compel people to change of content production and distribution as well; lite programs and comparatively there still lacked power to recover the demand- their way of living and working. It makes the scenarios of home side, and consumption needed more time to recover. Influenced applications accelerated the efficiency of information delivery economy and cloud application become more abundant, and by the international situation, exports still suffered a depression. and created more suitable applicable