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Traffic Changes of Digital Media in 2021Q1

群邑智库 · 公众号 · · 2021-03-18 18:30

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The two important festivals of New Year's Day and the Spring Festival come in Q1, and consumers' disposable time increased significantly. Women’s Day promotion on E-commerce platform is warmed up ahead of schedule, video media released new dramas and variety shows, short video platform Douyin sponsored CCTV Spring Festival Gala, Kuaishou is dedicated in content development to enhance users’ stickiness, and platforms such as Xiaohongshu, Taobao, and Pinduoduo carried out the activities of "collecting lucky cards and grabbing red envelopes" before the Spring Festival. How will these latest developments of the Internet platform change media traffic? In this issue of Media Express, GroupM Knowledge will analyze the performance of digital media traffic in 2021 Q1.

The key takeaways are as below:

The repeated epidemic and guidance of government affected the usage of travel media during the Spring Festival travel rush, and the frequency of local media usage is increased

After there are no medium and high risk areas in China, it is expected that the usage of tourism media will usher in a small peak on the Qingming and Labor Day: The number of passengers decreased by nearly 60% during the Spring Festival in 2021, and the number of people return to home will be greatly reduced. Take 12306 APP as an example, traffic dropped from January to February this year, compared with the previous Spring Festival.

Home shopping, home delivery services and other local entertainment have attracted people’s attention. The traffic of Dianping, Meituan, Didi, and Freshhema have increased : The traffic of O2O APP, such as Dianping and Meituan, and local travel APP like Didi, Helloglobal, and Dida, increased significantly YOY. Due to the epidemic last year, consumers developed the habits of buying fresh food online and traffic of fresh food e-commerce apps like Freshhema and Dingdong still increased slightly YOY from January to February this year.

Hot topics and important festivals drive the growth of media traffic in e-commerce and short video

Spring Festival Shopping Gala and Women’s Day promotion are warmed up in advance and the event cycle is lengthened, which drove the media traffic of Taobao, JD and Pinduoduo grow: Online purchase of New Year’s goods increased the number of users on Taobao, Pinduoduo, and JD, but the MOM increase was lower than the Single’s Day promotion. Taobao took the lead in launching the festival, and the entire event cycle increased by 7 days compared with last year.

Douyin and Kuaishou added the Spring Festival red envelopes activity and occupied more media usage time: Douyin released the payment function, Kuaishou was listed on the Hong Kong stock market in February, and 26 consecutive days of live broadcasts were carried out throughout the Spring Festival holiday. Kuaishou is dedicated in content development and the total increase is higher than that of Douyin.

Consumers’ attention changes with the content and the average daily usage time of video media increased slightly MOM during January and February

Content in line with the current atmosphere has received more attention. The average daily usage time on Youku and MGTV have increased YOY, and the number of ticketing media users has risen continuously.

By absorbing traditional history and culture to resonate with consumers and enriching its own content system, the traffic of “Honor of Kings” ranked first.

Among the changes in mainstream media traffic from January to February, the traffic of video media (including long videos and short videos) increased slightly compared to the past three months. Due to the influence of the Single’s Day promotion, the traffic of the e-commerce media from January to February decreased compared with the past three months.

Changes on Traffic of Main Digital Media Type from Jan to Feb

As no medium and high risk areas appears any more across the country, it is predicted that the use of travel media will usher in a small peak during Qingming and Labor Day

From January to February, there were sporadic outbreaks of epidemic across the country. In order to prevent the further spread of the epidemic, the government encourages to stay put during the Spring Festival. In this condition, passenger during the Spring Festival in 2021 decreased by nearly 60%, and the number of people returning home are greatly reduced. Take 12306 APP as an example, the traffic has declined YOY from January to February, compared with the previous Spring Festival, and consumers' attention has shifted more on how to celebrate Spring Festival in local.

As no medium and high risk areas appears any more across the country after the holiday, the epidemic has gradually been under control. Consumers will have a strong desire to travel or return home. Considering the increase in the number of tourists during Qingming and Labor Day holidays after the epidemic last year, it is predicted that tourism will also usher in a small peak during the holidays in Q2 of this year.

Home shopping, home-delivery services and other local entertainment have attracted more attention, and the media volume of Dianping, Meituan, Didi, and Freshhema has increased

Under the safe consumption awareness of "non-contact, less gathering", diversified entertainment and leisure activities such as home shopping, home-delivery service, and travel in outskirts have attracted more attention. The traffic of O2O APP, such as Dianping and Meituan, and local travel APP like Didi, Helloglobal, and Dida, increased significantly YOY. Due to the epidemic last year, consumers developed the habits of buying fresh food online and traffic of fresh food e-commerce apps like Freshhema and Dingdongmaicai still increased slightly YOY from January to February this year.

At the same time, according to data from the Ministry of Commerce, the sales of main retail and catering companies nationwide during the Spring Festival this year were approximately 821 billion, which increased by 28.7% than that in Spring Festival last year, and increased by 4.9% compared with 2019. In the six days before the Spring Festival, the national online retail sales exceeded 120 billion, and the number of express delivery was 480 million, which increased three times than last year. The local consumption demand of consumers has been released in a concentrated manner.

Spring Festival Shopping Gala and Women’s Day promotion are warmed up in advance and the event cycle is lengthened, which drove the media traffic of Taobao, JD and Pinduoduo grow

This year, buying New Year’s goods online and paying the New Year’s call online has become a craze. The favor of the New Year has not changed, and the way of buying New Year’s goods has changed. This has driven the increase of usage on Taobao, Pinduoduo, and JD while the QOQ increase is lower than Q4 with Single’s Day promotion.

The second important time point in the beginning of the year is the Women’s Day promotion, which was first launched by Taobao. The pre-sale brings forward the date from 3/2 to 2/24 compared with last year, and the entire event cycle increased by 7 days. In addition, e-commerce of Douyin announced the start of its first Queen's Day event, which affected traditional e-commerce media volume to some extent.

Changes on Average Number of Devices per Week of Pinduoduo & JD & Taobao From Jan to Feb

E-commerceof Douyin Launched the First Queen’s Day event

F rom 2/27 to 3/8, Douyin launched the first Queen’s Day event. It offers consumers the experience of shopping by playing through KOL’s live broadcast, sales of special goods and benefits of good price, etc

Douyin and Kuaishou added the Spring Festival red envelopes activity, and occupied more media usage time

Douyin and Kuaishou spent 2 billion and 2.1 billion respectively in the Spring Festival red envelope event. The release of payment function of Douyin prepared a stage in advance for the sponsorship to the CCTV Spring Festival Gala; Kuaishou will be listed on the Hong Kong stock market in February, and the 26 consecutive days of live broadcast from February 1st, which includes talk shows, comedy, and knowledge sharing, will be carried out throughout the Spring Festival holiday. Douyin and Kuaishou drove the increase on the number of new users and increased users’ stickiness. The average number of devices per week increased MOM. The traffic of Douyin increased by 36% MOM, and the average daily usage time increased by 38% MOM; the traffic of Kuaishou increased by 49% MOM, and the average daily usage time increased by 44%. From January to February, Kuaishou is dedicated in content development and the overall increase was higher than that of Douyin.

Content in line with the current atmosphere has received more attention. The daily average time spent on Youku and MGTV have increased YOY, and the number of ticketing media users has risen continuously

Although short videos have occupied a large amount of fragmented time of consumers, due to the influence of New Year’s Eve, Winter Holidays, Spring Festival and other festive holidays, consumers’ disposable time has increased. From the perspective of the average daily usage time of the four major video websites, the average daily usage time of Youku and MGTV has increased YOY to some extent. Youku’s dramas such as “Monarch Industry”and “Rural Love Story 13”, variety shows like “Trump Card Season Ⅵ” and “Shine! Super Brothers”, Mango TV’s “Sisters Who Makes Waves 2” cover all different circles of audience. Consumers’ demand for high-quality content is still high. Comedy, funny and high-quality N-generation variety shows are still their favorite shows.

Comparison on usage time of Tencent, Youku, iQiyi and MGTV From Jan to Feb

Rank of dramas and variety shows of Youku and MGTV

Youku

MGTV

With the release of New Year's Day films, New Year films, and Valentine's Day films, the total box office revenue from January to February reached 15.598 billion, which increased by 23% than Q4 of 2020. Consumers' strong desire to watch movies has driven the increase on the number of users of movie ticketing media. According to the weekly trend, movie ticketing media shows an overall upward trend as the epidemic is effectively controlled, with a YOY growth of 6% from January to February.

Number of Active Devices of Film Ticketing Media (10k)

By absorbing traditional history and culture to resonate with consumers and enriching its own content system, the traffic of “Honor of Kings” ranked first

New Year's activities and the launch of new games play an important role in the revenue of the game market in January. On the other hand, companies have updated the game content. Taking “Honor of Kings” as an example, it launched activities such as earning items by credits and rewarding in limited time and also started a new season of Sleepless Chang’an. It promotes Chinese history and culture and resonates with consumers by these actions and the user number has always ranked first among the game APPs.

Traffic Changes of Digital Media in 2021Q1

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