Since the second quarter of 2016, the growth rate of China Mobile’s smart terminals has fallen below 2% for seven consecutive quarters. Under the predicament of growth, the deep integration of mobile data application scenarios and offline consumption has become the breaking point. 2017 The new retail, no shelves, and other hot spots are all around these two themes. The wisdom economy is to integrate artificial intelligence, big data, and Internet automation capabilities into all walks of life. The mobile Internet has promoted the digitalization of various industries. Digiing from the business To digitalization of benefits, data assets that are integrated with online and offline data will help companies and organizations make intelligent decisions and create a smart economy.
In this report, we will focus on human insights, mobile applications, and smart terminals under the growth dilemma, review the deep integration of mobile data and various industries, and propose a digital transformation methodology under the trend of smart economy.
Low-growth era of mobile smart devices has started seven quarters
The quarterly growth rate of China Mobile’s smart terminal equipment has slowed down. Since the second quarter of 2016, the growth rate of mobile smart terminals has fallen below 2%. The number of mobile intelligent terminal users has entered a period of low growth rate has been seven quarters.
Mobile smart terminal users have higher concentration in economically developed regions
As of December 2017, China's mobile TOP10 provinces accounted for nearly 60% of the total users. It ranks among the top six cities in China in terms of per capita GDP in 2017, Jiangsu, Zhejiang, and Guangdong as economically developed regions, with mobile intelligent terminal users concentrated. The degree is higher, the proportion of its intelligent terminal users is higher than the proportion of the population, and talents have stronger adsorption capacity.
Urban people’s life is getting more busy, life radius is increasing, and commuting distance is increasing.
By analyzing the range of activities of office workers in Beijing, it can be observed that the modern people's life radius in the city is expanding, the proportion of long-distance commuters is increasing, and urban life is increasingly busy. People's needs for life and convenient transportation are worthy of attention. .
The existence of time-space folding of cities, balanced resources, does not mean that they will be used equally.
By analyzing the status of commercial facilities in high-consumption and low-consumption consumers in Beijing, it is found that although the allocation and distribution of commercial facilities in different regions of Beijing are relatively balanced, the use of facilities by two groups is rarely overlapped in time and space.
Decline in the proportion of male users, the gender distribution tends to balance
In 2017, as mobile intelligent terminal users became saturated, the gender characteristics of mobile intelligent terminal users gradually approached demographic characteristics. It is expected that in 2018, the proportion of male users in Chinese intelligent terminal users will drop to 52.5%.
The young crowd is still the main body of the user. After 90, it becomes the main force of future consumption.
In 2017, the proportion of users of 35-year-old and younger mobile terminal users in China reached 69.9%. Young users are still the main users of mobile Internet users.
As more 90-plus people enter the workplace, they will grow into the main force of consumption. Compared to 80 years later, their living conditions have been deeply influenced by the mobile Internet.
After 90 people started to flee from Kitakami, Guangzhou and Shenzhen
Compared with the post-1990s, the population of the first-tier cities in the post-90 urban population distribution is lower. After 1990, the population began to flee the North, Guangzhou, and Shenzhen, and more regional centers such as Zhengzhou and Wuhan are used as starting points for personal development.
Decline in active users, weak growth in mainstream industry applications
In 2017, the growth in the number of active users in the mainstream industries such as social media, video, and games was weak, while the application coverage and activity rates in education, tourism, health and beauty and other industrial categories showed double growth, and the potential of the industry was being released.
Decrease in the number of apps opened daily, increasing competition on the first screen
The average installation of mobile smart terminal users and the average number of open daily applications have been declining for two consecutive years. Applications on one screen of the device can basically meet daily use. In the age of storage, mobile applications are more fierce for users, and the value of existing data is Deep digging becomes the key to operation.
The head application controls mainstream users and new applications face daunting challenges
In 2017, the mobile Internet head application coverage has a clear leading edge. The TOP5 applications in the segmented industries cover mainstream users in the industry.
OPPO, vivo market share growth, offline channel value is reflected
The brand of mobile smart device with the most outstanding performance in 2017 was the OPPO and vivo of the main channel. The market share of the two brands increased from 8.6% in December 2016, 7.3% to 12.6% in December 2017, 10.3. %.
From derivation to native, resource integration enriches the value of user data
Mobile Internet has evolved from a derivation model to a native model. Compared to news, information, search, video and other derivative model service content, the native model has a higher degree of integration of offline resources, and physical resources bring more user traffic to service providers. Interact with data assets.
The operating mode is too heavy, the speed of the original mode track reshuffles is quickened
Resource integration aggravates the operating costs of the mobile Internet's native mode. Industry competition has become a capital dispute. Head application financing, M&A speeds up, and small players lacking capital support quickly disappear.
After the capital boom, sharing economy users sink to second and third-tier cities
As a representative of the new model of the original model in 2017, sharing charging treasures, after the initial capital boom of unmanned shelves, the operating model gradually leaned towards the second and third tier cities, and the user's sinking became a breakthrough in verifying the business model.
Two-pronged approach, Internet giant layout data fusion ecology
Through the payment of mobile phones, the operation of data fusion tools such as WeChat applets, and offline investment in retail formats such as supermarkets, retail groups, and fresh supermarkets, Alibaba and Tencent are creating a data fusion ecosystem around offline consumption.
Reconstruct people, goods, market, data fusion to promote new exploration of retail
Representing fresh supermarkets such as Boxma Fresh and Health, mobile data is being integrated into all aspects of retail sales. People, goods, and market relations have been reconstructed. The integration of transactions, interactions, and other data is driving the digital exploration of the retail industry chain.
Accurate touch, mobile data deepening financial services
With the help of mobile application data, financial services can accurately reach large truck drivers, foreign students, and other sub-populations, depicting the financial preferences of individuals around applications. The integration of online data enables the financial services to reach a more refined service scenario, resulting in financial inclusiveness. Promote.
From digital to digital, business decisions will be intelligent
Taking business digitization as a starting point and benefit digitalization as a node, data assetization, analysis modeling, application scenarios, and process automation are four capabilities. The online and offline data fusion of data assets will help companies and organizations achieve intelligent decision-making. , To create an intelligent organization.
Since the second quarter of 2016, the growth rate of China Mobile’s smart terminals has fallen below 2% for seven consecutive quarters. Under the predicament of growth, the deep integration of mobile data application scenarios and offline consumption has become the breaking point. 2017 The new retail, no shelves, and other hot spots are all around these two themes. The wisdom economy is to integrate artificial intelligence, big data, and Internet automation capabilities into all walks of life. The mobile Internet has promoted the digitalization of various industries. Digiing from the business To digitalization of benefits, data assets that are integrated with online and offline data will help companies and organizations make intelligent decisions and create a smart economy.
In this report, we will focus on human insights, mobile applications, and smart terminals in the context of growth difficulties, review the deep integration of mobile data and various industries, and propose a digital transformation methodology under the trend of smart economy.
Low-growth era of mobile smart devices has started seven quarters
The quarterly growth rate of China Mobile’s smart terminal equipment has slowed down. Since the second quarter of 2016, the growth rate of mobile smart terminals has fallen below 2%. The number of mobile intelligent terminal users has entered a period of low growth rate has been seven quarters.
Mobile smart terminal users have higher concentration in economically developed regions
As of December 2017, China's TOP10 provinces of mobile intelligent terminal users accounted for nearly 60% of the total. Beijing, Jiangsu, Zhejiang, and Guangdong, ranked in the top six countries in GDP per capita in 2017, are economically developed regions. Mobile intelligent terminal users are concentrated. The degree is higher, the proportion of its intelligent terminal users is higher than the proportion of the population, and talents have stronger adsorption capacity.
Urban people’s life is getting more busy, life radius is increasing, and commuting distance is increasing.
By analyzing the range of activities of office workers in Beijing, it can be observed that the modern people's life radius in the city is expanding, the proportion of long-distance commuters is increasing, and urban life is increasingly busy. People's needs for life and convenient transportation are worthy of attention. .
The existence of time-space folding of cities, balanced resources, does not mean that they will be used equally.
By analyzing the status of commercial facilities in high-consumption and low-consumption consumers in Beijing, it is found that although the allocation and distribution of commercial facilities in different regions of Beijing are relatively balanced, the use of facilities by two groups is rarely overlapped in time and space.
Decline in the proportion of male users, the gender distribution tends to balance
In 2017, as mobile intelligent terminal users became saturated, the gender characteristics of mobile intelligent terminal users gradually approached the demographic characteristics. It is expected that the proportion of male users in smart terminal users in China will drop to 52.5% in 2018.
The young crowd is still the main body of the user. After 90, it becomes the main force of future consumption.
In 2017, the proportion of users of 35-year-old and younger mobile terminal users in China reached 69.9%. Young users are still the main users of mobile Internet users.
As more 90-plus people enter the workplace, they will grow into the main force of consumption. Compared to 80 years later, their living conditions have been deeply influenced by the mobile Internet.
After 90 people started to flee from Kitakami, Guangzhou and Shenzhen
Compared with the post-1990s, the population of the first-tier cities in the post-90s population distribution is even lower. After 1990, the crowds began to flee from the North, Guangzhou, and Shenzhen, and more regional centers such as Zhengzhou and Wuhan are used as starting points for personal development.
Decline in active users, weak growth in mainstream industry applications
In 2017, the growth in the number of active users in the mainstream industries such as social media, video, and games was weak, while the application coverage and activity rates in education, tourism, health and beauty and other industrial categories showed double growth, and the potential of the industry was being released.
Decrease in the number of apps opened daily, increasing competition on the first screen
The average installation of mobile smart terminal users and the average number of open daily applications have been declining for two consecutive years. Applications on one screen of the device can basically meet daily use. In the age of storage, mobile applications are more fierce for users, and the value of existing data is Deep digging becomes the key to operation.
The head application controls mainstream users and new applications face daunting challenges
In 2017, the mobile Internet head application coverage has a clear leading edge. The TOP5 applications in the segmented industries cover mainstream users in the industry.
OPPO, vivo market share growth, offline channel value is reflected
The brand of mobile smart device with the most outstanding performance in 2017 was the OPPO and vivo of the main channel. The market share of the two brands increased from 8.6% in December 2016, 7.3% to 12.6% in December 2017, 10.3. %.
From derivation to native, resource integration enriches the value of user data
Mobile Internet has evolved from a derivation model to a native model. Compared to news, information, search, video and other derivative model service content, native mode has higher integration of offline resources, and physical resources bring more user traffic to service providers. Interact with data assets.
The operating mode is too heavy, the speed of the original mode track reshuffles is quickened
Resource integration aggravates the operational cost of the mobile Internet's native mode. Industry competition has become a capital dispute. Head application financing, M&A speeds up, and small players lacking capital support quickly disappear.
After the capital boom, sharing economy users sink to second and third-tier cities
As a representative of the new model of the original model in 2017, sharing charging treasures, after the initial capital boom of unmanned shelves, the operating model gradually leaned towards the second and third tier cities, and the user's sinking became a breakthrough in verifying the business model.
Two-pronged approach, Internet giant layout data fusion ecology
Through the payment of mobile phones, the operation of data fusion tools such as WeChat applets, and offline investment in retail formats such as supermarkets, retail groups, and fresh supermarkets, Alibaba and Tencent are creating a data fusion ecosystem around offline consumption.
Reconstruct people, goods, market, data fusion to promote new exploration of retail
Representing fresh supermarkets such as Boxma Fresh and Health, mobile data is being integrated into all aspects of retail sales. People, goods, and market relations have been reconstructed. The integration of transactions, interactions, and other data is driving the digital exploration of the retail industry chain.
Accurate touch, mobile data deepening financial services
With the help of mobile application data, financial services can accurately reach large truck drivers, foreign students, and other sub-populations, depicting financial preferences around the application. The integration of online data enables the financial services to reach a more detailed service scenario, resulting in financial inclusiveness. Promote.
From digital to digital, business decisions will be intelligent
Taking business digitization as a starting point and benefit digitalization as a node, data assetization, analysis modeling, application scenarios, and process automation are four capabilities. The online and offline data fusion of data assets will help enterprises and organizations realize intelligent decision-making. , To create an intelligent organization.
