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On the afternoon of June 24th, the cmnet Development Report (2015) conference and the Mobile Internet Development Forum will be held in People’s Daily.
As an industry blue book that comprehensively observes and studies the annual development of domestic mobile Internet, cmnet Development Report has been published for the fourth consecutive year. This year’s report comprehensively combs the basic situation, key points and characteristics of cmnet in 2014, and also analyzes in detail the influence of mobile Internet on China’s industrial model, how enterprise-level applications rise, the spatio-temporal reconstruction of traditional formats by O2O, how hot the mobile Internet capital market is, the product types and innovation rules of mobile media, and the development trends of emerging fields such as mobile medical care and smart cities.
At the press conference, the Mobile Internet Development Forum will be held at the same time. At that time, experts and scholars from People’s Daily, CCTV, Tsinghua University, China Renmin University, Ai Media Consulting Group and other industries and academic circles will gather together to discuss "Mobile internet plus Media".
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Blue Book of Mobile Internet 2015: The mobile Internet ecosystem is taking shape.
On June 24th, People’s Daily published the cmnet Development Report (2015) in Beijing. As the Blue Book of Mobile Internet published for four consecutive years, the report points out that China’s mobile Internet ecosystem is taking shape, and there is a broad imagination space for "Mobile internet plus".
In 2014, the number of mobile Internet users in China entered a period of steady growth at medium and low speed, but the world’s largest 4G network was built, with more than 800,000 stations. Shipments of domestic mobile terminals such as Lenovo, Huawei and Xiaomi jointly accounted for about 17% of the global market share in the fourth quarter of 2014. The scale of users, terminals and network infrastructure in cmnet has continued to grow steadily, with the number of mobile application developers exceeding 3 million, up by about 16% year-on-year. The ecological chain of mobile applications has initially taken shape, with high penetration and high concentration of mobile applications coexisting. Instant messaging, mobile payment, e-commerce, video, advertising, reading, medical care and other market segments have made great progress, showing great vitality. In particular, the scene application derived from O2O has changed the seller-centered venue management mode, which is completely user-centered, with the user’s walking route as the flow axis, allowing users to choose independently, which is very distinctive. Network connection, mobile devices, application services, developers and development platforms constitute a service system and business ecosystem linked by the mobile Internet.
The capital market is unprecedentedly hot. In 2014, there were more than 1,000 investment and financing cases in China’s mobile Internet field, and the investment and financing amount exceeded 16 billion US dollars.
Blue Book of Mobile Internet: Five Trends in Mobile Media Development
On the afternoon of June 24th, cmnet Development Report 2015 (Blue Book) was released in Beijing. Among them, Peng Lan, a professor at School of Journalism and Communication of China Renmin University, wrote the article "Innovation Clues and Development Trends of Mobile Media", pointing out that from the recent trend, the development of mobile media in China will be deepened in the following five directions.
The first is the deepening of socialization of news clients. Today’s news client is basically a continuation of the portal’s thinking. Although some social elements and personalized elements are embedded, socialization is still an accessory. The news client also "inherited" the overload and homogenization of portal websites. Although some clients are adopting technical filtering to provide more personalized information, technical filtering always has its limitations. Social media has already achieved the function of filtering information through social networks. How to graft the underlying structure of social media with the content architecture of news client will be one of the innovative directions of news client.
The second is the upgrade of UGC and crowdsourcing production mode. At present, the production of UGC (user-produced content) of mobile media is still limited, but simply stuffing UGC into PGC (professional production content) may not produce good results. In today’s era, we should explore more ways and mechanisms to transform UGC into PGC.
The third is the partial specialization of "self-media". In 2014, the launch of Sina Weibo’s "self-media" program means that the entry of self-media has a higher threshold. The self-media that appeared in the form of WeChat WeChat official account, headline number of today’s headlines, etc., although the threshold is relatively low, must rely on a higher professional level if it can persist.
The fourth is the acceleration of the transformation from the entrance to the platform. The integration of content, relationship and service in mobile environment makes the platformization of mobile media a trend. Platformization is also the basis for improving the profitability of mobile media. A new media platform should have the following characteristics:
Fifth, the rise of service media. Mobile media is not equal to news client, and it will have three different orientations: content media, relationship media and service media. The first two are mature today, and service media will be a development trend in the future.
Blue Book of Mobile Internet: Men prefer news clients.
The report analyzes 51 mobile news clients with high download volume in China, and finds that 72% of mobile news clients are users aged 20-39, and men prefer to use news clients to obtain information (74%, and women account for 26%). The number of client downloads in developed regions is larger.
In terms of content, users of science and technology news pay the highest attention (accounting for 77.0%; Followed by entertainment news, accounting for 68.5%; Internet news, 63.0%; Financial news, 55.6%; Social news, 54.4%. Since then, the proportion of news categories has been less than 50%, including games, sports, military, international, education, automobiles and real estate.
The report believes that in the future, the news client will develop in three aspects: video content, news information scene and mobile news socialization.
Yan Xiaoming, deputy editor-in-chief of People’s Daily: The mobile Internet is changing our production methods.
Yan Xiaoming said that the Internet is one of the greatest inventions of human society, and the mobile Internet is the most widely used and dynamic Internet. Nowadays, many traditional industries, including commerce, retail, transportation, medical care, education, tourism, manufacturing and social management, are creating new business modes, new business models and new management approaches with the help of the Internet and mobile Internet. The innovative genes of Internet thinking and mobile Internet have brought new impetus to these industries and also stimulated vitality.
Yan Xiaoming said that the mobile Internet is changing our mode of production, our way of life and even our way of life. As media people, we have personally felt the impact and change of the Internet, especially the mobile Internet.
Blue Book of Mobile Internet: Beijing Media WeChat WeChat official account is the strongest.
There are 169 and 150 media WeChat WeChat official account in North China and East China respectively, accounting for more than half of the total sample. A large number of influential media WeChat WeChat official account have gathered in the megacities such as Beishangguang. Among the top 100 media WeChat Communication Index (WCI), there are 38 WeChat WeChat official account in Beijing, accounting for nearly 40%. Among the 133 media WeChat WeChat official account in Beijing, there are 64 WeChat WeChat official account whose WCI value exceeds 1,000, accounting for more than half of the total, with strong overall strength. Compared with Beijing, the number of media WeChat WeChat official account in Shanghai has obviously decreased, only 29. Although there are only two newspapers WeChat WeChat official account, the number of readers is close to half of the total number of readers in 29 media WeChat WeChat official account. The newspaper WeChat WeChat official account is an important source of user information in Shanghai and has great influence. There are 27 media wechat WeChat official account in Guangzhou, which is comparable to that in Shanghai, including 9 newspaper wechat, with a total reading of more than 13.66 million, which is more than half of the total reading of Guangzhou media wechat WeChat official account. Its influence is not only in Guangzhou, but also in the whole country.
Some provincial capital cities and economically developed areas along the southeast coast also have a few excellent media WeChat WeChat official account. For example, two traffic broadcast WeChat WeChat official account "FM Voice of Traffic" and "Traffic 91.8" in Zhejiang Province occupy the first and second places in the WCI ranking. The number and influence of WeChat WeChat official account, a media in economically underdeveloped areas in central, northwest and southwest China, are generally insufficient.
Third-tier cities have become a strong area for the growth of mobile Internet users and the development of APP.
On the afternoon of June 24th, cmnet Development Report (2015) (Blue Book) was released in Beijing. Beishu pointed out that third-tier cities have become a strong area for the growth of mobile Internet users and the development of APP.
According to the Beishu data, in the fourth quarter of 2014, 58% of domestic active equipment was concentrated in third-tier and below cities, nearly three times the number of active equipment in first-tier cities. In the same period last year, only 49.6% of domestic equipment was active in third-tier and below cities. Compared with first-and second-tier cities, users in third-tier and below cities still have a lot of room to cultivate their mobile Internet usage habits. The series of O2O services mentioned above are not very popular in third-tier and below cities, and users in third-tier and below cities should be the focus of developers’ competition in the next stage.
Domestically, since January 2014, the number of mobile application openers in China has maintained an upward trend. The number of developers in first-tier cities has doubled, and that in second-tier cities has increased by more than 2.5 times. Among them, the third-tier cities and cities below the third-tier cities have the fastest growth, and the number of developers has increased more than five times. The growth rate of second-and third-tier cities and below has been much higher than that of first-tier cities, and the growth rate is faster than that of first-tier cities.
Mobile internet plus Media: the only way for the transformation of traditional media
At present, the mobile transformation of traditional media has entered the deep water area: the official Weibo and WeChat have become "standard", and the mobile news client has also shown a multi-point flowering situation. "Mobile internet plus Media" has become the only way for the transformation of traditional media. On the afternoon of 24th, the 2015 Mobile Internet Development Forum with the theme of "Mobile internet plus Media" was held in Beijing.
Liu Xiaopeng, editor-in-chief of People’s Daily client, introduced the operation of People’s News client, and pointed out that the operation of People’s Daily client always revolved around three issues: whether to know users, what to attract users and what to retain users. Based on the above three points, the People’s Daily client has undergone three major changes in the past year. First, the production mode has changed. Journalists and editors of the People’s Daily have begun to adapt to the shift from newspaper production to mobile production; Second, the connection mode with users has changed from simple and extensive to direct, close and real-time; Third, the content mode has changed to provide both high-quality content and special services.
In 2014, the amount of investment and financing in China’s mobile Internet field was nearly 100 billion yuan.
In 2014, the number of mobile Internet users in China entered a period of steady growth at medium and low speed, but the world’s largest 4G network was built, with more than 800,000 stations. The number of mobile application developers in China exceeded 3 million, up by about 16% year-on-year, and the mobile application ecological chain was initially formed.
The high penetration and high concentration of mobile applications coexist, and various market segments such as instant messaging, mobile payment, e-commerce, video, advertising, reading and medical care have made great progress and shown great vitality. In particular, the scene application derived from O2O is completely user-centered and allows users to choose independently, which is very distinctive.
In 2014, there were more than 1,000 investment and financing cases in China’s mobile Internet field, and the investment and financing amount exceeded 16 billion US dollars.