The outbreak of COVID-19 pandemic has reshaped the market of demand. During the COVID-19 pandemic, demand surged in certain industries, such as smartphones and personal computers, which leads to unprecedented global shortages in chips. Second: supply chain bottleneck occurs in the “foundry”. Most of the chips in the world are made by just three or four foundries.
Automobiles have become increasingly dependent on chips. A shortage of auto chips could impact nearly 600,000 to 1.3 million units of global vehicle production in the first quarter. With a lack of new cars due to chip shortages, that means demand has shifted to the used car market; meanwhile the price of old electric cars skyrocketing.
The increasing number of demand causes the chip shortage lasting until early 2022. According to a report from Deloitte, automotive electronics will account for 45% of the cost of manufacturing a car by 2030. Electric cars need more semiconductors than internal combustion engines; The shortage is not projected to have a major impact on electric vehicle production, owing to major automakers prioritize production of electric vehicles in order to meet tighter regulation.
The increase of middle-aged and elderly users and users in the sinking market has become a new driving force of the development of online literature and online short video, laying a solid foundation for the development of the online copyright industry in 2021 and the 14th Five-Year Plan period.
With the benefits of the continuous improvement of author’s creation environment and copyright protection mechanism, subscription is still the main way to gain network literature profit. Free reading mode meets the demand of new users who are less willing to pay. The differential competition and integration of free reading and paid reading coexist and increase the realizable way of web content. In 2020, the online music platform will actively support independent musicians in order to enhance in-depth cooperation with upstream music enterprises and develop copyright protocols. Streaming platforms also integrate with short video and live broadcasting. The scale of short video users ranks first in the network copyright industry, and user stickiness continues to increase.
Content quality improvement and cultural mutual learning help content go abroad. In 2020, the user scale and income scale of digital content represented by games, online articles and short videos will increase substantially in overseas markets. The high-quality content matrix by means of self-development will reach the world’s leading level, which create a new starting point for domestic high-quality content to “go global”. As strengthened cooperation in recent years among global economy and cultural mutual learning, China’s cultural soft power and international competitiveness are improving, and China’s digital cultural industries have expanded their global content layout. During the 14th Five-Year Plan period, Chinese cultural content going overseas will welcome a new situation.
In terms of the film market, China’s film market recovered nearly 90% in the first half of the year, much faster than that of North America. But attendance declines, screen growth dilutes single-room revenue, theater operating pressure intensifies.The decline was most pronounced in southern and northeastern China.
In terms of the film schedule, the market’s dependence on the schedule continues to increase, and the small holiday schedule has a prominent performance. Depending on the small holiday schedule, the monthly box office is obviously polarized. The box office of February and May was the highest in the past five years, while that of June and June was the lowest in the past five years. The main reason was the absence of non-schedule strong films.
Film projection market: high market concentration, medium and high volume film production can be significantly reduced; Cinema line: Jiangsu Happy Blue Ocean and Wanda Cinema line expanded the fastest, with high box office output and operation efficiency. Cinema: the semi-annual box office of 5 million + cinema significantly shrunk, 5-10 medium screen scale cinema growth is obvious, the head cinema ranking change is obvious.
Analysis of key films: My Sister, with a production cost of less than 50 million yuan, leveraged an accumulative box office of 860 million yuan with a small and broad scale, becoming the film with the highest “cost performance” in the first half of 2021. Focusing on the core female audience, focusing on women’s real social topics, taking touching and tear-stirring as the main marketing route, making good use of star marketing, focusing on the actors’ acting skills, to establish the audience’s impression of the film’s quality, improve the market attention, and achieve the final circle breaking communication. Users have a high reputation for the film. Wang’s empathic performance of the film’s theme song has been widely discussed by the audience, with sociologist Li Yinhe commenting in a long post that it is a masterpiece both from the perspective of ordinary audiences and from the perspective of sociology.
Consumer confidence has almost recovered back to pre-covid level. Total spending will continuously increase in the next few years with a moderate pace thanks to stable economic growth and desire for healthier lifestyle along with future security assurances over the long team.as consumers are flooded with choices which are often hard to differentiate functionally, they will favor towards brands that echo with their ethical values(eg: showing respect to consumers’ cultural identities and their individuality, fulfilling corporate social responsibilities, etc).
Chinese consumers’ stress levels stay high, driven by factors such as the COVID-19 outbreak, work and academic pressure and sleep problems. These have boosted desire for emotional wellbeing to cope with difficulties and enjoy life. Consumers are open to trying new solutions that are scientific, natural and cost-efficient, leaving a wide space for innovations.
Consumer spending will recover to pre-covid-19 levels by 2021. With vaccines rolling out and no foreseeable large-scale lockdowns, consumer expenditure is forecast to continue to increase with a CAGR of 7.1% CAGR over 2021-25. Long term, holiday appending will return to be among the top five spending sectors by 2025. A large proportion of consumers’ disposable income will go into personal finance and housing for future safety assurances and a better living environment.
Controlling over risks becomes a primary need. With the many uncertainties remain, a life lived with caution will become the norm. Besides meeting the basic needs for reassurance of safety and protection, transparency becomes another essential message to deliver to consumers in product and brand communications because consumers want to control any potential risks in their lives.
Ethical brands will stand out to attract young consumers. The majority of consumers, mainly Gen Z (those aged18-24), are becoming aware of advocating positive causes and supporting society and the environment. Besides honest business practices and protecting their employees, brands may invest in effortless’ public welfare activities that engage consumers’ participations (eg small donations, recycling of used items, etc) to build trust and connection.
The annual Taobao Maker Festival, once a novelty, has now become a feast on par with Singles’ Day. Different from simply buying and buying, Taobao brings consumers a richer and more diverse offline experience through the market activities of “magic stores” and “treasures” of various parties. Together with many niche brands with original creativity and conveying the spirit of youth group, Taobao has created such a leading super IP. Compared with previous years, this year’s Taobao Maker Festival brought many surprises in the early publicity. In order to promote this event, Taobao Maker Festival first launched a limited time challenge of “Finding the Lost Treasure Mystery Master” at the BFC Bund Financial Center in Shanghai. The first 3 people to solve the puzzle will have the opportunity to carry the treasure prize on the spot. Online is released the 2021 ultimate trailer, short film by Somei Shaomai Shing production, with fantasy colors to depict an ancient city, revealed the red armor knight-order and blue blood hunter group these two opposing camps, and hidden in the short film 5 big hidden eggs, the whole network invited users to solve the puzzle reasoning. In addition, Taobao Mator Festival also collaborates with Sanxingdui Museum and the official store of National Treasures to launch the Sanxingdui Archaeological Rock Blind Box, which is inspired by the way ancient Shu people used music to connect heaven and earth, and will be first displayed at this year’s Taobao Mator Festival. The 6th Taobao Maker Festival, which includes large secret rooms, immersive experience, blind boxes and other elements that young people are most concerned about, has attracted many people’s attention before it started.
Now, the secret room escape, the script kill has replaced the cinema, KTV, become this young people’s first choice of offline social. It is not just the younger generation that is keen on the Chamber of Secrets. More and more brands have long been aware of this new consumer trend and regard the Room of Secrets escape marketing as a shortcut to reach the young people. In this regard, the person in charge of Taobao Maker Festival also said that young people can choose their roles when playing the script killing/Chamber of Secrets, so this year we launched two camps of role setting. This kind of gamified role-playing can make the participants have more sense of mission to complete the task, and make the Maker Festival more “immersing”.
Tesla has struck a deal with PUBG 0, according to Sina Auto. Over the past few years, Tesla has ported a number of video games to its vehicle platforms. Now, on the other hand, it will incorporate its Tesla elements into the hit game. The latest version of PUBG 0 not only features a lot of Tesla elements, but also adds the Tesla Gigafactory to the map. Activating all the switches on the assembly line could also lead to the assembly of a Tesla Model Y, which could be produced in an autonomous driving mode that would take the player to a preset location. In addition, there are random spawns of Tesla Semi pickups on the map, and these vehicles will automatically drive along the road, allowing players to attack them to get supply crates. Clearly, this is the latest development in Tesla’s growing push into video games. An industry source said: for Tesla, the integration will help improve its popularity. After all, PUBG has been downloaded more than a billion times, and it’s one of the most popular mobile video games in the world. For game players, the arrival of Tesla self-driving, can be racing in the game at the same time, more convenient shooting battle. For other players, being chased by a Tesla self-driving car is likely to be seen more often.
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