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Product / Digital Marketing Industry Media FmarketingInterview cooperation plus F sister WeChat:2718929503Recently, the consulting firm Sheng San (R3) released the2020Annual China Media Growth Trends Report. There is nothing more striking in the report2019In the first half of the year, byte beat Baidu to become China's second-largest digital advertising media provider.
Left: Accounts for all digital media spending80% of the big four's revenue trends; right: byte-beating market share surgesThe report shows that byte beats account for 23% of the market share of digital media spending, which is the same500Baidu and Tencent each accounted for 100 million yuan17%And.14%market share, respectively369Billions of dollars and298billions of yuan. As mentioned in the report,2019In the first half of the year, byte-beating advertising revenue grew year-on-year113%Much of the growth was due to jitters and today's headlines.As soon as the report came out, it caused a frenzied spread, and the sound of the singing and swinging pair rang out again. Is Baidu really so miserable? Is byte beating really more than Baidu?Half.500Billions of dollars?Byte beats perhapsThere's a lot of pressureThe real answer may not be so. All along, all kinds of research reports are based on the media price, but in fact, the price of the magazine and the actual gap is so large that I believe that everyone has a different answer in mind. Not only that, unlike Baidu, Tencent and other listed companies, byte beat is not listed, its various types of data has been particularly mysterious. And forecast for the first half of this year about500billion yuan, should also be based on this year2MonthMedia.reported that bytes were beating2019Annual revenue targets are at least1000Billion. In order to achieve this goal, byte beat has gradually liberalized the commercialization of overseas markets.And the first half of the half is also that500billions of yuan.However, in the current economic environment is depressed, how to achieve this goal is not optimistic. You know, last year's $50 billion target, according to Bloomberg, barely came true after a larger-than-expected slowdown in advertising growth in China 2018 revenue target for the year. And the slowdown in China's advertising market this year has not improved.Under.CTRMedia intelligence monitoringData.Show2019In the first half of the year, China's advertising magazines were up year-on-yearFall.8.8%(Recent data, the first three quarters of China's advertising market as a whole decline.)8.0%)。 In this case, the byte beat to achieve the growth trend of doubling compared to last year, there is undoubtedly a lot of pressure.And according to estimates provided by Easy View, 20191The month is up6The number of monthly livers in today's headlines is respectively2.88Billion2.62Billion2.50Billion2.64Billion2.79Billion2.86Billions of monthly live population growth has stalled. Shakes are a bright spot, according to the data2019Years.7Month, the number of live users of jitter day has exceeded3.2billion, showing an explosive growth trend, while in the2018years11months, that number is still2Billion. Just.9Over the past few months, the number of daily users of jitters has increased1.2Billion.But the competition is equally fierce. According to Bida's release of "2019 No3Quarterly China Short Video Market Research Report shows that2019No3Quarterly main short videoAPPMoon live, shake short video, fast hand moon live users more3billions of people, respectively35481.310,000 people,32906.210,000 people; watermelon video, volcano video, good-looking video moon live users in1-2between hundreds of millions of people, respectively16574.310,000 people,16407.410,000 people,10961.010,000 people, micro-vision ranked seventh, only4360.610,000 people. It can be said that in the field of short video, has formed a fast hand, jitter double male competition situation, coupled with other players to ferocious, byte beating pressure can be said to be particularly prominent.Byte beats accounted for 23% of digital media spending in the first half of the year500billions of yuan) market share, for which the industry is not optimistic about this.Baidu's performance has emerged from the trend, showing a growth trendUnlike byte-beating revenue, which is still stuck on target, Baidu's earnings report is undoubtedly more convincing.Baidu's unaudited financial report for the first quarter of 2019 showed revenue in the first quarter241billions of yuan(About35.9billions of dollars)year-on-year growth15%;Operating losses9.36100 million yuan, operating profit for the same period last year45.68billions of yuan;Net loss3.27Net profit for the same period last year was RMB 100 million66.94billions of yuan. And it is the first quarter of the financial results are not strong, so that many people in the industry are not optimistic about it.But the second-quarter results turned things around well. Baidu's second-quarter total revenue was 26.3 billion yuan38.4billions of dollars), far more than Wall Street17For analysts on average36.6billions of dollars. Earnings showed revenue for the quarter263RMB 100 million, net profit24Rmb100m, out of last quarter's losses, turned a profit. In addition, BaiduAIOpen platforms are widely used and developers are grown130Million, as BaiduAIStrategic focus, Q2, BaiduApolloStill to self-driving hard core technology to lead the country.| 2019Baidu's first-half earnings figures (In 100 million yuan) |
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More recently, Baidu's third-quarter financial results were equally eye-catching. Baidu reported revenue in the third quarter of 2019281RMB 100 million, up quarter-on-quarter7%, exceeding Wall Street analysts' average expectations275.3RMB 100 million;44RMB100 million, up from the previous quarter21%。
A thin camel is bigger than a horse. As one of the BAT's big three, Baidu has indeed dropped out in recent years. But it also still has tenacious vitality and innovation, far less vulnerable. Take the information flow as an example, Baidu as a successor but the development is extremely rapid, data show that as of the second quarter of this year, mobile baidu information flow daily users have reached1become the industry's largest information flow application.Data show that in the second quarter of the financial results, Baidu's information flow and AI business has accounted for Baidu's core (BaiduCore, that is, the combination of search services and trading services) near20%revenue, up more than year-on-year150%。 Among them, its video content accounted for nearly the distribution of information streams50%, consumption time increased year-on-year270%。Wuzhen World Internet Conference, Li Yanhong in an interview with the media also highly affirmed this, "before Baidu."AllinAIBaidu's third-quarter performance was strong, thanks to significant growth in search and information flow. Under the dual pull of the rapid growth of user volume and the strong performance of Baidu's video products, information flow revenue has become a bright spot in Baidu's revenue growth. "As of 2018, according to three quarterly reports9Month, BaiduAPPDAU(Daily activity) reached1.51billion, year-on-year growth19%, the user life of the information flow product increased year-on-year68%In addition, the penetration rate of information flow users is high70%, that is, about1Billions of information flow users, which has become Baidu's revenue and profits both high-speed growth of the direct driving force.More than Baidu? Byte beats may need to wait!*
Report Recommendations
1, "2019 100 digital marketing companies research report"
2, "2019 Digital Marketing Industry Yearbook"
3, "2019 Program Purchase Marketing Research Report"
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