2021
0
China Digital Trends Report – Q1 2021
2021-05-07T04:14:01+01:00
OX1047483
3695
137760
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Report
en_GB
“Digitalization in China has accelerated with the rapid development of internet penetration, especially in rural areas. Consumers rely more on social media activities, as many consumer trends continue to expand,…

China Digital Trends Report – Q1 2021

£ 3,695 (Excl.Tax)

Description

“Digitalization in China has accelerated with the rapid development of internet penetration, especially in rural areas. Consumers rely more on social media activities, as many consumer trends continue to expand, such as online shopping, short videos, live streaming commerce, and gaming. Big internet and manufacturing companies continue to build up their own ecosystems to retain consumers, as the internet traffic dividend fades. Smartphone photography dominates camera brands’ original market. Camera brands need to seek growth in a non-essential market by leveraging scenario-based functions and catching up with the latest consumer trends, such as videoization and socialization.”
– Blair Zhang, Research Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Covered in this report
  2. Executive Summary

    • The market
    • Rural internet penetration supports online shopping expansion
      • Figure 1: Internet penetration in urban and rural areas, December 2016 to December 2020
    • Number of 5G mobile terminals grows rapidly
      • Figure 2: 5G users as a proportion of mobile phone users, January to February 2021
    • Companies and brands
    • Apple
    • Xiaomi
    • Huawei
    • DJI’s FPV drone provides the closest experience to flying while standing on the ground
    • Digital RMB piloted in China
    • The consumer
    • Living in a digital ecosystem through diverse devices
      • Figure 3: Ownership of household digital products, December 2019 to December 2020
    • Social media activities, gaming and online shopping are getting more popular
      • Figure 4: Activities on digital devices, by products, December 2020
    • Platforms attracting consumers based on interests to increase traffic and user stickiness
      • Figure 5: Digital platform usage, by frequency, December 2020
    • Consumers buy into digital products that offer convenience, efficiency and innovation
      • Figure 6: Attitudes towards technology, December 2020
    • Innovation drives the development of digital photography
      • Figure 7: Photography features influencing smartphone/camera purchasing decision, December 2020
    • Digital photography has promise in the post-outbreak period
      • Figure 8: Attitudes towards digital photography, December 2020
    • What we think
  3. Issues and Insights

    • Digital brands’ ecosystems see accelerating growth
    • The facts
    • The implications
    • Camera brands consider scenario-based functions as a way to succeed in a non-essential market
    • The facts
    • The implications
  4. State of Internet Development

    • Netizen population and internet penetration
      • Figure 9: Netizen size and internet penetration, December 2016 to December 2020
    • Internet penetration in urban and rural areas
      • Figure 10: Internet penetration in urban and rural areas, December 2016 to December 2020
      • Figure 11: Share of internet users between urban and rural areas, December 2018 to December 2020
    • Number of 5G mobile terminals
      • Figure 12: 5G mobile phone users vs total mobile phone users, January to February 2021
    • Online shopping users
      • Figure 13: Online shopping users and share of netizens, December 2016 to December 2020
    • Live streaming commerce users
      • Figure 14: Live streaming commerce users and share of netizens, March 2020 to December 2020
    • Short video users
      • Figure 15: Short video users and share of netizens, June 2018 to December 2020
  5. Key Players’ Performance

    • Apple
    • Xiaomi
    • Huawei
    • Tencent
    • ByteDance
    • Zhihu
    • Sina
    • Pinduoduo
  6. Who’s Innovating?

    • Xiaomi MIX Fold
      • Figure 16: Xiaomi MIX Fold, March 2021
    • DJI’s FPV drone provides the closest experience to flying while standing on the ground
      • Figure 17: DJI’s latest drone product FPV, March 2021
    • Skyworth W82 TV provides the best audio-visual experience
      • Figure 18: Skyworth OLED transformative W82 TV, March 2021
    • Digital artwork breaks records with NFT
      • Figure 19: The digital artwork ‘Everydays: The First 5,000 Days’ auctioned in the form of an NFT, March 2021
    • Huawei’s IdeaHub Board navigates education and smart office scenarios
      • Figure 20: Huawei IdeaHub Board, March 2021
    • Digital RMB piloted in China
  7. Digital Device Ownership

    • Building up ecosystems helps brands retain consumers
      • Figure 21: Ownership of household digital products, December 2019 to December 2020
      • Figure 22: Apple’s new MacBook with M1 chip, November 2020
      • Figure 23: Huawei’s new PC MateStation B515, December 2020
    • Paid content helps consolidate ecosystems
      • Figure 24: Ownership of household e-readers, December 2019 to December 2020
      • Figure 25: Ownership of household e-readers and tablets, by ages, December 2019 to December 2020
    • Wearable devices an alternative entry point for digital ecosystems at home
      • Figure 26: Ownership of selected household digital products, August 2020 to December 2020
      • Figure 27: Ownership of selected household digital products, by family structure, December 2020
      • Figure 28: Xiaomi’s Mi Band 6, March 2021
  8. Activities on Digital Devices

    • Popularity of social media activities continues rising
      • Figure 29: Social activities on smartphones, August 2020 to December 2020
      • Figure 30: Shared personal life on social media with smartphones, December 2020
    • Smart TV becomes the centre of family entertainment
      • Figure 31: Digital activities on smart TV/projects, August 2020 to December 2020
      • Figure 32: Huawei Smart Screen V series, March 2020
    • Growth of gaming market driven by 18-24s
      • Figure 33: Played games on smartphones, by age, August 2020 to December 2020
      • Figure 34: Ownership of digital devices, by game players, December 2020
      • Figure 35: The collaboration of Hey Tea and Rolling Pictures of Jiangnan Landscape, November 2020
    • Online shopping needs to continue expanding in lower tier cities
      • Figure 36: Online shopping behaviour on smartphones, by city tier, October 2020 to December 2020
  9. Digital Platform Usage

    • Deep reliance on social media
      • Figure 37: Digital platforms usage, by frequency, December 2020
      • Figure 38: Social media usage, by ages, December 2020
    • Form a differentiated competitive strategy
      • Figure 39: Video platform daily users, by generation, December 2020
      • Figure 40: IQiyi’s Misty Theatre, 2020
    • Collaborations between paid memberships retain users
      • Figure 41: Daily users of community platforms, by monthly household income, December 2020
    • ‘Social petworking’ is popular on short video apps
      • Figure 42: Daily users of short video apps, by family structure, December 2020
      • Figure 43: Example of a pet owner’s short video on Douyin, March 2021
  10. Attitudes towards Digital Trends

    • Balancing technology with privacy and freedom
      • Figure 44: Attitudes towards digital trends, December 2020
      • Figure 45: Online service supplier Meetup
    • Attention to the rising digital needs of the lower tier market
      • Figure 46: Attitudes towards on selected digital trends, by city tier, December 2020
    • Guidance better than restrictions regarding digital penetration in children
      • Figure 47: Attitudes towards the benefits of early exposure to digital products for children, by family structure, December 2020
      • Figure 48: Roblox gaming platform
  11. Innovation in Digital Photography

    • Innovation drives development
      • Figure 49: Photography features influencing smartphone/camera purchasing decision, December 2020
    • Using exclusive apps may help attract consumers
      • Figure 50: Consider exclusive apps as photography features in smartphone/camera purchasing decision, by city tier, December 2020
      • Figure 51: Sony PlayMemories Camera apps, March 2021
    • Females are more willing to buy into marketing innovations
      • Figure 52: Purchase influencers of marketing/experience innovations, by gender, December 2020
      • Figure 53: Nikon’s special edition camera with LV, September 2019
      • Figure 54: OnePlus series 9’s spokespeople, Ge Hu and Xun Zhou, March 2021
  12. Attitudes towards Digital Photography

    • Digital photography has promise in the post-outbreak period
      • Figure 55: Attitudes towards the impact of the outbreak on consumers’ willingness to take photos/videos, by age, gender and family structure, December 2020
    • Camera brands meet claims of professionalism and special moment needs
      • Figure 56: Selected attitudes towards digital photography, December 2020
      • Figure 57: Selected attitudes towards digital photography by share of agreement, by digital camera ownership, December 2020
      • Figure 58: Ownership of digital/video cameras, by attitudes towards digital photography, December 2020
    • Discover the needs of specific groups
      • Figure 59: Selected attitudes towards digital photography, December 2020
      • Figure 60: Selected attitudes towards digital photography by share of agreement, by digital camera ownership, December 2020
      • Figure 61: Sony’s ZV-1 vlogging camera, May 2020
    • Photography functions can drive smartphone purchase decisions
      • Figure 62: Selected attitudes towards digital photography, December 2020
      • Figure 63: Selected attitudes towards digital photography by share of agreement, by gender and city tier, December 2020
  13. Appendix – Methodology and Abbreviations

    • Methodology
    • Abbreviations

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

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Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

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Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

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