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    L2:2017中国在线视频洞察报告(2页).pdf

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    L2:2017中国在线视频洞察报告(2页).pdf

    1 THE FULL REPORT IS AVAILABLE TO L2 MEMBERS ONLY. INQUIRE ABOUT MEMBERSHIP. EXCERPT INSIGHT REPORT CHINA: ONLINE VIDEO November 13, 2017 L2 Inc., 2017 Circulation of the report violates copyright, trademark and intellectual property laws. Key Findings On average, Weibo posts with video content earn more than three times as much engagement as those without video. Because of its proximity to purchase and seamless commerce execution, Tmall has become the primary platform for livestream deployment among brands. Celebrities are necessary for generating engagement on video content. All of the top 10 CPG livestreaming campaigns on Tmall featured a celebrity or KOL. What Brands Should Be Thinking About Content Is King: Brands must have multi-platform video assets to be competitive in China. Platform Ecosystems: Brands should take advantage of the seamless connection of video platforms with affiliated commerce and social platforms to drive engagement and sales. Sales ROI: With the rise of “see now, buy now,” video content can be utilized to link directly to product purchase, and views and impressions can directly correlate with sales and conversions. L2 research is based on data-driven analysis. Our findings, rankings, and recommendations are objective, unbiased, and independent of membership. Consolidation of Power In 2016, the rapid growth of livestreaming culture in China spurred a chaotic proliferation of video services known as the “war of a thousand livestreaming platforms” (千播大战). Now that the livestreaming fever has cooled, market share is consolidating among a few dominant players,1 and the top 10 livestreaming platforms now account for 97.5 percent of all viewer time.2 In 2017, short-form video has experienced explosive growth. By 2018, short-form video viewership is expected to increase to more than 350 million, while livestreaming viewership has contracted by 13 percent to 91 million as of June 2017.3 Livestreaming and short video remain top channels for user-generated videos, while traditional video sites focus on professional TV shows and movies. To maximize the impact of their video investments, brands are abandoning traditional platforms like Youku for the short- form video app Miaopai and using livestreams to drive commerce. 1. “Livestreaming, short video, traditional TV and movies: which is capitals darling?” Caijing, October 24, 2017. 2. “Chinas live streaming platforms raise over $1.5b in H1,” Zhu Lingqing, China Daily, November 7, 2017. 3. “Internet Trends Report for Q2 of 2017,” QuestMobile, July 12, 2017. China Online Video: Short Video User Numbers in China 20132018E R. Danielle Bailey | Head of APAC Research Liz Flora | Editor, APAC Research Wenyan Liu | Research Associate, APAC Christine Lee | Designer Source: iiMedia. 20132014201520162017E2018E 38M 56M 88M 153M 242M 353M 2 September 7, 2016 THE FULL REPORT IS AVAILABLE TO L2 MEMBERS ONLY. INQUIRE ABOUT MEMBERSHIP. EXCERPT INSIGHT REPORT CHINA: ONLINE VIDEO L2 Membership Benefits BENCHMARKING L2 Digital IQ, Amazon IQ, and Category IQ Indexes provide analysis and rankings for brand performance, profiling best practices and key innovators. RESEARCH REPORTS L2 publishes 100+ reports annually, including L2 Digital IQ Indexes, cross-sector Intelligence Reports, and topical Insight Reports. Members have access to L2s entire archive of research. MEMBER SUPPORT L2 advisors provide members with the support they need to make key decisions and prescriptively assess digital initiatives, offering dynamic guidance as improvements are implemented. EXECUTIVE EDUCATION L2 hosts 65+ events around the world each year, bringing together top scholars, thought leaders, and L2 analysts to share insights and speak on important developments in the digital sphere. L2 Products L2 DIGITAL BENCHMARKING INDEXES Rigorous analysis and benchmarking of brand performance within a specific industry, merchandise category or on Amazon. STRATEGY MODULES Customized benchmarking and insights on digital topics that are strategic priorities for brands, including: Omnichannel Retail Data & Targeting and Loyalty Video Localization Content & Commerce Social Content & Strategy Inquire About Membership L2 Digital IQ Index L2 Amazon IQ Index L2 Category IQ Index

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