2020910_艾瑞咨询_2020年H1中国教育行业广告主营销策略研究报告（42页）.pdf

2020 H12 iResearch I 2020 H1-KOL-2020-2020-2020 H1 2020 3 iResearch I-1-2-3 2020H1-45.4%-1-2 2020 H1-KOL-1 KOL-2 KOL 2020H1-2020 4 12020 H1 22020 H1 35 6 iResearch I iResearch I 2014 2016 0.51 2020 8 1.73 B C K12 IT IT C+4000 2020.7C 4000 2019.6 2020.6 B+2020.5 F-10 2020.3 A 8000 2020.1 D+2019.11 A+2019.11VIPKID E 1.5 2019.10 2020.8 2019.11HnR 2019.10 2000 2019.5 Qkids 2019.8 C+5000 2019.7Proud Kids Pre-A 2019.32019-2020 59 64 102 279 601 584 561 614 366 145 38.0 23.2 34.0 144.5 315.6 295.9 357.8 520.4 337.7 251.0 0.64 0.36 0.33 0.52 0.53 0.51 0.64 0.85 0.92 1.732011 2012 2013 2014 2015 2016 2017 2018 2019 20202011-2020 87 iResearch I iResearch I 2011 2020 8 2015-2019 IT 1=/2 Choice 462 586 800 1432 1710 1430 1291 909 434 53 2011 2012 2013 2014 2015 2016 2017 2018 2019 20202011-2020 7.0%9.7%8.4%13.9%15.3%6.6%5.3%5.4%5.6%8.1%41.2%39.9%35.3%48.5%32.2%0%10%20%30%40%50%60%2015 2016 2017 2018 20192015-2019-%-%-GICS-%8 iResearch I iResearch I APP 2020 APP 2020 UserTracker UserTracker 10.9 12.7 13.8 14.2 2.3 3.4 4.0 4.3 21.1%26.4%28.7%30.1%2017 H1 2018 H1 2019 H1 2020 H1mUserTracker-2017 H1-2020 H1 APP APP APP APP%1.5 1.0 2.4 3.2 2017 H1 2018 H1 2019 H1 2020 H1mUserTracker-2017 H1-2020 H1 APP APP92020 H1 10 iResearch I 2020 3-8 2020 2 2018 2019 AdTracker 2017 2018 2020 201913293.0 16384.4 11234.9 12812.9 01000020000300001 3 5 7 9 11 1 3 5 7 9 11 1 3 5 7 9 11 1 3 5 AdTracker-2017 1-2020 6 11 iResearch I iResearch I010000200001 5 9 1 5 9 1 5 9 1 5 AdTracker-2017 1-2020 6 2017 H1 80.8%2020 H1 88.7%K12 AdTracker AdTracker 2017 2018 2020 201980.8%84.3%88.0%88.7%2017H1 2018H1 2019H1 2020H1AdTracker-2017 H1-2020 H1%12 iResearch I iResearch I7070.4 5337.6 4556.7 3995.3 3901.8 3798.9 3108.7 2393.2 2158.2 1662.6 AdTracker-2020 H1 TOP10 TOP10/2020 TOP10 AdTracker AdTracker 4239.8 3962.4 3744.5 2513.9 2383.8 2196.7 2117.7 1907.8 1866.3 1632.6 AdTracker-2019 H1 TOP10 13 iResearch I TOP10 2020 2020 1-6 2019 2-27 2019 2020 AdTracker 2717.9%820.5%747.7%510.3%406.5%335.3%333.1%296.4%290.2%233.3%AdTracker-2020 H1 TOP50 TOP102020 H1 2019 H1 2124391847141462441711321666916049101491414014 12020 H1 22020 H1 315 iResearch I 2020 H1 2020 1 2 3 4 KOL 2020 H1 KOL KOL 1617 iResearch I 2020H1 2020 45.4%AdTracker 45.4%32.6%20.8%1.2%AdTracker-2020 H1 18 iResearch I 2020 1 2 AdTracker AdTracker-2020 H1 19 iResearch I 2020 1 2 AdTracker AdTracker-2020 H1 20 iResearch I 2020 1 2 Simply Piano AdTracker AdTracker-2020 H1 Simply Piano2122 iResearch I 2020 AdTracker 16139.7 8955.5 4126.0 3470.0 207.3 2020 H1 TOP5 23 iResearch I iResearch I 2020 1-6 AdTracker UserTracker 44416.2 33923.8 22486.8 19411.1 AdTracker-2020 H1 2020H1 MAU 5692526662020H1 MAU 141113 63009.6 62504.8 50123.1 28383.4 27978.7 9887.1-AdTracker-2020 H1 APP 28765.43 10823.99 7947.33 3929.97 2142.55 1983.45 1731.08 1454.27 1372.77 1003.41-AdTracker-2020 H1 TOP10 24 iResearch I 2020 AdTracker 4863.3 7670.1 8000.3 8105.7 7643.7 9403.2 02000400060008000100002020 1 2020 2 2020 3 2020 4 2020 5 2020 6 AdTracker-2020 H1 2526 iResearch I iResearch I 2020 5-6 Sponsorship Value Creator Sponsorship Value Creator 3 4 10 2018H1 2019H1 2020H1SVC-2018 H1-2020 H1 Sponsorship Value Creator 2020 2018 2019 3 4 10 5 6 4 KOL 27 iResearch I iResearch I 2018 2019 1-4 2020 4-7 2020 30%S+26,000,000 Sponsorship Value Creator SVC Two-Step S+S A B C 1 S+26,000,000 2 S 15,000,00025,999,999 3 A 7,000,00014,999,999 4 B 3,000,0006,999,999 5 C 2,999,999 Sponsorship Value Creator KOL 33.3%25.0%20.0%75.0%10.0%33.3%33.3%30.0%10.0%10.0%10.0%10.0%2018 H1 2019 H1 2020 H1SVC-2018H1-2020H1 33.3%25.0%66.7%25.0%20.0%25.0%30.0%25.0%20.0%30.0%2018 H1 2019 H1 2020 H1SVC-2018 H1-2020 H1 C B A S S+28 iResearch I 2020 H1 2020 Sponsorship Value Creator KOL 1 20202 3 4 5 1 2 3 1 1 29 iResearch I APP mUserTracker 2020 1-6 APP24 TGI 124.4 24 KOL UserTracker 2020 1-6 TGI=124.4 24(%)33.5%25-30(%)22.6%31-35(%)26.0%36-40(%)12.7%40(%)5.2%mUserTracker-2020 H1 APP KOL KOL 30 iResearch I KOL 1/2 KOL KOL Fighting For OS KOL KOL KOL 1.TGI KOL 0100 KOL 2.TA KOL/TA*100%3.KOL 4.KOL 5 TGI 100 TGI 6.KOL 7.KOL KOL 8.KOL 9.KOL OneMedia KOL%TGI 91.09 4.431 134.61 11,874,968 1.35 90.55 2.124 136.86 3,840,331 1.38Fighting For OS 90.50 0.565 156.40 392,834 1.13 90.32 0.478 151.71 352,063 1.14 90.24 3.691 130.79 11,368,110 1.27 Austin 90.17 8.117 124.18 30,499,568 1.26 90.12 0.405 150.19 309,634 1.14 90.11 0.965 139.46 858,341 1.54 89.98 3.399 129.50 10,241,600 1.31 89.94 2.949 131.71 7,709,267 1.10OneMedia-2020 6 KOL KOL KOL 31 2020.9 iResearch I KOL 2/2 KOL KOL KOL KOL KOL KOL 1.TGI KOL 0100 KOL 2.TA KOL/TA*100%3.KOL 4.KOL 5 TGI 100 TGI 6.KOL 7.KOL KOL 8.KOL 9.KOL OneMedia KOL KOL%TGI 91.16 3.644 165.92 35,946,240 1.89/91.15 6.698 148.32 2,595,485 1.23 91.15 6.447 155.19 1,572,080 1.06 90.47 5.171 147.05 1,495,049 1.04 Abby-89.98 1.555 161.92 6,046,645 1.66-89.66 0.987 150.06 5,172,346 2.01 89.63 1.318 148.75 7,929,030 1.68 89.53 1.033 160.57 3,701,479 1.73deer-89.51 1.356 151.88 7,518,625 1.28 89.48 5.663 138.31 2,935,866 1.12OneMedia-2020 6 KOL KOL KOL 32 12020 H1 22020 H1 333 iResearch I iResearch I 1 APP 2 1 2 1 2 1 1 1 Live 2020 H1 2020 H1 2020 H1 1 2 1 1 2 1/2/1 2 1 2 34 iResearch I-KOL APP K12 1 UserTracker 2 2020 KOL 24 32.0%2020H1 MAU 15.1%35 iResearch I iResearch I-mUT 2020 6 APP 5-6 UserTracker 2020 1 2 2020 1 2 63983.8 64189.9 62784.6 62195.8 62294.0 59580.8 6 6 6 5 5 5 1 2 3 4 5 6 mUserTracker-2020 1-6 36 iResearch I-Live 2020 Live 37 iResearch I-1 2 3 2020 2020 38 iResearch I-2020/1 TV 2/3 CEO 2020 TV 39 iResearch I-1 APP 2 3#2020#40 Keep Learning 400-026-2099 41