Table of Contents
Executive Summary
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- The market
- Rural internet penetration supports online shopping expansion
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- Figure 1: Internet penetration in urban and rural areas, December 2016 to December 2020
- Number of 5G mobile terminals grows rapidly
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- 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
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- Figure 3: Ownership of household digital products, December 2019 to December 2020
- Social media activities, gaming and online shopping are getting more popular
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- Figure 4: Activities on digital devices, by products, December 2020
- Platforms attracting consumers based on interests to increase traffic and user stickiness
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- Figure 5: Digital platform usage, by frequency, December 2020
- Consumers buy into digital products that offer convenience, efficiency and innovation
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- Figure 6: Attitudes towards technology, December 2020
- Innovation drives the development of digital photography
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- Figure 7: Photography features influencing smartphone/camera purchasing decision, December 2020
- Digital photography has promise in the post-outbreak period
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- Figure 8: Attitudes towards digital photography, December 2020
- What we think
Issues and Insights
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- 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
State of Internet Development
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- Netizen population and internet penetration
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- Figure 9: Netizen size and internet penetration, December 2016 to December 2020
- Internet penetration in urban and rural areas
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- 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
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- Figure 12: 5G mobile phone users vs total mobile phone users, January to February 2021
- Online shopping users
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- Figure 13: Online shopping users and share of netizens, December 2016 to December 2020
- Live streaming commerce users
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- Figure 14: Live streaming commerce users and share of netizens, March 2020 to December 2020
- Short video users
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- Figure 15: Short video users and share of netizens, June 2018 to December 2020
Key Players’ Performance
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- Apple
- Xiaomi
- Huawei
- Tencent
- ByteDance
- Zhihu
- Sina
- Pinduoduo
Who’s Innovating?
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- Xiaomi MIX Fold
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- Figure 16: Xiaomi MIX Fold, March 2021
- DJI’s FPV drone provides the closest experience to flying while standing on the ground
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- Figure 17: DJI’s latest drone product FPV, March 2021
- Skyworth W82 TV provides the best audio-visual experience
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- Figure 18: Skyworth OLED transformative W82 TV, March 2021
- Digital artwork breaks records with NFT
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- 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
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- Figure 20: Huawei IdeaHub Board, March 2021
- Digital RMB piloted in China
Digital Device Ownership
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- Building up ecosystems helps brands retain consumers
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- Figure 21: Ownership of household digital products, December 2019 to December 2020
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- 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
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- Figure 24: Ownership of household e-readers, December 2019 to December 2020
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- 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
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- Figure 26: Ownership of selected household digital products, August 2020 to December 2020
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- Figure 27: Ownership of selected household digital products, by family structure, December 2020
- Figure 28: Xiaomi’s Mi Band 6, March 2021
Activities on Digital Devices
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- Popularity of social media activities continues rising
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- Figure 29: Social activities on smartphones, August 2020 to December 2020
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- Figure 30: Shared personal life on social media with smartphones, December 2020
- Smart TV becomes the centre of family entertainment
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- Figure 31: Digital activities on smart TV/projects, August 2020 to December 2020
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- Figure 32: Huawei Smart Screen V series, March 2020
- Growth of gaming market driven by 18-24s
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- Figure 33: Played games on smartphones, by age, August 2020 to December 2020
- Figure 34: Ownership of digital devices, by game players, December 2020
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- 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
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- Figure 36: Online shopping behaviour on smartphones, by city tier, October 2020 to December 2020
Digital Platform Usage
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- Deep reliance on social media
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- Figure 37: Digital platforms usage, by frequency, December 2020
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- Figure 38: Social media usage, by ages, December 2020
- Form a differentiated competitive strategy
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- Figure 39: Video platform daily users, by generation, December 2020
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- Figure 40: IQiyi’s Misty Theatre, 2020
- Collaborations between paid memberships retain users
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- Figure 41: Daily users of community platforms, by monthly household income, December 2020
- ‘Social petworking’ is popular on short video apps
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- 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
Attitudes towards Digital Trends
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- Balancing technology with privacy and freedom
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- Figure 44: Attitudes towards digital trends, December 2020
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- Figure 45: Online service supplier Meetup
- Attention to the rising digital needs of the lower tier market
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- Figure 46: Attitudes towards on selected digital trends, by city tier, December 2020
- Guidance better than restrictions regarding digital penetration in children
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- Figure 47: Attitudes towards the benefits of early exposure to digital products for children, by family structure, December 2020
- Figure 48: Roblox gaming platform
Innovation in Digital Photography
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- Innovation drives development
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- Figure 49: Photography features influencing smartphone/camera purchasing decision, December 2020
- Using exclusive apps may help attract consumers
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- Figure 50: Consider exclusive apps as photography features in smartphone/camera purchasing decision, by city tier, December 2020
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- Figure 51: Sony PlayMemories Camera apps, March 2021
- Females are more willing to buy into marketing innovations
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- Figure 52: Purchase influencers of marketing/experience innovations, by gender, December 2020
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- 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
Attitudes towards Digital Photography
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- Digital photography has promise in the post-outbreak period
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- 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
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- Figure 56: Selected attitudes towards digital photography, December 2020
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- 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
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- Figure 59: Selected attitudes towards digital photography, December 2020
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- 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
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- 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
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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