How can new media + 5G reconstruct the future smart city e-commerce model innovation with interactive content as the core?

Analysis of the ten major trends in China's new media development and the five major trends in industrial development. On June 25, 2019, the Institute of Journalism and Communication of the Chinese Academy of Social Sciences released the "New Media Blue Book: China New Media Development Report No. 10 (2019)" in Beijing.

The Blue Book believes that in 2018, my country's mobile Internet coverage continued to increase, but the overall growth rate decreased. Mobile Internet entered the era of stock, and the explosive development of land grabs was replaced by intensive farming methods. The short video industry is rising rapidly, and emerging markets need to be explored urgently. Important progress continues to be made in the field of new technologies. New technologies are applied in all aspects of content production and distribution, providing more possibilities for the development of the media industry. The new media industry has undergone a deep reshuffle. The intervention of supervision has reduced the enthusiasm and the industry structure has become stable. However, the struggle between giants has made the new media field always in the process of change and innovation.

  1. The market size of China’s new media industry will exceed 900 billion in 2018

In recent years, the market size of my country's new media industry has maintained rapid expansion. According to the "China New Media Industry Market Forecast and Investment Planning Analysis Report" released by the Qianzhan Industry Research Institute, the market size of China's new media industry reached 226.81 billion yuan in 2011, and showed a rapid growth year by year. In 2013, China's new media industry The market size of the media industry exceeded 300 billion yuan. In 2015, the market size of China's new media industry exceeded 500 billion yuan. As of 2017, the market size of China's new media industry has grown to 755.84 billion yuan, a year-on-year increase of 21.5%. Preliminary estimates indicate that the market size of China's new media industry will exceed 900 billion yuan in 2018, reaching about 905.5 billion yuan. In the future, with the introduction of relevant industry regulations and the maturity and popularization of 5G and other related Internet technologies, my country's new media industry will usher in a golden development period, and the future market prospects are very promising. Data source for China's new media industry market size statistics and growth forecasts from 2011 to 2018: The "Blue Book" compiled by the Qianzhan Industry Research Institute points out that with the emergence of a new round of technological revolution and industrial transformation, artificial intelligence, big data, cloud computing, New technologies such as blockchain are developing rapidly, and new applications and formats such as mobile applications, social media, online live broadcasts, and short videos are constantly emerging, reshaping the media landscape and public opinion ecology. Our country’s planning and deployment of Internet and new media work is characterized by special projects, multiple projects, and intensive work. The national strategic deployment provides a fundamental guarantee for the layout and development of new media. With the promotion of policies, new media concepts and value recognition have been reshaped, and my country's power in the global new media landscape has been highlighted.

2. Analysis of the five major trends in the development of China’s new media industry

The "Blue Book" pointed out that the development of China's new media industry presents five major trends, namely: the rise of new giants in the new media industry; 5G and blockchain new industries will gradually be implemented; listing and financing of the new media industry will become more convenient; the industrial Internet has become a breakthrough new technology Direction; organizational structure adjustment has become a new trend.

1. The rise of new giants in the new media industry. New technologies such as big data and artificial intelligence have brought new impacts and new opportunities to the new media industry. The new media industry will also be further divided within the industry, with strong technical strength, strong team competitiveness, and good ecological synergy. Internet platforms will seize more and more market share. The long-established BAT Big Three structure is very likely to be broken by latecomers such as ByteDance and Kuaishou, and a new new media industry structure will be formed.

2. The new industries of 5G and blockchain will gradually be implemented in the 5G industry. In December 2018, the Ministry of Industry and Information Technology issued 5G spectrum resources to the three major operators, and will subsequently formulate and promulgate frequency usage plans for the Internet of Things and the Internet of Vehicles. It can be seen that my country's 5G development has entered a comprehensive and in-depth implementation stage, and 5G industrialization has achieved preliminary results. In the field of new media industry, 5G will help new media industry companies attract more users, help VR, AR, and MR to be effectively implemented, and realize the interconnection of all things through the implementation of the Internet of Things. In terms of the blockchain industry, after the rapid growth in the first half of 2018, the blockchain encountered a cold winter in the second half of the year. In the future, with the enrichment and implementation of scenarios, the blockchain industry will make substantial progress, especially in the blockchain industry. Finance, government data on-chain, blockchain copyright, blockchain advertising and other aspects will achieve rapid development.

3. Listing and financing of the new media industry will be more convenient. On January 30, 2019, the draft series of rules for the Science and Technology Innovation Board was officially released. On March 13, the Shanghai Stock Exchange issued the "About Organizing the Issuance and Listing of Stocks on the Science and Technology Innovation Board" to various sponsoring institutions. "Notice on Centralized Testing and Drills of the Audit System", it is expected that the first batch of companies will be listed on the Science and Technology Innovation Board from July to August. The Science and Technology Innovation Board will focus on supporting high-tech industries and strategic emerging industries such as new generation information technology, high-end equipment, new materials and new energy, energy conservation and environmental protection, and biomedicine, and promote the deep integration of the Internet, big data, cloud computing, artificial intelligence and manufacturing. . It can be seen that in the future, new media industry companies will become an important source of companies listed on the Science and Technology Innovation Board, which will bring significant benefits to new media industry companies.

4. The industrial Internet has become a new direction for breakthroughs. After new media industry companies have accumulated enough users, data and capabilities in the consumer Internet, they urgently need to empower existing capabilities to the industry to help the transformation and upgrading of traditional industries to more fully maximize their capabilities. At present, Tencent, Alibaba, Baidu, etc. are all transforming into the industrial Internet. The expansion capabilities and extent of the industrial Internet will determine the new space for new media industry companies to a certain extent.

5. Organizational structure adjustment has become a new trend. In order for new media industry companies to better adapt to the external environment and their own development strategies, it is imperative to reconstruct and optimize their organizational structure. Previously, Tencent, Alibaba, and Bytedance have adjusted their organizational structures. In the future, the organizational structure adjustment direction of new media industry companies will be decentralization, flexibility and collaboration.

3. Analysis of the top ten development trends of China’s new media

The Blue Book predicts ten major trends in the development of new media in China:

1. The digital economy has become the core driving force for the high-quality development of my country's economy. According to the "White Paper on China's Digital Economy Development and Employment", the scale of my country's digital economy reached 31.3 trillion yuan in 2018. Calculated on a comparable basis, the nominal growth was 20.9%, accounting for the proportion of GDP. is 34.8%. This is enough to show the role of the digital economy in promoting national economic development. As the Internet and new media industries are closely linked to the digital economy, they will inevitably show great potential for development.

2. The commercial use of artificial intelligence and 5G will open a new era of intelligent interconnection. The commercial use of artificial intelligence and 5G will change all aspects of people’s daily necessities, food, clothing, housing and transportation, and the use of technology will be more intelligent and humane. The "smart+" Internet technology will greatly enhance users' happiness and sense of gain.

3. The online video industry represented by short videos has strong development momentum. The current boom of short videos is obvious to all. In order to meet the new demands constantly raised by users, the online video industry will continue to develop some new business forms, such as streaming video services. The rise of short video platforms will also drive the rapid development of related industries and innovate information dissemination methods.

4. The industrial Internet is booming, and traditional industries are accelerating their digital transformation and upgrading. According to data from the Ministry of Industry and Information Technology, there are currently nearly 14,000 companies in my country that have new capabilities in an information-based environment that are in line with the "Methodology for Building Sustainable Competitiveness in the Process of Enterprise Digital Transformation." Accelerating digital transformation is a new direction for the sustainable development of traditional industries. As a result, the industrial Internet will flourish.

5. Internet giants have a multi-directional layout and the boundaries of competition are blurred. In 2018, the Internet industry ushered in a wave of listings. According to iResearch statistics, as of December 14, 2018, there were 64 domestic Internet companies listed on the market. Following BAT, Toutiao, Meituan, and Didi are known as the new three giants in the Internet industry, abbreviated as TMD. As large Internet companies comprehensively carry out business acquisitions and multi-faceted layouts, the boundaries of competition among Internet companies will become increasingly blurred.

6. The construction of mainstream ideology in cyberspace will be further strengthened. The central government’s top-level design and long-term planning for ideological work in 2018, as well as the instructions on media integration and mainstream media during the 12th collective study session of the Political Bureau, All point out the direction for the construction of mainstream ideology in cyberspace.

7. Information consumption will become one of the most dynamic consumption areas. In 2018, the scale of my country's information consumption market continued to expand. In August 2018, the Ministry of Industry and Information Technology and the National Development and Reform Commission issued the "Three-Year Action Plan for Expanding and Upgrading Information Consumption (2018~2020)", proposing that my country's information consumption scale will reach 6 trillion yuan by 2020. It can be predicted that information consumption will become one of the most dynamic consumption areas.

8. New retail develops towards in-depth digitalization. Currently, the entire retail industry still lacks in-depth transformation to digital management. New retail emphasizes retail intelligence, which puts forward clear requirements for the intelligence of the entire chain of product procurement, sales, and services. In order to enhance industry competitiveness and provide users with a high-quality experience, in-depth changes are essential.

9. The fan economy has become an important business model of the Internet economy. In April 2019, Ruhan Holdings, known as the first Internet celebrity e-commerce company, went public in the United States. This has become a microcosm of the economic realization of fans. The Internet can amplify individual value, and different platforms such as Weibo and Douyin have also created a comprehensive ecosystem for star chasing. Relying on precise operations and good user experience, fans’ economic monetization channels will be more diversified.

10. Online poverty alleviation continues to deepen. As the time point of building a moderately prosperous society in all respects in 2020 approaches, the process of online poverty alleviation will be further accelerated, and the role of corporate entities represented by Internet companies in online poverty alleviation will become increasingly prominent.

4. “Video log” has become the focus of competition in the short video market

There are some noteworthy phenomena in the current development of new media in China. Accordingly, the Blue Book specifically pointed out some salient features in the development.

1. "Vlog" has become the focus of competition in the short video market. "Vlog" has both the brisk characteristics of short videos and rich content. It has innovated the narrative method and is sought after by users. The emergence of the "Vlog craze" has inspired various Big media supports them. For example, in September 2018, Weibo announced a support plan for Vloggers. In April 2019, Douyin announced that it would fully open users’ 1-minute video permissions and launched the “Vlog Billion Traffic Support Plan”. Provide rewards for outstanding works and creators. In addition, the emergence of media Vloggers during the Two Sessions is also worthy of attention. For example, in the coverage of the National Two Sessions in 2019, the official Weibo of People’s Daily launched the special topic “People’s Daily New Media Journalists Two Sessions Vlog” , as of May 2, 2019, the reading volume of the topic Vlog# of the Two Sessions on Sina Weibo reached 150 million. At the same time, the Blue Book pointed out that the dividends of short video user growth will gradually fade in the second half of 2018. Competition in the existing market will become more intense.

2. Middle-income groups play an increasingly obvious role in the online public opinion field. Statistics from the Blue Book show that international and ideological topics are increasing in the current online public opinion field, science fiction science fiction topics have become hot topics, and economic and people's livelihood topics have a stronger sense of identity. , judicial public opinion highlights the "Robin Hood complex" of the Internet, and the sources of public opinion are more diverse. The main hot topics on the Internet are mostly in line with the characteristics of middle-income groups.

3. It will take time to build users’ trust in blockchain media. Due to the large bubble in the digital currency market and the lack of deep public understanding of blockchain media, the development of blockchain media has been hindered. Under this predicament, many blockchain technology platforms have adopted means of issuing tokens and speculating on tokens in order to attract users to join. This further aggravates the impetuosity in the application of blockchain technology and makes the actual "implementation" of blockchain technology more difficult. (Source of the article: People's Daily Online - Focusing on the ten major trends in China's new media development and the five major trends in industrial development).

Conclusion

The latest new media industry summit revealed that the traditional shopping model that relies on search, price comparison, and sales volume is evolving into a new e-commerce model with interactive content as the core in the short video environment.