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                              1. 【导语】2020年春季,在新冠肺炎NCP的影响下,国内线下消费市场“几乎冻结”:电影院线大年初一的票房从2019年14个亿,跌倒了2020年181万。在另一个市场,“宅”经济却在发酵:勾正数据报告显示,春节期间智能电视日均日活规模达1.14亿台,日活率达52%,日均电视观看时长达6.33小时,超半数用户开机时长超过7小时
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                                疫情冰封下,二月中下旬,大屏市场另类高潮

                                来源:投影时代 更新日期:2019-02-18 作者:那山那水
                                分享到:
                                第237期

                                    2020NIANCHUNJI,ZAIXINGUANFEIYANNCPDEYINGXIANGXIA,GUONEIXIANXIAXIAOFEISHICHANG“JIHUDONGJIE”:DIANYINGYUANXIANDANIANCHUYIDEPIAOFANGCONG2019NIAN14GEYI,DIEDAOLE2020NIAN181WAN——JIUZHEIYANG,WANGYOUHAIZAI“CHAOCHAO”,“SHEIZHEIMEXINDA,JIFANGYITIANMAFAN”!

                                    DANSHI,ZAILINGYIGESHICHANG,“ZHAI”JINGJIQUEZAIFAJIAO:GOUZHENGSHUJUBAOGAOXIANSHI,CHUNJIEQIJIANZHINENGDIANSHIRIJUNRIHUOGUIMODA1.14YITAI,RIHUOLVDA52%,RIJUNDIANSHIGUANKANSHIZHANGDA6.33XIAOSHI,CHAOBANSHUYONGHUKAIJISHIZHANGCHAOGUO7XIAOSHI。——QUNIANCHUNJIEZHEIGESHUJUZESHI5.24XIAOSHI。YANGSHIZONGHEHEXINWENPINDAO,KAIJISHIZHANGSHENZHISHIXIANFANFAN。

                                    MIANDUIZHEIZHONGXIAOFEIJIEGOUDE“SHUNJIAN”GAIBIAN,JUJIADAPINGXIANSHISHICHANGYEZAIXUNSUXINGDONG。ERYUEYILAICHANPINCUXIAOLIDU,XIANZHUGAOYU2019NIANCHUNJIEHOUQI,WANGYOUHUOYUEDUYEXIANZHUGAOYU2019NIANTONGQI。XINGYEFENXIRENWEI,ZAICHUNJIEQIJIAN“XIAOFEIXIAJIANG”DEDABEIJINGXIA,2YUEFEN、TEBIESHIZHONGXIAXUN,JUJIADAPINGYINGYUANGENGKENENGYINGLAIYIGE“ZENGLIANGDIAN”。

                                    大屏增量,差异化娱乐的“排头兵”

                                    ZAIJIAZENMEYANGKANCHUYIDIAN‘BUYIYANG’DEDIANSHINI?”ZHEIGECHUNJIE《JIONGMA》XIANSHANGMIANFEIBO,ZIJIETIAODONGHAOZHI 6.3YIMIANFEIQINGQUANGUORENMINKAN《JIONGMA》,SHANGXIAN 3TIANBOFANGLIANGCHAOGUO 6YI,ZONGGUANKANRENCI 1.8YI——SUIRANYINGPIANDEDOUBANPINGFENZHIYOU 5.9。

                                    YOURENSHUOZHEISHIXUZHENGCHULEYIZHAO“QIXIWEIHUSHAN”,YEYOURENSHUOZHEISHI“LAKAILEWANGLUODADIANYINGDEXINSHIDAIDAMU”,GENGYOURENSHUOZHEISHI“DONGLEYUANXIANSHICHANGGAOZHILIANGNEIRONGLONGDUANDEHUCHENGQIANG”——BUGUO,ZHEIXIEFENXIDOUHUSHILE,ZHEIYI5.9PINGFENYU1.8YIRENCIZHIJIANCHAJUDAIBIAODE“JUJIANEIRONGXIAOFEIDEQIANZAISHICHANGJIAZHI”。

                                疫情冰封下,二月中下旬,大屏市场另类高潮

                                    SHUJUDUIBIDELUOCHAGAN,SHIJUJIANEIRONGXIAOFEI“KEWANGYUBUMAN”DEXIANZHUANG。ZHEIYEBEIXINGYEZHUANJIARENWEISHIGUOQUSHINIAN,JIAYONGTOUYINGJIZHEILEIBAIYINGCUNDAPINGNENGGOU“CONGYINIANSHIJIWAN,FAZHANDAOYINIANSANSIBAIWANTAI”DEGUANJIAN。

                                    JI,XIAOFEIZHEDE“ZHAI”JINGJI,XUYAO“GAOZHILIANG”DENEIRONG,YEXUYAO“GAOZHILIANGDESHEBEI”:2020NIANCHUNJIDE“ZHAIJINGJI”ZHONG,《JIONGMA》DECHENGJIDANDAIBIAONEIRONGQIDAI;ZHEIDUANSHIJIANJIAYONGTOUYING、ZHINENGTOUYING、JIGUANGDIANSHIHEDACHICUNDIANSHICHANPINREDUDESHANGSHENG,DAIBIAOLE“YINGJIANZHILIANGDEFENGXIANG”——DANEIRONG、DAPINGMU,YIJINGCHENGWEIJIATINGYULECHAYIHUADE“PAITOUBING”。

                                    物流打通,2月中下旬“大屏”复苏

                                    JIEZHI2YUE15RI,GUONEIKUAIDIXINGYEFUGONGLVJIBENDADAO60%。KUAIDIWULIUDEDATONG,WEI“DAPINGYINGJIAN”DESHICHANGZHONGXINHUOYUECHUANGZAOLEJICHUTIAOJIAN。

                                    XINGYEZHUANJIAZHICHU,YIQINGQIJIANCAIDIANDENGCHANPINXIAOFEIXIAJIANG,DADUOSHUSHIYOUYU“WULIU”DUANLIANZAOCHENGDE。MEIYOUBANFAJISHISONGDADEHUOWU,JIBIANYOUDIANSHANGXIAOFEIQUDAO,YE“WUFACHANSHENGYEJI”。SUOYI,WULUNSHICONGQUANGUODEFANGYIJIAODUKAN、HAISHICONGFUGONGFUCHANJIAODUKAN、HUOZHECONGJUMINXIAOFEIXUQIUKAN,“DATONGJIAOTONG”DOUSHI2YUEFENYILAIDEQUANSHEHUIZHONGDIANGONGZUO。

                                疫情冰封下,二月中下旬,大屏市场另类高潮

                                    SUIZHE2YUEZHONGXUNKAISHIYIQINGHUBEIWAIRIQUEZHENRENSHUZHIBIAO,HECUNLIANGYISIZHIBIAOJINRUXIAJIANGTONGDAO,WULIUCHANYEDEDATONGYIJINGJUYOUCHONGFENTIAOJIAN。ERWULIUKUAIDIYEWUDEHUIFU,ZHENGZAICUJINYILUNXIANSHANGXIAOFEI、YOUQISHIJIERIQIJIAN,ZHAIJINGJIZHONG“LIANGDIAN”CHANPINDE“FANDANXINGXINGQING”。ZHINENGTOUYINGJIHEJIGUANGDIANSHICHANPIN,BIRANHUICONGZHONGSHOUYI。ERYUEZHONGXIAXUN,GAILEIJUJIADAPINGSHICHANGHUIFUZENGZHANG,SHENZHIBAOFUXINGFANDANKEQI。

                                    YINGDUIXINGQINGBIANHUA,2YUEZHONGXUNYILAI,JIGUANGDIANSHIHEZHINENGTOUYINGCHANPINYEFENFENJIAQIANGLEXIANSHANGCUXIAOLIDU。QIZHONG,700LIUMINGJIBIE0.47YINGCUNGUANGFACHANPINDIEPO3000YUANJIAWEI、1200LIUMINGJIBIE0.47YINGCUNGUANGFACHANPINDIEPO3500YUANJIAWEI,FENGMIJIGUANGDIANSHIWEMAX ONEMANJIANHEYOUHUIQUANDIEJIAHOU,GENGSHIDADAOLE8999YUANDECHAODIJIAWEI……JIAYONGDAPINGCHANPINFENFENZHUAZHU“FANDANXINGQING”WEIXIAOFEIZHESONGSHANG“ZHAI”SHENQI。

                                    内容+屏幕”的迭代成长是长期逻辑

                                    JIAYONGDIANSHIDENGYULE‘DAPINGXIAOPING’DELUOJI,BUJINSHIYINGJIANJISHUDEFAZHANWENTI,YESHINEIRONGCHANYEDEFAZHANWENTI。”DUIYUZHAIJINGJIXIA,JIAYONGDAPINGDEREDUSHENGJI,XINGYEZHUANJIAZHICHU,NEIRONGCHANYEDEJINYIBUFAZHAN,ZHENGZAICHENGWEI“DAPINGXIACHEN”DEJIASUQI。

                                疫情冰封下,二月中下旬,大屏市场另类高潮

                                    GAOQINGHECHAOGAOQINGGAINIANYU5G+DEYINGYONG,TIGONGLEYIGE“DAPING”XINJIHUI:JIGAOZHILIANGNEIRONGZAIXIAOPINGMUSHANGNANYITIXIANXIAOGUOCHAYI。70YINGCUNYISHANGDEJIAYONGDAPINGMUDESHICHANGRONGLIANG,ZHENGZAICONG10NIANQIANDE10WANTAI,XIANGWEILAI1000WAN,NAIZHI2000WANTAIDEGUIMOCHENGZHANG。ZHEIZAICAIDIANXINGYELIANGJIAQIDIEDEBEIJINGXIA,CHUANGZAOLEYIGE“JIEGOUXINGJIHUI”。SHENZHI,YOUZHUANJIARENWEI,ANZHAOXIANSHIMIANJISUAN,JIATINGXIANSHICHANYEZHENGCHUYU“LISHIZENGSU”DEZUIGAOFENG。

                                    YANJIUSHUJURENWEI,DAO 2022NIAN,WOGUOCHAOGAOQINGSHIPINCHANYEZONGTIGUIMOYOUWANGCHAO 4WANYIYUAN。JIUMUQIANSHICHANGERYAN,JIEZHI 2019NIAN 5YUE,JINJINZHONGGUODIANXIN IPTVYONGHUJIUYIJINGCHAOGUO 1.3YI,4KYONGHUCHAOGUO 8000WAN……NEIRONGCHUANGZUO、NEIRONGCHUANSHUJINRU“GAOZHILIANG”FAZHANJIEDUAN,BIRANTUIDONGZHONGDUANSHEBEIYEJINRU“GENGDA、GENGQINGXI”DECHANYEFAZHANXINJIEDUAN。

                                    2018-2019NIAN,LIANGNIANSHIJIANGUONEI65YINGCUNJIQIYISHANGDIANSHIJIXIAOLIANGZENGZHANGLEJIN2BEI。CHAODACHICUNDIANSHICONG“XIYOUCHANPIN”,BIANCHENGLEZHULIUHUOJIAXUANZE。ZHEILIANGNIANNEI,ZHINENGTOUYINGJISHICHANGCONGNIANDUBAIWANTAI,ZENGJIADAO360WANTAI、JIGUANGDIANSHISHICHANGCONGBUZU7WANTAI,CHENGZHANGDAO20WANTAI……GAODANGVRTOUKUIHEYANJING,YECONGGUIMOJIHUKEYIHULVEXIANG100WANTAISHICHANGQIANJIN。“GAOZHILIANGJIAYONGSHITINGSHEBEIDECHENGZHANG”GUILVSHIFEICHANGMINGQUEDE。ZHEIBUJINJINSHI2020NIAN2YUEFENZHONGXIAXUNDE“YIQING”FANDANXINGQING,ERSHI“ZHANGQISHICHANGGUILV”。

                                    从“必须品”到“情怀品”,新生代消费逻辑变迁

                                    MIANDUI2YUEZHONGXUNKAISHIDE“DAPING”SHENGWENGEJU,YIGE“DUTE”DEXINGQINGJIEGOUBIXUBEITIJI:NEIJIUSHI90+YIJINGZHUDAO“JIAYONGDAPINGYULE”CHAOLIU。

                                    YOUXINXIBIAOMING,YUESHINIANLINGDAYIXIEDEXIAOFEIZHE,SUIRANTAMENDEJINGJINENGLIGENGQIANG,DANSHIQUEGENGQINGXIANGXUANZE“GOUYONG”DECHANPIN,ERBUSHIZHUIQIUDAPINGTIYAN。FANGUAN,YIXIENIANQINGDEXIAOFEIZHE、XINXINGYIDAIXIAOFEIZHE,BUGOUMAIDIANSHIJIDEBILIHENGAO;GOUMAIDACHICUNDIANSHIJIDEBILIYEGENGGAO:ZHEISHUOMINGXINSHIDAIDEXIAOFEIZHE“DAPINGCAIDIAN”XIAOFEILUOJIYIJING“SHENGJI”。

                                    JI,CHUANTONGCAIDIANZUOWEIKETINGMENMIANSHI“BIBEIPIN”,DANSHIXINXINGDAPINGYINGYONGZUOWEI90+DEWENHUAXIAOFEIDANYUAN,QUESHI“QINGHUAICHANPIN”——MEIYOUZHEIGEQINGHUAI,GANCUIKEYIBUYAOCAIDIAN;YOUDIANYING、DAPINGQINGHUAI,JIUYAO“KANJIUKANSHUANGDE”。ZHEIYIGEJUYUDIANYINGYUANXIAOFEIQUNDEGEJU“JIBENYIZHI”。YUELAIYUEDUODE90HOUCHENGWEICAIDIANHEJIAYONGYULECHANPIN“XIAOFEISHENGJI”DEJUEDINGXINGGOUMAIZHE,DADAGAIBIANLEXIANGGUANCHANPINDE“CHUANTONGDEXINGJIABIYOUXIAN”XIAOFEIGUAN。

                                    50/60HOUXIAOFEIZHE,ZUIRENKECHANPINBIANYI;70HOUXIAOFEIZHEYIJINGKAISHIZHUIQIUJIAGEDIDETONGSHIYAOPINZHIKEKAO;80HOUSHI‘KEJIYIDAI’,JUYOUHENQIANGDEJISHUPIANHAOXING;90HOUZESHIXINXINGYIDAI,TAMENDEXIAOFEIGENGJUYOUZHUJIAN、GENGGUANZHUWENHUACENGMIANDENEIHAN——BUZAISHIJIANDANDEJIAGE、PINZHI、HUOZHEJISHULINGXIANJIUNENGYINGDE90HOUDEQINGLAI。”ERDAPINGMUXIAOFEICHANPIN,YOUQISHIZHINENGTOUYING、JIGUANGDIANSHI,QIATIXIANCHUYIZHONG“WENHUA”JIAZHIXUANZE,ZHEISHIZHEILEICHANPIN90HOUXIAOFEIZHEZHANBIGENGGAODEYUANYIN。

                                    ZONGSHANGSUOSHU,YIQINGZHIXIADEDAPINGSHICHANGBUSHI“QUANMIANQILIANG”,FANERZAIXIAOFEISHENGJIHEXINSHIDAIXIAOFEIGUANXIA,ZAI2YUEFENLACHU“DUTEXINGQING”。ZHEITIXIANLEDAPINGYULEXIAOFEIDE“SHICHANGKECHIXUXING”,ZAIYIQINGBINGFENGJUJIACAIDIANSHICHANGDEBEIJINGXIA,SHIYILVNANDEDEYANGGUANG,GENGZAIJIDUANDESHICHANGHUANJINGXIA,WEICHANGSHANGMENZHIMINGLE“WEILAIFANGXIANG”。

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