This article is from WeChat official account:QuestMobile (ID: QuestMobile), author: Mr.QM, title figure from: vision China
Under the influence of the epidemic, in the past six months or so, the housing economy has extended from consumption to study, work, and life, relying on the level of human needs, forming a very obvious trend. According to QuestMobile data, in May 2020, online shopping (including e-commerce, takeaway) has been restored to the pre-epidemic level as a whole, and the discount price comparison is fast again Rise and become the fastest-growing e-commerce application (an increase of nearly 25 million year-on-year), fresh food e-commerce monthly active users increased by 21.9% year-on-year, express delivery The number of times of logistics used per capita increased by 31% year-on-year.
In addition to eating and drinking, the demand for online consultation, home health management, and sports fitness has exploded. The overall monthly life of the medical service industry is around 30 million. Among the top 5 APPs with a year-on-year growth rate, Dingdang Kuaiyao, Keruitai Q Medical, Beijing Guahao.com, Dingxiang Doctor, and Jianke Online Pharmacy increased by 190.9%, 189.1%, and 182.8 respectively. %, 173.1%, 154.4%. At the same time, the scale of home sports and fitness and health management users exceeded 76 million and 25 million respectively.
Online renting has also become a new flashpoint. In May 2020, the housing rental app exceeded 62 million, a year-on-year increase of 33.3%. Among them, among the top 5 apps with a year-on-year growth rate, Mushroom Rental, Happy Lane, and Live Here , Ziru and Eggshell Apartments increased by 410.8%, 377.3%, 196.2%, 137.3%, and 135.5% respectively. Of course, under the epidemic situation, leasing companies are facing a very difficult situation. They may make money at a loss and overcome the difficulties together with tenants, which is worthy of respect.
Also worthy of respect, there is also the recruitment industry in the most difficult employment season, I hopeOnline can give you more help. In addition to consumption and life, study and work have also become the core part of the housing economy. In May 2020, the education industry increased by 8.9% year-on-year to 549 million(down from the peak of February by about 110 million), will it be in the future? The continued high level may be closely related to the development of the epidemic.
In terms of efficiency office, the trend is similar to that of the education industry, but the downward trend is slower. In May 2020, the industry’s active users increased by 188.2% year-on-year to 392 million(compared to the peak in March by about 40 million), obviously, online office is more sticky… how will it develop next?
1. The housing economy emerged with the development of the Internet. It is a a new economic situation based on the developed Internet and modern logistics. It is not only a way of consumption and entertainment, but also a way of learning, Work, production method
2. The housing economy is at a critical breaking point, supply and demand are matched, and the potential is ready to be developed. With the short-term stimulus of the epidemic, the housing economy has accelerated catalysis
1. The housing economy has developed with the rise of the Internet, and its evolution is accelerated by the short-term stimulus of the epidemic
1. The epidemic has intensified the in-depth evolution of the housing economy, which is closely integrated with the satisfaction of personal needs. At different demand levels, the mobile Internet has helped improve operational efficiency and further changed the changes in user behavior
2. Affected by the epidemic, people’s homes have achieved the most basic physiological needs through e-commerce shopping, fresh purchases, and home delivery.
2.1 Online shopping has returned to the level before the epidemic as a whole. The epidemic has a profound impact on consumption, and more people are willing to obtain price-performance ratio through price comparison
2.2 The home economy provides a user base for celebrities to carry goods. Since the beginning of this year, the ability of KOLs to carry goods has increased significantly, among which the carrying capacity of vertical KOLs such as beauty, maternal and child, and home furnishings has increased significantly
2.3 The online purchase of residential homes by residents has also stimulated the strong demand for express delivery, and supporting logistics provide basic guarantee for the housing economy
2.4 The food is the most important thing for the people, and fresh food e-commerce is popular; through the recommendation of social friends and relatives, the small program becomes the new favorite of home shopping online. Compared with the APP industry, the user scale and year-on-year growth rate are both higher
2.5 During the period of working and living at home, it is impossible to eat out + free time increases. Homemade meals become the choice of more people. Young people learn from different ways, and middle-aged and elderly people try new dishes, which promotes the growth of gourmet recipe apps.
2.6 With the gradual resumption of work and production, the majority of post-00s and post-90s have gradually returned to the embrace of takeaways, and relevant typical apps have basically returned to their pre-epidemic conditions
3. Medical, health and other businesses use the Internet to improve efficiency while avoiding unnecessary offline contacts to meet users’ safety requirements
3.1 Online diagnosis and treatment, online registration, and self-service drug purchase can not only avoid going out, but also relieve the pressure on offline medical resources
3.2 Users refer to online exercise courses, turn the living room into a gym, home exercise to enhance resistance, manage health and anti-virus, and promote the industry as a whole to enter the billion-level industry club
3.3 The epidemic urges tenants’ mentalityChanges, the roommates sharing room can be compared to “dead friendship”, tenants turn to more orderly, more standardized management of rental service providers
3.4 Residential homes directly increase electricity consumption, and a series of e-government apps are playing a convenient and beneficial role for the people, allowing users to solve daily chores without leaving their homes, and the scale of industry users exceeds 100 million
4. The epidemic has spawned diverse entertainment needs, and the popularity of online entertainment has not diminished. On average, users have spent more than two and a half hours on entertainment every day, of which short videos and games take the longest on average
5. Affected by the need for respect and self-realization, users worry that their work and children’s learning will be affected. Distance education and online office are becoming more and more normalized, and homestays can also learn and produce
5.1 Due to the epidemic situation, schools in various regions and various stages have postponed the opening of classes, offline training institutions have been temporarily closed, and remote teaching has broken through the time and space constraints, helping online teaching in the new semester and accelerating the penetration of the online education industry
5.2 The delayed resumption of work or even the suspension of production during the period of the epidemic has caused workplaces to hope to bring a more stable and safer life through job switching, and promote the rapid recovery of typical APP users in the recruitment industry
5.3 Under the intensification of the epidemic, college graduates are ushering in the most difficult season for employment. The pressure of successful graduation and successful employment is intertwined, which also makes part-time income-generating applications become popular
5.4 In order to improve the efficiency of collaborative office and production, more than 250 million users joined the cloud office compared with last year, driving the industry to nearly double, ranking first in the growth rate of the mobile Internet industry segments; among them, young and younger Shen group contributed more than half of the growth
II. Future trends and opportunities of the housing economy
1. In terms of users, mobile Internet users are accelerating to extend to both ends, and the online time of underage, middle-aged and elderly groups will continue to extend, forming new opportunities
2. Technically: Cloud service + AI + 5G is the fixed collocation and main line of development for future technology upgrades, providing Sunac driving force for home services
3. In terms of service, homes are inseparable from the logistics system, and they are also feeding back the development of logistics. With the continuous catalysis and improvement of the epidemic, contactless delivery may become one of the mainstream forms of performance in the future
4. In terms of consumption, ideology has changed to increase the monetization potential; in order to obtain a convenient experience, users are willing to pay additional premiums for community consumption and home-to-home services
This article is from WeChat official account:QuestMobile (ID: QuestMobile) author: Mr.QM