domeet webmaster

01 Some conclusions

Our conclusions first:

1. MarTech’s market education period has passed, and 2018-2020 is the domestic rapid growth period. The demand concentration is outbreaking. The MarTech department of MarTech’s early enterprises or mid-to-late enterprises has a year-on-year growth rate of 30% to 200% in 2019, and annual income is mostly between 20 million and 80 million (excluding advertising rebates) ), market competition is more dispersed, subscription payment system is on the Internet levelHigher companies have high acceptance, but traditional enterprises and large enterprises do not have the habit of paying for annual subscriptions. Revenue growth depends on new customers, and the growth of repeated subscription revenues is doubtful.

2. MarTech enterprises have different demand points, including CRM, DSP, DMP, data analysis, etc. From the characteristics of industry transactions, they can be divided into two categories: B2B and B2C to analyze suppliers. MA products Mainly for B2B enterprises, focusing on improving the automation level in the marketing and sales process. DMP/CDP is the core global traffic management product mainly for B2C enterprises, which mainly improves the matching accuracy in large-scale delivery process.

3. The AdTech companies (including advertising, ad detection, traffic management, etc.) that emerged during 2009-2014 are basically at maturity, in-depth intelligence (original friend interaction), second hand, Companies such as Yima Online, Jingshuo Technology (formerly AdMaster), The service has been further extended to the client, and a global traffic management solution with DMP as the core product has been launched to compete as a new business growth point >. Internet platforms such as Alibaba and Tencent also have global marketing products (Ali Uni Marketing, Tencent WE+). However, different ecosystems are isolated and closed, and the data is still fragmented for business owners. AdTech companies are mainly helping The enterprise establishes a first-party database.

4. The MA/SCRM field is hot and the market is entering the inflection point of rapid penetration. Representative cases include Weimeng, Liudurenhe, Jiashi Technology, and Huzan Technology. In 2018, Weimeng Group completed the D1 round of RMB 1.09 billion and the USD 200 million D2 round of financing. After its listing in January 2019, it won an investment of HK$1,157.2 million in July this year. In addition, there are six degrees of people and EC, plus push and tiger. Zan and other projects have also received large investments, and the market is large, still a blue ocean.

5. The companies that cut through the content creative link are divided into two categories, one is the instrumental enterprise that lowers the material production threshold., such as Yiqixiu, Rabbit Show, Xiutang, Maker , ARKie, mainly for small and medium-sized enterprises, the combination of tools + SMB market has a realization challenge, Second, the ability to integrate AI optimization, creative optimization and management platform for large enterprises, such as chopsticks technology, and Creative design crowdsourcing started to the content supply + intelligent management platform.

6. Advertising technology, marketing technology and traditional CRM will definitely be integrated, from the history of overseas digital marketing companies, M&A is a very important driver of business growth. There are ultimately companies that can cover multiple channels, full chains, and multiple industries. Service KA market competition must have aPaaS architecture and ecological construction capabilities. In the SMB market competition, it is necessary to experience good and easy-to-use products, and the cost of customers and services can be controlled.

02 Why is 2019 the turning point of MarTech in China?

There are four reasons:

1) Stabilizing traffic and opening up the era of stock competition

The current growth rate of Chinese netizens and mobile Internet users has fallen to a record low. From a broader perspective, China’s total population growth has reached its lowest level since 1970. The current traffic market in China may be the peak of our next 10 years, and the downside is inevitable. The era of untouched gold everywhere is gone forever.

Data Source: National Bureau of Statistics

From the perspective of the latest mobile Internet monthly users, it has stabilized at around 1.13 billion since 2019, and even a net decrease of 1.93 million in Q2 this year.

Data Source: QuestMobile

2) Increased media concentration, lower advertising agency profits, and higher corporate marketing costs

Data Source: QuestMobile

At present, Tencent Department, Headline Department, Ali Department,