Sequoia Released "00 After" Pan Entertainment Consumption Report: Do Not Know 00 After Careful!

After the birth and growth of 00, along with the vigorous development of Internet and mobile Internet in China, they are the first generation of mobile Internet aborigines.

Internationally, people who are born before or after 2000 are generally defined as "millennial generation", that is, the "00 after" in the usual sense. The millennial generation is making their own new world in the tide of Internet and technology.

Now, please use the correct posture and language to say hello to the 00 posters: facial expression bag.Gif. (do not ask: "no?" or "ha ha")

This is the 00 time that Europe / uncle / aunt and miss sister do not understand. They are only 18 years old, and can not be separated from the Internet. They created various Internet buzzwords and frequently used social media software such as micro-blog, WeChat and QQ space.

Their ideal country is the two dimensional world. They may be very "ordinary" at ordinary times. They will put a lot of pocket money into their hands. (referring to the modern collection character model, often referred to as "figure" or "car" or "car", "architecture, video, plants, insects, paleontological or Utopian models"), comics and magazines, the familiar way to express true love is to buy and buy.

The story of this generation's youth is inseparable from smart phones and tablets. But they are more courageous and more personal than others. As a strong pillar of fans' economy, idol is not convinced by actual actions. He is ashamed to say he is 00.

What are the characteristics and preferences of 00 in the new culture and entertainment world that is being created? What is the cognition and information channel for entertainment after 00? What is the trend of Pan entertainment commercialization in the future? The Research Report on creating future -- Sequoia 00 "Pan entertainment consumption" tries to give a unique answer to these future questions.

The near future, Redwood China announced the single row Sequoia China seed fund to actively carry out a more comprehensive early investment, and continue to convey enthusiasm and embrace the new generation, embracing the belief of entrepreneurs at all stages and stages. Redwood is committed to becoming the "entrepreneur behind the entrepreneur". It will not only help entrepreneurs in capital, but also provide a series of support in leadership, resources, recruitment, management, research and other aspects. Today, this is the future of Sequoia 00. research report This is the practice of this concept.

For this reason, Sequoia China seed fund team Stratified random sampling was conducted after 00. In 2017, 1200 effective samples were extracted from more than 100 cities, covering 1-3 lines of cities in the country. This year, again, 400 accurate and effective samples were collected from 17 million data samples for data analysis.

Through long-term tracking, big data retrieval, quantitative research, desk work, group interviews and other ways to integrate research, the policy data user behavior insight into the Institute completed the research, and finally formed the "future creation - Sequoia 00 pan entertainment consumption Research Report", its unique feature is that, after providing the basic cognition of the 00 group, further formed the commercialization direction of the implementation of the operation and suggestions.

Cao Xi, Guo Shanshan and Zheng Qingsheng, three partners of Sequoia China seed fund, respectively expressed their views on the group after 00. Cao Xi said that life has its own law, business has its own law, and the future is growing slowly on the new group; Guo Shanshan believes that every generation will brand their times and businesses through their pursuit, preferences and intergenerational attributes; Cheng Qing Sheng understands that the new generation of people can better prove or falsify existing economic and cultural methodologies, understand the historical trend and embrace the future world.

　 The post millennial generation is the most "red" and inspiring generation.

The first part of the report throws the core conclusions drawn from the survey and research, which is mainly focused on the key insights of the post millennial generation in Pan entertainment consumption, user behavior characteristics and the evolution of Pan entertainment business models.

The post millennial generation has grown up in a deep digital environment. They are particularly prominent in resource acquisition and utilization, deep learning and thinking, multicultural absorption and inclusion, innovation and entrepreneurship.

From the perspective of crowd characteristics, there are two most prominent characteristics after the 00: the most red generation, and the most inspiring generation.

According to the survey data, although it stands for independence, 93% of the 00 said clearly that they want to contribute to society.

What is amazing is the willingness to start business. Because of the popularity of the Internet, the knowledge of these young people has been enlarged unprecedentedly, and 15% of 00 have chosen "entrepreneurship" as the interest direction of their future career.

From the perspective of user behavior characteristics after 00, the brand concentration of different vertical areas is different, and their awareness of screening and acquiring information is strong. In the pan entertainment field, there is a unified trend of commercialization, that is, from users' deep participation and creation to interest incubation, and then to the expansion of 1+N industry chain.

　 The first generation of mobile Internet aborigines

After the birth and growth of 00, along with the vigorous development of Internet and mobile Internet in China, they are the first generation of mobile Internet aborigines. Unlike the PC Internet aborigines born after the 1990s, with the decline in birth rate in 2000-2010 years, family and social concerns are more concentrated in the post millennial generation.

After the opening of the two child policy, the birth rate of the whole population began to rise, but for now, the "two generation" is still the mainstream of the post millennial group, accounting for more than 8, of which the proportion of the two generation of the first tier cities is relatively lower.

One of the characteristics of the 00 group is that both parents have a good educational background, and both sides have a bachelor's degree or above, accounting for 45%. In addition, the high proportion of parents' dual workplace background is also an important reason for stimulating the interest tag of entrepreneurship after 00.

Social, fashion and personality are the three most important product characteristics after 00.

The application of Pan entertainment is the mainstream category in the post 00 Internet application consumption situation, and if we continue to subdivide it, we can see that the application coverage of audio-visual entertainment and information is the highest in two categories.

Sociality, fashion and personalization are the three most important features of the 00 users. Among them, female users are more interested in the trend, interesting and unique applications.

About brand penetration and concentration, in the two categories of online social networking and live / short video, they are "WeChat vsQQ" and "fast vs shake" occupy the top two ranking.

Although the penetration rate of animation brand is the lowest in the pan entertainment area, the concentration degree is higher. The head application is represented by comics, comics and Tencent animation.

According to the distribution data of usage time, 78% of the 00 users are accustomed to using pan entertainment applications at night, that is, 18-24 points are the main periods, and 19-22 of them are the most concentrated usage periods.

Another noteworthy user feature is that nearly 10% of the 00 users have gained income on various UGC platforms. Among them, live broadcast, short video, cartoon and game platform are the main sources.

In addition, as the "mobile Internet aborigines" after 00, has a very good product payment habits, of which 59% of users tend to pay on demand or frequency, while 5% of the users have more than 3 annual payment members.

Geographically, there are also obvious characteristics: Beijing The proportion of annual paid users is much higher than that of other first tier cities.

The proportion of students or friends recommended for application acquisition is the highest, accounting for 64%, while the proportion of active search is as high as 44%, which shows a strong selection initiative. For female users, TV, video advertising and love bean endorsement will be more influential in the process of selecting products.

Let 00 users really integrate into the product to get the perception and feedback.

Another major feature of the report is to summarize the evolution trend of Pan entertainment commercialization after 00. Combined with the characteristics of user behavior, it gives specific suggestions and measures for future development of Pan entertainment players.

For the pan entertainment industry, the best way to get users is to get in touch with users quickly and enable users to truly integrate, perceive and feedback effectively.

Whether it is brand image quality fit, user demand precise or active push, or provide tailored products and experience, it will help to transform and enhance the viscosity of users after 00.

Establish a full life cycle user marketing system to fully tap user value.

We believe that the best way to predict the future is to create the future. Let us take this as a starting point to jointly open up the creation of the future.