Catering, housekeeping, tourism, financial management, tourism, education, entertainment, and medical care, the new opportunities brought by these industries that are being internetized, have long been recognized as the next gold mine.
But this gold mine is not only buried in the four "Internet cities" in the north, Guangzhou and Shenzhen. In 20 15, gold prospectors gradually went deep into second-and third-tier cities, that is, municipalities directly under the central government, provincial capitals and other large and medium-sized cities except the above four cities.
In order to reveal the comparison of Internet cross-border situation between first-tier cities and second-and third-tier cities, Penguin think tank recently released "20 15 New Gold Mine of Internet: Report on Cross-border Service Penetration of Second-and Third-tier Cities in China".
By gathering the survey data of more than 40,000 users, the penetration status of seven hot areas of cross-border traditional industries of the Internet is intuitively displayed. These fields include: door-to-door service, taxi rental, online travel, online education, entertainment consumption, online financial management and online medical treatment. The penetration of the Internet in different fields will make gold diggers see hope, but there are also difficulties.
A Cross-border penetration rate of Internet: Entertainment services have the deepest penetration, while online education has the smallest gap.
By collecting and calculating the overall survey data, the cross-border penetration rates of the seven major Internet services in second-and third-tier cities are different. The horizontal axis of the chart reflects the average penetration rate of Internet services in second-and third-tier cities. The farther to the right, the deeper the penetration of internet services, which means that the existing user groups are larger. The vertical axis reflects the service gap between second-and third-tier cities and first-tier cities. The higher up, the smaller the service penetration gap between second-and third-tier cities and first-tier cities.
The survey results show that entertainment consumption has the highest penetration rate in second-and third-tier cities, followed by take-away ordering and online financial management, and the lowest penetration rate is online education. Compared with first-tier cities, the penetration gap of online education is the smallest, and the penetration gap of take-away ordering is the largest.
The difference in penetration rate of different Internet services is attributed to many factors. The entertainment consumption involved in this survey mainly refers to buying movie tickets online, and the penetration rate of nearly 60% indicates that more than half of users in second-and third-tier cities have used this service. Such a high penetration rate stems from the fact that watching movies has become a mass consumption behavior, and the threshold for creating services is lower than other fields, so the high penetration rate is in line with expectations.
Online education and online medical care are industries with low penetration rate. Education and medical care are both areas with long industrial chain, extremely high threshold and difficult to subvert offline advantages. If the Internet wants to integrate with traditional industries in these two areas, it still lacks more mature solutions. Even if users express their needs, they lack corresponding monopolistic quality products.
The Classification and Interpretation of the 27th Internet Cross-border Field
1. On-site service: Online ordering and take-out has the highest penetration rate.
Door-to-door service ushered in the golden age of development. All kinds of life services, whether it is take-away, laundry, housekeeping, massage, manicure and beauty, are closer to consumers with the help of the Internet platform.
In fact, online ordering and take-out are far ahead of other market segments with a penetration rate of over 40%. Followed by door-to-door housekeeping and cleaning, the penetration rate is basically the same in first-tier and second-and third-tier cities, both of which are 7.3%. Door-to-door laundry belongs to the field where the penetration gap between first-tier cities and second-and third-tier cities is relatively large. The permeability of the former is 3.3%, and the latter is reduced to 1.3%.
In the offline survey, most users are basically satisfied with the on-site service, but they also express some new demands, such as improving the standardization of domestic service and solving the doubts about the stability and safety of service quality. Especially for some services that meet the needs of the elderly, children are more worried when booking such on-site services. Generally speaking, users have gradually become familiar with this service, and the products need to be promoted and persuaded in the process of real use.
2. Travel service: The market penetration rate of taxi application exceeds 40%.
The huge subsidy has pushed the taxi application to the public. Among all kinds of travel services, taxi applications rank first with a penetration rate of over 40%. Secondly, car rental applications, its market penetration rate is slightly higher than car-hailing and carpooling applications.
The penetration rate of automobile application in first-tier cities is much higher than that in second-and third-tier cities, and the geographical gap is the biggest. The geographical gap of carpooling application is the smallest.
Subdivided into specific products, Didi taxis rank first in first-tier cities and second-and third-tier cities. Fast taxis rank second, and the penetration rate of this product in first-tier cities and second-and third-tier cities is basically the same. This Valentine's Day, two market competitors announced the merger, firmly occupying the absolute advantage of this market.
In the special car service, the market penetration gap of various products is not as obvious as that of taxi application, and the penetration rate of Didi special car is slightly higher. In terms of car rental service, CAR Inc' s market penetration rate is also slightly ahead.
3. Online travel: air ticket hotel reservations are popular.
Air ticket hotel reservation is the most used online travel product, and its market penetration rate is over 40%. Followed by the tourist route booking products.
There is basically no difference in the penetration rate of tourism service products in first-tier cities and second-and third-tier cities. Comparatively speaking, the rate of using offline travel agencies in second-and third-tier cities is still slightly higher than that in first-tier cities.
Among tourism service products, Ctrip has the highest penetration rate, but the penetration gap between first-tier cities and second-and third-tier cities is also the largest. Where to go is second. It is worth noting that Tongcheng is the only product in this round of survey that the utilization rate of second-and third-tier cities is higher than that of first-tier cities.
In recent years, the growth rate of online leisure travel market transactions has accelerated, and self-help travel has risen and gradually surpassed group travel, which has spawned more tourism service products. In the survey, users also expressed their demand for products that meet the needs of self-help travel. The current problem is that the cost of information collection and reservation invested by users is still high. A user in Harbin said, "Everything on every website is not the most complete, and you often need to switch back and forth between several different websites to find a strategy, book a plane ticket and book a hotel." Coupled with problems such as inconsistent information descriptions, the user experience has been hurt. The integration and credibility of future products and services may become the key.
4. Online education: Vocational examination skills training is easier to penetrate second-and third-tier cities.
As the online education with the lowest penetration rate among the seven cross-border services, more than 50% users have never used online education products. The penetration rate of various educational products is also low. The slightly dominant product categories are vocational examination online education and skills online training. Moreover, the penetration rate of these two types of products in second-and third-tier cities is higher. Online language training is popular in first-tier cities.
Subdivided into specific online education products, the penetration rate of first-tier cities and second-and third-tier cities is low, and the penetration rate of almost all products is less than 5%. There are no online education products with obvious advantages in the market.
In Penguin Zhiku's offline survey, users in second-and third-tier cities are not low in their willingness to pay for online education products. A user in Urumqi reported that she was willing to spend money to study online, because there are few educational resources and famous teachers in the west, and online learning can partially solve this problem. This also explains why online education is a cross-border field with the smallest penetration gap between first-tier cities and second-and third-tier cities. If we seize this opportunity, the development space of online education is not low.
5. Entertainment consumption: group buying movie tickets is more popular in second-and third-tier cities.
Most users in first-tier cities and second-and third-tier cities have bought movie tickets online, and the penetration rate is close to 60%.
From the perspective of product penetration, group buying websites have become the main online export of movie ticket sales. Take Meituan, which ranks first, as an example, its penetration rate in second-and third-tier cities is 3 1.7%, even much higher than that in first-tier cities (25.2%). The second place of glutinous rice also illustrates this feature. This reflects that users in second-and third-tier cities may have higher recognition of group buying.
6. Internet finance: The penetration rate of wealth management products is far ahead.
Wealth management products are the most commonly used Internet financial products for users in first-tier cities and second-and third-tier cities, with a penetration rate of over 40%. Behind this achievement, it is mainly attributed to the popularity of Alipay and WeChat wallet. These products such as Yu 'ebao and Licaitong have played the most direct role in user education.
As for new products such as P2P online lending, network staging and crowdfunding, they are far from being favored by the public, and the penetration rate is basically below 5%. Security and risk are the most concerned issues for users.
7. Online medical care: still in the early stage of development.
In the overall online medical survey, the proportion of users who have used online medical products in first-tier cities is 17.6%, and the utilization rate in second-and third-tier cities is 14.5%. More than 80% users said that they had never used online medical products. This shows that the online medical market is still in its infancy.
Most users report that they have doubts about the effect of online medical treatment. However, if it involves services such as reducing the complexity of medical treatment process and improving the efficiency of medical treatment, users have higher expectations, such as online registration or some medical auxiliary measures.
Conclusion:
Looking back on the overall survey results, the average permeability of seven cross-border areas in first-tier cities is higher than that in second-and third-tier cities, but the permeability gap is not very significant, and the degree of difference remains below 5%.
When it comes to the penetration rate of subdivided products, the products with the highest penetration rate generally perform better in first-tier cities, such as Didi taxi and Ctrip. Of course, there are exceptions, such as the purchase of movie tickets in the entertainment service field. The performance of Meituan in second-and third-tier cities is better than that in first-tier cities. Products with second-and third-tier market penetration are closer to first-tier cities and second-and third-tier cities, such as fast taxis and the same journey.
Online education is a special field, and the demand for different products in first-tier cities and second-and third-tier cities shows obvious differences. Vocational examination skills training has a more market in second-and third-tier cities, and language training has a higher penetration rate in first-tier cities.
For those cross-border gold prospectors who set the development goal of the new year in second-and third-tier cities, if the advantages in first-tier cities are obvious, the transition to second-and third-tier cities is not as difficult as expected. However, if the advantages in first-tier cities are not obvious, it may be necessary to come up with a real way to defeat the enemy and regard second-and third-tier cities as the best stronghold to turn defeat into victory.