1、How Developers Improved User Acquisition In China During The PandemicIn association with:CHINA NON-GAMING APPTRENDS REPORTH1 2021CONTENTSCONTENTSFOREWORDOVERVIEW OF CHINAS NON-GAMING APPS MARKET Numbers of Non-Gaming Apps Running UA Campaigns,H1 2021 Top 5 Genres with Most New Product Releases by Mo

2、nth Percentage of Non-gaming Apps Running UA Campaigns by Genre,H1 2021Top Genres in Growth Rate,H1 2021KEY UA OBSERVATIONS FOR CHINAS NON-GAMING APPS MARKETGENRE SPOTLIGHTSShopping AppsTravel AppsUtility Apps 00811111823CONTENTSCONTENTS01FOREWORDFOREWORDFOREWORDNon-gaming apps were liter

3、al lifesavers to millions across China throughout the Coronavirus pandemic.During 2020s stay-at-home measures,a litany of Shopping,Grocery,Utility and other apps came to the rescue of the general public.Chinas app developers had entered a time of prosperity.Not just local developers,either.Chinas no

4、n-gaming apps market presented and still presents-huge opportunities for global developers to accelerate their growth.China,for example,has a lower barrier to entry for non-gaming apps than a number of other global territories with tighter regulations.That doesnt mean instant success,though.For fore

5、ign developers to succeed in China,they need key information on what works and what doesnt not just in a functionality sense,but also when it comes to advertising and attracting new audiences for long-term growth.Thats where this report on non-gaming app User Acquisition(UA)campaigning will help.It

6、provides the latest insights into the market especially on which app sectors continue to thrive as the pandemic eases,and which industries stalled as quickly as they grew.In collaboration with Reyun,a sub-brand of Mobvista-a leading Chinese third-party mobile measurement and marketing technology com

7、pany-our team has collected and analyzed data from Reyuns FOREWORDproducts,which are hugely popular among developers in China.From our tracked data,we can see there were 4,600 non-gaming apps running UA campaigns during H1 2021.This number exceeds the total number of non-gaming apps that ran UA camp

8、aigns last year.Among the 4,600 apps tracked,there were about 2,000 new products introduced to market,representing a growth rate of nearly 45%.As these stats suggest,as China slowly recovered from the pandemic,so did advertisers confidence.Advertisers in general had increased marketing budgets,resul

9、ting in remarkable growth in the app UA market.Different from the massive growth seen in the mobile games market during the first quarter,the non-gaming apps market saw growth in the second quarter,when ad spending recovered to a certain extent.From these data sets,we are able to draw a full picture

10、 that shows key trends and opportunities in Chinas non-gaming app market.We believe these data sets will be hugely helpful for global developers looking for growth opportunities in the worlds biggest mobile market.We hope you enjoy.0102OVERVIEW OF CHINAS NON-GAMING APPS MARKET020203OVERVIEW OF CHINA

11、S NON-GAMING APPS MARKETData Source:Reyun Data CAS(China Version)Jan Feb Mar Apr May Jun2,0004,0000Numbers of Non-Gaming Apps Running UA Campaigns,H1 202104JanAprFebMayMarJunUtilitySocial NetworkingShopping Video&AudioRecruiting/JobUtilitySocial NetworkingShoppingEducationRecruiting/JobUtilityShoppi

12、ngSocial NetworkingEducationBookUtilityShoppingSocial NetworkingVideo&AudioLifestyleUtilityEducationSocial NetworkingBookShort VideosUtilityEducationShoppingLifestyleSocial NetworkingData Source:Reyun Data CAS(China Version)Top 5 Genres with Most New Product Releases by MonthOVERVIEW OF CHINAS NON-G

13、AMING APPS MARKET05Data Source:Reyun Data CAS(China Version)0%5%15%10%25%20%UtilityEducationSocial NetworkingShoppingLifestyleFinanceBusinessVideo&AudioBookTravelPercentage of Non-gaming Apps Running UA Campaigns by Genre,H1 202125.6%11.6%10.7%8.2%7.7%4.7%4.6%4.5%3.9%2.3%OVERVIEW OF CHINAS NON-GAMIN

14、G APPS MARKET06Data Source:Reyun Data CAS(China Version)62.7%58.7%56.7%55.8%BusinessTravel Video&AudioNewsGenre Growth Rate,H1 2021OVERVIEW OF CHINAS NON-GAMING APPS MARKET0707INSIGHTSUA ads for Utility and Shopping apps continue to blossomData shows that a quarter of all non-gaming apps advertised

15、are Utility apps,suggesting that it may be the strongest sub-genre on the UA market.Shopping apps competed for users attention,likely due to the 6.18 shopping festival in China.As a result,investment in UA campaigns for Shopping apps grew.Social Networking UA campaigning fell though,as did UA campai

16、gns for Education apps,which have been heavily impacted largely by new regulations(see following section).1.The non-gaming UA market in China may favour Utility apps2.Shopping apps experienced UA campaign growth while Social Networking and Education UA campaigning fell07OVERVIEW OF CHINAS NON-GAMING

17、 APPS MARKET08KEY UA OBSERVATIONS FOR CHINAS NON-GAMING APPS MARKET0809Tougher regulations targeting the online education sector were announced during the first half of 2021,with various regulatory policies introduced in July.As a result of the shift in policy,UA advertising for online education pro

18、ducts has drastically reduced.In June,the Ministry of Education established the Department of Off-campus Education and Training Supervision,which has particularly affected Chinas K-12 online education services.Reyun Data analyzed the UA status of key apps in the K-12 field during H1 2021 and found t

19、hat:1)A number of Education apps advertised less in February 2021.February is the traditional low season in terms of UA for K-12 Education apps.2)In April and May,after a number of online education and training institutions were punished for price discrepancies and comms violations,K-12-related apps

20、 scaled back their UA intensity-there was an especially sharp decline in May 2021.New regulations are seen as a major blow to the online education sector09KEY UA OBSERVATIONS FOR CHINAS NON-GAMING APPS MARKET10Business apps rose to top position from second place last year,with product growth rate ex

21、ceeding 60%.Driven mainly by the pandemic,an increasing number of apps such as recruitment-based apps and apps that supported online meetings or promoted work-from-home productivity,were launched.During H1 2021,Business app providers continued investing heavily on UA.Travel apps maintained a high gr

22、owth rate,partly due to the overall recovery of Chinas travel industry this year.The performance of Audio&Video and News apps were the same as last year,where the growth rate remained stable.Business apps saw growth due to COVID19Travel,Audio&Video,and News apps followed closely behind10KEY UA OBSER

23、VATIONS FOR CHINAS NON-GAMING APPS MARKET1111GENRE SPOTLIGHT:SHOPPING APPS12In the first half of this year,Chinas e-commerce environment underwent major regulatory changes.Antitrust investigations had been widely conducted across the internet industry;a result of which has seen leading brands loosen

24、 their ties with top Shopping apps such as JD.com,Alibaba,and Pinduoduo.Brands have increasingly implemented multi-channel strategies,and are going it alone.The number of ads brands launched during April and May 2021 increased significantly as a result-especially in May before the 6.18 shopping even

25、t,with a month-on-month growth rate of nearly 50%.Antitrust regulations see brands rely less on Shopping app partnershipsTREND 1 GENRE SPOTLIGHTS:SHOPPING APPS 13Data Source:Reyun Data CAS(Domestic Version)Trends in the Number of Shopping Apps Running UA Campaigns,H1 20211503000During the 6.18 shopp

26、ing event,Taobao and JD.com saw a significant increase in their advertising volume.Taobao placed nearly 300,000 creative groups between June 1 to 18,while JDs average daily creative group volume reached one million.Jan Feb Mar Apr May JunGENRE SPOTLIGHTS:SHOPPING APPS 14Single-image campaigns are st

27、ill the main creative type during sales seasonIn terms of the distribution of the types of ad creatives,Taobao,JD.com,and Pinduoduo all focused on single-image campaigns,accounting for about 90%of their campaign output.In addition,JD.com and Taobao had a higher three-image ratio-close to 10%-while P

28、induoduo only had 1%.Pinduoduos video creatives,however,exceeded 12%,which is much higher than Taobao and JD.com.TREND 2 GENRE SPOTLIGHTS:SHOPPING APPS 15Data Source:Reyun Data CAS(Domestic Version)TaobaoJD.comPinduoduo3 ImagesVideoSingle imageDistribution of Creatives by Type on June 118,202189%91.

29、2%86.6%9.5%8%1%0.9%0.5%12.3%GENRE SPOTLIGHTS:SHOPPING APPS 16Data Source:Reyun Data CAS(Domestic Version)GENRE SPOTLIGHTS:SHOPPING APPS Taobao Top CreativesPinduoduo Top CreativesJD Top Creatives17Short-form video platforms joined the e-commerce revolution by enabling live-streaming shoppingApart fr

30、om e-commerce platforms,short video platforms were the biggest highlight of this years mid-year sales and shopping events.Douyin launched Douyin Goods Festival,while Kuaishou launched Kuaishou 616 Quality Shopping Festival.The two short-form video apps deepened their interaction with users by live s

31、treaming,and the majority of creatives were related to get it for free and 90%off.TREND 3 Data Source:Reyun Data CAS(Domestic Version)GENRE SPOTLIGHTS:SHOPPING APPS 18GENRE SPOTLIGHT:TRAVEL APPS19At the height of the Coronavirus pandemic during H1 2020,travel advertising was at a standstill.This yea

32、r,with the epidemic under effective control in China and a large amount of the population vaccinated,the number of ads placed by Travel apps showed consecutive monthly growth.According to the creative groups placed every month,the growth was strong before Labor Day holidays,with over 120%growth seen

33、 in April 2021.Growth continued in May and June.Data Source:Reyun Data CAS(China Version)600,0001,200,0000JanFebMarAprMayJun20202021Creative Groups Placed by Travel Apps,H1 2020 vs.H1 2021GENRE SPOTLIGHTS:TRAVEL APPS 20During H1 2021,the online travel industry was able to adjust its marketing strate

34、gy in time to meet users need.During the Spring Festival,due to the slight rebound of the pandemic,the publics Spring Festival travel plans were disrupted,and celebrating the New Year locally became the main theme.In response,the travel industry made rapid adjustments to advertise local vacations to

35、 the market.TREND 1 Travel apps managed to leverage peoples interests to“travel locally”GENRE SPOTLIGHTS:TRAVEL APPS 21During the Labor Day holidays,the online travel industry saw an upturn in its fortunes.Family trips,parent-child time,“red tourism”(trips to historical places related to Chinas hist

36、ory)and trendy sites were predominantly shown on major travel apps.Specifically,parent-child tours became one of the best-selling family travel packages.Amusement parks,aquatic and parent-child themed hotels were also in high demand.Data Source:Reyun Data CAS(Domestic Version)TREND 2“Family trips”be

37、came popular during long holidaysGENRE SPOTLIGHTS:TRAVEL APPS 2222GENRE SPOTLIGHT:UTILITY APPS23The proportion of the total amount of Utility apps being advertised increased further during H1 2021,but the overall growth rate of Utility apps in the first half of this year was 48%-lower than last year

38、s 65%.The main reason for the decline in the growth rate was that,in the first half of the year,the Ministry of Industry and Information Technology carried out a thorough investigation regarding privacy issues,such as safeguarding the personal information protection of internet users.Utility apps we

39、re under particular scrutiny.According to the year-on-year growth rate of each sub-genre,most Utility apps saw lower figures the same period of last year.In particular,location-based apps saw the most obvious decline in H1 2020.WiFi Management apps,though,saw similar figures to H1 2020.TREND 1 Altho

40、ugh impacted by privacy investigations,Utility apps still saw growthGENRE SPOTLIGHTS:UTILITY APPS24Growth Rate of the Numbers of Utility Apps,2020 vs.2021Data Source:Reyun Data CAS(China Version)202020210%20%40%80%60%100%WiFi ManagementPhoto EditingBrowserPersonalizationCalendar&WeatherFile Manageme

41、ntSecurity OptimizationLocationKeyboard Input83%46%40%36%35%35%30%25%13%81%57%50%67%82%50%62%97%53%25Data Source:Reyun Data CAS(China Version)0%5%15%10%25%20%30%Security OptimizationCalendar&WeatherWiFi ManagementPhoto EditingPersonalizationLocationBrowserFile ManagementKeyboard InputSearch EngineOt

42、hers30.4%17.5%12.8%10.2%6.3%3.1%1.9%1.7%1.4%0.4%14.2%Distribution of Utility Apps Running UA Campaigns by TypeGENRE SPOTLIGHTS:UTILITY APPS26April 2021 saw a high-release volume for new Utility apps.The centralized launch of new apps for WiFi Management and Photo Editing drove the increase of the ov

43、erall growth rate in April.Security Optimization apps,which are typically the No.1 Utility app,saw a decline in popularity at the start of 2021.60%50%40%30%20%10%0%JanFebMarAprMayJunSecurity OptimizationWIFI ManagementCalendar&WeatherPhoto EditingTrends in Advertising Growth of Tool Apps by Type in

44、H1 2021GENRE SPOTLIGHTS:UTILITY APPS27WiFi MasterWiFi CompanioWiFi MagnumWiFi AssistantWiFi Boost Master1234512345My CamBaibian P TuFACETUNE2SEEKMEOne-click Photo Editing MasterRankingRankingWiFi ManagementPhoto EditingData Source:Reyun Data CAS(Domestic Version)Top 2 Categories of Utility Apps in G

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