|

3C

|
 PART1 3C

PART2 3C

CONTENTS PART3 3C

PART4 3C

|
3C
PART1

|
 |
2012-2016 3G 4G 2016

2016-2020 2020 3.08 20.8%

2012-2020 2012-2020
16 14.73 14.66 45.0% 7 80.0%
38.5% 14.37 14.03 13.71 40.0%
14 13.02 12.92 5.79
6 5.6
35.0% 60.0%
29.7% 5.18
12 4.91
30.0% 5 4.66 4.52
10.04
4.14 40.0%
10 25.0% 24.2% 3.89
4
20.0% 14.6%
8 7.25 10.8% 3.08 20.0%
8.1%
10.4% 15.0%
3
6 10.0% -6.0%
2.5% -12.3% -15.7% 0.0%
0.0% 5.0% 2
4 -0.5% -21.9% -20.8%
-2.3%
-4.3% -5.8% 0.0% -20.0%
2 1
-5.0%
0 -10.0% 0 -40.0%
2012 2013 2014 2015 2016 2017 2018 2019 2020 2012 2013 2014 2015 2016 2017 2018 2019 2020

|
 | HMOVA 5

2020 Top5
2015-2020

HMOV
100.0% Top5
Vivo 13.5%
90.0%

80.0%

70.0%

60.0%

50.0%

40.0% 80%
30.0%

20.0%

10.0%

0.0%
2015 2016 2017 2018 2019 2020

oppo vivo

IDC |
 |

2020 50%
2020 5,078 41%
1,532 48%

Top5 2020
-20 30 80 130 180

111.5
151.4 35.9%
41.7
50.7 21.7%
28.9
43.5 50.7%
31.4
40 27.3%

15.9 -18.8%
Fitbit
12.9

117.1 24.7%
146.1

2019 2020
|
 | HMOV

X AIoT

1+X+Y
PC
AIoT

N
Xiaomi Vela MIUI+

3+N+X 5G

VIVO5G

AI

X /
AR
5G

|
 | 3C
22.40%

18.80%
16.90%

13.50%
12.00%

46.40% 8.80%
53.50% 7.50%
3C 3C

18-35

17 18-24 25-30 31-35 36-40 41-50 51

9.80%
13.40%

59.30%

14.20%

21.30% 3C
31.10%

17.50%

9.60%
23.80%

2019 -3C |
3C
PART2

|
|
 |

25-34 59.2% 36% 5-10k42.6%

64.1% 45 35- 18 4.20%

20k 11.10%

, 44 , , 10-20k 19.90%
7% 11% 8.60% 36%
5-10k 42.60%
18-24 30.60%
25-34 , 3-5k 14.50%
29.10%
57.8% , 14.30
3k 11.90%
59.20

Z
+

MobData |
 | Z

2011 2015 2019 Now

1.0
2.0 3.0

|
 1.0

# #

150

150G

80 2011

3 36
203
41
1 5
30

|
 2.0

9
2019 2 2019 12

...
PGC UGC ... ... ...

UGC

#00 # #
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slogan

KOL
19.3 @ @
9.5 @ @
KOL

|
 3.0

ARE YOU OK
2015 4i B @Mr.LemonUP Are 2020 7 30 B
you OK B
B 3000 B
B UP

4i
B

CC

B 2019
2019
CC

CC
CC

|
 B

B KOC
3C +
+ + +

5 6

B 5
4
KOC

4
3

3
2
2
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0
0 1 2 3 4 0
B5 6
3C 1 IT 2
0 3 4 5 6 7 8 9 10

|
2021.1.1-2021.9.17 B
 3C
3C
top10
62% 63%
58% 60%
C 3C 81

3C 76 42%
42% 39%

34% 3C 65 30%
28% 3C 55 22%
17% 18%
21% 3C 55
15% 15% 8%
3C 54
10% 2% 1% 0%
9% i IT 43
5%
1% Hey IT 41 KOC
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KOC More 38

1 36 IT 10 +

2 3C 10 +

3 10 +
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TV CEO LOGO
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C

7 IT 3

* 2021.1.1~2021.9.15 Top7

|
2021.1.1-2021.9.17 B
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KOC B

B UP
3C
34%
92.4 90.8
21%
% % 64.0
58% 13% %
48% 8% 683.5
41% 40%
34% 31.4 2.9
26% 8%
% 77.3
16% 16%
15% 5%
2%
1% 4%
3% 7.1% 8.8% 4.6%
0.4% 0.3%
3%
KOC 5:5
3% B
3%
KOC
B
180 + 483

# #

53% 58%
39% 42%
29%
20% 17%16%
13%
4% 6% 2%
KOC
KOC

|
2021.1.1-2021.9.17 B
|
 |

85-90-95

25-34 54.6%
45 18
60.7% , ,
7.90% 5.30%
35-44 18-24
, ,
15.30% 16.90%

72.8% 25-34
,
54.60%

71.1% 5-20k69%

6.00% 20k 11.50%

10-20k 40%
34%

37.10% 5-10k 29%

3-5k 11.40%
22.90%
3k 8.20%

MobData |
 |

85 -95

2011 2018 Now

TVC

|
 2015

2015 Mate 8

2013 # #
2012

2016

2016 Mate 9

2012

|
 KOL

2018 12 - - -
8 - -
Mate20 337.2
407.5

549 91

2.5 6 +

8.6W+

- -
|
 2019 # 2019 12 #
& # &
KOC 50 +

KOC

nova 4e nova 6 5G
# #

@ coco
2020 4 8 ~18
2020 4 8
10
10
@

P40
@

|
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6 6 GT2

2021.3

# # @
matex2
40 2021.3.15-19

BigDay 2021.3.18
#
# 30 KOL

KOL

GT2
DIY

+ +
|
OPPO & vivo

|
 OV |

25-34 3-10k
55%+ 49.50%
41.70% 39.50%
39%
34.10%
30%
31.20%
28.90%
23.30%
31.80% 34.10% 35.10% 21.60% 22.40%
27%
12.90% 22.70%
13.60%
11.40% 9% 6% 3.80% 4.20%
6.10% 4.50% 8.50%
4.20% 3.80%

18 18-24 25-34 35-44 45 3k 3-5k 5-10k 10-20k 20k

53%+
oppo vivo oppo vivo oppo vivo

2.0

/ / /

MobData |
 OV |

2007 2019 Now

OV

|
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OPPO Ace2 EVA OPPO Reno6 Pro+

OPPO VIVO OPPO X GUERLAIN

VIVO
SMFK
OPPO X VIVO IQOO X
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|
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2020.12.18~12.20
KOL

@ @ &
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KOL OPPO

|
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vivo S10 + +
+

Step1 Step2 Step3

2021.7.7 2021.7.13 2021.7.15

Vivo DOU

Step4 KOL
Step5
2021.7.16-22 56.9 2021.7.22
vivo S10
#
Vivo
S10
#vivos10

@ @ @ @ |
 OV
KOC

OPPO VIVO B KOC

OPPO VIVO
5 5

4
KOC 4
KOC

3 3

2 2

1 1

0 0
0 1 2 3 4 B5 6 0 1 2 3 4 B5 6

|
2021.1.1-2021.9.17 B
OV | + +

OV-
OV 55% 43% +
KOC / / TOP 0% 10% 20% 30% 40% 50%
OPPO vivo oppo 3C 47%
vivo KOL IT 12%
8%
OV OV 6%
5%
100% 100.0%
4%
4%
50% 50.0% 3%
3%
2%
0% 0.0% 2%
2%
2%
OPPO vivo oppo vivo

KOC KOC

V
V

V Top10
oppo vivo

+
3.7 + oppo

V+ + vivo

V+
5.1 +
2.5 +
|
2021.1.1-2021.9.17 B
 KOC UP OV
/ B

OV B

OV OV 68%
61%
55% 53% 53%
76%
35%39%
4% OPPO VIVO 23% 23% 25% 25%
19% 20% 23% 19%
4% 14% 16%
46% 49% 3% 6% 7%
3% 2% 4% 6%
41% 39% 41% 40% 5%
35%
31% 30%
23% 27%23%
23%
18% 54%
10% 6% 12%11% 24% oppo vivo
5% 4% 6%
2% 1%
KOC

vivo oppo

KOC

OV
7
+ 5
+

377.6 173.9
B
UP
124 129.9

|
2021.1.1-2021.9.17 B
 -

1.0 2.0 3.0

+ +

2.0

OV

|
 -HMOV
TOP4
40%

30%

20%
OV
10% OPPO
B
0%
B

OPPO VIVO

OPPO VIVO
B B B
B
9% 3% 14% 3% 11% 3%
2% 2% 10% 2%
3%
40%
7% 8% 5% OPPO
VIVO
15% 52%
13% 10%
19%
66%
68%
16%
|
2021.1.1-2021.9.17 B OPPO VIVO
-HMOV

KOL KOL KOL KOC KOC KOL KOC

+KOL+

KOL KOL KOL KOC KOL KOC

KOL KOL KOC KOC KOC

KOL+KOC
V

|
 -HMOV
3C 58% 34% VIVO 45%
OPPO 3C 36% 18%
28% 21%

4
VIVO 45%

OPPO
3 36% 18%

2 34% 28% 21%

1 58%

0
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14

|
2021.1.1-2021.9.17 B OPPO VIVO
3C
PART3

|
3C

3C B 3C

0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0%

2020VS2019 3C
3C =14.5%
=10.7%
=9.7%
=8.2%
=8.1%
=7.4%
=3.9%
=3.6%
IT =3.4%
=3.3%
=3.1%
=3.1%
=3.1%
=2.6%
/ =2.4%
=1.9%
=2.0%
=1.3%
=1.3%
=1.3%
=1.2%

|
 3C

3C 3C

31-40 18-34

CPM

2.
CPE

|
 3C

3C

max max

+
CPE
CPM 3C

min med max

CPE CPM
CPM CPE

min CPE/CPM

0 max
|
|
 3C

OPPO R11 TFboys

+ 3C OPPO

&
-Hey
667.5

OPPO R11
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505.4
+132.4%
+80.9%
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315.8 +128.7%
OPPO R11

- Yolo +481.9%
74.3
+689.2%
DBE
|
 KOL
3C

3C

3C =20.6%
=16.8%
=11.6%
=8.0% 2%
3%
=6.9% 3% 21%
IT =5.3% 4%
=4.8%
5%
=4.7%
=4.5% 5%
=3.5%
=3.5% 5% 17%
=3.5%
=1.6% 5%
=1.4% 7%
=1.2%
8% 12%
=1.1%
=1.1%

KOL
3C 2021.1-2021.9
QuestMpbile New Media 2021 4

|
 80%
3C 19-31
60% 19-31
+
40% =65%
20% max
0%

19-31 65% 19-31 65%

40.00
3C CPE CPE 8 8< CPE 12
30.00
CPE 5 5< CPE 8
20.00

10.00 =65%
=8 max
0.00
=5

6853 3C
5501 55% 19-31 <65%
3724 CPE<8
2730
1162884 CPE<5
524 478 453426 +
315 247240 201

=5 =8

|
- 500w/ 100w/ 10w/ <10w 2021 1-10 3C
 3C

IT
350.3w 820.2w 560w 223.5 531.2w 692.5w 408.2w 602.8w

nv
119.3w 433.3w 329.6w 204.5w

_CaCa
112.4w 262.9w |
 3C

BIGDAY IP IP
OPPO Reno 10 OPPO
+ + 41 MCN 2000

V+
bigday /

+ +

53%
53%
+ +
100 +
3C
|
3C

3C

=17.3%
=13.7%
=10.1%
3C =8.2% 2%
17%
=8% 2%
2%
=6.6% 2%
=5% 3%
=4% 4%
=3.8% 4% 14%
=3.6% 4%
=3%
=2.2% 5%
10%
=2.2% 7%
=2.1% 8%
8%
=2%
=2%
=1.6%
=1.6%
=1.1%
KOL =1.1%
3C 2021.1-2021.9
QuestMpbile New Media 2021 4

|
45% 3C 31-40 3C
40%
35%
31-40 =30%
30%
+
25%
20%
15%
max
10%
5%
0%
31-40 30% 31-40 >30%
CPM 80 80<CPM 150
3C CPM 3C CPE CPE 2.5 2.5<CPE 30

=65%
max

CPM=80 CPE=2.5
25% 31-40 <30%
CPM<80
CPE<2.5
+

CPM=80 CPE=2.5
|
- 500w/ 100w/ 10w/ <10w 2021 1-10 3C
 3C

ID:278785512 ID:10827203 ID:76201822 ID:1754924863 ID:6003899 ID:1818917432 ID:103766931 ID:1818917432

ID 286169845 ID:182404557

ID:182404557 ID 569039

|
 B
UP Z

B 3C
UP
2021 8 Top3 3C

B UP
Are You OK
Mr.Lemon
IQOO
B
MAD B UP IQOO
1500 B IQOO
Z

B 2020 12 B

|
 B
KOL KOL
3C B

B 3C B

3C =44.2%
=23.4%
=7.8% 4%2%
4%
=5.3%
4%
=4.3% 5% 44%
=4.3%
8%
=4.2%
=2.4%
/ / =2.1% 24%
=0.6%
=0.5%
=0.5%

KOL
3C 2021.1-2021.9
QuestMpbile New Media 2021 4

|
90% B 3C 18-24 B 3C
80%
70%
18-24 =55%
60%
+
50%
40%
30% max
20%
10%
0%
18-24 55% 18-24 55%

Coser
/
300<CPM 500

/
CPM 300

/
700.00 B 3C CPM B 3C CPE CPE 15 15<CPE 25
600.00
=55%
500.00
max
400.00
CPM=300
300.00

200.00 50% 18-24 <55%

CPE=15
100.00 CPM<300
0.00
CPE<15
+
3C

CPM=300 CPE=15 |
-B 100w/ 50w/ 3w 2021 1-10 3C
 3C

VFX -LKs-
UID:3766866 UID:8969156 UID:287795639 UID:35359510 UID:3380239 UID:113362335 UID:378885845 UID:125526

90
UID:95205743 UID:20695818 UID:427494870 UID:518899338

UID:226178777 UID:558215888 |
 3C

3C

3C
/

KOL
KOL 3C
/

KOL

KOL
KOC
KOC

|
 KOL
3C

3C

=28.6%
=24.5%
=7.6%
=6.8% 3%2%
3%
=6.2% 4% 29%
=5.2% 5%
=4.9% 5%
=4.3%
=2.9% 6%
=2.7% 7%
=1.5% 8% 24%
=1.3%
=1.2%
=1.1%
3C =1%
KOL

QuestMpbile New Media 2021 4 3C 2021.1-2021.9

|
100.0% 3C 18-34
80.0%
18-34 +
60.0%

40.0% =80%
max
20.0%

0.0%

18-34 80% 18-34 >80%

3C CPE 50< CPE 100
CPE 80
CPE 30 30< CPE 80
CPE=80

CPE=30 =80%
max

3C
70% 18-34 <80%
CPE<80
CPE<30

CPE=80 ; CPE=30
+
- 50w/ 5w/ 1w.
|
2021 1-10 3C
3C

37 LadyMelody
dongdong37 707519281 104815760 226519852

DRAMA QWQ feifei

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|
 + +
3C
/ /

Z
3C 3C

3C
3C
Z

+ +
3C
3C
/

|
3C
PART4

|
Lock Produce Deep Match Establish Optimize

or

|
Lock

5g

|
Produce

/ KOL IP

OPPO
/
01 02

03 04

gate 2

|
Deep -

/ / /
/ / /
/ / / /

/ / / /

/
/ KOL KOC
KOL
KOL KOL KOL KOC

KOL

|
Deep -

Why what when how where

KOL

|
Match
3C

max max

3C

3C min med max

CPM

CPE CPE CPM

min

0 |
max
Establish

X
KOL
&

X
B

ROI UV

ROI

ROI ILTV-ROI

TLTV-ROI

|
Optimize

ROI

ROI ROI