Happy sailing

DaDa / tr. by Phil Newell)

15:00 on June 2, Wu Xinhong, founder and CEO of Meitu, publicly released a letter of apology entitled "actively rectifying and reforming to build a Qinglang Network", saying that "there are contents and phenomena on Mei Pai that are not in line with socialist core values." and decided that starting from the same day, take the initiative to stop updating popular channels in the United States for 30 days, live channels for 15 days, and Android and IOS app stores for 30 days. Go offline and close the "Campus" channel.

Short video social patterns such as Kuaishou and Douyin, similar to Meipai, are becoming the "lifestyle" of the younger generation, and the new "lifestyle" is changing the rules governing brand marketing and traffic introduction. However, new problems are often hidden behind new rules.

In the early and later stages of the 19th CPC National Congress, the State Administration of Radio, Film and Television banned a large number of live broadcast platforms, and Kuaishou was also asked to make rectification. Douyin was also blocked from commenting some time ago, and at present, the whole field of live broadcasting and short videos in China is very strict.

The reason for this situation is related to the positioning of enterprises for live streaming or short videos, such as live streaming is talent skills, and short videos record life, with some shadows of the media. however, many people in the industry will define Kuaishou, Douyin, Jinri Toutiao and other social tools as visual social tools, and they lack the rigor and control system of news media, which is a painful point in the development of the industry.

Enhanced control will indeed promote the launch of short video App. Since the second half of last year, the short video industry began to go out to sea and vigorously develop overseas markets, because many people have already felt the domestic regulation. In addition, with the mutual penetration of the social sector and the market saturation, everyone has begun to open up new markets. This process is also a stage from extensive development to standardized operation.

In addition, it is the result of the capital market chasing profits. At home, the stage of rapid growth of short videos begins to slow down, while some overseas markets, such as Southeast Asia, still have a weak foundation in this area, do not have many competitors, and are still a blue sea market.

The new "lifestyle" is changing the rules of brand marketing and traffic introduction. As the wars of these Chinese short video companies spread to the Southeast Asian market not far away, this change of rules is also taking place. For the increasingly fierce competition, more and more difficult for cross-border e-commerce companies to seize traffic, this "war" may be a good time to catch a "ride".

Planning for Kuaishou sailing began in February 2018, but the real landing and launch was in March.

Kuaishou's overseas login is quite smooth. In just a few months, Kuaishou has ranked first in downloads of social software in the Philippines, surpassing a series of app such as Facebook. Such smooth access to foreign markets brings two problems.

First, Kuaishou quickly entered the Philippine market and became the number one social software downloaded there, which caught Kuaishou by surprise because Kuaishou was not fully prepared and was not familiar with the Southeast Asian market.

Second, after the results are made, it has attracted a large number of competitors to Southeast Asia. For example, around April, Kuaishou suffered competition from Douyin. In order to keep up with Kuaishou, Douyin even attracted talents at high prices. Although in the long run, this approach may not be able to develop for a long time.

But in view of the above problems, Kuaishou must quickly adjust the team, integrate the work, and continue to deepen. In addition, it is important to note the differences between the situation in Southeast Asia and that in China.

First, the development of the Internet in Southeast Asia is equivalent to that of China three to five years ago. When China was updated, Southeast Asia began to grow, so in such a new period, whoever can catch users can become the leader in the industry.

Second, climate differences affect the length of online time. The four seasons in Southeast Asia are like summer, and consumers have few outdoor activities, mostly in cool areas such as shopping malls or homes, so this group of people spend a relatively long time online on the Internet.

Third, people in most countries in Southeast Asia have religious beliefs, resulting in great cultural differences. For example, there are a large number of Muslims in Malaysia, a large number of Catholicism in the Philippines, and a large number of Buddhism in Thailand, so it is still relatively difficult to match users' ideas in terms of content.

Fourth, policy differences, which is also the most important one. China implements a two-child policy, while abortion is strictly prohibited in Southeast Asia, so each family has an average of five to eight children, and there are a large number of young people. Chinese social groups are more strangers, while in Southeast Asia, there are more family-to-family social interaction.

To sum up the above four points, the content of the short video will be different due to the different environment and needs of domestic and foreign markets.

In the face of many challenges, how did Kuaishou rank first in downloads of social software in the Philippines in a short period of time?

First of all, Kuaishou seized the opportunity. During this period of time when it was chosen to go out to sea, the market in Southeast Asia was still relatively blank in this respect, while Internet products were very particular about timing, and the timing of Kuaishou going to sea was just right, one step earlier than other platforms, so the team's vision was still very ahead.

Secondly, with the help of the HIIN team, from the early preparation to the first hit, and then to the real localization operation, combined with the localization of various communities and media network celebrities, Kuaishou quickly grew up and ranked first in the downloads of social software users in the Philippine market.

How can a brand develop rapidly overseas? in addition to the enterprise's own strategies and plans, it also needs the help of the outside world. if it is too slow to spend a lot of time and resources to attract consumers offline, it is only attractive and the combination of new ways is the fastest way to maximize profits.

The most impressive case was the campus competition held last year for the overseas version of Bigo, which was broadcast live by YY, which helped some Chinese mobile phone brands gain popularity among young people. In only half a year, the sales of these mobile phone brands basically doubled. At present, there are plans to cooperate with some large projects, such as working with various local social vertical groups in Southeast Asia to help Kuaishou make short videos for young people to show their talents, including video talent, artist talent, and so on.

No matter what the final international results are, a short video going out to sea is the best window for outsiders to understand China. Suhua, founder of Kuaishou, once mentioned an ideal scene: a Chinese young man sang in Kuaishou. His original interpretation deeply moved a Russian beauty, and two strangers began to date.