The opportunity dividend brought by "Belt and Road" has gradually emerged, and more and more China enterprises are riding this wave of gold diggers in the new round of great navigation era. Interestingly, the trend of "globalization" has blown from the economy to the world of young people, and their similarity is getting higher and higher, which also provides broader possibilities and higher acceptance for going to sea.
1
The age of great navigation in games
The news that the glory of the king will land in the European and American markets in September was denied by Tencent. But it's no use denying it!
Tencent has launched overseas versions of the glory of the king in Hongkong, Macau and Taiwan Province, as well as some Asian and European countries. Once the time is ripe, it is only a matter of time before it is launched in more European and American countries.
Some time ago, the People's Daily published several batches of the glory of the king, which is to entertain the public, to "kill" teenagers, to "frame" their lives, and to be the chief culprit for primary school students not studying hard …
The voices on the internet are roughly divided into two factions. On the one hand, the phenomenon of addiction is endless, tragic events happen from time to time, and the dance academy has become a self-destructive future; One side thinks that the physical and mental health of teenagers comes more from family care and education than from a game.
Under the pressure of public opinion, the glory of the king launched the anti-addiction system on July 4th. However, some media pointed out that the glory of the king's anti-addiction system existed in name only and was cracked on the first day of its launch. At the same time, you can easily bypass the anti-addiction system by fraudulently using ID card authentication, borrowing other people's accounts, or registering more trumpets. Tencent can only say sadly now, "What can I do? I am also very helpless! "
This round of "the glory of the king" went out to sea, which was dubbed as going overseas to "frame" the lives of nationals of other countries. As we all know, almost all countries with developed game industry have a comprehensive and strict grading system, which is "told" by long-term practice and lessons.
The people who eat melons cheered, "I finally have a game from China that is in line with the world." In fact, the glory of the king has been quietly at sea for more than half a year.
It is just a slow process. Before landing in Hong Kong, Macao and Taiwan in September, 20 16, it took nearly a year to launch in China, and it took half a year to enter the small European market and Southeast Asia above 10, and landed in South Korea in April. Localization is time-consuming, so we must always be careful not to be bitten by Koreans as "theirs".
This process is slow, but the glory of the king's income is not bad. In the first half of this year, the monthly overseas flow has reached 654.38 billion RMB, which is equivalent to the sum of all overseas products of a medium and large publisher.
The game going out to sea is mainly driven by these factors:
First of all, the comprehensive level of domestic game users is not good.
Although the cost of users in Japan, South Korea, Europe and the United States is higher than that of domestic users, the payment rate and ARPU data are better and the users are better. Although the users in Southeast Asian countries are small, their prices are much lower than those in Chinese mainland.
Secondly, although the domestic market of more than 400 million mobile game users is vast, the market competition is extremely fierce, and the purchase amount accounts for 60% of the budget.
Thirdly, the crushing of giants leads to high market concentration, and it is difficult for small and medium-sized companies to make money. On the other hand, in foreign countries, the market is bigger, there are more users, and there are more opportunities for survival.
According to the data released by Newzoo, a foreign research institution, excluding China's market share, China successfully captured 65,438+07.4% of the overseas mobile game market of about $26.7 billion in 2065,438+06.
2
* * * Enjoy the "enclosure movement" of cycling out to sea.
From the end of 20 16, ofo started the global operation strategy, and then began the trial operation of urban services in Silicon Valley, London, Singapore and Kazakhstan.
At the same time, China's arch-enemy mobike has not been idle. Launched in Singapore, Britain and other cities, it has also been recognized by local governments in Fukuoka and Sapporo, Japan. In the coming months, mobike plans to cover 65,438+000 cities in Europe.
The globalization process of mobike and ofo has just begun, but both of them keep a close eye on each other's actions and spread the domestic market to all parts of the world.
Mobike just launched 1 0,000 vehicles in Manchester, and ofo immediately launched a pilot project in Cambridge, England. Although only 20 vehicles were launched, it doesn't matter whether it is a "face project" or not, but it is superficial for market expansion and far greater than the actual significance.
The domestic market is still developing in full swing. mobike and ofo will face greater difficulties when they fight abroad than at home.
First of all, overseas markets are far less than the domestic demographic dividend;
Secondly, we must also face the competition from local manufacturers. * * * Bicycle sharing has become the object of copying by technology companies in Silicon Valley of the United States and entrepreneurs in Britain, Canada, Singapore and Australia. These companies may compete with ofo and mobike in the future.
In the Singapore market, mobike and ofo have staged the Three Kingdoms Kill with the local obike;
In Silicon Valley of the United States, because Google and Facebook put free trial bicycles in the park, the difficulty of commercialization of ofo has also increased invisibly.
Thirdly, the cost of overseas operation is high, and the transportation fee and operation and maintenance fee of bicycles will be a big expense, which requires a lot of capital investment.
three
Internet "tools go out to sea" to "content go out to sea"
When the domestic market develops to a certain stage, there will be a situation in which big manufacturers occupy their respective positions, and the domestic Internet market is firmly occupied by BAT. Any service is not only crushed by BAT, but also dozens or even hundreds of companies are competing.
Judging from the trajectory of Internet companies going out to sea, most of them started from Southeast Asian markets such as India and transformed from tool application to content distribution. The promotion channel is not pre-installed in domestic smartphone applications, but free promotion through platforms such as Facebook and Google.
In terms of market choice, cheetah mobile does not take the usual path. It first broke through the markets of developed countries in Europe and America, and then copied to the markets of underdeveloped countries with proven successful experiences.
At present, Cheetah Mobile, UC and Eggplant Express are all transforming from tool application to content distribution.
Take Cheetah as an example, its mobile terminal has more than 600 million monthly active users, 80% of which are from overseas markets;
Last August, UC was officially upgraded from "UC browser" to "UC". In less than a year, UC monthly active users exceeded 400 million;
The global daily distribution resources of eggplant express delivery exceed 700 million, and the massive shared data generated by "1 100 million users" in more than 200 countries around the world will make eggplant express delivery more intelligent and accurately recommend high-quality content that users are really interested in. The active users of eggplant are close to 400 million.
According to public statistics, there are nearly 50 domestic live broadcast companies engaged in live broadcast overseas, covering all parts of the world, and live broadcast to the sea has become a trend.
Cheetah Mobile previously launched Live.me, a live social product in the United States. At present, Live.me has been ranked first in the social bestseller list of Google Play in the United States. At the same time, Cheetah also acquired a news product, News Republic, to push personalized news content to people all over the world.
Earlier, Zhang Yiming, CEO of Headline Today, said that going to sea would be one of the core strategies of Headline Today in 20 17.
Last year, today's headline strategy invested in Dailyhunt, India's largest local information application; Today's headline overseas version of "TopBuzz" was launched on 20 15 and 10. In March of this year, it won the first place in the North American APP STORE news list for several consecutive days. In February of this year, today's headline announced the wholly-owned acquisition of overseas short video company Flipagram, which took another step in the global layout.
four
Globalization of mobile phones
When Apple and Samsung sell well all over the world, China's mobile phone brands are blooming all over the world.
Domestic mobile phones have gone to sea. What is the reason?
According to the report of the market research organization Sino, it is estimated that the growth rate of the domestic mobile phone market is only 1% this year, and it will only increase by 1%-2% in the next three years.
In fact, the domestic smartphone market is only 670 million, while there are nearly 3 billion users in overseas markets. The market capacity alone is several times that of China, and most markets are 2-5 years behind China.
Smartphones such as Huawei, Xiaomi, Gionee, OPPO, and VIVO have gone to sea to grab the share of global smartphones. According to the research of IC Insights, a market research organization, among the 65,438+04 largest smartphone companies in the world in 2065,438+06, China enterprises accounted for 65,438+00.
The survey shows that Huawei, OPPO, vivo, ZTE, Lenovo, Xiaomi, TCL, Gionee, Meizu and Coolpad supplied 587 million smartphones to the international market in 20 16, an increase of 15% over 20 15 years, and the market share also increased to 39%.
However, in the process of domestic mobile phones going out to sea, it was not smooth sailing. The news that patents hit the wall and were severely punished frequently has always been the Achilles heel of domestic mobile phones, and domestic mobile phones have never bypassed patents overseas.
It is impossible to cross the patent barrier overnight. At present, domestic mobile phones generally pay equal attention to foreign cooperation and independent innovation, especially to the accumulation of patent assets. Only manufacturers with hard power can gain a foothold overseas.
five
E-commerce goes out to sea, and Ali is the only one.
Ali, JD.COM and other e-commerce brands have also accelerated the internationalization process and participated in the competition on a larger stage. At present, Ali and JD.COM have successively invested in overseas e-commerce platforms, with a total investment of about US$ 654.38+0.4 billion.
JD.COM recently established a strategic cooperative relationship with Farfetch, a fashion boutique shopping platform, and invested US$ 397 million in Farfetch, becoming one of its largest shareholders.
Ali announced that it will spend about US$ 654.38 billion to increase its holdings of Lazada, the leading e-commerce platform in Southeast Asia, and its shareholding ratio will increase from 565.438+0% to 83%. In addition to Lazada, from 20 14 to now, Ali has made a lot of overseas investments in the field of e-commerce, mainly Zulily, Paytm, micromax, snapdel and so on.
Before 6 18 this year, Ali announced the official launch of the "Tmall Going to Sea" project, allowing domestic businesses to "sell the whole world in one store", gradually replicating and landing the Tmall ecological model in Southeast Asia, India and global markets, improving the efficiency of local e-commerce and leading domestic products to go abroad.
This year, the "Tmall Going to Sea" project will also open Indonesia, Thailand, the Philippines and other multinational sites in Lazada. Through Lazada platform and its logistics, warehousing and distribution system, it will be convenient for local consumers to buy massive commodities from China and snatch 550 million consumers from Southeast Asia.
The official launch of "Tmall Going to Sea" marks that Alibaba's globalization strategy has entered a new stage of large-scale and substantial advancement. In terms of logistics, Tmall said: "Tmall will play the synergistic effect of Alibaba ecosystem, serve 2 billion consumers around the world, and realize the global vision of 72-hour delivery and better service."
Although it is not as big as Ali, JD.COM CEO Liu announced on social media through his personal account: "In the next five years, the revenue from Jingdong Logistics must be less than half, and it will not exceed 20% after ten years. "
The next day, JD.COM immediately announced that he would invest in the Thai market and expand his overseas business in an all-round way. This indicates that Liu will further expand the Jingdong logistics system, that is, the entire logistics market.
With the increasingly saturated domestic market, more and more China enterprises choose to go to sea. From early home appliance manufacturers, to mobile phone manufacturers, and then to Internet companies, they all want to share overseas blue ocean cakes in the context of globalization and increasingly harmonious world.