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中国应用在东南亚打下一片市场

Chinese apps winning over Southeast Asia
中国应用在东南亚打下一片市场
1615字
2019-09-11 14:39
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中国应用在东南亚打下一片市场

Mobile internet market being taken by storm

移动互联网市场正掀起新的风暴

Online content creator Marta Rosli Saragih was in for a pleasant surprise when she recently uploaded her tutorial on how to use the Chinese photo-editing app Meitu.

近日,在线内容创作者玛塔·罗丝莉·萨拉吉上传了一篇视频教程,内容是教大家使用中国的图像编辑应用程序——美图秀秀。

It quickly became the most-viewed video on her channel, which she started in May to teach photo-editing skills.

很快,这段视频便成为她个人频道中点击率最高的视频。早在5月份,她就开始教授图片编辑的技巧。

"The response was completely beyond my expectations," said Saragih, 21, from Indonesia.

印度尼西亚21岁的萨拉吉说:“大家的反应完全出乎我的意料。

However, the outcome may not be that surprising considering that the Meitu app has been one of the most popular in China for image-editing over the past decade.

然而,这个结果可能不会让人感到意外。因为在过去10年里,美图秀秀一直是中国最受欢迎的图片编辑应用之一。

The company only began to focus on global expansion last year, with a keen eye on Southeast Asia.

该公司去年才开始将发展重心放到全球扩张上,并敏锐地注视着东南亚市场。

Within a year, Meitu had taken top spot in both Apple's App Store and Google Play in six overseas markets. The company said that for a time it was also ahead of global apps such as video-streaming site YouTube, social media platform Instagram and messaging app Snapchat.

不到一年的时间里,在六个海外市场,美图在苹果应用商店、谷歌市场都占据了头把的位置。美图公司表示,它曾一度领先于视频网站优兔、社交媒体平台照片墙、即时通讯应用色拉布等全球应用。

In addition to Meitu, other Chinese apps looking to emerging markets such as Southeast Asia have successfully taken the mobile internet market by storm.

除了美图,其他瞄准东南亚等新兴市场的中国应用也成功地席卷了移动互联网市场。

In the first quarter of this year, Tik Tok, the overseas version of the short-video app Douyin, was the most-downloaded on the App Store for the fifth consecutive quarter, overtaking YouTube and Instagram, according to the research company Sensor Tower.

根据研究公司感应塔的数据,今年第一季度,短视频手机应用抖音的海外版本跑趴滴答连续第五个季度超过优兔和照片墙,成为应用商店里下载次数最多的应用。

With an estimated 190 million users, Southeast Asia accounts for nearly 40 percent of Tik Tok's global users, according to a report in May by The Straits Times in Singapore, citing data from Sensor Tower.

今年五月,新加坡《海峡时报》一篇援引感应塔数据的报告称,东南亚用户估计有1.9亿,占抖音全球用户的近40%。

LIKE, another Chinese short-video app, ranked among the top 10 in the Indonesia Play Store, according to a report by the technology and business news portal KrASIA in May, citing the mobile data and analytics service provider App Annie.

科技和商业新闻门户网站克雷西亚今年5月援引移动数据和分析服务提供商开发工程师的报道称,另一款中国短视频应用LIKE进入了印尼电子市场的前十名。

According to a survey by the global management consultancy McKinsey & Co in 2016, Joox, a music-streaming service owned by Chinese internet giant Tencent, was the top music app in Thailand, Malaysia and Indonesia.

全球管理咨询公司麦肯锡2016年的一项调查显示,Joox是中国互联网巨头腾讯旗下的音乐流式服务应用,它是泰国、马来西亚、印度尼西亚最受欢迎的音乐应用。

In China, Meitu is popular for its powerful editing tools. Many young women use it to enhance their looks by giving themselves a narrower chin, bigger eyes, whiter skin and even longer legs.

在中国,美图因其强大的编辑工具而广受欢迎。许多年轻女性用美图来编辑图片,让自己的下巴更窄、眼睛更大、皮肤更白、腿更长,以此来让自己看起来更加美丽。

The Meitu company, which owns apps such as BeautyCam and Meipai, has more than 332 million active users per month and an estimated value of billions of dollars. The company launched the BeautyPlus and AirBrush platforms in overseas markets ahead of the Meitu app.

美图公司拥有美颜相机和美拍等应用程序,每月拥有逾3.32亿活跃用户,估计产生数十亿美元的价值。在海外市场,美图公司先推出的是BeautyPlus和Airbush平台,随后才推出美图秀秀这款应用。

In January 2017, after the "hand-drawn selfie" function was launched, the Meitu app gained popularity in the West when edited pictures of public figures such as Facebook founder Mark Zuckerberg, Amazon chief Jeff Bezos and SpaceX CEO Elon Musk went viral on social media. In just three months, the function was used more than 520 million times globally.

2017年1月,“手绘自拍照”功能上线后,美图秀秀在西方大受欢迎,脸书创始人马克·扎克伯格、亚马逊首席执行官杰夫·贝佐斯、空间探索技术公司首席执行官埃隆·马斯克等公众人物的编辑照片在社交媒体上疯传。短短三个月,该功能在全球的使用次数就超过5.2亿次。

Maggie Ke, regional marketing head for the Meitu app, said, "This popularity was purely because the users were keen on it, taking our ranking at the time from below 900 to the top 30 in the US App Store."

美图的地区营销主管麦琪•柯表示:“这款应用如此受欢迎,纯粹是因为用户对它很感兴趣,这让美图秀秀在美国应用商店的排名从当时的900多上升到前30名。”

It gave the company a lot of confidence that the app could be as popular overseas as it had been in China, she added.

她补充说,这给了美图公司很大的信心,美图公司也相信这款应用在海外会像在中国一样受欢迎。

During Spring Festival this year, the app became a hit in Southeast Asia by offering a personalized anime avatar feature. The biggest increases in the number of daily active users were in Malaysia, Vietnam and Singapore, with growth rates reaching 50 percent, 44 percent and 28 percent, according to the company.

今年春节期间,美图秀秀这款应用因提供个性化的动漫化身功能而在东南亚大受欢迎。据美图公司称,每日活跃用户数量增幅最大的是马来西亚、越南和新加坡,增幅分别达到50%、44%和28%。

As a first-time user of the app, Natasha Pangilinan, 21, an office worker in Manila, capital of the Philippines, found it interesting and efficient. "It offers many 'presets' and I don't need to adjust the settings," she said.

21岁的娜塔莎·潘吉利南是一名办公室职员,在菲律宾首都马尼拉工作。她第一次使用美图秀秀,觉得它有趣而高效。她说:“美图秀秀提供了很多‘预置’,我不需要调整设置,”

"I like not having to figure out anything else. Everyone wants to look good on social media platforms."

“我喜欢不用去想其他事情。每个人都想在社交媒体平台上表现出好的一面。”

Although not a regular user of photo-editing apps, Pangilinan still spends about five minutes adding filters and effects before sharing a picture online. "People in the Philippines like taking selfies, and the Meitu app can be helpful in producing more appealing photos," she said.

虽然潘希利南不经常使用照片编辑应用,但在网上分享照片之前,他仍然会花大约5分钟的时间添加过滤器和效果。她说:“菲律宾人喜欢自拍,美图秀秀可以帮助他们拍出更有吸引力的照片。”

The Chinese file-sharing tool SHAREit illustrates the popularity of an app in providing the right service to solve difficult market problems.

中国的文件共享工具茄子快传受到欢迎,是因为它为解决棘手的市场问题提供了正确的对策。

Launched in 2015, it spent about a year attracting more than 870 million users worldwide. Today, SHAREit has over 1.8 billion users and has always been in the top 10 of Google Play's most downloaded apps.

茄子快传于2015年推出,用了约一年时间吸引了全球8亿多用户。如今,茄子快传拥有18亿多的用户,并且一直占据谷歌市场应用程序下载量排名的前十位。

Jason Wang, chief business officer for SHAREit, said, "At the beginning of 2015, we found hundreds of thousands of new users joining from India and other countries every day, but we didn't have any local staff and didn't spend a penny on marketing."

茄子快传的首席商务官Jason Wang说:“2015年初,我们每天都有数十万来自印度和其他国家的新用户加入,但我们没有雇佣一个当地员工,也没有在营销上花一分钱。”

After conducting field research in India, the company was surprised to find that many people, from taxi drivers to students, were using the app through word of mouth.

在印度进行实地调研后,美图公司惊奇地发现,从出租车司机到学生,很多人都是通过口碑相传进而使用这款应用的。

Wang added that smartphone sales representatives would even help customers download SHAREit to transfer commonly used apps, videos and music, as well as telling friends and relatives that the app does not require mobile data to transfer photos and music.

王补充说,智能手机销售代表甚至会帮助客户下载茄子快传来传输常用的应用程序、视频和音乐,并告诉亲朋好友,该应用程序不需要移动数据来传输照片和音乐。

In India and Indonesia last year, SHAREit was the fifth-most-downloaded app on the App Store and Google Play. The combined number of users in these two markets alone exceeds 600 million, according to the company.

去年在印度和印度尼西亚,茄子快传在应用商店和谷歌市场的下载量排名第五。据美图公司称,仅这两个市场的总用户就超过了6亿。

Content creator Doni Agung Nugroho operates a YouTube channel in Indonesia to share information about internet marketing and tutorials for mobile apps, including SHAREit. He said he first heard about the app through advertisements and found it easy to transfer files between different devices.

内容创造者多尼·阿贡·努格罗霍在印尼运营着一个优兔频道,分享互联网营销信息和移动应用教程,包括茄子快传。他说,他第一次听说茄子快传还是在广告上,他发现茄子快传在不同的设备之间传输文件是非常容易的。

"I like the speed of the app," said Nugroho, who hopes the SHAREit file size can be reduced to allow more room for his phone's memory storage.

努格罗霍说他很满意茄子快传的传输速度,同时他也希望茄子快传的文件内存可以缩小,从而为手机留出更大的存储空间。

Cao Xiaohuan, co-founder and president of Mobvista, a leading Chinese mobile marketing platform, said the trend of domestically produced apps expanding globally can be traced to 2010. It was mainly led by tools and utility apps that were accepted by users from a range of cultural backgrounds.

中国领头的移动营销平台汇量科技的联合创始人兼总裁曹晓欢表示,国产应用在全球扩张的趋势可以追溯到2010年。它主要由工具和实用程序主导,这些工具和应用程序被不同文化背景的用户所接受。

Cao cited UC Browser, a web browser owned by tech giant Alibaba, as an example, and said that because of its smaller app download size, it is more suitable for lower-end smartphones.

曹以科技巨头阿里巴巴旗下的网络浏览器UC 浏览器为例。他说:由于UC浏览器的下载空间较小,更适合低端智能手机。

Less than two years after its global launch in 2009, UC Browser had gained a considerable chunk of the market in Southeast Asia, as well as in India, where it was once the country's second-leading browser behind Google Chrome.

2009年,UC浏览器在全球推出不到两年,就在东南亚和印度赢得了相当大的市场份额。UC浏览器曾是印度仅次于谷歌浏览器的第二大浏览器。

Echoing Cao's view, Meitu's Ke said her company's app faces fewer cultural barriers than others because many people just want an easy-to-use platform to edit and beautify their photos.

与曹晓欢的观点相呼应,美图的柯也表示,她公司的应用程序比其他应用程序面临的文化障碍更少,因为很多人只是想要一个易于使用的平台来编辑和美化照片。

"But we also adopt a localized and refined way of operating (to meet beauty demands in different markets)," she said.

她说:“但我们也采取了本地化和精细化的运营方式(以满足不同市场的美颜需求)。”

"For example, young women in Thailand prefer to edit their photos in a more creative way to show their personalities, such as using a special filter or frame," Ke said, adding that local teams and partnerships have been established to ensure tastes are being catered to.

柯说:“比如,泰国的年轻女性喜欢用更有创意的方式编辑照片来展现她们的个性,比如使用特殊的滤镜或相框。”

Campaigns have also been launched for local events, including Songkran-the Thai New Year-and Ramadan, the Muslim fasting month, which is marked widely in Southeast Asia.

也有为当地事件特意推出的活动,包括宋干节(泰国新年)、斋月(斋戒月),这表明东南亚地区美图有很广泛的用户。

Izabel Cortez, a cosplayer from the Philippines living in the United States, was introduced to Meitu a year ago by a friend.

伊扎贝尔·科尔特斯来自菲律宾,是一名角色扮演者,目前住在美国。一年前有一位朋友将美图介绍给他。

"Photo editing is important to further enhance pictures, including adjustments to color, brightness and saturation, especially if the photo was not taken in very good conditions," Cortez said, adding that stickers and filters can also make a photo more appealing.

科尔特斯说:“照片编辑对于进一步提高照片的质量非常重要,包括对颜色、亮度、饱和度的调整,尤其是在条件不好的情况下拍摄的照片。”

"I like how the app can animate the photo's background and turn it into a video. It's really cool and fun," Cortez said, adding that many of her friends also use it. "I will keep it on my phone so I can use it whenever I want," she said.

“我喜欢这款应用,因为它能让照片的背景动起来,并把它变成视频。它真的很酷也很有趣,”科尔特斯补充说,她的很多朋友也用它。“我会把图存在手机里,这样我想什么时候用就什么时候用,”她说。

Cao said that in recent years, Chinese apps across all categories have made huge advances in Southeast Asia and beyond, adding that platforms such as TikTok have introduced innovative ways to share user content.

曹说,近年来,中国各类应用在东南亚和其他地区取得了巨大的进步,并补充道,像TikTok这样的平台已经引入了新的方式来共享用户内容。

In the gaming category, domestic internet companies Tencent and NetEase ranked first and second in annual account revenue on both the App Store and Google Play last year, according to mobile data company App Annie.

根据移动数据公司开发工程师的数据,在游戏类别中,在去年应用商店和谷歌市场的年度账户收入中,腾讯排名第一、网易排名第二。

SHAREit's Wang said, "With a huge population base, rapid economic development and a relatively less-developed internet environment, what is happening in emerging markets now is very similar to how China was a few years ago, which creates many possibilities for the success of Chinese companies going global."

茄子快传公司的王说:“由于庞大的人口基数、快速的经济发展、相对不太发达的互联网环境,新兴市场目前的情况与几年前的中国非常相似,这为中国企业走向全球并取得成功创造了许多可能性。”

Cao said localization remains a major challenge for Chinese app developers in Southeast Asia, adding that companies must be patient and persistent to tackle challenges, while focusing on the basics of their products and business operations.

曹说,本地化对东南亚的中国应用程序开发商来说仍然是主要挑战。他补充说,企业必须有耐心,坚持不懈地应对挑战,同时专注于产品和业务运营的基础。

Wang said app companies need to be vigilant over issues such as religious sensitivity and copyright compliance by developing customized market policies and multicultural teams.

王表示,应用程序公司需要通过制定符合当地习俗的市场政策,组建多元文化团队,对宗教敏感性和版权从属等问题保持警惕。

As for SHAREit, in addition to having a team in India, it is cooperating with local platforms in the country to match content with the right users through big data analysis and artificial intelligence.

至于茄子快传,除了在印度拥有一个团队外,它还与印度本土平台合作,通过大数据分析和人工智能,将应用内容与合适的用户匹配起来。

Ke, from Meitu, said the company will focus more on post-production for videos, as there is solid demand in Southeast Asia. Another key focus will be considering internet infrastructure across the region to provide a smooth photo-editing experience.

美图秀秀的柯表示,由于东南亚市场需求强劲,公司将更加注重视频的后期制作。另一个重点将是考虑跨地区的互联网基础设施,以提供给用户流畅的照片编辑体验。

"We are not afraid of competition. We have a huge tech team with more than 10 years' experience, so we are really confident in our technological capability," Ke said.

柯说:“我们不害怕竞争。我们有一支庞大技术团队,拥有10多年的经验。所以我们对自己的技术能力非常有信心。”

In April, the Meitu Imaging & Vision Lab won first place in the Image Enhancement Challenge at the 2019 New Trends in Image Restoration conference in Long Beach, California, a global event representing the best in digital image restoration and enhancement.

今年4月,美图成像与视觉实验室在加利福尼亚州长滩举行的2019年图像恢复新趋势大会上获得了图像增强挑战赛的第一名,这是一场代表数字图像恢复与增强领域的全球盛事。

Saragih, the Indonesian video creator, said: "The Meitu app is really good, and I have never found one like this before. I will make more tutorials about using this app."

印尼视频创作者萨拉吉说:“美图秀秀真的很好,我以前从未发现过这样的应用程序。我会做更多关于使用这个应用程序的教程。”

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