2 Big factory goes to sea , Lose to “ Posture ”

source ： Xiaguang Society （ID：Globalinsights） author ： Jiang Han   edit ： Shirley

Revelation of Dachang going to sea and hitting the reef .

In the course of Chinese Internet enterprises going to sea , Big factories “ Rout ” Not a case .

A few years ago , Relying on the domestic demographic dividend, the market is growing crazily , Where are the big factories “ Double ”“ growth ” Gradually lose oneself in , Too much will “ The grace of the times ” Ascribed to “ My efforts ”.

But left this rich and familiar market , Overseas , After losing aura bonus , The big factories soon recognized the reality in the setback and failure . Subject to changes in the market pattern 、 Geopolitics and epidemic situation , The global business of big manufacturers has been blocked several times .

Burn money 、 Burn resources , Robbing people 、 Take time , Enclosure 、 Loop flow …… When this kind of barbaric playing method which relies on the giant advantage to sweep almost everything in China fails , Players in the big factory have lost their areas of expertise , One after another “ Not anymore ”.

Looking at the list of major Internet going to sea , The achievements of big manufacturers do not match their status in China . On the contrary, some unknown companies in China have remained high for a long time . Overseas , Big manufacturers have lost their familiar markets , There are no familiar rivals .

According to the data.ai Statistics ,2022 Annual revenue list of Chinese non game manufacturers going to sea 30 On the strong list , Small and medium-sized factories and even some emerging entrepreneurs account for more than half of the total , The performance of going to sea is better than that of big factories .

Picture source ：data.ai

Over the past few years , Alibaba 、 tencent 、 Baidu 、 Kwai and even cheetah , It's not that you don't want to “ Outer roll ”, contrary , Overseas has always been their aspiration . Helpless is , No one can give a satisfactory answer . 

Arrogance in attitude 、 The blindness of playing style 、 Hesitation in confidence , Are deadly .

Big factory goes to sea , Long trapped in posture .

01 Dachang hit a rock , Not a case

Sea , Every year “ Pan gold ” The opportunity to , But a little carelessness , It may also become “ Cannon fodder ”.

10 About years ago , Baidu and Sohu entered the overseas market by distributing products , At first, baidu also tasted the sweetness in the Japanese market by virtue of its search and input method business , But in Europe, America and other markets outside Japan , But not against Google.

13-15 year , The cheetah relies on Clean Master Waiting overseas “ From wind to water ”, On 14 Annual listing , High light moment . But then , After several management changes 、 Business decision mistakes , After experiencing glory , Huang Liang wakes up .

Tencent also saw the dawn of going to sea for a short time , stay 2013 Annual throw 20 Billion to promote wechat to the sea , But in the end WhatsApp Other strong enemies , Later, it was regarded as “ Deep hatred ”, An uncertain future .

The most typical is the Kwai .

21 Beginning of the year , Kwai Tai “ First short video ” The halo is on the market , It is said to be ready for expanding overseas markets 10 A billion dollar budget . But in the second half of the year , The international business of Kwai has stepped on the brake . Sources said ：21 In, Kwai was abroad “ Only achieve 60% Of KPI”. end of the year , Another source said , Including international business , Kwai Fu layoffs 30%. stay 2021 At the financial report meeting in , For overseas performance and relevant data ,CEO Cheng Yixiao hardly mentioned it .

Similar to the situation of the Kwai , Someone familiar with the matter mentioned ：“ Ali 、 Although Tencent continues to deploy some international businesses , But the steps are contracting .” It is reported that , Ali not only cut down UC News And other overseas businesses , Overseas short video products VMate And downsizing employees 、 Tighten capital investment .

It can be seen that , In the process of globalization, the domestic big factories , Maybe there was no difference , But he soon experienced the bloody and cruel close combat with his competitors . yes , we have “ Born before you die ”, Some came on stage , And then he died …… After several losses 、 Frustration or even failure , There are only a few people who can really gain a foothold overseas .

Now , As the domestic Internet industry enters a saturated period of development , The epidemic has given birth to more online Internet development opportunities in multiple markets around the world , In addition, the national multisectoral policies support enterprises to go to sea and other factors ,“ Sea ” Stand on the tide again .“ Often hurt often war ” Our big factories , Some have temporarily reduced their international business , Some readjust the team 、 After formulating the sea going strategy , Once again, the sound of the first N The second charge .

Sail in the wind , Why do many big factories often “ Hit the rocks ”, Many small and medium-sized manufacturers are “ Carry all before one ”?

02 “ Anchor trap ” Pride and Prejudice in

Psychologists borrow “ Anchor trap ” The word means that when people make decisions , Always preconceived , A psychological phenomenon that tends to be influenced by the first information . To influence people's thinking and judgment “ Anchoring ” In various forms , Like a casual comment , Opinions of authorities, etc .

Son Zhengyi has a very famous “ Time machine ” theory , Think of... In different countries IT The development stages of the industry are different , First invest in the United States and other developed countries 、 To carry on business , Wait until the time is right to kill back emerging markets , Like sitting on “ Time machine ”, Back in America a few years ago . Use this set of investment logic , He reaped tens of billions of dollars in the world .

But in the process of Chinese enterprises going to sea ,“ Time machine ” Theory becomes a kind of “ Anchor trap ”, Misunderstood by those big factories with the same scenery in China , So that when you can't see the real face of the overseas market, you go to sea rashly .

“ Many players who have won and fought hard battles in China , It is easy to be blindly confident when going overseas , A head of hot blood plunges into it to do Copy from China, It turns out that it doesn't work .”

For example, the Kwai in Southeast Asia , After a brief highlight moment , It ended in failure .

As early as 2017 Beginning of the year , Kwai is in Vietnam 、 South Korea 、 India 、 The international version has been launched in Brazil and other markets Kwai, Get users through large-scale advertising , We have also made great achievements .2018 In the first half of ,Kwai It has successively won Russia and seven countries in Southeast Asia Google Play、App Store Top of the download list .

Picture source ： Kwai mirror phase

but 2018 After year ,Kwai a sudden turn for the worse , By TikTok To catch up with .data.ai data display ,2018 year 8 month ,Kwai In India, the number of daily downloads is reduced to 1 ten thousand ;12 month Kwai Slide to... In the Google App Store in the Korean market 30 Name or so , It even fell to... In the application ranking of other countries and regions 200 Name away . thereafter , Kwai went to sea and fell into a low tide 、 Business is stopped , The team is also scattered .2018 year , Liuxinhua, the head of Kwai's international business, resigned , Press the pause button when going to sea . 

Kwai goes out to sea high open low walk , On the one hand, it is because of falling into “ Anchor trap ”, In the absence of accurate and detailed understanding of the overseas market , Blindly continue to use domestic “ Throw money to make things new ” The model of hasty sailing . On the other hand , It is because the market awareness is not enough , Ignoring the importance of localization .

Analysts said ,“ Don't do anything deliberately for users 、 Exercise extreme restraint in products , And let the community ecology grow naturally ” It is the product philosophy of Kwai , It also helps it grow wantonly in the domestic sinking market , But overseas , The idea and model are not feasible .

From the perspective of product attributes , Short video is a content product , And high-quality content needs to be driven by strong localization ability . At the localization level , ByteDance and Kwai can be regarded as both sides of a coin .

According to the insiders ：“ No sooner did the Kwai do overseas business than the army. , Air force with remote command only . Overseas teams do not work locally , It is headquartered in Beijing . This directly led to the lack of communication between the team and the local market , And understanding of local culture and customs .”

And Kwai's several sea trials , Basically, it stops at the first step of getting users . A Brazilian service provider of Kwai said ,“ It's time to dig the anchor 、 Enrich the platform content , Kwai lack the intention to continue spending money and clear plans .”

and TikTok In the course of going to sea , Set up local offices around the world , A large number of local employees and overseas students have been employed , Better understand the market and users . According to its overseas kol That's what I'm saying ,TikTok Local operators will keep in touch with local network experts with high frequency .

Picture source ：Pexels

There is a deviation in understanding the overseas market , Insufficient localization capability , Plus TikTok The squeeze of this strong competitor , Kwai lost overseas , Is not surprising .

Some sea going practitioners also analyzed it ：“ Big factory goes to sea , There is some arrogance and prejudice , Most of the time it's money 、 Smash resources , Let's go straight to work , But failed to have a deep understanding of the local market .” For example, the Southeast Asian market , Regional culture seems similar to China , Not really , The region is multicultural 、 Multilingual 、 Multi religious , There are differences in the behavior and thinking of users in each country , This determines that enterprises cannot only copy the Chinese model when going to sea .

Founded on 2012 Year of Lazada It is one of the e-commerce giants in Southeast Asia ,16 Ali spent a lot of money 20 Billion dollar holding Lazada, Want to follow the domestic characteristics , Copy its successful operation model and management methods in the Chinese market to the Southeast Asian market . But soon , Encountered acclimatization .

18 About years ago , Ali is right Lazada The code name is “Voyage”（ Sailing ） The upgrade . Generally, this comprehensive product upgrade is realized by stages , But Ali CTO decision , Strictly implement the cutover scheme , Regardless of the grayscale publishing scheme , And the overall project must be completed in the same year 3 By the end of the month .

Sellers in Southeast Asia have expressed ,Lazada The original backstage “ It's so rotten that I can't see it ”, It really should be changed , But it shouldn't be so sudden .“ Through train 、 Coupon 、 Customer service IM Tools ...... Almost copied the backstage of Taobao . The functions accumulated by Taobao for more than ten years , One brain appears , Many people can't use it at once .”

meanwhile , Hundreds of former Ali middle-level employees have been arranged into Lazada Each key position of . People familiar with the matter say ：“ Ali sent personnel to overseas local markets , Some don't even speak foreign languages . Do not know the local market , Can't fit into the team , Soon he was transferred back to , Going to sea is a chicken feather ”.

The practice of the airborne team has also aroused the dissatisfaction of the original European professional managers , Soon the co founders Charles Debonneuil, Chief Marketing Officer Tristan de Belloy And a large number of local employees have left .

During the layout of Southeast Asia ,Lazada Has been replaced several times CEO The change of , From Peel · Penglong to penglei , Then to peel · Peng Long , And then to Li Chun , They have not helped Alibaba consolidate its growth myth in Southeast Asia , Instead, they are constantly Shopee Catch up , Now we still face SHEIN、TikTok The competitive pressure of e-commerce .

According to the TMO Group2021 Annual report , In Malaysia 、 Thailand and the Philippines ,Shopee The heat is more than Lazada Occupy the first place .

Picture source ：TMO Group

According to the data.ai data ,2022 First quarter ,Shopee In the global shopping category App in , The total number of downloads ranked first ; In southeast Asia 、 Shopping in Indonesia and other markets App in , Both include the number of average monthly active users and the total duration of users . 

Picture source ：data.ai

Shopee Our founding team has many years of living experience in Southeast Asia , Know more about local users , The strategy implemented is also more “ Grounding gas ”. The company aims at consumers in Southeast Asia , Launched independent APP; and Lazada only one APP, By switching languages to different countries . 

A Southeast Asian e-commerce practitioner also mentioned ：“ I started from 2016 year 10 I began to contact e-commerce in Southeast Asia when I worked in January , At that time, Malay e-commerce ranked first Lazada,Shopee Nothing has happened yet .17 year 4 After month ,Shopee The rising speed is accelerated .”

he ：“ Some merchants have traveled a long way to Ali center to meet the waiter , The other party let her stand at the door in the rain for the reason of meeting .” In the face of C On the publicity of end users ,Shopee Is better than Lazada More intensive .“ I have been to Southeast Asian countries for several years 10 Time , I have hardly seen Lazada Offline advertising .”

Compared with the arrogance of big factories , Small factories are more willing to put down their posture “ Flying close to the ground ”. stay data.ai 1-3 Monthly revenue from China's non game manufacturers and applications going to sea 30 Strong list , Tomorrow the wormhole will be stable TOP10, Showing growth resilience . It is reported that the growth of its overseas revenue is mainly due to its voice social application YoYo The growth of , The company team has been rooted in India and the Middle East for many years , Quite familiar with the user habits of the local market , In app games have been added to the product 、 The gift effect is also extremely shiny 、 cool , Meet the aesthetic needs of users in the Middle East and India 、 Consumption habits .

The fact proved that , No amount of theory is worth a practice with live ammunition . Big factory goes to sea , If full of pride and Prejudice , Take it for granted to blindly sail overseas with Chinese Internet thinking , Finally go to Amazon 、 Oracle and others have lost the old way of China , To be out to sea “ Cannon fodder ” No wonder .

03 Lost in turbulence

When pride and Prejudice become the hard stones on the way out of the sea , Any decision with biased genes will be the beginning of failure . The collapse of the overseas market that cheetah is proud of , That's just how it is .

“ The failure of the cheetah , It is a result of many strategic miscalculations .” People close to the cheetah say .

Fusheng once made an accurate and critical decision .10 Years ago , Fu Sheng said in a hotel in the United States “ Let's go to sea .” thereafter , The fate of the cheetah , a “ Cheng also goes to sea , Lose and go to sea ”.

2012 year , Fusheng aims at the overseas market , adopt Clean Master Copy 360 The successful path of security guards , Leverage the overseas tool market at a single point , Since then, advertising has been realized through the free system tool matrix .2014 year , Cheetah is listed on the New York Stock Exchange , The number of monthly active users at the end of the same year exceeded 6 Billion , Peak period every day from Google、Facebook Wait for the platform to get super 60 Million dollars of advertising revenue .

It's just a limitation of tools , Let the cheetah be choked by its partners . Whether from a third-party mobile application analysis company in the United States Kochava And the allegations in the Forbes report , Or with Google 、Facebook The split of , All accelerate the speed at which the cheetah is pulled down into the abyss .2016 Cheetah in Facebook The status and income of advertisers have fallen sharply ,Q1 After the earnings release , Its share price plummeted 20.43％.2019 year 12 month , Cheetah and Facebook Our cooperation is suspended ,20 year 2 In June, it was removed from the list of cooperation by Google , As well as 45 paragraph APP Get off the shelf . At the time , Recall that Fu Sheng and Facebook、 The toasting and preparation of Google executives , It has long been a dream .

Picture source ： Sina Technology official wechat

The foreshadowing of the cheetah's rapid decline has long been buried between many transformations and decisions .

from 2015 Year begins , Cheetah is gradually released 《 Rolling sky 》、《 Dancing line 》 Wait for a light game , Later, it was 500 RMB million investment Musical.ly, The company has also launched live broadcast products in the US market LiveMe.2016 In, cheetah planned to make news aggregation products in India , Later, it acquired the French news content recommendation application New Republic、 Incorporated into InstaNews……

game 、 information flow 、 live broadcast 、 Short video …… To make up for the limitations of the tool , The layout of cheetah in many fields seems to be improving day by day , But decisions are changing all the time . From the outcome of these products , Cheetah's business layout is extensive , But seldom take in the net ; Frequent transformation , But not enough attention ; Which is the business focus ？ It seems that every life and death decision , The cheetah didn't think clearly .

According to a person in charge of an overseas live broadcasting platform ,LiveMe There is no localization team in the Middle East ,2019 In, cheetah announced that it had completed the LiveMe The separation of , To some extent, it means giving up this product .

In the face of market competition from ByteDance , Cheetah has also missed development opportunities for many times due to decision-making .2016 year 9 month , Today's headlines of the original pure picture and text mode have launched a short video service , The user hours have doubled to 80 About minutes .

The cheetah is at the bottom of its performance , It is also decided that on the basis of tool flow , Make online video and other content-based products . However, the whole algorithm end was quickly found inside 、 The operation process and other capabilities are not perfect .

“ late , No matter how you adjust the algorithm 、 Be a reptile , Numbers just don't go up , When today's headlines start to be content partner Ecology , Cheetahs are still using reptiles to aggregate videos that can be scanned on the market .” People familiar with the matter admitted that .

“ It is a kind of tool thinking , It's hard to jump from tools to content .” Fusheng later mentioned to the media , Problems in all aspects of the product , Everyone is quarrelling , The product will die if you quarrel .

Give up Musical.ly, It is another decision mistake of cheetah .2017 year , Cheetah will News Republic and Musical.ly Packaging sold ByteDance , On the surface, it seems to make money “ all the containers are full—big money is made ”, But in essence , Missing a new outlet for short videos , Perhaps the decision that cheetah regrets most .

Picture source ： The Internet

Cheetah is on the way to transformation , We have seen the trend of news and information aggregation products and short videos in advance , Also made several attempts , But I haven't invested too much ; The live broadcasting service has been tried several times 、 The short video service was abandoned halfway , The cheetah also lost the opportunity to take the lead in occupying the social entertainment position . 

Explore all the way , Hesitating all the way , Missed all the way , The decline of the cheetah makes people sad .

These wrong decisions , both “ Pride and prejudice ” The bitter fruit , It also exposed that the offshore enterprises are in team management 、 Many problems in business layout . These problems eventually led to the gradual loss of large ships going to sea .

Kwai also failed in team management . A Kwai's overseas employee recalls , The earliest overseas team was Kwai Fu. 30 More than one , Six months later, it will grow to about 200 people , But in more than 20 overseas countries , Only a few countries such as Brazil have local teams , As a result, in most markets “ Here comes the user , And soon lost .”

Anonymous practitioners are commenting on 2018 In, liuxinhua, chief growth officer of Kwai, resigned 、 Be outspoken when it comes to the change of overseas business personnel ：“ There are problems with the organizational structure and personnel of the team , Personnel adjustment of Kwai , The ability to 、 Dare to speak and have overseas background 、 Employees who really understand the overseas market , Left unprofessional 、 Members who only think about how to make money , Adjust anyway , It's all idle work .”

The practitioner also said frankly , The person in charge of an audit team of the Overseas Department of Kwai , It is a Youku outsourcing for training , Reach common interests with other business leaders who do not have direct contact with the business , Rely on information monopoly to make money from outside , In the end, it was liuxinhua and competent employees who took the pot . From this person “ True love for Kwai , Disappointed with the small leaders of the overseas team ” In my sigh , It is not difficult to see the collapse of team management and decision-making , It was one of the factors that caused the failure of Kwai to go to sea .

In contrast to cheetah and Kwai who made mistakes in decision-making due to team management problems , Chizicheng technology, which also goes to sea, has established a localization team in more than ten countries and regions around the world , Adhere to localization decisions “ Let those who can hear the fire make a decision ”. Its voice products YoHo The person in charge of 2018 Year with 6000 Dollars to travel to Egypt 、 Morocco and other countries in the Middle East , Have a good understanding of the local market in the Middle East .

The team also insists on localization management , A large number of local employees are employed , The earliest and most direct contact with users , Can quickly and effectively make judgments to deal with problems , When opportunities arise, they can be seized accurately . It is reported that , The local income of its products has increased at a rate of dozens of times a year .

04 “ The sea king ” It's not worth it “ The first love ”

Whether it's going to sea in an arrogant manner , Or make mistakes in decision-making 、 Team management failure , Affecting the enterprises to form these bad sea going tactics , It is the difference in their strategic positioning of going to sea .

essentially , At the sea track , Whether it is a large factory or a small or medium-sized factory, or a newly emerging entrepreneur , All stand on the same line .

One side , Some domestic “ Big factory ” The rise of , It depends on the domestic population and market dividends , In essence, it may not have a global competitive advantage . On the other hand, we are facing unfamiliar new markets 、 new business 、 new user , In single point operations , The original advantages accumulated by big factories in China may not be able to play a role . The rules of the new market may even run counter to the methodology of big manufacturers in China , Launch new challenges .

Because of its huge size, the large factory , The business is intertwined , There are many choices and retreats , In the matter of going to sea , As if “ The sea king ”. Often only in the domestic business decline , When there is some growth abroad , Shout the slogan of going to sea ; After really entering the overseas market , But I have no patience to optimize products according to the characteristics of users in different markets , And I don't want to devote time and energy to local operation . Just want to copy the domestic burning money 、 Burn resource type fast 、 Barbaric play .“ Going to sea in stages ” It may be effective in the short term , But because the foundation is not firm , You'll soon fall over .

Big factories regard going to sea as their business “ Spare tire ”, Its effect can only be a flash in the pan .

Look back at the sea path of Kwai , Enough to find , How well did the big factory perform in going to sea “ residue ”.2017 year , Under the leadership of liuxinhua, Kwai went to sea ,18 Was stopped by Suhua in .

2019-20 period , Quickly in TikTok Stimulate , Restart the business of going to sea , Cheng Yixiao, the co-founder, took the lead in person . But soon because of domestic “K3 The battle ”, No time for overseas markets , The attempt to sail was put on hold again .

here we are 2020 The internationalization of Kwai in once again was mentioned again , This time, we chose the strategy of multi-point flowering , Introduction Kwai、Zynn、 Snack Video Products such as . In the end because Zynn Involved in online earning and being taken off the shelf , Kwai's sailing came to an end .

Turn clockwise to 21 year , Quickly to Kwai In the Middle East 、Kwai Latin America and Snack Video A merger , As the only product in overseas market in the future .

Kwai goes out to sea, stop and go , The way of playing “ A hammer in the East and a stick in the West ”, Did not maintain the initial market advantage , It can be used “ I got up very early , A late show ” To describe .2022 year , Kwai who has experienced pains , Once again, for the sea going business “ Moving knife ”, I want to set out again for once again , But how long will it last this time ？

Big factory goes to sea , After a while, after a while , Sometimes I just go out and run for two steps , Finally, some results have been achieved , And because of the call of domestic business , Turn around again . Sea , It seems that every time the domestic business is hit , Big factories seek growth “ Spare tire ”.

Compared with large factories , When small and medium-sized factories choose to go to sea , Usually, the All In Enter with a gesture of , For going to sea, such as “ The first love ”.

Founded on 2008 Year of SHEIN, In the early stage of entrepreneurship, we focused on overseas business , Rely on independent station mode and information system ,2021 year SHEIN stay Google More than ZARA、 uniqlo , And it has become the most frequently installed shopping application in the United States .

Picture source ：SHEIN Official website

SHEIN Aggressive and crazy expansion overseas , But many ordinary people in China had not even heard of this enterprise in the early days . Such a low-key and mysterious , On the one hand , company All In overseas , Do not rush to open up the domestic market ; On the other hand, it also shows its firmness in the cause of going to sea , And a deep understanding of the overseas market . 

according to the understanding of ,SHEIN We have done a very good job in keeping secrets , Often refuse reporters 、 Avoid investors , Very low key . stay SHEIN Official website 、 On an app or social media account , I can't even find any information related to China .SHEIN In the written description used in transportation , Try to avoid mentioning Guangzhou or Hong Kong , And the brand tone and product design are close to foreign countries , It's hard to notice China “ ancestry ”.

SHEIN It's not transparent , To a large extent, it avoids the possible prejudice caused by the status of Chinese enterprises , Protected its sea going business .“ Mysterious and low-key ” It has also become a crazy fan of young people abroad SHEIN An element of , From Los Angeles 23 Old boy Aron say ：“ The more mysterious , The smaller the crowd , The cooler it feels .”

All In Out to sea SHEIN , To the overseas market environment 、 The understanding of the policy environment is evident , Thus, it also reserves considerable development space for the company .

Deep ploughing in emerging markets such as overseas Africa, China Communications holdings , It's also All In One of the enterprises going to sea .

When entering the African market, the first stop was Nigeria , The sound transmission holding has conducted multi-party research , I learned that Nigeria had 5 Major telecom operators , Signal quality is unstable , Many users carry three or four with them SIM card , If you can't get through, you have to change your card , It's very inconvenient . So , Sound transmission launched dual cards and dual standby , Even three cards and three stays 、 Four cards, four waiting phones .

Picture source ：Pexels

Many Nigerian families still lack electricity , Chuanyin Holdings has set up a large number of light signs and road signs in the African market , So that users suffering from power instability can still have lighting on the night of power failure , It soon won the favor of the local people . 

Go out to sea with all your strength 、 Take root in the local market , It provides sufficient nutrients for the sound transmission business to blossom in Africa . At present, the proportion of voice transmission in the African functional mobile phone market has reached 76.6%.

It can be seen that , At the strategic level, the importance of going to sea , Promote the localization management of small and medium-sized factories 、 Operation, etc . This is also the reason why many small and medium-sized factories are in the race track , The important reason why the performance is better than that of big factories .

05 “ Foreign monk ” Hard to beat the local elite

As “ Foreign monk ”, When Chinese enterprises go to sea , Besides strategy 、 Decision making 、 Team management, etc , They have also been frequently attacked by local or international elites , Failed to wrestle with products and businesses .

Lei Jun said this ：“ People can't push stones up the mountain , This will be very tired , And will be hit by the falling stones on the mountain at any time . What we need to do is , Climb to the top of the mountain first , Kick a stone down by the way .” Before the overseas market reaches the top of the mountain , It is inevitable to encounter insufficient chassis 、 Slide down in confusion , Or being hit by a stone pushed down by someone who is already on the top of the mountain .

Baidu was the first to try “ Go out to sea and eat crabs ” One of the largest factories in the world ,2008 In, he began to march into Japan ,2011 In, it acquired a company with characteristic face text and cloud input technology Simeji, Welcomed by local users .2016 Baidu released in the United States Facemoji, Later, it became the most popular input method for young people in the United States in a short time . Unfortunately in Japan 、 Brazil 、 Other markets outside Indonesia , Baidu has encountered strong enemies Google.

Although Baidu has tried to open the market with product innovation , According to the domestic Baidu product matrix , Launched DU Battery Saver、DU Speed Booster、ES File、MoboMarket、 Magic map and other series of products , But still failed to achieve the desired effect .

The root cause is , There is a huge difference between the overseas network environment and China , Overseas mobile phones are born with Google ecology . Baidu, which is a little immature overseas , I want to follow those who have a sound ecological foundation Google competition , It is like an ant shaking a tree . This is an asymmetric war from the beginning .

After Baidu , Tencent has also seen internationalization opportunities for a short time .2013 year , Ma Huateng ：“ In this life, I can walk out of internationalization , At present, wechat is the only product .” thereafter , Tencent took out 20 Geyi supports the internationalization of wechat , Football star Lionel Messi …… But the internationalization of wechat didn't come true .

At that time, there were already Facebook and WhatsApp Wait for social leaders , Precipitated a lot of social relationships , It is difficult to migrate these users and their social relationships to a new non-native application .

Picture source ：Pexels

Karol Is an American nurse , use WhatsApp, Also use wechat , The former is used to contact most friends in the United States , The latter is only used to contact Chinese friends in the nursing school . When Karol Our Chinese friends have used it one after another WhatsApp after , She has less time to log in to wechat . 

Similar to the North American market , Wechat also lost in India .2012 year , Wechat enters India , Who is 45 Days to become the highest ranked Google App store App. Such achievements are inseparable from Tencent “ Banknote ability ”, But the first thing that depends on burning money is doomed to be unsustainable .

Indian media Factor Daily Reported , Follow WhatsApp Compared with similar products , The tedious process of adding friends on wechat , Set up many obstacles for interaction ;“ The man near the ” The function enables women to receive chat up messages after opening the location information , Dissuaded female users ……“ When relevant feedback is reported to the Chinese side , The product has not been updated or adjusted .”

At that time, the domestic Internet developed rapidly , send out 4MB Video files are easy , The capacity of mainstream mobile phones in India is less than 2000MB , The initial version of wechat in India has 40MB, Put a lot of pressure on the mobile phone ;WhatsApp Will 5MB The photos of are compressed to 40KB, It saves users' time and traffic .

In the past two years , In the context of the game between China and the United States , Wechat is frequently banned in overseas markets , The situation is becoming more and more uncertain . I can't beat my peers overseas , Lack of product innovation 、 Low degree of localization , Have become the fatal point of wechat's going to the sea .

as for BAT Ali in , The earliest is to internationalize the main e-commerce business , rely on “ Taobao International ” The global express goes to sea .2020 year 3 month , According to the 《 European e-commerce news 》 reports , Alibaba's cross-border e-commerce platform Express has become the leading platform in the Russian e-commerce market , Occupy 69% Share . But in fact, the volume of express , Far inferior to Amazon, an international e-commerce giant .

For big manufacturers , Going to sea is not only facing the problem of grabbing food from giants of the same type , It is also facing the biting of the emerging local enterprises , At the same time, it may be hit by policies . The main business of Dachang goes to sea , Obviously a business that has missed the opportunity . Don't hit Facebook、Apple、Amazon、Google Our south wall , Make efforts from innovation , Compete with differentiated products and methods , It is possible to work .

Some small and medium-sized factories try , It also proved that in the sea battle , The importance of differentiated competition .

Easyroid Its stranger social products Say Hi The function of making friends with many strangers App similar , You can find people nearby , Speak with them 、 Video and text chat . But on this basis , It also innovatively introduces some product functions , Users can install various plug-ins to replace App Theme in 、 Add new emoticons, etc , Add to the social fun 、 Enhance user experience . Thanks to this , The company has recently achieved significant growth in the Middle East , Therefore, there is a time lag 4 After a month , Break into 3 Monthly revenue from Chinese manufacturers going to sea TOP30 A list of .

Founded on 2011 Anke innovation in , At first, we used the advantages of domestic supply chain to do OEM , It has become the first batch of cross-border e-commerce enterprises in China . Focus on the manufacturing and sales of peripheral products of mobile phones and notebook computers , Mainly by charging head 、 cable 、 Power bank and other products , Its monthly sales soon broke through 100 Thousands of dollars .

However, Anke innovation is not satisfied with being just one company “ Buyer type ” company , Gradually start from “ Go to sea by boat ” To “ Wisdom makes the sea ”.

2013 About years ago , The company gradually increases product innovation , Wireless headset 、 New categories such as smart speakers have been added to the business map . The company also adopts the idea of multi brand , Gradually formed to Anker As the core charging brand , With Eufy and Nebula Intelligent innovation brands mainly , As well as Soundcore The medium and high-end audio brand matrix represented by .

Since then, Anke has made a new breakthrough in its innovative undertaking of going to sea , It released 2021 The annual report shows , During the reporting period , The company has realized operating revenue 125.74 One hundred million yuan , Year-on-year growth 34.45%; The company is in Europe 、 The Chinese mainland 、 The income growth of countries and regions such as Australia has exceeded 30%.

06 The next counter attack

Big factory goes to sea , Provide the audience with ups and downs of the Jianghu story 、 While accelerating the industry reshuffle , It also makes the industry change . From cultural customs to localization needs , From local and international competitive products to policy restrictions , In the future, Chinese enterprises will face more and more complex difficulties when going to sea . cognition 、 Decision making 、 The team 、 localization …… Every factor may affect the success or failure of going to sea .

however , Changes in the market competition pattern may also bring structural dividends .TikTok Can you sit in the position of the first brother of short video ？ Whether it will squeeze Meta、Ins Our market share ？ Can Kwai turn the tables again ？ Ali's Lazada Can we return to glory ？ Envious of competitors SHEIN, Will it be copied and replaced ？ Will there be a new dark horse in the market ？

Anything is possible .

Sail to sea , Any enterprise has the opportunity to dock . Deep understanding of the market , Good management and decision-making , Create competitive products , In the uncertain market and confrontation , Keep crossing mountains and seas , Become “ The king who conquered the new world ”.

When the big factories come to their senses , Adjust the pace of globalization , No matter what field you enter , Can stir a pool of spring water .

not long ago ,Lazada change , Dongzheng succeeded Li Chun as the new CEO , He has successively served as Lazada Thailand 、 Vietnam CEO , For local business markets and local businesses in Southeast Asia 、 The consumer is familiar with the operation ; After taking office , A series of initiatives have been launched to increase local supply 、 Actions to enhance localized operations , Business volume and product experience have also been significantly improved . With Lazada Expand investment in localization , At the same time, we will expand the European market , It is expected to reverse the declining trend of going to sea , Usher in a new growth period .

Picture source ：Lazada Official wechat in Southeast Asia

Tencent officially announced the establishment of its overseas game business brand at the end of last year LEVEL INFINITE I also made a sudden noise a few days ago , It said that it would launch... To global players before the end of this year 《 Glory of Kings 》 International Edition （Honor of Kings）, And from 7 Month begins , Several rounds of internal tests will be released gradually . I just don't know , This is a domestic “ Gold sucking beast ” Can we recover the five years lost overseas . 

Kwai once again drastically adjusted the overseas organizational structure , Qiu Guangyu, the former head of GS division, resigned , Now Cheng Yixiao is leading the team ; JD reorganized the original JD cross-border e-commerce B2C Exit platform JOYBUY, Take the B2B Route , JD international cross border B2B The trading and service platform is in 618 On the occasion of the meeting ……

Although frustrated 、 lose , Many disappointments , But after seeing the domestic demographic dividend subside, the growth is weak , Big factories that always focus on growth still have to go abroad .

Compared with the past , This time, , Big factories have lost a few points “ Bottom line thinking ”, A little more determined .

Because everybody knows that , Before the arrival of a new generation of technological revolution , Overseas is the future .

Reference material ：

[1]‍‍‍‍‍‍‍‍‍‍‍‍‍《 The overseas team of Kwai who has been defeated repeatedly ,“ finally ” There are layoffs 》, Sanyi life

[2]《 Fusheng at the edge of the cliff , Watch the cheetah fall 》, Zinc of finance and economics

[3]《 Alibaba's war in Southeast Asia ： Another pinduoshi raid 》, A bit late LatePost

[4]《 Review the history of mobile Internet going to sea , Analyze the current pattern of Chinese games going to sea 》, Quantity Jianghu

[5]《 A brief history of mobile Internet going to sea 》, Young people of Guangdong and Guangxi

[6]《 Going to sea market , There are no giants 》, Zero state LT

[7]《 WeChat “ Die of ” India 》,CSDN translation