Tuck the giant crack, the "breakout method theory" of Akiko City goes out to the sea

Because of the impact of various macro factors, the Internet industry was deeply trapped in the quagmire in 2022.

二季度阿里营收为2055亿元，同比下滑1%，非公认会计准则下净利润302.52亿元，同比下降30%；腾讯营收1340亿元人民币，同比下滑3%；毛利578.7亿元，同比Pllining 8%. Behind Ali and Tencent's weakness, the entire Internet industry is sorrowful, with decline in performance, cautious expansion, clothing reduction, layoffs, and even "surviving" to become the main theme.

"The Internet industry is really not good this time." Many people have such emotions, but no matter how cold the cold winter has increased the trend, some companies focusing on a segmentation track have achieved real gold and silver "Credit".

Under the "cold winter", real gold and silver need to be included

Akiko Castle, which is the open social platform that focuses on overseas markets, held a first half of the year. In the first half of the year, Akiko City's revenue was 1.37 billion yuan, an increase of 30%year -on -year; net profit attributable to the mother was 83 million yuan, which achieved doubled growth. It is not easy to obtain such a growth in the current environment. Internet giants are generally facing the dilemma of shrinking revenue and a sharp decline in profits. The company's Zhiwen Group's revenue in the first quarter was 3.148 billion yuan, a year -on -year decrease of 9.3%; the net profit attributable to 289.9 million yuan, a year -on -year decrease of 37.2%; 3%; the continuous operation business attributable to the control of Huanju Group's control of $ 27.5 million in a net loss.

The core reason for Akiko City to hand over a "alternative" transcript in the Internet industry is the result of the implementation of social strategy.

From the perspective of the performance report, the social business income of Chizi City in the first half of the year increased by 50%year -on -year, exceeding the overall growth rate, and the proportion of social income in the overall income has reached more than 90%, which means that Chizi City has become a veritable social company. Essence

There are two giants in the global social market, and the open social platforms also have veteran players such as Zhiwen Group and Match Group. Open "social networking, but with multimedia entertainment content such as audio and video as a carrier, the organic integration of pan -entertainment content and open social networking.

Akiko City has three social core products: open social platform Mico, voice social platform YOHO, and video social platform Yumy. The three products have different labels and have their own key markets.

Among them, YOHO, while consolidating the head position of the Middle East market, expands Global market regions such as Southeast Asia and Europe. In the first half of the year, the non -Middle East market revenue accounted for 40%; Yumy achieved righteousness for the first time, and successfully reached the top 50 countries/regions social networking. Application best -selling list TOP15; Mico enters the Google Play best -selling list of the two core developed markets in the United States and Japan.

In the second quarter, a variety of social products owned by Chizi City recorded a total of 23.09 million MAUs, an increase of 27%year -on -year. Compared with billions of people around the world, 23.09 million MAUs are not high, which means that its user market still has huge growth space. In addition, its MAU increased by 27%year -on -year, but social income increased by 50%year -on -year, which means that ARPU has increased significantly, and the commercialization efficiency of social business is increasing.

When Akiko City is in real gold and silver, the open social market is being reshaped.

A few days ago, Soul, known as the first share of the "Yuan Cosmic Society", has officially sprinted IPO. Although Soul emphasizes the "Yuan Universe" label, its essence is still an open social platform. For market share, SOUL listing more funds will strengthen the sense of presence. During the same period, the Blue City Brothers with LGBT social applications such as Blump announced that they had completed the privatization delivery and will be delisted from U.S. stocks.

Unlike the highly concentrated social market of acquaintances to a small number of platforms, today's open social market is still "blooming flowers", and no one can see who can unify the world in the short term. However, judging from the performance report in the first half of the year, Akiko City was obviously in a "offensive" and the momentum was very powerful. Judging from the privatization of the Blue City Brothers, Akiko City is trying to supplement the sub -section such as LGBT social networking and improve the social map. His vision "the world's largest open social platform" has become clearer.

As the main market is overseas, Chizheng has always existed in the domestic Internet circle. Some media said that it was "new forces to go to sea" with Shein, Tiktok, Mihayou, etc., but compared to other "new forces", Akiko City is more like "old players".

Established in 2009, Chizheng Technology has long established the direction of "the globalization of the Internet of China", that is, "the Internet goes out of the sea" and follows the "product first" route. In 2013 Solo Launcher, ranked first in the single -day download volume in the Google Play personalized application in 89 countries and regions, and gradually formed the APP product cluster Solo X, including tools, music, games, entertainment and other APPs. Before the listing in 2019, it has been sitting in 2019. With 800 million users. From 2009 to 2014 was a high-speed development period of the mobile Internet. At that time, there were more than one developer to go to sea. Among them, there were also leaders such as Cheetah Mobile who had successfully listed. However, today is still in the center of the stage. The only fruit of Chizi City became the "first generation of developers", because it decided to ALL in social and succeeded 6 years ago.

So, how does Chizheng grow from an app cluster developer from a main tool & content to a head open social platform?

Social, difficult and correct road

There are rivers and lakes where there are people who need social and entertainment.

So we see that social products are entertaining: Tencent is the largest gaming company, and the long/short video, music, live broadcast, literature, animation, e -sports and other subdivided entertainment tracks have not fallen; open social fields Momo has proposed a pan -entertainment strategy very early. Later, Momo live broadcast a great success, and Momo further strengthened the video social route.

So we also see that entertainment products are socialized: Douyin has succeeded, but has always been obsessed with social products. It has launched social products such as Fei Liao and launched in the product. Essence Byte beating attaches importance to social networking is not for Tencent PK, but is that entertainment socialization and social entertainment are user needs. This is why all live broadcast short video platforms are strengthening social networking.

From the results, social platforms have been entertaining more successfully, but there are only one as of now, but now there is only one, that is, Chizi City. How does Akiko City do it?

The essence of social networking is the connection between people. The social interaction of acquaintances first has a relationship and then connected. Open social networking is to help A user and B users establish connections based on some reasons such as interest, dating, dating, etc. No matter what form of social platforms, the core is the "connection" ability, which is exactly the talent of Chizi City: the gene with "connection".

Although the desktop tools were also made in 2009, the first product Launcher was specially strengthened. Unlike similar APPs, it focused on wallpaper and beautification functions. Launcher personally recommended the content to users by algorithm, so that everyone desktop "Thousands of thousands "Thousands of people", realizing the connection of people and content; its first social product is the "head horse" MICO has the social characteristics of pan -entertainment, but it was also the same as Momo's LBS social line. Later, it joined the pan -entertainment function. Social is the core attribute, and the basic market is also social users.

In terms of specific strategies, the core reason for the success of the social transformation of Chizi City is that it is not in the domestic market, but aiming at the global market. Although Facebook and Tencent have the global market, on the one hand, they can hardly meet the social needs of different countries/regions because different social and cultural soils will give birth to different social habits and needs. There are different needs at different stages, especially open social networking; on the other hand, the innovation of social products is too fast, and there are a lot of social innovation opportunities behind young people, audio and video, and Yuan universe. Frankly, "About the innovation economy, there are indeed many competitors in the market."

So there is a phenomenon of "giant gap": there are many breakthroughs of "seeing sewing pins" in the social market of Golden Decoction. Chizi City has rely on this breakout. In 6 years, a unique model has been gradually formed:

1. "Two -dimensional horizontal and vertical, duplicate globally."

Different from the high concentration of a platform to an acquaintance society, the open social network will definitely be "fragmented" because the scene is diverse, and a variety of products will coexist in a market. It's not "a product to fight the world." Because of this, it is more feasible to launch different products for different markets. Massive products are unrealistic. How to form a unique product strategy to overcome the complexity of the global market? How to ensure that it can maximize the number of products from N markets? Akiko City adopts the "horizontal vertical, global copy" model.

Copy the vertical product, the successful copy of the A product will be copied to the B product. When a model/technology/function is verified by the A product, it is applied to the new product B, which not only can shorten the R & D cycle of B and reduce the R & D cost of B, but also try to try and error quickly and increase the chance of success.

Chizheng City began to develop large and medium -Taiwan SOLOCELLS in 2018. It has four major centers including Tecell Technology Center, Alcell Algorithm Center, DACELL Data Center, and Orcell Organization Center. Based Products from planning to launch, and do not require too high R & D costs. Adopting traditional product research and development models, supporting the research and development costs of dozens of products often grow at the index level, and eventually it will be incomparable. Today, SOLOCELLS has been upgraded into a set of Central and Taiwan University systems. It has precipitated comprehensive capabilities such as market promotion, local operations, and commercialization outside the product research and development. It can be quickly applied to new products. For example, Akiko City Mico has been operating in the Middle East for many years. The company knows about local culture, user preferences, and market environment. Based on this understanding, combined with China -Taiwan capabilities, Chizheng can quickly make more new products. The online YOHO of the water -tobacco hall or cafe in the Middle East is the work of "product replication". Yoho's main voice social, overcoming the obstacles of many local women's "unable to open their faces", broke the restrictions on men and women in the Middle East, and quickly became popular in the local area. YOHO's R & D time is extremely short. Many functional modules, including rewards, directly reuse Zhongtai technology such as MICO and other products, how to start cold, how to promote, how to do it, and how to commercialize it. Zhongtai ability.

The horizontal market is replicated, that is, a product from the A market to the replication of more markets. When a product has made a certain progress in the A market, it has made a steady heel, and then copied it to the market B market to "take a point". Unlike e -commerce and travel APPs, different countries/regions have different social needs. If a product is rashly pushed to N countries/regions, the probability of failure is great. The approach of Akiko is to make a market first, and then try more markets. It has launched a global layout since 2013, rooted in many countries/regions, and cultivated the localized team and the corresponding operating system. Therefore, when a product is verified in a certain market, it can be quickly pushed to a broader broader broader to a broader wider Market.

Taking YOHO as an example, it started in the Middle East, but there are many markets in the social needs of voice rooms. After all, not everyone is willing to appear. Some users are more confident in sound, and some users feel that the sound club is more under pressure. Therefore, after standing in the Middle East, Akiko City pushed it to global market regions such as Southeast Asia and Europe in the first half of 2022. The experience of product promotion, operation, and commercialization accumulated in the Middle East was quickly copied to other The market, which has created 40%of YOHO in the Middle East in a short time, and promoted the overall income of the product to increase by more than 70%year -on -year. The same "horizontal market replication" model also occurred in products such as Yumy. After the realization of gross profit, Yumy has quickly entered the top 10 social applications in 50 countries/regions.

It is the model of replication and horizontal market replication through such vertical product replication and horizontal market replication. A two -dimensional matrix of products and markets, products and products between products and products. The more and more the market, the more and more markets. Looking at the product will form a super app covering multiple markets, the product portfolio composed of multiple APPs will not be deadlocked to meet local users. Finally, a global regional market is formed. Open social network.

2. "Product portfolio, aircraft carrier mode".

As previously analyzed, different countries/regions have different open social needs. To do the global market, it is impossible to rely on a product to fight the world. It is because of the "fighting group" model, that is, using a variety of products to compete with a product of the giant. A variety of products means that the facing scene is enough, and it is naturally better than a product. The volume is very small in front of the core products of the giant, but over time, the number of users in matrix products will be considerable.

Based on the "product replication" model, Akiko City has continuously extended more products. Through the multi -product matrix, it meets the social needs of different people and different scenarios in different markets, forming a unique legion model. At present, MICO, YOHO, and Yumy "carriage" under the water under the water of Akiko City, in addition, there are many products that are incubating and growing. Different products are different. In addition to "product replication", the "aircraft carrier battle group" model of "big generation and small guards" has also been formed.

According to the monthly flowing water, Akiko City has a large -scale model APP MICO of $ millions of dollars. 1. The initial creation app from 1 to 10. The role of the scale APP is the "aircraft carrier". It can drive the surrounding "frigates" and other secondary apps to grow such as introducing seed users. Realize the effect of Gong Wei and the nursery of the scale APP and make it grow faster to the super app.

Each track and each market have a capacity limit. Through such a "multi -product matrix" aircraft carrier mode, each APP of Akiko City has the potential to correspond to the corresponding track/market super app. Once there are good signs, it can be possible The two -way replication of products and markets is essentially saturated attack on different segmented tracks and markets in different regional markets. 3. "Investment in self -developed, dual -line layout".

Achi City from a tool app developer with content entertainment attributes, quickly familiar with the relatively unfamiliar field of open social networking. In addition to its original two -way copy and aircraft carrier combat mode, it is inseparable from the investment that the company explored very early layout.

After listing in 2019, Akiko City has a stronger capital strength. Immediately, it adopted a model of self -developed new products+investment mergers and acquisitions. In the open social business, it has both invested and acquired Mico actions. Social culture differences in different countries/regions have launched a variety of vertical social products.

The advantage of investment is "spending money to buy time". Compared with yourself, you can reduce trial and error costs, especially to seize the fleeting time window of the market. In fact, the globalization of giants such as byte beating and Tencent adopts the model of investment+self -developed legs. Among them, the foundation of byte beating TIKTOK's success is Musical.ly, which cost $ 1 billion in 2017.

Unlike some Internet companies' investment in pure financial direction overseas, byte beating and Chizi City emphasize the collaboration, integration and empowerment of the main business and investment business. User foundation, local promotion and operation capabilities, and their own social business exploration, promote the large -scale development of MICO, and have social "bases". You can look forward to the privatization of Akiko City to participate in the privateization of the Blue City brothers, and will also give its products on its own global operations, entertainment social and social commercialization capabilities, and promote the growth of LGBT.

4. "The headquarters is located, and the operation sinks."

Tool -type apps can go to China to do the global market in China. The APP, which is on the US market tool APP list, has never set foot in the United States for a lifetime. It is not uncommon for such a thing, because the tool APP does not require too much differentiated design and localized operations.但社交类App特别是重内容属性的社交App，则是“重运营”的，要做好一个市场，必须要在当地有对应的人马，去做好类似于市场推广、用户沟通、内容运营、 Event operation, commercial monetization and other matters.

MICO Japanese Social Media official account

The APP phase of the category with content attributes has begun to deploy localized operations. After social interaction, it pays more attention to the sinking of operations, adheres to the core concept of "globalization, that is," Occupation, localization of teams, and localization. The "headquarters Zhongtai Resources+Local Sinking Operation" has formed a coordinated operation system. The headquarters provides research and development such as R & D resources. The local team is responsible for operating the landing strategy. It has established more than ten localized operation centers overseas to "hear it. People who see the fireworks make decisions. "

Like Huawei, the local operation center of Chizheng City has both local employees who fully understand the local market and Chinese staff from the headquarters familiar with the Internet operation. Taking the Middle East as an example, the number of teams has grown from three or four people in the pioneering period to hundreds of people to hundreds of people to hundreds of people. The proportion of local employees in the Middle East is also high.

Through such a business system, Akiko City can use China's unique industries, talents, technology, innovation and other advantages in the Internet field, and can also be integrated into the local area to better excavate different regional markets.

What inspiration does Chizheng bring in the Internet?

The growth of China's Internet market has become difficult. In addition to the impact of macro factors such as epidemic conditions, the law of industrial cycle is an unavoidable issue. Flowing dividends are the topic that is old -fashioned, and the incremental increase in sea has become an industry consensus.

A few days ago, the Institute of Journalism and Communication of the Chinese Academy of Social Sciences and the Social Science Literature Publishing House recently released the "New Media Blue Book: China New Media Development Report No.13 (2022)" pointed out that since 2021, Chinese Internet companies have shown large -scaleization The "going global" situation, the number and type of going out to sea continued to increase, and the results were even more dazzling. Among them, Douyin had replaced Google in 2021 and became the largest Internet product in the world.

"The strategic level of the international development of China's Internet enterprises has been continuously improved, and the spillover of product advantages, capital advantages, and technological advantages will be transformed into models to go out to sea, brand goes out, serve sea, and standards. Education is the main area of ​​Internet companies to go to sea. "More reports need not be repeated, and it is already a trend to go to sea.

Giants, including BAT, Didi, Kuaishou, and Douyin, have all layouts, but some of the companies' out -of -sea business have shocked, and some star companies have been sinking. The Internet companies that are truly successful in sea or Chinese Internet brands that say globalization are only a few companies such as Shein, Chizi City, Mihayou, TIKTOK. Why is it so difficult to go to sea?

The city of Chizheng was established in 2009. It has focused on going to sea for 10 years and more and more smoothly, and the larger and bigger. After experiencing the rupture of the gadget app to the sea bubble, it has achieved a successful transformation from entertainment to socialization, becoming an evergreen tree for the Internet to go out of the sea. Its experience is not inspirational for Internet companies that are interested in going abroad. 1. It's not just "going to sea" but "voyage".

There is also a "going to the sea" project when traveling to Sanya, that is, to go to a certain island to walk around, this is very similar to the mentality of "trying" from some companies. withdraw. However, it is impossible to succeed in the life of going to the sea for a lifetime.

Akiko City has established the direction of "doing the globalization of the Internet in China" very early. Although the company has strategic transformation, the vision has not changed. It is precisely because of such a "far -voyage" determination that Akoko City has made a lot of decisions for a farther future. Even if it is currently more difficult, even if the chance of failure is stronger.

For example, the business model of doing tools is clear and simple, but there is a high dependence on platforms such as FB and Google. Therefore, Chizi City resolutely goes to socialize that many people are not good -in There is no way to even beating such as bytes, but Chizheng has the courage to All in. Chizi City insisted on doing difficult and correct things, reflecting the "delayed satisfaction" respected by Zhang Yiming. It is difficult to do socializing, it is very valuable, and there are barriers.

2. Corresponding changes can only be embraced.

The road of Yuanhang was difficult, and the routes were changing. This point is also in place, and when you communicate with this team at different periods, you can feel the rapid change of strategy. In addition to expanding content and social transformation in a timely manner, Akiko City has gradually explored business strategies such as "two -way copy" and "aircraft carrier operations". "Buy time", because the "two -way copying" has been upgraded to large and medium Taiwan ... Chizi City has always adjusted his posture, not "one trick", and not to engrav the boat for swords. Such a flexible change ability not only allows Akiko City to adapt to the competitive environment in different periods, but also allows them to quickly adapt to the regional markets.

3. Attach importance to innovating and building a dynamic moat.

The market is ever -changing and the technology is endless. Any successful companies face the challenges of known and unknown. Building the "moat" is the basis of the evergreen of the foundation. However, the water is not constant and the soldiers are not normal. Today, it is becoming more and more difficult to build a moat by relying on a single barrier like technology, products, products, supply chains or brands. In the article "Value" article, Zhang Lei put forward the view of "dynamic moat". He believes that "there is only one moat in the world, that is, entrepreneurs constantly innovate and continue to create long -term value." Obvious manifestations.

At that time, when the desktop applications were strengthening the function of wallpaper, Launcher, a subsidiary of Akiko City, strengthened content recommendation; since 2016, its product clusters have been further transformed in the fields of fitness, media entertainment and games. Human "interesting, personalized, entertaining" social demand and social needs.

Each new stage cannot be separated from the accumulation of the previous stage. The core technology, product innovation, content operation and local operating capabilities accumulated in this process have continued to deepen and thickened, forming a "dynamic moat". In other words, the developers of the products made by Chizi City today are also doing, but when a new trend, new opportunities, and new gaps in the open social market around the world, the most opportunities to seize are the cities of Akiko City. Essence

4. Look at the future with a telescope.

The captain of Yuanhang must have a compass, a navigation map, and a telescope. Only when you look far, can you go far. Akiko City has never been doing what others do, but to be at the forefront of the times to be an explorer by themselves to discover the New World. In addition to exploring the content of the tools and social entertainment, it is also actively exploring new social tracks such as the Yuan universe. Exploring virtual technology empowerment and other aspects; investment intelligent wearable equipment manufacturers ten meters, seizing the "entry" of the Yuan universe, and accelerating the deep integration of the company's social products and the Yuan universe.

Perhaps in the short term, the Yuan universe technology will not be popular, and virtual human society seems to be a gimmick, but giants such as Meta, Tencent, and byte beating are all deploying card positions. However, it is not behind people in exploring the Yuan universe, and the characteristics of their audio and video socialized are more likely to collide with the Yuan universe. Obviously, this is a company that looks far away.

The tool -type app does not have a future. It must be content. The entertainment APP must be socialized. The disappearance of the Internet traffic dividends must go to the sea ... Everyone understands how to do it. Increased in the trend. At present, the Internet is full of sea fish, but it is also high. Who can become the next red city? Wait and see.

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