Social pan -entertainment has three dilemmas. How do developers break through?

On September 8, Apple released the iPhone 14 series that has received much attention. When showing the powerful performance of the A14 bionic chip equipped with the iPhone 14, Apple chose the game fragment of Mihayou's "Original God". This detail has aroused heated discussion among netizens on the platforms such as Zhihu.

Just as many netizens have discussed: "Original God" has been used by Apple to show the performance of the mobile phone many times, but the app from China has become a small microcosm on the world stage. In recent years, China's mobile Internet industry is setting off a "tide of sea", and the Internet has grown on the Internet. Among them, social pan -entertainment has become one of the "motherships".

"Social+" becomes the mainstay of the sea

A few days ago, the leading global Internet communication cloud service provider Rongyun & Okishi professional media White Whale went to sea to jointly release the "2022 Social Pan Entertainment Oither White Paper" (hereinafter referred to as the "White Paper"), to view the journey of the Internet of China on the Internet, focus Highlands, the four markets of the United States, Brazil, Indonesia, and Saudi Arabia sort out the dimensions of competition pattern, user acquisition and revenue, and Chinese developers to the sea, and draw navigation routes for social pan -entertainment people to go to sea. This is the most detailed report on the social pan -entertainment industry so far. From this, you can see the status quo of social pan -entertainment.

"White Paper" discovered that as a provider of products/services, Chinese companies in almost all overseas markets are considered strong participants and performed particularly in the field of social pan -entertainment. 'In the continuous innovation of the model, the company's overseas companies occupy an advantage in the local market and local track. "

Unlike the narrow IM social network understood, "social+" refers to the integration of social society into many pan -entertainment products in the form of infrastructure. The original DATING is the earliest social network. As early as 2014, the two products, Mico and TANTAN, which focused on the social network of strangers, have begun to try overseas. There are giants such as MATCH abroad to be acquaintances abroad to be acquaintances Social Facebook's attack on Facebook is incomparable, and social Chinese developers who go to the sea cannot fight.

The change occurred after the emergence of pan -entertainment, the war of the "Thousand Broadcast War" in 2015 was burning in the local area. Wang Sicong's 17live and Tencent's Music Streaming APP JOOX began to expand overseas. Liveme was hatched, and later beaten by bytes to make a big Tiktok Musical.ly, which was bigger at $ 1 billion, is still niche, but Pan Entertainment has "the wind starts at the end of Qingping."

Soon, under the influence of many factors such as technology and market, the two large rivers of social and pan -entertainment are intertwined overseas. Gan entertainment apps such as games, audio, video, communities, and virtual people are gradually socialized. Chinese developers seize the opportunity to surround the opportunity to surround the opportunity. Social pan -entertainment innovation, in the middle, there are live broadcasts in the middle of the sea, short videos to sea, gaming social delivery, 1V1 videos out of sea, audio social existence in sea, Yuanshi social networking, real -time social existence, etc.

Social pan -entertainment all -stage and typical representatives, sources: "White Paper"

Today, among social pan -entertainment out of the sea, there are both MAU 1 billion+phenomenal products such as TIKTOK, as well as Mico, Yalla, Hago, Bigo, Starmaker, Blued and other leading tracks. Developers of these products It has also formed a huge trapezoidal troops. In addition to this super giant, there are listed companies such as Yale Technology, Chizi City, Huanju and other listed companies. Player.

In 2022, the Internet industry was full of sorrows, and social pan -entertainment became an exception track.从Q2财报来看，社交泛娱乐出海依然保持着逆势增长的态势：欢聚实现营收5.961亿美元，不考虑已剥离的YYLive业务，在非美国通用会计准则下，净盈利5150万美元，净The interest rate was 8.6%(a net loss rate of 0.1%in the same period last year); Yale technology revenue that was deeply cultivated in the Middle East market was US $ 76.091 million, an increase of 14.2%year -on -year, and net profit was 20.353 million US dollars, a year -on -year increase of 10.7%; Half a year also achieved the accounts of real gold and silver: revenue was 1.37 billion yuan, a year -on -year increase of 30%; net profit of home mother was 83 million yuan, which doubled.

At the moment when the local Internet environment is severe, Huanju Group, Yale Technology, and Chizheng City in the overseas market coincide with the wind and grow against the trend. In addition to the highly well -known listed companies, there are many social pan -entertainment companies in the overseas market silently. The "Insightness of the Trend of Mobile Advertising in the Q1 Overseas Market in Q1 in Q1" released by AppGrowing shows that social APPs are second only to news and shopping after news and shopping. Investment categories, and the proportion of advertising in social apps increased to a certain extent, because "in the post -epidemic era, people's online social enthusiasm has risen, and short videos and live broadcasts have poured into a large number of manufacturers."

It is no exaggeration to say that in the tide of the mobile Internet, social pan -entertainment is the largest wave. However, after the seven or eight years of development of social pan -entertainment, the industry is changing, and the posture of developers must change. In the "Deep Sea" mode, the developers have three difficulties

The hardware category is the logic of "shallow sea" and "deep sea", which has the same R & D, small market share, and many categories of the power bank. Products with heavy R & D, large market share, and small categories are called deep -sea categories. Anke found that with the development of technology, some products have gradually shifted from shallow sea to the deep sea. In order to adapt to such changes, Anke is increasing the pace of strategic adjustment.

In the app to the sea, applications such as tool categories are naturally belonging to the shallow sea category. A developer team owner may never have been to the United States to develop tools commonly used by American users. In addition to the corresponding APP, in addition to the innovation capabilities of the product itself, it is also necessary to operate the PUGC content of the local market, as well as the refined cultivation of teams such as business, customer service, government service, legal affairs, legal affairs, PR and other teams. From the perspective of "White Paper", the "deep sea" attributes of current social pan -entertainment are further enhanced, and developers are facing three major problems:

First, social pan -entertainment was once a blue ocean. Today, it has become a giant gathered and competitive Shura field.

There are many markets and categories that seem to be available in pan -entertainment markets, but it is not easy to really form a stable cash flow in a market. Whether it is social or pan -entertainment to achieve the positive cycle of business models, the scale effect is inseparable: enough users and enough creators (such as anchors) to form a platform effect can make business sustainable, but the number of market population population is as China. The local market is not at all at all, coupled with the fierce inner rolls, it is difficult to do it.

"How big are you think of the Middle East market? Everyone knows Yale Technology, but the Middle East is also the main battlefield of Chizi City, and at least 10 developers in Guangzhou are doing live broadcasts in the Middle East." An industry engaged in pan -entertainment live in the sea People told Luo Chao Channel that social pan -entertainment is much more rolled out than people expected: "The land of Thai projectiles, but Chinese developers come around, including Hago, including Hago Get up, even small countries such as Nepal and Bhutan have developers to do it. "

Social pan -entertainment has a sign from the "outer volume" to the "inner volume" state. "Any overseas market, a family has given up or can't work. There will be new platforms to grab the anchors, guilds, agents, and clear Chinese faces. The familiar subsidy mode of domestic platforms is moved abroad. It's. "A public chairman who helped Chinese Internet companies on Southeast Asia -La anchors revealed to Luo Chao Channel," The sea roll is terrible now. "

In addition to companies focusing on going to sea, giants who encounter ceiling in the Chinese market are exerting overseas, including bytes, Tencent, Kuaishou, Baidu, Ali, iQiyi, Zhiwen, pepper pepper, Tiange Interactive, Reading, and readings. The head Internet companies have launched a variety of products overseas, and the old -fashioned giants such as Facebook are also deploying the increase in social pan -entertainment segmentation tracks. Internet giants are accustomed to "money -type marketing", both in the app to buy or anchor compete, have natural advantages.

"White Paper" research on the APP data of the US and Saudi Arabia market found that the social field of pan -entertainment has shown the first concentration effect, such as the US market entertainment+social+lifestyle and other lists. In terms of, there are 13 companies with a total download of 10 million+ downloads in half a year. Among them, the data of 12 companies have maintained a trend of decline or growth slightly.

The distribution and change of downloads and changes in the US and Saudi TOP200 pan -entertainment social company, source: "White Paper"

From the blue ocean to the Shura field, small and medium developers have made every effort to "eat food" with the giant PK, because the giants are afraid of being "subverted" by small and medium players one day. If you want to stand firm in the market, only the dimensions such as product form, product function, product experience, promotion methods, operating strategies, business models, etc. continue to innovate.

Second, when "globalization" encounters "against globalization", localization is even more difficult.

Social pan -entertainment is naturally a "deep sea" category. Localization is facing many challenges such as language culture, religious customs, network governance, and living habits. Today, the world situation has encountered a new round of changes. The wind of "against globalization" is intensifying, and different markets have become more difficult for developers to go to sea.

In theory, the language culture and religious customs of different markets have not changed much in recent years. Living habits have rely more on online social pan -entertainment because of the epidemic. For Chinese developers, a new round of challenges lies in the compliance problems brought by "against globalization" and "digital governance".

According to the "White Paper", since 2020 alone, India has repeatedly banned China APP, the United States has signed Tiktok & WeChat ban, App Store has removed a large number of issues involving privacy/data security, and some market products require social product holding operations. Most of the adverse factors/events, most of them are related to "compliance", and Chinese developers are even targeted in some markets. But in the long run, even if there is no "inverse globalization", the further strengthening of Internet governance in different markets is a general trend. As early as 2019, the Federal Trade Commission (FTC) imposed a $ 5 billion fine on Facebook for the "Cambridge Gate" privacy leak. In recent years, such fines have become more frequent. In addition to the issues such as conventional user privacy data, the social pan -entertainment app also involves content, dating, minors and other governance elements, and the compliance requirements are higher.

A pessimistic prediction: The "anti -globalization" style will not turn in the short term, different market governance rules will be further improved, and the growing trend of Chinese overseas companies will not change. As a result, compliance challenges are getting bigger and bigger. The deeper the sea, the more dangerous, and the unpredictable changes in different seas. Similarly, the "deep sea" attributes that are becoming more and more powerful will only be more and more facing in the sea. High, more complicated, developers must have psychological expectations for this.

Third, emerging markets are very rolled, and developed markets are difficult.

If you want to make a simple and rude summary of the Chinese Internet, you can generally summarize the in -depth localization of verified Chinese digital economy models. In essence, this is the process of the spanning and landing of the commercial model, operating methods, algorithm technology and talents accumulated in China, and the spillover and landing process of the target state market.

And this overflow and landing, obviously, is more "handy" in emerging areas such as Southeast Asia, which also coincides with the "time machine theory" proposed by Sun Zhengyi, the founder of SoftBank.

That is, make full use of the asymmetry of the development of different countries and industries, first develop business in developed markets such as the United States, and then wait for the time to mature and then enter emerging markets, as if sitting in a time -space machine, crossing the past and future.

But now, the aura of this theory is obviously not as dazzling as it was. Because the emerging market has never been "rolled", as the discovery of the "White Paper" in the Southeast Asian market refers to the relatively high acceptance of Chinese products due Objective factors such as low and scattered markets also restrict the Nuggets of Southeast Asia. At the same time, almost all major manufacturers use this market as a "golden stone". The homogeneous competition of social pan -entertainment categories is becoming increasingly serious, and users are becoming more and more "picky."

It is not easy to enter the developed market. Taking the North American market as an example, "White Paper" discovered that almost all the tracks in this market have local giants monopolies, and it is difficult for developers to break the situation, such as browsers, social media, dating friends, streaming media, and streaming media , Games, app stores, and payment of all giants, all aspects of the Internet ecological links have produced mature products, making it difficult for developers to be replaced or obtaining traffic. In addition, North American users have relatively limited acceptance of non -land products, and they trust local entrepreneurs, brand products and innovative products. However, in recent years, China's Internet has also made several successful examples in this high -line market. Tiktok's success is well known that it has really made brand awareness in the North American market. In the hottest comic & web out of the sea in the past two years, China's Goodnovel has also entered the TOP50 of the United States non -travel income.

In general, each has its own difficulties, but each has its own opportunities. It tests the developer's insight and the ability to "see the opportunity".

How to break the question? Developers need to borrow external force

As the "deep sea" attributes of social pan -entertainment have become stronger, developers must master a new surfing posture to go further. Specifically, combined with the "White Paper" Luo Chao Channel sorted out the following suggestions, and told the jade:

First, developers must borrow external forces:

1. Dare to stand on the shoulder of the giant. Although the giants are making seafood, the reason why the social pan -entertainment market can become a trend in the shadow of the giant is precisely because there are many "gaps" that the giants are difficult to take care of or cannot be done well. In the social pan -entertainment Shura field, developers must still be good at catching the "gap" left by the giant to start product innovation. It is not convenient for making giants to do it, it is difficult to do, and it is not deeply done. On the shoulders of the giant, such as catching a growth super platform like Tiktok's traffic opportunities to get traffic.

As the White Paper Suggestions: Developers can "strengthen insights on user needs and ecological changes on the one hand, and develop or iterate products that can use the channels to increase channels, such as Widget "User needs for neglecting products"; on the other hand, "Portrait of the audience through the seed user positioning targets, corresponding to the audience to choose the customer acquisition channels that are suitable for it, such as the chip component and social apps to start using TIKTOK."

2. Make good use of the assists in professional service providers. At present, social pan -entertainment is showing the trend of "social+X". The characteristics of different product form fusion are increasingly obvious, and the gameplay is becoming more and more diversified; new technologies such as VR/AR, voice rooms, Yuan universe, virtual human beings, etc. Those must seize new technologies to explore product innovation; different countries' networks and terminal conditions are very complicated, and products must provide great challenges to the ultimate experience. To achieve flexible, timely, and efficient product innovation and provide users with a good enough experience, developers must use the professional services of overseas technical service providers, just as all Internet developers are inseparable from cloud computing today. As a joint publisher of "White Paper", Rongyun has developed overseas as early as 2016. It has formed a deep understanding of the incident of going to the sea with Chinese developers. Based on the global communication network "A complete communication solution, and successively launched a one -stop full ecological solution covering" social+audio, social+video, social+community, social+dating, social+virtual image, social+game "and other one -stop full ecological solutions for social pan -entertainment scenes" The plan can better serve the exploration of innovative scenes.

Rongyun One -stop all -ecological overseas solution, source: "White Paper"

In the first 6 years, Rongyun continued to consolidate the underlying infrastructure of communication to cover the communication networks of 233 countries and regions around the world, combined with the self -developed optimal link scheduling algorithm, to help developers overcome the "last mile" out -of -sea communication technology Paths, ensure that its products have a low -delay and high -reliability world -class experience.

On this basis, it continuously summarizes the local characteristics of various overseas markets, different segmented tracks, different product features and characteristics, further strengthening social pan -entertainment such as data privacy and policy compliance, and providing multi -language real -time real -time real -time real -time real -time real -time real -time real -time real -time real -time real -time real -time real time Translation, multi -language graphic phonetic audit review, beauty sound change, FCM/VOIP overseas push and other full ecological overall components, with a combination of "technology+product+service" to provide developers with a complete solution closer to the market.

Today, Rongyun can provide a one -stop, full -scale, and full capacity service that is truly "open up". Taking social+video as an example, in addition to providing basic communication cloud services such as IM and RTC, it also provides social video -related capabilities such as room management, anchor Lianmai, public screen Lianmai, cross -room PK, beauty stickers and other social video related capabilities. Watching, online blind date, fan Lianmai, anchor PK, online concert, show live broadcast, game live broadcast and other social video applications.

For developers, with the help of Rongyun's one -stop all -ecological overseas solution, it can be agile and innovative in different markets, greatly reducing the cycle and cost of testing the overseas market, seizing the fleeting market opportunities, and using new technologies that are changing with each passing day. 2. Focus on increasingly important local operations, which greatly improves its overseas production capacity and development potential.

Second, the cost reduction will no longer be difficult.

Internet companies will move towards compliance, but the cost or cost of compliance is very different. It is an extreme example to face huge fine fines. For most companies going out to the sea, it is necessary to adapt to the rapid changes in different markets and become increasingly strict. The requirements for compliance with severe and highly individuality are very difficult. On the one hand, the "soil and water dissatisfaction" situation is faced with unclear policy specifications, insufficient review capabilities, and difficult to grasp the review scale; on the other hand, compliance involves communication links and data Different links such as circulation, content security, data autonomy, and personal privacy are inevitable. Taking content compliance as an example, if the traditional artificial content review system is continued, it is not only possible to bring risks to the business due to problems such as missed trials and trials, but also leads to the rapid expansion of corresponding costs as the business increases.

Is there a more economical and effective compliance solution? In response to this, Rongyun regards compliance services as an important part of a one -stop all -ecological overseas solution, and ensures compliance needs of developers from five aspects of personal privacy, data security, data sovereignty, content security and communication security. First of all, at the underlying communication level, it provides the most complete security protection system from the dimensions of login certification, link security, and platform management. Taking user data as a commitment to business models, its underlying service also meets the requirements of personal privacy protection requirements such as European GDPR, the United States CCPA, and HIPAA. Finally, at the content security level, Rongyun and professional partners provide developers with graphic audio and auditive content audit reviews And filtering ability.

Third, the developed market breaks through.

So far, only Tiktok has been successful in the US market, but Tiktok is not a success that has achieved "hard touch". Byte beating into the Chinese market and the growing AI algorithm into it, allowing its product capabilities and bytes to be successfully applied in Chinese practice. Throwing $ 1 billion to acquire Musical.ly, which had become a climate at the time, and introduced the latter's users into Tiktok to the latter's rapid bigger. It can be seen that "acquisition+integration" is an effective path for offensive developed markets. However, only a certain scale of "more gold" developers have the opportunity to go.

For most developers, product innovation is its biggest advantage. To make product innovation in developed markets, we must deeply understand the local market, culture, and users. Taking the US market as an example, "White Paper" found that American developers performed very strongly in the local market, accounting for 46.4%of the TOP100 download volume. U.S. users have different "paid concepts", such as they pay for APPs of various precipitated relationships; in the US market, the ear economy has surpassed the most attractive pure live broadcast track overseas ... These may They are all opportunities to see stitches. Written at the end:

With factors such as accelerated onlineization of epidemic, the wave of technology of the Yuan universe, and the increase in the increase in the global mobile Internet market, the prospects of social pan -entertainment are still wide, but for industry players, opportunities and challenges have always coexisted. With more and more players in a single market, the rise of local market players, the entry of various giants, the trend of "against globalization", and the acceleration of digital compliance, the period of social pan -entertainment departure is ending, and developers will also complete " Switch from shallow sea "to the" Deep Sea "mode. The water is deeper and the fish is larger, but the water pressure is larger. Players who can adapt to the deep sea are destined to be only a few.

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