How to go on the road of domestic App going to sea

If 2015 is the first year of mass entrepreneurship, then 2016 is the first year of domestic App overseas.

With the disappearance of the demographic dividend in the domestic market, many Internet enterprises have cast this gaze abroad. 3G Portal's Go Launcher (Go Desktop), DotC United's Swift WiFi, Cheetah Mobile's Clean Master, and Baidu's DU Apps have gained a high reputation at home and abroad.

Because of the rapid growth of the mobile Internet, the ability and experience of Chinese developers is basically the same as that of Europe and the United States, coupled with the fact that Google Play and the App Store are relatively standardized compared to the domestic application market, there are no "subterfuge rules" and the competition is fair, which makes the threshold of domestic apps to go to the sea lower and lower, and the competition is also getting more and more intense. The competition is getting more and more intense.

When the domestic App red sea is flooded, many Internet companies feel that "going to sea" is a blue sea, first of all, from the point of view of the overall market trend, is still in the initial stage, can still enjoy the demographic dividend; Secondly, many overseas regions of the user's payment habits are better; capital operation is mature. These are the advantages of the current App overseas, but also facing the restrictions of laws and regulations, regional culture, language environment, spending power, user habits and other factors.

While experiencing various twists and turns, the road of App going overseas is still severe and arduous. At present, App's overseas mainly focus on three major types: one is the application of tools, the second is the game category of electricity, and the third is personalized and other types. The following author to tool type Flash Keyboard personalized Android input method as an example, to introduce the domestic App of the road to sea.

The reason why I take Flash Keyboard as an example is mainly because it has a strong representation. It is a software based on localized independent development launched by DotC United, with 10 million DAU in more than 2 months on line. According to App Annie, Flash Keyboard has just been on line for more than 1 month, and it has topped the charts of 74 countries in the category of productivity tools, and it is in the TOP5 in 93 countries, and it has taken the TOP10 in 96 countries. in all the categories, there are In all categories, 36 countries reached the TOP5, and took the TOP10 in 61 countries. in Snapchat facebook above the top three in North America, the domestic App for the first time to break through the TOP3.

The 4 major principles to be observed by the domestic APP to go to sea

First of all, the development of the product follows the guide of the core of the minimalist. Unlike Chinese apps, westerners advocate minimalism and users prefer simplicity, so successful apps that go to sea are designed with the principles of minimalism in mind - no unnecessary elements in the interface, extremely fresh colors, and a simple and convenient operating process. to the richness of the overall content (rich keyboard skins and emoticons), and the use of machine learning algorithms in the product (association and error correction at the syntactic and semantic levels). It's done with simplicity and freedom of switching.

Secondly, the channel selection follows diversified placement. Successful overseas Apps will select multiple overseas promotion channels for trial placement, and ultimately select a major overseas promotion platform based on the results of each channel's promotion and regional demand. The promotion platform with its strong integration ability can centralize and integrate the traffic of multiple high-quality channels. Unlike apps that have been successfully launched overseas, Flash Keyboard utilized the powerful volume-conducting capabilities of Avazu (a global cross-screen promotion platform) in its promotion, as well as the self-propagation of the product itself to achieve good results.

Third, follow the principle of localized language. Flash Keyboard supports 20+ languages and covers more than 100 countries and regions around the world.

Fourth, follow the principle of timely adjustment in data analysis. The first is the monitoring and adjustment of promotional data. Different channels are good at promoting different types of software, and must adjust the channel's placement strategy in real time according to the promotion data. According to the region to set up different placement units, each unit corresponds to a number of different sets of promotional copy and advertising images, optimize the best program to monitor the conversion rate of each unit changes.

Find the ****ness in the differences for a new market

Entering the overseas market is not easy, a brand new market has its own barriers, which is determined by cultural differences, understanding of the overseas market, operational experience and other factors **** the same. Take cultural differences as an example, from the macro level, there are certain differences between different language countries (e.g. English-speaking countries and French-speaking countries), and from the micro level, there are certain differences between different countries of the same language (e.g. the U.S. and the U.K.), so how to distill these differences into ****, and then take into account their respective characteristics becomes the focus of the operation is also one of the difficulties, which is the reason that the present This is also the main reason why the overseas applications mainly focus on global universal tool products (such as desktop, lock screen, etc.).

Together with the fact that the operation and promotion of overseas markets have their own characteristics and know-how, although many domestic teams have accumulated strong development and operation capabilities, adapting to the overseas market still requires a process of climbing and rolling, and experience and understanding of the overseas market are particularly important.

On the premise of technological innovation, with a local market that performs well enough, so that the polished product, it is possible to get overseas to replicate. As a startup program operator, one thing you must consider is: what are the modes of operation in your local market that can be directly transplanted?

If a local company wants to go overseas, it's not wise to build a team to do it, and it's only right to cultivate an integrated business radiation capability. Furthermore, the Internet is a coherent service system, developing products, operations, customer service, etc., more need to operate the perfect service platform.

2016, the road of domestic App to the sea has just begun.