Live broadcast, "Thai" is on fire! Follow【Rongyun Global Internet Communication Cloud】Learn more <br>The epidemic has hit Thailand's tourism industry hard, but it has also accelerated the development of another industry, which is the online entertainment industry represented by live broadcasting. Thailand, as a popular market for the domestic Internet to go overseas, has attracted many live broadcast products to take root.
Some of them have already completed local construction, overcome business travel, epidemic prevention and other difficulties under the epidemic, and welcome the influx of users and revenue growth. There is also a type of enterprise that has broken into the game after the epidemic, relying on mature play and firm belief to firmly grasp the market dividends in the second half, such as YAYA LIVE founded by live broadcast veteran Yang Weidong.
YAYA LIVE was launched at the end of 2020. In just one month, it attracted thousands of local Internet celebrities and many popular stars to become contracted anchors. It once overwhelmed applications such as Hago and MICO, and ranked TOP3 on the best-selling list of live broadcasts in Thailand .
Behind this is the deep industry accumulation of the entire team and the efficient execution of systematic play. This methodology is summed up from their many tough battles in overseas markets. Now, YAYA LIVE has entered the Indonesian market with this style of play, opening another story. Of course, the replication of mature models in many places is not easy, especially when facing a limited market space as a rising star.
Bowing to enter the game, how do latecomers play the differences and characteristics?
With the advent of the sea, how does the global layout respond to the new challenges of the market?
As a communication cloud partner who has accompanied YAYA LIVE along the way, we are honored to invite YAYA LIVE CTO Tang Hongbin to talk in depth about the various things along the way.
Tang Hongbin
YAYA LIVE CTO
It is believed that it can bring reference and inspiration to enterprises that focus on overseas markets and intend to develop globally.
Take a time machine and go to Southeast Asia
The live broadcast industry has developed in China for more than ten years, forming an industrial chain dominated by technology provision, equipment provision, MCN institutions and live broadcast platforms. market situation.
Anchor has become a dream job for many young people. Data shows that my country's anchor accounts exceed 100 million, which shows the huge appeal of the creators' economic form of live broadcasting. According to data from iiMedia Research, the number of online live broadcast users in China will reach 635 million in 2021, which has doubled in the past five years. And when we turn the clock back to 2020, when YAYA LIVE was launched, the domestic figure has reached 587 million , entering a difficult mode of full competition and peak user growth.
Tang Hongbin, who has many years of experience in the live broadcast industry and has almost gone through the entire process of the industry's development, believes that "if there is any opportunity in the live broadcast industry, it must be brought by going overseas." So he joined YAYA LIVE as CTO and started the journey of the live broadcast market in Southeast Asia. Creator economy, content first . In this regard, YAYA LIVE has developed a very well-developed product and brand strategy from the very beginning. YAYA LIVE focuses on the open, fashionable, and entertainment-obsessed young Thai group, and creates a live broadcast brand with high-end content as the core.
In terms of customer acquisition, YAYA LIVE has chosen another route with more long-term value - star cooperation, compared to the short-term scale growth of purchases.
YAYA LIVE signed a contract with TAEW (Taomei), a "first-line flower" with a high degree of favor among the young people in Thailand, as the spokesperson. Taomei broadcasted live on YAYA LIVE, and promoted it on social media, and quickly delineated a group of high-profile Quality anchors and users, forming a good word of mouth.
(Taiwan three actors Dao Mei endorses YAYA LIVE)
In terms of brand tonality, it is different from the public's previous prejudice about the wild and grass-roots content ecology of live broadcast, especially the vulgar atmosphere caused by some platforms' actions under the pressure of realization. YAYA LIVE has a strict anchor interview training system and content. The supervision system focuses on guiding the anchors to generate interesting, entertaining and healthy high-quality content, and has successively planned official events such as singer competitions, dance competitions, Songkran Festival (Thai traditional festival, also known as Thai Songkran Festival) traditional costumes Cosplay.
In terms of functional design , YAYA LIVE integrates the content form of live broadcast + short video + chat room + social networking, as well as PK, gifts, games and other functions to enhance activity.
A set of play methods has ensured the high-quality level of the platform from anchors to content and users. YAYA LIVE soon ranks among the top 3 local live broadcast platforms.
(YAYA LIVE quickly ranks among the top 3 entertainment live broadcasts in Thailand)
After completing the heavy operation in the Thai market, YAYA LIVE quickly landed in Indonesia at the beginning of this year, and has now achieved the phased goal of monthly turnover of over one million US dollars. And these, thanks to the team, especially the founder Yang Weidong's battle-hardened methodology summary.
Yang Weidong can be described as a well-known veteran in the field of live broadcasts going to sea .
Domestic Internet companies have always made great achievements in "rolling", and the tuyere market always quickly goes from the blue ocean to the red ocean until the giant overlord with huge siphon power emerges. Such zero-sum game stories have been staged again and again, causing many aspiring practitioners to set their sights overseas.
They use the experience gained in developed markets to develop relatively backward markets, as if they are sitting on a time machine to obtain unbalanced dividends from the development of different countries and industries. For Chinese Internet companies, Southeast Asia, as an emerging market in the technology industry, is still in the growth stage. Due to its youthful population structure, good user payment habits, fast Internet development growth, relatively complete infrastructure , and deep influence of Chinese culture, it has become an emerging market. It is the bullseye of Chinese companies going overseas.
In 2014, Yang Weidong joined the Southeast Asian live broadcast market and built Hallostar, a PC live broadcast platform in Southeast Asia with his team. Then he was responsible for the landing and team building of Kitty Live (later merged with Mico) in the Southeast Asian market. In January 2020, Yang Weidong was in charge of the launch of TikTok's live broadcast business in Southeast Asia, and completed the formation of the Thai team in the first month of his employment. Having accumulated rich experience, contacts and a complete system of play, at the time of the outbreak of the online live broadcast industry under the epidemic, Yang Weidong decided to restart his professional life and founded YAYA LIVE. With an absolute background advantage, his decision was quickly recognized by capital, and the company received tens of millions of financing before it was established. It also attracted experienced and like-minded team members to join, including Tang Hongbin, who served as CTO.
Tang Hongbin has many years of technical experience in the live broadcast industry. With the growth of YAYA LIVE, he is also iterating on his own experience system amid the challenges of global development to technology.
The technical side avoids pits, and the selection is the foundation
For many companies, going overseas is a must for the future, and whether this decision is correct or not depends on overcoming more difficulties to finally verify.
Emerging markets are full of opportunities, but also hidden pits that cannot be easily avoided . For example, overseas network environments are uneven and unique, and some problems are time-consuming and painful to deal with. Another example is the performance or stability of the technical architecture, such as the untimely acceleration of live broadcasts on the product, the delay in communication messages, and other details that seriously affect the user experience.
"These small problems are daily, and affecting the user experience is fatal in an almost saturated market competition." Tang Hongbin said. Therefore, for a period of time after Tang Hongbin joined YAYA LIVE, he was "tinkering" with the technical structure, including the adoption and replacement of some key third-party services. Rongyun IM service was selected by YAYA LIVE during this process .
"IM is the core component of live broadcasting, and it undertakes a very important social function, but it is also a part that cannot be developed by itself at this stage."
(YAYA LIVE live broadcast + social networking)
Tang Hongbin has been engaged in the construction of the live broadcast business technology system for many years. From the early PC-side live broadcast products represented by Liujianfang to the later mobile applications, he has experienced the whole process of the development of the live broadcast industry, and is well versed in the "ditches".
"In order to achieve stability in IM, the time cost and R&D cost are too high ." These were all experienced by Tang Hongbin in his early days. In the end, YAYA LIVE has formed a technical system combining self-developed + third-party services.
" Stable and reliable is our first requirement for technical architecture," said Tang Hongbin, "so the selection of third-party services is very important, and that is your foundation." If the foundation is not well laid, it is difficult to undertake the influx of users, then All the team's well-designed combo efforts will be in vain.
In order to prevent technology from becoming a bottleneck for the rapid development of products, Tang Hongbin and the technical team devoted most of their energy to the transformation and upgrading of the system, so that the system can reach a stable and reliable ideal state.
Using Rongyun IM, Tang Hongbin mainly likes three points.
The first is the coverage of network nodes that are close to the business market . "The closer you are to the market, the better the service you can provide." The second is the ability to provide high- quality services and the ability to respond quickly . "Our live broadcast business is very real-time. Once a situation occurs, we must have the ability to help us locate and solve problems immediately." Last but not least, as the first manufacturer to launch IM SDK, Rongyun has accumulated considerable experience in the industry. Customer word of mouth . "After years of technical accumulation, I have mastered a lot of relevant experience. I value this very much." Tang Hongbin said.
On the basis of the stable underlying architecture, Tang Hongbin and the team were able to devote more energy to the localization strategy of serving YAYA LIVE. In Tang Hongbin's view, this is the key to YAYA LIVE's ability to break through in a very saturated competitive environment, which requires the technical team to respond to the localization needs put forward by the front-line operation team in a timely manner.
Tang Hongbin believes that "YAYA LIVE already has very strong underlying advantages in terms of technology, talents, experience, etc., and localized strategy execution can spill over these advantages and release more value."
Truly localized, no country experience
With the increasing popularity of going overseas, more brands and talents are crowded into the overseas circle, making the competition more intense. As a popular category, live broadcasting is facing the problem of "homogenization". Everyone gradually realizes that whether or not to truly achieve "high localization" is the key to the "survival" of an enterprise . This includes from management to the formation of the executive team, in-depth understanding of the consumption habits and concepts of target users, and continuous investment in local resources such as operations.
Content products naturally have cultural attributes and regional genes, abandoning the path of barbaric growth of entertainment categories relying on underlying stories, and carefully designing product functions and gameplay combinations for target users, and also need to adapt to the unique culture and values of each country, which is very difficult for most Chinese companies. It's a brand new topic.
Building a local team is already a basic exercise, and more importantly, how to design the decision-making system.
YAYA LIVE has established a team of pure local employees in Thailand since its inception, and even its issuer simply registered in Thailand. It is a new realm for China's Internet to go overseas .
In terms of daily operations, YAYA LIVE allows local teams to make decisions. During the repeated epidemics, many local offline entertainment venues are closed. Some entertainment industry workers need to find jobs online, and people's entertainment needs must also be transferred online. The team made quick decisions, cooperated with the platform's public welfare activities, linked with celebrities, TV stations and other entertainment media to attract high-quality anchors and ushered in user growth. The domestic rear team mainly provides "ammunition" support. "Every week, the front operation team will feedback users to the domestic production and research team, and the production and research will do special optimization." Among these needs, there are experience optimizations such as font size, operating habits, and color matching proposed for local users' habits, and there are also PK Development of functions such as gameplay and localized gifts.
(Multiple play of PK + game)
"Your product must become a real localized product. Whoever can do localization more deeply will be more successful." Local team, local operation, local capital, local connections, local resource partners... … Comprehensive and in-depth localization is becoming the key to the future of the overseas industry .
In Tang Hongbin's view, the standard of deep localization is to make users not feel that this is a product made by a foreign company .
The model explored by YAYA LIVE has been validated in Thailand and Indonesia. In the future, the company will gradually enter Malaysia, the Philippines, India and other countries, and continue to dig deep into the Southeast Asian and South Asian markets, as well as the wider Spanish-speaking market, the Middle East, North America, Japan and South Korea and other regions, in order to cut into the higher-level global competition track.
The new generation of people who go to sea has a higher level of "sense of belief" - they hope to participate in life around the world in a commercial way, use technology and products to serve global users, and create and enjoy the value brought by an inclusive and open culture.
"Going to sea is an opportunity for us in this era." Tang Hongbin said.
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