When your business goes overseas, you have to get your hands dirty before you get inspiration

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Jay says

Explaining Communication, Code and Technology
Rongyun Chief Scientist Ren Jie
The first perspective of industry observation

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Hello everyone, my name is Ren Jie. Follow [Rongyun Global Internet Communication Cloud] to learn more

I recently chatted with friends from different fields and found that no matter whether it is an investment or a business, everyone feels the cold winter of their career more clearly. Since the reform and opening up, our economic train has experienced a long period of high-speed running in the general direction. Today, many pessimistic factors are intertwined, and the world has entered a new cycle. But when we look at it with a slightly finer granularity, we will find that the train itself is constantly alternating between prosperity and depression, and different stages have different scenery into the painting.

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RONGCLOUD 01 The "Silver Bullet" for Internet Products

More convenient information sharing and exchange, as the silver bullet of Internet products, has penetrated the history of Internet development.

Since computers appeared in homes around 2000, the Internet products we use, from mailboxes, classified search engine websites, OICQ, to various products later, are all information exchanges in essence.

Along the way, it has changed a lot. News portals representing Web1 have been left out in the cold, replaced by Web2 blogs, self-media, and short videos. Under the general trend of "content is king" , the growth momentum has shifted from text to video, and the biggest dividends have flowed from Tencent to Douyin and Kuaishou.

Web3-based distributed information interaction is also on the way, and information release is gradually evolving from centralized to equal rights. Looking back, the boom in the last ten years is still due to the emergence of the smartphone, a new factor of production, which has directly brought about the iteration of the mobile Internet on the Internet.

Before the advent of the mobile Internet, what we now call the classical Internet also went through a period of fierce battles.

In 2000, the US Internet bubble burst, and the stock market lost two-thirds of its market value in two years. Chinese Internet companies, which are in their infancy, ushered in the first cold winter. In the PC era, it is difficult to find a profit model when the number of users, duration and scenarios are limited.

The operator's SP business has become everyone's life-saving straw, allowing some capable companies to survive until the emergence of smart phones and the arrival of the mobile Internet era.

It can be said that the SP business not only reserves talents for the vigorous development of the mobile Internet era, but also lays a good foundation for the entertainment industry.

Then in the mobile Internet period, product power exploded.
There were several particularly important concepts that were often talked about at the time - SoLoMo (Social Local Mobile). Location information, mobile scenarios, social needs and product forms are completely different from the PC era.

In this process, we are faced with huge business opportunities, which are completely different industry opportunities from the Internet in the PC era . The popularity of smartphones has greatly increased the user's usage time, and the entire industry is many times larger than the PC era.

The inherent product form is not just "reworked" on the mobile Internet, but many new scenarios have emerged, first with the emergence of platform-based companies, and later with various vertical applications. There are many new scenarios and subdivisions emerging, leaving you with a lot of fill-in-the-blank questions to do.

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RONGCLOUD 02 When the "fill in the blank" questions are all done

When our mobile phones are already full of apps, everyone's data has greater continuity than the PC era, and more fine-grained labeling and analysis can be done, and big data analysis has a place to be used. The high ROI model of "growing grass on social platforms and pulling grass on e-commerce platforms" under the huge traffic and accurate recommendation algorithm.

At the same time, the breakthrough of mobile payment has made the integration of various content platforms into e-commerce a natural conversion path. The mobile Internet has entered the deep water area. After completing the fill-in-the-blank question, the answer sheet is turned over, and it is time to face the big question. And big questions, there is no standard answer.

The domestic market is being eaten by super giants, and more people have begun to enter the global market to conquer cities. The early going to sea was around 2014, with tools as the first, aiming at sinking markets such as Southeast Asia. At this time, going overseas is more local, because the rapidly developing domestic market is quite attractive.

After 2018, domestic apps have really entered the stock competition cycle, the Internet population has basically reached the ceiling, and the incremental space has been infinitely reduced. Looking for overseas market opportunities has become a path that many people have to take . At this time, many companies skipped the domestic market, and the target market of their products was directly positioned overseas.

The economic law is like this, capital will always flow to places with higher efficiency of resource use and higher output ratio.

The time of “getting points with neat rolls” is over. You don’t know how to buy or localize, and you just need to make an app and put it in the app market to earn money. The extensive stage has passed forever.

On the proposition of going overseas, we can no longer refer to the original idea - copying the product model verified in China to overseas.

So, what's the current state of the product?
The more you do it, the more you do it, the more you do it vertically , and people are less inclined to do something big and comprehensive. Universal products that can be rolled out to the world in a unified manner are impossible, whether they want to be universally applicable to all people or to all scenarios. This is a highly competitive market, and we can only find relatively small opportunities in each segment.

Due to differences in economic structure, geography, culture, beliefs, customs and other aspects, the needs of users around the world are different. The more detailed things are, the greater the difference , and some of their needs are often submerged and ignored, which needs to be discovered and excavated.

And this search process, past experience is difficult to replicate. The only thing you can copy is the methodology, the so-called methodology is the method of analyzing a market. For example, how to do promotion and marketing, the methodology level can be referenced. However, the product experience is no longer valid. The applicable local product characteristics are related to cultural customs. You must go to the local area to see and do it locally.

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RONGCLOUD 03 Doing "Industry" on the Internet

Under the fierce competition, we have higher and higher requirements on people. The factors of production can be smoothly circulated on a global scale, and how to make it generate high added value, the core influence comes from people. We put more and more emphasis on methodology, because each market is too complicated, it is difficult to do it with the original extensive method, and there must be a set of fine methodologies to guide.

Faced with the big issue of going overseas, it is very important to have talents who have a deep understanding of the local market and have a deep understanding of the regional market . For example, Huawei, which was relatively early in the international market in China, has trained a group of talents who are familiar with the local market for companies that are now going overseas. Do a good job of localization strategy, to be able to find differences and opportunities in some small details.

When we look at Transsion of the "King of Africa", many of their strategies are very localized. For example, the four-card four-standby mobile phone in Africa is because of the reality of multiple operators in Africa, many people have multiple mobile phone cards, and Transsion’s products solve the trouble of constantly changing cards. In addition , the monthly traffic package of African users is very small, which is unbelievably small. These are the constraints that products that implement a global unified strategy cannot enter the local area at all, and it is often these differences that prompt some products to achieve great success locally.

It's hard to spot these differences , because any society is stratified, to reach a wide range of people and really go deep and get your hands dirty to do things. Only on the basis of deep understanding can we encounter the moment of inspiration.

After the product inspiration is generated, actions targeting market segments are actually the advantages of Chinese companies. We have the advantage of organizational ability, and are very good at stringing together various resources in various sub-fields, and then go to do a "industry" in a down-to-earth manner. In this part, Rongyun, as a partner of many enterprises going overseas, can provide strong support in terms of communication services, and has also achieved continuous growth in overseas markets.

With the increase in the number, regions and categories of customers served, Rongyun has further penetrated into various markets on the way of "getting its hands dirty" .
First, for communication products, we hope to provide developers with support for many features and capabilities , such as some components that are similar to the experience of foreign communication tools.

Second, regarding the deployment of the global network, on the basis of the Rongyun global communication network, node optimization is carried out for the segmented market , so that end users can have a better experience and real-time guarantee.

Third, everyone going overseas will definitely face a series of basic problems such as foreign economic systems, laws and regulations, and we are also promoting cooperation with relevant partners to provide more support, including payment, multilingual speech recognition, content review, etc. We hope to use a more complete ecology to help everyone have a better starting point when going to sea .

After more than 20 years of progress, the golden age of the domestic Internet has come to an end, and more and more companies in the global market have shown the strength to rewrite the territory. This is the product of the superposition of market dividends, supply chain dividends, and talent dividends, and it is another opportunity of the times.