"2022 Social Pan-Entertainment Going Overseas White Paper" released, the most complete guide to going overseas

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Of course it is - after a night of hard work, Beijing's ranking rushed to the second place. Although I didn't pass the night, I'm proud of it.

There is no category more attractive than games, if there is, it is social + games.
The "2022 Social Pan-Entertainment Going Overseas White Paper" (hereinafter referred to as "White Paper") jointly released by Rongyun and Beluga, conducted research on four markets in the United States, Brazil, Indonesia, and Saudi Arabia and found that games are the No. 1 revenue generator in almost all markets. 1 .

The peak of ultra-casual games is just a slogan that has been shouted for a few years , especially in the United States. Judging from the data in the first half of the year, except for individual manufacturers, the downloads of the top game companies in the U.S. market have increased at different rates from the previous half year. However, from the perspective of China's Internet going overseas, the US market is definitely a high-end market that still needs efforts. Native American developers have performed very strongly , accounting for 46.4% of the Top 100 downloads. Not only games, but also in social, pan-entertainment, e-commerce, and even tools and other tracks, American manufacturers are leading the way in downloads.

Of course, this situation is not indestructible, and TikTok's successful breakout has given Chinese developers more confidence and reference. In fact, under the banner of globalization, China's Internet going abroad has experienced value migration in different regions , and has completed the advancement of establishing confidence in emerging markets such as Southeast Asia to mature markets such as the United States.

The "White Paper" provides an overview of the history of China's Internet going overseas, focusing on the high value of social pan-entertainment going overseas, and sorting out the above-mentioned four markets from the dimensions of competition, user acquisition and revenue generation, and the process of Chinese developers going overseas. Navigate the route and light the escort beacon.

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Global growth, the value migration of China's Internet going overseas

With the disappearance of demographic dividends and stricter regulation, industries such as the Internet, consumption and education have bid farewell to the golden age, and it has become a must-answer to go abroad to seek growth in the world. Among them, the above four markets are the main target markets for China's Internet going overseas, and they have achieved varying degrees of success.

The "White Paper" reveals the factors that form the high value of going overseas and the reference model of successful cases through the analysis of "who are Chinese developers competing for users with", "which apps are favored by users", and "why users pay for it" .

(Top 100 downloads in 4 markets, source: "White Paper")

The "American" Model of the High Line Market

The overall economic development level of the United States is good, the supply of talents is sufficient, and the payment habits are good, and it is easier to obtain good revenue. The revenue of the US market accounts for more than 90% of the total of the four markets, and products that are successful in the North American market can easily penetrate into other markets. However, North American users have relatively limited acceptance of non-local products , and almost all tracks such as browsers, social media, dating, streaming, games, app stores, and payments are monopolized by local giants. All links have produced mature products, making it difficult for overseas developers to replace them or obtain traffic.

(Top 50 non-game revenue in the United States, source: "White Paper")

Of course, there are also breakers. Regardless of TikTok's successful brand awareness in the North American market, China's GoodNovel (New Reading) has also entered the top 50 non-tourism revenue in the United States in the hottest comics & web articles in the past two years. You must know that the ear economy in the United States cannot be underestimated, and the income of live broadcast giants also has an overwhelming influence. Growing in the cracks also shows the difficulty and enlightening significance of the success of China's overseas online literature category.

Aside from the content payment track, American users have good payment habits in various apps that can precipitate relationship chains. For example, dating, social networking in the workplace, social networking with virtual images, and community products represented by Discord.

The "local tyrants" Middle East dividends are still there

The ARPU in the Middle East represented by Saudi Arabia is relatively high, and the top players are full of arrogance. It is mainly the live broadcast app that big R users are enjoying. After several years of rapid development, it can still account for 1/4 of the total non-game Top50 revenue.

(Top 50 non-game revenue in Saudi Arabia, source: "White Paper")

In addition, Saudi Arabian users are paying more for participation for entertainment purposes, such as video social, audio social, game social, karaoke, etc. On the social side, anonymous social products appear in Saudi Arabia's non-game Top50 revenue list, which is also related to Saudi Arabia's unique social and cultural environment.

The competition of social products in the Middle East market is fierce, and homogenized products have begun to fight "close to hand". However, the age base of Internet users is relatively small and the acceptance of new products is high. Many overseas products can gain a place in the fierce competition.

Combining with the floating situation of the ranking of the Middle East social rankings, there are new products on the list from time to time, which is a market worthy of in-depth cultivation .

"What's Worth Selling" in Southeast Asia Market

The Southeast Asian market has a relatively high acceptance of Chinese products due to geographical location, cultural influence, and the foundation of going overseas. In the first half of 2022, the percentage of downloads of Chinese apps in the Top 100 products in 4 markets shows the highest penetration rate in Indonesia , accounting for 26.5%.

From the perspective of payment behavior, Indonesian users' pan-entertainment payment behavior is more diverse. Although the overall payment level in the Indonesian market is not high, the penetration rate of web articles & comics in this market is very high. Compared with 1%-2% in other markets, Indonesian web articles account for 10.3% of non-game Top50 revenue, and comics account for 5.8% .

(Top 50 non-game revenue in Indonesia, source: "White Paper")

Communication apps have also become the main revenue-generating products under the social track, serving the two user needs of encrypted communication and anti-fraud. Objective factors such as poor ability to pay, low ARPU, and market fragmentation are indeed still restricting Chinese voyagers from digging into Southeast Asia. However, with the rise of Web3, e-commerce and other industries in Southeast Asia, there may be different possibilities in the next few years.

The Latin American market where the "classical" Internet is still valid

The Latin American market represented by Brazil is in a stage of rapid development. Although the gap between the rich and the poor is large, the ability to pay is limited, and the geographical distance from China is relatively long, the creators in the Latin American market have a relatively rich reserve of talents and have a good awareness of payment, so they have become a good target for overseas markets in the near future. In Brazil, short videos, web articles and music apps from Chinese companies contributed the main force.

According to the "White Paper", in terms of payment habits, the social behavior of Brazilian users is more realistic, and the main payment behavior is in the scene of dating and making friends.

(Top 50 non-game revenue in Brazil, source: "White Paper")

Tools, this classic category of Chinese Internet going overseas, is still the category with a high proportion of non-game downloads in Brazil, ranking second. The main players in this type of market come from China, local companies in regional markets, and European and American companies.

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Emergence and evolution, new rules to reshape the pattern are coming out

Throughout the history of China's Internet development, going overseas is an extension of this era. Behind some key stages, we can see the rise and fall of trends and models. After 15 years of development, the models, technologies, and algorithms that have been proven in the Chinese market have stood in front of a wider range of application scenarios.

However, mature models are often "unacceptable", and models that have been proven successful, such as e-commerce live broadcast and live broadcast platform delivery, have fallen into a fog in other regions. However, in the long run, live streaming apps are driving consumer spending on social apps globally and have a solid base.

According to the "White Paper", as a typical product of "social + video", live broadcasts focus more on the user's experience in the live broadcast room. Among the live broadcast products, the most well-known representative is Twitch, which was born in 2006. By 2022, Twitch will have an average of 150 million monthly active users, and users not only watch live games on the platform, but also have an amazing demand for Just Chatting. This makes the live broadcast platform break away from the purely functional and entertainment attributes, and enhances the social attributes.

This situation not only occurs in the live broadcast category, but in fact, social intrusion into the product form of entertainment scenes is extensive and obvious, and the two are in a state of fusion with increasingly blurred boundaries.

The integration of "social networking and pan-entertainment" has become one of the mainstream development trends in the industry since 2019.

(The various stages and typical representatives of social pan-entertainment going overseas, source: "White Paper")

Specifically, it can be divided into six categories: "social + games", "social + audio", "social + video", "social + avatar", "social + Dating" and "social + community". The pace of Chinese Internet companies going overseas to seek growth space, from early tools to later pan-entertainment, from classic e-commerce, games to the trendy metaverse, all show a deep integration with various social capabilities supported by communication. trend , and therefore more and more reliance on high-quality global communication network services in the development of globalization.

This is also the main reason why Rongyun can follow the pace of Chinese developers to go overseas and deeply participate in the process of China's Internet going overseas. Today, its global communication network has covered 233 countries and regions, and it has become a cornerstone partner for overseas developers.

(Rongyun Global Communication Network)

In the social pan-entertainment business, Chinese practitioners play a role that cannot be ignored. Short videos, live broadcasts, and chat rooms are all brought to the world by Chinese practitioners. In this process of accumulation, Rongyun has launched out -of-the-box scene solutions such as chat room, live broadcast, super group, 1V1, metaverse, and games based on the 6 major categories of "social + X". To serve the exploration of innovative scenarios by overseas developers.

(Rongyun one-stop full ecological solution for going overseas)

With the journey of exploration, overseas developers have gradually found a mode of getting along with users in different markets, helping users to socialize more conveniently and live happier, and to enjoy benefits while changing the way people socialize and entertain. The "White Paper" shows that social pan-entertainment is basically the top 3 categories of non-game downloads in 4 markets. All indications are that social pan-entertainment is still being driven by a positive tide .

But at the same time, it is also an indisputable fact that there are practical problems such as increasing pressure to acquire customers. Apple's updated privacy policy has made it difficult to accurately acquire customers, and developers generally face a wide-spread net release of "this million data may have your potential users". Google comes with a wave of core algorithm updates every once in a while, and it often hits SEO analysts.

The cost of acquiring overseas customers for Chinese apps continues to rise. The data shows that compared to the first quarter of 2021, advertising spending in the first quarter of 2022 will increase by 12% year-on-year.

In response to this, the "White Paper" provides an overall response plan, including:

A. Strengthen the insight into user needs and ecological changes, develop or iterate products that can take advantage of the "upward channel" , such as Widgets, do subdivisions of proven product models, and meet user needs ignored by leading products;

B. Target audience portraits through seed users, and select appropriate customer acquisition channels according to the audience , such as widgets and social apps using TikTok to cold start;

C. Enterprises with the ability to localize can recruit campus ambassadors locally and cooperate with overseas local media to promote the pace of growth.

Of course, after successfully attracting users to install, what directly affects the LTV (customer lifetime value) is retention and activity. First of all, use push promotion and cross-promotion reasonably , identify the nodes where user interest is weakened and may be lost for marketing, and attract users to download other applications in the product portfolio.

Secondly, leveraging on interactive games to increase the frequency of interaction between users, thereby enhancing product retention, stickiness and monetization capabilities.

The growth of customer acquisition, overseas push, and interactive games are all integrations beyond "social + X", and they are also Rongyun's greater potential in going overseas.

(Rongyun goes to sea ecological components)

Convergence is an ecological metaphor, and the social evolution of pan-entertainment scenarios has enriched the capabilities of communication technology. Going overseas today is not only a game of cognition, but also a competition of resource integration capabilities. Rongyun's one-stop full-ecological go-to-sea solution helps developers fight with the power of ecology and undertake more commercialization opportunities with ecology.

More social pan-entertainment guidelines for going overseas can be found in the "2022 Social Pan-Entertainment Going Overseas White Paper"