Looking back on the historical trajectory of the development of the global mobile Internet, tool products have created the earliest wealth myth. SHAREIT and its representative product SHAREIT are taking off at this stage. With near-field transmission technology, accurate insight into user needs in emerging markets and ultimate localization practices, SHAREIT has become a "national application" in Southeast Asia, South Asia, the Middle East, Africa, Russian-speaking regions and other markets, and SHAREIT has accumulated more than 2.4 billion global users, covering more than 200 countries and regions.
The reason why SHAREIT Group has been able to gain a large number of users overseas has a lot to do with its in-depth localization practice. The localization of China's Internet going overseas has actually gone through two stages. The initial localization, which is 1At stage 0, developers often directly copy or transplant their products, services or models overseas, and then make localized adjustments according to the local market and user conditions.
However, with the development of emerging markets, the overseas industry has exploded, the profit margins in the past are narrowing, user needs are constantly iterating, and localization inevitably needs to evolve to 2Stage 0.
If we say localization 1The topic of phase 0 is replication and porting, then 2The theme of 0 is customization and integration. Well, evolve to 2At stage 0, enterprises should tailor products or services according to the local market, and no longer adapt their products to the local environment as an outsider, but grow new products and services from the local environment and soil, and at the same time use the rich experience accumulated in the domestic market to complete integration and improvement.
Taking the evolution of ShareIT itself as an example, in the beginning, ShareIt was only a single-function near-field transmission tool. In the process of globalization, EGGPLANT Technology has found that users in different countries and regions, in addition to transmission, have very diverse needs, such as African users love **, and there are differences and interoperability between the needs of the Gulf region and North Africa. In order to meet these diverse demands, SHAREIT has customized different functions for users in different regions, and even developed new innovative products, so that SHAREIT has become a one-stop high-quality digital content and cross-platform high-speed resource sharing platform covering technology, tools, games, social networking and other multiple directions.
In the past, in localization 1At stage 0, overseas enterprises often concentrate their budgets on large channels and invest globally. However, in today's increasingly crowded overseas tracks and diversified user needs, this method is no longer applicable. Du Xiaolei, head of global brand marketing at EGGPLANT Technology, pointed out that "localization 2The user growth strategy in the 0 stage should focus on the user side, fully understand the market, users and customers, maximize the needs and value of users, do fine matching and operation of the crowd and customer needs, and find a new path of localization for user growth with the help of digital means. ”
At the same time, for overseas products at different stages of development, EGGPLANT Technology will design different key customer acquisition methods for them. For example, for products in the incubation period, they should quickly verify their own crowd and strategy within 1 month, and effectively adjust them according to the results; In the expansion period, it is to pursue low-cost stable expansion, screen local small and medium-sized **, and locate different user needs from multiple placements and crowd packs; In the stagflation period, the focus of the strategy has become to accurately obtain the best value users, in the first strategy, it is necessary to link the R&D and data analysis teams, do fine event burying on the large channels, and customize the customer acquisition plan according to the use scenarios of the product and local small and medium-sized enterprises.
Since the establishment of its global self-owned advertising platform in 2019, EGGPLANT has fully empowered global partners based on rich global experience and strong user and data accumulation, and has now formed three major empowerment models of "global advertising platform + global marketing resources + localization consulting". For small and medium-sized enterprises, EGGPLANT Technology has also established a precision delivery system to achieve accurate selection, user classification operation, and use strong data capabilities to open up ROAS.
In the future, as a global advertising platform, SHAREIT Group will continue to provide practical and feasible overseas marketing solutions with efficient and professional services, and empower overseas enterprises to achieve overseas marketing growth.
contributed by Tengnews Finance).