Editor’s note: This article is from the micro-channel public number “Silicon Valley insight” (ID: guigudiyixian), Author: Frank Chen, 36 krypton release authorized.At the beginning of March 2020, Zhang Yiming, the CEO of BYTE, issued an internal letter in the company, announcing the adjustment of BYTE’s structure. Zhang Lidong and Zhang Nan headed the China area, and Zhang Yiming himself was responsible for the development of the globalization strategy.Byte-beating global expansion has a long history.The company, which has been established for only eight years, has offices in more than 180 cities in 30 countries and has more than 60,000 employees in a short period of time.By the end of 2019, ByteDance’s products have more than 1.5 billion monthly active users worldwide, and the business covers 150 countries and regions and 75 languages.Overseas, Tik Tok has also become a trend, synonymous with a new generation of young people’s fashion culture.Does this major organizational restructuring this month herald a shift in byte bounces towards global markets?Before that, what kind of internationalization has it gone through?Compared with other new-generation Internet companies in China, how does byte-beating go overseas?Let ’s take a closer look!A friend of Xiaotan used Tik Tok to promote his own store on Facebook. 2015-2016: The initial test of internationalization, strengthened the news recommendation business with investment and mergers and acquisitions. Today ’s headline went global: the launch of an overseas version of TopBuzz.In August, we officially released TopBuzz, an overseas version of Today ’s Headline.This is a content platform that showcases videos, articles, breaking news and GIFs. After launch, it first entered the US market and entered the Brazilian market in 2016.In September 2016, Byte Beat released the Japanese version of TopBuzz.Unlike Apple or Google News, many of the content in TopBuzz is published by news release agencies or individual creators, and can provide users with personalized push through AI.TopBuzz ’s overseas version of today ’s headline, the picture comes from online investment in Indian content integration platform DailyHunt, Indonesian news recommendation system BABE In October 2016, Byte Beat invested in DailyHunt, India ’s largest content integration platform, which is a mobile application that can be downloaded fromWith more than 1,000 content providers offering content in 14 Indian languages, it became India’s largest e-book publisher by the end of 2015.In December 2016, BYTE invested in Indonesia’s news recommendation system BABE, which is Indonesia’s most popular news integration platform.Daily Hunt, a local news integration platform in India, pictured from the network 2017-2018: Layout of short video business, officially entered the European and American markets. 2017 was the year that byte beat began to initially involve in short video sharing as an investment: after the establishment of DouyinSoon, in February 2017, Byte Beat acquired the US Flipagram, an application that allows users to share short videos and pictures with music, with tens of millions of monthly active users worldwide.In September 2017, the international version of Douyin was released.In November 2017, ByteDance acquired APP Music.ly, which is established in China and mainly focuses on the U.S. market. At the same time, it acquired the news sharing platform News Republic from Cheetah Mobile to further expand the layout of personalized recommendation news.These acquisitions and investments helped fledgling Douyin gain more operating experience and international markets.In August 2018, Byte Beat integrated Music.ly into Tik Tok, and the combined Tik Tok immediately acquired 30 million users in just three months.In the Southeast Asian market, the pace of byte bounce is also continuing.In July 2017, it released the UGC short video platform Hypstar (Vigo Video) in Southeast Asia; Hypstar is a social network of short videos that can share itself with loved ones and friends in the form of short videos rendered with special effects cameras and stickerslife.2019-Now: Further expand the international market and strengthen the export of products. Despite encountering many cultural and regulatory issues, Tik Tok’s internationalization has been very successful.In the United States, Tik Tok has become the most popular app, with 46 million downloads in 2019.At the same time, Tik Tok successfully entered the markets of India, Russia, Japan, Turkey and other countries.While further consolidating and expanding the internationalized market, ByteDance has also applied its international operating experience and core technology to new products to create localized products for the international market.In India and Southeast Asian markets, ByteDance began testing and releasing its music streaming application Resso in December 2y019.On March 4, 2020, the company officially released the app, calling it a “social music streaming app.”Resso allows users to highlight and share lyrics, comments and other user-generated content, as well as stream full-length tracks.Resso has signed licensing agreements with well-known music companies such as Warner Music Group and Sony Music Entertainment.Judging from the development history of ByteDance from 2015 to the present, it has similar growth strategies to other Chinese emerging Internet companies, that is, to achieve large-scale growth through the large domestic market capacity and demographic dividend, and to use the Chinese marketThe successful experience extends to other developing countries and culturally similar Asian markets.Applying this strategy, Didi and Kuaishou are the representative companies that are more successful in developing international business.Didi: Deeply lay out the Latin American market. After setting up a Japanese joint venture with SoftBank, Didi has stabilized its foothold in the Chinese market and has begun to lay out the Latin American market. It currently has more than 2 million active users in Latin America.Didi employees responsible for the Latin American market account for 10% of the entire company.In January 2018, Didi invested $ 100 million in Brazil’s ride-hailing application 99, and then bought the company for $ 900 million.At the end of 2018, Didi entered Mexico and launched its own application DiDi Rider locally.In February 2019, Didi launched its own takeaway business DiDi Food in Mexico.At the same time, for the Japanese market, Didi and SoftBank have established joint ventures in Japan, expanding taxi services to 13 cities outside Osaka, Kyoto and Tokyo.For the North American market, Didi’s business has not been smooth.Although in 2016, Didi and Lyft jointly launched Didi Overseas, serving Chinese tourists and covering 200 cities in the United States.But in early 2017, services in the United States have been completely suspended due to app upgrades from Didi and Lyft.At present, Didi’s business in the United States is only at the American Research Institute in Mountain View, which is committed to the development of new technologies through the acquisition of talents, and long-term understanding and penetration of the market.DiDi Food’s delivery service in DiDi Food in Mexico, the picture comes from the fast network: the rapid development of the start, the inadequate strategy formulation caused the failure of the sea.Different from the domestic fast-handed application, the fast-handed international version is Kwai. By recording video and matching the soundtrack of film and television works to achieve the effect of performance.In the absence of large-scale market launch, Kushou initially achieved good results in South Korea and Russia.Kwai, under the guidance of various Korean stars, once occupied the first place in the download ranking of Korean app stores for eight consecutive days in October 2017.In May 2017, it entered the Russian mobile application market and reached the top of the mobile application list in only one year.However, in 2018, due to the fact that Kuaishou has not interfered in the distribution of traffic, Ren Ren has grown products freely, and has not formulated a complete strategy for the local market.At the same time, the fast-moving teams in Southeast Asia and India lost a lot, and they stopped serving content and advertisements in Southeast Asia and India.So the fast hand was once frustrated in the field of going to sea.However, in Brazil and the US market, the fast hand has achieved relatively better results.In the Brazilian market, in order to provide Brazilian users with high-quality products that are truly in line with local culture, Quick Hands is equipped with a dedicated operation team and has achieved great success in the Brazilian market. By November 2019, Kwai ’s DAU in Brazil had reached 7 million.In the United States, Kuaishou and Didi have adopted a similar approach, setting up a laboratory in Seattle to recruit talents in North America and to penetrate the North American market for a long time.The fast-growing Brazilian localization product vStatus, the picture comes from the network. Although the early strategy is similar to these new-generation Internet companies, the byte beat has not maintained a restrained style in the market development of developed countries.Since 2015, BYTE has been trying to enter the European and American markets, and has continuously introduced new products. At the same time, it has integrated into its own product matrix through investment and acquisition of similar products in the European and American markets.The acquisition of Flipgram and Music.ly in 2017 was a turning point in the success of ByteDance in the European and American markets, which established the emergence and development of Douyin Overseas.At present, Tik Tok has successfully entered the Western market, and the byte jump has also accumulated successful experience in entering the European and American markets.As of December 2019, TikTok’s cumulative downloads on the App Store and Google Play exceeded 1.5 billion, and it has been in the top five of the world’s top mobile app (non-game) annual downloads for two consecutive years.Structural adjustment: Optimize management mechanisms and tools to promote global business development. From the perspective of organizational structure adjustment, this is a reflection of the phased success of bytebeat internationalization, and also a larger organizational management challenge ushered in by rapid development..In an internal letter from BYTE CEO Zhang Yiming in early March, he stated that he will continue to optimize and adjust the organization and cooperation methods, and update the internal management mechanism and tools, while strengthening the construction of Chinese business and further improving the company’s global business.development of.The adjustment of the organizational structure means that opportunities and challenges coexist for byte beats.In terms of challenges, countries face a variety of environments. Policies, regulations, and cultures around the world are very different. As a global platform, they must also abide by the laws and regulations of each country and respect the culture and customs of each country.Therefore, it is especially important to understand the local national culture and develop a local operating model.At the same time, unified management of offices around the world on the basis of respect for differences means greater responsibility.From the perspective of opportunities, on the one hand, the development of byte jumps in the markets of multiple countries is conducive to achieving more levels of market expansion and generating more unique profit models.On the other hand, this is conducive to forming a more diversified product matrix in multiple countries, allowing each country’s products and operating experience to learn from each other, so as to achieve a healthy and sustainable comprehensive development.What do you think of the international development of byte bounce?What is your opinion on the internationalization of Chinese companies?Feel free to comment below!Reference: https://m.thepaper.cn/yidian_promDetail.jsp?contid=6472747&from=yidianhttps://zhuanlan.zhihu.com/p/113050259https://www.tmtpost.com/4152644.htmlhttps://pandaily.com / short-video-platform-kwai-reaches-3-million-dau-in-brazil / https: //www.businessofapps.com/data/tik-tok-statistics/https: //techcrunch.com/2020/03/04/resso-music-india-bytedance/https://www.qdaily.com/articles/63378.htmlhttp://tech.sina.com.cn/i/2017-11-30/doc-ifypikws8945867.shtml.
Bytes beat the sea history, how does Zhang Yiming beat bytes around the world?
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