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TomDwan的眼睛

TomDwan的眼睛

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TomDwan的眼睛

2023-03-30

$王道科技(EDTK)$ 自从加入ChatGPT概念股之后一路稳稳拉高，很有看头

TomDwan的眼睛

2022-12-09

都憋不住了元旦才是真的报复性消费

@小虎AV:12月7日，进一步优化防疫新十条通知发布，再次放宽出行层面的管控要求，#不再对跨地区流动人员查验健康码#。消息发布后，携程平台上的机票瞬时搜索量猛增160%，其中，春节前夕（腊月二十五-除夕）的机票搜索量暴涨至三年以来最高点。$携程网(TCOM)$ $携程集团—S(09961)$ $美团-W(03690)$ $阿里巴巴(BABA)$

TomDwan的眼睛

2022-12-09

$雅乐科技(YALA)$ 一个大跳高[得意] 年前能到5吗

TomDwan的眼睛

2022-12-08

$雅乐科技(YALA)$ 最近波动有点大坚定信心

TomDwan的眼睛

2022-12-02

$雅乐科技(YALA)$ 中东市场是可以看长期的，雅拉目前的布局没问题，新业务成长需要时间和成本投入，再给点时间。每次业绩发布市场也能给到充分的回应，目前重要的利空其实是加息，起码到明年了，等市场整体回暖一些会有好的结果。

TomDwan的眼睛

2022-12-02

抖音pdd 快手都在做国际化了，国内市场卷到头了吗？$拼多多(PDD)$ $快手-W(01024)$

抱歉，原内容已删除

TomDwan的眼睛

2022-11-24

$美团-W(03690)$ 今天是收货日

TomDwan的眼睛

2022-11-18

$阿里巴巴(BABA)$ 阿里爸爸👨🏻

TomDwan的眼睛

2022-11-18

$雅乐科技(YALA)$ 这个模式有点莫名的熟悉，据说中东的上网时长和付费率都很高，yala的下一步是中重度游戏，落实下来应该能做的不错。在二季度的更新中,YallaChat 上线了 Games&Minis 的“小程序功能”,并设置了类似“跳一跳”的小程序游戏。而在三季度,公司在YallaChat应用程序中推出了其旗舰产品——Yalla Ludo的小程序模式,使用户在使用Yalla Ludo小程序时可以完全访问游戏应用程序中的游戏资产和数据。此外,旗舰产品Yalla也通过统一登录系统与YallaChat和Yalla Ludo连接,打通了三款程序的数据壁垒。

TomDwan的眼睛

2022-11-12

$雅乐科技(YALA)$ 今日继续狂欢[财迷]

TomDwan的眼睛

2022-11-12

$雅乐科技(YALA)$ 截至2022年6月30日，雅乐科技目前的股票回购授权还有1.246亿美元剩余，现金余额为3.849亿美元。这意味着雅乐科技有灵活性和财务能力来从事未来增值的股票回购。该公司未来的（继续）股票回购，可能会对阻止其股价的进一步下跌有帮助。还是有希望的，等等看

TomDwan的眼睛

2021-11-12

$Meta Platforms(FB)$概念迟早变泡沫

TomDwan的眼睛

2021-11-12

$纳斯达克(.IXIC)$17000才合理

TomDwan的眼睛

2021-11-04

$鹰瞳科技-B(02251)$暗盘跌，听日升；又想呃我暗盘走人

TomDwan的眼睛

2021-11-03

$李宁(02331)$新鞋还挺好穿

TomDwan的眼睛

2021-11-03

$东阳光药(01558)$死翘翘

TomDwan的眼睛

2021-10-25

$紫金矿业(02899)$回补了

TomDwan的眼睛

2021-10-15

$紫金矿业(02899)$跳空会回补吗

TomDwan的眼睛

2021-10-15

$台积电(TSM)$流血上市？

TomDwan的眼睛

2021-10-15

$老虎证券(TIGR)$我要换软件吗

去老虎APP查看更多动态

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元旦才是真的报复性消费","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/629288394","repostId":"629836510","repostType":1,"repost":{"id":629836510,"gmtCreate":1670399383530,"gmtModify":1670399402681,"author":{"id":"3514329116425907","authorId":"3514329116425907","name":"小虎AV","avatar":"https://static.tigerbbs.com/162e12f8dcec770ec19f66f2abb0d5db","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"title":"春节前夕机票搜索量暴涨至三年巅峰","htmlText":"\n \n \n  12月7日，进一步优化防疫新十条通知发布，再次放宽出行层面的管控要求，#不再对跨地区流动人员查验健康码#。消息发布后，携程平台上的机票瞬时搜索量猛增160%，其中，春节前夕（腊月二十五-除夕）的机票搜索量暴涨至三年以来最高点。<a href=\"https://laohu8.com/S/TCOM\">$携程网(TCOM)$</a> <a href=\"https://laohu8.com/S/09961\">$携程集团—S(09961)$</a> <a href=\"https://laohu8.com/S/03690\">$美团-W(03690)$</a> <a href=\"https://laohu8.com/S/BABA\">$阿里巴巴(BABA)$</a>\n 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$阿里巴巴(BABA)$","images":[],"top":1,"highlighted":2,"essential":1,"paper":2,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/629836510","isVote":1,"tweetType":2,"object":{"id":"82d83686dc374796bd3e251455c2110c","tweetId":"629836510","videoUrl":"https://1254107296.vod2.myqcloud.com/73ba5544vodgzp1254107296/e032cee0243791576922868327/BeFvwO3hNjgA.mp4","poster":"https://static.tigerbbs.com/ef79db0cd7025bb5589ba1f8b5aed4e6"},"viewCount":0,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},"isVote":1,"tweetType":1,"viewCount":868,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":629288082,"gmtCreate":1670551595946,"gmtModify":1670551596992,"author":{"id":"4096767038929330","authorId":"4096767038929330","name":"TomDwan的眼睛","avatar":"https://static.tigerbbs.com/397e0cc0b29f233eb36cec7aa93f09d5","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"htmlText":"<a 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坚定信心","text":"$雅乐科技(YALA)$ 最近波动有点大 坚定信心","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/629657616","isVote":1,"tweetType":1,"viewCount":737,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":620796132,"gmtCreate":1669962164126,"gmtModify":1669962165724,"author":{"id":"4096767038929330","authorId":"4096767038929330","name":"TomDwan的眼睛","avatar":"https://static.tigerbbs.com/397e0cc0b29f233eb36cec7aa93f09d5","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"htmlText":"<a href=\"https://laohu8.com/S/YALA\">$雅乐科技(YALA)$ &nbsp;</a>中东市场是可以看长期的，雅拉目前的布局没问题，新业务成长需要时间和成本投入，再给点时间。 每次业绩发布市场也能给到充分的回应，目前重要的利空其实是加息，起码到明年了，等市场整体回暖一些会有好的结果。","listText":"<a href=\"https://laohu8.com/S/YALA\">$雅乐科技(YALA)$ &nbsp;</a>中东市场是可以看长期的，雅拉目前的布局没问题，新业务成长需要时间和成本投入，再给点时间。 每次业绩发布市场也能给到充分的回应，目前重要的利空其实是加息，起码到明年了，等市场整体回暖一些会有好的结果。","text":"$雅乐科技(YALA)$ 中东市场是可以看长期的，雅拉目前的布局没问题，新业务成长需要时间和成本投入，再给点时间。 每次业绩发布市场也能给到充分的回应，目前重要的利空其实是加息，起码到明年了，等市场整体回暖一些会有好的结果。","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":4,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/620796132","isVote":1,"tweetType":1,"viewCount":1798,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":620798198,"gmtCreate":1669961631315,"gmtModify":1669961632437,"author":{"id":"4096767038929330","authorId":"4096767038929330","name":"TomDwan的眼睛","avatar":"https://static.tigerbbs.com/397e0cc0b29f233eb36cec7aa93f09d5","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"htmlText":"抖音pdd 快手都在做国际化了，国内市场卷到头了吗？<a href=\"https://laohu8.com/S/PDD\">$拼多多(PDD)$&nbsp;</a><a href=\"https://laohu8.com/S/01024\">$快手-W(01024)$&nbsp;</a><v-v data-views=\"1\"></v-v>","listText":"抖音pdd 快手都在做国际化了，国内市场卷到头了吗？<a href=\"https://laohu8.com/S/PDD\">$拼多多(PDD)$&nbsp;</a><a href=\"https://laohu8.com/S/01024\">$快手-W(01024)$&nbsp;</a><v-v data-views=\"1\"></v-v>","text":"抖音pdd 快手都在做国际化了，国内市场卷到头了吗？$拼多多(PDD)$ $快手-W(01024)$","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/620798198","repostId":"1164464698","repostType":4,"isVote":1,"tweetType":1,"viewCount":513,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":620076532,"gmtCreate":1669258572226,"gmtModify":1669258573100,"author":{"id":"4096767038929330","authorId":"4096767038929330","name":"TomDwan的眼睛","avatar":"https://static.tigerbbs.com/397e0cc0b29f233eb36cec7aa93f09d5","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"htmlText":"<a href=\"https://laohu8.com/S/03690\">$美团-W(03690)$&nbsp;</a>今天是收货日","listText":"<a href=\"https://laohu8.com/S/03690\">$美团-W(03690)$&nbsp;</a>今天是收货日","text":"$美团-W(03690)$ 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14:07","market":"hk","language":"zh","title":"困在西二旗做不好国际业务，快手三号人物战海外","url":"https://stock-news.laohu8.com/highlight/detail?id=1164464698","media":"中国企业家杂志","summary":"在陌生的市场做本地化经营，从来就不是个容易的过程。在快手内部流传着这样一句话，“待在西二旗是做不好国际化业务的。”西二旗是快手总部所在地。2018年12月24日，快手总部从“宇宙中心”五道口迁入位于西","content":"<html><head></head><body><blockquote>在陌生的市场做本地化经营，从来就不是个容易的过程。</blockquote><p>在快手内部流传着这样一句话，<b>“待在西二旗是做不好国际化业务的。”</b></p><p>西二旗是快手总部所在地。2018年12月24日，快手总部从“宇宙中心”五道口迁入位于西二旗的新园区。在搬入西二旗前一年，即2017年，快手正式布局海外。摸索5年后，快手海外有了一套自己的打法，比如，“走出西二旗，到海外去”。</p><p>“国内员工还要和海外的本地员工‘同吃同住同劳动’，通过本地视角了解所在市场客户的需求，再推动产品迭代和运营能力。”负责快手海外公共事务的快手副总裁刘震告诉《中国企业家》。</p><p>事实上，在国内业务连续两个季度获得盈利后，快手CEO程一笑越来越多地将精力和关注度转移到海外业务。</p><p><b>向海外派遣大将是一个明显的信号。</b></p><p>今年3月，国际化事业部原负责人仇广宇因个人原因离职后，8月，快手原商业化业务负责人马宏彬被调任为国际化业务负责人，他曾被认为是快手的“三号人物”。</p><p>公开报道显示，马宏彬于2017年3月加入快手。他毕业于清华大学电机系，后去海外留学。在加入快手之前，他曾在波士顿咨询工作6年，并在美团外卖有两年高级运营总监的工作经历。加入快手后，马宏彬经历过多个部门的轮岗，历任战略分析负责人、运营负责人和商业化事业部负责人。</p><p><img src=\"https://static.tigerbbs.com/f67a80334d4b94887a91fc39c7784e85\" tg-width=\"1080\" tg-height=\"720\" referrerpolicy=\"no-referrer\"/></p><p>马宏彬。来源：视觉中国</p><p><b>另一个信号是，快手开始转变拓展海外的方式和策略。</b></p><p>2021年5月，快手国际化事业部发起代号为“Trinity”（三合一）的产品合并行动，将包括Kwa中东、Kwa拉美以及主打东南亚市场SnackVide这三个原本独立的应用进行整合，统一运营团队。此外，快手还停掉了在北美市场运营过的产品Zynn。</p><p><b>产品调整之外，快手开始大幅度缩减海外的投放额度，并对海外市场做了取舍：</b>一方面，快手不再加大对美国、加拿大和日本等成熟市场的投入，将重心放在拉美、中东和东南亚市场；另一方面，则在重点市场开始广告、直播和电商等商业化方面的尝试。</p><p>截至目前，快手已经在30多个国家开展海外业务。Statista 2022年数据统计显示，去年一年，快手在巴西市场的月活跃用户数年增长率为80%，印尼市场的增长率50%。其中，巴西1.6亿网民中，快手的用户数占了近三分之一，Kwai是当地下载榜单第一的APP。<b>虽然与用户超10亿的TikTok还有很大差距，但Kwai依然是当前全球第二大的短视频平台。</b></p><p>在今年第二季度财报中，快手首次新增海外业务的公布口径。时隔一个季度，快手发布2022年第三季度财报显示，海外业务第三季度总营收1.89亿元，环比提升约83%。不过，快手海外业务还处于投入期，经营亏损16.87亿元。</p><p>快手CEO程一笑在第三季度财报电话会议上表示，<b>目前快手海外业务坚持“打好基本功，花好每分钱”的原则，</b>通过开源、节流同步进行的方式，努力提升海外业务的运营效率，并逐步降低海外业务对集团业绩的影响。</p><p>出海5年，快手在海外市场的经营上，已经过了大把烧钱的粗放式经营的阶段，尤其上市之后，再叠加经济周期的影响，降本增效变得极为重要。而如何提高海外业务的盈利水平，也成为程一笑最为关心的事情。</p><p><b>马宏彬调任之后</b></p><p>Kwai和SnackVideo是快手在海外的两款短视频应用，前者的主要市场是拉美和中东，后者则主攻东南亚。</p><p>去年10月，<b>快手率先在巴西上线“Kwai for Business”，这是快手国际首次在海外推出品牌化的广告平台，</b>该平台目前主要覆盖中东、拉美、东南亚地区。快手把巴西和印尼确定为优先进行商业化的区域。</p><p><img src=\"https://static.tigerbbs.com/b0b03807e03001d8653061d516c0f573\" tg-width=\"1080\" tg-height=\"720\" referrerpolicy=\"no-referrer\"/></p><p>来源：受访者</p><p>刘震告诉《中国企业家》，马宏彬到任后，确定了两个新的方向：</p><p><b>第一，提升产品体验和运营能力，强化产品本地化属性。</b>为此，快手多次派遣国内员工到海外市场和客户进行面对面的直接访谈，了解他们的日常生活和对产品的真实反馈。</p><p><b>第二，关注发展的可持续性，强调将优质资源聚焦在最主要的方向上，重视投入产出比。</b>马宏彬在对快手海外各个市场进行全面评估后，决定集中优势人力物力财力及资源，投入核心市场。这也是快手暂时放弃美国、日本等成熟市场的原因之一。</p><p>实际上，在马宏彬调任之前，程一笑就先对国际化事业部进行了一次组织架构调整。</p><p>2022年3月17日，快手通过内部邮件宣布调整国际化事业部组织架构。快手对原海外商业化业务团队、原公司商业化事业部支持海外商业化业务的相关团队，进行了跨事业部整合，单独设立国际化商业化部，<b>提升海外业务收入是一个明显的信号。</b></p><p>国际事业部商业化部门成立后，程一笑也开始从公司内外招贤纳士。</p><p>担任快手国际化业务商业策略和销售负责人的郑燕翔，于2021年9月加入快手，加入快手前，他在<a href=\"https://laohu8.com/S/AMZN\">亚马逊</a>工作7年，是亚马逊跨境广告的负责人；负责快手海外直播业务和电商直播业务的周驰，2018年就加入了快手，负责主站的直播产品，2021年5月开始支持国际化部门的直播业务。</p><p><b>精细化运营</b></p><p>面对广袤的海外市场，快手的国际化业务如何拓展？</p><p>刘震告诉《中国企业家》，快手国际化业务当下的核心策略是：“重点挖掘东南亚和拉美市场的潜力，通过更完善的本地化策略和更高效的运营手段，不断提升用户粘性。同时，快手已经在这两个地区启动了商业化进程，通过直播带货、货架电商、广告等方式创造商业价值，提升盈利能力。”</p><p>与此同时，快手国际化商业化部成立之后，<b>快手还将海外市场分成三个层级：</b></p><p><b>第一层级是巴西和印尼，</b>快手在这两个国家的DAU（日活跃用户数量）规模最大，是商业化的重点区域，快手已在当地自建商业化团队；</p><p>第二层级是DAU用户增长比较快的区域，快手通过海外独家授权的代理商来获得商业化收入；</p><p>第三层级的区域，快手只和第三方公司进行流量层面的合作。</p><p>第一层级为什么是巴西和印尼？</p><p>刘震告诉《中国企业家》，理想的海外市场，需要具备以下几个方面的因素：良好的设施基础，包括移动信号的速率和智能手机普及率等；较好的人口基础，包括人口总体规模比较大，年轻人口占比较高等；开放的文化基础，包括外向的国民性格以及包容的风俗习惯等；友好的双边关系基础，包括对华态度友好，不对中资企业采取歧视性措施等。</p><p>当下，巴西和印尼在所属区域内均处于领先水平，经济发展前景广阔，人口基数大且年轻人占比高，文化外向包容且具有多样性，同中国合作互补性强，不存在重大冲突。这些特点决定了巴西和印尼成为快手海外市场的两个重点国家。</p><p><img src=\"https://static.tigerbbs.com/df0ebeab9785d4d6cdf365974c60f2a3\" tg-width=\"1080\" tg-height=\"713\" referrerpolicy=\"no-referrer\"/></p><p>来源：受访者</p><p>选择性放弃一部分市场，重点经营东南亚和拉美市场之后，快手海外的投入产出效果也正体现在其财报上。</p><p>去年第二季度，快手113亿元营销费用里有三分之一是花在海外的，约34亿元。今年第二季度，快手海外经营亏损由2021年同期的43.68亿元收窄至16.06亿元，减亏幅度达63.2%；<b>第三季度，快手海外经营亏损由2021年同期的28.54亿元收窄至16.87亿元，减亏幅度达40.9%。</b></p><p>此外，快手在海外产品上也摸索出一些门道。</p><p>“通过几年的海外运营，快手已经总结出了一套适合自己的海外运营方法论。比如通过数据分析和用户访谈，我们看到海外用户对短剧和国内用户有近似的兴趣，Tele Kwai是快手在海外主打的短剧垂类。”刘震告诉《中国企业家》。</p><p>短剧是快手在过去几年率先在国内探索出的一个产品模式，其对快手的日活、月活数据和用户时长贡献了不小的比例。</p><p>今年第三季度，快手平均日活跃用户为3.63亿，较2021年同期增长约4300万，增幅13.4%；平均月活跃用户突破6亿，达到6.26亿，较2021年同期增长约5300万，增幅9.3%；每位日活用户日均使用时长为129.3分钟，去年同期为119.1分钟。三项数据均创下历史新高。</p><p>程一笑在第三季度财报电话会上表示，<b>“差异化内容策略在用户心智打造上已取得成效，</b>我们希望通过建立更广泛的内容垂类进一步丰富内容生态，并建立内容生产、消费、创作者变现的正向循环机制。”</p><p><b>成长的需要</b></p><p>马宏彬到任之后，多次派遣国内员工到海外市场和客户进行面对面的直接访谈。除此之外，快手在过去几年中也通过本地招聘的方式，搭建起了一个本地团队。“快手海外团队有数千名员工，其中包括数百名海外本地员工。”刘震告诉《中国企业家》。</p><p>目前，快手在巴西和印尼分别搭建了一整套本地团队，配置了从本地高管到运营、审核、市场、法务、人力资源等一系列业务部门和职能部门，用本地员工管理本地员工，用本地员工服务本地用户，避免了管理和认知上出现断层。</p><p>相比外派团队，本地化团队的优势在于：第一，本地团队对当地情况的了解更加真实。他们来自于本地，对本地文化，包括客户情况比外派团队的了解更胜一筹，他们提供的服务能满足客户真正的核心需求，同时能避免因文化差异而带来的不必要的麻烦。第二，快手国际业务商业化未来的目标潜在客户来自本地。</p><p><b>不过，目前快手海外广告收入的主要贡献还来自中国出海企业，但未来要想实现大规模的收入增长，必须要依靠本地客户。</b>因此，快手采取这些措施的目的只有一个——更懂当地的消费者，能争取到更多的本地客户。</p><p><img src=\"https://static.tigerbbs.com/f97c8ba260ead46b750bb5be073daa27\" tg-width=\"1080\" tg-height=\"827\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"/></p><p>Kwai海外业务的办公区。来源：受访者</p><p>然而，在陌生的市场要做到本地化经营从来就不是一个容易的过程。</p><p>在巴西，快手海外团队是在一段时间后才发现一个特别的现象，很多用户还是习惯把视频下载下来，在坐车或是走路的时候刷着看，刷完了下载的视频就把APP关上了。</p><p>实地调研后才发现，巴西有些地区网络信号不好，网费又贵，用户索性在网络好的时候下载大量的视频，然后离线消费。这和国内用户随时随地刷短视频的消费习惯就非常不同，为此快手海外产品团队不得不重新优化客户端离线下载视频的逻辑，让用户能离线缓存更多的视频。</p><p>此外，在“Kwai for Business”启动时，很多广告主，尤其是习惯了传统线上广告模式的广告主，并不理解Kwai短视频平台的特点和玩法。即便选择，也只愿意进行小规模尝试。摸索了一段时间之后，Kwai才争取到一些本地客户。</p><p>随着TikTok和Kwai在海外的推广和市场教育，全球的广告主对短视频平台有了越来越深刻的认知，一部分尝鲜的品牌也获得了预期之外的效果。今年巴西本地的头部信用卡品牌ELO与当地网红尝试了TeleKwai短剧营销，营销期内品牌账号从0获得超过15万粉丝。</p><p>程一笑在第三季度财报电话会议上表示，“快手海外业务直播部门通过完善生态建设，加深和公会合作，丰富供给和提升内容质量，并结合各地区的丰富多样的运营活动，拉动直播营收持续增长。同时，快手未来也会积极探索与本地电商伙伴的合作机会。”</p><p>关于海外业务的重视程度，快手在财报中这样写道，<b>“开拓海外市场是快手公司长期而坚定的战略。</b>这既是快手的初心所在，也是快手成长的需要。”</p></body></html>","source":"zgqyj","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" 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height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n困在西二旗做不好国际业务，快手三号人物战海外\n</h2>\n\n<h4 class=\"meta\">\n\n\n2022-12-02 14:07 北京时间&nbsp;&nbsp;&nbsp;<a href=https://mp.weixin.qq.com/s/mtGyLRiEUXSgBQfbajnQ9g><strong>中国企业家杂志</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>在陌生的市场做本地化经营，从来就不是个容易的过程。在快手内部流传着这样一句话，“待在西二旗是做不好国际化业务的。”西二旗是快手总部所在地。2018年12月24日，快手总部从“宇宙中心”五道口迁入位于西二旗的新园区。在搬入西二旗前一年，即2017年，快手正式布局海外。摸索5年后，快手海外有了一套自己的打法，比如，“走出西二旗，到海外去”。“国内员工还要和海外的本地员工‘同吃同住同劳动’，通过本地视角...</p>\n\n<a href=\"https://mp.weixin.qq.com/s/mtGyLRiEUXSgBQfbajnQ9g\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/b57241e30a2dc7e84d4588d7aafb919c","relate_stocks":{"BK1095":"互动媒体与服务","01024":"快手-W","BK1608":"元宇宙概念","BK1575":"同股不同权","BK1591":"就地过年概念","BK1590":"短视频概念股"},"source_url":"https://mp.weixin.qq.com/s/mtGyLRiEUXSgBQfbajnQ9g","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1164464698","content_text":"在陌生的市场做本地化经营，从来就不是个容易的过程。在快手内部流传着这样一句话，“待在西二旗是做不好国际化业务的。”西二旗是快手总部所在地。2018年12月24日，快手总部从“宇宙中心”五道口迁入位于西二旗的新园区。在搬入西二旗前一年，即2017年，快手正式布局海外。摸索5年后，快手海外有了一套自己的打法，比如，“走出西二旗，到海外去”。“国内员工还要和海外的本地员工‘同吃同住同劳动’，通过本地视角了解所在市场客户的需求，再推动产品迭代和运营能力。”负责快手海外公共事务的快手副总裁刘震告诉《中国企业家》。事实上，在国内业务连续两个季度获得盈利后，快手CEO程一笑越来越多地将精力和关注度转移到海外业务。向海外派遣大将是一个明显的信号。今年3月，国际化事业部原负责人仇广宇因个人原因离职后，8月，快手原商业化业务负责人马宏彬被调任为国际化业务负责人，他曾被认为是快手的“三号人物”。公开报道显示，马宏彬于2017年3月加入快手。他毕业于清华大学电机系，后去海外留学。在加入快手之前，他曾在波士顿咨询工作6年，并在美团外卖有两年高级运营总监的工作经历。加入快手后，马宏彬经历过多个部门的轮岗，历任战略分析负责人、运营负责人和商业化事业部负责人。马宏彬。来源：视觉中国另一个信号是，快手开始转变拓展海外的方式和策略。2021年5月，快手国际化事业部发起代号为“Trinity”（三合一）的产品合并行动，将包括Kwa中东、Kwa拉美以及主打东南亚市场SnackVide这三个原本独立的应用进行整合，统一运营团队。此外，快手还停掉了在北美市场运营过的产品Zynn。产品调整之外，快手开始大幅度缩减海外的投放额度，并对海外市场做了取舍：一方面，快手不再加大对美国、加拿大和日本等成熟市场的投入，将重心放在拉美、中东和东南亚市场；另一方面，则在重点市场开始广告、直播和电商等商业化方面的尝试。截至目前，快手已经在30多个国家开展海外业务。Statista 2022年数据统计显示，去年一年，快手在巴西市场的月活跃用户数年增长率为80%，印尼市场的增长率50%。其中，巴西1.6亿网民中，快手的用户数占了近三分之一，Kwai是当地下载榜单第一的APP。虽然与用户超10亿的TikTok还有很大差距，但Kwai依然是当前全球第二大的短视频平台。在今年第二季度财报中，快手首次新增海外业务的公布口径。时隔一个季度，快手发布2022年第三季度财报显示，海外业务第三季度总营收1.89亿元，环比提升约83%。不过，快手海外业务还处于投入期，经营亏损16.87亿元。快手CEO程一笑在第三季度财报电话会议上表示，目前快手海外业务坚持“打好基本功，花好每分钱”的原则，通过开源、节流同步进行的方式，努力提升海外业务的运营效率，并逐步降低海外业务对集团业绩的影响。出海5年，快手在海外市场的经营上，已经过了大把烧钱的粗放式经营的阶段，尤其上市之后，再叠加经济周期的影响，降本增效变得极为重要。而如何提高海外业务的盈利水平，也成为程一笑最为关心的事情。马宏彬调任之后Kwai和SnackVideo是快手在海外的两款短视频应用，前者的主要市场是拉美和中东，后者则主攻东南亚。去年10月，快手率先在巴西上线“Kwai for Business”，这是快手国际首次在海外推出品牌化的广告平台，该平台目前主要覆盖中东、拉美、东南亚地区。快手把巴西和印尼确定为优先进行商业化的区域。来源：受访者刘震告诉《中国企业家》，马宏彬到任后，确定了两个新的方向：第一，提升产品体验和运营能力，强化产品本地化属性。为此，快手多次派遣国内员工到海外市场和客户进行面对面的直接访谈，了解他们的日常生活和对产品的真实反馈。第二，关注发展的可持续性，强调将优质资源聚焦在最主要的方向上，重视投入产出比。马宏彬在对快手海外各个市场进行全面评估后，决定集中优势人力物力财力及资源，投入核心市场。这也是快手暂时放弃美国、日本等成熟市场的原因之一。实际上，在马宏彬调任之前，程一笑就先对国际化事业部进行了一次组织架构调整。2022年3月17日，快手通过内部邮件宣布调整国际化事业部组织架构。快手对原海外商业化业务团队、原公司商业化事业部支持海外商业化业务的相关团队，进行了跨事业部整合，单独设立国际化商业化部，提升海外业务收入是一个明显的信号。国际事业部商业化部门成立后，程一笑也开始从公司内外招贤纳士。担任快手国际化业务商业策略和销售负责人的郑燕翔，于2021年9月加入快手，加入快手前，他在亚马逊工作7年，是亚马逊跨境广告的负责人；负责快手海外直播业务和电商直播业务的周驰，2018年就加入了快手，负责主站的直播产品，2021年5月开始支持国际化部门的直播业务。精细化运营面对广袤的海外市场，快手的国际化业务如何拓展？刘震告诉《中国企业家》，快手国际化业务当下的核心策略是：“重点挖掘东南亚和拉美市场的潜力，通过更完善的本地化策略和更高效的运营手段，不断提升用户粘性。同时，快手已经在这两个地区启动了商业化进程，通过直播带货、货架电商、广告等方式创造商业价值，提升盈利能力。”与此同时，快手国际化商业化部成立之后，快手还将海外市场分成三个层级：第一层级是巴西和印尼，快手在这两个国家的DAU（日活跃用户数量）规模最大，是商业化的重点区域，快手已在当地自建商业化团队；第二层级是DAU用户增长比较快的区域，快手通过海外独家授权的代理商来获得商业化收入；第三层级的区域，快手只和第三方公司进行流量层面的合作。第一层级为什么是巴西和印尼？刘震告诉《中国企业家》，理想的海外市场，需要具备以下几个方面的因素：良好的设施基础，包括移动信号的速率和智能手机普及率等；较好的人口基础，包括人口总体规模比较大，年轻人口占比较高等；开放的文化基础，包括外向的国民性格以及包容的风俗习惯等；友好的双边关系基础，包括对华态度友好，不对中资企业采取歧视性措施等。当下，巴西和印尼在所属区域内均处于领先水平，经济发展前景广阔，人口基数大且年轻人占比高，文化外向包容且具有多样性，同中国合作互补性强，不存在重大冲突。这些特点决定了巴西和印尼成为快手海外市场的两个重点国家。来源：受访者选择性放弃一部分市场，重点经营东南亚和拉美市场之后，快手海外的投入产出效果也正体现在其财报上。去年第二季度，快手113亿元营销费用里有三分之一是花在海外的，约34亿元。今年第二季度，快手海外经营亏损由2021年同期的43.68亿元收窄至16.06亿元，减亏幅度达63.2%；第三季度，快手海外经营亏损由2021年同期的28.54亿元收窄至16.87亿元，减亏幅度达40.9%。此外，快手在海外产品上也摸索出一些门道。“通过几年的海外运营，快手已经总结出了一套适合自己的海外运营方法论。比如通过数据分析和用户访谈，我们看到海外用户对短剧和国内用户有近似的兴趣，Tele Kwai是快手在海外主打的短剧垂类。”刘震告诉《中国企业家》。短剧是快手在过去几年率先在国内探索出的一个产品模式，其对快手的日活、月活数据和用户时长贡献了不小的比例。今年第三季度，快手平均日活跃用户为3.63亿，较2021年同期增长约4300万，增幅13.4%；平均月活跃用户突破6亿，达到6.26亿，较2021年同期增长约5300万，增幅9.3%；每位日活用户日均使用时长为129.3分钟，去年同期为119.1分钟。三项数据均创下历史新高。程一笑在第三季度财报电话会上表示，“差异化内容策略在用户心智打造上已取得成效，我们希望通过建立更广泛的内容垂类进一步丰富内容生态，并建立内容生产、消费、创作者变现的正向循环机制。”成长的需要马宏彬到任之后，多次派遣国内员工到海外市场和客户进行面对面的直接访谈。除此之外，快手在过去几年中也通过本地招聘的方式，搭建起了一个本地团队。“快手海外团队有数千名员工，其中包括数百名海外本地员工。”刘震告诉《中国企业家》。目前，快手在巴西和印尼分别搭建了一整套本地团队，配置了从本地高管到运营、审核、市场、法务、人力资源等一系列业务部门和职能部门，用本地员工管理本地员工，用本地员工服务本地用户，避免了管理和认知上出现断层。相比外派团队，本地化团队的优势在于：第一，本地团队对当地情况的了解更加真实。他们来自于本地，对本地文化，包括客户情况比外派团队的了解更胜一筹，他们提供的服务能满足客户真正的核心需求，同时能避免因文化差异而带来的不必要的麻烦。第二，快手国际业务商业化未来的目标潜在客户来自本地。不过，目前快手海外广告收入的主要贡献还来自中国出海企业，但未来要想实现大规模的收入增长，必须要依靠本地客户。因此，快手采取这些措施的目的只有一个——更懂当地的消费者，能争取到更多的本地客户。Kwai海外业务的办公区。来源：受访者然而，在陌生的市场要做到本地化经营从来就不是一个容易的过程。在巴西，快手海外团队是在一段时间后才发现一个特别的现象，很多用户还是习惯把视频下载下来，在坐车或是走路的时候刷着看，刷完了下载的视频就把APP关上了。实地调研后才发现，巴西有些地区网络信号不好，网费又贵，用户索性在网络好的时候下载大量的视频，然后离线消费。这和国内用户随时随地刷短视频的消费习惯就非常不同，为此快手海外产品团队不得不重新优化客户端离线下载视频的逻辑，让用户能离线缓存更多的视频。此外，在“Kwai for Business”启动时，很多广告主，尤其是习惯了传统线上广告模式的广告主，并不理解Kwai短视频平台的特点和玩法。即便选择，也只愿意进行小规模尝试。摸索了一段时间之后，Kwai才争取到一些本地客户。随着TikTok和Kwai在海外的推广和市场教育，全球的广告主对短视频平台有了越来越深刻的认知，一部分尝鲜的品牌也获得了预期之外的效果。今年巴西本地的头部信用卡品牌ELO与当地网红尝试了TeleKwai短剧营销，营销期内品牌账号从0获得超过15万粉丝。程一笑在第三季度财报电话会议上表示，“快手海外业务直播部门通过完善生态建设，加深和公会合作，丰富供给和提升内容质量，并结合各地区的丰富多样的运营活动，拉动直播营收持续增长。同时，快手未来也会积极探索与本地电商伙伴的合作机会。”关于海外业务的重视程度，快手在财报中这样写道，“开拓海外市场是快手公司长期而坚定的战略。这既是快手的初心所在，也是快手成长的需要。”","news_type":1},"isVote":1,"tweetType":1,"viewCount":513,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":620076532,"gmtCreate":1669258572226,"gmtModify":1669258573100,"author":{"id":"4096767038929330","authorId":"4096767038929330","name":"TomDwan的眼睛","avatar":"https://static.tigerbbs.com/397e0cc0b29f233eb36cec7aa93f09d5","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"htmlText":"<a href=\"https://laohu8.com/S/03690\">$美团-W(03690)$&nbsp;</a>今天是收货日","listText":"<a 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