The five-year growth path of the second round is long and unstoppable From One of tiktok series reports
The following is the The five-year growth path of the second round is long and unstoppable From One of tiktok series reports recommended by recordtrend.com. And this article belongs to the classification: Brokerage Report, Webcast.
After five years at sea, tiktok’s global Mau has reached 1 billion. Tiktok is a short video social platform under bytecode beat. It officially went to sea in the second half of 2017. As of 2021h1, tiktok has swept more than 150 countries and regions around the world, and the global Mau / dau has reached about 1 / 600 million.
Tiktok sea going phase I (2017q3 – 2018q2):
In 2017, TikTok started from the Asian market and completed the tiktok first step on the basis of copying the domestic tremor products. In terms of user growth strategy, in the early stage, tiktok mainly relied on natural growth and word-of-mouth communication to open the market, and then improved the user retention rate through local refined operation. As of January 2018, the global Mau reached 50 million, and the user growth trend was relatively stable.
Tiktok sail away phase II (2018q2 – 2019q4):
In 2018, tiktok acquired flipagram and music Ly officially entered the European and American markets, while the Indian market contributed the most overseas downloads by virtue of the demographic dividend. The global Mau increased rapidly from 270 million in M12 in 2018 to 500 million in M12 in 2019; In terms of products, the platform has enriched a large number of new functions at this stage to encourage users to actively create; In terms of user growth strategy, tiktok chooses to improve brand awareness through heavy promotion, and then improve the retention rate through localized operation; In terms of team, Alex Zhu is merging musical Ly later officially became the head of tiktok, and the overseas senior management team gradually localized; In terms of commercialization, in addition to the opening of live broadcasting and reward at this stage, tiktok also began to test advertising internally from the end of 2018, and the commercialization process was initially started.
Tiktok phase III (2020q1 – 2021q3):
In early 2020, covid-19, with the spread of the new crown pneumonia epidemic around the world, TikTok seized the opportunity to expand rapidly, seeking development in emerging markets, and global MAU rose from 690 million to 2020 of M7 to nearly 1 billion of 2021 H1; In terms of products, with the gradual extension of product functions, tiktok’s ambition to set foot in more fields becomes more and more obvious; In terms of user growth strategy, in some emerging markets, tiktok competes with its friends for market share by burning money to expand the number of users. In addition, attracting more celebrities and improving the quality of platform content has also become another strategy to attract users; In terms of team, tiktok successively introduced Kevin Mayer and Zhou Shouzi, and the overseas senior management team further supplemented them; In terms of commercialization, tiktok successively carried out e-commerce business in Indonesia, the UK and the United States in 2021, and the commercialization path is becoming more and more clear.
As the most successful overseas application in China, we believe that tiktok’s efforts in products, user growth strategy, overseas team construction and commercialization have merit.
1) The superposition of “full screen HD, brainwashing music, special effect filter and personalized recommendation algorithm” makes tiktok stand out from other products of the same type.
2) “Acquisition of competitive products, viral marketing, star entry, label challenge and rich content ecology” are the five strategic elements driving the rapid growth of tiktok users.
3) Taking on more important tasks by local talents who have a better understanding of overseas market conditions has continuously promoted the localization process of tiktok and accelerated the commercialization process.
4) Tiktok is also a step-by-step process in terms of commercialization. With the continuous growth of tiktok’s user base and the increasingly mature commercialization and realization mode, its commercialization prospect is becoming clearer and clearer.
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