On byte skipping strategy from tiktok From citic securities

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The following is the On byte skipping strategy from tiktok From citic securities recommended by recordtrend.com. And this article belongs to the classification: Brokerage Report, network marketing.

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China’s tiktok tiktok overseas edition Tiktok has been growing rapidly overseas. 2019 of the total is 700 million of global daily activity, of which 320 million is the jitter of voice, and its business is in 150 countries and regions. It leads China technology network company, and the gap between the first tier giants such as FB and Google has been narrowed. In January 2020, the global download volume exceeded 100 million, the highest level in history. We judge that 2020 is the year when the growth and monetization of overseas users of the company will accelerate. With the gradual establishment of tiktok overseas ecology, the stickiness and duration of tiktok will continue to increase. The company also relies on its strong executive power to adjust its strategy, talents and organizational structure to meet the global challenges. We are firmly optimistic about the company’s overseas growth and commercialization space, which is expected to become a global technology network giant in a long period of time.

Users: in 2019q4, it will enter the rising channel, and it is expected to keep accelerating in 2020. Fourth quarter by India, Brazil and other emerging markets driven, vibrate new users 220 million (+6%), reached tiktok high, re-enter the upstream channel. At present, the scale of users in the overseas market of the company has surpassed bat, and the gap with the global first-line technology network giants such as Facebook and Google has gradually narrowed. From 2017 to 2019, the market share of tiktok in North America will increase from 5% to 15%. In the medium term, the market share of tiktok in Europe and the United States is expected to increase to 20% – 30%. However, due to factors such as population structure and market capacity, the growth rate is expected to slow down. However, tiktok makes full use of the differences between the development of mobile Internet in emerging markets and developed markets to achieve continuous growth. From 2017 to 2019, tiktok’s share of social media in Russia also soared from 1% to 16%. In 2019, tiktok ranked first in the app list in 24 countries and regions around the world, which also showed its expansion potential in emerging markets. We judge that the growth of tiktok in Europe and the United States will gradually slow down, but the emerging markets will still maintain the accelerated growth trend, and the overall situation will be better in 2020.

Monetization: 2020 is expected to be the year of accelerated overseas liquidity, which will help improve the company’s overseas financial situation. Since the fourth quarter, tiktok’s domestic purchase (live broadcast and value-added services) revenue has continued to rise, reaching US $30 million per month. In 2019, the proportion of overseas revenue increased to 20%. We believe that with the promotion of tiktok product iteration, the realization of overseas live broadcasting is expected to accelerate. In terms of advertising, the company has started to cash in a small scale in 2019, and the advertising revenue has increased by more than 75 times. At present, the layout of tiktok’s advertising products has gradually become clear, providing four categories of information flow, open screen, challenge competition and super home page in 8 countries and regions, as well as the platform matrix of news, short video and social media. Relying on the launch of advertising products and the expansion of user traffic, tiktok is expected to start the commercialization of information flow advertising in 2020, and gradually transition from the current brand advertising to small and medium-sized enterprise owner advertising. The monetization in 2020 will also support the company’s revenue and cash flow, feed back the current expenditure demand for overseas expansion, and improve the financial situation of overseas operations.

Ecology: local operation reserves IP resources to improve stickiness and user duration. Relying on its strong operation ability, tiktok has strengthened cooperation with sports, star IP and media in overseas market, continuously strengthened localization operation in content, formed marketing matrix and integrated into local content ecology. Relying on the overseas localization team (240 global offices, 15 R & D centers), bytecline also relies on tiktok to expand other products such as helo, streaming media subscription resso and other products in India, continuously extending the product form. In terms of music and copyright, tiktok launched the musician program in Japan to promote the growth of original music and seize popular IP such as animation. At present, byte hopping has established full scene IP resources covering film and television, animation, games, music and sports. High quality content has greatly enhanced the content barrier of tiktok, improved user stickiness, and strongly occupied the user’s mind. The overseas use time in 2019 has exceeded 1.5 billion hours, which will help to obtain long tail users’ benefits.

Transformation: in depth adjustment of strategy, talents and organizational structure to actively respond to overseas challenges. In 2020, on the 8th anniversary of its establishment, byte beat made a major adjustment and formally separated the business in China and overseas. Zhang Yiming personally took charge of overseas business and put forward three new thoughts on organizational structure, social responsibility and education. This organizational structure adjustment highlights the company’s determination to expand overseas, and also helps to straighten out the overseas business layout. Strict overseas investigations also pose challenges to the internationalization of the company. According to the company’s report, more than 250 investigations were conducted in the first half of 2019, including 99, 68 and 28 investigations in India, the United States and Japan respectively, indicating the company’s pressure on legal affairs. At present, the company’s biggest overseas risk is the ban risk from the United States. At present, the company has dealt with policy risks by establishing local data centers, allowing local governments to access data, and local personnel to review the content. It has also employed Roland Cloutier, former U.S. Department of defense, and Erich, former chief intellectual property consultant of Microsoft Andersen’s position as a company executive shows the company’s determination to build a localized legal team. According to emarketer’s calculation, tiktok has about 37.2 million users in the U.S., and a large number of new users come from India, Brazil and Russia. The distribution of users is relatively balanced and the ability to cope with risks is strong.

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