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今日头条投入上亿美金推动抖音国际化

2017-08-09 09:49:15   中国经济网

据抖音产品负责人王晓蔚透露,2017年中国国内的现象级产品抖音近期低调启动国际化。今日头条将投入上亿美金帮助抖音进军海外市场。

定位为音乐短视频社区的抖音由今日头条孵化,在2016年9月上线。抖音主打年轻、新潮的短视频内容,面向追求时尚个性的年轻群体。

2017年3月起,因为鲜明的产品定位在国内市场缺少竞争对手,抖音开始高速增长。第三方数据机构Questmobile在6月发布的报告显示,抖音已经进入了短视频行业的前十名,在UGC短视频领域排名仅次于快手。

王晓蔚表示,目前抖音VV已经超过10亿,还在持续高速增长。“在国内市场已无有力挑战者的情况下,抖音寻求海外增长在情理之中。”

公开资料显示,抖音出海是今日头条过去10个月间推进全球化战略的第四个重大举动。

2016年10月,今日头条出资2500万美元投资印度最大的新闻聚合平台 Dailyhunt。

2016年底,业内人士透露,今日头条控股了印尼的移动互联网明星项目——新闻推荐阅读平台 "BABE"。

2017年2月份, 今日头条高级副总裁柳甄向外界确认,今日头条全资收购北美知名短视频社区Flipagram。“今日头条不仅要做一家民族的企业,更要做一家面向全世界的企业;不只要为中国人传播资讯,还要向更多的人、在更广阔的区域发挥更大的影响力。”柳甄说。

但今日头条收购Flipagram绝非柳甄所说的“不仅要做一家民族的企业,更要做一家面向全世界的企业”这么简单。Flipagram在北美主要竞争对手,是一群中国人开发和运营,于2014年上线的短视频应用Musical.ly。Flipagram和Musical.ly类似,都是主打音乐短视频社区,产品逻辑和目标用户大同小异。

据一位资深投资人分析:今日头条收购Flipagram的动机之一,就是狙击Musical.ly,到后者的腹地去给对方制造麻烦,防止这款在北美起步的产品转而回到中国国内争夺市场。

2017年3月份, Musical.ly “出口转内销”,发布了自己的中国版。但这个时候,它的竞争对手是抖音——今日头条孵化的一款本土产品。而经过5年的发展,今日头条已经和QQ、微信、手百一样,成为中国互联网的流量大鳄。上述投资人说,所以此时抖音的出海,是今日头条狙击Musical.ly的延续。

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