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中国泛互联网企业迎来“大航海时代”

2017-08-22 07:00:30   中国经济网

航海途中当心暗礁风浪

海外市场有金矿,也有暗礁和风浪。

优步在国外市场优势明显,在中国却久耕未果,最终退出中国市场,成为互联网企业出海“水土不服”的经典案例。本土化运营不力是优步未能打开中国市场的重要原因之一,在中国消费者早已习惯了通过客服电话做服务沟通的情况下,优步坚持用户投诉只能通过发邮件的方式,备受中国用户诟病。有用户吐槽:“优步强调客户不懂产品,那我只能说优步不懂中国。”

“出海过程中,复制不会产生优势,要做好本土化运营。”戴自更表示,企业还要考虑到宗教、政策、法律等方面的风险。“从2016年至今,进入‘一带一路’相关国家的中国互联网企业数量从冲高到大幅回落。问题出在哪里?我认为,是因为一些创业公司只求简单复制,没有做好本地化运营。去年,很多创业者出海做直播平台,被当地政府警告。”

吴世春认为,团队本土化是规避风险的有效路径之一,“如果团队中全用中国人,不了解当地市场,就很容易垮掉,所以最好组建‘中外混血’团队。我们在伊朗投的‘支付宝’项目,就是找到了在当地很有资源优势的创业者作为合作伙伴”。

软性因素之外,硬件设施也是互联网企业出海成败的重要因素。一下科技打造了秒拍、小咖秀、一直播等爆款互联网产品,深受国内用户喜爱,但是其出海之路却一直颇为不顺。公司创始人韩坤表示,公司曾经想把秒拍产品和其他相应视频产品复制到国外去,但发现结果大不一样。“很多国家的网络环境和中国相比差距大,比如在东南亚,市场竞争激烈程度比较小,但是网络条件不好,视频播放非常不流畅,连续观看体验很差,用户也就不认可。”(经济日报·中国经济网记者 袁 勇)

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