经济时报: 中国APP是如何打入印度小城镇的

How Chinese apps are making inroads in Indian small towns

中国APP是如何打入印度小城镇的

 

After selling a company he cofounded to Alibaba in 2013, Sichuan-born Forrest Chen wanted to look beyond China for his next venture. India was one of the countries on his list of potential markets, which included the US, the UK, Indonesia and Thailand.

在2013年将自己与他人共同创立的一家公司卖给阿里巴巴之后，出生于四川的Forrest Chen(陈彧堃)想要放眼中国以外，寻找下一个投资机会。印度是他列出的潜在市场之一，此外还包括美国、英国、印尼和泰国。

“We launched NewsDog in the US in 2015 and got 10,000 users but realised soon that retention was bad because of so much competition,” said Chen, CEO of NewsDog. “That is when we decided to come to India, since the number of (digital) media houses here were fewer and people were still using traditional media.”

NewsDog首席执行官陈彧堃说到：“2015年，我们在美国推出了NewsDog，拥有1万名用户，但很快意识到由于竞争激烈，用户留存率很低。那时我们就决定进军印度，因为这里的数字媒体公司很少，人们仍然在使用传统媒体。”

After launching here in 2016, first in English, NewsDog has expanded to 10 Indian languages and has 18 million monthly active users, making it one of the top news apps in the country.

NewsDog于2016年在印度上线，最早是英语版，现在已经扩展到10种印度语言，每月拥有1800万活跃用户，成为印度最热门的新闻应用之一。

A slew of Chinese companies and entrepreneurs has quickly moved to launch mobile applications directly in India to capture the rapidly swelling next generation of internet users—a demographic global and Indian internet companies too are chasing.

很多中国公司和企业家已迅速行动，直接在印度推出移动应用程序，以吸引迅速壮大的下一代互联网用户。这也是全球和印度互联网公司追逐的目标。

Several of these Chinese apps have catapulted to the top in India across categories such as entertainment (Tik Tok, Vigo Video), news (UC News, NewsDog), shopping (Club Factory, Shein), as well as browsers and data sharing (UC Browser, Shareit).

其中几款中国应用已经在印度娱乐(Tik Tok, Vigo Video)、新闻(UC news, NewsDog)、购物(Club Factory, Shein)以及浏览器和数据共享(UC Browser, Shareit)等领域跃居榜首。

“China has seen maturity of content apps that are consumed widely there. With (many) Indians just waking up to digital content on their mobile phones, the Chinese have a head start to port their apps to India,” said Sreedhar Prasad, partner and head for internet business and ecommerce at KPMG India.

毕马威印度互联网业务和电商主管兼合伙人斯里达•普拉萨德(Sreedhar Prasad)表示：“中国广泛使用的内容应用已经成熟。很多印度人才刚刚意识到手机应用程序这一商机，中国人已经抢先把他们的应用程序移植到印度” 

“Especially in tier 2 cities and beyond, the use of apps that let consumers make short videos or edit images simply and share them is catching on fast. Many of the Chinese apps have been able to cater to this,” he added.

“特别是在二线城市和其他小城镇，供消费者制作短视频或编辑图片并分享的应用程序正在迅速流行起来。许多中国的应用程序都能满足这一需求。”他补充到。

Of course, this would not have been possible without high-speed data connectivity and smartphones becoming more accessible to millions of Indians than ever before. The number of internet users in India is expected to increase to about 500 million this year from about 481 million in December, according to a report in March by the Internet and Mobile Association of India and consultancy firm Kantar IMRB.

当然，如果没有高速数据连接以及智能手机在数百万印度人中普及的话，这就不可能实现。根据印度互联网和移动协会三月份的报告以及咨询公司Kantar IMRB的一份报告，今年印度的互联网用户数量预计将从12月的4.81亿增长到大约5亿。

Chinese app company ByteDance has launched Tik Tok (over 1 million Android installations) and Vigo Video (over 5 million Android installations) in India to let users upload short videos. Other Chinese apps in the same space such as Kwai are also raking up millions of users in India.

中国应用程序公司“字节跳动”已经在印度推出了“抖音”(超过100万安卓安装)和“火山小视频”(超过500万安卓安装)，供用户上传短视频。同样领域的其他中国应用，比如“快手”，也在印度吸引了数百万用户。

For these Chinese companies, the attraction of a large market, several untapped use-cases for non-metro consumers, and a growing internet base are good enough to place big bets in India.

对这些中国公司来说，一个庞大的市场、几个尚未开发的非大都市用户以及不断增长的互联网基础的足以让它们在印度押下重注。

Chen said it was the growing internet phenomenon and a lack of disruption by traditional media that attracted him to the Indian market.

NewsDog首席执行官陈彧堃表示，吸引他进入印度市场的原因在于互联网日益普及，以及传统媒体未受颠覆。

“When I went to rural places around Gurgaon with my COO Yi Ma, we found that a lot of people have smartphones and they use it very regularly.

“当我和首席运营官马毅（音译）一起去古尔冈周围的农村时，我们发现很多人都有智能手机，而且他们经常使用。”

However, they are still reading newspapers. That’s when we realised there is a gap, which we are trying to fill,” Chen said.

“然而，他们仍然还在看报纸。这时我们意识到有一个缺口，我们正试图填补”。陈彧堃说到。

Some of these Chinese apps, though, host content some would consider objectionable, and experts say these platforms cannot sustain solely on such material. TikTok was temporarily banned in Indonesia last month due to inappropriate content shared on the app. A highprofile Chinese investor, who did not want to be identified, said these apps may have only a short shelf life in India.

不过，这些中国应用程序中的部分内容会令一些人反感，专家表示，这些平台不能仅靠这些内容就能维持。“抖音”上个月在印尼被暂时禁用，原因是该应用程序上共享的内容不当。一位不愿具名的高调中国投资者表示，此类应用程序在印度可能只有很短的适用期。

“We have faced some criticism over the content, and we understand that such content harms us,” Chen said. “We are trying to cut it out using artificial intelligence.” Chinese ecommerce apps such as Club Factory and Shein are also seeing thousands of orders daily from India.

陈彧堃表示：“我们的内容遇到了一些批评，我们知道这也会对我们自己有损。我们正试图用人工智能将其剔除。Club Factory和Shein等中国电商应用程序每天也收到数千份来自印度的订单。

For Club Factory, 35 million of its 70 million global customers are from India. “Our focus is towards a value-based customer, which by default includes tier 2 and 3 cities,” Ashwin Rastogi, country head for the ecommerce app, told ET in an interaction last month.

就Club Factory而言，其7000万全球客户中有3500万来自印度。该电商应用程序的地区主管阿什温•拉斯托吉在上月的一次互动中告诉经济时报：“我们的重点是面向基于价值的客户，默认包括来自二三线城市客户”。

Club Factory is the eighth most used shopping app on Android phones in India in terms of monthly active users, according to App Annie. The company has roped in Bollywood actor Ranveer Singh and Miss World Manushi Chillar for its TV commercials, its first globally.

根据App Annie的数据，按月活跃用户数计算，Club Factory是印度安卓手机上的第八大购物应用。该公司已聘请宝莱坞演员兰维尔•辛格和世界小姐马努希·奇希拉(Miss Manushi Chillar)为其代言电视广告，这是该公司在全球范围内的首个广告。

“These Chinese ecommerce apps have invested on ads through social media to target customers, and since many of their products are cheap, under Rs 1,000, a customer is likely to place an order without the risk of losing too much money,” Prasad said.

毕马威印度互联网业务和电商主管兼合伙人斯里达•普拉萨德表示:“这些中国电商应用通过社交媒体投放广告获取客户。由于它们的很多产品都很便宜，不到1000卢比，客户很有可能下单，因为不会损失多少钱。”

Alibaba’s UC Browser has crossed 130 million monthly active users in India, catering mainly to non-metro consumers. Its users in India constitute 30% of its 430 million monthly active users globally.

阿里巴巴的UC浏览器在印度的月活跃用户已超过1.3亿，主要面向非大都市用户。其印度用户占其每月全球4.3亿活跃用户的30%。

Damon Xi, general manager for India and Indonesia, UCWeb, said UC Browser focuses on non-metro users and UC News on users in metro cities.

UC浏览器负责印度和印尼业务的总经理Damon xi表示，UC浏览器主要关注非大都市用户，而UC新闻则关注大都市用户。

“We provided data compression technology to make browsing and downloading faster for the users. For instance, there were regions in India where internet connectivity was still improving. In such regions, UC Browser’s data compression technology becomes a great help,” he said.

“我们提供数据压缩技术，使用户浏览和下载的速度更快。例如，在印度一些地区，互联网连接仍在改善。在这些地区，UC浏览器的数据压缩技术成为了一项重大帮助。”他说到。

For several lending startups from China, India seemed a green pasture after business dried up at home following a crackdown by Chinese authorities on pay-day lending. ET reported earlier this year how several lending startups such as WeCash and FinUp were setting up operations in India.

对于几家来自中国的借贷初创企业来说，在中国当局打击发薪日贷款之后，其国内业务枯竭，印度对它们来说似乎是一片绿洲。在今年早些时候，经济时报报道了几家借贷初创公司，比如闪银（WeCash）和凡普金科（FinUp）是如何在印度建立业务的。

WeCash’s Asia-Pacific head, James Chan, told ET in a previous interaction that the company— with its deep understanding of the lending business based on the “missing middle, new-to-credit, subprime borrowers in China”— saw significant market opportunity in India.

WeCash亚太区主管James Chan在之前的一次互动中告诉经济时报，该公司在印度看到了巨大的市场机遇。

“India and China are similar, and with data and mobile penetration in the country, it is natural to attract Chinese entrepreneurs,” said K Ganesh, partner at entrepreneurship platform GrowthStory.

创业平台GrowthStory的合伙人K Ganesh称:“印度和中国的情况类似，凭借印度的数据和手机普及率，自然能吸引中国企业家。”

However, challenges abound for these Chinese companies in India, especially in traversing the gamut of languages while also dealing with a regulatory shadow over data security concerns. NewsDog’s Chen said many Chinese entrepreneurs realise the difficulties in entering the India market.

然而，这些中国企业在印度面临着诸多挑战，尤其是在跨越语言领域的同时，还要应对数据安全担忧带来的监管阴影。NewsDog的陈彧堃表示，很多中国企业家都意识到进入印度市场的困难。

“There is no wave,” the Chinese investor quoted earlier said. “Only those Chinese companies who have a lot of money can come to India for business.”

这位中国投资者早些时候曾表示:“只有那些有足够资本的中国公司才能在印度发展业务。”

The proposals of the draft ecommerce policy and the draft data protection bill, if implemented, could also prove troublesome for these Chinese entrepreneurs chasing markets in India.

如果电商政策草案和数据保护法案草案的提议得以实施，对于那些在印度追逐市场的中国企业家来说，可能也会带来麻烦。

“(Data) localisation will have a definite impact on Chinese firms,” said Sunil Abraham, head of the Centre for Internet and Society think-tank. The data localization rule requires internet companies, fintech companies in particular, to store all their data only within India.

“(数据)本地化势必将对中国企业产生影响，”智库互联网和社会中心主任苏尼尔•亚伯拉罕表示。数据本地化规则要求互联网公司，尤其是金融科技公司，只能在印度境内存储所有数据。

Sandy Shen, research director at technology researcher Gartner, said India’s data localisation rule could increase the cost of doing business, as services providers would “need to have multiple hosting relations and take additional steps to consolidate data.”

科技研究机构高德纳的研究总监Sandy Shen表示，印度的数据本地化规则可能会增加企业成本，因为服务提供商需要拥有多个托管关系，并采取额外步骤整合数据”。

Chinese app makers have had to face tougher hurdles in India. Last year, the Indian Ministry of Defence ordered the Armed Forces to uninstall 42 Chinese apps that it had classified as spyware. Among these apps were UC Browser, UC News, NewsDog, Shareit, Weibo, WeChat, and NewsDog.

在印度，中国应用程序制造商不得不面临更大的障碍。去年，印度国防部命令军方卸载42个中国应用程序，并将其列为间谍软件，其中有UC浏览器、UC新闻、NewsDog、茄子快传、新浪微博、微信。

Smartphone Xiaomi, with which NewsDog has partnered for sharing content, asked the company to prove that its data was not being shared outside India. “Xiaomi were worried about our name on the list. We proved to them that all our data (from India) is (stored) only in Mumbai,” Chen told ET.

NewsDog与之合作共享内容的智能手机小米要求该公司证明其数据没有在印度境外共享。“小米担心我们上榜了，我们已经向其证明我们所有来自印度的数据都只存储在孟买。”陈彧堃告诉经济时报。

Also, late last year, Google temporarily removed UC Browser from its app store after the app came under the Indian government’s radar for reportedly sending data to its servers in China.

此外，去年年底，谷歌在其应用程序商店中暂时撤下了UC浏览器。此前印度政服曾报道，该应用程序因向其中国服务器发送数据而受到印度政服的监视。

 

印度经济时报读者评论：

来源：三泰虎 http://www.santaihu.com/45800.html  译者：Jessica.Wu

外文：https://economictimes.indiatimes.com/tech/software/how-chinese-apps-are-making-inroads-in-indian-small-towns/articleshow/65347070.cms

 

RAJKISHORE HOTA

1. ALIBABA,SICHUN- BORN FORREST CHEN FOR THE NEXT VENTURE 2.INDIA WAS ONE OF THE COUNTRIES ON HIS LIST , OTHERS INCLUDED US,UK,INDONESIA,THAILAND 3.HOOKED TO MOBILE INTERNET INDIAN SPENT NEARLY 150 BILLION HOURS ON ANDROID PHONES BETWEEN 2014 TO 16 4.INDIANS DOWN LOADED OVER 6 BILLION APPS ON GOOGLE PLAY STORE 5.INDIAN SPEND 28 HOURS ON MOBILE PHONES PER WEEK AS COMPARED TO 4 HRS ON T.V. &2 HOURS ON PRINT 6. MOBILE DATA USAGE IN INDIA JUMPED 114% Y-O-Y TO 2360 BETA BYTES AND AVERAGE CONSUMPTION USE IN 4G BROAD BAND VENTUING 11 GIGABYTE PER MEMBER 7. INTERNET USAGE IN INDIA 481 MILLION INTERNET USERS IN INDIA 8.70% OF THE INTERNET USERS CONSUMERS INDIC CONTENTS 9.68%OF USAGE IS FOR ENTERTAINMENT,ANDROIDVIDEO 10.3 CHINESE APPS AMONG TOP FIVE 1.ALIBABA''S TIK TOK(MUSIC) 2.BYTE DANCE''S TIK TOK SHARE IT 11.OTHER 50 ARE CLUB FACTORY VIGO VIDEO TENCET 12.TOP CHARTS FOR NEWS APPS INCLUDE NEWS DOG & US NEWS 13.TOP CHINESE SHOPPING APPS IN INDIA ALIBABA''S ALI EXPRESS 14.CLUB FACTORY BROKE CHAT THE TOP 10 15.XIAOMI''S MI ETOME IS ALSO WITH IN 10.

出生于四川的Forrest Chen(陈彧堃)想要放眼中国以外，寻找下一个投资机会;印度是他名单上的国家之一，其他国家包括美国、英国、印度尼西亚、泰国。2014至2016年间，印度人在安卓手机上花费了近1500亿小时。印度人在谷歌游戏商店上下载了超过60亿个应用程序。印度人每周花28小时玩手机，4小时看电视，2小时打字。印度的移动数据使用量增长了114%，达到2360个BETA字节，4G宽带用户平均使用110亿字节。印度网民人数4.81亿，其中70%的用户关注印度语内容，68%关注娱乐内容，安卓视频。中国app位居前五名，抖音、SHARE IT等。其他还有CLUB FACTORY、火山小视频、腾讯等。新闻应用的排行榜包括NEWS DOG & UC 新闻等。印度购物app居首的是阿里巴巴旗下的全球速卖通。CLUB FACTORY 和小米的MI ETOME也在进入前10。

 

Ss Aa

India should stop these chinese cos as US has done by huge duties.

印度应该阻止这些中国企业，就像美国通过征收高额关税那样。

 

Sharad K

You pick up any chinese equipment like modem, phone, switches etc its designed to send data to chinese servers. I have a chinese CCTv which automatically exposes feed by inserting public ip addresses in modem !!

任何中国设备，如调制解调器、电话、交换机等，这些设备都是为向中国服务器发送数据而设计的。我能受到一个中国中央电视台，在调制解调器输入公共IP地址会自动曝光传输信号!!

 

Raja Paul

Dont blame the chinese for making inroads.We dont have any indian app making companies who can create similar apps

不要怪中国人入侵。我们没有任何印度应用程序公司可以创造类似的应用程序。

 

Aditya Sinha

Exactly i was going to say same. Rarely I have encountered any Indian app in my smartphone. If I am not wrong Paytm, Practo are only two apps made in India. Despite being software giant it is shameful we are not able to make good quality apps or games.

我也这么认为的。我很少在智能手机上看到印度app。如果我没记错的话，Paytm, Practo是印度唯一的两款应用。尽管我们是软件巨头，但我们不能创造出高质量的应用程序或游戏，这是可耻的。

 

P S G

What you both said is absolutely true. Maybe its because Indian IT companies are only dollar and euro hungry, going behind western clients and neglecting Indian needs

你们俩说的完全正确。或许是因为印度IT公司只想赚美元和欧元，寻求西方客户，而忽视了印度的需求。