中国App出海迎全球化考验 赢得国际青睐注重平衡受益风险

China's App Going to Sea to Meet the Test of Globalization, Winning International Favour and

本报驻美国、德国特约记者栗子青木本报记者李司坤●陈洋柳玉鹏

Our special correspondent in the United States and Germany, Chestnut Aoki, our correspondent Li Sikun, Chen Yang and Liu Yupeng

印度政府本周宣布禁止在该国使用TikTok等59种中国手机应用（App）引发轩然大波。路透社7月2日报道称，TikTok母公司字节跳动本周将与印度官员进行讨论，寻求澄清对应用程序的禁令。中国科技企业在海外的开拓令越来越多的中国应用赢得国际消费者的青睐，也意味着将更多的利益比重倾斜于海外市场。近期的风波提醒中国企业，全球化带来的受益和风险并存。

This week, the Indian government announced a ban on the use of 59 Chinese mobile phone applications (App) such as TikTok in the country, causing quite a stir. Reuters reported on July 2 that TikTok's parent company ByteDance will hold discussions with Indian officials this week to seek clarification of the ban on applications. The development of Chinese science and technology enterprises overseas has made more and more Chinese applications win the favor of international consumers, which also means that more interests will be tilted to overseas markets. The recent turmoil reminds Chinese enterprises that the benefits and risks brought by globalization coexist.

购物社交App在美受青睐

Shopping Social App Favored in US

有数据表明，在美国苹果应用商店和谷歌应用商店下载排行榜的前100名中，有25个App来自中国。它们主要集中在社交和购物类。在新冠肺炎疫情期间，这些App的用户数量和收入都有大幅增长。

Statistics show that 25 of the top 100 apps in the download list of Apple App Store and Google App Store in the United States come from China. They are mainly concentrated in social activities and shopping. During the novel coronavirus pneumonia epidemic, the number of users and income of these App increased significantly.

抖音的国际版TikTok自从2016年进入美国市场之后，迅速进入苹果应用商店和谷歌应用商店的下载排行榜前十。现在已经超过YouTube、网飞和Instagram等美国本土热门社交App，荣登应用商店的榜首。截至今年4月底其在全球苹果和安卓应用商店累计下载量超过20亿次，其中美国用户下载量为1.65亿次，约占其总人口的50%，位列全球第三。统计显示，美国用户平均每天打开该软件8次，平均每次使用约5分钟。

Since entering the U.S. Market in 2016, the tremolo international version of TikTok has quickly entered the top 10 download lists of Apple App Store and Google App Store. It has now surpassed popular social apps in the United States such as YouTube, Netflix and Instagram to become the top of the App Store. By the end of April this year, it had downloaded more than 2 billion times in Apple and Android app stores worldwide, of which 165 million times were downloaded by U.S. Users, accounting for about 50% of its total population, ranking third in the world. Statistics show that U.S. Users open the software eight times a day on average, with an average of about 5 minutes each time.

在购物领域，也有很多开发自中国的App被美国人熟知。购物应用SHEIN目前在苹果应用下载排行榜位列第22名。它主要针对女性消费者，定位主要以物美价廉的“快时尚”女装为主，也有一些男装和童装，价格便宜，邮寄迅速。近年来很受美国用户欢迎。阿里旗下的全球速卖通（AliExpress）也是一款很受美国人欢迎的应用，其定位是全品类购物，经常推出优惠活动，凭借价格优势吸引了众多的美国用户。中国跨境电商兰亭集势（LightintheBox)和AliExpress定位相似，以商品种类丰富和价格低廉著称。其中最受欢迎的产品是婚礼相关商品，比如新娘头饰，伴娘服饰等。在美国的中国跨境电商还有销售生活用品、时尚服饰和中国产科技产品的棒谷（Banggood），以及主打手机、耳机、无人飞行器、智能家居等科技产品的电商平台Gearbest。它们在苹果和谷歌应用商店的用户评价都极高。

In the shopping field, many apps developed in China are also well known to Americans. Shopping app SHEIN is currently the 22nd most downloaded app on Apple. It is aimed at female consumers and is positioned primarily as a "fast fashion" collection of inexpensive women's clothing, as well as some men's and children's clothing that can be delivered quickly and cheaply. It has become very popular with American users in recent years. AliExpress, an app owned by Alibaba, is also a popular app among Americans. It is positioned as a full-category shopping app and often offers special deals, attracting many American users with its price advantage. LightintheBox, a cross-border e-commerce company in China, is positioned similarly to AliExpress, known for its wide range of products and low prices. The most popular products are wedding-related items, such as bridal tiaras and bridesmaid dresses. Chinese cross-border e-commerce companies in the United States also sell daily necessities and fashion clothes

日欧偏爱美颜和游戏

Japan and Europe Prefer Beauty and Games

《环球时报》记者观察到，在欧洲的中国手机App近年也呈现“井喷”发展状态。最受欢迎的是社交App，包括TikTok、微信、QQ、快手等。尤其是TikTok，长期保持在地区应用程序下载榜前三的位置。

The Global Times reporter observed that China's mobile phone App in Europe has also shown a "blowout" development in recent years. The most popular are social apps, including TikTok, WeChat, QQ, Quick Hands, etc. TikTok, in particular, has long been in the top three in the regional application download list.

中国电商App也在欧洲收获大量粉丝。国际邮政公司公布的“欧洲电商报告”显示，欧洲跨境包裹中，1/3以上来自中国。家住德国汉堡的大学生汉娜对《环球时报》记者表示，她很喜欢在全球速卖通等中国电商App上购物，主要买些服饰、小电器、手机套、家居装饰、日常用品等。价格大多只有德国实体店价格的几分之一，比德国亚马逊上也便宜许多。另一大背景是，随着中国科技产品在欧洲畅销，其自带App也开始流行。华为、小米、联想、大疆等都在欧洲有专卖店。

In the shopping field, many apps developed in China are also well known to Americans. Shopping app SHEIN is currently the 22nd most downloaded app on Apple. It is aimed at female consumers and is positioned primarily as a "fast fashion" collection of inexpensive women's clothing, as well as some men's and children's clothing that can be delivered quickly and cheaply. It has become very popular with American users in recent years. AliExpress, an app owned by Alibaba, is also a popular app among Americans. It is positioned as a full-category shopping app and often offers special deals, attracting many American users with its price advantage. LightintheBox, a cross-border e-commerce company in China, is positioned similarly to AliExpress, known for its wide range of products and low prices. The most popular products are wedding-related items, such as bridal tiaras and bridesmaid dresses. Chinese cross-border e-commerce companies in the United States also sell daily necessities and fashion clothes

中国的美妆、美颜和游戏类App也在加速出海。日本市场研究机构SHIBUYA109lab今年发布的一项针对15岁-25岁日本女生手机必备App的调查显示，来自中国的美颜拍照应用Ulike是日本女生手机必备App。由于它提供了非常丰富的滤镜，可以对五官和肤色进行调整，能拍出文艺、复古等不同风格的照片，因此受到日本女生的广泛欢迎。中国的游戏App在日本也非常受欢迎。根据日本“电击在线”网站报道，中国手游《荒野行动》多次获得日本应用下载冠军。另一款中国手游《第五人格》在日本也拥有不少拥趸。

In the shopping field, many apps developed in China are also well known to Americans. Shopping app SHEIN is currently the 22nd most downloaded app on Apple. It is aimed at female consumers and is positioned primarily as a "fast fashion" collection of inexpensive women's clothing, as well as some men's and children's clothing that can be delivered quickly and cheaply. It has become very popular with American users in recent years. AliExpress, an app owned by Alibaba, is also a popular app among Americans. It is positioned as a full-category shopping app and often offers special deals, attracting many American users with its price advantage. LightintheBox, a cross-border e-commerce company in China, is positioned similarly to AliExpress, known for its wide range of products and low prices. The most popular products are wedding-related items, such as bridal tiaras and bridesmaid dresses. Chinese cross-border e-commerce companies in the United States also sell daily necessities and fashion clothes

此外，中国的微博在日本也有一定的知名度，很多喜欢中国文化、希望了解中国的日本人会下载微博与中国人交流。日本东洋大学博士生刘鹏瑶告诉《环球时报》记者，“有日本朋友去年腿受伤后常常打车上学，因为日本的打车软件不多，所以她就下载了滴滴打车，感觉非常好用。”

In addition, China's microblogs also have a certain popularity in Japan. Many Japanese who like Chinese culture and want to know about China will download microblogs to communicate with the Chinese. Liu Pengyao, a doctoral student at Japan's Toyo University, told the Global Times, "A Japanese friend often took a taxi to school after his leg was injured last year. Because there were not many taxi-hailing software in Japan, she downloaded Didi Taxi and felt very useful."

重视本地化和全球化

Pay Attention to Localization and Globalization

成都世通研究院执行院长龙兴春告诉《环球时报》记者，中国在互联网产业、电商等领域处于世界领先的地位。中国的市场规模比较大，很多企业做大后有资本运作能力以及经验技术去做国际扩张。中国通信专家项立刚表示，中国公司在海外推广应用时，销售产品相对来说比较容易，但是服务会牵涉到当地法律法规、政策、文化、宗教、民俗民情等问题。要尽可能避开诸如意识形态和宗教等内容，尽可能地把提供产品和服务的过程变得本地化。

In the shopping field, many apps developed in China are also well known to Americans. Shopping app SHEIN is currently the 22nd most downloaded app on Apple. It is aimed at female consumers and is positioned primarily as a "fast fashion" collection of inexpensive women's clothing, as well as some men's and children's clothing that can be delivered quickly and cheaply. It has become very popular with American users in recent years. AliExpress, an app owned by Alibaba, is also a popular app among Americans. It is positioned as a full-category shopping app and often offers special deals, attracting many American users with its price advantage. LightintheBox, a cross-border e-commerce company in China, is positioned similarly to AliExpress, known for its wide range of products and low prices. The most popular products are wedding-related items, such as bridal tiaras and bridesmaid dresses. Chinese cross-border e-commerce companies in the United States also sell daily necessities and fashion clothes

在遭遇印度“禁用令”前，TikTok在美国曾遭遇麻烦。2019年12月，字节跳动因TikTok涉嫌违反美国儿童隐私保护法案遭到起诉。同年TikTok在加州也被提起集体诉讼，理由是将美国个人身份信息转移至中国的服务器。

TikTok had trouble in the United States before encountering India's "ban order". In December 2019, ByteDance was indicted for TikTok's alleged violation of the US Children's Privacy Protection Act. In the same year, TikTok was also sued in California for transferring US personal identity information to Chinese servers.

为加速其全球化进程，字节跳动任命迪士尼前高级副总裁为字节跳动首席运营官兼TikTok全球首席执行官。数据显示，今年以来字节跳动旗下抖音及TikTok一直位居全球移动应用下载榜冠军，一季度共获得3.15亿次下载。根据俄罗斯《商业咨询日报》的报道，专家解释称，随着忠实于此类应用程序的群体的增长，它们将取代熟悉的社交网络的用户。短视频的应用程序正逐渐从市场上挤出传统的社交网络（如脸书和Instagram）。▲

In the shopping field, many apps developed in China are also well known to Americans. Shopping app SHEIN is currently the 22nd most downloaded app on Apple. It is aimed at female consumers and is positioned primarily as a "fast fashion" collection of inexpensive women's clothing, as well as some men's and children's clothing that can be delivered quickly and cheaply. It has become very popular with American users in recent years. AliExpress, an app owned by Alibaba, is also a popular app among Americans. It is positioned as a full-category shopping app and often offers special deals, attracting many American users with its price advantage. LightintheBox, a cross-border e-commerce company in China, is positioned similarly to AliExpress, known for its wide range of products and low prices. The most popular products are wedding-related items, such as bridal tiaras and bridesmaid dresses. Chinese cross-border e-commerce companies in the United States also sell daily necessities and fashion clothes