Data and tech key for Chinese apps abroad

Accurate data and cutting-edge technologies will be for Chinese applications to succeed in overseas markets, according to industry insiders.

"Chinese companies should consider data accuracy, the richness of data platforms, customer-based independency as well as privacy and security as critical elements when they promote their apps abroad," said Oren Kaniel, co-founder and CEO of AppsFlyer, a mobile marketing platform.

He said that no company can do all four strategies by themselves in the highly competitive mobile market, so should therefore use third-party platforms where appropriate.

Wang Jialiang, founder and CEO of TouchPal, an emerging Chinese mobile marketing company, agreed, saying that companies should use data to understand human nature and then improve their apps.

"Though different countries have different cultures, human nature is universal. To find human nature is to leverage the data model to accurately find potential users," he said.

"That's why we vow to deploy fitness apps in Northern America, as we found that people there have a stronger-than-expected demand of keeping fit," he said.

They made the remarks at the 2019 Mobile Attribution & Marketing Analytics, or MAMA, a leading mobile marketing conference held by AppsFlyer that gathers scholars and business leaders.

Xue Zhaofeng, an economist at Peking University, said it is good that technology helps to solve problems but when it comes to business, companies should also consider humanity, policy, benefit and morality.

As China's demographic dividend is disappearing gradually, an increasing number of Chinese firms are seeking opportunities in global markets.

They are experiencing success in emerging markets and have gained momentum in emerging economies, with their user bases expanding significantly in industries like social media and entertainment.

Wang Wei, president of AppsFlyer China, said that one of the latest changes for apps abroad is that utility apps have been installed less and less over the three years.

"On the contrary, photography, shopping and entertainment apps have emerged to be installed more than other types of apps in overseas markets," he said.