Growing Your Apps Successfully in China
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China is the market which gets investor attention when you raise money. Why is China the market to be at right now? What are the steps to take on the path to a successful launch and impact there? Who is your competition and what to be careful about? Mobvista provides you with the solutions and consult.
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Growing Your Apps Successfully in China
- 1. Growing Your Apps Successfully in China Ilya Gitlin Senior Business Development Manager Mobvista
- 3. Agenda 01 China? Hmmm..I’ll look into it in a quarter or two 02 Ok ok, I’m sold on China as a geo! now what? 03 Why - Mobvista XploreChina Solution
- 4. PART 1 Every market has it’s merits
- 5. WORTH of In-App Purchases in China The revenue of in-app purchase in 2018 has reached $40 billion in China Source: App Annie
- 6. CHINA accounts for HALF of the global downloads and 40% of the global revenue. CHINA’S APP PURCHASE SHARE App purchases globally reached 101 billion USD in 2018, 40% of which came from China. Source: App Annie
- 7. Fragmented Android Markets Over 30 Major Android App Stores 72.23% TOP 5 Android App Store Source: App in China
- 8. Source: Gamefinery.com There were 598 million mobile gamers in 2018, and 239 million (40%) of them spend money in games. The number of mobile gamers is projected to reach 728 million in 2023. 95% of gamers in China play mobile games.
- 9. Source: Gamefinery.com In Q4 of 2017, the average mobile internet user had 40 apps installed on their phone The average mobile internet user spent 4.2 hours a day using apps each day
- 10. Source: Gamefinery.com As many as 691 million Chinese civilians were mobile gaming users as of June 2019, which increased from 621 million in December 2018 when Chinese authorities loosened approval on new games.
- 11. Source: Gamefinery.com Further, foreign games were 60% of China’s revenue in 2018.
- 13. PART 2 Ok ok, I’m sold on China as a geo! now what?
- 14. 3 Main App Monetization Approaches In-App Purchase Often used in games Unpaid Income (ads, corporation, etc.) Can be used in most apps Paid Subscription Often used in utilities/mini-games
- 15. Differences in Monetization Approaches • Relatively expensive: $10+/week, $15+/month, $50+/year; • Renews automatically. • Some products offer small discounts with low frequency. • Lacks social attributes. • Focuses on the key function; • Fewer sources of income. Paid Subscription Free App Ads In-App Purchase • Relatively affordable: $0.70+/week, $2+/month, $15+/year; • Reminds user before next payment. • Offers big discounts with high frequency; • Strong social attributes. • Building a user-based ecosystem; • Various sources of income. Overseas China
- 17. Most players pay impulsively Basic Level : To Meet the Need for Convenience Countdown The fear of missing out can push users to make the decision to purchase. Instant Consumption • Pop up purchase site instantly to stimulate impulsive consumption. • Provide 30% discount Purchases for extra lives, energy, etc. ↑
- 18. Pay to be better than others Mid-Level: Meet the Need for Social Comparison Social Connection Showing the effect of paid tools/features to friends and others (e.g. by becoming more good looking or more powerful). Purchase for tools，skins and weapons ↑
- 19. “Whale” players in China are willing to pay more in order to stand out from the majority Top Level：Meet the Need for Self-Supremacy Source: Game Analytics High spenders from China spend more than the rest of the world 6.3 USD 9.9 USD 8.9 USD7.3 USD 8.1 USD 8.0 USD Premium Naming and Packages “Essential for the hard-core players” “Exclusive to the top players” Top Up Ranks, Collections Sharing Enable the Whales to show their rare and valuable tools collections. Outstanding Visual Differences Using badges or other symbols to make the Whales stand out more.
- 20. Chinese users always prefer great discounts, and game developers are keen on all kinds of promotional activities. Any Amount Top Up Get users to pay for the first time Lucky Draw Spend little, Win big Buy 1 get X free Get users to keep paying for the game Diamond Package Get users to buy more, suitable for tools that are consumed quickly % Discount Attractive for all kinds of users Discount as a Stimulus
- 21. PART 3 Finding the Right Strategy - Media
- 22. I’m convinced I should invest in China – Why not do this in house? I have an excellent media team!
- 23. A recipe for an Omelet: Ingredients 3 eggs, warmed in hot water for 5 minutes Pinch salt 1 teaspoon room temperature butter, plus 1/2 teaspoon for finishing omelet 1/2 teaspoon fresh chopped chives 1. Crack the warm eggs into a bowl, add salt and blend with a fork. Heat a 10-inch nonstick aluminum pan over medium-high heat. Once the pan is hot, add the butter and brush around the surface of the pan. Pour the eggs into the center of the pan and stir vigorously with a rubber spatula for 5 seconds. As soon as a semi-solid mass begins to form, lift the pan and move it around until the excess liquid pours off into the pan. Using your spatula, move it around the edge of the egg mixture to help shape into a round and loosen the edge. Let the omelet sit in the pan for 10 seconds without touching. 2. Shake the pan to loosen from the pan. Lift up the far edge of the pan and snap it back toward you. Using your spatula, fold over one-third of the omelet. Slide the omelet onto a plate and fold over so that the omelet is a tri-fold. Coat with the remaining butter and sprinkle with the chives. Serve immediately.
- 24. A recipe for an Omelet: 用料 鸡蛋 2-3个火腿丁 适量洋葱小丁 适量胡萝卜丝 适量香菇丁 适量熟玉米粒和青豆粒 适量芝士粉 适量芝士片 适量黄油 适量 做法步骤 步骤 1 把鸡蛋打散，食材切丁，黄油和芝士准备好 步骤 2 大火热锅 锅热后关小火 黄油入锅化开 依次倒入洋葱小丁 胡萝卜丁 翻炒 出香味之后 再倒入火腿丁，翻炒后再倒入玉米粒和青豆少许,注意全程用小火 步骤 3 翻炒到八成熟之后将食材平铺在锅内 、倒入准备好的蛋液均匀包裹所有的食材，注 意一直用小火！蛋液少有凝固之时均匀撒入芝士粉或者芝士片撕碎撒进去，等蛋液八 成凝固的时候用铲子将蛋饼卷起，注意不要戳破蛋皮哦 步骤 4 盛出，撒黑胡椒粉，切成段 开吃！
- 25. VS
- 26. Ocean Engine Ocean Engine Ocean Engine Source: QuestMobile
- 27. Ocean Engine provides integrated digital marketing solutions Ocean Engine An intelligent platform for content creation and social interaction
- 28. • Pop-up after 12s Support Like, Comment, Share iOS: traffic to App Store page Android: direct download App Download One click to download in the video. Extremely effective for game promotion App Download Download page Ocean Engine In-Feed Ads In-Feed Ads
- 32. Download Ranks - iPhone - China - Jun 1 - Jun 11, 2019 Mobvista Diagnosis Given the Japanese pixel visual style of the game, the key to success is to target certain groups of players who love Japanese animation culture, as they are more likely to resonate with this game. RPG Game It is an RPG game built in lovely pixel visual style, and players choose different heroes to battle enemies. Objectives: increase user acquisition and ROI -23% CPI 15%+ Day5 ROI RPG - No.300 No.70 Games - No.1000 No.280 Japanese Animation Fans Targeting Top media that covers the highest numbers of Japanese ACGN fans and young mobile users with an advanced advertising algorithm. Installed users Lookalike expansion Analyze user data to acquire user labels Based on previous similar game targeting experiences
- 33. PART 4 Mobvista’s XploreChina Solution
- 34. One stop shop for your business: 1. Legal. 2. Creativ e. 3. Strateg y. 4. Manage ment
- 35. Boost Your Marketing Efforts with Our Expertise Certified official partner of all key Chinese media platforms Mobvista is an authorized ad service provider to all of China’s top media channels. In-house team of top media marketing experts Our China-based media buying teams are some of the leading experts in the Chinese media landscape. Global support with local execution Mobvista offers global campaign support from our network of local offices alongside our comprehensive team of experts based in China, delivering marketing plans that are tailored to your needs.
- 36. Comprehensive reporting system that integrates data across all top media and turns them into actionable insights Enhanced Data Readability & Accessibility Accelerated Efficiency Smart Customizable Dashboard China Top Media Marketing Platform 01Report Dashboard Features Designed to Drive Growth
- 37. Create Resonance with Japanese Animation Fans Hundreds of characters, choosing the best character combination to fight Game Features Analysis Player Preferences Characters with lovely & cute appearance, dress in finery and owns powerful weapons Popular Elements Add-in funny narration, popular background music and other trendy elements RPG Game Creative Strategy Choosing characters that look more powerful (swords, bow & arrows, etc.) Show exciting gameplay and add-in funny narration
- 38. Music App Several music titles and instrument-simulating games relying on subscription income Objective: increase number of subscriptions Mobvista Diagnosis There are huge differences between Chinese and overseas subscription behaviors. We provided professional subscription page modification suggestions, which lead to huge increases in terms of advertising performance. Download Ranks boosted (from one of the game). -27% CPS Subscription Page Modification Install + Subscription Conversion Target Setting Define and target Subscribe usersShort video media that is excellent for music games advertising Find the differences between install and subscription users to increase targeting effectiveness Install – increase user acquisition Subscription – balance CPS Provide guidelines on how to modify your page to increase subscription rates and avoid media policy limitations Lower cost per subscription
- 39. What we’ve learned Huge market – Make an impact Localize Strategy Communication Long-term Investment
- 40. Mobvista’s “Xplore China” helped us expand our market share successfully and build up our popularity in the Chinese market which has so much potential but also many challenges. We always enjoy working with this knowledgeable and flexible team! Nir Pochter Co-Founder & CMO of Lightricks
Editor's Notes
- First is about Mobvista. our main business includes mobile advertising and mobile analytics. Currently we are listed in Hong Kong Stock Exchange market, and we have 14 offices across the globe.
- The revenue of in-app purchase in China in 2018 has reached 40 billion usd. China accounted for almost 40 percent of the $101 billion consumers spent on apps worldwide through paid downloads, in-app purchases and in-app subscriptions last year.
- China accounted for almost 40 percent of the $101 billion consumers spent on apps worldwide through paid downloads, in-app purchases and in-app subscriptions last year.
- First is the absence of Google Store. The Android market is fragmented, there are more than 30 Android stores in China. The good news is the market is dominated by top 5 android markets in China, which are My app, Huawei App Market, Oppo Software Store, 360 Mobile Assistant, Baidu Mobile Assistant.
- So here comes the question, now we have a mixed feeling about Chinese market, we see the potential and we see the challenges, what are the things we can do to make your marketing activities more successful? I would like to share in 2 aspects.
- First is Monetization Strategy. There are 3 main app monetization approaches, which are in-app purchase, subscription, and unpaid income, including income from ads.
- Here we have a brief comparison between China and overseas market. For Paid Subscription, the difference mainly lies in the price. China’s subscription price is much lower than overseas apps, for example, if you subscribe to iQiyi, which is similar to Nextflix, the monthly fee is 20 RMB, which is $3, while Netflix’s basic monthly subscription is $9. As for in-app purchases, overseas products offer much less discount compared to games in China. Also, most of the games in China are featured with social function. For Apps that are completely free, most of the apps rely heavily on ads. However in China, companies in China build user-base ecosystem, such as building a community, providing added value services and sell commodities to achieve various income source.
- We’ll go into a bit more details about in-app purchases.
- First is basic level, usually used by casual games, the users are stopped in the middle of the game and they see an pop-up for 30% discount purchase with an affordable amount, (as little as 1RMB) or they see the count-down and rush to pay in order to keep the game progress. In China market, due to the large market, the economy of scale makes it very profitable.
- As for the middle level, the gamer seeks recognition or admiration through the games when they get a very good-looking skin or when they get a very good weapon. People also like to play with friends so social connection with Wechat and QQ and Weibo login are important in Games.
- For the top level, usually the players in china are willing to pay more in order to stand out of the majority, according to Game Analytics, the high spenders in China has an ARPU of 9.9 USD, which is 12% higher than the rest of the world.
- Last but not least, the discount that works everywhere including in China. And it works extremely well in China. There are various ways of offering discounts, like Get premium package just with any amount of top up, buy 100 diamonds get 100 diamonds free, special package price and lucky draw.
- The 2nd part of Strategy for China market, we want to discuss a bit about the media environment in China. When you think about any UA strategy, it’s important to know your KPI and know the platforms before moving to the next step.
- The 2nd part of Strategy for China market, we want to discuss a bit about the media environment in China. When you think about any UA strategy, it’s important to know your KPI and know the platforms before moving to the next step.
- The market in China is actually very simple. Regardless of countless local apps and platforms, most of the apps are owned by 4 top companies in China, thus you can get reach to pretty much most of the Chinese audience utilizing these platforms. Baidu, Tencent, Alibaba and Ocean Engine takes 77% of the users’ mobile usage time in China. And when we talk about the top performance platforms, actually it’s the same platforms regardless of popularity or ROI performance.
- The media that is most popular and has highest ROI these days is Ocean Engine, they have various popular apps including Douyin, which is the Chinese version of Tiktok.
- App Download feature is most commonly used for games. However, we suggest using an agency to help you manage the ads as the platform is only available in Chinese and an experience agency help you get a better outcome.
- As for Tencent, it’s the biggest social media platform in china, which owns two biggest messenger apps, QQ and Wechat， both apps have more than 800 million DAU.
- Baidu covers more than 70% of the search request in China and it’s suitable for utility and education apps besides games.
- As for Weibo, it has more than 172 million DAU and 80% of the users are under 30. We use it to follow our stars and popular contents, thus apps that have IP and strong fan-following effect tend to perform well on the platform.
- Last but not least, I would like to quickly go over what supports we can provide as your best partner in China market.
- Last but not least, I would like to quickly go over what supports we can provide as your best partner in China market.
- campaign 主