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sab35807
Apr 12, 2022
In General Discussions
The Japanese market is very unique on a global scale, very closed and difficult to change." Summer, the head of operations for MICO's Japanese market, told "Xiaguangsha". He mentioned that when MICO is working in other markets around the world, it finds that users in many regions are easy to be educated, and the design styles of products in some markets will gradually converge. "For example, Europe and the United States have respected simplicity in recent years. We use a simple design to iterate the interface of MICO, and then push it to the Southeast Asian market. The acceptance of local users is relatively high. But this situation is difficult to happen in Japan. Summer said, "If you look at the live streaming apps in Japan now, you will feel like you've stepped back in time. Users still like the special leads style of stickers and stickers with bright colors. Just like Japanese variety shows, many years have passed, but the style of subtitles and transitions is still the same as before. In 2017, Chinese live broadcast APPs failed to enter Japan for the first time, mostly because the localization was not in place and did not cross the local cultural wall. At the time, 17LIVE was arguably the only successful product. It introduced Japanese capital IVP in 2017, opened a branch in Japan, appointed Ono Yuji as CEO, and quickly built a complete local team. But several other companies, both in product design and operation, were not suitable for this market at first and failed to impress local users. According to the data, Bigo Live has been advertising in Japan since 2017. In 2018, many celebrities such as famous Japanese host, singer Tamura Jun, comedian Yuichiro Nagai, Otani Yahui, and many other stars were invited to settle in, and they continued to make large purchases, but their results in the total income list were still far from 17LIVE and could not shake their status. Today, several major players, including Huanju Group, Music Entertainment Time, and Pure Child City, have established front offices in Japan, opening up the market with the help of Japanese people who are really familiar with the place.
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