從0到全球24億用戶，茄子科技成功出海的祕訣是什麼？

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"嘉賓 | 陳少爲，茄子科技聯合創始人&CTO"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"採訪 | 霍太穩，極客邦科技 CEO"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"編輯 | 劉燕"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"越來越多的中國互聯網企業出海“抱金磚”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"中國互聯網出海的最近一次小高峯在 2015 年形成，伴隨着浩浩蕩蕩的移動互聯網浪潮開啓。彼時，在國內互聯網紅利見頂的態勢下，BAT、字節跳動、華爲、獵豹等互聯網科技公司雄心勃勃地到海外市場展開佈局，成爲出海“掘金”的先行者。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"一些創業公司也競相加入到這股子“航海”行動中來。這一年，剛剛成立的茄子科技（海外 SHAREit Group），瞄準了這波出海的風口，佈局海外市場。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"走出去後，茄子科技在海外一路高歌猛進，短短 2 年時間，茄子科技旗下產品 SHAREit （國內茄子快傳）全球用戶超 12 億，2019 年，SHAREit 全球用戶超 18 億。截止目前，茄子科技產品矩陣全球累計安裝用戶量近 24 億，已成長爲國內出海企業的成功範例。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在這場由極客邦科技 CEO 霍太穩與茄子科技聯合創始人 & CTO 陳少爲的對話中，對於茄子科技出海的成功方法論，對於用戶高增長的祕訣以及背後作支撐的技術力量，陳少爲一一給出了答案。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"embedcomp","attrs":{"type":"video","data":{"id":"373718","name":"對話茄子科技CTO&C位對話（字幕版03）.mp4","poster":"https:\/\/static001.infoq.cn\/resource\/image\/12\/bc\/12dbyybb0e1yy2b2d7b3c4950ae07ebc.jpg","url":"https:\/\/media001.geekbang.org\/50664f9160bc4d32b41ee1040c59c135\/004bdee0f3af4299bd6b89cfbb6ba00a-0feda51fbe899b49dcfe9705b9540af2-sd.m3u8"}}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"中國互聯網企業出海的“隱形巨頭”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"創業初期，茄子科技創始團隊希望打造一款工具型產品，專做設備間傳輸和分享。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但當真正去做時，麻煩卻來了。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"陳少爲回憶起，創始團隊有次去山裏郊遊團建的尷尬經歷，當時大家拍了很多照片，但因爲深山網絡信號差，無法即時互相傳輸。回來後，大家決心解決這個問題。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"最後團隊找到了一個辦法，利用安卓無線網絡建熱點的能力讓兩個手機在沒有任何網絡的情況下，快速連接並進行文件傳輸，結果傳輸速度特別快，比藍牙還要快上百倍不止。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"很快這個功能點就被應用在了 SHAREit 上，新版本發佈後，令陳少爲團隊沒想到的是，市場反饋如此迅速，大量的用戶好評湧來，新增用戶量也蹭蹭地往上漲。陳少爲後來總結，SHAREit 新版本的成功在於命中了用戶的需求，解決了在網絡傳輸速度較差場景下用戶無法正常傳輸、分享內容的痛點。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"“實際上，它起到了網絡基礎設施補足的作用，而什麼市場基礎設施更薄弱，當然是海外新興市場”，陳少爲說，“2015 年，中國的基礎設施建設已相對發達，而其他新興市場正是移動互聯網爆發的時候，我們認識到了這種趨勢，產品也契合海外市場，我們認爲這是巨大的機會，就把業務重心全部轉向了海外，且以新興市場 — 東南亞、南亞、中東、非洲、俄語地區爲主”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"不過萬事開頭難，走出去的第一步並不容易。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"適配就是一個大難題。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"不同於蘋果，安卓手機廠商衆多，且不同廠商會針對手機系統做定製，這導致安卓市場特別分散，手機型號千差萬別，操作系統版本多，升級慢。此外，海外國家多、市場分散，尤其在一些基礎設施建設較差的國家，智能手機設備也相對落後，手機性能差異大。網絡環境、資費、穩定性，數據中心的發達程度亦各有差別，在這種情況下，軟件適配就變得十分困難，尤其針對傳輸軟件，這個問題尤爲突出。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"爲了解決適配問題，陳少爲團隊下了一番苦功夫。“我們發起了海外‘第一場戰役’，花了好幾個月的時間解決優化機型適配的問題，針對安裝包大小、啓動速度、內存使用、不同屏幕尺寸、國家語言差異等做了大量的適配工作。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"當時爲全力向海外市場進攻，茄子科技推出了大升級後的 SHAREit3.0 版本，完全針對海外市場進行優化。從手機用戶反饋信息、產品設計到技術優化，這場優化行動調動了當時公司幾乎所有的力量。陳少爲已經記不清和團隊一起度過了多少個熬到凌晨的夜晚。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"一切都是值得的。“SHAREit3.0 版本上線後，效果不錯，用戶口碑一下子就上來了，讓我們一舉在海外市場，在衆多競品之中脫穎而出”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"時間和數據也證明，前期的路線走對了。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"近日，全球知名移動廣告效果分析平臺 AppsFlyer《廣告平臺綜合表現報告 (第十二版)》披露的數據顯示，SHAREit 位列 AppsFlyer 東南亞、中東廣告平臺增長指數排行榜 Top1。SHAREit 早已成爲新興市場的“國民應用”。目前，茄子科技旗下以 SHAREit（國內茄子快傳）爲代表的產品矩陣全球累計安裝用戶數近 24 億。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"6 年來，茄子科技逐漸成長爲中國互聯網出海企業的佼佼者和隱形巨頭。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"從 0 到全球 24 億用戶的增長祕笈"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"對於互聯網產品來說，增長是永恆的主題。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"茄子科技旗下產品矩陣一路以來的增長勢頭可謂十分“兇猛”。成立一年後，主要產品 SHAREit 全球用戶超 8.7 億，2017 年，全球用戶超 12 億，2019 年，全球用戶超 18 億，截至目前產品矩陣增長到了 24 億 ......"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"“茄子科技的產品今天能有這麼大的規模，跟當時迅速轉向海外，迅速地把海外產品的設計、交互、質量等放在第一位，是密不可分的，現在回想起來，這是當時我們做得非常正確的事”，陳少爲說。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"從發展歷程看，茄子科技的產品增長分爲 2 個階段："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"第一個階段，主要圍繞 SHAREit 這一款產品。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"陳少爲認爲，移動互聯網 APP 一定要將用戶放到第一位。因此，茄子科技一開始就 100% 踐行用戶至上、產品至上的原則，並採用了多種手段打磨產品。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"“我們意識到，對一款產品，尤其是一款工具產品而言，只有把工具本身做到極致，從交互體驗、質量、性能上做到極致，用戶自然就會喜歡了”。陳少爲舉例，當時在應用商店的每一條用戶的評論，團隊都會逐一找用戶溝通，累計回覆了約幾十萬條評論。龐大的評論量級給人力提出了挑戰，於是只好在各個國家招募多語言的人才團隊，專門回覆用戶評論。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"SHAREit 用戶量迅速增長的另一“法寶”在於其具有網絡效應。設備互傳至少需要 2 人都安裝同款軟件，因此如果一款軟件在一個人的社交圈裏開始佔據優勢，由於網絡效應，很快也會影響其朋友安裝這款軟件。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"“先把產品打磨好了，很快就能在競爭對手裏脫穎而出，而後即便我們以微弱的優勢獲勝，也是優勢，如果持續幾年時間，只要一直比別人快一步、半步，網絡就建立了，建立後就牢不可摧。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"第二個階段，打造矩陣化的產品，由工具型產品到內容型產品轉型。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"隨着所服務海外國家的網絡基礎設施日漸完善，純工具型產品極易觸碰到“天花板”。茄子科技意識到，工具型產品要與時俱進，而延續產品生命週期的根本方法在於，將用戶服務得更好，服務更多的用戶需求。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"基於此，茄子科技進行了兩大轉型。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"一是，由提供單一產品到打造矩陣化的產品，多線並行。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"二是，由工具型產品到內容型產品轉型。用戶通過 SHAREit 與朋友分享視頻、音樂、照片、遊戲、文檔等多種內容，這意味着 SHAREit 天生與用戶很近，轉型做內容也就水到渠成。因此，茄子科技圍繞 SHAREit，提供了數字娛樂內容服務。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"多元化的產品矩陣 + 數字娛樂內容服務的能力，雙劍齊發，是茄子科技用戶曲線迅猛增長的兩大關鍵驅動力，也是全球用戶近 24 億量級背後的兩大增長祕笈。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"不過茄子科技一路走來，也沒少經歷高增長所帶來的煩惱。陳少爲稱之爲“幸福的煩惱”："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"快增長帶來的巨大壓力。例如，一個 APP 崩潰，假設崩潰率做到 1\/10000，這在業內已是高水平。但當用戶基數龐大時，如果崩潰率是 1\/10000，這意味着可能有成千上萬的用戶會遇到問題。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"定製化更復雜。用戶量增加後，在每個國家的滲透率增強，這要求針對不同的國家及當地用戶的習慣做更定製化的設計。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"加強優化不同國家的網絡環境。不同國家的網絡環境存在差異，數據中心的網絡稍好一點，但與用戶最後一公里的網絡差別很大。爲用戶提供數字化內容服務，需要針對不同國家做優化。"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"儘管挑戰不少，陳少爲表示，這些問題最終都被有驚無險地化解了。解決辦法只有一個 — 前瞻性地引進高質量的人才。通過對業務未來發展的預判，前瞻性地預測人才的需求。“我們引進的人才，不光是滿足現在的需要，我們是照着 10 倍增長的標準去要求的”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"成立的第二年，伴隨着用戶增長漸具規模，茄子科技開啓了商業化探索。從初期與第三方廣告平臺合作爲合作伙伴提供移動廣告變現解決方案，到自主研發自有廣告平臺，拓充直銷團隊，爲客戶提供定製化的廣告方案，到如今進入到商業化的第三階段 — 爲企業賦能。除了通過廣告幫助合作伙伴獲客，還能爲中國出海企業提供在線支付解決方案，助力其拓展海外市場。目前，茄子科技已形成了穩定的商業模式和盈利模式，合作客戶涵蓋電商、互娛、遊戲、互聯網金融、在線教育等領域。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"出海企業的技術戰略"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在堅持用戶至上、產品過硬之外，技術優勢也是這波出海潮中，國內互聯網企業成功出海的必備要素。因爲，如何服務用戶，如何打磨出更好的產品，這背後都依靠大量的技術去實現。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"陳少爲表示，茄子科技出海所採取的技術戰略是 — 開放、自立、超前佈局。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"具體來說，開放是指，在基礎的標準化的技術上，更多采用開源的成熟方案，然後採用博採衆長的策略將基礎技術整合起來，對業務產生價值。當前技術無國界已成趨勢，開源社區發展暢通，茄子科技很早就認識到了開源的價值，並擁抱開源。未來，當技術能力成熟後，茄子科技也將回饋開源社區。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"“自立是指自己要有掌控權，不要陷入動不動就用別人的、全用別人的誤區，否則最後會發現連一些很小的問題都搞不定，反而影響業務”，陳少爲說。在超前佈局上，茄子科技認爲公司每年會呈現倍速增長，因此在技術上會按照幾倍的容量去佈局。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"大數據和人工智能是茄子科技的兩大核心技術。SHAREit 等矩陣產品在全球擁有近 24 億用戶，這些平臺每天有海量的短視頻、遊戲、電影等數字內容，每天的數據體量及數據量級都是海量規模。這就需要龐大的大數據平臺。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"據悉，茄子科技自 2015 年開始着手組建大數據平臺，目前已建成了完整的數據中臺。茄子科技通過大數據分析，針對不同用戶的需求，規劃不同的策略。有了策略後，便可以在後臺建模型，包括傳統模型和深度學習模型，並通過這些模型爲用戶提供更好的內容服務，提升對用戶的定向服務能力。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"商業化投放既要爲“金主”觸達目標用戶，又要不損害用戶的體驗，做好這個平衡顯然需要把握尺度。陳少爲表示，掌握好這個“度”，首先得有一個無關算法的戰略，即必須把用戶體驗放到第一位。在這一前提下，再通過精細化的技術運營兼顧二者，如在模型上採用多目標融合的方式優化，給用戶更均衡的體驗。需注意，在得到商業價值時，損傷的是用戶不太重要的體驗，而不要損傷用戶的核心體驗。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"十億量級用戶規模的產品，頗爲考驗基礎架構的規劃建設。茄子科技所有的後臺全建設在公有云上，最初爲實現快速迭代，茄子科技與亞馬遜 AWS 合作。2019 年採用多雲戰略後，引入了其他可靠的雲廠商。陳少爲表示，多雲可以減輕對某一雲廠商的依賴，促使企業掌握自主研發能力。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在保障全球用戶的使用穩定性方面，茄子科技技術團隊也做了大量工作。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"首先是流程，制定嚴格的流程。如在客戶端流程上，包括代碼提交、評審、單元測試、集成測試、壓力測試等，β測試完進入到灰度發佈，一開始放出 1% 的量觀察，這背後配合着強大的數據採集系統。此外應用程序性能監控系統實時監控崩潰、卡頓等問題。1% 的灰度出去後，可以在一分鐘內看到更多適配性問題，評估質量參數是否符合預期。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"此外在服務端，如故障的處理流程，故障系統設計完進行服務時，會從系統、從設計角度分析其薄弱點並進行破壞性測試。上線後也會實時監控，如有問題，立刻通知相關責任人。故障發生時，運維團隊和雲廠商的運營團隊會成立作戰室，第一時間分析並解決問題，減少對客戶的損失。問題結束後進行復盤，分析故障原因，並針對性地解決，確保下次不會出現。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"這些流程需要人來執行，還需要花大量的時間去培訓人，使其達到流程的要求，這是一項長期又很細緻的工作。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但光靠流程還不行，有時人反應不夠快，分析問題不一定深入，因此還得靠工具。通過大量的工具，如壓力測試系統、自動化測試，持續集成、持續測試等工具，還有各種代碼、安全檢查工具等作爲協助。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"綜上，流程、人、工具，三個方面保障了平臺產品的穩定性。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"如何在 200 多個國家做好本土化落地？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"官方提供的數據顯示，目前，茄子科技的業務遍及全球 200 多個國家和地區，重心在東南亞、南亞、中東、非洲、南北非、俄羅斯等新興市場。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"出海，意味着客場作戰，是一場與當地文化差異的較量，必須要遵守和適應當地的遊戲規則。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"新興市場國家衆多、市場分散、語言複雜，文化習慣不盡相同，還面臨不同的宗教信仰、法律法規等問題，做好本地化運營，無疑挑戰重重。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"本地化也給技術帶來了不少難題。一方面，不同國家的文化屬性不同，本地化要求後臺的技術，尤其在內容加工、處理等環節支持當地策略。另一個是合規問題，國外環境複雜，如應用商店管理比中國要嚴苛得多，要遵守其各種規定。隱私保護方面，不同國家政策不同，發展中國家、歐洲等國的政策比中國嚴格。此外，如果涉及到內容層，還有來自版權的挑戰。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"“這些挑戰，對技術來說是‘痛苦’的，但爲了服務好當地用戶，就要把這些事情做好。因此，我們也花了很大的代價，如在法律合規上，投入了大量人力招聘有經驗的專家與當地法律部門接洽。把這些搞明白了，就能知道技術上做到什麼程度，再花時間去做技術改造”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"陳少爲介紹，茄子科技在多個不同文化、地域的國家的落地，整體上遵循一套標準化的方法論，然後再因地制宜地進行本地化。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"選擇落地的國家背後的邏輯，可以簡單理解爲，先有用戶再選國家。考察產品在不同國家的覆蓋率高低及滲透率情況，此外綜合考慮國家的經濟發展情況，衡量國家的發展水平，未來發展潛力、商業化前景等，做出未來投資價值篩選。接下來，根據團隊精力設閾值綜合決定開拓哪些市場。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"每到一個新國家落地時，第一件最重要的事就是引進本地人才，建立本地化的運營團隊，因爲產品、內容等與文化相關的屬性，一定要在本地打磨相適應的方法論。目前茄子科技在印尼、新加坡、菲律賓、迪拜等設有本地辦事處，招募了本土的銷售團隊，產品運營團隊及法律專家，確保對這些國家的風土人情、文化習慣等全方位瞭解。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"陳少爲用三個關鍵詞 —— “不傲慢、接地氣、因地制宜”，來總結茄子科技在本土化落地上的成功經驗。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"“現在大家常說，中美互聯網已經很成熟、很發達了，我們已經從 Copy to China，發展到 Copy from China。有些人會覺得自己坐了一個時間機器，到發展中國家去，往往會帶有傲慢的情緒，有‘碾壓’的感覺。但因爲國情不同，不同國家走的道路必然有區別，當走出去的時候，中國企業確實有一定優勢，但我覺得最好把傲慢放下去，然後去深刻地瞭解本地的風土人情、文化習慣，要接地氣”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"“接地氣”是在中國做互聯網的一大特點。其實這一點，也同樣適用於出海。試圖用一個套路是行不通的，要靈活地因地制宜。當年美國互聯網企業爆發時，美企紛紛進軍中國市場，但成功的卻寥寥無幾。陳少爲認爲，很大程度上就是因爲犯了‘傲慢’的錯誤，它們要求中國採取和國外一樣的產品設計，最後卻失敗了。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"“我們也一樣，中國企業走出去的時候，不能犯曾經歐美企業落地中國犯的那些錯誤。如果這一點能做到，本身已經有很大的優勢了。互聯網的各種方法論，各種技術、人才、理念已經很先進了，只要做到不傲慢，中國人在海外就有非常大的機會”，陳少爲表示。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"結語"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"中國互聯網企業，迎來了出海的時代，有人形容此爲“大航海”的時代。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"這幾年，出海新風口來臨，國內互聯網企業出海風潮湧動，出海掘金一度大熱。不料去年，受疫情、國際貿易摩擦等因素影響，國內互聯網企業出海遭遇阻力。今年隨着疫情向好，中國互聯網企業出海也再度復甦。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"有觀點認爲，目前中國互聯網企業出海，已經到了“深水區”。陳少爲則認爲，如果看得更長遠一些，會發現全球還有幾十億人沒有被移動互聯網覆蓋到，一些發展中國家的發展水平，跟中美還有很大差異，還存在巨大的鴻溝。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"“巨大的鴻溝就意味着機會，意味着市場和巨大的需求。現在儘管有各種困難，例如地緣政治帶來的阻力，但只要看得更長遠一點，你會發現，答案只有一個，就是更多的中國企業要出海，要走出去，擁抱整個全球移動互聯網的發展，這也是中國企業做大做強必選之路”。"}]}]}