Why Do They Bet On India Mobile Internet?

Poplar / Wen

Nisha Pokhriyal is a India woman and an old Ali. In 2015, she joined UC. After VMate was founded, she moved to the VMate team.

Because of his experience in UC, Nisha also knows a lot about Ali's culture. When VMate was founded, Nisha became a bridge between China and India. Only through her, VMate recruited seven or eight India employees.

These India employees also played a very important role in the early development of VMate. Gao Chen, who is responsible for the contents of VMate, told the twenty-first Century business reporter that they relied on these local staff to dig videos.

"For example, some farmers who do farm work, we will first ask whether there are rural areas in India's colleagues, and then find some people from rural areas through their friends." Gao Chen said. In the actual expansion process, it is far more efficient to find people by local employees than foreigners like Gao Chen.

In addition, India is a multi lingual country. There are 14 languages in more than 10 million languages. Among them, the largest population of Indian language is 60%-70% of the total population of India. In the days when reporters visited India, they found that many people could only speak Hindi, but only one of the Chinese employees in VMate could speak Hindi.

So when VMate is expanding the use of Hindi users, and those more mobile language users, the local staff in the team become the key person.

In addition, VMate has set up an agent system in India. According to Cheng Daofang, head of VMate project, these agents are divided by region, and they are like VMate scouts scattered in different places to help VMate dig and train content producers. At present, VMate has excavated more than 2000 video people from all parts of India through these agents.

This "push push" mechanism is the localization work of VMate based on the India market, and has also become a competitive advantage of VMate. In this way, it can reach many users who can not reach the competition.

Many of the daring people mentioned above are basically excavated through these agents. Of course, not everyone who has been excavated will become a VMate. And for those Indians who have become VMate Indians, a very important factor is their ability to earn their income by shooting short videos.

According to the twenty-first Century economic report reporter, these revenue came mainly from the subsidy of VMate platform, and more than two months ago, after VMate's online reward function, people's income was mainly obtained through users' reward.

A VMate employee told reporters that because the reward function is just on line, the number of users who pay for recharging is still very low. But in addition to recharge, users can also get VCoin through video and interaction. This is equivalent to VMate transferring part of the subsidy to the user side. This way can not only cultivate user interaction and reward habits, but also enable video producers to get income.

For this part of the investment can continue, Cheng Daofang told reporters that compared to competing products in the brand investment, VMate in content production subsidies in fact not much money. "Last year, when competing for a lot of money to buy, VMate did not follow up, because we judged that the ROI play was not feasible in the India market. For VMate, the pursuit of money is efficiency, and the efficiency of spending money on content is obviously higher.

In May of this year, VMate, as an internal incubator, received hundreds of millions of dollars in investment from Alibaba. Being able to get financing alone means that although the VMate team has enough independence in the Ali system, it also brings huge equity incentives to the VMate team, so that the team has a stronger driving force.

According to Cheng Daofang, the money invested by Ali group has not been spent so far, so VMate has enough money to subsidize the content producers.

However, VMate can't afford to subsidize the market. From the perspective of domestic development, the realization of short video platform is no more than advertising, reward and business. But Cheng Daofang said that in accordance with his understanding of the India market, these realizable ways could not go through at least three years.

"But the investment we are making now is gambling on the future development of India," Cheng Daofang said. "I think that in 3-5 years, VMate's income and expenditure will be able to balance."

The importance of the India market is beyond doubt. At present, China's demographic dividend has disappeared, while the number of Internet users in India is still at a high speed. According to the world bank, by the year 2025, Internet users in India will reach 800 million if they are only 14-48 years old.

In addition, unlike China, India has entered the mobile Internet era directly from the relatively backward PC Internet, so its network users have not formed a very mature network habit. For example, mobile payment, China's users have already started using online payment in the era of PC Internet, so the emergence of mobile payment is not unfamiliar, but what India users want to experience is the leaping development from bank card to mobile payment.