According to the official Weibo of the United Nations, 17 countries around the world have legally recognized same-sex marriage, including the Netherlands, Belgium, Denmark, Spain, Canada, the United Kingdom, New Zealand, France, etc. Based on the environment in which society has increased its inclusion for gay groups, gay social software at home and abroad has become increasingly active. Recently, the international version of ZANK, the largest gay community in China, was launched. The launch of the ZANK international version is the first substantial response action of the product after participating in the U.S. gay summit. From the launch of the ZANK international version of the product, you may see a glimpse of what kind of path ZANK is taking in overseas expansion.
picture; the rainbow flag waving under the sky of the UK
moves forward in exploration, the international connection of gay social software
Due to the uniqueness of the gay group, gay social software cannot avoid the international connection when the number of users reaches relative saturation. So, how should gay social software be in line with international standards? If you look at how those domestic and foreign software are made, you may find a path that is more suitable for the development of gay social software.
l American Jack'd entered China to fill the gay social gap at that time
In 2011, Jack'd software entered China. As the originator of gay social software in China, Jack'd has been in China for nearly four years.
Jack'd has not paid much attention to the usage needs of Chinese users in the four years since entering China. Initially, Jack'd only had an IOS version in China, and the language only supported in English. It was not until 2014 that Jack'd released the official Chinese Android version. Although the Jack'd Chinese version conforms to the usage habits of Chinese users to a certain extent, it is extremely unstable due to the use of American servers and is prone to crashes. Moreover, most Jack'd users are having sex, and most of them choose to delete the software when they find their partner. Therefore, although Jack'd has been in China for a long time, its user base is far inferior to domestic software such as ZANK and Blued.
l The Chinese gay social market is saturated and is committed to seeking overseas breakthroughs
At present, China gay social products ZANK and others have begun to try to explore the international market. Among them, ZANK has stepped out of its own pace of connecting with the international community. The first step is to participate in the international heavyweight comrade meeting to lay the preliminary preparations for the integration of ZANK with the international community; then launched international products and implemented substantial measures for overseas expansion strategies; and in daily gay cultural products output, it has always paid high attention to the overseas market.
The difference is Blued. In February this year, Blued launched the international version in the Netherlands and began to explore overseas markets; at the end of April, it participated in the New York LGBT Week and participated in the honor bell ringing ceremony on the Nasdaq, which attracted some attention from the industry; on June 9, Blued helped 7 pairs of same-sex couples from China hold a group wedding in Los Angeles, which attracted widespread attention from the gay group and allowed the world to see the existence and power of the Chinese gay group.
is in line with the world, and it is not just a matter of saying it.
From the perspective of the way China's gay social products explores the international market, ZANK seems to have embarked on a path of overseas market expansion of "speaking is practical and doing is effective".
l In line with international standards, industry exchanges are leading to product
In early June this year, one of the most influential gay summits in the world, the Orlando International Gay Conference and Disney Comrade Week, opened in Orlando, USA. ZANK is the only gay group representative summit in China. During the summit, ZANK introduced the consumption level of Chinese comrades and the company's business development model, and studied and discussed with participants and companies on online marketing strategies of gay companies, gay group analysis and market survey methods, video and pictures marketing and publicity for gay companies, gay social marketing methods, gay company public relations and publicity strategies, etc.
Picture: ZANK Overseas Marketing Manager (left) and Overseas Business Manager (right) attended the Orlando International Comrade Conference
ZANK learned the lessons of Jack'd's inaction after entering China. At the beginning of exploring overseas markets, he began to communicate with international comrades, laying a good foundation for future market expansion.
l Seizes overseas markets, and the output of cultural products is far better than "fancy show results"
ZANK As the largest gay community in China, it has many platform gay cultural products, such as ZANK radio, the sitcom drama "One Room Praise" and so on.On June 17, the second season of "One Room Praise" was premiered on Youku, Sohu, Tencent and other platforms, with a daily viewing volume of 3 million. The second season of "One House of Praises" was premiered with gratifying results. This time, it launched seven languages: Chinese, English, Japanese, Korean, Thai, Vietnam and Malaysia, and was screened simultaneously in five Asian countries including Japan, South Korea, Thailand, Vietnam and Malaysia.
Picture: Youku platform "One House of Praises" Season 2 broadcast screen
Blued also claimed to enter the international market this year, and arrived in the Netherlands in February, and launched the international version at the same time; in April, they celebrated the Water Songkran Festival in Thailand; at the end of April, they went to the Nasdaq in the United States to ring the bell; it is reported that they will participate in the Gay Pride Parade in Toronto, USA again by the end of June. It seems that after claiming that they have been traveling around the world, their original intention may be to understand the current situation of the comrades in various countries and speak out for them. However, in such a blunt world and participating in some seemingly high-end activities, the editor will not look forward to their entry into the overseas market for the time being.
June 17, ZANK International Edition was launched. As long as your mobile phone system language is English, the ZANK 4.2 version will automatically match the system to the new international version of the new English interface, which is convenient for ZANK users to communicate in a language they are more familiar with. In addition to the full English interface, the ZANK International Edition has certain functions in the "Nearby" and "Discover" columns. If you want to learn more, you can know it as soon as you use it.
Picture: ZANK International Edition Interface
ZANK is different from other products in the Chinese market. It does not create gimmicks and sensationalism in the name of gays, but hopes to provide a safe haven for the gay community. Perhaps this harbor is just a simple house now, without luxury, but "sparrow is small and has all the internal organs". ZANK can be said to be one of the most complete social products on the Chinese market. I hope its overseas market expansion will be smoother and smoother.
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