Editor's introduction: The process of globalization has made the pace of enterprises not only limited to the domestic market. In recent years, the trend of Internet overseas travel has been one after another, and Indonesia is one of the main overseas markets. The author of this a

Edit Introduction: The process of globalization has made the pace of enterprises not only limited to the domestic market. In recent years, the trend of Internet overseas travel has been one after another, and Indonesia is one of the main overseas markets. The author of this article analyzes the content platform and community in Indonesia and shares it with you.

Domestic Internet overseas Chinese wave began to rise in 2015. By the time I went abroad this year, it was a big consensus to choose Indonesia for the first launch site. The industry order of Chinese companies entering Indonesia can be roughly summarized into tools, games, live broadcasts, e-commerce, Internet finance, logistics, live broadcasts and MCNs, and original content. From this development stage, we can find that the competition for Chinese companies in the Indonesian market is increasingly testing the localization level. The earliest air force strategy has been abandoned, and most companies have solidly started to build local teams and carry out localization work.

For such an immature Indonesian Internet market that looks like China 7-8 years ago, the content ecological market is another blue ocean. Whether it is a local entrepreneur or a Chinese company, the understanding of the difference between the content platform and the content community in Indonesia directly determines the development path of the product and business and a completely different business model.

1. Community

1. Definition of community

community The word "community", which is directly translated into Chinese, is the meaning of community, community, sharing, and shared; this word first comes from Latin and ancient French communitatem, which means fellowship, relationship or emotional community; the roots are divided into coun and munia, which represent common openness and responsibility, and the meaning of public responsibility.

From the earliest vocabulary sources, it can be seen that community represents a community in modern business. This community is a decentralized place. Apart from setting some basic rules, there will be no other intervention. The purpose and starting point of people joining the community is mainly based on their own interests and hobbies, and they join and participate subjectively. Therefore, this group of people is likely to be more similar to people with some similar attributes, and there will be no big differences and contradictions. The construction of the

community is based on different individual internal factors, which are generally related to the overall environment and background of the society. The collapse of the

community does not refer to the withdrawal of a single person or multiple persons or the conflicts within the group, but is often caused by two reasons: the contradiction between the symbols represented by the

1. community and the development of the community, and the collapse from outside to inside and then to outside caused by the impact of changes in the external environment on internal members; the nature of the
2. community is interfered with, the background and purpose of joining changes have changed, the community becomes a platform, or has since closed and exited, and this process is often caused by externally imposed factors;

2. From a business perspective, the purpose of community

is to be considered from the business perspective. From the very beginning, the purpose of community establishment is not to commercialize and generate profits that can be measured in currency. At best, the community will only be one of the modules similar to channels serving business. However, even with such commercialization, the transformation process will not occur within the community, unless the nature of the community changes and the population will migrate; but this smooth transformation process is very difficult;

2. Platform

1. What is platform

The platform acts as a centralized hub for business and is a centralized place; all walks of life attach the term "platform" to products, infrastructure, business models, software, and ecosystems.

platform will naturally be bound to platform thinking and the platform business model will mainly focus on producers and consumers. The traditional pipeline model model is that producers create value by optimizing a series of activities from procurement, design, production, branding, marketing to sales and services. The differences in competitor activities create their competitive advantage. The platform business model creates and consumes value based on the interaction of participants. Consumers are not only recipients of value, but also active producers or participants of value. Value is created through collaboration, participation and interaction among participants.

2. The platform will inevitably be different from the community. The different groups served by the community. The different groups are generally completely different but have interaction possibilities. We can also call it the connection of different communities. These communities are either spontaneous or established through the initiation of the platform. They generally have some fixed labels and demands, which are isolated and different from each other, but have points of mutual correlation. These related points are the core driving force behind the establishment of the platform.

3. In the Indonesian context, the difference between content platforms and content communities

1. Characteristics of Indonesian content platforms

. Low degree of professionalism: The so-called content platforms here refer to commercial platforms established by local startups. It is observed that most Indonesian content platforms are still in a relatively early stage. Whether from the operational perspective, the construction of platform carriers (apps or websites) and platform service personnel are still at a low level;

. A mature site interaction system has not been formed: The previous article also mentioned that the biggest difference between the platform model and the traditional pipeline business model is the interaction between users on both ends of the platform. Consumers are not only the recipients of value, but also the producer.

Therefore, the on-site interaction system is one of the signs of a platform's maturity. The problem with most platforms is that, on the one hand, the platform construction problem cannot support the interactions that occur in the site from the hardware and software aspects. On the other hand, it is related to the Indonesian environment. The coverage rate of fb's messenger, ins, whatsapp and line in Indonesia can basically reach 100%. Therefore, even if you have a strong desire to interact, it may often occur in social media channels outside the site. Some platforms will choose to carry out their own operation activities outside the site due to the lack of software and hardware, to guide consumers and producers to interact, forming a small private domain traffic pool outside the site, but the overall and within the site are broken, and even if the conversion efficiency is not high;

. The misplaced "community mentality" is used to operate the platform; the platform must be a centralized place. The biggest difference between the platform and the community is that the platform needs to intervene in two processes, especially the production process, to meet the needs of consumers. Many Indonesian platform operators will definitely not have good results when operating with the concept and position of the community.

The things produced in the community are basically based on interests. Industrialization, standardization and commercialization are not inherently considered by community producers, and these are precisely the basis for the platform to develop and amplify. Hello, I, hello everyone, it is impossible for the platform to do nothing to intervene, and it is impossible for consumers and producers to do whatever they want. The platform's responsibility is not to avoid creating conflicts and conflicts, but to intervene in time when it occurs;

2. Characteristics of Indonesian content community

. Participation, high frequency of interaction: Whether it is a self-proclaimed platform or a community, the actual situation is that the community is the state that most of them present. The author has lived in Indonesia for 6 years. When everyone asked me about the characteristics of Indonesians, the first word I answered must be optimistic and happy.Indonesia is one of the countries that have used social media for the longest time in the world, second only to the Philippines in Southeast Asia. In most communities where interests are spontaneously gathered, whether in whatsapp groups, FB groups or some offline occasions, the frequency of user interaction is not high;

. It has a certain management foundation; in some communities that the author has joined and the communities that he has tried to join, it can be found that the community has a certain management structure and foundation. A well-known Canadian writing community (recently acquired by the Korean technology giant Naver) has a strong management system in Indonesia, with dedicated personnel responsible for different job responsibilities, including the initiation and organization of online and offline activities, external cooperation, copyright protection, internal subdivision group leaders, etc.; members actively participate in management, because most of the management personnel also come from the community, and the rules formulated can generally be well followed;

. Commercialization is very primary; it can be said that most Indonesian content communities have a low commercialization degree, with full community attributes and very low commercial attributes. The author has also tried to publish advertisements in some communities in the past. If they were either directly decided or the asking price was very high, it means that a good business model has not been formed yet; there is no coherent attempt in business demand, the demand side is not strong, and there is no stable pricing;

Summary: Indonesian content platform and content community are very different, and the definition and development direction are completely different. I hope that through the above introduction and analysis, everyone can have a better understanding of Indonesian content production;

Author: lorin, an Indonesian original content industry practitioner, former Indonesian VC investor

This article was originally published by @lorin. Everyone is a product manager. Reproduction is prohibited without the author's permission. The

question picture is from Unsplash and is based on the CC0 protocol.