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《远航者》|AppsFlyer王玮:十年来中国App出海的底色是“韧性”
Huan Qiu Wang· 2025-06-12 08:48
Core Insights - The article highlights the resilience and adaptability of Chinese apps in the global market, showcasing their evolution from imitation to innovation and leadership in various sectors [1][3]. Industry Evolution - The journey of Chinese apps overseas can be divided into three key phases: - The first phase, "User Quantity is King," began around 2015, characterized by explosive growth in global app installations and rapid overseas expansion by Chinese advertisers leveraging Android platform advantages [3]. - The second phase, starting in 2018, shifted focus to "User Quality is King," where advertisers emphasized refined operations and utilized tools like ROI360 for comprehensive ad cost integration [3]. - The third phase, entering in 2021, is termed the "Post-Privacy Era," marked by the introduction of Apple's ATT policy, leading to a transformation in advertising strategies and the adoption of new user acquisition channels [3][4]. Impact of Privacy Regulations - Privacy protection has become a global focal point, with governments implementing stricter regulations on data collection and usage, prompting Chinese advertisers to innovate and adapt their advertising ecosystems [4][5]. Innovations and Trends - Innovations such as Web-to-App have emerged as key strategies for Chinese advertisers, gaining acceptance as international standards and contributing to a resurgence in iOS advertising investments, which grew over 40% in the past year [4][5]. - The rise of AI technology is expected to further enhance the advertising industry, focusing on personalization and intelligent solutions through deep learning and big data analysis [5]. Market Dynamics - Despite user acquisition costs increasing by 3 to 5 times over the past decade, global app installations have grown 25 times, particularly in non-gaming sectors like finance and social media [6]. - The regional distribution of overseas advertising has shifted, with a 7% decrease in the Asia-Pacific region's share and a 25% increase in North America's share, indicating a strategic pivot towards mature markets for growth and profitability [6].