How is China's localization strategy going?

Wen | hundred monks

Resistant to loneliness, stand the temptation. This is Shen Bo Yang joined LinkedIn before, most admired the company's point. Of course, currently, as the president of LinkedIn China, Shen Boyang also follows this principle.

Since LinkedIn announced its entry into China in early 2014, the simplified Chinese test version came online in February, nearly six months ago. In addition to the formation of teams, government-enterprise relations, and get through with WeChat (LinkedIn business card), the basic operation and maintenance of the site is the basic work. In facebook, twitter banned, Google sadly quit the Chinese market, LinkedIn China, led by Shen Bo Yang, go no hurry, cautious.

How is China's localization strategy going? What is the performance of the Chinese market? LinkedIn international platform advantages and China's localized product services how to complement each other?

In the face of concerns and curiosity from the outside world, LinkedIn Shenbo Yang, president of China, accepted an interview with Netease Technology and other media and conducted an in-depth discussion on these topics.

And WeChat two-way binding practice win-win situation

Recently, LinkedIn and WeChat further realized the bidirectional binding based on the cooperation of accounts and so on. When a user edits a contact on LinkedIn, the WeChat account is automatically added, and the WeChat account automatically displays a LinkedIn account in the personal information of the WeChat account. Conversely, if the LinkedIn is enabled in the WeChat account, the WeChat account will automatically be bound and displayed QR code. After the two-way binding between LinkedIn and WeChat, we can clearly see further growth in the number of LinkedIn users, and WeChat has also gained the attention of professionals in over 200 countries around the world.

Speaking about whether there will be deeper integration with WeChat, Mr. Shen said that it is possible to register for LinkedIn directly with WeChat's ID, for example, or to view the information received on LinkedIn in WeChat.

Shen Bo Yang believes that in the long run, people's living and professional status is actually a separate trend. So at this point, weChat team should also consider what kind of ways to meet the needs of the user's social needs, the most concise and rapid way is to work with LinkedIn. On the other hand, behind LinkedIn China, after all, there are 300 million users in more than 200 countries around the world to support it. For WeChat, it is of great benefit to its international development.

Shen Bo Yang stressed that, from another perspective, in addition to social networking sites, LinkedIn in a sense more like a boring but very useful tool for people to use it to record career development, personal brand recognition, access to more opportunities and know how.

Localization strategy to move first

It is understood that, compared with the beginning of the year, the number of new users led by China rose 80%, users registered through mobile phones accounted for nearly 50% of the total registration volume, mobile traffic also accounted for almost half of the overall traffic, higher than the global average Level.

Shen Bo Yang said: "In mobile Internet access as high as 83.4% of China's Internet environment, of course, mobile-side business is of particular importance.Our main user groups - the workplace and college students are also heavy users of the mobile Internet, we are bound to move the business As our strategic focus, the future will continue to improve LinkedIn mobile client features and user experience, and even develop China's own client.

Shen Bo Yang said that from the notification by mail as the center, and gradually migrate to mobile wireless core, rely on phone contacts as the core connections, build new applications around the wireless, LinkedIn is the next focus.

High quality content is vital

LinkedIn's own nature determines the simplicity of its content. "If you post political or other related things on LinkedIn, you will find no one is interested in the content." For example, Shen Bo Yang said: "At the Brazil World Cup Brazil lost 1: 7 to Germany and to social networks around the world There is a myriad of interesting discussions, but none of this information is seen on LinkedIn because of the simple atmosphere that only workplace-related content can be welcomed and distributed on LinkedIn. "

LinkedIn in China is not the concept of the so-called big V in the Weibo, but more for users to establish their own contact and influence each other. But in the United States, in a certain sense, he can understand him as a very good content ecosystem that is similar to the articles and content published by business elites.

At this point, LinkedIn China has also made its own attempt, mainly rely on the strength of partners to do. For example, successively with Tencent Technology, Sina Finance to establish cooperation, allowing them to pick good content translated into Chinese and spread to the outside world.

Shen Bo Yang stressed that LinkedIn will not drift in order to heat some worthless features, should be focused enough to maintain a good and simple content ecosystem. LinkedIn is a very clean, very positive energy business model that does not rely on attracting traffic and advertising as its main revenue. So it lacks the conflict between the business models of other multinational Internet companies and Chinese government policies and the risk of policy regulation is small.

Independent profit-free business

As Shenbo Yang said, LinkedIn has a very unique business model, doing "a business alone." With more than 300 million users in more than 200 countries, LinkedIn is a network connecting the world's workforce, whether Chinese companies want to recruit international talent on a global scale or whether multinationals want to find local talent in the Chinese market. Demand, this is any other domestic recruitment website can not do.

Shen Bo Yang said that LinkedIn China's focus is still on the recruitment solution, basically three types of companies. The first category is the branch of multinationals in China. The second category is China's enterprises with international expansion needs. The third category is that China has the demand of recruiting talent from overseas. By doing well, all three types of companies have been able to bring Really expensive revenue. At the same time, it also sets the time for LinkedIn China to expand more local users. When the number of local users is enough, the fourth type of company will emerge, which is the user of Chinese companies to recruit local users.