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Popular Chinese apps TikTok, Helo, Bigo Live, Likee and PubG have seen downloads fall in India, one of their largest markets globally, as the border standoff<\/a> between both the nations has amplified calls for boycotting Chinese products. According to sector experts, brands will remain cautious about advertising on these Chinese apps as they risk upsetting Indian customers. However, the apps are expected to bounce back once border tensions ease, likely bringing back brands back onto the platforms, they said.

\"For now, downloading Chinese apps may seem like a grave thing to do but remember that public sentiment is fickle. Social media addiction is like cocaine. You may give it up in anger but then the itch comes back,\" said Santosh Pai, Partner at Link Legal, which advises Chinese clients on investments in India. Downloads of live streaming app Bigo Live, short-video app Likee, and gaming app PubG fell in June, while ByteDance-owned TikTok and Helo saw downloads decline from April, according to the data shared by industry tracker SensorTower.

<\/p>

App<\/strong><\/td>April<\/strong><\/td>May<\/strong><\/td>June 1 to 22<\/strong><\/td><\/tr>
Bigo Live<\/td>2,500,000<\/td>2,600,000<\/td>1,800,000<\/td><\/tr>
Helo<\/td>16,600,000<\/td>14,900,000<\/td>9,200,000<\/td><\/tr>
Likee<\/td>6,700,000<\/td>7,000,000<\/td>4,300,000<\/td><\/tr>
PUBG Mobile<\/td>9,900,000<\/td>12,200,000<\/td>6,600,000<\/td><\/tr>
TikTok<\/td>23,500,000<\/td>22,400,000<\/td>13,900,000<\/td><\/tr><\/tbody><\/table><\/div>
Source: Sensor Tower (Google<\/a> + Apple app stores)
<\/strong>
TikTok downloads fell 5% from April to May, and 38% from May to June 22. Helo, an India-specific regional social media app, witnessed a 10% fall in May and 38% from May until June 22, the data showed. \"Relations with China are strained but these ups and downs happen. The removal of Chinese apps will be a temporary reaction and the drop in advertising will also be a temporary blip. There is no other app like Tik Tok today and, eventually, this will settle down,\" said Sumanto Chattopadhyay, chairman and chief creative officer (CCO ) of 82.5 Communications, a creative agency.

Boycott<\/a> calls have been growing since March when the Covid-19 virus outbreak, which originated in China, started spreading in India. The public perception of Chinese app<\/a>s as propagating lascivious, hateful and anti-India content has also only grown over the last year despite attempts by ByteDance to change the narrative. Chinese internet companies are estimated to have about 300 million unique users in India, which means two-thirds of the about 450 million smartphone users in India use at least one Chinese app. Chinese and American companies are battling to dominate the Indian market as the country remains one of the most open and the last large internet markets in the world.

“Brands need not be altruistic and need not be compelled to offer social commentary. If they feel customer anger is coming in the way for selling, then they will switch to other platforms as necessary,” said Karthik Srinivasan, an independent communications consultant and former national lead, social, at Ogilvy. “It is completely short term. I'd also expect TikTok to go aggressive on offers, tie-ups, and incentives to bring people back.\"
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中国软件下载在边境争端

中国流行应用TikTok,直升机,Bigo生活,Likee和PubG下载落在印度,他们的一个最大的市场在全球范围内,随着这两个国家之间的边境对峙放大呼吁抵制中国产品。

此举使Mandavia Devina森古普塔
  • 更新在2020年6月25日08:41点坚持
阅读: 100年行业专业人士
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中国流行应用TikTok,直升机,Bigo生活,Likee和PubG下载落在印度,他们的一个最大的市场在全球范围内,随着边境对峙这两个国家之间有放大呼吁抵制中国产品。据行业专家、品牌将保持谨慎广告在这些中国应用惹恼印度客户风险。然而,应用有望反弹一次边境紧张局势缓解,可能带回品牌的平台,他们说。

“现在,下载中国的应用程序可能看起来像一个坟墓的事情但是记住,公众的情绪是变化无常的。社交媒体成瘾就像可卡因。你可能放弃愤怒但瘙痒回来,”桑托什Pai说,链接的合伙人的法律,向中国客户提供在印度投资。下载流媒体应用的Bigo生活,短视频应用Likee,和游戏应用PubG 6月下跌,而ByteDance-owned TikTok和直升机看到下载从4月下降,根据行业追踪数据共享SensorTower。

广告

应用程序 4月 可能 6月1日至22日
Bigo生活 2500000年 2600000年 1800000年
直升机 16600000年 14900000年 9200000年
Likee 6700000年 7000000年 4300000年
PUBG移动 9900000年 12200000年 6600000年
TikTok 23500000年 22400000年 13900000年

资料来源:感应塔(谷歌+苹果应用程序商店)
TikTok下载从4月到5月下降了5%,从5月到6月22日的38%。直升机,使一个区域社会媒体应用,见证了下降10%和38%从5月到6月22日,5月数据显示。“与中国关系紧张,但这些起伏发生。中国应用程序将是一个临时的去除反应和广告的下降也将成为昙花一现。今天没有其他应用程序如下来托托,最终,这将安定下来,”说Sumanto将挑战,董事长兼首席创意官(CCO) 82.5通信、创意机构。

抵制称3月以来增长Covid-19病毒爆发时,它起源于中国,在印度开始蔓延。公众的看法中国的应用年代传播淫荡的,可恨的,反印内容也只增长在过去的一年,尽管ByteDance试图改变叙事。中国互联网公司估计有3亿用户在印度,这意味着三分之二的在印度大约有4.5亿智能手机用户使用至少一个中国应用。中国和美国公司正在主导印度市场最开放的国家仍然是世界上最后一个大型互联网市场。

广告
“品牌不需要无私的,不需要被迫提供社会评论。如果他们觉得客户愤怒的方式来销售,然后他们会根据需要切换到其他平台,“Karthik Srinivasan说,一个独立的通信顾问、前国家领导、社会、奥美。“这完全是短期的。我也希望TikTok提供积极的,合作,鼓励把人带回来。”
  • 发表在2020年6月25日08:40点坚持
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Popular Chinese apps TikTok, Helo, Bigo Live, Likee and PubG have seen downloads fall in India, one of their largest markets globally, as the border standoff<\/a> between both the nations has amplified calls for boycotting Chinese products. According to sector experts, brands will remain cautious about advertising on these Chinese apps as they risk upsetting Indian customers. However, the apps are expected to bounce back once border tensions ease, likely bringing back brands back onto the platforms, they said.

\"For now, downloading Chinese apps may seem like a grave thing to do but remember that public sentiment is fickle. Social media addiction is like cocaine. You may give it up in anger but then the itch comes back,\" said Santosh Pai, Partner at Link Legal, which advises Chinese clients on investments in India. Downloads of live streaming app Bigo Live, short-video app Likee, and gaming app PubG fell in June, while ByteDance-owned TikTok and Helo saw downloads decline from April, according to the data shared by industry tracker SensorTower.

<\/p>

App<\/strong><\/td>April<\/strong><\/td>May<\/strong><\/td>June 1 to 22<\/strong><\/td><\/tr>
Bigo Live<\/td>2,500,000<\/td>2,600,000<\/td>1,800,000<\/td><\/tr>
Helo<\/td>16,600,000<\/td>14,900,000<\/td>9,200,000<\/td><\/tr>
Likee<\/td>6,700,000<\/td>7,000,000<\/td>4,300,000<\/td><\/tr>
PUBG Mobile<\/td>9,900,000<\/td>12,200,000<\/td>6,600,000<\/td><\/tr>
TikTok<\/td>23,500,000<\/td>22,400,000<\/td>13,900,000<\/td><\/tr><\/tbody><\/table><\/div>
Source: Sensor Tower (Google<\/a> + Apple app stores)
<\/strong>
TikTok downloads fell 5% from April to May, and 38% from May to June 22. Helo, an India-specific regional social media app, witnessed a 10% fall in May and 38% from May until June 22, the data showed. \"Relations with China are strained but these ups and downs happen. The removal of Chinese apps will be a temporary reaction and the drop in advertising will also be a temporary blip. There is no other app like Tik Tok today and, eventually, this will settle down,\" said Sumanto Chattopadhyay, chairman and chief creative officer (CCO ) of 82.5 Communications, a creative agency.

Boycott<\/a> calls have been growing since March when the Covid-19 virus outbreak, which originated in China, started spreading in India. The public perception of Chinese app<\/a>s as propagating lascivious, hateful and anti-India content has also only grown over the last year despite attempts by ByteDance to change the narrative. Chinese internet companies are estimated to have about 300 million unique users in India, which means two-thirds of the about 450 million smartphone users in India use at least one Chinese app. Chinese and American companies are battling to dominate the Indian market as the country remains one of the most open and the last large internet markets in the world.

“Brands need not be altruistic and need not be compelled to offer social commentary. If they feel customer anger is coming in the way for selling, then they will switch to other platforms as necessary,” said Karthik Srinivasan, an independent communications consultant and former national lead, social, at Ogilvy. “It is completely short term. I'd also expect TikTok to go aggressive on offers, tie-ups, and incentives to bring people back.\"
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