Taking root in emerging markets and waiting for the demographic dividend to break out need enough patience. Netease seems to be making such a long-term choice.
The largest city in ASEAN: Jakarta, the capital of Indonesia
Ng report / in the tide of domestic game manufacturers going to sea, the actions of Tencent and Netease attracted special attention, while Netease, with R & D as the core, was particularly decisive when going out of the sea. Since the success of operation wilderness in the Japanese market, Netease has regarded the Japanese market as the second main battlefield after China, and began in-depth operation. New products continue to be first released in the Japanese market, In order to completely stabilize the Japanese market.
日本之后，网易的下一站是哪里呢？近日，网易的一则招聘信息暴露了网易的目标：印尼。
In this recruitment map of Netease recruiting posts related to overseas distribution, in addition to the currently known locations in China and Japan, Netease has opened three posts of overseas distribution manager, overseas online marketing and overseas media specialist located in Jakarta, Indonesia. At the same time, the recruitment information shows that Netease has also newly set up the post of overseas Localization Specialist in Indonesian in Guangzhou.
In other words, Netease has prepared to explore the Southeast Asian market, and has set up its bridgehead in Indonesia, known as "the country of thousands of islands".
Consolidation of ten ASEAN countries: what are the advantages of Netease in Indonesia?
Why does Netease choose Indonesia in Southeast Asia instead of neighboring South Korea and Europe and America in the third battlefield?
理由有很多，以韩国为例，韩国市场目前趋于成熟，对中国厂商而言太过熟悉，NG认为以网易的国内团队及合作伙伴就可以兼顾到；其二，韩国堪称腾讯第二母基地，大量头部韩国游戏厂商已被腾讯投资绑定，现在去已讨不到便宜；其三，韩国还有大家都知道的至今未解除的限韩令，未来不确定因素很多。
再来看欧美市场，欧美市场发行打法相对透明、也较为套路化，目前网易还没有跨时区运营的大产品在握，深度本地化运营还没放到台面上，GameLook认为那将是网易下一步的计划，短期并不急。
From the perspective of product market matching and market potential in the future, Southeast Asia is an inevitable path for Netease. But ASEAN has ten countries. Why Indonesia? This is because Indonesia is the best option at this stage.
Population structure of Thailand
目前东盟十个国家人口总和有6亿，接近中国的一半，其中，印尼是东盟中人口最多的、达到2.6亿人，仅次于中国、印度、美国位列世界第4，而印尼一个国家的人口则占整个东盟人口的四成，相比泰国已步入老龄化、印尼人口保持着相对年轻人口构成，据预计，未来印尼人口还将膨胀到3.5亿人。
不仅人口第一，印尼同时还是东盟GDP第一，2017年印尼GDP为1.01万亿美元，约占整个东南亚GDP的37.14%，拥有庞大的单一市场。尽管印尼人均GDP不高只有3859美元，是东盟中的第5名，但是印尼人习惯超前消费，消费能力比纸面上来的要高。
In addition, Jakarta, the capital of Indonesia, is the largest city in ASEAN and the economic center of Indonesia, with a population of more than 10 million. Although the per capita GDP of Indonesia is only 3800 US dollars, the per capita GDP of Jakarta SAR has reached 16000 US dollars. It is also a small city in China. Netease is right to put its office in Jakarta.
Indonesia is not only an important game market in Southeast Asia, but also a battleground for global technology companies. For example, domestic mobile phone manufacturers such as oppo, vivo and Xiaomi, which are familiar to game companies, are generally rooted and developed in Indonesia. If they cooperate with game manufacturers, they can completely copy the Chinese model into the Indonesian market.
Finally, although there are more than 200 national languages in Indonesia, there is a national common Indonesian language. It should be noted that Indonesian and Malay are essentially a language (dialect difference), which can be easily extended to the Malaysian market with a population of 30 million and the Malay population of Singapore. The three-level, two-level, two-level, two-level, two-level, two-level, two-level, two-level, two-level, two-level, three-level, two-level, two-level, three-level, two-level, three-level, three-level, two.
Netease products highly match with Southeast Asia market
All of the above are the advantages of Indonesia, while the advantages of Southeast Asia lie in that Southeast Asia has always been the backyard of Chinese manufacturers for a long time. A large number of Chinese manufacturers, such as Efun, you Zu, Kunlun, cardio, hero entertainment, etc., have made achievements in Southeast Asia.
在手游电竞产品崛起之后，东南亚对于中国公司来说有了一重特殊的意义。近几年来，东南亚市场更诞生了一批高DAU、高MAU的产品，如沐瞳的《无尽对决》、SEA的Free Fire、腾讯的《传说对决》以及《QQ飞车手游》等，他们海外发迹的第一站就是东南亚。
Southeast Asia market is characterized by relatively low ARPU, but large-scale users and low purchase volume. For MoBa, tactical competition and other competitive products, the products that need a large number of active users are undoubtedly manna. The product form of Netease is a perfect match for the Southeast Asian market. Netease can quickly export the successful products in China and Japan to the Southeast Asian market after localization.
Moreover, from the action of Netease e-commerce next, we can see that e-commerce has become one of the main strategies of Netease. In addition to fighting with Tencent in the domestic market, it is also a good choice to explore the global e-commerce market.
As Southeast Asia is the most densely populated region in the world, a popular e-game in Southeast Asia is easy to gather users from all countries. If the product is stable in Southeast Asia, it will be equal to the achievement of "global e-game product", "global uniform" and so on. It is easier to set up a global competition.
In addition, Indonesia has become a gathering place for international technology and Internet companies in the past two years. Netease has set up a site in Indonesia. In the future, it is possible not only to carry out mobile game business, but also to land other businesses in Indonesia.
此外，今年4月份印尼部长在北京接受采访时表示，印尼已经开始共享“一带一路”合作成果。以印尼为起点在东南亚开展业务，同时也是响应政策，顺应潮流的理智选择，同时相比菲律宾、越南来说，受外交关系导致的政策波动的风险较低。
Netease is going to put a long line to catch big fish
对于在东南亚市场的其他中国游戏厂商来说，网易在印尼开枝散叶、落地生根可能算不上什么太好的消息，意味着要直接与巨头竞争。
In the past, Tencent products also flourished in Southeast Asia, but so far, Tencent has not directly involved in the local game operation in Southeast Asia, but looking for agents to be responsible for the distribution and operation, such as legend duel, crossing the line of fire and QQ flying car tour. In Southeast Asia, Tencent is distributed by Garena, the game business brand of sea group of "Southeast Asia Tencent".
Indonesia, Southeast Asia, and even India, Africa and other developing countries, on the face of it, the market size is not large, seemingly weak, but the potential is promising. From the income of 1-2000 yuan per capita per month, Indonesia is more like China more than a decade ago, quietly dormant, waiting for the market to mature.
而网易已经开始提前布局，做长期打算。因为经历过成熟市场环境的乱斗之后，国内厂商其实已经发现，如今这个时代，人口红利已不能再靠运气，而是要等出来、熬出来的，无法捡现成，印度、印尼、乃至非洲、南美等人口众多的新兴国家和地区都是如此。
在中国人口红利消退、东亚各国面临老龄化问题的情况下，扎根新兴市场，等待人口红利爆发，需要足够的耐心，网易似乎正在做这样的长期选择。
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