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2020-12-12 05:54


As Chinas Internet companies increasingly go abroad, their famously competitive, in-your-face attitude is following. 中国互联网公司在日益走进国门的同时,也道出了他们求胜心切、咄咄逼人这一众所周知的作风。An advertisement posted this month on a YouTube account that promotes WeChat in South Africa makes fun of Facebook founder Mark Zuckerberg, suggesting that if he wants to make real friends, hed be better off using WeChat, a rival mobile messaging program owned by Chinese Internet conglomerate Tencent Holdings. The 35-second ad was also posted on a Facebook page that has been continuously posting ads for WeChat since it was launched at the end of 2012. 本月,YouTube的一个账户公布了一则在南非推展微信(WeChat)的广告。

这则广告拿Facebook创始人马克扎克伯格(Mark Zuckerberg)接踵而来了笑话,广告的原文是,如果想要交给确实的朋友,最差用于Facebook的竞争对手微信,也就是中国互联网集团腾讯控股有限公司(Tencent Holdings Ltd., 0700.HK, 全称:腾讯控股)所享有的移动即时通信软件。这则宽约35秒钟的广告还被公布在一个Facebook主页上,这个主页自2012年底创立以来,就仍然在大大公布微信的广告。

In the commercial, a character named Mark, sporting tousled curly hair that looks an awful lot like Zuckerbergs, whines to a therapist, saying I mean, I invented the social network, and now my friends, theyre unfriending me. 在这则商业广告中,一个名为马克的人宽着一头蓬乱的金发,看上去貌似扎克伯格。广告中的马克对一位治疗师责怪说道:他发明者了这个社交网络,但现在他的朋友们都与他中止了好友关系。

In a German-accented response, the therapist tells Mark to use WeChats location-based friend radar function, which he says will help him find real friends. Unconsoled, Mark responds to this advice by breaking into tears, prompting the therapist to respond, Ah, come on, Mark, dont make me unfriend you too. 广告中,这位习着德国口音的治疗师让马克用于微信的雷达特朋友功能,他说道,这将协助马克寻找“确实的朋友”。未因此而深感恳求的马克对这一建议的反应是放声大哭,使得治疗师对此道:再行这样就也与他中止好友关系。Launched in early 2011, WeChat currently has 355 million monthly active users, mostly in China. In South Africa, its locked in a battle for market domination with WhatsApp, the messaging app Facebook bought in February for $19 billion. 在2011年初上线的微信目前有3.55亿月度活跃用户,其中大部分用户都在中国。

在南非,微信陷于了与WhatsApp对市场主导权的争夺战,后者是Facebook在今年2月份耗资190亿美元并购的即时通信软件。In a second video also posted to the site, the same German therapist is confronted by lawyers sent by Mark, whove apparently been dispatched to stop him from prescribing WeChat to help his patients. Oh Mark, your anger is merely a cry for help, the therapist replies. Dont worry, he says. With WeChat animated stickers, you can find a way to express your emotions. 某种程度是公布在YouTube上的第二段视频中,上述这位德国治疗师遇上了“马克”派遣的律师,这些律师似乎是要制止他为患者进的微信“处方”。


Last year Tencent said it would spend as much as $200 million to promote WeChat outside China, and this year, the company signaled that it will continue to spend to market WeChat. Tencent once tried to acquire WhatsApp, according to people familiar with the matter, but the venture failed. 去年腾讯回应将投放最少2亿美元用作在海外市场推广微信。今年腾讯还似乎,将之后耗资推展微信。据知情人士透漏,腾讯还曾企图并购WhatsApp,但没顺利。

In South Africa, WeChat continues to trail WhatsApp, ranking as the sixth and eighth most popular apps on iPhone and Android phones, respectively, compared to WeChat, which tops both lists, according to research firm App Annies mobile app tracker 调研公司App Annie的移动应用于跟踪数据表明,微信在南非的热门程度仍领先于WhatsApp,WhatsApp位列iPhone和安卓手机应用于排行榜的榜首,微信则名列第六和第八。An ad targeting Mr. Zuckerberg could help users distinguish between the two apps, which in the past have been confused by users. According to Arthur Goldstuck, managing director of South African technology research company World Wide Worx, when WeChat launched in South Africa in February 2013, many potential users got confused and accidentally downloaded rival WhatsApp instead. 这支以扎克伯格为靶心的广告可以协助用户区分这两款应用于,过去许多用户把微信和WhatsApp混淆了。南非技术研究公司World Wide Worx董事总经理戈尔德斯塔克(Arthur Goldstuck)称之为,2013年2月份微信进占南非市场的时候,许多潜在用户混淆了,阴差阳错地iTunes了WhatsApp。Our understanding is that WhatsApp downloads grew by 50% in the two months after WeChat was launched here...indicating that there is confusion between the two, Mr. Goldstuck said. 戈尔德斯塔克说道,微信在南非市场上发售后的两个月,WhatsApp的下载量减少了50%,解释用户混淆了这两款应用于。

In an interview last year, Brett Loubser, who heads WeChats marketing in South Africa, said that hed heard about users being confused about the difference between WhatsApp and WeChat. Its an extremely competitive environment, he said. Obviously the dream is to be number one. 微信南非营销部主管洛布塞尔(Brett Loubser)去年拒绝接受媒体专访时曾回应,他听闻用户们深感疑惑,搞不清楚WhatsApp和微信之间的区别。他说道,这是一个竞争非常白热化的环境,似乎大家都梦想沦为最热门的应用于。Asked to comment, Tencent said Thursday it was investigating whether the ad was in fact theirs. 记者周四谋求腾讯置评,腾讯称之为,正在调查这支广告是不是腾讯所为。

Take-no-prisoner efforts to build market share are normal in Chinas Internet sector. Chief executives bicker publicly on social media, and companies run smear campaigns against each other, reaching levels of public antagonism less common outside of China. 为了争夺战市场份额采行毫不留情的营销手段,这种作法在中国的互联网行业很少见。首席执行长们在社交媒体上公开发表唇枪舌战,企业互相展开蓄意营销,而这种公开发表对付的状况在中国以外地区实属少见。

Thus far, Chinese companies like Tencent have been taking a quiet, under-the-radar approach to investing outside China. But if the tone of these ads are any indication, their marketing, at least, might be starting to get more rancorous. 到目前为止,腾讯等中国互联网公司在展开海外扩展时仍然较为高调。但这两支广告指出,最少从营销上来看,互联网公司有可能已开始蓄意比较。