Research On the Strategy of Social Mobile Application Going to Sea - Taking TikTok as An Example

Abstract

In recent years, short video, a form of Internet content dissemination, has become popular in China. With the rapid development of mobile terminals and the Internet today, short video platforms are increasingly favored by the general audience. Tiktok, which has a high market share in China's mobile social field, launched an overseas version of tiktok in due time. Because of its unique overseas competition strategy, Tik tok stands out from many competitors, showing characteristics of high revenue growth rate, large user stickiness and fast expansion speed, and is well received by overseas users. Based on a large amount of information collected, this paper first analyses the basic overview of TikTok. Then, an in-depth analysis of TikTok's competitive strategy is presented from different aspects, such as the company's growth path, its main competitors, and the strengths and weaknesses of its products. Finally, TikTok's successful experience is summarised, and some suggestions are made to address the current problems, aiming to provide a positive reference for mobile social applications abroad.