Kuaishou's overseas version Zynn is shut down

Recently, there was news that Kuaishou will officially shut down its short video product Zynn on the 20th of this month. Zynn is Kuaishou's product for the US market. It was previously temporarily removed from the Google and Apple App Stores due to suspected plagiarism in content and violation of relevant policies for attracting new users and cashback .

In response, Kuaishou said in a statement that it will shut down Zynn 's services in the United States . However, this decision will not affect Kuaishou 's users or products in other parts of the world , such as Kwai and Snack Video.

"Zynn has taken the initiative to remove its products from the US app store. Products in other overseas markets are not affected. Zynn's removal and suspension of services are normal business operations."

Zynn was officially launched on the North American app market on May 7, 2020. After about 13 months of operation , it is a platform that allows users to upload, edit and share short videos. In the domestic short video market, Kuaishou and Douyin compete with each other. For the same reason, Zynn is also generally regarded as a product benchmarking TikTok overseas because it is quite similar to TikTok in terms of UI and product functions .

Zynn's performance has not been ideal this year . Data shows that Zynn had only 200,000 monthly active users in June . In the first half of the year, Zynn's downloads were less than 500,000 times.

Looking back at Zynn's overseas experience, Kuaishou chose the fission marketing and traffic-driven methods commonly used in China in terms of promotion model. In May 2020, Zynn for the North American market, in the early stage of promotion, as long as the user registered, they could get a $20 reward; after the user successfully registered, they could also get a $20 reward for inviting a new user; and if they invited more than 5 people at the same time, they could get an additional $10.

However, due to the complex and ever-changing external environment, the "burning money" marketing method that is suitable for domestic markets may not be suitable for different markets. After a grand start, Zynn soon faded away due to lack of follow-up strength.

In addition, during the overseas expansion process, the Kuaishou team lacked English talent and international vision, which ultimately led to the shutdown of Zynn.

There are many similarities between exporting products and cross-border e-commerce, both of which are essentially about "exporting" things. The export of social media products is even more closely related to cross-border e-commerce, because they complement each other and both rely heavily on network "traffic".

The failure of Kuaishou gives us some inspiration: the marketing rules that apply to China may not be applicable everywhere. No matter what products are exported, we should respect the local market, understand the local culture, use the local language, analyze specific issues, and constantly adjust the marketing plan to adapt to different market environments.

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Cross-border e-commerce market