Chinese app developers are revolutionizing the global mobile app market by taking a focused approach towards global expansion. Unlike traditional methods, where app performance is measured solely in the home market, Chinese developers are implementing strategies that lead to international success.

In 2022, Chinese-developed apps dominated the global top-grossing app charts. Apps like TikTok, Honor of Kings, Genshin Impact, and PUBG Mobile collectively generated over $1 billion in revenue.

This success has caught the attention of app marketers and developers worldwide. They are closely studying the strategies employed by Chinese developers with the hope of emulating their achievements. In this guest post, Alexandre Pham, Vice President EMEA region at Adjust, explores the most profitable markets, key app categories, and the strategies that underpin the success of Chinese apps.

Chinese App Growth: Three Key Findings

1. Chinese Utility Apps Thrive in Vietnam and Nigeria

Looking at specific app categories such as utilities, entertainment, and gaming helps identify the countries and markets where these apps are most downloaded.

Vietnam leads the utility app market share, with 39% of all installs attributed to Chinese utility apps. Nigeria closely follows with 35% and Thailand with 27%.

2. Chinese Entertainment Apps Flourish in Pakistan

Chinese entertainment apps have gained a strong presence in various regions. In Pakistan, 20% of entertainment installs are accounted for by Chinese apps. Vietnam, Indonesia, and Egypt follow closely behind with 20%, 14%, and 12% respectively. Additionally, 6% of entertainment app installs in Brazil and Colombia, countries with significant trade ties to China, come from Chinese apps.

3. Chinese Gaming Apps Dominate Across Markets

Chinese gaming apps are thriving in Southeast Asia, particularly in Indonesia and the Philippines, where they represent 30% and 27% of all gaming downloads respectively.

Even in countries like the UK, the US, and Japan, known for their own gaming industries, Chinese gaming apps have gained traction, accounting for 8% of all gaming installs in the UK and the US, and 7% in Japan. Brazil and Colombia also contribute significantly to the download share, with 13% and 11% respectively.

Strategies Behind the Success of Chinese Apps

The rapid growth of Chinese apps can be attributed to two key strategies: hyper-localization and leveraging mobile analytics.

Chinese companies excel at hyper-localization, tailoring their websites and apps to cater specifically to each target audience in different markets.

Furthermore, Chinese developers utilize mobile analytics to measure and analyze user behavior within their apps. This valuable data enables them to deliver relevant messaging to their target audiences and continuously improve user acquisition and retention. By understanding user preferences, Chinese app marketers offer personalized experiences that drive higher engagement and overall user satisfaction.

A Vigilant Approach to Navigating New Markets

The unprecedented global expansion of Chinese apps continues to puzzle industry experts, while China remains unmatched in its success. Going forward, the tactics driving this success will evolve to align with the demands of diverse markets and app sectors. Chinese app developers and marketers venturing into new markets must remain vigilant and adaptable to ensure sustained growth in an ever-changing global landscape.

Edited by Paige Cook