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iQIYI Reveals Global Expansion Strategy

The recent APOS 2020 Virtual Summit saw China-based online entertainment service iQIYI unveil a global expansion sttrategy with Beijing and Singapore to serve as middle platforms underpinning its international push as the company plans to establish local content teams in South Korea, Japan and the Middle East.

Yang Xianghua, President of Membership and Overseas Business Group of iQIYI, said the company had assembled teams covering content, R&D, product, membership, advertising and marketing. Meanwhile, the copany is in the process of setting up local offices in Thailand, Malaysia, the Philippines, and Indonesia, and has made plans to establish localised teams in South Korea, Japan, and the Middle East. The middle platforms in Beijing and Singapore will provide strategic support to those local teams, which will acquire and produce more content tailored to the local needs, driving the Company’s overseas expansion.

iQIYI has so far filled roles of general managers in Malaysia, Singapore, the Philippines, Thailand and Indonesia, ramping up its overseas market operations and expansion.

Partnering with local media brands and operators and leveraging their networks and infrastructure is one of iQIYI’s avenues for user acquisition. In the era of 5G and smart technologies, partnerships with smart TV and mobile phone manufacturers are a priority, said Yang. So far, iQIYI has worked with Malaysia’s leading media brand Astro, and smart TV and smartphone makers TCL, Samsung, Huawei, Xiaomi, OPPO, vivo and others.

iQIYI officially launched its overseas expansion in June 2019 when it released the international version of the iQIYI App. The Company’s overseas business teams have so far made solid progress in building local teams, developing overseas content and diversifying channel partnerships.


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