Popular Chinese applications such as Tik-Tok, Bigo, Helo, Pubg mobile, Likee, Cam-Scanner have seen a rapid decrement or down-fall in India.
India is one of its largest markets globally for these Chinese applications. As the border disputes between India and China have been seen recently, India has amplified its Boycott of Chinese products.
According to sector experts, The brands will remain cautious before advertising on these Chinese apps as they risk upsetting Indian customers. However, the apps are expected to bounce back once border tensions ease, likely bringing brands back onto the platforms, they said.
“For now, downloading Chinese apps may seem like a grave thing to do but remember that public sentiment is fickle. Social media addiction is like cocaine. You may give it up in anger but then the itch comes back,” said Santosh Pai, Partner at Link Legal, which advises Chinese clients on investments in India. Downloads of live streaming app Bigo Live, short-video app Likee, and gaming app PubG fell in June, while ByteDance-owned TikTok and Helo saw downloads decline from April, according to the data shared by industry tracker SensorTower.
The downloads of TikTok fell 5% from April to May and 38% from May to June 22. Helo, an India-specific regional social media app, witnessed a 10% fall in May and 38% from May until June 22, the data showed. “Relations with China are strained but these ups and downs happen.
On social media also, this has been a hot topic of conversation with #BoycottChineseProducts trending on Twitter. Sonam Wangchuk – who was the inspiration for Aamir Khan’s ‘Phunsukh Wangdu’ character in ‘3 Idiots’ – had put out a video, urging Indians to boycott Chinese products and pointed out that China earns billions of dollars from its businesses in India that is then used to boost their military and kill Indian soldiers.