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Kickstarter首次进军亚洲,选址新加坡与香港

全球最有名的众筹平台Kickstarter近期宣布将进军新加坡和香港,这是首次其进入亚洲市场。这对两个地区有新鲜众筹想法的创造家来说是个大好消息。

Kickstarter全球媒体总监Julie Wood表示:“新加坡和香港早就有许多Kickstarter资助者,他们人数众多,乐于帮助,多年来一直支持富有创意想法的人。现在他们有机会成为 Kickstarter的创造家,与世界分享他们的想法,得到让想法变成现实的支持。”

新加坡人确实早已对这个平台兴趣高涨。Pebble 2智能手表套装众筹获得了1280万美元的巨款,有近2300位资助者来自新加坡,比世界上任何城市都多,国家排名第七。

当然过去已经有许多Kickstarter的项目出自新加坡。通用遥控器SmartEgg和高科技自行车头盔Lumos不过是成功案例中的两个例子而已。

但是过去每一个新加坡项目都必须克服许多障碍才可以放到平台上。Kickstarter现在已经对美国、英国和一些欧洲国家的18个国家的创造家开放。

这就意味着来自新加坡的公司以前必须在已开放地区至少有一家合法实体、银行账户、信用卡,筹集资金也只能是这些国家的货币。

知己知彼

Witching Hour Studio联合创始兼董事Ian Gregory表示:“你必须跨越许多障碍才能使用这个平台。”他的公司成功众筹到60162英镑,即将发行电子游戏Masquerada: Songs and Shadows。

为了实现这一目的,他们必须现在英国建立一家公司,纳税,雇佣当地代表等等。这甚至还没有开始进入正题,要成功实现Kickstarter众筹,历来困难重重。

Ian 认为不必解决这些额外负担对本地公司来说极为利好,而且有机会用自己的货币作为筹集货币。但是他也担心一些潜在的反作用。

比如,现在更高的进入标准意味着大多数团队要登上平台将耗费更大的精力。Kickstarter应提醒当地提案人避免大批低质量或想法不佳的项目突然流入平台。

Ian说:“许多人对Kickstarter有错误想法。”他众筹成功后,许多人带着自己的众筹想法接近团队,却没有意识到要想成功实际十分困难。所以他想要看到Kickstarter开始一些社区建设和社区教育,而非仅仅提供机会。

现在还不知道Kickstarter在新加坡会是何种面貌,许多跨国公司都会把这个城市作为进入亚洲市场的关口。不过这将大大帮助新加坡团队,他们将不必通过地球另一端的代理来进行众筹竞选。

Good news for local creators who have a cool crowdfunding idea: Kickstarter, the world’s most famous crowdfunding platform, announced it will soon launch in Singapore and Hong Kong, its first two Asian territories.

“There’s already a large, supportive community of Kickstarter backers in Singapore and Hong Kong — people who have been supporting the creative ideas of others for years,” Julie Wood, director of global communications for Kickstarter, tells Tech in Asia. “Now they’ll have the opportunity to become Kickstarter creators, sharing their own ideas with the world and finding the support they need to bring them to life.”

It’s true that Singaporeans are already passionate about the platform. The campaign for the Pebble 2 smartwatch set, which netted a massive US$12.8 million, had almost 2,300 backers from Singapore. That’s more than any other city in the world and ranks it seventh in the top countries for this campaign.

But of course there have already been loads of Kickstarter projects coming out of Singapore in the past. Universal remote SmartEgg and hi-tech bicycle helmet Lumos are just a couple of successes.

Every Singaporean project to date has had to clear some serious hurdles to make it on the platform, though. Kickstarter is currently available to project creators in 18 markets, including the US and the UK, Australia, and a slew of European countries.

This means that companies from Singapore previously needed at least a legal presence, bank account, and credit card in one of those countries and raise funds in those specific currencies.

Knowing is half the battle

“You have to jump through quite a number of hoops to get on the platform,” Ian Gregory, co-founder and director of Witching Hour Studios, tells Tech in Asia. His company successfully crowdfunded its upcoming video game, Masquerada: Songs and Shadows, raising £60,162 (around US$80,000).

To accomplish that, however, they had to set up an entity in the UK, deal with tax, have a local representative, and so on. And that doesn’t even begin to get into the challenges inherent in running a successful Kickstarter campaign.

Ian thinks not having to deal with all that additional burden can be good for local companies, as is the opportunity to raise funds in their own currency. But he’s also cautious about potential adverse effects.

For example, the current higher barrier to entry means that it’s mostly teams who are willing to go the extra mile that get to go on the platform. Kickstarter should both curate and educate local project creators to avoid a sudden influx of lower-quality or ill-thought out projects.

“There are a lot of misconceptions about Kickstarter,” Ian says. After his campaign’s success, a lot of people approached the team with their own crowdfunding ideas, without realizing how difficult it actually is. So he’d like to see Kickstarter engage in some community building and education, not just offer access.

While it’s not clear yet what kind of presence Kickstarter will have in Singapore, many international companies have used the city-state as their gateway into other Asian territories. This could also help teams from the region to launch campaigns without having to deal with proxies on the other side of the world.


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