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2012: QQ measures the hottest topics on netizen’s minds.

From ISUX: A Qzone report, analysed 510 million mentions tweeted by Qzone users during 2012 new year period, reflected the top things on Chinese people’s mind. Among men’s tweets, the most mentioned are promotion, house, car, pay raise, win a lottery; while hot topics among women are relationship, marriage, losing weight, party, travelling. People born in the 1970s’ care mostly about health, 80s’ is careers, 90s’ is schooling. People from Beijing and Shenzhen talk most about house price, while top one topic for Shanghainess is promotion. Read more

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China online video portal competition cools down to benefit of advertisers.

From iResearch: iResearch released a key statistics on online video this April, the revenue of China’s online video in Q1 2012 reached 1.78 billion yuan, a 78.5 % increase over Q1 2011 and 3.8 % decrease compare to Q4 2011.

After a tough 2011 competition, Youku and Tudou’s merger in 2012 leads a win-win trend, the typical copyright alliance between tv.qq, and iQiYi formed a great advantage to reduce the cost of online video copyright licensing, media value of comprehensive websites will rise greatly. Video websites can gain more profits in the future by rising ads unit price. To portal websites and network TV stations, as only a few enterprises are involved, their market shares in advertising revenue will gradually become stable. Read more

resonance_china social media Tencent-QZONE

Tencent’s Qzone is China’s most populated social network.

From eMarketer: Sina Weibo enjoys an incredible growth, which overshadow its competitors. Tencent, however, has more than 700 million QQ users. According to data tracked within JiaThis network, Tencent’s Qzone and QQ accounted for 40% and 22% of social shares during March 2012, compare to 26% for Sina Weibo and 12% for Renren. (All other sites not included in the survey) Read more

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China social media strategies for luxury brands.


From As social media marketing plays a more important role to maximize advertising benefits in China, a detailed and thoughtful plan is a must for luxury brands to leverage social platforms. General tactics can be developed in three perspectives: platform, people and culture. An Offline to Online (O2O) campaign approach can increase brand awareness and make a connection with consumers; as Chinese social media platforms differ in various ways, luxury brands should take advantage of the particular strength of the platform for different marketing strategies. Read more


Interaction of China netizens on Luxury social networks.


From Luxury efluencers means netizens who have influence and effective interaction with luxury fans. Based on luxury buzz content, there are 4 clear behavioral characteristics in the online community: shopaholic, style guru, fashionista, brand fan. Luxury efluencers refer to both style gurus and fashionistas. Interactions consist of conversations (opinions expressed and emotions exchanged) and activities (things like offline event, brand promotion, and fashion show). Read more

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Recruiting talent via China’s social media networks.

From TechRice: Agency MXMM recently conducted a survey on employer branding and recruitment on Chinese social networks, as above infographic shows. 51% of survey participants have been using SNS for such purpose, a large majority of them have already had successful hires. Renren and Sina weibo are HR-professionals’ most used channels. Unlike LinkedIn dominated space in the West, China does not yet have a widely-used business social network, which half of respondents agree will be the most important channels for their future employer branding and recruitment.

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2011: Tencent; 45% revenue growth to 28.5 billion.

From Techweb: Tencent released 2011 financial report on Mar.14 2012, its total revenue increased 45% to ¥28.5 billion. Great profits but it had slowed down compare with a 87.2% strong growth in 2008, 73.9% in 2009. One reason is new business lines (weixin, weibo, pengyou, e-commence) are still under initial promotion; Another is the big Penguin has a big appetite to merge & acquire in a large scale. Read more


2011: 15 Renren favorites.

From eNET: Renren, the leading real name social networking internet platform in China, announced 15 Chinese consumers’ favorite brands or companies, each of which ranked top in its field. For the first time, Renren made a survey in the name of  “Renren Favorites”  from hundreds of millions of internet users, to select their most trusted brands or companies covered 10 industries in 2011. FAW-Volkswagen Audi, China Merchants Bank, Estee Lauder, Coca-Cola and Samsung Electronics are among the championships. Read more


China social media users to reach 414 million by 2014.

Internet Users and Penetration in China

From emarketer : While China may not have Facebook—it’s officially banned in the country—its absence hasn’t hurt China’s social networking population, which reached nearly 257 million in 2011. So far, half of internet users have been attracted by local weibo and other domestic social networking sites, with the proportion expected to rise to nearly two-thirds by 2014.

来自emarketer : Facebook在中国的缺席并没有阻止中国社会化媒体网络用户的快速增长,到2011年底已经达到2亿5千万用户。目前,将近一半的网民使用微博和各种社交网站,预计在2014年将有2/3的网民将会是社交网络用户。


Sina Weibo: receives 1 in every 100 internet visits in China.

From: China Internet Watch. Sina Weibo accounted for 1 in every 158 Internet visits in China last April. And, it’s growing very fast as shown above according to Hitwise data. This means that Sina Weibo accounted for about 1 in every 100 Internet visits in China, a platform marketers shouldn’t ignore in their overall digital marketing strategies. Read more


2011: China has 254 million active micro-blog users.


From: Eguan; By the end of 2011, China has 254 million active micro-blog user accounts, up by 150.7% over last year. The stability of user activity proves the commercial value of microblogging. From the content point of view, microblogging user activity is mainly reflected in the following four aspects: (1) the number of user-generated content, (2) number of retweets/comments, (3) content sharing among social platforms, (4) content sharing outside social platforms.

来自:易观科技;  截止2011年底,中国微博运营商市场活跃账户规模为2.54亿,较2010年增长150.7%。易观国际称,用户活跃度的稳定,从另一侧面证明和体现微博的商业价值。从内容方面来看,微博用户活跃度主要体现于以下四个方面,(1)用户原创内容数量,(2)对站内信息的转发、评论量,(3)微博平台产品间内容共享量,(4)用户站外社会化分享量。



Durex Condoms; Sina Weibo’s most popular brand.


From: CIC  Weibo opens a window for instant communication between brand and youth. Small talk on daily basis will impact on brand image among youth. Funny, trendy tweets help brands to win young followers. Therefore, clothing and shoe brands (Adidas Originals, Converse, Vancl, H&M)take 4 positions in the top 10 brands which get more youth followers.


weibo surpass online news

Chinese Netizens view microblogs longer than online news.

weibo surpass online news

From: iResearch Monthly viewing duration (from January to September 2011) from iUserTracker indicates, that in August, monthly viewing duration of microblog increases around 30%, while that of online news decreases 7.1%, and it is the first month that the data of microblog surpasses news website. In September, both microblog and news website drop slightly, but microblog is still leading the way.

来自: iResearch 根据艾瑞网的研究数据,2011年8月份微博的在线访问时间提高了近30%,而新闻类网站则下降了7.1%,并且这也是第一次微博的数据超过了新闻类网站。9月份两个平台的在线访问时间都有所下降,然而微博仍然位居前列。

China Social Media Revolution

[Infographic] China’s social media revolution.

China Social Media Revolution

From: the Next Web.

  • Currently China has almost 500 million internet users. 50% have more than one social network profile. 30% log onto a social network at least once a day.
  • Internet users in the nation spend an average of 2.7 hours per day online-behind only Japan
  • According to Synthesio, 95% of surveyed Chinese citizens believe brands that microblog are at least somewhat more trustworthy.
  • 61% of Chinese social network users made a purchase because of a digital marketing campaign

来自:the Next Web.

  • 中国目前有约5亿互联网用户,50%拥有一个以上社交网络账号,30%每天至少登陆一次社交网络
  • 中国互联网用户平均每天在线2.7小时,仅次于日本
  • 根据Synthesio的调查,95%参加调查的网民认为拥有微博的品牌值得信任
  • 61%的中国社交网络用户因为某个在线营销活动而购买了产品


new renren interface

New “Renren 6.0″ user interface puts focus back on product.

new renren interface

From: Techrice.

Visually it is now much closer to Facebook, though I’m seeing pieces of Google’s minimalist Google Plus, notably for the icons under status update.UGC counts provides a clear idea of how much a user is investing into the platform and also easy access to friend’s personal contents. Also new under status updates is voice input, users can now record updates for their friends.



resonancechina_Chinese netizens' social media platform adoptions

77% Chinese Netizens use both Tencent and Sina Weibo.

From AdMaster: An investigation has been done by AdMaster and SSI through thousands of Weibo users on their social media platforms’ adoptions in Aug, 2011. The data above have pointed out that Tencent Qzone, Sina Weibo and Tencent Weibo are the most popular platforms among the weibo users. As to the Sina Weibo users and Tencent Weibo users, the propotion of who own both of the two platforms turns out to be 77%.


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Why do Chinese Netizens use Sina Weibo?

From Cnbeta: Sharing / Getting Information and Social Networking are 3 major motivations for Chinese netizens to use Sina microblog. 78% surveyed said sharing personal life and moods are main purpose to use MicroBlog; 77% respondents prefer the platform to get information, latest news and hot topics online; 64% users like to keep in touch with friends and timely contact by MicroBlog.




Is Sina Weibo better than Twitter…?

From meiti6: A graph above shows Weibo’s advantages in China as Social Media Channel than Twitter.

Reasons listed:  1) Larger information conveyed, for one tweet, 140 Chinese characters contain 4-5 times information than 140 English letters do;  2) Though 13% Twitter users in US, 300 million globally, Sina Weibo in China has 14% market with 240 million users. Companies and Gov’t agencies now are using it as platform to reach Chinese netizen.

More than 500 mainstream media organizations created their Sina Weibo accounts, over 50 government agencies ( including public securities)  have their Weibo websites. Companies wisely pay more attention on content marketing, rather than hard selling. In microblogging, users can freely deal with information, “Pull” is always more effective than “Push”.

来自 meiti 6: 如上图所示,虽新浪微博比Twitter上线晚了3年,但却迅速风生水起,在中国不仅成为创业者掘金之地,也迅速成长为社交化媒体平台,微博用户所体验到的媒体属性比社交属性要强很多。



resonancechina_ interaction

Who do Chinese follow on Sina Weibo?

From Cnbeta: Users @people close to them, public celebrities are paid less attention

Weibo users normally interact with people they know in real life. 83% respondents follow relatives, colleagues so they know their latest updates. 61% respondents say they follow Hot/ Recommended tweets, 59% users are fans of celebrities.  Among surveyed people, 64% female respondents say they keep close eyes on celebrities movements, while male is relatively less with a ratio 56%.



Resonance_china_China SNS Rank

Ranking China social networks by market share.

From CSDN: A graph from bShare Data Center tells the latest market share of  China  Social Network Sites from January to July 2011.

QZone is still the No.1, followed by Sina Weibo and Tencent Weibo.

In January, Sina Weibo was basically at the same level with Renren, Kaixin001, yet has been climing upward steadily from April, narrowing down distance with QZone. Tencent Weibo’s rise is surprising as well, moved upward from No.8 last year to current No.3. Other Microblog sites saw rise as well. In comparison, Kaixin001 lost its leading position, fell from No.4 to No.6 .

来自 CSDN: 一张bShare的分析图 对2011年上半年的社会化网路做了一最新分析,QQ空间依旧是霸主宝座,其次最大的赢家就是微博类平台,新浪微博、腾讯微博分别占据了2、3名。从上述数据可以清楚的看出,新浪微博在一月份时还与人人网、开心网旗鼓相当。但是到了4月起,已经逐渐甩开SNS平台,向上爬升,逼近QQ空间的宝座。而腾讯微博的走势更是惊人,从去年的第8名,已经爬到了第3大平台。其他微博也在逐步上升中。而开心网从原本的第4名,已经退居到了第6名,被搜狐微博及腾讯微博取代了。

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The two most popular content types on Sina Weibo.

From Cnbeta: Moods and celebrities are most popular tweet contents

The most popular tweet content are Moods and Celebrities related. People like to share their moods as well as tweet famous people’s quotations, 66% users belong to this category. Followed by second most popular tweet content, Domestic and International News. 61% users like to share/comment/retweet them. The 3rd and 4th popular contents are Lifestyle and Entertainment, respectively 49% and 31% users contributed them. One interesting finding is women have more willingness to share lifestyle content than men. 62% women say they tweet lifestyle content, while only 49% men do so.

来自 Cnbeta“心情语录、名人语录”最主流,大家一起转转转!

受访者最愿意转发的内容依次是“心情语录、名人语录”66%,以及国内外的热点、时事新闻61%,关注生活咨询以及名人动向的受访者也高达 49% 和31%。值得注意的是,女性受访者转发购物、娱乐、美食等资讯的意愿更高,达到62%,高于男性受访者49%。


5% of Weibo users are online for over 6 hours per day.

From Cnbeta; Survey on time people spend daily on microblogging, we can see from the graph nearly 5% weibo users are available online for more than 6 hours per day. While 42% mainstream users hang on 30mins to 60mins per day; 28% users contribute 1 to 3 hours, another 19% users less than 30 mins.

来自 Cnbeta: 5%的用户为微博控,在微博上的时间超过6小时,甚至全天挂在微博上。平均每天上微博的时间在半小时至1小时之间的用户最多,达到42%;1时至3小时之间的用户达到28%;19%的用户每天上微博的时间在半小时之内。


Combining China social media and ecommerce into one platform.

From Mecoxlane: Recently, Mec and Sino Weibo reached a strategic cooperation, Mec launched its Enterprise Promotion Page on Weibo, users simply click items and then automatically enter Mec’s website to complete purchasing process. This new move bring Mec huge potential customers, it can lead Weibo users directly to its webpage. Weibo’s share, comment, interactive functions can greatly increase Mec’s branding and customer loyalty.

来自麦考林:近日,麦考林与新浪微博达成战略合作,在麦考林的新浪微博企业版推出促销页面。用户只需点击促销页面中展示的商品,即可以跳转到麦考林的页面完成购买。此次合作,麦考林可以利用新浪微博巨大的用户效应,将粉丝转化到麦考林的网络平台,同时借助新浪微博的互动、分享、评论功能,增加用户的粘性和忠诚度. 这是麦考林与新浪微博首次进行电子商务与社交媒体融合的尝试,双方此次合作,不仅为用户提供了更多购物便利,同时也开创了电子商务与社交媒体融合的新形式,为电子商务社会化,以及社交媒体的盈利,提供了更多想象空间。



A quick review of Sina Weibo’s new interface.

From Jmnews: Lately, Sina MicroBlog launched its new version, with three applications added, Instant Messaging,  Social Games and Photo Album to give weibo more social network functions. It automatically upgrades to new the interface the moment users log in. The new Weibo layout is similar to SNS counterparts Facebook, Kaixin, and Renren, classifying users’ community infomation and display separately, as well as using three column wide version display, plus single unified navigation.

In its internal trial version earlier, IM function has already appeared, all users are automatically categorized into IM friends lists. Like QQ, users can choose their status: online, busy, invisible, offline etc.

Other additions include social game and social currency used for purchasing games online.

来自 Jmnews: 新浪微博改版学SNS –近日,新浪新版微博正式上线,增加了即时通讯、社交游戏和相册等应用,按照此前的高管表态,进一步强化了微博的SNS(社交网络)属性。用户在登录微博后,可选择升级至新版界面。新版微博采用三栏宽版显示外加单层统一导航的页面布局,将网友的各类社区信息进行了分类展示,与Facebook、开心网等SNS网站的布局较类似。在内测版中已经出现的即时通讯功能亦出现在新版微博界面中。记者看到,所有与微博用户相互关注的其他用户均在该IM的好友列表中;与QQ类似,还可以为自己设置在线、忙碌、隐身、离开等显示状态。



86% Chinese access Weibo via PC.. 1% via iPad.

From Cnbeta: According to statistical report from China Internet Network Information Center (CNNIC), microblog users in China have reached 195 million by the middle of 2011, 208.9% growth compared with the beginning of 2011. A new term “ weibo kong” describing people addicted to microblogging vividly reflects this new obsession. A survey (above) from AdMaster and SSI in August 2011 revealed some interesting facts about mainstream and non-mainstream weibo user groups, let’s have a look!

DISCOVERY ONE: PC weibo mainstream, ipad weibo non-mainstream

One question on survey regarding the most commonly used terminal tools by weibo users, 86% respondents still use PC , cellphone users accounts for 13%, and 1% access via iPad.

Read more

resonancechina_prestige brands' social media adoption

Which China social media platforms do prestige brands choose?

From L2: Checking the graph we will see 57% of prestige 100 brands presenting on Sina Weibo whose traffic skyrocketed 490% in the past 3 months. Though the traffic of Kaixin001 has declined 29% in last season, it still gained a 9% brands adoption increase due to its considerable user base which is listed as 116M. 66% of the prestige brands are on China social media, versus less than 5% in 2010. Online video sites are being noticed and collectively have a 30% increase since last year, and their traffic have separately grown 16% (Youku) and 12% (Tudou).



resonancechina_activeness of social media in China

China microblog battle; is Tencent surpassing Sina Weibo?

From TechRice: Data collected from Jiathis, a social-sharing button provider which is used in most social networks in China. According to data tracking over the past 6 months, Tencent Qzone is always the winner in shared content volume, though it suffers a 27% decline; Sina Weibo doesn’t change too much while Tencent Weibo gains a big increase from 2.0% to 7.5%, which means users here get more active in the past 4 months. Checking return click rate, Qzone tops again in August, surpassing Sina Weibo in June; Kaixin001, though is dying, still gains some increase in July. Is Kaixin001 coming back?

来自TechRice: 数据来自国内社交网络常用的分享按键提供商Jiathis。通过过去6个月的数据追踪,在内容分享量上,腾讯QQ空间一直处在第一位,即使它经历了27%的分享量下降;新浪微博变化并不是很大,而腾讯微博的内容分享量却由原来的2.0%上升到7.5%,说明这里的用户在近4个月内开始活跃起来了。再来看回访率,腾讯QQ空间在6月份时超过了新浪微博,并最终在8月份的时候稳居第一;开心网虽然在渐渐消亡,但在7月到8月仍经历了小规模上升。开心网会重新站起来么?

resonancechina_how big is social media in China

Comparing China Social Media to Global Populations.

From Jianli Blog: Checking the graph from Edelman Digital we can see that in China there are 500M QQ users; the quantity equals the population of Europe and part of North America. Here the 500M is supposed to be registered users, but not active users. What follows is Renren with 160M users in this graph, the number just amounts to the population of Brazil. Keep in mind, the stats of users of each social media platform might overlap as users have accounts across multiple platforms.

来自Jianli Blog:查看来自Edelman Digital的数据图表我们可以发现,在中国腾讯QQ的用户数量为5亿,该数目约为整个欧洲以及北美部分地区的人数的总和。这里的5亿应该是注册用户,而非活跃用户。接下来则是人人网,其用户数量为1.6亿,刚好相当于巴西的人口总数。开心网和新浪微博则都是拥有1.2亿的用户,由此我们可以发现该统计值或许并不是最新的。即使如此,腾讯QQ用户的数量在中国是最多的这一结论仍是事实。另外我们需要明白的是,这里每一个社交平台用户数量统计值也许都有重复的,因为我们每个人都可以同时拥有他们所有的平台账户。