resonancechina_latest daily reach comparison of Weibo, Kaixin001 and Renren

Comparing PV: Sina Weibo eating Kaixin’s lunch.

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Data from Alexa: Check the picture we can see obviously that compared with the constant decrease of Kaixin001, Renren acts pretty stably. Since user loyalty of Renren seems to be incredibly high, and even they have found something new and fun to play with, they will come back to Renren to communicate & share new things with their classmates or friends here. This reminds me of the same situation of Tencent Weibo whose users mainly come from Tencent QQ.

数据来自Alexa:检查上图我们可以很明显地发现相对于开心网的持续性衰落,人人网却表现的相对稳定。 看来人人网的用户忠诚度相当的高,即使是他们找到了一个更有意思的平台,他们仍然会回来继续和这里的朋友或同学分享交流。这不禁让我想起了和人人网情况很类似的腾讯微博,其用户大部分都来自于QQ用户,而这些用户基本上都是长期使用QQ作为主要IM工具,他们的朋友也基本上都在这里。

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resonancechina_kaixin's collapse

Kaixin001’s collapse; losing 65% users in 18 months.

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Data from Alexa: The previous SNS empire Kaixin001 in China now is collapsing. Rockets up in middle of 2009, Kaixin001 reaches the climax at the end of 2009 when Sina Weibo just kicked off. With the rapid adoption of Weibo platforms, turbulence has been around Kaixin001 who begins to decrease in the 2nd quarter of 2010. Till now, the user attention has dropped from 800,000 to 100,000 while the media attention has decreased by 70%.

数据来自Alexa:中国的社交网络帝国开心网正在坍塌 开心网于2009年中旬迅速在国内蹿红,并在年末的时候达到了顶峰,而此时的新浪微博才刚刚起步。后来随着微博平台的快速发展,开心网的市场形势变得非常动荡,并于2010年第二季度开始下滑。到目前为止,开心网的用户关注度从80万下降到了10万,媒体关注度也降低了70%。

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resonancechina_2011 Q1 Chinese top 5 online video sites

China’s top 5 “YouTube” video sites.

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From China Internet Watch: Based on iResearch’s data, Youku tops among these 5 most popular video sites in China. Tudou and Sohu Video follows Youku with 16% and 14.6% view time. Due to some internal problems, Ku6 fails to appear in this list. Meanwhile, we did not find QQ Video here as well. It seems Tencent is not that omnipotent, at least for this quarter it’s not.

摘自China Internet Watch:根据艾瑞的数据来看,优酷在最受欢迎的5个中国视频网站中名列第一。土豆和搜狐以16%和14.6%的浏览时间占据二三名。而酷6,由于自身的内部问题,并没有出现在该名单中。同时我们也没有发现QQ视频的身影。看来腾讯并不是万能的,至少在这一季度不是。

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resonancechina_microblogging in China

China Microblogs; 25 million tweets/day from 100MM users

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From CIC: The graph from CIC has drawn a clear picture of the developing procedure of micro blog in China. As a popular micro blog platform in China, Sina Weibo currently has 100 million users who have generated 25 million tweets in each day. More detailed analysis has shown that among all the Weibo users, women users are less in quantity, but are 30% active than the men users.

来自CIC:CIC的图表为网民描绘出了一段清晰的中国微博发展史。作为中国热门微博平台之一的新浪微博,目前拥有1亿的用户且每天能够产生高达2500万条微博信息。对于所有的微博用户,女性用户虽然在人数上较少,但是却比男性用户表现的更加活跃。

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resonancechina_shared traffic of social media sites

Which Chinese social networks have the most engagement?

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Data from bShare: bShare is China’s largest social button provider and offers monthly tracking data of contents shared to each social platform. From bShare’s data we can see that while Sina Weibo takes a huge part of domestic social media market with its great number of active users, its shared traffic is about 22% lagging behind that of Tencent Qzone whose data turns out to be 32.2%. Sina Weibo rockets upward, but there remains a long way for it to catch up with the number of users of Tencent QQ. Meanwhile, we can see that the shared traffic of “Others” turns out to be as high as 25.9%. Seems the social platforms still have more space to grow, or to seize.

数据源来自bShare:bShare 是中国最大的社会化媒体网站按键提供商,它可以统计出社交网站上被分享的内容的阅读数据。从bShare的数据我们可以看出,虽然拥有着数量可观的活跃用户,并因此占据了国内社交媒体市场的一大部分,但在新浪微博(10.6%)上被分享的内容的比例却比QQ空间(32%)低了22%左右。新浪微博确实在蓬勃发展,但是要赶上腾讯QQ的庞大的用户量,还尚需时日。另外,图标中“其他”项目的数据高达25.9%。看来社交平台还是有成长空间的,或者说,还是有地盘可以抢的。

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Resonance China___Tencent products penetration rate

User activity of China’s largest social network.

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Data from Edelman Digital: A brief intro to the picture: the left one is for Tencent Weibo, the middle one is Qzone and the right one is Tencent Pengyou. It is reported that among all Tencent product users, Qzone, the Tencent SNS, has occupied as much as 70%; as to Qzone users, 32% of them are using Tencent Pengyou while 36% are using Tencent Weibo. But, more than 90% of the users of Tencent Weibo & Tencent Pengyou have utilized Qzone. It seems that Tencent users remain pretty sticky to SNS.

数据来自Edelman Digital:简单介绍下该图:左侧表示腾讯微博,中间为QQ空间,右侧为腾讯朋友。据报道,在所有腾讯产品的用户中,QQ空间用户占据了70%,而在这70%的用户中,有32%的用户同时也在使用腾讯朋友,另外还有36%的用户使用腾讯微博。但是,在后两者的用户中,有超过90%的人都在使用QQ空间。看来腾讯产品的用户对于社交网站的黏贴性还是很高的。

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resonancechina_weibo comparison between Sina & Tencent

China’s Microblogs; Tencent, more users; Sina, more activity.

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From Tech Rice: According to the data from iResearch, at the end of 2010, Tencent Weibo has surpassed Sina Weibo on the quantity of registered users only after 8 months of its launching. Anyway, Tencent Weibo fails to seize more market share as its active users are supposed to be less than that of Sina Weibo.

来自Tech Rice:根据艾瑞的数据来看,在2010年末,也就是腾讯微博推出后的第八个月,其注册人数已经超过了新浪微博。但很,由于腾讯微博的活跃用户的数量不及新浪微博,其市场份额并没有后者多。

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Resonance China___internet community revenue

2010 China social media marketing revenue: 1.06 billion.

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From DCCI: The yearly growth rate of the revenue of Internet community marketing (BBS, social media marketing) turns out to be 35.3% in 2010, and it will keep increasing in the next 5 years.. while the revenue growth rate of search engine marketing, video marketing will decrease by 30%-40%.. and revenue in portal site marketing is expected to completely stop.

With all other medium slowing or stopping in growth, will all budgets then be transferred to community marketing?

来自DCCI:2010年网络社区的营销收入的年度增长为35.3,并在接下来的5年内会保持增长。而对于搜索引擎营销及视频营销的收入在5年内将会下降30%-40%,门户网站方面将会陷入停滞状态。在完善了搜索功能,视频添加以及电子商务功能之后,网络社区会不会成为营销者们最大的战场呢?

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Resonance China___brief profiles of China SNS

User base and profits of China’s top social media networks.

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Data from Red Tech: Through this China SNS brief profile matrix we can see Tencent has the largest number of registered users while it’s Renren that gains the highest revenue from its 120 million users. The breakeven 51.com, founded in 2005, now has 180 million users— 60 million more than that of Renren.com. Compared with enlarging the user base blindly , how to make use of your current users should be more focused on by social networking sites.

数据来自Red Tech: 通过这张中国社会化媒体简介图我们可以发现,腾讯在用户数量上是最多的,而凭借自身1.2亿用户的人人网,却是盈利最大的。51网是该表中唯一一个收支平衡的网站,即使它比人人网的用户要多出6000万。与盲目的扩充用户相比,如何更好的利用好现有的用户应该是每个社会化媒体网站更应该重视的。

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resonancechina_benifits of social media

43% China’s marketers use social media for improved sales.

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Taken from DCCI: In eyes of China’s marketers, the greatest benefit social media marketing brings to an enterprise is company exposure while the lowest is sales increase. But the final goal of marketing is to enhance sales volume and raise the revenue. So how to control conversion between company exposure and sales increase means a lot to marketers and enterprises. Meanwhile, small & middle sized companies need to pay more attention to social media marketing which costs less when compared with traditional marketing channels, but generates great effect.

取自DCCI: 在营销者看来,社会化媒体营销为企业带来最多的是公司曝光度,而最少的则是销售额的增加。但是,营销的最终目的就是要增加销量以提高企业收益。因此,如何控制好公司曝光度以及销售量增加之间的关系对营销者以及企业来说都是非常重要的。同时,因为和传统传播媒体的花费比较,社会化媒体营销的花费显得更为低廉,而收效也相当不错,因此中小型公司需要更多地关注社会化媒体营销方面的信息。

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resonancechina_China SNS almanac

From 1999 to 2011: Evolution of China Social Media Networks.

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From Red Tech‘s SNS report: The above almanac is about all the counterparts of Facebook in China. Though Kaixin001 has been established in 2009, it now becomes as influential as Douban (March, 2005) and Renren (December, 2005). Till now, Tencent’s Qzone(March, 2005) still owns the largest number of users due to the massive amount of QQ users in China.

摘自Red Tech的社会化网络报告:上图所示的社交网络年鉴包括了所有Facebook的中国版本。我们可以看到,即使开心网是建立于2009年,但其影响力以和豆瓣网(建立于2005年3月)及人人网(建立于2005年12月)不相上下。到目前为止,由于国内数量可观的QQ用户,腾讯的QQ空间在使用人数上仍然独占鳌头。

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Resonance China_time on site comparison

Time on Site: Weibo vs Kaixin001 vs Renren.

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Data from Alexa: With no doubt, Sina Weibo tops again in the on site time comparison with Kaixin001, douban and renren. Douban, where the literary gathers, goes pretty steady with 10m; the 2 old adversaries— Kaixin001 and renren, are fighting as usual, and currently it seems Kaixin001 prevails.

数据来自Alexa:新浪微博毫无疑问的在这场与开心网,豆瓣网以及人人网的在线时间对比中再次胜出。作为文艺青年聚集地的豆瓣网一直都保持着平稳的走势;开心网和人人网这两个老对手依旧在缠斗,目前来看似乎是开心网占据上风。

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resonancechina_how strong the attraction of SNS is in China

35.7% Chinese netizens visit China social media networks daily.

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Data from DCCI: Netizens in China remain sticky to SNS. According to the graph from DCCI, the number of SNS daily users has reached 35.7% (of the whole SNS users). This number tends to keep increasing.

数据来自DCCI:中国网民对于社交网络仍然十分痴迷。从DCCI的数据表上我们可以看出在所有社交网站的用户中,每天都会登陆的用户的数量已经占到了总用户的35.7%。随着互联网的进一步普及,这个数字也会保持持续的增长。

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resonancechian_how new microbloggers generated

68% China Microblog users influenced by WOM.

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via DigiCha: From the latest research conducted by Red Tech— a Shanghai based advisory firm, we find that WOM from friends, classmates or colleagues is the major factor converting new users to Sina Weibo members.

摘自DigiCha:从上海的一家本土咨询公司Red Tech的最新报告中我们发现:中国网民成为新浪微博用户的最主要的原因是受其朋友,同学或者是同事的影响。从另一方面来看,这样的结果也向我们展示了口碑营销在中国的巨大影响力。

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resonancechian_SNS comparison (Qzone excluded) and Renren tops

Top China Social Networks: Members vs. Loyalty.

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Data from CNNIC: According to CNNIC’s latest Chinese SNS users’ report, Renren has dominated the whole SNS market with its 39% market share and most stable user foundation (user loyalty as high as 69.6%). However, the report has excluded Qzone which may have a bigger market share and higher user loyalty when combined with Tencent Pengyou.

数据源自CNNIC:根据CNNIC最新的国内SNS用户报告,人人网由于其39%的市场份额以及高达69.6%的用户忠诚度而在中国SNS市场上占据了主导地位。但是,在该报告的分析对象中, CNNIC 用腾讯朋友取代了Qzone这个可能占有更多市场份额以及拥有更高用户忠诚度的网站。

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resonancechian_china social media landscape 2011

2011 China social media landscape

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From CIC: Here is the latest illustration for China social media landscape. Among all the 17 social medias listed up there, Tencent created 8, while Baidu and Sina have created 4 each. Maybe leveraging its huge user database is Tencent’s winning key in expanding its various business in China’s internet market efficiently and effectively.

来自CIC:该图是关于中国社会化媒体总览的最新版本。在该图所提到的17种社会化媒体中,腾讯一共涉及到了8项,而百度和新浪都只有4项。腾讯所拥有的巨大的用户数据库可能是其在中国快速高效地拓展不同业务的关键所在。

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resonancechina_reasons of choosing a weibo platform

The how & why of selecting a microblog in China.

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via DigiCha: As the passed 2010 being dubbed as “Year of the Microblog in China”, it is much more vital to understand how do China netizens select a microblog platform in 2011. Red Tech, a Shanghai based advisory company has rolled out research on the microblog users and the result is as above. The celebrity aura is getting weaker and weaker; to the contrary, friends become a decisive factor when the netizens choose among the various weibo platforms in China.

来自DigiCha:过去的2010年被称之为“中国微博元年”,因此在2011年了解中国网民是如何选择微博平台变得至关重要。来自上海的咨询公司Red Tech对微博用户做了一项调查,结果如上图所示。看起来明星效应似乎正在减弱;相反的,朋友们则变成了网民在中国众多微博平台中作出选择时考虑的最多的因素。

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resonancechian_google trends for sina weibo & tencent weibo

China Social Media Monster: Qzone 40 million UV per day.

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Data from Google Trends:

First, let’s compare the daily uv of sina weibo and tencent weibo, following is what we got:

It seems both of these 2 micro blog platforms have around 3 million uv per day; what if we add in qzone.qq.com of Tencent? Here is the result:

The SNS like Qzone, anyway, has overwhelmed all the former 2 micro blog platforms. Though weibo gets pretty hot since last year, Qzone, as an auxiliary product of Tencent QQ which has been with China netizens for over 10 years, still possesses about 40 million daily unique visitors in China.

数据来自谷歌趋势:图1是我们通过对比新浪微博和腾讯微博的日独立访客数得到的结果,他们均获得300万左右的日访问量;图2是我们在添加了腾讯的QQ空间页面后得到的结果,从而可以看到QQ空间页面是以巨大的优势领先于之前我们提到的两个微博平台。虽然微博自从去年以来在国内变的十分火爆,但是作为陪伴了国内网民长达10年之久的腾讯QQ的附属产品,QQ空间仅在国内的日独立访客数已经高达4000万左右。

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resonancechina_OM's SNS comparison

Comparing International Social Media to China local counterparts.

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Picked up from Sohu IT: Ogilvy has released a diagram about Chinese social media sites and their foreign counterparts on March, 3rd, 2011. Check the picture you will find that as to each kind of oversea social media sites, we all have the relevant Chinese versions, such as Sina Weibo for Twitter, Ushi for LinkedIn, etc. What’s interesting is that MSN, Twitter and Facebook have got one common competitor— Tencent, who recently also launched Gaopeng.com with Groupon in group buying industry.

摘自搜狐IT: 奥美在3月3号发布了一副关于国际社交网站及其相应的中国竞争对手的图表。从该表上看来,几乎所有知名的海外社交媒体在国内都有相对应的竞争对手,如针对Twitter的新浪微博,针对LinkedIn的 优士网等等。有趣的是, 不管是Twitter,,Facebook还是MSN,他们都面对的都是同一个竞争对手—目前已经与Groupon合作推出高朋团购网的腾讯。

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