resonancechina_Chinese Linkedin sites traffic rank

Comparing China’s “Linkedin” Clones.

Traffic Rank Comparison 流量排名对比

Time on Site Comparison 在线时间对比

Data from Alexa: Linkedin has been blocked several days ago but now seems to come back. What if one day Linkedin suffers the same destiny with facebook or twitter? Then we have our Chinese Linkedin sites— Ushi, Tianji, and Wealink. Have a look at the data of these domestic BSNS, though Ushi with the best traffic rank, its on-site time is not so ideal as that of Tianji.


resonancechian_china social network universe

2011 Distribution of China Social Media Network Active Users

Data from Tech Rice: The graph shows us clearly how China’s SNS active users are classified by city levels and age segments. 70% active users of Sina Weibo, who has claimed to have more than 100 million registered users on March, 3, are reported to be above 30 years old and maybe this is one of the reasons that why Sina Weibo has been estimated to be with more value than Tencent Weibo— the only microblog that that owns more users than Sina.


resonancechian_sina weibo vs. tencent microblog

Battle of China’s Microblogs; Sina vs. Tencent.

Data from Baidu Index: Though being claimed to possess more than 100 million registered users, Tencent microblog (green) shows significantly less buzz (activeness & on site time) than Sina Weibo (orange). Meanwhile, it is reported that the number of users of Sina Weibo has also surpassed 100 million on March, 3.


Resonancechina_4 types of bloggers

China’s 4 Microblog Personality Types.

From Incitez‘s Microblogging in China: According to the report, here we got 4 kinds of microbloggers, or maybe to all the SNS users, this way of identification also works. As the microblog is getting more and more influential in China, so it becomes pretty important to understand how the microblog users are behaving and how they are devided.



4 Types of China Tweets Most Retweeted.

From Incitez‘s Microblogging in China: Seems the celebrity effect still works well on China microbloggers, and the interesting stuff are also appealing to them. So how to utilize these influential factors to create useful marketing strategy in China? This graph may have told us a general direction to go toward.


resonancechian_tencent microblog vs kaixin001

China Social Media: Tencent Microblog (+36%) vs. Kaixin001 (-54%).

Data from Baidu Index: Orange line stands for Tencent microblog and green one for Kaixin001. Though being launched in April 2010, pretty new when compared with Kaixin001, Tencent microblog is neck and neck with Kaixin001 on user attention index in February, 2011.

Tencent microblog has just claimed that its registered users had reached 100 million in Februray, it means 1/6 of Tencent users have activated their microblog accounts and the remained 500 million are supposed to join in sooner or later. However, Kaixin001 seems to have little space to develop if there is no new appealing stuff to maintain its current users. While looking at detailed data of last quarter, we will find that the user attention of Tencent microblog has rised 36% while that of Kaixin001 dropped 54%.

数据来自百度指数: 橙线代表腾讯博客,绿线代表开心网。腾讯博客虽然是在2010年4月份正式发布,和开心网相比略显稚嫩,但是到2011年2月份的时候,它的用户关注度已经和开心网不相上下。


resonancechian_kaixin001 vs. sina weibo

China Social Media Popularity: Kaixin001 (-54%) Sina Weibo (+85%)

Data from Baidu Index: Orange line stands for Sina Weibo and green one for Kaixin001. China top social network— kaixin001, seems to be fading away gradually. Since July, 2010, netizens seem to transfer their attention to the new favorite— microblog, then Kaixin001 starts to suffer its continuous decline. To the contrary, Sina Weibo (China’s Twitter), has thrived rapidly among China netizens.

数据来自百度指数:橙线代表新浪微博, 绿线代表开心网。看到该指数图标后,我们的第一感觉就是曾经国内顶级的网络社区网站—开心网,正在一步步地从我们的视线中消失。从2010年7月份起,网民纷纷将注意力转移到网络新宠–微博上面,而也就是从那时起,开心网的用户关注度开始了持续性的下滑。相反的,作为国内最早的微博平台,新浪微博却在网民中迅速传播开来。

resonancechina_Difference of microblog and social network site

China Digital Behavior: Microblogs vs. Social Networks

Data from DCCI: The mighty social media, microblog and social network sites account for a large chunk of netizens’ spare time. According to what’s being presented in the graph, we find obvious differences among the following aspects: mood recording/ updating, friend communicating, and interesting topic discussing. It seems the micro blog just turns out to be an info platform with derived media while the social network site grows into a place for to show off personality and make new friend.

数据来自DCCI: 微博和社交网站占据了网民大部分的空闲时间,根据图表,我们可以从心情记录,人际沟通到对于有意思的话题的讨论这些方面中,发现两者之间的明显区别。微博成为一个由衍生媒体组成的信息平台,而社交网站则变成一个人们张扬个性,结交朋友的地方。

resonancechina_China blog info

Sina Weibo’s Population: Males: Quantity; Females: Quality.

Data from DDCI: Among the 50 million (Oct, 2010) Sina Weibo users, it’s reported that male account for a larger part while in the statistic result of active Weibo users, however, female dominate. It’s crucial for the marketers to figure out how & what the Weibo users are thinking, and then they are able to launch an appropriate advertising strategy.


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Renren's Ad Revenue Model

Renren Introduces Social Ad Revenue Value Model.

Renren's Ad Revenue Model

From Tech Rice: In November, RenRen held a series of promotional events, called the The RenRen Effect, in Shanghai and Beijing to introduce its Social Ads Value Model in China. With its “RenRen Effect,” RenRen is trying to introduce this concept of ‘derivative value’ (comes from Facebook) to Chinese brands and advertisers. RenRen’s statement also highlights the multiplier effects gained via referrals from trusted friends.


Qzone vs Facebook: China vs World.

Image from Vincos Blog:  From the latest data aquisition of Google Trends & Alexa, we can see that though Facebook has colonized almost 2/3 of the world’s netizens, people in China, Russia and half of South America remain isolated. As to China, there are 400 millions active QQ users(while Facebook owns 500 million users worldwide) and this leads to the dominant position of Q-Zone. Besides Q-Zone, netizens still have more options like,, etc.. The SNS market in China now is in a fierce competition.

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Data from Sina's China Weibo Developer Conference Page

China’s Twitter; Sina Weibo reveals usage statistics.

Data from Sina's China Weibo Developer Conference Page

On Nov, 16, 2010, Sina held a China Weibo developer conference. As the biggest blog platform in China, Sina Weibo has released data regarding platform performance since inception in 2010. Sina Weibo demonstrates how it influences Chinese netizen’s daily life; with 400 million netizens and only 50 million Sina Weiboers, Sina’s got a good first step into huge online market.

The Data:

Monthly Increasing Rate of Register: 33.8%

Rate of Mobile Blogging: 38%

Number of App(Plugin) in Sina Weibo: More than 800

Blogs per Day: 25,000,000

Number of Users of Sina Weibo: 50,000,000 (Oct, 20, 2010)

Number of Partnered Sites: 10,000

Total Blogs: 200,000,000 (Nov, 7, 2010)

Blogs per Second: 785

Daily Traffice that Weibo Brings: 30,000,000

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Understanding Kaixin001′s Audience.

From Holaba SNS Overview: A detailed analysis of how the Chinese people in different parts of China handle Kaixin001. From the graph we can find that Kainxin001 really dominates in east & central part of China mainland. HS means Holaba Score, it is a reliable indication of the recommendation power of the SNS, or a brand.


Holaba; Ranking China’s Social Networks: Tencent Qzone Tops the List.

Data from Holaba: is a site speciallized in aggregating comments on different prestige brands in almost every business field in China. The resource of this graph comes from its poll function (see the screenshot below) which has now ranked Qzone (Tencent) as the 1st SNS in China.