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。

resonancechian_comparison of top lady's sites in China

+25% Increase on China’s Top Female Websites.

Data from Alexa: The graph is about the on site time of the top female sites in China— Yoka, Elle, Rayli and Pclady. From the graph we can see that Pclady, after reaching the top in November, has an obvious fall recently while the others remain relatively stable.

数据来自Alexa: 这张图表显示了网民在中国各大知名的女性网站上的在线时间,有Yoka, Elle, Rayli和Pclady。我们可以发现在11月份Pclady的数据达到顶峰,而在最近则明显下滑,其他网站的数据都相对比较稳定。

Resonance China___2010 Q4 search market

Q4 2010: China Search Engine Revenue Market Share.

Data from iResearch: From iResearch’s year end report, the domestic search engine market revenue of 2010 Q4 is said to be 3.29 billion rmb. With no doubt, Baidu tops again with its local & policy superiority; Google follows with 24.3% share; Sogou, famous for its music searching function, being ranked at the 3rd; Soso, due to QQ’s tremendous number of users, has also been listed here. What’s interesting is that the Youdao search engine, which is developed by NetEase, has been included in the Others group.

数据来自艾瑞: 2010年国内搜索引擎市值为32.9亿人民币。拥有本土及政策优势的百度毫无疑问再次问鼎;谷歌以24.3%的市场份额位居第二;搜狗凭借其知名的音乐搜索功能排名第三;因为拥有众多的QQ用户,搜搜也位列其中。有意思的是,由网易开发的有道搜索(由于市场份额微小)被归为了其他搜索引擎一类。

resonancechian_PV ratio changes

China Digital Landscape Turbulence.

Data from DCCI: According to the PV conversion graph we can see that in the cyber wrold of China, it is Social Community that keeps raising for the past 2 years while the rest are suffering up-and-downs periodically, even the constantly obvious decrease. How to take over the social community market becomes crucial important to the marketers in China.

数据来自DCCI: 通过该浏览量指示图我们可以发现在中国的网络世界中,社交网站的数据在过去的两年中保持着良好的上升势头,而其他类型的网站却经历着周期性的起伏,甚至是持续性的下滑。如何占据社交网站市场对于中国的市场营销人员至关重要。

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.

resonancechina_China Mobile Internet Market Value

China Mobile Internet Market Value Reaches 5.11 Billion.

Data from iResearch: In October, the number of Chinese mobile users has reached 800 million and the number keeps increasing. Meanwhile, due to the reviving of the mobile value-added service market in China, the mobile internet market has risen again since the 3rd quarter of 2010. Now the market value has been estimated to be as much as 5.11 biliion RMB for the 4th quarter of this year.

China Cyberworld Map

China Social Media Infographic: China Cyberworld Map

China Cyberworld Map

Its’ an interesting work from Sina Weibo(China’s Twitter). In this map you can find most of the major sites in China’s cyberworld.

Now let’s go through it from the Desktop Software Empire(DSE) where you can find Tencent QQ & 360 antivirus, the two who have been fighting with each other a month ago. Thunder also has a place here. To the east of DSE, it is E-commerce Federation(EF), here B2C sites & groupon sites exist together.

Joy Land(JL), a place full of joy and happiness. Here we have Kaixin001, Renren, Tudou, Youku and Sina Weibo, Q-zone, Baidu Tieba, the top social networks are all here. This place is also the important battle ground for all the marketers in China.

Looking to the east and you will see the Search Continent(SC). It is supposed to be dominated by Baidu, but in fact we find 3 different search types— Baidu search engine, Taobao search, Navigating sites. Oops, the Google Island is out there, separated by the Policy Channel(ironic, but true).

In the left bottom of this map is the Portal Kingdom(PK). It’s constituted by Sina, Tencent, Sohu and NetEase, the 4 portal sites in China.

The last one in the map is Game Delta(GD), a piece of fascinated land for the youth & middle-aged people in China. We can find that Tencent & NetEase also share a considerable part here.


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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Insights of China Online Game & Gamers.

From Niko Partners:

1. Chinese gamers prefer the Free-to-Play (F2P) model of online games in which online operators generate revenue via the virtual economy, rather than the time-based model in which access is provided for a fixed number of pre-paid hours.

2. 63% of gamers surveyed increased their spending on online games in the past year.

3. Social Networking Sites (SNS) games have gained popularity among Chinese consumers, and 88% of the gamers Niko surveyed claim to play SNS games.

4. The primary reasons gamers with PCs at home go to an Internet café are to be social with their friends and to participate in gaming competitions.

5. At least 65% of gamers use Internet cafés at least part of the time.

6. There were 68 million online gamers in China by our definition at the end of 2009 and by 2014; the number should reach 141 million, a 15.5% CAGR.


China Online Shopping Penetration Rate.

From China Internet Watch: East coast cities (blue bar) showed high penetration rate of online shopping but the west (red bar) is a fast growing market with high potential.

Please note that the 17 cities shown above do not represent a ranking of national online shopping penetration rate; these cities are sampled in online shopping research. The trend is more useful than the absolute numbers.

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.


China vs. America; Who Do You Trust?

From Trendstream: One is the biggest developing market while the other is the most mature market, the factors that influence the purchasing desion of the consumers in these 2 markets are slightly different. Compared with the Americans, Chinese seem to be easily convienced by the country’s leader, well known company and famous bloggers, etc. What’s interesting is that there are about 15% Chinese people who are willing to trust a stranger in a bar.


China vs. World; Internet Behavior and Usage.

Sources: BCG Digital Generations Consumer Research, 2009; Business Insider; BCG research.

Note: NA means not available.

1 Includes travel booking, e-payments, and e-shopping.

2 “Other” in India represents sports (57%), e-greetings (57%), and dating and friendship (51%); in Russia it represents weather forecasts (67%).

3 At least 10% higher than the average level across all countries.

From BCG‘s report The Internet’s New Billion: IM utilization dominated among all the internet engagements in 2009 and it demonstrated that netizens in China were enjoying communicating and sharing info through internet, especially the various kinds of IM tools. Closely after IM were the entertainment & information acquisition demands.


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.