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Differentiation is the New Trend for Chinese Social Media

Chinese Social Media

Research from April reveals that Chinese social media’s position in the global market is stronger than previously anticipated; Chinese magnates Sina Weibo, Tencent, Youku and Renren rank among the Top 15 social media sites worldwide. However, with market competition mounting in 2013, these giants are making revolutionary changes to better differentiate themselves from other media. Let’s take a closer look at the top 3 social media sites in China: Sina Weibo, Tencent and Renren.

Ranked social media

Sina Weibo Defines Social E-Commerce

Since hitting the web back in 2009, Sina Weibo has become the place to be for celebrities, media moguls and entrepreneurs. But with the increasing popularity of Wechat and other social channels, Weibo has come under question for its vast amount of “zombie” accounts and suspiciously low interaction rate.

Social media 2

In 2013, Sina Weibo embarked on a strategic collaboration with Alibaba and created a new concept – social e-commerce, which can be roughly defined as the principle of driving customers to offline stores, or to direct sales, through social media. For example, Weibo Passbook is a new mobile app that allows users to download virtual membership cards from Sina Weibo and use them in offline brand stores. For direct sales, consumers can buy products directly on Weibo via “exclusive sell” ads or “special FEED”posts. Complete transaction solutions are provided for brands to facilitate social e-commerce.

Social media 3

 

Tencent Makes Mobile Social

Tencent sprang from the instant message software QQ, before gradually growing into an online media empire. In the past, the majority of Tencent users were youngsters living in lower tier cities. Now, with the development of Q-zone, Tencent Video and Wechat, Tencent’s user profile has expanded to a more mature group.

Tencent platform

There is no doubt that Wechat played a key role in Tencent’s revolutionary change. As of 2013, Wechat has accumulated 380 million users in China, and is proactively developing new functions to face up to the challenge of commercialization. For example, Wechat cooperates with Tencent video to offer users a Double Screen Interaction experience. Also, for the Wechat brand account, the Store Locator function advises users on nearby shops once they tap in their current location. Another example is the tailor made Brand Music Channel, which allow brands to customize a song list for its fans.

Double screen interacter

 

Renren Digs For Big Data
Renren, the Chinese counterpart of Facebook, was founded in 1999 under the original name Xiaonei (Campus Intranet). In 2009, the site changed its name to Renren, aiming to be the leading SNS in China.

Big data

 

Renren Digs For Big Data
Renren, the Chinese counterpart of Facebook, was founded in 1999 under the original name Xiaonei (Campus Intranet). In 2009, the site changed its name to Renren, aiming to be the leading SNS in China.

Genome

It is clear that in recent years, Chinese social media sites have made a conscious effort to evolve beyond simple “me too” products piggybacking off the functionality of Facebook and Twitter, into a more integrated and localized space. Differentiation may be just a start of the social media revolution, and it remains to be seen how else Chinese platforms will choose to stand out in the near future, and whether these social media giants have found their best selling point.

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