web2asia - online social networks in china
DESCRIPTION
Collection of various slides on the Chinese online social network (SNS) market.TRANSCRIPT
Chinese Online Social Networks
Fortune Times Plaza, Room 2022-2026No. 1438 Shaanxi Road (North)Shanghai 200060, ChinaPhone: +86 21 32270872Fax: +86 21 32270875 Email: [email protected]: http://www.web2asia.com
operated by
2
Contents
1. China Internet Facts• User Characteristics
2. Excursus: BBS in China• At a Glance
• Categories & Examples
3. SNS in China• At a Glance
• The Copy-Cat Issue
• Foreign Investment
• Categories & Examples
• Case Study: SNS n°1: Qzone
4. About Us• Web2Asia
China Internet Facts
4
User Characteristics
• 253 million Internet users (in June 2008, reported by CNNIC) • 214 million broadband users• 73.05 million handset mobile Internet users
• In 2008, worldwide most netizens are in China (USA: 223 million)
• Still low penetration rate: 19.1 % (USA: 71%) High growth potential
China Internet Facts
Size of Internet Users
45,859,1 68 79,5 87 94 103 111 123
137162
210
253
0
50
100
150
200
250
300
2002.06 2002.12 2003.06 2003.12 2004.06 2004.12 2005.06 2005.12 2006.06 2006.12 2007.06 2007.12 2008.06
Million people
5
Internet Users by Age
49,6
76,7
47,3
27,822,0 19,7
9,9
0
10
20
30
40
50
60
70
80
90
Under 18 18-24 25-30 31-35 36-40 41-50 Above 50
Million people
China Internet Facts
User Characteristics
6
Internet Application
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Online job hunting
Online stock/fund transactions
Online education
Online payment
Online banking
Publishing posters on forum/BBS
Online shopping
Upgrading blog/personal space
Forum/BBS access
Having blog/personal space
Online games
Search engine
Online video
Instant message
Online news
Online music
China Internet Facts
Entertainment comes first!
Entertainment comes first!
User Characteristics
7
China Internet Facts
7
Type Leading player in China Global player
Search Engine
C2C eCommerce
Instant messenger
Video hosting
Picture hosting
Student SNS
Working Class SNS
Business SNS
Portal
Blog service
etc.
eBay
MSN Messenger
YouTube
Flickr
Myspace
Yahoo!
Blogger
Baidu
Taobao
Youku, Tudou
Yupoo, Bababian
Xiaonei
51.Com, Kaixin
Tianji, Wealink
Sina, Sohu
Blogbus
etc. etc.
Quiz: Who is market leader in this category?
88
Cat vs. Copy-Cat
A common excuse …
9
Copy/Paste is not a Chinese phenomenon
only…
But …
10
A quick look at Germany…
10
vs.
vs.
vs.
11
Rest of Europe…
11
Most popular website and SNS in Poland/波兰最受欢迎的门户网站，同时也是当地最大的社区网站
Most popular website and Search Engine in Czech Republic捷克最受欢迎的门户网站及搜索引擎
Largest SNS in Finland芬兰最大的社区网站
Largest SNS in France法国最大的社区网站
Largest SNS in Spain 西班牙最大的社区网站
Largest SNS in the Netherlands荷兰最大的社区网站
Excursus: BBS in China
13
BBS Daily Online Time / User
15,1%
44,7%
36,3%
3,9%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
> 8 hrs
3-8 hrs
1-3 hrs
< 1 hr
At a Glance
3,000 million registered BBS users (one netizen can register in more than one BBS)
• > 60% of users log on at least 3 BBS more than 3 times per week
• > 1,600 million total daily page view
• 10 million posts published every day
Excursus: BBS in China
Anonymity!
Anonymity!
14
At a Glance
• 80% of Chinese sites are running their own BBS
Your company as well?
• BBS on various topics
Discuz! the first ever social platform (BBS system) in China
• > 400,000 BBS sites built on Discuz! system
• > 70% Chinese BBS market
Excursus: BBS in China
15
Categories & Examples
Excursus: BBS in China
Name Website User NumberAlexa
Ranking Target Group
Tianya www.tianya.cn 20.000.000 238 General
Xici www.xici.net 10.000.000 1.052 General
Shouji bbs.imobile.com.cn 9.329.177 3.491 Mobile Phone
Lixiang www.55188.com 1.306.691 6.691 Stock Forum
Qiche club.autohome.com.cn 700.000 1.425 Auto
Jiadian www.jd-bbs.com 508.977 16.798 Home Appliances
Chinaz www.chinaz.com 322.205 5.245 Administrator Forum
Zhuangxiu bbs.roomage.com 286.340 208.890 Home Decoration
Fob www.fobshanghai.com 263.027 9.460 Business Forum
Tongji bbs.tongji.net 234.646 28.105 Tongji University
Jiaju www.furniturebbs.com 201.012 359.391 Furniture
Bohe www.boohee.com 144.300 54.444 Diet & Losing Weight
Qiongyou www.go2eu.com 44.800 26.378 Travelling in Europe
Sewing bbs.sewinginfo.com 8.619 1.990.228 Sewing Machine
SNS in China
17
At a Glance: Famous SNS in China (Quiz: Spot the „error“)
SNS in China
Name Webpage Users in ChinaGlobal Alexa
ranking
1 QQ Qzone.com.cn 341.900.000 17
2 Baidu tieba.baidu.com 110.000.000 11
3 51 www.51.com 100.000.000 539
4 Baidu Kongjian hi.baidu.com 27.500.000 11
5 Xiaonei www.xiaonei.com 25.000.000 185
6 ipartment www.ipart.cn 22.000.000 6.467
7 Wangyou www.wangyou.com 10.000.000 3.421
8 Baihe www.baihe.com 9.000.000 9.009
9 Kaixin www.kaixin001.com 7.500.000 268
10 Zhanzuo www.zhanzuo.com 7.000.000 14.459
11 Myspace www.myspace.com 4.000.000 7
12 360quan www.360quan.com 4.000.000 2.493
13 Dianping www.dianping.com 3.000.000 1.564
14 Douban www.douban.com 2.000.000 767
15 Tianji www.tianji.com 1.500.000 17.556
16 Wealink www.wealink.com 1.500.000 21.507
17 Facebook www.facebook.com 1.452.000 5
18 Friendster www.friendster.com 1.100.000 39
19 Linkedin www.linkedin.com 1.026.000 216
20 Hainei www.hainei.com 1.000.000 14.381
Active users!
Active users!
18
www.facebook.com
www.xiaonei.com
1.45 million users in China
25 million users in China
SNS in China
The Copy-Cat Issue
19
SNS in China
The Copy-Cat Issue:
20
SNS in China
The Copy-Cat Issue: Also among Chinese SNS
Recent example:
www.xiaonei.com www.xiaonei001.com
www.kaixin001.comwww.kaixin.com“Happy”: white collar workers
“On campus”: students
21
SNS in China
Foreign Capital Investment in Chinese SNS: Selected Examples
Name Year Value(USD million)
Investors
OPI (Xiaonei)
2008
2006
430
48.1
Softbank/SBI Holding/JOHO Capital
General Atlantic Partners/DCM-Doll Capital Management
51 2008
2007
2006
2006
51
12
4
2
Giant Interactive
Intel/Sequoia/Redpoint Ventures/SIG Asia
Investment
Sequoia
SIG
Wealink 2006
2004
4
n/a
United Capital Investment/SIG
United Capital Investment
22
SNS in China
The Copy-Cat Issue: The Difference
Western SNS Chinese SNS
Objective n°1 for users Building up networks based on shared interests
Entertainment
Killing time
Special applications Interactive services Multiplayer gaming
Virtual items
Main source of revenue Targeted advertising Sales of virtual items:
• avatars (personalized figures)
• background music
• decorations for personal space
23
SNS in China
Categories & Examples:
Casual SNS: Kids/Teenagers
Name WebpageUsers in
ChinaGlobal Alexa
ranking
1 QQ Qzone.com.cn 341.900.000 17
12 360quan www.360quan.com 4.000.000 2.493
24
SNS in China
Categories & Examples:
Vertical SNS: Students
Name WebpageUsers in
ChinaGlobal Alexa
ranking
5 Xiaonei www.xiaonei.com 25.000.000 185
10 Zhanzuo www.zhanzuo.com 7.000.000 14.459
17 Facebook www.facebook.com 1.452.000 5
20 Hainei www.hainei.com 1.000.000 14.381
25
SNS in China
Categories & Examples:
Casual SNS: Working Class/general interest
Name WebpageUsers in
ChinaGlobal Alexa
ranking
2 Baidu tieba.baidu.com 110.000.000 11
3 51 www.51.com 100.000.000 539
4 Baidu Kongjian hi.baidu.com 27.500.000 11
9 Kaixin www.kaixin001.com 7.500.000 268
11 Myspace www.myspace.com 4.000.000 7
18 Friendster www.friendster.com 1.100.000 39
26
SNS in China
Categories & Examples:
Vertical SNS: Business
Name WebpageUsers in
ChinaGlobal Alexa
ranking
15 Tianji www.tianji.com 1.500.000 17.556
16 Wealink www.wealink.com 1.500.000 21.507
19 Linkedin www.linkedin.com 1.026.000 216
22 Renhe www.renhe.cn 1000000 104.187
23 Linkist www.linkist.com 300.000 165.534
24 Xing www.xing.com 34.000 1.469
27
SNS in China
Categories & Examples:
Vertical SNS: misc.
Name WebpageUsers in
ChinaGlobal Alexa
ranking
6 ipartment www.ipart.cn 22.000.000 6.467
7 Wangyou www.wangyou.com 10.000.000 3.421
8 Baihe www.baihe.com 9.000.000 9.009
13 Dianping www.dianping.com 3.000.000 1.564
14 Douban www.douban.com 2.000.000 767
21 Yiqi www.yiqi.com 1.000.000 22.456
etc. etc. etc. etc.
28
SNS in China
Categories & Examples:
The Future:
• 30 Mio. registered users
• Worlds largest mobile SNS
• HQ in Shanghai, offices in Beijing & Guangzhou
• Demographics:
- 16-25 year olds
- students & young professionals
- located in major cities
Mobile SNS!
29
SNS in China
Case Study: SNS n°1: Qzone
• Operated by Tencent
• Launched in June 2005
• Basic application: Personal space incl. blog, album, mini home
Figures for the first half of 2008:
• Registered accounts: 822.2 million
• Active accounts: 341.9 million
• Total revenue: USD 442 million (estimates for end 2008: USD 1 billion)
• Revenue from advertising: USD 53.6 million (12% of total)
• Revenue from users: USD 388.4 (88% of total)
Paying Internet users: 26.1 million
Paying mobile users: 13.4 million
• Operating profit: USD 219.1 million (estimates for end 2008: USD 500 million)
30
SNS in China
Case Study: SNS n°1: Qzone: Sources of Revenue
• Charged services:
• Music box, virtual items (priced RMB 1 to RMB 10)
• Paying Internet users: 26.1 million
• ARPU for paying users: > RMB 6 per month
• Subscription scheme:
• RMB 10/month for purchase of virtual items free of charge or at discount rates,
premium services (large capacity online albums)
• > 5.2 million subscribers (i.e. 20% of paying accounts)
• “Brand Qzone”: interactive marketing
• Qzone space for company
• Users can add Brand Qzone brands as online friends
• > 50 well known brands, including: Disney, Pepsi, KFC, Nike, Nokia, Intel
31
Case Study: SNS n°1: Qzone: Virtual items
1 Q coin = RMB 1
SNS in China
About Us
= Market entry partner & Incubator for Western
Internet companies in East Asia
operated by
3434
Social website creator
http://cn.jimdo.com
Chinese sample portal for western brand products
http://www.letstry.com.cn
Web-based email marketing solution
http://www.spinnakerpro.com
Leading event organization & ticketing platform
http://www.amiando.com
Avatar based Instant Messenger
http://www.weblin.com
Blogger Expert Panel
http://www.bloggerinsight.com
Selected Portfolio Companies
SNS for highly intelligent people
http://www.gaozhishang.com
SNS for beautiful people
http://www.clubbeautiful.cn
35
Organized Events
The first truly pan-Asian web technology eventwww.openwebasia.com
Tour of international tech bloggers to Beijing, Shanghai & Guangzhouwww.china20.asia
Lunch 2.0 Shanghai is a monthly meeting of China-based (or -focused) Web 2.0 entrepreneurs to discuss the local Internet & Mobile marketplacewww.lunch20.com
36
GoingEast.Asia
www.goingeast.asia
Online survey on the expansion of Interactive Media companies to and from East Asia
37
Thank you!
Web2Asia
George GodulaFounder
Room 2022-2026No. 1438 Shaanxi Road (North)Shanghai 200060, China
Phone: +86 21 32270872Mobile: +86 159 2100 2780Fax: +86 21 32270875 E-Mail: [email protected]: http://www.web2asia.com
Contact