Social Media in China

Social Media in China: Different Than You Think Benjamin Joffe, CEO | Plus Eight Star Ltd. | SXSW, Austin, 2010.04

Introduction

Benjamin Joffe 本杰明 벤자민 ベンジャミン 5 years 1 year 4 years

• Plus Eight Star – “Innovation Arbitrage” – Best practices from Asia’s Internet and mobile scenes • Cmune – 3D social games – Paradise Paintball, first “social shooter” on Facebook, MySpace, Apple.com • Mobile Monday Beijing – Monthly forum for mobile professionals

www.facebook.com/paradisepaintball

Are We So Different?

Common Assumptions 1. Social media in China? Isn’t it all censored? 2. China is all about copy 3. Chinese users are very different from US users 4. What happens in China stays in China

Demographics & Users • Young – 70% of Internet users in China < 30 y.o. – Urban white collars (have PC) – University students – Many women! • Average income – Avg. salary 500 USD / month

Conclusions Are we so Different?

Online Games & SNS

Key Numbers • Users – Tencent 1B+ (485M active) – Qzone 310M users – RenRen 200M (50M also mobile) – Kaixin001 75M – 51.com 160M (38M MAU) • Multiple accounts!

SOCIAL NETWORKS APPLICATION PLATFORM VIRTUAL GOODS ONLINE GAMES MOBILE

ONLINE + SOCIAL GAMES ONLINE + SOCIAL GAMES

China’s Virtual Goods Market Estimate for 2009 5 Billion Dollars! (5 times USA!)

Tencent • Revenue: >1.5bln USD – (3 times Facebook) – 90% from digital goods • (35% from games) – 10% from ads • Net margin: 40%

China Full of Happy Farmers! • First farm game was made in China! – by company 5 Minutes – “Because there are lots of farmers there” – Inspired by Japanese game • Zynga copied shamelessly … and now everyone thinks Zynga was first

This is a seen as a dating game

Innovations

5C of Chinese Innovation “On the shoulders of giants” 1. Copy 2. Combination 3. Competition “Survival of the fittest” 4. Constraints 5. China

Will it blend?

What do we want online?

Zhenai | Match.com Reengineering

Looking more closely Zhenai.com vs. Match.com • “On the shoulders of giants” – Started as Match.com – Raised capital – Business model issue • “Each new user costs us money!” • Develop new model – 350 people call center – VIP service – Metrics & analysis

Lihua | Food Delivery by IM

BabyTree | SNS for Parents

P1 | SNS for the Affluent Class • Innovative recruitment (shopping malls) • Innovative revenue models

Thanks! More about “Innovation Arbitrage” www.plus8star.com benjamin@plus8star.com +81 | Japan benjamin0123 +82 | Korea +86 | China http://twitter.com/plus8star Telecom & Internet www.linkedin.com/in/benjaminjoffe + Added Value * High quality www.slideshare.net/plus8star

http://www.slideshare.net	106
http://www.nuttakorn.net	55
http://kozmedia.blogspot.com	24
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http://www.olafmolenaar.com	16
http://www.marketinginnovatie.org	15
http://www.chinawebradar.com	12
http://www.hansmolenaar.info	10
http://localhost	6
http://china-business-connect.com	6
http://socialmedianederland.com	4
http://blogsalesiano6a.blogspot.com	4
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http://www.soup.io	2
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http://www.mefeedia.com	1
http://sietskedraper.blogs.dmci.hva.nl	1
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Social Media in China

by Benjamin Joffe on Apr 20, 2010

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Social Media in China — Presentation Transcript