A brief overview of some of the new, up-and-coming social media sites in China. The two biggest platforms - WeChat & Weibo - get most of the attention in discussions on social in China. There is however a growing number of important supporting players, representing the next wave of social. We have prepared short introductions to a few that we think are interesting; - Zhihu - Weishi - Meipai - Papa - Nian - Pianke - Jue-so - Momo - Qyer - P1 - Guokr - Douban - Demohour - Meilishuo - Chanyouji - Breadtrip

1. B2C
a quick guide by totem media

2. The problem to be solved.
the two biggest platforms - wechat &
Weibo - get most of the attention in
discussions on social in china. there is
however a growing number of important
supporting players, representing the
next wave of social. we have prepared
short introductions to a few that we
think are interesting;
About this presentation
- nian
- pianke
- jue-so
- momo
- Qyer
- p1
- guokr
- douban
- zhihu
- weishi
- meipai
- papa
- demohour
- meilishuo
- chanyouji
- bread trip

3. microblog users
SourceCNNIC, China Internet Development Report
(Jan 2014)

4. SourceCNNIC, China Internet Development Report
(Jan 2014)
+ 100m
Overseas
wechat users

5. Total social media users top 550m
2007-2014 social media (monthly) unique visitors
Source: iResearch
000,000
500
400
300
200
100
2007 2008 2009 2010 2011 2012 2013
2014
600

6. Social First in User Time
Social media
Online video
Seven+ Hours Per Week
ecommerce
News
other
5%
5%
search
games
28%
26%
18%
9%
8%
25
hours
online per week
78% mobile
69% Desktop
47% laptop

7. social landscapes

8. CONSIDER
EVALUATE
AWARENESS
ADVOCATE
ENJOY
BOND
Source: Harvard Business Review, Dec 2010
US - Social Loyalty Loop

9. CONSIDER
EVALUATE
AWARENESS
ADVOCATE
ENJOY
BOND
China - Social Ecosystem

10. CONSIDER
EVALUATE
AWARENESS
ADVOCATE
ENJOY
BOND
China - Social Next Wave

11. key social sites

12. Weibo
Twitter-like micro blog in China for info sharing and
communication among all Chinese.
Launch Date: August, 2009
Registered Users: 536 million (Updated Mar 2013)
MAU: 156.5 million (Updated June 2014)
DAU: 69.7 million+ (Updated June 2014)
Audience Profile:
- T1-T3 and generally educated mass
Purpose of Usage:
- Build open social networking
- Info sharing communication platform
- Key functions: Follow, repost, comment, like
private messages
- Official info release
Mobile App
Source: Sina Financial Report Q1, 2013/ Q2, 2014

13. WeChat
WhatsApp-like China instant messaging app
owned by Tencent.
Launch Date: January, 2011
Registered Users: 600 million (Updated Nov 2013)
MAU: 438 million (Updated June 2014)
Audience Profile:
- Mobile savvy mass
Purpose of Usage:
- Build private social networking
- Instant messaging
- E-commerce: online shopping; group-purchase;
gifts; movie tickets; dinning payments; taxi
reservation…
Message list Discover My Wallet
Source: WeChat Financial Report Q2, 2014
http://daqing.house.qq.com/a/20140716/025228.htm

14. Douban
One of China’s longest serving social networks,
Douban is very focused on “interest based” social
and communities related to arts, music, books and
films.
Launch Date: March, 2005
Registered Users: 75 million (Updated Sept 2013)
Daily PV: 210 million (Updated Sept 2013)
Audience Profile:
- Creative and art lovers
- Most professional entertainment critics
- Creators and passionate lifestyle gurus
Purpose of Usage:
- Douban FM for personalised music
- Douban Reading for digital reading service
- Douban Music for music sharing and
recommendation
- Douban Location for offline activities
- Douban Group for gather-together of like-minded
people
Douban Reading Douban Film
Source: http://www.ifanr.com/news/372844

15. MOMO
Originally similar to WeChat, Momo started as a
WhatsApp-like messaging app. It has evolved into
more of a location-based friend finding application
(read dating app).
Launch Date: Aug, 2011
Registered Users: 148 million (Updated in June 2014)
MAU: 52 million+ (Updated in June 2014)
Groups: 3,560,000 Updated in June 2014)
Audience Profile:
- 70% are male
- 82% are between 19-32 years old
- Young, creative people who like discovering new
things making new friends
Purpose of Usage:
- Send image/video/audio to others in your area
- Discover the world around you based on your
location in real-time
- Explore neighbourhoods, join or start community
groups and create your own group events
LBS based Activities Groups
Source: http://www.immomo.com/newsroom/3108.html
http://www.gamelook.com.cn/2014/08/174649
Discover

16. Weishi
Vine-like “8-second” short video sharing
community owned by Tencent.
Launch Date: Sept., 2013
Registered Users: 24 million (Updated in Early 2014)
MAU: 8 million (Updated in Early 2014)
Audience Profile:
- Youth with higher education background
- 18-29 years old
- Young parents
Purpose of Usage:
- Shoot short video with background music, mv
effect, watermark…
- Sharing fun and happiness with friends on
other social media platforms
Homepage Popular Channels
Source: Weishi internal report, March 2014

17. Papa
Instagram-like China audio + photo sharing app,
with audio as focus.
Launch Date: Oct, 2012
Registered Users: 30 million (Updated in Early 2014)
Audience Profile:
- Post-90s in 1st 2nd tier city
- Love vocal expression
Purpose of Usage:
- Take pictures record voice
- Story telling, life recording
- Sharing with friends on other social platforms
Homepage Discover Messages
Source: http://news.pedaily.cn/201406/20140628367857.shtml

18. Meipai
Video sharing app (similar to “Vine”) to create, edit and
share short videos. Owned/operated by Meitu.
Launch Date: April, 2014
(Meitu)Registered Users: 740 mil (Updated in Aug 2014)
(Meitu)Mobile Users: 581 million (Updated in Aug 2014)
(Meitu)MAU: 174 million (Updated in Aug 2014)
Audience Profile:
- Post-90s in 1st 2nd tire city
- Young parents
Purpose of Usage:
- Take short video
- Make MV with great effect and background music
Popular Explore Friends
Source: http://www.heb.chinanews.com/tzlc/201408181826.shtml

19. Zhihu
China’s biggest QA social networking platform
(Quora-like) - focused on topics related to
advertising, IT and professional businesses.
Launch Date: January, 2011
(PC)Monthly UV: 50 million (Updated Feb 2014)
Mobile Users: 4 million+ (Updated Feb 2014)
Audience Profile:
- Internet IT industry professionals
- Knowledgable and thorough on facts
- Students and well educated adults
Purpose of Usage:
- Build networking
- Key functions: QA
- Summarise excellent answers for each
question, like “Wikipedia”
Zhihu App Zhihu Daily
Source: Zhihu Internal Report, April 2014

20. Baidutieba
Online BBS - covering a wide variety of topics/
interests (entertainment, travel, business,
sports…).
Launch Date: Dec., 2006
Registered Users: 1 billion (Updated in July 2014)
MAU: 300 million (Updated in July 2014)
Theme Bar: 8.2 million (Updated in July 2014)
Audience Profile:
- Grass roots in their 20s-30s
- It claims itself as the “biggest online community
in China”
Purpose of Usage:
- Posts organised by various interest/categories
- Create, follow, contribute to posts you like
- Brand station for online communication with
users
Post Bar Verified Brand Bar
Source: Baidu Internal Report, 2014

21. Baidubaike
Wikipedia-like online platform. An online
encyclopaedia for Chinese info in all areas.
Launch Date: April, 2006
Registered Users: 1 billion (Updated in Early 2014)
MAU: 300 million (Updated in Early 2014)
Audience Profile:
- Grass roots in their 20s-30s
Purpose of Usage:
- Online encyclopaedia edited updated by
netizens
- Provide definitional information
- Info sharing, likes favourite
Vocabulary Entry Create an Entry
Source: Baidu Internal Report, 2014

22. Nian
A site for personal goal setting and achievement
(ie. losing weight, doing a trip around the world…
etc). Users write a daily diary and share with
supporters friends to help achieve goals.
Launch Date: Sept., 2013
Registered Users: 109,900 (Updated in Aug 2014)
Average Daily IP: 21,000 (Updated in Aug 2013)
Audience Profile:
- Youth with higher education background
- Idealist and passionate about travel and
discovery
Purpose of Usage:
- Update everyday or account will be disabled
- Remind people to persist in ideals
- Post pictures and articles or update status of
dreams and ideals
Discover
Source: http://nian.so/; Company Internal Report, 2013

23. Pianke
Story creation, listening and sharing. Pianke is
focused on inspiring crowd-creation of stories.
Launch Date: Oct 2012
Registered Users: 0.1 million (Updated in May 2013)
Average Daily IP: 12,000 (Updated in Sept 2013)
Audience Profile:
- Artistic youth and culture lovers
- Post - 90s
Purpose of Usage:
- Write share
- Find inspiration
- Listen to articles with music uploaded by other
users
Writing Page Ting Page
Ting Page
Source: http://cn.technode.com/post/2013-05-21/40051293687/;
Company Internal Report, 2013

24. Meilishuo
Female fashion shopping sharing community -
originally designed on Pinterest model. Its grown into
a full shopping guide social E-commerce platform.
Launch Date: Nov, 2009
Registered Users: 10 million+ (Updated in June 2014)
Average Monthly IP: 6 million+ (Updated in June
2014)
Audience Profile:
- 1835 years old
- 70% are post 85s post 90s
- Female fashionistas in 1st 2nd tier cities
- Have a good taste for fashion trends, skincare…
Purpose of Usage:
- Social shopping experience
- Online shopping guide
- Sharing fashion trends clothing matching
experience
- Follow others for more fashion info
APP: Homepage Personal Homepage
Source: http://www.comon.cn/html/2014/interview_0901/1345.html
APP: Search Page

25. Jue
Kickstarter-like China crowd-funding online social
platform for artistic and creative projects.
Launch Date: July, 2011
Registered Users: 80,000 (Updated in Mar 2014)
Daily PV: 200,000 (Updated in Sept 2013)
Audience Profile:
- Culture and art lovers
- Real appreciation to the hand crafted works
Purpose of Usage:
- Raise money
- Sell products
- Share ideas and hand-made products
- Find business opportunities
Campaign Page
Source: Jue Internal Report, 2014

26. DemoHour
It started as a Kickstarter-like crowd “funding” site,
but has changed to focus on pre-sales of
innovative, new products.
Launch Date: May, 2011
Registered Users: 5 million (Updated in Aug 2014)
Distributor Number: 1,000 (Updated in Aug 2014)
Audience Profile:
- 18~30 years old
- With higher education background
- Interested in high-tech products
Purpose of Usage:
- Limited time pre-sale of excellent smart
products with discount
- Help distribution channel with ultra low-cost
stock
- Help to build brand awareness
Product Recommendation Product Page
Source: http://www.tmtpost.com/126766.html

27. vertical networks

28. P1.cn
Invitation only social network for affluent young
urbanites (in BJ, SH…) focused on fashion
events.
Launch Date: October, 2007
Registered Users: 3 million+ (Updated in Nov 2013)
Audience Profile:
- Young, urban professionals (19-30yrs)
- Party goers and lifestyle gurus
Purpose of Usage:
- Build private and real networking
- Share lifestyle, common values and interests
- Key functions: (membership can only be invited)
- Post articles and photos, response to others
- Participate in events
Street Style Guide Events Gallery
Source: http://cn.technode.com/post/2013-11-05/p1-com/

29. Guokr
Tech-themed social website aiming at youth tech
talents with IT, science, innovation content.
Launch Date: Nov., 2003
(PC)Monthly UV: 63 million (Updated in Feb 2014)
Mobile Users: 5.5 million+ (Updated in Feb 2014)
Audience Profile:
- Urban tech enthusiasts
- Sci-fi lovers
- Startups and digital/mobile professionals
- Well educated young adults
Purpose of Usage:
- Follow theme stations groups
- Read and share interesting content
- Raise questions, or provide reliable answers
Guokr Group MOOC
Source: Guokr Internal Report, 2014

30. travel sites (social)

31. for travel
Itinerary sharing
Ratings Reviews
Reviews (QA)
Purchase
And overseas engagement
CONSIDER
EVALUATE
AWARENESS
ADVOCATE
ENJOY
BOND

32. Chanyouji
Social platform for sharing itineraries, suggestions
and other notes for travel.
Launch Date: May, 2012
Registered Users: 300,000 (Updated in June 2013)
Audience Profile:
- Travel and photography lovers
- Post 80s/90s
Purpose of Usage:
- Take note of beautiful thing in trip
- Share and recommend
- Provide travel guidelines to other users
Itinerary Record
Source: http://www.csdn.net/article/2013-06-27/2816030-chanyouji-wangyishan-
interview

33. Breadtrip
Travel notes and itinerary recording social platform.
Launch Date: May, 2012
Registered Users: 20 million (Updated in May 2014)
Audience Profile:
- Young Backpackers
- Post 85s - 90s
- Idealist and artistic
Purpose of Usage:
- Take note of beautiful thing in trip
- Share and recommend
- Create your own travel doc
- Provide travel guidelines to other users
Itinerary Record Food Recommends
Source: http://news.ifeng.com/a/20140522/40409964_0.shtml

34. QYER
Professional, overall and practical outbound tourism
social platform in China.
Launch Date: Feb, 2002
Registered Users: 10 million+ (Updated in June 2014)
Average Monthly IP: 6 million+ (Updated in June
2014)
Audience Profile:
- Strong family supported overseas students
- High income oversea travellers
- Love showing off and being the trend leaders
Purpose of Usage:
- Take note of beautiful thing in trip
- Share and recommend
- Provide travel guidelines to other users
- Tickets accommodation booking with discount
Guidebook UGC Travel Plans
Source: http://www.15yan.com/topic/ke-ji-de-wen-yi-fan-er/hsIURH2RAv0/

35. Chris Baker, Managing Director
Email: chris@totemmedia.net
Twitter/WeChat: Talktototem