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Leveraging China’s online 
business networks for 
marketing 
By Val Kaplan
Agenda 
Connecting online – cultural aspect 
China’s main professional networking sites 
Users demographics 
LinkedIn.com 
Dajie.com 
Tianji.com 
Renhe.cn 
Wealink.com 
Ushi.com
Chinese traditional perception of 
networking 
• Business network is meant to be nurtured 
and guarded, not shared with others 
• Most valuable connections are the secret 
ones 
• Why would you trust someone you never 
met? 
• Proliferation of fake credentials
Could online guanxi really exist? 
• Guanxi involves a higher degree of trust 
that can’t be built purely online 
• Online business networks will not replace 
guanxi but may be able to augment it 
• Guanxi is becoming less dominant for 
younger generation of professionals – the 
main marketplace for online business 
networks
China Business Networks 
36-40 
9% 
50+ 
2% 
2014 iResearch 
User Age Distribution 
LinkedIn 
18-24 
20% 
25-34 
33% 
45-54 
14% 
35-44 
25% 
65+ 
1% 
55-64 
7% 
18-24 
22% 
25-30 
38% 
31-35 
22% 
41-50 
7% 
2013 LinkedIn
China business networks 
2014 iResearch 
Gender Ratio 
Male 
67% 
Female 
33% 
LinkedIn 
2013 LinkedIn 
Male 
67% 
Female 
33%
China Business Social Networking 
User Education Level 
2% 
9% 
2014 iResearch 
21% 
57% 
9% 
2% 
Education level 
Below high school 
High school diploma 
Advanced diploma 
Bachelor's degree 
Master's degree 
PhD
Top Regions of China Business 
Social Networking Users 
2014 iResearch 
15% 
11% 
10% 
8% 
5% 7% 
5% 
4% 
5% 
4% 
26% 
Users’ geography 
Guangdong 
Beijing 
Shandong 
Jiangsu 
Shanghai 
Henan 
Zhejiang 
Hebei 
Liaoning 
Fujian
China’s Top Business Social Networking 
Websites 
926 
369 
98 84 
26 
1000 
900 
800 
700 
600 
500 
400 
300 
200 
100 
0 
Dajie.com Wealink.com Renhe.cn Tianji.com Ushi.com 
Number of daily users (thousand) 
Most active networks (daily users) 
2014 iResearch
China’s Top Business Social Networking 
Websites 
30,000,000 
20,000,000 
7,000,000 
5,000,000 
1,200,000 
35,000,000 
30,000,000 
25,000,000 
20,000,000 
15,000,000 
10,000,000 
5,000,000 
- 
Dajie.com Tianji.com Renhe.cn Wealink.com Ushi.com 
Number of registered users 
Total number of registered users 
Companies own numbers
Sites general profile 
• Largest 
worldwide 
• 6 million users 
in China 
LinkedIn 
• Largest in 
China 
• Lower level 
professionals 
Dajie 
• 2nd largest in 
China 
• White collar 
Tianji 
• 3rd largest in 
China 
• White collar & 
VIP 
Renhe 
• Very active 
• Only for 
recruiting 
Wealink 
• Relatively 
small 
• White collar 
Ushi
Stats 
• Officially launched on May 5, 2003 
• Members in 200+ countries 
• Available in 20 languages 
• Most members are from N. America 
• In Q3 2014, 75% of new members 
were from outside the US 
• 4+ million company pages 
• 6+ million members in China 
Source: http://press.linkedin.com/about 
Stats
Source: http://press.linkedin.com/about 
Financial Metrics
Trends 
• 41% of people with 500+ connections (up from 
30% in 2013) 
• 16% are paid members (18% last year) 
• 58% of members spend on site 2+ hours a week 
(up from 48% last year) 
• Favorite activity – group participation (42%) 
• Favorite feature - individual status updates (39%) 
• Company page usage jumped from 24% to 57% 
• 70% of users give the site a 4 or 5 rating (out of 
5), up 9% from users’ responses last year 
Source: http://www.forbes.com/
Presence in China 
• Currently, 6+ million 
users in China 
• Plans to eventually 
reach140 million 
• Members work in 
80,000+ leading 
companies, such as 
Lenovo, Tencent etc. 
• Struggles with 
censorship issues
Stats 
30 million registered users 63% with less than 3 years 
work experience
Focus 
Main focus – recruitment of university students
Activities 
• Organizes campus job fairs 
• Holds special events for graduates 
• Blog focused company profiles
• Twitter-like feeds (140 characters) 
• Professional profile (similar to LinkedIn) 
• Q&A section 
• Knowledge database 
• Company reviews (from employee perspective) 
• Interview experience 
• Welfare/benefits discussions 
• Salary reviews 
Features
Features 
• Media and news on companies 
• Employee search in specific companies 
• Circles: companies and alumni 
• Online skills tests and assessments 
• Polls 
• Recommended books section 
• Ads: CPM and PPC based 
• Mobile app
Home page 
Microblog 
News feed
Company page 
Ratings 
Company news 
feed
Education page 
Banner ads 
Ads for courses
Online tests 
Skill tests 
Feature results 
on profile
Polls 
Polls for users 
Mostly about 
employment in 
various companies
Q&A Section 
Questions for 
community 
Answers are rated 
by users
Books 
Mostly books 
on business and 
investments 
One of the revenue 
Sources for Dajie
Summary 
Size 
• Largest – 30 million users 
Audience profile 
• Mostly young with limited professional experience, job seekers 
Marketing value 
• Educational institutions, courses providers, companies that employ fresh 
graduates 
Drawback 
• Very few decision makers, limited value for B2B marketing
Features 
• 2nd largest (after Dajie) by total users (20 million) 
• More business oriented 
• Professional profile setup similar to LinkedIn 
• Suggests connections based on similar 
background, workplace, education 
• Profile ratings based on connections 
• Events section
Features 
• News feed from followed companies 
• Company search 
• Company page 
• Your connection to a specific company 
• Career help section 
• WeChat app 
• Newsletter 
• Ads: CPM based 
• Mobile app
Company page 
Corporate news 
feed 
Vacancies section 
How you are 
connected
Company search 
Company search 
by various criteria
Education section 
Most popular – ads for 
MBA programs
Ads options 
CPM 
Banners, 
Text links, 
Rich media 
100-140 RMB 
per CPM
Ads options 
Newsletter 
RMB 4 per mailing with 
minimum 50,000 mailings
Summary 
Size 
• 2nd largest – 20 million users 
Audience profile 
• More established professionals 
Marketing value 
• B2B companies, educational institutions, courses providers, companies that 
employ skilled professionals 
Drawback 
• No PPC based advertising, expensive CPM
Features 
• 7 million registered members 
• Twitter-like feeds (140 characters) 
• Tweets can be synced with Weibo 
• Can post videos and pictures 
• Professional profile (similar to LinkedIn) 
• Industry news in profile view 
• Events section
Features 
• Magazine style section (by interest) 
• Prominent investment & finance section 
• Job seeker section 
• Companies directories 
• Research on companies and management 
• Premium account (upgrade) – access to 
VIP circles
Industry news 
Articles are 
organized in 
sections
Company profile 
Company search 
People search by 
company 
Corporate profile 
Management
VIP membership 
• Access to VIP circles 
• Search priority 
• More then 300 
connections 
• Mass invitations 
• More features on 
profile 
• Access to quality 
financial reports 
• Invisible mode 
• Etc…
Advertising 
• Top banner – 30k RMB per month 
• Emails – 1.5 RMB per mailing 
• CPM – 2-5 RMB 
• Self-service promotion – 
10 RMB per month; free to VIP users 
• On search page 
• On discussion page 
① 
② 
④, 
⑤
Summary 
Size 
• 3rd largest – 7 million users 
Audience profile 
• Large proportion of white color professionals and executives, finance and investment 
sector 
Marketing value 
• B2B companies, investment and financial services, good for researching companies 
and executives 
Drawback 
• Substandard support, confusing structure, no PPC ads
Features 
• 5 million registered users 
• Active: ~370,000 daily users 
• Almost full access without registering 
• Entirely for job seekers and recruiters 
• 90% of ads are from recruiters and 
recruiting companies 
• Mobile app
Home page 
All about recruiting 
Recruiters can verify 
their profiles 
90% of ads are jobs 
related
Company search 
Company search is 
geared towards 
job seekers
Company page 
Vacancies 
Salaries and benefits 
info 
Company ratings 
Location
Summary 
Size 
• 5 million registered users and millions of unregistered users 
Audience profile 
• Job seekers and recruiters 
Marketing value 
• Only for companies that are recruiting 
Drawback 
• 100% geared towards recruiting, no quality profiles
Features 
• ~1.2 million registered users 
• Most well known outside of China 
• English version 
• Closest to LinkedIn in functionality 
• Claims to have higher level professionals 
• Groups: open/closed, moderated 
• Q&A section 
• Events section 
• Mobile app
Home page 
Newsfeed from 
connections and 
followed companies
Company page 
Corporate profile 
News, blog 
Jobs
Q&A page 
Only in Chinese
Discussion groups 
99% in Chinese 
Open/closed 
Moderated 
Group sections: 
• Discussion 
• Ads 
• Jobs 
• Events 
• Members
Advertisement 
Limited CPM options 
Sponsored newsletter 
Focused on brand 
engagement through 
Q&A, quizzes or 
events campaigns
Summary 
Size 
• Relatively small – 1.2 million users 
Audience profile 
• White collar professionals 
Marketing value 
• B2B/B2C companies, companies that employ skilled professionals 
Drawback 
• No PPC based advertising, limited CPM ads, requires expensive contract for 
marketing campaign
THANK YOU! 
Reach across the Great Wall! www.sampi.co

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China's professional networking sites overview (incl. LinkedIn)

  • 1. Leveraging China’s online business networks for marketing By Val Kaplan
  • 2. Agenda Connecting online – cultural aspect China’s main professional networking sites Users demographics LinkedIn.com Dajie.com Tianji.com Renhe.cn Wealink.com Ushi.com
  • 3. Chinese traditional perception of networking • Business network is meant to be nurtured and guarded, not shared with others • Most valuable connections are the secret ones • Why would you trust someone you never met? • Proliferation of fake credentials
  • 4. Could online guanxi really exist? • Guanxi involves a higher degree of trust that can’t be built purely online • Online business networks will not replace guanxi but may be able to augment it • Guanxi is becoming less dominant for younger generation of professionals – the main marketplace for online business networks
  • 5. China Business Networks 36-40 9% 50+ 2% 2014 iResearch User Age Distribution LinkedIn 18-24 20% 25-34 33% 45-54 14% 35-44 25% 65+ 1% 55-64 7% 18-24 22% 25-30 38% 31-35 22% 41-50 7% 2013 LinkedIn
  • 6. China business networks 2014 iResearch Gender Ratio Male 67% Female 33% LinkedIn 2013 LinkedIn Male 67% Female 33%
  • 7. China Business Social Networking User Education Level 2% 9% 2014 iResearch 21% 57% 9% 2% Education level Below high school High school diploma Advanced diploma Bachelor's degree Master's degree PhD
  • 8. Top Regions of China Business Social Networking Users 2014 iResearch 15% 11% 10% 8% 5% 7% 5% 4% 5% 4% 26% Users’ geography Guangdong Beijing Shandong Jiangsu Shanghai Henan Zhejiang Hebei Liaoning Fujian
  • 9. China’s Top Business Social Networking Websites 926 369 98 84 26 1000 900 800 700 600 500 400 300 200 100 0 Dajie.com Wealink.com Renhe.cn Tianji.com Ushi.com Number of daily users (thousand) Most active networks (daily users) 2014 iResearch
  • 10. China’s Top Business Social Networking Websites 30,000,000 20,000,000 7,000,000 5,000,000 1,200,000 35,000,000 30,000,000 25,000,000 20,000,000 15,000,000 10,000,000 5,000,000 - Dajie.com Tianji.com Renhe.cn Wealink.com Ushi.com Number of registered users Total number of registered users Companies own numbers
  • 11. Sites general profile • Largest worldwide • 6 million users in China LinkedIn • Largest in China • Lower level professionals Dajie • 2nd largest in China • White collar Tianji • 3rd largest in China • White collar & VIP Renhe • Very active • Only for recruiting Wealink • Relatively small • White collar Ushi
  • 12. Stats • Officially launched on May 5, 2003 • Members in 200+ countries • Available in 20 languages • Most members are from N. America • In Q3 2014, 75% of new members were from outside the US • 4+ million company pages • 6+ million members in China Source: http://press.linkedin.com/about Stats
  • 14. Trends • 41% of people with 500+ connections (up from 30% in 2013) • 16% are paid members (18% last year) • 58% of members spend on site 2+ hours a week (up from 48% last year) • Favorite activity – group participation (42%) • Favorite feature - individual status updates (39%) • Company page usage jumped from 24% to 57% • 70% of users give the site a 4 or 5 rating (out of 5), up 9% from users’ responses last year Source: http://www.forbes.com/
  • 15. Presence in China • Currently, 6+ million users in China • Plans to eventually reach140 million • Members work in 80,000+ leading companies, such as Lenovo, Tencent etc. • Struggles with censorship issues
  • 16. Stats 30 million registered users 63% with less than 3 years work experience
  • 17. Focus Main focus – recruitment of university students
  • 18. Activities • Organizes campus job fairs • Holds special events for graduates • Blog focused company profiles
  • 19. • Twitter-like feeds (140 characters) • Professional profile (similar to LinkedIn) • Q&A section • Knowledge database • Company reviews (from employee perspective) • Interview experience • Welfare/benefits discussions • Salary reviews Features
  • 20. Features • Media and news on companies • Employee search in specific companies • Circles: companies and alumni • Online skills tests and assessments • Polls • Recommended books section • Ads: CPM and PPC based • Mobile app
  • 21. Home page Microblog News feed
  • 22. Company page Ratings Company news feed
  • 23. Education page Banner ads Ads for courses
  • 24. Online tests Skill tests Feature results on profile
  • 25. Polls Polls for users Mostly about employment in various companies
  • 26. Q&A Section Questions for community Answers are rated by users
  • 27. Books Mostly books on business and investments One of the revenue Sources for Dajie
  • 28. Summary Size • Largest – 30 million users Audience profile • Mostly young with limited professional experience, job seekers Marketing value • Educational institutions, courses providers, companies that employ fresh graduates Drawback • Very few decision makers, limited value for B2B marketing
  • 29. Features • 2nd largest (after Dajie) by total users (20 million) • More business oriented • Professional profile setup similar to LinkedIn • Suggests connections based on similar background, workplace, education • Profile ratings based on connections • Events section
  • 30. Features • News feed from followed companies • Company search • Company page • Your connection to a specific company • Career help section • WeChat app • Newsletter • Ads: CPM based • Mobile app
  • 31. Company page Corporate news feed Vacancies section How you are connected
  • 32. Company search Company search by various criteria
  • 33. Education section Most popular – ads for MBA programs
  • 34. Ads options CPM Banners, Text links, Rich media 100-140 RMB per CPM
  • 35. Ads options Newsletter RMB 4 per mailing with minimum 50,000 mailings
  • 36. Summary Size • 2nd largest – 20 million users Audience profile • More established professionals Marketing value • B2B companies, educational institutions, courses providers, companies that employ skilled professionals Drawback • No PPC based advertising, expensive CPM
  • 37. Features • 7 million registered members • Twitter-like feeds (140 characters) • Tweets can be synced with Weibo • Can post videos and pictures • Professional profile (similar to LinkedIn) • Industry news in profile view • Events section
  • 38. Features • Magazine style section (by interest) • Prominent investment & finance section • Job seeker section • Companies directories • Research on companies and management • Premium account (upgrade) – access to VIP circles
  • 39. Industry news Articles are organized in sections
  • 40. Company profile Company search People search by company Corporate profile Management
  • 41. VIP membership • Access to VIP circles • Search priority • More then 300 connections • Mass invitations • More features on profile • Access to quality financial reports • Invisible mode • Etc…
  • 42. Advertising • Top banner – 30k RMB per month • Emails – 1.5 RMB per mailing • CPM – 2-5 RMB • Self-service promotion – 10 RMB per month; free to VIP users • On search page • On discussion page ① ② ④, ⑤
  • 43. Summary Size • 3rd largest – 7 million users Audience profile • Large proportion of white color professionals and executives, finance and investment sector Marketing value • B2B companies, investment and financial services, good for researching companies and executives Drawback • Substandard support, confusing structure, no PPC ads
  • 44. Features • 5 million registered users • Active: ~370,000 daily users • Almost full access without registering • Entirely for job seekers and recruiters • 90% of ads are from recruiters and recruiting companies • Mobile app
  • 45. Home page All about recruiting Recruiters can verify their profiles 90% of ads are jobs related
  • 46. Company search Company search is geared towards job seekers
  • 47. Company page Vacancies Salaries and benefits info Company ratings Location
  • 48. Summary Size • 5 million registered users and millions of unregistered users Audience profile • Job seekers and recruiters Marketing value • Only for companies that are recruiting Drawback • 100% geared towards recruiting, no quality profiles
  • 49. Features • ~1.2 million registered users • Most well known outside of China • English version • Closest to LinkedIn in functionality • Claims to have higher level professionals • Groups: open/closed, moderated • Q&A section • Events section • Mobile app
  • 50. Home page Newsfeed from connections and followed companies
  • 51. Company page Corporate profile News, blog Jobs
  • 52. Q&A page Only in Chinese
  • 53. Discussion groups 99% in Chinese Open/closed Moderated Group sections: • Discussion • Ads • Jobs • Events • Members
  • 54. Advertisement Limited CPM options Sponsored newsletter Focused on brand engagement through Q&A, quizzes or events campaigns
  • 55. Summary Size • Relatively small – 1.2 million users Audience profile • White collar professionals Marketing value • B2B/B2C companies, companies that employ skilled professionals Drawback • No PPC based advertising, limited CPM ads, requires expensive contract for marketing campaign
  • 56. THANK YOU! Reach across the Great Wall! www.sampi.co