Social media in china different than you think

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Social media in china different than you think

  1. 1. Social Media in China: Different Than You ThinkBenjamin Joffe, CEO | Plus Eight Star Ltd. | SXSW, Austin, 2010.04
  2. 2. Introduction
  3. 3. Benjamin Joffe本杰明 벤자민 ベンジャミン5 years 1 year 4 years
  4. 4. • 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
  5. 5. www.facebook.com/paradisepaintball
  6. 6. Are We So Different?
  7. 7. Common Assumptions1. Social media in China? Isn’t it all censored?2. China is all about copy3. Chinese users are very different from US users4. What happens in China stays in China
  8. 8. 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
  9. 9. ConclusionsAre we so Different?
  10. 10. Online Games & SNS
  11. 11. Key Numbers• Users – Tencent 1B+ (485M active) – Qzone 310M users – RenRen 200M (50M also mobile) – Kaixin001 75M – 51.com 160M (38M MAU)• Multiple accounts!
  12. 12. SOCIAL NETWORKS APPLICATION PLATFORMVIRTUALGOODSONLINEGAMES MOBILE
  13. 13. ONLINE + SOCIAL GAMESONLINE + SOCIAL GAMES
  14. 14. China’s Virtual Goods Market Estimate for 20095 Billion Dollars! (5 times USA!)
  15. 15. Tencent• Revenue: >1.5bln USD – (3 times Facebook) – 90% from digital goods • (35% from games) – 10% from ads• Net margin: 40%
  16. 16. 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
  17. 17. This is a seen as a dating game
  18. 18. Innovations
  19. 19. 5C of Chinese Innovation “On the shoulders of giants”1. Copy2. Combination3. Competition “Survival of the fittest”4. Constraints5. China
  20. 20. Will it blend?
  21. 21. What do wewant online?
  22. 22. Zhenai | Match.com Reengineering
  23. 23. 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
  24. 24. Lihua | Food Delivery by IM
  25. 25. BabyTree | SNS for Parents
  26. 26. P1 | SNS for the Affluent Class• Innovative recruitment (shopping malls)• Innovative revenue models
  27. 27. Thanks! More about “Innovation Arbitrage”www.plus8star.combenjamin@plus8star.com +81 | Japanbenjamin0123 +82 | Korea +86 | Chinahttp://twitter.com/plus8star Telecom & Internetwww.linkedin.com/in/benjaminjoffe + Added Value * High qualitywww.slideshare.net/plus8star

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