Blogs & Microblogs: The Best of Both Worlds

EASTWEST, as a digital PR agency, is constantly preaching the benefits of social media to its clients. To EASTWEST, everyone is eligible to participate and appreciate everything from brand recognition to improved ROI. Therefore, for those who want to work with Chinese social media, EASTWEST has put together a simple diagram that outlines the main companies in various segments of the Chinese social media landscape. In this post, EASTWEST takes a closer look at blogging sites and microblogging sites in China. Top Blog Sites:   qzoneQ Zone(QQ空间):It is a social networking website, which was created by Tencent in 2005. Qzone is very popular among Chinese young people and the majority of the site’s user is female at an age between 18-24. According to a report published by Tencent, Qzone had more than 200 million uses as of January 31, 2009, surpassing other social networking websites like Facebook and MySpace. 150 million Qzone users update their accounts at least once a month. This makes Qzone one of the most active communities in the whole industry. The site was established in August 2005 in Shanghai, and now is one of the largest social network service provider in China. According to Baidu’s 2008 China Online Space and Blog Report, ranked overall No.2 among all online space and blog web sites, with No. 1 user activity ranking. As of June 2009, 51 has over 160 million register users, among them 38.5 million login at least once a month. These users generate about 300 million page view per day. These users generate about 350 million page view per day, upload over 10 million photos and write over 3 million blogs per day. Sina blogSina Blog (新浪博客):  Sina Blog features the blogs of celebrities, including the most popular blog in the world, the one of Xu Jinglei, (a young Chinese actress). With many years of development, the blog site has now expanded its user base to entrepreneurship, thought leadership and grass-root bloggers. Sina Blog is the blog service of, which is the largest Chinese-language web portal (news, entertainment, email, search, etc) and also a listed company on US Nasdaq. Alexa ranks Sina as the 7th biggest web property in the world, just behind MySpace. It’s said to have 94.8 million registered users and more than 10 million active users engaged in their fee-based services, with an estimated 3 billion page views every day. sohu blogSohu Blog (搜狐博客): This is the blogging service of, one of China’s top web portals. The company provides Internet access for millions throughout China. Its site provides news, e-mail, games, shopping and text messaging. Chinese Internet pioneer Dr. Charles Zhang established the company in 1996. blogbusBlogBus (博客大巴): Shanghai-based BlogBus, launched in 2002, is one of the earliest and most reputed blogging service providers in China. The site has a magazine style design and is updated regularly with content related to a variety of topics including lifestyle, fashion, music, film, and art. In 2006, BlogBus raised $3 million from JAIC, which is the fourth largest VC in Japan, and Cyber Agent, a publicly traded Japanese Internet media and advertising company. Since then, BlogBus has merged with,,, and baiduspaceBaidu Space(百度空间):Baidu Space is an online social networking service provided by Baidu, a Chinese search engine. It was listed as Number 11 on the Top Social Media Sites of 2008 with 100 million unique worldwide visitors. Top Microblog Sites   sina microblogSina Microblog (新浪微博): As China’s Web portal giant, Sina launched this very Twitter-like microblogging service in mid-August 2009. There is no special catchy name for Sina’s new offering, since it is rather prosaically dubbed 新浪微博, which literally translates as “Sina microblog”. Twitter has numerous celebrity Twitterers, but it seems to have all happened quite coincidentally. With Sina, though, it has been made part of the attraction early on. Currently number one with the most number of followers (13,224 at present)–or 粉丝–is Lee Kai-fu, former head of Google China whose recent resignation was the subject of a recent post here on Sinobytes. Most of the other celebrities on Sina microblogs are pop-music and movie stars. TaotaoTaotao (滔滔):Taotao is a product from Tencent that uses its own website . Taotao was launched in 2007. Previously, smaller Twitter clones Fanfou and Digu gained some traction among more tech-savvy Chinese Net users before being shut down by the Great Firewall during a widespread wipeout of social networking sites earlier 2009. The lack of a convenient search function in Taotao keeps it insulated from the troubles of other platforms where rabble rousers and activists are completely uncontrollable. Taotao is now actively developing new features all the time. They added flash export, taotao cards, JavaScript export to the blog or Qzone. Since Taotao is part of the company’s slate of QQ-related online products, you must have a QQ account for access to the service. miniblogMSN mini blog (MSN迷你博客):  Microsoft launched this microblog-style service in China based on Windows Live Messenger, expanding the social-networking functions linked to the chat software. The service lets users “tweet” via the status updates appearing on Windows Live Messenger. On 1 December 2009, Microsoft announced the debut of MSN Juku,  or 聚酷(literally Gathering Cool in Chinese), a beta service that lets customers post 140-character messages to an update screen that slowly scrolls old messages. Juku is more similar to a microblog site and it may replace MSN mini blog in the near future. Hope this list can provide you with more information about the Chinese blog and microblog landscape and I appreciate that this is list only outlines a small percentage of the huge number of companies operating here.

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