China's professional networking sites overview
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China’s online business networks By Sampi Marketing
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Marketing on Chinese online professional networks is often overlooked by marketers trying to reach Chinese professionals or company decision makers. With LinkedIn being practically unknown in China, other platforms compete for connecting the largest workforce in the world. This overview of the major professional networking sites in China provides an in-depth view of the their size, user demographics and audience profiles.
Transcript of China's professional networking sites overview
China’s online business networks
By Sampi Marketing
• 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
Chinese traditional perception of networking
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
2014 iResearch
User Age Distribution
25-35 y/o: 60%
18-2420%
25-3433%
35-4425%
45-5414%
55-647%
65+1%
18-2422%
25-3038%
31-3522%
36-409%
41-507%
50+2%
China Business Networks
2013 LinkedIn
2014 iResearch
Gender Ratio
Male67%
Female33%
2013 LinkedIn
Male67%
Female33%
China business networks
2014 iResearch
China Business Social Networking User Education Level
2%
8%
21%
57%
9%
2% Education level
Below high schoolHigh school diplomaAdvanced diplomaBachelor's degreeMaster's degreePhD
2014 iResearch
Top Regions of China Business Social Networking Users
15%
11%
10%
8%
7%5%5%
5%
4%
4%
26%
Users’ geography
GuangdongBeijingShandongJiangsuShanghaiHenanZhejiangHebeiLiaoningFujianOthers
China’s Top Business Social Networking Websites
Dajie.com Wealink.com Renhe.cn Tianji.com Ushi.com0
100
200
300
400
500
600
700
800
900
1000 926
369
98 8426
Most active networks (daily users)N
umbe
r of d
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use
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2014 iResearch
China’s Top Business Social Networking Websites
Dajie.com Tianji.com Renhe.cn Wealink.com Ushi.com -
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
30,000,000
20,000,000
7,000,000 5,000,000
1,200,000
Total number of registered usersN
umbe
r of r
egis
tere
d us
ers
Companies own numbers
Sites general profile
•Largest•Lower level professionals
Dajie
•2nd largest•White collar
Tianji
•3rd largest•White collar & VIP
Renhe
•Very active•Only for recruiting
Wealink
•Relatively small•White collar
Ushi
