China digital mini-series #4 – Know the key players in China’s digital marketplace and their current positioning

Chinese internet companies are notorious for adapting successful Western website models into new, transformed sites that work in the local marketplace. It may surprise you to learn, however, that many of the big players, such as Youku and Sina, are not as profitable as you might imagine. This is because their revenue streams rely heavily on advertising sales, so it is hard for brands to stand out from the crowd due to the Chinese marketplace’s cluttered ad environment. Table 1 (see below) compares Western sites to their Chinese clone equivalents and describes the current positioning of the Chinese sites:

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(Please click on the table to enlarge)

This article is released as part of China digital marketing mini-series. To to learn more about  the Chinese digital landscape  please view our service social media page. To contact us  please use the contact information at the bottom of the page.

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