Kaixin, www.kaixin001.com, is one of the most popular social network services website in China. Now, Kaixin’s traffic ranked 13 in China in terms of Alexa statistics.
One reason that Kaixin is so welcomed is it targets a specific group of users, white-collars in big cities, who have time and have potential capability to pay for Kaixin services. The features of white-collars network are relatively small but close. They will introduce their favorite SNS to each other very quickly and expand the user base of SNS without big advertisement.
The functionalities of Kaixin are very similar with that of Facebook. Some games that seemed directly copy from Google, such as “Friends for sale” and “Parking War”, attract thousands of office employees in China. But why Facebook, which has more games, larger use base and better services, is not popular in China? Language barrier is one reason. The other more important reason is its market strategy does not fit Chinese users. Kaixin always sends the invitation email to friends of its users to expand its user number. In China, the most purpose of people joining SNS is they can contact people they already know other than know strangers. Invitation from friends is a stable way to attract people to join one SNS website.
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