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Pinterest with Chinese
characteristics



Jon Stokes and Rachel Hao Ning Lin
April 2012
@freshnetworks



                                                             1


                                     www.freshnetworks.com
The Pinterest effect in China
• Twitter-like microblogs are established tools in China, with Sina Weibo
  alone boasting over 300 million users.

• This means it is hardly surprising that Chinese businesses have taken
  to creating their own versions of photo-curation service, Pinterest.

• Just as Pinterest has been cloned repeatedly for various English
  language interests, the Chinese equivalents vary.

• At present, we have identified at least 30 Chinese variants, but this is
  sure to increase. This presentation will show 6 of the most popular, with
  some information on what makes them unique.



                                                                                       2


                                                               www.freshnetworks.com
Sites cater from general interest to specific niches




                                                                               3


                                                       www.freshnetworks.com
The Pinterest-style layout is referred to as 瀑布流 „Pubuliu‟,
                meaning „waterfall stream‟

                                            From: http://www.flickr.com/photos/larique/6765501753/


                                                             www.freshnetworks.com
                                                             www.freshnetworks.com
Huaban – „Petal‟




  Allows pinning of embedded videos
                                                              5


                                      www.freshnetworks.com
PinFun




  • Users can embed animated gifs
  • Photos link direct to shopping site Taobao
                                                                         6


                                                 www.freshnetworks.com
Sharing food




               From: http://www.flickr.com/photos/noodlebones/2616579027//


                                     www.freshnetworks.com
                                     www.freshnetworks.com
LSKong – „Snack Lovers‟




  • Focuses on snacks, finger food, tea, wine and Chinese
    medicinal drinks
  • Prominent user pages, like Facebook Timeline
                                                                                    8


                                                            www.freshnetworks.com
Meishixing – „Gourmet Journey‟




  • Focused on food discovery
  • Features integration of Google Maps and has 38 cities listed
                                                                                   9


                                                           www.freshnetworks.com
Sites for fashion lovers




                           From: http://www.flickr.com/photos/peiranliu/3042492683/


                                              www.freshnetworks.com
                                              www.freshnetworks.com
Faxian – „Discovery‟




  • “Faxian” is pronounced similarly to “fashion”
  • Launched March 2012 by Alibaba as a social shopping site
  • Focused on female audience
                                                                                       11


                                                               www.freshnetworks.com
Mogujie – „Mushroom Street‟




  • Boosted in user numbers since emulating “waterfall” layout
  • Popular items can receive group purchase discounts
                                                                                         12


                                                                 www.freshnetworks.com
The most popular people on Mogujie are sharing what they wear every
day




   Very similar to the UK‟s “What I Wore Today” and to the „Haul
   Videos‟ trend on YouTube
                                                                                     13


                                                             www.freshnetworks.com
And linking to items worn by celebrities




    It is not just Chinese celebrities who are influential on
    Mogujie
                                                                               14


                                                       www.freshnetworks.com
And Chinese fans are adding Western brands to Mogujie




   Over 25 Western fashion brands are already represented
   unofficially, with links to online shopping portals
                                                                                    15


                                                            www.freshnetworks.com
What does this mean to brands interested in China?

                                     From: http://www.flickr.com/photos/jacqueline/4712334820/


                                                         www.freshnetworks.com
                                                         www.freshnetworks.com
Brands with visually rich content should be including these
  „waterfall‟ sites in their Chinese social media strategy




                                        From: http://www.flickr.com/photos/10946461@N05/4463311710/


                                                                 www.freshnetworks.com
                                                                 www.freshnetworks.com
18
© Copyright FreshNetworks 2012
                                 www.freshnetworks.com

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Chinese pinterest sites

  • 1. Pinterest with Chinese characteristics Jon Stokes and Rachel Hao Ning Lin April 2012 @freshnetworks 1 www.freshnetworks.com
  • 2. The Pinterest effect in China • Twitter-like microblogs are established tools in China, with Sina Weibo alone boasting over 300 million users. • This means it is hardly surprising that Chinese businesses have taken to creating their own versions of photo-curation service, Pinterest. • Just as Pinterest has been cloned repeatedly for various English language interests, the Chinese equivalents vary. • At present, we have identified at least 30 Chinese variants, but this is sure to increase. This presentation will show 6 of the most popular, with some information on what makes them unique. 2 www.freshnetworks.com
  • 3. Sites cater from general interest to specific niches 3 www.freshnetworks.com
  • 4. The Pinterest-style layout is referred to as 瀑布流 „Pubuliu‟, meaning „waterfall stream‟ From: http://www.flickr.com/photos/larique/6765501753/ www.freshnetworks.com www.freshnetworks.com
  • 5. Huaban – „Petal‟ Allows pinning of embedded videos 5 www.freshnetworks.com
  • 6. PinFun • Users can embed animated gifs • Photos link direct to shopping site Taobao 6 www.freshnetworks.com
  • 7. Sharing food From: http://www.flickr.com/photos/noodlebones/2616579027// www.freshnetworks.com www.freshnetworks.com
  • 8. LSKong – „Snack Lovers‟ • Focuses on snacks, finger food, tea, wine and Chinese medicinal drinks • Prominent user pages, like Facebook Timeline 8 www.freshnetworks.com
  • 9. Meishixing – „Gourmet Journey‟ • Focused on food discovery • Features integration of Google Maps and has 38 cities listed 9 www.freshnetworks.com
  • 10. Sites for fashion lovers From: http://www.flickr.com/photos/peiranliu/3042492683/ www.freshnetworks.com www.freshnetworks.com
  • 11. Faxian – „Discovery‟ • “Faxian” is pronounced similarly to “fashion” • Launched March 2012 by Alibaba as a social shopping site • Focused on female audience 11 www.freshnetworks.com
  • 12. Mogujie – „Mushroom Street‟ • Boosted in user numbers since emulating “waterfall” layout • Popular items can receive group purchase discounts 12 www.freshnetworks.com
  • 13. The most popular people on Mogujie are sharing what they wear every day Very similar to the UK‟s “What I Wore Today” and to the „Haul Videos‟ trend on YouTube 13 www.freshnetworks.com
  • 14. And linking to items worn by celebrities It is not just Chinese celebrities who are influential on Mogujie 14 www.freshnetworks.com
  • 15. And Chinese fans are adding Western brands to Mogujie Over 25 Western fashion brands are already represented unofficially, with links to online shopping portals 15 www.freshnetworks.com
  • 16. What does this mean to brands interested in China? From: http://www.flickr.com/photos/jacqueline/4712334820/ www.freshnetworks.com www.freshnetworks.com
  • 17. Brands with visually rich content should be including these „waterfall‟ sites in their Chinese social media strategy From: http://www.flickr.com/photos/10946461@N05/4463311710/ www.freshnetworks.com www.freshnetworks.com
  • 18. 18 © Copyright FreshNetworks 2012 www.freshnetworks.com