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Chinese pinterest sites

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Chinese pinterest sites

  1. 1. Pinterest with Chinese characteristics Jon Stokes and Rachel Hao Ning Lin April 2012 @freshnetworks 1 www.freshnetworks.com
  2. 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. 3. Sites cater from general interest to specific niches 3 www.freshnetworks.com
  4. 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. 5. Huaban – „Petal‟ Allows pinning of embedded videos 5 www.freshnetworks.com
  6. 6. PinFun • Users can embed animated gifs • Photos link direct to shopping site Taobao 6 www.freshnetworks.com
  7. 7. Sharing food From: http://www.flickr.com/photos/noodlebones/2616579027// www.freshnetworks.com www.freshnetworks.com
  8. 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. 9. Meishixing – „Gourmet Journey‟ • Focused on food discovery • Features integration of Google Maps and has 38 cities listed 9 www.freshnetworks.com
  10. 10. Sites for fashion lovers From: http://www.flickr.com/photos/peiranliu/3042492683/ www.freshnetworks.com www.freshnetworks.com
  11. 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. 12. Mogujie – „Mushroom Street‟ • Boosted in user numbers since emulating “waterfall” layout • Popular items can receive group purchase discounts 12 www.freshnetworks.com
  13. 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. 14. And linking to items worn by celebrities It is not just Chinese celebrities who are influential on Mogujie 14 www.freshnetworks.com
  15. 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. 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. 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. 18 © Copyright FreshNetworks 2012 www.freshnetworks.com

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