Business
        

Photos

Micro blogs 'the next big thing'

Updated: 2010-12-03 10:04

By Tuo Yannan (China Daily)

Twitter Facebook Myspace Yahoo! Linkedin Mixx

Micro blogs 'the next big thing'

With over 75 million users in China, micro blogs have become a huge hit. The rapid increase of users led to a temporary service disruption on Sina Weibo, China's largest micro-blogging service, on Dec 1.[Photo/China Daily]

BEIJING - Micro blogs are set to become the next battlefield in China's online advertising market as the practice becomes more popular among Chinese netizens.

Micro-blogging was still at a nascent stage in China last year, but user numbers are expected to exceed 100 million next year as it is quickly becoming the new marketing tool for multinational companies, such as Nokia, Dell and Lenovo, to promote their brands and products, industry sources say.

"Micro blogs provide a new tool for us to interact with our potential consumers here in China," says Yang Weidong, head of marketing for Nokia in China.

Yang says that because Chinese users are more accepting of this new form of communication compared with Internet users in other countries, the Finnish cell phone maker will increase its investment in marketing Chinese micro blog services in the following years.

In October, Nokia launched unusual news briefings that were held completely on social networking websites, mainly in micro-blogging services. Micro-bloggers could wear a 3D eyepiece to watch Nokia's online 3D promotion video and interact with the company through its micro blog on Sina Weibo, China's largest micro-blogging website.

According to Yang, at least 400,000 users attended this micro-blogging event and more than 1,000 Nokia N8 handsets were booked after the event, which was considered a "very good" experiment for using micro blogs to promote the brand and its products.

Marketing on micro-blogging services is not unique to Nokia. US-based PC maker Dell has also started using micro blogs for marketing purposes in China.

Related readings:
Micro blogs 'the next big thing' Sohu to step up efforts for micro blogs
Micro blogs 'the next big thing' 94% claim affected by micro-blogs: Survey
Micro blogs 'the next big thing' Sina claims lead in China's micro-blog market
Micro blogs 'the next big thing' Chinese president's micro blog closed

The computer company reportedly used the US micro-blogging website Twitter, which resulted in millions of dollars of sales in the United States. Early this year, Dell opened its Chinese micro blog on Sina Weibo.

Since then, the company has launched several online campaigns to promote its products online, which received "hundreds of thousands" of visits and responses from Chinese micro-bloggers.

According to figures from domestic research firm Analysys International, China's micro-bloggers reached 8 million last year, accounting for a tiny proportion of the country's 420 million Internet users.

However, the number of micro-blogging users had already surpassed 75 million last month. The Beijing-based research firm forecast that the number of China's micro-bloggers will reach 145 million by the end of next year.

"The increasing number of mobile Internet users will make micro-blogging more common among the Chinese," said Yu Ming, an analyst for IT analysis company Dratio.

"With the number of Chinese users of the service continuing to grow, advertisements through micro blogs will become a necessity" as more companies start to realize the commercial value of micro-blogging services, Yu said.

E-paper

Ear We Go

China and the world set to embrace the merciful, peaceful year of rabbit

Preview of the coming issue
Carrefour finds the going tough in China
Maid to Order

European Edition

Specials

Mysteries written in blood

Historical records and Caucasian features of locals suggest link with Roman Empire.

Winning Charm

Coastal Yantai banks on little things that matter to grow

New rules to hit property market

The State Council launched a new round of measures to rein in property prices.

Top 10 of 2010
China Daily in Europe
The Confucius connection