Blog Is Important to China’s Portal Sites

Written by Tangos on October 12, 2006
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Loverty made an interesting comparison in his blog post today. Based on Alexa data, he compared the percentage of traffic to blog service in overall traffic of China’s major internet portals, including Sina, Sohu, Netease, QQ and Baidu.

According to Alexa data, QQ’s Q-zone service is the most trafficed service among all QQ’s services, it accounts for 19% traffic of QQ. (including the sub-domain of qzone.qq.com and q-zone.qq.com).

11% of Sina’s traffic comes from blog.sina.com.cn, which is the third most traffic service in Sina, just after Sina’s very popular news channel and sports channel.

Blog service of Sohu is its second most popular service as well, accounting for 8% overall traffic.

Both Baidu’s Space service (hi.baidu.com) and Netease’s blog service just contribute 1% traffic to their overall traffic respectively. In Netease’s new homepage, which is launched today, blog service has been emphasised, thus the traffic to its blog service is expected to increase significantly in coming future.

The data illustrate that blog service becomes more and more important to China’s web portals. However, among all five portals, only QQ has a viable business model of selling virtual items to its users to decorate their q-zone. Therefore, for Sina and Sohu, how to monetize these heavily trafficed blog service is an critical issue to deal with.

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2 Responses to “Blog Is Important to China’s Portal Sites”

  1. Wallstrip Conversation » Information Arbitrage on Baidu - Icarus in the Making? on December 5th, 2006 8:51 pm

    […] Another interesting point to note is the rising importance of blogs in China, a place where Baidu is currently not a big player: Loverty made an interesting comparison in his blog post today. Based on Alexa data, he compared the percentage of traffic to blog service in overall traffic of China’s major internet portals, including Sina, Sohu, Netease, QQ and Baidu. […]

  2. Sina To Share Revenue With Bloggers « Sampsung @ HiLaws on September 17th, 2007 1:46 pm

    […] As we said before, blogging service is becoming more and more important to China’s portal sites. Now, Sina starts to plan to monetize this heavy traffic directly in second quarter of 2007. […]

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