Sina Clones Baidu Postbar

Written by Tangos on November 17, 2007
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Baidu Postbar is one of the innovative services I used as examples in my presentation on web innovations in China. According to Alexa, the traffic of Baidu Postbar accounts for 11% of total traffic of Baidu, just follows Baidu web search and image search service.

What’s Baidu Postbar? It is a keyword-based online forum which enables you to meet and discuss with people has similar interests as you. Baidu Postbar is the biggest online forum in China now, many competitors are trying to copy the success of Baidu Posbar, including Sogou’s Shuoba, and Google China’s Laiba. Now the latest clone is from Sina.

Sina BarSina quietly launched Sina Bar recently which is almost identical to Baidu Postbar. One of the most important success factor of Baidu Postbar is its huge web search traffic, which helps to direct keyword query into keyword-based forums. How can Sina Bar compete with Baidu Postbar, if it doesn’t have a strong search service? Sina wants to make breakthrough in finance-related topics, which is the weakness of highly entertainment-oriented Baidu Postbar. Sina has integrated this new service with its popular financial news channel, then you can read posts from the related Sina bar when visiting a stock profile page.

On the other hand, the newly-launched Baidu Finance also integrates with Baidu Postbar, which will undoubtedly improve the traffic and popularity of finance-related Baidu postbars. But we still think Sina Bar will have chance to defeat Baidu in this area for its advantages in finance channel. In the mean time, there is still a strong competitor for both of them to challenge, it is the current market leader, EastMoney.

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