Infographic: China's Social Media Evolution

Six months ago Ogilvy’s China social media team created an infographic to show some of the local platforms thriving in place of the major international equivalents.

Since then, new social media platforms have become relevant – on both sides of the Great Firewall – and so the team reworked the infographic. They have also widened the scope to include more platforms within some of the categories.

Major changes include:

Three new categories: professional social networks, which may become more important with LinkedIn’s China future still uncertain, mobile chat, and online music.

GroupOn’s Chinese platform: Although just launched, if their planned investment is anything to go by and they get over some of their initial obstacles, GroupOn China is likely to become a major player in the next few months.

Quora: Although different to Yahoo Answers, which it replaced, Quora is now the Q&A platform everybody is talking about. On the China side we have included its direct equivalent, Zhihu, as well as Baidu Zhidao and Tianya Wenda, which are more like Yahoo Answers.

More Tencent: This Chinese internet giant has been given a lot more face than last time, with the addition of their microblog and the highly populated but relatively inactive Qzone.

Making graphics like this is, of course, far from an exact science. Many of the changes are debatable and the Chinese equivalents also have very different features from their equivalents. Inevitably, there is also the difficulty relating to category crossovers.

Suggestions welcomed in the comments!

Sign Up

Enter your email address below to subscribe to the mailing list and register for Social On Us, the Social@Ogilvy webinar series.

Newsletter updates
Webinars invites

Leave a Reply


  1. wolfgroupasia

    I like the chart – it is clean, and it starts to add order to what might otherwise seem a chaotic online environment.

    The challenge in creating charts like this that “equivocate” social media in China with global Internet brands is that it obscures major (and, for marketers important) differences in how such services are seen and used by Chinese netizens. That's fine for those of us who understand the nuances, but for clients who really don't understand China, this could lead to some incorrect thinking, bad planning, and worse results.

    I know Ogilvy 360 will use this chart with due care. So should everyone else.

  2. Pingback: Le monde des études Marketing en ligne sur les médias sociaux en langues étrangères

  3. Pingback: 中国社交媒体生态图谱 | DamnDigital | 互动中国

  4. Pingback: 中国社交媒体生态图谱 - 疯采依旧

  5. Pingback: 饕餮视觉 » 中国社交媒体生态图谱[可视化]

  6. Pingback: Comparing the Social Web Startups Ecosystem in India and China | Gauravonomics Blog For Marketers, Entrepreneurs and Activists

  7. Pingback: infographic : Social Media ในจีน « digimolek

  8. Pingback: Profiling China’s top social media 1 – SNS (social networking sites) | Offbeat China

  9. Shu Zhao

    In the Deal-of-the-day part, I really want to mention one brand “糯米网” (Nuomi, Glutinous rice)。

    It might not be the best GroupOn’s platform in China. But I really admire its marketing strategy to cooperated with Renren. The API of Nuomi through Renren is useful. Most user in Renren are students or recently graduated students. Deal-of-the-day is a good way to save money. I think Nuomi found a suitable way for its brand to do marketing through social network in China. What do you think?

  10. Thanks for publishing the chart – nice to have an all in one reference. Might I make one suggestion though – please consider reversing the order. Labels on the inside then western logo, finally the Chinese platforms. That would give them a lot more room to breathe and grow in number.

  11. Antoine

    Hi Thomas,
    I'm surprised that Tianji is not in this infographic (professional social network)…

  12. Thomas Crampton

    Excellent idea! Problem is that we have invested in the format, doing it in the same way across many markets. Perhaps we should reverse them all.

  13. Thomas Crampton

    Thanks! Will check it out. There are so many Groupon-like sites in China. We started to compile a list, but gave up after 100.

  14. Pingback: 中国社交媒体生态图谱 | Yang in USA

  15. jacky

    nice sharing.

  16. Pingback: V.I.K.A.S.TM - Comparing the Social Web Startups Ecosystem in India and China

  17. Pingback: Suggested reading, week 18 | Media Evolution

  18. Pingback: How Benefit Cosmetics is Conquering the Cosmetic Market in China « 2011 Global Marketing: Georgetown University

  19. Pingback: Social Media Equivalent in China | HON Marketing | Award-Winning Marketing & Design Firm

  20. Pingback: Das Chinesische Social Media Prisma: ethority erschließt eine neue Business-Welt - ethority Social Media Intelligence Blog

  21. Pingback: Chinese Social Media Prism: A whole new world that shakes up business - The Social Media Intelligence

  22. Pingback: Linkdump vom Fr, 15. Juni 2012 bis Mo, 18. Juni 2012 Links synapsenschnappsen

  23. Pingback: Ten Infographics About China - China Speakers Agency | The Leading China International Speakers Bureau

  24. Simon

    The professionnal SNS is going through a huge development in China with the arrival last year of Gaoren and Jingwei. This market is at its early stage of development , but the fierce competition ( more than 10 actors on this market) may hamper its development .

  25. Pingback: Uk Buy Online Sildenafil Citrate

  26. Pingback: louboutin cheap replicas

  27. mort73

    Great chart. However, I have a suggestion. I would be great if you could highlight the most influential players in each categorie (either by active users or usage) – that would give me an indication of which media to focus on.

  28. Pingback: cheapest car insurance

  29. Pingback: home safes

  30. Pingback: the hobby store

  31. Pingback: New Orleans Hornets

  32. Pingback: Spread Trade Systems

  33. Pingback: best way to get followers on instagram fast

  34. Pingback: GBinteractive Online Consulting

  35. Pingback: Hotels in Brooklynresort bargainslate hotel inn specials.

  36. Pingback: logo designs

  37. Pingback: delray beach internet marketing for realtors

  38. Pingback: Source Webpage

  39. Pingback: best movers in dallas area review

  40. Pingback: dunnage three toed box turtle