Originally published in ChinaBiz Forum
May/June 2008
by Bill Dodson
China‘s Generation W(eb)
Internet Cafes in China are not for the faint of heart. Most are noisy, gritty, intrusive places filled with young people either caught up in the romance of online personalities or on the prowl for the real-world purse to snatch or customer to fleece. But it’s the Chinese internet café that is at the heart of China’s explosive entrance into cyberspace, and the source of inspiration of many of the opportunities found in the Chinese internet market.
China had a total as of January 2008 of 210 million users; with only about a 15% penetration, according to the China Internet Network Information Center (CNNIC). China added nearly 50 million new users in the last six months of 2007, and is set to bypass the United States as the largest user base in the world by the middle of 2008.
The internet cafe in China is a social phenomenon, day and night. CNNIC cited that about 34% of China’s users access the Internet in internet cafes; the proportion of users approaches 50% in rural areas, where there are fewer households that have computers and internet connections. And Internet Café’s are cheap: a mere US$.25 per hour during the day and early evening; and US$1.50 to $2 total from late night to early morning. For many young migrant workers from the countryside, internet cafés in the cities are the only places they can afford to sleep at night.
I QQ, Do You?
In the West when we log on to the Internet we typically check our email first. When a Chinese user sits down at home or in an internet cafe the first thing she does is to check her Instant Messaging (IM) system, where friends are likely chatting away. The most popular IM systems in the West are MSN and Skype. In China, the most popular IM application is QQ, which, as of July 2007, boasted a whopping 273 million registered users. Chinese users will register themselves under several identities. Henry Jenkins at MIT performed a survey that observed that almost five times as many Chinese as Americans will manage a parallel life in cyberspace.
QQ users take pride in the degree to which they can customize the long, narrow window that displays their list of friends – invited and uninvited. A user’s most important decision, though, is choosing from among the scores of cartoon personas QQ provides through which users can chat with others in QQ-space: handsome warriors, winsome princesses, huggable pandas, and more.
Something for Western investors to consider is that we in the West usually check up on the latest news and sports updates after we’ve read our email. Chinese netizens, however, will go directly to their favorite portal after checking QQ, where they can download music (86.6% of users surveyed in a recent CNNIC report), IM (81.4%), watch online movies (76.9%), read online news (73.6%), use search engines (72.4%), play online games (59.3%) and then email (56.5%). Most internet café users are less than thirty years old; three-quarters of which have a high school education or less. It is not unusual for most users to be playing online games and up on their screen, shooting up bad guys in virtual realities while chatting with their friends about it at the same time.
Web Portals: Doorways to Another Life
QQ five years ago was able to leverage its IM interface into the most popular web portal in China, QQ.com. The most popular portal after QQ is Sina.com. To open the home page of a Chinese portal is to understand a bit of the frenzied life of the average Chinese. Pages are dense with photos of movie and singing stars; the latest gossip scrolls up bordered windows; advertisements square and round, rectangular and oblong scream for precious real estate; sponsorship bubbles float around the page, chasing after the user’s cursor like a hungry fish chasing a mosquito skimming the water. “There’s something for everybody [on QQ.com],” one twenty-something year-old user enthused, “young and old; and we can all share with each other!”
Western companies like Yahoo! that have entered the Chinese market with their Copy-2-China business models have not found the success they sought simply because Chinese consider their Western-style sites boring. Western sites err on the side of simplicity of appearance and message; Chinese sites satisfyingly overwhelm the Chinese user with a smorgasbord of functions that rivals any Chinese dinner banquet.
By far the most popular use Chinese users make of internet portals, though, is music downloads.
Search Engines
The more successful search engines like Baidu.com have successfully fought off several rounds of lawsuits by the music industry alleging that Baidu was promoting the illegal download of music. Baidu is the most successful search engine in China, and is now ranked the third most popular in the world, after Google and Yahoo!, according to Comscore, an internet information provider. Users type the name of the song or artist whose music they would like to download, view a list of available download sites, then choose the item from the web portal.
Yahoo! China failed two years ago in its attempt to topple Baidu, and was soon after bought by the Alibaba Group, owners of the B2B directory of product-suppliers Alibaba. Baidu’s interface – contrary to those of Chinese web portals – is Google-simplistic: a white screen with the bare minimum of Chinese characters to point out what to do to search for keywords and other, hidden, features. A Chinese user might type in the name of a favorite Chinese movie star – for instance, ??? (known in Hong Kong as Rosamund Kwan) – to display a Google-like list of all the links leading to raucous websites with stories and photos about her.
Social Networks
51.com is the largest social networking site (SNS) in China, with 60 million registered users. The site is popular with 17- to 30-year-olds and is growing by about 5 million accounts per month, according to Intel, a recent investor. Users create MySpace-style pages to share with friends.
However, the fastest growing segment of the SNS market in China is the university campus and respective alumni. Classmates in China are a very important circle in the Chinese individual’s life, ranking second only to family itself. Tencent – makers of QQ – will leverage their extensive membership to co-develop and promote Campus SNS Longhaier, with India’s Globe 7. The site “will offer online forums, campus information and games, and other interactive Web applications, and also will provide extensive information on study abroad, job placement and scholarship opportunities,” according to a press release.
To Be, or not to B2B
For most companies in China and in the West, Business-to-Business (B2B) websites are little more than brochures for brick-and-mortar operations that provide a service or product that is paid for in ways other than the internet (for instance, bank transfers, Letters of Credit, etc). Still, Alibaba, the most famous B2B product-supplier directory in China, is also the tenth most popular search engine in the world, according to Comscore.
John Huang, General Manager of Made-in-China (MIC), explained, “B2B in the form of e-commerce has been difficult to monetize in China, because the products on offer have to go through a manufacturing process that may or may not involve design, testing and quality checks.” MIC is the number-two product-supplier directory after Alibaba. “Seldom are orders that come to Chinese manufacturers like ordering a book: you choose the book, pay with your credit card, and then receive your book,” he added.
But B2B hosts know time is running out for their traditional roles as information brokers for China manufacturers. “The Chinese government wants to develop its services industries,” MIC Vice General Manager Franziska Gloeckner.” Ms Gloeckner is a German national who has been with the Chinese company for more than four years. “That means that in five or ten years time there may be fewer manufacturing companies in China.”
The logical result of the policy shift is that the membership bases of China suppliers will erode over time, affecting advertising, membership and any achievable revenues from transactions. B2B market leaders like Alibaba are already shifting to a service model, with its companion online offering Alimama.com, a directory for services-suppliers throughout China. And with Alisoft, Alibaba will support suppliers in their back office SAAS (Software as a Service) applications to run operations. Much like the American product Salesforce.com, suppliers will be able to download office-support applications that will be hosted in remote locations in China.
Logging on to Opportunity
Western marketers, venture capitalists and business start-ups that wish to enter the Chinese internet market must adopt an immersive, adaptable approach to doing business in China. Chinese users, compared to their Western counterparts, tend to be: younger; more changeable in their tastes; invest more of their lives in cyberspace; immerse themselves more readily in online personae; are chattier and are more readily drawn to entertainment-driven content. And with hundreds of millions of Chinese still waiting their turn as cyber-citizens, opportunities to pioneer new digital territories abound.
Copyright © 2008 William R. Dodson
by William R. Dodson
China‘s Generation W(eb)
Internet Cafes in China are not for the faint of heart. Most are noisy, gritty, intrusive places filled with young people either caught up in the romance of online personalities or on the prowl for the real-world purse to snatch or customer to fleece. But it’s the Chinese internet café that is at the heart of China’s explosive entrance into cyberspace, and the source of inspiration of many of the opportunities found in the Chinese internet market.
China had a total as of January 2008 of 210 million users; with only about a 15% penetration, according to the China Internet Network Information Center (CNNIC). China added nearly 50 million new users in the last six months of 2007, and is set to bypass the United States as the largest user base in the world by the middle of 2008.
The internet cafe in China is a social phenomenon, day and night. CNNIC cited that about 34% of China’s users access the Internet in internet cafes; the proportion of users approaches 50% in rural areas, where there are fewer households that have computers and internet connections. And Internet Café’s are cheap: a mere US$.25 per hour during the day and early evening; and US$1.50 to $2 total from late night to early morning. For many young migrant workers from the countryside, internet cafés in the cities are the only places they can afford to sleep at night.
I QQ, Do You?
In the West when we log on to the Internet we typically check our email first. When a Chinese user sits down at home or in an internet cafe the first thing she does is to check her Instant Messaging (IM) system, where friends are likely chatting away. The most popular IM systems in the West are MSN and Skype. In China, the most popular IM application is QQ, which, as of July 2007, boasted a whopping 273 million registered users. Chinese users will register themselves under several identities. Henry Jenkins at MIT performed a survey that observed that almost five times as many Chinese as Americans will manage a parallel life in cyberspace.
QQ users take pride in the degree to which they can customize the long, narrow window that displays their list of friends – invited and uninvited. A user’s most important decision, though, is choosing from among the scores of cartoon personas QQ provides through which users can chat with others in QQ-space: handsome warriors, winsome princesses, huggable pandas, and more.
Something for Western investors to consider is that we in the West usually check up on the latest news and sports updates after we’ve read our email. Chinese netizens, however, will go directly to their favorite portal after checking QQ, where they can download music (86.6% of users surveyed in a recent CNNIC report), IM (81.4%), watch online movies (76.9%), read online news (73.6%), use search engines (72.4%), play online games (59.3%) and then email (56.5%). Most internet café users are less than thirty years old; three-quarters of which have a high school education or less. It is not unusual for most users to be playing online games and up on their screen, shooting up bad guys in virtual realities while chatting with their friends about it at the same time.
Web Portals: Doorways to Another Life
QQ five years ago was able to leverage its IM interface into the most popular web portal in China, QQ.com. The most popular portal after QQ is Sina.com. To open the home page of a Chinese portal is to understand a bit of the frenzied life of the average Chinese. Pages are dense with photos of movie and singing stars; the latest gossip scrolls up bordered windows; advertisements square and round, rectangular and oblong scream for precious real estate; sponsorship bubbles float around the page, chasing after the user’s cursor like a hungry fish chasing a mosquito skimming the water. “There’s something for everybody [on QQ.com],” one twenty-something year-old user enthused, “young and old; and we can all share with each other!”
Western companies like Yahoo! that have entered the Chinese market with their Copy-2-China business models have not found the success they sought simply because Chinese consider their Western-style sites boring. Western sites err on the side of simplicity of appearance and message; Chinese sites satisfyingly overwhelm the Chinese user with a smorgasbord of functions that rivals any Chinese dinner banquet.
By far the most popular use Chinese users make of internet portals, though, is music downloads.
Search Engines
The more successful search engines like Baidu.com have successfully fought off several rounds of lawsuits by the music industry alleging that Baidu was promoting the illegal download of music. Baidu is the most successful search engine in China, and is now ranked the third most popular in the world, after Google and Yahoo!, according to Comscore, an internet information provider. Users type the name of the song or artist whose music they would like to download, view a list of available download sites, then choose the item from the web portal.
Yahoo! China failed two years ago in its attempt to topple Baidu, and was soon after bought by the Alibaba Group, owners of the B2B directory of product-suppliers Alibaba. Baidu’s interface – contrary to those of Chinese web portals – is Google-simplistic: a white screen with the bare minimum of Chinese characters to point out what to do to search for keywords and other, hidden, features. A Chinese user might type in the name of a favorite Chinese movie star – for instance, ??? (known in Hong Kong as Rosamund Kwan) – to display a Google-like list of all the links leading to raucous websites with stories and photos about her.
Social Networks
51.com is the largest social networking site (SNS) in China, with 60 million registered users. The site is popular with 17- to 30-year-olds and is growing by about 5 million accounts per month, according to Intel, a recent investor. Users create MySpace-style pages to share with friends.
However, the fastest growing segment of the SNS market in China is the university campus and respective alumni. Classmates in China are a very important circle in the Chinese individual’s life, ranking second only to family itself. Tencent – makers of QQ – will leverage their extensive membership to co-develop and promote Campus SNS Longhaier, with India’s Globe 7. The site “will offer online forums, campus information and games, and other interactive Web applications, and also will provide extensive information on study abroad, job placement and scholarship opportunities,” according to a press release.
To Be, or not to B2B
For most companies in China and in the West, Business-to-Business (B2B) websites are little more than brochures for brick-and-mortar operations that provide a service or product that is paid for in ways other than the internet (for instance, bank transfers, Letters of Credit, etc). Still, Alibaba, the most famous B2B product-supplier directory in China, is also the tenth most popular search engine in the world, according to Comscore.
John Huang, General Manager of Made-in-China (MIC), explained, “B2B in the form of e-commerce has been difficult to monetize in China, because the products on offer have to go through a manufacturing process that may or may not involve design, testing and quality checks.” MIC is the number-two product-supplier directory after Alibaba. “Seldom are orders that come to Chinese manufacturers like ordering a book: you choose the book, pay with your credit card, and then receive your book,” he added.
But B2B hosts know time is running out for their traditional roles as information brokers for China manufacturers. “The Chinese government wants to develop its services industries,” MIC Vice General Manager Franziska Gloeckner.” Ms Gloeckner is a German national who has been with the Chinese company for more than four years. “That means that in five or ten years time there may be fewer manufacturing companies in China.”
The logical result of the policy shift is that the membership bases of China suppliers will erode over time, affecting advertising, membership and any achievable revenues from transactions. B2B market leaders like Alibaba are already shifting to a service model, with its companion online offering Alimama.com, a directory for services-suppliers throughout China. And with Alisoft, Alibaba will support suppliers in their back office SAAS (Software as a Service) applications to run operations. Much like the American product Salesforce.com, suppliers will be able to download office-support applications that will be hosted in remote locations in China.
Logging on to Opportunity
Western marketers, venture capitalists and business start-ups that wish to enter the Chinese internet market must adopt an immersive, adaptable approach to doing business in China. Chinese users, compared to their Western counterparts, tend to be: younger; more changeable in their tastes; invest more of their lives in cyberspace; immerse themselves more readily in online personae; are chattier and are more readily drawn to entertainment-driven content. And with hundreds of millions of Chinese still waiting their turn as cyber-citizens, opportunities to pioneer new digital territories abound.