marketing on china's professional networking sites dajie.com
DESCRIPTION
Marketing on Chinese online professional networks is often overlooked by marketers trying to reach Chinese professionals or company decision makers. With LinkedIn being practically unknown in China, other platforms compete for connecting the largest workforce in the world. One of such platforms is Dajie.com. This presentation looks into this networks and its features from a marketer's perspective.TRANSCRIPT
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China’s online business networks for marketing: Dajie.com
By Sampi Marketing
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China’s Top Business Social Networking Websites
Dajie.com Wealink.com Renhe.cn Tianji.com Ushi.com0
100
200
300
400
500
600
700
800
900
1000 926
369
98 8426
Most active networks (daily users)N
umbe
r of d
aily
use
rs (t
hous
and)
2014 iResearch
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China’s Top Business Social Networking Websites
Dajie.com Tianji.com Renhe.cn Wealink.com Ushi.com -
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
30,000,000
20,000,000
7,000,000 5,000,000
1,200,000
Total number of registered usersN
umbe
r of r
egis
tere
d us
ers
Companies own numbers
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Sites general profile
• Largest• Lower level
professionals
Dajie
• 2nd largest• White collar
Tianji
• 3rd largest• White collar
& VIP
Renhe
• Very active• Only for
recruiting
Wealink
• Relatively small
• White collar
Ushi
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30 million registered users 63% with less than 3 years work experience
Stats
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Main focus – recruitment of university students
Focus
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• Organizes campus job fairs• Holds special events for graduates• Blog focused company profiles
Activities
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• Twitter-like feeds (140 characters)• Professional profile (similar to LinkedIn)• Q&A section• Knowledge database• Company reviews (from employee perspective)
• Interview experience• Welfare/benefits discussions• Salary reviews
Features
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• Media and news on companies• Employee search in specific companies• Circles: companies and alumni• Online skills tests and assessments• Polls• Recommended books section• Ads: CPM and PPC based• Mobile app
Features
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Home page
News feed
Microblog
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Company page
Company newsfeed
Ratings
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Education page
Ads for courses
Banner ads
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Online tests
Feature resultson profile
Skill tests
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Polls
Mostly about employment in various companies
Polls for users
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Q&A Section
Answers are ratedby users
Questions for community
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Books
One of the revenueSources for Dajie
Mostly books on business and investments
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Summary
Size• Largest – 30 million users
Audience profile• Mostly young with limited professional experience, job seekers
Marketing value• Educational institutions, courses providers, companies that employ fresh
graduates
Drawback• Very few decision makers, limited value for B2B marketing