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Market rumors have lately been swirling that Netease is mulling a large-scale online entertainment community, which has proved to be the SNS platform.
Acknowledgeable people disclose that Netease's Dream Life is nothing like its counterparts at Kaixin.com and Xiaonei.com. It is a product fresher, more recreational, and more mainstream. Its design and idea are subversive.
Instead of aiming at college students and white-collar workers, Dream Life is targeting at netizens born after 1990, who are dashing, innovative, passionate, and well-fixed.
Netease once set up a working group in the city of Hangzhou, Zhejiang Province, to specialize in research and development of Dream Life. This team has enlisted over 100 top-of-the-line designers and engineers of the country.
Dream Life will integrate entertainment and social networking service, a move that is unprecedented in the industry. And it will be highlighted for its unfamiliar, unique, and joyous user experience.
William Ding, chief executive officer of Netease.com, says that Dream Life will complement the website's news, email, and game businesses. And he believes that the establishment of Netease's SNS platform will help the company find new sources of growth and new ways to sales.
In comparison with other SNS websites, the biggest advantage of Netease is its vast user base. With years of efforts, Netease has grown into the biggest news portal in China.
However, Netease will have to face strong firepower from other Internet heavyweight players such as Tencent and Taobao. Taobao, a C2C online marketplace in China, will come out with SNS. Taobao is siphoning people with intensive experience designing, operating, managing, and marketing SNS products and services.
The number of active registered users of Qzone (http://qzone.qq.com/), the SNS portal under Tencent, topped 200 million by January 31, 2009, outshining the 175 million recorded by Facebook, the biggest SNS website in the US.
On February 9, the number of online live accounts of QQ, the instant messaging software of Tencent and the most popular IM in China, was atop 50 million, refreshing the world record. The fast growth of QQ users and Qzone users, industry analysts believe, is a product of synergy of Tencent's IM and online communities. The company has created a new Internet community business model.
Industry analysts point out that as SNS is catching on in China, big Internet companies are working on plans to jump into the sector. The SNS will enhance the loyalty and activity of buyers and sellers of Taobao.com and further sharpen the company's competitive edge.
(USD 1 = CNY 6.83)
Source: www.163.com (September 22, 2009)
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