China's Sina Weibo targeting Japanese advertisers

Sina Weibo now has 324 million users on the microblogging platform, providing advertisers access to Chinese consumers

One of China's top Twitter-like sites, Sina Weibo, is working to attract Japanese companies to advertise on its platform by helping the firms open and use accounts on the microblogging service.

Sina Weibo now has 324 million users, 30 million of which are daily active users, said Sina chief financial officer Herman Yu on Friday at the CHINICT Internet conference in Beijing. Sina Weibo largely operates as a Chinese-language site. But the company behind it has the eventual goal to expand overseas into non-English markets, Yu said while addressing an audience.

"But I think ultimately our position is still how do you connect (Sina Weibo) with the Chinese community. The Chinese market is very huge." he added.

Sina Weibo has an agency in Japan that is helping companies there, including restaurants and hotels, to market themselves to Chinese users on the microblog platform. The agency helps Japanese businesses translate their microblog posts into Chinese, Yu later explained to journalists.

"That's an example of where we're really trying to expand our resources and be able to go to non-Chinese speaking populations," he said.

Earlier this year Sina said in report, that the company in February had 178 Japanese businesses with accounts on Sina Weibo, along with 208 U.S. businesses. The groups, however, only represent a small slice of the total 130,000 businesses with accounts on the site, most of which are for restaurants in China.

Sina Weibo has been gradually working to create advertising and other revenue generating models for the site. But the company also has to comply with China's strict regulations on censoring online content. This has included taking measures to shutdown user accounts for alleged political rumors, while also starting a system to penalize users for spreading content held to be inaccurate and false.

Yu said the company is doing its best in trying to comply with China's regulatory environment for Twitter-like microblog sites. But implementing content control systems on the site generate "some costs" for the company, he said, without elaborating.

Sina Weibo's potential rivals including Twitter and Facebook are blocked in China, which has paved the way for local social networking sites to dominate in the country. Last year, Sina said it was developing an English version of its microblogging platform, without offering a timetable for its launch. Chinese rival Tencent has already launched an English language interface for its own microblogging service.

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Michael Kan

IDG News Service
Show Comments



Victorinox Werks Professional Executive 17 Laptop Case

Learn more >



Back To Business Guide

Click for more ›

Most Popular Reviews

Latest Articles


PCW Evaluation Team

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?