Renren Discovers Microblogging Too Late
Leading Chinese social networking site Renren (NYSE: RENN) has finally discovered microblogging, with the launch of a new service, called Xiaozhan, designed to emulate Twitter to complement its traditional SNS site that looks and feels more like Facebook. (company announcement) The only problem is, China already has a company called Weibo, a unit of leading Web portal Sina (Nasdaq: SINA), which looks unstoppable as it signs up millions of new users each month and whose name has become interchangeable with microblogging in China. Rival microblogging sites operated by such big names as NetEase (Nasdaq: NTES) have struggled to compete with Weibo, and Chinese search leader Baidu (Nasdaq: BIDU) even shuttered its own microblogging site earlier this year, acknowledging it was unable to play in the space. (previous post) In fact, Weibo, whose Chinese name actually means “microblog” in Chinese, launched its own traditional SNS site, called Qing, last month, in a bid to leverage its huge popularity to steal business from Renren and other traditional SNS sites like Kaixin. (previous post) Some might argue that Renren needs to fight back with its own microblogging service to offer a more complete social networking experience, and that it can leverage its traditional SNS platform to lure many of its subscribers to this new Xiaozhan service. I agree to some extent that Renren needs to find related services to leverage its user base to grow. But unless it can offer something revolutionary in microblogging, which I seriously doubt, I would advise the company to look for other new opportunities and leave this space for Weibo. Barring anything unusual, I would expect this new Xiaozhan service to struggle for its entire existence, and could see Renren quietly shuttering the service in the next 1 to 2 years.
Bottom line: Renren’s newly launched microblogging service is destined for failure in the face of insurmountable competition from Sina’s Weibo.
Related postings 相关文章:
◙ Renren Results: A Mixed Bag for Everyone 人人网业绩：苦乐参半
◙ Sina Gets Serious on SNS With New “Blogging Light” 新浪推出轻博客 大力进军社交网络业务
◙ New Weibo Makes First M&A Move 新浪微博并购忙
