The names of social networks in China - Douban, Renren, Qzone, Sina Weibo - might sound unfamiliar. But their function isn’t. Each one is a more or less direct copy, or ‘clone’, of a Western social network. Renren, the country’s largest network, is a clone of Facebook. Music sharing network Douban is similar to Myspace. And Jeipang lets people check-in at physical locations in the same way Foursquare does.

These clones have developed mainly because of legislations by the Chinese government, which has banned the use of Western websites such as Youtube and Facebook. ‘The social media and overall online ecosystem in China is unique because of local regulations,’ says Steve Garton, Managing Director of Media Research at Synovate China. ‘But despite this, the whole industry has adapted and has grown dramatically to suit China. It’s made for China as opposed to made in China.’

These clone networks are now thriving with activity. Around 41% of the 450 million people in China using the web spend their time on social networking sites, according to the Data Center of the Chinese Internet. This number is set to grow even more, as more people get access to the web. There has already been an increase in people online of 44.8% between 2009 and 2010, according to CTR China’s Media Audience Research & Report.

Renren - meaning ‘everyone’ - is the largest network, with over 33 million active users each month. Formerly known as Xiaonei - or ‘on campus’ - Renren started its life in the biggest and most elite universities, just like Facebook. And the similarities don't end there. Renren replicates almost everything Facebook does. It has a Connect function, ‘like’ buttons, location check-ins, and groups for shared interests. Even its colour palette is similar. ‘It takes the best ideas from the West and adapts them for China,’ says Garton.41% of people that have the internet in China use social networking sites, according to the Data Center of the Chinese Internet.

Social expression


So why has social networking become so big in China? One reason is the way it helps to facilitate social ties between people - an important cultural characteristic within the country. ‘In China, an individual is part of a family first before the individual,’ says Garton. ‘Long-term relationships are very important.’ Social networks also function as a platform for people to express and share their political views. Tales of corrupt government officials are posted and blogged, then re-blogged and re-tweeted throughout the giant networks. ‘They spreads like wildfire,’ says Garton. ‘It’s become a very powerful form of social expression and an enormous force that’s empowered many people in the country.’

Micro-blogging


This strong desire to express opinion has helped the growth of micro-blogging social networks. The biggest of these is the 140 million strong Sina Weibo, similar to Twitter in format, and growing at a rate of 10 million users each month and with over 50 million messages posted each day. ‘Social exchange is the key driving force of everything in China,’ says Goubin Yang, Associate Professor at Columbia University and author of Power of the Internet in China: Citizen Activism Online.

‘On Sina Wiebo this exchange is made easy. You don't even have to write anything. You could just follow and re-tweet to show you're paying attention and respect'. Chinese social network users aren’t just expressing themselves with words. Photo-sharing social network Camera360, which has grown to over three million users in China, lets people share photos which they have taken using their mobile phone’s camera. Social network Douban, similar to Myspace, is popular among creatives and urban youth as a way of sharing music, books, video and events.


Now brands are taking part in the conversation. Unlike its Western counterpart Twitter, Sina Wiebo features threaded comments, groups, audio, instant messaging and video uploads. This rich media has encouraged over 30,000 brands to use the network to engage with their customers. Beauty brand Dove used the network for a campaign earlier this year called You’re a Beauty Story. It created a micro-site within Sina Weibo that encouraged women to post and share their personal beauty stories. Cosmetics brand Clinique uses its Sina Weibo site to tell its consumers about new products, as well as host competitions and relevant editorial content.

Chinese check-ins


A growing number of Chinese people are using check-in social networks, similar to Foursquare, Gowella and Facebook Places. In the first quarter of 2011, there were over 6.5 million location-based accounts, according to research firm EnfoDesk. It’s now helping brands to create location-specific ad campaigns. Luxury brand Louis Vuitton partnered with Jeipang, a network with over a million users, to produce a location-based campaign for its travel exhibition at the National Museum of China.

People could check-in using their mobile phone at the exhibition to receive a special Louis Vuitton badge, as well as information about the exhibition's design and story. Social network Renren is adding a commercial element to its social check-ins. It’s set to launch a credit card called The Renren CMB in collaboration with China Merchants Bank in July this year, which will let people receive offers when they use their mobile phone to check-in at affiliated retail stores.

Social-tainment


Entertainment, and gaming in particular, is a major activity within Chinese social networks. Kaixin001 is a major online community based around gaming. Brands are already building game apps on the network to engage with the network's users. Car brands MINI and BMW have collaborated to produce a gaming app on the network called Car Parking. The app features a driving simulation which lets people drive and upgrade virtual cars of the two brands.

The key for brands wishing to market to people through these social networks is to understand both the differences between each social network, and how people use each one to express themselves. Studying these networks, brands can also gain an understanding of the attitudes and behaviours of Chinese consumers.