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. This overview of the major professional networking sites in China provides an in-depth view of the their size, user demographics and audience profiles. One of such platforms is Tianji.com. This presentation looks into this networks and its features from a marketer's perspective.

1. China’s online business
networks for marketing:
Tianji.com
By Sampi Marketing

2. China’s Top Business Social Networking
Websites
926
369
98 84
26
1000
900
800
700
600
500
400
300
200
100
0
Dajie.com Wealink.com Renhe.cn Tianji.com Ushi.com
Number of daily users (thousand)
Most active networks (daily users)
2014 iResearch

3. China’s Top Business Social Networking
Websites
30,000,000
20,000,000
7,000,000
5,000,000
1,200,000
35,000,000
30,000,000
25,000,000
20,000,000
15,000,000
10,000,000
5,000,000
-
Dajie.com Tianji.com Renhe.cn Wealink.com Ushi.com
Number of registered users
Total number of registered users
Companies own numbers

4. 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

5. Features
• 2nd largest (after Dajie) by total users (20 million)
• More business oriented
• Professional profile setup similar to LinkedIn
• Suggests connections based on similar
background, workplace, education
• Profile ratings based on connections
• Events section

6. Features
• News feed from followed companies
• Company search
• Company page
• Your connection to a specific company
• Career help section
• WeChat app
• Newsletter
• Ads: CPM based
• Mobile app

7. Company page
Corporate news
feed
Vacancies section
How you are
connected

8. Company search
Company search
by various criteria

9. Education section
Most popular – ads for
MBA programs

10. Ads options
CPM/PPC
Banners,
Text links,
Rich media
100-140 RMB
per CPM

11. Ads options
Newsletter
RMB 4 per mailing with
minimum 50,000 mailings

12. Summary
Size
• 2nd largest – 20 million users
Audience profile
• More established professionals
Marketing value
• B2B companies, educational institutions, courses providers, companies that
employ skilled professionals
Drawback
• No PPC based advertising, expensive CPM

13. THANK YOU!
Reach across the Great Wall! www.sampi.co