Xing Ming also cited the example of Tianya Community and 7 Days Hotel jointly launching a personalized advertising scheme that resonated with customers. "In my view, true targeted advertising can only appear in online communities; community ads need interaction to be effective. Look at how 3SUISSES managed to stir up a storm." "Through continuous experimentation, we've found that analyzing the behavior of companies and customers to create specific advertisements is the most feasible approach. This not only meets the marketing needs of advertisers but also appropriately addresses the needs of customers." Although China's Internet has evolved from entertainment to business utility, Xing Ming admitted that the business model is still in an exploratory phase. He stated that over the course of a decade, Tanya Community has experimented with many advertising models: first came banner ads, then text links. However, some medical text links were met with strong opposition from Tanya users, and attempts at posting-based ads targeting the community demographic were also actively resisted.
Gao Xinmin, Vice Chairman of the China Internet Association, also noted that under the financial crisis, China’s Internet industry has seen counter-cyclical growth. In the second half of the year, online advertising is expected to grow by more than 30%. China’s Internet is no longer confined to news browsing and blog publishing. Achieving more value-added services through community marketing has become a new model for advertising platforms.
Xing Ming believes that the specific online environment in China has led to increasing attention on social platforms centered around interpersonal relationships and creativity. Currently, whether in terms of traffic, technology development, or business models, there is great potential for progress. Although sites like Facebook in the USA have significant influence, they face the challenge of being well-received but unable to find an effective business model, which has become a bottleneck for their progress.
On November 26th, Bitnet reported that during the unveiling event of corporate space products and the ADTOP advertising system hosted by Tanya Community, President Xing Ming expressed his views on the future development of Chinese community websites. In advanced search fields, China has not surpassed the USA, but in the development of web2.0 and SNS community websites, China has the potential to surpass the USA and become a leading country in business models in this field.
In China, there has been new progress in targeted advertising based on accurate analysis of customer behavior within communities, giving rise to community websites that generate profits. Nowadays, some SNS websites in China have monthly incomes reaching tens of millions, and even annual revenues exceeding billions based on community website growth.
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