Today, I used Baidu to search for "Xiaonei" and found that the first result was not Xiaonei.com (see below).
Using Baidu Index to check, every day there are over 200,000 searches for the three keywords "校内" ("on campus"), "校内网" ("Campus Network"), and "xiaonei", which is more than QQ. When users search for "校内" ("on campus"), they are looking for "校内网" ("Campus Network"), not some rich entity that can burn money like Baidu's financier.