Weibo in China

Weibo in China

Weibo in China

Microblog, or Weibo in Chinese, has become one of the most popular SNS platforms in China. Its influence in business has also been noticed by many companies. It is also necessary for companies who wants to increase their presence online in China to understand China microblog.


Microblog in China : extremely popular

Today, there are 327 million microblog users in China, DCCI Data shows. In fact, 88.81% of Chinese citizens are microblog users.

Micro blog users from different platforms

Micro blog users from different platforms

They have accounts on mainly 5 different microblog platforms:

Sina Weibo 87.67%
Tencent Weibo 84.69%
Netease Weibo 56.12%
Sohu Weibo 35.63%
Ifeng Weibo 13.61%
Other Weibo 18.37%

What needs to be noticed is that a big percentage of Tencent microblog users are from Tencent QQ. They mainly use QQ not Tencent Weibo.
It’s quite similar for Netease, many users from Netease Weibo are the users of Netease email box users.
It means Sina Weibo still dominates the China microblog market.

 Hide Sina weibo dominator of the microblog in China

Hide Sina weibo dominator of the microblog in China

Microbloggers and Mobile Phones

Micro blog users from different terminal equipments

Micro blog users from different terminal equipments

Amongst all the microblog users, 2.34% of them don’t use PC. 89.35% of them use smart phones; tablet users accounts for 85.43% and 60.24% of microbloggers have used non-smart phones to check their microblogs.
More than half of the pages online are viewed via mobile equipments which makes Mobile users crucial for companies. Mobile-friendly website and applications can be good choice for companies to attract those mobile users.

When Microblog users see your product

What micro blog users do after seeing products

What micro blog users do after seeing products

As the chart shows, most people will click the link attached when they see the products:

  • 51.87% of microbloggers will search the products they see on E-commerce sites like Taobao, Jing Dong and Amazon.
  • 49.91% of them will go to the homepage of the brand.
  • Pictures and links in the posts will also be checked by 49.57% of the microbloggers.

weibo online users in China


Searching for further information is also popular among microblog users:

  • 41.24% of the microbloggers will search the products on searching engines such as Baidu, Google, 360so;
  • 29.93% of them will search more from professional websites such as Auto Channel;
  • 29.42% of them will search information on the platform.

One also need to notice that some posts can be wasted because of inappropriate links:

  • 20.32% microblog users give up searching because of no links in the posts
  • 20.32% give up for wrong and irrelevant links attached.

It shows how important it is to make quality content as well as putting an appropriate link to keep visitors.

You have also tencent Weibo , but it is not very popular.


Weibo Marketing

Our company provide Weibo marketing services :

  • Build Social Media Integration for a Brand/product
  • Realize the Design of the Weibo account
  • Publish interesting content about the Brand
  • Promote this account in different SNS platforms


We are a social media Agency focused on Chinese Market. We manage weibo of many companies in China.

Contact us, and get our case study and more information on Weibo account management

Marketingtochina (at)



Written by Philip

Philip passionated about Marketing and Web, I like to share with to International Marketers my knowledge about Chinese Market. I am a citizen of the world and my dream is to dicover the world. I really appreciate people who interact with my article, exchange different point of view.


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  5. Ayeja Melgar · March 4, 2013

    Hi Philip,

    Excellent article, very helpful. I have accounts on the first four weibos you mentioned (I think they’re all really good) , and understand them fairly well. But one thing I haven’t been able to figure out is with Sina Weibo. I try to make 9 out of 10 of my posts interesting and relevant to the users with no commercial intent, but with the other 1 out of 10 I like to throw in an occaissional promotional post. My question is this: Is there anyway to make my links on Sina Weibo public? Or on other words, visible to other than logged in users? I’d like to be able to share some of my and other peoples Sina Weibo posts on Facebook or Twitter. When I try that, what happens is the user will be taken to the login or create account page instead. Thanks!

    • Philip · March 5, 2013

      Hi Ayeja,
      It’ll be better if you can show me your weibo account, then i can give a more correct answer 🙂

      • Ayeja Melgar · March 6, 2013

        Thanks Philip,

        My account is

        • Philip · March 12, 2013

          Hi Ayeja,
          here are something you can work on : more pictures, more english, more commenting and sharing others’ content. To be more social and interesting 🙂

        • Yuki · May 17, 2013

          Sina weibo requires user to login before view any posts. Therefore, your request woudn’t be able to satified by current design of weibo platform. The only thing you can do would be copy and past the content to Facebook or twitter.

  6. Rach · October 21, 2013

    Hi Philip ! it’s Rach, from Spain. I just got your website, and wowwww, so amazing ! It will take long time but surelly, I will read all your information and before posts. Congratulations for so interesting work ! you really must love it ! And I understand you because I love mine !
    I’m fashion designer, focussed on handbags. Same as you, I feel passion for designing !!!
    I come to China since several years ago, so it becames my second hometown …
    I have now a Project on hands, creating and handbags brand. I would like to focuss on clients as much as product, so I’m taking lessons for e-commece and community manager. Unfortunately, I’m doing it in Spain, founding out that China is totally different way. I hope to learn a lot to be able to make friends here !
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  8. Paul · April 21, 2014

    Do you know if it is logical for a Fashion Brand Items based in Paris to have a Weibo and manage it from Paris ?
    Do you think Chinese will like it ?

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