Cheng Binghao, founder of Kaixin001.com.

    Sina.com, one of China's best-known web portals, is optimistic about the prospects of SNS sites. Its business development manager, Huo Liang, says: "The area is growing rapidly, and the wide variety of game plug-ins has proved extremely successful in capturing users." SNS sites' clean layout and simple design appeal to Chinese Internet users, and their comprehensive functions such as photo albums, music and movie libraries are complemented by interesting features such as "Where have you been" and professional skills tests.

    "Friends Sales" keeps players amused as they can "buy" their friends, nickname them and turn them into virtual slaves. Players can use these games to escape their real world worries, while having a bit of fun with their friends. And they are so designed that as more people join, the "life" of the game is prolonged. For instance, one may tire of playing "House Buying" with A, B and C, but when X, Y and Z join, their enthusiasm might pull the user back into the game.

    Most of the games are based on real world concerns, such as human interaction, buying a new car or making a fortune on the stock market. Allowing users to shift between the virtual and real worlds might be the trump card of SNS sites.

Lingering Loyalty

The prevalence of SNS sites, such as Kaixin001.com, means people are more connected than ever.

    Xu Chaojun is CEO of Xiaonei, an SNS that is tailored towards college students. He says: "Interpersonal relations are at the core of SNS sites. We are always thinking of new ways to encourage communication between our users. As well as adding value to the site itself, this helps us to understand our customers, and design better services for them." The SNS is currently working on developing an open platform for its users, and has crammed some 800 applications onto the site since July 2008.

    That these sites have exploited the human need for interpersonal relationships has given them an edge over other online forums which cater to special interest groups. Film forums will attract movie buffs only, and cyber game sites will be visited by gamers only, but SNS sites appeal to all. And while many people sign up on their own accord, countless others learn about the sites via "invitations" – sent electronically by friends and colleagues who are already avid participants. If one acquaintance invites you to join, you might well ignore the request. But if five or ten people send you an invitation, and the canteen chatter is focused on the latest version of "Parking War," could you so easily refuse to give it a go? Wang Wei, a web video editor, joined Kaixin001 in August last year. Now with 82 friends, he is firmly hooked. He says: "As long as my friends and colleagues stay, there is no reason for me to leave."

    It is not surprising that China's SNS sites are more popular here than Facebook, MySpace and other longer-established social networking sites that were primarily developed for Western users. While most of these have launched a Chinese version in a bid to sign users in the world's most connected nation (Facebook rolled out its Chinese-language site in July 2008), they have struggled to compete with homegrown players, who have a better understanding of Chinese cultural traits and trends. Just as eBay and Bertelsmann are no match for their homegrown rivals Taobao and Joyo, a product that fails to incorporate specific Chinese needs will be rejected for a local one that does. Let the games begin!