The last word from the East: Finding your North Star

While many of China's well-known websites are clones of Western counterparts, they still have their own idiosyncratic quirks.

The last word from the east: Finding your North Star

Barney LoehnisOgilvy & Mather

In a world of ubiquitous global brands, the digital landscape provides a variation to the social media omnipresence of Facebook, Twitter and Google, in the form of China's three leading sites – Sina Weibo, RenRen and JingDong. Each of these has a different vision – a different North Star – on which to build their business for the future.

While it's true that many of the well-known Chinese sites are clones of Western counterparts, they are all the more interesting for their idiosyncratic quirks. They...

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