Weibo: The Chinese Social Media Business Model
In 2012, Sina Weibo stood out from competing microblogging products and developed into the largest social media platform in China. However, in 2013, competition from WeChat, a lack of high-quality content, and the exposure of an excessive number of fake accounts led to difficulties for Sina Weibo. By addressing three aspects of user activity-content producers, content consumers, and the platform operator-Sina Weibo was able to get back on the right track. The platform went from a loss in 2014 to a profit in 2018. However, behind the prosperity, in January 2019, Sina Weibo was facing new threats-namely, the disappearance of Chinese Internet user traffic dividends and competition from rivals Toutiao and Douyin. Sina Weibo's chief executive officer had to determine how to deal with these new threats. Yibo Lyu is affiliated with Dalian University of Technology.