Chinese social landscape goes beyond just a few media giants

Marketers often focus on the few social giants in China, such as Sina, Tencent and Renren, but while it is true that they dominate social usage, the landscape is far more complex than that. Myriad smaller players like Douban, Jiepang, and Papa offer specialised social tools and are popular in their own market segments, according to Xiaofeng Wang, Beijing-based analyst at Forrester Research.