Kaixin001.com; Spamming to the top; How Kaixin became China’s most popular Facebook-esque Social Media Site.
Everyone wants to copy Facebook’s success, and in China there is no shortage of imitators. The first successful imitator was Xiaonei.com, who had the dubious honor of proving that Facebook copies could work in China. This opened the floodgates for more imitators such as mayi.com, zhanzuo.com, 360quan.com, etc. These services were established far ahead of Kaixin, but when you look at the graph below, the first thing that hits you is Kaixin’s enormous growth, which simply leaves competitors eating its digital dust.
The Yellow Emperor of Spam.
The first key to Kaixin’s success is a seriously hardcore spam campaign (you’ll never see Kaixin banner or print advertising). There is no consideration given to privacy whatsoever; it just crosses the border of ridiculous. Like let’s say someone kicks you… ok that’s bad; then let’s say they kick and punch you… ok that’s worse; now let’s say they kick and punch you, then they buy a car and run you over, then they buy a helicopter and shoot you with a minigun attached to said helicopter, then they shoot a missile at you… you can’t even be mad anymore, you’re just surprised by over-the-top level of ridiculousness. That’s what I mean when I say hardcore spam campaign… however, since spam is not regulated as it is internationally, Kaixin’s strategy is legit, and apparently extremely effective.