CONTEXT
Online Lifestyle platforms are media that aims to help users discover new social acitivties and contents so that the public is able to develop new tastes, and new way of life. These platforms are roughly divide into either social reviews platform or activity information platform.
Social review platforms runs on user recommendations and insights. By posting users experiences and ratings, one can find the most direct and accurate social trends on these sites.
Activity posting platforms collab-orate with venues, brands or individuals to post social events for users.
OVERVIEW
RANKING
Dianping # 1
Dazhong # 2
Gewara # 3
Jiepang # 4
Social Reviews: Dianping • Douban
Activity Posting : Jiepang • Gewara
WESTERN COUNTERPARTS
MAJOR PLAYERS
Trends
Lifestyle paltform have became a popular channel for users to discover new contents and new activites, it is usually the go-to-medium for Urban residents.
The current top and most vibrant lifestyle platforms would be Douban and Dianping. The two websites covers large scope of activites and contains truthful consumer review, henceforth are regarded as trend indicator and lifestyle guide.
In terms of promoting a lifestyle of social trend, users are more inclined to rely on word-of-mouth.
Dianping
A widely favoured social review website, Dianping is the Chinese version of Yelp. The platform contains consumer insights on social events, locations and so on. It also provides users with different discount information, online reservation and ticket purchase service. On Dianping, Users can find new lifestyle possiblities.
NICHE PLAYERS/OTHER
Utilizing geosocial functions, Jiepang is a lifestyle platform that allow users to post their reviews and expereinces on places and events with location links ,multimedia messages and so on. Contributed by different users, Jiepang's posts have formed a large network of heated social activites that assist one to find the lifestyle of their own.
Jiepang
Gewara
Gewara is a Lifestyle platform that provides users with information about social activities, social venues and daily discounts. Gewara has collab-orated with various heat city spots and facitilites to deliver users with the latest and most helpful information. With Gewara, consumers can better arrange their social life.
LIFESTYLE
Douban
One of China's biggest social review platform, Douban provide its users with comprehensive insights on books, movies, music, photographs and so on. Douabn leans more towrad helping users
develop lifestyles on spiritual levels and achieve new tastes and new experiences.
TBWA/Shanghai