China’s biggest online site is Sina.com. Who uses it? A variety of people. The most desirable are “gold collar” people, those who earn more than 2,000 yuan a month. Wen Jin became the site’s first female editor in 1998. She is currently deputy chief editor, but is based at UC Berkeley at the moment. Sina has about 55 million users a day, and 600 million page views a day. The site has 100 million registered users. Sina was China’s first web site to apply for an IPO. Its business model is based primarily on advertising, then value added items such as content for mobile phones, online games and e-commerce/e-payment. “People use e-coins to buy things for their online games,” Wen said.
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