From last week’s reading The Good Room, Frank Chimero claimed that “in the last decade, technology has transformed from a tool that we use to a place where we live.” I was intrigued by this place metaphor. He also mentioned that “the web is a marketplace and a commonwealth, so we have both commerce and culture”. It reminded of an online “good room” I feel belonged to and I would like to introduce it to you because I think it is an interesting example where culture and commerce have been married successfully.
As we all know, Facebook, Twitter and a lot of other social media platforms have been banned in mainland China but the Chinese created (or shall I say “copied”?) its own version of social media such as Renren mimicking Facebook or Weibo mimicking Twitter. Among all the social media platforms, one of them is an original platform that I cannot think of a Western equivalent so far. It is called “Douban” which means “bean paste” in Mandarin. It has multiple functions: rating and reviewing books, movies and music; socializing with people who share the same interests on in the same city; providing FM broadcasting services and podcasts; providing self-publishing services; selling their self-designed items such as cups, calendars or clothing. Generally speaking, it is a comprehensive website including the features of Goodreads, Rotten Tomatoes, social media, podcasts, self-publishing services and markets.
After moving to Vancouver, lacking meaningful, long-lasting friendship has been a problem for me for a long time. I found it was very hard to find people who share the same interests as me. However, since I became a frequent user of Douban from 2015, I met other Chinese living in Vancouver who also like reading, writing or watching films (as I mentioned last week, I had known my best friend through this website!). And now it has become part of my identity. I pictured this website as a virtual street in a quiet neighbourhood where there are bookstores, theatres, coffee shops and markets alongside.
Culture is the core theme for Douban as it has been trying to connect people through books, movies and music. Its slogan can be roughly translated as “Douban, a corner for your mind”. Comparing to other Chinese social media platforms, Douban is a slow-growing company. However, as the young generation in the Western society moving from Facebook to Instagram, its Chinese equivalent also gradually moved from Renren to Weibo or WeChat. But Douban has always been there no matter what the trend is. I am curious about how Douban makes its profit and maintains its status in the furious competition.
According to my research, it has several revenue strategies. First, Douban profits from redirecting its users to Dangdang, JD.com or Amazon to purchase books or to buy movie tickets from online ticket sellers. Second, it gains income from ads. Douban values the users’ experience so they strictly select ads that fit its target users (young urban white collars or college students). Recently, Douban also launched a variety of paid online classes which covered topics like creative writing, calligraphy, photography, design and philosophy. Overall, these are some of its revenue strategies.
In my opinion, I enjoyed my experiences with Douban so far and I don’t mind seeing ads on the website as long as it still provides high-quality content. I found the users on Douban also tend to tolerate some of the commercialized steps that Douban had taken recently. For example, they would mock at the badly self-designed hoodies or socks that Douban was selling but still continued to be frequent users thereafter.
I think it could be an example of the “lively and nourishing digital environments” that Chimero was talking about.