NetEase launches Biying on a video-based social media site – Pandaily

Hangzhou-based Internet technology company NetEase recently launched what has been dubbed an “emotional video interactive product” called Biying, local news outlet Tech Planet reported Thursday.

After experimenting with the app, Tech Planet discovered that it focused on lifestyle sharing features and was more like a video version of Xiaohongshu, a popular Chinese social media platform.

On the homepage, the “voice” of the user – which mainly refers to the emotions expressed by the user – will be displayed in the form of a map. If other people are interested in the “voice” of the user, they can watch the video attached to the map and post comments.

The “voice” users post is intended to match what users see and hear in their daily lives. The Personal Center will store messages created by users.

Compared with other similar products, Biying has a creative atmosphere. Everyone can find common topics and gain useful experience, consolidating the social atmosphere of the product.

In 2011, NetEase launched a blog site called LOFTER. Some former LOFTER employees said that as early as 2015, NetEase had revised the product by mimicking some functions of Xiaohongshu, but the efforts fell short of initial expectations.

According to incomplete statistics from Tech Planet, as of 2018, Chinese internet giants have attempted to create their own apps similar to Xiaohongshu, with at least 15 different examples.

SEE ALSO: Chinese lifestyle-sharing platform Xiaohongshu responds to layoff rumors

Xiaohongshu was originally a trendy digital community popular among female users. In order to expand its consumer base, the platform launched a “male content incentive plan” in the first half of last year, boosting web traffic support in areas such as digital products , fashionable topics, sports and automotive.