Netease CEO, Ding Lei recently announced that NetEase will release a light blogging platform called Lofter.com, to directly compete with DianDian, which is the clear market leader.

Although the service has not yet officially opened, it is planned to combine light blogging like DianDian, micro-blogging like Sina Weibo and a light email. The operative word here is ‘light’ or in other words, easy. Much of the success of Tumblr and hence DianDian, is the simplicity it gives to people who want to blog. It’s like the Apple iPod of blogging; you don’t have to teach someone how to use it (hopefully).

I once had a discussion with a VC about the whole shift towards light-blogging. I argued that light-blogging and micro-blogging is experiencing hyper growth because it appeals to a mass audience, unlike more sophisticated platforms like WordPress which are for more professional bloggers like TechNode.

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Jason Lim

Jason is an Australian born Chinese living in Beijing, specializing in entrepreneurship, start-ups and the investment eco-system in China, especially in the tech and social area.