Jack Xu admitted that Diandian, a pixel-by-pixel Tumblr copy, was a failure and a painful experience at the Silicon Dragon Beijing 2013 yesterday. To be fair, Diandian is just one of the dozens of Tumblr copies in China and none of them really gained traction but hype.

As one of the first projects incubated by Innovation Works, Diandian was released in February 2011 — about half a year after Sina Weibo’s launch. After securing millions of dollars angel investment from Innovation Works, it raised more than USD10 million from Sequoia China and Ceyuan Ventures later that year. With the money Diandian launched massive marketing campaigns such as giving away movie tickets in order to have 10 million users by the end of that year and 100 million in the next two to three years.

But by April 2012 the number only reached 6 million — Sina Weibo announced 300 million users and $10 million in advertising revenue as of that quarter. According to some Diandian’s customers, there may be only one or two staff working on Diandian from early this year.

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Tracey Xiang

Tracey Xiang is Beijing, China-based tech writer. Reach her at traceyxiang@gmail.com