The monthly unique visitors of Douban, an interest-based social network, hiked 100% from a year earlier to more than 200 million for six consecutive months from April to September this year, the company announced today.

As of September 2013, Douban covers reviews on 16.70 million books, 320 million movies, 1.06 million songs, 27,000 indie musicians, and 38,000 interest groups. It has registered over 75 million users, mainly from first- and second-tier cities, with a daily average PV of 210 million.

Douban grabbed 80 million yuan ($13 million) of revenue in 2012, mainly from commissions from e-commerce transactions, brand campaigns, and e-book sales.

Douban released Dongxi, a social shopping channel directing users to ecommerce retailers, in this September. Users also can buy movie tickets in more than 500 cinemas countrywide at the Douban page of a movie. Douban takes sales cuts from both of the services.

CPM-based targeted display ad is another major revenue source of the company. Douban now cooperates with two hundred well-known brands, offering advertising solutions based on user interests and content.

More than 5,000 books are available on Douban Read, an e-book store selling digital books and magazines from conventional publishers, third-party online publishers and the like.

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Emma Lee

Emma Lee (Li Xin) was TechNode's e-commerce and new retail reporter until June 2022, when she moved to Sixth Tone to cover technology and consumption. Get in touch with her via lixin@sixthtone.com or Twitter.

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