Douban aims to offers "lifestyle and culture" products and services for white-collar urbanites and college students. A large proportion of which are reviews of books and movies in addition to art and hobby-related content. The content has shaped the development of Douban and it has increasingly attracted user interest over time.
Douban platform value:
· 200 million registered users
· 500 million MAU
· 800 million DPV
Douban User:
Highly educated and internationalized (82.9% of users have a bachelors degree or above, 30% have a background of studying abroad)
Focused on developed cities/countries (1st - tier cities/new 1st - tier cities and overseas developed countries)
Majority of the users comprises of those born between 1985 to 1995, accounting for more than 86%)
The ratio of men and women is balanced, close to 1:1 (47.7% males, 52.3% females)
Douban Major Section:
· Douban Knowledge
· Douban Music/Douban FM
· Douban Reading
· Douban Movie
· Douban Writing
· Douban Group
· Douban Event
· Douban E-commerce
Douban Ad Type：
Open screen ads & Banners ads((Multiple images/Large images))
Douban Content Marketing：
Online+Offline creative campaigns
Case Study - OnePlus Mobile
· Online: Create a trend music week
· Offline: exposure activities