This article looks at a Chinese Web 2.0 original literature site, Qidian, in order to show the co-evolution of market and non-market initiatives. The analytic framework of social network markets (Potts et al., 2008) is employed to analyse the motivations of publishing original literature works online and to understand the support mechanisms of the site, which encourage readers’ willingness to pay for user-generated content. The co-existence of socio-cultural and commercial economies and their impact on the successful business model of the site are illustrated in this case. This article extends the concept of social network markets by proposing the existence of a ripple effect of social network markets through convergence between fixed and mobile internet, between traditional and internet publishing, and between publishing and other cultural industries. It also examines the side effects of social network markets, and the role of market and non-market strategies in addressing the issues.
Anderson C. ( 2006) The Long Tail. New York: Random House.
2.
Banks J. ( 2007) Opening the production pipeline: Unruly creators . In: de Castell S and Jenson J (eds) Worlds in Play: International Perspectives on Digital Games Research. New York: Peter Lang, 143-150.
3.
Banks J. and Humphreys S. ( 2008) The labour of user co-creators: Emerging social network markets?Convergence: The International Journal of Research into New Media Technologies14(4): 401-418.
4.
Benkler Y. ( 2006) Wealth of Networks: How Social Production Transforms Markets and Freedom. New Haven, CT: Yale University Press.
5.
Brynjolfsson E., Hu YJ and Smith MD ( 2006) From niches to riches: Anatomy of the long tail . MITSloan Management Review47(4): 67-71.
6.
China Statistics (2009) Digital publishing on fast growth track. URL (accessed September 2009 ): http://www.chinastatistics.net/digital-publishing-fast-growth-track-a-324.html
7.
du8.com (n.d.) URL (accessed August 2009): www.du8.com
8.
Gun G. ( 2009) Some thoughts on authors’ advertising, Qidian 2 August. URL (accessed September 2009 ): http://qun.qidian.com/TopicShow/54309/1
9.
Guo G. ( 2008) First lawsuit on copyright violation of online literature works in China settled. URL (accessed August 2009 ): http://news.sina.com.cn/c/2008-10-31/025414657481s.shtml
10.
Hao Z., and Qu, M. ( 2009) Chinese Citizens’ Digital Reading and Purchase Intention . URL (accessed September 2009): http://www.china.com.cn/news/txt/2009-08/05/content_18274895.htm
11.
Hockx M. ( 2004) Links with the past: Mainland China’s online literary communities and their antecedents. Journal of Contemporary China13(38): 105-127.
12.
Hockx M. ( 2005) Virtual Chinese literature: A comparative case study of online poetry communities. The China Quarterly (183): 670-691.
13.
hongxiu.com (1999-2010) URL (accessed August 2009): www.hongxiu.com
14.
Huang P. ( 2008) Qidian: Nurturing the habit of paying for content . Asian Business Leaders 18 December. URL (accessed September 2009): http://www.asianbusinessleaders.com/article.aspx?id=296
15.
Humphreys S. ( 2009) The economies within an online social network market: A case study of ravelry. Paper presented at the ANZCA 09 Annual Conference: Communication, Creativity and Global citizenship , Brisbane, July.
16.
IAC and JWT ( 2007) China leads the US in digital self-expression. URL (accessed June 2009): http://iac.mediaroom.com/index.php?s=43&item=1455
17.
Jenkins H. ( 2006) Convergence Culture: Where Old and New Media Collide . Cambridge, MA: MIT Press.
18.
Jia L. and Weber I.(2009) Internet software piracy in China: A user analysis of resistance to global software copyright enforcement. Journal of International and Intercultural Communication2(4): 298-317.
19.
jjwxc.net (2003-2010) URL (accessed August 2009): www.jjwxc.net
20.
Keane M. ( 2007) Created in China: The Great Leap Forward. London: Routledge.
21.
Lacy S. ( 2009) Is Web 2.0 Abandoning the UGC Ship?TechCrunch 6 April. URL (accessed September 2009): http://www.techcrunch.com/2009/04/06/is-web-20-abandoning-the-ugc-ship/
22.
Ma J. ( 2009) Online literature. In: Bai Y (ed.) Annual Report on Chinese Literature (2008-2009)[Zhongguo Wen Qing Bao Gao (2008-2009)]. Beijing: Social Sciences Academic Press [ She Hui Ke Xue Wen Xian Chu Ban She], 107-120.
Meyer M., Michael DC and Nettesheim C (2009) Reaching China’s digital consumers . The China Business Review36(1): 24-27.
25.
Potts J., Cunningham S., Hartley J. and Ormerod P. ( 2008) Social network markets: A new definition of the creative industries. Journal of Cultural Economics32(3): 167-185.
26.
Priest E. ( 2006) The future of music and film piracy in China. Berkeley Technology Law Journal21(2): 795-872.
27.
Qidian (2007) Copyright transaction at Qidian. URL (accessed September 2009): http://www.qidian.com/aboutus/ads/copyright.html
28.
Qidian (2008a) Interview with QieMing’s author. URL (accessed September 2009): http://www.qidian.com/Book/86992.aspx
29.
Qidian (2008b) Mobile reading statistics of Qidian users. URL (accessed May 2010): http://www.qidian.com/aboutus/ads/ad2.html
30.
Qidian (2008c) Notice on cracking down on cheat votes. URL (accessed September 2009): http://forum.qidian.com/ThreadDetail.aspx?threadid=103928472
31.
Qidian (2008d) Qidian sets up CNY200000 anti-piracy fund. URL (accessed September 2009): http://www.qidian.com/News/ShowNews.aspx?newsid=1003807
32.
Qidian (2009a) About us. URL (accessed August 2009): http://www.qidian.com/aboutus/ads/cases.html
33.
Qidian (2009b) Make your creativity worth its weight in gold. URL (accessed September 2009): http://1k.moga.cn/www./doc/aboutus.jsp?t=hdjs
34.
Qidian (2009c) Milestones. URL (accessed September 2009): http://www.qidian.com/aboutus/memorabilia.aspx
35.
Qidian (2009d) Qidian’s public letter to all authors at 7th birthday. URL (accessed September 2009): http://www.qidian.com/ploy/20090420/new02.html
36.
Qidian (2009e) Register agreement . URL (accessed August 2009): http://www.qidian.com/Help/registeragreement.html
37.
Qidian (2009f) Statement of rights and responsibilities. URL (accessed August 2009): http://www.qidian.com/Help/quanli.aspx
38.
Qidian (2009g) Tips for submission . URL (accessed August 2009): http://www.qidian.com/help/tougao.aspx
39.
Sinha K. ( 2008) China’s Creative Imperative: How Creativity is Transforming Society and Business in China. Singapore : John Wiley & Sons (Asia).
40.
taobao.com (2003-2010) URL (accessed August 2009): www.taobao.com
41.
Tudou (2009) About us. URL (accessed September 2009): http://www.tudou.com/aboutus/
42.
Wen Q. ( 2009) Cutting the cake of online literature. China Youth Online 14 May. URL (accessed August 2009): http://news.xinhuanet.com/zgjx/2009-05/18/content_11393581.htm
43.
Wu HY ( 2007) 2007 China’s writer rich list disclosed. Chengdu Commercial Daily 6 November: 17.
44.
Yang Y. ( 2008) Tudou borrows from Hulu’s business model , China Venture 14 October. URL (accessed September 2009): http://news.chinaventure.com.cn/3/20081013/19490.shtml
45.
Yu P. ( 2000) From pirates to partners: Protecting intellectual property in China in the twenty-first century. American University Law Review50(1): 131-243.
46.
Yu Y. ( 2009) Hot titles on Qidian subject to multiple piracy . ChinaByte 13 April. URL (accessed August 2009): http://news.chinabyte.com/443/8799943.shtml
47.
Zhang H. ( 2009) Paid users accounting for 25% piracy the biggest challenge . URL (accessed September 2009): http://tech.163.com/09/0326/20/55C1ERKI000939I7.html
48.
Zhang JY ( 2010) Results revealed on the seventh survey on the national reading habit and purchase preference. China Publish 19 April. URL (accessed May 2010): http://www.chuban.cc/yw/201004/t20100419_68758.html
49.
Zhi B. ( 2009) Abusive vote sales. Qidian 19 February. URL (accessed September 2009): http://forum.qidian.com/ThreadDetail.aspx?threadid=111973012
