Across almost all industries in China, brands have exited Renren and Tencent Weibo to focus their efforts on more popular platforms. A few beverage brands, however, have strong followings on these platforms with younger user bases targeted by beverage brands.
The Coca-Cola Companies have had the most success on these platforms, but there is a large gap between top brands and those that follow. Budweiser has more than 4.3 million Renren fans whereas runner up Snow had less than a million at the time of the study.
The divide is less apparent on Tencent Weibo, but aside from the top three brands in fans (Coca-Cola, Harbin, Sprite) community sizes are low.
Despite the low numbers, Renren can be a profitable platform for beverage brands who choose to use it due to its popularity among college students.
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