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Profile: SINA Corp (SINA.O)

SINA.O on Nasdaq

21 Jun 2019
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Sina Corporation, incorporated on July 9, 1997, is an online media company serving China and the global Chinese communities. The Company's digital media network of SINA.com (portal), SINA mobile (mobile portal and mobile applications) and Weibo (social media) enables Internet users to access professional media and user generated content (UGCs) in multi-media formats from personal computers and mobile devices, and share their interests with friends and acquaintances. The Company's segments include Portal advertising, Weibo Corporation (Weibo) and Others.

SINA.com is an online media property, which provides professional digital contents to users and offers online brand advertising and marketing solutions to customers. SINA.com's network consists of approximately four destination Websites dedicated to the Chinese communities across the globe, such as Mainland China (www.sina.com.cn), Taiwan (www.sina.com.tw), Hong Kong (www.sina.com.hk) and overseas Chinese in North America (www.sina.com). Each destination site consists of Chinese-language news and content organized into interest-based channels. The sites offer community and communication services, and Web navigation capability through Website search and directory services. SINA.cn, its SINA mobile portal, delivers information and digital contents from SINA.com to mobile users via wireless application protocol (WAP). SINA also offers information and professional contents in mobile applications, including SINA News, SINA Sports and SINA Finance.

SINA News aggregates feeds from news providers, bringing together content from media companies, such as CCTV, Beijing TV Station (BTV), China News, Agence France-Presse (AFP), Associated Press, Reuters, Getty Images, China Daily, Nanfang Daily Group, Beijing News, Xinhua Net and Xinhua News Agency. SINA Finance provides business news coverage and personal finance columns. SINA Finance also offers stock quotes from various exchanges around the world, including the United States, Shanghai, Shenzhen and Hong Kong stock exchanges, as well as breaking news from individual listed companies and market trend analysis. SINA Sports offers multimedia news and information on a range of sporting events from home and abroad. SINA Sports features domestic and international soccer matches, National Basketball Association (NBA) games and general sports, as well as coverage of sports stars and teams.

SINA Auto offers automobile-related news and service information to provide car buyers and automobile enthusiasts with information on automotive pricing, reviews and featured guides. SINA Entertainment contains coverage of local and international entertainment news and events, including movies, television programs, plays, operas, music and celebrities in related fields. SINA Technology provides updates on activities of various corporations, as well as industry trends in China and across the world. SINA Video is an online video vertical portal that provides interactive video products. SINA.com also includes SINA Education, SINA Digital, SINA Fashion, SINA eLadies, SINA Luxury, SINA Health, SINA Collectibles, SINA Travel and other interest-based channels. Each channel serves as an interactive platform, which offers professional, real-time, interest-based information and targeted services in respective vertical areas to users.

SINA.com is an online brand advertising property. SINA.com's advertising product offerings consist of banner, button, text-link, in-stream video advertisements and in-feed video advertisements that appear on pages within the SINA network, channels and promotional sponsorships, as well as advertising campaign design and management services. SINA's advertising offerings consist of display advertisements, performance-based advertisements and video advertisements. Weibo is a social media platform for people to create, distribute and discover Chinese-language content. Weibo platform is compatible with various mobile operating systems, including Android, iPhone operating system (iOS), Symbian, Windows and Blackberry, and is accessible through mobile applications, mobile Websites, personal computer applications and personal computer Websites. Weibo offers various mechanisms to promote social interaction between users on Weibo platform, such as Follow; Repost, Comment, Favorite, Like; @Mention; Messenger, and Group Chat. Weibo offers various products to help users discover content on Weibo platform, such as Information Feed; Search; Object Page; Trends, and Discovery Channel.

Users can choose to be notified of Weibo account activities through short messaging service (SMS) or push notification on their device. The Company offers offer third-party online games, including role playing games, card games, strategy games and real life simulation games. Weibo VIP membership offers users certain services and functions that are not available to regular users. Weibo Headlines aggregates news and information from Weibo and other online sources based on the article's popularity, and enables users to comment, like and share to their followers on Weibo. Weibo Weather is a weather application in China that features weather condition, particle matter index (PMI) and other information, such as scenic photos from cities that the users choose to follow. Weibo provides its customers with analytical tools to enable them to track and manage the effectiveness of their marketing campaigns on its platform. Weibo's advertising and marketing customers include both companies and small and medium enterprises (SMEs) that seek a range of online advertising and marketing services ranging from brand awareness to interest generation, sales conversion and loyalty marketing.

Weibo's promoted marketing offerings include Promoted Feeds; FST, a customizable and self-service marketing solution under a bidding system; Fans Headline; Weibo Select, a customizable version of promoted feeds, and Weibo Express. The Company offers various products that allow its platform partners to link their Websites and mobile applications to Weibo platform, enabling their users to share content to Weibo, such as Single Sign-on Registration, Social Plugins and Multimedia Cards. Weibo's open application programming interfaces allow third-party developers to build applications to serve individual and organization users. Weibo offers enterprise services to businesses and other organizations through enterprise application programming interfaces. Weibo also provides data application programming interfaces to third-party developers for them to provide data analytics services to brands and businesses.

The Company's mobile value added service (MVAS) allows users to receive news and information, download ring tones, mobile games and pictures, customize caller ring back tones, and participate in dating and friendship communities. The Company's game portal provides users with downloads and gateway access to online games, information and updates on online and personal computer (PC) games, and value-added application tools. It offers eReading, a shop for book reviews, as well as complimentary and fee-based online book reading. It offers SINA Blog, a Website in China for bloggers to publish and read original writings.

The Company competes with Baidu Inc., Tencent Holdings Ltd., Netease, Sohu, Phoenix New Media Limited, Hexun, East Money, China Finance Online, Autohome, Bitauto, PCAuto, Xcar, ZOL Online, PCpop.com, PConline, Qihoo, Google, Inc., Youku Tudou, Gougou, Qunar, Kuxun.cn, Kingsoft, NQ, Microsoft, China Telecommunications Corporation, Yahoo!, Alibaba Group Holding Limited, UC Mobile Ltd, 91 Wireless, Apple Inc. Focus Media, Air Media Group Inc. and Vision China Media Inc.

Company Address


37F, Jin Mao Tower
88 Century Boulevard
Pudong New District
BEIJING   BEJ   00000
P: +8610.82628888
F: +8610.82607166

Company Web Links