|Type||Public (NASDAQ: SINA)|
|Founded||30 November 1998|
|Key people||Charles Chao, president, chairman, CEO
Herman Yu, CFO
Hurst Lin, COO
LC Chang, Vice President
|Products||Sina Weibo, Sina Mobile, Sina Online, Sina.net|
|Revenue||$482 million (2011)|
Sina (Chinese: 新浪; pinyin: xīnlàng; i.e. "new wave") is a Chinese online media company for Chinese communities around the world. Sina operates four major business lines: Sina Weibo, Sina Mobile, Sina Online, and Sina.net. Sina has over 100 million registered users worldwide. Sina was recognized by Southern Weekend as the "Chinese Language Media of the Year" for 2003.
Sina owns Sina Weibo, a Twitter-like microblog social network, which has 56.5 percent of the Chinese micro-blogging market based on active users and 86.6 percent based on browsing time over Chinese competitors such as Tencent and Baidu. While relatively unknown in the U.S., the Chinese social networking service has more than 500 million users and millions of posts per day, and is adding 20 million new users per month, says the company. Sina has said it has more than 60,000 verified accounts, consisting of celebrities, sports stars and other VIPs. The top 100 users now have over 180 million followers combined.
Sina.com is the largest Chinese-language infotainment web portal. It is run by Sina Corporation, which was founded in 1999. The company was founded in mainland China, and its global financial headquarters have been based in Shanghai since October 1, 2001.
Business coverage 
As a website that mainly caters to the Chinese population around the globe, Sina claimed that it has about 94.8 million registered users and more than 10 million active users engaged in their fee-based services (10,000 of whom are overseas Chinese in North America). Sina.com provides different subsidiary sites around the world, for example there are 13 access points within Greater China, and subsidiary tailored pages for overseas Chinese, which include Sina US, Sina Japan, Sina Korea, Sina Australia, Sina Europe and Sina Germany.
Sina.com is one of the four major business lines of Sina Corporation (NASDAQ: SINA). The rest of the major business lines are Sina Mobile, Sina Online and Sina.net.
Sina Corp also owns Sina Weibo, a Chinese microblogging site, similar to Twitter, launched in August 2009. According to Sina Corp the microblogging site has more than 200 million users and millions of posts per day, and is adding 20 million new users per month. The company also said it now has more than 60,000 verified accounts, consisting of celebrities, sports stars and other VIPs. The top 100 users now have over 180 million followers. Furthermore, Sina said that more than 5,000 companies and 2,700 media organizations in China are currently using Sina Weibo.
In a survey conducted by Gallup (China) Research Ltd in April 2003, Sina was the most popular website in China. It is estimated that the site has about three billion page views every day. Also, it was awarded the "Chinese Language Media of the Year" in 2003 by Southern Weekend.
||This section needs additional citations for verification. (August 2011)|
(Information based on Xin, 2002)
In March 1999, Stone Rich Sight Information Technology Ltd (SRS), established by Sina.com's former CEO and President Wang Zhidong, merged with Sinanet.com, a US website company of Sunnyvale, California. The merging of the two largest Chinese websites formed into the later Sina.com. Since then the service had been extended across the straits and North America, before it extended to Hong Kong in July 1999.
Sina.com overtook the dominant role of Sohu.com for the first time in 1999 by its fast, continuous, and comprehensive reports on the NATO Bombing of the Chinese embassy in Belgrade in 1999, according to CNNIC's survey conducted 2 months after the incident.
Sina.com was the first to be approved for listing on the Nasdaq National market on 13 April 2000, followed by Netease and Sohu, two other web-based companies in China, in June and July respectively. It succeeded in raising US$68,000,000 before Nasdaq plummeted in May 2000. In July 2000, Sina.com was the official website for on-line coverage of the 2000 Summer Olympics in Sydney as selected by the government and the Chinese Olympic committee. (Xin, 2002).
Key Officers 
- Mr. Charles Chao: Chief Executive Officer and President. He received his Master of Professional Accounting from University of Texas in Austin, TX. and holds an MA degree in Journalism from University of Oklahoma.
- Mr. Herman Yu: Acting Chief Financial Officer. Mr. Yu holds a Masters of Accountancy from the University of Southern California and a Bachelor of Arts in Economics with Honors from the University of California.
- Mr. Hurst Lin: Chief Operating Officer. He received his MBA from Stanford University and holds a bachelor's degree in electronic engineering from Dartmouth College.
- Mr. LC Chang: Executive Vice President and Chief Marketing Officer. He received his Executive MBA from National Taiwan University.
Sina.com cooperates with other web-based companies such as People, Nanfang Daily, Lifeweek and Xinhuanet, etc. Apart from the media partners, its clients include Microsoft, DELL, IBM, Motorola, and Kodak. Recently Sina.com started developing its business in the field of wireless internet, in the meantime collaborating with China Mobile, China Telecom, Ericsson.
Recently Sina.com and Yahoo.com started to jointly provide online auction services in China; in response to this, EachNet (Chinese: "易趣網"), which cooperates with eBay, lowered its registration fee in early February 2004 in order to keep its market share.
Recently, Sina has begun collaborating with Qihoo 360 on internet security. Through this collaboration, Qihoo 360 will be providing Sina Weibo tech support in order to protect Weibo from hackers and viruses. As of April 24, 2012 an official statement has not yet been made announcing the collaboration. 
To provide tailored internet services for local people, Sina.com has been conducting quantitative and qualitative marketing researches, including demographic research, psychograph, etc., on target audience in specific regions.
Sina.com's business status has been demonstrated in some reviews. In fact, many people were stunned to know the positive impact of SARS on Sina.com. While other businesses were heavily struck by the SARS, Sina was, and has been, thriving. For instance, based on the First Quarter 2003 Financial Report, the net revenues were 41% over the same period in 2002. By July 2003, Sina.com has 421 online advertisers. Though, this number remained stagnant during the SARS outbreak, their advertising budget were mounting higher. Also, owing to the fear against SARS, people stayed, much of their time, at home and surfed on the net, boosting the online advertising and the use of short message services (SMS). SMS then became a proven cash-cow for Internet portals.
Multiple services 
Sina.com provides internet services to the Chinese population around the world. In every localized website, there are over thirty integrated channels, including news, sports, technology information, finance, advertising services, entertainment, fashion, and travel.
Sina.com is a multiple-service provider, its major services are SMS, Mail, Search, Games, Match, Entertainment, Sina Blog, Sina Microblogging and Sports. Sina Blog (中文:新浪博客) is the blog service of Sina.com, which features the blogs of celebrities, including the most popular blog in the world, the one of Xu Jinglei. Sina Weibo is an equivalent to Twitter. The latter is blocked by the Chinese authorities. Many celebrities from mainland China, Taiwan and also Hong Kong use Sina's Microblog as a platform to reach out to their fans and supporters. Some famous users on Sina's Microblog include Taiwanese hosts Dee Hsu and Kevin Tsai, with more than ten million followers on their microblogs each.
Local content 
Internationalized services have a common layout which consists of sections like news, information, infotainment and email services with localized content.
Localization involves political censorship. As with all internet content providers operating within mainland China, the web pages which are geared toward mainland China audiences have internet censors controlling the discussion for sensitive political content. In addition, the news from sina.com comes from local newspapers, which in the case of mainland China are themselves subject to censorship by the government. This censorship does not extend to pages and forums which are not intended for audiences within mainland China.
Online News 
Sina.com provides a lot of feature news as the focus of the lead story or the main photo. On the other hand its domestic political news is sourced from The People’s Daily or Xinhua News Agency. Compared to conventional medium for news distribution, Sina.com is a platform for news articles from the traditional media. That means, according to its CEO, Wang Zhidong, Sina.com would never hire journalists (Xin, 2000).
Network technology 
According to the company's published information, Sina.comXpressTM and Sina.comPlusTM are Sina.com's two main exclusive technologies, which bring ease-of-use benefits and enable the audience of Big 5 (traditional Chinese character), and GB (simplified Chinese characters) to view the webpages sourced from around the Chinese communities of the world.
- According to CNNIC's report, by the end of 2003, the number of broadband users had reached more than 17 million in China, with an increase of 77.6% over 1997. Broadband can better meet the entertainment demands of the audience with the advantage of offering superior sensory experience. In the USA, Microsoft, AOL, and MSN have begun their business on broadband in succession. In China, some websites basing on broadband have been set up such as 互联星空 (pinyin:Hu Lian Xing Kong; Chinavnet) and 天天在线 (pinyin:Tian Tian Zai Xian; 116.com.cn). By the contrast, the websites basing on narrowband, including Sina.com, will face a big challenge.
- According to 新京报(pinyin: Xin Jing Bao), Sina will continue to develop in various fields, but the main orientation is the internet, which is the focus in management of the corporation. On the other hand, some important fields such as music, broadband, and Search engines, won't be ignored.
- Collection of internet users
- Cooperative publisher
- "Company Profile for Sohu.com, Inc. (SINA)". Retrieved 2011-09-26.
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- nanfangdaily.com.cn (Chinese)[dead link]
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- Xin, H. (2002). The Surfer-in-chief and the would-be kings of content – a short study of Sina.com and Netease.com. In S. H. Donald., M. Keane. & Y. Hong. (eds.). Media in China: consumption, content and crisis. London: Routledge.
- survey.yam.com, Xin, 2002.
- "Sina management". Corp.sina.com.cn. Retrieved 2012-08-23.
- "EachNet's announcement". Beijing Entertainment News.
- "Sina Weibo Cooperates with 360 to Check Short URLs and Guarantee Weibo Users' Online Security". BrightWire.
- sina.com[dead link]
- Chen, Peijin (2006-05-05). ""Xu Jinglei's blog joins the gilded ranks on Technorati"". Shanghaiist.com. Retrieved 2012-08-23.
- Mackey, Robert (2 June 2009). "China's Great Firewall Blocks Twitter". The New York Times.
- "cnnic.net.cn". cnnic.net.cn. Retrieved 2012-08-23.
- "chinavnet.com". chinavnet.com. Retrieved 2012-08-23.
- "116.com.cn". 116.com.cn. 2012-07-30. Retrieved 2012-08-23.
- Official website (Chinese (PRC))
- Financial headquarter news
- Legal details
- Weblog on Chinese Internet Companies
- Sina Weibo site