There are 400,000,000 Chinese netizens. 55% of them are blogging. They are young, spend much of their free time online, and have more friends online that they do in real life. They are very sensitive to being targeted in blatant marketing campaigns. Since 2003, Danwei.org has provided valuable analysis and insight into the psyche of the average Chinese netizen, which helps us understand their online and offline behavior and preferences, as well as their opinions towards company brands in Chinese social media and web journalism.