A new service offered by Xunlei, i.e. Zhao Xunlei has attracted a huge group of users in China and the points accumulated nearly 10 million since it first inception in the beginning of the month. Xunlei, a popular peer-to-peer startup in China and Google has stake in it, see my another post that entitled, “Google China Invested in Xunlei“. What is the meaning for Zhao Xunlei, Zhao is the Chinese word for “find” and “迅雷找到” mean “Xunlei Found”. It is a platform that aimed for the users to find the download links for a particular video, book, music, game, software, TV series, and movie.

The launch of this service/directory was deemed as a strategy to complement the download services offered by Xunlei. The same concept is found as you compare this service to the Google Answers which is now no longer available on Google. An user could post a question on where to find this download link and specify how much he/she willing to pay for that particular link. On the front page of Zhao Xunlei, you notice that the points Xunlei has accumulated at this moment is 9016964 and users normally willingly to pay 20 point to as much as 50000 point. Xunlei offered a scheme that awarded the points in different areas, such as register a new account award 50 point (one-time), visit per day, 2 point gain by an user, and etc. You also can read the full list of how the point awarded to an user by clicking here. On the other hand, the users can pay for the download link by top-up their credit accounts and complete the successful web top-up transaction through Xunlei Pay. The conversion rate for Xunlei money to the point currently is at the proportion of 1:10000, according to this page.

I think Zhao Xunlei has reached and influenced their potential customers by offering the point system. A point-based marketing that targeting the customers’ online egos really work for them right now. An user is perceived as more than happy to help others to find the download links in order to fulfill their inner ego. And it is not surprise that most people are seeking for the successful experience in helping others on the web nowadays.