But that's all a complicated definition for a fairly simple thing, with which most Chinese net users are already very comfortable.  After all, applying for a personal blog is as easy as applying for a free e-mail account. Simply type in the necessary information, and you get your own personal net space, in which you can place articles, pictures, audio and video for consumption by the entire Internet population. Meanwhile, the potential audience and personal nature of blogs means that writers naturally take a great deal of time over their articles, and regard them as their own property.

Historically speaking, the blog made its first appearance nine years ago in the United States, while many websites have already generated great benefits from this new business. In this way, when Sina first set up its blog system in China, there were already many precedents for how to run such a network. So surely Sina should have discussed potential profits with celebrities before launching this service?  Is it a negligence or a business strategy?  And what was the initial goal of Sina to develop blog if not for the instant profit?   

Chen Tong, the person in charge of Sina's blogging business, says that celebrity blogs are simply part of the company's promotional strategy.

"The celebrity blog is just one method by which we can promote our website.  We are not aiming to make money directly through blogs, but rather to attract more web-users onto our website, and thus generate money from the various services we offer. "