Sxbbm.com is a Chinese social networking service provider focused on college students. Its website attracts younger users by building a sense of eastern cultural identity on campus.
Originally established at Tsinghua University (THU) in Beijing, the website has now been used in almost all universities across China. In sxbbm.com, females users play the role of “Shimei” (younger sisters) while male users act as “Shixiong” (big brothers). Shimei can post information seeking help on any topic such as fixing computer problems, picking up delivery packages, tutoring, and others. Shixiong will offer his help, and Shimei will send a gift or buy dinner to express her appreciation.
Recent research shows that the number of sxbbm.com users has reached approximately 1.2 million.