Aim Low: How to Chase the Next Half-Billion Internet Addicts

WSJ.com: WSJD - Technology 

Kong Xiaohua, a middle-aged history teacher in a small town near the border with Russia, is among the online world's most sought-after users right now. Going after users like her marks the Chinese internet's race to go low: lower income, lower-tier cities and lower internet-service penetration. Ms. Kong shopped online for the first time last year. Using a social commerce app called Pinduoduo, she's bought clothes and household products such as adhesive wall hooks. She also started spending a lot of time on Qutoutiao, a news app that runs content based mostly around relationships, cheap comedy and sensational social news.