Fascinating read. It’s a very different world behind the Great Firewall:

Websites are so 2010. In 2015, Chinese companies are building light apps, or qing ying yong (轻应用). Light apps are one-off, zero-download, hyper-targeted mini-sites that are typically built (and often animated) with HTML5. Oh sure, they do have a dedicated URL and they’ll load in a desktop browser if you absolutely insist, but they’ll probably look awful on a desktop screen. In some cases, they don’t even function at all after the page loads, given that some of them require swipes to navigate.

Light apps are designed for fruit-fly attention spans. They’re often single-page, single-message and intended to be single-use. In other words, users would open a light app once, flip through it, ideally pass it on to friends via mobile sharing, and then never look at it again.