XO Group Announces New Partnership in China

Ijie.com—the Chinese version of the XO Group (formerly The Knot)—is partnering with SINA Corporation to launch a Weddings channel on Sina.com, the XO Group announced July 6.

SINA is China’s leading information and entertainment portal.

Through the partnership, Ijie.com will be the exclusive wedding and lifestyle content provider on a newly launched, co-branded Weddings channel on Sina.com. The alliance will enable Ijie.com to further access the rapidly growing affluent Chinese wedding market, which is valued at $62 billion. 

The wedding channel on Sina.com will feature inspirational photos, videos, online community, free interactive tools, local vendor listings, and special dates.

The Knot’s parent company changed its name to XO Group last month.