William Ding, CEO of Netease (NTES), has announced a new blog service in the third quarter of this year.

Ding plans to incorporate the blog service into its instant communication tool Netease POPO.

Chinese portal rivals Sina.com and Sohu.com began their respective blog services last year.

Estimates on the current number of Chinese bloggers reach from 10 million to 70 million. Current leading Chinese blog service providers like BlogCN, ChinaBlog.net, and Bokee.com are already crowding the market.