The site is a discussion format that lets users create a social netword around a specific topic or join an existing group.
Established in 2003, Baidu Tieba accumulated over 300 million MAU (Monthly Active Users) by 2015 and the number of its total registered users reached 1.5 billion. Despite being overshadowed by various new online communities, it still claims to be the largest Chinese online community thus far.
Special note on advertising: Read the article for this site, it explains that there is paid advertising, but, you would probably do better creating free ads. The article explains how. The target market is China.