(Yicai Global) July 16 -- Chinese internet giant Tencent Holdings may be looking to revive its failed microblogging service.

Tencent applied for the trademark “Weibo" this month, about 10 months after shutting its earlier waning microblogging service, according to corporate data platform Tianyancha. The status of the application is pending.

The company pulled the plug on Tencent Weibo, which used to be the biggest rival to Sina Weibo, last September. Staff was reduced since 2013 as the product seemed to have seen its heyday shortly after launch in 2010.

The latest move is likely part of Tencent's defense strategy, according to analysts. The Shenzhen-based owner of social media platforms QQ and WeChat is probably trying to fend off its potential rivals in the area, they added.

Video-sharing platforms Douyin and Bilibili seem to have partly replaced microblogging in China. Besides Tencent, Sohu and NetEase have launched unsuccessful products in the field that focuses more on text content instead of photos and videos.

Editor: Emmi Laine, Xiao Yi