Tencent is the second largest Internet company in the world, and it monetizes primarily through virtual goods, including blog themes. Chinese users don't buy software, but they do pay for online services.
Tencent is... unbelievable. I saw that huge piece of crap IM client on the PC of basically every Chinese grad student I knew. I also recently found out that their QQPlayer media player violates the GPL by including code from ffmpeg without any attribution or licenses; combine that with the way their IM client used to, and still may, censor messages, and I'm wondering what the hell else they're up to! :)