Why do you find it strange? When I load tencent.com I get a blank page (I keep javascript disabled by default) and then when I finally get the page loaded, it loads in Chinese since it didn't detect my language either by HTTP header or by IP. The page looks like the typical boring corporate home page (I can't even tell it's a social network). I then switch to English and I see that tencent.com is not the homepage for the social network, but the parent corporation that owns the social network its responsible for. I can tell this from typical corporate specific stuff like talking about stuff like quarterly earnings and stock performance, their vision ("to be the most respected internet company" ha!) and mission ("to enhance people's quality of life through Internet services". lol). Obviously, there must be some other home page I need to go to in order to join, but I can't tell what it is from the tencent homepage and the tencent name is the only one I'm familiar with as a foreigner so I don't even know what other domain I might put in the address bar or what query I might execute in Google.

With product management like this, they are never going to penetrate beyond China. Thinking they can compete with Facebook here is laughable.