The survival dilemma of traditional marriage network

Absrtact: The traditional marriage network is facing the survival predicament five years ago, the marriage website is the internet changes the traditional profession the model, the online marriage website is also a traditional matchmaking service matchmaker to carry on the Internet services. However, with the Internet ecological environment and the rapid development of the track

Traditional marriage network faces survival dilemma

Five years ago, dating sites were a model for the Internet to change traditional industries, and online dating sites are a service that will "traditional matchmaking" and "matchmaker" move to the Internet. However, with the Internet ecological environment and the rapid development of the track. Marriage sites are also quietly changing.

Today, for some of the country's traditional dating sites, have to face is gradually disappearing into the mainstream of the industry in the eyes of the fact that, after years of development, still have to deep in the overall size of less than 1.5 billion of the niche market, the decline of the PC business, mobile Internet, the rise of the century good margin, lily nets, Cherish the network and other marriage industry leader collective encounter growth crisis.

As the only listed marriage website, November 21, Century Jiayuan released the third quarter of the fiscal year 2013 as of September 30 without the audit earnings. Earnings showed that the third quarter of the century good margin net revenue of 128.7 million yuan (about 21 million U.S. dollars), the year-on-year growth of 13.4%, the chain growth of 7.9%; net profit of RMB 17.6 million yuan (about 2.9 million U.S. dollars), year-on-year growth of 10.7%, the chain growth of 35.1%. Overall performance exceeded analysts ' expectations, after the stock price rose 6%.

According to the Flow monitoring agency Alexa this year released data shows that in recent years, the three major love website traffic has been significantly reduced. Century Jiayuan near three-month flow ranked in 1000, compared with the decline of 500 in the last year, the main real-name dating lily Nets in the recent rankings of about 2,600, compared to the beginning of the year down more than 700; Compared with more than 900 in the beginning of the year.

The center of Love and marriage is biased towards mobile market

With the decline of the PC end business, the rise of the mobile internet so that the century Jiayuan, lily Nets, cherish the network, such as marriage industry leaders collectively encounter a growth crisis. The major matchmaking websites are shifting their strategic focus to moving and offline, but for now, the format is still not optimistic and the downward trend in the future will be hard to reverse in the short term.

First, growth will be extremely limited if new sources of profit are not successfully opened up. This is related to the characteristics of the dating site itself, and second, the trend of user growth in matchmaking sites is getting worse. The mobile applications of micro-letters, MO and so on and the rise of various social networks have diverted a considerable number of users who need to make friends, and have restricted the expansion of the marriage market to some extent. Finally, the combination of social and marriage to directly enter the marriage market. It is understood that the business model of love and marriage websites are mainly used to block the way, the use of membership fees to make money. For the traditional marriage website there is a more realistic problem, the outbreak of mobile devices such as smartphones, tablets and so on, so that users spend less time on the PC, expanding mobile business is a matter of urgency.

Century Jiayuan vice President Zhou Zhongxiao that the line under the three-dimensional channel integration in line with the industry's future development trend, but also an inevitable choice for the future. The construction of the entity shop and the sales of the network complement each other, more easily form complementary advantages, at the same time, brand influence can reach maximization.

Offline entity stores experience a higher degree of relative trust, the turnover rate is also higher; for the service site, with a clear regional, more accurate consumer, offline promotion and dissemination of more targeted; offline is an extension of the line, offline service advantages with experience marketing characteristics; Offline network can quickly control the latest consumer feedback, Can be more personalized service and get high viscosity online repeat consumption.

Love and marriage websites are highly competitive

Today, whether it is the PC-side of the QQ era, or mobile end of the micro-letter and the Mo era, friends no longer become a problem. Along with the micro-letter, MO, such as mobile social Im crazy rise of the user streaming, the major sites rely on prop service charging model encounter homogenization and "free" impact.

The biggest characteristic of the marriage market is "refinement". Although micro-letters, MO, such as mobile IM with a large number of fans, but for people with love and marriage needs, they need to understand each other's qualifications, salary, marriage status and other aspects of relatively reliable security of the certification data, and at least for now, these mobile im not yet have the intention to share with the marriage website.

In order to occupy the market, most of the love and love sites Adopt a diversified product layout approach. For example, at the mobile end, century Jiayuan not only have "click Mile" and "Ask for appointment" and other products. Lily Nets online "lily marriage", dating software "see" and so on. Obviously, they hope to gain more development opportunities through diversified products. After all, in the mobile internet age, marriage and love sites face a more hostile living environment. Love Bar Net CEO Shiqing that in the face of these free dating apps, the drawbacks of the business model of dating sites relying on communications services are becoming more apparent, and this may also be an important factor in the loss of traffic on the PC side of the marriage website.

At present, the marriage dating website Homogeneity competition is serious, and the market segment is considered to open up the space is huge, the market segment has become the domain that each marriage website has to do. In fact, the major marriage and love sites in the user's personalized needs of the refinement of the service has been a positive layout.