Century Jia Yuan new CEO Wulin Light: will be exerting force to move and segment the market

Gong (Dragon Girl) resigned as CEO, "marriage First share" century Jia Yuan officially entered the era of professional managers. Wulin Light Airborne Joint CEO's three quarters, did what work let "dragon girl" finally rest assured to turn the stick? After the "Dragon Girl" era, the century Jia Edge will go where?

The "troika" of Wulin light

December 24 night, Christmas Eve, Century Jia Yuan announced "network first matchmaker" Gong resigned from the joint CEO position, transferred to the joint Chairman. This day, the distance Wulin light to join century Jiayuan, exactly three quarters.

The first question we want to know is: What work did Wulin light do in the three-quarter "observation period" and finally let the little longnu at ease?

Although Wu himself does not agree with the term "troika", it would be appropriate to sum up his work for the past nine months.

First: The establishment of Jia Yuan Research Center, the development of user behavior Analysis system.

"Jia Yuan formerly has the technical Research department, this April or May time, this department has made the good margin Research center independently." To join the century good edge, Wulin Light first step is to adjust the site at the bottom of the technical system, this is not the new handsome after the impulse "and money, Little Dragon woman known for many years, on the good edge of the site is also more familiar with the 2005 Dragon Girl just to Beijing development, the first set of Web site system is I find someone to help build."

The main achievement of the research center is the user behavior Analysis system. This is a set of analysis users in the site behavior, differentiated after the precise push service system. "According to the user's behavior, we can determine what he or she wants in the subconscious." Just like watching Mercedes-Benz, will not buy Mercedes-Benz, the real buyer will go to 4S shop to see, Wulin Light Introduction, the system developed the original intention is to improve the probability of user pairing.

Second, push the new brand love sincerity

At the end of October, Century Jiayuan launched a new brand "love sincerity", this is Wu Li push the new business, is also a good edge brand diversification of an important step.

Why to put aside the mature brand another door, Wulin Light has its own idea: "Marriage and Love website The most troublesome problem is how to go to the user, which want to fall in Iove, which want to get married, to distinguish between, love sincerity is to solve this problem was born." ID number, mobile phone number ... We all have the information we need to verify that the user can fill out one item and be sure that he or she really wants to get married. In addition, the average age of users of Love is 28 years old, but also higher than the average level of good margins.

Third: Improve the user sticky push page travel and reading channels

Web games, online literature, seemingly and marriage is not the edge of the plate, appeared in the Century Jiayuan website, and Wu did so the only reason is: to promote user activity.

December mid-June, Century good edge quietly online web game channel, combined transport "Immortal Road", "Blood Sea Thief King" and other games, this move by the industry as a "rush to the flow of liquidity." "In fact, the main purpose is to promote the work, so that users stay in the net as much as possible, the game is very limited income, we do not have any recommendation on the home page."

Another action to promote the work is to launch a reading channel, to provide some network literature to the reader (all urban emotional theme). It is understood that this part of the content by the century Jia yuan procurement of copyright, to provide users with free, but the current number of works is not much.

Good luck future? Market segments and mobile internet

Understand the past three quarters of Wulin "homework", the second question is: After the Dragon, Wu will promote the century Jia edge to where?

"The mobile internet is a big trend, with the current good fortune from the mobile end of the traffic has exceeded 20%." From our internal data model, in the fourth quarter of next year, the good edge Month Active users (MAU) mobile end will be more than the PC end, and this point is likely to advance ", Wulin Light has been involved in the creation of the air network and services for nearly 10 years, has a profound wireless experience. He revealed that the good fortune Mobile end August began to exert force, the quarterly growth of more than 30%, is expected to increase by 70% this year than last year. In addition, the mobile end of last November has been break-even.

Mobile side of the commercialization, Wulin light is not urgent, "too much consideration of commercialization, it is necessary to implement a number of strict ROI (input-output ratio) algorithm, reducing the delivery, the market is still in the incubation period, this will certainly not be appropriate." Good edge in the mobile end still continues the traditional stamp mode, mainly through the operator SMS charges, "a stamp two dollars, just a text message, now mobile end of the carrier to pay the proportion of the channel is about Two-thirds." Temporarily do not consider the advertising mode, to B and to C corporate genes are completely different, we do not fit. Wu also revealed that for some conditions generally but want to increase exposure of users, can take the recommended way, "a bit similar to Baidu's bidding rankings."

In addition, Century Jiayuan prepares to launch a new product for mobile internet this spring, with the theme of happiness, "this is a main product", Wu stressed. At the edge of the century, the product layer has the main products and small tools of the distinction, is currently defined as the main product only good margin and love sincerity, and matchmaking, the Queen, Chasing love, etc., is defined as "gadgets", can be seen Wu's attention to mobile internet.

In addition to mobile Internet, the second battleground is the market segment, "market segments must be done, so we pushed love sincerely", Wulin Light will be subdivided described as a product level of subdivision, and the breakdown of the behavior of friends, love is really resolved to solve the problem of making friends, "love really online two months, the current situation beyond expectations."

Of course, there will be a house, Wulin Light quietly has stopped the wedding of the electric business "Magpie Net" this business in the IPO, has been the capital market as a marriage site to open up an important step downstream. "The right time, do the Right thing, (wedding business) will do, but not now."