Century Jia Yuan Sheng nu sales

In the spring of 2010, the whole city was in love. Hong Kong solitary male Love "Full Moon Hennessy" Hot discussion, Jiangsu Satellite TV, the group television Blind Date "non-interference" detonated ratings high, Hunan satellite TV, Zhejiang TV also followed by the death of television dating war. The theme of marriage is hot, the background is "leftover" fear in the media in recent years, the first stage of heat. In fact, the "left-man", "leftover" of the spring is not known where, love and marriage site of the spring has arrived. A while ago, Nasdaq China's chief representative Guangxun issued the invitation to the Gong, Gong is the founder of the marriage site century Jiayuan, and Xu's goal is to persuade century good edge to Nasdaq listing.

As soon as I saw Gong, Guangxun told each other, Nasdaq, a Chinese employee is in the century Jia Yuan to find a wife, and recently gave birth to children.

Gong is no stranger to such a scene, century Jia Yuan more than 200 employees more than 20 people found in their own web site, of which 6 people receive a marriage certificate, including Gong himself. 2003, also in Shanghai to study postgraduate gong founded Century Jiayuan, the site's first user is her classmate, the classmate did not have a harvest on the site, gong himself but found.

At the beginning of this year, Century good edge of the ads appear in the major cities of the bus, March, the century Jia Yuan in CCTV 3 sets and 5 sets of TV ads, April, the century Jiayuan frequent appearance of the most fiery "not sincere do not disturb." century good margin not lack of money, at the end of 2007 venture capitalists invested 10 million of billions of dollars, but before that, in addition to the Internet to carry out keywords such as advertising, Gong never dared to put on the expensive traditional media ads, "advertising to market relatively mature when there will be a better effect, It is a waste to throw early. "she said. Now she thinks the market is beginning to mature. Hesitated for a long time, she teeth in CCTV put ads, although this let gong some love dearly, "indeed too expensive."

Gong from last year began to feel the rapid growth of users, the current century Jia Yuan has more than 20 million registered users, in the day before the interview, there are nearly 50,000 people registered, before the day is more than 56,000 people.

Century Jiayuan business model is also based on the user size.

Originally, gong design business model is quite "ideal", all services free, once successful love, I hope users can consciously donate. In fact, there are people who donate to the Web site later, but the number of rare, later, gong in the reflection of this model analysis, many users on the site after the first reaction to find a lover is to stop using the site, otherwise the object will be very mind, and wait until these people love success or even married, may have been a long time later things, " It is difficult for him to come back to thank you at this time. "More importantly, Internet users are accustomed to free, and they will not pay for the platforms offered by matchmaking sites unless they can enjoy additional services."

2007, Century Jiayuan introduced venture capital, Gong began to have the pressure to restructure the business model. Prior to this, a businessman in Yiwu, Zhejiang, has invested 100,000 yuan in the century Jiayuan, and later, several founders of the new Oriental Group, Xiaoping, Qian Yongqiang, and so on personally to the website to invest millions of. They do not have an urgent need for financial returns to the century Jiayuan, Xiaoping even said, "not to make money does not matter, as a social meaningful thing." "But professional venture capital is not."

At that time, most of China's love and marriage Web site mainly income from the organization offline activities, a dozens of or even hundreds of members of the matchmaking activities, the century Jiayuan can get about 20% of the profit, even so, this need for a large number of human investment activities to organize time-consuming, and limited in size and frequency.

Gong thought of the business model is paid by the effect of the "letter" mode, the user free to their favorite object sent to the "courtship letter", if the recipient of interest in the courtship, you need to pay a dollar to see the letter. But investors initially denied the idea of gong, because the real life of love is usually paid by men, and the site is mainly male to send letters to women, see the letter fee model may appear women pay, this is not in line with common sense. Gong insists on his own ideas, and she believes that the way to charge the sender will lead to a sharp reduction in the number of letters, thus affecting the entire site's activity and effectiveness.

In the end, century Jiayuan chose to pay the recipient of the model, but added a new link, if the sender to buy a "stamp", that is, prepaid, the recipient can read the letter free of charge. At the same time, Century good margin for the recipient to provide a monthly package, pay dozens of yuan per month to see all letters.

In addition to the "stamp" mode, Century good edge of the search for reference to the bidding model, the introduction of dreams come true, dating 1+1, SMS value-added services such as charging. 2007, the Century Jiayuan income of millions of yuan, 2009 increased to 80 million, of which online value-added services revenue has accounted for 80% of total income.

It seems that century Jiayuan is enjoying the best time since the founding of both users and incomes, but the site's "congenital flaw" casts a shadow over its development prospects. Century good edge of users want to find a partner in the shortest possible time, and then leave, perhaps this is not a problem, as users search the portal of Google has been so, but the difference with Google users is that the century good edge of the user also want to leave, never come back again.

Gong did not disclose the proportion of users in the century Jiayuan 20 million registered users who never left the silent user, and it is conceivable that this will not be a small number. Gong's solution is to expand its membership in a second-tier city outside the north, and earlier this year she began advertising in more than 10 provincial capitals, "looking for a strong geographical location." To a website must be to a large scale, to the second line, three-tier cities have enough users, to really help them. ”

In addition to digging users, gong another idea is to expand the industrial chain upstream, she invested in a wedding site launched at the end of last year, this site will provide users with wedding advice and service platform.

However, a small detail made me realize that century Jiayuan users are not always gone forever. After the interview, Gong and I explored the feasibility of advertising in the Chinese entrepreneur magazine, because she believes business people are the most popular quality resource on the rim of the century. I reminded her that the average age of the magazine's readers might have passed the marriage stage long ago. "What about the divorce?" She whispered to me.

Interview：

The website you have done 6.5, the individual recalls the most difficult when?

Gong: I think I am relatively smooth to come over, but the beginning should be the most difficult time. Got a Web site, I made a static Web page, the first user is the same university better friends, a girl put up as the first user. The first hundreds of or even 1000 users how they developed, this is the hardest thing for me, really is a friend of relatives and friends inside one to develop. Then there may be a shortage of money, but I really did not say anything even food can not eat, have not experienced such a difficult, I have successfully found the money.