Domestic dating sites are already trying to segment the market

Absrtact: The Love and Marriage website market segment, the accurate service already imminent the marriage website has already entered the bottleneck period, this is well-known. Although every day there are many new companies to join the marriage network industry's army, want to rise, desperately squeezed into the top three. But after

Love and Marriage website Segmentation market, precision service has been imminent marriage site has entered the bottleneck, this is known. Although every day there are many new companies to join the marriage network industry's army, want to rise, desperately squeezed into the top three. But after the years, the current love and marriage website market pattern is still too not much change. Some sites are struggling to die, and some new sites continue to emerge. Unchanged market structure is the user's increasingly high user experience, and service requirements, as well as the marriage site itself products aging and old profit model. So how can dating sites find a better way out? I would like to subdivide the entire market, no longer sweep, but the "custom" of the precise service, now seems to be the trend.

Marriage web site has been more than 10 years of history, the previous 10 years of development is in the domestic Internet development of the golden period, the rapid rise in the number of Internet users, love and marriage demand, the domestic three major love Web site Giants began to form Three kingdoms separation of the situation. Century Jiayuan is listed when the most glorious love and marriage site, after the development of the marriage industry began to slide, is currently facing a recession in the road development, marriage website first spring has ended. How to let the marriage website to mature, the beginning of the second spring has become a lot of people in the industry to discuss the topic.

In recent times with NetEase launched the Flower Field Enterprise Friends Platform, Century Jiayuan launched the love sincerely vertical positioning, more accurate market-oriented services, we have seen, the domestic love and marriage website has been in the market segmentation of marriage sites to try. All-Inclusive's sweep-style service, has not met many people need to meet the needs of netizens, and more accurate, for different dating needs, different dating age, different income of the crowd for more accurate service, more sophisticated market segmentation becomes imminent.

At present, the domestic marriage dating site basically belongs to all-inclusive, nothing special. The only special feature is the service and profit model is not the same. Time goes back to the Internet web1.0 era, various types of special dating sites are raised, the major portal sites have opened dating channels, even some of the visits are not high local sites and personal sites are hanging a friend's column, it seems that the big market prospects a broad. The key word of "making friends" is reminiscent of a friend. Later, the dating site, which was subdivided into singles and people with love and marriage needs, was subdivided from the big personals market. Because the positioning is more accurate, and locked a large number of marriage needs of the older singles and make the marriage dating market rapidly developed. However, with the passage of time, the previous enthusiasm for marriage and love sites have a rigid demand for people, and gradually found in so numerous and complex network dating service market in a quandary. People of all ages and different incomes come together to pick the right one from the pile of people, not only in trouble, but also in a very general way.

We reflect on why older singles have a higher success rate, that is because, to introduce people know what age, what occupation, or even what family background people to each other. Because a referral can identify the other's requirements, the entire circle is narrowed down to a very small range, with more accurate referrals, which makes the success rate even higher. We come to see a writer once participated in the current Marriage and love website industry leader once held an online dating activities, a group of 20, 30, 40, more than 50-year-old people gathered together to drink tea and chat, look at simply not a few are suitable for their own, so a activity down everyone to play their own mobile phone, feel like chicken. Just imagine, if these people according to a different age to a subdivision, to organize a campaign will be better? The same reason, the more subdivided the market, the more accurate positioning, so that you can directly lock the crowd more clearly, can provide services will be more humane. Because this service will be more focused and attentive.

The market is a complex, is a multi-level, diversified consumer demand aggregation, no enterprise can meet the needs of all consumers. And the same is true of dating websites. If an enterprise wants to be bigger and stronger, it must define its target market precisely, and serve the customer in the target market that it defines.

For example, the day of the industry's leading boss Procter and Gamble, its only shampoo has floated soft, pantene, flying Silk, Sassoon and other brands, these brands, although they are shampoo, but for the customer demand is completely different. The marriage market Although everyone has a common goal is to find a wedding object, but for the object and have different requirements. Dick Silk is limited in their ability to pay, and they want to be able to make friends through free dating sites, so some free models are good for them. There are also some divorced men and women, most of whom want to look for mature reason, older objects, also have the ability to pay, so a special target for divorced men and women of the marriage site can meet the needs of this part of the people. Some people hope to find a more stable career, such as civil servants, state-owned enterprises, institutions and other people, so can be tailored to this part of the crowd to customize their marriage website. There are also such as, disabled friends, foreign Chinese friends, the elderly sunset Red friends, annual income of more than 1 million of the high-income class friends and so on ... These needs exist, but the current dating sites are all-inclusive, unable to provide a very accurate, comprehensive and attentive service for their needs. If there is a love and love website that is specific to their needs, they will certainly quickly cater to them.

Any industry, the final trend to a more segmented market is the trend, the media can quickly in the domestic media market rise, because he took the road of differentiation, more subdivided the market, aimed at elevators, buildings and other advertising market. If our current marriage market still insists on all-inclusive, then everyone will have a hard time in the end. But in turn, we segment the market, for more sophisticated services, to have a variety of marriage needs of people to order a precise, have a good user experience of the dating platform can avoid the industry at present this difficult fight and competition, but also to provide users with more focused services, why not?