Lily Nets, one of China's three most romantic websites, finally announced a radical change.

Abstract: In love for the name of fraud, frequent one-night stand, extramarital love moral decay, often see the negative information in the newspapers, so that the marriage web site in the past six months encountered an unprecedented trust crisis. After the bitter experience, one of China's three marriage websites, the lily Nets finally announced to be Beecher

To love for the name of fraud, frequent one-night stand, extramarital love moral decay, often see the negative information in the newspapers, so that the marriage web site in the past six months has encountered an unprecedented trust crisis. After the bitter experience, one of China's three marriage websites has finally announced a radical change--real name and identity authentication.

"First in three months to allow all the members to do real-name certification, the next step may be to do academic certification, professional certification and marital status certification." "Lily Net CEO Fanjiang (Weibo) recently accepted the" first financial daily "interview revealed.

Real-Name certification is undoubtedly a risky chess, before the lily net and several other marriage websites, is based on a wide range of users "micro-profit" mode. This profit model is based on a large number of registered active users based on the "read a letter from other users, spend 2 yuan" this way of earning. "We have also discussed whether this is a suicidal move," he said. A Lily employee told reporters that the worst estimate would be that half of the users could be lost.

Spoilers?

Cheating is a problem that almost every active user on a dating site has encountered.

US, a company chairman in his early 40, has registered for less than a year on a dating website, has seen nearly 20 female netizens, once saw two or three times the girl called to ask him to help pay the rent, and once was a just saw the girl said hope to be able to get a purchase down payment help. This let us feel, he also gradually unwilling to meet online users, but entrust friends to help introduce his girlfriend.

Based on the demand for money and extortion is easy to find, based on emotional and moral level of deception more subtle, often difficult to find. A female friend in the dating website met a man who made her move. A year after the two, the girl found that the man not only has a family, but also on the site with a number of women at the same time.

"From a legal standpoint, dating sites are not responsible because they have already been adequately informed of the risks." But in terms of social responsibility, we just remind users that you need to be smarter and more cautious, not enough. "Fanjiang said.

One side is the condemnation of moral category, one side is the drive of interest. This from the 10 before the various types of chat rooms, online games to QQ to the emerging social networking sites, through the network and acquaintances of a few people, which is a number of deceived examples. The internet crime rate has risen year by moment, but no web site is willing to take responsibility.

"Dating sites are a category that is subdivided from ordinary dating sites," Fanjiang. Marriage is not the purpose of ordinary friends. And marriage is for the purpose of matrimony, there is exclusivity. In addition, the relationship of marriage is ultimately going to come true. ”

Most of the entrepreneurial teams in China's dating sites understand this. Many companies in the industry have tried to improve the authenticity of registered users by various means. Last year's listing of the century Jiayuan site for example, it has always stressed the serious dating platform, before the site has designed a five-star certification membership standards. Including voluntary identity certification, mobile phone authentication, email certification, video certification, to increase the seriousness of the site registered members and seriousness. Lily's website also designed a set of 30-minute registration test questions to consider the seriousness of the membership. In addition, love and marriage sites often send mass mail to members, reminding members nose, pay attention to network fraud or emotional cheats and other issues.

However, from the past experience, these movements have achieved little. "I believe that the vast majority of members are not liars, but a liar can send hundreds of emails a day, this influence is amazing." "Fanjiang said.

The change person?

"The client must not accept it. "In the July 2011 Lily Nets How to improve the authenticity and security of members of the" brainstorming "discussion, real-name certification This proposal was proposed, but then the team collectively denied. In addition to founder Fanjiang, there are investors who voted against the vote.

Founded in May 2005, the Lily Net, the current number of registered users reached 36 million, of which active users in the number of 5 million people. The past few years have been financed by a venture capital agency with a total amount of over 25 million dollars. These investments are from the Jinsha River Investment, NEA and other companies. At the same time, venture capital companies have helped the Lily net to make clear investment plans and a 2012 listing plan.

The real-name system means that on the one hand there will be old users give up the lily, also means, or affect the development speed of lily nets and listing plans. "Repeated discussion, repeated research. "Talking about the reform plan that was set down from July 2011 until December, Fanjiang not conceal all the entanglements in the middle." But the final results were better than the team expected. 70% of the random selection of users have expressed support for the lily net changed into real-name system.

"This is a process that requires customer identification. Facebook's founder, who had strongly insisted on a real-name real-name, now looks successful. "In the eyes of lily nets, the network, especially the love and marriage site, does not need so much hypocrisy and cover-up. The real is the best. For the true intention of the core users of marriage, the real name of the conflict of mind is not so big. "I think it is possible to attract new users who are honest and truthful after the introduction of real names," he said. "Fanjiang optimistic, perhaps the real name after the impact is not big, but will appear a step back to the sky."

But in practice, the Lily Nets team or choose a conservative way to promote: On the one hand, the real name certification process from "a knife-cut" elongated to "3 months." On the other hand, the lily net chooses the backstage authentication way. The so-called background certification is the user can open the real identity of the site, but still show nicknames to ensure user privacy.

Century Jia Yuan Vice president Gui told this newspaper: "We support and promote the real-name certification of members, this approach not only makes the network information more transparent, convenient to the Ministry of Public Security to verify the identity of criminals, but also from the point of view of morality and shame to restrict illegal users, thereby reducing the network of undesirable phenomena. Gui revealed that the century Jia Yuan members, 45% voluntarily carried out the mobile phone certification, 15% of the identity card verification. But century Jiayuan does not force members to perform 100% validation for the user experience angle.