Love and Love Web site: Moving to attack the weak

In the context of the overall decline in Web site traffic, marriage sites are also very difficult to be immune. There have been reports that the Internet traffic monitoring agency Alexa data shows that over the past three months, the domestic marriage and love website Three representatives, Century Jiayuan, lily nets and treasure network of global traffic rankings are about 500-1000 of the serious decline. Among them, the century Jiayuan current global traffic ranking around 1300, the past three months, the flow of 558-bit decline. Lily Nets ranked around 2,500, down 762 places in the past three months. The current ranking of precious nets in 5,000, the past three months, the ranking of traffic has slipped more than 900.

Century Jia margin nearly 6 months Alexa ranking curve

Lily net nearly 6 months Alexa rank curve

Treasure net Nearly 6 months Alexa ranking curve

A severe drop in traffic means a user's "escape". In the past, the popularity of mobile internet has been obvious to all. It is almost unimpeded to invade people's time of fragmentation, and greatly new the trend of people's time to be fragmented. The strong impact of mobile internet has reduced people's reliance on PC-side Internet, thus, the decline of web site traffic has become inevitable.

In this context, entering and speeding up the layout of the mobile field will be the inevitable move of the matchmaking website. In fact, dating sites have been laid out on the mobile side. However, because the mobile end of the profit model is not clear and the promotion of high costs such as the existence of the problem, at present, marriage sites in the mobile end is basically only input no income. In addition, the marriage Web site encountered in the PC side of the various difficulties also become its mobile area to expand the layout of the tie.

In the face of a grim industrial environment, the traditional business model of matchmaking sites is likely to be unsustainable. In spite of the cost, in the future, love and marriage websites have no choice but to raise the banner of change.

Layout move

As the user spends more time on the mobile Internet, the three representatives of the domestic marriage and Love website, century Jiayuan, Lily Net, treasure net have successively expanded the layout in the mobile domain.

July 2011, Century Jiayuan launched a mobile client, the product combines location-based mobile services, for users to regularly push in the geographical intersection of friends, users can also search their own side of the opposite sex, and immediately interactive. In the profit model, the main copy of the PC-side pay stamp mode.

Lily Nets has launched the mobile products have been released at the end of 2011 "Lily is not sincere" and July 2012 released the "Lily Marriage." According to the founder and CEO of Lily Nets, Fanjiang to the media, at present, the lily net from the mobile end of the traffic accounted for up to 30%.

The Treasure NET also launched its own app application last November.

Although dating sites have been aware of mobile trends and laid out layouts, the effect is not ideal, and the basic situation is that only inputs are not produced. Even the leader of the Love and marriage website century Jia Edge when talking about mobile end of the revenue, but also said a "still very small."

Difficulties

In the face of the development of mobile Internet, cherish network faces two challenges: the first is that the mobile Internet business model is not as clear as the PC end, so at present only investment has no income; In the Chinese market, Android's App Store is mostly run by local companies, and most of the money is paid to rank, which means that the cost of acquiring users will increase significantly. Dr Lisong, founder of Treasure Net, said in a media interview last year at the China Internet Conference. And this is the current domestic marriage and love sites face the common problem.

In addition to the challenges in the mobile arena, the plight of matchmaking sites on the PC side has also become a part of its deployment in the mobile field. All along, the false information is difficult to eradicate, the user viscosity is not strong, user growth slowed down, the user's willingness to pay low, business model innovation is not enough to overcome the difficult problems of marriage websites. If there is no fundamental change, as the love and marriage sites migrate to the mobile end, these issues will become more prominent, as the love and marriage Web site on the road to get rid of the shadow.

The impact of social networking sites is also a big challenge for dating sites. Many of the short boards of love and marriage sites are seen by social networking sites as an opportunity to enter the marriage industry. Industry insiders pointed out that social networking sites are more inclined to the user real-name, and user stickiness is high, the user identity is true and effective, can be to a large extent to avoid the cheating phenomenon of marriage and love sites. It is reported that large social networking sites, including Facebook, have already been embedded in a variety of third-party development of love and dating plug-ins, and this way to obtain tens of millions of of dollars in revenue.

Sina Weibo has also begun exploring the marriage market, revealing an attempt to enter the marriage market.

The marriage market also has a lot of predators, some portal sites, such as NetEase has been high-profile into the marriage market. and a number of classified information sites, such as the market even offering a free banner pretty close to marriage markets.

Although, for now, in the user community attribute line, matchmaking site users are better targeted than social networking sites. Social networking sites also have a hard time creating a real threat to dating sites. However, it is undeniable that for a long time, social networking sites do divert some of the users who need to make friends, the expansion of the market share of love and marriage has formed certain constraints.

Slowing user growth is also a big dilemma for dating sites. On this issue, Lily Nets founder and CEO Fanjiang in the media interview, said that when the strong appearance of love and marriage websites, the past ten years to accumulate the single users all ran over, so the growth of the site members quickly. But when the marriage website has developed to a certain extent, the annual income can only rely on the development of new users, this growth is bound to decline.

In addition, the user viscosity poor for the stable development of marriage and love sites, but also quite unfavorable. The difference between dating sites and social networking sites is that users of love and marriage sites have a strong sense of purpose, which is to rush to find objects. Once the goal is reached, it will leave, while the dating site has to find and excavate new users. According to the Fanjiang for the media account: China's 1.3 billion people by the average age 70 years old, each age group of less than 20 million people, this is the domestic marriage website may be added to the number of members every year. Every year, dating sites are dividing up more than 20 million new members. In his view, if new users are doubled every year, unless the business model has changed radically, or redefined user attributes.

In short, the problem of dating sites is not simply a drop in traffic. It has a difficult problem to eradicate. It's really difficult to make a real move in the mobile world with a heavy burden of dating sites.

The change of the hurry

At present, the representative of the domestic love and Marriage website, century Jiayuan, Lily net and treasure net are still in the mobile field of exploration are only limited to the PC Internet profit model translation to mobile end. However, this approach is not long-term, some insiders pointed out that the Internet has changed the environment, the business model and the profit model of the marriage website has come to a critical moment. If also with the original old thinking to do marriage website, will inevitably produce "Kezhouqiujian" consequences.

In fact, the marriage website is gradually taking the step of change. To Lily Nets as an example, the implementation of real-name system to solve the problem of false information, to create a chain matchmaking agency, the line and offline combined. And in order to deal with the impact of social networks and solve the problem of the user's viscosity is not strong, love and marriage website has taken action. Earlier, the media reported that the lily nets are considering in their own marriage network to join SNS Interactive communication mode, Century Jiayuan and other sites are also trying to enhance the user's stickiness in a variety of ways, and treasure network as early as in 2009 has founded a microblogging site muttering network, this in the competition with social networking sites, is undoubtedly a big weapon. In addition, it is understood that the marriage website is also seeking the possibility of cooperation with microblogging and SNS, at present, the lily Net has been and microblogging platform for the background docking, through the login can directly view information.

Although the marriage website has made some changes, but as the industrial environment changes, has been slow to change the marriage website may be the time to knock off.

The most important change is the business model. As social companies invade the marriage market, the marriage business is bound to enter the social sphere. When love and marriage sites gradually SNS, social networking sites began to invest heavily in the marriage market, burdened with a heavy burden of love and marriage website what to win?

At present, the business model of the marriage website mainly uses the blocking way, uses the member's charge to make money. That is, the member only after paying a certain fee, only then can screen the opposite sex material and the Exchange mail, the present century good edge as well as the lily net all uses this form. In other words, dating sites do not encourage interaction between users. As a result, there is no access to social platforms such as everyone, watercress and Weibo on the Web site, nor does it allow users to freely publish information about their own contacts.

Now this model is making dating sites a dilemma. On the one hand, social networking sites in the love and marriage market, so that love and marriage sites are unprecedented challenges. To cope with the impact of social networking sites, matchmaking sites have to introduce social elements to keep users on their platforms as much as possible. On the other hand, when dating sites introduce social elements, they also impact on the traditional business models that block the profitability of users. Before finding a new model of profitability, the impact is unbearable for dating sites.

Fanjiang has told the media that in the mobile Internet era, basic services should be used for free, value-added services to charge the model.

However, some people in the industry pointed out that for marriage sites, from charging to free is difficult. After all, companies have to live, unless new business models can replace existing business models. The search for a new business model can be said to be the most urgent problem in the current marriage website.