On how to break through the existing profit model of dating websites

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In China in the 21st century, the network is no longer just a virtual world, it is increasingly affecting people's real life, from matchmaker to matchmaking, and then to marriage sites, dating sites and the development of love. "2007-2008 years of China Network dating industry Research Report", the 2007 China network of online dating users have reached more than 22.5 million people, most web users have exceeded the scale of tens of millions of times, the total network dating market in 2007 to reach 500 million yuan. It is noteworthy that, with the previous 2004-2006 years of Chinese online matchmaking market size of 20 million yuan, 70 million yuan, 180 million yuan, the annual composite growth rate of nearly 100% compared to 2007-2011 years of network dating (including the concept of campus dating) The annual growth rate is expected to be around 35%.

Marriage website is a social networking site that aims to make love and marriage, which is a typical branch of SNS. Since 2003, under the impetus of the capital market, imitate the successful pattern of the European and American Marriage website, the Chinese Marriage and Love website obtains the swift and violent development in the domestic, the present market more famous marriage website like Lily Net, Century good margin net, treasures the net and so on, almost all was born in this rapid development

The development of Chinese love and marriage website

A survey of the development of foreign marriage websites can be divided into three stages: the first stage is the concept formation period and the service import period. In this stage, the way of online dating is independent of the Internet life form of netizens, the concept of serious dating differs from other forms of online dating, and gradually obtains the recognition of Internet users, especially unmarried netizens who are in the age of marriage. The second stage is the service setting period. This stage is characterized by the network marriage dating service model is becoming more mature, different business services to reduce the difference in the number of online marriage service website registered users have been reduced, serious dating users settling down. The third stage is the expansion period of online dating service. In this phase of network dating services will directly challenge the traditional dating services, companies can rely on online service-molded brands into the entire Chinese marriage and marriage derivatives market. The current Chinese dating market is in the phase of transition from the first to the second.

Specifically, the development of China's love and marriage Web site is divided into the following periods: 2004-2005 years for the start-up period: now in the market more active several marriage sites, most of which were created at that time, or to get the first round of investment. In the 2006, a group of professional dating sites began to emerge. Including the century Jiayuan, absolutely 100 marriage nets, married me nets, lily nets, including several well-known websites have got the venture capital. At present, the situation of several major dating sites in China is as follows (see table 1):

Can be seen, the century good margin, marry my net is imitate foreign Match.com search system, Lily Net imitate eharmony recommendation system, introduce psychological Test match system. In addition, the use of network platform for traditional matchmaking services, such as treasure net.

Analysis on profit model of Chinese love and marriage websites

The status quo of Chinese love and marriage website market. According to a survey published by CNNIC (China Internet Information Center) in early 2008, 55% of the existing 210 million Chinese netizens are young unmarried and more than 100 million single users.

The huge market for single netizens and the growing demand for friends and marriage have prompted the emergence of matchmaking sites. Century Jia Yuan Net founder Gong said: "China is in the process of urbanization, through higher education, talent flow, many people from rural or small towns into a modern metropolis." In this environment, no parents, relatives for their objects, colleagues and because of competition between the relationship, is not willing to ask about other people's privacy. This makes dating sites have a lot of market space. ”

December 28, 2009, by China's biggest serious marriage website century Jiayuan joint Sina, MSN official release "2009 Chinese Men and Women Marriage View Survey Report vermicelli book", to the present Chinese unmarried men and women marriage View carries on the full disclosure. According to the survey, the network has the convenience, precision, so that 70% of respondents choose to search for marriage through the network, which is the most popular professional marriage website, the net friend said as long as the charges are reasonable willing to pay for the value of online marriage services.

According to a survey published in March 2007 by Eric Information, 70% people are willing to pay for online dating, which lays a good foundation for matchmaking websites to earn profits through membership fees. In addition, the data provided by the Market Research institute also shows that the market of the whole marriage and love service industry in 2009 is more than 3 billion yuan, it is expected to expand to 10 billion yuan in the next five years, indicating that the trend of the market of love and love will be maintained for a long time.

Despite the prospect of optimism, China's love and marriage websites are still generally in the stage of burning money to gain popularity and lack of effective profit models. Huge market demand does not let China's love and marriage website tasted much sweetness, in the four major marriage sites, in addition to marry my net claiming its monthly income has reached 1.45 million, the other three sites are not profitable. They are different degrees of "polarization" of the puzzle: Although the user resources, the development potential is huge, but because of the lack of effective profit model is difficult to convert user resources into web site revenue.

China's love and marriage dating site main profit model. At present, the profit model of Chinese love and marriage website mainly includes the following kinds (see table 2):

Collect membership fees. Through membership fees in Europe and the United States are already mainstream, but the Chinese network dating is still in the development stage. How to cultivate users ' habits and increase the user's "stickiness" is the key point for all the dating operators. In addition, the problem of small payment in network payment has not been solved well, and it also affects the user's willingness to pay.

Wireless value-added services. In the face of China's huge mobile phone users, and with 3G applications for China's wireless industry, the enormous impact of the huge market potential to attract a large number of dating operators to join. Among them to marry my net performance is more excellent, by virtue of MMS Rose, MMS Kiss and Hongyanchuanshu and other products, wireless value-added services has become the company's important source of income.

Offline activities. At present, most of the Chinese dating site online activity is the use of charging mode, users of offline activities to participate in a higher level of enthusiasm. The successful holding of each line activities to a certain extent to increase the membership of the website brand awareness of the promotion, but because the offline activities involved in the cost of the site, and the fees charged by members are limited, so that the overall income generally.

Online advertising. According to iresearch, the latest Internet user Behavior Research System Iusertracker 2007 years of data show that marriage dating users in college and above accounted for 74.2%, and the age of 25 years or older users accounted for 61.9%, the majority of users are a certain consumption capacity of " Office workers ", and the pursuit of fashion, from the above data can be seen in love and marriage friends of all internet users more high-end, advertising value is obvious, the road of online advertising profitability has become inevitable.

The bottleneck of China's marriage website profit

High promotion cost: Burn the money situation. Nielsen published the "August 2008 China Network advertising market research" shows that only in August 2008, Century Jiayuan in online advertising to reach 51 million yuan, ranked in front of Yili and the second place in the network ads. Prior to that, century Jia Yuan has been 9 million RMB access to the MSN marriage and Love Channel management rights, married My network to 8 million yuan for the cost of the cooperation with Sohu to reach a dating site.

Free culture prevails and users are not accustomed to paying. On the one hand, in the network economy, network products or services for the experience of products, no use can not judge the quality and performance of the good or bad. Therefore, in order to quickly arouse people's interest, and then lock customers, become the mainstream products or services in the market, in order to achieve "win-take-all" purpose, manufacturers need to be free at the time of new products, to occupy the market after the charges.

Emerging things are not widely accepted. The development of marriage websites in China is only a few years, after all, it is still a new thing, it provides online matchmaking service is still in the initial stage, there are still many problems to be solved. For example, matching accuracy (success rate), Network information security. Many registered members also hold a wait-and-see attitude towards it, and have not yet produced complete viscosity and trust in the network matchmaking.

Paying services are hard to form. The pay-for-service services, though numerous, are similar in substance and not tailored to their content. such as increasing the attention of users ' information (such as the bright list, star member) it is worth considering whether it is attractive for Chinese people with introverted personalities in the Orient, and whether the site offers referrals or engagements (such as love counselors, matchmaking services) to the people who are now more personalized and free to demand, Some people may be bothered to tell some privacy to a strange consultant, which will also affect the accuracy of the recommendation; In addition, the high price service offered by the matchmaking website must face a very small number of people and reject many potential users.

The profit model of marriage website break through

Matchmaking website pushes SNS to increase interactivity. In order to reverse the current development bottlenecks, Lily nets are considering the Web site to join SNS Interactive communication, but the director of the Lily Net public relations said: "Because the lily Nets stressed serious marriage, and happy net, Renren is not the same, so that even if you join SNS, there will be more consideration and design."

Industry experts pointed out that through SNS, games and other communication methods, on the one hand, better realize the interaction between users. On the other hand, if both parties have the will to communicate, should also be in the process of continuous exchanges to provide more detailed factual information, so as to a certain extent, to solve the traditional dating site data authenticity problem. In this way, dating and marriage sites in the organization offline activities, the success rate of making friends believe will also improve, as long as the efficiency of the promotion, I believe that profitability will also be promoted. Dating and marriage sites are still subject to the enormous challenges of SNS site, in the next year or two emerging SNS website crowding out the possibility of dating sites is still very large.

Develop more paid services based on membership requirements. Because the current many paid services do not have a strong target, not enough to attract members to buy, so the profitability is weak. Analyzing the needs of members and developing more attractive online or offline paid products is a great way to increase income generation for today's matchmaking websites.

Online Advertising forms innovation. The introduction of implantable advertising, such as in some virtual gifts, clever brand advertising. As a result of love and marriage website member resources are huge, the consumption ability is strong, puts on the website targeted advertisement, like the related wedding product, the traveling, the dining, the hotel and so on advertisement, will have certain permeability.

Offline-Advertising sponsorship fees. The sponsorship fee comes from the benign interaction with the traditional enterprise. In the event of a more influential offline dating site, marriage and dating sites can seek to work with traditional companies such as transportation, catering, tourism, photography, etc. and get their sponsorship, such as naming, offering their products and services. At the same time can introduce wireless value-added services, online mating services, etiquette gifts and other value-added services.

Utilize the huge member resources, carry on the industry development. Marry Me net and century good margin are now optimistic about the expansion of the wedding market. Because the purpose of the membership on the marriage website is very clear, is to find the object, once completed this task many members will immediately leave, with a one-time characteristics. For this part of the successful members, how to continue to keep them, continue to do their business, this is a marriage website profit channel expansion of a topic. Century Jiayuan intends to provide a third-party wedding intermediary platform, so that the traditional and marriage services related to the line of the industry all online, matchmaking allows more wedding industry companies in the matchmaking platform to advertise, while providing members with better discount services, the century good edge is divided into the form of benefit.

Marriage website as the most promising site SNS website form, the huge network user market will become an important condition for the development of love and marriage website. And in China's love and marriage websites springing up in the market, its profit model has attracted much attention. How to gain profits in the free culture of Chinese internet for a long time, while studying the management and profit model of foreign marriage and love websites, we should also combine the present situation of Chinese website development with the relevant network culture characteristics, deeply understand the user characteristics and cultural background, and explore the profit channel to break through the bottleneck of the profit This article by the http://www.huaiyunw.cn webmaster collation feeds!

Author unit south of the South