Public comments announced, cut into the marriage market, overweight O2O entrance

Yesterday afternoon, the public reviews announced, cut into the marriage market, overweight O2O entrance. Zhang, its CEO, said that every year there are 16 million couples married, each married to the average consumption of 50,000 yuan, this is a large market of 800 billion yuan, and the public comment on the Marriage Service Lock market volume will be more than 40 billion. Visible O2O model will be the existing Internet marriage industry to transform, sent on behalf of the O2O will be the infiltration of localization services and offline retail and 10 billion-tier market, through this article you will be more comprehensive understanding of the world, all kinds of people's love and love View, and the internet penetration of the love and marriage industry pace, At the same time feel the O2O mode in the industry opportunities.

"When you are hit by reality again, you should turn to private customization," GE in private customization. "In fact, China's single rich are now too lazy to bump into them and seek private customization directly." Happiness to pay attention to methods, feelings do not stress fate, Trinidad marriage is now really "a network cable" can lead. O2O mode let love trading out of the country heavy metal rock and the extensive and casual, marriage is you want to sell, want to buy can sell.

A variety of love and marriage needs

The first sentence of the classic "Pride and Prejudice" is: "a bachelor who has property must marry a wife, which has become a universally acknowledged truth." "This has been a typical portrayal of love and marriage in Chinese and foreign society." But Jane Austen did not think that she had advocated the independence of women, the pursuit of equal rights, the relationship between men and women is the cornerstone of the ideal marriage, for the property, money and status of marriage is the wrong love marriage concept, in the distant east by secular misinterpreted. From time to time exposure of the regal marriage mystery stunt activities, on the Internet to attract countless eyeballs.

January 4, a mysterious group of 18 men and 18 women came to an upscale hotel in the Shanghai FTA to participate in a two-day "matchmaking Economic Forum". At this time the hotel was a black dress security guards are closely protected. The next day, the 36 people took a bus to a senior villa in Seshan, Shanghai, in a completely private environment through the talent show and game links to enhance understanding. If both sexes have the will to continue to engage, they will leave contact with each other.

This is not the usual economic forum, but a matchmaking conference, the two-day event ticket costs as much as 100,000 yuan. Forum organizers "Diamond marriage" claimed that the price of male guests in nine digits or more, female guests are mostly from hundreds of or even thousands of of people through headhunting and consultant layer "selection".

In the Feng comedy, "Private Customization," which was released late in 2013, GE's wish Planner, Yang Zhong, said: "When you are beaten again by reality, you should turn to private customization." "The reality is that the marriage of China's single rich has become a booming business."

China's wealthy are not optimistic about their marriage. Apart from the unmarried entrepreneurs of the 50-year-old Sohu founder Charles Zhang, the married rich are a minority in the marital crisis. "Southern Weekend" Zhang Hua, a financial journalist, has surveyed 100 couples of Chinese entrepreneurs, and found as many as two-fifths of marital relationships broken or actually cracked. In addition, the rising wealth of the second generation of marriage needs to expand the high-end marriage market. On January 17, 2013 in Hangzhou, Zhejiang Province, held the "2012-year situation in Zhejiang Merchants" awards ceremony, Wahaha founder Zong Zong Fuli has revealed that she has been 30 years old, has never talked about a boyfriend, I am afraid "a lifetime with Wahaha love." In 2011, China Construction Bank and Boston Consulting company noted that more than 600,000 "high net worth households" (households with more than 6 million yuan in investment assets) were preparing for a transfer of property. China's second generation of wealthy groups is actually not small.

A report by the research Institute, Eric Consultancy, predicts that China's online love and marriage revenues, represented by high-end one-to-one services, will grow by as much as 50.6% and 46.2% per cent this year and next, and that 2015 's estimated revenue of 710 million would be nearly 6 times times that of 2011.

Xu Tianli, founder of the diamond dating website, has always remembered the controversy that he first organized "China's first millionaire group marriage party" 7 years ago. November 25, 2006, 20 worth more than tens of millions of diamond bachelor, each armed with 28800 yuan tickets boarded the Huangpu River luxury cruise ship, and 30 beautiful woman romantic date, each show talent, together to eat candlelight dinner. The matter was discussed at home and the foreign media were surprised. "This is the first time for China's nascent capitalism," The Daily Telegraph of London said. "It specifically pointed out that before 2003, the Chinese People's marriage and divorce also require the permission of both sides of the work unit." This kind of regal dating activity means that the social control of individuals is diminishing and is part of "The Love and marriage revolution sweeping China". "Many people find that they are running fast, jumping out of the age of marriage, without a transition." ”

The high-end parties to diamond marriage continue to be held every year in the controversy. The total assets of party participants are also growing rapidly. The 2006 Huangpu River Party assets threshold is 2 million yuan, and by 2013 Shanghai FTA Party, the richest assets at the lowest level of billion. Diamond marriage more than four-fifths of customers are men, and each male client to find suitable for the marriage will be hundreds of thousands of miles, thousand miles to pick one. "Despite the emphasis on equality between men and women, the education we received from small to large is still a female attachment to men." "Chinese Psychological Education Center invited experts, marriage counselor Go Xiping said," but the social transformation period, men and women need to diversify, multi-level, such a site exists there is a need. ”

Internet renewal Dating

Regal marriage is rich people's behavior, the rich play the game of others, abnormal social phenomenon, or marriage industry a new business opportunities, using the Internet thinking to transform the traditional industry innovation practices?

Since the diamond marriage in 2006 to hold the first regal marriage, the rich marriage activities in various places frequently staged: December 20, 2009, a so-called admission ticket 100,000 yuan of the rich marriage party held in Beijing; June 19, 2010, "Global private selection of Scarlett" event held in an upscale office in Guangzhou September 16, 2012, an interview for the Chinese regal marriage audition in Changsha, November 18, 2012, a health council in Wuhan conducted a matchmaking meeting for billionaires. There are a number of institutions that are risking fraudulent activities in the name of a wealthy marriage.

June 2013, diamond marriage in Hainan Province Sanya held a blind date party, tickets 100,000 yuan. According to pictures taken by foreign media, a group of more than 20-year-old girls and a bunch of older men who are obviously higher than themselves are together. In the game, a woman in a short skirt and a belly-bathing suit fell backwards into the pool, and a group of men behind her were waiting to catch her, one of whom had been grey-haired.

"It's easy to think about the bad." Shongyu, the Diamond and love Marketing Manager, is a planner for the Sanya party. "This man is actually a very good friend of mine," retorted the white-haired gentleman. He was very serious about his feelings, and in order to prepare for the party, he prepared different clothes for different parts. "It looks like they're serious. Photographer Shen, who took the picture, said. He took part in the whole process of the diamond marriage.

Serious seriousness is the premise, according to Nincheme, chief adviser to Diamond marriage. Everyone has to go through a few hours of in-depth interviews and tests before becoming a customer of diamond marriage. The whole process not only to record the height, education, geographical, economic conditions and other basic conditions, including the other's life planning and the expectations of the other half and so on. Counselors have a psychological background, so when they encounter a person who is in trouble, they can find it quickly. They signed the relevant agreement with the rich at the beginning of the registration, if received any complaints from female members, the right to terminate the service.

Diamond marriage fees for members are also getting higher. When it was first set up, 100,000 yuan was the price of the best service for diamond marriage, and now it's just the starting price. In half a year for a period of 100,000 Yuan "Standard Edition" based on, there are 300,000 Yuan "Advanced Edition" and 1 million Yuan "Prestige Edition".

Some guests will offer higher prices for their higher requirements, Xu Tianli said. He thinks these prices are reasonable because helping a client to find a target requires less than more than 10 people, and a large team of dozens of people, with all the labor and overhead costs.

January 2006, Diamond Marriage predecessor, "Diamond King old five marriage net" online, at that time very popular popular type of marriage and love sites such as the century Jiayuan, Lily net Red Sea opened a high-end marriage blue ocean. Domain Name "915915.com.cn" is "Want Me, Want Me" homophonic, the old version of the black words on the Web page written on the key words--wealth (wealth). It later called "Diamond Marriage", Xu Tianli also spent 5 million yuan to buy the "zuanshi.com" domain name. "Anyone who has a marriage need can buy the service here," he said. "Xu Tianli said. But member registration will be required to fill the wealth level, the lowest is "5 million yuan below", the most high-end is "more than 1 billion".

In the diamond dating site, "The name of marriage" in the column, there are "mature with the success of the men", but also "career success, optimism and humor, easy-going mind-friendly creators," their names, photos and wealth are all hidden, only a simple character description, the other half from height to family background requirements, and "in-depth interviews" with only two questions per person. The question is "what do you want to be in a future marriage," and "Do you mind if the other person is interested in buying luxuries?"

And in the "Beauty to Marry" column, is the diamond love search from all over the country to collect the beautiful single women. Their photos, height, weight and educational background are shown on the website. If you want to send information to the woman you are recommending, you need to be at least a crystal member. Although such members can only get limited support from the website, the annual fee is as high as 30,000 yuan. Everything here is telling you that if men do not have a eight-digit status, women do not have exquisite stature and appearance, or do not come from the humiliation of the good.

High-end marriage has potential

The Chinese love and marriage status and social changes are inseparable. "The New Yorker" in a report on the Jiayuan of the Century, "Chinese love Business" wrote, "Since the 1919, Love has been linked to politics, when young Chinese students fought for democratic freedom, scientific theory, free marriage, what they call ' the freedom of Love ' ... For many years, the village matchmaker, young parents, factory director, Communist Party cadres were responsible for pairing young men and women, while the bride and groom themselves seemed to be outsiders. In the past 30 years, the biggest change in the relationship between men and women in Chinese society is that people can choose their own partners ...

But when you have the freedom of love, people start complaining that they can't find the object. As a result, all kinds of matchmaking institutions, marriage agencies, emotional columns, marriage sites springing up. 2003, Century Jiayuan online line, and in 2011 landed Nasdaq, its trading code is "appointment" in English spelling date. This also leads to the love view, the marriage view all sorts of confusion distortion, the most extreme example, is the television dating program "The Non-interference" female guest ma nuo that burst red "I would rather sit in the BMW car to cry, also do not want to sit behind the bicycle smile". "The Love Business" in China is so tangled, on the one hand is the remaining male and female left the bitterness to find a relationship, on the one hand, the real marriage "by the mother-in-law pushed higher prices."

In Go Xiping's view, "This kind of marriage concept state, it is difficult to directly change, can only see the social evolution." "For example, the diamond Dating party in Shanghai Free Trade zone, women are more active than men," she said. Among them, 314 men were enrolled and 1028 were women. Most of these women were born in the 1980 's, and many were the first to enjoy five-star hotels.

All the changes, so that the internet dating market split the high-end love and marriage subdivision. Xu Tianli, who stands over 1.8-meter, speaks with a loud voice, with an air field and a convening power. 2005, Xu Tianli 32 years old, with a number of enterprises (he refused to disclose his first bucket of gold from where), involved in medicine, retail, clothing and other fields, but he has the same as many diamond Bachelor the same trouble: unable to find the right marriage object. He walked into a matchmaking agency and found it hard to find a partner in the high-end crowd, and the crowd was universal. The number of millionaires in China has surpassed 10 million in 2005. Xu Tianli saw the opportunity to start a business, "if they have 10% of people need matchmaking services, and are willing to take out tens of thousands of dollars to marriage, that is the tens of billions of market." "At that time, the century Jiayuan, cherish the network and other popular dating site can not fill the gap in the market segment, Xu Tianli will be the original plan of the electrical business site into the" Diamond King old Five Marriage network ", the customer's marriage process line under the full assistance.

Diamond marriage in 2006 soon after the launch of the first customer. A more than 40-year-old male entrepreneur in Zhengzhou has asked for a woman who has "got the hall, got the kitchen," and repaired both inside and outside. Xu Tianli put the information on the website and hundreds of people signed up. He led a team of more than 10 people to spend one months screening, interviewing, arranging clients to meet with more than 10 candidates, and finally helping him get a fair return.

Why is the "left" when the rich are in hot demand? Century Jia Yuan founder Gong (net name Little Dragon woman) said: "Many people think rich men can find girls, but in fact it is not so easy." They worry that once they start looking for a girl, they will come across the Gold digger (who marries for money). ”

"These people lost their souls, they worked hard, they made a lot of money, and they broke up with the world of the past." Now they have no time to find a wife, and do not know who to believe, so they found us. "The diamond-love headhunter in Beijing, Yang, once told the New York Times."

Shongyu that another reason for the rich to choose high-end marriage institutions is their efficiency. Single rich have a professional body, they do not have to continue to grope in the boundless sea-diamond marriage claiming to be able to let 80% of the members finally married.

"They might really need help. "An American television reporter, who declined to be named, once entered the scene of a diamond marriage party, she recalls that in the activity of the self-introduction link, a male read a section of Su Dongpo's poetry, the girls are basically no sense, and someone did more than 10 pages of PPT, telling the future vision, with furry rabbit and Rainbow end. "Very boring". The reporter's conclusion is: they make a lot of money, but life is not necessarily a girl to see, so can only use this way to find a beautiful wife.

Thousands of Cinderella through layers of screening, sounded a bit like Emperor Choice Imperial Concubine. But Xu Tianli don't think so, "ordinary people look for the object, to the Xinmin Evening news, to make a bean curd ads, but also publish work, educational background, education, height these requirements right?" As long as not breaking the law, not violating the discipline, why accuse us? ”

Diamond Marriage The female filter object collectively referred to as "resources," said a sociologist who asked not to be anonymous, saying, "This is not a person to look at, it put the human dimension is actually drawn away." This is from a material consumption to the consumption of people, the first is to pick the house, now judge to pick people. ”

However, "I still have the right to choose!" "A girl who had been invited by the VIP center of the century Jia Yuan said. Century Jiayuan staff had felt that she was suitable for a Beijing university graduate, but she felt the other side more than 30 years old, a little older, even if. "I certainly feel that human character and inner is the most important." "But matter is important, and I don't think I should find someone who is worse than my family, and my parents won't agree." After all, the family environment has a great influence on one's values. ”

Love headhunting

How can the love of the rich be outsourced and traded? Diamond Marriage has a series of methods and processes, in addition to online information confirmation, matching, they also have more than 100 "Love Headhunting" (similar to the job search according to customer needs to find suitable employees) in cities nationwide "hunting".

The New York Times once reported that Yang had been looking for a partner for a wealthy businessman who wanted to be slim, fair skinned, chin-sharp, with perfect teeth, double eyelids and long silky hair-the young TV host, Zhou. Xu Tianli has a "211" plan, the establishment of a national service for the 200 full-time love Headhunting team, another covering all the administrative city of 1000 part-time marriage headhunting backbone, and finally set up a nationwide coverage of 34 provinces, municipalities and autonomous regions 10,000 part-time love headhunting network.

It is not always good to cast a net, love headhunting needs to be directed. Many clients will limit the careers of girls, such as teachers, civil servants or flight attendants. Gao Yongxiang 26 years old this year, height 1.9-meter, dress fashion, left ear wearing two ear nails, 2010 became a love headhunter diamond marriage. He needs to work with some government agencies, enterprises, institutions and even the Communist Youth League to select outstanding female resources. But "College is one of the more difficult places to deal with", said Gao Yongxiang, a number of college female college students do not accept this way of marriage. He needs to explain the diamond marriage pattern with the youth League and Student union cadres. If you can't attack head-on, flank them and fund a fraternity.

The women who entered the headhunting field became "Resources" and were then transferred to the resource Care Advisor. The latter classifies resources at three levels A, B, and C. C class to ensure the image of B-class on the basis of good image to have self-cultivation, a class of virtue and wisdom of the United States personable. Next, the appropriate resources will be invited to conduct a new round of interviews, psychological testing and so on. Through large screening, the remaining high-quality resources to the customer, so that customers one-on-one appointment. The customer finally chooses a love object, the Love headhunting work only then calculates finally completes. If the appointment is basically successful, but also belong to the "semi-finished products to be developed", customers may also pay her into the "high-end marriage and wisdom College."

Liu Jinsong, the son of a wealthy woman who had boarded the Hurun list, found the other half. Liu Jinsong, aged 28, wanted to find a 21-23-year-old female student with a certain economic and financial background. Diamond Love Search from Fudan, Shanghai Jiaotong University, such as the expansion of hunting range, and finally found a professional international trade in Shandong students. The two men had a grand wedding in Shanghai in 2012. Xu Tianli also solves personal problems through his own website. He held a wedding in 2009 with the help of a headhunter. He did not want to disclose the specifics of the process, but it does not make any secret that the millionaire marriage is a money-creating power.

In recent years, the century Jiayuan, lily nets and other marriage sites have also begun to establish the offline VIP center, the basic flow and diamond love similar, by the early advisor to the applicant screening and consultation, after the search for the right person to find a marriage object. Subject to the impact of new mobile social networks such as micro-letters, MO, and so on, these web pages have been diverted to traffic in love and marriage websites, "There are so many uncontrollable parts that everyone has little room to buy value-added services." "Sun Mengzi, senior analyst at the Analysys think-tank, said. The main source of revenue for the already-listed century is still to sell "stamps" (to pay for information), "and this is the time to run into business bottlenecks." "Century Jia Yuan VIP sales division general manager Au said." According to earnings, in the first quarter of 2011, the century Jiayuan revenue rose by as much as 198%, compared with 13% in the third quarter of 2013. Turning to the diamond marriage, Au said: "I think it has carried forward the industry." We are quite approved of this way. ”

Au said that the VIP center of the century Jiayuan finally had about one-fifth of the customers married through their service. Although this number does not look high, but "5% of the probability of talking about love, customers are willing to try." Therefore, more and more original for the general public matchmaking agencies are also beginning to engage in high-end marriage and the offline VIP business, as a new growth point. Lily Nets 2012 from the use of the franchisee to pay, the way lily net output, to attract interested entrepreneurs to join the marriage industry, the establishment of the Lily network to join the line under the center.

In the second half of 2013, century Jiayuan launched the "Edge Dream Project", the basic operating model similar. Now the line of the lily net revenue has exceeded the line, although the site claims to be unable to provide specific sales data, but Lily Net CEO Fanjiang in 2013, the 2013 website will be expected to break the income of 300 million yuan. Century Jiayuan hopes to achieve the same proportion of offline and online income by 2015.

"In the future, everyone will be in the high-end customer domain competition, this part of the purpose of marriage is clear, and the willingness to pay is also strong." But online dating and offline dating should be a O2O process, and competition will only be Sun Mengzi. "In the second half of 2013, the diamond marriage and the lily Net established a strategic partnership, at the same time, and the century Jia Edge Hangzhou VIP Line business cooperation, diamond marriage of Hangzhou members become the Century Jiayuan" Edge Dream "members, the latter use their own online resource pool and data analysis technology to help diamond marriage faster and better to find people, profit sharing.

In fact, at present, in China, the high-end love and marriage itself does not have special laws and regulations to supervise, but the whole marriage industry will be the local "marriage agencies management measures" management. This method has put forward the request to the website record, the service contract content, the privacy protection, the dispute settlement, the administrative punishment and so on. According to the Shanghai Trade and Industry Bureau of Public Information, diamond marriage of Shanghai Wide Application Network Technology Co., Ltd. has been registered in the Trade and Industry Bureau, its business scope covers wedding etiquette services, conference services and public relations activities, such as organization planning. Xu Tianli himself is also the vice president of Shanghai Marriage Agency Management Association, which is based on the administrative measures of the matrimonial agency in Shanghai. This indicates to some extent that his practice has been allowed by local administrations. However, this does not mean that there is no risk of high-end marriage. For example, once famous "Chinese entrepreneur single Club" actually did not register to any competent department, itself is not to help the rich blind date, but uses the beauty "to catch" the rich, finally was seized last August.

The methodology of marriage and love

The diamond marriage headquarters in Shanghai has a wall full of serviced clients ' wedding photos, but the customer's real name is hidden.

"Our life lacks love education. "Go Xiping said," from small to large, we were told to test good results, find a good job, do good career, but no one told us Love is to learn. ”

Diamond Marriage, the century Jiayuan, lily nets, such as the VIP business of the marriage website, from the purchase of services, to receive advice, to the target to the last wedding, have set up a complete, standardized and highly intimate love and marriage industrial assembly line. "Looking for a lover so precisely, it feels like a machine." "The best way to love is to look for someone in life," says Go Xiping, "but life is so complicated now that everyone wears armor and life and marriage should be pure." ”

Nincheme, a marriage counselor, worked in diamond dating for 7 years. "It takes a passion to do this job. "Most consultants find that the industry is not as easy as they thought it would be," she said. "We can do this for a long time because we believe in love." ”

"Believe in love bought by money?" asked the reporter.

"Not money to buy love." Nincheme said, "but happiness must have a way, we hope that through this O2O process, to bring happiness to customers." ”

Jane Austen also wrote in "Pride and Prejudice": "Whether the marital life is happy, is a question of opportunity, most of the male and female love is unavoidable to rely on both sides of the grateful heart and vanity of conceit, it is difficult to make it a good thing." Arrogance is a kind of abuse, human nature in this respect is extremely fragile, a person may be arrogant but not vain, arrogant is our evaluation of ourselves, vanity is we want others how to evaluate ourselves. "The arrogance and prejudice of the internet age are probably the same.