The market for love and marriage is getting more and more hot, negative information leads to trust crisis

Absrtact: The market of love and marriage is getting more and more hot, but all kinds of negative information leads to the crisis of trust accompanied by the popularity of TV love and marriage programs, and the development of love dating websites, but single men and women are suffering from the lack of authenticity and reliability of online marriage. The three major marriages in China

Marriage dating market is getting more and more hot, but all kinds of negative information leads to trust crisis

With the popularity of TV love and marriage programs, love dating sites ushered in a blowout development, but the single men and women are also suffering from the lack of authenticity of network marriage, reliability of the obsession. One of the three domestic marriage dating site of the lily Nets, become the first Test water mandatory real name of the marriage website, announced from last December 15, the implementation of the "100% real-Name System", and the end of this March 1 transition period, to achieve the real name of the station. After the transition period, only through the real-name certification of users, can use the lily network dating services.

The implementation of more than half a year, the current implementation of the situation is not the same as before? How to solve the security problem of dating and marriage website, who will supervise? A few days ago, reporters to investigate this.

Situation】

"Good faith" becomes the biggest problem of network marriage

"Look at your information I sincerely want to know you, this is my mobile phone number." Is it convenient to meet? " A few days ago, Tony (a pseudonym) opened a marriage website Inbox, a girl sent a message greeted. The other party's information photos are very beautiful, Tony in accordance with the phone number dial over, immediately was pressed, and immediately received the message from the other side: "I am not convenient to pick up, we can go to Zhou Jia Zui Road, Baoding Road meet, I come to meet you." ”

"I immediately felt that something was wrong, and when I told her where I was, she immediately checked the map and urged me to meet somewhere, I immediately concluded that I met a bar or restaurant." Tony told reporters.

As an old Love website, Tony had a bitter lesson, and he was told that "non-red wine is not the point" and was slaughtered for 2000 yuan. The reporter found that although the various marriage websites have related reminders, but the deception is also "with the Times" more and more hidden, many users also reflect received pornographic text messages and scams traps.

According to industry professionals, the current development of China's love and marriage website mainly depends on the large number of users, relying on advertising or a small number of users to support the operation of the Web site, under the line of the VIP business is not high share. This determines the "user volume" to become the lifeline of marriage web site, but the unlimited expansion of user volume and the quality of users down.

With the development of relying on the site's one-night stand, extramarital affairs, all kinds of fraud and many other negative information frequently exposed, love and marriage website suffered a serious trust crisis. If the "wedding" to the traditional dating agency "dragged down", then the marriage website members of the credibility of the network is the biggest problem of marriage and love industry.

In this kind of industry, "real-name" is undoubtedly a catch-heart selling point. Lily Net said, once to more than 20,000 members of the investigation, more than 70% of the members of the real-name system to express very much agree.

Investigation】

"100% real names" is more like a marketing stunt.

Lily NET strong push real-name system, requires all registered new users must fill in the real name, and through the identity of the real-name certification systems Audit certification. So, real-name authentication is not the use of Lily Net service "must"? A few days ago, the reporter logged in to the site to experience.

First of all, the reporter login Lily nets for new user registration, registration did not carry out real name certification, but still can be as a member landing "My Lily" page, the functional modules show comprehensive.

Not verified users can improve their own information, upload photos, choose to save the requirements of spouse, in the "My Message" page, the same can be received letter, reply, you can also search for members, to greet each other, you can receive the greeting after the reply, but not the "letter" function. "Lily Red Bean" is the universal virtual currency of Lily NET, the reporter then in the process of buying red bean, was asked to fill in the name, but in a casually fabricated a name, through credit card payment can still buy red beans, and then use the "I want to broadcast", evaluation of "first impression" and many other functions.

The reporter also bought "Crystal Lily" (successful version), according to the instructions, after opening the entire station can be permanently free communication, enjoy advanced privacy protection, precision search, such as 12 of the most privileged services. In the purchase process, which required to fill in the "real name", the reporter and casually fabricated a named, through the credit card payment is still successful, as a member of the real name certification can normally enjoy the "crystal Lily" should be a variety of functions.

Lily on the Web page has a "novice task" to collect, in addition to the first step to successfully set the Avatar, the second step is to complete the real name certification. The third step is to make a love wish, after completion can receive 100 Yuan of gift package.

Visible, not real name certified members can also use the various services on the site. This and the Lily net commitment "100% real name" and no real name authentication can not use any communication function of the argument. However, in the entire registration, use of the process, the real-name certification is often a reminder.

Many users have also found clues. Dubbed "real name marriage net Pioneer" title, Lily Net "100% real name" more like marketing "gimmick". Some users believe that the full name of the marriage site if there is no real name users can also use a number of functions, so the "full name System" is not the case.

In addition, another challenge to the strong real name is the reliability of the authentication process. According to the regulations, Lily net members only need to enter their own name and ID number on the website, and then through the "Guo Pass" platform to implement identity authentication.

But there is a big problem: You can apply if you know your name and your ID number. If someone uses the other person's name and ID number "real" application, it will pass smoothly. Some users said that such "real-name authentication" does not have much meaning.

Lily Net: Two months after the real name "complaints down 70%"

Last December 15, the lily Nets began to push the real-name system, requiring all registered new users must fill in the real name, and through the identity of the real-name certification systems Audit certification. It is reported that the introduction of the 100% marriage real-name authentication is completely free, five minutes can be completed, and the old user to provide a 3-month transition period to complete the integrity of identity certification, if the old users do not want real-name certification, will be refunded treatment. After the transition period, only through the real-name certification of users can use the network of marriage dating services.

2.5 months after the implementation of real-name system, Lily Net CEO Fanjiang said that the user turnover rate of 20%. At the same time, the old users of the paid users 80% has been converted to the real-name, free user conversion rate of more than 50%, the new registered active users 90% through the real-name. The proportion of real-name authenticated users is over 60% per day active users. Since the implementation of the real name, Lily online complaints of bad and fraudulent behavior declined by 70%.

Fanjiang revealed that in order to ensure user privacy and information security, Lily nets to take the "front desk voluntary, background real name", the user information for irreversible password protection, and the entire real-name verification process, the website does not retain any user ID number information. The so-called "backstage real name" is the user to the site to disclose the true identity, but the external still show nicknames to ensure user privacy. Fanjiang said the real-name system makes it possible to set up a business model for the Love and Marriage website, and to get out of a professional and in-depth route, which distinguishes the love and love websites from all kinds of free pan-dating services.

And the general marriage website to carry out "real name certification" Different, Lily Net announced the implementation of the "real name of the whole station", mandatory requirements of all registered members of the identity certification, academic certification and even property certification, covering the marriage registration certification, information exchange and network fraud and other specific links. According to the background data, real-name authentication, the letters between the opposite sex increased significantly, which means that users in the real-name certification under the protection of more and more active to make the opposite sex. Another data show that through the real-name authentication of the user received more than letters users, more vulnerable to other heterosexual.

March 1 This year, the Lily Net announced the end of the transition period, formally enforced. A few days ago, Lily Nets said in an interview, the current Lily nets have achieved "100% real name" registration, not through the real-name certification of the members can not use the lily nets any communication functions, including reading letters, letters and other functions, even if the payment can not be used.

Century Jiayuan (Weibo): Not strong push real name, set four firewall

China's three major love and marriage web site century Jiayuan, lily nets, cherish the net, Century Jiayuan and cherish the network is not currently mandatory real-name certification. Century Jia Yuan related personage discloses, if the compulsory request member registration real name, May shield off quite a few users.

As the most registered users and the only listed in the domestic Marriage and Love website, Century Jiayuan is always at the forefront. Compared to the demand for money and fraud, based on emotional and moral level of deception more subtle. But from the legal point of view, the marriage website is not responsible, because has carried out the full risk to inform, but from the social responsibility, the marriage website but should distinguish from the ordinary dating website, assumes the responsibility, enhances the registered user the information authenticity.

According to Zhou Zhongxiao, vice president of the century, may have bad motives of members or false information, century Jiayuan set up four "firewall": Customer service manual audit, technical means shielding, network police 24 hours online inspection and member complaints mechanism. In the information authentication aspect, set up the five-star credit rating system to examine the member, and launched the user mutual evaluation mechanism, further strengthens the network makes friends the security.

This month, Century Jiayuan held a news conference announcing the implementation of a series of new measures. Zhou Zhongxiao Introduction, once the member is blacklisted, has contacted the member will receive the network Patrol's reminder letter; Century Jia Edge set up a special team and local public security organs to maintain close contact with the joint crackdown on network fraud, regularly to the public security organs to provide some suspected network fraud clues; Regularly to the media to disclose the latest network fraud and how to prevent the way to expose the list of illegal molecules, and through case studies to improve the awareness of the Internet users.

In addition, called "Century Jia Yuan network police" Sina Weibo has also opened, committed to each complaint to make the quickest response.

For these new measures to how much to prevent the user risk, but also to be tested by users. But to be sure, with the rapid development of the marriage market, the security of friends, the authenticity of users ' information will become the key factors for the users of the major marriage sites. From the number of users to the quality of users, marriage sites will gradually enter the "brand PK period."

Marriage and Love Service Alliance: Fill in the Gap of network matchmaking supervision

Reporter recently learned from the Shanghai Matchmaking Agency Management Association, the city Matchmaking Agency Management Association, Shanghai Information Service Industry Association, Shanghai Internet Law and Illegal Information reporting center jointly set up a "Marriage service Alliance."

Zhou, President of the Association for the management of matchmaking agencies in the city, told reporters: "In the future, whether it is online or offline marriage institutions, as long as local, we can supervise." And for like registered in Beijing's marriage website, Shanghai area members can also report to us, we will negotiate to the website, if is the website question we first will carry on the warning, if again appears the same situation and the situation is serious, will give the station the punishment. ”

City Dating Agencies Management Association has been the main target for the entity matchmaking agency, dating sites because of its "marriage + friends" fuzzy positioning and in the regulatory gap. The alliance, which is composed of many departments, will enable the supervision force to effectively cover the network matchmaking service and provide convenient complaint channel for the consumers who use the network matchmaking.