The website with the main business of cheating is developing well in the European and American markets

A 2001 online, the site of the main business of cheating in Europe and the United States market development is good, and began to profit. A website that undermines social structure and stability, but earns money, is undoubtedly a business that moves on the edge of law and morality. Its annual profit is as high as $30 million trillion, and it will start a new business in Asia ....

Noelperdman (Noel Biderman), dressed in a gray-brown casual hoodie, sits in front of a computer screen with a spirit that shows no weakness in his mannerisms-knowing that he returned from Los Angeles to his home in Toronto the day before, and that he was in New York a week ago. The controversy and skepticism of his web site, which came to Hong Kong and Singapore this year, has been overwhelming.

Biederman founder of the cheating website named Ashley Madison (Ashley Madison), under the Avid Life, users can register the site to find their own extramarital affairs object.

Biederman's business has been growing since 2001 started the site in its home town of Toronto. In his CEO's company Avid Life, in addition to the fist products Ashley Madison, there are four sites: Established Men, Cougar life, man Crunch and swappernet. These are Ashley Madison market segments, Cougar life even had the deep pockets of inviting Madonna to write songs for her, and promised 300,000 dollars in reward. But, no matter which website, has not covered Ashley Madison's thunder.

The best thing for Peter is to get enough cash from his client's pockets. Though, it has been widely criticized by all sectors of the community. The website, with its slogan "Short life, instant gratification", earned $90 million a year last year, earning $30 million trillion and expected revenue this year to reach $120 million trillion.

These profits are all derived from the user's hands, Ashley Madison no advertising revenue. Over the past 5 years, the number of users in Ashley Madison has grown 3 times times, with total users reaching 21 million, more than half of them from the United States and 8.3 million users in more than 30 countries and regions.

However, the success of the European and American markets did not satisfy Peter Mann, so he focused on Asia. Last year, Ashley Madison successfully opened up Asian markets for Japan and India, where registered users broke through millions in the months that they landed in Japan. In August and November this year, Ashley Madison also announced the landing in Hong Kong and Singapore.

Now, Peter Man Zheng is eyeing his next target market-mainland China.

Invite celebrity dignitaries to "model"

Ashley Madison has been developing well in the past few years. The number of users of Ashley Madison soared from 100,000 to 3.6 million in 2009, becoming one of the few contrarian companies to thrive in the global recession. Of course, this momentum has to do with the great environment of the economic crisis. In the context of the recession, people are always willing to take some of the money out of the stressful workplace to have some fun. Biederman's explanation is: "The occasional infidelity in marriage can improve and help the insecure person regain confidence." ”

After the economic crisis, Ashley Madison once out of sight of people. Ashley Madison, a website that deals in cheating, has faced moral accusations throughout the world, and its advertising has been blocked in many areas. In Peter's own words, "everything depends on the attitude of the other side."

In 2009, Biederman to the media that NBC refused to broadcast Ashley Madison's advertisement in the Super Bowl, and the following year Biederman tried to buy the naming rights of the Phoenix Bay International Airport at $10 million, even though the city was facing an economic crisis, But rejected Ashley Madison's offer, and social media such as Facebook rejected Ashley Madison's ad requests.

The lack of mainstream media resources makes Ashley Madison only through the use of high hanging billboards for marketing. The "models" on these billboards are often "starred" by celebrities and are accompanied by sensational advertising words to attract eyeballs. A billboard with Kim Jong Un's iconic clapping is the most talked about, with the slogan: "It's a promise to have an affair now-even if you look like him." ”

Of course, this kind of marketing means will inevitably stab Lou. In 2012, Ashley Madison was accused by Spain's 74-year-old queen Sophia of damaging her reputation, as she became the protagonist of the Ashley Madison AD, with a half-naked male shoulder, alongside a few big characters: "You never have to sleep alone." "In her 50-year marriage with King Juan of Spain, the latter had repeatedly been accused of having an affair, and Ashley Madison to ridicule Queen Sophia." In the end, the farce ends with Ashley Madison apologizing and guaranteeing never to use its photos for marketing.

In 2012, French police even issued a ban on the site and banned it from further advertising in French media. The reason is that Ashley Madison listed three former French presidents Mitterrand, Jacques Chirac, Sarkozy and French President Francois Hollande, and added a red lip print to their faces, with the slogan: "Question: What are their commonalities?" Answer: They should think of Ashley Madison website. "The implication is that their extramarital affairs will not be exposed if they use the Secret Service provided by the website."

While similar marketing practices are controversial, it is undeniable that Ashley Madison's name is indeed getting louder.

Meanwhile, despite the scarcity of mainstream media resources in Ashley Madison, the mean American talk show host has not given up on the "cheating website", an appealing gimmick. This also median Ashley Madison: Public opinion more criticism, Ashley Madison market more flourishing, biederman in the media constantly for their own defense instead became Ashley Madison free advertising resources.

In an American interview program called Dr.Phil, Biederman and Cheaterville's founder James Magibney a lively debate about who is ruining the marriage. Cheaterville is a website that exposes marital infidelity-if you find someone cheating on your marriage, you can expose him on this site. James Magibney naturally rebuked Peter Mann for destroying his family, but in Biederman's view, Cheaterville was the murderer of the marriage: a person having an affair meant that he did not want to leave the family, and the affair was exposed only to make the marriage no further.

"If Neo (Biederman) has an affair I will be sad, but I will not blame this site, it did not cultivate infidelity, but to solve a user needs." "For this topic, wife Amanda is a staunch supporter of the Ashley, and she has repeatedly Madison on the platform for the TV show."

Due to the moral controversy, Ashley Madison often hit the wall in capital operation. Ashley Madison's parent company, Avid Life, had an opportunity to publicly market in 2010. However, in the half month before the listing, the Canadian journalist found the Canadian GMP Capital CEO Kevin Sullivan, who was in charge of the Avid Life listing, and read him a personal profile of Ashley Madison users- I am looking for a generous uncle who is willing to take care of young women, I am now 18 years old, just go to college, my parents can not pay my tuition. If there is a good gentleman now who can help a young lady to lighten her burden, she will repay him spiritually and physically.

Sullivan's feeling flushed. 3 days later, the GMP Capital announced the withdrawal of the transaction, Avid Life listing plan.

It's not hard to understand. Although Ashley Madison is not illegal, the moral controversy has undoubtedly increased the financial challenges facing the site. Think of any fund manager who would like to go home and announce to his wife that he has invested in Ashley Madison? Some employees of the company are unwilling to publicly acknowledge that they work in Ashley Madison. Biederman admits that he sometimes even worries about his own safety, after all, the business that the company is engaged in is opposed by most people.

But in recent years, social media and dating sites have sprung up again and again, and tabloid-made gossip scandals have broken the American psyche again and again, with gambling, spirits and cigarette companies, which may also be "against religion and morality", have become frequent buyers of the NYSE. More importantly, the changes in social attitudes are giving Ashley Madison the soil that best suits it.

The AARP has reported a group of data: In 2009, 22% of people believed that extramarital sex was wrong, compared with 10 years ago, about twice times the number of 2009. The change of the concept of gender and marriage in modern society makes the capital market more and more aware that the market prospect of Ashley Madison is available, they are willing to try to touch this piece of seared cake.