Two or three-line city of Love and marriage website: The mobile end of the rush

During the Spring Festival, all the major online dating sites have been funded to launch television advertising campaigns, capturing the most extensive geographical coverage, the most stable television screen. After the Spring Festival, low-key seven years after entering the public view of the popular love and marriage website is still very happy to put ads on the subway bus. Just last night, Century Jiayuan released its fiscal year 2013 and quarter four, its net revenue last year was 492.6 million yuan. Century Jia Yuan CFO Guchangxiu in a conference call revealed that 2014 sales and market costs in total revenue will be up to 40%. At the same time, he revealed that the online marriage market competition has not undergone a fundamental change, the main competitor or lily nets and cherish the network, in the mobile field is destined to the net. A survey of the 2013-2014 China online dating Industry Report, published late this month, showed that the monthly effective use of China's dating and marriage PC has slipped to 45% since November 2012-November 2013, with the mobile end rising from 32.9% a year ago to 55%, Mobile marriage dating momentum is fierce, and gradually catch up with the traditional PC. Century Jiayuan revealed that 2014 will launch more new products, test mobile end products to enlarge market share; The affinity net that locates in the grass-roots user will also continue to deep into the mobile end product, will be accustomed to use the user of the function machine to move to the intelligent machine, at the same time cultivate its pay habit; the development of Lily NET mobile end is quite rapid, Offline entity stores have more revenue than physical stores. Where is the 2014 marriage website? The online dating market has shifted rapidly from PC to mobile on the mobile internet trend, and net cheaper handsets will mean more users and longer online time. Products, mobile end is the meaning of the problem, and user coverage, tentacles will extend to the 234-line city users. The reason why the large-scale advertising during the spring Festival, not only because the Spring festival is the demand for love and marriage season, but also because the audience coverage of television media throughout the country, large to North Canton, small to counties and rural areas. Whether it is a controversial boycott of the lily Nets forced advertising, or single men into the embrace of the goddess of the fate of the network ads, or "non-interference" on the Lok Jia Kou recommended treasure network, consumers have felt the love and marriage ads of the bombing. The mobile end is a mobile internet era of the inevitable strategy, marriage sites are no exception. However, century Jiayuan, lily nets and cherish the network of users located in the 30-year-old higher income one or two-line high-end white-collar users. is the extension to the three or four-line city consistent with the above positioning? Century Jia Yuan CEO Wulin Light that its target audience has been all single young people and people all over the country. We focus on North, upper, broad and deep such a key target market at the same time, also very well take into account the two or three-line city audience. "For now, we are not serving the elite," said Dongshe, CEO of the network. The users of the network are located in the income from 2K to 5K of young migrant farming groups, including construction workers, free labor, agriculture and other people, accounted for more than 50%. It can be said that the users of the predestined network mainly from234-Line city and county village users. With the acceleration of urbanization in China, the social and employment demands of the two or three-line cities are increasing. But income levels and ability to pay are still less than those of front-line white-collar users. Can the traditional online dating website positioned for high-end users successfully advance the layout of the 234-line city? Century Jiayuan public relations in the Sina Science and Technology interview said, Century good margin of business model is to take into account the domestic and large urban residents, everyone can consume, there is no difference in the city according to the price of the problem. However, century Jia margin CEO Wulin Light in the earnings conference call revealed VIP members of the ARPU (average monthly income per paid user) value, according to different regions, a large range of values, may start from about 10,000 yuan, the price will be different with the user's request to increase. From the data, members pay higher prices, not ordinary grassroots users can afford. Dongshe, CEO of the Predestined Network, said: three or four-line city users of the level of income relative to the one or two line of white-collar workers still have a big gap, but this part of the number of users, while the product selectivity, although currently not counted to achieve profitability, but once our size reached a balance point, profitability is at any time things. It can be said that the predestined network from the beginning was deeply rooted in the three or four-line city users. In the mobile Internet concept, this year, the century Jiayuan share price has achieved a 23% growth, earnings also show that the fiscal year 2013 net profit amounted to 63.7 million yuan. By contrast, has not disclosed whether the profit of the Predestined network brand awareness is still not enough, mobile end strategy is not clear enough, although have a large number of grassroots users, but whether to further expand the share and early change is placed in front of the problem. So back to the original advertising campaign, the Affinity Network said the main purpose of advertising is to enhance brand awareness, enhance and enrich the brand image, in order to further expand mobile end users. Century Jiayuan also revealed that, following last year's launch of courtship and other products, this year is also testing another mobile end products. These focused on the mobile end of the product or service, will help us to expand market share. Wulin Light says. But the Lily Net CEO Fanjiang says, currently its mobile end product contributes 50% new user and 30% income.