We have done this test. For areas without offline stores, the average website stay time of local users during the test period is 27 minutes.
In areas where there are already stores, the stay time of users who have interacted with our stores has risen to 45 minutes. This proves that when he feels that he is not an isolated individual, their motivation to find love is enhanced. Therefore, the matchmaker is such a demand that has never changed since ancient times.
20 12 after I took over Jiayuan, I began to do technical construction and product transformation.
The first is the product compliance transformation. In order to ensure the safety of users' making friends, jiayuan has specially developed an intelligent network police system to screen and eliminate bad users, and at the same time, combined with the monitoring of users' behavior trajectory, it can prevent the network police system from "manslaughter".
On the other hand, starting from 20 13, I led jiayuan to transform from PC to mobile, and vigorously developed the "Marriage+"O2O business. By the end of 20 15, the proportion of mobile users logging in in jiayuan reached 72%, and the offline matchmaker's one-on-one business income was 26150,000 yuan, accounting for 36.6% of the total net income, with a year-on-year increase of 58.8%.
In addition, there is 106 matchmaker one-to-one shop, covering 75 large and medium-sized cities across the country.
People aged 27 -35 are the mainstream people who make love and friends, and they are also the core value users of jiayuan. The post-80s values of marriage and love and the usage habits of Internet products are quite different from those of the post-80s. They are more accustomed to using mobile devices to surf the Internet and like cooler and more fashionable Internet products.
At present, our mobile users account for 40% of the total users in jiayuan, and those born after the mobile generation account for 2/3. In addition, the coincidence ratio between PC users and mobile users is only 15%, and users of the two platforms have very few channels to obtain information, so the mobile terminal is of great significance to jiayuan.
In addition, in addition to the irresistible trend, there is also a realistic factor that forces us to develop mobile services rapidly: BAT (Baidu, Ali, Tencent) and 360 in the PC Internet field basically monopolize the entrance, and vertical websites like jiayuan have been hit hard, and the cost of obtaining traffic is getting higher and higher, and the price is increasing every quarter. Compared with the mobile terminal, the cost of acquiring users is much lower, and developing the mobile terminal can effectively reduce operating costs.
In the face of younger friends, we will keep pace with the times according to the characteristics of young people. 40% of the new users in jiayuan are post-90s. Different from the GPS attributes of other social applications, jiayuan's user attributes are more obvious, which is also an important reason why we can continue to attract young users.
The post-90s generation has always given people a feeling of "non-mainstream" and "willfulness". However, as these young people entered the marriageable age, their views on love began to be classified and caused some discussion. On the contrary, their love view is conservative and belongs to "pseudo-unrestrained". After 90, there are not so many material requirements, but there are many soft requirements, such as loving travel and keeping pets.
According to the data of registered users, the proportion of people who agreed to accept "flash marriage" after 70 was the largest, accounting for 63% and 55% of men and women respectively, followed by those born before 70 (1970), and the third was after 80, while the proportion of people who agreed to flash marriage after 90 was the smallest, accounting for 29% and 18% respectively.
Moreover, the post-90s generation has stepped into the ranks of "urging marriage", and our advertisers on TV are mainly aimed at parents who are "urged to marry". In addition, the previous "trust" mode was changed to "chat" mode to adapt to the rise of customers after 90.
In order to retain users, we want to create a complete love and marriage ecosystem for users and do a good job in social scenes of love and marriage. We will transform our products around four business lines: dating, emotional service, wedding and internet finance, so as to better retain users and make them have fun in Jiayuan.
In addition to launching products such as predestination circle and what to answer for young people, jiayuan also launched jiayuan Finance, a financial product based on social scenes of marriage and love, to provide financial services for high-quality income people on the platform.
At the same time, efforts are also made to lay out the back-end industries of marriage and love, expand extended services such as wedding, honeymoon and marriage emotional consultation, and combine big data of single marriage and love users with other products to form a complete marriage and love ecosystem.
For the whole industry pattern, I think the boundary between dating websites and ordinary leisure dating software is gradually blurred. With the rise of social applications such as Momo, jiayuan is also changing its product form.
For the whole industrial chain of matchmaking, love and marriage, it is impossible to directly connect the three links, because there are natural faults, and it is still a long period for a user to get married. In the past two years, we have also tried to wade into the field of marriage and love, including smart couple bracelets and "blind date" apps, all of which are trying to extend matchmaking to the field of marriage and love.