Jiayuan: Online Dating in China



Social media in China has several different faces. Jiayuan is just another way for people to connect socially throughout China. However, this site does have the purpose of connecting people with others for dating needs, with the intent on helping singles find someone they can marry. Their slogan:

“A serious dating website”

This social media site was founded in 2003 by Haiyan Gong, who is still the CEO of the company. Gong founded Jiayuan while at her dorm room in Fudan University in Shanghai as an effort to find herself a date and later a husband.

The website does have over 100 million users, making it one of the most popular dating websites throughout China. They offer a mobile app for Apple users and for those who utilize Android. According to DMR, Jiayuan has 6.2 million active users per month. The earnings of the company breaks down as:

jiuan income

Chart courtesy of http://amigobulls.com/stocks/DATE

Signing up for the website is as simple as filling out an online form, making a public profile that is complete with a picture, and then making ‘friends’ with others who are on this network. When Gong has been interviewed over the years about her approach to online dating and what makes it so successful she states:

“We studied models of online dating sites I the US, who charge memberships fees, tens of dollars per month. You cannot use any service if you don’t pay, so you have to leave. I didn’t think a site can work too well if only 10 out of 100 users pay while the other 90 leave. I wanted to design a model that everyone would stay….So we designed the model.”

For many couples, Jiayuan has been the reason they have been able to find someone who is a perfect match for them. The website is still going strong and is rapidly becoming the best way to meet others with similar interests for the purpose of marriage.

About Author

Social Brand Watch (SBW) is a collection of experts in digital, mobile and social media in China. SBW was created to complement Resonance's China Social Branding Report, a bi-weekly report focusing on modern marketing methods of the world's top brands in China.

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