“It’s not that I don’t want to love, it’s not that I don’t go to love, I’m just afraid that love is also a kind of harm. “This is a line from the widely circulated online poem “Silent Love” by Wang Guozhen.
Nowadays, this phrase has become the motto of many single young people. According to the data of ZhenAi.com, more than 60% of single young people do not have too many opportunities to contact single people of the opposite sex who can develop a romantic relationship, and 30% of them say that they can contact only about 3 suitable people of the opposite sex every year.
Therefore, online matchmaking or “cloud matchmaking” has come into being, especially the live matchmaking with the nature of guidance, which acts as the single person’s The “matchmaking counselor” provides services for both parties in the whole process of matchmaking. According to data from China Research Network, the size of China’s online dating market will reach 6 billion in 2020, with industry potential yet to be discovered.
At present, in the domestic dating market, in addition to first- and second-tier cities, there are vast third- and fourth-tier cities and below that are still to be developed. In the sinking market, social dating is still a fertile land waiting to be reclaimed. Not only do the young singles in small towns expect someone to help them find a Life partner, but there are also many traditional small and medium-sized matchmaking agencies that need to be transformed.
With the “Yi pair” App, Zhen Ai, Tencent, Racer, Stranger and other Internet companies, one after another layout of the sink market matchmaking live, the demand of the sink market has also been Further release, small town moms live as a bride, young men and women in the dating live chatter and other phenomena, has become the daily routine of the major dating live platform.
Now, live matchmaking has ushered in its own spring in the sinking market.
Live matchmaking in the sinking market is hot
In 2019, China’s single population has exceeded 260 million, and according to data from ZhenAi.com, the proportion of singles in first-tier cities is high, but the overall number of single groups in third- and fourth-tier cities occupies an absolute advantage, which means that the sinking market is becoming a potential wealth depression for matchmaking platforms.
“Go! Go to online matchmaking. ” said a young guy from a third-tier city in a hometown dating group.
Tech Planet found by searching related keywords on qq that more and more large online dating groups are appearing, and mostly in third and fourth tier cities.
At present, in addition to the traditional offline introduction by relatives and matchmaking, the way for singles in low tier cities to get off is also developed to online hometown matchmaking groups and live matchmaking.
According to the online dating platform “Fun Dating”, users in the sinking market are generally eager for fresh social interaction and have their own interest in breaking the social According to the online dating platform “Fun Dating”, users in the sinking market are generally eager to have a fresh social life and have a strong desire to break the social “wall”. However, the sinking users, whose main social mode is “acquaintance society”, often can’t break through the “passive singleness” because of their own personality, consumption habits, living environment, social ability and other factors. this “passive single”, “repetitive social The state of “passive singles” and “repetitive socialization”.
“Live matchmaking because of its openness, allowing the audience to spectate, for the live room to increase the popularity, but also make the whole process of matchmaking more meaningful to witness”, a live matchmaking platform The operation personnel said. And with these advantages, live matchmaking is accepted by sinking users and is becoming the main platform for the sinking matchmaking market.
The main way to play live matchmaking is to “bridesmaids, male guests, female guests” as the main model, the bridesmaids play the traditional role of a matchmaker, for male and female guests to create the atmosphere In order to avoid cold and active atmosphere, and effectively solve the problem of “lack of confidence in oneself” for sinking users, male and female guests are guided to complete the final match by the red maids.
Compared to users in first and second-tier cities, users in the sink market are less socially pressured, more open, and more willing to show their faces on the live platform, “I don’t think it’s embarrassing, I treat this matchmaking platform as “Do Not Disturb”, and show my charm to other viewers while matchmaking. Other viewers. A single person who has participated in live matchmaking v. Tech Planet.
Since the live streaming platform emphasizes authenticity, neither the red maids nor the male and female guests can use the beauty function, and it is safer for all parties to show their real faces.
A person who has been engaged in traditional matchmaking for many years told Tech Planet that she started to transform into a matchmaker anchor three years ago to match local single youths. Because of the small social circle in the county, it is impossible to make more friends of the opposite sex, so traditional matchmaking can no longer meet the needs of this part of the population, everyone is eager to find their other half through the mode of online matchmaking live.
The bridesmaid said that she will be live on the platform every day and can match 6 pairs a week, which greatly improves the efficiency of successful matchmaking. So far, she has found a match for more than 500 couples, and her monthly income has increased from the previous 5,000 yuan to about 10,000 yuan now. This has also allowed her peers around her to see new opportunities, and have followed her lead in transitioning from traditional matchmaking to online matchmaking anchors.
Matchmaking anchors are replacing traditional matchmaking
“Today’s live matchmaking is going to start again, are you ready? “Xiao Li is unhurriedly making announcements in his matchmaking group.
Xiao Li originally did traditional matchmaking business in a third-tier city, but with the popularity of mobile internet, the new model of online matchmaking is rapidly changing his industry and circle, and Xiao Li is no exception to the business of online matchmaking live.
In the second half of 2019, Xiao Li heard a peer say that a platform is recruiting online bridesmaid anchors, monthly income of more than 10,000 is very easy, Xiao Li with the mentality of trying, to experience the process of online dating.
The company’s main goal is to provide the best possible service to its customers. Xiao Li began to live, due to their own fame is not high, so the live room basically no one patronized, so rely on their own offline matchmaking and local matchmaking group and other resources over the years, Xiao Li began in the group and the circle of friends online live promotion.
As the online live needs to show their faces, for their small county singles, at the beginning, there will undoubtedly be some resistance.
“This shall not work, in front of so many people and each other matchmaking, too embarrassing! “One of the groupmates in Xiao Li’s matchmaking group replied.
There are a few people who think similarly to this group of friends, and we all have concerns about this, but there are some young people who are willing to give it a try by receiving new things quickly.
The play of live dating is no different from the traditional offline dating model, but there are still differences in some ways.
The specific process is to create a video room, and then let the male and female guests have a blind date online, and the audience can watch in the room, and if they are interested in the opposite sex, they can send gifts to the bridesmaids and ask to be on the mic, which is similar to the YY group chat model.
My main income actually depends on the gift draw. If I’m given a gift, I get 50% of the draw, and if I’m given a gift to a guest, I get 35% of the draw. Every day will be live for more than 5 hours, each live broadcast down, can earn a 100 yuan,” said Li.
Li told Tech Planet that when he first entered the industry, his income was not too high. But as gradually familiar with the industry will find that the purpose of most of the bridesmaids is to make money, is to make male guests brush gifts, take female guests away, normal not brush a more than 10,000 yuan gift, bridesmaids will not let you take the female guests, “crystal shoes “”Destiny for life” The “fireworks” and other virtual gifts, just brush a few hundred dollars, but after the brush, the male guests may only get a QQ number of contact information, whether the success, the Red Queen will not guarantee.
The company also confessed that the quality of live online redneck vary, the platform to make money to traffic, will give pressure redneck, and redneck itself also need to make money, so you can only find ways to let the male guests brush gifts, otherwise you will let the male guests off the wheat. “Although less ethical, but by so monthly income of more than ten thousand is not difficult. “
Tech Planet found that a large part of the hosts of the bridesmaids are baby mothers, because they have plenty of Time, so they will be in all kinds of dating live platform as bridesmaids, although the income is not much, but also earn two or three thousand dollars a month to subsidize the Family, because they do not have the same user resources as Xiao Li, so usually still set the line on the strangers mainly.
In addition to “fooling around”, sometimes there are two moms playing the role of a bride and a female guest, set up to deceive the male guests. One is the female guest on the wheat, a wheat is the identity of the bride, the female guest is responsible for the male guest to brush gifts, gifts to the bride, the female guest is to get the male guest brush gift money 20%. The whole live down, the male guests so unknowingly brushed away hundreds of dollars, and eventually failed to hold hands.
Although, this kind of phenomenon is still a few around Xiao Li, but he knows that such a phenomenon can not be completely eliminated in a short time. He is now worried that such a bride will make the whole online dating reputation bad, affecting the business of their own platform.
In addition, Xiao Li said dating platforms will also take the initiative to find them these traditional matchmaking agencies to the line, Xiao Li surrounding counties are also the same, you can feel the recruitment of various dating platforms for dating anchors particularly hot.
Because there is basically no threshold to serve as a bridesmaid, so like his side of the small county, some of the people he knows idle at Home have joined the matchmaking platform as bridesmaids, sometimes in order to fight other bridesmaids on the platform, and acquaintances will exchange male and female guest resources, the formation of guilds, unified anchor titles, such as ” The purpose of this is mainly to ensure that there is a stable live popularity every day and to bring in a considerable income.
It is undeniable that due to the large base of singles, the profession of matchmaking anchor has a great demand prospect, and in the emerging sinking market, the development potential will be further expanded.
The major matchmaking platforms are digging into the sinking market
The hot sinking market of live dating has also accelerated the entry of new players.
Online dating platform in addition to user big data matching, for the sink market crowd, human intervention is particularly important, because the sink market users are usually not good at expression, need to guide the red maid as. This is also the majority of domestic online dating platforms in the expansion of offline
This is also the mode of operation adopted by most domestic online dating platforms in expanding offline markets.
Tech Planet combed through the public information and organized the video dating apps launched by some of the head dating companies and new entrants, from which we can see that the old giants like ZhenAi and Lily.com have launched apps such as Fun Dating, View No and Lily Matchmaking, among which Fun Dating adopts the model of live matchmaking led by red maids. And among the new players, you can see the figure of Tencent, Huanju and Stranger, in addition, Racer also launched a live video matchmaking function.
It is worth noting that Ipair, which was launched in 2018, has registered more than 40 million users by virtue of its early cultivation of the sunken market and its pioneering use of the “Redneck” video dating model. More than 40 million registered users. In the last year, Yi pair has completed tens of millions of dollars in Series B financing.
The success of Yi pair, in addition to the innovative model of “live streaming + matchmaking”, also provides quality differentiated services for users in low-tier cities, adding the element of online bridesmaids, which better solves the problem of The pain point that single people have nothing to talk about in online matchmaking.
In terms of commercial realization, the model adopted by each company is basically the same. Take Yi pair as an example, its basic services are all free, lowering the threshold for users to connect with each other, while video matchmaking requires the purchase of 2 yuan roses as gifts for female guests, a model that has been borrowed by most platforms.
But because of the existence of the bridesmaids, the benefits will be further magnified. As mentioned above, the Red Queen can implicitly suggest that the male guests brush gifts, otherwise they will not be eager to help the male guests in the matchmaking process, and the main income of the Red Queen, in addition to platform subsidies, the main thing is the gift commission.
If the redneck just to earn more money, then it will inevitably reduce the user experience and evaluation of the platform, affecting the platform’s reputation and long-term development. So, how to develop a reasonable salary mechanism and strengthen the professional norms for the bridesmaids, is the major platforms need to improve and perfect the place.
For the prospects of live dating in the sinking market, all parties are extremely important. In an interview with the media, Wu Linguang, the CEO of Baihe Jia Yuan Group, said that in the next 2 to 3 years, the platform will be fully implemented as a whole video.
With the entry of new and old players, the competition of live matchmaking in the sinking market is bound to be more intense.
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