From information blocking to real-time interaction

category:Finance
 From information blocking to real-time interaction


However, with the rapid development of love and marriage websites, the charging mode of information blocking has been regarded as a kind of screw bar mode by the industry. The so-called blocking mode means that members cant directly contact each other. If they want to accept the other partys information or understand the comprehensive registration information, one or both parties need to pay by purchasing members. The paradox of this model is that love requires getting as much information as possible from each other so that both parties can have a deeper understanding of each other; while the platform uses a template mode to display member information and restricts the members personalized free display by blocking. Many people think that this mode violates the spirit of free and open Internet.

In addition, there is a problem of high expectation in this payment model. After paying the fee, users naturally hope to find their own satisfied objects on the platform. However, due to many subjective and objective reasons, the failure rate is large. Then, once users get a failure experience, it is likely to form a negative word of mouth for the platform.

The founder of a famous marriage website has made such a reflection on the blocking mode: the mode of blocking communication is inconsistent with the spirit of Internet to promote connection and the mission of helping people to achieve happy marriage, and can not let enterprises focus on creating better user experience. Some new technologies and new patterns cant be introduced because they may lead to direct connection between users. The final result is that the product model is increasingly outdated, the user life cycle is short, and the user satisfaction is not high, which is one of the reasons for the current capital market valuation downturn of love and marriage websites.

In fact, blocking the charging mode is not unique to Chinese dating websites. The category of love website was born in the United States more than 20 years ago, and it is charged from the day it was born. The basic mode is to see each others photos and text information, then search and send messages. Either one party charges or both parties charge. This model has been used up to now, and there have been some free companies in the middle, but at present, it is mainly a situation of free and charge in the United States.

In China, dating websites are also free at the beginning. But in 2008, with the advent of the financial crisis, domestic dating websites began to charge users in order to get out of the business dilemma. Although this mode is not perfect, but after all, it has supported the marriage website to become an Internet category and has been popular for more than ten years. Countless single people benefit from this Internet dividend, break the time and space limit and end their single life and enter into marriage life.

Dimension upgrading breakthrough

The emergence of live video provides a completely different idea for the big marriage industry.

In 2016, mobile live black horse Yingke was listed in Hong Kong. The phrase you ugly, you sleep first, I am beautiful, I live is popular in the circle of friends, and social live broadcast ushered in spring in this year. In December 2017, Momo monthly live was 99.1 million, up 57% year-on-year, and the annual revenue exceeded $1.3 billion, with a year-on-year increase of 138%. This year, live video service has become a key driver of Momos growth. The word live video is becoming a hot word. With the rapid growth of live broadcasting business, app based on live broadcast has become a new social way.

In 2018, yidui app, which focuses on live video, was launched. Yidui not only took the lead in introducing live video into the big marriage industry, breaking the way of information blocking communication, and bringing dating into the era of real-time interaction for the first time, it also launched online matchmaker, which became the key point of making friends and dating ice breaking, solved the pain points of many users interactive chat, thus creating a new mode of online matchmaker + interactive live broadcast.

The main innovations of the first mock exam are in five aspects:

Lower the threshold of participation. In the past, the website of making friends and marriage often used words as the main means of communication, which required the ability of expression. However, for most people, speaking is easier than writing, so the threshold for video participation is lower. At the same time, for those users who have doubts and vacillations, they can watch the live dating of others, watch and learn, and then participate.

Reduced communication costs. Through several video Lianmai, the two sides get to know each other more. After deciding to meet offline in the future, both sides have established a certain foundation of trust. If its a relatively early offline contact, every time you drink coffee or eat, it will cost you hundreds or two or three hundred yuan.

It improves the success rate. Matchmaker plays a unique role in breaking ice for male and female guests. It avoids the problem of strangers chatting because of their shyness or lack of topic. It encourages both parties to express themselves and promotes the smooth completion of dating and dating activities.

Added to the fun of blind date. The process of making friends and falling in love is also a process of contacting and communicating with different people. Different live rooms, different matchmakers, and different male and female guests will combine different feelings of experience. This will make the whole process more fresh and interesting.

The above series of innovations are based on real-time interaction. Different from the blocking mode, the video live broadcast created by Iraq directly abandons the blocking barriers artificially set up among members in order to charge in the past, so that members can connect freely. Meanwhile, the first mock exam is the reward of users, and the reward is voluntary. The service revenue of matchmaker is also from the reward. The goal of the platform is to make users communicate more smoothly and truly through various means such as technology. Matchmakers goal is to make the process of making friends and dating more smooth, natural and interesting. All the goals are to serve users. This straightens out the relationship between the platform and users.

Iran has its own set of growth engine: pay growth + user experience, continuously improve core user experience based on user insight, and find growth leverage in different stages based on data analysis. With the continuous evolution of the product, in addition to the three party open and three party exclusive dating mode, later, a series of love and social service scenarios based on real-time interaction, such as seven person Angel field, dating field, team karaoke, etc., have been launched, which greatly increases the user stickiness and enriches the social foundation of the product. In 2019, Iraq has achieved nearly 1 billion yuan in revenue. Now the platform is active for 40000 + matchmaker, providing about 10 million blind date activities for platform users every month through real-time interaction. Starting from 2019, with the gradual increase of the industry penetration rate of Iraq, video dating and social networking industry are springing up. This category has become one of the fastest growing fields in the big marriage industry and the Internet industry. Since the beginning of this year, with the promotion of new infrastructure construction such as 5g network and data center, as well as the reverse pressure of the epidemic on the digital economy, live video has stepped into a fast track of development. It can be predicted that the next decade will be the era of the rise of video love and social networking. Source: editor in charge of mass news: Chen Tiqiang_ NB6485

Starting from 2019, with the gradual increase of the industry penetration rate of Iraq, video dating and social networking industry are springing up. This category has become one of the fastest growing fields in the big marriage industry and the Internet industry. Since the beginning of this year, with the promotion of new infrastructure construction such as 5g network and data center, as well as the reverse pressure of the epidemic on the digital economy, live video has stepped into a fast track of development. It can be predicted that the next decade will be the era of the rise of video love and social networking.