Gong Haiyan: Founder And CEO&Nbsp Of Jiayuan Century; Anti Cycle "Matchmaker"

Gong Haiyan: anti cycle "matchmaker"

Gong Haiyan

Founder of century Jiayuan

"The recession is an opportunity for the marriage and love industry," but the biggest matchmaker in China still wants members to "go in and out quickly".

Love is not a business.

Gong Haiyan has a well-known net name, "Little Dragon Girl".

In martial arts world, this is an old myth.

Four or five years ago, people remembered her as a student dressed up with a large schoolbag on her back. Now, she is a mother of two years old, with little change in appearance and still carrying that big schoolbag.

But in recent years, the marriage and love industry has changed suddenly.

In the past, Jiayuan was regarded as one of the biggest companies.

Fortunately, before the 2012 recession, Jiayuan got its chips and landed successfully.

"Recession is an opportunity for marriage and love."

Gong Haiyan said, for other industries, the recession may mean unemployment, pay reduction or investment reduction.

But Jiayuan has succeeded in IPO without worrying about financing.

"Because of economic worries, girls may want to marry more, but also need to have blind dates. Those who are busy with work will have more time to think about their own lives."

Gong Haiyan's self-confidence also comes from the characteristics of the industry - it's hard to be the boss of the industry, but keeping the position is relatively easy.

The industry of marriage and marriage is very strong. "Take" a city needs at least 10 thousand active users, which means that there are 100 thousand registered members.

At present, there are 60 million registered users in century Jiayuan and nine operation centers in different regions.

It is not easy for competitors to catch up.

Gong Haiyan is learning more.

Last century Jiayuan had been attacked by the media. She was somewhat aggrieved. "When users register, we can see our risk prevention tips on the first page."

She said, "I am not a strong person, but I am strong when I am hit harder."

All her efforts are only for one purpose - to improve the speed of membership matching.

Now only 10% of users are paid users, and better word-of-mouth can attract more members to pay.

Usually, Internet Co is always willing to provide value-added services to users as much as possible, increasing the payment of individual users.

But Gong Haiyan doesn't think so. She wants users to come quickly and find them to leave as soon as possible, because "good word of mouth is much cheaper than buying traffic."

But things are not controlled by her.

She said, "people always want to find better conditions than themselves, the basic conditions are still talented."

This has led to many members unable to find the right people.

Last year, she spent a lot of time writing columns to solve the problems in marriage and love, hoping that members would be more realistic when they were in love.

Although the recession is an opportunity for Jiayuan, Gong Haiyan is cautious about expansion.

The competition is aimed at protecting the users' happy life, so psychological counseling is added.

In contrast, Jiayuan's value-added services only provide magpie nets for wedding services. Gong Haiyan has not spent much thought on it.

She said: "there is still a long way to go to love and get married successfully. It is more difficult to achieve pformation."