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Online dating advertising revenue

says it has 120 million registered users, and new users join the dating platform at a rate of 40,000 to 50,000 a day.

The matchmakers get a minimal base salary and earn commission for every match, so it’s in their interest to make good matches and smooth out any dating hiccups.

This is because the Chinese government aims to migrate an additional 250 million people from the countryside to the cities over the next decade – and he expects many of them to be potential customers.

China’s rising divorce rate is also driving business.

“The higher the earning power of the man, the more likely he would [be to] ask to date a younger woman,” Li says.

The more affordable “self-service” dating site is popular with those in their 20s, but he says there is a very definite trend that when women reach the age of 27 they opt for the more pricey matchmaking service.

After years working as a senior investment banker in the US and Hong Kong, he fulfilled his dream of setting up his own business.

First came Me Me Star, a short message-based chat forum that he sold to the Chinese telecom firm Sina.

Zhenai has 50 matchmaking centres in 37 cities across China, and Li says he expects the company to generate 1.5 billion yuan in revenue and 200 million yuan in net profit this year.