Baihe Jiayuan: During the 2021 Spring Festival, the number of newly registered users of Baihe Marriage and Love increased by 81% per day, and 75% of the new users of Century Jiayuan were female

On February 20, 2021, Baihe Jiayuan Group released the "2021 Spring Festival Holiday Big Data". During the Spring Festival from February 11 to 17 (New Year's Eve to the sixth day of the first lunar month), the platform's user data grew rapidly and hit a new high . Among them, the average daily number of new users of Baihe Marriage and Love APP increased by 81% compared with before the holiday; the peak period was on the 13th and 14th (the second and third days of the first lunar month) , and the average daily number of new users increased by 122.2% compared with before the holiday.

Lily marriage data

The average daily number of new users of Jiayuan.com APP increased by 77.8% compared with the period before the holiday; it reached its peak on the 14th and 15th (the third and fourth days of the Chinese New Year) , with the average daily number of new users increasing by 109.8% compared with the period before the holiday.

Jiayuan.com data

For most single men and women who work away from home, they want to get rid of their single status, but due to the limitations of their circle and the influence of the external environment, they are unable to enter into a marriage state. Therefore, going home for blind dates becomes their "important way to get rid of being single."

As this year's Spring Festival advocates celebrating the festival in place, the road to blind dates for single men and women has become tortuous. The strong desire to find a way out of being single has led to the shift of blind dates online, and "cloud blind dates" have once again become an important theme of this year's Spring Festival.

Due to busy work, narrow social circles, etc., many young people do not have the time and energy to develop more social channels and lack the conditions to develop a relationship. Blind dates are a simple and direct way to solve major issues of marriage and love, and have become an important way for many singles to get out of being single.

This year, due to the uncertainty of the epidemic, the country called on people to celebrate the Spring Festival in their hometowns, which undoubtedly disappointed singles who were looking forward to going home for blind dates. Therefore, the Internet marriage and love model, which is not restricted by time and space, has become an important way to meet the needs of singles to get out of being single.

According to our data, the number of newly registered users on the platform hit a new high during the Spring Festival. Interestingly, the proportion of females among newly registered users continued to rise. Before the festival, the ratio of male to female registrations on the Lily Marriage and Love APP was 74%:26%, and the number of single men far exceeded that of women. However, this data changed during the Spring Festival, with the proportion of newly registered females rising rapidly, reaching a ratio of 56% to 44%.

Lily marriage data

What’s important is that this data has widened the gap on the Jiayuan.com APP. The male-to-female ratio has changed from 46%:54% before the festival to 25%:75%. The number of female registrations has widened far behind that of males.

Jiayuan.com data

In terms of regions, East China, North China, and South China were the main regions for newly registered users of the Baihe Marriage and Dating APP before the Spring Festival, but with the arrival of the Spring Festival, South China was replaced by South China . In the Jiayuan APP, the top three regions for newly registered users before the Spring Festival were Northeast China, Central China, and South China; South China fell behind again during the Spring Festival, and North China jumped to third place .

Lily marriage data

Jiayuan.com data

Due to the epidemic prevention and control situation this year, many people responded to the decision to celebrate the Spring Festival in their hometowns, which caused the emotional journey of single men and women who were eager to go home for blind dates to be in turmoil again. Obviously, online blind dates, which cannot solve marriage and love problems offline and are not restricted by time and space, have become one of the best options for singles in special times.

New social gameplay wins recognition

In order to adapt to the changing needs of marriage and love in the era, Baihe Jiayuan Group has been constantly seeking innovation and change, leading the innovative development of the Internet marriage and love industry. During the epidemic, Baihe Jiayuan Group adopted "live broadcast + release of marriage and love reports" and "live broadcast + sale of membership cards" for the first time to innovate new ways of socializing in marriage and love, stimulating the interest of young users and increasing their appeal.

In addition, we have brought online gameplay offline, and jointly organized the "Trendy Yuyuan Chinese Valentine's Day" theme event with Yuyuan Shopping Mall and LINE FRIENDS to create creative themes of marriage and love, attract a large number of trendy users, and create a relaxed, free and personalized way of dating and making friends for young users.

Driven by innovative thinking, it has won strong recognition from users, enhanced the appeal of young users, especially those born in the 1990s and 1995s, and has been fully reflected in brand awareness, user activity, and market share. From the big data of the Spring Festival holiday, it can be seen that the average daily DAU of the Lily Marriage and Love APP increased by 27% compared with weekdays ; the peak period was on the 16th and 17th (the fifth and sixth day of the first lunar month), an increase of 50.9% compared with weekdays .

Lily marriage data

In addition, the average daily duration of users on the Jiayuan.com APP increased by 38.4% compared to weekdays, with the peak period from the 14th to the 17th , when the average daily duration increased by 62.4% compared to weekdays.

Jiayuan.com data

The growth of user data during the Spring Festival is only the initial manifestation of the innovative development of Baihe Jiayuan Group. Entering the post-epidemic period, the demand for marriage and dating will enter a new peak season, and we are ready to respond. At present, with emotional services as the core business of the ecosystem, extending from the marriage and love ecology of men and women to the family interconnection ecology , Baihe Jiayuan Group is committed to creating a harmonious family relationship and ecological system. So far, it has covered the entire marriage and love industry chain in many fields such as marriage, emotions, and weddings. In the future, it will continue to provide users with high-quality, professional, healthy, and safe blind dating and dating, as well as wedding planning and execution and other full-category services.

via baihe.com