By Su Qin, PhD prospect, Department of Management, CUHK Company Class
Coffee Suits Bagel
Created in bay area, Coffee Meets Bagel is just a internet dating agency which supplies solutions all around the globe, including Hong Kong. The organization were only available in 2012, but has exploded quickly over the past four 12 months through supplying differentiated services that are dating both women and men. Ms Dawoon Kang, its Chief Operations Officer and Head of advertising credits the company success that is’s just how they place their services and tailor it to accommodate clients.
Popularity of Coffee Meets Bagel
Usually, the positioning of a service that is dating might be differentiated in 2 proportions: the objective of the solution (i.e., activity or relationship) in addition to friction (in other terms., the solution charge). The 2 proportions: function and solution charge divide the market into four groups: (1) activity – low friction; (2) entertainment – high friction; (3) relationship – low friction; (4) relationship – high friction.
In united states of america, the placement of all internet dating companies concentrates mainly regarding the tinder or hinge “entertainment – low friction” plus the “relationship – high friction” category. It is because among the traits of internet dating services is participants voluntarily offer their information that is personal to website become matched with suitable people, and there’s no guarantee associated with the authenticity of data provided. Therefore for users who would like to build severe relationships, they should spend a top cost. But Coffee suits Bagel positions it self in the quadrant of Relationship – Low friction. Though challenging, it obviously states its position and sticks to it.
Relating to my analysis, widely known dating internet sites in China haven’t got such a definite placement: while Momo and Tantan falls into the category of “entertainment – low friction”, Jianyuan, Baihe, Zhenai, and Youyuan are mixed into the “relationship – low friction and high friction” categories, as illustrated when you look at the graph that is following.
Brand name and Reputation
In accordance with Kang, the biggest challenge dealing with Coffee Meets Bagel is to monitor users effortlessly without increasing its charge. In line with the information disclosed in its website, significantly more than 650 partners find one another through their solution each week. It really is a success that is big internet dating sites. Kang thinks this has regarding their reputation and brand.
“We have actually refused numerous provides from endeavor capitals; we don’t want to grow when you look at the cost of losing core clients. During the exact same time, we spent a great deal in mastering the habits of users who wish to find long-lasting relationships through us. You want to read about their issues and requirements. Along the way, we are able to enhance our solution and supply a service that is excellent our customers,” she said.
Nevertheless, when you look at the Chinese market, most dating organizations focus more about the expansion of scale. For instance, the active users of Jiayuan tend to be more than 5 million as well as for Zhenai and Baihe, a lot more than 1.3 million. The strategy they adopted is much like providing FMCG (fast consumer that is moving). They recruit customers through ad and sponsoring TV that is popular, such as for example “You Are the only” [非诚勿扰]. Nonetheless, after customers registered on the web site, they mostly be determined by computer system to suggest matches in line with the information supplied by participants. Within the large pool of users, it is hard to get the right one for every single individual, as well as a few of the information supplied is fake. A written report from Analysis indicated that “user-friendliness, brand name, and reputation” are the most notable three facets in customers’ decision making.
Retaining Female Users
Kang also pointed out that the way they attempted to keep users that are female
“Statistics from US market show that among users of internet dating, around 65% are male, and around 35% are feminine. And the user is thought by me structure in Chinese marketplace is comparable. But male users usually are more energetic within the utilization of the online dating sites services than feminine users. The implication for business strategy is the fact that key of success is always to increase feminine users and to encourage their activeness,” she said.
“However, many organizations would give attention to male users within their website designs. They will certainly place female that is attractive regarding the webpage. Coffee suits Bagel utilized a strategy that is different attract female users. We recommend “bagels” (male users) to feminine users first, only those liked “bagels” could start to see the pages of feminine users that will determine whether or not to start discussion or otherwise not. This design that is special up a brand new revolution amongst females, which facilitates the spread regarding the brand new brand name,” she added.
“For Chinese internet dating solution businesses, how to get and retain feminine users can also be a vital issue.” Ms Dawoon Kang, Coffee Meets Bagel
China’s Internet Dating Marketplace
Nonetheless, as soon as we glance at internet dating service organizations in Asia, many of them don’t have positioning that is clear. They mostly stress from the measurements of the ongoing business and their individual swimming pools. The percentage of paid customer accounts for only 60%, and the rate most customers are willing to pay is less than 200 RMB per month though these companies used friction to differentiate their customers. This reflects why these organizations should do more to distinguish or even modify their solution.
Implications for Chinese Dating Market
For Chinese online dating sites service businesses, how to get and retain feminine users can also be an issue that is key. Data through the Asia nationwide Bureau of Civil Affairs show that till the conclusion of 2010, the population of singles in mainland China reached 22.79 million, with 13.07 million males and 9.72 million females year. This is certainly a market that is huge businesses supplying online dating services, specially because of the appeal of the web nowadays. This season, the marketplace of dating internet site ended up being 600 million RMB. By 2015, it currently reached 3.15 billion RMB. The top four players in the Chinese online dating market are Jiayuan (26.6%) in the first quarter of 2016, based on the revenue, Youyuan (17.0%), Zhenai (10.3%), and Baihe (6.5%). Nonetheless, these homogeneous businesses are struggling within the tough market that is competitive. The prosperity of Coffee Meets Bagel would offer some insights in their mind.