Perfect match

Finding one's perfect match is always a daunting mission. But Tian Fanjiang, a computer science PhD from Tsinghua University, is determined to play matchmaker with his Baihe.com.

Since its establishment in 2005, Baihe has grown into China's largest matchmaking website, attracting about eight million users, or twice the number of its closest competitor. Tian attributes Baihe's lead to its powerful personality compatibility tests, which not only help users find someone, but more importantly, the right one.

Social networking

Tian started in the Internet world with a social networking website called "Heiyou.com." Established in late 2004, the website allowed users to make friends online and extend their social relationships.

But the prospects for the site seemed gloomy, as a crop of social networking sites already had dominance in the market.

Tian decided to try something different. After observation, he found over 80 percent of Heiyou's users were actually trying to find a soul mate, rather than just a friend.

"If the existing matchmaking websites were good enough, why would these eager love birds not go directly to them?" Tian recalls thinking.

At that time, matching-making websites were operated basically in the same way as social networking sites: they asked users to upload pictures, put up personal information, and post candidate requirements. However, although information such as income and education could shed a little light on one's life, they couldn't say if two people were compatible.

"The key to building a new matchmaking website is to find a way that can tell whether two hearts can match," Tian says.

Tian finally stole an idea from the US-based matchmaking site, eHarmony.com, which uses personality quizzes to determine some key personality traits, such kindness, intellect, curiosity, humor, and energy. The results of the quiz are then used to determine the compatibility of two candidates.

Tian launched Baihe.com, which also offers personality quizzes and helps users decide how well they can get along with a candidate. Moreover, users will get computer-recommended candidates which have high compatibility.

Zhao Shujuan, a 24-year-old girl from North China's Shanxi Province, is one of Baihe's fans. Zhao met her boyfriend, a 27 year-old boy from Beijing on the website in 2006. After three months chatting online, they are now considering tying the knot later this year.

So far, about eight million users have tried Baihe's services, including some users attracted only by Baihe's test. According to Tian, the test is developed by psychological experts from Beijing University, Beijing Normal University and the China Academy of Social Sciences.

Baihe's strategy also won the nod of investors. So far, it has attracted more than $11 million in investment from heavyweight venture capital firms such as US-based NEA and Mayfield Fund.

Show me the money

Despite its popularity, Baihe is still struggling to make ends meet. How to parlay its enormous users into a profitable business is now Tian's top priority.

While Eharmony has seen its subscriber fees skyrocketing, Baihe offers its matchmaking services for free, as Tian says online payment in China is still very inconvenient and few users are willing to pay online.

Currently, Baihe sees the bulk of its revenue coming from text messaging and its newly introduced VIP services.

Like many other websites, Baihe allows users to send text-messages to each other through its online platform and then charges for the services.

Moreover, Baihe recently introduced a VIP matchmaking service with a charge of 1,980 yuan, the highest among its peers. According to Tian, Baihe's counsellors will pick 12 candidates in six months for its VIP clients as well as providing consulting services during the period.

After the automatic computer recommendation, Baihe's counsellors will judge the candidates on features that go beyond the computer tests such as appearance, body figure, and even complexion. Moreover, those counsellors also confirm the candidates' marriage status.

The VIP service is not Tian's creation. In late 2006, a client said he was willing to pay 30,000 yuan if Baihe could help find his 'Snow White.' However, Tian almost refused as previously all Baihe's services were free.

"The VIP service targets people who are busy and concerned with their privacy," says Tian.

Since its launch in October of 2006, Baihe's VIP service has attracted several hundred users in a couple months, and use is growing fast, says Tian.

Even so, Tian sees more potential for making money. He says user information could prove invaluable for advertisers.

Indeed, few eager lovebirds would put false information such as age, marital status and income on Baihe. Moreover, its powerful psychological tests could reveal which marketing strategies are most effective on every single user.

"By doing this, we could expand into the advertising market," says Tian, adding that Baihe will strictly protect its users' privacy.

(China Daily 01/27/2007 page4)