What’s behind the popularity of matchmaking analyst bloggers?
Recently, a new type of blogger called ‘matchmaking analysts’ has become a hit. These ‘matchmaking analysts’ are like the Sherlock Holmes of the dating world.
Typical scene of a matchmaking analyst’s ‘classroom’ video. Image: Bilibili @探长森杰
They are skilled at analyzing every detail of a potential partner’s profile on a whiteboard. They break down each detail to reveal the hidden truths behind what’s being said. For example, if someone’s height is listed as 180 cm, it probably includes their shoes; if the size of the house isn’t mentioned, it’s likely a small one; and if someone comes from a highly-educated family but only has a bachelor’s degree, there might be some mental health issues. Their detailed and dramatic analysis is like a detective show, and it has captivated many viewers. Some even follow these analysts to guess the hidden meanings behind each detail. In fact, some of these analysts have gained 300,000 followers in just three days, while others have gained 500,000 followers in a month.
A matchmaking analyst (@探长森杰) on Bilibili has over 200,000 followers and more than 10 million video views on the platform alone. He has over 578,000 followers on Douyin. ‘Can I get married to this man?’ is the most common title for his videos.
So, why are these matchmaking analysts so popular?
They cater to single women:
These analysts mainly target single women, especially those aged 25-35, who are often very anxious about making the wrong choice in marriage. By analyzing potential partners’ details, they help women make more informed decisions, which attracts a lot of attention from this group.
The excitement of investigation:
Matchmaking analysts break down potential partners’ profiles like a mystery or detective story, which taps into people’s curiosity and desire to uncover hidden truths. The imbalance of information in the matchmaking world makes their analytical approach particularly appealing.
The novelty of their approach:
By applying a logical, analytical method to emotional matchmaking issues, these analysts turn the dating process into a kind of lesson or puzzle. This fresh and contrasting approach is what draws people in.
These analysts also offer paid consultation services, such as one-time sessions or monthly/yearly packages, turning their expertise into a profitable business.
A common fee standard for matchmaking analysis service (Image: 中新网):
￥88 ($12.1) for analyzing a matchmaking profile via video.
￥118 ($16.2) per question for a single consultation via voice call.
￥198 ($27.2) for a full day of consultation.
￥1,180 ($162.3) for a week of consultation.
￥3,880 ($533.7) for a month of consultation.
However, we have some concerns about the rise of these ‘matchmaking analysts.’ As they grow in influence, they’ll need to be more careful about following laws and regulations, especially regarding user privacy and information security. Additionally, relying on this kind of experience-based analysis is unlikely to significantly improve your chances of finding a suitable partner for marriage in reality. How far can a business like this go if it's just focused on providing emotional support and psychological comfort? Instead of just listening to online advice, it’s better to invest time in real-life interactions.
Health has long been one of the most important trends in China. Horrific smog in 2013 drove China-based researchers to conclude that Beijing's pollution made the city almost "uninhabitable for human beings." The soupy air was an unmistakable reminder of the importance of staying healthy. This, coupled with numerous food scandals, more sedentary lifestyles and the lasting Chinese tradition of being proactive about health, brought health further to the fore. That year, health was the number one concern for wealthy Chinese, mirroring findings across many consumer groups in China.