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offers two broad services: one is what Li calls a “self-service dating service” where members pay 400 yuan (US) a year to browse members’ profiles, chat and arrange dates; the other is a more exclusive offline, face-to-face matchmaking service that costs 4,000 yuan for six months.

The self-service platform allows members to send each other digital “winks”.

That’s according to Dr Song Li, founder of, one of China’s biggest matchmaking sites – who apologises if his findings may not seem “politically correct”. Professors at the University of Hong Kong or a university in the UK or US might be interested in using our data to study the psychology of love,” says Li, who has the infectious enthusiasm and quirky personality commonly seen among bona fide serial entrepreneurs.

“I’d love it if our data could contribute to society.” He’s not kidding about the volume of data.

For women, salary doesn’t affect how many winks they receive – until they earn 50,000 yuan or more, when they see the number of winks tail off slightly.

Sharing other insights into’s data, Li says that on average, women prefer men who are three years older than them, while men seem to prefer women three years younger than them, but that changes the wealthier the men are.

Following a one-year “lock-up period” imposed by Sina he set up a music sharing company that eventually pivoted to become

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China’s rising divorce rate is also driving business.“A lot of people are saying leftover women can’t find a man, but mostly it’s because she sets very high standards; she doesn’t want to compromise,” says Li.The matchmaking service claims a success rate of 78 per cent – this is based on the number of couples who tell their matchmaker they want to be “exclusive” with their date, meaning that their profile is hidden on the site.has conducted focus groups with divorcees and the findings suggest that the more economically well off women are, the less likely they are to put up with a husband they are not happy with.“In terms of percentage, I think a lot more women in China work than women in the US.One of’s most in demand services is one that matches divorcees – it’s especially popular in Beijing, Shanghai, Guangzhou and Shenzhen.

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