When “killing pigs” spread, marriage and love platforms encountered a crisis of trust.
Editor’s note: This article is from the WeChat public account “Blue Whale Muddy Water” (ID: hunwatermedia), author : Yang Xiaoqian, editor: Li Tongtong.
A Weibo, “I am a pig that has just been killed… …What is going to happen if you are burdened with 400,000 debts”, which suddenly attracted the attention of netizens in early December, and once again brought the “killing pig disk” to the hot search on Weibo.
The pain and hesitation of the blogger @慧心Zz resonated with many victims. This Weibo received 323,000 likes, 27,000 comments and 34,000 reposts.
▲Weibo@慧心zZ
In the popular comments at the top of the comment area, the victims of the “sickness and sympathy” finally found a way to talk, 300,000, 180,000, 150,000…The large amount of deceived money is heart-warming shock.
“Killing the pig plate” refers to an online fraud method in which fraudsters use the Internet to make friends to induce victims to invest in gambling. In 2019, the number of cases and the amount of money involved in the killing of pigs have increased eight or nine times compared with 2018, and in 2020 it will even hit a new high.
Shazhupan, like online marriage and love social platforms, is aimed at a huge market formed by emotional needs.
With the formation of fraud group routines and the development of the auxiliary black industry chain, the online marriage and love social platform has gradually become a drainage station for “killing pigs”. This is undoubtedly not conducive to the healthy development of the online marriage industryexhibition.
Whether it is an old dating website or a new social platform, it has begun to rectify and innovate.
From innovative forms of friendship to strict identity review, marriage and love social platforms try to break through in all aspects, but can they find a suitable profit model while regaining the trust of netizens?
1. When emotional needs become an interest market
According to the “China Statistical Data Yearbook 2018”, my country has 215 million unmarried people over 15 years old, 25 million divorced singles, and 240 million singles. In 2019, the number of annual marriage registrations fell below 10 million for the first time.
Since 2014, the number of annual marriage registrations has continued to decline. With the increase in the single population year by year, economies that use the demand of “single groups” as their cuts are booming.
Among them, the marriage and dating platform that provides users with matching services has targeted the emotional and social needs of single groups, and has moved traditional dating and dating from offline to online.
Maria, who has been in the north of China for a few years, has been in a period of emotional vacancy. This state of “wandering and having no one to rely on” makes her feel lost.Luohe alone. So she started to use Momo, I met a liar in the “Jiangsu People in Beijing” group.
After adding Maria, the other party began to narrow the distance with Maria using topics such as photography and travel, and even revealed the identity of a university alumnus. “It just happened to be interested in meThe topic, I heard that it was an alumnus, so I relaxed my guard. “
After gaining Maria’s trust, he began to try to convince Maria to understand a certain financial blockchain. Maria did not agree at first. But as the chat progressed, the other party began to mention the trauma caused by his original family, Maria gradually moved her compassion, and she relented and invested 700,000.
For Maria, who is drifting away, her fellow and alumni status is undoubtedly extremely “lethal”, and Maria put her guard down in a very short time.
The interest that later appearedcommitment and appropriate weaknesses, let her “depend on each other and The emotional need for understanding is met.
The single group’s need for affection and companionship is an important factor in the formation of the marriage and social market, but it has also become a breakthrough point for fraudulent groups.
In the online marriage and dating consumer market, the post-90s and 95s are taking over as the main crowd.
The “Research Report on China’s Online Marriage and Dating Industry in 2019” depicts the overall portrait of users: bachelor degree, middle income or above, 26-34 years old as the main group, most of them value family and career, and pursue quality life.
▲Picture source: iResearch
This user group has also become the perfect victim of the “butchers” of the killing pig. An income level above the middle level often means that they have a more stable living expenditure and desire to improve the quality of life. Longing for family and feelings also makes them more likely to be emotionally driven to give for each other.
In particular, the so-called “older” singles and divorced singles have becomeThe “butchers” focused attention and rounded up objects.
The mother and child parenting blogger Tu Sange has also registered after divorceJiayuan of the Century, above I met a very sunny man. “This guy is very good at chatting, funny and humorous, just like the roundworm in your stomach.”
After being in contact for a while, the other party started to invite Tu Sangege to buy lottery tickets together. After being rejected and suspicious, they began to get angry and roar. Seeing such a fierce reaction from the other party, she realized that the other party was a liar and deleted his contact information.
But Tusangege said frankly: “If this step happens after four or five meetings, with a certain level of trust, I’m not sure I will buy it.”
The victims put their emotions, companionship and hopes of forming a family on the dating platform, and entrust their sincerity and trust to the platform and the “perfect lover” at the other end of the network. The “sweet” relationship sometimes lasts for a month. It took up to six months.
Regardless of the length of time, at the moment of waking up from the dream, suffering, despair, anger, self-blame, they lost trust in the world and people with mixed feelings, especially no longer believe in marriage and dating platforms, one-click uninstallation became many victims The first reaction.
2. When the platform becomes a “captive farm”
Doug After finding a job in a city and settled down, he began to think about “self Life events”. She downloaded “similar blind date software” recommended by a friend. A boy said hello to her and chatted without a few words, justWe have left a WeChat ID.
After adding WeChat, it coincided with the November holiday, and the other party returned to his hometown and said that his grandfather had passed away critically. “My grandma had just left in the first few months, and I felt it was a coincidence,” Doudou felt that she could understand the sadness, “so comforted and chatted every day.”
The other party asked Doudou to download Flying book, so both parties Started a long remote web chat.
From the “girl” on WeChat, to the “baby” on Feishu, and then to the “daughter-in-law”. The address of the other party became more and more intimate, Doudou resisted at first, feeling that it had not reached that level, but couldn’t bear the other party always calling, she acquiesced.
The two of them talked with each other by voice for more than an hour every night, “He always said a lot of love confession. This is the first time I have met someone who speaks so much love.”
▲Chat screenshot provided by Doudou
At first, the boys said that in addition to their official duties, they also helped leaders bring some clients to buy funds. Doudou was not interested in this. The other party only occasionally talked about the daily routines of bringing customers and meetings, and did not say anything particularly instructive.
But one night, the other party suddenly called Doudou during working hours with the customer, saying that the customer was arrested for drunk driving and could not operate, and he needed Doudou to help register.
“I was really uncomfortable at the time, but I still followed the instructions.” Doudou received a QR code and a bank account. She followed the instructions of the other party to register, recharge and transfer, which was completed within ten minutes Yes, recharge 128 yuan and transfer 14 yuan.
▲Chat screenshot provided by Doudou
After the first step, the other party asked Doudou for help in the next few days. But before it was Douban, Doudou, who has seen posts related to killing pig pans, realized something was wrong, and she asked her friends Talk to and seek advice, and immediately understand that this is a scam under the reminder of a friend.
After explicitly rejecting the opponent’s request, Doudou had a showdown with the opponent. “I told him that I suspected him to be a liar, and suspected that this was a slaughter plate.” The other party did not admit it, and began to count down his sincere feelings towards Doudou and accused Doudou of distrusting him.
“I really can’t listen, I said I’m sorry, and hung up.” The other party randomly deleted Doudou’s friends.
From blind date software to WeChat to Feishu, from family situation to love boy, whether it is the transfer of platform or the change of personality, it is the deliberate arrangement of the other side to approach Doudou step by step to narrow the encirclement.
The person who chats with Doudou daily is a member of the call team in the scam gang, and the main task is to establish a sense of trust in him by chatting with the deceived target.
Prior to this, members of the feeding team will select targets in the vast crowd, and analyze them based on the existing information to create an exclusive script and language. Therefore, it is easy for victims to start Feel the resonance from the liar, thus lowering his vigilance.
Whether it is the photography topic and alumni status that Maria is interested in, or the experience of the death of relatives similar to Doudou, they are all part of the script.
After establishing the trust and reliance of the members of the target audience’s dialogue team, the members of the call team began to guide the victim to invest or gamble. These money-trapping products are provided by the technical team, sometimes QR codes, sometimes It is a copycat website. After the funds are received, money launderingThe team took action and laundered the scammed money.
The online dating and dating platform with a large number of users has thus become a captive ground for “butchers”, who can always find the perfect target here.
Every success or failure is submerged in the digital ocean as the identity account changes, and the “butchers” can easily escape the technical loopholes.
Tu Sangege’s friend was deceived by 1.1 million on Jiayuan. After a while, she found out that the liar changed his name and changed the city from Hangzhou to Chongqing and continued to swindle.
The low registration threshold has spawned a black industry chain of account reselling. The same group of “butchers” often appeared on the same platform many times with different faces.
▲Picture source: Internet
Different photos, different professions, different cities, sometimes single fathers who love their daughters, sometimes infatuated elites with failed marriages, sometimes independent young people in Beipiao, who have different skins. Pretending to pretend to be on the market has also caused the deceived users to further lose their trust in the platform.
3. When innovation encounters a crisis of trust
In 2019, Jiayuan Century, Zhenaiwang and other marriage and love platforms have successively launched video dating and matchmaking live broadcasts And other functions, truly realize the transfer of offline blind date to online.
The restriction of the epidemic on social interaction has provided a huge space for “cloud blind date” to play a role, and also helped users develop their habits. According to statistics, in the first quarter of this year, Jiayuan’s per capita daily usage time increased by 66.7% over the same period in 2019.During the Spring Festival, the number of Zhenai APP participating in video chats increased by 37.8% over the same period in 2019.
▲Picture source: Internet
In addition to the introduction of new usage models, these traditional marriage and dating platforms have begun to expand third-party cooperation to combat fraud.
Zhenai.com and Tencent Anti-fraud Brain cooperate to establish an AI governance program, Jiayuan and third partiesCredit inquiry Institutions cooperate to prevent false information…These platforms rely on cooperation with third parties to obtain technical assistance and improve the regulatory system.
Neither the introduction of new blind date models such as “matchmaker live broadcast” or the technical improvement of risk control capabilities can prevent “killing pigs”.
Scam groups are still firmly entrenched on major platforms, and even developed new routines with the evolution of platforms: they use marriage and dating platforms as a drainage base, and transfer processes that may trigger supervision to other platforms Carried on.
Many emerging platforms choose to start from the “entry” and strictly control identity verification.
For example, “Moshang Huakai HIMMR” and Qingteng Zhilian both emphasize the positioning of “highly educated and high-quality young friends”. “Moshang Huakai” even strictly limits the scope to top universities at home and abroad.current students and alumni.
▲Picture source: Guyu data
There are three ways to verify the identity of “Sugar Bet”: mechanism, AI and manual. The verification dimension covers identity verification, face recognition, real estate certificate, motor vehicle ownership certificate, educational background, work certificate, tax income, etc. Consider connecting the medical system to achieve health certification.
But the complex identity information involved in strict identity verification has made users light up the red light of privacy leaks.
Users need to have a strong sense of trust in the platform to be willing to fill in information, and only strict identity control can further give users a sense of security. How to deal with this trust paradox has become a new problem.
The sense of trust is not only about the presence of users, but also affects the subsequent profit and revenue. Many platforms choose to make profits in the form of paid membership service system, function fees, and offline scene construction, but users need to have a strong sense of trust in the platform before they are willing to pay.
How to regain trust is the key to the rapid development of online dating and dating platforms.
Whether it is the authenticity and effectiveness of user identities or the upgrading and improvement of services, new and old platforms need to further explore new models and strive to get rid of the shadow of becoming a breeding ground for “killing pigs”.
* All interviewees are pseudonyms