In March this year, because young people shared their love and marriage experiences on social media, the dating platform "Qinglian" in Zhejiang government APP "Zheli Office" became popular. In the past two months, it has added 300000 registered users.
"I lost my voice during that time." The sudden popularity surprised Wang Shun'e, a matchmaker volunteer of "Qingqing Love".
"When I used to be a matchmaker on the street, my parents basically asked me to go on a blind date for their children, and the requirements for choosing a spouse were also the son-in-law or daughter-in-law that my parents expected. Now all young people register online and are more active, so I can go on a lot of matchmaking." Wang Shun'e's voice was still on, and the "matchmaking hotline" rang again. On the other side of the phone, most of them are users who entrust matchmaker to promote contact after finding their favorite person on the "Qinglian" platform.
Why can a dating platform in a government APP be popular?
One reason is that it is reliable. In 2016, the Zhejiang Provincial Committee of the Communist Youth League (hereinafter referred to as the "Zhejiang Provincial Committee of the Communist Youth League") launched an online solicitation activity to find out about the "worries" and "troubles" of contemporary youth, and found that marriage and dating is one of their main appeals. As a result, the Zhejiang Provincial Committee of the Communist Youth League officially launched the "pro youth love" in 2017 to provide public services for single youth of the right age in marriage and dating.
Today, the platform has access to the data of civil affairs, public security, education, human resources and social security, justice, development and reform and other government departments, and can compare the marital status, native place, education background, social security, criminal record, credit evaluation and other information of the registrants. After submitting the registration information, users need to become certified members through the platform audit before they can use the dating service.
Thanks to this, many users will go on a blind date on the platform, describing it as "the target of the government". Xu Meifang, a "post-90s" girl, and her husband got to know each other through the offline activity of "love for youth". "The 'love for youth' gave us a great sense of security, so we both took the first step smoothly," said Xu Meifang.
From the data, youth are the "main force" of the platform. As of May 20, the number of "Qinglian" certified members has exceeded 480000. Among them, the post-90s generation accounted for 62.92%, and the post-00s generation accounted for 20.69%.
Another reason for the popularity of this platform is that it is easy and interesting.
"For a long time, he immersed himself in writing code in the grid, and his skills in communication with people obviously deteriorated." Xiao Yuan (not his real name), 31, teased himself that he was really "social phobia". There are many young people like Xiaoyuan - they are afraid of embarrassing scenes, nervous speech, and lack of common language... These are also the main reasons why they dare not take the first step to make friends.
How can single young people who want to make friends put down their psychological burden, eliminate their nervousness, and make friends easily offline?
"We let young people meet each other in all kinds of interesting interactions. Just like the current popular" Tazi "culture among young people, young people can first choose the activities they want to participate in according to their own interests, and then make friends with the opposite sex with the relaxed and happy attitude of looking for" Tazi "." The relevant person in charge of the Communist Youth League in Zhejiang Province introduced.
According to the principle of "what young people like, activities focus on" as the basis of content planning, "pro youth love" has successively launched offline friendship activities in the form of lawn camping, city walk, frisbee, waist flag football, script killing, mountaineering, book club, etc.
On May 20, the platform went to Shengsi Flower and Bird Island in Zhoushan to hold a romantic wedding ceremony with unique island style for new representatives from 11 cities in Zhejiang Province. According to statistics, the Zhejiang Provincial Committee of the Communist Youth League has carried out 4774 various friendship activities based on "love for youth", serving 1.5 million single youth. In 2023 alone, more than 1560 events were held.
In addition to paying attention to interest, "pro youth love" also pays attention to connotation and value guidance.
In recent years, young people's views on marriage customs such as wedding banquet and betrothal gifts, family responsibilities and reproductive values are changing.
In this regard, "Pro Youth Love" has hired more than ten public figures and psychological consulting experts to form the "Aixiang College Tutor Group". Through online consultation, marriage lectures, face-to-face communication and other ways, it uses professional knowledge to solve young people's emotional confusion, release ideological pressure, alleviate marriage anxiety, and guide young people to understand and accept the new marriage culture.
"Young people are easily influenced by one-sided statements on the Internet and hold pessimistic thoughts about love and marriage." A love instructor said that there is no fixed answer to love and marriage, and they should respond with a positive and serious attitude.
"What we can do is to build a platform, check the barriers, and encourage young single friends to come out and make friends bravely. If there is a quarrel in the process of love, the matchmaker will also help enlighten and mediate." The relevant person in charge of the Communist Youth League Zhejiang Provincial Party Committee said, "It is up to the parties themselves to fall in love.".
