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This is because the Chinese government aims to migrate an additional 250 million people from the countryside to the cities over the next decade – and he expects many of them to be potential customers.

China’s rising divorce rate is also driving business.

When it comes to dating, Chinese men are most interested in what women look like, while women want to know about a man’s income.

The next consideration is a prospective partner’s profession: primary-school teachers and nurses are in high demand among men, while women favour men in IT or finance – areas men least want their partner to be working in.

says it has 120 million registered users, and new users join the dating platform at a rate of 40,000 to 50,000 a day.

Born in a suburb of Shanghai, Li trained as a molecular biologist at Cornell University in the US and, after realising he wasn’t suited to fiddling with Petri dishes in a lab, switched to Columbia University, where he earned a Ph D in finance.

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

“I wanted to create an online community for music lovers, but we noticed that the people who came to this community were really there to meet other singles so I decided that I’d just go straight to dating,” says Li, who met his wife Kathy at a drinks event in Hong Kong.

For example, if a woman is interested in a man, but doesn’t want to appear to come on too strong by asking serious questions about the future, she gets her matchmaker to do it.“The higher the earning power of the man, the more likely he would [be to] ask to date a younger woman,” Li says.The more affordable “self-service” dating site is popular with those in their 20s, but he says there is a very definite trend that when women reach the age of 27 they opt for the more pricey matchmaking service.She was a private equity fund manager at the time – now she’s a venture capitalist – and he was an executive director of equity derivatives at Morgan Stanley.The charming, slightly geeky former investment banker might not seem like an obvious candidate to be a font of knowledge about the dating world, but he is an avid reader of psychology books and, as he says, “the stats never lie”.

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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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