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“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.

One of Zhenai.com’s most in demand services is one that matches divorcees – it’s especially popular in Beijing, Shanghai, Guangzhou and Shenzhen.

“It’s getting more popular every year and we are even thinking perhaps we should develop a separate app due to the high demand,” says Li.

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Sharing other insights into Zhenai.com’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.

Li has studied the relationship between a member’s monthly salary and how many winks they receives.

“You can almost very accurately calculate for every 1,000 yuan salary increase how many more winks he will receive,” he says.

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”.

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