“Konkatsu”MarketUpdate andConsideration of eHarmony implementation in Japan<br />R. Yamanaka<br />
AGENDA<br />Konkatsu : Spouse Hunting<br />Market Trends<br />Opportunities<br />Konkatsu business and players<br />Challe...
Konkatsu : Spouse Hunting<br />Active Hunting is needed to find a partner<br />Traditional approaches  are nomore effectiv...
Market Trends<br />Finding partner is getting tough	<br />Unmarried ratiohas been raised <br />Men 	47.1% (age of 30-34) 3...
Contradictions…why they can’t marry<br />Salary Expectation unmatched<br />67% of women are expecting over 6Myen annual sa...
Opportunities<br /># of singles is increasingin Japan as of 2006<br />Total  	14mil 		(age of 25-44)<br />Men  	6.6mil(age...
Konkatsu Business<br />Matching Service<br /><ul><li>Revenue 32.5 BYen
300,000users</li></ul>Total  600K users<br />60B Yen Business in 2009<br />Marriage Agencies<br />Internet Services<br /><...
100,000 users
# of agencies :3,500
Revenue 14.2 BYen
200,000 users</li></ul>Source :Ministry of Economy, Trade     and Industry  (estimation)<br />
Players<br />Matching Service<br /><ul><li>Internet + F2F
Relatively Expensive
May requires contingency fee
200,000 users</li></ul>Marriage Agencies<br />Internet Services<br /><ul><li>Consulting Service
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Konkatsu

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describing konkatsu (spouse hunting) activities and its background in Japan.
based on statistics as of 2010.

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Konkatsu

  1. 1. “Konkatsu”MarketUpdate andConsideration of eHarmony implementation in Japan<br />R. Yamanaka<br />
  2. 2. AGENDA<br />Konkatsu : Spouse Hunting<br />Market Trends<br />Opportunities<br />Konkatsu business and players<br />Challenges of Internet Matching Services<br />Blue Ocean and KSF<br />Proposal<br />Competitors<br />Other Considerations<br />Summary<br />
  3. 3. Konkatsu : Spouse Hunting<br />Active Hunting is needed to find a partner<br />Traditional approaches are nomore effective<br />Hard to find a partner while having will to marry<br />Social Trend Change<br />Economy slowdown increased “working poor”<br />Income stability became serious constrains<br />Wages may not be increased in future<br />Women became demanding but still conservative<br />Cannot change lifestyle after marriage<br />Having intention to quit job after pregnancy<br />Stick to annual income level to enable their “life plan” <br />
  4. 4. Market Trends<br />Finding partner is getting tough <br />Unmarried ratiohas been raised <br />Men 47.1% (age of 30-34) 30.0% (age of 35-39) <br />Women 32.0% (age of 30-34) 18.4% (age of 35-39) <br />Keeping the will to marry<br />Age of first marriage<br />Unmarried ratio by age<br />husbands<br />wives<br />Source : national population census<br />
  5. 5. Contradictions…why they can’t marry<br />Salary Expectation unmatched<br />67% of women are expecting over 6Myen annual salary from men<br />Average salary for men (5-9 year experienced , permanent employee) is 4.7Myen<br />Age Expectation unmatched<br />Both men and women expect younger age for partners <br />Source : Culture Studies, National Tax Office <br />
  6. 6. Opportunities<br /># of singles is increasingin Japan as of 2006<br />Total   14mil (age of 25-44)<br />Men 6.6mil(age of 25-39)<br />Women 4.7mil (age of 25-39)<br />90% of singles have will to marry<br />52% of single men (age of 18-34) don’t have partners…source National Institute of Population and Social Security Research, 2005<br />Utilizationsof Professional Konkatsu Services is still low…source 2005 National Population Census, Estimation by Weekly Diamond<br />Being interested in Konkatsu Services … 7mil<br />Willing to use Konkatsu Services …2.8mil<br />Using Konkatsu Services … 0.6mil<br />
  7. 7. Konkatsu Business<br />Matching Service<br /><ul><li>Revenue 32.5 BYen
  8. 8. 300,000users</li></ul>Total 600K users<br />60B Yen Business in 2009<br />Marriage Agencies<br />Internet Services<br /><ul><li>Revenue 7.5 BYen
  9. 9. 100,000 users
  10. 10. # of agencies :3,500
  11. 11. Revenue 14.2 BYen
  12. 12. 200,000 users</li></ul>Source :Ministry of Economy, Trade and Industry (estimation)<br />
  13. 13. Players<br />Matching Service<br /><ul><li>Internet + F2F
  14. 14. Relatively Expensive
  15. 15. May requires contingency fee
  16. 16. 200,000 users</li></ul>Marriage Agencies<br />Internet Services<br /><ul><li>Consulting Service
  17. 17. Relatively expensive
  18. 18. Variety in service and scale
  19. 19. 100,000 users
  20. 20. Low Cost
  21. 21. Not considered as serious partner finding
  22. 22. 2,262,000 users </li></ul>Source :AERA, Diamond Weekly, websites<br />
  23. 23. Challenge of Internet Matching Services<br />Stereotype<br />Strong stereotype for dating sites (aka Deai-kei) causes distrust<br />Bad reputation of Internet (immoral / crime)<br /> Not considered as an approach for serious spouse hunting<br />Differentiation from Dating Sites<br />Culture of Shame<br />It is considered shame if it turned out that he/she is subscribing Internet Matching Services<br />
  24. 24. Blue Ocean<br />If eHarmony can come up the perception / brand as the most trusted singles matching service for long term relationship<br />match.com is not successful in terms of differentiation from dating sites<br />Need to be recognize as a primary action for serious spouse hunting<br />
  25. 25. KSF<br />Establish Differentiation<br />Why eHarmony is most trusted relationship service provider<br />Scientific Approach<br />Brand Recognition<br />Security <br />Private Information Security<br />Proof of Personal Identification<br />Build expectation for successful match for serious relationship<br />Develop strategies to optimize men and women market<br />
  26. 26. Proposal<br />Focus PR <br />Establish brand and “most trusted” image by showing data, service and results<br />Quality Image for both service and members<br />Position as a primary Konkatsu activity<br />Localize Security System<br />Certification of Privacy Mark is mandatory<br />Privacy Mark is provided by JIPDEC (Japan Information Processing Development Corporation)<br />Consider effective approach to ensure individual identification (marital status /academic background, income, address, etc.)<br />Traffic Analysis<br />SEO/SEM<br />Graphic(banner)/Targeting<br />Social Media<br />Mobile Internet (cellular) is big in Japan<br />
  27. 27. CompetitorsExciteRennaiKekkon<br /># of users :30,557 (as of 9.16.2010)<br />M 29%, F 71%<br />Tariff :<br />Base M 1,890yen, F free of charge<br />Premium extra 1,050yen <br />Established Service since 2003<br />Accumulated # of members matched : 17,000<br />Considered as most serious matching site <br />80 profiling questions<br />Secure Image<br />Member of Ito-chu group (excite is a group company)<br />IDs required and shown by icon <br />Mandatory : personal ID <br />Options : residential, income, academic background, marital status)<br />Men are required to have occupations<br /> Privacy Mark Certified<br />
  28. 28. Competitorsmatch.com<br /># of users<br />2002 service in (in Japanese)<br />2004 official site in Japan<br />2007 710,000<br />2008 900,000<br />2009 1,000,000<br />Free Trial<br />Major Promotion<br />Photo and Profile oriented<br />Syndicating with major ISPs<br />MSN, AOL, So-net, teacup, livedoor+<br />Localization<br />match.com marriage (2009. 06- )<br />Demand Identification <br />Contents (questionnaire) is not much localize (translation)<br />
  29. 29. Other Consideration<br />Target Segmentation and Priority<br />Age<br />Occupation<br />Metropolitan / Regional<br />Divorced<br />Localization of contents (questionnaire)<br />Religion<br />Sexual behavior<br />Mobile Internet <br />Depend on target segment<br />Bigger internet traffic than PC<br />
  30. 30. Summary<br />eHarmony have significant opportunities in Japan <br />by establishing blue ocean market<br />Differentiation from direct/indirect competitors are key factor for success<br />Why different, Why worth to try<br />Effective PR and Advertisement<br />Localization including security is mandatory<br />Enable to establish quality image<br />
  31. 31. Increase of working poor<br />大卒者の求人倍率の低下->契約社員、派遣(非正社員)<br />全世代の非正社員中、20代が占める割合は23.2%、30代は19.3% <br />Annual income < 2mil. Yen の人が全体の80%<br />結婚の障害<br />①経済的なもの(資金不足) 結婚費用の平均414万円(2007年ゼクシー)34%<br />②安定した職業についていない(経済の安定性) 22%<br />③住居18%<br />
  32. 32. 女性階層化調査2005(消費・都市・文化研究シンクタンク、カルチャースタディーズ研究所と読売広告社が実施)<br />28-32歳の女が結婚相手に求める年収<br />400万から599万 33%<br />600万から799万 27.3%<br />800万から999万 16.6%<br />1000万以上 15.3%<br />勤続5-9年の正社員平均年収471万<br />勤続10-14年545万(国税庁、平成18年民間給与の実態統計)<br />子が小さいうちは母親は働かない方がよい(18-34歳)77.8%<br />生涯未婚率(全国対東京)<br />差が1980年頃から拡大 2000年では東京19.3% 地方12.6%<br />厚生労働省人口動態統計2004年<br />30代男性未婚率30代前半全国平均42.9% 東京54.1%<br />神奈川46.6、千葉44.7、埼玉44.0 沖縄43.5ワースト準)<br />30代後半 全国平均 25.6、東京33.1 岩手29.3 沖縄 28.3神奈川28.3 秋田27.1<br />40台前半 沖縄24.8、東京24.4岩手22.4、神奈川20.1、新潟20.0、鹿児島19.8<br />
  33. 33. CompetitorsInternet Players<br />
  34. 34. CompetitorsInternet Players<br />結婚相手紹介サービス行認証機構ims<br />結婚相手紹介サービス協会(MISA)<br />日本ライフデザインカウンセラー協会<br />
  35. 35. 参考資料<br />結婚難民佐藤留美小学館101新書<br />バブル女は「死ねばいい」杉浦由美子光文社新書<br />オトコの婚活 泉直樹 実業之日本社<br />30代未婚男 大久保幸夫、畑谷圭子、大宮冬洋<br /># of users<br />2007 710000<br />2008 900000<br />2009 1000000<br />Localization<br />Match.com marriage (2009. 06- )<br />Demand Identification<br />
  36. 36. Konkatsu Players<br />Spouse Hunting Sites<br />Marriage Agencies<br /><ul><li>Service rich
  37. 37. Relatively expensive
  38. 38. Variety in service and scale
  39. 39. Service rich
  40. 40. Relatively expensive
  41. 41. Variety in service and scale</li></ul>Matching Sites<br /><ul><li>Service rich
  42. 42. Relatively expensive
  43. 43. Variety in service and scale</li></ul>Source : Toyokeizai Online<br />
  44. 44. Market Characteristics<br />マッチング型:登録した男女会員が自分で条件をいれてマッチング<br />全国規模で会員化、<br />年齢、職業、趣味、親との同居、細かい条件<br />毎月決められた人数送られてくる、会社は情報提供、そこから先は本人同士<br />ツヴァイ、月に4名以上の紹介、1年で48名以上、パーティーの実施、年間1600回以上パーティ、出会いの解放し、有料、<br />販促方法は入会相談窓口、土日、平日夜、本人向け説明会、親向け説明会、法人契約企業624社(入会割引)<br />登録料3万円、活動サポート16万9500円、哲学1年目10500円、2年目7350円<br />仲人型:お引き合わせ<br />他の仲人との連携、仲人立会いでお見合い、カウンセリング、アドバイス、お見合いパーティーなど、月会費、登録料、見合い立会い料、成婚料、アドバイザーとの相性<br />インターネット型:ジブンのプロフ+相手への希望でマッチング<br />急成長、料金が安く、入退会が容易、月額数千円の会費のみ、出会い系との差別化のため、個人応報の管理・保護、運転免許での本人確認、メールのやりとりは私書箱のような専用システム(実アドレスではない)写真は公開しない<br />エキサイト恋愛結婚、80項目のプロフィール、理想の結婚像、同居、(聞きにくいことが聞ける)<br />

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