Jiayuan's personalized matchmaking services, which were previously referred to as VIP services, consist of special, personalized services where Jiayuan's service representatives take a proactive approach in finding potential companions for the personalized matchmaking clients. Depending on the needs of the clients, Jiayuan provides tailor-made recommendations, conduct detailed background checks and provide dating and relationship consultation and advice. Personalized matchmaking services also include placement of targeted advertisements on Jiayuan platform and arrangement of face-to-face interviews of potential companions on behalf of clients. Jiayuan also hosts personalized offline matchmaking events where the personalized matchmaking clients can meet pre-selected candidates at cocktail gatherings or outdoor trips. Jiayuan usually collects fees upfront when contracts are signed for the personalized matchmaking service engagement.
Jiayuan expanded its personalized matchmaking services at an accelerated pace since 2013 by leveraging the proprietary customer relations management, or CRM, system, which enables better resource management and allows greater scalability. The CRM system allows Jiayuan to expand its coverage through an outsourcing model, by which Jiayuan cooperates with local partners leveraging on their local physical presence, experience and management team while allowing them to use Jiayuan's brand name and limited access to Jiayuan's online resources. Under this outsourcing model, service contracts are signed between Jiayuan and the clients receiving the personalized matchmaking services and such clients also pay directly to Jiayuan.