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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.After years working as a senior investment banker in the US and Hong Kong, he fulfilled his dream of setting up his own business.First came Me Me Star, a short message-based chat forum that he sold to the Chinese telecom firm Sina.For women, salary doesn’t affect how many winks they receive – until they earn 50,000 yuan or more, when they see the number of winks tail off slightly.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.Zhenai has 50 matchmaking centres in 37 cities across China, and Li says he expects the company to generate 1.5 billion yuan in revenue and 200 million yuan in net profit this year.

He says that the better educated a woman is, and the more economically well off, the higher the standards she will set.

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”.

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.

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  1. It is another way of getting another chatter to talk to you, but it is considered to be rude unless you have no choice to, which is usually when no matter what you have said in the chat, everyone is still ignoring you even though you have not typed anything rude or insulting.