NetEase, China’s portal site reportedly got ready to serve Chinese singles with a dating site dubbed Huatian (love.163.com). The new initiative falls under the company’s online networking division, and was said to be ld by Ding Lei, founder and CEO of the China southern Guangzhou-based company.

The service claimed to be a “serious dating community which advocates pleasurable dating and happy marriage and targets users who’re in pursuit of high quality life”.

For now people can only registered the service with corporate email address, one of the Chinese Match.com’s strategies to ensure membership authenticity. It’s in operation in only five cities during the course of beta testing with wider support for more cities later on.

When it comes to Chinese online dating market, the heat and competition is as impressive as what’s going on with the etailing market in China. Jiayuan (Nasdaq-listed), Baihe and Zhen’ai have jointly dominated a large chunk of the market. There isn’t much leftovers left for the new comers.

homepage of Huatian