Day­ima mo­bile app be­ing mar­keted as an aid for women’s monthly cy­cle

China Daily (Canada) - - BUSINESS - ByWANG ZHUOQIONG Wangzhuo­qiong@ chi­nadaily.com.cn

Even though most Chi­nese women are still too shy to talk about their men­strual cy­cles, a mo­bile ap­pli­ca­tion is do­ing just that.

Day­ima, the Chi­nese term for a woman’s pe­riod, is a mo­bile ap­pli­ca­tion for women’s men­strual health. Its func­tions in­clude keep­ing records of a woman’s cy­cle, fore­cast­ing it, ad­min­is­ter­ing a self-test for pre­men­strual syn­drome and ad­vice.

Its founder is a 27-year-old man. ChaiKe chose the cat­e­gory on the ad­vice of his par­ents, who are both med­i­cal pro­fes­sion­als, and his fiancee, whose symp­toms he ob­served dur­ing sen­si­tive days.

The mo­bile app, on­line since 2012, has at­tracted 40 mil­lion reg­is­tered users and in­vestors Se­quoia, Ber­tels­mann and Zhenfund. That’s de­spite the fact that it has yet to make a profit.

Wang Qian, 32, of Bei­jing, has been us­ingDay­ima to track her men­strual cy­cle as she tries to get preg­nant. “It has been ac­cu­rate in pre­dict­ing” ovu­la­tion dates, she said.

But Day­ima is not the first prod­uct Chai’s team has de­vel­oped. Pre­vi­ous at­tempts at prod­uct de­vel­op­ment in­clude ap­pli­ca­tions to help users keep fit and lose weight and an­other to track di­a­betes. But none was pop­u­lar.

“In the ad­vanced in­for­ma­tion era, health is a be­hav­ior. But if in­for­ma­tion can’t be trans­lated into ac­tion, it is im­pos­si­ble to re­late it with health,” said Chai. Com­pared with other health cat­e­gories, a women’s men­strual cy­cle is unique. “It is so sim­ple but vi­tal to ev­ery woman,” he said.

“The in­vest­ment in pay­ing at­ten­tion to one’s men­strual cy­cle is lit­tle yet it comes with a high re­turn,” he said.

“If you down­load an ap­pli­ca­tion telling you to go jog­ging to lose some weight, but you don’t run, there is noth­ing we can do about it. But there are fewways a woman can stop their pe­riod from com­ing ev­ery month.”

The com­pany has pri­or­i­tized its key prod­uct in­stead of de­vel­op­ing so­cial net­work­ing prod­ucts orgames.“We­needto fo­cus,” Chai said. The firm has hired 20 physi­cians to gather data and re­search al­go­rithms and re­lated in­for­ma­tion.

Chai’s goal is to build a health and med­i­cal prod­uct by us­ing men­strual cy­cle data so women can be­come health­ier.

For in­stance, he has found that the aver­age men­strual cy­cle in Chi­nese women has length­ened to 31 days in­stead of 28 days, which has been recorded for 2,500 years and still is widely rec­og­nized. “Women­have evolved,” he said. “It is a chance to re­de­finewomen through our data.

For ex­am­ple, their sta­tis­tics can pre­dict the next phase in a woman’s re­pro­duc­tive life and even di­ag­nose health risks, he said.

The po­ten­tial mar­ket for fe­male users of the ap­pli­ca­tion is mas­sive. Wang Jian, an an­a­lyst from Analysys In­ter­na­tional, said fe­male users on the mo­bile In­ter­net have reached 250 mil­lion, and the num­ber is grow­ing.

Re­search­ing­wom­en­has had an im­pact on Chai’s views and ac­tions to­wards the op­po­site sex. For ex­am­ple, fe­male em­ploy­ees at Day­ima, which takes half of the In­ter­net com­pany, have more ben­e­fits than their male col­leagues. They get one paid day off dur­ing their pe­riod, meals and fem­i­nine hy­giene prod­ucts for free.

“I am more will­ing to lis­ten to women and re­spect their needs on spe­cific days with more un­der­stand­ing and re­spect,” Chai said.

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