When it comes to the most volatile area of the entire law firm industry, it must be the marriage and family business.
Internet legal industry netizen search analysis.
Marital and family problems are the most magnitude.
The competition for the source of marriage and family cases is the trend of high divorce rate in the materialistic era, and it is also the inevitable process of marketization in the law firm industry.
Let me first analyze the reasons for the competition for the source of marriage and family cases.
Divorce rates have soared for 15 consecutive years
Derived market demand and practice popularity
The involution of marriage and family business first stems from the background of the soaring divorce rate in recent years.
First, according to the Civil Affairs Bureau, from 2010 to 2020, the number of registered divorces nationwide increased from 26780,000 pairs increased to 43390,000 pairs, an increase of about 62%, and the separation ratio in Beijing, Shanghai and Tianjin is more than 70%, or even as high as 8085%，China's divorce rate has risen for 15 consecutive years, and it can be said that it has been singing all the way.
In the past, many lawyers thought that the divorce business was difficult, cumbersome, and the emotional output was higher than the professional value, and many male lawyers even admitted that the most feared thing was divorce cases. However, we look at the statistics of Chinese courts, and in 2020, the number of civil cases has reached 23.8 billion cases, of which marriage and family dispute cases account for at least a quarter of the civil businessThe huge volume of cases makes divorce cases a well-deserved civil core business.
More importantly, the core issue in divorce disputes, property division, has also developed from the past single deposits, real estate, etc., to the direction of diversified property, such as equity, options, insurance, companies, etc., which requires marriage and family lawyers not only to master marriage law, but also to learn Xi company law, trust law, insurance law, etc., and integrate multiple businessesAs a result, the difficulty of the case has developed in a comprehensive trend, and the subject matter has also skyrocketed, which has greatly increased the lawyer's fees for marriage and family cases.
Under the combined influence of many factors, it is not surprising that marriage and family affairs have become a popular practice for lawyers. By 2025, the number of lawyers in the country is expected to reach 750,000, and there are more and more lawyers doing marriage and family cases.
Therefore, the Internet has become the main battlefield of competition in the law firm industry.
A large number of matrimonial and family cases
As an entry point for Internet marketing
On the whole, since 2015, there have been many law firms that have risen on the Internet, and it is not surprising that marriage and family affairs, as the largest legal business in magnitude, have become the best entry point for many law firms to deploy the Internet. At present, a large number of marriage and family boutiques have emerged all over the country, as well as a team of marriage and family lawyers, who have established a certain brand degree and layout on the Internet after several years of development.
Next, let's look at marriage and family lawyers, at present, there are two main ways for lawyers to monetize through Internet publicity, one is traffic monetization, and the other is the case source monetization model.
Lawyer Long Fei's netizen search map is dominated by **, live broadcast, Internet celebrity, etc.
It represents a different perception of lawyers among netizens.
The first is the traffic monetization model
After the rapid increase of followers, it will make profits through live broadcasting, platform traffic sharing, or course sales knowledge realizationFor example, lawyer Long Fei, lawyer Li Shufan, etc. According to relevant statistics, the income of lawyer Long Fei's live broadcast room with 1000w+ fans, plus traffic sharing, etc., has a monthly GMV of more than 10 million.
Lawyer Yi Yi's netizen search demand map is mainly based on marriage lawyers and divorce lawyers, representing netizens' matching of lawyers' professional cognition.
The second is the case source monetization model
Through Internet marketing, attract the attention of users, screen and consult customer invitations to come to the place until the commission. There are many marriage and family lawyers who aim at the source of the case, and the most well-known marriage and family lawyer on the whole network, lawyer Yi Yi, has a fan base of millions on the Internet, and continuous offline activities and TV programs have also brought a large number of personal brands** and accumulated a certain brand influence. As the founder of Jiali Law Firm, Yi Yi's personal branding on the Internet side is equivalent to the "spokesperson" of the law firm, which is a typical "people-led law firm" market modelBy building personal brand influence, we will enhance and advance the boutique brand status of the leading matrimonial and family law firm of Jiali Law Firm.
However, the success of lawyer Long Fei may not have much reference value for most lawyers. Regardless of whether or not lawyer Long Fei's lens expressiveness, most lawyers still hope to be able to open up the case source monetization model and create a solid moat for their lives based on the true nature of their profession. In fact, whether it is traffic monetization or case source monetization, it is the different plans of different lawyers for their future careers, there is no right or wrong, only choice.
The competition in the market is cruel, at present, most of the online promotion offices have set up their own marketing teams, recruiting professional operators to be responsible for the acquisition of case sources, and many online promotion offices have set up dozens of people to hundreds of operation and live broadcast teams in order to maximize the effect of case sources, and have built dozens of short ** account matrices to seize case source resources.
Professional operations are more proficient in channel characteristics and netizens' concerns, and they can also get the platform's traffic support benefits, which can quickly achieve results in the shortest possible time, obtain case sources, and then cooperate with the invitation and negotiation links in the law firm's market system to achieve the goal of generating income and profits for the law firm in the shortest time. Seeing the fruits of other people's success, more and more marriage and family lawyers want to get a piece of the pie on the Internet.
I have been working in the legal industry for 7 years, including 3 years in marriage and family affairs, and I have experienced the process of the law firm industry from the temptation of the Internet to the overwhelming marketing. Market-oriented competition is an inevitable trend, but blindly publicizing without considering the accuracy of marketing will inevitably lead to more and more investment, but the ROI is getting lower and lower. Many law firm directors are happy with the ROI of 1:3 or even 1:5, but after deducting the cost of manpower, marketing, etc., how much profit is left in our hands?
In my opinion, I don't understand the core of marriage and family business
Traffic competition is also only a façade
Recently, the legal industry can be described as "chaotic", two young lawyers swept the circle of friends by splitting forks and street dances, and popularized the law while dancing, gaining a lot of traffic in a short time.
A large number of marriage and family lawyer accounts known as "dealing with the mistress" are centered on helping the original partner and recovering the finances to the mistress, attracting the attention of this part of the users who have a marriage crisis caused by cheating;
Also, there is a very out-of-the-circle marriage and family lawyer account "Scumbag Mirror ** Lawyer", which targets women who are dissatisfied with their spouses and want to divorce, and all copywriting topics are centered on this part of the target group, directly grasping the pain points, which has attracted the attention of a large number of insiders within a few months of being launched;
I can understand the lawyer's intention to get out of the circle, but as an operation in the law firm industry, we must not only consider the traffic, but also the accuracy of the traffic, after all, our goal is to accurately source cases, not public interest consultation.
Today's Internet is no longer what it was 10 years ago, and it is not so simple to get out of the circle, and if you want to obtain accurate case sources, you lack mature operational thinking. For the case source of marriage and family business, I think it is more important to break the shackles of business and improve the accuracy of case source in order to form a closed loop of income generation, which has three difficulties:
Clause.
1. Entrustment scenario.
In civil cases, it is not mandatory to appoint a lawyer。For example, in two cases where a divorce lawyer is also consulted, the results of the entrustment and the amount of fees are also very different. Therefore, in order to improve the quality of consultation, it is necessary to explore the types of cases that are easier to entrust a lawyer, which I call "client scenarios".
I once worked as the director of operations for three years in a law firm specializing in marriage and family affairs, and in order to explore the "entrustment scenarios" of target customers, I have interviewed more than a dozen marriage and family lawyersexcavated and summarized the "Business Combing in the Field of Marriage and Family Affairs", sorted out the pain points, dispute focuses, entrustment scenarios, lawyer value points, and high-incidence stages of different business customers under different marriage and family affairs, and then made layout and operation in the whole network channels, and obtained 3w+ data through the Internet throughout the year, generating nearly 100 million in revenue.