Like most websites, they sell names and addresses. Websites aren't scamming or sincere, the women who join them are. All businesses are out to make a buck trying to deliver a product you want to buy. I haven't heard of any big organized scamming operations in China like you might find in the old days in Russia or yet today in Africa, so I'd say take the same precautions meeting people as you would anywhere else, even locally on match.com or yahoo personals and you should be fine.
