Chuangyebang was informed that recently, the creative new consumer electronics brand “Gravity Planet” announced the completion of tens of millions of yuan in pre-A round of financing. This round was led by Baojiehui Innovation Fund, followed by Shuxin Capital, and Xinghan Capital served as the exclusive financial advisor. . In July 2021, Gravity Planet received an angel round investment from Qingsong Fund.
Founded in 2019, Gravity Planet is a creative new consumer electronics brand focusing on future sci-fi style. At the beginning of the brand’s establishment, it took the lead in making a name for itself in overseas markets: two series of mecha-style Bluetooth speakers, Mars and Venus, were launched on well-known overseas crowdfunding platforms such as Indiagogo and Kibidanggo. The transaction data repeatedly broke the platform’s Bluetooth audio crowdfunding record. With the successful verification in overseas markets, Gravity Planet accelerated the development of the domestic market. With its highly recognizable sci-fi mecha-style products, it quickly stood out in both ToB and ToC channels.
Gravity Planet Product “Family Portrait”
On the global 3C consumer electronics track, mobile devices represented by audio and charging products have always coexisted with market demand and involution. How did Gravity Planet find the breaking points in these mature categories and stand out among the massive brands? The answer given by Huang Yong, founder of Gravity Planet, is to give 3C consumer electronic products the attributes of trendy play and functional innovation with more social topics.
Huang Yong said that he hopes to drive the brand soul with design, leverage original content to leverage user relationships, and create an entrepreneurial path that belongs to the gravity planet. “The sci-fi mecha style has a wide user base around the world. Everyone has grown up with IP such as Gundam and Star Wars since childhood, but few people combine this style with 3C products. This is our market opportunity.”
As Generation Z took over as the main consumer force, a huge consumer market was born. Gravity Planet is also looking at the aesthetic preferences of young people aged 18-35. After two years of global market layout, it has quickly emerged in the market with its unique mecha speaker products, and will launch two distinctive models to the market in 2021. The sci-fi trendy cool headphones P7 and P9, the super high value and ingenious design have made these two products set off a mecha craze among the post-95 group – the headphones are finally no longer limited to “growing on the ears”, Novel and fun products allow young people to have more social capital and are willing to pay for them repeatedly.
Gravity Planet Headphones Series P7 and P9
In the late 1990s, China’s industrial design gradually started. As one of the earliest industrial design practitioners in China, Huang Yong has nearly 20 years of experience in first-line industrial design, and has also witnessed the development and changes of the industry. In recent years, Chinese original industrial designer brands have sprung up, and Gravity Planet has followed the trend. Huang Yong hopes that Gravity Planet will allow 3C consumer electronic products to create interesting “content levers” in addition to being “practical”.
In addition to the product itself, Huang Yong also wants to create an IP ecosystem that belongs to Gravity Planet: the first step is to use innovative design to make a full range of 3C and trendy consumer goods for young people; the second step, through IP and content operations, gradually Build a world view of Gravity Planet, activate the energy of fans to the greatest extent, and open up the whole link; the third step is to build derivative application scenarios, and then create a complete ecological closed loop of Gravity Planet across categories and formats.
Behind the powerful product power of Gravity Planet is a cross-border team with more than ten years of experience, combining creativity and strength: the industry’s top industrial designers, well-known original art designers, senior engineers, extreme figure craftsmen, fanatical game fans , Illustrator, etc. In addition to developing new products, they also assume the role of IP content creators, and use content to give soul to products, which is one of the reasons why Gravity Planet is favored by young fans.
In addition to building its own IP, in the past two years, Gravity Planet has also attracted many well-known IPs and brands in the industry to carry out cross-border joint creations: such as the films “Detective Chinatown 3” and “Mozart in Outer Space” directed by Chen Sicheng, China Classic cultural and creative IP “Dunhuang”, Guoman’s top stream “Ling Cage”, Taiwanese graffiti artist BOUNCE, lighter giant ZIPPO, Bilibili and EVA, Xiaopeng Motors, Wusu, etc. The IP universe of Gravity Planet has also become richer and more interesting with the introduction of these crossover elements.
Gravity planet “Dunhuang” theme concept illustration
Among them, the most representative is the “White Shark No. 14” jointly developed with “Ling Cage”: a “robot” with a machine gun shield and looks full of aura. Interestingly, it requires consumers to assemble it by themselves. . As a derivative of animation IP, “White Shark No. 14” has gained favor among fans of “Ling Cage”; and as a cross-border 3C product, its peculiarity has also hit the preferences of the model players and the 3C crowd. Just as the brand’s slogan said “BE COOL, PLAY IT”, Huang Yong’s paranoid pursuit of “fun” made him play the crossover of products to the extreme.
“White Shark 14” jointly developed by Gravity Planet and “Spiritual Cage”
Also because of the topic and playability of co-branded products with these well-known IPs, Gravity Planet has also gained super popularity on top social media such as Douyin, Xiaohongshu, Dewu, and Station B, and attracted more high-quality IPs. This new market competitive advantage will undoubtedly bring higher pricing space to Gravity Planet.
With the increasing interaction between brands and users, Huang Yong was pleasantly surprised to find that the die-hard users of Gravity Planet not only take a large number of product pictures and videos and post them on social media for “tap water” propaganda, but also personally Hands-on re-creation of the product: for example, there are model players who refit the original MARS classic into a Gundam shape, tattoo artists create delicate totems on MARS “patterns”, and users modify the headphones with a unique color scheme… …These users will not only urge new products in the group, but also deliver “design requirements” for Huang Yong, and even name new products that have not yet been born – their spontaneous ideas also bring about the development of new products on Gravity Planet to a certain extent. Inspiration; for users, in this interactive participation and a large number of videos, comics, and games derived from this interaction, they have found their own spiritual sustenance and sense of values.
In this regard, Huang Yong said that as a Chinese original global brand, Gravity Planet is very grateful for the love of fans around the world, and at the same time, it will continue to develop global channels and conduct more cross-scenario and cross-category channel attempts. “I hope our Chinese brand can go to more places in the world and let more people know about Made in China and Design in China.”
Gravity Planet’s classic color matching “War Damage Yellow”
It is understood that Gravity Planet will continue the existing trendy cool design concept in the future and continue to expand categories, such as portable charging equipment, peripheral products, trendy play, trendy clothing and other new products are being developed, hoping to build more for the target group. Gravity planet usage scenarios, horizontal mining of market space, and expansion of IP territory. It is worth noting that the two new products of the Gravity Planet trendy play line, KIMO & TIFA, have appeared at the Shenzhen Gift Fair in June this year, and more Gravity Planet trendy products will be officially open for sale at the QTX fashion show in August.
Huang Yong, the capital of this round, founding partner of Baojie Club Innovative Consumer Fund & President of P&G China Alumni Association, said that the aesthetic style of consumer electronics is gradually converging, and most domestic manufacturers have core R&D technologies and it is difficult to achieve a premium. Planet has taken a different approach. Through its distinctive design style and product concept, starting from acoustic products, it provides a new product selection set for the new generation of Chinese 3C consumers.
Wan Chengjun, the capital of this round and founder of Shuxin Capital, said that with its excellent differentiated innovation capabilities and IP productization capabilities, Gravity Planet has quickly become the preferred partner for well-known IP at home and abroad when conducting cross-border cooperation and developing derivatives. . “We believe that the cookie-cutter 3C digital products will be given roles and life on the Gravity Planet, becoming an amazing species in the Gravity Planet universe and interpreting legendary stories together.”
Zhang Fang, an angel investor and partner of Qingsong Fund, said that China’s trendy game market has the fastest growth rate in the world, and there is still a lot of room for growth compared with mature markets. Gravity Planet endows 3C consumer electronic products with the shell and IP connotation of Chaowan, injecting stronger content attributes and scalability into the brand. At present, the commercialization mechanism of e-commerce/social platforms is becoming more and more mature, and the traffic cost is getting higher and higher, but Gravity Planet has built its own IP and content through strong product strength and design capabilities, which greatly reduces the cost of customer acquisition; At the same time, the company has further deepened its brand power by co-branding with various leading brands, making the product a social currency for the new generation of consumers; and the rapid growth in sales in the past year has proved that the product has been recognized and loved by many consumers. . “I believe that in the future, Gravity Planet will develop more rich categories, form its own ecosystem and business closed loop, and become a world-renowned trendy IP brand.”
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