36氪 was informed that the wearable art toy brand “kataworld” received nearly 10 million angel rounds from Qixi Capital after the angel round of Qingshan Capital . The funds raised in this round were mainly used for the development of new products and the layout of sales channels.
KataWorld was established in 2020. Its founder is Zhang Zhuoran. He has held important positions in companies such as Dasouche and Fenxiangpinke. He has worked in the Internet industry for many years, but has not been involved in consumer goods before. Zhang Zhuoran said that the establishment of the KataWorld brand this time is due to his optimism about the development of this field on the one hand, and his hobby of art on the other hand.
36 Krypton has previously introduced that the KataWorld brand focuses on DIY and freely assembled wearable art trendy play, targeting the Z generation crowd. Its products have the attributes of “wearable accessories” and “trend art toys” at the same time. The main body of the product is composed of standardized modules with patented designs, which can be combined at will. All components, such as robot accessories, can be disassembled at will. At the same time, the product has a standardized interface. Other accessories, such as necklaces, chains, bracelets, earrings and hair accessories, can be freely purchased, and users can design and DIY freely according to their preferences.
KataWorld’s sales model is “main body” with a “chain”, in which the main body is not discounted. Except for limited products, most of the products are priced at 499-699 yuan, and the chain will be suitable for all kinds of package sales and discount sales. KataWorld’s products are all in the form of “splicing”. A complete product often requires the main body, chain and accessories, which means that KataWorld can continuously improve the repurchase rate of users by selling a large number of accessories. At present, KataWorld has nearly 500 sku, 300+ main bodies and 100+ chain accessories.
Previously, KataWorld mainly completed transactions on Tmall, and conducted marketing on Dewu, Station B, Xiaohongshu, Douyin and other platforms. However, since 2022, KataWorld will place the main battlefield of the transaction on the Douyin channel, and use Douyin live broadcast as the main sales method. In addition, in terms of marketing, KataWorld did not hire celebrity endorsements, but chose to be led by live broadcasters.
Choosing to switch channels and sales methods, Zhang Zhuoran said that on the one hand, the cost of online traffic acquisition in some channels is too high, and on the other hand, it is based on the characteristics of KataWorld products. Product features and benefits. After comparing and testing on multiple channels, Zhang Zhuoran and his team found that their live conversion on Douyin is much higher than other platforms.
36氪 learned that in March 2022, the average growth rate of KataWorld’s entire platform sales was 260%+. In the accessories category of the live broadcast rooms of the top anchors of Douyin live broadcast, the brand’s products won the double champions in unit price and sales, and formed at the same time. A stable matrix in which the live broadcast of the waist and tail talents accounts for nearly 50%, and the private domain repurchase rate reaches 40%, of which the proportion of accessories repurchase accounts for more than 80%.
Next, KataWorld will continue to accelerate the investment in channels such as Dewu, Xiaohongshu and Taobao Live on the basis of Douyin live broadcast, and is expected to open offline pop-up stores in the second half of the year.
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