Text | Chen Xining
Editor | Peng Xiaoqiu
36氪 was informed that the brand overseas marketing company Wotu Network announced that it has received tens of millions of A round investment from Junpin Capital and Yunxiang Technology. After this round of financing, Wotu Network will expand the scale of exclusively signed overseas influencers and iterate WotoHub influencers. Marketing platform and overweight ecological business based on TikTok social media platform.
It is reported that Lying Rabbit Network was established in 2015. It started with the overseas influencer marketing business to radiate brands and go overseas to market various businesses. So far, Lying Rabbit Network has a database covering 3 million global influencers and has accumulated services for more than 2,000 brands. After this round of financing, Wotu Network will also expand the exclusive online celebrity signing library, looking for vertical talents with sticky private domain traffic, such as the White House nutritionist, the British royal family and other head resources.
According to Hu Yu, founder of Wotu Network, although there are more and more companies engaged in overseas influencer marketing, the advantage of Wotu Network is that it has the exclusive resources of many vertical talents around the world. “The top overseas KOLs in vertical categories are very scarce, and they are very demanding in the selection and requirements of cooperative brands. To reach these groups, companies need to have influence overseas and have rich activity planning and project management capabilities. , this is the advantage of lying rabbit.” Hu Yu told 36氪.
After linking enough influencer resources, Wotu Network established the WOTOKOL data analysis platform for overseas influencers in 2018. So far, the platform has become WotoHub, a SaaS tool for influencer marketing that can help brands to link, make decisions, and evaluate delivery effects.
“There are a lot of SaaS marketing tools for celebrities that look homogenous on the outside, but the end result of this matter lies in the understanding of different companies on the marketing scenarios of celebrities,” said Hu Yu. In this regard, Hu Yu believes that the barriers of this type of SaaS lie in accuracy and practicality.
In terms of accuracy, the influencer data owned by wotohub is updated in real time and linked with the platform where the influencer is located. “We see that a lot of data in the industry is actually inaccurate, and there is no strong connection with celebrities. Our data is directly authorized by platform celebrities, including its fan composition, portraits and commercial attributes. Brand owners use our When you use the tools you need, you can find a suitable delivery channel faster.” Hu Yu told 36氪.
Lying Rabbit Influencer Marketing Tools
From the practical point of view, Hu Yu believes that wotohub has made a good productization of the popular marketing scene of the first five years of the lying rabbit network. For example, the tool will be meticulous enough to give speaking tools and teach users how to send emails to reach appropriate cooperation faster. In daily life, users can also log in to the platform to learn about the closed-loop feedback after different products are launched.
After this round of financing, wotohub will also start the iteration of version 3.0, which will open up the collaboration of creative content and product distribution between Chinese brands and overseas celebrities, so that more overseas brands can realize the integration of product and effect.
In addition, lying rabbit network will also become one of the earliest TSP institutions in TikTok e-commerce in 2021. With this authorization, it can serve the needs of different brands to open stores, trade, and e-commerce live broadcasts on TK through official contacts. At present, it has provided TikTok ecological services for many well-known brands such as JD.com and Ulike.
However, under the continuous contact with the TK live broadcast e-commerce ecosystem, Hu Yu believes that in addition to serving domestic brands with overseas business, it may also be a way to find brands in popular verticals for services. “For example, wigs, crystals and other categories that TK are selling very well now. We are also continuing to explore excellent brands in these categories.” Hu Yu told 36氪.
In addition, he also found that although the current GMV of TK live e-commerce is still climbing, the repurchase rate of users is higher than that of other platforms, and the second repurchase rate is also much higher than that of independent stations. This also injects confidence into the TK ecology of the lying rabbit network to continue to increase the code.
As an investor in this round, Junpin Capital is another follow-up investment. Xu Shiyu, general manager of Junpin Capital, said that Junpin is very optimistic about the prospect of going overseas. The investment in Wotu Network is mainly based on the trust in the founder and the team execution ability of Wotu Network.
Another investor in this round, Yunxiang Technology (HK:02131) itself is a listed company in the digital marketing industry. In the interview, Yunxiang Technology Investment Director Chen Jiayue said that as one of the earliest companies in the domestic short video marketing field, Yunxiang Technology This investment in WoTu Network is not only an affirmation of WoTu’s achievements in the overseas online celebrity marketing track and the outstanding performance of SaaS marketing products, but also for Yunxiang Technology to expand its brand marketing business and promote the commercialization of short videos overseas. An important strategic synergy.
At the same time, the two parties have a great opportunity to empower each other in automated marketing, big data analysis, lean operations, and large-scale production capacity, and seize the opportunity to run out of the circle in a market that is constantly releasing potential.
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