Author｜Wu Sijin
Editor｜Wang Yutong
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36氪 was informed that Yuanquan Technology announced the completion of the 50 million yuan A+ round of financing led by Ivy Capital and the old shareholders SIG Haina Asia Venture Capital Fund and Jingya Capital. According to reports, this round of funds is mainly used for product research and development and market expansion.
Yuanquan Technology was established in 2017, serving high-net-worth industry enterprises with real estate industry as the core, focusing on customer acquisition and transformation of long-link marketing, aiming at the four stages of “acquiring customers, managing customers, following customers, and supporting customers”. One-stop smart marketing solution. By managing user assets for enterprises, it reduces the cost-effectiveness ratio of enterprise marketing and improves user satisfaction.
High-net-worth industries are characterized by high customer unit prices, low consumption frequency, and long conversion chains. Taking the real estate industry, the core customer industry of Yuanquan Technology, as an example, structural changes have taken place in recent years: under the general trend of real estate downturn, The original typical high gross profit, high growth rate, and high leverage have turned into low gross profit, low growth rate, and low leverage, and seller marketing has also turned into buyer marketing; therefore, it has become a real estate company with expensive customer acquisition, difficult conversion, and weak service. development problems to be solved.
Under the strict control of the policy of “housing, not speculating”, the sales price of new houses is also strictly controlled. The average profit margin of new houses is reduced to 3-5%, while the commission cost of third-party channels is as high as 3-8%. Real estate developers are forced to speed up the process of digital transformation, build perfect private domain traffic through self-built sales portals, reduce the cost of customer leads, and reduce their dependence on third-party channels. Therefore, real estate developers are paying more and more attention to online customer acquisition channels, which also creates conditions for the development of the real estate marketing track.
According to data, the annual informatization investment of my country’s real estate enterprises accounts for about 0.1% of annual sales. Based on the national commercial housing sales of 18.193 billion yuan in 2021, the total investment in real estate informatization is about 18.19 billion yuan. According to the “2021 China Real Estate Digital Transformation Report” released by CRIC , the average annual digital investment scale of the TOP50 real estate enterprises in 2021 will reach 131 million yuan, with a year-on-year growth rate of nearly 50%. Among them, more than 70% of the TOP50 real estate enterprises have invested in scale. More than 70 million yuan, in addition, nearly 80% of the TOP50 real estate companies plan to maintain an annual growth rate of more than 30% in digital investment in the future, which shows the determination of real estate companies to digital transformation.
In this context, the smart marketing SaaS manufacturer Yuanquan Technology has developed along with the trend. It has been a year and a half since the last report of 36氪, and the company has changed in terms of customers, revenue and team :
First of all, the customer base of Yuanquan Technology has extended from the real estate industry as the core to the automobile, home improvement and home furnishing industries. “These industries are characterized by similar sales models and the same user portraits.” Han Jian, founder and CEO of Yuanquan Technology, introduced to 36Kr: “At present, the company cooperates with more than 3,000 real estate projects and more than 300 real estate brands, of which Top20 develops The coverage rate of commercial enterprises has reached 80%; the number of customers in the automotive, home improvement, and home furnishing industries has also reached dozens.”
Secondly, in terms of revenue , in 2021, the number of technology contracts and the unit price of customers in the original circle will double. Among them, the contract amount exceeded 100 million yuan, a nearly three-fold increase compared with 2020; the full-repurchase rate of customers exceeded 150%, and the average YoY revenue growth rate was greater than 160%. In the first half of 2022, under the background of special circumstances in Shanghai, revenue still increased by 50% compared with the same period in 2021.
Again, the team has also made great progress. During the epidemic, Yuanquan Technology has attracted a number of senior partners from upstream and downstream enterprises in the industry chain, including the former CEO of Centaline Real Estate, the marketing director of the top 20 real estate companies, and professional enterprise service investors, etc., enriching the management. structure and vision. At present, there are nearly 300 members of the original circle team, of which the production and research team accounts for 30%, and the sales and customer success team account for 50%.
The product system of Yuanquan Technology focuses on the three major pain points of expensive customer acquisition, difficult conversion and weak service, covering the whole process of content production – traffic introduction – private domain precipitation and operation – case site CRM management and channel management – operation service.
In the traditional marketing customer acquisition cost, the commission rate of the intermediary ranges from 3-8%, which leads to the high customer acquisition cost, which greatly squeezes the profit space of the company; and the self-selling channel has expanded from traditional offline to Online, it also means a surge in the target user base. Not only that, users in high-net-worth industries are characterized by low starting points and high ending points. How to quickly screen out a small number of accurate and effective sales leads from the huge base, reduce the difficulty of conversion, and improve conversion. Efficiency is the focus of business.
The idea of Yuanyuan Technology is to solve it through AI and automation technology. Han Jian believes, “95% of low-value users can be automatically filtered out through the system process and labeling system. Enterprises can only keep simple content operation actions in the future, and the remaining 5% of high-value users can be operated in depth through human-machine collaboration. and transformation”. The specific implementation is divided into three steps:
First, it can undertake the public/private domain traffic and delivery of enterprises. At present, Yuanquan Technology has supported mainstream platforms such as Baidu, WeChat, and Toutiao.
Second, solve the problem of disseminating content for enterprises through various content production tools, such as industry copyright content library, AI poster production and intelligent content editor, etc.; and then match AI online sales office, 3D sand table and live broadcast, interactive games, etc. Diversified marketing methods help companies find sales leads, follow up and manage operations.
Third, use RPA intelligent outbound calls to screen effective leads for enterprises to enter the sales process and improve sales efficiency. In the sales process, it supports sales quality management, sales process management, etc., and also supports the precipitation and analysis of corresponding customer portraits and related data.
Yuanyuan Technology Product Structure Diagram
There are many players in the real estate marketing track. 36Kr has previously reported that Yunke, a subsidiary of the listed company Mingyuan Cloud, and Siwei Technology , which has just announced its C round of financing this year. When talking about differentiation and competitive advantage, Han Jian said:
The real estate industry is large enough, and the genes of different companies are different, which determines the structure and development focus of products. Different from ERP system and 3D content production, which expand from technology to marketing field; Yuanyuan Technology started from marketing to acquire customers, aiming at actual conversion results, focusing on product innovation and user experience, such as marketing cloud backend It supports nearly 80 content tags, nearly 20 content forms and all mainstream communication channels, so the product logic and focus are very different.
At present, Yuanquan Technology’s revenue mainly comes from two parts, one is the SaaS subscription service fee, and the unit price per customer is in the range of 150,000-200,000; the other is the overall solution for KA customers, which involves the co-creation of some products and business modules. Different needs, different prices. At present, SaaS revenue accounts for about 70%, and other revenue accounts for about 30%. This year, we will also explore a pay-for-performance revenue model through operational output.
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