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36Kr learned that the offline official account promotion company LeShake Technology has completed 38 million yuan A + round of financing, and the investor is Guangfa Xinde.
As we all know, online traffic is expensive now, and everyone's attention is beginning to focus on offline. In addition to traditional subway and elevator advertisements, there are also some new advertising models offline, such as acquiring customers through commercial Wi-Fi, which represents the company's Maiweidi; for example, the common photo printers outside restaurants are effect advertisements that specifically serve official accounts. Le Shake Technology chose to use the doll grabbing machine for traffic delivery.
The reason why from the scratch machine cut, founder Chen Genghao believes that there are two main reasons: first, the scratch machine domestic stock of 2 million units, including all coin-operated equipment stock of about 20 million units, these machines can not be mobile payment, consumer and business pain points need to be solved; second, the scratch machine in shopping malls, KTV and other places, the client base is 16 to 35 years old women, advertising more accurate.
From the perspective of the advertising audience, LeShake is more accurate than WI-FI customer acquisition; and from the business model of LeShake, they do not produce their own machines like photo printers on the market, but cooperate with machine manufacturers to provide only hardware boxes, so the business model is lighter.
Specifically, look at the business model of Le Shake, they provide hardware boxes and SaaS systems to the machine for free, and the manufacturer installs the box and ships it to the merchant. According to statistics, the doll grabbing machine after mobile payment can increase revenue by 28%. When users want to grab dolls, they scan the code with WeChat first. At this time, there are two modes to choose from. The first is to recharge and use. After recharging, users can spend 1 yuan to catch dolls. The second is free use. After users choose this mode, they can follow an advertiser's WeChat official account to grab dolls for free. Usually, users will see three or four advertisers' official accounts.
In this way, Le Shake (currently installed 30,000 machines) distributes advertisements 10 times a day on average per machine, and the entire platform can add about 300,000 fans to the official account every day, with an average of 7 or 80,000 per number. The average retention rate for a week is 65%. Usually, the cost of acquiring customers using Guangdian is close to 3 yuan each, and the cost of using Le Shake is more than 1 yuan. In addition to the cheap price, Chen Genghao believes that the traffic generated by offline interaction will be more real and scene-based than online. However, he also introduced that Le Shake and Guangdian are not substitutes. Official accounts generally combine different methods to acquire users.
According to Chen Genghao, most of the manufacturers of doll grabbing machines in the country are in Panyu, Guangzhou. They have cooperated with more than 300, basically covering all manufacturers. As mentioned earlier, they have installed 30,000 machines, covering 291 cities in China. They plan to reach 100,000 in 2017. After that, they will expand to other game slot machines.
At present, Le Shake has cooperated with more than 100 official accounts, and its customers include content entrepreneurs such as Guangzhou Chao Life, Uncle, and New List, as well as brand official accounts such as Country Garden and Miya. Advertising orders are tens of millions of yuan, and Le Shake extracts profits according to a certain proportion. Chen Genghao believes that the current official account demand is the largest, and Mini Program can also become their customers in the future.
In addition to advertising distribution and monetization, Le Shake also hopes to try more monetization methods in the future. When the number of users is sufficient, it plans to monetize through user operation, and may try games, e-commerce, etc.; the current monthly flow is 40 million yuan, and the future plans to carry out payment finance and industrial chain integration business.
In terms of team, founder Chen Genghao has three years of marketing experience in Unilever and Hewlett-Packard. In 2011, he founded the marketing interaction company WeChat Interactive, which was acquired by a company in 2015. CMO Xu Deqiang was the general manager of Sohu Focus Weihai Station Nantong Station; CTO Yang Kairan worked for Oracle; Business VP Zhang Jiebo is a senior executive of Ping An Insurance.
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