Tencent "first line" author Xiang Xin
On April 19th, the Gift E-Commerce Platform Gift announced that it had completed a RMB 100 million C1 round of financing. Wen Chenghui, the founder and CEO of the gift, said that this round of funding will be used for gift iterations and marketing promotion of small programs. They hope to seize the brand mentality of consumers within a short period of time and cultivate “gifts” with gifts. ” Usage scenarios and spending habits.
The gift said in July 2014, it took the lead in the development of content e-commerce, and it has 20 million users in 13 months. Then it opened dozens of gifts and said physical stores to complete simultaneous online and offline expansion and customization services for corporate gifts. It is also steadily developing.
With the gradual maturity of the application and the scenes of the WeChat applet, "flow bonuses" seem to begin to reproduce here. In February 2018, positioning "gifts for gifts" said the beginning of a small program for self-test, this small program that allows users to send gifts like a red envelope, spontaneously fissile in the high-end community, leading to a new market.
The gift said that after two months of closed beta, the gift said that the small program already had 3,000 high-end users and more than 500,000 public users, and the high-end user price was as high as 350 yuan. Among them, due to the gift's simple, no-fill-address gift-giving function, many users have high rebuys, sending dozens of gifts in a week and spending up to ten thousand yuan, including one or two stars. client.
During the closed beta period, the gift-presentation applet was also jointly promoted with a number of well-known brands such as the Cotton Age, Three Squirrels, Affo, WIS, and so on. Through the spontaneous social fission of users, a total of 100,000 orders were submitted for three days. More than 200,000 gifts.
Wen Chenghui said, "The essence of the gift is social rather than merchandise. The gift said that it will pay more attention to the social experience than the traditional e-commerce model." Gifts are not a category, but a social method that is similar to words and voices. Users express and maintain emotions through gifts. Because of WeChat’s dominance in the social field, there is a natural social environment where there is a huge scale. The gift says little programs, so the all in applet was chosen. We believe that in addition to the fight, there must be another possibility for social e-commerce on WeChat. ”
In terms of financing, the previous gift said that it had won A-round financing of Sequoia Capital's US$3 million and B-round financing of tens of millions of US dollars in Tencent's Industrial Fund; later it also obtained tens of millions of yuan in B+ round financing of Gwandah Capital.