author | Wu Sijin
editor | Wang Yutong
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36 Krypton learned that Yuanquan Technology announced the completion of a 50 million yuan A+ round of financing led by Ivy Capital, with participation from old shareholders SIG Haina Asia Venture Capital Fund and Jingya Capital. . According to reports, this round of funds will be mainly used for product research and development and market expansion.
Yuanquan Technology was established in 2017. serves high-net-worth industry enterprises with the real estate industry as its core. It focuses on customer acquisition and conversion of long-link marketing and targets the four stages of "acquiring customers, managing customers, following customers, and maintaining customers". , forming a one-stop smart marketing solution. By managing user assets for enterprises, reduces the cost-effectiveness of enterprise marketing compared to and improves user satisfaction.
The characteristics of the high-net-worth industry are high customer unit price, low consumption frequency, and long conversion chain. Taking the real estate industry, the core customer industry of Yuanquan Technology, as an example, structural changes have occurred in recent years: under the general downward trend of real estate , 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, customer acquisition is expensive, conversion is difficult, and service is weak. problems that urgently need to be solved in the development of real estate enterprises.
Under the strict control of the policy of "houses for living, not for speculation", the sales price of new houses is also strictly controlled. The average profit margin of new houses has dropped to 3-5%, while the commission cost of third-party channels is as high as 3-8%. This forces real estate developers to accelerate the process of digital transformation from to . By building their own sales portals, they can build a complete private domain traffic and reduce the cost of acquiring customer leads, thereby reducing their dependence on third-party channels. Therefore, real estate developers are paying more and more attention to online customer acquisition channels, which has also created conditions for the development of the real estate marketing track.
Data shows that the annual informatization investment of my country's real estate companies accounts for about 0.1% of annual sales. Calculated based on the national commercial housing sales of 18.193 billion yuan in 2021, the total informatization investment of real estate companies is about 18.19 billion yuan. According to the "2021 China Real Estate Digital Transformation Report" released by CRIC, the average annual digital investment of the TOP50 real estate companies 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 companies have invested The scale exceeds 70 million yuan. In addition, nearly 80% of the top 50 real estate companies plan to maintain an increase of more than 30% in digital investment every year in the future, which shows the determination of real estate companies in digital transformation.
In this context, smart marketing SaaS vendor Yuanquan Technology has developed along the trend. It has been a year and a half since 36氪 was last reported. The company has undergone changes in terms of customers, revenue and team. :
First of all, Yuanquan Technology's customer base is centered on the real estate industry and extends to the automotive, home decoration and home furnishing industries. “The characteristics of these industries are similar sales models and the same user portraits.” Han Jian, founder and CEO of Yuanquan Technology, introduced to 36Kr: “Currently, the company cooperates with more than 3,000 real estate projects and more than 300 real estate brands. Among them, Top20 developers The business coverage rate reaches 80%; there are dozens of customers in the automobile, home decoration, and home furnishing industries."
Secondly, in terms of revenue , in 2021, the number of original circle technology contracts and customer unit price will double. Among them, the contract amount exceeded 100 million, a nearly three-fold increase compared with 2020; the customer repurchase rate in full exceeded 150%, and the average YoY revenue growth rate was greater than 160%. In the first half of 2022, despite the special circumstances in Shanghai, revenue still increased by 50% compared with the same period in 2021.
Once again, the team has also made great progress in . During the epidemic, Yuanquan Technology 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 team Structure and vision. Currently, there are nearly 300 members in the original circle team, of which the production and research team account for 30%, and the sales and customer success team account for 50%.
Yuanquan Technology’s product system focuses on the three major pain points of high customer acquisition, difficulty in conversion, and weak service, covering the entire process of content production - traffic introduction - private domain precipitation and operation - case CRM management and channel management - operation services.
In traditional marketing customer acquisition costs, intermediary commission rates range from 3-8%, resulting in high customer acquisition costs, which also greatly squeezes the company's profit margins; while self-sales channels expand from traditional offline Going online also means a surge in the base of target users. Not only that, users in the high-net-worth industry are characterized by low starting points and high end points. How to quickly screen out a few precise and effective sales leads from the huge base, reduce the difficulty of conversion, and improve Conversion efficiency is the focus of enterprises.
Yuanquan Technology’s idea is to solve the problem through AI and automation technology. Han Jian believes that “95% of low-value users can be automatically filtered out through the system process and label system. In the future, enterprises can only retain simple content and operate actions. The remaining 5% of high-value users can be managed through human-machine collaboration. Deep Operation and Transformation”. The specific implementation is divided into three steps:
First, it can undertake the public/private domain traffic and delivery of enterprises. Currently, Yuanquan Technology has supported mainstream platforms such as , Baidu, , WeChat, and Toutiao.
secondly, solves the problem of content dissemination for enterprises through various content production tools, such as industry copyright content library, AI poster production and intelligent content editor, etc.; and then matches AI online sales office, 3D sandbox and live broadcast, interactive games and other diversified marketing methods to help companies discover sales leads, follow up and operate management.
Third, use RPA intelligent outbound calls to screen effective leads for enterprises to enter the sales process and improve sales efficiency. During the sales process, it supports sales quality management, sales process management, , etc. It also supports corresponding customer portraits and related data precipitation and analysis.
Yuanquan Technology Product Structure Chart
There are many players in the real estate marketing track. 36Kr has previously reported on Yunke, a subsidiary of the listed company Mingyuan Cloud, and Siwei Technology , which just announced its C round of financing this year. When talking about differences and competitive advantages, Han Jian said:
The real estate industry is large enough, and different companies have different genes, which determines the product structure and development focus. Different from ERP systems and 3D content production, which expand from technology to the marketing field; Yuanquan Technology starts from marketing customer acquisition, aims at actual conversion results, and focuses on product innovation and user experience, such as marketing cloud The backend supports nearly 80 kinds of content tags, nearly 20 kinds of 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. The first is SaaS subscription service fees, with the unit price per customer ranging from 150,000 to 200,000; the second is the overall solution for KA customers, which involves the co-creation of some products and business modules. According to Customer needs are different and prices are different. Currently, 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.
