Before founding Seventy-Two Media, Xiang Keming had done sales, started a business in the agricultural products industry, and achieved great results. However, in the process of engaging in agricultural work, Xiang Keming found that many small and medium-sized enterprises do not know how to establish their own brands and do not know how to market.
"Advertising and building a brand is also a very expensive thing", Seventy-Two Media founder Xiang Keming told Titanium Media App, because it wants to build a platform where small and medium-sized enterprises can advertise and sell their products to consumers who really need it, so it has established a company such as Seventy-Two Media.
The reason why the company took this name and explained to Ke Ming is that it wants to have the same spirit as Sun Wukong, from an ordinary monkey to a process of fighting and defeating Buddha.
The transformation of "being forced into the bathroom"
After founding Seventy-Two Media, Xiang Keming did not plan to make a public welfare tissue machine at the beginning.
"We were positioned as a scene like restaurant media, we were in Chengdu, made thousands of catering screens, found that the catering industry, the failure rate reached 60%, coupled with the impact of the epidemic, enterprises to survive, but also have to make a change." He told the Titanium Media APP.
Seventy-two Media seems to have made a successful transformation, but in his opinion it is somewhat helpless. Through the investigation, Xiang Keming found that the restaurant is not a rigid demand, and the media must master the online and mobile terminals.
In the past, there were also thousands of paper towel machines that made (public welfare), but they all failed, but Xiang Keming believed that there was a demand for paper in the bathroom or in the restaurant. "It may be that their monetization path, business model, and cost control are not doing well." Since then, he has analyzed these industries to achieve energy saving, convenience, and at the same time not to disturb users, but also to carry out commercial realization, in such an exploration process, Seventy-two Media has gone to the public welfare tissue machine industry.
Seventy-two Media positioning, is a scene-based digital marketing company, with public toilets as the main product delivery scene, focusing on the "toilet marketing revolution", the business covers intelligent software and hardware, brand incubation, advertising and other fields, the company's products are LED transparent glass film, intelligent large screen, paper towel machine, environmental protection bag machine. Finally, the terminals of scenes such as toilets, shopping malls, and stations can interact with customers, so that small and medium-sized enterprises can play advertising.
Scenic spots, supermarkets, airport railway station public restrooms, is the "main battlefield" of the smart tissue machine Solome, users scan the screen two-dimensional code, you can jump to the mini program, pull down the home page advertisement three times, you can get a 72cm long paper towel for free, limit the length but not limit the number of times. At present, Solome has covered 19 provinces, autonomous regions and 38 cities in China, and is expected to reach 5 million units next year, covering more than 93% of prefecture-level cities by 2023.
Taking the school as an example, in the school washroom scene, the crowd, browsing habits, stay time, etc. are labeled, and when the user uses the tissue machine, the label is triggered, and the ads and content of the corresponding attributes are also pushed to the user's mobile phone; and in the more complex space of the Wanda mall, the system will also prejudge the income and consumption habits of the crowd in this scene, and then push the advertising content that meets the current scene accordingly.
Xiang Keming believes that "as an entrepreneur, it is more important to pay attention to the user's feelings in the process of using the product. "The difference with the paper towel machine company in the past is that the public welfare tissue machine does not need to collect any information from the user, does not need to pay attention, and does not require the user to enter the mobile phone number to be able to obtain the service of picking up the paper."
At the second "712 Brand Intelligent Manufacturing Festival" held on July 12, 2020, it was revealed to Keming that the soromed public welfare tissue machine operated by sorome has been recognized by the market and users, and 30,000 machines have been laid in 15 cities across the country in one year, serving a total of 5 million users.
Relying on SDKs and coupon ads, the business model has worked out
It was revealed to Keming and the Titanium Media APP that the biggest difficulty encountered at the beginning of the establishment of Seventy-Two Media was to pull investment, and there was no team and no funds at that time. "The biggest obstacle is that when you start building a company, you have to talk to investors about our philosophy." However, at his insistence, starting from the first investor, through the most difficult period of entrepreneurship, "I must have this firm belief, we do this thing is to solve problems for society, firmly believe that this business logic is established." ”
Seventy-two media revenue model is mainly through sdks (download and install) and coupon advertising distributed to direct customers, each device per day 10 to 20 people use, you can generate 5-10 yuan of income, and each equipment costs about 500-600 yuan, an average of 2-3 months can recover the cost of a device. They opened up the franchise model, the minimum standard is to buy 50 products, the initial investment is about 100,000 yuan, and the cost will be returned in one year.
He explained to the Titanium Media APP that this means that if there are a large number of people using each device every day, it is profitable enough. "Now is the time for the initial launch of the equipment, and the net profit is about 10%." He said, "The cost of our traffic is about two cents per person, and in cooperation with Tencent, Pinduoduo, and Meituan, through their SDK monetization, each person can create an income of about fifty cents." ”
The running of the business model is a huge success in Xiang Keming's view, and in terms of technology, the background and the middle office have been completely sorted out and upgraded. "Our new progress this year is to make a strategic adjustment at the end of the year, in the past we were selling as franchisees, but in 2022 we will directly invest 1 million units of equipment."
These give Xiang Keming the confidence to broaden the application scenarios, "After the data of 1 million devices is completely paved next year, we will have a second scene and a third scene." ”
However, he believes that after one scene is done well, and then start the next scene, Seventy-Two Media will continue to deepen the application of public welfare tissue machines. "The business of degradable environmental bag equipment has stopped, first make the tissue machine to a sufficient depth, no longer widen the width."
In the third 712 brand intelligent manufacturing festival held in 2021, Xiang Keming formulated "environmental protection" as a new direction for the company's future development, "The products we are launching now are all doing environmental protection, using the business model of the enterprise to empower environmental protection public welfare undertakings, so that more people can participate in environmental protection public welfare undertakings, which is the gene in the bones of Seventy-two Media." ”
At present, Seventy-Two Media as the head of the public welfare tissue machine enterprise, but Xiang Keming also believes and hopes that new enterprises will continue to appear in the future, surpass Seventy-Two Media, produce more and more friends, and jointly do a better job in the industry. "I think it is very meaningful for small and medium-sized enterprises to truly serve the people, and we welcome more entrepreneurs to participate in this track, only in this way can we do better." He said.
"We are not pioneers, nor will we be the last, welcome to compete with each other." Xiang Keming hopes that Seventy-Two Media will not be a media company, but as a platform company that empowers the brand of small and medium-sized enterprises.
(This article was first published in titanium media APP, author | Zhang Hongjin)