Small massage cards in hotels and train stations, you don't dare to pick them up.
But what about the grandiose sticking at the elevator entrance of the community, dare to ask your Excellency if you dare to make an appointment for door-to-door service?
Recently, the service company Dongjiao Daojia, which focuses on "door-to-door massage", has spread the news of hitting the IPO.
Its founder Tang Fan revealed that as of the end of last year, Dongjiao Daojia had completed the planning and implementation of part of the IPO and compliance preparations, and was preparing to list in Hong Kong in cooperation with the domestic first-tier listing intermediaries.
The technician came to the door for massage, and the old man blushed when he heard it: This ...... Can it be listed?
Although Wu Xiangjun has not been able to see the prospectus of Dongjiao Daojia, public information shows that this service company now has 30,000 contracted door-to-door massage technicians.
In the elevator advertisements in many communities, there is also a figure of home in the eastern suburbs:
"24 hours, on-call massage. Next to it, there is an image of a female technician, with a slender figure and handsome facial features.
Dongjiao Daojia was originally an Internet company, but around 2018, the housekeeping service platform Homeinn emerged across the country, which also made Dongjiao Daojia have a different business thinking.
Tang Fan, the founder of Dongjiao Daojia, graduated from Chongqing Technology and Business University with a major in health management. After graduation, he entered the Internet industry, and has been deeply cultivated for 12 years as a product agent for Baidu and other Internet manufacturers, online brand promotion, product drainage, and channel traffic direction.
In 2018, Tang Fan keenly discovered that there are a large number of foot massages and massage parlors in every city in the country, but the market for door-to-door service is vacant.
In 2018, Dongjiao Daojia was established, and at the beginning, on the basis of the original physical store, the service of "online technician" was added.
But at that time, it was not only the eastern suburbs that noticed this good business, but also apps such as "First Appointment to Home", "Galaxy to Home", and "Love Shang to Appointment".
Therefore, in 2019, the daily order volume of Dongjiao Daojia was less than 30 orders, and the book loss was more than 3 million.
At the end of 2019, due to the outbreak of the epidemic, Dongjiao Daojia decided to go all out to prepare for the Internet marketing channel, closed the offline physical store, and through the development of the first batch of online training, the technician team exceeded 100 people, and opened a branch in Chengdu.
Since then, the eastern suburbs have also found several excellent channels for investment in the community, such as elevators in the community, men's toilets in public restrooms, high-speed rail backrests, and taxis, so they have invested heavily in them.
Its packaging image is basically a female technician with a good face and a lovely figure.
In 2021, Dongjiao Daojia frantically promoted the Douyin short videos of its business all over the country, signed many Douyin Internet celebrities, and achieved huge online promotion.
In March 2022, Dongjiao Daojia also signed table tennis world champion Zhang Yingying as the spokesperson of the platform.
According to the data on the official website of Dongjiao Daojia, by March 2023, Dongjiao Daojia has established 28 operation centers across the country, with more than 20,000 cooperative technicians, a total of 5 million service person-times, 7 million+ registered users on the platform, and 3 million+ fans on the official account.
The relationship between the eastern suburbs and the technician is no different from the home to the cleaner, the technician completes a single order, and the eastern suburbs will take a certain commission, and the technician earns how much depends on his personal ability.
Tang Fan said that Dongjiao Daojia has achieved a balance of income and expenditure in one year and seven months since its establishment.
The latest advertisement of Dongjiao Daojia shows that the number of cooperative technicians has exceeded 30,000.
At this speed of development, it is no wonder that Dongjiao Daojia has the courage to hit the market.
There are customers, transactions, and data, which has the hard conditions for listing in the eastern suburbs.
In addition, the reason why the eastern suburbs can be quickly rolled out is also inseparable from the strong support of elevator media such as Focus Media and Urban Zongheng.
According to the investment and financing platform "Whale Quasi" App, Dongjiao Daojia is expected to have revenue of 3.8 billion yuan in 2024 and 6.5 billion yuan in 2025, and the company's valuation is 3.5 billion yuan.
3.5 billion is already the market value of a small listed company, but the reason why it is not listed on A-shares may be that Tang Fan also understands that it is much more difficult for this kind of service-oriented enterprise to be listed on A-shares than in Hong Kong stocks.
What's more, there have been many negative news in the past two years.
In March 2022, Dongjiao Daojia was punished for "advertising".
Chongqing's "Administrative Penalty Decision" shows that Dongjiao Daojia used medical terms such as "invigorating blood and removing blood stasis" and "promoting lymphatic drainage" in the introduction and publicity of the project, which violated the advertising law.
During the 315 period in 2024, Daojia in the eastern suburbs was reported by the media as "pornographic".
According to the "Fujian Radio and Television Haibo TV" 315 report, after the technician of Fuzhou's "Eastern Suburbs to Home" came to the door, he not only spoke explicitly, but also proposed to "add clock service".
Individual technicians keep hinting to customers: "As long as the money is in place, any service can be done." ”
According to the "Shandong Business Daily", the staff of Daojia in the eastern suburbs of Jinan said that only female technicians are currently recruited, not male technicians.
There is also a report from "Scene" that the reporter ordered 218 yuan for 60 minutes of Chinese massage at home in the eastern suburbs, and the door-to-door technician proposed to add money to do "distinctive prostate maintenance" during the massage process.
In the Eastern Suburbs Daojia App, you can even find some users' evaluations, including words such as "all kinds of amorous style" and "best hip therapy".
In response, Dongjiao Daojia immediately stated that they were a formal platform, and the technicians had undergone unified training, and the technicians involved would be dealt with seriously......
Wu Xiangjun checked the black cat complaint platform and found that there were not a few complaints about the eastern suburbs, and the description of the complaints was also quite meaningful.
Like what:
"The eastern suburbs to the home technician and the photo I am very different, the photo looks about 100 catties, I look like 200 catties, seriously inconsistent, false publicity, and in the case of no consumption, cancel the order and deduct high fees, forcing users to consume. ”
"The photo of the platform technician is too different from me, false publicity, no professionalism at all, deceiving consumers, the technician did not provide services according to the rules of the platform, deliberately let consumers add clocks, and said that there are pornographic services in the clock, and after adding the clock, it is still a mess, and the appeal is to refund the ......"
"The door-to-door service is too rubbish, and the whole process is informal, so you have to tip. ”
Most of the contracted technicians in the eastern suburbs are women, and on the App, they not only have to show their appearance and body photos, but also have life photos.
According to the "Baidu Index", from March 1 to March 31, 2024, 80.72% of users aged 20-39 searched for Daojia in the eastern suburbs, and 91.8% were male......
There is a saying in the market: Search for the official account of "Eastern Suburbs to Home", you can see how many perverts there are around you......
With negative news and a special business model, can the capital market accept this company?
It is worth noting that the type of enterprise in the eastern suburbs is not the service industry, but the "high-tech enterprise".
Its "high-tech" lies in the fact that it uses an AI data system that can collect information such as the number of visits to the application, the cumulative total number of users, the number of merchants, and the ranking of stores across the country in real time.
Is it possible to use technology products to be called "high-tech enterprises"?
Where does the door of wealth lead, the eastern suburbs to the home point in the direction of great health care.
The legitimacy of enterprise services and the compliance of enterprise positioning are the two major problems before the listing of Dongjiao Daojia.
Looking forward to the bright future of the eastern suburbs, it may be that only by making a full set of services and turning "great health care" into medical care, can the eastern suburbs have a better imagination.