Produced by One View Commercial
Author/Li Yan
Edit/Wooden Fish
Image source/Xiaohongshu user @Internet little brother
The "24-hour, on-call" eastern suburbs arrived home and were going to IPO.
On April 18, Tang Fan, founder of Dongjiao Daojia, said at the first O2O industry development conference in Chongqing that by the end of 2023, Dongjiao Daojia had completed part of the IPO planning, implementation and compliance preparations, and said that the listing intermediary entrusted by Dongjiao was the first echelon of brands and teams, laying a solid foundation for IPO preparation.
When it comes to the eastern suburbs, there are several tags: elevator advertisement, beautiful female technician, and on-call.
However, behind the words "female technician door-to-door massage", as an O2O service platform, Dongjiao Daojia has formed a considerable scale: it has opened operation centers in 22 cities with a population of more than 10 million, with more than 10 million registered users and more than 25,000 contracted technicians.
A year ago, the eastern suburbs, which was still known as the "Circle of Friends Jianhuang", arrived at home, which was accepted by the market and capital?
The former "Jianhuang"
In November 2021, a resident in the Wuhan community complained about the advertisement of the eastern suburbs in the elevator room on the grounds of "reverie", which was reported by Hubei Economic Television.
In the following two years, the model of door-to-door massage in the eastern suburbs began to be copied, and there were more and more similar platforms, similar to door-to-door massage platforms such as "You Yue to Home" and "Go to Home", occupying elevator advertising spaces in various cities.
The brand advertisements of these home massage platforms are similar in content, focusing on healthy and regular, 24-hour door-to-door service, and showing the high appearance of excellent technicians on the platform, most of whom are women with good faces and graceful figures.
In 2023, a gust of "Eastern Suburbs Daojia Official Account Jianhuang" wind will blow into the circle of friends, pushing Dongjiao Daojia to the forefront for a while.
"There are 10 people in my circle of friends who follow Dongjiao Daojia!
"Click on the Dongjiao Daojia Circle of Friends, you can see how many friends are following, and then click in, you can see the other public accounts that these friends follow, so you can deduce which people follow the Dongjiao Daojia. ”
From the circle of friends to Xiaohongshu, you can see the strategy of netizens everywhere to "identify pornography" through the official account of Dongjiao Daojia.
On Xiaohongshu, Dongjiao Daojia has opened a self-media account in each of the settled cities. In the last year, the content posted by these accounts was mainly based on street interviews with local technicians, simulated home massages, and mostly conversations with female technicians from a male perspective.
These advertising videos do not deliberately show the professionalism of massage techniques, but are full of small talk between technicians and customers, such as "what zodiac sign are you", "do you have a boyfriend", "young lady, you look so young".
It is worth noting that the latest click on these accounts found that the video content posted by some accounts began to shift to discussing emotional topics with female technicians between massages from a female perspective. However, in the design of the script, the topic also revolves around men.
During the 315 period this year, Dongjiao Daojia was named by the media "Fujian Radio and Television Haibo TV" for "pornography-related" issues. In this regard, Dongjiao Daojia responded that it is a formal platform, and the technicians have been uniformly trained and are not allowed to do anything that violates the platform's regulations, and the technicians involved will be dealt with seriously.
It is understood that since its establishment, under the supervision of market supervision and other relevant departments, the advertising content of Dongjiao Daojia has been revised 4 times, and the title of the technician has also been changed to "physiotherapist", and even invited Zhang Yingying, the world champion of table tennis, as its brand spokesperson to highlight the "healthy background" of its home massage service.
On the one hand, Dongjiao Daojia is still frequently proving that it is a formal, professional and safe O2O platform, so as to take off the colored glasses of netizens. On the other hand, Dongjiao Daojia has indeed stepped on the needs of a group of users and made a lot of money.
The eastern suburbs to the other side of home
According to Bronco Finance, 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.
On the other side of the controversy, in the eyes of some users, the form of "door-to-door massage" in the eastern suburbs not only solves the employment problem of women in the form of gig work, but also does meet the massage needs of some people.
The relationship between Dongjiao Daojia and the technician is a flexible employment partnership, and the technician will take a certain commission from each order completed, and how much the technician earns depends on his personal ability.
Its employees previously revealed in an interview with the media that Dongjiao Daojia would settle the bill half a month and pay to the technician's bank card on the 15th of each month. If it is less than 6,500 yuan, the technician will be divided into 50%, if it is more than 6,500 yuan, the technician will be divided into 55%, if it is more than 9,500 yuan, the technician will be divided into 60%, and if it is more than 14,500 yuan, the technician will be divided into 80%. Newcomers have a "novice period", and they can get 70% of the total transaction amount within 15 days, and they will receive a normal commission after the "novice period".
More than 25,000 contracted technicians, if the annual revenue of this year is to reach 3.8 billion yuan, each technician should create an annual income of more than 150,000 yuan, that is, a monthly income of about 12,600 per month, according to the average customer unit price of 250, each technician needs to receive orders more than 50 times a month.
Some bloggers shared their home-based massage experiences in the eastern suburbs on social media platforms. "The picture is a beautiful sister, and the one who came to the door was an aunt in her forties, wearing the work clothes of the picture, and bringing disposable sheets. ”
The ability to enjoy a massage without leaving the house is worth trying for some massage enthusiasts. However, it needs to be admitted that in addition to massage enthusiasts, there are still some consumers who place orders under the guise of massage and have other intentions.
In the view of Yilan Business, if the eastern suburbs are a pure platform for door-to-door massage, it is naturally "not afraid of shadows". However, the content of its advertising is indeed suspected of attracting reverie by playing a side ball, and this kind of publicity method is easy to give some ulterior motives to take advantage of, and the platform has successfully drained traffic, but it has played a negative role in the personal safety and security of female employees, and it is completely contrary to its propaganda of "speaking for female employment groups".
Correcting the publicity, just for listing compliance?
If you want to go public in the eastern suburbs, you must take off the hat of "pornography".
Huafang Group, which has been subject to administrative penalties for pornography on several occasions, once wrote in the prospectus that "the inappropriate behavior and inappropriate content of the anchor may adversely affect the brand image, business and operating results" and "because it is difficult to control their behavior immediately, individuals or groups may abuse the platform to engage in, among other things, immoral, inappropriate, offensive, fraudulent or illegal activities." Users and Anchors may take words or actions on the Platform that are considered illegal by Chinese laws and regulations."
Huafang Group has twice hit the IPO of the Hong Kong Stock Exchange, but both ended in failure. It was finally successfully launched in December 2022. Less than 4 months after its listing, Huafang Group announced the suspension of trading, and the release of its financial report was delayed, and it has not yet resumed trading.
As long as there is a suspicion of "pornography", it is difficult for the market to be trusted, and it is difficult for capital to invest.
The main body has become Dongjiao Daojia, and the technician has replaced the anchor, which has become the biggest risk factor for Dongjiao Daojia at present.
From the perspective of the platform level of Dongjiao Daojia, many revisions to the promotional copy, removal of sexy pictures of technicians, and the launch of the "report" channel are all measures to try to reduce risks. However, the platform's restriction on the behavior of technicians from the rules is only one aspect, and the service attributes of the door-to-door massage itself determine that it is not easy to completely avoid risks in the eastern suburbs.
At the same time, there is also controversy over the professionalism of technicians in the eastern suburbs.
The HR of Dongjiao Daojia once revealed to the media that Dongjiao Daojia currently does not recruit male technicians, nor does it accept zero-based girls. But if you are young, beautiful, have high emotional intelligence, and really want to work in this industry, you will also accept it.
On the black cat complaint platform, among the more than 100 complaints about Dongjiao Daojia, the most common keyword is "not in accordance with the provisions of the service", for example, the service is not professional enough, and the service time is not enough, which has become the reason why Dongjiao Daojia is criticized.
In the view of One View Business, home massage itself is a business with strong demand. However, as a business model that has only emerged in recent years, there is still too much room for standardization and standardization.
So, will the current capital market tolerate such a track with the hidden danger of "thunderstorm"?