Per reporter: Wang Fan Per editor: Zhang Haini
Huang Yong, CEO of Electroacoustic Co., Ltd., was at the signing site of the strategic investment. Image source: Provided by the enterprise
On May 14, Electroacoustic Co., Ltd. (300805, SZ) announced the completion of a strategic investment in Beichen Youth (Shenzhen) Education Technology Co., Ltd. (hereinafter referred to as Beichen Youth).
Founded in 2003 and listed on the Growth Enterprise Market in 2019, Electroacoustic Co., Ltd. is an experiential marketing integrated service enterprise dedicated to applying new technological means to the field of marketing. The "Daily Economic News" reporter noted that this investment is the first investment publicly disclosed after the listing of electroacoustic shares. According to the first quarterly report of this year, the long-term equity investment of Electroacoustic Shares increased by about 24.38 million yuan, mainly due to the new investment in Beichen Youth during the reporting period.
The reporter learned that Beichen Youth was founded in 2016, which is a youth culture social platform based on the interest circle layer, and has currently created "YES GO Action", "Interesting Human Lab", "Interesting Human Conference" and other youth community activity IP to meet the needs of young people's offline social, entertainment and self-exploration, and also provide services for more than 200 brands through brand IP linkage, customized whole case planning and execution, community and user operation, content co-creation and other ways.
Electroacoustic co., LTD. said that after this strategic investment, combined with the advantages of Beichen Youth in content and youth mobilization and leadership, as well as the advantages of EAC's national networked operation capabilities and technology-driven scene experience, the two sides will cooperate to explore the ecological closed loop of "touchpoint-content-community-consumption-data". At the same time, Beichen Youth will also deploy core capabilities such as platform construction, high-value content production, community private domain, and user digitization, and build an original youth cultural interest circle platform of China's head from the perspective of content and operation.
At the signing ceremony, Huang Yong, CEO of Electroacoustic Co., Ltd., said in an interview with the "Daily Economic News" reporter: "Affected by the epidemic, the domestic high-net-worth consumer population stays in China, and offline traffic has once again become a value depression. He believes that traffic is still the unchanging marketing core, but unlike the past channel-king and wide-net layout model, the current new traffic model is obtained through live broadcasting, community, private domain user fission, digital public domain traffic procurement, and offline contacts to win with content.
"The trend of integrated marketing industry is changing from channel thinking to content thinking, and marketing content is becoming more IP-oriented, emotional and active. We used to help brands do a lot of marketing activities, are done on the past, next time to start over, and the traffic is smashed with money, lack of good content support, it is difficult to arouse the enthusiasm of young consumers to participate. Huang Yong analyzed.
"Beichen Youth is very good at building each offline activity into a brand, and cultivating KOLs (opinion leaders) in the way of in-depth content operation, to influence many local young people, and get the resonance of value." If we can combine some of their offline IP brands with the brands we are serving and commercialize, the future imagination space is huge. ”
According to the annual report, in the whole year of 2020, Electroacoustic Co., Ltd. achieved operating income of 3.291 billion yuan, an increase of 1.70% year-on-year; achieved a net profit attributable to shareholders of listed companies of 140 million yuan, a year-on-year decline of 36.48%.
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