Go to the desert hiking stargazing, go to the grassland and mountain trail running, outdoor sports, extreme sports in foreign countries have a long history, in China has gradually started, but also let the related entrepreneurial projects received the attention of capital.
36Kr learned that the outdoor experiential event service platform "Taoye Outdoor" received a pre-b round of financing of 40 million yuan in November, led by Tuniu Strategy and followed by Zhengwei Culture. Previously, the project received a round of financing of 10 million yuan from Huagai Capital in April 2017 and a round of financing of 10 million yuan from Zero2IPO in December of the same year. Up to now, the project has accumulated 3 rounds of financing in 18 months, with a total financing amount of 60 million yuan.
Founded in 2008, Taoye Outdoor is a head outdoor sports platform with an earliest start and a large scale of operation in China. At present, the classic routes include 9 major routes such as Hulunbuir Grassland, Kubuqi Desert, Dunhuang Silk Road, Lijiang Tea Horse Ancient Road, and Taiwan's Splendid Treasure Island. Through the construction of operator channels and the construction of camps, the non-standard outdoor experience has been standardized and scaled, and so far it has served 100,000 users (counting a total of about 200,000 users who punch in daily), and the partners include hundreds of business schools, associations and educational institutions such as practitioners and edp alliances of China Business School. This year, it plans to expand overseas to open up antarctic and Kilimanjaro routes.
Due to the greater difficulty of obtaining customers, the high unit price of customers and the high threshold for decision-making, in addition to the core products, Taoye Outdoor has also set up drainage products with relatively low unit prices. And in terms of customer acquisition, from direct 2c to b2b2c.
The unit price of Taoye outdoor customers is about 10,000 yuan, but a single person participating in the activity, in addition to buying outdoor travel route products of 10,000 yuan, at least thousands of yuan in transportation costs, outdoor equipment about 10,000 yuan, and the physical fitness requirements are relatively high, it is difficult to directly form a transaction on the Internet. Therefore, it is necessary to divert the flow of the product "City Pull", which is 299 yuan and includes running shoe equipment, bonus rewards and so on. According to Wu Dasheng, founder & ceo of Taoye Outdoor, the conversion rate from drainage products to high-end single products is 10-20%.
Secondly, The Taoye outdoor platform has opened a "crowdfunding" model since 2015. It is convenient for participants to invite relatives and friends to crowdfund their outdoor trips. On the one hand, this can solve the financial problems of the contestants, on the other hand, it is also an effective way to brand communication, fission, lock customers in advance, and prevent "chargeback behavior". It is understood that basically 1 crowdfunding user can bring 2 new users, but there is also the problem of low repurchase (after all, it is impossible to repeatedly ask relatives and friends to crowdfund for their own travel).
Specific to the high-tech single product, Taoye Outdoor currently has 4 major business lines, including:
To c's brand events, four or five events are held every year, the itinerary is mainly from the 9 major routes selected routes, do 4 days 3 nights 108 km trail running or hiking. Users are mainly from online promotions, as well as more than 30 offline city operation centers to expand customer channels. Among them, the customer source from the latter accounts for a relatively large proportion, these operation centers are mainly some small b training institutions, outward training companies, travel agencies, etc., can accurately reach the local source of customers, lack of differentiated sports travel products, so and Taoye outdoor cooperation, the two according to a certain proportion of sales share.
To b's customized competitions, so far, Taoye Outdoor has cooperated with hundreds of business schools, associations, institutions, enterprises, etc., to do micro-customization or customized activities on the quality development of its employees/community members.
The strongest team to serve the high-end team building projects of the company's internal employees.
The event factory does the planning, execution, service and security of the event for Taoye Outdoor and other cooperative institutions in the whole industry. Temporary buildings were built at the event venue to provide basic camp services such as catering, accommodation, medical treatment, and rescue for the event.
In addition to planning and organizing activities, supporting medical staff, team leaders, rescue vehicles, medical testing equipment, etc. are also very important. This is also one of the reasons why the threshold for outdoor sports platforms is high and there are relatively few entrepreneurial projects. Compared with competitors, Taoye Outdoor said that holding events in no man's land and around scenic spots is mainly to obtain exclusive resources from local governments and management agencies, and has accumulated relatively rich experience in event execution and talent reserves in the past ten years.
Last year, Taoye Outdoor acquired an Internet team, through wearable devices such as smart bracelets, as well as back-end data systems, to do refined operations such as customer acquisition, retention, and user information. From the perspective of social scenes, in the future, teammates can be selected through intelligent systems, and social products of elite white-collar circles can be made around the natural environment and sports scenes.
The project currently has three major revenue methods, the application fee for travel products accounts for more than 90% of the total revenue, in addition to sports equipment and advertising revenue. It is reported that Taoye Outdoor expects annual revenue of more than 100 million yuan in 2018, with hundreds of participants in a single game and revenue in the order of tens of millions of yuan.
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Note: I am 36 Krypton Mo Xiaoli, pay attention to the new things in the field of entertainment and consumption, exchange can add WeChat spontaneous-literary, please note the name, company, position.