Obtained The Strategic Investment Of UFIDA Industrial Fund, And Advanced Technology To Explore Intelligent Marketing Market

Recently, Jiahe technology, an advertising technology enterprise, announced that it had completed nearly 100 million yuan round B financing, which was led by UFIDA investment fund and followed by Chengzhi venture capital. This financing will be mainly used for scientific research investment, talent introduction and accelerating the product upgrading of intelligent flow management.

It is understood that Jiahe technology was founded in 2014. In 2016, the company obtained a round of investment from Huaying capital and Shuzhi craftsmen. With the goal of digital channel management and intelligent flow value promotion, the company helps business owners and agents to improve marketing efficiency and quality by providing one-stop intelligent marketing platform.

At present, Jiahe has made continuous efforts in the research and development direction of global marketing management and application platform. Its reach Max traffic management platform has handled more than 70 billion traffic requests every day, and the number of independent users has reached more than 500 million.

Starting from the segmentation of industry head customers, prove the business value of the system

How does Jiahe technology help business owners improve marketing efficiency? In an interview with 21st century economic report, Yin Zijie, founder and CEO of Jiahe Technology Co., Ltd., cited a simple example. For example, business owners launch media in traditional ways, hoping that each media delivery can cover a certain number of target audiences. However, in the actual operation process, the audience faced by different media is overlapped. Some audiences may have seen the advertising information twice, but some audiences have not.

Through the reach Max system of Jiahe technology, each exposure request of each media will be sent to the platform at the speed of milliseconds, and the platform will determine whether the exposure is needed. This can better reach more audiences. Of course, there are many ways to improve the value of enterprises through the promotion of digital marketing.

In terms of market development, Yin Zijie said that the company's strategy is to find top customers in the subdivided industries and set the industry benchmark. At the same time, it also helps agency partners serve more customers. At present, Jiahe's customers have covered more than ten industries, such as FMCG, 3C, automobile and cosmetics, including many industry benchmarks and fortune 500 enterprises, such as P & G in daily chemical industry, L'Oreal in beauty industry, Coca Cola in food and beverage industry, and SAIC-GM in automobile industry.

"As long as enterprises have the need of traffic management and meticulous communication management with consumers, there is a demand for our business. From the business level, the more competitive industries, the more urgent needs we have. Therefore, in the first three years, we were mainly customers in the FMCG industry, then in the consumer durables industry, real estate and banking customers. " He said.

Generally speaking, 2b service companies often choose between major customers or long tail customers. Large customers can bring large enough order amount, but they often have customized demand, which requires the company to invest more manpower to service. The number of long tail customers is large, the order amount is small, and the payment ability is weak, but the customization demand is usually small, which is conducive to the large-scale application of the company's products.

Why does Jiahe technology mainly serve medium and large customers rather than long tail customers? Yin Zijie explained to the 21st century economic report that, first of all, Jiahe technology is upgrading its business form. The original advertising is the attribute of purchasing resources, but now it is not only purchasing resources, but also needs to manage the purchased resources systematically and upgrade the business form. From this perspective, the service of large customers can form a benchmark demonstration effect, proving the value of Jiahe technology.

Second, from the perspective of professionalism, large and medium-sized customers not only bring a large amount of orders, but also have higher professionalism, which can reduce communication costs. For long tail customers, Yin Zijie believes that the small amount of orders does not mean that there is less customized demand. Many long tail customers don't even have a department dedicated to this business, so they need to start this field from the beginning. This will not be a waste of energy for Jiahe technology and the enterprise itself.

As a result, Jiahe technology currently serves more medium and large customers, but does not regard long tail customers as the main target customer group. At present, the total number of customers of Jiahe technology is not large, only about dozens. However, customers have a high renewal rate, such as Procter & Gamble, L'Oreal and other customers. Jiahe has served for four or five years.

Strategic investors enter the market, seize the digital opportunity and seize the market quickly

In 2016, Jiahe technology obtained a round of investment from Huaying capital and digital smart craftsmen. Yin Zijie disclosed that 2016 is a key time node in the company's development process. Since its establishment in 2014, the company has successively served L'Oreal, Nestle and other companies in 2015, proving the rationality of the company's value and mode in the industry. 2016 is the process of rapid market expansion. Jiahe technology hopes to increase its capital reserve in the process of rapid development, so it has accepted the investment of Huaying capital and digital intelligence craftsmen.

"Both institutions have helped us a lot," Yin said. For example, Huaying capital has invested in 2B and 2C fields, and Jiahe technology has also contacted many new consumption and new Guochao companies through Huaying capital to understand what their marketing needs are, which brings a good and irreplaceable perspective to the company. In addition, Huaying capital's understanding of the industry development pattern also helps Jiahe's development, helping the company grasp the pace and time point of market upgrading.

The new business was not opened immediately after a round of financing and deep digging. This year, more and more customers begin to demand intelligent marketing because of the epidemic situation. Realizing that this is an opportunity for market expansion, Yin Zijie quickly launched round B financing.

"From a to round B four years later, our business value has been greatly improved." Yin Zijie said. In 2016, the value of a-round and technology launch was mainly enlarged. But now, it's not only the advertising department that communicates with science and technology, but marketing data is getting through with the business system of the enterprise, bringing transaction value.

The investors of round B financing, UFIDA investment fund and Chengzhi venture capital, are not venture capital institutions in the traditional sense. This investment can also be said to be a strategic investment.

UFIDA Industry Investment Fund said: the advertising marketing budget accounts for the highest proportion in the whole market budget. If we keep up with foreign countries, programmed advertising has become a trend, and there will be more advertising budget in the future.

This not only makes the service of Party B and the business model of party a better. Jiahe has also set foot in some new businesses this year, such as: flow management, quality and efficiency linkage, etc. Jiahe team's experience and foundation in the field of advertising and traffic management, combined with the excellent algorithm ability of the platform, make its long-term cooperation with the industry's leading customers sticky.

Enterprises need a third-party management platform. UFIDA's BiP is the infrastructure of enterprise business innovation, supporting partner business applications. The two companies can have good synergy here. At present, the two companies have better prospects for customers in various fields, such as customers, customers and so on.

Chengzhi venture capital said that since its establishment, Jiahe has adhered to the mode of charging pure technical service fees. Compared with other agents, it ensures the objectivity and transparency of services, and keeps the interests of advertisers and customers consistent. In recent years, Jiahe has accumulated a large number of high-quality head brand advertisers, and continues to take the lead in the subdivision field, which is also an objective proof of the market's recognition of this model.