36 Krypton learned, conversion space (Shanghai) e-commerce company limited (hereinafter referred to as "conversion mall") recently announced the completion of tens of millions of yuan B + round of financing.
Data show that "conversion mall" is headquartered in Shanghai, launched in 2018. 2018 to 2021, "conversion mall" completed five rounds of financing in succession, including Pleasant Capital, GSR Ventures, Matrix Partners China, Jinxi Ventures, and many other investment institutions to participate in, showing that investors are optimistic about the development of "conversion mall".
In the new battlefield of catering retailing in the post-epidemic era, "Conversion Mall" is a marketing empowerment platform that focuses on helping catering enterprises to enhance marketing growth with a mall system, integrating the supply chain of over 10,000 branded commodities for catering enterprises and embedding them seamlessly into the SaaS side of the catering brand, so that the traditional catering brand can plug in the wings of e-commerce on a large scale, help catering enterprises to play with the group purchase of the private area, and achieve the growth of the turnover of the shops. At the same time, catering enterprises use the rich supply chain of "Conversion Mall" to encourage in-store consumption and enhance the growth of recharge, points, private domain membership and other new ways of playing, which opens up the way of useful exploration for the development of catering brands in the new era.
Chen Bin, founder and CEO of "Conversion Mall", introduced to 36 Krypton, "We use high-frequency and self-flowing products to pull customers to consume in front of the way, which makes people comment that we are the catering version of 'Pinduoduo'. Solid supply chain depth, efficient technical service speed, intimate private domain operation width, contributing to a three-way win-win situation for catering enterprises, customers and brand manufacturers." Exploring the business model, "Conversion Mall" takes catering shops as the core scene, providing a series of incremental services such as customer acquisition for catering brands and shops on the one hand; on the other hand, it provides consumers with tangible price benefits; meanwhile, vendors' consumer goods also find a new way out in this scene.
According to retail show，customers to catering shops to consume, can directly scan the code to buy "meal coupons", "conversion mall" relying on its own rich supply chain, through the catering SaaS series of functions, with the help of "meal coupon gift", so that the smooth flow of commodities to the customer; for the customer, through the For the customers, through the catering consumption can be directly given the goods they need, convenient and affordable.
A chain of restaurant boss analysis, according to the catering scene consumption logic, customers when the meal consumption away from the shop, the next time when to shop re-purchase is not known, a customer re-purchase 7 times a year even if it is a high-quality loyal fans. However, the scene to join the "conversion mall", customers in the choice of catering consumption also lock the goods needed for life, high-frequency goods to achieve the customer left the shop the next day to generate new orders. The good consumption experience makes customers generate the expectation of next purchase.
"Conversion Mall" puts forward the slogan of "home shopping to buy meal coupons, preferred products do not cost", the introduction of the "meal coupons" can be used in a number of scenarios to provide customers with affordable, convenient way to help shops to make private marketing to form a closed loop and continue the trend of customers to continue to repurchase new orders. The trend of customers continuing to repurchase new orders.
In terms of realisation, the "gift with coupon" model is embedded into the SaaS side of the catering brand in various ways, and the rich supply chain of "Conversion Mall" is characterised by "high quality and affordable price", which makes it easier for catering enterprises to select products for marketing, and the fulfilment of commodity orders and express delivery are completed by "Conversion Mall" in one-stop. The fulfilment and delivery of product orders will be completed by "Conversion Mall" in one-stop. In another way, mini convenience stores are implanted in catering shops, so that customers can redeem their favourite products after dining and consuming. Either way, the shop can obtain higher revenue at the same promotional cost, achieve customer retention, and increase the frequency of customer visits to the shop.
According to retail show， "Conversion Mall" meets the customers and consumers in pursuit of cost-effective at the same time, help the chain of food and beverage enterprises operating income increased significantly, in the "Conversion Mall" help, many restaurant brands chain shops to achieve a significant increase in operating income. Look at the "conversion mall" "combat data" - large Chinese brand "Shanghai people" of Shanghai Zhongshan Park shop, a single shop selling coupons amounted to more than 3.7 million yuan; the restaurant brand "Zhouyu Hot Pot" Longming Road shop, a single shop selling coupons amounting to more than 2 million yuan; well-known chain restaurant brand "Yang Guofu spicy hot pot" Shanghai Jinhang City shop, a single shop selling coupons amounting to 600,000 yuan.
According to retail show，the idea of "conversion" is to benefit the catering enterprises, customers and brand manufacturers at the same time, to create a closed-loop transaction of online and offline linkage, and to create a new ecology of locking customers in shops and shipping goods. Unlike the traditional single "discount" "full reduction" strategy, "conversion mall" will brand suppliers into the chain of shop consumption to complete a model of innovation, and show the future development of this model incremental prospects, since 2018, has successfully completed six rounds of financing. has successfully completed six rounds of financing.
Source:36氪