85% of five-star hotels across the country have chosen “Direct Connect” as their WeChat direct sales partner.
It was learned that the digital marketing service provider “Direct Pass ” has completed 50 million US dollars in D round of financing, this round is led by Yuanjing Capital, CCYT Hongqi Fund jointly led the investment, Qiyuan Investment Axiom Asia, Sequoia Capital China Fund, Shunwei Capital, and Yijing Capital followed the investment, and Light Source Capital served as the exclusive financial advisor. According to the introduction,this round of financing funds will be mainly used for technology iteration innovation and business Extension.
Previously, “Direct Travel” has completed multiple rounds of financing, and historical investors also includeElong, Gobi Ventures, IDG Capital, Lightspeed China, etc.
“Direct Travel” was established in 2014. is a digital marketing service provider of “transactional SaaS + services”, mainly helping Gaoxing hotels and scenic spots in the WeChat ecosystem Open an official outlet store to gain customers efficiently.
Gaoxing hotels and scenic spots are facing pain points such as difficulty in acquiring customers and high costs, unsound sales channels and membership systems, asymmetry in consumer demand and supply information, and low sales efficiency of employees, and “Direct Pass” provides them with products online A comprehensive digital marketing plan that integrates marketing, online marketing, online payment, and online service.
Founder Liu Huaxiang introduced that the marketing services provided by “Direct Travel” can be divided into three directions: First, the optimization of offline sales efficiency and targeting The client management team provides tools and data support; the second is to help in Douyin, Alipay and other new traffic platforms Acquiring customers; the third is to dig out user value, and increase the repurchase rate and the growth of new users through the operation of private domain traffic.
The number of customers served by “Direct Passenger Express” is relatively large, with annual revenue generally exceeding 20 million. Currently, “Direct Travel” has served more than 17,000 hotels and scenic spots across the country,including Li Scarlton, St. Regis, Waldorf Astoria, Park Hyatt, InterContinental, Marriott, Hilton, Grand Hyatt, etc. Now, “Direct Passenger Express” is gradually expanding the types of customers around local life.
Speaking of the impact of this year’s epidemic, Liu Hua said that there will be some challenges in the travel industry in the short term, but in the long run, it will be positive, which will make Gaoxing Hotel And scenic spots further embrace digital marketing.
According to the information provided by the team, 85% of five-star hotels across the country have chosen “Direct Travel” as their WeChat direct sales partner. Currently “The official WeChat monthly transaction volume of the partners of Straight Passenger Pass exceeds 700 million yuan, and the total number of official WeChat fans is nearly 100 million. And the company’s goal is to reach 100 billion annual transactions on the official WeChat of partners by 2025.
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“Direct Travel” is headquartered in Beijing, has established more than 40 offices across the country, and has a technical and operational service team of hundreds of people.
Liu Yiran, a partner of Fang Yuanjing Capital, the lead investor of this round, said that in the context of various industries emphasizing deep cultivation of traffic and digital marketing, the “Direct Travel” team relies on a deep understanding of the hotel industry and excellent SaaS product knowledge. , To create an integrated solution covering the entire domain and service scenarios to meet the growing digital demand for hotels to control “direct guests” and private domain operating traffic.
Liu Guangming, a partner of CYTS Hongqi Fund, the co-lead investor of this round, said that in the past few years, “Direct Travel” has become the most popular WeChat direct sales partner in the high-star hotel and scenic area industry, and is gradually becoming a wine Infrastructure for digital marketing in tourism and scenic areas. Highly recognize the founding team’s ability in product innovation and business scale, and hope that in the future “Direct Passenger Communication” can create greater value for the industry.
Cheng Tian, a partner of Shunwei Capital, said that he is very happy to see that Zhiketong is gradually becoming an industry leader that empowers direct sales of life service companies. Shunwei Capital is very optimistic about the dividend opportunities based on the WeChat ecosystem, and expects “Direct Pass” under the leadership of the founding team to continue to maintain the advantages of offline operations and online traffic acquisition, and bring more efficient integrated digital marketing to the industry Program.
Li Zhengwei, vice president of Light Source Capital, said that based on decentralizationThe number of social and private domain traffic, through digital upgrades, empowers small and medium businesses to flourish in various industries. In just a few years, “Direct Travel” quickly monopolized the high-star hotel and scenic spot market and became the absolute number one, creating the strongest diversified product matrix and offline service system, and building a strong product and service barrier . We are optimistic about the innovation and execution power of the “Direct Pass” team, and look forward to the company becoming a billion-dollar player in the field of digital marketing in the local life field as soon as possible.