Based on the value of “consumption power”, build a community of consumer partners.
It is learned that the tokenized partner social e-commerce black gold commune has completed 10 million yuan in angel financing. The investors are Zhiping Capital, Gangshi Capital and Blue Star Capital. It is reported that this round of financing funds will be used to improve the supply chain system and business development.
Heijin Commune was established in April 2019, and the e-commerce platform was officially launched in November. The biggest feature of the Black Gold Commune is to define “consumption power” as a contribution. The platform estimates the consumption power of users and shares the platform’s growth dividend based on its contribution value.
Specifically, whenever a user makes a purchase on the platform, consumers, recommenders, suppliers, platforms, etc. will get black gold. Black gold is the user’s assets. The amount of black gold represents the user’s partnership share, and the platform’s dividends, commissions, industry development, and rule making, etc. are allocated according to the black gold share, as well as the excessive dividends for platform development.
Different from the previous “points”, black gold has several characteristics: limited total amount, immutable, and transparent and equal access mechanism to ensure the value and credibility of black gold. And this can be done because the Black Gold Commune combines the blockchain token economic system: The Black Gold Commune’s token is Black Gold, and one consumption is one mining, as the rights carrier of consumption power in the Black Gold Commune. Black Gold is technically and ecologically supported by the United Commercial Community Foundation of Singapore, with a total of 1 billion grams. Community voting is required for additional issuance.
Black Gold Commune APP
To sum up, Black Gold Commune has built a community of consumer partners by taking “consumption power” as its value basis. The founder Zhang Zhuohan told that the reason for adopting this kind of accumulative equity is that the team believes that consumer power is real productivity, and contributors to consumer power should receive corresponding value returns, and only treat the majority of users as a community of interests, not service and With the opposite relationship being served, as the progressive value of the user’s equity increases, the user’s loyalty to the platform will increase.
However, when the platform distributes profits to community users, where does the platform’s profit point come from? In this regard, Zhang Zhuohan said that the Black Gold Commune is also a super user on this platform. As a community builder, as the user and transaction size grow, the platform will also get the fair share of its own, just like consumers and promoters. Black gold and redProfit.
In addition to the black gold, the platform also designed gamification games such as food coupons and gold coins. Black gold determines the daily dividend amount of users, while food coupons can directly buy things, and gold coins can be withdrawn. When the user’s black gold accumulates to a certain level, the right to allocate community resources can be obtained—the platform gives certain operating rights to those who are capable, thereby strengthening the user’s sense of ownership.
Heijin Commune is mainly targeted at the urban population in Tier 2-5 cities. Although they are in sinking markets, they have a strong consumption power. Compared with other distribution or group-type social e-commerce companies, the Heijing Commune has a slightly different mechanism design: the platform adopts an open system, that is, no threshold is set for users, no shopping gifts and no recommendation code are required, as long as it is consumed on the platform You can become a member and adopt a set of interest balance mechanism to ensure the benefits of the small B population.
The reason for this setting is that Heijing Commune hopes to solve a problem of current social e-commerce: most of them are positioned as paid membership small B entrepreneurial platforms, and 10% of small B users earn 90% of the revenue, small B The main benefit depends on the number of subordinates that develop, and the scale of the platform’s users in this model is easy to encounter the ceiling, pure consumer perception is weak, and there is a large compliance risk.
Heijin Commune is positioned to empower and stimulate consumption itself. It calculates revenue based on consumption rather than the number of heads. There is no threshold to allow small C users with pure consumption to complete the upgrade through consumption. The advantage of this is that the C-end users that can be attracted are a larger group, and the threshold is lower. The fission will be faster; second, the platform strengthens its consumer image and avoids the traditional social e-commerce membership fee compliance risk.
The platform has been online for more than a month, attracting more than 20,000 users naturally, with more than 40% retention in 7 days, daily active users accounting for 40%, and user repurchase rate of 70%. At present, several WeChat teams with hundreds of thousands of users have joined the Black Gold Commune, and the company will further strengthen the community communication and promotion.
In terms of supply chain, Heijing Commune focuses on the most high-frequency boutique home department stores, and currently has more than 4,000 SKUs. However, the advantage of the team is more inclined to the front-end operations and the market. The supply chain will be an important part of the team’s next polishing. As with the existing social e-commerce platforms, when the number of users has accumulated to a certain scale, Heijing Commune will also develop explosive models around users and launch its own brands. It will also open invitations to qualified merchants to join Heijin Alliance to become ecological contributors and benefits. Sub recipe.
Haijin Commune is headquartered in Hangzhou. The team currently has more than 30 people. The founder Zhang Zhuohan is a former partner of Zhiping Capital. He has 9 years of experience in consumer and blockchain investment. He has been involved in investing in multiple transaction projects. The operating partner Zhou Wanchao is a founding member and former operation director of Global Catcher. Member system and business school system; technical partner Phillip has worked as a system engineer at Microsoft and Google, and has many years of experience in SaaS platform architecture and blockchain public chain development; other core members come from Ali and NetEaseKoala, Century Lianhua and other companies.