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Expand multiple businesses and achieve rapid development of high-score answer sheets.

On March 4, the “new infrastructure” plan of the central government to stimulate the economy surfaced. Compared with the “old infrastructure”, the “new infrastructure” is characterized by supporting the construction of related infrastructure for technological innovation and intelligent manufacturing, as well as the short board project for the “old infrastructure”. .eastmoney.com / report / zw_strategy.jshtml? encodeUrl = TSqKFrzFEh0UtIVabX8ccOb4A5zXyWhTFhRV3QX1qoA = “target =” _ blank “> The” new infrastructure “plan is excited, and is expected to have multiple track companies in the IoT industry in the” new Benefit from the “infrastructure” wave.

Despite the “new infrastructure” plan to boost market expectations, looking at the market situation, “Internet of things companies will usher in a big test of management operations and business development this year” has been concluded. How to change the traditional single business model, further expand the business and revenue sources, and adapt to the “new infrastructure” opportunities to rise against the trend, will become an important issue for IoT startups to survive and develop.

Founded in 2007 Elevator scene artificial intelligence and big data service company “New Re-Ling” is a company that has achieved rapid development by expanding multiple business lines. Since After entering the field of elevator Internet of Things in 2014, “New Zailing” started its elevator media and social e-commerce business in 2019. This decision made “New Re-Spirit” buck the trend in March this year and harvested 500 million RMB C ++ round of financing. According to reports, the current valuation of “New Re-Ling” has exceeded 2 billion yuan.

Relying on the elevator control technology at the bottom floor to expand the elevator media market

In the early stage of development, the product of “New Re-Spirit” is “Cloud Ladder Intelligent Security Management System”. Through the sensors and cameras installed in the elevator to collect physical and video data, the “New Re-Living Cloud Elevator” can combine cloud algorithms and models to provide services such as elevator rescue, early warning, elevator behavior management and maintenance management for properties and communities.

“New Zailing” intelligent elevator management system

Equipment laying in the elevator scene is gradually perfected. After further iteration of the algorithm model, “New Re-Ling” launched the elevator media business “Elevator Star” using the elevator scene data interface, relying on its installation in the elevator scene AI cameras and cloud data provide accurate ad placement services for ads.

From the perspective of “New Re-Spirit” Chairman and CEO Hu Yan, “Ladder Star” Turn the elevator into a scene-based digital display space. Relying on the AI ​​camera and cloud data erected in the elevator scene by “ Xin Zailing Cloud Ladder”, the media advertising of “Ladder Star” can reach the same standard as Internet media. Precise delivery, standardized billing, optimized results and transparent monitoring:

• Different from the “no difference” form of elevator advertisement delivery, which improves the “adulteration of thousands of people”. “Elevator Star” can be monitored in real time based on the elevator. Identify the natural attributes (such as gender, age, height, etc.) and appearance attributes of users entering the elevator. (Body shape , dressing, etc.) and superimpose the user’s special behavioral attributes (whether backpacking, pregnant, etc.) to divide user types, combine big data user portraits, and accurately place ads to advertisers ’targeted audiences Achieve “1000 people and 1000 faces” elevator advertising.

• Innovative CPR (Cost Per Reach, sold per thousand impressions) elevator advertising, saving ineffective advertising costs : Change the previous CPD (pay per day), CPW (per week) Charge) In the form of time-of-day exposure charging, “Tianzhixing” launched “time-sharing and segmentation” delivery, and further “Cost Per Reach (selling per thousand exposures)”, and advertising costs are charged based on exposures to increase delivery The granularity of the advertising crowd saves advertising expenditures for customers and improves the efficiency of advertisers’ investment.

• Introduction of exposure bidding and feedback mechanism to improve advertising efficiency : “Star of the Ladder” provides a bidding system for fine-grained and targeted advertising of the target customer group, and allows users to check the publication at any time, modify the delivery mechanism, and update the content of the advertisement in time to further facilitate advertisers Adjust ad serving strategies in a timely manner.

• Open third-party surveillance broadcast company chain data backup to counteract the “fake traffic” of traditional media: “Timing Star” provides advertisers with real-time surveillance data screens to enable advertising The host can trace the monitored photos broadcast each time to ensure the delivery of advertising data is true, monitorable and traceable, providing support for brand assetization.
  

  Hu Zheng introduced that the elevator media delivery service of “Star of the Elevator” relies on the channel and resource advantages of the “New Re-Living Cloud Elevator” and currently covers more than 150,000 elevators in 40 cities across the country. These include 70% residential and 30% commercial. The technical barriers formed by the “new Zailing cloud elevator” in the elevator scene intelligent video recognition core algorithm, PLC anti-interference network transmission technology and artificial intelligence application will continue to serve its elevator media business development and establishment Technical barriers to its smart elevator media.

  The construction of “smart city” under the wave of “new infrastructure” will also promote the market expansion of “new re-spirit”. When the elevator intelligent elevator management system penetrates the city’s streets and alleys, the points of the “ladder star” can also grow simultaneously. Driven by the construction of “smart cities”, “New Resurgence” is expected to cover 100 cities this year. Target coverage is 300,000 points < / span> , layout elevator media business.

  

  Cooperative territory of New Re-Spirit

  At present, “Tianzhixing” has reached strategic cooperation with JD.com and Baidu to explore the marketing feasibility of elevator media as a traffic entrance. The business of “Tianzhixing” will also serve as a strong business growth point to promote the further development of “New Spirit”. According to Hu Yan, in December 2019, the monthly advertising revenue of “Tianzhixing” has exceeded 20 million yuanWith the development of the “smart city” and “elevator media” businesses, the revenue of “New Re-Ling” in 2020 is expected to be 7-8 times that of 2019.

  Turn the elevator screen into a user interface and be optimistic about the traffic business in the elevator scene

  After Ali and Baidu’s unanimous participation in offline elevator media, the “traffic business” in the “elevator scene” has become increasingly hot.

  In Hu Yan’s eyes, the elevator Internet of Things is just the entry point for real estate customers. The future of “New Resurgence” is “expanding the trillion-level community service market”. In the traditional Chinese concept of “distant relatives are inferior to close neighbors”, the “grounded gas” elevator, as an important part of the life of residents, enjoys natural rigidity and trust, and lifts the elevator into a “2C business port”. Extending the direction of multi-business development in the elevator scene has a very high market development prospect. Future expandable scopes include:

  • At the same time as offline traffic ingress and egress, solve marketing pain points. As a traffic entrance, the elevator can combine historical data, LBS positioning and real-time data analysis to provide advertisers with more granular marketing data references, and provide more references for online and offline marketing plans of enterprises Data support. As an export, the elevator as an important offline marketing scenario and display platform can provide new ideas for the company’s ground promotion form, which is expected to solve the marketing pain points that cannot be reached offline.

  • Enable social e-commerce attempts. Relying on the friendly cooperative relationship with real estate developers and developers, “New Re-Ling” can also gather community e-commerce resources to provide new retail services in the community scene. The elevator serves as a traffic entrance, which can assist and promote interactive billing, wake-up grouping, and distribution logistics in the community scene, combined with traditional community activity forms, and promote the new development of community e-commerce.
    

    Hu Yan said that “New Re-Ling” can not only provide “ system and service output”, but also “ scenario business value output” in the elevator scene. As an artificial intelligence company, its development space in the elevator scene may not be limited to elevator safety, elevator media, and community e-commerce.

    In terms of team background, The core backbone of the company is graduated from well-known universities at home and abroad, and has management experience in large enterprises such as Alibaba, Baidu, Huawei, Haikang, etc. It has Hangzhou Binjiang R & D Center, Shanghai National Operation Center, Shanghai R & D Center, Fudan University Joint Laboratory and Nanxun Manufacturing Plant. Shanghai New Star Information Technology Co., Ltd., which is responsible for digital media operations of elevators,26 holding subsidiaries in 20 cities across the country.

    “New Re-Spirit” completed a Series A financing of RMB 50 million in 2015, a Series B financing of RMB 80 million in 2017, and a Series C financing of USD 30 million led by Huiqin Capital in 2018. In 2020, Light Source Capital completed a 500 million RMB C ++ round of financing. At present, enterprises are still open to financing.

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    I’m Cheng Muge. If you are interested in the topics or contact items discussed, you are welcome to communicate, exchange and discuss with me. My WeChat is: ChengYGoo. Please note “Name + Position” when adding.