The wave of digital digitalization is turbulent, will "digital big data" be the next super unicorn?

· ️ Deep Life Original · Author ｜ Xiao Zhuo

When it comes to investment and financing in the first -level market, practitioners will have a high probability of complex expression this year.

The industry is not as hot as before: it is not easy for institutions to raise funds, and good projects are not as much as before. In the past few years, the popular new consumption and semiconductor tracks are not hot this year. The star project is also difficult. The valuation of KLARNA in Sweden has shrunk by nearly 90 %, and the global capital market financing is the same as this.

The first -level market pressure is high, and the industry has even circulated a paragraph for investors to transfer to takeaway. But is the opportunity really exhausted?

In fact, it is not, but now you need to change your mind and find the direction that fits more about China's development environment and the general trend.

When the domestic Internet was just emerging, investment in the first -level market often followed overseas. But today, different from the past, the US market is chasing Web 3.0, while the keywords in the domestic macro direction are: physical development, digital economy, stabilization of market entities, and high -quality transformation of industries.

The summary of this in the industry is that China and the United States' first -level market investment have differentiated, reflected in Shihe and Xiangxu.

In recent years, due to various reasons, the real economy has been impacted to varying degrees, but chain and store expansion are still a must -choose action of offline real economy.

According to the financial report, 117 net stores in Tai Ercana fish in 2021, Nai Xue's tea in the first half of 2022, 248 newly added Hyonama, and Ruixing Coffee in the second quarter Laibu plans to expand 100 stores this year.

On the one hand, the demand for continuous expansion of the real economy is facing the current uncertain factors. The operator urgently needs to find the way of digital transformation, especially the "opening" link that is very important for a store.

In 2021, the Hai -Lian Announcement showed that some stores did not reach one of the reasons for the fact that the site selection was mistakenly selected; He Guangqi, the founder of Laibubu, also said that some stores had location errors, which led to losses. The location of the restaurant will adopt a more scientific site selection system.

Although the demand for digital opening stores is huge, there are very few companies that can provide services. According to the iResearch report, the digitalization of offline real economy is mainly concentrated in the operating stage, such as cashier, membership system, supply chain, etc. Digitalization during the opening stage is only 25%. Market demand is getting hotter and huge market space. This is the soil of the next super unicorned beast. In the field of physical digitalization, finding a blank market, and finding the long -term direction with high ceilings, we can still find the "blue ocean opportunity".

Build the largest offline commercial database and span the threshold for commercial use of big data

Digital opening store opening is not only digitalization such as store opening process and asset management. The most important thing is based on offline big data, combining the operation of its own stores with the business district data, and providing scientific decision -making and guidance for opening store opening. Foreign chain companies such as KFC, McDonald's, Starbucks have their own digital store opening systems.

However, as a domestic market in the initial stage, individuals and small and medium -sized enterprises are still the main body of the market. How to use offline business big data to meet the needs of digital opening of these enterprises? This is like a "oil field" to be developed. It requires commercial big data companies to provide corresponding services to minimize this blue ocean market. However, there is a corresponding threshold for mining "oil fields". From the difficulty of data collection, the analysis of data model analysis to the common use of data, the commercialization of offline commercial big data not only has many thresholds, but also is very high.

Threshold 1: Data collection difficult

At present, there are very few important reasons for big data companies in offline real economy is that the difficulty and data volume of offline commercial economy are difficult to collect and accumulate. This is a huge project in itself, let alone have enough scale and fineness. The digitalization with insufficient fineness may cause misjudgment.

Threshold 2: Insufficient capabilities of big data forming standardized products are insufficient.

At present, because the digital management of Chinese enterprises is not high, the service needs of domestic enterprises are very different, and more customized, especially in the field of big data. This directly leads to the failure to expand scale and increase profit margins, how to refine commonality and solve differentiality, which is extremely testing the company's product capabilities and industry insights.

Threshold three: Company's data analysis and mining ability.

Obtaining massive offline data is the first step. Subsequent cleaning, optimization and integration requires enterprises to invest a lot of time and energy. From obtaining sufficient data to accurately expressing offline real worlds with data, this is separated by thousands of grooves, which is extremely tested by the company's technical hard power.

Each threshold corresponds to a lot of time, technology and industrial insights. Due to difficulty, the enlistment is widow.

However, it is more valuable that it is difficult to do. It is difficult to copy, it has extremely high thresholds, and is in line with the scarcity of pursuit in investment. Second, it is difficult to do it also corresponding to the blue ocean, which is in line with the considerable growth space pursuing in investment. The third point is also the most critical point. This is the typical format of the depth of data value to benefit the entity, which is in line with the current trend of investment.

In this "difficult" thing, a company has been working for seven years. This company is called "Digital Big Data". It was founded in 2015. It is a big data technology company dedicated to building a global data world and focusing on digital opening scenes. Corresponding to the "three thresholds" mentioned above, the digital has achieved "three leaps".

After seven years, the data of 686 cities and counties, 500,000 commercial paving information, more than 350,000 brand data, 8000+ mall data, 500 million+grid data, etc. have built China's largest offline commercial database. While having massive data, the digital advantage is obvious in terms of data fineness. Traditional LBS generally achieves positioning accuracy of level 5 or 6, and level 6 corresponds to a area and a street. The positioning accuracy of the digital position is 8 levels, and the positioning of a certain building, a certain floor, and a certain shop is rare in the industry.

At the same time, the data collection method of overseas companies is a self -operated team, but the labor cost of the self -operated model is relatively high. Digital has accumulated many years of operating experience. It uses self -employed+spiritual workers/crowdsourcing models. While standardized production data, it can also obtain gross profit margins better than overseas comparison companies. Essence

Based on massive and fine data, "Digital Big Data" is desensitized for data, established a complete database, and continuously polished the AI ​​algorithm model in combination with industrial experience and customer practice. Provide two standardized digital opening digital products -the "upper staff" of the individual and small and medium businesses of the service offline and the "digital extension cloud" for chain -oriented companies

Standardized products focus on digital opening scene scenes

The two products launched by Digital are based on standardized and productive focus on digital store opening. Digital decision -making support for comprehensive services such as decoration and recruitment. At present, there are more than 5 million users and more than 600,000 monthly active users. At present, the order volume of "upper staff" has reached more than 300,000 times, many of which are query orders many times.

The "Digital Top Store Cloud" aims to provide a "highly standardized, productized" digital extension product tool for chain brands. Relying on the "big data+algorithm", "Digital Pioneer Cloud" provides offline chain companies with digitalization of digitalization, data selection data, intelligent, and standardized digital store opening tools+management systems for offline chains, thereby helping chain companies to realize store opening Digital upgrades, reduce the risk of opening store opening, improve large -scale store opening, and join the development efficiency.

According to the "deep ring", a well-known catering brand, after using the "Digital Explorer Cloud", the efficiency of the extension increased from 50-60 to 100-120/month. Both have achieved standardization and standardization.

From the digital product structure and customer distribution, it can be seen that it does not rely on a large customer, and the product covers large and medium -sized customers. This structure not only avoids the risk of relying on large customers, but also comprehensively meets the digital transformation needs of the enterprise.

The product structure advantage with a clear level is also reflected in the company's financial health -at the income end, digital high -customer unit price products for large customers, and products for small and medium customers have gathered enough customers, and as customers are customers, and as customers are customers, as customers are customers The development of the development can also be able to convert it from "upper staff" to "digital extension cloud".

Customer renewal rate is a typical pain point for Company to B. On this issue, because the "opening of the store" itself is continuous demand, and digital has established cooperation with large customers in different industries. Large customers need to consider the cost of data migration. Renewal is expected to be optimistic. The "upper staff" of small and medium -sized businesses is also more than 40%.

At the cost side, the cost level, in view of the "digital big data" has won the industry benchmark customers, forming a brand effect in the industry, it can expect that its market expansion costs are controllable. LTV/CAC (total value of life cycle/customer acquisition cost) is expected further optimization.

In general, the track where the "Digital Big Data" is in the blue ocean is now. Now, the track has ushered in a rising period, while the digital business model is established, the financial model is healthy, and the space is considerable. Essence From the perspective of growth, scarcity, and health, digital is all high -quality targets.

The certainty and imagination of digital big data

Of course, in addition to the "certainty" of growth, investment in the first -level market is still a place that pays attention to "imagination space".

We can calculate the number of stores that need to open a year in the year, the digital investment related to it, and how many market spaces in the industry still have to penetrate, how much these spaces correspond to the scale of income, but this is not the whole story.

"Imagination space" is not to tell stories out of thin air. The imagination space of "Digital Big Data" comes from overseas comparable companies and the company's exploration.

Founded in 1987, Costar is the largest commercial real estate industry data provider and research company in the United States. The similarity of the company and the "digital big data" lies in: both business is based on offline geographical big data, and Costar's core product is the proprietary commercial real estate information database established through more than 30 years. The database covers a key U.S. city Almost all shops and office buildings include leasing, sales, tenants, demand statistics, and digital images.

At present, Costar has established a variety of product matrices including real estate information platform, trading information platform, tenant information platform, asset management tools, risk management tools, and data analysis tools, serving multiple areas of information, analysis and marketing, and this Get multiple levels of income. From the database to the rich product matrix, the development of Costar does not happen overnight, which involves more than 30 years of data collection, technology research and development, business integration and external acquisitions. Continuous business expansion and market deepening have enabled Costar's big data capabilities to be nurtured, and the company has obtained the company's difficult business model and data barriers.

Costar's product income status Source: Costar 20121 annual report

In the development path of Costar, there are many parts available for "digital big data". Whether it is the vertical and horizontal expansion of the business, or the self -enhancement of the company's data capabilities.

On the other side of the ocean, Costar has proved the value of offline commercial big data on the B -end market and the capital market with continuously growing performance and stock price. At present, the market value of Costar is around $ 30 billion. Market analysis believes that under the premise of nearly 20%of Costar's income growth over the years, the company's valuation still has a rise range.

COSTAR's stock price trend. Source: Seeking Alpha

In September 2021, the "Digital Big Data" completed the C -round C financing. Investors include Bo Famous Capital, Xin Henglida, Mileal Capital. Financing.

Luo Yan, the founding partner of Capital, believes that attaching importance to the development of the real economy is a major strategic and policy orientation of China's economic development. In recent years, the offline real economy has been affected to varying degrees, helping offline companies to accelerate digital transformation. "Digital big data" uses the direction of big data to serve the real economy to conform to the current development trend of economic and social.

According to the "deep sound" understanding, in the future, while continuously consolidating the digital opening scene, "Digital Big Data" will also expand multiple offline business scenarios to provide more users with big data business decision -making services. The

Relying on big data assessment, scientific analysis and evaluation of government business districts and plots, assisting the government to make decisions on land value and investment promotion; use data to help the government achieve digital governance and scientific decision -making; The commercial value, flow of people, and audience types make big data assessment to make offline placement more accurate.

The possibilities of various business development and business are based on the same foundation. Digital digital digitization of offline economic and commercial space, constantly accumulating digital precipitation of offline commercial migration and the preferences of offline consumption of user groups. Big data assets.

Looking back at the past, when humans first used oil and electricity, they did not expect that these two things would bring tremendous changes to the world. Today, the industry's use of "data" is still in its infancy, especially in the "data empowerment entity", there are still many changes worth looking forward to. For several big data that continues to focus on and has the first advantage, everything has just begun.

For physical operators, this is a large ship that must be boarded. For investors, this is a certain investment opportunity.

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