20 14 is recognized as "the first year of crowdfunding". With the rise of internet finance, in less than a year, the "crowdfunding" model has spread all over various fields and become a brand-new financing and management model, and various forms of crowdfunding platforms have sprung up.
With the launch of WeChat version 6.0 on June 10, the WeChat card package business was officially released. Is to provide discount coupons for businesses to eat, drink and have fun. Traditional vouchers, discount coupons, group purchase coupons, gift certificates, air tickets, movie tickets, tickets, membership cards and red envelopes can all be brought into unified management. It is reported that in addition to Gome [Weibo] and other businesses becoming the first batch of card packages, the Beijing Franchise Store Exchange has also become the first institution to introduce crowdfunding into WeChat card packages, which means that consumers can not only enjoy various preferential consumption experiences through WeChat card packages, but also make crowdfunding investments.
20 14 is recognized as "the first year of crowdfunding". With the rise of internet finance, in less than a year, the "crowdfunding" model has spread all over various fields and become a brand-new financing and management model, and various forms of crowdfunding platforms have sprung up. Then, will crowdfunding also change and subvert the traditional marketing industry?
When "crowdfunding" mutates,
On September 22nd, Vanke teamed up with SouFun to launch the first real estate crowdfunding, with an investment of 1 000 yuan and an expected annualized rate of return of not less than 40%. As the first real estate crowdfunding project, Suzhou Vanke City will take out 60% off the housing for crowdfunding fund-raising and house auction. Soon the house will be sold at a 30% discount, and more than 500 investors who participate in crowdfunding investment will get a return on investment of 17%.
It is said that crowdfunding was originally a means for struggling artists to raise funds for artistic creation, but now it has evolved into a channel for start-ups and individuals to win funds for their own projects, and it is also an effective means for pre-project marketing and market testing. Modern crowdfunding refers to issuing fundraising projects and raising funds through the Internet.
"The relevant government departments are very supportive of crowdfunding. On the one hand, they hope to standardize crowdfunding, on the other hand, they give it room for development. Now China is in a good era of crowdfunding. Internet financial innovation has provided new entrepreneurial opportunities for small and micro enterprises and entrepreneurs, which is a bit like the stage of reform and opening up just 30 years ago. " Liu Wenxian, president of Beijing Franchise Exchange, said.
In fact, due to the rapid development of Internet finance in recent years, Internet financial crowdfunding has also pushed opportunities to the market. Brand-new mode, transaction structure and organizational form quickly combine several functions such as investment function, consumption function, sales function, experience function and sharing function, and even combine production and manufacturing, which embodies the sharing and interaction of production, consumption and sales in the Internet society and breaks the previous production and sales.
"Now from 0 to 100, it has been connected together, realizing a multi-level three-dimensional cycle. Different people can participate in different links, some participate in investment, and some participate in sharing, thus changing the production mode, sales mode and financing mode of enterprises, and also changing people's consumption mode and investment mode. " Liu Wenxian told the reporter of China Business News.
With the launch of WeChat card package function, people's interaction and communication methods for advertising, marketing and promotion are also changing. When the publicly raised content is put on the platform of WeChat card package, crowdfunding projects issued by enterprises can use WeChat 600 million groups for investment, experience and consumption. For example, catering enterprises can issue various coupons and crowdfunding projects with the help of card packages. As the first person to eat crabs, Beijing Franchise Exchange will open a crowdfunding platform based on WeChat card package.
Crowdfunding: From Public Welfare to Commerce
August 20 14, the "Ice Bucket Challenge" swept the world, and celebrities from all over the world participated in it. In late August, this activity quickly spread to China, and celebrities in IT and entertainment circles also joined in. The rules of the game are: if you refuse to participate in the ice bucket challenge game, the named person will donate 100 USD to the SLS Association for the Prevention and Treatment of Amyotrophic Lateral Sclerosis.
Although this is just an eye-catching public welfare activity from the outside, its essence is a crowdfunding project, which belongs to public welfare crowdfunding. Liu Wenxian told reporters that at present, crowdfunding is divided into reward crowdfunding, public welfare crowdfunding, debt crowdfunding and equity crowdfunding, and Beijing Franchise Exchange creatively put forward the concept of management rights crowdfunding on the basis of equity crowdfunding.
Reward crowdfunding, as an early form of crowdfunding, mostly appears in the fields of science and technology, patents, art and agricultural products (12. 12, 0.02, 0. 17%). They will repay early investors through pre-sale, group purchase, incentive sale, etc., which may not be money, but may be to buy more favorable products and services. For example, rewarding crowdfunding is mostly used in the field of new technology products, as well as movies and other fields. You can announce the project in advance, and if you are optimistic about its future value, you can participate in crowdfunding investment.
Bond crowdfunding is undoubtedly the fastest growing type of crowdfunding. It uses bonds for crowdfunding. For example, the P2P model is a typical bond crowdfunding model. Many people borrow money from many people and connect many borrowers and borrowers through the Internet information platform. At present, the monthly loan fund of domestic P2P market is 654.38+02 billion yuan.
Equity crowdfunding is the use of equity for crowdfunding, with typical financing and investment functions. The capital exchange launched on September 19 is such a platform with equity financing as its core. Li Junhua, the founder of Capital Exchange, is a venture capitalist. In his view, the scale of investment and financing in the capital market last year was 40 to 50 billion yuan, while the financing demand of enterprises was as high as several trillion yuan, and the gap between supply and demand was huge. Previously, the threshold of venture capital was relatively high, and it was difficult for the venture capital market to meet the financing needs of enterprises. Li Junhua saw this market opportunity and created a crowdfunding platform-Capital Exchange.
To Li Junhua's delight, only one month after the website was launched, four projects successfully raised more than 20 million yuan. However, due to the different provisions of company laws in different countries around the world, equity crowdfunding has been controversial. For example, in China, the company law stipulates that the number of shareholders of a company cannot exceed 200, which means that there are problems such as whether the equity crowdfunding can be publicly offered, the conditions of investors, and filing.
In the equity crowdfunding project of the capital exchange, a way similar to venture capital is adopted. Generally, there will be lead investors and investors, and the number of investors will generally not exceed 10. As an equity investor, you can see the financial report of the project operation regularly, and the information disclosure is more transparent, just like an unlisted online exchange. "Of course, equity crowdfunding is also very complicated. If the supervision is improper, there will be many problems. At present, China is also exploring equity crowdfunding. " Li Junhua said.
Crowdfunding marketing: the touchstone of the market
The magic. Com is a crowdfunding platform that was launched only in June this year, mainly focusing on crowdfunding projects in the field of cultural creation. At present, there are about dozens of successful and ongoing crowdfunding projects on this website, which are basically projects in the fields of games, animation, comics, literature and so on. The crowdfunding projects here are mainly reward projects and public welfare crowdfunding.
For example, as the first crowdfunding model in China, the second I League at Magic Point. Com also adopted crowdfunding to attract players to participate in the competition. The project has received crowdfunding from more than 4,400 people, raising 2 1 1,000 yuan. Crowdfunding funds are also divided into six grades, namely 10 yuan, 1000 yuan, 500 yuan, 1000 yuan, 5,000 yuan, 1000 yuan, and the returns are different, with 654,300 yuan. In the view of the producers of the event, the adoption of crowdfunding can bring more attention and participation to players, and the content of rewards is also closely related to the event.
Huang Shengli, founder and CEO of Magic Point Network, told reporters that the crowdfunding project of Magic Point Network mainly rewards crowdfunding. Crowdfunding projects generally submit crowdfunding projects to Magic Point, and then package crowdfunding. It is necessary to determine the crowdfunding target and crowdfunding time, as well as the level of crowdfunding amount and the return at each level. If there is no crowdfunding success within the specified time, the platform will return the money to the investors.
According to Sun Liang (a pseudonym), the person in charge of Qin Shimingyue, the enterprises or projects that do reward crowdfunding are generally not for money, just like the 3D movie "Dragon Boat Wan Li of Qin Shimingyue" that Qin Shimingyue raised in the magic spot. The real purpose of crowdfunding is not to raise money to make movies, but to carry out marketing and see what fans of the mobile game Qin Shimingyue expect from big movies, and it is also a means of pre-marketing.
"Now crowdfunding is more of a concept and a means of hype. In the early stage of the project, I hope to create a phenomenon that fans are very enthusiastic, but if the expected effect is not achieved, it will be very embarrassing and have an impact on the brand. " Sun Liang said.
In addition, the return on investment of rewarding crowdfunding is generally related to the content of investment projects. Can return products, game equipment, tickets for a game, usually not cash.
Huang Shengli feels that due to the change of media communication mode, the current marketing communication has changed from the previous one-way communication to interactive communication. Every consumer may be a self-media or a producer and disseminator of content. Therefore, for consumers, the boundaries as participants, investors and consumers are more blurred, and many enterprises also hope to enhance users and experience through crowdfunding. To put it more directly, it is to vote on the market reaction of a project in the early stage with RMB.