Darwin Marketing sells integrated digital marketing solutions to brand marketers. While historically we have been and remain partner friendly, over time 95% of our business comes via direct sales or our website. We do retain a network of agency resellers with whom we will partner on high profile, innovative projects. To date, we have attracted over 500 direct brand clients in China including Sephora, Gucci, Fonterra, CITIBANK, FRISO, Apple, Cisco and large, local players such as China Mobile, Tencent, Huatai, etc. We previously raised an angel financing round of US$0.5 million in 2007 and a US$2.0 million Series A round in 2008. We are looking at potential acquisition partners that can help us scale up our presence in China and abroad.
China’s e-commerce, digital media and advertising opportunity is a fast-growing, multi-billion dollar market with a high degree of unique local media and channel giants (Baidu, Tencent, Alibaba vs. Google, Facebook, Amazon) as its most outstanding characteristic. High barriers to entry include regulatory restrictions and highly capitalized/dynamic local players (i.e. Tencent’sWeixin = 500M+ users ＜ 2 years, Alibaba = 70% of ECOM in ’13) who dominate the market.
We have built our core solution and capabilities for the China mainland market, where we believe the biggest growth opportunity will be for brands over the next 10 to 15 years. Leveraging 10+ years of experience building relationships with and developing optimized campaigns across China’s unique local media/sales platforms, our time tested, data-driven optimization process and creative problem solving approach for brand and agency partner relationships continues to drive 1) increased brand awareness/affinity, 2) cost-effective growth of their CRM database or user registrations and/or 3) drive ROI-based online sales that meet or exceed brands’ KPIs.
We believe in order to be successful it is critical for a solution to (1) target a mix of new market entrants to the China market as well as globally reaching brands and agency partners as target customers (since the majority of brand marketers’ media decisions are agency-led) and (2) gain extensive cross industry knowledge know-how to deeply understand clients’ specific pain points and business correlated objectives which we can be closely aligned with; 3) use our vast China market expertise, and more specifically timely understanding of local market dynamics, to create new value for brand marketers and differentiate us from our competitors.
In addition to growing our business locally with a strong team of China-based brand decision makers, we aim to grow our reach overseas via partnerships that provide China market entry strategy and full-service digital marketing solutions for international brands (i.e. Invisalign, Fitbit, etc.) in order to help these brands and/or their international agencies overcome traditional China problems of language and local digital market understanding.
Based on our strong market reputation in China, we also plan to grow our business with China’s brands going global (Alibaba, Tencent, Huawei, Xiaomi, etc.) with an overseas local presence and/or network of partnerships that includes strong local language and local digital marketing capabilities in Europe, the United States and Australia/New Zealand.
達聞營銷致力于為品牌提供整合數字營銷解決方案。我們95%以上的業務都是服務直接客戶，但我們同時也與合作伙伴/代理商在高端、創新型項目上展開合作。迄今為止，我們已經為超過500家國際、國內知名企業提供專業服務，其中包括絲芙蘭、古馳、恒天然、花旗銀行、美素佳兒、蘋果、思科、中國移動、騰訊、華泰等。我們在2007年完成了50萬美元的天使融資，2008年完成了200萬美元的A輪融資。目前，我們正在尋求潛在的收購伙伴，以期幫助擴大我們在國內外的業務。
中國的電子商務、數字媒體和廣告業是一個正在迅速發展的價值數十億美元的市場，其最顯著的特點是大量有特色的本土（百度、騰訊、阿里巴巴）與國際（谷歌、Facebook、亞馬遜）大型媒體和渠道共存。進入市場的主要障礙包括法規限制及占據市場主導地位、資金雄厚、充滿活力的本土企業（如騰訊的微信 2年之內擁有超過5億用戶，阿里巴巴13年內占據70%的電子商務市場）。
我們已針對中國大陸市場構建了我們的核心解決方案和能力，我們認為未來10到15年將是眾多品牌在中國大陸市場的最佳發展時機。經過10余年的發展，達聞為品牌和代理商提供久經考驗的數據驅動型優化流程，以及創新性解決方案，持續不斷地推進1）品牌知名度/影響力，2）以更低的價格獲得高質量的潛在用戶，完善CRM數據庫，增加用戶注冊量，以及3）促進基于ROI的在線銷售達到或超過品牌關鍵績效指標。
我們認為，要使一項解決方案獲得成功，重點在于（1）鎖定以下三類客戶群：新進入中國市場的品牌+旨在進軍國際化市場的品牌+品牌的代理商（因為大多數品牌方的媒體采購以代理為主導）；（2）獲取廣泛的跨行業知識和專業技術信息，深入了解客戶所面臨的挑戰和業務相關的目標，從而調整解決方案；（3）利用我們在中國市場所積累的專業知識和對市場趨勢的深入洞察，為品牌提供差異化價值。
除了不斷發展壯大我們的本土業務外，我們還計劃通過合作伙伴發展海外業務，為國際品牌（如Invisalign、Fitbit等）提供市場準入策略和數字營銷解決方案的整套服務，幫助這些品牌和其國際代理機構克服語言和本土數字市場理解等問題。
基于在中國市場獲得的良好聲譽，我們還計劃加大海外投資，積極拓展與當地營銷機構的合作（包括在歐洲、美國、澳大利亞/新西蘭當地擁有語言和數字營銷能力的公司），更好地為走向國際化的中國品牌（阿里巴巴、騰訊、華為、小米等）提供服務。
