Why did Fan Weifeng vote in Chengdu?

One month, Wang Hong was late for an important meeting.

After 10 minutes, she hurried off the bus and rushed to the coffee shop to meet Fan Weifeng, the founder of Gaochun Capital, who is known as the "Chief of Staff of New Media".

That coffee shop is not far from Wang Hong's house, so she didn't drive or take a taxi. She thought the bus stopped just in time, but she was caught in a traffic jam.

"Teacher Fan arrived early that day. At that time, I felt particularly embarrassed, but he kindly said nothing. Sit down and have some coffee. "

"After talking for less than twenty minutes, he decided to vote for me."

"Investors look at people from different angles. Later, I asked Teacher Fan why he was willing to vote for me. "

Soon after, Wang Hong set up the official account of Chengdu local WeChat "Mancheng", and received an investment of 2 million angel rounds. The only investor in this round was Zhang Gao Capital.

Jianghu title: Manchengdu (ID: Man _ Chengdu)

WeChat official account profile: Deeply feel the temperament of this city and explore what makes people feel really happy in Chengdu.

Operation time: 20 16 1 month.

Number of vermicelli: 15w

▲ Wang Hong, founder of Mancheng.

Dialogue with Wang Hong, founder of Mancheng Metropolis

Investors' special perspective on entrepreneurs

1, the beginning and end of the implementation of "Mancheng" Angel Wheel

Wang Hong thought, "So soon! Does he know me? How did you decide so quickly? "

Fan Weifeng's reason is very unexpected: because you just said that the reason for being late is to take the bus. From this detail, I can feel that you are a hard-working and practical person.

Wang Hong used to do fashion business in paper media, and was in charge of business layout in a local media in Chengdu. The opportunity to meet Fan Weifeng was also highly recommended by my good friend Zeng (co-founder/chief operating officer of Jiantu Travel).

"Someone to see investors, may drive a car, or how to decorate. But I told the truth, the reason why I was late was to take the bus. " But this truth dispelled investors' concerns about her petty bourgeoisie.

"I didn't expect him to see a person from this aspect, so I also admire Teacher Fan's vision."

Since 2000, Fan Weifeng has been engaged in the operation and research of newspapers, magazines, television, radio, internet and other media in traditional media 15, and successively served as a reporter, editor, director of new media business department and director of strategic investment ... At the end of 2065,438+05, he left Securities Times and formally established Zhang Gao Capital.

Zhang Gao Capital is a professional new media fund, and its funders include the core leaders in China's Internet and financial industries.

He said: I have 300 million, as long as you have a good idea!

An arrow pierced the clouds, and a thousand troops came to meet.

Fan Weifeng once said that investment should not only invest money. "The style of our fund investment is really different from that of many funds. When we invest in new media, we almost start a business together. "

It is not so much looking at the project as he is looking at people. As Sun Tzu said in The Art of War, wisdom is smart, faith is honest, benevolence is responsible and good at sharing, courage is brave, and strictness is strict with self-discipline.

According to Southern Weekend's recent report "Why is an official WeChat account valued at hundreds of millions?", Zhang Gao Capital's first fund has invested in 25 new media projects since its establishment nearly nine months ago, most of which are angel projects. Most of the founders of the projects invested have worked in traditional media, and can assume the dual responsibilities of editor-in-chief and general manager at the same time.

This simple girl has more than ten years of experience in traditional media. According to her, she used to be a reporter, manager and editor of two largest and most influential newspapers in Chengdu.

"On the other hand, Teacher Fan also had the idea of investing in local numbers at that time, but he never found anyone who knew both the media and the business."

The city is full of official WeChat accounts for the whole country and even the whole world, telling about Chengdu's urban culture and life.

Its brief introduction to WeChat official account is-"Deeply feel the temperament of this city and explore what is a truly happy life in Chengdu."

"When I talked with Teacher Fan, I talked about what I think is the lifestyle of Chengdu. He thinks that I know more about life in Chengdu, and I am a native and know more about the local culture. "

Wang Hong took Fan Weifeng to Fang Shuijing.

"I said there are many places worth seeing in Chengdu. I chose the location of Fang Shuijing and invited him to go with me. When I went, I told the history I knew there. "

"Then he felt that I knew Chengdu very well and knew the history of Chengdu very well. I also told him that I lived here when I was young and often played by the river. I could feel that I loved this place from the bottom of my heart. There is also this factor. "

Besides traditional media people and local people, Wang Hong himself is actually a "little celebrity on the Internet".

"My personal ID is Jinshan mother, because my son's name is Jinshan. I have more than 10,000 personal fans, all of which I accumulated when I made that number. They are all very iron. "

On 20 14, she made a number in the form of a reality show, and created a local WeChat in Chengdu-the writing method of WeChat official account:

When she goes to a store to buy things, she will tell everyone which stores are on sale and which stores are good, and then recommend them to everyone.

"I insist on getting up at six o'clock every morning for 365 days to cook for my son and try my best to make him gain weight. I have been like this since my son was five years old in May last year, until my son is six years old this year. "

Many media came to interview her, and everyone thought that Jinshan mother was a very inspirational image. Ikea also sponsored all the tableware after reading it.

"Now many mothers are also my good friends. We usually organize some mothers' parties to discuss the methods of taking care of the baby and talk about life. Everyone is particularly willing to participate, so I am very experienced in mobilizing the enthusiasm of fans. "

Q 1: How many fans are there now?

Wang Hong: 65,438+500,000.

Q2: What is the content characteristic of Manchester City that distinguishes it from other places?

Wang Hong: Most of the life of the city service number revolves around eating, drinking and having fun. So at that time, our position was to be a high-quality content about the city, not a content with strong marketing color. The original intention is to make content an important entrance for traffic.

Write about Chengdu culture, those interesting things about Chengdu people. For example, if you write about a restaurant, others may write about how delicious and oily the food in this restaurant is, but we will be the owner of this restaurant, or invite a chef to tell his story and feelings, and others will think that our writing is different.

At first, some people would say that our content was too cold and ungrounded, so we adjusted it in time, and now it is extended to write about people, events and scenery, including workplace, tourism, education and the recommendation of parents and children's various lifestyles.

Q3: Can you introduce the core team of Manchester City?

Wang Hong: There are seven people in the content team now. The core team is mainly senior journalists and American editors from local magazines in Chengdu, at least media people who have worked for more than five years. For example, our editor-in-chief and chief reporter can be said to be one of the few people in Chengdu who write great articles. Of course, there are also places that need creativity, so I added fresh blood to the post-90 s. For example, the photographer is a returnee who graduated from ETPA Photography Institute in Toulouse, France. The idea is very unique. Let's do it together.

▲ "Top left: founder Wang Hong, bottom left: lead writer Shen Yunya, top right: chief photographer Qi Feixiang, bottom right: editor-in-chief Zhang Wei.

Q4: How much does an advertisement charge at present? Where does the main profit come from?

Wang Hong: Our advertising fee in Chengdu is on the high side, 50,000 yuan each.

Mainly, we will provide some services that marketing accounts cannot provide, including planning and the planning and execution of the whole case. Moreover, we will never send the copies directly brought by our customers. It must be a project that our editors have experienced and think is really good before they do it.

On the other hand, this price is also to resist some advertisements that we don't want to receive. If you agree with Chengdu, then our price is very high and everyone thinks it is worth doing.

"A new way to play city numbers"

2. Create a service package for urban life experience.

"As a city number, the city's gameplay is unique and can be a new direction."

As Fan Weifeng said, if the local life number can get through the upstream and downstream, it can break through the limitations to the greatest extent.

"Manchengdu" launched the new concept of "Urban Life Experience Guide", focusing on consumption upgrading and quality life experience, and providing fans with various services of Chengdu life. However, the way of this experience must have been screened in Chengdu.

First, do word of mouth through high-quality content. In fact, we refused to advertise at first. These things are all discovered by ourselves, and the audience will find that we speak really well. After this trust is established, others will think that you are trustworthy, and then you will recommend ways to experience services and products, and everyone will pay the bill.

The first way to play is to use the media to guide, plan and execute offline businesses.

"We will cooperate with many businesses and ask them to provide some free experience activities, which are of a public welfare nature from the beginning. For example, we have done a large-scale parent-child activity before, and more than 500 people signed up that day. "

After the user experience, he feels very good and will buy the service for the second time. However, Mancheng itself does not emphasize buying, and strives to make fans "what you see is what you get" through content, and operate completely from the standpoint of fans.

"We will provide you with many choices, that is, our third-party cooperation, at least for the first time. I will bring my users to the enterprise, and then if there is a second purchase, if we introduce it, there may be a cooperative share.

Now the retail industry is not easy to do, so through such an entrance, it can not only play a propaganda role, but also play a real role in draining sales. Merchants are willing. "

In addition, the city also has planning attributes:

"We have signed an annual agreement with the enterprise, even a monthly service agreement. In the whole project implementation process, we deeply participated in the implementation of pre-planning, promotion, landing activities and various services provided by merchants. Because our team can not only present the best quality content, but also have very strong execution ability. The most important thing is that we can bring opportunities for businesses to realize cash. Why not cooperate with us? "

▲ More than 500 families participated in the offline activities held in Chengdu for half a year.

The second way of playing is: service package for C-end users.

I also have a service package that can be provided to guests. If we implement the offline activities of the unit group and experience it for free, we will package and sell this lifestyle to you, and you can experience it directly according to the menu and venue I gave you.

For example, how to spend 200 yuan in Chengdu, where to eat, where to drink tea and where to listen to concerts? A single project may require 200 yuan, but if we recommend the product package, the experience is not only original, but also the most affordable.

The third way to play is to deeply experience the life of "others" by reporting special people.

We have reported many different people, and these people are all awesome. For example, we used to be explorers, and he was an explorer selected by National Geographic magazine.

We made an appointment with many people for their first media interview. We will ask him to share it with our fans, so that our fans can feel what the life of people with different lifestyles is like.

▲ The picture is from Chengdu.

For example, we reported on a director in Chengdu before. Won the gold medal of independent director in several international film festivals, and will be specially shown for his independent films.

Including a label producer who has worked with many international rock bands. He is a foreigner who has lived in Chengdu for many years and will have interesting and in-depth cooperation with the whole city.

We will introduce such cooperation offline and let more people experience it.

Many people didn't know that this kind of thing could be involved in this circle before. Now, after being sent out through the platform in Chengdu, there are more things that people could not touch in previous lives. We present it to him and provide it to him. Because these unique resources are firmly grasped by us.

The complete life experience in Chengdu in the future may be like this:

When you come to Chengdu, you can't just go to Emei Mountain and Qingcheng Mountain.

I will tell you that in Chengdu, there is a small street, and there is time in the afternoon. When you sit there and drink a bowl of tea, you can feel a comfortable and leisurely state in Chengdu. Then I'll tell you, after drinking tea, you turn a corner and there is a noodle restaurant nearby where you can eat authentic noodles. Live like a real Chengdu person. I like the life you feel in Chengdu and feel its more diverse and inclusive side.

▲ The picture is from Chengdu.

In fact, in Wang Hong's plan, lifestyle is not a functional word.

Mancheng presents a specific way of life through interviews with characters, such as the report on explorer Liu Yong. This carefully prepared role content push is free, but soon, Liu Yong will be able to take readers in Chengdu to experience adventurous life and go to the most extreme places. This is personalized travel customization.

In the future, there will be columns stripped from Chengdu, participating in offline transformation, and gradually making the lifestyle advocated by Chengdu seriously vertical and deep into real life.

From angel to pre-A round

3. In development ......

It's been nearly nine months since angel round financing. At present, the city is preparing for the Pre-A round of financing, with a valuation of 50 million and an estimated financing of 4-6 million. There are already some institutions in negotiation.

Q5: Angel's financing is mainly used to form a team and do some basic content work. If Pre-A financing is carried out, where is it mainly used?

Wang Hong: The first is to expand the team.

First, it mainly supports offline activities.

Our culture and art category is a big category, and then I will divide it into different projects and find different project leaders.

The second is to recruit video production teams.

We will make a plan for all enterprises. If we outsource cooperation for a long time, first of all, our communication will have a lot of time cost and communication cost. If such a team is established, we can mobilize any video demand. And we plan together and do it together, including the later stage. This piece is just what we need, so the investment will be great.

Question 6: When will the Pre-A Plan start?

Wang Hong: We are negotiating with several financial institutions. We are also investigating, and we want to make things more solid first, so that investors have more confidence.

Wang Hong said that this may be a local number, which is not only applicable to local residents in Chengdu.

"We will see many overseas Chengdu people leave messages in the background saying: Ah, I miss Chengdu so much, I miss my hometown so much, and I really want to come back.

We will see many friends who have never been to Chengdu. After meeting them, they said that they really wanted to go to Chengdu and couldn't wait to buy a plane ticket to Chengdu tomorrow.

In Wang Hong's view, this is not just an official WeChat account, or an entrepreneurial project based on it.

Her idea is still very simple: "I have done something that is very responsible and dignified as a Chengdu person.

Let local people live a more comfortable life, make homesick Chengdu wanderers feel at home, attract friends from all directions to Chengdu, and pass on Chengdu's culture and life to people all over the country and even the world. "

Dialogue with Fan Weifeng, founder of Gaochun Capital

4. What kind of local number has more investment prospects?

▲ Fan Weifeng, founder of Gaochun Capital, angel investor of Mancheng.

For example, Fan Weifeng mentioned three values in Ten Lectures on New Media: information value, trust value and aesthetic value.

What kind of local number has more investment prospects? Why did the first city invested by Gaochun Capital choose Chengdu from the media?

Fan Weifeng, founder of Gaochun Capital, told Muddy Water about his views on local investment.

Muddy water: Why did you choose Chengdu as the first investment location?

Fan Weifeng: Chengdu is a very special city, a unique city that combines life and work, history and modernity, and cities and mountains and rivers. "The window contains autumn snow in Xiling" is life and feelings, and "boating in Wu Dong and Wan Li" is a career and fame. I think the first urban new media invested by Zhang Gao Capital is "Mancheng", which has both accidental opportunities and inevitable metaphors.

Muddy water: What kind of local number has more investment prospects in the future?

Fan Weifeng: Like the whole city, it can really lead the consumption upgrade, not just release promotional information; People who can meet spiritual and material needs at the same time are not only satisfied with vanity and vulgar world; It will not only create the ultimate toC content, but also engage in in in-depth toB service management.

Everyone is from the media. We are committed to becoming the most professional self-media service platform.