36Kr Exclusive | Collaborating with Tencent to Seize the Emerging Track: Jingxiang Technology Completes Pre-A Round of Financing

Text by | Dried Fruit

Editor | Liu Shiwu

36Kr learned that Jingxiang Technology (Hangzhou) Co., Ltd. (hereinafter referred to as "Jingxiang Technology") has recently completed a Pre-A round of financing worth tens of millions of yuan, led by Anhui Jinpu Digital Innovation Strategic New Fund, and the transaction was completed in June.

Founded in 2023, Jingxiang Technology is a full-space intelligent technology service provider for offline esports. Through digital and intelligent empowerment, traffic empowerment, and esports content empowerment, the company helps offline esports scenarios reduce costs and increase efficiency, and creates an offline esports space full of ultimate experiences and immersive enjoyment for esports enthusiasts.

It is worth mentioning that Jingxiang Technology also signed a contract with Tencent Esports in January last year and became an important ecological partner of the latter. The two parties jointly started to build the offline community dynamics of Tencent's IPs. At present, they have built Tencent Esports Experience Halls in many places in China and established the domestic mid - to high - end esports brand "Jingsheng Hotel x Tencent Esports".

Esports is an emerging and cutting - edge form of entertainment and has now developed into a major mainstream cultural industry, covering multiple dimensions such as competitions, business, tourism, and intelligent scenarios.

Considering the downward trend of the market economy, esports with lower consumption is more likely to become users' preferred choice. For example, compared with bars and KTVs, Internet cafes can provide a longer and more high - end emotional experience at a similar price.

Take esports hotels as an example. In the early days, esports hotels were more like an upgrade of Internet cafe private rooms, aiming to provide users with a more comfortable and diverse competitive environment. In recent years, the possibilities offered by esports hotels have also increased. For example, some traditional hotels have started to introduce esports room types.

On the basis of experiencing standard and professional hotel services, users also have more entertainment options in the hotel. More importantly, this is a business model of "more quantity without extra price". It can be predicted how users will choose at a similar price. Of course, considering users' sensitivity to price, currently esports hotels are more suitable for the user group of mid - to high - end hotels.

On this basis, esports hotels can also cooperate with other user behavior scenarios. Xie Qidong, the founder of Jingxiang Technology, calls it "bringing lifestyle into the hotel".

This is especially obvious in the "esports + tourism" field. In November last year, they cooperated with Changbaishan Wanda Tourism Resort to create a model room for 10 esports hotel rooms. "The business was very good, and basically all the rooms were sold out." The Changbaishan Resort is located on the mountain with poor signal. In the past, users had nothing to do at night after returning to the hotel from skiing. The services such as games and movies provided by esports hotels just filled this demand gap.

In addition, Jingxiang Technology can also build scenario - based e - commerce based on offline scenarios. For example, they have held national competitions in the lobbies of some large hotels or arranged some match - watching activities. Subsequently, they also plan to set up experience - oriented guide desks in the lobbies of relevant hotels to sell a variety of peripherals, target this group of vertical users, and further meet consumers' more needs for offline esports scenarios.

After this round of financing, the company will focus on projects such as AI technology R & D, channel construction, and large - scale brand implementation to accelerate the construction of a new paradigm for offline esports spaces. Based on the business situation, they are also continuously seeking suitable merger and acquisition opportunities.

This article is from the WeChat official account "36Kr Games".