AI standardized emotional services: Taohe Psychology completes angel round financing

36Kr learned that Taohu Xinli, a brand focusing on the emotional health and well - being consumption of young people, recently completed an angel round of financing of 10 million RMB. The investor is Xihong Investment. The funds from this round of financing will be mainly used for platform and product expansion, brand and market growth, team building, and operational reserves.

Taohu Xinli was established in 2023, focusing on the actual needs of young urban Chinese in intimate relationships, emotional distress, and self - growth. In the long - term development process of the emotional service industry, there have been common problems such as a high degree of service dependence on personal experience, uncontrollable delivery results, and high user trust costs, which have restricted the large - scale development of the industry. Especially in the traditional model dominated by counseling and coaching, service quality is often strongly tied to individual abilities, making it difficult to replicate and form a stable user experience.

In response to the above pain points, Taohu Xinli chose to start from systematization and productization. It disassembled the originally highly "human - centered" emotional service process into standardized modules and reorganized them through technological means, thereby reducing the service's dependence on individual experience. This concept has also become an important basis for differentiating it from traditional emotional service institutions.

Combining Psychological Methods with AI to Promote the Productization of Emotional Services

In terms of specific approaches, Taohu Xinli does not position itself as a single psychological counseling platform. Instead, it builds a three - layer product structure around "content - service - product". Its business forms cover emotional counseling services, online courses, and emotional peripheral products, meeting the diverse needs of users from cognition, intervention to long - term companionship through products at different levels.

At the service delivery level, Taohu Xinli has established a standardized service process and a dual - tutor supervision system. Combined with self - developed counseling templates and an AI - assisted system, it conducts structured management of key nodes in the counseling process. The core of this model is to transform mature psychological methodologies into reusable service processes, thereby improving delivery stability and optimizing the labor cost structure while ensuring basic service quality.

From the perspective of business validation, Taohu Xinli has completed early - stage validation on e - commerce platforms such as Taobao and JD.com. It has achieved zero - negative - review operations for two consecutive years and ranked among the top in its category. Currently, the monthly sales of the platform are stably in the tens of thousands of yuan, and it has achieved profitability, indicating the feasibility of its productization path at the business level.

Targeting Young People and Entering the Rapidly Growing Emotional Consumption Market

From the perspective of the market environment, with the increase in per capita GDP and the change in consumption structure, consumption related to emotions and well - being is gradually transforming from a hidden demand into an explicit market. Public data shows that the scale of China's emotional consumption market is about 96 billion yuan and maintains a relatively high growth rate. However, this market has long been characterized by scattered supply and uneven service quality. Users often face high information asymmetry and decision - making costs when choosing services.

Taohu Xinli's target users are mainly young people in first - tier, second - tier, and new first - tier cities. This group has clear needs in romantic relationships, emotional management, and self - growth. They are also more likely to accept online and productized service forms. By combining emotional services with content and products, the platform aims to increase the lifetime value of users and build a more sustainable consumption relationship beyond single - service interactions.

In terms of the team, Taohu Xinli is composed of members with experience in finance, e - commerce platform operation, and the emotional service industry. The founder, Yang Hua, has a background in finance and 15 years of experience in e - commerce platform operation. He has managed category - leading projects with an annual GMV exceeding 400 million yuan and has long - term practical experience in platform operation, user conversion, and business model construction. He said that the core of emotional services lies not in short - term traffic acquisition but in the establishment of long - term trust relationships. The accumulation of systematic capabilities will be a key factor determining the future direction of the industry.

From the investor's perspective, Xihong Investment said that it is optimistic about Taohu Xinli's approach of entering the emotional service market through "productization and systematization" in the well - being economy track. In its view, as emotional consumption continues to upgrade, platforms that can achieve service standardization and large - scale replication are expected to form stronger competitive advantages during industry integration.

In the process of the emotional service industry's transformation from being "driven by individual experience" to being "driven by systematic capabilities", Taohu Xinli is trying to explore a sustainable commercial path based on psychological methods and technological tools. With the completion of this round of financing, the project will enter the stage of strengthening platform capabilities and expanding the market. Whether its model can be replicated on a larger scale remains to be further observed.