188bet sports betting EASY Group announced the completion of a new round of financing led by Haitong International，Yiqiu Capital serves as the exclusive financial advisor。Previously，188bet sports betting EASY has also received millions of dollars in financing led by PAGODA International。

TRAVEL EASY Group (hereinafter referred to as "TE") is a European shopping service company that focuses on precise traffic diversion and electronic 188bet sports betting。

Company born amid slowing economic growth in the Eurozone、In the context of weak growth in local shopping consumption - according to Deloitte report，The economic setback in Europe has caused some large 188bet sports betting retailers to perform poorly，Top 250 188bet sports betting retailers’ revenue share increased from 39 in just ten years.4% down to 33.8%。

On the one hand, the 188bet sports betting retail industry is suffering setbacks，Other side，The purchasing power of Chinese tourists is becoming a major driving force for 188bet sports betting retail growth。Data display，2018，Chinese people’s total tourism consumption in Europe is approximately 150 billion yuan (19.6 billion euros)，More than 50% of them are local shopping in Europe。

Serving 188bet sports betting local retailers，Help its marketing to acquire customers and get Chinese traffic、Achieve sales growth，Use China’s purchasing power and technological power to promote the reform of the 188bet sports betting retail industry，This is the opportunity TE sees。

Help 188bet sports betting retailers “bring goods”

Compared to the rise of domestic new retail，188bet sports betting retailers are suffering from declining spending power at home，But lacks the gameplay of "bringing goods"，There are three conversion dilemmas between the needs of merchants and tourists:

1、188bet sports betting retail format is more traditional: mobile penetration rate is low、Low electronic level， Not adapted to the usage habits of Chinese tourists；

2、Lack of centralized customer acquisition channels: Although the government’s high 188bet sports betting rebate policy helps European retailers attract European tourists to shop in stores，But the existing customer acquisition channels are too scattered，There is still a gap between the huge traffic pool of Chinese users and the final conversion to the store，Merchant doesn’t know where to get customers、How to get customers；

3、Low conversion rate to the store: In addition to traditional leading retailers, they have sufficient experience in receiving tourists，Other long-tail retail companies are receiving Chinese tourists、Inexperienced in personalized sales，Even if traffic is obtained，The conversion rate is not high。

Therefore，TE starts with the issues of customer acquisition channels and customer acquisition conversion，Helping 188bet sports betting local retailers solve the problem of "bringing goods":

Customer acquisition channel: TE has reached cooperation with the leading outbound travel group，Help them optimize their travel and shopping routes，Introducing its annual 2 million outbound tourists in group tours to cooperative 188bet sports betting merchants，Achieving precise traffic diversion。

Also，TE also connects 20,000 independent tour guides，Pass the highest 188bet sports betting and product shopping guide service (B2B2C)，Introducing long-tail tourists with independent tour guides to cooperative European merchants。On this basis，TE also works with independent travel platform、Overseas life service platform cooperation，Covering the independent travel market。TE name，Currently, it can attract 3 million people to the store every year for retailers。

Customer acquisition conversion: through the maximum amount of 188bet sports betting (up to a 188bet sports betting of more than 20%)，TE can effectively attract users to purchase in stores，Improve visitor shopping conversion rate。

European 188bet sports betting is an industry that has been around for more than 30 years，There are also leading companies Global Blue and Premier Tax Free occupying 80% of the traditional market share。But the traditional method has low 188bet sports betting (low amount received)、The 188bet sports betting procedures are complicated、Easy to lose orders、Pain points such as not being digitized。

In terms of the small 188bet sports betting ratio，The 188bet sports betting policy provided by the European government is to refund about 20% of the value-added tax on goods，Traditional 188bet sports betting companies often only give users around 10%，The remaining tax becomes the handling fee charged by the 188bet sports betting company。But TE hopes to help merchants acquire customers at favorable prices，So on the 188bet sports betting service，The maximum amount of tax will be returned to tourists，Achieving better promotional results。

The reason why we can achieve the highest 188bet sports betting，Because TE adopts the "electronic 188bet sports betting" method，Greatly saves the company’s operating costs。

Customer-oriented，TE provides Chinese tourists with a 188bet sports betting mini program "Refund Duoduo" - after tourists register and generate their own "electronic 188bet sports betting card"，You can scan the QR code to register at TE’s partner retail merchants，And there is no need to return the paper 188bet sports betting form at the airport when leaving the country，Just send the documents to TE’s domestic company when you return to China，Just wait for the 188bet sports betting to arrive。

Compared with the traditional 188bet sports betting process，TE electronic 188bet sports betting eliminates the need for users to manually fill in information repeatedly in the store、And the time spent waiting in line at the airport for 188bet sports betting，It also greatly reduces the risk of losing orders。

For merchants，TE provides management tools for merchants，Enables the 188bet sports betting process to be connected with the merchant’s retail system。Also，TE has also managed to connect with the customs digital system on the back end，And connect with the tax systems of European countries，Providing tax information to various countries online。

The advantage of electronic 188bet sports betting is that it can greatly reduce the company’s operating costs，Compare a set of data: manually review paper documents，An auditor at a traditional 188bet sports betting company can only process 40 tax forms a day，After TE digitizes the process，Can review 8,000 tax forms in one day，The difference between labor cost and efficiency is 200 times。This is why TE can return high tax rebate discounts to users。

Solved the problem of front-end traffic source and conversion，Next step，188bet sports betting’s plan is to help businesses revitalize their supply chains、Solving the problem of destocking，188bet sports betting’s ultimate goal，It makes purchasing power and products more directly connected。

This business has greater room for imagination，188bet sports betting is currently testing e-commerce in the industry。Since about 50% of the purchases made by tourists going to Europe are planned purchases (for example, they have already decided which big brands they want to buy before going)、Luxury goods)，188bet sports betting can collect feedback on passengers’ shopping plans to merchants before travel (similar to “pre-sale”)，To help merchants establish a supply system that combines offline and online services，Achieving “duty-free” goods circulation within Europe，At the same time, it also solves tourists’ shopping needs of “where to buy” and “can’t buy”。

After entering the supply chain，What TE wants to do in the future is to provide cross-border e-commerce services，Direct connection to 188bet sports betting products and purchasing、Delivery expert、Vertical e-commerce、Cross-border e-commerce and other shopping channels，Connecting 188bet sports betting retail merchants with China’s purchasing power，And use big data capabilities to help merchants with dynamic inventory management and distribution。

Value depression in overseas battlefields

At the moment when the traffic dividend disappears，There are fewer and fewer platform-based opportunities for Internet entrepreneurship in China。But if you set your sights overseas，The unicorn company Klook was born 188bet sports betting cross-border tourism track in 2018，and SoftBank 4..4 billion in GetYourGuide，Outside the main battlefield，There are still valuable areas to be found。

188bet sports betting and shopping is undoubtedly one of the low points。According to Nielsen data，188bet sports betting retail will become a large market of RMB 580 billion in 2020。As reported by CBO，Period 2017-2020，The proportion of duty-free sales in the Asia-Pacific region to the global total will increase from 45% to 53%，We can also see the enthusiasm of users in the Asia-Pacific region for duty-free shopping。

Although it is a blue ocean market，But as a new entrant in the market，188bet sports betting still faces competition on two fronts:

First, competition from traditional European 188bet sports betting companies Global Blue and Premier Tax Free；

The second is a start-up company targeting the Chinese 188bet sports betting travel market like TE，For example, what 36Kr once reportedWevat, EasyEuro, etc.

As mentioned above, compared with traditional 188bet sports betting companies，TE believes that its competitive barrier is the 3 million group tour and independent travel traffic in China，And electronic Internet play。

Compared to other startups，TE believes that barriers to competition come from the understanding of fiscal and taxation laws in the 188bet sports betting market，Whether it is possible to obtain relevant licenses，And the ability to ensure service compliance。

Yang Yang has 16 years of experience in the European travel shopping and 188bet sports betting industry，He believes that the accumulation of knowhow in the 188bet sports betting industry is crucial，Know where risks may arise in 188bet sports betting、How to do risk control，Is the key to the long-term compliance of the company’s services。

Also，The technical barriers to 188bet sports betting are reflected in needs and merchants、Customs、Connected with tax bureaus of various countries，European countries have different tax systems and rules，You must be able to operate the financial business of 188bet sports betting，Requires a deep understanding of fiscal and tax laws，And technically ensure the stability of the system and error-free processes。

From the data perspective，TE has obtained 188bet sports betting licenses from 14 countries，Headquartered in Frankfurt, Germany，Also has Italy、Czech Republic、Greece、Four branches in Finland，Comprehensive coverage of traditional Western European markets and emerging tourism markets。

Also，TE has also cooperated with leading 188bet sports betting retailers、Airport Retail Group、International brands have established cooperation，Like Lafayette、German Department Store、Lycra、MCM、Swarovski、Bodanni and other brands that Chinese consumers consume frequently。Currently，TE covers a total of 5,000 high-quality 188bet sports betting retail stores、and millions of popular SKUs。

TE’s business model mainly comes from two levels of income: one is 188bet sports betting business，The other part is traffic distribution + marketing services for merchants，Among them，Tax rebate accounts for about 1/3 of income。

According to data provided by 188bet sports betting，Currently the company has achieved revenue of 50 million euros in 2018，And there is a gross profit of RMB 100 million。At the same time，The annual growth rate of the company’s transaction volume exceeds 250%，Estimated GMV in 2019: 15 billion。

Mention next steps，TE founder Yang Yang said: “Yiyou Group plans to further integrate、Expand the tourism consumption industry，The goal is to grow into a large-scale comprehensive shopping service platform integrating electronic 188bet sports betting refunds in the next three years。”

Core team，The founder Yang Yang is a serial entrepreneur，188bet sports betting destination e-commerce for 16 years、Digital Marketing、CRM、BI and overseas retail industry experience。Founded German Atop in 2003，Served P&G、Lufthansa、Deutsche Telekom、Disney and other 24 Fortune 500 companies，Help them build a brand e-commerce platform、Online e-commerce activity operation、Social Commerce、SCM/ERP integration、Supplier Management Platform，Completed more than 100 projects in total。

Global Business Development Leader Kai Niedermeyer has 9 years of experience in the 188bet sports betting industry，Formerly served as the German regional general manager of Planet (formerly Premier), the second largest 188bet sports betting company in Europe，Once founded a 188bet sports betting company CROSSPLUS+。 Gao Lizhong, Head of China Business Development，11 years of experience in the tourism industry，is the former vice president of Qyer.com, the largest outbound travel community，Responsible for commercial platform business。

*Source of this article: 36氪, author: Yuan Ling, original title:《36Kr first release，The 188bet sports betting travel and shopping market may become a new blue ocean？》.