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From left: We Capital VP Chen Xin, Yao Capital Partner Zhu Gang, Mailman CEO Andrew Collins, Kaixing Capital Partner Pan Shijian, We Sai Deputy GM Gao Weijian
Source: MAILMAN |
Shanghai-based digital marketing agency Mailman completed its A+ investment round. Kaixing Capital and Yao Capital each accounted for 50% of the total sum of $3M. In September, Mailman
received a $15M investment from WeCapital and WeSai. Yao Capital was founded by Chinese Basketball Association President and NBA Hall of Famer Yao Ming, Carlyle Group Managing Dir Han Dawei -- the former chief of investment at Wanda Group -- and three other partners. Mailman CEO Andrew Collins spoke to SBD Global about his agency's relationship with Yao and what to expect from Mailman over the next year. Excerpts of a Q&A with Collins are below.
SBD Global: Describe the relationship Mailman has with Yao Ming and Yao Capital and how the process leading up to this investment played out.
Collins: We were first introduced to Yao's core team in November last year as we were exploring a series A round of investment. We began a relationship and met over several dinners before the directors of Yao Capital agreed to invest into our group. Yao Ming himself has been very supportive, eager to see us develop more local education and experience sharing with China's domestic sports leagues.
SBD Global: How would you describe Yao as a business exec?
Collins: The first thing that strikes you when meeting Yao is how high his EQ is. He is deeply attuned to how sports fans engage and why they follow teams. His experience in the NBA is clear as he is now formalizing a strategy to improve the professionalism in the CBA in China. Yao is curious, asks questions and is extremely humble.
SBD Global: What kind of impact do you expect from this investment?
Collins: Most significant is the direct investment from Yao Capital as they are very active within the sports investment space and are looking to bring our group into the deal flow. We can offer a strategic and consumer perspective into the investments and follow with our own if it's suitable. Kaixin has enormous stadium investment and a wide local Chinese network. This offers us greater access to more local brands and partners across China.
SBD Global: What are some specific new things we can expect to see from Mailman over the next year?
Collins: In October this year, we will launch a new technology giving global rights holders access to more fans in China. ... We've been developing technology for the past four years and it's been used by all our team and clients that work with us. This next quarter we're opening it up to the world and giving more rights holders access to more intelligence, fan data and marketing support.
