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韩国正在培育一群迅速成长的电商平台!|出海韩国电商岛群第64期

2020-02-21 19:31:33

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根据技术市场跟踪机构CB Insights的数据,去年12月,韩国生物风险投资基金Aprogen Pharmaceuticals成为韩国第11家独角兽。

 

这家专门从事抗体工程和重组蛋白工程的公司于今年早些时候从风险投资公司林德曼亚洲投资公司获得了1,670万美元的投资,帮助其估值超过10亿美元。

 

Aprogen的崛起暂时使韩国成为全球第五大独角兽初创公司的所在地,尽管总部位于柏林的送货公司Delivery Hero以2019年12月以40亿美元巨资收购韩国送货服务Baemin的结果使韩国独角兽总数减少到10家。

 

韩国仍然排在第六位,仅次于美国(210位),中国(102位),英国(22位),印度(18位)和德国(11位)。

 

 

越来越多的韩国独角兽以及趋势所代表的韩国风险生态系统蓬勃发展之际,世界各地的国家越来越多地希望初创企业为创新经济提供新的增长引擎。

 

对于投资者而言,韩国独角兽的出现不仅表明韩国已成为世界上主要的创业生态系统之一,而且还表明,如果您愿意并拥有与当地人联系的精神,那么对于后期投资者而言,这将是绝佳的投资机会。

 

不断增长的畜群,现在增长更快

 

韩国独角兽的数量不仅增加了,而且随着时间的流逝它们也以更快的速度出现。

 

韩国的前两个独角兽,电子商务巨头Coupang和移动商务平台Yello Mobile,于2014年问世。下一个独角兽L&P Cosmetic直到2017年才出现。2018年,三大公司加入了这一行:游戏开发商Krafton,金融科技初创公司Viva上述送餐服务Baemin的运营商Republica和Woowa Brothers。

 

 

另请阅读:为什么新加坡科技界会吸引韩国初创企业

 

在2019年,不少于五家韩国初创公司获得了独角兽身份。汽车旅馆预订服务Yanolja和电子商务平台WeMakePrice分别在2月和4月成为韩国的第七和第八位独角兽。化妆品公司GP Club在6月份排名第9。

 

去年11月,在线时尚平台Musinsa在一个全球风险投资者财团的2000亿韩元(1.65亿美元)投资的支持下,成为韩国第十大独角兽。然后Aprogren在12月成为第11名。

 

电子商务规则

 

越来越多的独角兽以及这些独角兽的性质充分说明了韩国快速发展的创业生态系统。

 

诸如Coupang和WeMakePrice之类的电子商务服务占韩国独角兽的一半以上。这可以归因于该国在线和移动购物及交付应用市场的快速增长。

 

 

该市场吸引了创纪录的风险投资,始于软银在2015年和2018年对Coupang的30亿美元投资。即使是保守的国民养老金服务公司,也感到市场吸引力足以向SK Planet的在线购物平台投资3500亿韩元(2.9亿美元) 11街。

 

从一开始,韩国的一些独角兽公司就通过瞄准海外市场吸引了大量投资。游戏开发商Krafton也许是最好的例子。

 

该公司在全球游戏平台Steam上推出了红极一时的PlayerUnknown的Battlegrounds,并在此获得了商业上的成功并获得了广泛好评。结果,该公司的市值从9200亿韩元(7.62亿美元)猛增到1.5万亿韩元(12亿美元)。

 

L&P Cosmetics在26个县(包括中国,日本,新加坡,英国,意大利,加拿大,澳大利亚和巴西)出售其受欢迎的面膜Mediheal。海外市场占公司销售额的60%以上。这足以吸引瑞士信贷(Credit Suisse)的注意,该公司于2018年11月向该公司投资了400亿韩元(3,300万美元),推动其估值达到1.2万亿韩元(9.95亿美元)。

 

移动汇款服务Toss的运营商金融科技公司Viva Republica的案例显示了通往独角兽地位的另一条路:重塑传统行业。 Toss以Venmo风格的支付引擎彻底改变了韩国繁琐的在线支付系统。

 

现在,该公司从一个移动应用程序就提供了三十多种金融服务,这些应用程序对用户体验给予了无情的关注,这与韩国人与银行打交道的体验形成了鲜明的对比。

 

 

这种创新引起了美国风险投资公司Kleiner Perkins和Ribbit Capital的注意,后者于2018年12月向Viva Republica投资了8000万美元,帮助他们获得了独角兽的地位。

 

政府资金发挥作用

 

也许令人惊讶的是,政府政策在韩国独角兽公司的崛起中发挥了作用。自2017年Moon Jae-in政府启动以来,政府已向其基金基金投资了8000亿韩元(6.63亿美元),以改善风险投资环境。

 

它允许政府通过投资于基金而不是直接投资于公司本身来对韩国的风险投资业产生影响。截至2019年7月,韩国当时的9家独角兽中有7家已从政府的基金中获得资助。

 

以韩国最受欢迎的酒店预订服务Yanolja为例。 Yanolja去年在新加坡预订平台Agoda斥资500亿韩元(4,100万美元)之后成为韩国第八家独角兽。

 

然而,在此之前,该公司在2016年和2018年获得了80亿韩元(660万美元)的政府投资基金工具。

 

这推动了公司的积极扩张,包括在2016年收购了酒店预订服务Hotel Now,并在2018年收购了休闲活动平台LeisureQ。

 

另请阅读:韩国欣欣向荣的创业生态系统:“积极的”风险投资,性别多样性如何在其中发挥作用

 

2015年,WeMakePrice也获得了100亿韩元(合820万美元)的注资,用于雇用1000名新员工并提高其价格竞争力。克拉夫顿(Krafton)归功于该基金的巨额投资,因为该基金为开发PlayerUnknown的Battlegrounds提供了喘息的空间。

 

该公司的一位官员告诉韩国日报《 Dong-A Ilbo》,游戏公司在漫长的游戏开发期间几乎没有钱,而且基金投资为未来的增长提供了动力。

 

成功也孕育了成功。尽管基金投资在早期融资中被证明是至关重要的,但国际投资者已推动了后期投资,该投资已产生了韩国十个独角兽中的唯一一家。

 

然而,直到最近,全球风险投资公司仍很少有参考点可以说服他们进入韩国市场。

 

电子商务巨头Coupang(韩国亚马逊)的成功证明,即使没有可观的利润或IPO,韩国公司也可以快速增长。

 

随后其他韩国独角兽公司的成功(更不用说Delivery Hero以40亿美元收购Baemin了),通过证明韩国存在有利可图的机会,进一步鼓舞了国际投资者。



韩国电商活动分享报名

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South Korea is nurturing a fast-growing herd of unicorns. Here is how they do it

 

Last December, the South Korean bio venture fund Aprogen Pharmaceuticals became Korea’s 11th unicorn, according to tech market tracker CB Insights.

 

The firm that specialises in antibody engineering and recombinant protein engineering received US$16.7 million investment earlier in the year from venture capital firm Lindeman Asia Investment, helping take its valuation over US$1 billion.

 

The rise of Aprogen temporarily made Korea home to the fifth-largest number of unicorn startups in the world, though Berlin-based delivery company Delivery Hero’s blockbuster US$4 billion purchase of Korean delivery service Baemin in December 2019 reduced Korea’s unicorn total to 10.

 

This still places Korea in sixth place behind the US with 210, China with 102, the UK with 22, India with 18 and Germany with 11.

 

 

The growing number of Korean unicorns — and the blossoming of Korea’s venture ecosystem the trend represents — comes as nations around the world look increasingly toward startups to provide fresh growth engines in the innovation economy.

 

For investors, the emergence of Korea’s unicorns demonstrates not only that Korea’s has become one of the world’s premier startup ecosystems, but also that excellent investment opportunities for late-stage investors exist if you’re willing and have the local connections to make the plunge.

 

A growing herd, now growing faster

 

Not only has the number of Korean unicorns increased but over time they are also emerging at a faster rate.

 

Korea’s first two unicorns, e-commerce giant Coupang and mobile business platform Yello Mobile, emerged in 2014. The next unicorn, L&P Cosmetic, did not emerge until 2017. In 2018, three companies joined the herd: game developer Krafton, fintech startup Viva Republica and Woowa Brothers, the operators of the aforementioned food delivery service Baemin. 

 

 

Also Read: Why the Singapore tech scene is a big draw for Korean startups

 

In 2019, no fewer than five Korean startups attained unicorn status. Motel booking service Yanolja and e-commerce platform WeMakePrice became Korea’s seventh and eighth unicorns in February and April, respectively. Cosmetics firm GP Club became number nine in June.

 

In November, the online fashion platform Musinsa became Korea’s 10th unicorn on the back of a KRW200 billion (US$165 million) investment from a consortium of global venture investors. And then Aprogren became number 11 in December.

 

E-commerce rules

 

The growing number of unicorns — and the nature of those unicorns — demonstrates much about Korea’s fast-developing startup ecosystem.

 

E-commerce services such as Coupang and WeMakePrice account for over half of Korea’s unicorns. This can be attributed to the rapid growth of the country’s market for online and mobile shopping and delivery apps.

 

 

That market has drawn record levels of venture investment, beginning with Softbank’s US$3 billion investments in Coupang in 2015 and 2018. Even the conservative National Pension Service felt the market attractive enough to invest KRW350 billion (US$290 million) in SK Planet’s online shopping platform 11Street.

 

Some of Korea’s unicorns have attracted significant investment by targeting overseas markets from the start. Game developer Krafton is perhaps the best example.

 

The company unveiled its smash hit PlayerUnknown’s Battlegrounds on the global game platform Steam, where it met with commercial success and critical acclaim. As a result, the company’s value skyrocketed from KRW920 billion (US$762 million) to KRW1.5 trillion (US$1.2 billion).

 

L&P Cosmetics sells its popular facial mask Mediheal in 26 counties, including China, Japan, Singapore, the UK, Italy, Canada, Australia, and Brazil. The overseas market accounts for over 60 per cent of the company’s sales. This was enough to attract the attention of Credit Suisse, which invested KRW40 billion (US$33 million) in the company in November 2018, propelling it to a KRW1.2 trillion (US$995 million) valuation.

 

The case of fintech company Viva Republica, the operator of the mobile remittance service Toss, shows another path to unicorn status: reshaping a traditional industry. Toss revolutionised Korea’s cumbersome online payments system with a Venmo-style payments engine.

 

Now the company offers a wide range of thirty financial services from a single mobile app that pays ruthless attention to user experience, in stark contrast to the experience Koreans had dealing with banks.

 

 

That kind of innovation drew the notice of US venture capital firms Kleiner Perkins and Ribbit Capital, which invested US$80 million in Viva Republica in December 2018, helping power them to unicorn status.

 

Government funds playing a part

 

Perhaps surprisingly, government policy has played a role in the emergence of Korea’s unicorns. Since the launch of the Moon Jae-in administration in 2017, the government has invested KRW800 billion (US$663 million) in its Fund of Funds, to improve the venture investment environment.

 

It allows the government to cultivate Korea’s venture capital sector by investing in funds rather than investing directly in companies themselves. As of July 2019, seven of Korea’s then-nine unicorns had received funding from the government’s fund-of-funds.

 

The example of Yanolja, Korea’s most popular hotel booking service, is illustrative. Yanolja became Korea’s eighth unicorn last year after a KRW50 billion (US$41 million) investment from Singapore-based booking platform Agoda.

 

Prior to that, however, the company received KRW8 billion (US$6.6 million) in investment government fund-of-funds vehicles in 2016 and 2018.

 

This fueled the company’s aggressive expansion, including acquisitions of hotel booking service Hotel Now in 2016 and leisure activity platform LeisureQ in 2018.

 

Also Read: South Korea’s thriving startup ecosystem: How “aggressive” VC investment, gender diversity play a role in it

 

WeMakePrice, too, received an injection of KRW10 billion (US$8.2 million)  in 2015, which is used to hire 1,000 new employees and improve its price competitiveness. And Krafton credits sizable investment from the fund-of-funds for giving it the breathing space to develop PlayerUnknown’s Battlegrounds.

 

An official from the company told the South Korean daily Dong-A Ilbo that game companies make little money during the long game development period and that fund-of-funds investment provided the momentum for future growth.

 

Success has bred success, too. Though the fund-of-funds has proven critical in early funding rounds, international investors have driven the late-stage investment that has produced all but one of Korea’s 10 unicorns.

 

Until recently, however, global venture firms had few reference points that could convince them to take the plunge into the Korean market.

 

The success of e-commerce giant Coupang — the Amazon of Korea — proved that Korean companies could grow fast even without sizable profits or an IPO.

 

The subsequent success of other Korean unicorns — let alone the US$4 billion dollar acquisition of Baemin by Delivery Hero — has further emboldened international investors by proving that lucrative opportunities exist in Korea.


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