High-end lifestyle goes mobile

Gao haiyun attends Reca China's set-up ceremony.[Photo/chinadaily.com.cn]

As the Internet economy shifts to focus on middle class consumers who began to value products' quality and performance more, Reca China enters the market at the right moment aiming to make a change, said its co-founder, Gao Haiyun in Beijing on Monday.

Reca China is a mobile application founded in September in Shenzhen. It defines itself as high-end membership club that hosts events for users to experience exquisite lifestyles. After quick expansion into Shanghai and Beijing Reca China – by June – attracted 6,000 users. Ninety per cent of those are from Beijing, Shanghai, Guanzhou and Shenzhen, and aged from 28 to 40.

With a background in operating sports events and with associates in fashion and event planning industries, Gao saw the opportunity to link lifestyle with the mobile Internet, to create something fun and positive. Hosting events from fashion parties, outdoor sports and food and wine tastings, to parent-child activities, the company wants to offer experiences within, or even beyond, users' imaginations.

Reca China gathers wealthy elites as users through credit card real name authentication. Seventy-five percent of its users are platinum bank cardholders. Events on the app can be enjoyed at different costs based on the users' membership level. On the other end, Reca China chooses business partners who are respectable industry leaders to provide users with the best experiences possible. It also tries to help the high-end brands and institutes reach precise groups, realize the zero distance interaction between the brands and the cardholders, and forge a high-end resources ecosphere.