Auto site E-mao raises $58 million US in China

20 Jan 2017

E-mao, an auto site in China, raised RMB 400 million ($58 million U.S.) in Series B funding from an undisclosed investor. The company also announced FY2016 earnings of RMB 2 million and total facilitated transactions of RMB 500 million in the period.

While the capital injection of RMB 400 million wasn’t up to the levels of some of’s competitors, capital has become scarcer in an increasingly saturated Chinese auto classifieds sector, and the amount can still be seen as a positive sign for the company.

E-mao is an online-to-offline platform that combines online purchasing, information, and assistance with a network of more than 1,000 offline brick-and-mortar locations, that offer servicing and aftersales services.

This sets E-mao apart from the traditional models of auto classifieds giants AutoHome (NYSE: ATHM) and BitAuto (NYSE: BITA), which seldom venture into offline infrastructure.

This may be changing in the future, however, as China witnesses a growing tendency in automotive ecommerce to stress offline services. The online-to-offline models popularized by sites, such as E-mao and second-hand platform Chemao, are proof of this trend. Chemao raised RMB 1.2 billion late in 2015. 

E-mao plans on expanding its offline network to 3,000 sites, and on pushing towards a total sales volume of five million vehicles. It also plans to expand into c-to-b and b-to-c models. The company is targeting smaller regional cities, where aftersales services are dominated by “4s stores”, that are typically viewed as untrustworthy by Chinese consumers.


Tom Marling

Tom is a PhD candidate in Chinese History at Hong Kong Baptist University, and former PR consultant in Mainland China. He joined the AIM Group in 2016 as a writer/analyst.