High-end lifestyle goes mobile

Gao Haiyun attends Reca'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 Tech enters the market at the right moment aiming to make a change, said its founder, Gao Haiyun in Beijing on Monday.

Reca 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 – by June – attracted 6,000 members. 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 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 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.

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

"I want Reca to be a door opened to all users, not only wealthy elites, " Gao said in Beijing on Monday.

"Even though it requires users to be financially comfortable to participate some of the events, anyone who is willing to pursue a quality life and meet people with the same minds is our target customer."

To Gao, providing a healthy and high-quality experience is like creating a goal for users to realize their values.

"Through the events we can form a group of people with the same hobbies and similar life goals and share our resources," she said.

Reca's first users were Gao's friends, who have contributed by providing ideas and support to shape the platform's core values.