TuanChe Limited (TC): Marketing Mix Analysis [Dec-2025 Updated]

You're trying to make sense of the core business for a company that just made a major strategic shift, trading around $17.04 in December 2025 after announcing its name change to Token Cat Limited earlier this year. Honestly, before we analyze the exploration into crypto, we need a precise read on the engine room: the established auto-transaction platform. As an analyst who has seen a few pivots in my time, I find that the legacy 4Ps-Product, Place, Promotion, and Price-are the bedrock for valuing the existing operations. So, let's cut through the noise and map out the concrete marketing mix TuanChe Limited is running right now to generate revenue from its dealer and automaker partners.

TuanChe Limited (TC) - Marketing Mix: Product

You're looking at the core offerings of TuanChe Limited, which, as of February 2025, operates under the name Token Cat Limited. The product element here is entirely service-based, revolving around facilitating automotive transactions and providing digital tools to industry players in China. The company structure reports one operating segment covering these diverse services.

The product portfolio is built around connecting consumers with dealers and automakers through both physical events and digital channels. The firm's offerings are designed to capture value across the entire pre-sale and transaction lifecycle.

The key product lines include:

• Auto-show and group-buying event organization for new car sales.
• Integrated online-to-offline (O2O) transaction services platform.
• Dealer subscription services for lead generation and inventory management.
• Value-added services like auto financing and insurance referrals.
• Digital marketing and advertising solutions for automaker partners.

The scale of the operation, as reflected in recent financials, gives you a sense of the overall business size, though specific revenue breakdowns by the product line for the full 2025 fiscal year aren't explicitly detailed in the latest reports I have access to. For instance, the Trailing Twelve Months (TTM) Revenue was reported at $37 Million, and the company has 116 employees.

Here's a look at the available high-level metrics that touch upon the scope of their business activities as of late 2025:

The integrated platform includes a software as a service (SaaS) product called Cheshangtong, which supports the dealer subscription service component. This digital offering helps dealers with lead management and likely inventory visibility, which is a direct product offering to the dealer segment.

The O2O focus is central; the company organizes physical auto shows intended to facilitate direct transactions between consumers and auto dealers, automakers, and service providers, which are then supported by their online presence, including the tuanche.com website and WeChat integration.

The value-added services are a key component of the product ecosystem, specifically offering referral services to commercial banks to boost their auto loan business. This ties the product offering directly into the financing aspect of a car purchase.

The digital marketing and advertising solutions are provided to industry customers, which include automakers and various dealer tiers. This product line leverages the company's platform traffic and event presence to deliver targeted marketing reach.

You should note the company's recent strategic pivot; as of December 2, 2025, the Board approved a $1 Billion Crypto Asset Investment Policy, which suggests a significant potential new product or strategic direction, though its direct impact on the core automotive product mix for 2025 is not yet quantifiable.

Finance: draft 13-week cash view by Friday.

TuanChe Limited (TC) - Marketing Mix: Place

You're looking at how Token Cat Limited (TC), formerly TuanChe Limited, gets its services to the customer in the complex Chinese automotive landscape as of late 2025. The Place strategy centers on an omnichannel approach, blending digital reach with high-impact physical events.

The core of the distribution strategy remains focused on the vast Chinese auto market, with a specific emphasis on reaching consumers in Tier 2 and Tier 3 cities. This focus is supported by the virtual dealership services designed to bridge the gap left by traditional franchised dealers in those lower-tier markets.

Offline distribution relies heavily on large-scale physical car-buying events. As of late 2025, the number of cities where these auto shows are held is not publicly specified in the latest filings, so we must note this as [N/A - 2025 Data Unavailable] cities.

The digital backbone of the distribution network is the central online marketplace, which includes the TuanChe.com website and associated mobile applications. This digital presence is crucial for attracting consumers and facilitating interactions. Furthermore, the company's strategic expansion is evident, such as the signing of a $1 Billion Cross-border Sales Cooperation Agreement in November 2025, which suggests a significant expansion of its distribution reach or service scope.

Direct sales channels are managed through a network of industry partners. The exact number of auto dealers integrated into this direct channel is also not specified for late 2025, standing at [N/A - 2025 Data Unavailable] auto dealers.

To manage this dual online/offline distribution, the company utilizes a structure of regional operational hubs. While the precise count of these hubs is not detailed, their function is clear: they manage the local execution of events and maintain dealer relations on the ground.

Here's a quick look at some relevant financial metrics as of late 2025, which underpin the scale of operations:

The Place strategy is supported by the company's overall structure, which is designed to connect consumers with manufacturers, dealers, and service providers. The integration of digital platforms with offline events is the key mechanism for making the product-automotive marketing and transaction services-available where and when the consumer is ready to engage.

The distribution network supports several service offerings:

• Organizing auto shows and special promotion events.
• Providing online marketing services via TuanChe.com and mobile apps.
• Offering virtual dealership services for lower-tier city penetration.
• Enabling interactions between participants on both sides of a potential transaction.

If onboarding new dealer partners takes longer than expected, local event execution efficiency could dip, so you'll want to watch the Q4 2025 regional reports for dealer network growth.

TuanChe Limited (TC) - Marketing Mix: Promotion

Promotion activities for Token Cat Limited, formerly TuanChe Limited, center on integrating digital reach with high-impact offline engagement.

Event-centric marketing remains a core tactic, leveraging the company's established capability to organize offline sales events, which historically included organizing over 1,000 offline events each year, attracting tens of millions of customers, with more than 350,000 vehicles changing hands on the platform in 2019.

Digital advertising campaigns are executed across major Chinese social media and search engines, operating within a broader market context where global digital ad spend is forecast to reach US$678.7 billion in 2025, growing by 7.9%.

Co-promotion with automakers and dealers is a strategic component, evidenced by the November 2025 announcement of the signing of a $1 billion cross-border sales cooperation agreement with Ouyi Industrial CO.,Limited.

Incentives are used to spur immediate transactions, though specific group-buying incentive metrics for late 2025 are not publicly detailed; the company's scale is reflected in its reported 2024 revenue of 49.18 million (currency not specified in the source).

Public relations efforts target communication of operational success, set against a backdrop where the company's market capitalization stood at approximately $29.08M as of December 2025.

The following table summarizes available financial and operational scale indicators relevant to the promotion strategy as of late 2025:

The company's online marketing service platform leverages proprietary data analytics to increase efficiency for industry customers.

• Online platform components include the tuanche.com website, apps, official WeChat account, and WeChat mini-programs.
• The company provides services through its online platform and offline events.
• The firm's strategy transforms individual purchases into large-scale collective purchase activities.

TuanChe Limited (TC) - Marketing Mix: Price

Price for TuanChe Limited, now operating as Token Cat Limited, centers on charging its industry customers-automakers, franchised dealers, and secondary dealers-for access to its marketing and transaction facilitation platforms. The pricing structure is fundamentally transactional and subscription-based, reflecting the value derived from lead generation and event participation.

The core revenue generation model relies on fees tied directly to service delivery. You see this reflected in how they charge for their primary activities. For instance, offline marketing solutions involve charging industry customers for booth spaces at organized auto shows, which is a fixed-price entry point for high-volume lead generation. Also, they charge fixed service fees for special promotion event services, which include planning and onsite coaching.

To give you a sense of the scale these pricing strategies operate within, the most recent reported full-year revenue for Token Cat Limited in 2024 was 49.18 million CNY, a significant drop of -69.71% compared to the 162.37 million CNY reported in 2023. This revenue context definitely shapes near-term pricing flexibility.

Beyond event-based fees, TuanChe Limited employs recurring revenue models. They provide subscription and support services to industry customers, granting access to their cloud-based Social CRM services. This creates a more predictable revenue stream compared to purely event-driven pricing.

The pricing strategy also incorporates variable fees based on successful facilitation, although one major component has been discontinued. While they previously charged the facilitating commercial bank service fees for approved auto loan applications, the company ceased operating these referral services in 2022. Still, the current pricing mix is heavily weighted toward service fees and subscriptions.

Here's a breakdown of the key pricing components that make up the overall revenue structure:

• Revenue primarily from dealer service fees, calculated per transaction or lead.
• Subscription fees charged to dealers for platform access and premium services.
• Event participation fees paid by automakers and dealers for booth space.
• Commission-based revenue from facilitating auto financing and insurance services (Note: Auto loan facilitation ceased in 2022).
• Average dealer service fee per transaction estimated at [N/A - 2025 Data Unavailable] RMB.

The financial components driving the price realization are detailed below, using the latest available full-year figures for context:

The overall pricing strategy must balance attracting volume for their offline events against the cost of maintaining the digital platform. For instance, the reported 2024 loss of -187.99 million CNY, a 126.6% increase in losses from 2023, suggests pricing may be under pressure or that fixed costs are not being sufficiently covered by the current fee structure, which is a critical factor for you to watch.