Zhiketong, a direct sale marketing platform for hotels, tours and other services, has raised a Series C round of $42.5 million.
The service is designed entirely around using the WeChat social media platform for brands.
The latest round brings its total raised to date in the region of $53 million.
The company was founded in 2014, allowing brands to set up sales channels on their respective WeChat accounts, with a string of high-profile brands such as InterContinental Hotels Group, Hilton and Ritz-Carlton already using its services.
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Backing the company in the Series C are a number of institutional investors. Split into three parts, C1 is led by Sequioa Capital China; C2 by Vision Plus Capital; and C3 by CYTS Hongqi Partnership.
Previous investors have returned to participate, including IDG Capital, Shunwei Capital and Lightspeed China Partners.
The new investment will be used to develop the core technology platform and assist with business development.
Zhiketong means "a direct connection to customers" in Chinese.