Discover Travel founder Zhenhua: Few few, do "explode money"

Abstract: Only to do outbound travel, only to provide a single digit of the route, do not list pages, do not support the search, very few electric dealers dare to do so, because such a small number of selectivity, it is very likely that the influx of users quickly lost. But Zhenhua, the founder of travel, was very convinced.

Only to do outbound travel, only to provide a single digit of the route, do not list pages, do not support search, very few dealers dare to do so, because such a small number of selectivity, very likely to allow the influx of users quickly lost. But found that travel founder Zhenhua is very convinced of their own product logic: Few good, do the "blow money." This is also the "millet model", so that the discovery of travel in less than a year to get the Thunder banner under the Fund investment.

How hard is it to maintain true focus in this internet world of scale and speed?

At present, the discovery of travel only provides 6 destinations, such as Seoul, Bali, Cambodia, Siem Reap, tourism routes

Keep doing "less"

Like Taobao, Jingdong, online tourism web site has grown more and more, the vast selection of large-scale platform for the common, the user to find a suitable product, the time is more and more expensive. "Go for a trip, usually in the choice of air tickets, hotels, routes of these links are tired into a dog, 500,000 information, how to pick?" Customized travel? Too expensive. "Zhenhua told billion Power network, this is to find a trip can also fight a space: do fine travel."

The value of boutique travel is to solve the problem of choice of difficulties, do not have to struggle to choose which hotel is better, which line is better, there is no trust problem, only need to accept the site's recommendations.

In Zhenhua view, less to do is the premise of focus, but also do not give themselves a way to retreat-products only so little, can only do it deep, do the ultimate, so that each single product to produce the largest sales.

Zhenhua that the trip will add one or two lines per quarter, but no more than 10 routes within a year. Also because the product is few, the discovery travel has not yet searched the function, also does not have the list page.

The list page is the product manager is not self-confident performance, the self-confident product manager can rely on the product more to comfort. "Zhenhua thinks.

But with such a small number of products, how can you impress users who have travel plans or even travel plans?

Price/performance is an important element. "In fact, the user's choice of difficult disease is not as serious as we think." Once the price has the advantage, the cost ratio is high enough, they are easy to be moved. "This is Zhenhua's experience, in his view, Millet is the most typical example."

In order to ensure the price/performance of each tour line, it is found that one of the things that must be done in the early days of travel is to discard profits and even subsidize them to keep prices low. However, Zhenhua said that as the number of travel orders grew, its negotiating voice with upstream suppliers was growing and more likely to get products and services at lower prices.

How to do "fine"

The product is few, must do "fine". Zhenhua a metaphor: "A child with a slap to push people must be difficult to push, he should take an awl to tie." "But is it true that travel can penetrate the tourism industry like an awl?"

First, there should be sufficient market judgment in the choice of destination. How to ensure that only a few lines can be made into a burst?

In addition to the long experience accumulated by team members, it is found that travel regularly tests destinations such as Dubai, Taiwan, Samui Island, Greece, etc., to assess whether it is worthwhile to be a long-term product through a combination of user snapping speed and the competitiveness of similar products in the market.

In addition, the combination of products must also be considered. The discovery travels divides the destination into the cultural type, the island type, the historical type and so on many kinds, simultaneously on-line several destinations best is the different type.

Judgment, the ultimate service for each destination is the key to discovering that travel can be differentiated from other OTA.

Zhenhua tried to demonstrate the focus and carefulness of the trip with a few examples.

For each destination, the people who find travel must be three times four times, 10 times eight times, have enough knowledge about the local sights and life, and can guarantee the most authoritative schedule for the users.

Dig the details. Zhenhua said that the discovery of travel will set a standard travel process for each user: which day to receive the notice, which day the start of the trip, the trip 24 hours before what to do, to the day what to do, there are fine design. After arriving at the destination, the position of the pick-up person, the height of the card, the punctuality rate of the driver, the level of satisfaction of the driver and the mineral water in the car are required.

Another example of the discovery of travel to provide users with customized strategy brochure, every week in the optimization and update, is currently being customized, according to the user's lovers, girlfriends, family relationship design different head.

Find a Custom Travel brochure

"The process that other companies can do in three steps can be divided into 30 steps." "In Zhenhua's view, the advantage of doing only one thing is that there is time and energy to do it carefully enough."

Constant trade-offs

In addition to "more or less", the initial period of discovery Travel also faces a variety of trade-offs.

"There are always a number of users who are accustomed to all-inclusive's web site, accustomed to search, but we do not need to please them, we must admit that we can not meet the needs of all people." ”

"Someone always asks why we don't do the app, but I know it's not the time to do the app, otherwise it's just a bunch of garbage apps." I've been involved in mobile internet since 08, and I know when an enterprise is fit to move. Tourism is a long decision-making requirement, and most people don't need to make a decision in a mobile scenario. Our current mobile strategy is mainly focused on the development of H5, the future will certainly do the app, but will be completely different from the PC end of the product. ”

"People always ask us why we don't have microblogs. But it seems to me that the current microblogging is no longer suitable for word-of-mouth, it is more media, the opportunity for personal voice is getting smaller. ”

In these many trade-offs, Zhenhua's attitude is very resolute. But he also admits: "There will be a lot of pressure, but you have to stand under the pressure of everyone, insist on doing only this thing, it is difficult." I have always believed that the pursuit of more, the pursuit of comprehensive is to find their own retreat, is irresponsible. Only if you do not leave a retreat, it is possible to achieve the ultimate. ”