Happy Event Network: Wedding Banquet booking Ctrip mode Single frequency consumption of high margin, high value-added

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"I World Network business note" For users, the choice of hotels, traditional channels are still friends and family recommendations, but at the same time, the wedding is a highly personalized thing, the process is to see the venue to determine the date.

Wen/Wang Haitian

In the whole wedding industry chain, because each chain is independent of each other, customer unit price is high, make the decision cost of the user is very high. In these chains, the wedding is scheduled to be at the forefront.

2007, Huekenan or Ctrip Beijing Tourism Business director, in the study of the honeymoon tourism products in the consumer behavior, found that the wedding industry and tourism have a great similarity. For example, both are subordinate to the broad category of services, and there are comparable points of development and scale of growth.

So at the end of 2007, Huekenan resigned the work of Ctrip, founded happy event net.

At that time, the wedding market is still disunity, "originally we copy the American knot mode, from the information platform into." Knot is a well-known U.S. wedding site, to provide new one-stop products and services program. and the wedding network locked in the area of marriage vertical portal model so that the profitability of the problem will be remote. At that time, the happy event nets competitors are the major cities of the consumer BBS, such as the Shanghai fence and 55BBS in Beijing, these forums advertising revenue at the highest peak of tens of millions of yuan, has not yet become a scale. Huekenan has seen the ceiling of advertising revenue, after the bitter experience, Huekenan resolutely decided to transition, his direction is to do service providers.

Ctrip mode enters wedding banquet reservation

"Our genes are more focused on services. "Continued in Ctrip acquired management experience and operation mode, let Huekenan decided to use call center as the core of service, and online site is a drainage channel."

In the Happy event network, 60% of the employees are service call center, they are divided into two dials, respectively docking new and docking hotel. including online and telephone consultation, successive orders and follow-up gift delivery work, and then by the various cities in the Landing branch business Commissioner responsible for the expansion of local businesses, hotel negotiations and docking.

From the vertical information portal to the wedding reservation, Huekenan is carefully considered. The reason why we choose the wedding banquet as the entrance, there are three main reasons: First, the wedding banquet is the first step of the whole marriage consumption chain, and then it is possible to derive many other opportunities; second, the wedding banquet in the entire consumption chain accounted for the highest, can reach 40%-50%; Finally, compared with other business segments in the wedding area, Wedding Banquet More convenient standardization, systematic operation.

Choosing a wedding banquet as a starting point means that the event network needs to have a large number of hotel inventory. In the start-up period, this resource to open up the hardships imaginable. Huekenan choice is to first chew the stubborn, and then the way, the first choice of Beijing's landmark five-star hotel to the resource tilt. After a period of expansion, by 2011 before the online, the Happy event Network has reached a partnership with the Vue Hotel.

For users, choose a hotel, the traditional channel is still the recommendation of friends and relatives, but at the same time, the wedding is a highly personalized thing, the process is to see the venue, to determine the date, and if the previous favorite hotel does not match, users can only go to other information platform to check the hotel phone, and then dial the past consultation Not only is it a waste of energy, but there is not much advantage in price. How to achieve a comprehensive and accurate database to become a wedding banquet site must cultivate the internal strength. In the Happy Event Web page, there are as many as 30 cities, covering more than 4,000 hotel basic information, and the establishment of the Happy Event Network Hotel schedule management, users as long as open the Happy event network, enter the address, date, price, number, the event net can be matched from the backstage inventory of the hotel. After the match, the user enters the mobile phone number, the happy event net will have the person "one-to-one" to carry on the service, both sides finally agreed the schedule and the suitable time to go to the hotel scene to view.

Standardization and systematization, mainly refers to the hotel's schedule inventory management, the past two years, the Happy event network invested a lot of money to develop the wedding banquet system, so that the cooperation of the hotel scheduling data into the inventory system.

The hotel schedule is a very small area of outside contact and understanding. Huekenan to the "World Network business manager" reporter shared a group of data: If currently the country's 100 cities, 100,000 can host the Wedding banquet hotel. The annual time for marriage is about 52 weekends + other holidays, about 126 schedules. Chinese people believe that lucky and gossip feng shui, according to the situation of each year, these 126 stalls, but also the days not suitable for marriage removed. In this way, there are only about 100 slots left.

Single-frequency consumption: Gaumauli, high added value

In this long chain of marriage industry chains, weddings, weddings, wedding rings are particularly special: it has almost no possibility of vertical extension, only one-time consumption, that is, single frequency consumption. After user consumption is complete, it means that the relationship between the two ends.

In such a consumption process, there are two problems: upfront user access costs are high, as well as the user two times the importance of development. Prior to the user to obtain from needless to say, wedding site ads must find accurate users, if rely on a wide net model, can only be Harting "hit the money" behavior. From the current situation, to find accurate users on the Internet, the better way is still rely on search engines to launch. For example, when the user enters the wedding banquet keyword, the happy event net can launch the related keyword advertisement. It is reported that the current happy event network for individual users to obtain the cost of hundreds of dollars.

In the case that the user gets the cost unchanged, only by improving the conversion rate can we get a better profit. "Conversion rate from 5% to 15% easy, but from 15% to 20% will be a difficult process." "Huekenan frankly, to achieve the lowest flow cost, the best way is to do word-of-mouth, by improving conversion rate will be a very slow process."

"How much you gain, if you make a lot of value." "Although it is a one-time consumption of products, Huekenan that the Happy event network can also do more for users." If you can do 2-3 times in a user development, to achieve a single customer vertical consumption of the promotion, is the expensive flow cost of a thin flat to the other way. To this end, in addition to wedding reservations, happy event network also online Wedding Mall channel, through the downstream extension, to provide users with wedding planning, wedding photography and other services. Mining user's two times demand, let individual user profit output maximization.

Facing the booming mobile internet, Huekenan is also considering how to combine the business of the event network, in fact, the wedding banquet this matter and the relevance of LBS will not be very obvious, but the user's experience and Word-of-mouth can be created by mobile Internet. Happy Event Network team is to develop a called Hi-letter app, which brings together all the new marriage information, such as wedding photography pictures set, invitations and pictures, and so on, with joy letter this way, people and people based on the wedding bridge built up.

At present, the Happy event Network has opened 30 cities wedding banquet reservation, Beijing is still the base camp. Huekenan believes that "scale is not necessarily an economy", and that its national expansion, it is better to do a few cities to do fine. Although it is not convenient to disclose the status of the hotel, but he said "compared with two years ago, some hotels have doubled the proportion of commission." ”