Mother Donkey: Low cost operations for personalized services

The reason why the mother donkey can only use three years to become China's leading new E-commerce Web site, mainly depends on it to the personalized service low-cost operation. How to personalize and low cost? Alliance + platform + low-cost marketing.

Mother Donkey: Low cost operations for personalized services

Wen/Shi Zhangjiang Zhang Hongmei

The mother donkey set up at the beginning, on the identity of Self-Service tour service providers to market positioning, to the scenic spot ticketing as the entry point, the integration of "precision marketing" and "network distribution" needs, so that scenic areas with "zero input" way to have their own tickets online booking platform.

The rapid development of e-commerce tourism, donkey Mother Tourism network from behind, up to now about 5,000 tourist attractions and more than 5,000 hotel features to join the donkey mother. Donkey Mother's products not only have scenic tickets, but also contains scenic spots + hotel free line products, tour group shopping, domestic tours, outbound travel, boutique hotels and other products.

The reason why the mother donkey can only use three years to become China's leading new E-commerce Web site, mainly depends on it to the personalized service low-cost operation.

Personalized service

The mother donkey will be the main consumer group, positioning for the young people who love self-help tours. This age is characterized by: advocating individuality, self-help, self driving, backpacking, unwilling to be bound with the regiment, curious about new things, like to accept new experiences, preference for time-saving, labor-saving Internet online consumption ...

For the target group of full individuality, the travel service company must satisfy the consumer's many individual needs, can obtain their affection and the trust. How did the donkey mother do it?

Travel to a group to enjoy the ticket discount, which makes more and more of the casual began to produce complaints. Donkey Mother founder Hong Qinghua is heard in the market after the complaint, insight into the "free line" this huge market demand, the mother of the donkey accurately positioned in the service of the customer. "A person, a ticket also discount", this is the mother of the donkey's core service. For example, want to go to Hangzhou night to see the impression of West Lake, a person or several people to the window to buy tickets are 220 yuan/person, if from the Donkey Mother Travel Network booking, a person 160 yuan on it.

The payment form of the donkey mother is in line with the international standard, that is, "pay and travel first" mode. Visitors to travel before the cost of the site through the payment of Alipay or net silver to pay, save money, labor and save time. In foreign countries, the "first payment and then experience" model has been widely used, but many people in the country just started, not accustomed to such consumption patterns. Mother donkey in order to cultivate tourists accustomed to this pattern of consumption to do a lot of ancillary work, such as the implementation of double compensation system, set up a quality assurance department and other measures.

E-commerce almost all have "logistics", but the donkey mother's "e-ticket era" to achieve 0 logistics. This not only saves paper and energy, but also greatly improves work efficiency, while also providing consumers with a better consumer experience. Tourists as long as on the donkey Mother platform booking tourism products, you will receive a mobile phone message, the customer is based on this two-dimensional code of the mobile phone message, you can smoothly through the scenic Donkey Mother's dedicated channel to achieve digital customs clearance.

Then, the number of cooperative scenic spots, the mother is how to tourists and scenic spots "seamless docking" together? How do some high-end customers want a more liberal approach to travel?

Donkey mother developed the "e-Jing-tong" software will be the background of the scenic spot and donkey mother site docking. Platform docking, through the "E-Jing-tong" can be directly to push information to the mother of the Donkey site designated page, let the "donkey friends" who need to find information and arrange the itinerary to see, and such as "snow to grazing", "some of the recreational facilities are under maintenance" and other temporary emergency information from the scenic spot, through the "E Jing Tong" can also be in the first time notice to have bought the ticket of the scattered guests.

Donkey Mom iphone client can satisfy visitors to the destination of more information, as long as the landing Mom iphone client can not only enjoy the exquisite interface of the extraordinary experience, and can access the destination travel information anytime. In addition, the client specifically based on the use of the iphone user features, added a number of practical functions, such as "destination of rich information", "Recommended Attractions and hotels", "weekly group" and so on. Donkey Mom iphone clients are even comparable to a carefully edited travel magazine. At the same time, the client relies on the advantage of the donkey mother Traveling electronic commerce, provides the convenient "attraction ticket booking", "The Hotel reservation", "the Free Line product reservation", "The Order Management" and so on intimate service.

Low cost marketing on line

Mother Donkey Travel Network since its inception, not only to take accurate online marketing strategy, but also to integrate various channels for joint marketing, such as: 2010 The best Expo Tour characteristics of the selection, free to send Shanghai World Expo tickets; 8 fall in love with nature activities; , together with Pepsi-Cola to give force 700 million bottles of cola tour; participate in Ningxia satellite TV, Shanghai, the first financial production of "China's workplace example", the mother of the donkey's chief self-tour experienced division and get the top ten "fun" one of the jobs, and so on, these joint marketing and online under the Low-cost marketing means, so that the mother of the donkey's social influence

In the past, community marketing, like the traditional ground army offense, often causes delays or even defeats due to asymmetric information or poor communication. And the community of major community marketing, as the modern mode of warfare, the Army, the Air Force Synergy, Central Command Unified command, so as to ensure the efficiency of marketing campaigns and precision.

For the tourist site, the best way of marketing is in fact Word-of-mouth transmission, and blogs, micro-blog is word-of-mouth dissemination of the natural distribution center. "Word of mouth", for the donkey mother to find consumers in the "Opinion leader", and through these "tipping point" to the popularity of a tourist destination rapidly expanding, and form a popular.

Blog Interactive Strong, Low-cost, with unlimited creativity and strong knowledge, autonomy and sharing, it is the nature of the blog that the mother of the blog to integrate into the tourism destination marketing the whole process. In the tourist, cost, convenience and credibility, and so fully play a role in the realization of tourism destination marketing process reengineering.

"Ten business Circles" to push activities, is the donkey mother from online marketing to the offline marketing a major move. It for the elimination

Fees provide an interactive offline physical store environment, but also to the new concept of tourism to more consumers. Experience shop relative to the online more focused on improving the brand experience of consumers-provide a wealth of tourism products display, convenient online flow demo, effectively solve large payments and other issues, to facilitate unfamiliar network operation consumers can enjoy the mother of the donkey service.

College students are the potential consumers with the strongest consumption ability in the future. Mother Donkey "Campus promotion ambassador" activity, stimulated the student traveling upsurge: The university student can not only obtain the gift, but also can enjoy the preferential price than the member, at present the donkey Mother "the campus promotion ambassador" activity already covers all Shanghai area universities.

On the August 1, 2011, mother Donkey joined hands with the Bank of China to launch the "Butler service". As long as the purchase of the Donkey Mother travel products overseas visitors can enjoy the Bank of China "Brigade housekeeper" business to provide travel margin services, collection of visa materials services and foreign exchange, such as one-stop service for the vast number of tourists outbound travel has provided a great convenience.

In addition, in order to solve the vast number of donkey friends "free line" traffic demand, "Mother Donkey Travel Network" also combined with a hi-car rental car launched "Self-driving Tour", by the mother of the donkey to provide attractions tickets, hotels, free routes and other intimate services, "a Hi car rental" to provide comfortable and safe car rental services, so that "free line" real freedom! Do not have to talk to the regiment, do not worry about traffic problems, but also not afraid of the expensive scenic tickets, just a little mouse, happy journey immediately open.

(Shi Qiang, Shanghai Kam-kun Advisory Training Group founder, CEO, Zhang Hongmei Department of Shanghai Kam-kun Advisory Training Group senior researcher)