People-oriented, return to Word-of-mouth, is the essence of Pengwanlin "Toss"

"People Files"

Name: Pengwanlin

Sex: Male

Hobbies: Internet, leisure tourism, from the media

Motto: Tourism brand of the vertical road, if it can be small and beautiful, square can be very different!

Trajectory：

2001 graduated from Hengyang, Hunan Medical College (now known as Changsha Medical College Hengyang Branch).

2004, in Zhangjiajie Park international travel agency independently opened the network department, the creation of a VIP tourism network in Zhangjiajie (www.zjjvip.com), since 2006 has been for many years in Zhangjiajie tourism Network reception number one site.

2009, founded the Milan Inn, has won the Tencent Network and the distant network jointly organized the "China's Most Beautiful Inn" awards event.

2013, the creation of Zhangjiajie tourism industry's earliest tourism media platform-Zhangjiajie micro-tourism.

2014, and friends with the founder of the Zhangjiajie encounter Ann di Boutique Inn, the Inn at the end of 2014 won the Hunan Provincial Interior Design awards.

2014, and Mount Yue Mansion Tang, eight quit Green Brigade Shantao, such as the shopkeeper launched the establishment of the "Zhangjiajie Inn Alliance", designed to convey to the outside world of Zhangjiajie Inn Beautiful.

2015, the founder of the "People in the community three pot" food brand, and "Flower of the Tea shop," "Travel theme tea brand, explore and practice Zhangjiajie tourism industry vertical Brand Road."

1 First "Toss": Find a hole in the cocoon

Around the beginning of the 2000, people began to reach the Internet in general. And Pengwanlin has learned to send emails online in 1993. Although the school during the major is pharmaceutical, but he grew up with the love of tourism, 2001 medical graduates, he went back to Zhangjiajie to do the tour guide, the adjustment.

2004, Zhangjiajie's tourism market is the traditional tourism model of the Jiangshan. 2004, Ctrip Travel Network Only one months, online tourism model promotion is also tepid. But contact with the Internet 11 years of Pengwanlin 2004 began his "Toss" Life's first "toss"-a break into the online tourism model.

In the view of the old peers, this is a "uncertain future" decision. However, Pengwanlin firmly believe that this is the opening of the traditional tourism model of the thick cocoon, open the new world of tourism key hole. "The traditional tourism model has too many weaknesses, the most serious of which is the asymmetric information." "In Pengwanlin's view, the traditional group, the operation of the regiment, not to fight quality but quantity." And in the layer of the relationship, easy to cause and has caused the tourists are not satisfied with the phenomenon of non-payment of group fees, over time, the traditional tourism model will enter a vicious circle, especially in the rapid development of the Internet era background.

"Online tourism is not the same, it can directly and visitors to the business docking, reducing a lot of unnecessary links." At the same time can also accurately grasp the needs of tourists, timely collection of feedback and adjust the visitors. "In daily observation and practical operation, Pengwanlin keenly aware of the great potential of online tourism." So, a only one person's network department in 2004, in Zhangjiajie Tian Yuan International travel service, was born.

All along, into the store tourism has been criticized, but the traditional tourism model can not find a cure for the "medicine." However, Pengwanlin has decisively launched a "pure play, not into the shop, not shopping," the new tourism slogan and way. Unexpectedly, a line to get the favor of tourists. 2004 a year, Pengwanlin single-handedly successfully received more than 700 tourists, "the profit has a traditional mode of travel 10 times times." Since then with the Internet in the domestic gradually heating up, Pengwanlin Tourism Network reception volume is also climbing all the way, in recent years, the number of reception has been repeated million!

Where does this handsome profit come from? Pengwanlin explained that the traditional tourism reception is the source of travel agencies, and then transferred to operators, which is not a straight line "transfer", there is even a number of "take over Again" link. It is conceivable that the more intermediate links, the more the profit will be diverted, and finally operators the profit of the average person less than 20 yuan! However, Pengwanlin with the use of the Internet to create a new type of tourism, is directly linked to tourists, without the "cobwebs" as the intermediate link, and finally Pengwanlin the profit per person to exceed 200 yuan.

2 How to "toss": open up the road of vertical brand

The first "toss", Pengwanlin small success. Again "Toss", Pengwanlin confidence full. "My self-confidence is not blind, although I love toss, but are in earnest toss!" "He spends a few hours every night studying, thinking, looking for the best way to combine the Internet with travel marketing and travel products--to open up a vertical brand."

Before and after 2010, the traditional mode of tourism no longer dominate the world, online tourism mode is flourishing. 2009, a DC guest of Milan Inn in the scenic area to open the guest. 2013, the tide of DC customers to the irresistible trend of the surge to Zhangjiajie. It is caught this tuyere, Pengwanlin of the encounter, Wang Xiaoyong Street Inn, such as small and beautiful, innovative features inn Shing. "More than 80% of our guests are booked through the internet," he said. ”
A door, footsteps slowed down, want to stop here for a while. This is the feedback after the guest stays. The feeling of beauty in the Internet after the spread of the experience of the United States, this virtuous circle is Pengwanlin has been "tossing" the vertical brand road, with the help of online marketing, to create a story, a brand of faith road.

When the characteristics of the inn slow down the footsteps of tourists, a group of special catering immediately to the road to the brand. The image of Xiangxi, which is famous for its ecological catering, is one of the best examples. Of course, Pengwanlin is also in action, "the community is in the process of preparation." "Pengwanlin said that the people in the community to three pot, is he is" toss "a Shang story with the food and the worship of the people in Xiangxi cuisine.

At the same time, in the present, and even after 00 has gradually become the mainstream tourism market, Pengwanlin "Toss" another brand, Zhangjiajie's first travel literature and art as the theme of tea shop "flower owners" will soon be available. This brand originates from Pengwanlin's exploration and practice of Zhangjiajie leisure tourism product diversification, aiming at bringing more relaxed and enjoyable travel experiences and thoughts to young tourists in Zhangjiajie.

Zhangjiajie tourism industry as a continuous cross-border entrepreneurs, whether the pub wind, or catering wind, literary wind, Pengwanlin has been in the "toss" to share. "Solo Lele is not as good as the music!" Pengwanlin said, with good ideas, he loved to share the discussion with his friends. Therefore, he participated in the launch of the formation of the Zhangjiajie Inn Alliance, Zhangjiajie Excellent Tourism website Alliance, Zhangjiajie Micro-tourism organizations, "Flame!" We all developed, can promote the whole Zhangjiajie to upgrade quality, help push Zhangjiajie tourism transformation. ”

3 "Toss" of this: return to Word-of-mouth

In the "toss" of the break and stand, Pengwanlin how to find the balance point?

Before the reporter throws this question, Pengwanlin has already preemptive strike: "Zhangjiajie besides landscape, what else?" ”

Once more than once by tourists asked this question Pengwanlin, and did not look at me with expectant eyes, because the answer in his heart.

"I have been engaged in Zhangjiajie tourism for 15 years has always been a belief, I hope to give visitors in addition to the landscape more beautiful!" Self-driving tour, self-help tourists more and more, tourism consumption patterns are changing, Zhangjiajie tourism marketing model must start from the needs of tourists, the introduction of anthropomorphic, interactive, story-driven tourism brands and products. "He believes that only in this way, the new era of visitors to create the enjoyment of the United States, and thus return to Word-of-mouth, so that the beauty of Zhangjiajie has spread." And the emphasis on people-centered content sharing, is the so-called return to Word-of-mouth. Of course, the return of Word-of-mouth also needs the user's initiative to share, the essence of the initiative to share only one sentence: the creation of attractive or people do not have my content.

People-oriented, return to Word-of-mouth, is Pengwanlin "toss" the essence.