Poor tour Commercial Products Department Han Zhe talk about the transformation

Since its inception, the poor tour has now gone through ten years. For a 10-year-old company, choose the way to become present, to prove their business value, I am afraid investors and ordinary users are looking forward to an answer. This year will be the beginning of a poor tour of the official start--with the original tonight, the founder of the Han Zhe, poor travel business products, the formal establishment of the ministry, let the change is a little closer. On the topic of "Han Zhe", I had a chat with the head of the commercial Products department in the previous days, and here is our dialogue.

I heard that you now have a separate small building in the long garden, is the newly established commercial product department, said why at this time set up this department?

Han Zhe: The main thing is to do the cash. The poor swim has now been 10 years, made 2 rounds of financing. Poor tour today's market capitalisation is probably so much, back I hope to achieve higher, such as 800 million or 1 billion U.S. dollars in market capitalisation, only by sending articles do not go to the content, must enter the retail market, trading market.

Before I watch poor swim some discount and t-shirt sales and other attempts to cash out, but are relatively fragmented in doing, now what good ideas to string it up?

Han Zhe: Before all are trying in the layout, every same try, then I am sure to put these back to comb again, now we think we mainly grasp a few points:

We see a direction from the extension of the original information. is a poor tour of the previous offers are relatively large chunks of travel information, such as our forum divided a lot of suites, tell you how to book tickets, how to play other small partners, they touched what dog blood things, these are relatively large pieces of information.

The poor tour has now gone through ten years, today's information quality is much higher than 10 years ago, we in the depth of information has come to a very deep category. For example, the United States, combined with mobile Internet, we can now tell you this hotel near the bar its information, prices, how people are evaluating the bar.

Here we have a plan called the Continental Shelf POI plan, has done for two years, now has done millions of poi. Then we will find a problem: when we give users such detailed information, users will be directly with you to serve. For example, I already know the bar very clearly, I need to make a reservation now, can you do it?

So, our first commercial product, we're now called "Destination Mall," It's actually extended here through information, is the provision of overseas self-help tours in the field of fragmentation services, we will include: Small to a restaurant discount booking, to a card on the Internet, to a local activities, 1st tour, 2nd Tour, transfer machine and so on ... Take a typical example, you see now to Chiangmai such a city, all its tickets you can buy in the poor online now, you do not have to go to the scene to purchase tickets, before going out the yuan is all done. So this is a piece of commercialized content that is extended through original information, from fragmented information to fragmented services.

This process is smooth, and this kind of retail and organization is more suitable for the media such a platform, it made a choice, made a Kam bag, made the merchant Yellow Pages, we tell you Chiangmai most worth playing 30 places, at the same time, these 30 places we can sell directly, you do not have to worry about buying, And we sell things here we will do the quality of information services, we will do the service layer of things, this is the first piece.

You just said you have millions of of the POI, what can be done by quickly and the millions of POI business docking?

Han Zhe: We use the model is similar to the current Jingdong mall, called the Self + Open platform, part of our own retail sales of their own products, the other part of the world has a large number of suppliers, they have in the past ten years with poor swimming intersection, these businesses in the lack of supply to poor travel before, They have been on the Poor tour forum for 10 years of small ads, but we feel that this is not good, very hurtful user experience, refined to the sub-forum, in the forum for a few years, and then came to the present step. Now there are hundreds of of those who are cooperating with the poor tour discount, and these are collected through the historical continuation of the past.

Well, this transition is a natural model, is there any other commercial plan?

Han Zhe: There's one more piece that means we've got some industry and user changes. You will find that before people travel, most of the two categories: a majority of people are with the group tour, and a part is poor travel over the past ten years of those users, they are outbound travel professional netizens, will use the information of the poor travel to all parts of the world.

So this is the previous two states, one is with the regiment, one is very professional. But you will obviously find that it lacks a middle state, is relatively easy to travel, to those who are not so good English, holidays not so long, and not so professional users.

For this group of users, starting last year, there are a number of scattered in the market in 3-10 days of "machine + Wine" free line suppliers, this batch of small suppliers is actually not a good distribution channel--in the team swim channel of his products can not sell, he sold his own not very good retail ability. So the poor tour of this group of suppliers caught together, on the poor tour discount, because his portfolio is cheaper than Team tour, you look like we now sell Seoul 4 nights 5 days free line, about 1999, you can also stay in the Hilton Hotel.

So, we opened a section called "Discount." The original intention of the discount is actually to sell the free line, is not selling the so-called fragmented tail goods, that volume does not scale, only the continuous producers can provide continuous production type of goods, so the essence of the discount is to sell the free line, now poor tour of the annual discount on the sales have a few billion yuan, rose very fast.

But I think the media and the distance between the electric business is actually quite far, this chain is very long, we may be accustomed to poor travel to see information, to Ctrip, booking to make reservations, want to buy things when it is difficult to first reaction to think of is poor tour, this How to solve it?

Han Zhe: So I've also got a couple of products between the two, which is the third piece of our business.

You ask this question I look like this, the chain length mainly reflects two questions: the first is the user's cognition and the habit question, he may think the media is reads the content, the service provider is makes the retail, I thought this matter wants to pull off the user not to be so easy. The second question is that, generally speaking, the chain is long, it is because I feel that the person doing the front end is not good, this I have solved, is my current business team are my hotel tonight on the special team, we are very familiar with the field of retail business, including my own before tonight to do group buying, Or the founder of the litters group, I was in charge of more than 1000 people, so this matter, the ability of our team is OK, there is no genetic uncertainty, just the problem of user awareness.

On the question of user cognition, this inside I dismantled again: I think the present Ctrip and Taobao travel in the entire retail world play the role is the purpose of tourism is to say you think you want to buy something, Taobao will you go to his place to buy, he has everything there, Ctrip is also. Then I think there is a space inside, is just said between the two states-a class of users he has a vague desire to travel, there is no such as to enter the service and comparison of goods links. This thing is a little more abstract, is similar to the Mushroom street and beautiful said in the Inspiration type Shopping guide, he is in the front of you to achieve shopping, first inspired after the realization of shopping, so in this layer we are also trying.

One of the things I'm doing at this level is, we sell most of the goods are edited in person ran, the whole run down the feelings and experience to generate pictures, travel notes and micro-kam bag, these three media forms with this one merchant's products together, this is the poor travel discounts on the real goods sold. So when you buy and you see the business originally provided is not the same thing, I will tell you the highlights and shortcomings of the goods, both of us write, the equivalent of I do for you to do the product screening. So we are equivalent to the original product of the merchant added a layer, into the work.

Another attempt is that we will find that there is a class of goods, before entering the retail properties, you face a huge decision and choice of costs, that layer is a chance, the typical product is overseas hotel. You go to Chiangmai now, you first have to face is Chiangmai has 3,000 hotels, you do not know what you will buy, so you will go to locate the area, locate other people's choice, locate my friend to wait, we will precipitate a huge value in this layer. You said the chain was long, the front is the media behind Ota, then we are to provide the product properties and services Ota before another layer out, this layer is OTA can not precipitate, such as the Chiangmai of this hotel, I will tell you the poor swim in the past how many netizens lived, They generated 100 photos you can swim in the poor to see, their scene here. Besides, I have a test-bed. will tell you what it is, and then I will put this knowledge into a different topic, divided into cultural, family, parent-child class, and then help you make the purchase decision, which is equivalent to me in the original retailer can not provide attributes, before making a layer out.

The equivalent discount will be an international hotel shopping guide platform out?

Han Zhe: Yes, equivalent to say I will be in the media and retail to do a shopping guide out, so that it strung up from the media to retail is a bit far, but let users to this, in fact, not far, not bad.

What do you think is the biggest source of profit for future poor business products?

Han Zhe: The biggest profit margin should be the destination goods, because the more dispersed business, their dependence on the channel is higher, some businesses will even give the 40–50% of the rebate, like we sell the Nepal's glider is 40–50% commission, this product he does not through the poor to sell the words who will know ah? But if the total number of words, it may be the air tickets, hotel transactions will be larger.