Poor Tour: Flow is also dependent on structured UGC content

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In recent years the fire from the self-help tour, outbound travel concept, already have a lot of related products, but remove several early Ota giants, and where to go to this kind of platform products, the remaining cicada travels, bread travel has been in a state of no plague, in contrast, poor tour in 2013, the user breakthrough tens of millions of levels, Access to Alibaba tens of millions of dollars in financing, for once entrepreneurs shouted "outbound travel strategy, only tools do not do UGC" slogan, poor network case is exactly the opposite.

Poor network is the founder of Shao in 2004 to study in the personal website began, the cause is Shaw found that whether the Chinese people in foreign countries or planning to travel abroad, there are self-help travel needs. The following 08 years, Shaw formed a team, after 3 years of exploration, and finally decided to continue the poor tour "outbound travel" gene.

The current poor tour of the home page, you can see some of the development of the thread: destination, poor travel tips, travel assistants, community, discounts, hotel reservations. In fact, put the first "destination" reflects the poor tour to pay the most energy, according to co-founder Zhou Tong told me that the most important feature of the destination is structured information, which is the content of many years of forum UGC purification content, POI location information has been manually screened into the tag, user-friendly most direct way to retrieve.

and "Tourist kam Bag" is a poor tour hired signed writer, similar to the Lonely Planet record form by local Chinese personally experienced travel route books, when asked why not publish the entity book, Zhou Tong told me that the current information age reading habits and book publishing cycle can not meet the current tourism hotspot changes, The Lonely Planet was sold in 2013 by the BBC at a price close to 1/3 of its initial acquisition price, and the transformation of its electronic book is also an example.

Row home Third function is the trip assistant, bring up this function, we may take the cicada travels and bread travel for comparison, but Zhou Tong that the two travel notes from the final business scene some distance, to bread travel, for example, Last year only tentatively launched 20 unit price 29,000 of the East African Kenya Travel, and the cicada travels does not have too much commercialization of the movement, "This is because travel travels only record before and after the two ends of the notes, and the demand for travel is far from the difference." "Zhou Tong said.

In my opinion, the cicada travels or the bread travel is not unaware of this, the problem is that these two recent applications, with the start of the mobile internet trend, have missed the Golden age of the forum community, the biggest feature of poor tourism is good at Community management and the UGC content set into structured content, But for the two start-ups mentioned above, the cost of operating the community is too heavy, so you can only choose to enter a practical tool, hoping to gradually form a community.

But as Zhou Tong said, the mobile phone side of the input experience and the PC side is very different, he admits, poor travel can not change the mobile end of this situation. "Every year 11 holidays, PC-side traffic or mainstream, if you want to carefully output the quality of the content, mobile phone end of the habit is too far." ”

We know that the poor tour in 2013 has won the million dollar investment, the latter is the eyes of poor users of the platform community stickiness, although the two are now maintained independent operation, but Taobao travel this single travel order tool products, the poor community content can be a good service to its child channel. And for the "poor tour discount" This new product, channel director Zhong Junyi told me that its greatest value lies in the same time to solve the C-end and B-end of the demand, although now has not yet joined the system, but the future will be the most important to the commercialization of poor tourism pilot.

All commercial attempts are based on the existing data and user accumulation of poor travel. At present, the destination of poor tour has reached 40,000, including air tickets, hotels, accommodation visas, travel records services, at the mobile end of the poor travel tips, travel discounts and tourist city guides and other products. According to Zhou Tong feedback data, PC-side 300,000-day UV, the average stay 10 minutes, mobile end users around 10 million.

In fact, from the beginning of the project, the poor tour has been the major OTA and travel agency partners, now with Alibaba cooperation, will complement its "Outbound travel" section of the content of services, for poor tourism, the natural use of Ali brand flow dividend. According to Zhou Tong, the goal of poor tourism is to continue to expand the brand of overseas self-help tour, until the industry monopoly, and then consider more business direction.

The core of the problem is not whether to make tools or UGC, but if the tool itself is dependent on the content, you have no second way to choose.

Title Map Source: Takungpao