Poor travel: The new business value of traveling lifestyle from community to social

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Lead: The ten years of poor travel have experienced the content of the community, the driving behind the product is the poor quality of the whole community to share, and the new business era of community value rethink.

When Shao studied in Germany in 2004, because want to share their travel experience, set up a tourism forum "poor tour of Europe", with the passage of time, the forum slowly developed accumulation, more and more, 2008, Shao back to Beijing, the original because of the love of the forum formally as their own entrepreneurial projects, That's the poor net we see today.

After 10 years of development, this year is just the 10 anniversary of poor tourism, ten years of time, poor tour handed over a good answer, has grown into the most influential outbound travel tourism community, more than 40 million community users, 30 million mobile end of APP users, its tourism introduction products poor tour of the bag more than 100 million times.

The ten years of poor travel have gone through the contents of the community, structured products after content precipitation, structured products after the construction of the mobile community, the entire product development cycle for different periods of different product strategies, only we see today's poor tour, the product behind the drive, is poor travel throughout the community of high-quality sharing, and rethink the community values of the new business era.

The essence of community is quality content

The Poor Travel Network Forum was born in February 2004, is the first community product of poor travel net. The early days mainly covered various European countries, by living in Europe as a forum for the daily maintenance of netizens. Then the poor network gradually opened North America, Southeast Asia, some African countries. At the same time, overseas self-driving, diving, photography, poor travel postcards and other categories of interest are also online.

The early poor tour of the majority of overseas users, sharing the content of many of the overseas travel experience mainly, as a result of the user group, the content of the production of poor travel community is very readable, more is the intention of travel, in the tourism information has not been highly integrated, the early days of the poor travel forum has become a user of overseas travel information to obtain the distribution center, All the information comes from the first-hand experience of community users. With the gradual development of time, in the community, the increasing number of users at the same time, also continuously inject new information, community products, the biggest advantage is "and time to be friends", the longer can accumulate more content, for the new visitors, can get more information, from 04 to 08, Poor travel to the accumulation of content and precipitation has been to a new height, has become the overseas travel must be on the introduction site.

Users to travel before the tour from the poor to obtain travel guide or travel information, at the end of the tour and back to the poor to share a new strategy or travel notes, so repeatedly the process of poor travel completed on the content of refining, became a living site introduction manual, poor tour completed the first step of quantitative change. In December 2011, the Poor travel forum experienced the largest revision since its inception, adding a lot of plates, all the sections have a clear attribute and positioning, the community's content further structured.

Structured product attempts after content precipitation

The origins of the poor network originated from a guidebook, in the second half of 2003 Shao in Germany, a part-time he chatted with colleagues to Amsterdam, Holland, and recommended him a book, is the Lonely Planet travel Guide Series ("Lonely Planet"), Tourists are also the image of the travel guide as a backpacker's "Bible." After the completion of the early content precipitation, due to the accumulation of quantity, will eventually lead to qualitative changes, poor travel began a new attempt.

In the 2010, poor tour introduced the Chinese travel guide, the poor tour, mainly written by Chinese people living overseas, with strict original and rapid update as the main features, now has more than 200, including nearly 300 overseas destinations, but also continue to increase. The total download volume of the various platforms of the poor tour is over 100 million. The early poor tour of the capsule in PDF format, including the use of OpenStreetMap data to make a map, for poor users to download the registered free network. July 2012, for the iPad use of the poor tour of the HD app officially released, after the release of the application for each system smartphone app, in the display mode more consideration of the mobile end of the use of the way.

In the rapid development of the Internet today, traditional forms of reading are bound to be hit, "Lonely Planet" has more than 10 versions of the language, from the launch to the present, a total of hundreds of millions of copies, from a couple in 1973 when the establishment of the time, using a few decades, and in 2011, The founder of the Lone Planet, who sold it to the British BBC Group two times for 210 million dollars, was sold to a private media group in the United States for tobacco in 2013, at a cost of 70 million dollars.

The information explosion in the Internet era has hit traditional reading, while fragmented reading in the mobile internet era has put the paper-based reading in the doghouse, and people no longer want to go out with heavy travel guides, instead of downloading or installing the APP in advance on the phone. The poor tour is equivalent to mobile internet age "Lonely Planet", but with "lonely Planet" different, poor tour of the bag should be the world's fastest updated travel guide, many authors live in the destination of travel, each year, there are tens of millions of of users in the poor tour of the Kam Sac, Constant feedback updates. Mobile internet Age "Lonely Planet" is no longer a personal travel notes, but crowdsourcing mode of the clown code, real-time update.

In the era of technology-driven change, quality content plus the appropriate product form, will certainly win the user. Poor tour of the bag on several platform users together, in less than two years, the number of downloads are also close to billion times.

In addition to the poor tour of the content as the core form of products, poor tour also around the travel around to do some products, such as "Trip assistant", a help you plan the itinerary of the tool products. "Poor travel discount", by the editor comprehensive consideration of cost-effective, practical, in the whole network selected outbound travel special products, including air tickets, hotels, free line, cruise, boutique hotels, insurance, ticket visas and so on. Multidimensional product clusters around the goal of travel, trying to use tools to make the experience of travel better.

The new form community under the mobile wave

In the "Poor tour kam Bag" has been achieved, become a necessary app,"travel overseas tour assistant" and "poor travel discount" has gradually been accepted by the user and identity, poor tour made a new decision.

This year, poor tour has adjusted all of its apps, integrating the previously broken app, and launching a new version of the poor app, which is, in a way, an adventure.

Mobile Internet development to now, users of the demand for products more and more subdivided, this is not a product features all-inclusive era, turned into a small and beautiful popular trend, the most typical example is Foursquare.

Foursquare in the early days is a LBS based check-in application, but if you still will he stay in just sign in, that is wrong, inadvertently he has grown into a comprehensive app, so large to allow users to pay attention to the registration and a separate signed APP.

In May, Foursquare in Split, launching a new app--swarm on IOS and Android platforms. Swarm is like a social hub, and it inherits Foursquare's original "check-in" function while focusing on helping users find nearby friends and their activities. The new Foursquare has played down the "check-in" function as the core, instead exploring and discovering various local life service information around it. The logic behind Foursquare's break-up is clear: Make products lighter, and let people with common interests and needs find their own place of aggregation.

But when it comes to making this decision, Shao is not without consideration, and when he talks about it, he also says the idea of integration: Travel with Mobile is a natural combination of points, the new poor tour App is poor network for users to move the information consumption of the further efforts to achieve the basis of the poor data and technology precipitation.

Poor tour Community user attribute has a very obvious characteristics: the total number of users is small, but the active degree and viscous very high, for its various types of data accumulation provides a large amount of data support. But the huge amount of data will also bring information interference, the core of the poor tour APP is to combine the value of community and tools to provide integrated services, so that users can easily access the right information in a short time to help decision-making. From the current data of the poor tour APP, the integration of the products to some extent, the user's approval.

Community value in the new business age

Online tourism has been considered the next outbreak of the Internet growth point, with the continuous improvement of living standards, people's demand for tourism is more and more vigorous, outbound travel belongs to the more high-end part of the tourism type, and the poor tour of the main user group is outbound tour this part, in other words, Poor users in the short term or the future of the long-term needs of outbound travel users, whether the individual user value or group user attributes, are currently in the Community form of the higher consumption value of the group, and this is the value of the core of poor travel.

For the entire industry chain, poor travel to the user's influence is at the decision-making level, in the upstream part of the online tourism, the user decides where to go or what kind of way in a large part of the levels are depending on the poor to see what kind of raiders or travels, although this part of the population does not need to how many levels, But each of these people is almost an accurate user, or a target user of travel.

May 29, the world's leading short-term rental website Airbnb and the poor tour announced the conclusion of a strategic partnership. The strategic cooperation between the two sides will cover online and offline activities, joint marketing campaigns, and special events for the global tourism destinations. Airbnb Fancy Poor tour, it is the unique temperament of poor users and the community behind the group consumption capacity. For AIRBNB, China's outbound tourism market is full of vitality and business opportunities, AIRBNB in the local market to establish a foothold, it is necessary to attract more people with similar temperament, poor user attributes and Airbnb of the coincidence degree is very high, the user temperament is similar, Cooperation on both sides of value is not only the overlap of users, more in the travel culture, there are more points of agreement. Currently, poor tour and AIRBNB have jointly launched a travel brochure, in the future, the two sides also plan to launch a series of activities, for example, AIRBNB will participate in the poor travel light Year plan, to help Chinese university students experience the customs of different countries in the travel, at the same time, through the poor tour of the offline salon, Airbnb will be among Chinese users to disseminate their The concept of "sharing economy".

Poor travel brings the user the influence of decision level, but in fact, there are a lot of business in the upper and lower end of the dimension, poor swimming in the early days of the first web site soon, Shaw tried to put some hotel on the site booking box, there will soon be some income, although poor travel in the past few years is not deliberately want to make money, But for a long time the poor tour has always been a profitable website.

Poor travel provides tourism information to help users make consumer decisions, the user through the community's travel information to find the products they want to produce a predetermined consumption. To the poor partner booking, the user from its own web site under the single conversion rate in the 2%~3%, and from the poor users to import a single rate in 8%~10%. This is a simple direct flow pattern, the difference between poor travel is due to the user's high concentration of properties resulting in more accurate traffic. Poor travel network at present the specific profit path also has the brand advertisement and the poor tour discount. Advertising is only a small part of the income source, mainly the choice of matching with the quality of the advertiser cooperation; The poor tour discount is to cooperate with travel agencies to sell packaged products.

For the current commercialization, poor travel is obviously not anxious, the first task is to do a good job of content precipitation and user accumulation, forming a more unique community, whether the flow or content, as long as there is a unique value of users, these are not a problem. The community's value will be magnified today, looking for its core users and core positioning, the community's new business era is not far away.

In the whole process of poor tourism development, accompanied by the founder and team to travel love, understanding of lifestyle. Of course, to turn love into a cause, and in the field of achievements, poor travel do, of course, not only love so simple, in the product logic also has its own direction, whether it is the form of the forum or mobile APP, or the content of production, poor travel in their own rhythm, Build a high quality content community and community, or what they represent, travel lifestyles.