The market of the city periphery swims in our country expands rapidly

In the vicinity of this piece of blue sea, "where to play on weekends" team two times to sail a business.

This time they opted for "light mode": At both ends of the O2O, product sourcing was handed over to offline's traditional travel agency, where they went to the docking attraction business and focused all their energy on online marketing and product design.

This kind of thinking is actually radical for a tourist enterprise. But for an online company, it can be "light". How to strike a balance between the "weight and the weight" is a business that many online tourism companies must face.

Do product: Less to do a o,offline commissioned by the foundry

According to the CEO Cheung on the weekend, their team in 2010 to 2012, doing is "peripheral travel network." This project and "Where to go on weekends" belong to the surrounding areas of tourism, but because they are responsible for procurement, packaging line around the surrounding products, operation and cost becomes unbearable weight. Another difficulty is the Web site traffic access, then only in Baidu on the keyword ads, now in retrospect, is high prices and inefficient.

All in all, the cost of user access and the high cost of purchasing operations make it impossible for the business model to continue.

After the lesson, the new "Where to play on the weekend" to make yourself more "less".

"Where to play on weekends" chose the so-called O2O mode, and intentionally less do an O. Their team selects travel agents around the world as offline partners, then from planning, procurement to order processing and customer service services, the product of a series of processes are handed to the traditional travel agency "foundry".

This model makes it possible for cooperative traditional travel agencies to take advantage of local resources. And each city chooses only one to two travel agency cooperation, avoids the product confusion, the standardization is poor, the product presents the inconsistency question.

The reason why they are called "foundry" is because "where to play on weekends" will also participate in the design of products. This part has to say "where to go for the weekend" to really focus on the online end.

Do Mobile: Learn more about customers, learn more about the surrounding tour

Where do you go on the weekends? CEO Cheung Reflection: The previous venture is not successful, the core problem, or the team to the surrounding tour of the matter is not deeply understood. And by the opportunity of the micro-letter outbreak, the situation has changed.

And now a lot of tourism start-up enterprises, "where to play on weekends" is also the beginning of the micro-letter public number, and then there is a website. At the time of its founding, hundreds of thousands of per cent of Beijing's users were reported to have gathered in the three months, with the average daily growth of more than 2000 of its micro-letters, which accounted for 80% of its total traffic.

"The order volume of Thursday Friday is the largest, Friday evening 11 or 12 o'clock under the single volume is very concentrated", Cheung Introduction, peripheral travel consumption is the characteristics of decision-making fast, will not see too many Raiders, only need a general guide, the weekend driving on the road, "this also determines our main platform should be placed on the mobile side.

The mobile side does facilitate the collection of user feedback. "The micro-letter backstage received feedback, to travel agencies, so refined designed products, sales effect is very good." Cheung Introduction, this product design from online to offline, can be completed in about 2 days.

He cited an example: "Where's daddy going?" The first episode of the program in Beijing's Ling Shui Village recorded, after the broadcast, "Where to play on weekends" micro-letter public number received a lot of relevant keywords. So "where to play on weekends" and travel agencies to cooperate, the first day of casing, the next day to form products, the third day on the micro-letter sales.

"The line to the travel agency, is to focus more on the acquisition of users, including improving user stickiness, understand the needs of users." In 4 May, Cheung said, they will launch apps for iOS and Android platforms, hoping to transform the users into a UGC community, further facilitating interaction and buying.

Platform: And Baidu, the efficiency of the paper

In addition to content operations and user interaction, "where to play on weekends" in the online another center of gravity, is the platform to build. If mobility allows "where to go on weekends" to know more about users, then the platform will let them know more about the merchant.

For the sale of products on the platform, "where to play on weekends" to take a variety of cooperation, including commitment to sales, exclusive supply and so on. But strictly speaking, "where to play on weekends" does not sell, just as a platform, so that businesses directly facing customers. For highly standardized products, such as scenic tickets, "Where to play over the weekend" will be charged to the merchant about 10% Commission, and for spending a fixed amount of consumption, such as farm music, in each transaction to collect a fixed amount of money.

As a platform, "where to play on weekends" is also very open to try to sell to come, love travel outbound products. Because they believe that the surrounding travel and outbound travel of the typical consumer groups, to a certain extent overlap.

"Instead of selling it ourselves, let the merchant sell directly on our platform so we know what the merchant is and what it needs," Cheung said. At present, "where to play on weekends" has provided a micro-credit subscription number of the merchant version, through the account, the merchant can release products, processing orders, but also with the customer communication.

"Before the surrounding tour merchants can only rely on group buying, 58, the market, or spend a high price to buy Baidu keyword, and these are not accurate customer access way," Cheung said, "We for some businesses to send micro-letter content, sometimes to a hundred thousand of of the reading volume, which is far better than to put Baidu, newspapers, radio efficient, and directly increase the proportion of sales. "

"Where to go on the weekends." The hope is that users to the surrounding brand to generate trust, merchants to this direct sales platform to rely on to establish the user and the merchant O2O closed loop.

Do scale: also need to be practical understand the product

According to the latest data after the Spring Festival, "Where to play on weekends" WAP website daily average UV has exceeded 20,000. In addition to the micro-letter large, they also opened a large number of sub-station accounts to carry the rapid expansion of their business map.

"Where to go for the weekend" plans to establish a national entity for 10 key cities in the next 2 years. After getting millions of yuan of angel investment, they will first in Shanghai, Wuhan, Chengdu and Shandong several local pilot. All of the cooperative travel agencies are expected to reach 10, while the supply of its platform for the direct sales of 1000 companies.

When it comes to the scale expansion process, the most likely bottleneck, Cheung still thought of the "human problem." Despite the claim to focus on online, he admits that what is needed most is the ability to plan packaging for traditional products.

"Travel Light", first to network marketing of the head of the eyes and ears, but fundamentally, or back to the tourism product itself understanding. This is probably a pragmatic attitude.