The recruits "come here" to the online tourism market

Absrtact: In the International Exhibition Center outside the east of Beijing, there is an entrepreneurial team of more than 40 people who are preparing an online travel website called this trip. From the name, it's easy to think of another online travel site where to go, but follow this tour to initiate

In the International Exhibition Center outside the east of Beijing, there is a pioneering team of more than 40 people who are preparing an online travel website called "Come Here".

From the name, it's easy to think of another online travel site "Where to go," but according to the founding team, since to start a business, there is no need in the "online travel agent (Ctrip)", "Tourism vertical search engine (to where)", "online tourism community (ma Honeycomb)" The three kinds of traditional models that have been playing very hot are plugged in, and what they want to do is look for a new fourth model to solve the pain points of tourists landing after booking.

"The existing online tourism model, there is no real solution to the consumer pain point, the pain point is not in the reservation, but in the destination of the landing services, because the information there is asymmetric, service delivery capacity lag." "The founder of the tour said," many tourists in the domestic travel with the group always encounter a variety of bad experience, like the freedom of tourists and often do not have much time to do all kinds of preparation, so we want to do a destination tourism services O2O platform. ”

Go to the middle of

According to Chen, the product director of the tour, before the establishment of the company last August, they did a detailed market research, found that the tourism process is still unresolved problem is "lagging tourism destination services."

"Many destinations have very good tourism resources, such as Xinjiang, but a year of tourism sales only more than 60 billion yuan, compared with Beijing, Shanghai is too little, may be just a fraction." "Apart from being more remote, it is important that the local destination product marketing and service capabilities are weak," Chen said. Many suppliers of sales through the "operators" distribution to do, the group to take visitors to Xinjiang, by the ground to receive social services, operators to find hotels, attractions tickets, activities and other suppliers, they stacked up to form a regiment and resold to a group.

The result of this way, one is that tourists do not get good service, the second is the supplier's sales channel is highly concentrated in the operators, without the bargaining power, can not be more effective profit. "The problem we want to solve is to get the suppliers directly to the visitors and help them do the online marketing," he said. "Chen said.

The approach to this tour is: to build a platform to help suppliers of tourism destinations to solve sales problems, the past that only through the "operators" single output mode, into the online direct mode, the product directly to the visitors, the middle of the process to remove all.

"This ' operators ' approach can greatly improve efficiency, allowing suppliers to give the highest discounts directly to consumers, rather than wasting it all on the channel. Eliminates the intermediate link, not only the supplier can improve the efficiency, the visitor also can obtain the cheapest service. Chen explained.

Supply Chain management + design of different tourism products

Chen that the existing three kinds of online tourism models do not solve the problem of tourism delivery services. Starting from the full service of tourist destinations, there are great opportunities to improve the efficiency of online tourism.

"The first thing we have to do is to aggregate the local tourist resources, for example, the tourist rental companies on this platform, the advantage is that consumers can directly contact the service provider, the cheapest price, there are more options, and suppliers have more direct sales channels. "Chen said.

According to the introduction, in this tour on the platform, the supplier will be screened, the quality of their service management, good service providers will be more opportunities to show, through the benefits of driving them to do a good service.

At the same time, the trip to the program through a number of incentives for visitors to score, collect feedback from visitors, and then feedback to the supplier, to ask the supplier to improve. The user evaluates the bad supplier, on the platform the weight value will be reduced, the sales volume will drop obviously.

In addition to the management of the service supply chain, the tour also plans to design personalized in-depth tourism products according to the needs of different tourists.

"In the past is generally operators products wholesale to the group, in order to facilitate the group, the product will not have too many differences and no characteristics, but in fact these products are not suitable for different preferences of tourists." Chen said, to this tour can control the ground resources, design a variety of products, such as suitable for couples, or suitable for hiking and so on, can also allow visitors to design their own tourist routes.

Provide O2O landing support

Another idea to come here is to help a wide range of online travel startups to get their services to the ground.

Chen said that the online tourism market is a huge market, the emergence of a large number of small and medium-sized start-up companies, these companies have good products, efficient team, but also a precise user group, but for these startups, how to the landing of services is a difficult problem.

Chen An example: Now there are many attractions related to the app innovation products, attractions introduction content, as well as through the map positioning of the navigation function is also done very well, but most of the problem does not address the purchase of tourism products, such as ticket purchase, guide services, car rental services and so on.

Come here. Through the integration of suppliers, they can provide relevant products to these entrepreneurs. "In addition to providing quality products, this tour can provide after-sales support for these consumers from various channels, so as to minimize the cost of entrepreneurs, they can focus more on how to optimize their own products, access to accurate users," Chen said.

Word-of-mouth Marketing Single Point breakthrough

"We are going to launch our new destination service in April, and then do it one at a destination and make each destination fine." "In Chen's view, the market size of destination tourism will not be particularly large at first, but it is appropriate for startups like them because of the complex technological innovation threshold and the need for considerable financial support, and the short-term scale of profitability is not too high, so big companies are reluctant to come in, And too small entrepreneurial teams do not have enough money and technical support.

"We use the Internet thinking to design and operate tourism products, requiring efficient iterative updates." For example, the first set of tourists use this tourism products, back after some good advice, we will update immediately, the next set of tourists use is optimized products. Chen said that the tour in mid-April this year, the first batch of "Tourism experience Division" from the national screening will go to the first station in Xinjiang Yili, the whole travel destination service for their testing experience.

According to the plan, come here after the official launch, will put their products on the flow of the portal platform (such as "Where to") to sell, while through the micro-faith circle (such as hiking, photography circle) to do online transmission, in addition, through a number of forums (including photography forum, self-driving forum) to import users.

"In addition to these three ways to expand the market, we have synchronized the introduction of the app, to solve the tourist travel service in the app is very few, can use the good of almost no, this trip can fill this space." Chen said that they would like to spread through Word-of-mouth marketing, improve the user's two times purchase rate, improve the user's purchase conversion rate.

In Chen view, if in Xinjiang a year 60 billion yuan tourism market, to this tour can get 10% of the share, it has been very good. "It has not been so easy to dig out the special products and folk tourism culture resources of many major tourist provinces," he said. If one day we do very well, 10 of the users to Xinjiang travel to 5 use to this tour service, we are in the industry is the leading, the value of the company is reflected. "Chen said.