Tourism Introduction Community Transformation: from UGC to structured trading

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[Abstract] The traditional strategy of the community is facing difficulties, the user daily activity is decreasing.

Tencent Science and Technology Fan Xiaodong June 6 Report

With the change of the traditional leisure tourism market to the online trading mode, the domestic tourism strategy Community accelerates their respective platform process.

The dilemma faced by the traditional community includes, users can not quickly find a matching quality content and form a travel plan, the user daily activity reduction. Paradoxically, more and more users ' personalized and free line demand is becoming more and more obvious.

Poor travel net COO Cai Jinghui accepted Tencent Science and technology interview, said that simple information sharing has been unable to meet user needs, the traditional tourism community needs to help different users to quickly make the best consumption decisions, and to solve a series of problems arising in the itinerary.

The first challenge is to structure the dispersed mass of information data. After the information is structured and fragmented, information points can be combined with service points and user requirements. "Cai Jinghui said.

Currently on the poor platform has nearly 40 million users (mobile end of more than 10 million users, the number of active monthly is about more than 1 million), 95% of the travel content from UGC mode, 5% by the PGC (cooperative travel Tatsu people) produced, Cai Jinghui think, about 80% users of the basic needs are similar, through the 5% The structure of PGC data content that can guarantee the accuracy of basic information, the introduction of POI reviews, and the reorganization of information can help users to make their own travel templates easily by making use of other people's structured plans.

However, Cai Jinghui also admits that, in the long run, users ' personalized needs cannot be completely satisfied by PGC way, and still need to promote the research on UGC content in semantic analysis, interest Atlas and recommendation algorithm, so as to provide better travel advice for users.

Poor travel Network has recently and foreign short-term rental site Airbnb to reach strategic cooperation, users can travel in the poor introduction of the structured Information node through API interface directly booking related products, the future does not rule out the Airbnb and "poor travel discount" platform for other suppliers to provide air tickets 23451.html "> The hotel's products are packaged together, and poor travel collects commissions through CPS mode.

Airbnb was founded in 2008, allowing users to publish, discover and book unique listings around the world through their websites or mobile phones. According to the public data, currently, Airbnb global user volume has reached 11 million, 2013 total revenue of 250 million U.S. dollars, the company valued as high as 10 billion U.S. dollars, by the Times called "Housing in the ebay."

The online agencies that have structured and provided consumer decisions have taken shape abroad, such as the Nasdaq-listed Tripadviser, which has a market capitalisation of $15 billion trillion.

Another strategy for the community of the Hive and the poor tour is a similar way to go. Ma Honeycomb CEO Chen Yu recently said in an interview, the core of the MA Honeycomb community is the gathering of the tourist talent and UGC travel information (including reviews, hotels, restaurants, etc.), travelers can use this information to make consumer decisions and to achieve online booking. This May, the travel Notes application "on the Road" also announced the double app strategy, in addition to the original travel Notes application "on the Road", will focus on promoting the new app "Amoy on the road." "Amoy on the Road" in the early stage will be through the solicitation system to introduce various suppliers, the development of the destination free end of the market, and on the road in the app to carry out accurate product recommendations, coupons and rewards.

Poor tour and behind the road have Alibaba's strategic investment. Ali has been increasing investment in online tourism in the past two years, January 2013, Ali Group integrated its tourism business to set up the Aviation Brigade division; May announced strategic investment travel records and share applications "on the road"; July a Amoy network to enter the tourism vertical search field; Earlier this year, Alibaba also invested in the Bai-Cheng Travel network.