Travel dealers to promote the bizarre rules, only for the contention of users?

"March 3 3 yuan Rob!"

March 3, Ctrip has been brewing a long time large-scale promotional activities, "March Spring outing Big '" "High-profile on-line, from a large number of tourist coupons, to the minimum of 3 yuan can be" seconds to kill "hotels, tickets and car rental services, these kinds of rich tourism products once released by consumers are robbed and empty. Among them, the value of 3000 Yuan coupons the fastest 1 seconds is "second kill", and tickets to the hundreds of tickets are sold out in 2 minutes.

In contrast to the usual promotional methods used by tour operators, the "March Spring outing" has launched a "want to be born" Huang Jinda Award in a prominent position on the homepage of the event------------------------------- By date of birth of the top 100 can be awarded 3333 Yuan Gift Card awards.

The bizarre rules of the awards are unheard of.

Grab tickets and live child

That's a weird mix.

In fact, prior to the launch of this promotional activity, the Chairman and CEO of Ctrip's Travel network, Liang Jianzhang, has suggested in his blog and media column that "a fertility festival should be established to encourage the birth of child". At the same time he also advocated: "For the ' birth festival ' date choice, can be set on March 3, because ' 3 ' and life is homophonic, and at this time is also the spring, vibrant season." ”

Liang Jianzhang advocates of childbirth, he should not be unfamiliar, because in addition to his job, he also has another identity--the population scholar. Liang Jianzhang, who studied in the United States in 2011, received a Ph. D. in economics from Stanford University, including innovation, entrepreneurship and the labour market, and then Liang Jianzhang the Chinese too much? "China is not too many people, but too few children," the book said. "Thus, Ctrip on March 3 on the line of" want to be Born "Gold Award, more like the state in the release of" Child "policy, a Liang Jianzhang for many years since the idea of" fertility festival "embodied the marketing behavior, not a whim.

In the interview with the reporter, Ctrip said: "' want to be born ' Gold award promotional ideas belong to the domestic tourism enterprises for the first time to combine childbirth and related activities, the future of this new promotional methods will be continued." "It is worth mentioning that in an earlier interview with Liang Jianzhang, the company also boldly conceived:" If the effect of this year's activity is good, we hope that every year in the future of the ' 33 ' promotion, the ' Fertility Festival ' into a ' double 11 ' comparable to the tourism shopping festival. ”

Coincidentally, last December Ctrip has launched a "shopping double 11, tourism double 12" of the large-scale promotional activities for consumers "seconds to kill" tourism products and this March spring outing big "Hui" similar, at that time, Ctrip Vice President Mr. announced that the December 12 will be called "Tourism festival." Did not expect only after 3 months, Ctrip once again shot "create a festival."

Children are not "want to be Born"

Different attitudes of consumers and netizens

In the "Want to Live" golden prize of the activities of the rules, the reservation of tourist products in addition to the designated time to produce a second child can be sent to the award, as long as the birth (whether or not the second child), the top 1000 consumers can also obtain a gold pendant.

In this respect, the reporter visited a number of women with birth plans, most of the respondents said that although the award of the stunt is interesting, but in fact the child is not "want to be born."

Miss Xu, 27 years old, just finished her lactation last September, back into the tense work, she told reporters, the new policy has been and husband had a second child plan, although they have been Ctrip's loyal users, but it is not possible because of a commercial promotional activities on the determination of childbearing time. "We'd like to have children in 2016 or 2018, and it's definitely going to take a while before we have children," he said. ”

After understanding the rules of activity, just married Ma is straightforward to reporters: "To tell the truth I do not understand that they (Ctrip) limited to this birth time, calculated down should be Sagittarius, but I would like to have a cancer or Aquarius baby." "Not only that, MA also pointed out to the reporter," if the goal is to encourage childbirth, give the reward is too small, the prize set the best can be rich, so perhaps I would like to participate. ”

In contrast, some netizens to the promotional activities of the attitude seems to be a lot of, netizens "Karen Witch" commented: "A gold chain also worth a few money, and the cost of children compared to far away, ctrip in the hair ah?" Netizen "A la mi Hair" said: "Again travel and health child, cost pressure is great!" and "half a bottle of Coke wandering" is not polite to point out: "Liang Jianzhang in addition to the world's largest population of the largest population is too small, only to open cheap hotel money." ”

The reporter then contacted a use Ctrip to book travel products more than 10 years of Ctrip "Platinum Member" Mr. Yang, he told reporters that the impact of Ctrip promotional activities can not be compared with the "Double 11 shopping Festival", "unlike the purchase of ordinary goods, travel is a wide range of things, Want to cause consumer purchase behavior is more difficult, this is the nature of tourism products decided, so I think this Ctrip launched the birth award is a good bright spot, although a bit strange, but ordinary consumers may be because of this little strange gimmick and be attracted to pay attention to some tourism products. ”

Behind the bizarre promotions is the user scramble

Consumer benefits to be continued

Even though the "want to be born" golden Prize is an unprecedented launch, but the reporter also found that Ctrip did not carry on the topic of large-scale public relations and publicity reports, a small amount of speculation is only Liang Jianzhang in its personal micro-blog on a gift to Ctrip image spokesperson Chao "Chinese too much?", on the title page, says, " Say go and go, want to be born. "

To this end, the reporter specifically interviewed on the internet marketing of Titanium Media operations Director Mr. Shing, he analyzed: "Ctrip very well through the last year from the hype to this year's child topic, but this ' reproductive marketing ' treatment some people do not feel the mind. If you want to carry Chengjian in this area to do the article, why not sync with the introduction of a couple of files, couples file ' seconds to kill ' tourism products? We'll see. ”

As a competitor in Ctrip, Taobao Travel PR Ma Yi said in an interview on this matter, "big promotion" although it is a common practice in the tourism industry, but Ctrip does not follow the practice of licensing to make people "can not be evaluated."

From "Tourism Festival" to "Fertility Festival", Ctrip for the promotion of frequent "make festival", it is not difficult to see the Taobao "double 11" hot effect of stimulation, as the domestic OTA (online travel booking) The leader, Ctrip high-speed development is the internet three giants (Baidu, Alibaba, Tencent) of the siege, struggling, From Alibaba strategy investment poor travel network, to Tencent successively marriage Art Dragon, the same way two Ota, Ctrip is facing the competition pressure is quite large. This also directly led to its nearly a year to put low posture in the marketing field of frequent exerting force, and promotional activities combined with "want to live" although slightly bizarre, but at least it can be seen as its strategic focus has been put back to the user's contention. This is definitely a good news for those who love to travel.

Zhou Zhou, CEO of Ctrip's Ground services division, told reporters in a telephone interview: "Our current promotional activities in the financial support is absolutely no problem." In particular, represents the future development of leisure tourism tickets business This piece, the company's investment is very big. "And when it comes to Zhejiang consumers can also enjoy the benefits of Ctrip, Zhou Zhou said:" East China's tourism resources are very rich, high-speed rail and highway construction is also perfect, we are more than North China, South China put more energy in the region. In the future, we will launch a large-scale promotional activities every quarter, I believe that the people in Zhejiang and Jiangsu and Shanghai around the area can enjoy a steady stream of concessions. ”