User segmentation, targeting middle-aged and elderly groups

Still remember the TV series "Little Dad", Yili and articles of the Good Brothers Big Qi, two people a bus, a driver when a guide, the Royal Park began a few days tour business. In the play they receive most of the beautiful beautiful aunt and good-looking handsome handsome uncle. In fact, this is the real customer portrayal of the Royal Park tourism.

Has done 6 years "Beijing Tour" gold degree travel Director Yang Weichun said: "Beijing is now the most fire is such a middle-aged and elderly regiment, uncles and aunts aged 55 to 70 years old, 60 years old or so is the most, older than 80 more than the children accompanied, we dare not answer. According to the introduction, this kind of middle-aged and old regiment accounted for the main business of tourism, one months of orders have hundreds of people around, to ensure that every week there are hair mass, to the peak season more than a week two or three regiment. In full condition (a golden Dragon bus) According to the profit of 100 yuan per person, one months also have tens of thousands of Maori income.

In recent years, the hot of online travel, everyone is looking at the eye. As the main force of online shopping young people are mostly concerned about Hong Kong and Macao, Island Tour or Cross-border travel and other high-end lines, domestic is also mostly hot springs, ancient town, snow-capped mountains, Sichuan and Tibet and other arts and cultural youth routes. So, how does the seemingly conventional old-school Beijing seniors make new ideas and glow in the spring?

User segmentation, targeting middle-aged and elderly groups

In fact, the initial gold tourism business is also more extensive. From the initial line under the group reception, business is mainly concentrated in Beijing, but the crowd positioning or more decentralized. 2010 began to settle Taobao, just at the beginning is not concerned about, or official website, Baidu Search, where to all the platforms are rolled out. Until last year, into Taobao sellers this circle, Yang Weichun found, we are more focused on market segments, do vertical category. Especially women, such as jeans, large size women's clothing, middle-aged and elderly apparel, in the sub-category of sales are ranked in front, and the market potential is also relatively large. Now, Yang Weichun want to take a group business can also operate under this?

Immediately, he thought of the middle-aged and old regiment. The first is because this part of the population indeed accounted for a large proportion of young people to Beijing are mostly business trips or self-help tours, with the group are mostly sunset group or parent-child tour. Second, now online orders are also a lot of children to parents to participate in the group, so the order is not the end user, but the target crowd is still consistent. So, for this part of the crowd, Yang Weichun thinking about how to make features in the product.

Service promotion for health and experience

The attractions of the trip is nothing but the few, belong to the hardware can not be changed, can make the characteristics or in the soft service. From the official page we can see a few Beijing tour of gold price is not low, four nights 5th, the adult price of 1900 yuan (excluding round-trip ticket train tickets, etc.). This price is expensive in the hotel's choice of time and schedule. Yang Weichun introduced that the physical strength of the elderly is not as abundant as the young, to the Beijing several attractions to play, it takes four days, so compared to the usual "three days four days tour", they will extend the time to five days, so that uncles and aunts can enjoy themselves.

"For the elderly, perhaps this trip is the only time in their lives in Beijing to play, so, still have to arrange." Yang Weichun said that in the hotel's choice, also is the Samsung Four star standard, moreover is within two ring hotel. In Beijing, even Samsung, the price is much worse than the two ring and the five rings. Therefore, it seems that the price of tourism is more expensive than the general, but are the price of the average, "no water points."

In addition to the promotion of accommodation, gold tourism for the elderly tourists there are other unexpected services, such as a daily amount of blood pressure, accompanied by a gift of jujube, walnuts and other snacks such as small gift bags. These all belong to the health care aspect, but also has the experience old Beijing life, if may choose one evening to live in the courtyard. The next day in the vicinity of the Temple of Heaven to play will prolong the time, because many elderly people in Beijing will choose to do morning exercises or play chess, Liuniao and so on. "Let uncle and aunt also feel the old people in Beijing how to live." Yang Weichun said that this was his initial idea, but the feeling is only a morning of contact can not let the elderly have deep experience.

Good reputation, so that family can see the trip

In fact, to do so many products on the Kungfu, Yang Weichun's ultimate goal is to promote Word-of-mouth. He said that tourism and other sales of physical products are not the same, he is the more needed products, such business users in the choice of more focus on evaluation, especially Third-party platform monitoring user reviews. "Like some of their own websites, user comments can be deleted, the good left, bad delete, but in the third party platform is difficult to cheat." "So he particularly valued the user's evaluation.

For middle-aged and old group buyers and experience is different people, they also think of a good way, is to borrow micro-BO micro-letter and other SNS platform, the elderly in the travel photos sent to micro-letter or micro-blog, so that their families can understand the elderly outside the real tourist situation. This measure the user's response is particularly good.

Yang Weichun said he is now targeted at the middle-aged business or in the groping stage, accumulated a bit of experience, the latter plan to develop a set of products for parent-child travel. Tourism is similar to other large categories, only the need to find a specific group of users to increase the demand point space.