What UGC changed, why it is difficult

For UGC and small partners, who can be the first to break through the wrong way, who's users will be from a number, into real value.

Most of the time, we have a dilemma: a big pie in front of us, but don't know how to eat in the mouth. The UGC, PGC and DGC who make travel notes and travel strategies have encountered such situations.

According to the data of the consultation, 2014 domestic user size reached 240 million, an increase of 128%. At the same time, January this year, bread travel and on the road to obtain tens of millions of U.S. dollars respectively investment. Both capital and industry have seen the prospect of this online tourism market segment. Dreams are already there, and uncertainty is the way to achieve them.

UGC changed something.

In order to you reader can happy counted, we first to the science of the above three Dongdong. For users, in fact, not much different, are other people to play when the travel notes and Raiders. From the source said, UGC is from the public, PGC from professionals, DGC weakened the artificial, mainly rely on the machine to crawl.

What do we usually look for when we go out before the stuff is rough? What the hotel looks like, how the room is configured, the price is not expensive and so on. Now in addition to these cold things, a lot of warm human elements.

Li, vice president of the road, said the movie "Ted" is a good PGC. From Bangkok, to Chiangmai, Grand City, Xu and Baoqiang, Thailand's three cities to deduce the live color incense. As a matter of fact, there are quite a few travels on the Internet that are similar to the tour of Thailand.

Li further take Lijiang as an example to explain. This literary and artistic place distributes many inn. From the point of view of traditional tourism, it is nothing but a room and a bed for the rest of the house. But in the eyes of PGC, each inn is different, because each boss has a different experience and stories, with various expressions to share life with visitors. Or, the owner of the pet is not the same, the dog naïve, the family meow is beautiful and proud.

Li that the so-called Tourism 2.0 era, the core elements of the additional humanistic connotation, and the different groups of people gathered. And the stories of these visitors will continue to blend in with the places they have been, to become new stories, and to talk to people later.

Why it is difficult to become

According to the TripAdvisor of the world's largest tourist community, the number of revenues from the H1 is only 15.4% in 2014, although revenue from transactions has risen by a year.

Why so many content and users, but can not find a better way to change?

1. Consider the user experience. Wei Changren, president of the powerhouse Consulting, said that under the present circumstances, the commercialization of UGC and the starting point itself are contradictory. The role that users want UGC to play is a pure travel platform, not a promoter who chatter about their consumption. So most UGC commercial way is, the individual opens up the position to do the product sale, did not realize the content to the product to get through.

2. Lack of suitable models. Li, who came from the supply chain team of Ctrip, appears to be the industry's liquidity barrier. The mass of long tail content is structured and standardized to achieve from the content to the supply chain through.

3. It is difficult to match traditional tourism. Li use a metaphor to describe the relationship between the two, supply chain to do is big factory, assembly line mass production products, UGC is more like a handmade shop, playing is personality and differentiation.

He told a joke, 2007 Ctrip to do English website entrance, find some foreign friends to design raiders and routes, such as to go to Inner Mongolia horseback riding, or to eat snacks in the alley. But from the supply chain point of view, these things are difficult to achieve standardization and large-scale procurement, and traditional tourism is precisely the starting point through the procurement of large quantities to achieve cost allocation. In other words, they don't match.

In Wei Changren's view, the final solution to this problem depends on technological progress, to provide more products for UGC, the ultimate goal is to achieve, without affecting the user experience, the premise of the content and products effectively combined.

Exploring the path of differentiation

The next station marketing director Lu Gang said, TripAdvisor have not found a very suitable way. The use of reference can only be groping themselves. Despite all the demand for liquidity, companies ' landing paths are quite different.

1. Create proprietary brand category. Take the bread travel as the representative, through the acquisition Line travel agency, to control the resources, direct incarnation brand.

2. Make the ecology by the mobile electric business. On the road as a representative, the introduction of "Amoy on the Road", through cooperation with suppliers to diversion and commission for the main income.

Li said, choose what product is need to weigh. For example, the introduction of winter "warm winter in nearby cities", or the recent "Valentine's Day for Love Elopement", are consistent with the user's travel logic. And if the Thai Water festival before, but still refused to recommend Chiangmai products, not Shanshi Mody?

The ideal state, he said, was to give the user portrait as a push basis. Not only to determine the user's preferences, but also to include the destinations he may have visited. If the user has been to the Mades, then recommend Palau is appropriate, if the user is only determined to love the island, they take for granted Mades information, it is a bit of thinking.

3. Cutting tools to drive products. One of the following stops is represented by a new tool called Metro Hotel. Lu Gang said that because of the convenience and benefits, many users will still choose the subway. But when you have a lot of interest, it's hard to find a location that's convenient for all places. The subway hotel is the solution to this pain point.

According to the user input of scenic spots, stations, shopping areas and other places, the system will be based on the underlying algorithm, give the corresponding hotel recommendations, while each hotel has a corresponding planning, and is not a simple driving plan, but the whole package of travel.

Lu Gang said that the current outbound destinations are mainly Hong Kong, Macao, scattered to other destinations are not many, and a large number of users are still stranded offline, online tourism is still considerable space. Therefore, for UGC and small partners, who can be the first to break through the wrong way, who's users will be from a number, into real value.