Xu Travel: "Poly-beauty" for holiday products

It was a holiday product "special sale, packaged as a tourist product for sale in the resort and surrounding services, a pattern similar to the only product and the poly, but it was a relatively small competition in the area of travel." Brad Travel founder Xu is a media man, good at marketing, did microblogging marketing company, then want to do travel special selling, is to find their customers in micro-BO marketing sales holiday products, a rich income, a week can have 270,000 of dollars of income. He started experimenting with three battlefield apps, micro blogs, and micro-letters. The following is an interview with the Xu I Black Horse oral finishing: To do micro-blog marketing discovery of entrepreneurial opportunities I was a media background, the 90 's in the Wen Wei Po work, and then to the Wall Street Journal to do Ft中文网, as the founder of the editor-in-chief. After consulting, and in McKinsey for four years, after 08 to leave the foreign companies, want to start a business, then joined the Wang of the Dunhuang Network, do overseas marketing and domestic market, dry for four years. I went out and started my own business, and in the 2011, I combined the traditional PR service with Weibo marketing, which meant that the official microblogging operation of the client was done for the next time. At that time, we have to help travel clients to do micro-blogging operations, when Sina Weibo is the most hot time. At that time we help customers packaging a holiday products recommended on Sina, Qiandaohu Peninsula Villas two days and two nights 2000 dollars of packages, on the Weibo forwarding 6000, a week to sell more than 900, through this incident, my client earned 270,000 dollars. I found out that my clients were simply selling the list from the resort hotel at a very low price. Holiday products as long as you sell out, the profit is very high. Vacations are experiential products, good storytelling, and communication, and users will be very willing to forward your things. I just thought, if we work with the resort, to help them make a two-degree package, wrap it up as a complete holiday product, and then I'll do popular content around it, based on Weibo and mobile internet promotion. Then I went to try and found this road feasible. At the foot of the recent Hangzhou Wushan has a boutique hotel is our fire, now you go to the room, it's front price 1600, Ctrip 1200, to me is 600 dollars of the floor, I can sell 900 pieces. Holiday Products It itself is a strong off-season and high season, its light season characteristics than business hotels are more severe. The resort itself is a very strong marketing needs, that is, it sells products at the same time, the need for brand promotion. I do not want to do a group purchase product, the result is not the person I want to find. I want to be good for the growth of the hotel's sales and brand, because I am helping him to tell stories to do sales, but also to promote the brand. Microblogging marketing gradually weak, transformation I want to play is mobile plus social, but mobile social changes last year is too big, micro bo not fire, we did things so optimistic about the original factor is the micro-Bo compare fire, but now it is cold down. Although Weibo marketing can also give us half of the sales, but the activity growth is really very slow, forwarding volume downSerious, now in the above do brand promotion can also, but on Weibo people, see more, to act less people, more and more media, we have to open up a new battlefield. We did not do Web pages, directly to the app, which is now the cloth-pull travel app. I now three positions, one is app, one is Weibo, one is micro-letter. We did it late, we didn't have enough fans, but the conversion rate was high. We have only just online app, already has 600,000 downloads, to the Yi long Ctrip such OTA website brings traffic, should have 600 to 700 per month or so, at present we only commission 5%. We will mainly own and travel agencies in the future contact, packaging holiday products, their own push. I do not need to go too fast, if too fast content, quality can't keep up, I mainly do Yangtze River delta, Yunnan, some places in Southeast Asia, plus Sichuan, Fujian. The number of resort hotels is 700 and 800 this year. We talk about customers easily, success rate of more than 80%, because I have fans in total 2 million of the 10 travel microblogging number, and micro-letter fans, they need our promotional resources, and our promotional resources can now be free to their use, and then do sales division. Media of the electricity business, rely on content to play products in fact, holiday products are very personalized, I need a one to push, to do content, unlike OTA on the tourism products can be simple scale. Our company has more than 20 people, including more than 10 travel editors, they are based on the situation of the resort, to do content, combined packaging products. At present, the main talk is like Art dragon, reviews brought over some of the selected products, but we next we do our own products. We have worked with more than 100 hotels, we are mainly resorts, boutique hotels and inns, the end of this year, 700, 800 no problem, we will help him to do product packaging, we do resort hotel introduction, Flow entrance. We will pay attention to its surrounding scenery, food, and other value-added services. Editorial research how to do content, present content in the mobile and social side, the core content must be popular, to produce value. Now the editorial team is basically doing it. What we are doing is basically a media form, we have tools, there are product recommendations, there are UGC, is such a chain of operation. We want to make the product content, that is to say you must do the content of the product, you can only do a good job to achieve sales success. Our study object is "travel information", its content has already done Acme, just did not study how to live in the mobile internet in time. We do not have external financing, the current angel round of money are our partners out of their own. A vacation is not a trip, a different consumption level. There's a big difference between vacations and travel, mass tourism in fact, you have to meet your dream, you have to go to a place, for example, you go to Paris you must go to the Eiffel Tower, you have a trip as much as possible to play more places, vacation relatively because this is more mature tourism, Because you've been there, you may be the rhythm will compareSlow down, you'll pay more attention to leisure. For example, you go to Yangzhou's slender West Lake, is traveling, you will first go to the scenic spots, and then make a place to live, often is make a living, living is not the core elements. If it is a holiday, I am afraid to live is a core element, because you go to Yangzhou, you may first consider where you live, you may find a relatively comfortable place, preferably the scenery, and this view is best free, around eating and drinking play can. Then you will consider the surrounding scenic area, if anything, go for a turn, the holiday rhythm will be slower. With the growth of per capita income and the expectation of more comfortable and deep travel, the resort will surely rise. Now the American tourism industry has made a relatively large category of vacations alone. I think the competition for online travel is very fierce, can consider the space is not much, so must have different play, there are many OTA abroad, at the same time, there are many foreign vertical online tourism is also very active, you have to find the vertical space, not too easy and other people to create competition to do.