Flying Pig made a little red book of dream
Editor’s note: This article is from the micro-channel public number “Internet arena” (ID: VIPIT1), Author: Internet arena team.
2020 is coming to an end. This year is called the most magical year by many people. No one would have thought that the new crown at the beginning of the year would run through the entire year and become this year’s sticky note.
If you make a chronicle for the online travel industry, the generalization about 2020 should be: explore and move forward in the difficult darkness until you find the light and embrace it.
And what exactly is that light? How to embrace it?
Where is the light of recovery?
From the beginning of the epidemic that swept the world to the gradual subsidence of the epidemic in China, OTA companies have never stopped trying to accelerate the recovery of the industry.
Liang Jianzhang from Ctrip took the lead and used live broadcast to launch the first shot of the OTA industry’s recovery. He took the banner of recovery and was generally recognized in the industry. By September 8, Fliggy Travel launched the industry’s first “10 billion subsidy” project, which is intended to stimulate users’ desire to consume.
Since Pinduoduo successfully absorbed a large number of users with the gimmick of tens of billions of subsidies, tens of billions of subsidies have become a routine used by Internet companies. For Ali, the tens of billions of subsidies is more like a plaster found from Pinduoduo. It is a miraculous effect in Juhuasuan, Are you hungry, and it has been a rough use. From then on, wherever it hurts to stick it, and finally this plaster is stuck. Flying pig body. At the same time, based on its backing to Ali’s traffic support, it seems that Fliggy’s tens of billions of subsidies are also faintly leading the industry.
Under the background of extremely suppressed consumption under the epidemic situation, unsatisfied consumption needs a window to release. OTA’s live broadcast of goods is like a customized lunch for those who urgently need to release their consumption power. Those who are willing to consume create a way to acquire consumption. The Fliggy’s tens of billions subsidy is more like a stomach-invigorating and digestive tablet that activates consumption, and uses subsidies to guide users’ consumption in depth.
Compared with Fliggy’s full confidence in the tens of billions of subsidies, OTA’s big brother Ctrip disagrees. Liang Jianzhang, chairman of Ctrip’s board of directors, said that whether Fliggy can actually use tens of billions of subsidies is still unknown, even The small favors, which are really diluted with tens of billions and tens of billions of subsidies, may have a certain effect in low-customer unit price food delivery and other fields, but in the high-customer unit price OTA field, they are not very perceptual, and it is difficult to affect consumers. decision making.
According to the data from iiMedia Consulting, in 2019 Q3 China’s online hotel order volume distribution, Meituan accounted for 50.9%, Ctrip accounted for 26.2%, Tongcheng Yilong accounted for 9.2%, Qunar accounted for 6.9%, and Fly Pigs are only 4.5%. For Ctrip, Fliggy itself, which is still weak at present, is not within its sight. The Ali ecology behind it may be the reason why Ctrip can take a high look. Of course, there is aA good father is also part of his own strength.
At the stage of industry recovery, Zhuang Zhuoran, the new helm of Fliggy, also said: OTA model does not create experience and value for the industry. For Fliggy led by Zhuang Zhuoran, a simple OTA is unimaginative. Compared with its own main OTP model, it is a bit crude and crude.
Under the background that the market is still dominated by the OTA model, Zhuang Zhuoran’s statement has the meaning of jumping out of the OTA track and opening up the second battlefield. For Fliggy, the OTA track Ctrip is a dominant trend. , Which greatly limits its future development direction. Fliggy criticizes OTA. From the outside world, it is the young and frivolous who came to Ali’s top student Zhuang Zhuo, but in essence, it is Fliggy’s coveted and hopeless helplessness in the OTA market.
In response to Zhuang Zhuoran’s attack on the OTA model, Liang Jianzhang, the boss of Ctrip, the OTA domestic eldest brother, responded, “This view is somewhat arbitrary, and you cannot look at the problem statically.”
At the same time, Liang Jianzhang emphasized in an interview that consumers are also an integral part of the industry. Whether OTA creates value or not, the most direct manifestation is whether it is needed by consumers. If there is no OTA, consumers need to go to countless hotels and airline companies to book hotel tickets. This is very troublesome. One of the values of OTA is to solve this trouble with technical means.
From the perspective of the Internet, For the entire online travel track, there is no obvious fundamental difference in the nature of both OTA and OTP. When the competition point in the industry is still chasing traffic to acquire customers and the effect of entry, it is impossible to invest too much energy in deeply exploring and transforming the tourism market. Under this background, the OTP produced is more like a cover for attracting traffic. .
At the same time, the space confrontation between the two marks the difference in their core concepts. It also shows that in the post-epidemic era, different companies think and judge the entire industry in their own positions. These thoughts and judgments may end up It will converge into light and illuminate the road to industry recovery.
According to the data from the Tianyancha APP, based on the industrial and commercial registration, in the first half of this year, about 19,000 enterprises with “accommodation” in their business scope were cancelled or revoked. When the overall environment is worsening, for the online travel industry, companies are more dependent on the industry. The recovery of the industry determines whether the company can survive.
Industry and enterprise are both prosperous and lost. The OTA industry that has been completely shut down due to the epidemic wants to recover. It can be said that it is not a company that recovers. OTA is an overall track. If you want to revitalize a company, you must first Invigorate the tourism industry, so what we can see is the recovery plan implemented by the current enterprise, and it is more a recovery choice for the entire industry.
OTA is out of the circle, the content is good and badDispute.
The prerequisite for the rapid development of an industry is whether it can allow users to have a sense of identity and pleasure in their consumption.
The true meaning of the term “out of the circle” for Internet companies is to jump out of the industry’s traffic pond and embrace the overall Internet traffic sea. For OTA companies, the way out of the circle is unavoidable.
People are afraid of being famous, pigs are afraid of being strong, and the Internet is a bit short of traffic. For the OTA industry, which is still dominated by traffic, the influx of traffic means more opportunities to acquire customers.
On November 18, at the annual Fliggy Travel Merchants Conference, Fliggy said that as the post-95s generation has become the main tourist consumer group, content capabilities have become a necessary factor in facing new demands.
It is true that with the increasingly younger travel consumer population, the once rigid marketing strategies of domestic OTA companies seem to no longer be able to get the pain points of mainstream consumers, and the pressure to acquire customers has increased. In this context, the discovery of content that is more acceptable to young people is indeed a top priority.
From straightforward hard advertising, to guiding soft advertising with pictures, videos, live broadcasts, etc., and even grass-like soft advertising generated spontaneously by users. The history of the development of the Internet is a history of compromise that continues to cater to the interests of mainstream consumer groups.
There is a piece of data for grass-growing soft advertising. The data shows that in 2019, Chinese consumers produced more than 35 million hotel reviews of various types on platforms such as OTA. An average of 100,000 items per day, an average of 4167 items per hour, and an average of 70 items per minute. Data shows that over 80% of young people will make consumer choices through user reviews.
There is no doubt that contemporary young people seem to be more able to be planted to get consumption pain points. In this context, we can see that the contribution and consumption of content by young groups is gradually increasing. As the tourism market becomes younger, the content economy that guides users to consume is bound to be sought after.
How to grow grass? Who to plant grass from has become an issue that must be resolved in the online travel industry. Of course, companies respond in a variety of ways when problems arise. From the above mentioned Ctrip Liang Jianzhang’s live broadcast to Fliggy’s connection Connect with Double Eleven, solicit customers with tens of billions of subsidies.
Of course, these are not long-term measures. For OTA companies, they need to build a corresponding private domain traffic community, use the community’s highly sticky characteristics to retain users, and at the same time find opportunities to leave the circle with their own characteristics.
In the eyes of the Internet, “grass planting” is the product of two stages. The first stage is the flow of grass planting. Using the flow effect brought by the out-of-circle, a group of fake consumers are planted in shallow layers. The second stage is service planting. In the private domain traffic, the inherent traffic and shallow-level grass-planting pseudo-consumers are simultaneously converted, and the characteristics and services are used to make consumption.