飞猪要继续发力三件事:移动端、内容化和目的地

全社通旅游系统 旅游网站建设 发布时间:2017-10-10

飞猪有点像携程垄断在线旅游市场的程咬金。

在携程把去哪儿收了之后,阿里旅行宣布更名为“飞猪”,主打年轻人境外自由行市场。飞猪的资本不在于它做到了15%左右的市场份额——毕竟那只有携程的三分之一不到——而在于它是个“富二代”,爸爸还是阿里;在马云提出“全球卖、全球卖、全球付、全球运、全球游”之后,飞猪这个原来存在感略低的业务似乎被拔高到了战略地位。

在携程系已经占了在线旅游半边天之时,飞猪这个富二代打算怎么做?

“飞猪瞄准的就是年轻人群体,我们内部从来没有讨论过这个。”

在飞猪总裁李少华看来,阿里旗下的飞猪旅行,瞄准年轻人设计产品,是一件自然而言的事,团队从来没有就此讨论过。那么中老年人的群体呢?“我相信他们的习惯会变得越来越年轻。况且很多时候,老年人的旅游决策,其实都是后辈帮他们选的。”

上周,飞猪宣布将马尔代夫将成为飞猪“全球游”战略的又一个IP(重点目的地),之前,飞猪宣布了俄罗斯和北极光等目的地IP。在飞去马尔代夫的前一天,李少华先去了一趟三亚,出席了飞猪未来酒店2.0和天猫精灵在三亚民生威斯汀酒店的落地仪式。期间,李少华接受了36氪的采访。

这两天的行程——未来酒店和目的地IP,可以说分别体现了飞猪目前基于未来年轻人市场发力的三大趋势:移动端、目的地和内容化。

移动端:技术驱动旅游行业改变

在各大OTA开始转战线下开店获客之时,我问李少华飞猪未来会不会开线下店,他说“不会”,未来主要还是会以移动端为主。他们认为,未来年轻人在旅游上的消费决策和购买行为,大部分依然是在线上发生。

从跟李少华的交流来看,这不过是“移动端”这个词最表面的意思,背后更广泛的应该是指飞猪希望技术驱动业务发展。一方面是他认为传统旅游业,包括目前一些OTA,是人力密集型行业,飞猪则是技术驱动的互联网公司;一方面是通过技术应用改变用户体验。他透露,飞猪去年实现了1000亿的GMV,但是内部员工只有900多人,平均下来一个人做了超过1亿流水。

访谈中让人印象比较深刻的是飞猪做“签证”这一步的方式。之前跟一位签证行业CEO聊天,他跟我提到做平台的飞猪居然自己做起了签证。当日听李少华一说,实际上飞猪想做的签证跟市面上很多的B端SaaS系统很不同。

现在市场上大部分的签证都是由旅行社负责,它们让客户上交资料,然后帮用户完成后面提交和跑使馆等所有步骤,这看似轻松的工作,几乎所有签证行业的从业人员都告诉我一点都不简单。曾经自己办过美国签证的李少华也表示非常复杂,整个过程让人心累,更建议旅客交给旅行社去做。“旅行社真的得赚这点钱。”

使馆系统电子化程度不同,传统公司只能去适应不同的使馆。阿里的做法是跟使馆沟通和谈判,希望跟使馆的系统接通,然后用户可以通过飞猪和支付宝全程线上办理签证,并且可以实时查询签证的进度。这件事光是听起来就很难,实际上也很难,据飞猪透露,目前只有卢森堡、新加坡等地方实现,目前正在尝试申根签等地方。

这让我想起了支付宝当年刚诞生的时候,一开始的支付宝是淘宝的结算部门,每笔交易的结算都是依靠人力用表格记录,后来支付宝尝试与银行系统打通。

至于飞猪为什么要做签证,原因很简单,降低出境游的门槛。“很多人不是因为签证很麻烦而不去,而是因为知道签证很难而不去,签证是激发消费者旅行的动力。”因此,飞猪希望将签证的纸质化变成全程电子化。当然李少华不否认随着中国经济实力的强大,会有越来越多的国家给中国公民免签,但中国公民不可能全都等到那天来了再出境旅游。

技术驱动的另一个例子是飞猪给酒店的合作,“也许在机票方面我们跟OTA可能很像,但酒店有很大区别。”飞猪认为自己是给了酒店更多的运营空间,让它们直接面对用户。跟飞猪“未来酒店”战略深度合作的酒店,更是会在用户的办理入住、退房等方面增加更多科技元素,比如房间里的声控管家,并将CRM等运营系统跟飞猪后台打通,具体可见36氪此前报道。

内容化:旅游本身就是内容产品

购买或办理机票、酒店和签证降低了旅行门槛,但要如何激发消费者的购买灵感?

“如果你去北极看极光,最后没看到极光,是不是这个商品就失败了?”李少华去了两次北极,都没有看到北极光,身边的人绝大多数也没有看到,但是很奇怪,这个商品在飞猪体系里,满意度达到了98%以上。这是为什么?

这跟用户的预期有关。“北极光的商品不是一个标准的SKU,是一段内容和体验。我们做了一个尝试,告诉你我追极光的过程是什么,每一个消费者他收到的信息就是追极光是一个过程和体验,重要的是放飞自己心情。”李少华说,“我们定位就是30岁到35岁的年轻妈妈,对她们来讲,放飞就是一个礼物,去了就满意了。”

简而言之,旅行跟零售产品不同,旅行本身就是一个内容产品。比如冰箱,如果不制冷肯定是失败的,这个商品功能是标准的;然而旅行不是标品,从消费者的角度看,旅行是基于体验的消费者预期,满意度取决于是否满足期望,而不在于商品本身。同一个商品,每个用户的预期不一样,有人觉得看不到就遗憾,大多数已经满意了。在用户真正体验之前,只能看到别人的表达(商品描述)做决策。因此,销售方可以通过对产品的表达(内容化),影响消费者的预期,给消费者种草。

我说,就是通过内容化管理消费者体验,但李少华似乎不太同意“体验管理”这个词,他纠正了一下,认为应该叫通过内容“激发”消费者的灵感。

“管理”更偏控制,“激发”更偏营销。若把旅游过程分成“标准+非标”的环节,大部分的目的地碎片化产品,都是非标的,内容是消费者做决策的基础。李少华认为,内容本身也是消费者在目的地体验的基础,旅行体验本身也是内容,未来基于目的地的商品服务都会内容化。

飞猪已在推进内容化策略,对于C端的消费者来讲,内容可以辅助决策,B端商家可以以此营销。据飞猪给出的数据,平台目前有4000个旅行达人定期生产内容,一周可以生产PGC内容5000-6000篇;用户本身也会生产内容。旅行有很强的地理属性,内容复杂度,远高于内容电商。飞猪表示,目前已经有一半的流量是通过内容获取,平台月活达到了3500万。

目的地:提供消费者全流程服务链的支撑

当商家成功激发了用户的购买冲动,并把旅客送出去之后,要如何旅客在当地的一站式体验。

以前的打包游用的方法是事先计划好所有吃喝玩乐,将非标产品标准化,但在自由行时代,更多消费者习惯在到了当地才做决策,甚至即买即用。于是近几年产生了很多境外目的地产品平台,将当地的电话卡、包车、餐饮、景点门票等全都聚合起来,包括36氪此前报道过的客路旅行、任游网等创业公司,还有携程等大公司,都有涉足。

飞猪这边类似的产品形态就是出境超市,给游客提供一个大货架,满足消费者在特定目的地几乎所有的需求。李少华表示,出境超市每天有约5000万的交易。“以前是打包游,把出境游解构成机构标品+碎片化环节,包括签证、机票、酒店、超市,也有一些飞猪专线,比如南极专线、北极光专线2.0、英伦专线、贝加尔湖专线等,把这些串起来的,就是内容。”

不过做目的地产品的人不少,飞猪要如何做出差异化来?上文提到的目的地IP战略,可以说是目的地和内容化的结合。营销上,目的地IP是通过内容营销将当地最极致的商品与目的地进行强绑定,比如极光与芬兰等北极地区;供应链上,则主要是与当地资源方合作,掌握了一些当地的独有资源。

去年的北极光之类是飞猪的“示范单位”,李少华表示,去年推出北极光度假IP之后,2016年飞猪全平台极光游商品的预订翻了3倍(280%)。今年飞猪独家包船推出的5万元南极游产品,目前已售出1200多件。李少华认为飞猪做的是消费者运营,“我们特定的产品销售的开发激发消费者的灵感,引导商家按照新的消费人群的设计模式重构产品的体验。”从而带动了平台上商家的销量。

飞猪跟目的地当地的合作更多的是营销和与当地酒店合作,比如IP的打造的是明显的“目的地网红式”营销,他们也称其为万有引力战略——通过IP,将消费者对当地的关注,集中在这个平台上。当地资源上,前几天飞猪跟马尔代夫航空达成了独家合作意向,接下来马尔代夫航空将开通更多的直飞航班,同时当地酒店会给出的库存保障和低价,以及合作全场景的信用消费——到哪都可以凭借信用先消费,最后离店时直接在支付宝里扣款。


游客在马尔代夫的酒店扫码体验全场景消费

作为平台的飞猪,并非完全就不做“自营”的事,比如,去年有近五万人通过飞猪平台去了北极,其中有2500多人就是平台直营平台自己负责的。今年春节,飞猪花了一亿包下了南极专线承运船的四个船期,独家推出了五万元的南极专线。“飞猪就是做平台,今天南极我们采用的模式直接关键资源买断了,为什么买,因为任何一个商家不敢冒这么大风险。”李少华认为是平台还是直营不是重点,关键是用户有这个需要。

也许被问得太多究竟和OTA有什么区别,也许觉得这个区分并不重要,他表示,以前OTA和平台的区别,是从供应链去谈的,但是用户根本不关心是谁提供的,只关心体验是否足够好。

因此,他总结,飞猪的目标是对消费者全流程服务链的支撑,做全场景的消费。如果把传统的旅游产品形态分成三种:电商类,比如携程、飞猪;内容型,比如蚂蜂窝和穷游;还有一种是旅游生活类,就像当地的大众点评和yelp。现在飞猪想做的,就是三者合一。“我们希望你在马代的消费,跟你在威斯汀的体验都是一样。”

The flying pig is a bit like Ctrip online travel market Yaojin monopoly.

In Ctrip where to go after the collection, Ali announced the name of &ldquo travel; fly pig ” flagship young people outside the free market. Flying pig capital is not that it did about 15% of the market share of — — after all, that only 1\/3 of Ctrip to — — but that it is a rich two generation “ ”, the father still in Ma Ali; “ global sell, sell worldwide, global payment, global transport, the world tour ” after the original Flying Pig presence is slightly lower in the business seems to be elevated to the strategic position.

Ctrip has accounted for half of the line of travel online, the fly pig, the rich two generations intend to do?

&ldquo: the pigs are aiming at young people, and we've never talked about it before. ”

In the flying pig President Li Shaohua seems, Ali's fly pig travel, aimed at young people to design products, is a natural thing, the team has never discussed this. What about the groups of middle aged and elderly people? &ldquo I believe their habits will get younger and younger. Moreover, most of the time, the elderly tourism decision-making, are actually help them choose the younger generation. ”

Last week, the flying pig announced that Maldives would become the "flying pig &ldquo"; the global tour ” another strategic IP (key destination); before flying pigs announced Russia and the northern lights and other destinations IP. The day before flying to Maldives, Li Shaohua went to Sanya, and attended the landing ceremony of the "flying pig Avenir Hotel", "2" and "the Tmall Wizard" at Wenstin hotel in Sanya. Meanwhile, Li Shaohua accepted an interview with krypton 36.

These two days of travel, &mdash, &mdash, Avenir Hotel and destination IP, can be said to reflect the three major trends in the current market for young pigs based on the future of young people: mobile terminal, destination and content.

Mobile terminal: technology driven travel industry change

The shop in the OTA began to go under the line was off when I asked Li Shaohua flying pig will line shop, he said, the future will not “ ” mainly in the mobile client based. They believe that most of the young people's spending decisions and purchases on tourism are still happening online.

From the exchange with Li Shaohua, this is only “ mobile terminal ” the most superficial meaning of the word, behind more widely should be refers to the "flying pig" hope technology driven business development. On the one hand, he believes that the traditional tourism industry, including some of the current OTA, is a labor-intensive industry, the "flying pig" is a technology driven Internet Co; on the one hand, through technical applications to change user experience. He revealed that the flying pig last year to achieve 100 billion of the GMV, but the internal staff of only more than 900 people, on average, one person has done more than 100 million water.

What impressed me more in the interview was that the flying pig did “ visa ” this way of doing so. Prior to a visa industry CEO chat, he told me to do platform flying pigs actually own a visa. Listen to Li Shaohua said that day, in fact, flying pigs want to do visa with the market is a lot of B end SaaS system is very different.

Now on the market most of the visa is responsible for the travel agency, they allow customers to exchange information, and help users to complete and submit all run behind the embassy steps, this seemingly easy job, almost all visa industry practitioners told me not easy at all. Li Shaohua, who once worked for an American visa, said it was very complicated. The whole process made people tired and suggested that passengers should be sent to the travel agency to do so. “ travel agencies really have to earn this money. ”

The embassy system has a different degree of electronic transmission, and traditional companies can only adapt to different embassies. Ali is the practice of communication and negotiation with the embassy, the embassy is connected with the hope that the system, then the user can through the flying pigs and Alipay full online handle visa, visa and can real-time query progress. This incident is very difficult to listen to, and in fact very difficult, according to fly pig revealed that currently only Luxemburg, Singapore and other places to achieve, is currently trying to sign Schengen and other places.

It reminds me of the time when Alipay was born, the beginning of the Alipay Taobao is the Settlement Department of each transaction settlement are depend on human form records, then Alipay attempt and the banking system through.

As for why flying pigs do visas, the reason is simple, lowering the threshold of outbound travel. &ldquo: many people are not because the visa is very troublesome, but because it is difficult to know the visa is not to go, the visa is a driving force to stimulate consumer travel. &rdquo: therefore, the flying pig hopes to turn the paper of visa into full electronic. Of course, Li Shaohua does not deny that with the strong economic strength of China, more and more countries will be able to sign the Chinese citizens' visa, but Chinese citizens can not all wait until that day before they leave the country.

Another example of technology driven is the cooperation between the flying pigs and the hotel, &ldquo. Maybe we can look like OTA in the airline ticket, but the hotel is very different. &rdquo: the flying pig thinks he gives the hotel more space to run directly to the user. With the flying pig &ldquo Avenir Hotel; ” strategic cooperation Hotel, is adding more elements of science and technology in terms of user check-in and check-out, such as room voice housekeeper, and the CRM operating system with the flying pig background through the visible 36 krypton had reported.

Content: tourism itself is content products

Buying or dealing with air tickets, hotels and visas reduces travel thresholds, but how do you motivate consumers to buy?

&ldquo, if you go to the north pole to see the aurora and see the aurora at last, is this the failure of the product? ” Li Shaohua went to the north pole for two times, none of them saw the northern lights, and most of the people around him didn't see it, but it was strange that this commodity had more than 98% satisfaction in the flying pig system. Why is that?

This is related to the user's expectations. “ the aurora borealis is not a standard SKU; it is a piece of content and experience. We made an attempt to tell you what the process of chasing the Aurora was, and the message that every customer received was the pursuit of the aurora, a process and an experience, and the important thing was to free himself. &rdquo, "Li Shaohua said." &ldquo, we're targeting young mothers between the ages of 30 and 35. For them, flying is a gift, and it's satisfying. ”

In short, travel is different from retail products, and travel itself is a product of content. Such as refrigerator, if not refrigeration is definitely a failure, the commodity function is standard; however, travel is not standard, from the consumer's point of view, travel is the experience of the consumer expectation based on satisfaction depends on whether meet the expectations, but is not the product itself. The same commodity, each user's expectations are not the same, some people do not feel sorry to see, most of them have satisfied. Before the user really experiences, he can only see other people's expressions (descriptions of goods) and make decisions. Therefore, the seller can influence the consumer's expectation through the expression of the product (content), and grow grass for consumers.

I said, is through the content management of consumer experience, but Li Shaohua did not seem to agree with the &ldquo management experience; ” the word, he corrected it, think it should be called by &ldquo ” stimulate consumer; inspiration.

“ manage ” more partial control; “ stimulate ” more partial marketing. If the tourism process is divided into &ldquo, standard + non-standard &rdquo, links, most of the destination fragmentation products are non targeted, content is the basis for consumer decision-making. Li Shaohua believes that the content itself is also the basis for the consumer experience in the destination, travel experience itself is content, the future of Commodity Services Based on the destination will be content.

Flying pig has been promoting the content of the strategy, for consumers on the C side, the content can assist decision-making, B end businesses can marketing. According to the data given by Fei Fei, the platform has 4000 travel agents to produce the content regularly, producing 5000-6000 PGC contents per week, and the users themselves will produce content. Travel has a strong geographical attributes, content complexity, much higher than the content of the electricity supplier. Flying pigs said that at present, half of the traffic is through content acquisition, the platform reached 35 million monthly living.

Destination: support for the consumer whole process service chain

When businesses successfully stimulate the user's purchase impulse, and send the passengers out, how to passengers in the local one-stop experience?.

The previous method of packing tour is to plan all the beer and skittles in advance, and to standardize the non-standard products. But in the era of free travel, more consumers are accustomed to making decisions in the local area, even buying or using them. In recent years, produced a lot of overseas destination product platform, local telephone card, car, dining, attractions tickets all together, including 36 krypton previously reported off the road trip, the tour web startups, Ctrip and other large companies, are involved in.

The similar product form of the flying pig here is the exit supermarket, which provides a large shelf for tourists, and meets almost all the demands of consumers in specific destinations. Li Shaohua says about 50 million of the daily market is out of the country. “ before the packaged tour, travel agencies constitute the standard solution + fragmentation links, including visa, air tickets, hotels, supermarkets, there are also some flying pig line, such as the Antarctic line, line 2, line, the northern Lake Baikal line, put these together, is the content. ”

However, many people do destination products, flying pigs how to make differentiation? The destination IP strategy mentioned above can be said to be a combination of destination and content. Marketing, the destination is IP through the content and purpose of local commodity marketing will be the ultimate of strong binding, such as the aurora and Finland Arctic; supply chain, mainly in cooperation with local resources, grasp some local unique resources.

Last year's northern lights, like the &ldquo of flying pigs, and the model unit &rdquo, said Li Shaohua, who booked the aurora borealis vacation IP last year, made 3 times (280%) bookings for the 2016 all star platform tour. This year, the "flying pigs" exclusive package ship launched 50 thousand yuan Antarctic products, has now sold more than 1200 pieces. Li Shaohua believes that the pig is doing consumer operations, “ our specific product sales development to stimulate consumer inspiration, and guide businesses in accordance with the new consumer groups design patterns to reconstruct product experience. ” thereby driving the sales of merchants on the platform.

Fly to the destination of the local pig cooperation is more marketing and cooperation with local hotels, such as the IP build is obviously the destination of red “ ” marketing, they also called gravity strategy — — by IP, will focus on local consumers, focused on this platform. Local resources, pigs and Maldives Airlines reached an exclusive cooperation intention a few days before the next fly, Maldives airlines will open more direct flights, while the local hotel will be given the security inventory and low price, and the cooperation of the whole scene of consumer credit — — where can rely on credit to consumption, finally leaving directly Alipay in charge.


Visitors scan the hotel in Maldives to experience full scene consumption

As a platform for flying pigs, not entirely do not do “ self ” for example, last year, nearly fifty thousand people through the flying pig platform to the north pole, of which more than 2500 people are platform direct camp, responsible for their own. This year's Spring Festival, flying pigs spent one hundred million packages under the Antarctic line carrier ship four sailing schedule, exclusive introduction of fifty thousand yuan of Antarctic line. &ldquo: "flying pigs" is the platform, and today we adopt the Antarctic model, the key key resource buyout, why buy, because no one businessman dare to take such a big risk. ” Li Shaohua believes that the platform or direct camp is not the focus, the key is that users have this need.

May be too much to ask exactly what is the difference between a and OTA, may think that this distinction is not important, he said, before OTA and platform difference, is to talk about from the supply chain, but users do not care who is the only care experience is good enough.

Therefore, he concluded that the goal of the flying pig is to support the whole process of customer service chain and make full scene consumption. If the traditional tourism product form is divided into three types: business class, such as Ctrip, flying pig; content type, such as mafengwo and poor; there is a tourist life, like the local public comment and yelp. Now, what the flying pig wants to do is to combine the three. “ we hope you madet in consumption, with you at the Westin experience are the same. ”