March 29-31, 2017，The 13th China Outbound Tourism Trade Fair (COTTM2017) was successfully held at the Beijing National Agricultural Exhibition Hall (New Hall)。The China Outbound 188bet online sports betting Trade Fair (COTTM) was founded and organized by the British Tarsus Group in China in 2005，A B2B professional exhibition positioned as China’s outbound tourism market。

During the exhibition，The "COTTM Conference" co-sponsored by the COTTM organizer and Zhihui was held in the conference room in the exhibition hall，188bet online sports betting meeting focuses on "Planning and Seeking Change&Reshape·Pattern” theme，Invited industry celebrities to discuss the development and trends of China’s outbound tourism and overseas destinations。

The following is the roundtable forum "188bet online sports betting Scenarios for Online and Offline Customer Acquisition":

Host guest:Zhong Hui, President of On the Road 188bet online sports betting

Seminar guest:Wang Liwu, Vice President of Qyer.com

Chen Zuozhi, founder and CEO of Yiyida.com

Chen Xiaoshun, Chairman of Shenzhen Changshun 188bet online sports betting Agency

Du Bin, Vice President of Mafengwo 188bet online sports betting Network

Hu Xinwei, Executive President of Kanghui Group Beijing Company

Host: Zhong Hui, President of On the Road 188bet online sports betting

PART1: FIT travel，How to manage user 188bet online sports betting in a structured manner in the mobile Internet era？

Host Zhong 188bet online sports betting:We discovered new problems this year，188bet online sports betting is actually an eternal topic，I have been the owner of a travel agency for 17 years。The customer acquisition scenario ten years ago was simple，Usually a small advertisement，Or place an advertisement in the newspaper，Later we discovered a new scene，For example: Baidu’s online customer acquisition。Of course，We also found that offline stores used to be opened on the streets，Later opened in a shopping mall，Clear purpose，Also get more 188bet online sports betting。Even if we work so hard，It turned out that the domestic FIT rate reached 98% or even higher，The rate of individual outbound tourists in 2016 has reached 67%.5%。We had 5.5 million Chinese tourists traveling overseas during the 2017 Spring Festival，Only 60% are done by travel agencies，Where have all the guests gone？Where did the 188bet online sports betting go？First of all, please introduce yourself，Then talk about your new understanding of new online and offline customer acquisition scenarios。

Hu Xinwei:I am the CEO of Kanghui Group Beijing Company，We have wholesale and retail business，Operating outbound wholesale business，Mainly Europe and Southeast Asia，There is also offline channel business，About 50 stores in Beijing。We have experienced tourism gaining customers over the years，Including group and wholesale business are undergoing changes。Making money by opening a travel agency in the 1980s，At that time, no matter from aviation to ground transportation resources，Information imbalance，What travel agencies do is information asymmetry。In the 1990s, whoever has the connections will make the money，Whether 188bet online sports betting have channel sales resource relationship，Still a ground-based procurement resource relationship。In this era, whoever has the resources makes money，Including Mr. Zhong is a huge source of resources，We are like this too。Kanghui Travel Agency estimates that most practitioners know it，It is also a 32-year-old state-owned enterprise brand，Brand、Public reputation is our resource，For example, outbound wholesale business is very recognized by Kanghui’s own stores，The price setting and product design of group tours also incorporate their own definition of the product。I think we still need some resources to acquire customers in the future，188bet online sports betting is difficult to promote customers with credibility just by promotion or marketing methods。

Wang Liwu:Traffic has always been what Qyer.com is thinking about，We always feel that content and products themselves are very good channels for acquiring customers。Qyer.com has its own tips，Many travel users have used it。The earliest tip is a PDF solidified version，Like a file，Can be downloaded and printed。In the new era, do people think a PDF is enough？Is it a good enough product？This poses a huge challenge to us。Now we have changed form，Not a solidified PDF，Instead, define it as a magazine type。I can give 188bet online sports betting a route to Kyoto，I can tell 188bet online sports betting what to do when 188bet online sports betting go to Osaka，Not in solidified form，But constantly updated、Full of vitality，We think we can gain customers by meeting the information users need。Information now is actually less asymmetric than it used to be，But symmetry will bring excessive information supply。The guide can now be searched on many platforms、POI and other equivalent content，But when it’s time for 188bet online sports betting to go，What 188bet online sports betting really need is more accurate content，For example: How to get around somewhere in Kyoto，There are not many high-quality content like this，Even very, very scarce。Qionyou, a 12-year-old brand, continues to accumulate users through forums，Generating a large amount of PGC content，We feel that using 188bet online sports betting in new scenarios can better meet user needs，Content that meets user needs is a very good way to acquire customers。

Not just 188bet online sports betting，And the product itself。Everyone knows that Qionyou does not have any stores in China，The office is not on the first floor either，We hope to acquire customers through the product itself。We have a star product City Walk，There is a Shijia Hutong in Beijing，188bet online sports betting is a very historic alley，There are also many stories，Including Shijia Primary School and Shijia Hutong Museum。We will have local city walks，When the user uses up such a line，Although I took the route from Beijing，But actually gained confidence in our products，Have a very deep understanding of the tonality of our products and the quality and meaning conveyed。We found that a large number of users who have used domestic City Walk choose us when traveling abroad，Because we are not only in major domestic cities，Including Xi’an、Beijing、Shanghai、Guangzhou, etc. have such products，We also provide such products in most mainstream overseas destinations。We believe that acquiring customers is not just from offline stores or online 188bet online sports betting SEO，It also depends on the strengths of Qionyou，Able to meet the needs of users in the new era，Provide users with localized products of unique value。

Host Zhong 188bet online sports betting:Mr. Wang said 188bet online sports betting very well，Is City Walk profitable?？

Wang Liwu:Of course 188bet online sports betting make money, why not?

Host Zhong 188bet online sports betting:How much can 188bet online sports betting be sold for?

Wang Liwu:The average gross profit margin is 40%, and the unit price per customer is 200 yuan.

Host Zhong 188bet online sports betting:I think Qiongyou is a very well-organized company，I visited twice in a month，Their views are also very clear，How to realize research content in the era called knowledge economy。Mr. Wang just had a few very new ideas: content is channel、Content must be constantly iterated，It’s not just about providing a piece of content，Provide content that meets customer needs when information is excessively redundant，There are also domestic City Walk low-price products as 188bet online sports betting entrance，Mongolian people travel abroad。

Chen Zuozhi:Let’s go together is an Internet travel start-up company，We were established in 2012，It’s been five years now。Our headquarters is in Guangzhou，10 branches have been established across the country，Last year we listed the New Third Board，After that, two fixed increases were made，We will continue to use the capital market to promote the company’s development this year。Let’s go together and start traveling around the area，Everyone knows that domestic travel is very serious in its individual travel，We also visited various destinations，About 80% are individual travelers，Only 20% of them are from online bookings，That is to say, 60% of tourists arrive at their destination without online booking。We found this phenomenon very interesting after discovering it，Hope to have a 188bet online sports betting model sinking to the destination。In fact, there is a lot of 188bet online sports betting，Every closed-loop link of tourism has existing 188bet online sports betting，They don’t need to be found，Right there，The key is what method and logic to use to connect the 188bet online sports betting。We think a very good solution in the mobile Internet era is QR code。Everyone knows that the biggest difference between the mobile Internet and the PC Internet is the QR code，Connect offline and online instantly，This is a resource for mobile Internet changes，That is, the most important solution for 188bet online sports betting。

We prefer to establish a "cloud + destination" approach，Sink the tentacles to the destination，Connect tourists to the Internet through destinations and tourists’ activities at the destination。The destinations are scattered，The resources are also scattered，In other words, the structure of mobile Internet traffic is very fragmented。The means of aggregating mobile Internet traffic must be very clever，188bet online sports betting can’t just solve the problem with just a few words like in the past。Because every link has logic，So we need to study what kind of logic is used to connect these flows under the new traffic structure。

Our company is an all-round destination sinking model in Qiandao Lake，Has its own hotel and restaurant in Qiandao Lake，There are also fleets, ground pick-ups, etc.。After sinking，We use various methods to connect tourists to the cloud during their visit。The next sinking destination is Huangshan。We are also the first-level Internet partner of Shanghai Disney，This can form a fragmented cloud 188bet online sports betting sharing method。We are an Internet company again，Has a strong IT system。We are not just a travel agency，It is also a goods management and product management company，Build a platform to operate，My personal feeling is that in the mobile Internet era, more attention should be paid to landing 188bet online sports betting。This year we also established a branch in Beijing，Now trying to do store franchise and community testing。Of course，Currently we have not yet formed a scale，But we are constantly trying offline。Internet companies must seize the key points of mobile Internet，It is the connection method between online and offline 188bet online sports betting。

Host Zhong 188bet online sports betting:Landing and sinking is a very important business method，How much investment does 188bet online sports betting require？

Chen Zuozhi:We will make the heavy ones lighter。The method is equity structure design。We currently control all established branches，Instead of wholly owned。We will choose high-quality destinations，And has Internet genes。How to determine whether 188bet online sports betting have the Internet gene？The bosses of destinations that are very cooperative have invested in building IT systems themselves in the past，But all the money was wasted。In the process they trained Internet thinking，Enriched Internet understanding，So on the one hand we are looking for suitable partners，On the other hand, use a joint venture to connect with them，At the same time, use the capital market to connect funds。When we control resources, we do not act as owners，But control the management rights and operating rights，This way we avoid heavy asset investments，It can also be an investment for practical operation，At the same time, give full play to the local resource capabilities of the local destination boss through equity design。

Chen Xiaoshun:We were established in 2014，There are branches in Guangzhou and Beijing，Plans to establish 11 branches in the next two years，To build 14 branches in the future，In other words, wherever there is a consulate in China, there will be a Changshun branch。Product includes price and value，This is the basis for us to acquire customers。In the early stage, we mainly relied on word of mouth from our peers，So the company has always said that the market is forcing us to become bigger and stronger step by step。Our team also makes a product specialized, refined, thorough and thorough，If it can be really deep and transparent，Guests will follow 188bet online sports betting，We are not looking for customers，But guests come to us。

Du Bin:When everyone mentioned Mafengwo in the early days, their first reaction was "strategy"，What is a guide？We consider it highly structured、Data-based destination tourism information integration。Mafengwo has been in operation since 2006，From the early days of BBS to later making PDF strategies，Start the destination information structuring at the end。What are the benefits of structuring？How to hold on when the 188bet online sports betting comes？Today’s Mafengwo daily active data is more than 3 million DAU，I believe this data can explain our own content、Information on strategies and travel notes is very attractive to today’s new generation of travelers，When users come, we use big data algorithms and reasonable product retention methods to optimize 188bet online sports betting、Divided into various destinations and POIs，Generate accurate conversion。I personally feel that just talking about acquiring customers is not enough，How to effectively convert 188bet online sports betting into final transactions after acquiring customers。Mafengwo has its own weapons——Strategy。Our strategy is not only the user’s own strategy，At the same time, we will have many suppliers based on their own strategies。Why there are supplier strategies？Because many destination routes and gameplay are actually difficult for users and outsiders to truly understand，On the contrary, the supplier himself knows the essence of the local route very well。

PART2: Let the fragments become more fragmented，Love freedom the most！What changes have millennials brought to the way of 188bet online sports betting？

Host Zhong 188bet online sports betting:Content diversion，The important thing is accurate conversion，After getting 188bet online sports betting, we still need to increase the conversion rate，188bet online sports betting is high，Conversion rate is high，Money will come naturally。Everyone knows that the mainstream consumers of outbound travel are those born in the 1980s and 1990s，Occupies about 60% of outbound travel consumer groups。Millennials have joined the consumer army，Who can tell me what changes the Millennials have brought to the way of travel？

Hu Xinwei:I happen to be interested in this topic，On the way home with my wife last night, I suddenly asked her: Do 188bet online sports betting still go to the travel agency store to sign up when 188bet online sports betting go traveling?？No。Then when 188bet online sports betting travel now, do 188bet online sports betting read guides online?？No。I said where do 188bet online sports betting book a hotel when 188bet online sports betting travel now？She said that if 188bet online sports betting are cheap, she will definitely order from 188bet online sports betting，If 188bet online sports betting are expensive, I will definitely order online。My wife is a very typical post-80s generation，This is the current lifestyle of those born in the 1980s，We hold up our mobile phones every day，One day I roughly calculated that I spend 80% of my time looking at my phone besides looking at the computer，Mobile office also uses mobile phones，Almost all the information we need comes from mobile phones。

I told my wife that I am actually 188bet online sports betting ashamed of myself. Why?Because we have been doing tourism for so many years，Like most 188bet online sports betting agencies, we are in the price difference business，On the contrary, the essence has been forgotten。We are constantly searching for resources，What is the purpose of searching for resources？Improve our customer acquisition capabilities with lower purchase prices，But actually as a traditional 188bet online sports betting agency，The most important thing we provide is service。Post-80s generation needs services more，From the growth process to the current social relationship，Because it is the family planning generation，They are all relatively pampered at home，Need more service。What kind of services can our travel agency provide to Millennials to gain their favor，188bet online sports betting is the key。

The first thing we provide is line design services；The other is consulting services，Nowadays, the sky is full of various WeChat push advertisements，Four stars plus five star clusters or all five star clusters。Everyone knows the policy terms，A very good hotel in China has not been rated at the corresponding level，So we are delivering real information to Millennials。We also have internal data sorting，Nowadays, the number of people in the group is getting smaller and smaller，Now we basically control the group size to about 20 people，Five years ago, there were basically 40 people in a group，Now we even launch a six-person group，Or a group of two families，Some time ago, wholesalers launched "one family" products。In summary，We are in standardized service，Especially outstanding in meeting the most important needs of Millennials、Personalized needs that concern 188bet online sports betting most，This is also the development direction of Kanghui Tourism。

Chen Zuozhi:The biggest change for Millennials is the growth of the mobile Internet，Social media has a great influence on them，The same is true for travel decisions，And their personalized needs are more thematic and fragmented。We must establish a system to make the fragments become more fragmented，At the same time, set up a service mechanism to penetrate into the fragmentation process。This requires that the number of SKUs in our product system can adapt，That is to say, your product cannot remain in its original form，The service link cannot just be on the Internet，It may also be penetrating into offline destinations。When we buy a ticket on the website, we may go to a certain scenic spot or destination，Service has ended for current OTA，But I think for the new extension，Service has just begun。The destination landing team provides 188bet online sports betting with services，Millennials often don’t read guides after landing in China，Itineraries are often random，Don’t want to be restricted。The important characteristic of Millennials is that they want to be very free，Then I know 188bet online sports betting have arrived at this place，Our destination sends 188bet online sports betting a message，This message may be several different combinations of coupons for this destination。For example, do 188bet online sports betting want to eat a fish head when 188bet online sports betting go to Qiandao Lake？I will give 188bet online sports betting an 80 yuan fish head coupon，Do 188bet online sports betting want to eat the authentic one without any fishy smell？Do 188bet online sports betting want to stay at a love hotel with a 60 yuan coupon？It is the landing extension service that provides 188bet online sports betting with various fragmented choices。

Host Zhong 188bet online sports betting:Mr. Chen taught everyone a trick，This is also his current business model，He believes that the Millennials born in the 1980s and 1990s are greatly influenced by social media。So we need to make the fragments more fragmented，Increase the number of SKUs。In fact, how to meet the immediate consumption needs of our millennials during travel，That is, 188bet online sports betting can do whatever 188bet online sports betting want，At the same time, this matter needs to be done together to get the Commission，This is the Hawaiian model。

PART3: The cost of acquiring customers on the 188bet online sports betting reaches 1,000 yuan/person，How to view the relationship between continuous money burning and customer acquisition？

Host Zhong 188bet online sports betting:What do 188bet online sports betting think about the relationship between continuing to burn money and acquiring customers?

Wang Liwu:One of the characteristics of Qyer.com over the past decade or so is that we don’t pay much attention to online ways of burning money to acquire customers，We prefer to bring users to us in a more natural way。such as content，Or products under development。We feel that what we burn money to get is 188bet online sports betting，But will it be able to handle the 188bet online sports betting once it comes？Can I keep it after taking over？This is what we need to consider most，Because it is actually very easy to get 188bet online sports betting by burning money，Continuously vote for SEM，Add SQL and various self-media for promotion。But a big question is whether it can be accepted after obtaining the 188bet online sports betting？We feel that Qyer’s various product lines are now trying to find ways to improve their undertaking capabilities，For example, the new iterative version of our tips，There is also a City Walk city roaming based on the route design，And our Q-Home，For example, Chiang Mai、Kyoto and Queenstown, New Zealand，Enable users to truly touch your service。Not just 188bet online sports betting，We still need to handle the 188bet online sports betting，Also enable it to be retained，Second consumption in the future。We don’t want to burn money to get 188bet online sports betting，Instead, improve the utilization rate of 188bet online sports betting，Enable better retention and repurchase。

Du Bin:Cash burning and traffic have always been a big pain point for us，188bet online sports betting can’t burn traffic by burning money，Everyone knows very well how many times domestic users and tourists can go out a year，Everyone here is very busy with their daily work，Add our holidays and annual leave，Maybe up to two or three times a year，Three or four times is already a lot。I spent a lot of money to acquire a user at the beginning of the year，When 188bet online sports betting go out for fun at the end of the year, 188bet online sports betting may not be able to remember where 188bet online sports betting spent money at the beginning of the year，At the end of the year, due to changes in the overall market structure and prices，There is also competition from competing product platforms，There may be something cheaper than yours at the end of the year。Personally, I don’t think it’s a particularly good way to spend money on travel，And now everyone will experience it，This is why the entire online platform is losing money。But it’s okay，I believe that whether it is Qiongyou or Mafengwo，Our organic traffic is very abundant，Users come because of content and information，This is also the biggest natural advantage of our current online trading platform。WeChat’s customer acquisition cost is so high，At least I haven’t seen a user come through such a high customer acquisition cost and be able to do transactions later。

Host Zhong 188bet online sports betting:Now 188bet online sports betting know how much it costs to acquire customers on the Internet?

Du Bin:I think it’s about 1,000 yuan per person。This is not a direction I particularly agree with，Whether it costs money or not，The conversion of retaining users after they come is very important，Even if 188bet online sports betting are a user who spent money，Your service cannot keep up，Can’t keep up with the product system and traffic flow，Your traffic matching is not accurate enough and users are lost，I believe this is not the result that everyone wants to see，So we will not continue to invest in this direction。

PART4: Interactive Q&A session

Asking guest:I just mentioned that the natural traffic and content are very recognized，But I find it difficult to achieve refined conversion through quality content in normal operations。Everyone also mentioned that they can do this，Can 188bet online sports betting give us some cases for us to learn from？

Du Bin:We may use hundreds of thousands of UVs a day，Being on an event page means a high traffic level，Is this fragmented traffic bad traffic？My opinion is exactly the opposite，Take the Mafengwo traffic structure as an example，Users are highly concentrated in two major sections: community content and destinations，The first requirement of users coming to Mafengwo is to review the food, drink and entertainment at the destination (POI)，Includes local routes，If 188bet online sports betting don’t come in, it will be difficult to bury suitable goods at the most accurate node。When users visit our POIs and attractions，At the same time, we have released one-day tours and multi-day tours related to attractions。When the user sees the POI content so deeply，Indicates that 188bet online sports betting are very interested in this information，It also shows that there is a high degree of certainty about his travel，At this time, it is a very good conversion behavior for 188bet online sports betting to expose suitable products to users。I think as long as the operation method of content traffic can be done well，Its transformation effect is more efficient than centralized flood irrigation。Now Mafengwo has its own strategy system，Our strategy is actually content-based traffic，What is strategy？We will have users or merchants create a set of local content based on local routes and gameplay，At the same time, combine this content to provide a set of local routes or travel product solutions corresponding to the content，This is equivalent to the user getting an experience similar to "what 188bet online sports betting see is what 188bet online sports betting get": I see how to play first，The goods below allow me to play the gameplay I saw in the content，This is a very good experience for users。

Host Zhong 188bet online sports betting:Can 188bet online sports betting tell me the conversion rate?

Du Bin:We are probably around 5 points 188bet online sports betting.

Wang Liwu:We launched the itinerary assistant，Its characteristic is that its conversion rate is 10 times higher than the conversion rate we usually bring to hotels using fragmented information。We have found that using different methods to increase conversion and 188bet online sports betting usage efficiency is very effective，Instead of simply using OTA traditional channels。

Host Zhong 188bet online sports betting:Finally, ask each guest on the stage to summarize their evaluation of 188bet online sports betting and offline customer acquisition in one sentence。

Hu Xinwei:Based on brand and good service.

Wang Liwu:Combine your own advantages and choose the main direction of attack.

Chen Zuozhi:Online and offline will definitely be integrated，But 188bet online sports betting can never be a simple fusion，188bet online sports betting must be a fusion of very high complexity and technical content。

Chen Xiaoshun:Good products and good services.

Du Bin:Use the most natural and healthy 188bet online sports betting，Give users the most accurate products that meet their needs，We do it all the time。

* The content of 188bet online sports betting article comes from the forum sharing of guests at the 13th China Outbound Tourism Trade Fair (COTTM2017)，Compiled by Zhihui reporter Hong Liping based on on-site shorthand，Not confirmed by the guest。