For many domestic users who lack travel experience，Traveling in a group reduces the difficulty of their travel，Especially the language used in outbound travel、Transportation、Cultural and other barriers，Group tour package tour has low price、Safety and convenience、Professional tour guide services and other advantages。

But now group tours are criticized，"Wandering around"、"Homogenization"、“Travel and shopping” has almost become a label for group tours，Group tour itself as a tourism service，Still has great commercial value，But the key is what kind of group tour products tourism companies can provide users？This is related to the operation of the enterprise、Corporate values、Business philosophy and other factors are closely related。

As the largest leisure and vacation service provider in China，Tuniu founder and CEO Yu Dunde thinks，The reason why group tour experience is criticized，It has a lot to do with the wrong values ​​​​of "shopping-centered" in travel services，And this value currently occupies the mainstream in the industry。Destination reception is more about getting current profits，For them，No repurchase income。Perhaps this is the fundamental reason why group tours are not popular。

2016，The number of Tuniu group tours is 277.30,000 people，70% increase compared to 2015，Income from group tour reaches 99.2.7 billion yuan，35% year-on-year growth，Accounting for 94% of total revenue.5%，Income from group tours constitutes almost all of Tuniu’s income。

Obviously，The quality of group tour services will directly determine the performance growth of this Nasdaq-listed company，Tuniu has enough motivation to work hard to optimize its supply chain、Operation system、Change the tour guide system、Improve brand image，For faster growth。

June 13，Hosted by Zhihui、The second CTCIS "China Cultural Tourism Consumption Innovation Summit" with the theme of "Breaking the Situation and Building the Situation" was held at the Beijing International Convention Center。Tuniu Travel Network CEO Yu Dunde was invited to attend the summit，And delivered a keynote speech on "Innovation in Leisure and Vacation Models"，In-depth interpretation of Tuniu’s participation in and witnessing the development of the online leisure travel industry in the past 10 years，Innovation made by adhering to "customer-centric"。

188bet Online Sports Betting and Casino

Past 10 years，Many service merchants have emerged in the retail field，Optimize product structure、Improve operational efficiency，This is a very important change in the travel retail industry in the past few years。This is most obvious for Tuniu，But from our 188bet online sports betting current feelings，We think it may just have good retail services，There is no way to meet consumer demand，Enterprises are also required to provide full-process services，Includes products、Only through service can you have a good experience。

Why are group tours so criticized?

What I want to share with you today is the topic of "customer-centric"，Customer experience involves online、Offline、Every link from product to retail。Give an example，This "Sri Lanka 6 nights and 8 days tour" product from Beijing has served more than 2,700 tourists，More than 1050 people commented，Product satisfaction up to 100%。Among more than 1.7 million products on Tuniu，There are only a handful of products that achieve 100% satisfaction。

Since last year, we have found that more and more high-experience products are gradually being presented。In fact, the most important thing is why customer satisfaction is high，This is inseparable from its tour guide and team leader services。The customer reviews here are not just a few simple sentences，Every customer review is a long one，During the entire trip，What is the situation，Then he wrote a long comment。Every customer satisfaction is very good，And this team leader is not a very senior team leader，Of course there may be some senior team leaders here，But some are very young，But the team leader who provides services completely from the perspective of the customer。

 Now after customers see such a product，It is now ranked first in Sri Lanka from Beijing，The price may be slightly higher，But everyone hopes to choose such a product。In front of such satisfaction, no one cares about the price，Users pay more attention to such a good experience and must try it。

 Except for the relatively high gross profit margin，Good product experience，There is another big advantage for us，Helping our customers achieve high repurchase。Everyone knows about travel products，Travel website，Many people suffer from scale disease，Can criticize，Saying that Internet companies’ customer acquisition costs are too high，But now the cost of acquiring customers is gradually getting higher，Slowly, online and offline are almost the same。So the value of each customer gradually becomes more important，How to retain every customer is even more important。How to retain customers，We want a good experience，Hope to enable customers to consume multiple times through good products，Not just a one-time deal，I won’t come again after spending this time。

Tuniu’s group tour business has been developed for 10 years，We didn’t know how to run the tourism business 10 years ago，We will continue to learn after entering this industry、Summarized a lot of experience。There are a lot of tourist attractions in group tours now，This is an opportunity for us，Nowadays, most people view group tours with disdain，I think this aspect is also objective，There are indeed big problems with the development of group tours，But on the other hand, this is also a very big opportunity。Since there are such big problems with the experience now，Why can’t we fix it？Why can’t it be done well？If we can do it well，Isn’t that a great innovation？If this industry has achieved the ultimate experience，This means there are even fewer opportunities。

We believe that group tours can be done well，In Japan，In other Asian countries we have seen that the group tour experience 188bet online sports betting can be improved。But the reason why it is not done well now，I think it has a lot to do with our values。There are two different values ​​in the industry，The first one is shopping-centric，The second one is customer-centric，But the main one is still the first one。The price is lower，Then as long as the experience is not bad，The guest has shopping and self-paid items during the trip，Tour guides actively promote such products，Then get the benefits。

Another value is customer-centric，Instead of shopping-centric，We hope to satisfy our customers，And then generate repurchase，Serve a customer more times，Improve customer value，Finally get higher returns。

But unfortunately，These two values ​​are currently dominated by the first one，I don’t think this is a methodology，It’s not a technical problem，This is a question of values。But we can understand if such a problem occurs。

Why does this problem occur？Because the destination reception thinks that the guest has not made a repeat purchase，It is very likely that we will not come to him for the second time，Guests will not choose the same pick-up agency for the second time，So there is no way for them to obtain profits through repurchase，Maximize profits only through shopping。But for us retailers，High repurchase rate can offset lost purchases、Subsidy，We are willing to do this。

Loss of shopping revenue may not be hedged in the “shopping-centric” retail and hospitality system，Nor will we pay attention to the improvement of repurchase rate。But now the fierce competition in the customer market，It forces us to face customer repurchase。If we cannot increase repurchases, we will have no way to gain a leading advantage，No way to get more customers。

Three major "benefits" of "customer-centricity"

On the former mode，Companies may want to obtain current profits，This can only be achieved by tourists shopping and participating in self-funded projects。But insist on being "customer-centric"，In fact, there are many other incomes that can be used to hedge，These other benefits were not possible in the past，But it’s possible now。

The first income is the income from word of mouth，Just like the product we saw earlier。No advertising fee was spent on this product，Can be ranked first in the product list，So customers will see this product as soon as they come in。This is equivalent to a free advertisement，No matter what algorithm we adopt，As long as it is a "customer-centric" algorithm，This product must be ranked first，There is no way we can move it down，Only placed in the first position，This is a big savings on advertising，So this will generate word-of-mouth benefits。

Also，The price of the product itself can be sold at a higher price，Its price can have pricing power。We know that many products are now priced under the first value，Maybe it’s more about comparing whose price is lower，Whose bottom line is lower，Fighting the bottom line of price，Let’s see who sets the moral bottom line lower，More competitive。But under the product, you can see who is more satisfied。

Secondly，Higher price，The gross profit is higher。From a gross profit perspective，The price of the product just now is actually quite high，8000、9000 yuan，More than 10,000 yuan in peak season，The gross profit is one or two thousand yuan，If added up，Not counting 188bet sports betting app download retail gross profit，In terms of production gross profit alone, it would cost one or two thousand yuan，So companies have enough motivation not to engage in shopping。

The third value lies in repurchase，For us, customer repurchase has tangible benefits，If you don’t lose customers, this is a huge benefit，The value of one of our single customers will be very large。Get the value of a customer，The cost is very high，So a single customer who generates repurchase is of great value。

But for upstream suppliers，Many destinations are subject to destination restrictions，Limited destinations only，Limited destinations will affect repurchase。But now we are gradually discovering that a good product brand from a supplier will cover more and more destinations，Start repurchasing，Repurchase is not only possible at one destination，Then in two、Three other destinations also available。After the customer groups who have been to these destinations have such experience，Other customers will also tend to choose such a brand。

Brand

Building product brands is a topic we have talked about a lot in the past year or two，On travel，Especially for packaged travel products, the brand effect is still not very obvious，But in many other areas of life，There are many brands，Such as our paradise、Airline、Hotel、TV、Computer、Mobile phones have mature product brands。But when we go to buy travel products，No matter which retailer you choose，Online Retailer、Offline retailers or combination of online and offline methods，The product brands we can choose are not obvious，You cannot filter products by product brand。Now we can see that the situation is slowly getting better，Users can filter products by product brand。When booking products on Tuniu now，We can see that more and more retailers are beginning to disclose product brands，It is impossible for us to buy a TV without knowing the brand of the TV，So we started disclosing product brands。We believe that product brands are important to retailers、Manufacturer、Customers have benefits，This is a win-win。

When we have our own brand, we will pay attention to our own brand，Just like my own name，We will cherish such a name，Will do everything possible to protect this name，Let it have long-term vitality。We don’t want our names to be tarnished by others，Every product brand does not want its name to be tarnished by others，But it doesn’t matter if you don’t have a brand，The broken jar was broken，So brand helps industry self-discipline。

Customized tours are an upgrade of existing products, and tour guides and team leaders are the key

Customized travel has been a popular field in the past two years，We feel that customized travel is not entirely a new category。It may be an upgrade product of the existing product，The fundamental difference is that it is customer-centric，There must be customer demand first before there is a product。Most of our products now (with shopping as the core value) are products first and then orders based on customer needs，Then the customer makes a choice based on the existing products。But now we have a way to customize tours，Customer needs first，Then there are subsequent resource combinations and products。It is a completely "customer-centric" service method。Can reflect "customer-centric"，Instead of "product shopping-centered" service method，And it is developing very fast。

188bet Online Sports Betting and Casino All our group tours can actually be converted into customized tours，In other words, all customized tours，Of course, even those customized tours with guides can be converted into standard ones，Pre-packaged products，These two can be converted into each other，More people are buying，A common customized tour becomes a standardized product。 Then standardized products can be customized，These two can be converted into each other，They can also promote each other。

We can combine various resources in customized games，Now most of our products can be dynamically combined and packaged。Especially in domestic tourism products，Air tickets and destinations、Hotels and tickets have been fully dynamically packaged and combined。In terms of outbound travel，Because of visa and tour leader restrictions，So the packaging speed is relatively slower now，But it is also in the process of slow and steady improvement，I think there is not much difference in nature。

We believe that the most core of these resources is the tour guide，We felt that hardware resources were very important before，So we tried to package a lot of resources before，Buy out a lot of resources，Have a lot of inventory，This improves the confirmation speed，Packed a lot of resources。But after doing this, we improved the efficiency，But there is no essential improvement in user experience。

Later we found out，To truly improve the travel experience of group tour users，Need to rely on tour guides and group leaders。But the income of tour guides and tour leaders is not related to customer satisfaction，This is true in most cases。This leads to poor tour guide satisfaction。

We really want to be "customer-centric"，It is necessary to match the income of tour guides with customer satisfaction。Then let some truly good tour guides earn more。There are many newly graduated tour guides，Or these colleagues who have just entered the field of tour guides，At the beginning, I had very firm confidence that I must provide good service。But it accumulates over time，They see that those shopping guides earn a lot，Then it will be difficult for them to persist。So we hope to help them，Let these tour guides who are truly willing to provide good services to customers earn high income，This is a path that cannot be bypassed。If you want group tours to continue to develop healthily，We must combine tour guide reviews with income，Let the tour guide with good service、Team leaders can really make high profits。

What I said earlier is relatively simple，But I think this is the logic。Customer-centric，I think on the one hand it is inseparable from the service of our people，Especially the service with the tour guide。The other aspect is also inseparable from our technology，Now our technical methods and capabilities are becoming more and more capable to support us in achieving a better "customer-centric" experience。

New opportunities brought by artificial intelligence

This is Google CEO Page’s PPT from the Google World Conference in May some time ago，This is their most critical page，Google’s current strategy has shifted from Mobile first (mobile first) to AI (artificial intelligence first)。This is not a very abstract and empty thing，There is a very specific and reliable path behind it。What is this path？There are two things in this: software、Hardware。Alpha Dog was very popular some 188bet Online Sports Betting and Casino time ago，Alfa Dog’s basic architecture involves TensorFlow，This is an open source Google-supported machine learning and deep learning framework，A bit like Android in artificial intelligence。Android currently has the highest market share in the mobile phone field，About 70% of domestic mobile phones use Android system。TensorFlow is like Android OS in the field of artificial intelligence，Having this thing can quickly promote the popularization and development of artificial applications，Developers no longer need to build a very complicated underlying software architecture，We can do application development in conjunction with our industry on this basis。The right is TPU，AlphaGo used four TPUs at that time，It is the rightmost combination，This is a combination of four chips。

This is a parallel vector calculation。"Tensor" is a vector，“Flow” means flow，Complete calculation by vector then flow，It is the same as neural computing，Learn and accumulate models by yourself through a large amount of data，Identification will be done after data is available，Including picture recognition and speech recognition，Also includes Go recognition，The middle is the TPU combination，Matrix composed of 64 TPUs，Offer it as a cloud service via Matrix。So this should be the basis for Google to achieve its AI First goal。It’s not that complicated for our tourism industry，In our scenario, one end connects to the client，One end connects the supply chain，We have very realistic scenarios on both ends to achieve more intelligent applications。

First、Client recommended above。We generate massive amounts of user data every day，Use this data，We can do it faster、Calculate appropriate product recommendations in real time。There may not be much difference between customized games and standard products in the future，Because every customized tour may be a change of a standard category。Now that the amount of calculation is relatively small，Data may not be accurate，Based on the same data，Because we have faster calculation methods and larger amounts of calculations，Making our recommendations better。Thus replacing a large number of basic manual tasks，This allows us to free up more time and resources to provide more complex services。

Secondly，In the supply chain，We can pass a large amount of data through the backend，Enter closer and in-depth interactions with our partners。Then share our data and results，Making each of our orders in the process，Become more closely integrated with partners，Instead of ending like the previous order，The contract has been signed and paid，We will send another confirmation form to notify partners。Now we hope to be more closely integrated with our partners，Step by step to combine，In the process of order processing，The union is getting closer，Both parties share data and calculation results。We feel that better “customer centricity” can be achieved through technology。

Next 5 to 10 years，We will definitely make great breakthroughs and improvements in our products。Now we have such a foundation，Also facing such an opportunity。What is different from 10 years ago，We now have a relatively good foundation for retail services，Now we can innovate on this basis。

In the past 10 years，After we straighten out the service standards in retail，Now we can really improve the product experience 188bet Online Sports Betting and Casino on the product，To change consumers’ cognitive status of not trusting group tour services。I think this is a huge opportunity for the entire industry，We hope to work with our partners to better solve this problem。