“I believe that consumer demand drives technological innovation”，Li Shaohua is studying for a PhD at the Hong Kong Polytechnic University，In order to write a course paper "New Technology and Internet Innovation Promote the Asian Hotel Management Paradigm"，He mobilized his secretary to interview more than 25 VPs in the industry，"Everyone chatted for nearly an hour on average"。

Neatly trimmed crew cut，Wear a decent black suit，Although it is difficult for you to connect the rigorous academic uncle in front of you with the president of Fliggy。But when it comes to business，Li Shaohua’s eyes shine。

2015，Alibaba Travel becomes an independent brand operation，Renamed Fliggy in 2016。In just three years，Li Shaohua leads Fliggy to grow into China’s leading online travel service platform。The rapid rise of Fliggy is inseparable from the pursuit of young users。Data display from Fliggy，In 2016, Fliggy users born in the 1980s accounted for 88%，The end of “Double 11” in 2017，51% of trading users are already born in the 1990s。

The flying pig flies，It’s not simple because of Alibaba，Technology and big data have become Fliggy’s most powerful trump card，Behind the scenes is the story of how a "technology-savvy" uncle born in the 1970s tried his best to "please" the people born in the 1990s。

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“Double 11” has just ended，Fliggy held the 2017 Business Conference in Hangzhou。This is more like a celebration，Awards to merchants active on Fliggy platform、Cheer up，By the way, let’s talk about how to play Flying Pig in 2018。

Li Shaohua was the first to take the stage as the opening guest，He did not announce the total transaction volume of Fliggy during “Double 11” in 2017，Replaced by more precise segmentation data: 2017 "Double 11"，Fliggy has more than 1.1 million overseas tourists，150,000 visas，International air ticket 350,000 segments，Gaoxing Hotel 500,000 room nights，More than 100,000 buffets in five-star hotels。

2016 “Double 11”，Ali’s “Flying Pig” debuts，The total number of transactions throughout the day is 21.700 million yuan。

"Normally you can't send such detailed data，"Li Shaohua later explained that this low-key attitude was accompanied by a little excitement，“We celebrated internally and said how much better it was than last year。”However, he feels that the most different thing about “Double 11” in 2017 is that it does two things: First, it does not purely pursue transaction volume，Care more about the differentiated experience of users，The second is to start to 188bet sports betting app download jump out of the selling line，Attracted more than half of the natural traffic through content dissemination。“No external advertising to buy traffic，Push personalized and accurate content，Conversion rate over 40%。”

The whole world is talking about big data precision marketing，Li Shaohua directly gave the example of Fliggy: During the "Double 11" period, a merchant came to Hangzhou to find him，“Because no one in the company can see their product push，”There is a marketing director next to Li Shaohua who just mentioned that he wants to buy this company’s products，Call the person over and open the APP，Clearly precise push。“Before the ‘Double 11’, we created more than 3,000 travel-related tags for users across the entire network。We don’t know what we will recommend to users in the end，Completely calculated by the system。”In Li Shaohua’s view，This is a very interesting thing。

Li Shaohua is trying to use technology to promote more changes，For example, the Chinese play Maldives，There will be a subversive gameplay soon。According to Fliggy research，More than 40% of consumers in Malaysia are Chinese，But Chinese tourists mostly eat and sleep，Rarely enjoy real island tours。Li Shaohua’s method is to directly sign contracts with 20 islands in Madai，All items on the island will be added next，In Chinese、Picture、Put videos and other methods on the APP。"So that the user can choose while lying on the bed，Don’t worry about not understanding it，No need to communicate with foreigners，This is the full-scenario consumption that Madai wants to promote。”

In the eyes of Fliggy’s internal employees，Li Shaohua is a typical technical school，Like to see data，When talking about technology, we are out of control。Before joining Alibaba，Li Shaohua was once one of the founders of China Southern Airlines Sky Pearl Club，His team was the first to launch e-ticketing in China； Joined Alipay Aviation and Travel Division in 2011，Efforts have been made to promote the expansion from the B-end market to the C-end market。Fliggy’s waiters think，Fliggy’s rapid advancement in the market is closely related to Li Shaohua’s technical hobby，“Fliggy has been using technology to make cool innovations，It is very convenient to communicate with consumers。”

The "despised" uncle

Beyond work and business，Li Shaohua is often looked down upon in the company，Uncle has the loneliness of an uncle。

“All the kids in the company are 80、Post-90s，I have been completely discriminated against by them。”Jacky Cheung’s concert is the latest example of being despised。Li Shaohua especially likes Jacky Cheung，November 11, 2017、Jacky Cheung happens to be holding a concert in Hangzhou on the 12th。Li Shaohua bought his own ticket，Bought 12 more tickets，Prepared as a reward for "Double 11"，Unexpectedly, the post-90s generation didn’t buy it at all。“I understood it as soon as I went to the scene that day，All born in the 60s and 70s，There is no one born in the 1990s in my circle of friends。”

Li Shaohua feels that there is a big generation gap with the "children"，"And there is a generation gap of several generations"。His travel style is also typical of those born in the 1970s、Vacation mentality of those born in the 60s，Be quiet，Can see the scenery，Read a book wherever you go、Sleep。After taking over the Fliggy business，He forces himself to travel like a backpacker，When I arrived at the local area, I asked for a car to pick me up，It is best to find a local travel agency general manager to talk about the market in the car... "This mentality is also not in line with the post-90s generation we want to serve、After 00。188bet online sports betting ”Li Shaohua feels that he is under a lot of pressure，“Because I’m older。”51% of users of Fliggy service are born in the 1990s，Li Shaohua born in the 70s feels terrible just thinking about it。

"They don't take me to play，When I eat, I always tell you to finish it quickly，You can leave after eating..." The method he came up with was "reverse payment"。“What should I do，Just take the initiative to chat with young people”，Whenever he is free, Li Shaohua pays for the company’s children to eat，“They ate and chatted，I was listening silently。Second dimension、I won’t be involved in the live broadcast，But I have to understand what they are thinking。Li Shaohua is never injured，Li Shaohua is never injured，He especially likes to chat with technical children，“They are straightforward and simple，Not going around corners”，Be honest with these kids，Li Shaohua feels like he is grateful。

Being despised but becoming more and more courageous，Li Shaohua wants to know more about young people，The main target of Fliggy’s service is young people born after 1985。Li Shaohua remembers it very clearly，Managed tourism business in China Southern Airlines in 2003，The best sales department in Guangzhou，Collected 2.8 million yuan in cash on the first day the store opened，Three cashiers and waiters got cramps in their hands after collecting money。“Travel agencies sold routes at that time，A piece of A4-sized paper，It is densely filled with lines，”But simply selling lines no longer works，“Young people online want to play，The first thing that pops up is the travel destination，Just enter a few words，‘Singapore’‘Maldives’，For him, this is enough。At this time, traditional tourism companies are in trouble。”

“More than half of Fliggy’s current traffic is forwarded through content dissemination，Judge more aggressively，90% of young consumers in the future will buy consumer content。"Li Shaohua revealed，Fliggy’s current overseas destination layout is based on a survey of those born after 1985，The trader is also a post-85 generation。In the core outbound tourism chain，The main managers are all born after 1985。

No advertising will be placed on "Double 11" in 2017，It’s a risky decision。But Li Shaohua chose not to interfere in any external communication，"There is a child who sends me separate things to be passed on every day，I will repost them all in my circle 188bet online sports betting of friends immediately，”“I used to be picky，Now I choose to trust these young people。”

Chivalrous Linghu Chong

Inside Feizhu，Li Shaohua’s nickname is Kublai Khan。This is not his favorite name，He wants to be called Linghu Chong，When I entered Ali, someone already called me Linghu Chong。

Ni Kuang said that the most endearing thing about Linghu Chong’s character is that he is uninhibited，The precepts of a well-known and upright family put some restrictions on his thoughts，But in behavior，He breaks through this constraint everywhere。In nature，Reveal his true temperament。Not attached，Don’t care，Chic and romantic place，Beyond all the male protagonists in Jin Yong’s works，allowed to be ranked first。

What Li Shaohua admires most about Linghu Chong is his uninhibitedness and innovation。He is a fan of martial arts novels，I started watching this when I was seven or eight and still enjoy it now。“Linghu Chong has a particularly entrepreneurial spirit，And it is an individual innovation。”Map to your own real world，What Li Shaohua likes to do most is to use new technologies to innovate on the Internet。

Having a technical background, he has transitioned into management，Li Shaohua always comes back to bring projects。He revealed the past two months，20% of working time is spent on a new project。The direction is to study how new technologies can subvert the tourism supply chain，Use user portraits，Alibaba’s complete user behavior big data integration with Fliggy platform Shanghai volume、Fragmented tourism supply。

The solutions provided to travelers in the future may be real-time and dynamic product combinations，“For example, I saw an article about the top ten diving sites in China，After reading this, you really want to go diving，I can push 20 products for you to choose from，Includes air tickets、Hotel、Your entire travel request is packaged in it。I don’t know who you are，But I know your life trajectory，Your emotions，What you like or dislike。”In Li Shaohua’s view，This is the real C2B，Behind the user’s order，More than ten merchants have been organized in the background to serve you，This was impossible before。

Because of optimizing the supply chain，Fliggy takes you on aurora tours that ordinary people never thought of before、Antarctic tour at affordable price。A 7-day and 5-night trip to Finland’s Aurora for 8,999 yuan is a popular product on the “Double 11” list，Antarctic special line discount to 46666 yuan，130 boat slots sold within 24 hours。Li Shaohua explains that the secret behind this lies in the linkage between the platform and merchants for supply chain optimization，Strengthened control over supply chain，Cut off unnecessary intermediate links，Give users more choices。“Antarctica used to be sold to some entrepreneurs，Especially the Yangtze River、People studying EMBA at these business schools in China and Europe，Common people like me have never thought of going to Antarctica。But many young people went to Antarctica in 2017，188bet online sports betting 59.1% of women，The average age dropped from 48 to 28~32 years old。"Li Shaohua said that this is tourism based on inclusive ideas。

Li Shaohua was working in a state-owned enterprise when he went abroad for the first time，Responsible by the Foreign Affairs Office，“I was only asked to take a picture，I didn’t know it was so difficult to apply for a visa。”In order to do business, he went to apply for a visa himself，Singapore、U.S. visas are all obtained by oneself，“After doing it, I don’t want to do it again，It’s so painful。”

October 31, 2017，Fliggy launched the “Online Visa Center”。Users can apply for multi-country visas online，The first countries to go online include Luxembourg、Malaysia and Japan。“I understand that the first problem we Chinese encounter when going abroad is to apply for a visa，Fliggy will add more countries in the next step。”Li Shaohua demonstrated the “online visa” function on site，Extremely fast form filling through OCR recognition、Online selfie visa photo、Online progress tracking，Malaysian online electronic visa issued smoothly in 20 minutes。

People below think Li Shaohua does not look like a company executive，Like to do things by yourself，Don’t look for trouble，I can do a lot of things by myself。You can ask someone from the business line to do such a thing as demonstrating online visa，Li Shaohua is very happy，While demonstrating, he spoke to the audience，“I took a selfie ID photo on the spot，Don’t think I’m ugly。”

He said that the similarity between himself and Linghu Chong is that "we both have relatively stupid justice"，“Linghu Chong is particularly chivalrous，We did a lot of things today with chivalry and tenderness”。

Chase that light with your life

Li Shaohua still has some Linghu Chong-style madness in him，He is obsessed with technology，Do things straightforwardly。

Jack Ma often talks about Flying Pig on various occasions，The time when online visa was launched，Talk about it on almost every occasion。Li Shaohua said，“This is Mr. Ma’s initiative to advertise for Fliggy。”He felt that he was once an academic who Teacher Ma didn’t like，After studying MBA, transition to management，Meeting during the day，Take out the MBA textbooks and read them at night。Looking back now，Ali is also like a university，Ali advocates ordinary people to do extraordinary things。He doesn’t feel embarrassed at all about leaning against young people，The biggest confusion is how to understand young people。

Li Shaohua’s current time is roughly divided into three parts: work、Study and life。After work，Studying for a PhD at the Hong Kong Polytechnic University with more than 20 children from the company，He makes no secret that he is an absolute academic master，The highest GPA among the same doctoral class，Took 9 courses and every one was the best。Ask him why he works so hard，He said he wanted to be worthy of himself，“Most people study for a PhD just once，Must make the most of your time。”

Outside of work，Li Shaohua is a very introverted 188bet app download person，At home with parents、My wife doesn’t say much either。Typical Virgo，Pursue perfection，“Everything is a sign of strict self-discipline，Be strict with others”。The time he enjoys most is before going out every morning，That was a quiet moment for him and his family。My daughter gets up before going to school，Say hello to her，Sit with my daughter for a while，Hold my son for half an hour before going out，“That was my happiest moment，I wonder if my son is also the happiest。”Li Shaohua showed a rare softness when talking about his family，“My son can’t speak yet，Can only call daddy、Mom，But I feel very good when I hear my father’s voice。”My wife will call her son if he doesn’t eat。

Travel with family，Li Shaohua always wants to give them the best experience，Will book the best hotel in the area。Li Shaohua accompanied his daughter to Lake Louise, Canada during summer vacation，And insist on booking a castle hotel，A room with a view of the lake while lying on the bed。His own way of traveling is very leisurely，Sleep in the hotel or on the surrounding beach，Typical vacation mode，Although he knows it very well，This is not in line with the aesthetics of the post-90s generation。

But there is always a journey worth pursuing with your life，The kind of trip that knocks you to the ground in an instant。Flying Pig performed a concert in the Arctic Circle in 2016，Purely business trip，President of European and Chinese travel companies、The CEO has gone to more than 120 people，Plus the tourism ministers of more than a dozen countries、Vice Minister and more than two hundred tourists。Li Shaohua was busy until past 12 o'clock late at night，Get up after three in the morning to catch the plane。Everyone on the plane is sleeping，He is awake alone，Too tired and unable to sleep with eyes open，Open the window，“The moment when the plane broke through the clouds，The entire cloud layer is filled with aurora，Golden light scattered all over the ground。”That kind of visual impact on the soul，Li Shaohua was stunned at that time。

Sitting alone on the clouds，The feeling of being instantly lit up by golden light，Li Shaohua said he couldn’t describe it in words，Complete out-of-body experience。“Aurora is for chasing，And chase it with your life。”He has been to the North Pole twice before，I drove to chase him at 12 o’clock in the middle of the night but couldn’t catch him。Already given up，I didn’t expect to meet each other on the plane in the early morning，Too luxurious。

“Only when you see the aurora can you truly realize the impact of travel。”You cannot use pictures for these things、Words to describe，Such an impact makes Li Shaohua feel that his work is more valuable，Will pay more attention to travel content rather than dry selling routes，I want to use technological innovation to control the price within the range that ordinary people can afford，Let more young people find what they like。

“I believe you may actually need to travel，You need to chase these things。”

*This article comesSource: China Business News, author:Li Li，Original title: "Fliggy Li Shaohua: “Technical Control” Challenges the World》.