From "planting grass" to "pulling grass"，Travel 188bet app opens the closed loop of cultural tourism consumption for the first time。

The first step of the pioneer, the 188bet app of tourism taking off

2019 can be said to be the first year of travel live streaming，“Live streaming” has been initially verified in the cultural tourism industry。Fliggy Travel, deeply rooted in Alibaba’s “e-commerce genes”，Become the first successful person to implement the "188bet app delivery" ecosystem。

During Double Eleven this year，Fliggy launches the “Experts Bringing Goods Plan”，Relying on Taobao 188bet app、Weitao、Public account、Community、Weibo and other online marketing positions，Established an “expert ecosystem” for cooperation between travel experts and merchants。

First day of pre-sale on October 21st，The transaction volume generated by thousands of 188bet app experts has increased three times compared with the same period last year。The entire Double Eleven period，The total transaction volume of Fliggy’s “Expert Ecosystem” exceeds 600 million yuan。

Take the master "Xiyou" who tops the master rankings as an example，This year it sold more than 40 million in a single day on Fliggy Double Eleven，An average of 1 order in 3 seconds，The total sales during Double Eleven exceeded 1.700 million ，The trading volume is nearly 110,000 orders，The ability to carry goods is almost overwhelming。In addition to playing，Includes Smart Frequent Travelers、The performance of many 188bet app KOLs such as Aires 188bet app Notes on Fliggy Double 11 is also amazing。

Fliggy News in One Sentence 2019 Vol.004

After silently "planting grass" for many years，Relying on a multi-dimensional content platform that is fully upgraded to "188bet app streaming"，Travel KOL finally ushered in an explosive breakthrough of “from traffic to orders”。

In fact，Early before Double Eleven，Fliggy and Qyer.com have launched the "Global Game Master Conference" 188bet app party for the first time，Gathering 20 travel experts，Many Taobao anchors also started cross-border live broadcasts at branch venues，The total number of viewers in each 188bet app room exceeds 6 million。And the master "Xiyou" gave a small test in this 188bet app party，Successfully sold 500 pieces of Star Map River Wheel products worth about 15,000 yuan。

Meanwhile，Industry pioneers who see opportunities are also moving towards the hot spot of travel live streaming，Some of them come from offline product parties that were originally not related to 188bet app、Channel Party，The other part comes from cross-border cultural tourism content service providers and traffic generators。

The former is typical of tourism companies。For example，Spring and Autumn Travel、Chimelong、Fangte、Rickshaw、Guangdong Roaming International Tourism Group and other tourism companies all conducted live broadcasts during Double Eleven。Among them，Guangdong Roaming International has achieved 6 hours of uninterrupted live outdoor broadcast in 18 global destinations，And launch flash sales and promotions。Spring and Autumn Travel flagship store started its first 188bet app in June last year，Over the past year, the average daily number of fans has increased by more than 40%，The average guided purchase conversion rate is over 30%。The latter focuses on KOLs in the cultural tourism industry、Master，Even MCN organizations are typical。The aforementioned “Xiyou” is a phenomenal KOL that brings goods。“Ruyi MCN” once won Taobao’s “Excellent Live Broadcasting Organization in 2018”，is one of the first content service providers to test the waters of travel live streaming。His "Irregular Travel" 188bet app account，In 5 live broadcasts customized for Costa Cruises，Created more than 800,000 impressions，Attracted more than 100,000 fans into the store，And achieved good sales conversion。

Judging from the results，Cross-border content provider serving travel products，Better than a cross-border marketer who manufactures tourism products，Better at “188bet app streaming”。

The first generation of cultural tourism circle "Li Jiaqi" represented by "playful travel" and "irregular travel"，Born out of the fierce battle of FMCG e-commerce 188bet app streaming，After switching to the cultural and tourism vertical content field，Successfully established the expression of cultural tourism products、Reach the target customer group，To build consumption impulse、Closed transaction loop that drives consumption behavior。

Pulling grass to complete the technique, KOL 188bet app to complete the closed loop of cultural tourism consumption

This kind of closed-loop transaction with quick transaction as the final node，It is a product marketing model that the cultural and 188bet app circles have been waiting for for a long time。

Previously，Whether it’s a hornet’s nest、小红书、A content platform in the form of "188bet app notes" in official accounts and other text，Still Douyin、Kuaishou and other short video communication channels，They are all very popular in terms of market traffic，The actual sales data is often an embarrassing situation of "watching but not paying"。

According to "Douyin County Attractions Data Report"，Benefit from the pull of popular short videos，Located in Daocheng Aden, a 4,600-meter plateau, 188bet app has successfully become an internet celebrity spot。First half of 2018，Daocheng County receives 700,000 domestic and foreign tourists，A year-on-year increase of more than 55%。

However，Look at this number calmly，700,000 people，Behind more than 1.7 billion video views。Today it is not easy to copy 1.7 billion online traffic。A simple horizontal comparison is，Aim to increase 100 million DAU，Kuaishou 188bet app’s advertising budget for the 2020 Spring Festival Gala，A staggering 4 billion yuan。

With Beauty、Comparison of clothing and other consumer goods，The decision-making cycle for cultural 188bet app product consumption is long、Diverse needs，Lower standards，plus higher unit price，Focus on content experience，It is difficult to attract consumers to place orders in a short period of time。At the same time，The shortcomings of technical means and the lagging marketing model also make it difficult to accurately monitor order conversion。

KOLs from the “pre-188bet app era”，Most of them have no intention of being responsible for "order conversion"。Most of the KOLs in the travel circle produce content such as guides and travel notes，There are too many people planting grass，Consumers will inevitably suffer from aesthetic fatigue。Facing the common "I don't know how to play"，I don’t know how to choose？”Pain points of cultural tourism consumption，Beautiful view、Meipai、Food solves “know how to play”，How to choose between Dan and "?"、There is still a long way to go between the consumption decisions of “how to buy”。

Not to mention，Today’s consumers are becoming more and more “difficult to serve”。The next generation of consumers may completely abandon the consumption paradigm of “people looking for goods”。For cultural 188bet app products，Not only the travel experience process is an important product supply link in consumption，The purchasing process is also one of the services that suppliers must provide。

Cure consumers’ difficulty in choosing，Becoming in touch with customer groups、188bet app dissemination、Promotional profits, etc.，An equally important link。

188bet app trend has stimulated the passive optimization of market supply，For example, the phenomenon of “anchorization” and “internet celebrityization” of tour guides in many scenic spots。Long An, Vice President of Kuaishou Technology, was introduced in front of the media，The tourist city Zhangjiajie has nearly 450,000 registered Kuaishou users，More than 1/4 of the permanent population；Among them，More than 1,000 tour guides have settled in spontaneously，Accounting for one-fifth of the total number of local tour guides。

Obviously，There is a person showing the beautiful scenes of vacation，While providing professional content based on actual experience，Can also answer consumers’ personalized questions，It is a far more effective way of promotion than making consumers spend a lot of money on 188bet app planning。

Once the industry pioneer takes action，This kind of consumption habit can be formed at an alarming rate。Maybe soon，Watch the 188bet app before traveling，It will become a matter of course to look at the product details page before buying。

Moving the whole body, 188bet app streaming can lead to the transformation of the industrial chain

However，Live streaming is by no means “one-size-fits-all”。Even though travel live streaming is still in a relatively early stage of development，But from the cultural tourism product itself to the 188bet app delivery model，Some problems are already visible。

First，“What you see is what you get” 188bet app，Putting forward strict requirements on the content experience of cultural tourism products。Past，“P’s trip was wonderful，It often happens that you only realize how pitiful it is when you go to the actual site。But，Real-time 188bet app without any modification，During the 188bet app from one and a half to two hours or even longer，What is delivered to the audience is “what you see is what you get”。

Many current cultural 188bet app products cannot actually do this。The aforementioned “Xiyou” may be a 188bet app KOL on the surface，But actually，The team is selecting cultural 188bet app products，Even the energy spent on product customization，No less than online content output。A river cruise product that sold 8 million yuan，It was jointly developed by this team and upstream 188bet app companies。The manager of "Xiyou" calls it "KOL reverse C2B"。

Currently，Fliggy’s expert delivery model is that the platform sorts out massive product information provided by merchants，And determine the commission sharing model for each product with the merchant，Let the appropriate experts choose from them，Masters produce and output consumer-oriented interactive content based on products，Improve consumers’ awareness of products，Finally made the deal。This means，In the 188bet app mode, the channel’s screening of products will inevitably be more stringent。

Secondly，The personalized customization capability of 188bet app streaming cannot support any category of cultural tourism products，This includes product customization required by users，And the customer group customization required by the anchor。

On the one hand，It is still difficult to sell highly personalized cultural and tourism products through 188bet app travel broadcasts。Therefore，Hotel、Relatively standardized and flexible cycle selection products such as catering are the mainstay of current tourism 188bet app broadcasts。

For example, Aires, the master of Fliggy platform，Hilton hotel merchandise sold for over 1 million yuan during Double Eleven；Kaiyuan Hotel’s 188bet app achieved more than 40,000 views in a single game、Records of more than 120 transactions；Travel expert Lieerbaby sold 5,000 copies of the "Marriott Seafood Buffet in Many Places across the Country" in one night。

On the other hand，Even with universal needs，A weekend tour product with a geographically focused customer base，Still exploring the 188bet app streaming solution。After all, a weekend getaway product suitable for Jiangsu, Zhejiang and Shanghai，It is almost impossible to sell to the Beijing-Tianjin-Hebei customer base。

On a technical level，The complexity of tourism products requires further solutions to users、Product、A valid match for the host。In terms of 188bet app content supply，Also limits the customer base coverage of a single 188bet app，Have higher requirements for conversion rate。

Last，Travel 188bet app to bring goods while reconstructing the marketing path，It may also bring new industry barriers，Resulting in the reintegration of interest distribution in the industrial chain。

To know，Internet platforms’ attempts to combine the tourism industry with live streaming did not start in 2019。2016，Live streaming platform Douyu has joined forces with Qunar.com、Ctrip launches outdoor travel 188bet app，The content includes 360° decryption of the hotel、Visiting surrounding attractions；Tuniu once cooperated with Huajiao Live，Exploring the commercialization of travel 188bet app programs and products；Ctrip APP launched the “Travel Live Channel” in 2017 to test the pan-entertainment 188bet app，The first batch of local guides to settle in have become the main live broadcasters besides travel experts。

But not until this year，Travel 188bet app streaming has initially proved its commercial feasibility。Even if this trend becomes mainstream，The "Li Jiaqi" who can bloom lotus flowers with their tongues，And a super platform with traffic entrance，All may become scarce resources in the industry。

*Source of 188bet app article: WeChat public account“Ribiao Cultural 188bet app IP Insights” (ID: rbgweixin), author:RBG has been growing grass for many years, original title: "Have you taken advantage of the “188bet app streaming” of goods in the cultural and tourism industry?》.