In the past two years，The most important change in the market is the change in consumers，The time and radius of tourists’ travel are also being reconstructed，A big difference from the past。
Due to changes in supply and time、Reconstruction of space，What new preferences have emerged from consumers’ consumption behavior？How to identify current changes in consumer demand？How to know whether what you make meets the needs of consumers？

November 11，at“2021 Global Travel News Summit”Industry Forum [China Destination Digital Summit] (DDC) onwards， Liu Yanxiang, general manager of Meituan Tickets and Vacation Business Department, said with “Facing the new normal”is the speech topic，Submitted answers to the above questions。

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Hello everyone，I am Liu Yanxiang from Meituan Ticket Vacation，I am very happy to be invited by the conference to share here today，It is not easy for the Huan Brigade to hold this meeting，Over the past two years，The entire tourism industry is not easy，Some people gave up early，Some people are still holding on。
Some friends talked to me，“I find it very painful to hold on every day、It feels bad”。I said this might not be called ";Stick to“，More like”Suffering“。Persistence and suffering are different，Imagine that the epidemic will suddenly disappear one day，The policy suddenly opened or tourists suddenly came，This is unlikely。The external environment and market have changed，Even if the epidemic is completely eliminated one day，But during this time，Changes in the market and consumers have already occurred。We need to abandon our illusions，Keeping a keen eye on these changes，Face reality，“Persevere rather than suffer.”

Over the past two years，We found that the most important changes in the market are changes in consumers。

We believe that tourists’ travel time and radius are being reconstructed，A big difference from the past。This kind of“Look at demand in the short term and supply in the long term“’s status，In the short 188bet sports betting app download term，In one or two years，Seems to be suppressing demand，But there will be some changes in the process。Some companies will be more proactive in catering to this change，Will re-create its own products，Re-improve your services，Some companies may not change。

After a period of adjustment between demand and supply，Long term，The market structure will also undergo major changes driven by new demands and new forms。So the reconstruction of tourists’ time and radius，This is what we saw、The biggest market changes under the new normal。

Meituan data display，From the first quarter of 2019 to now，Affected by epidemic factors，The growth in local and surrounding areas is very rapid。The two physical intervals within 50 kilometers and 100-300 kilometers are the intervals with the strongest travel demand among tourists。Once over 300 kilometers，Tourist demand is declining very quickly，Also very obvious。

Changes in tourists’ needs are one aspect。On the other hand，The scenarios where tourists choose to spend their time have also changed a lot。The past was a choice between destinations，The change now is，“Am I going to stay in a hotel for one night?，Go to a theme park for a day，It’s better to find a new consumer format like somatosensory selfies to experience？”Judging from Meituan’s data，As many as 47 new local life service formats have been added since 2019，Many business formats may be things we have never seen before，There are many business types that are well known to everyone，For example, script killing。In addition, there are many rich business formats，There are many people who are very sensitive to the market，Continuously introducing new gameplay and new modes。

Due to changes in supply and time、Reconstruction of space，Consumers also have many new preferences in their consumption behavior。The first point is that it needs to be divided into parts，“It used to take me a long time，Plan a seven- or even ten-day itinerary；Now I’m just thinking about where to go on the weekend。”Starting Thursday evening，The growth rate of our platform traffic is very obvious，Many users just check out where they want to check in on the weekend。The second point is to pay attention to new consumer categories，What I used to think about was“What can I see when I go to this place，Now I’m thinking about something delicious here。”The newly launched product in our catering is called “Screaming 188bet app dish”，Very popular。There are also tourists who pay more attention to“What is good-looking”，The demand has changed greatly。

Facing this change，Especially when faced with this possibility that continues to repeat、The ever-changing scene，How can we take the initiative to seek change？First of all, we must be able to keenly capture changes in consumer needs，To be able to create products that adapt to this new change、Products and services that attract new consumer demand。At the same time，We need to connect with tourists through products and services，Long term through other means、Continuously settling，Only can we adapt to the new changes。

How can we identify the changes in current consumer demands？How do we know whether what we make meets the needs of consumers？Massive reviews accumulated on Meituan and Dianping，In fact, it is a very good source of data。Under evaluation of scenic spots，The most interactive review by tourists is on“Eternal Love in Sanya”Scenic Area，There are currently more than 8,000 interaction records between tourists，Now，This number continues to increase，Visitors are constantly interacting。

These reviews are very practical、Real user feedback，Some people talked about Meituan on the Internet some time ago、One of the core functions of Dianping，It’s“Guide to avoid pitfalls”。The real feedback from these users，What is the value to scenic destinations？

Since last year，We have always wanted to build a tool，Can help you make better use of these comments or evaluation data。We have a product for scenery review，It contains two parts: one is the visitor experience map，The other is evaluation operation management。

In the visitor experience map section，We will analyze the textuality evaluation，Some reviews have a lot of words，The longest comment is more than 20,000 words。Faced with so many evaluation contents，Our past management style was very point-like。For example，There is a negative review today，We have to criticize the team for what they didn’t do well，Ask the online team to find a way to delete negative reviews。In fact, there is very rich content in it，We make experience maps，It is to structure unstructured information，Clearly discover which link has the problem。This is especially true in terms of efficiency improvement，So many reviews，We can’t look at them one by one，When users have negative reviews，How do we communicate in a timely manner，This 188bet online sports betting is our scenery review。

Give a small example，Chengdu Sunac has cooperated with us once in the past，There were very few reviews of the scenic spot at the beginning，Word of mouth has not formed a positive cycle，After using products like Scenic Review in scenic spots，The rating has been greatly improved within a month，Improvement of scenic spot ratings，In fact, it’s not because of the use of landscape evaluation products，But through the scenery review，Know which links have problems，After optimizing these links in a targeted manner，User ratings naturally improved。This is a healthy one、Continuous、Forward cycle user word-of-mouth feedback process。

Some time in the past，Most scenic spots that use scenic reviews，As long as it is operated seriously，The praise rate is increasing，The ratings are also improving，Management efficiency can also be greatly improved。In this way, we have built a platform that can communicate with tourists in a more timely manner、More structured、More accurate、More comprehensive communication and feedback channels，Determine how user needs occur based on data、How it came about、What’s a good place、What’s wrong。

Understanding what we do well、What is not done well at the same time，We also need new product forms、Service model and marketing methods to attract more tourists，Marketing is also what Meituan Tickets has been continuously creating。In this form，How can we help scenic spots change the concept of tourism in the past，In the past, the concept of products and services was relatively single？How can we seize more of users’ fragmented weekend time？We are in traffic、A lot of investment has been made in the scene and team，There is a lot of construction。

From 2021 to now，Us and scenic spots everywhere、The destination government has conducted more than two hundred various marketing activities，These marketing activities are not just as simple as selling tickets online，Instead, more activities are designed。We have also participated in the design of many offline activities，Introduce different IPs to cooperate with the park、Interaction，There are many scenic spots that host more than one event with us in a year，As many as three or even five events，The effects are very good。

In the next year，We will continue to focus on this theme，Continue to focus on“How local life can make everyone have a better time、Eat better”This theme designs a marketing map for the whole year，We also hope 188bet Online Sports Betting and Casino to unite more scenic spots，Based on Food Festival、Night economy，Cooperation based on different types of life scenarios and new service formats。

Another point is the membership flagship store，This is relatively lacking among tourist and vacation destinations，Because judging from the past scenes，Tourism is a typical mid- to low-frequency business，“Visitors come once every three to five years，No repurchase and no loyalty”，But now the market has changed，Consumer’s consumption radius、Consumption time、Consumption intentions have changed。Mr. Qian mentioned a very important point earlier，Your supply form、Product form will also be the choice of tourists，We have been in the membership flagship store market last year，We uphold “Co-creation、Co-construction、Share”’s idea: Co-creation is how members do it，Let’s do it together with the scenic spot；Co-construction，The members of our flagship store are shared by everyone；Share，In addition to data sharing, there is also marketing、Sharing of business philosophy。Based on this principle，We have cooperated with many scenic spots in their membership flagship stores。

After more than a year of operation，Some data feedback results exceeded my expectations，First，Among the scenic destinations operated by our cooperative members，The single conversion rate of members has increased three times compared with non-members；The second customer unit price has been significantly improved，Members’ unit price increased by 18% compared to non-members。There is another data display，The repurchase rate of members within three months increased by 5%，Especially in the current scenario、In case of product changes，There is a lot of room for improvement in the results of membership operations。

In the next two years，Meituan Tickets hopes to work with a hundred scenic spots to build more than one million scenic spot member flagship stores，This is our own goal，We also welcome more interested scenic spots and destinations to cooperate。

Generally，The market has undergone very big changes now，Tourists’ understanding of travel has changed a lot，The boundaries between life and travel are becoming increasingly blurred。Meituan is an enterprise that is good at serving local people，We hope to create a new landmark of a better life together with scenic destinations，To convey new understanding of scenic spots and destinations 188bet app download to tourists，To help scenic spots and destinations better serve tourists，Form a positive、There are better products、The cycle of creating a better life，This is our goal。

Last，Let’s talk about a very small thing: some time in the past，Meituan has been working on a project called charity merchants，This project is very simple，If the merchant is willing，Every time a user completes an order on Meituan，The merchant will donate a small amount of money。Every 20 yuan collected，We will donate it into a PP board，A few PP boards will create a playground，We helped build these playgrounds in kindergartens in Guizhou mountainous areas。

When the tourism industry has been hit so hard，To date, more than tens of thousands of hotels and thousands of scenic spots have participated in our business charity plan，I am also proud of the tourism industry here，Thank you all for your generosity，We also hope that our generosity can bring about a completely different new life，Thank you everyone！