The first public class on preferential tourism in the new year，The guest we invited is Jia Jianqiang, the founder and CEO of 6renyou.com。6Renyou.com was founded nearly 3 years ago，Always focus on small package customization business，Working hard in the field of customized tourism and gradually gaining a firm foothold，Accepted and loved by more and more tourists。Jia Jianqiang, the founder of 6people.com, is a clear and logical person，In the past two years, people in the industry have often mentioned that "188bet sports betting app download traditional travel agencies need to transform and upgrade"，He has some different voices - the following is Mr. Jia’s sharing based on the recording of this open class:

188bet Online Sports Betting and Casino

188bet sports betting app download traditional travel agencies or entrepreneurs who want to do online travel actually want to do customized travel，But how to go in this direction？Many people can’t understand it。I mainly share three misunderstandings，I hope entrepreneurs who want to enter this field and friends who want to upgrade traditional travel agencies can learn from it，Avoid making stupid mistakes。

1. Internet thinking

This refers to standardized thinking。We have been thinking about using standardized products to provide users with customized services，For example, designing a customized tour route，Split into several price dimensions，Then users can purchase directly，In this way, the cost of service will be lower。But in this process we discovered，Once different numbers of users need to form small groups，Standardized products can no longer meet their needs。Shared by Honghu Yiyou，70% of their orders come from the evolution of standardized products into non-standardized products。Then the user’s own needs are non-standardized，And this is difficult to break，So there is no way to customize it in a standardized way。

2. Popular thinking

Find one destination first。I used to have a senior product manager from 360，He especially emphasized that we should have a destination in mind first，So we launched a 2,500 yuan tour to South Korea。But we found out right away，Similar products on the market are actually priced at 1,999 yuan or even lower，It is difficult for you to win the price competition on hot products。Because it is inevitable to face competition between standardized products or similar products，So to make a hit, it feels more about how to verify a model for investors，Tell investors that I have completed the model，Ready to copy。

Also within the past two years，When doing customized services, we always hope to bypass the core and most difficult part of customized services - standardization，Scale。Hope to standardize the product，Pay as little service cost as possible，188bet Online Sports Betting and Casino I hope users can get to know you quickly，There will be scale soon，There will be scale soon。But with these two kinds of thinking，We no longer think from the user’s perspective，But stand on your own perspective，Thinking about how to save yourself trouble。So I think the original intention is very important，Sometimes I deviate from my original intention，deviated from what you want to do，Often take many detours。

3. Believe too much in investors

This is some advice for many new entrepreneurs。For a while，Some investors are particularly optimistic about us，So we did BD for three months，It also caused great pressure for the company to develop later。

Part2: It is impossible to make money in the short term from online sales of travel products

Should all travel agencies now open online channels to sell products？I think selling products online will not be better than selling products offline for a period of time，It is impossible to make money in the short term by selling travel products online。We need to see clearly that the needs of leisure travel are different from those of business travel。Business travel demand is more rigid demand，The booking is a quick decision-making process。The process of leisure tourism consumption from generation of intention to decision-making is an important decision-making process that takes into account many factors，From acquiring a customer to closing the deal in heavy decision-making，There are many variables in the middle，This conversion will not exceed 20% at most，At this time you will find that the cost of acquiring customers is very high。In the early days, the cost for a travel agency to obtain a customer may reach more than 1,200 yuan，Gross profit cannot cover this cost。Online channels sell standardized products，The repurchase rate of users is very low。Travel agencies earn more money from repeat purchases，Once passed online conversion，When the cost of user switching is very low，It will be difficult to form a repurchase。Building leisure travel products online is more about attracting users，How to let users recognize your brand，Know your services，True formation of repurchase，This can form a profitable business，Online sales are not necessarily better than offline sales，Maybe the cost of converting users is lower for travel agency stores。

Part3: Online complaint rate cannot be lower than offline sales

I think this issue is to encourage traditional tourism service providers，Can online services replace travel services？From the actual online tourism operation situation，The products sold by online travel agencies are actually the same as those sold by offline travel agencies，Only online tourism collects customers online、Perform some services online、Online promotion and marketing，So what is the online and offline service process like？We can compare the two to see what the expectations are for users。

First，From the perspective of the entire transaction process，Online is nothing more than collecting customers through online channels，But you still need to call or chat，Provide users with consulting services before placing product orders；From the perspective of the entire industry，Sell travel products online，Users place an order after 188bet online sports betting seeing the product，But consultation is still required，This is essential。

But we know，In the specific sales process，This face-to-face communication method can more thoroughly understand user needs，Answer every customer question，Use more sales skills，Therefore, offline sales tend to have a higher success rate。In addition，Online customer service communication often adopts a standardized consultation process，But questions asked by each user、Requirements are different，Therefore，It is impossible to answer every order the same way，And it’s not easy to explain。

From the above situation，I think online travel has not brought users more improvements in pre-trip experience；Same other point，Users tend to have higher expectations for online travel products，Have a higher sense of trust in Internet travel products，Believe that the products and services provided by Internet tourism companies should be higher than offline，The quality should be good，In fact, the services we provide、The products sold are the same。final，In fact, tourism consumption does not depend on the pre-departure service，It depends on the user experience，In fact, everyone’s services in the industry are the same。

Therefore，From this perspective，The online complaint rate in the tourism industry will definitely not be lower than the complaint rate of offline tourism companies，Because users have high expectations，At the same time, online travel companies often adopt standardized service processes，Sometimes it is difficult for users to contact customer service personnel quickly，Obviously this will result in a poor user experience at the purchasing stage。In the end, pure online sales lacked the use of sales skills，There is not much space for sales explanation and communication。

I remember a friend from a travel agency told me about it，They have a sales skill，When a customer comes to a travel agency store for consultation，The sales staff will first tell customers what is good about this product，When the purchase is completed，Tell the user some other bad things when he leaves，This way to lower user expectations，To better improve user satisfaction，Increase return rate，This kind of sales strategy is impossible for online travel companies。So I think the online travel complaint rate cannot be lower than that of offline travel companies，Unless the online travel company sells another product。

Part4: The upgrade of 188bet sports betting app download traditional travel agencies is from product-oriented to demand-oriented

I remember two years ago，I saw a PPT made by the boss of the Hong Kong Lions，I feel very deeply。He told about their company building two systems，The first set is a B2C structured system，How to better sell some products to its channels，Then go to manage inventory；The other system is C2B，That’s how to get needs from users and package them more dynamically，Then form a new faster solution。At that time I asked why he needed to build a second system in such a short time，It’s because we are talking about consumption upgrading very, very fast。

What kind of consumer groups are the emerging consumer groups now?？Everyone is pursuing personalization、Theming、A more autonomous way of consumption。The tour group product of 188bet sports betting app download traditional travel agencies cannot be a personalized product in itself，Because they are all a group of strangers put together，So this is actually a product that is difficult to understand，It must be standardized、Meet the needs of most people。But now more emerging consumer groups think that since I have spent time and energy traveling，Of course I hope this tour can meet my needs as much as possible。

So we always talk about consumption upgrade，The consumption upgrade actually means whether it can better satisfy the consumer groups in the emerging era。When those born in the 70s and 80s became the mainstream of tourism consumption，What kind of tourism products do they need？We will find out at this time，The services of our travel agency should also be continuously upgraded，To satisfy these guests。

I remember that I had a chat with several owners of travel agencies about an idea - what the future travel agency stores will look like？Everyone knows the current travel agency stores，When tourists come in and say that we two want to go to Sanya，The store staff’s first reaction was to help you find out if there are tour dates，Then help you find a group。I believe that the future of travel agency stores will be when tourists come in and say they want to go to Sanya，The staff will ask you what kind of hotel you want to stay in、What kind of flight do you want to take、I probably want to play for a few days、What are your requirements，Then match resources for you from the travel agency’s database，Generate your solution。I think this may be the final consumption method in travel agency stores in the future，Then match resources for you from the travel agency’s database。

So the future upgrade of 188bet sports betting app download traditional travel agencies should gradually transform from our current product-oriented thinking into a demand-oriented thinking，We need to use more resources to meet the personalized needs of some small groups of families and friends。Because consumption as a whole is upgrading，In the future, more people who are willing to pay for services will actually be this part of the middle class。

Of course we also mentioned that this is still an era of diversified tourism，Tourism consumption is also diversified，There must be a group of people who still want to continue joining the group，There is a group of people who may be free travel or self-guided tour users。Being a first-tier city、When the entire consumer demand in second-tier cities is changing，We are facing emerging consumer groups，We need to prepare in advance，We need to have more service awareness to meet the needs of users，I think this will be the trend in the future。So the upgrade of 188bet sports betting app download traditional travel agencies is actually changing from product-oriented to demand-oriented，What we need to think about is whether we can really serve emerging consumer needs。

Part5: 188bet sports betting app download traditional travel agencies need an efficient customized service system

Customized travel is not a new topic，188bet sports betting app download traditional travel agencies and high-end travel companies are also doing customized tours，But why are there so few companies that specialize in customized travel，I think it’s mainly a matter of efficiency。

There are two types of customized services in traditional travel services: one is large group；The other is high-end。"Big group" refers to providing customized services for twenty or 188bet online sports betting thirty people，"High-end" refers to customized services with a gross profit margin of 30%-40% - because customized travel services are not efficient，So the service costs are passed on to consumers，It became the so-called "high-end travel"，So ordinary consumers cannot afford customized tours。

To solve the problem of service efficiency，There must be a system for customized travel services，Use Internet methods and technical means to help travel agencies。Because we can serve three to five tourists a day，Now we can serve thirty a day、When there are fifty tourists，Service efficiency can be greatly improved。

So，The customized travel system includes several aspects: 1、Demand Management System。Customization is a complex transaction，From demand entry to final transaction，Both require about ten follow-ups。Only by better managing demand，Only in order to ensure that all needs are under control，Each travel consultant can better manage their own orders and user consumption expectations。2、A dynamic system for designing itineraries for users。When user needs come in，Can I quickly match solutions and quotes for users，Then send to user。Now is the era of fast consumption，Win time to win sales opportunities。3、User experience system。How to let users choose a service，From before the trip、in line、Guarantee all service experience after travel。

Part6: Q&A + Interaction

1. What does "system sharing" specifically mean?

6-person travel is expected to launch a B2B system in January or February，It is a system that specially opens a customized travel service for travel agencies，To facilitate everyone to manage the needs of customized travel，And improve the ability to handle customized needs。I hope everyone can pay attention to this B2B system，We can use this system or our service capabilities to help you solve potential guest needs。

2. How to coordinate the contradiction between customized travel and scale?

I think this problem also applies to many companies that make customized tours, including investors、Questions that startup companies need to think about。That is, customized travel and scale，How to deal with this contradiction？

I think so，It is difficult to say that we can achieve the so-called large-scale customization of customized tours like other standardized products，Or the border effect is very good，I think customized travel is not a particularly scalable issue。So in the end, just use your services to create a certain amount of value，Standardize to a certain extent。Users will pay for the non-scale and non-standardization of this matter，This is the value of service。If it becomes more and more standard，On the contrary, I feel that its value space will become smaller and smaller，Just like selling air tickets and hotels now，You can see that the gross profit margin here is very limited。

3、Can the newly launched App improve the efficiency of customized travel？

I think App cannot completely solve the so-called efficiency problem of customized games。App is just a channel for communication with users，That’s how to let users’ needs come in，How to better deliver solutions。What really improves the efficiency of customized travel lies in the backend system。That is, when a 188bet online sports betting demand comes in, how can your backend efficiently serve this demand，Matching solution。But I think this may be the focus of the entire customized travel，Because I think the core of customized travel is not the user，It’s about the travel advisor section，So there must be a strong backend to provide services to the frontend，Let the front-end have a better set of paths and be more perfect for customers to use，I think this is the most important thing。So App is actually a portal，Behind the scenes, I think we need to provide a complete system for travel consultants，In this way, efficiency can be improved，As for the App part, I prefer the simpler the better。

4、Currently, tourism consumption is becoming more and more personalized and themed，Is there still a market for group tours？

The fourth question，I think this is actually the case，I don’t think there is a market for group tours now。I think the aging trend is very serious in the first-tier market，The first choice for the elderly is definitely group tour，At the same time, there are many people in second-tier cities, third-tier cities and fourth-tier cities who have never been abroad。We have been saying that independent travel has become a trend，But there is still a lot of space for group tours。We need to take a longer-term view，So we need to provide the current group tour service，At the same time, second-hand products are beginning to prepare for consumption upgrades in the first-tier market。Because I think this evolution will be very fast，But group tours can still be a business for ten to twenty years，Because after all, it is a cost-effective product that is extremely accessible for traveling abroad。

5. How to improve the professionalism of travel consultants?

First，Travel consultants must be divided by destination，Need a travel consultant to focus on one destination，Make him an expert on this destination，Then we should arrange a fixed time every year to step on the line and study。The second is that the entire system has a standardized process，Standardized specifications，Let all travel consultants face all online guests within a set of standardized specifications。

*Author of this article: Jia Jianqiang，Founder and CEO of 6renyou.com，Zhihui travel expert author。

[Extra number！】The third stop of the Zhihui Private Exhibition will be held in Shanghai on the afternoon of January 20 (Wednesday)，This event invited the founders of many representative Shanghai tourism O2O companies、Executive，Discuss together“Tourism supply acceleration”'s topic。In addition to sharing useful information，Zhihui Travel will also draw lucky visitors on site to give away round-trip air tickets from Shanghai to Taipei provided by Jinshangda！Hurry up and make an appointment！Please click ☞ to register"I want to register"！