Recently，Non-group travel customization network (hereinafter referred to as "non-group travel") received RMB 10 million in Series A financing。Under the cold winter of capital，How can you gain the favor of capital again without joining a group (obtaining pre-A round financing in December 2015)？At a time when traditional travel agencies are generally worried about how to survive，You can still sell out your products with customized small groups even if you don’t join a group。Able to quickly seize the market in just one year after establishment，What are the characteristics of products that are not part of a group？August 2016，After obtaining financing information，Zhihui walked in for the first time without joining the group，To solve these questions。

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Literally，The positioning of not following a group mainly focuses on two aspects: first, not following a group，Different from traditional group tours；The second is travel，Compared to tourism，Travel pays more attention to spiritual feelings。

Da Longkuan, founder of non-group travel customization network

According to founder Da Longkuan,The mission of not following the group，Working hard for the pleasure of traveling，Let everyone find their own time and space during travel，Then bloom your own heart。It depends on how many countries we have been to、It doesn’t matter how many places you have traveled。He said: “You don’t see the most beautiful scenery while traveling，But to experience the most beautiful things in travel。Chaos continues in the tourism industry，Continuous price war。When values ​​are confused，Money will become the standard，Exploring human nature without joining a group、Life，Instead of business。”

If you don’t join a group, there are currently two regular products: one is travel customization，User via website、APP or WeChat，Submit requirements at the customization portal，The travel consultant provides users with a complete set of solutions，Realize operations that combine manual labor with professional machines；The second is a buyer-level product “Oh, it’s so fun”，This is an exquisite small group destination product launched by the product team integrating destination resources。

The main product "Life Player" without joining the group，It is a community-based platform for people with the same values、Customized products for people with hobbies and spending power。This customized product is generally produced by KOL (Key Opinion Leader) of each industry，Such as corporate CEO、Scientist、Photographer、Film and TV star、Sommeliers and other groups of people with huge IP。

This type of people have advanced insights into their profession，Visited many countries again，Many years of travel experience plus the influence of the circle，Let them form their own unique understanding of travel during the trip，For example, some people like red wine、Some people like cigars，According to different needs，Customized travel route。This kind of travel route prepared by KOL，Combining travel and personal experience，The product is very special，Cannot be copied；On the other hand，This type of KOL 188bet app download talent resources are in short supply，Travel products are even more special。

Why can it be recognized by capital?

Everyone knows，The capital winter is coming。Capital is in the cold winter or not，It doesn’t really matter，Under the hot capital，It will only make the company even crazier，Accelerate its death process。In Dalongkuan’s view，In fact, the cold winter of capital is a good thing，Really valuable companies will emerge from the water，Impetuous Internet companies will gradually disappear。

“Why can I get financing if I don’t join a group，I think it may have something to do with our values。" Dalong Kuan said，“What we consider most is value，instead of price。If a company has no value to society，There is no point in raising more money。For those who do not join the group，Produce products for users in a down-to-earth manner、Doing service，This is the value of the enterprise itself。”

An old user who participated in a non-tour group was transiting in Japan，On the way to the airport, I found out that I might miss my flight。For traditional travel agencies，Since it is a free trip，The user bought the ticket himself，If any problems arise during the process, users must solve them by themselves。But the place is unfamiliar，What should tourists do when encountering emergencies？

“People have arrived abroad，Travel practitioners are the users’ relatives。"Da Longkuan after receiving help from a customer，Contact local airline immediately，Coordination staff，The staff will then guide the guests to check in as quickly as possible，Finally the problem is solved。

The value of a company cannot be separated from its brand or product，The brand itself has a natural connection with the market and users。The meaning and communication brought by the product itself，Promote brand building in a subtle way。After the brand is exported，If the user cannot obtain the corresponding benefits，The user cannot become a real user。To realize user interests，Enterprises must help users solve problems to the greatest extent，Provide good products。

Why is the customization market so popular?

The popularity of the customization market，Inseparable from customized product attributes and capital realization needs。

From the product perspective，Create a customized product without joining a group，At least three months，As many as half a year or more。For example，Not going with the group will launch the "See the World with Heart" series of travel products by the famous Chinese photographer Tang Hui，From early communication to final product shaping，In Dalongkuan’s own words, “The skin is almost peeling off”，But he is still exploring customized travel。

Compared to group tours that always stay on regular routes，Customized travel is closer to users。Traditional travel agency，The product is not time-sensitive，Because the supplier needs to collect resources in advance，And there is a group in the middle、Store and other channel providers，Market feedback is slow。For users，What products does the travel agency provide，Users can only passively choose to accept，There are few products that truly meet market demand。

From a capital perspective，Capital investment prefers corporate cash realization，High customer unit price of customized tour、The characteristics of high gross profit satisfy the possibility of capital realization to some extent。Starting from 2015，Capital gradually increases investment in the customized travel market。As of the end of 2015，Ingenious Travel with customization as its main business、Not joining the group、6人游游网、Youxin Travel and other companies have received financing，In May 2016, Attitude Travel received millions in angel round financing、High-end customized Qinyou Holiday received 7.5 million pre-A round financing。Although the capital winter continues，But capital’s enthusiasm for investing in customized travel has not diminished。

Online for one year in August 2016, the company obtained financing again without joining the group。Before this，Da Longkuan once founded a traditional travel agency - Xingtianxia，18 years of experience in traditional travel agency，Regardless of resources、Connections，Still a product、Service，Dalongkuan does not lack the advantages of traditional travel agencies。

Of course，For those who are not joining the group，With the increasing number of travel consumers，Consumers also put forward new requirements for travel products。More diversification in customized travel products、Personalization、Theming、Under the big consumption trend of information-based tourism，How to provide long-lasting customized services in the competition without joining a group，Maintain your own advantages？How to continuously make good products？Do not join the group if you want to customize the small package，Can we, as Dalongkuan said, “standardize each fragmented product to expand scale?”？These are all issues that need to be resolved urgently when traveling without a group。

* Author of this article: Jiang Ying (personal WeChat: Ying-0558)，Zhihui Travel Reporter，Welcome to break the news、Welcome to communicate！