December 23, 12:00，Fliggy, a subsidiary of Alibaba, certified Santa Claus as a real person，From the Arctic Circle to the Finnish city of Rovaniemi，Invited to Hangzhou Alibaba Park。Tens of thousands of Alibaba employees rushed out of the office that day，The crowd surrounds the stage。The big white-bearded Santa Claus on the stage keeps taking out benefits and surprises from his cloth pocket，Causing laughter and cheers。

At the whole carnival party，There is Taobao、Tmall、Flying Pig、Youku、Lai Kuang’s five live broadcast platforms。Santa Claus interacts with three anchors for 1 hour。More than 40,000 viewers poured into the Fliggy live broadcast room around 13:30，All kinds of magical questions hit "Santa Claus"。

“188bet sports betting app download ”，Brand guru David Acker said。Pass this certified Santa Claus gift-giving live broadcast event，Fliggy as a leisure and vacation brand image for young consumers，Go deep into the hearts of young people again，Expanded brand awareness。

The era of branding in the online travel market is coming，Alibaba Feizhu’s brand “Tianpai”

This is not the first time that Fliggy has taken young people to play with certified Santa Claus。The evening of October 27 this year，Santa Claus and 2016 China New Singing Champion Jiang Dunhao、2013 China Good Voice Champion Li Qi and other singers，Finnish Santa Claus Village in the Arctic Circle，Held an Aurora Concert with the theme of “Going Further Than Our Dreams”。

This is the first Chinese concert under the aurora，Sina Weibo, the four largest traffic apps under Alibaba、Youku、Tmall、Simultaneous live broadcast on Fliggy。Data display，The number of users watching the live broadcast online reaches 6 million，Creating a record for the number of overseas live broadcast viewers，Undoubtedly, Fliggy’s brand awareness has been enhanced。

At the concert，Vice President of Alibaba Group、Li Shaohua, President of Fliggy, announced a set of platform data for the first time: Fliggy currently has more than 200 million members，Average daily visitors reach 10 million。According to Li Shaohua，Fliggy’s GMV will exceed 100 billion yuan in 2016，Achieve the fourth largest online travel transaction size in the world。

Fliggy has been established for a short time，Only two years；Small team size，Less than a thousand people。Per capita transaction size exceeds 100 million，How does Flying Pig do it？The strongest brotherhood is undoubtedly Fliggy’s most powerful “backstage”，This is also the power that Fliggy 188bet Online Sports Betting and Casino relies on to change the tourism industry。Traffic from Alibaba Ecosystem、Finance、Credit、data、Cloud computing、Content、Instant messaging is increasingly empowered，Becoming Fliggy’s unique industry advantage，Fliggy also knows more and more about utilizing these ecological energies。

Overview of the online travel market，Price war will slowly withdraw from the stage of history，The era of brand development is coming。In connection with Ctrip、Wanda series、The HNA system is somewhat differentiated，Fliggy Travel has been producing the brand "Tianpai"。

In the business world，Trend、Competitiveness Dimension、The business model is jokingly called the Universe Card、Galaxy Card and Sun Card。Although brand is not the biggest card in the business world，But the brand is a "Tianpai"。Enterprises seize the card of “brand”，In order to surpass product competition，Beyond service competition，Beyond price competition，Beyond channel competition，Beyond the simple competition of promotion, communication and communication，Entering the brand strategy system competition，From Brand Equity、Brand vision to brand personality、Brand category、Brand positioning、Brand Organization、Brand Portfolio、Competition from multiple dimensions such as brand communication。

How to capture young people to build a brand

October 27th in the legendary “Santa Claus Village”，Alibaba Group CMO Dong Benhong and Santa Claus，Under the auroras in the sky，Joined to unveil the new Internet travel brand "Fliggy"。

Li Shaohua revealed that the establishment of the "Fliggy" brand itself was the result 188bet Online Sports Betting and Casino of big data decision-making。"The things that accompany us when we grow up，is the young generation born after 1985 who currently account for 83% of our platform users，Everyone of them has such a dream in their hearts: they want to run to a distant place，Want to pursue freedom，But paradoxically want peace of mind and comfort。”

Fliggy continues to innovate in specific brand strategies，It’s not about asking celebrities to be spokespersons，It’s not like spending money to sponsor a reality show，But continue to create marketing events，Such as: Aurora Concert，Santa Claus delivers Christmas gifts、Collecting ideas for pig noses and other activities。

“General products only have shallow links with customers，Very fragile。Only by striving to create unique experiences and brand relevance，Only with deep linking with customers，Really capture the hearts of consumers。”David Acker points out the fifteenth law of branding.

The reason why Finland was chosen as the venue for the press conference，After consideration by Fliggy Travel Team:First, the Aurora line product for going to Finland to see the Aurora，has become a hot product on Fliggy platform，Also because of this product，Fliggy Travel has good cooperation with Tourism Finland and the local Finnish government；The second is the business scenario and brand rejuvenation of Aurora Line、Coolplay’s connotation fit，Very representative of the brand，Can better interpret the brand mind。

This kind of communication method is in line with the acceptance psychology of young people，The birth of Flying Pig also attracted attention from all parties。With Alibaba Group such as 188bet online sports betting Taobao、Alibaba Cloud、Dingding、Interaction with major brands such as Alibaba Pictures，Dominating the screen on social media。Data display，Weibo topic #飞 Pig来了# as of November 1, there are 6 in total.800 million reads。

Put your nose on the logo: Brand openness，Logo productization

Santa Claus gave Christmas gifts to tens of thousands of Alibaba employees yesterday，Draw out overseas travel prizes for Fliggy users，Preparing a Christmas dinner is normal。Santa Claus finally joined the "Fliggy Brand Officer"，The first action after taking office was to add a nose to the flying pig logo。

“We asked Santa Claus to add a nose to the logo this time，Make the logo more cute and cute，Visually shorten the psychological distance with the audience”，Wang Yanfei, Brand Director of Fliggy said。“Once a traditional brand is decided, it’s all about it，There is a strict system to follow。But in the Internet era，Brands should not be closed and solidified，Fliggy’s Logo will be open，Plastic，Fun。On the one hand，We will follow the model of Google Doodle，Change the design according to different scenarios，Give Logo different meanings，At the same time, users can participate in the design，Let users interact with the Fliggy brand，Become friends。”

Open design around Logo，Fliggy held an art exhibition in Shanghai in December，A group of cartoonists、The artist uses Fliggy’s logo as a canvas，To create modern creations。Later, Fliggy sent a wishing letter on its official WeChat，Said that his Christmas wish is to have a "beautiful nose" on his logo。Santa Claus wrote back from Finland: "I am going to give you a Christmas gift 188bet online sports betting that you will definitely like，Look forward to it！”

So there is a scene where the "Chief Brand Officer" Santa Claus puts the nose of the Flying Pig Logo。"Therefore，Fliggy Logo enters 2.Phase 0。”The person in charge of Fliggy Market also said，Logo and brand itself，will also become a product of Fliggy，And abide by "small steps and run quickly、The Internet rule of rapid iteration，Involve users，Work together to polish this product。Help Fliggy brand evolve，Help Fliggy brand evolve，This is a new concept we want to try。If users can build a sense of participation with the brand，The awareness of the brand is actually not a problem anymore。”

As understood，Planning the new brand Fliggy，Alibaba introduces talents from some international brands，Formed a brand team with quite new thinking。They hope to try to build Fliggy into an Internet trendy brand，A representative of travel spirit and lifestyle。

In summary，Fliggy adopts a systematic marketing strategy that is more in line with the Internet era，Gradually create a younger look、Personalization、Experiential brand personality comes。However, the brand is becoming younger、Personalization、Experience ultimately relies on high-quality product resource screening capabilities、Innovative product production and processing capabilities and meticulous and scientific service system implementation capabilities。Same as online platforms such as OTA，The weak connections of Fliggy Travel’s uncontrolled resources may expose shortcomings when landing。Whether Fliggy’s pure online genes can do a good job in every chain of tourism is a good question worth discussing。The future tourism competition is no longer a competition in a single sector，It is a competition of comprehensive capabilities。

*The author of this article is Hong Liping (personal WeChat: hongliping719)，Coached Analyst，Welcome to follow、Communication！