Under the Black Swan of the Epidemic，We often discuss the changes and changes in the cultural tourism industry，The fact is that the cultural tourism industry can no longer return to the past，The future will not be the existing market pattern、Resumption of product supply and demand，But reshaping。In the meantime，The rise of travel 188bet app streaming，Not only has it become a path for many travel companies to save themselves，Attracting many cultural and tourism tycoons to "ride the wind and waves" to join it，It will also change or even reshape the supply scenario or chain between B-side and C-side to a certain extent。

As a new channel that bursts out under special circumstances、New ways and new scenes、The "new things" of new marketing series，The value of travel 188bet app streaming、What are the pain points and difficulties？Where will travel 188bet app streaming go？

Mr. Ren Guocai, Vice President of Jingyu Lvmama Group, recently wrote "Yesterday of Travel 188bet app Broadcasting"、Today and tomorrow》，Bonus、中、Next three articles，Comprehensive review and analysis of the rise of tourism 188bet app streaming、Tide trend and direction，And exclusively serialized and first published on Zhihuiguan Weibo。

The following is the novel "Reconstructing "Human""、goods、field”，Where is Li Jiaqi from the travel 188bet app？》。

The value and role of travel 188bet app streaming

“Live streaming can not only effectively solve the problem of difficult sales of agricultural products during the epidemic，It is also an innovative exploration of targeted poverty alleviation in rural areas，Can effectively shorten the distance between urban and rural supply and demand。The direct impact of the county magistrate’s 188bet app is to promote brand development，Improve farmers’ awareness of brand marketing and standardized production，Improving the quality and added value of agricultural products。The role change from ‘county magistrate’ to ‘anchor’，Not just to get short-term traffic，Moreover, through demonstration and leadership，Promote the transformation of economic development methods。”Pang Yuebin, deputy head of the People’s Government of Jinxiu Yao Autonomous County who has participated in live broadcasts many times, has a profound understanding of this，“The county magistrate’s 188bet app is an emergency measure，It is also a long-term strategy。”

Travel 188bet app streaming is not only crucial for tourist destinations and tourism enterprises during the epidemic，It is also of indispensable and important value to the long-term development of tourism after the epidemic。The value and role of travel 188bet app broadcasts mainly have two aspects: one is brand marketing，On the other hand is product pre-sale。

Brand 188bet app

Travel live streaming is first of all “new marketing”，It is an iteration and update of the traditional marketing model。Through the tourist destination government official (secretary、Mayor、County magistrate, etc.)、Tourism Entrepreneur (Founder、Chairman、General Manager)、188bet app endorsement by travel experts，Added brand endorsement for travel products，Improved the brand added value of tourism products，Increases consumers’ trust in travel products。Some government officials and entrepreneurs，Show yourself in an all-round way as a travel anchor，Gained unprecedented brand exposure，Become an “Internet celebrity county magistrate” on the Internet、“Internet celebrity entrepreneur”。

Picture source: WeChat public account “Ctrip Blackboard”

In order to cope with the huge impact of the epidemic on Ctrip，Liang Jianzhang, the founder of Ctrip Group who had always kept a low profile before, appeared in person，Since its premiere in March 2020，Liang Jianzhang will appear on the 188bet app every Wednesday，The appearance spans 9 dynasties and more than 20 identities，Big show of face change、RAP、Guankou and other skills，Became a famous “Internet celebrity anchor” in the tourism industry。July 29，Weibo and Ctrip jointly launch “Liang Jianzhang BOSS Live Room”，Liang Jianzhang cosplays with Bao Qingtian in the 188bet app room，188bet app selling machine and wine products and releasing new science fiction novels，Weibo 188bet app has been viewed more than 10.19 million times，Weibo topic read count exceeds 1.700 million，@CtripLiangJianzhang’s Weibo influence has increased rapidly: Weibo reading volume increased 45 times compared with last week，Interaction volume increased by 130 times，188bet app viewing volume increased by 50 times。

188bet app pre-sale

Pei Yaojun, Secretary of Yangqu County Party Committee, Shanxi，A single 188bet app brought 23,000 orders，Transaction amount 700,000 yuan；Guiping Mayor Chen Jinxiu’s 188bet app brought 5766 orders，Sales amount 330,000 yuan；Yingshan County Changtian Hongguang’s half-hour 188bet app brought nearly 10,000 orders，Transaction volume 310,000；Deng Guoxiong, Acting Magistrate of Ruyuan County, sold over 180,000 yuan in 188bet app in 3 hours；Wang Shuai, deputy magistrate of Shanghe County, sold more than 6,000 braised chickens via 188bet app、More than 15,000 kilograms of sweet potatoes；Xunwu County Magistrate Yang Yongfei sold 30,000 kilograms of passion fruit during a 188bet app、20,000 Jin of Gannan navel oranges；Deputy Magistrate Gao Xiaoqiang of Li County sold 1,500 kilograms of apples live... The contribution of 188bet app e-commerce to the sales of agricultural products is immediate，Really solved the problem of unsalable agricultural products during the epidemic。

Let’s take the “Liang Jianzhang BOSS Live Room” jointly launched by Weibo and Ctrip on July 29 as an example，The total sales GMV of this event reached 33.46 million，48549 room nights sold，China Eastern Airlines’ special ticket sold out within 3 minutes of the broadcast，Liang Jianzhang’s first science fiction novel "After Eternal Life" sold 4,200 copies。On May 23, the "Zhou Island Tour·GOU" jointly sponsored by Jingyu Lvmama Group and Zhoushan Municipal Government,GOU,GOU” 188bet app special event，Selected more than 50 kinds of high-quality cultural and tourism products worth about 13 million，90% of the products were sold out in the 188bet app room，Especially the hotels and B&Bs are all sold out，Sales reached more than 9 million。

Photo source: WeChat public account "Jingyu News Agency"

Travel live broadcasts played a vital role in the sales of tourism products during the epidemic。Unlike live e-commerce sales, physical goods require immediate logistics and express delivery，Travel products sold by travel live streaming，It is "collect money first、Consumption comes later”，That is, travel 188bet app is "product pre-sale"，Tourism companies do not need to produce products immediately，You can get cash from consumers in advance。The cash flow obtained from travel live broadcasts is “life-saving money” for many tourism companies，It is an “emergency blood transfusion” for tourism enterprises in the stage of life and death。

Travel live streaming solves the pain point of disconnection between traditional tourism marketing and sales (traditional tourism marketing can only increase tourism visibility and influence，But the contribution and effect on product sales are difficult to accurately measure)，Realized the close integration of "tourism marketing + product pre-sale"，Let travel consumers “place an order (purchase) and get a discount”、Let tourism companies "188bet app and get rewards (cash)"。Because travel live streaming can bring both “fame” and “wealth”，In addition, the cost of acquiring customers for travel live streaming is relatively low、The effect of live streaming is relatively good，Become the first choice for tourism platforms and tourism enterprises to restore their vitality。The success of travel live streaming，Marketing is the key，Sales is the purpose。

"People, goods and places" of travel 188bet app streaming

The three core elements of the retail industry are “people、goods、field”。In the era of department stores and chain stores，What stands out is “goods”，Good product、Good quality、Preferential price；And 188bet app’s the era of shopping malls，What stands out is “field”，Emphasis on a comfortable and pleasant shopping environment；In the new retail era，The emphasis is on “people”，Provide personalized services to consumers，Emphasis on consumer value and experience。With the development and iteration of the retail industry，The three elements of retail have developed from being “goods”-centered to “market”-centered，Then 188bet app develops into three stages of change with "people" as the center。

Take Li Jiaqi’s e-commerce 188bet app as an example，"人、goods、The three elements of "field" are fully researched and carefully prepared，First，Fan positioning is very accurate，She is a high-consumption beauty-loving woman。Secondly，Li Jiaqi’s team strives for excellence in product selection，Each selected product has gone through four rounds of screening: Business、Selection、Quality inspection and Li Jiaqi himself，The probability of survival is only 5%。In addition to reviewing relevant registration certificates、Except for checking against core selling points，The product selection team also sends people to inspect the factory from time to time，Spot inspection of goods purchased through various channels。Again，Every 188bet app of Li Jiaqi is like a carefully designed small party - first spend half an hour doing product introduction，Let’s explain each one in detail、Purchase link，Interspersed with interactive sessions such as issuing red envelopes，Last preview of next 188bet app content。The purpose of this is to save fans time，Let everyone click here to buy your favorite products directly。“We only choose brands that make products with care。” said Wei Yinghui, deputy general manager of Mei ONE, the company that incubated Li Jiaqi’s IP，188bet app e-commerce reconstructs the concept of retail，But it is not divorced from the essence，"人、goods、Among the three in the field，Goods are still the most important thing，No matter how beautifully the anchor speaks，The 188bet app room is as dazzling as the Spring Festival Gala。”

Travel live streaming needs to be successful，It is also necessary to conduct in-depth research on the "three elements of tourism 188bet app": people，Who is the audience of travel 188bet app、Who will do live travel broadcast for the audience？goods，What travel products are sold？field，In what tourism scenarios do we promote and sell products？

People-188bet app audience and travel anchor

Audiences of travel live streaming，Audiences of 188bet app with e-commerce，has great overlap，Most of them are young consumers born in the 80s/90s/00s，Especially for Generation Z (people born between 1995-2009，Also known as the Internet Generation、Internet Generation，Generally refers to the Internet、Instant messaging、SMS、MP3、Mainly a generation whose technology products such as smartphones and tablets have a great influence)。Compared to those born in the 50s/60s/70s, they have a higher sense of identity with “authority” and “tradition”，The younger generation of consumers born in the 80s/90s/00s are more concerned about “experience” and personal feelings。

There are currently three main types of travel anchors，The first category is government officials (mayors、Director) or entrepreneur (Chairman、General Manager)，The advantage of being the anchor themselves is that they have their own brand credibility，The disadvantage is the relative lack of 188bet app experience，Weak product sales and guidance capabilities；The second category is celebrities or travel experts，He (she) has rich 188bet app experience、The lens speaks vividly，The interactive effect is enthusiastic，And because they are tourism KOLs，Rich travel experience，Bring your own fans and traffic，Obvious effect on marketing promotion and sales guidance。The third category is the combination of "officials/entrepreneurs + celebrities/travel experts"，Can achieve the combination of brand credibility + marketing and sales power，Proven best effect from practice。

Goods-Travel 188bet app Products

What products do travel live broadcasts sell？In summary，There are three main categories of tourism 188bet app products: the first category is local products of tourist destinations，Can also be collectively referred to as tourism products，Lv Mama hosted a 188bet app of hundreds of county magistrates’ cultural tourism to help farmers，The 188bet app mainly sells famous and high-quality agricultural products from various places。The second category is classic tourism products，Includes tickets、Hotel、Catering、Travel routes, etc.，Carry out pre-sale at preferential price，“Ctrip BOSS Live” mainly focuses on pre-sales of mid-to-high-end hotels。The third category is tourism knowledge products，Including free lectures and paid courses，Jingyu Lv Mama University、Tongcheng Business School、Online training and online courses provided by Dingfeng Ludou Academy，Belongs to the third category。

Photo source: WeChat public account "Jingyu News Agency"

What are the “good products” for travel live streaming？Jingyu Lvmama Group, which has held many “tourist goods festivals”，Have your own definition of "good goods in tourist destinations": specialties of origin、High cost performance、Good looks (exquisite packaging)、The unit price shall not exceed 100 yuan in principle。Ctrip’s 188bet app delivery mainly focuses on high-star hotel rooms，The requirements for good hotel products are: well-known international or domestic hotel brands、High-star hotel、High cost performance (significant discount compared to normal retail price)。

Scene-Travel 188bet app scene

Li Jiaqi and Wei Ya’s 188bet app mainly sells “tangible items/hard goods”，What you see is what you get，Delivery directly to your door after placing the order；The tourism 188bet app mainly sells “intangible experience/soft services”，To make netizens tempted and make decisions，You need to do marketing first，Make intangible experience products and services as tangible as possible、Visualization、Visualization”。

Tourism products are essentially experiential spiritual products。Static indoor 188bet app room commonly used in traditional e-commerce live broadcasts，The most common effect when used in travel live broadcasts；Outdoor 188bet app with beautiful scenery，Because of increasing the real-time environment of tourist destinations，The effect of travel 188bet app is much better than indoor 188bet app。If the outdoor 188bet app is also combined with tourism activities，Such as intangible cultural heritage performance、Travel and performing arts, etc.，Or let the travel anchor himself directly participate in the travel experience event，Like taking a helicopter、Eat delicious food on site，Can give tourists an "immersive" immersive experience，This kind of dynamic outdoor 188bet app room，Best effect。

Li Jiaqi often uses "OH MY GOD" during 188bet app broadcasts to attract the attention of netizens，Used together with "Very suitable for spring and summer"、“You can also use it without makeup”、"For wedding red carpet use"，"For use when watching concerts"，"For use when falling in love" and other instructions，Combine lipstick products with specific scenes to impress users，final，Li Jiaqi often says "buy it、Buy it、Urgent sentences of "buy it"，Allow users to place impulsive orders without knowing it。In accordance with the AIDA principle of marketing (Attention-Interest-Desire-Action，Attention-Interest-Desire-Action)，Travel anchors need to use videos、Real scene、Text、Language and other methods，Quickly arouse netizens’ attention and interest，Review the characteristics of tourism products through travel anchors、Highlights、Explanation of buying points，Let netizens have the desire to buy，Finally, under the skillful guidance of the travel anchor，Quickly place an order to generate travel purchase action。

Author: Ren Guocai ，Vice President of Jingyu Lvmama Group、Vice President of China Theme Park Research Institute、Director of Creative 188bet app Committee of Shanghai Creative Industry Association。