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 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 streaming、What are the pain points and difficulties？Where will travel 188bet streaming go？

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

The following is the next article "From Barbaric Growth to Standardized Development，Travel 188bet will become the new normal of tourism marketing？》。

The pain points and dilemmas of travel 188bet streaming

The "high water content" of the 188bet data causes the "ebb tide" to come quickly

“100 million traffic a day！Fake live streaming products exposed: Buy for 20 yuan and 100 people watch！”In order to win customers and achieve good results，Many 188bet platforms are artificially fake，Plus the proliferation of trolls on the Internet、Resulting in falsely high 188bet data。Various platform organizations’ crazy “water injection” of delivery data，The “lowest price on the entire network” live streaming threshold，Expensive pit fees and actual sales that are seriously inconsistent with expectations，Let the money-paying brands have doubts，Live streaming has quickly seen a “low tide”。Luo Yonghao’s 14 188bet data collected by Sina Technology clearly reflects this problem: Luo Yonghao’s first 188bet on April 1st，The cumulative number of viewers reached 48 million yuan，Sales up to 1.100 million yuan，Set a new record for Douyin live streaming；Luo Yonghao’s second 188bet on the evening of April 10th，The total number of viewers is 1142.70,000，Down by 76 compared to last game.2%，The 188bet order volume is 370,000，Down by 59 compared to the last game.4%，And sales were 3442.70,000，Decreased by 69 compared to the previous game.5%。Luo Yonghao’s 14th 188bet on July 17th 945.Sales of 60,000 yuan、325.40,000 total viewers，With its first show on April 1st 1.100 million yuan sales、Comparison of the total number of viewers of 48 million yuan，Falled 82 respectively.3%、93.2%。

The problem of data "moisture" in travel live broadcasts is emerging，The cumulative number of viewers of a 188bet on some 188bet platforms can range from millions or even tens of millions，If there is no Douyin、Kuaishou、Oblique diversion of Taobao and other public domain traffic、It is very difficult to accumulate private traffic from travel platforms or travel companies，The behavior of data "water injection" or data brushing is self-evident。

The conversion rate of travel 188bet streaming is low

May 29，Famous financial writer Wu Xiaobo launched the "new domestic product 188bet debut" on Taobao Live，According to third-party data platform statistics，8.3 million live viewers、Price per customer 695 yuan，Transaction amount more than 22 million yuan。Overall view，The data is not bad，But judging from the specific transaction situation，A dairy company paid a pit fee of 600,000 yuan，But only 15 cans of three-stage milk powder were sold in Wu Xiaobo’s 188bet room，Actual sales are less than 50,000 yuan，The conversion rate is pitiful，At that time, the number of online viewers displayed in the 188bet room was nearly 900,000。"Dismal performance，Breaking trust”，Wu Xiaobo laughs at himself，“I’m the one who has done live streaming、Wu Xiaobo who rolled over the car”。

Wu Xiaobo is not the only one who "rolled over" 188bet，A merchant is cooperating with Xiaoshenyang for a 188bet，I placed more than 20 orders for one of the liquors that night，16 orders returned the next day;A merchant placed a tea set with a unit price of more than 200 yuan in Ye Yiqian’s 188bet room，Nearly 900,000 people watched online at that time，But the total amount sold was less than 2,000 yuan。

The conversion rate of travel live streaming is generally not optimistic。The number of viewers of a 188bet on a certain travel 188bet platform exceeds one million，The actual sales GMV is only a few hundred thousand，The sales of some 188bet products are almost zero。

Product quality problems of travel 188bet streaming are becoming prominent

As the types and quantities of 188bet goods become increasingly complex，Product quality problems in live broadcasts are becoming increasingly prominent: A certain Internet celebrity’s product “Grilled Shrimp Aunt” priced at 400 yuan per pound was discovered by consumers after purchasing it to be a three-no product；A 188bet star sold Yangcheng Lake hairy crabs in a 188bet watched by nearly 4 million people，It was also revealed that the product was not produced in Yangcheng Lake，Received frequent complaints from netizens；People's Daily ""Internet Celebrity" Products，Depend more on traffic than on quality" reports also pointed out，A lightweight stroller for children that is called “a magical tool for walking babies” by many Internet celebrities，100% of the sampling results have security risks，And there are situations where the merchant cannot provide quality inspection certificate...

The quality problem of tourism live broadcasts is also becoming highlighted: consumers buy mandarins of origin on a 188bet platform，But not received within the agreed time，When I finally received it, I found that quite a few parts had rotted and deteriorated。Tourists book hotel products on a 188bet platform，I was asked to "increase the price" when I checked in at the hotel front desk...different from tangible products，The quality of travel products purchased by consumers on travel live streaming platforms，Related to anchor product selection、Business Reputation、Platform supervision、Offline logistics and other links，As long as there is a problem in one link，Consumers’ satisfaction with travel products will be greatly reduced。

Businesses participating in the 188bet lose money and make a profit, resulting in unsustainable business

Almost all 188bet platforms require merchants participating in the 188bet to provide the "lowest price for the 188bet event"、Even requires merchants to sign a guarantee agreement "lowest price one month before and after the 188bet"，Result，Merchant can only sell live at ultra-low price，Excluding the pit fee for the platform、Product sales commission、Offline logistics cost、Logistics loss cost，There is almost no profit from live sales，Even "selling at a loss"。In order to save costs，Many merchants participating in the 188bet adopt products that are short of weight、Service quality discounts and other methods，As a result, consumer reputation has been lowered、Repurchase rate decreases，Caught in a vicious cycle。

The future trend of travel 188bet streaming

Travel 188bet will become the "new normal" of tourism marketing

Li Xuying, the “post-90s” anchor of Jinmi Village, Xiaoling Town, Zhashui County, was recognized in person by the highest level of the country， Started working as a salesperson in Qinling Tianxia (Qinling Tianxia is the main sales company of agricultural products in Zhashui County) in 2017，Started live streaming in 2019，Sales through live streaming are rising。“We sell fungus for farmers in the county，I think live streaming is a new trend in sales，Especially for agricultural products，188bet can vividly tell customers the production process of agricultural products、Nutritional value、How to eat, etc.，Make agricultural products attractive。”

The first 188bet sales at the end of April were 22.530,000 yuan，The subsequent four live broadcasts have a turnover of 3 each.100 million yuan、7.0.3 billion yuan、65.400 million yuan、102.700 million yuan，Gree Electric’s Dong Mingzhu’s first 5 188bet sales exceeded 17.8 billion yuan，Accounted for about a quarter of Gree Electric’s sales in the first half of the year。“Making live streaming normal”，Become Dong Mingzhu’s new sales declaration in 2020。August 1，Dong Mingzhu held the 7th 188bet in Luoyang，The real-time sales data of the "HiGo Luoyang·Gree Wonderful Night" shopping party is 101.200 million yuan，Once again completed the 188bet sales performance of over 10 billion sales。Dong Mingzhu said: "Some people say that 188bet is just to sell products。In fact, we cannot sell fake goods in the first place。Second，Not selling things for the sake of selling things。I hope to build a platform through 188bet，Enables enterprises and users、Even others can communicate。We do live broadcasts to show the best products to others”。

July 25，The 5th China Tourism Attractions Innovation and Development Forum was held in Xining City, Qinghai Province。This forum uses online video 188bet for the first time，Online 188bet technical support provided by Ranlv Video。Two top figures in the cultural tourism industry: former Director of the Planning Department of the National Tourism Administration、Wei Xiaoan, the current chief expert of the World Tourism Cities Federation and the former director of the State Administration of Cultural Heritage、Keynote speech by Shan Jixiang, Director of the Palace Museum，In addition to causing real applause from hundreds of guests in the venue，It also attracted more than 11,000 netizens outside the venue to watch online at the same time。

June 6，The launch ceremony of the new book "The Future of Cultural Tourism Industry after the "Two Sessions"" and "Thoughts on Travel" was broadcast 188bet online for the first time。In the final online launch of "Travel Thoughts"，The author and my friend Liu Zhaohui combine “knowledge sharing” and “188bet streaming” to bring goods，Share the creative process of "Travel Travels" and the wonderful chapters in the book，And sell signed copies of new books on site，Attracted more than 30,000 people to watch online and interact with Q&A，Received considerable online orders。

From thousands of years of text marketing (poetry、Prose、Couplet、Promotion slogan)，To picture marketing (photography pictures、Mobile phone picture)，Then to the long video (travel scenery film、Travel promotional video)、Short video (15 seconds/60 seconds/minutes)，Tourism marketing methods are constantly being iterated and updated。Mafengwo research shows，Today’s travel guide is no longer limited to “pictures + text”，188bet、Short videos will become a new wave of development in the tourism content industry，High-quality content and personalized expression，Let travel live broadcasts have the fun of variety shows and the tools of traditional travel guides，These are tourists’ core needs for travel content。

Travel 188bet is changing the past tourism marketing model，Create “What you see is what you get、The new tourism marketing model of "Buy what you want"。2020，China’s tourism officially enters the “First Year of Tourism Live Broadcasting”。

Travel 188bet streaming has shifted from pursuing “marketing volume” to focusing on “exposure + sales”

Well-known financial writer Wu Xiaobo’s first 188bet，Attracted 8.3 million online viewers，The overall data is not bad，But judging from the specific transaction situation, it is not ideal: a certain brand merchant paid a pit fee of 600,000 yuan，But the actual transaction was less than 50,000 yuan；A dairy company only sold 15 cans of three-stage milk powder，Sales less than 10,000 yuan。Coincidentally，Ye Yiqian’s 188bet sells tea sets with a unit price of more than 200 yuan，As a result, the total amount sold was less than 2,000 yuan，At that time, the number of online viewers displayed in the 188bet room was nearly 900,000。Wu Xiaobo reflects in the summary article，There are two reasons why the 188bet overturned: First, there is a problem with one’s own personality，The netizens who flocked to the 188bet room were more to buy things than to listen to the class，I call everyone ‘classmates’，Actually，They are ‘babies’；Second, there is a problem with product selection，There are six products with 188bet prices exceeding 2,000 yuan，You should follow the advice of professionals，More traffic models under a hundred yuan。”

“Live streaming will break social traffic and e-commerce traffic、The barrier between private domain traffic and public domain traffic。In this sense，No matter the platform、Enterprise、MCN organization is still a clumsy water tester like me，Both require more thought and experimentation。" Wu Xiaobo wrote in the summary article after the 188bet。

Travel live streaming must not only have marketing effects，More importantly, there must be sales results。Improve sales conversion rate，Is the key to the success or failure of 188bet and sustainable development。This requires higher requirements for the professionalization of tourism 188bet。To use an old saying，“Professional matters should be left to professionals”。

Travel 188bet streaming has spawned professional talents and professional services

“The county magistrate brings goods live，Having authority is not enough。‘Friendly to the people、Humor、Dry stuff’，The first-class ability of these anchors to bring goods，This is where netizens really buy it。When the county magistrate has the anchor’s way of bringing goods，In order to attract netizens to place orders。”While a few county magistrates achieved good sales through live streaming，Most county magistrates’ 188bet debuts are “high volume but low sales volume”、The thunder is loud and the raindrops are small”。Compared with most county magistrates and professional live broadcasters，There are still many gaps。

Every 188bet of Li Jiaqi，Except Li Jiaqi in front of the camera，There are many staff outside the camera: sound、Lighting、Makeup、Business, etc.，Almost all of them are born in the 1990s。Director is a new position，Responsible for recording Li Jiaqi’s “golden words” and mistakes on site，And writing the script，Refining the core selling points and sales pitch of the product。"Live streaming is also a professional job"，In the June list of "Live E-commerce Anchor GMV Monthly List" released by WeMedia，Weiya、Simba、Li Jiaqi is still in the top three，More than the celebrities who guest starred in the 188bet、Well-known entrepreneurs and government officials。

Travel live broadcasts are also increasingly calling for professionalism。Travel anchors are transitioning from "guest stars" of government officials/entrepreneurs to "professional" travel experts/travelers/travel experiencers。Travel 188bet，Also only follow "188bet"，Go to "Before 188bet、188bet、Full process management after 188bet。For tourist destinations that lack professional teams，Cooperate with a travel platform company with rich 188bet experience and professional 188bet team，It is a good way to complement each other’s advantages。

Shanghai Creative Industries Association to which the author belongs，Comply with the development trend of online e-commerce 188bet in the new digital economy era，And the demand for professional talents，Take the lead in establishing the Online Audiovisual and Live Broadcasting Professional Committee in April 2020，Take the lead in establishing industry standardization、Industry segmentation、Training specialization、The live streaming industry benchmark with healthy content。The Internet Audiovisual and Live Broadcasting Committee brings together many 188bet professional organizations and leading anchors，Committed to providing professional training on live streaming for Shanghai and all over the country、Technical guidance and series of services。Through cooperation with the Shanghai Municipal Bureau of Culture and Tourism Talent Exchange and Training Center，Provide professional training teachers and training courses，Improve the professional knowledge of KOL anchors、Comprehensive quality and delivery skills，And targeted output of high-quality anchors and Internet marketing teams，Helping governments and enterprises achieve live streaming。

Travel 188bet is gradually moving towards rationality and standardization

May 11, 2020，The Ministry of Human Resources and Social Security issued the "Announcement on the Publicity of Proposed New Occupational Information"，Planned to add 10 new professions，Including: blockchain engineering and technical personnel、Community grid member、Internet Marketer、Information Security Tester、Blockchain Application Operator、Nucleic acid detector、Online Learning Service Engineer、Community Health Assistant、Geriatric Health Assessor、Additive Manufacturing (3D Printing) Equipment Operator。Among them，Internet marketers refer to digital information platforms，Use the interactivity and communication credibility of the Internet，People who conduct multi-platform marketing and promotion of corporate products。The "188bet Salesperson" job type has been added to the "Internet Marketer" occupation，The main tasks of 188bet salespersons include: setting up digital marketing scenarios，Multi-platform marketing and promotion of products through live broadcasts or short videos；Improve your own communication influence，Enhancing user group activity，Promote the conversion rate of products from attention to purchase, etc.。The group of anchors representing goods delivery, represented by Li Jiaqi, has officially certified status as Internet marketers，The anchor who brings goods has become a formal job type officially recognized by the Ministry of Human Resources and Social Security - 188bet salesperson。

No rules，Not a square。It is recommended that the Ministry of Culture and Tourism work with industry and commerce、Quality inspection and other departments，Continuous supervision of the rapidly developing tourism 188bet，Prevent travel 188bet from becoming another "188bet disaster area"。simultaneously，Encourage and support tourism live streaming platforms and destination tourism enterprises，Initiate the establishment of local or national tourism 188bet industry organizations，Establishing industry standards for travel live streaming，Strengthening self-discipline in the tourism live streaming industry，Promote the healthy and sustainable development of tourism live streaming。

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