September 9, 2020，The Moganshan 188bet mobile Flagship Store, known as “the country’s first official flagship store for B&B destinations”, is launched on Fliggy。Data display，As of December 31st，The flagship store has sold more than 8,000 room nights，Total sales volume exceeded 10 million yuan，Exposed more than 15 million times across the entire network。

Government endorsement，Open an online official flagship store with destination as the brand，This is not unusual。But compared to the short-term marketing-focused destination flagship stores opened on various platforms in the past，Moganshan 188bet mobile Flagship Store is the first comprehensive entity with "local government + local cultural 188bet mobile enterprises + Internet digital platform" as its comprehensive subject，A sustainable destination flagship store based on B&B clusters，The high attention and transaction volume after going online clearly lead the same type of stores。

Behind the high attention，There are many issues worth discussing。For example，Why Moganshan 188bet mobile Flagship Store can achieve rapid transaction growth？What are the benefits to merchants？Looking at it from a more macro perspective，What significance does the opening of the flagship store have to Fliggy and the destination itself？

Looking for a way out of homogeneity and price war

Since the rise of “Naked Valley” in 2007 to now，188bet mobile B&B is developing rapidly based on high-end development。Public data display，2017，Total operating income of the B&B industry in 188bet mobile area achieved 22.700 million yuan，Accounting for 42% of the total revenue from homestay operations in Zhejiang Province.4%。

While growing rapidly，A series of problems are gradually emerging。Secretary of the Party Committee of Deqing County Culture, Radio, Television, 188bet mobile and Sports Bureau、Director Zhu Haiping said，During the visit and research activities carried out at the end of 2019，Discover homogeneous competition、The problem of high channel commissions has become the two major bottlenecks restricting the development of homestays。

According to his disclosure，Nearly 90% of the B&Bs in Moganshan were opened after 2014，Compared to previous years，B&B recycling cycle has gradually lengthened，Add the surrounding Anji、Tonglu、Lin'an，Even Zhoushan、B&Bs have also developed in many places such as Wenling，Diversion of many tourists，leading to increased competition。2019，The average occupancy rate of Deqing B&B is 42.12%，Down by 2 compared to 2018.02%。Operator of Moganshan 188bet mobile Flagship Store、Liu Jie, founder of Muya Culture and 188bet mobile said，By 2018，B&Bs can no longer close the gap in terms of hardware facilities，What follows is homogeneity and price war。

Meanwhile，B&B’s dependence on OTAs continues to increase，Even become a must-have for sales。Research results show，188bet mobile B&B accounts for more than 80% of usage in a single OTA，And OTAs often charge 15% or even 30% commission, which increases the burden on B&B owners，And there are various restrictions on B&B sales。

In this context，Themed B&B has become Deqing’s key development direction 188bet mobile new development stage。“Only the theme can distinguish each B&B，Each B&B has a different theme，In order to attract different individuals to spend money in different B&Bs。" Liu Jie said。

If it is said that administrative means were used to "theme" control B&Bs，The establishment of an official 188bet mobile has been given a deeper marketing significance。According to the person in charge of Feizhu B&B，In the B&B live streaming alliance launched as early as April 2020，I found that the theme products have higher views and popularity，Better sales。Intervention of digital platform，While providing ideas for product design，It also uses a softer approach to make B&B hosts aware of the necessity of creating themed B&Bs。

Despite official endorsement，Flagship stores do not require merchants to enter，Instead, guidance is provided through subsidies。According to the operator，After the 188bet mobile goes online，As the sales effect gradually appears，New merchants are added every week，The number of merchants has increased from the original 30 to more than 100。

An attempt to break monopoly and 188bet mobile transformation

Non-standardization is the soul of B&B，Theming further strengthens this attribute。Deqing hopes to promote the development of themed B&Bs，Therefore, the chosen platform needs to leave a large space for personalized product design。Liu Jie said，The merchants currently settled in the 188bet mobile need to include online products in the form of packages，The advantage of this is that it makes the theme more prominent，Using times is also more flexible than searching for bookings by calendar。The package includes other contents besides accommodation in the room，“Like digging bamboo shoots、These highlight products of afternoon tea。”Compared with other platforms，Fliggy’s interface and functional design are more suitable for presenting B&B “themes” and package products。

After the 188bet mobile goes online，The effect is obvious。In addition to the transaction data mentioned above，In the process of visiting Xishan Harajuku，The owner mentioned that live streaming has led to a significant increase in sales，“Sold 300 pieces of 2-night products at that time，Equivalent to 600 room nights。"According to his disclosure，Bringing goods through live broadcast，April is not halfway over yet，The occupancy rate has exceeded 50%，The occupancy rate for the entire month last year was only about 30%。

Why can 188bet mobile stores bring huge profits to merchants?

In addition to launching targeted themed products，Scale advantage is also one of the important factors。In the past, Moganshan was mostly single B&Bs，Few properties，Low bargaining power of channels，Single store marketing and operation costs are high，It’s also difficult to digest live streaming、Traffic brought by channels such as celebrity promotion。The government takes the lead in establishing an official flagship store，The most direct consequence is the expansion of its disposable inventory，Able to take advantage of scale for unified operations and online marketing。This is reflected in: through the launch of redemption products available in 23 B&Bs，The flagship store sold nearly 1,800 products in a live broadcast；Travel expert Xiyou also started to serve as Moganshan 188bet mobile promotion ambassador during Double 11 on the day the flagship store went online。

Also，Also benefits from the platform’s powerful digital capabilities。Fliggy has huge public domain traffic，via live broadcast、Omni-channel promotion and other methods，Able to import out-of-region traffic into Moganshan 188bet mobile Flagship Store，Increase attention and trading volume。Take live streaming as an example，Through big data analysis of consumer groups，Flagship stores can communicate with overseas experts in a more targeted manner、Vertical media influencer cooperation，Introduce fans of experts into flagship store，Achieving “Newcomers”。

Another logic of the 188bet mobile is to create a private traffic pool。As understood，After outbound traffic enters，The 188bet mobile will regularly launch new themed products、Holiday promotion，At the same time as the Flower Viewing Festival、Linkage with offline activities such as cross-country races，Select online products，Effectively activate existing fans，Realize retention and repurchase after attracting new customers。

“Ambition” does not stop at B&188bet mobile

For merchants and destinations，Moganshan 188bet mobile Flagship Store is the digital marketing position for B&B clusters；For consumers，The flagship store is more like a "Moganshan 188bet mobile Main Entrance"。

Introduced by Zhu Haiping，The purpose of the flagship store is to "sell Moganshan's 188bet mobile resources in the form of a package of scenic spots + catering + accommodation + other 188bet mobile products，And cooperate with certain preferential activities，Complement each other to meet the diversification of market needs，Achieve ‘incremental fee reduction’。"The logic behind"，That is, using homestay products as the carrier，Include consumers into a broader scenario，Further improve the experience、stimulating consumption。

Public data display，2016-2019，Deqing County’s total 188bet mobile revenue increased by 33% year-on-year respectively.8%、21.2%、22.4% and 17.5%，Growth gradually slows down。Some analysis pointed out，The underlying reason why Moganshan’s B&B craze has faded is that the industry is relatively single，Only homestays but no product system、Rural 188bet mobile in the service system and IP system is still in its infancy。

Behind a series of measures，is a positive signal for change released by Moganshan。Outside the official flagship store，In recent years，Deqing focuses on “sports + homestay” strategy，Introduction of Moganshan Jiuqi International Cycling Camp、Discovery explores sports formats such as extreme bases，Hold a marathon、Hill Running Race、Sports events such as outdoor sports competitions，Draining traffic into the 188bet mobile industry。On the other hand，Very similar to the Wuzhen and Boao models，Deqing is actively promoting the creation of "Mogan Mountain Sword Theory Valley"，By attracting high-end forums to host，Breaking through industry restrictions。

Also，Zhu Haiping revealed，Revolving around building “International Rural Future Community”，Deqing plans to invest 2 billion yuan，Build a service system that includes rural 188bet mobile、Smart Service Platform、Multiple key projects including the top ten agricultural and 188bet mobile complexes。

In digitalization，Deqing also cooperates with Meituan，Opened "Hundred Counties Thousand Bowls.Huzhou Taste" Deqing Food Flagship Store。Meituan’s advantage lies in the traffic of local life，Zhu Haiping hopes to take advantage of the respective advantages of the two platforms，Use "Wan De Hao" as the entrance，Open traffic，Build Moganshan into a high-quality 188bet mobile consumption area covering the entire process of "food, accommodation, travel, shopping and entertainment"。

Dual considerations between 188bet mobile and Feizhu

The emergence of Moganshan 188bet mobile flagship store，Cooperating with the platform and destination to a certain extent、Provides a model for digital empowerment。

Destination flagship stores that previously appeared on major platforms，Quite a number，But there is a common problem: the destination is not well known、Fragmentation of 188bet mobile products、Quality varies、Most of the tourist routes are traditional tourist attractions，Difficult to meet high-end requirements、Personalization、Niche experience needs。

Moganshan 188bet mobile Flagship Store can partially avoid these problems，The reason is: Moganshan 188bet mobile has its own high reputation，Zhu Haiping revealed，When naming the flagship store，The reason why it is not called Deqing flagship store，Because big data shows that Mogan Mountain is much more famous than Taihu Lake、Deqing、Huzhou and other keywords。High visibility can bring traffic to the flagship store，It can also greatly improve the efficiency of marketing and advertising。

Secondly，Leave it to the professional team for continuous operation。Short-term promotion unlike other destinations，Deqing Culture, 188bet mobile and Sports Bureau and Cultural 188bet mobile Group authorize Liu Jie’s Muya Cultural 188bet mobile to operate the Moganshan 188bet mobile Flagship Store，Responsible for flagship store investment、Butler training、Destination e-commerce operations, etc.。At the same time，Based on the "Evaluation Standards for the Professional Skills of B&B Housekeepers"，Deqing established a housekeeper training center，Completely closed theoretical and practical training for B&B hosts，It includes online sales skills。

But we must also see，The number of merchants currently online in the 188bet mobile is compared with the total number of Moganshan B&Bs，There is still a big gap。According to Zhu Haiping，As of the end of 2020，The number of registered B&Bs in Moganshan exceeds 800，There are currently only more than a hundred merchants in flagship stores。To this，Zhu Haiping said，The products of future flagship stores must be continuously enriched，Content activities must also be organized continuously。

Overall，An attempt to improve digital operation capabilities as a destination，The operational logic of Moganshan flagship store is roughly as follows: on the channel side and the consumer side，Improving the transaction efficiency of Moganshan cultural 188bet mobile market、Increase the total transaction volume；On the resource side，Promote destination resource integration；On the product side，Realize cultural 188bet mobile product supply system update，Ultimately realize the digital subversion of the traditional 188bet mobile industry、Reform and reshape Moganshan’s cultural 188bet mobile market system。

For Flying Pig，The launch of the flagship store also has special significance。First, in the increasingly fierce competition for destination resources，Moganshan’s digital model has successfully taken the first step，Provides a reference for its subsequent depth and penetration in the destination field。According to the person in charge of Feizhu B&B，Same period as Moganshan flagship store，Dali、Lijiang、Shenzhen and other places are promoting official 188bet mobile flagship store projects。

The government takes the lead，Also means its annual marketing expenses、There are choices and priorities among platforms for subsidies, etc.。As understood，Deqing County Culture, 188bet mobile and Sports Bureau will invest no less than 5 million every year，Marketing expenses as a flagship store。

Zhu Haiping said，The government’s subsidy focus is different at each stage，For example, during the epidemic, we mainly focused on market recovery，At this stage, we focus more on subsidizing themed B&Bs。“I hope that finance can play the role of ‘four ounces of weight’”，Inspire market entities to become more thematic、Development 188bet mobile direction of specialization。”After government subsidies，Fliggy platform will also invest the same or even higher expenses in marketing and promotion。