Tik Tok “recording a good life”，Now the pace of selling a better life has accelerated。Following local life、After interested in e-commerce，Douyin targets the tourism industry。

For Douyin, this is not a new field.

Back in 2019，Douyin has become a “national-level cultural and tourism content recording platform”，The total number of related videos throughout the year exceeded 700 million，Over 38.4 billion likes。Douyin’s ability to create “hot hits”，Epitomized in the destination marketing business。

For the OTA industry，This used to be Ctrip、Meituan provides a short video platform with huge traffic，Changing from partner to potential competitor。Days ago，Douyin’s mini program “Mangosteen Travel” has been officially launched for internal testing，Among them，Third-party OTA products are visibly reduced，Instead, merchants have settled on Douyin and provided group buying discounts。

In the trillion-dollar market of online travel，Douyin can be regarded as a small variable。It is currently only available in four cities，Product supply chain capabilities are still slightly weak。But the daily active traffic exceeds 600 million，The “grass-growing” ability that helped cities such as Chengdu and Chongqing become popular overnight，And a local life team of 10,000 people related to cultural tourism business，It also makes Douyin not to be underestimated。

Douyin disrupts the situation, should “Ctrip people” be nervous?

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The 22-year-old Ctrip may have never imagined it，New competitors in the industry，is a cross-border player established less than 5 years ago。

Compared with Ctrip, which is good at mergers and acquisitions and price wars，Douyin has a completely different growth path。The key time node in the development of the two，There are some subtle overlaps。

2000，At the beginning of its business, Ctrip acquired Modern Express in a "snake swallows an elephant" trend，Acquired the earliest and largest telephone reservation center in China at that time；2002，Ctrip successfully acquired Beijing Coastal Aviation Service Co., Ltd.，Complete its hotels、The establishment of two important business sectors for air tickets。

On the occasion of Ctrip’s first major merger and acquisition，18-year-old Zhang Yiming just left his hometown for Nankai University，Then started his entrepreneurial career。

Ten years later，Ctrip relies on nearly half of the domestic market share，Steadyly occupying the leading position in the online travel industry，Facing Yilong、Where to go、Tuniu and other competitors are encroaching on the market。

Almost the same time，Bytedance founded by Zhang Yiming quietly came out。At that time，Few people expected it，It will become a giant ship moving at extremely high speed in the future。

Ctrip vs. Elong，Ctrip vs. Elong、Qunar, waiting for the integration to be completed，Meituan acquires Kuxun、Establishment of hotel and tourism business group，The OTA industry begins a new round of competition for giants。Other side，ByteDance is brewing a new project。Less than a year，ByteDance’s short video platform Douyin is officially launched。

This rapidly growing “traffic monster”，Once it was Ctrip、Meituan’s “best partner”:

October 2018，Douyin and Ctrip reach cross-border in-depth cooperation，Start the "Ctrip FUN Tour" Douyin Challenge。Less than a month，has received 4.5 billion+UV total views，100 million + total video likes；

September 2020，Meituan and Douyin launch the "Meituan Super Live Broadcast" event，Live broadcast products cover tourism、Taking a taxi、Catering and other categories。The order volume on the night of the live broadcast was about 5.650,000 orders，Product sales exceeded 1113.270,000 yuan。

Behind these dazzling transcripts，Douyin’s powerful traffic-draining ability cannot be ignored。

"2020 Douyin Data Report" display，As of August 2020，Douyin daily active users have exceeded 600 million，About 8-9 times Meituan’s data for the same period；As of December 2020，The average number of daily video searches on Douyin exceeds 400 million。

Under the traffic advantage that is almost unmatched，Douyin is no longer satisfied with being just a traffic-draining platform for OTAs，Start exploring more efficient traffic monetization models，Trying to broaden business boundaries，Build a closed-loop ecosystem from marketing and planting to ordering and trading。Zhang Yiming once mentioned "doing things without boundaries"，Promote Douyin to extend its reach to online travel，Just as it enters the battle between e-commerce and local life。

Therefore，When Ctrip officially proposed to build a “tourism marketing hub”，While being regarded as incubating “Douyin” by the outside world，Douyin is also incubating “Ctrip”。

July 2020，Douyin begins to try the initial layout of tourism business。It was first on the Douyin merchant’s personal homepage，Add ticket booking、Entrance for hotel reservations and other functions。December，Douyin established Weibyte (Beijing) Travel Agency Co., Ltd.。

May this year，After half a year of business establishment，Douyin’s mini program “Mangosteen Travel” has been launched for internal testing，Currently opened in Beijing、Shanghai、Guangzhou、Zhengzhou and other 4 cities，Includes hotel booking、Ticket booking、Food and beverage group purchase and other functions。

Do you want to be an "interest OTA" when traveling in Mangkhut? 

Internet “borderless” era，Online travel has become a new battlefield for giants to compete for the beachfront。

Amap launches “Travel” applet，Pinduoduo starts selling train tickets、Air tickets，Didi established travel agency、Internal testing OTA platform...among them，Most entrants still focus on the "high frequency drives low frequency" model。Relatively high-frequency transportation demand (whether local travel or long-distance travel)，Become an entry point for giants to enter the online travel industry，Corresponds to the relatively low-frequency hotel and travel booking business，Extend the product service chain with this、Improve user activity and retention rate，Or attract traffic to acquire new users。

Douyin also has the possibility of being borderless，But when focusing on the online travel industry，It shows a different set of conversion logic。

Zhi Hui Discovery，Under the four city channels on the Mangkhut travel applet page，Including play list、Eating and drinking list、Accommodation list、Functions such as popular recommendation and other functions，But the transportation booking function has not been discovered yet。Visible，At least so far，Douyin helps attract traffic through high-frequency travel services、Interest in promoting transactions is not outstanding。

Screenshot source: Douyin

For Douyin, which has 600 million daily users，The advantage of promoting conversion lies in the powerful "grass planting" function。Efficient、Precise destination marketing capabilities，It’s Ctrip、The reasons why Meituan chooses to cooperate with Douyin，This is also the confidence behind Douyin’s cross-border online tourism。

2017，A video of “throwing a bowl of wine” became popular on Douyin，Over a year，Attracted 700,000 tourists across the country to check in at Yongxingfang, Xi’an。Subsequently，The short video of shaking hands with the roly-poly 188bet online sports betting lady of Datang Everlasting City also became popular overnight。Xi’an has become an Internet celebrity city，Chengdu is also popular、Chongqing, etc.，Douyin is regarded as an “incubator” for popular destinations。

Back in 2019，Douyin has already called itself a “national-level cultural and tourism content recording platform” in the “Douyin Cultural Tourism Industry Big Data Report”。Data display，The total number of cultural and tourism-related videos on Douyin in 2019 exceeded 700 million+，Over 38.4 billion likes+，Footprints in 233 countries and regions around the world。

Meanwhile，Douyin launches innovative marketing IP "Douyin City Good Life Festival"，has been launched in more than 30 cities across the country。Beijing Weibo Vision Technology Co., Ltd., which Douyin belongs to，Also change the business scope of the enterprise，Newly added tourist information consultation service。

Compared to "high frequency band low frequency"，Convert based on the ability of "planting grass"，More feasible and competitive advantage for Douyin。

In the Mangkhut Travel Mini Program，Regardless of accommodation and travel list，It is still recommended for group buying hot products，The proportion of the page it occupies is far less than that of the popular planting section - a double-column waterfall flow composed of short travel videos。

The "Popular Grass Planting" section is divided into flower viewing and gardening、Places of interest、Three major themes of the check-in resort，Scroll down to refresh infinitely。At the same time，Most videos use POI function，Click to enter the main page of the location，Contains basic information、Function such as wine and travel booking，And more related short video content，Intensify the degree of "grass planting" in his videos。

April this year，Douyin once proposed to be an "interest e-commerce"，That is, when the user does not have clear consumption needs and purchase plans，Stimulate their potential interest and demand through commercialized content，Or recommend the product to those who are interested，Convert using this。

The gameplay of Mangkhut Travel is similar to that of “hobby e-commerce”，That is, displaying products through content marked with POI，Realizing closed-loop transactions within Douyin from "planting grass" in short videos to "pulling grass" on product pages。A major advantage of adding POI function is，"Growing grass" content even if it does not pass through the Mangkhut Travel Mini Program，You can also conduct fragmented penetration of users and directly link to the product page。

Compared with current mainstream OTA，“Interest 188bet Online Sports Betting and Casino OTA” may have become the exclusive label of Mangkhut Travel。

Crossing the moat

On the earnings call 2 years ago，Ctrip CEO Sun Jie once mentioned: “We will almost never initiate a price war，But based on our profitability，In case of price war，We can be sure that we will not leave too much room for our opponents。”

Ctrip’s confidence comes from its supply chain advantages that have been deeply involved in the industry for 22 years。For the leading OTAs represented by Ctrip，Complete and efficient supply chain system、Scale effect and the cost advantage behind it，Together they form a strong moat for the enterprise。

But for new entrants，The moat of “Ctrip”，It is also an industry barrier that is more difficult for Douyin to break。

Currently，In the hot recommendation section of Mangkhut Travel，Its group buying products have basically achieved merchant acceptance。Construction of group purchasing product supply chain，Thanks to the local life team established half a year ago。December 2020，There is news，After ByteDance’s original SMB (small and medium-sized customers) business line was withdrawn，About 10,000 employees were transferred to the "Local Life Direct Business Center"，Service around life、Customer mining in cultural tourism, catering and other industries。

But it involves a lot of hotel accommodation、Scenic spot ticket booking and other services，Mangkhut Travel still plays the role of a traffic diversion platform，It provides product information display and booking entrance，But it will still jump to Ctrip for real transactions、Tongcheng、Donkey Mama and other platforms。If we refer to the logic of "product is content"，The “content” of Mangkhut travel is still not perfect。

Take Beijing Eclat Hotel accommodation package as an example，You will still be redirected to the Ctrip page when booking。Screenshot source: Douyin

Until now，Mangkhut Travel is more like Douyin’s extended travel service collection platform based on local life business，To attract traffic to its own local lifestyle products，Also continue to attract traffic to other OTAs。Therefore，Build a complete supply chain system，Crossing Ctrip’s moat，It is still one of the important tasks of Douyin to develop Mangkhut travel。

According to previous reports from Hedgehog Commune，Douyin is attracting local lifestyle businesses to settle in，No relevant subsidies are provided，But continue the consistent advantages，Focus on empowering merchants、Improve content planting ability。The price discount of group buying packages will be borne by the merchants themselves。If Mangkhut Travel also 188bet sports betting app download follows the above method to expand suppliers，Basically can be understood as the grass-growing ability composed of "traffic + content"，Attract merchants to settle in and provide subsidies on their own。And can this pattern continue，It also depends on its subsequent conversion status。

Currently，Mangosteen Travel is currently in brand awareness、Competitiveness in terms of customer loyalty and other aspects is not outstanding；Compared to local living expenses，The decision-making process of travel consumption is also more complicated and lengthy。Without a doubt，Douyin has the genes and ability to create “hot hits”，But whether it can attract popular products to the platform，Can we get a conversion rate that matches the “hot model”，Still unknown。

When the supply chain system does not have an advantage，Douyin’s opportunities may be hidden in differentiation。

Douyin user portrait，Perhaps clearer than any OTA。"2020 Douyin User Portrait Report" display，Douyin’s overall users are balanced between men and women，19-30 years old group and new front line、Users in third-tier cities and below have high TGI (preference)。And in the subdivision，People interested in travel-related content are those born in the 1980s、Post-90s、Mainly users born after 1995，Mainly distributed in third- and fourth-tier cities。

If Douyin accurately matches the user portrait，Based on its ability to create “hot hits”，Developing internet celebrity niche destinations and non-standard products，In product attractiveness、Do enough articles on differentiation，It is also a possibility to speed up travel in Mangkhut。

But for now，City channel launched by Mangkhut Travel (Beijing、Shanghai、Guangzhou、Zhengzhou) and so on、New first-tier cities。How Douyin crossed the "Ctrip" moat in a short period of time，The answer has not yet been revealed。