Tightened supervision、IPO suspended、Open a new round of financing、Valuation exceeds 10 billion US dollars... "National Grass Planting Machine" 188bet best bookmaker has been ups and downs this summer。

Little Red Book that advertises “marking my life”，Once took off 188bet best bookmaker limelight of beauty economy and her economy，Gradually transform from cross-border e-commerce to lifestyle community。

Nowadays, 188bet best bookmaker has also become popular in the travel circle.

As a new face in the cultural tourism industry，188bet best bookmaker became one of the winners in the transformation of tourism decision-making model，Together with Douyin, it is regarded by young users as a new generation of "travel grass growers"。Although in user volume、It is difficult to compare with Douyin in terms of content scale，But precise target users and their higher willingness to consume，Zheng constantly builds on 188bet best bookmaker’s destination marketing capabilities。

However, the ability to plant weeds is not the same as the ability to pull weeds.

Although 188bet best bookmaker can’t let go of its e-commerce dream，But the long-term commercialization dilemma，The "disconnect" between platform content and transactions becomes increasingly obvious。This is true in the cross-border e-commerce industry，The same is true in the online travel market with strong supply chain barriers。Facing the attack of TikTokers、Ctrip’s defense，Strong content、188bet best bookmaker, whose trading is weak, can only be "beautiful alone" in the cracks。

In front of the tourism industry，Is 188bet best bookmaker a sudden rise or a flash in the pan？How long will 188bet best bookmaker remain popular？

“Before traveling, read the Little Red Book”

“Before traveling, I usually read the Little Red Book.”

23-year-old Jingjing plans to go to Shanghai Disney with her boyfriend in October。There are still two months left before departure，She has already checked the guide on 188bet best bookmaker。

The most complete guide to traveling to Disney for couples、Hidden niche photo camera location、Guide to avoiding queues at Disney、"Princess on the Run" style outfit and makeup...a ​​clear title，Paired with a good-looking cover and videos/notes that seem to be full of useful information，Contents like this attract Jingjing to spend at least 1 hour browsing every day。

“In addition to Disney strategy gameplay and travel vlog，I will also ‘plant grass’ in surrounding B&Bs on 188bet best bookmaker，And some delicious food in Shanghai、Shopping and check-in landmark。”

“Read Little Red Book before traveling”，Use this sentence to describe the relationship between 188bet best bookmaker content and users，Perhaps not complete enough。In fact，188bet best bookmaker’s community attributes and content distribution capabilities，Attracting a large number of users before deciding to travel，Being "planted" one after another。

There are many people like Jingjing who use 188bet best bookmaker as a "travel grass planting machine"。The "China Tourism Industry Development Analysis Report for the First Half of 2020" released by Bida Consulting shows，Among the online travel decision-making platforms commonly used by users during the reporting period，188bet best bookmaker with 63.7% ranks first，Beyond Ctrip、Flying Pig、horsefengwo、Tongcheng and other traditional travel decision-making portals。

The tourism decision-making platform ranks first in usage，Promoting 188bet best bookmaker to join the ranks of “New Money” in the tourism industry。

If the epidemic is regarded as a watershed in the 188bet best bookmaker market: before then，The outbound travel activity of domestic tourists is increasing year by year，Domestic long-term travel also has strong growth momentum；After the epidemic prevention and control situation is stable，Restricted by the continued “freeze” on outbound travel and the recurrence of epidemics in some domestic provinces and cities，Most of the 188bet best bookmaker consumption needs of domestic tourists are released in local and surrounding cities。

City micro vacation、Rural micro-vacation and other travel methods are becoming more popular，Superimposed on leisure vacations in recent years、Demand for entertainment experience and other items continues to rise，Joined to promote the transition of cultural 188bet best bookmaker product supply from sightseeing to experience。Meanwhile，The trend of localization of 188bet best bookmaker consumption is increasingly obvious。New style of tea、Internet celebrity restaurant、Cultural Space，Go to the script to kill、Museum、Cultural, Business and 188bet best bookmaker Block，Various new and popular experiential consumption formats，They may all be a link in the local 188bet best bookmaker consumption chain。

Compared to Ctrip、Mafengwo and other "Old Money"，The content of 188bet best bookmaker is more fragmented，Most of the topics are local travel、Mainly traveling around the area。New requirements、New scene、New product、New consumption，All of them create more opportunities for 188bet best bookmaker, which focuses on “lifestyle”, to penetrate into the cultural travel industry。

Platform 188bet best bookmaker is one of the more direct reflections.

In the "Top Ten Keywords of 2021 Lifestyle Trends" released by 188bet best bookmaker，“Ice and Snow Craze”, “Healing Travel” and “Camping Out” are all directly related to tourism，Also，The keyword "Guochao is surging" also includes related content such as Guochao neighborhood scenic spots。This also roughly reflects，In 188bet best bookmaker lifestyle related content，At least about 40% can be directly or indirectly linked to the tourism field。

Image source: 188bet best bookmaker "2021 Lifestyle Trend Keyword Report"

Facing the rising star with strong momentum，Ctrip、The hornet’s nest will naturally not remain indifferent。

December last year，Mafengwo releases the "Polaris Strategy" brand，Indicates that systemization will be used、Structured strategy content，Improve the efficiency of 188bet best bookmaker consumption decision-making；March this year，Ctrip releases “188bet best bookmaker marketing hub” strategy，Proposed to use "Planet" as a carrier，Aggregation traffic、Content、Three core sectors of commodities。

Whether launching a new brand or a new strategy，Can be regarded as the defense method of "Old Money" 188bet best bookmaker traffic era，One of its goals is to grab the gradually losing users and traffic。But do the younger generation of users buy it，Still an unknown number。

“I didn’t know Ctrip could search for guide content，It is like booking a flight ticket in my heart、Hotel’s APP。”In Jingjing’s view，The content provided by the 188bet best bookmaker community is rich and practical，“I didn’t even download Mafengwo，Because my impression of Mafengwo is still based on the long travel notes and tourist attraction guides I saw a few years ago，But we almost never plan our tour routes in advance，I just want to find a few places to eat, drink and have fun。”

How does 188bet best bookmaker “mark” your trip?

Established in 2013 to present，188bet best bookmaker has changed its advertising slogan four times。From the original “Put travel in your shopping bag”，"Mark My Life" to this day，Travel content always has a place in the 188bet best bookmaker community。

Qiangua data display，188bet best bookmaker published nearly 300 million notes in 2020，Over 10 billion note impressions are generated every day。Huge content ecosystem and exposure，Make 188bet best bookmaker recognized as one of the unavoidable platforms in the process of new brand promotion，This is also a side confirmation of 188bet best bookmaker’s ability to grow grass。Not just a new brand，Destination、Travel methods、New experiences such as gameplay guide、New consumer content，Also received a lot of attention here。

The famous American marketing strategist Jack Trout mentioned it in the book "Positioning"，The ultimate battlefield for business competition is the minds of potential customers。And 188bet best bookmaker is based on precise positioning，Continuously cultivate users’ minds，Including cultivating users’ awareness of the brand、Trust and dependence, etc.。

Wang Anan, the manager of Xuyuan B&B, currently operates 16 B&Bs in the country，The average unit price per room per night is around 800~1,600 yuan。Three years ago，Wang Anan pays attention to 188bet best bookmaker’s ability to grow grass，and start operating it as a marketing and booking channel，Now the order contribution rate from 188bet best bookmaker accounts for more than 50% in all channels。

Wang Anan expressed to Zhihui，Most of the customers on the 188bet best bookmaker channel are female users from first-tier cities，The age group is concentrated in those born after 85、Post-95，And generally have mid-to-high-end spending power。

This is also a microcosm of the main user groups of 188bet best bookmaker.

The "2021 188bet best bookmaker Brand Research Report" released by Toubao Research Institute shows，188bet best bookmaker platform user 85.3% are women，Users under 35 years old account for about 84%，Nearly 30% of users have an average monthly shopping spending capacity of more than 1,000 yuan。In summary，The 188bet best bookmaker platform has gathered a considerable number of people with strong consumer willingness、Young female group with strong purchasing power。

Basic portrait of 188bet best bookmaker users in 2020/Toubao Research Institute's "2021 188bet best bookmaker Brand Research Report"

Qu Fang, founder of 188bet best bookmaker, once said: “A community is not a collection of content，It is a collection of people。”When a large number of users with similar consumption characteristics and interest preferences are gathered，Constitute a participatory cultural group mainly composed of young women，A high stickiness、A highly active community is ready。

Based on the above user portraits and UGC community characteristics，Content sharing on the 188bet best bookmaker platform、The planting and feedback mechanism gradually form a virtuous cycle。

From the creative environment，188bet best bookmaker officially encourages the sharing of travel check-in and other content。In the "Notes Inspiration" section of the 188bet best bookmaker creative service platform，Travel is listed as one of the six classic topics，Points to topics that fans have been paying attention to and loved for a long time。In popular activities in the same section，Also includes travel-related topics such as "Go camping together"。

Screenshot source: 188bet best bookmaker Creation Service Platform

Screenshot source: 188bet best bookmaker Creator Center-Note Inspiration-Popular Activity "Go Camping Together"

From the perspective of user focus field preferences，Tou Leopard Research Institute data display，Travel content attracts 39% attention in first- and second-tier cities，Second only to beauty、Skin care、Content in the field of food。In a way this also means，There is some overlap between the top beauty-interested users and travel-interested users in 188bet best bookmaker’s content ecosystem，High-frequency content in the beauty and skin care category can also drive the distribution of relatively low-frequency content in travel。

Before traveling，188bet best bookmaker is a user browsing、Growing grass、Platform for decision-making，After traveling, it is a community that shares lifestyles and continues to interact。The next cycle，The stickiness and activity of "marked" trips by 188bet best bookmaker users also increased，Interaction between community attributes and grass planting ability。

It’s easy to plant grass, but it’s not easy to pull it out

188bet best bookmaker’s “grass planting bonus” is not only used by merchants、What KOL values，has also received more and more official attention:

April 2020，188bet best bookmaker launches “Red City Urban Plan”，Signed a strategic cooperation agreement with Huzhou Culture, Radio, Television and Tourism Bureau，Enhance the visibility and influence of the city brand "See Beautiful China in Huzhou"，And carry out comprehensive promotion of Huzhou tourism resources；

May 2021，Little Red Book and China Cultural Relics Exchange Center (a unit directly under the State Administration of Cultural Heritage)、China Creative Culture and 188bet best bookmaker Group reached a three-party in-depth cooperation，A series of IP contents around the "Mobile World Art Museum"，Create special activities such as "One-day exhibition plan"；

June 2021，Hainan Provincial Department of Culture and Tourism 188bet best bookmaker official account"Hainan’s Beautiful Travel Diary"and"Hainan’s Beautiful Travel Notes"Online，where"Hainan’s Beautiful Travel Diary"40+ notes published，Received 1 likes and collections.90,000...

Under the long-term accumulation of content advantages，Destination Marketing、City brand promotion has become one of the most prominent manifestations of 188bet best bookmaker’s “disruption” in the tourism industry。Especially the “Red City” urban plan,It has the potential to benchmark the "DouinCity" urban good life festival，The latter is the urban innovative marketing IP commercialized by Douyin。

Strong content beyond the ability to grow grass，188bet best bookmaker’s traffic scale has already surpassed traditional online travel service platforms。Analysys monitoring data display，As of February this year，188bet best bookmaker monthly activity has reached 1.3.8 billion，Daily active users exceed 55 million。for reference，The number of monthly active users of Ctrip in March this year was approximately 49.98 million，Mafengwo’s monthly active users during the same period were approximately 5.82 million。

For an Internet company，When the platform has both traffic、188bet best bookmaker and social time，The next step is probably to add the transaction link to build a closed marketing loop。

Mafengwo is the pioneer of the “content + transaction” model in the online travel industry。around 2015，Mafengwo begins to enter e-commerce，By expanding travel service providers、Agents, etc.，Completely includes machine wine、Tickets、Tourism product supply chain including local entertainment。This is for 188bet best bookmaker to further penetrate the tourism industry，It can be regarded as a model for reference。

But commercialization has always been a “heart problem” for 188bet best bookmaker.

188bet best bookmaker, which started in cross-border e-commerce, has also been on the trend，However, it is limited by the fact that user consumption habits have not yet been formed in the early stage and the competitiveness of its own supply chain in the later stage is insufficient，188bet best bookmaker’s cross-border e-commerce business is gradually falling into an embarrassing situation。From the perspective of the competitive landscape of imported cross-border e-commerce， 2016Q2 188bet best bookmaker’s market share is 16.3%，By 2018 Q1, this number dropped sharply to 5.6%，2020Q3 halved again to about 2%。

Compared to several major e-commerce giants，188bet best bookmaker in the competition of brand supply chain and rounds of “burning money” subsidy wars，Obviously at a disadvantage。According to US Stock Research Agency report，2018、188bet best bookmaker’s e-commerce business did not meet the annual GMV target in 2019。

UGC platform is not easy to monetize，How to balance benign content ecology and commercialization is a difficult problem，This has also led to the "disconnect" from content to transactions becoming more and more obvious。According to the self-media "All Weather Technology" report，Currently 188bet best bookmaker’s advertising revenue still accounts for 80% of the company’s overall revenue。

Focus on tourism business，The commercialization of 188bet best bookmaker is even more obvious。

April 2020，188bet best bookmaker has reached cooperation with the B&B apartment management system "Order is Coming"；July 2020，Reached strategic cooperation with Xiaozhu Short-term Rental，Claims to introduce a large number of B&B merchants and realize direct booking within the platform。This was once regarded as one of the signals of 188bet best bookmaker’s high-profile entry into the tourism industry，More attractions、Hotel、The restaurant’s POI details page and functions are also gradually improved。

Recently rely on these two channels for listings，188bet best bookmaker seems unable to build a complete closed loop for B&B booking，Instead, he may have made a wedding dress for others。Currently，On the homepage of the official account of Xiaozhu B&B，The "Order" function always displays a blank page for some unknown reason，B&B reservations can only be redirected to the Xiaozhu B&B platform through the "shop" button。

Screenshot source: 188bet best bookmaker

Similar situations are not uncommon。Has fans 4.40,000 flower bed and breakfast official account，The homepage contains the offline store POI entrance，But it will still jump to Ctrip’s booking page when booking。

Screenshot source: 188bet best bookmaker

As one of the popular tourism formats in the 188bet best bookmaker community，B&B has gained relatively large topic and exposure。User positioning and community attributes based on 188bet best bookmaker，B&Bs with obvious differentiation and good appearance are more likely to be "marked" and "planted"，The matching degree with target customers is also relatively accurate。Strong grass planting，It’s not difficult to link to external booking platforms，But in the long run, it may be difficult for 188bet best bookmaker to break through the role of "traffic portal"，Internal trading on the platform is still a weak link。

In the context of the current relatively stable 188bet best bookmaker product supply chain pattern，It is not easy to realize the transformation from "planting grass" to "pulling grass" in 188bet best bookmaker。

Facing Ctrip、Flying Pig、The supply chain moat built by established giants such as Tongcheng over the years，It is difficult for 188bet best bookmaker to break through this industry barrier。On the other hand，188bet best bookmaker’s own advantage lies in personalization、Niche、Quality non-standard product field，But traveling locally、Peripheral Tour Battlefield，Meituan has an absolute advantage in local food, drink and entertainment，Medium and long-term tourism field，Mafengwo is also actively exploring and integrating niche destinations and new gameplay、New product。

But if you stand still for a long time，With Ctrip’s “Tourism Marketing Hub”、Mafengwo’s “Polaris Guide” and other content continue to penetrate users，And Douyin’s continued “offensive” in destination marketing，There may be less and less space left for 188bet best bookmaker to display its fists。