Travel planting and pulling weeds，Is becoming a new game among more (cross-border) giants。

The content of Douyin’s recently launched grass planting section，Completely imitates Xiaohongshu’s double-column waterfall flow model，The latest competition；

Meituan and Kuaishou team up，Complementary formation forms a new closed 188bet online sports betting loop of planting and weeding，Directly corresponds to the local life services launched by Douyin“War”，Hotel among them、B&B、Scenic Area、Leisure and entertainment will be an important product component。And as early as July 2020，Kuaishou online local life portal，Food、Surrounding Tour、Shopping and leisure entertainment are important contents；

Ctrip invests heavily in developing content，Do“Content+Transaction”，Change from trading platform to collection”Looking for inspiration、Discounts and Leisure”All-in-one platform，Hope to achieve more new user growth、More transaction conversions。

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The importance of planting grass during tourism，Never so high as now，The closed-loop construction of planting + pulling weeds，Now it has become an intensive new move by more giants。

Steal business from others，My business was robbed，The intersection of enemies and friends，No borders，Be a super platform、Super Server，These constitute the current tourism market、Interesting reflections of the local life service market，Consumption patterns in different eras、In-depth changes in business structure and industrial structure，More manifestations。

The scale of the tourism consumption market has already reached trillions，Refer to iResearch data，It mentioned that the scale of China’s local life service market in 2020 will be 19.5 trillion yuan，This number is expected to grow to 35 by 2025.3 trillion yuan。

There is room for intersection between tourism and local life service markets，There are also superposition increments，Showing the breadth of the track，Have to let the giants make up their minds，“Desperately”Scramble。

More tourism giants are planting and pulling weeds“Great War”，On the verge of breaking out，Burn on fire。

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Kuaishou's“Enemy”Douyin，Once a friend of Meituan。

Refer to public information，The cooperation between the two parties can be traced back to May 2018，“Meituan Food Festival”Cooperate with Douyin；188bet app September 2020，Meituan’s live broadcast on Douyin is excellent。Douyin user、Traffic，Meituan’s product supply chain and offline fulfillment capabilities，The mutually beneficial space between each other is not small，However, there is not much public cooperation between the two parties，Not dense either。

But do closed loop，Be a super platform，It is the natural ambition of many companies that have reached a certain level，It is good to take the initiative to expand under internal and external opportunities，Whether it is passively widening the moat prompted by market competition，Friends with other giants、Enemy relationship，At different stages、Under different interests demands，Continuously changing。

Back in 2020，Douyin has already intensively entered the tourism and local life service fields，Including but not limited to online tickets、Hotel and B&B booking function，The transaction end is provided by Tongcheng、Provided by embedded mini programs such as Lvmama，Complete within Douyin App。

Weibyte Travel Agency was also established after Douyin、Internal testing of OTA applet。March 2021，Douyin group buying provides two consumption modes: in-store verification and logistics distribution，Launched in July“Xin Dong Takeaway”Testing the takeout business；After the launch of the master store visit event in November, Douyin’s group buying business enters leisure and entertainment、Travel accommodation and other fields。

Early last year，The GMV target of Douyin’s local business is set at 20 billion yuan，Although not completed，But it sets the GMV target for 2022 at 40 billion yuan，Obvious intention。

About the same period，Kuaishou launched in its App in July 2020“Local life”Entrance，Includes delicious food、Surrounding Tour、Shopping beauty, leisure and entertainment content，With recommendation、Three channels of local food and local fun。

Actually as early as August 2019，Kuaishou has proposed to upgrade the merchant account and will focus on local life，And express，Kuaishou is not in competition with Meituan and Dianping in local life services，Involving transaction link，As long as it can help consumers successfully complete the transaction process，I don’t mind cooperating with Meituan or other brands。

This is a big foreshadowing: we need to do more traffic monetization，But the supply chain and service performance capabilities are a shackle，Traffic (content) + transaction，Or plant grass + pull weeds，Evolution of """ between different enterprises;Joint vertically and horizontally”。

The enemy of my enemy becomes a friend after all，Meituan chooses to cooperate with Kuaishou，Naturally, we have the intention to fight against Douyin together。

Meituan and Kuaishou will open up content scenario marketing、Online transaction and offline fulfillment service capabilities。Meituan 188bet Online Sports Betting and Casino will launch the Meituan mini program on the Kuaishou open platform，Provide packages for Meituan merchants、Voucher、Reservation and other product display、Complete service capabilities such as online transactions and after-sales services，Kuaishou users can access directly through the Meituan mini program。Currently，Meituan Mini Program has taken the lead in completing the pilot launch of catering categories，Hotels will be launched one after another in the future、B&B、Scenic Area、Leisure and fun、Beauty and Hairdressing、Script killing and other life service categories。

The cooperation between the two parties is relatively complementary，Kuaishou will strengthen Meituan’s front-end“Growing grass”Ability，at“Content+Transaction”In the closed loop，Contribute to bringing incremental traffic or demand to each other，And conversion, etc.。

Closed-loop competition of planting grass + pulling weeds，We have reached the most intense stage now。In the past，Different companies are planting or pulling weeds，Each one goes his own way，Well water does not interfere with river water，Each of us makes money，Suddenly one day，Well water and river water have no boundaries，Everyone is fighting for water in a bigger pool。

Among them，Grass planting market“Changing days”，is one of the absolute factors，Then the linkage triggers the passive or active“Join the war”，More participants，But“Great War”The logic is clearer，It’s just that the battle situation has loosened，But it’s far from a foregone conclusion。

Taking the Chinese tourism market as an example，It has been developed over the years，The products are more diverse but more homogeneous，leading to search、Selecting and trading travel products has become an urgent need for users，Enterprises compete in product richness、Price advantage and the thickness and length of the entire supply chain，For example, Ctrip has accumulated over a long period of time，There are supply chain barriers at the product level such as business travel，Remain competitive for a longer period of time。

But as time goes by，The structure of the mainstream customer group has changed，New needs and new products emerge，Diversification、Overlay of personalized and differentiated needs，A simple trading platform is difficult to capture quickly、Quickly meet users’ new needs，Short videos related to travel、Live Broadcast、Notes guide, etc.，Become an important media or channel to connect users，For example, the Internet celebrity effect brought by short videos and its becoming a new important channel for tourism marketing。

Through high-quality content + social，Attract users to come often“Shopping”Is the key to growing grass，Content is one of the traffic portals，Social networking 188bet Online Sports Betting and Casino increases stickiness and brings information cross-fertilization。

“Read Little Red Book before traveling”is，Xiaohongshu has accumulated huge UGC content and high user loyalty，Here，User discovers new product、New lifestyle，New content creation for new products and new lifestyles，Form“Discover-Search-Share-Create”'s forward loop。

The information disclosed by Ctrip related people is a bit interesting.

This person mentioned，Ctrip in the past was like a very precise machine，“User tells us the options，Want a five-star hotel，Where to live，What’s the price，We can quickly locate a product”。But the growth of young users、Internet technology development，Enable Ctrip to discover users’ demands for travel products，It is no longer just staying at the originally defined star rating、Distance、Price etc.，They have more personalized and differentiated needs，This kind of demand is actually“Support”With some grass planting platforms，And Ctrip hopes to penetrate。

He has two sentences worth pondering:

1、I am not growing grass now to tell you that I am a five-star star，But a truly immersive reflection。

2、We hope to meet the needs of some users to make quick reservations，We also want to give users space to find travel inspiration。

The importance of planting grass in current tourism，A new round of traffic changes，The new demands of giants and the new competition derived from them，You can basically get a glimpse from this。

The giants are fighting, will the tourism market structure remain unchanged?

More tug-of-war competition，Will the landscape of the tourism market continue to change？

Meituan has changed the tourism market pattern，The connectivity between tourism and local life services、Changes in tourism consumption products and consumption patterns，Gives Meituan the opportunity to become a giant in the tourism field。

I have to say，The closer connection between the lifestyle of tourism and local life services has increased，Enable the tourism consumption market、Local life service market scale superposition，The width of this cross track，It’s really worth the company’s hard work。

Some aspect，We can say that local life services are from the previous location dimension，More towards the human dimension，Never provided services around location，To provide hyperlink services around users。

Present，Ctrip、Meituan’s position in the first echelon is difficult to change，Douyin、Kuaishou、Xiaohongshu and others actively or passively coerce the entry，Extended new variables。

The strong man who pulls weeds，Go upstream”Cut“Growing grass，Those with outstanding grass-growing abilities，Looking at the middle and lower reaches，Cooperate or make the layout yourself。

Xiaohongshu’s grass-growing advantages are a bit unique，It is difficult to be surpassed in a short time。And traffic、Algorithm is the key to Douyin’s 188bet app ability，A potential manifestation of interest in e-commerce is，at“Growing grass”Outstanding ability in (consumption decision-making) link，Shorten users’ consumption decision-making time，Satisfy users’ consumption interests promptly and accurately，Intervene in advance based on big data algorithms even before the user makes a decision，This is Douyin’s ability，It is also able to get involved in tourism consumption、The key to local life services。

But there are opinions，Douyin’s young people’s genes，More content atmosphere is not the atmosphere of planting grass，But a pan-drama、Pan life、Mainly entertainment such as cross-dressing。

Algorithm-based user consumption link and monetization，One of the key points is to combine big data analysis to meet user needs，And predict the potential needs of users，Push the corresponding products to users。But this kind of comparison by former users、Price comparison and conversion process of shopping first and then searching，Behind the users who think they understand，It also restricts users’ full choice in the process of planting grass。

Based on strong capital and traffic，at“Strength can produce miracles”、Under the usual path of the byte system that is held high and beaten，Douyin in grass planting or local life services，Through short-term large-scale concentrated investment，It will bring certain "&ldquo to the tourism market;Shake”Effect，But it is difficult to have a direct shaking effect。

The weeding process is also the key to competition.

Meituan’s supply chain is relatively strong，Not only a long chain of multiple services、Richness，It also lies in the closed loop of consumption between services，Able to have linkage between different products，at“Pull weeds”The link is relatively strong。And Douyin, Kuaishou and Xiaohongshu’s”;Growing grass”Strong ability，The supply chain is not strong，Lack of service network and corresponding capabilities，Weak ability to pull weeds。

Same，Ctrip also has strong capabilities in weeding，Huge amount of user data (data analysis、User portrait，Understand user needs)、Advantageous supply chain compared to domestic OTAs，Strong supply and demand matching capabilities，This is Ctrip’s confidence that it can grow grass，From the downstream link of consumption to the upstream，Seeking more cash。

What will be the scale of cooperation between Meituan and Kuaishou?、How many landings，And the effectiveness of cooperation、How is the sustainability?，This is just the beginning，Still continue to observe the direction，How much restriction can it bring to the expansion of Douyin’s local life services，It’s still hard to determine；

Douyin seeking change，Strengthening and effecting the grass planting process，And complete the closed 188bet online sports betting loop of planting and weeding，There are still many obstacles to face，To truly become a prince，There is also a longer process。Part of it imitates Little Red Book，With the opponent’s spear，Add your own shield，To improve the competitiveness of the competition，What challenge will it ultimately bring to Xiaohongshu，Still an unknown number；

Under the market changes brought about by the epidemic，Ctrip was forced to take the initiative to increase transactions“Fanqie”Content planting，Hope to take advantage of weeding，Based on planting grass，To realize the construction of more consumption scenarios、More new user growth、More transaction conversions，and user、Merchant、Platform formation“Snowball”Effect，What is the final result，There is also a question mark。The competition between it and Meituan，How about the final chapter？

here，About Meituan and Douyin、Douyin and Xiaohongshu、Competition between Ctrip and Meituan，Meituan、Douyin、Competition among Kuaishou，Updated episodes of multiple stories have just begun，Growing grass、Closed-loop construction of pulling weeds，Become the new main line of competition。

The more certain thing is，Competition or cooperation between the old and the new，Consumer、The tourism and cultural tourism industries are facing a more complex and diverse supply and demand chain reconstruction，Consumption chain、Value chain and industry chain，Deeper changes will also occur，The cross-border giantization of tourism market players，It will also promote the emergence of new market patterns。