I was in Dali on June 13th，Meet a group of Cantonese-speaking tourists at the gate of the ancient city，Slightly older，A lot of people。

I told my local friends in the industry，Look，The industry has really recovered this time，Tourists are much better。

They said with a wry smile，The tourists are here，But there is a high probability that these people are members of a shopping group。

I have only been back to Shenzhen for a few days，News about the 6,000-person group of Ant* Company in Yunnan，It’s been popular in various industry communities。

There are only two mentality of people who eat melon，One is verbal and written criticism，Swear not to associate with him；One is envy, jealousy and hatred，Just click and this is my order。

I will never encourage everyone to join a shopping group，However, shopping groups have been strictly prohibited in Yunnan Province over and over again、In the case of low-price group，Why is it resurrected？

After privately chatting with several colleagues in the industry who are familiar with the inside story, I felt that，Existence is reasonable，Can’t we learn something from this？

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This round of industry recovery，I think most colleagues have already felt it，Except for a few places such as Beijing and Shanghai，The number of travelers is rising rapidly。

But as every industry recovers，Shopping groups are always at the forefront of this team。

Remember last year，Not enough buses、Is that the news about Yunnan using buses to pick up tourist groups?？

A local colleague told me that this must be a shopping group, that’s right.

① This big group has great scenery along the way

The big group of Ant* Company，Just as high-profile as all previous large shopping groups。

They took a very conventional Kundali itinerary，Concert on the first night of the event，It brought the atmosphere to its peak。

Because there are so many people，Nearly 200 passenger buses，The convoy drove from Kunming to Dali，Then go to Lijiang。

It’s still because there are so many people，When buying Huanglong Jade in Shuhe，Had to enter in batches，Look at the lively scene below。

I have to sigh，If it is the popularity of the tourist destination，It would be great if it was 188bet app always this prosperous。

② There is a strong demand among shopping group tourists

Why is it always a shopping group，Being at the forefront of the traveling crowd？

Analyze the composition of the customer base of large shopping groups，It’s not difficult to find the result，Most of them are companies with multi-level distribution mechanisms such as beauty industry/direct sales/insurance。

Give me an example，Assume this is a beauty direct sales company，The regional manager wants“Development offline”，Invite people to the company conference room to give a presentation，Is it effective?？

More or less，But we will never drag people to tourist destinations，Pass“Rewards”、“Thank you”Waiting for the scene to give“leeks”Brainwashing is better。

I often emphasize，Insert emotional value into travel scenes，They did a great job。

Another example，Suppose I am a franchised milk tea brand，The best scene to preach to potential franchisees，Are you going to the store？

I will choose to go to fun places，Let everyone be in a relaxed atmosphere，Accept the statement that you can make a fortune immediately by joining this brand。

The underlying logic is no different from the Douyin live broadcast room，It’s all about creating scenes，Let the target target make impulse purchases。

This explains why this customer group is always eager to travel，They are just like us，Unable to&ldquo due to epidemic restrictions;Activities”，It’s almost too late to open the pot。

Those who really travel for sightseeing purposes，Still wondering whether the destination will be quarantined，Or will the school let the children out?。

③ Except for the bystanders, they are all happy

Finished telling others’ stories，I am not happy，But every party in this event，They are quite satisfied。

As an event organizer，The previous paragraph has made it clear，They need to create a suitable scene to do“Brainwashing Marketing”。

As a participant in the event，Looks like I did“leeks”，In fact it’s not the case，Most people will not be fooled，But travel at such an affordable price is real。

Participants are divided into two parts，Online and offline，Going online especially requires gorgeous scenes to show off on Moments，Attract more downlines to participate。

“1 Xiti Maserati”，I am talking about this group of online people，Even without top luxury cars，There is definitely a five-star hotel + Michelin meal。

The organizer does not require all participants to pay，Years of experience have already calculated the conversion rate accurately，188bet sports betting app download Math is definitely not taught by the physical education teacher。

As the undertaker of the event，That is, Dijieshe，Mostly a gambling group，An order obtained with a very high negative tour fee。

What should I do if I don’t win the bet?

Normally not，Those who are led to impulsive consumption by this atmosphere，Except the organizer's“Member Card”，There are also shopping stores arranged by the local travel agency。

The purpose of this article is to discuss this phenomenon objectively and rationally.

Personal opinion，The shopping group is not useless，On the contrary, there are many things worth learning from。

I also often emphasize it，Content to be done，People are also at the forefront of this。

A steady stream of“leeks”，From their strong content output and product packaging capabilities。

The video below is from the Douyin account of an ordinary member of the ant* group，You can search for the company’s official account。

It’s fun，Make money”Make money”，Such a good thing，Even I want to participate。

Mentioned multi-level distribution，Everyone’s first reaction will be to contact direct sales (CHUANGXIAO)。

Travel is a natural low-frequency consumption，Most of our peers，Not the fission marketing that is no longer new，Play to become famous。

American genius salesman Joe Girard said，Behind each customer are 250 potential customers，Are you ready for fission?？

② Stronger on-site control capabilities

As long as the local travel agency dares to bet on high negative tour fees，Can we accept these orders?？Not necessarily。

Tour groups with hundreds or thousands of people，Staying in a high-star hotel，Michelin-eating restaurant，We also need to find a venue for large-scale events，implement everything in detail。

When I was working in Beijing 12 years ago，I particularly admire a friend who travels on the sunset red train，My ability to control big scenes amazes me。

Just kidding，This kind of local travel agency can pick up large groups of 6,000 people and provide good service，If we instead undertake a high-end customized group of 16 people，Almost a piece of cake。

It’s just that high-end customization groups cannot make such high profits，They just don’t bother to do it。

Yunnan colleagues say，A tour guide who can handle large shopping groups，Must be the best in the area，“Good birds choose trees to roost”。

Error？Impossible，If there is any oversight，Influenced the organizer’s membership conversion rate，I have to walk away without finishing the meal。

③ The financial model is almost perfect

Finally, let’s summarize this financial model，For travel agencies only。

A tour group agency that can receive such orders in the source area，Almost 188bet app a win，The ground-connected society provides unimaginable profit margins。

The core KPI of the group organization，This is a sign-in list，And match the appropriate travel agency，Make the event foolproof to ensure completion。

Relatively speaking，The risk is higher，But yes“Professional Team”Let’s talk，Not a big problem。

Assume that the amount of this group bet is 1 million，They will find ways to earn back 1.5 million through shopping。

Shopping isn’t just done at the store in the video above，Scenic Area (Exit)、Hotel (Lobby)、Restaurant (first floor) and all other places，Anyone can shop。

The following places，“Professional”is called “Brushing the edges”or“Hua Dian”。

What to do if you are unlucky and cannot make back 1.5 million？Earn 1 million and tie the knot，The probability of profit is still very high。

Why so sure？For example, the group of Ant* Company，Per capita consumption in Huanglongyu store is more than 1900，The rebate rate is 75%。

We calculate the negative tour fee as 2,000 per person，This one store took back 70%；Need per capita profit of 1000，Only 2 jade shops are needed。

I won’t count the specific formula，The boss of the local pick-up company has already figured it out，There is no guarantee that every order will make money，Monthly or yearly statistics，You will definitely not lose money。

If they were really losing money every year, they would have already transformed into high-end customization.

Say something serious，In addition to reporting these travel agencies to the cultural and tourism authorities，What can we learn？

① Order volume is the only bargaining chip for resources

It’s almost the summer vacation season，This was also my biggest headache before the epidemic。

I’m not worried about any glitches in the service，Most of the trouble comes from the resource side not buying it。

Cannot book hotel、Cannot order vehicle、Sometimes you can’t even book tickets，Because I also do“High-end customized tour”of。

Average number of people in the group＜10，100 groups a month is less than a thousand people，One group costs 6,000。

For the resource side，They don’t care whether you are a high-end group or a shopping group，Single quantity is the only data they are interested in。

How to ensure the supply of inventory through sufficient order volume，is each“Small but beautiful”Problems that must be faced。

I ​​am thinking of hugging each other for warmth，Each company puts together the orders and connects to the resource end with one identity，A little makes a lot。

② The vast majority of 188bet app people in China are not mid- to high-end customers

2019 data，There are still 600 million people in my country whose monthly income is less than 1,000 yuan，I’m afraid those with a monthly income of 5,000 yuan already exceed the majority，rarely seen。

Travel should not be a luxury，Today, when the income of mainstream people has been affected by the epidemic and their travel budgets are shrinking，The market needs more affordable products。

President Dai Bin of China Tourism Academy once wrote an article，“Let more citizens participate in the process of tourism consumption，Affordable to swim，Have fun，It is the country’s requirement，It is also the responsibility of the industry。”

Start from the needs of the target customer group，Appropriately lower food and accommodation standards，Reserve transportation and tickets (especially check-in points that must be visited by regular groups)，Remove entertainment，Make socializing with peers a core goal。

In fact, such a product is not difficult，Even what travel agencies are good at，It was just that the shopping group took away the customers。

③ Food, accommodation, travel, shopping and entertainment are actually just needed

“Pure play group”Seems to be standard for high-end customized tours，In fact it’s not the case。

Before the epidemic, I was working because of work，I go to Taiwan Province several times a year，But I have been there countless times，I still bring pineapple cakes and Kinmen sorghum wine back every time。

China is an emotional society，I am not interested in these anymore，But relatives and friends around me won’t，Indispensable souvenirs。

If you can provide a treasure、Travel souvenirs of the same quality as Dongfang，It can also increase some reasonable income for travel agencies。

This is critical to our supply chain integration capabilities，put forward higher requirements。

Among the three of us, we must have our own teacher and have the courage to learn from others.

Exclude low-priced groups and make profits through shopping、It is somewhat deceptive，Their front-end customer acquisition capabilities、Product packaging capabilities、Resource integration capability、Service delivery capabilities are all worth learning。

What I fear most is not being able to eat the grapes and saying they are sour，Only complains、Complaint or even abuse，But I can’t do something to improve myself right away。

It’s not a wolf this time，The cultural tourism industry is firmly on the road to industry recovery，Let them blow this horn first，It doesn’t hurt either。

Looking forward to sticking to our original aspirations、Abide by the bottom line、Cultural and tourism operators 188bet app who abide by the rules，We can take the essence and discard the dross，Find your own development direction。

Blessings to everyone.