May 2014，Arizona, Western United States，Sunny weather。

Arizona，The name comes from Indian: "the place of the little spring"，Located in the southwest of the United States。The cactus is the state flower，Also known as "The Grand Canyon State"，Because there are many historic highways，Some of them date back to the beginning of the last century, Nowadays, new interstate highways are built around them，It’s a good place for self-driving travel。

The sky at dusk is blue and somewhat transparent，The sun is a dim color，A few white clouds are floating like a stumbling old man，There is a car parked on the road with no end in sight。

A young woman leans silently on the car，Looking at the broken section of road not far ahead，Anxious and angry face，She called the car rental company number on her phone over and over again，However, the mobile phone always shows no signal。

Ten minutes later，She returned to the car silently，Looking at the locator on the car，The blue line still shows that this section of the road is smooth，It’s just that the car icon is parked in the middle of the blue road，Positioning shows that the vehicle is far away from the inhabited areas at the front and rear。The night is getting dark，The blue line looks bright and dazzling in the car without the lights on，Compared to，The real road conditions outside the car window are dim。

The woman reached out and turned on the reading light on the roof，Leaning on the driver’s seat, flipping through my laptop and iPad，Looking at the travel plans I made in advance，I’m frustrated and helpless when the road conditions are not updated in time。

See here，Do you feel the same way on the road?？Have you ever encountered such an embarrassing situation?？Or maybe you have encountered a more helpless moment？

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Leo, Lushu Technology PartnerFounder and CEO of HelushuCheng Xiaoyu

The woman above is the current road book (www.lushu.com) founder and CEO Cheng Xiaoyu。Cheng Xiaoyu was 26 years old in 2014，Just finished my last job at a New York investment bank，Start a self-driving tour of the United States，And that experience was an embarrassing encounter she had during her trip in the spring of 2014，There were two relatives and friends with heart disease sitting in the car at that time。As a person who loves to travel，Cheng Xiaoyu studied in 5 universities in 4 countries on 3 continents、Life，Moved more than 20 times in more than 10 cities in 5 years。

Different encounters during travel，Let Cheng Xiaoyu discover the traditional travel guide、Ticket booking website，Collect available "dry information" and in-depth strategies from countless search results，It is a very painful process；What is even more painful and tedious is sorting out this personalized information，Find their location and how to get there，Arrange route。This often takes a lot of time in the early stages of travel，And you will encounter many unexpected situations during the trip that you can't do anything about。

Lu Xiaofei and Cheng Xiaoyu, persons in charge of Lushu Market

So，She hopes to design a map-based travel planning tool for people who love independent travel。August 2014，Lu Xiaofei, founder of Lu Shu Three、Leo and Cheng Xiaoyu return to Beijing from New York，Start preparing to start a business。From market conditions、User Group、Start investigating three aspects of existing products，Collect data，Hope to make a product that combines life and travel、A travel tool that combines inspiration and maps，Meet the personalized and diverse needs of in-depth travelers。

Cheng Xiaoyu, founder and CEO of Lushu, told Zhihui Travel，Lu Shu hopes to integrate into users’ lives，Cultivate users’ habits，Inspire users，And help users record lines in time，Always prepare for users’ travel，Convenient for users to change their itinerary anytime and anywhere。

2. Same “road” but different “book”

1. Ordinary road books and "road books" of road books

Ordinary road books were originally used for self-driving 188bet app or hiking，Road books serve more as a running account during travel，It records the time and place、Scenery along the way、Accommodation arrangements、Expenses, etc.。However, the road book Cheng Xiaoyu wants to do is not travel planning，So what exactly does it want to do？How to do it？

Cheng Xiaoyu said: The road book is mainly for DIY people who like to travel，We do not provide plan templates because the user groups of Lushu are all senior travel enthusiasts or travel experts；Users themselves are content producers and itinerary planners。

For example: A photography expert wants to take pictures of the Eiffel Tower from different angles，He can get the shooting angles he wants from different websites or places anytime and anywhere、Useful information such as location is recorded on the road book web page，Then when he needs to leave，Click to set your own itinerary，You can have a completely personalized travel route planned by yourself on the Lushu APP。

2. "路" in Lu Shu and "书" in Lu Shu

Since it is different from ordinary itinerary planning websites，So what are the "road" and "book" in Lu Shu?？How to turn the boring task of collecting information and planning an itinerary into an interesting and beneficial task？

Cheng Xiaoyu introduced: “That is to allow users to complete their itinerary planning conveniently”。This is the difference between Road Book and other “travel planning” products，Road Book does not provide ready-made plan templates，It’s not an automatic recommendation line from “big data” either，Not a plan customized by a customizer。

First，The "road" in the road book is the DIY road，It is the path planned by the user。In other words，The difference in route content provided by Lushu is caused by the different personal needs of users and different route adjustments；Instead of being like some other companies in the industry, it is caused by the differences of trip planners。

Second，The "books" of Lushu are selected by users based on their preferences and needs、Storage，Content generated by road book editor optimization and intelligent big data recommendation。

According to Zhihui Travel，There are two main types of itinerary planning on the market，First, recommended travel routes from machine big data，The second is manual customized travel service。And Lu Shu is the user、A combination of road book editors and machine algorithms，Users 188bet online sports betting determine travel destinations and travel plans according to their own needs，The editors of Road Book optimize the route based on the user preferences collected by the machine，Then based on the intelligent algorithm of big data, it provides users with maps and travel routes to help them travel。The travel plan and route in the above process will be stored in the Lushu big data background，The later road book intelligent system can choose to push it to other users based on the same preferences。

3. People who use road books and people on the road

Compared to the itinerary planning companies on the market, they focus on the personalized and diverse needs of most user groups，Lu Shu pays more attention to the long-tail demand content in market demand，Mainly solve the personalized needs of DIY users，So its target user group is more precise，Even niche。And this will make user acquisition and marketing more difficult。

According to Zhihui Travel，As of February 19, 2016，There is no large-scale publicity and promotion，Without any money-burning subsidies，Lu Shu still completed two rounds of financing in a low-key manner，And accumulated more than 1,000 in-depth travel DIY seed users during the testing phase，Also，The latest version of Lushu APP was officially launched on February 2, 2016。This means that Lushu will have thousands of personalized DIY travel routes，Can expand and extend the target user group，To meet more personalized user needs，And proceed to the next step of layout。

So how did you obtain these users？According to Zhihui Travel，The stage for Lushu to acquire users is in the user’s life scene，For example: a travel expert registered the road book，When browsing web information in daily life，You can search for travel destinations anytime, anywhere on the PC version of Roadbook、Travel products、Records of travel activities or travel routes，The website system will help users identify information；Then when it’s time to travel，Just select the line on the PC side of Lushu、Just plan and arrange，The mobile APP will synchronize according to the PC’s itinerary plan，Mainly provide navigation for travelers，Positioning and surrounding discovery services and other services，Thus helping independent travel users achieve easier and more convenient personalized itineraries。Lu Shu hopes to allow people to "personalize" combinations，You can also make flexible decisions anytime, anywhere。

About how to maintain stickiness among the niche users of Lushu，Cheng Xiaoyu explained: The niche of target users is actually the advantage of word-of-mouth marketing。Just for travel enthusiasts，Or the circle of travel experts，Humanize service，And establish cooperative relationships with opinion leaders，Then it will be easy to obtain accurate user groups，Word-of-mouth marketing among precise users will also maintain user stickiness。

3. The future belongs to a group of interesting and brave people

1. Only by doing better and seeing deeper can you go further

In fact, as long as it involves business，We will inevitably talk about the profit model，Because business without profit is not called business。However, the profit models are different，Someone is paying attention to you，Someone is paying attention to the future。

Lu Shu belongs to the latter。Cheng Xiaoyu said calmly to Zhihui Travel: The current profit of Lushu is not large，Mainly recommends travel products accurately based on the personalized and diverse needs of users。Next stage，Lu Shuhui is deeply involved in technology development and user scale。

First，Travel planning data and preference statistics based on more than 1,000 existing sub-travel users，Develop different travel itinerary recommendations。Due to the precise user acquisition in the first stage, the personalization of travel routes has been ensured、Diversification and Characterization，So booking travel products for other user groups will be more attractive。

Secondly，Technically solve the mobile travel destination anytime and anywhere、Records and collections of travel products, etc.。According to Zhihui Travel，Currently, Lu Shu’s recording anytime and anywhere can only be done on PC，The mobile APP will locate the destination based on the PC itinerary、Transportation、Accommodation、Discovery and other services。

2. There is a way in life, and the book is written with heart

Liu Zhaohui, the founder of Zhihui Tourism, once gave a wonderful description of entrepreneurship，He said: Entrepreneurs are a group of great people，They don’t know what the future will bring，But they dare to break through themselves，To explore unknown areas，Try the unknown。Success is not the only criterion for measuring them，Because they are a group of spirited people。

Cheng Xiaoyu is such a young woman with great ambitions，Has a proud resume，But he is 188bet app willing to sink into the dust of the tourism industry。

Cheng Xiaoyu said that he hopes that he and the Lushu team will not just talk about ideas，Only pursue individuality，Make good, useful and efficient products with heart。Although tourism is a low-frequency market demand，But with the continuous improvement of consumption level，Travel will become a common way of life，So the market demand for low frequency versus high frequency is still winnable。

Cheng Xiaoyu said，In the future, the road book will be made into a more user-friendly one、Intelligent trip planning tool，Meet the personalized and diverse needs of more people for free travel。

I remember Cheng Xiaoyu once said in an interview，The experience of working in multiple industries has given her a clearer understanding of what she doesn’t like，Not willing to do anything。She knows that she is not willing to settle down at this stage of her life，So entrepreneurship is an inevitable choice。

So it seems，Lu Shu’s choice is her ambition，This is her sincerity dedicated to people on the road。And this ambition is based on her confidence in herself、Clear plan for the future，And strong execution ability。

So life has a way，If you put your heart into it, it will become a book，Just do it。

Reporter’s Notes:

Before interviewing Cheng Xiaoyu，I read all the information about Cheng Xiaoyu and Lu Shu on the Internet。But the conversation with her still made me see her differently from other people’s texts and videos，Confidence、Cheerful、Atmosphere，With the tenderness of a woman，At the same time, he has the wisdom of a man。

About content-oriented travel tools like Road Book，In fact, no matter which aspect of the demand is the breakthrough，We need to consider the inefficiency of fragmented resource integration，How to form a closed loop of commercialization、Get profit。For the road book itself，How to screen and train travel experts and experienced users，Thus obtaining high-quality lines；How to use the road book as a tool product to integrate it more organically with commercialization，These are all challenges that need to be faced in the future。

* Author of this article: Si Xi，Zhihui travel expert author，Personal WeChat ID: sixi7890，Welcome to follow，Please indicate "name + unit + position" when adding for convenience，Thank you very much for your support！