Bipenggou Century Hotel

Following the "continuous navigation for you", the map of Gaode goes deep into your life.

Chang Li never thought that a small mobile phone software could be so "smart". A month ago, when he came to Beijing with thick work documents at night, the most cost-effective hotel was the advice of Gao De Map at the end of his driving trip.

However, two weeks later, the Millennium has passed, and the glazed tiles on the Forbidden City are bright in autumn. When the person in front of the steering wheel changed from himself to his wife, authentic Beijing roast duck and the parent-child hotel that children would like became new tips in the mobile phone.

He Rui, who has lived in Xi 'an for 40 years, never thought that the city could inadvertently bring him new surprises. One weekend afternoon, when it was riding a motorcycle and driving the navigation on Lishan Avenue, it gradually slowed down, and Ma Weidou's voice was actually flowing in the navigation.

"Huaqing Pool in front was built in the Tang Dynasty. The story of' Li Shanyu Green Small Board' begins here ... "

At that moment, the top of the expressway on the plate was winding in the layers of greenery, as if it were the intersection of historical memory and modern meditation. Think about it, for half a century, living history has never actually stopped writing about itself.

This is Gao Yuanyuan's first semester in Nanjing. Without a car, a good map can meet his needs for business trip. More importantly, this map gives the boy who is about to immerse himself in the ancient city civilization the feeling of "master".

In a few months, his mobile phone recommendation has changed from a hotel restaurant for tourists to a remote alley, a flavor world that only local people will go to.

Regarding this software, his favorite function is Gao De's "one-word recommendation"-it not only allows him to understand the city through various dimensions, but also allows him to gradually find the feeling of being integrated into this "second hometown".

The background of all this is the continuous optimization of Gaode map in recent years. This story about maps has recently reached its peak-2020 Gaode Tourism Festival, which officially kicked off on September 1 1.

On the eve of the Eleventh Golden Week, Gaode Map was officially launched as "Gaode Guide". The Guide consists of a series of city lists, covering 350 cities in China. It is recommended for food, housing, transportation, shopping and entertainment.

In this list, there are scenes based on rich data. Locals who take space as the frame of reference love to be on the list, and foreigners must be on the list; Travel list in early summer, autumn and winter with time as the dimension.

In terms of crowd scenes, there are sub-lists suitable for different needs such as parents, couples and self-driving.

At the same time, the "star recommendation list" was also launched on the guide of Gaode: Li Jiaqi, Yan Ni, Isabel, Jia Ling, Nini, Crystal and Mary, as the "most beautiful hometown recommendation officers", punched in their hometowns one after another and recommended popular destinations in their hometown cities with their own voices.

"I think if a person lives honestly, he must live far away", 180 years ago, by a quiet Walden Lake, Solo described it like this. In his world, everyone has the desire to explore what will happen around the radius of life and where it will go, and this is the process of people discovering themselves.

The essence of travel lies in exploration and discovery. Every city has a life worth discovering. "Connecting with the real world" is the value advocated by Gaode Map today, and it is also the impression it wants to bring to users-"deep reality".

In 2020, the influence of black swan on tourism gave Gaud the motivation to rethink and tap its own value. On the one hand, outbound travel is cold, on the other hand, domestic travel has picked up rapidly in recent months.

Big data shows that since August, the travel demand of domestic users has continued to increase. In the last three months, the number of users around go on road trip has been increasing, with an increase of 50% in August compared with June, and short-distance tours around it are very popular. In order to meet the peak of road travel that may be brought by 18 holiday, Gaode Guide will also launch 30 long-distance road travel routes before the 11th National Day, including Grassland Tianlu, Yanqing Baili Landscape Gallery, Bipenggou Ring Road in Daocheng, West Sichuan and Qinghai Lake Ring Road. , in order to facilitate tourists to query directly and navigate with one button.

Nowadays, users only need to search for "Gaode Guide" or "City Name+Guide" on Gaode map to view the list of Gaode guides in various cities.

As far as modes are concerned, Gaud's guide can be divided into list mode and tourist map mode. Users can directly see the surrounding destinations of eating, drinking and having fun in the map and explore the surrounding areas.

More convenient and better travel has become the pursuit of more people-and this is the reform direction of the Gaud Guide, which is to help the public make better decisions before and during travel.

At the same time, from the perspective of the richness of models and the overall improvement of functions, the map of Gaode behind the list has achieved a "strategic upgrade": we have seen a Gaode that makes the map "stand up".

If we say that in the past, Gaode's positioning was a map navigation software to solve the problem of "how to get to the destination"; So today, the "navigation" of Gaode map is closer to the "entrance" where people click Gaode. Upgrade to a "guided" service platform covering pre-trip decision-making, travel mode and after-trip play, and "full chain" aggregates local life elements.

Why did Gaode achieve such an upgrade? This is related to the big data drive behind it and the deep "digital asset foundation".

On the one hand, in the past three years, Gaode has accumulated 654.38 billion person-times of travel big data and continues to be the navigation software with the highest monthly activity on major mobile phone system platforms.

On the other hand, Gao De relies on profound Ali resources. Guo Ning, vice president of Gaode Map, revealed that Gaode has "close brotherly management" with platforms such as Flying Pig and Word of Mouth. This kind of resource synergy has given Gaode confidence and paved the way for its strategic upgrade.

You may not know what "local life" is, but you can certainly understand the fourteen words "daily necessities, vinegar tea, food, clothing, housing and entertainment".

They constitute life itself, and also build a huge market with strong demand and never failure. Today's Meituan, Hungry, including Ctrip and Feizhu, the bosses of OTA industry, are competitors of the hottest track in 2020.

In this industry, competition is the norm. Any small change will brew a huge storm, and every real turning point will completely change the seemingly stable situation.

From this point of view, from the perspective of "travel", Gaode, which combines eating, living and traveling, has actually become a new competitive face of the local life service track and has a unique competitive advantage.

First, the purity of its own positioning is a positive guide to the industry.

According to the official disclosure, the POI data in the "Gaode List" does not involve any commercialization factors and does not involve bidding ranking. Guo Ning, vice president of Gaode Map, also mentioned, "A really helpful travel guide should make users' decisions simpler, less routine and more realistic. "

Compared with some marketing or jury lists, the biggest feature of "Gaud Guide" is the word "true".

Second, the consideration of high traffic and comprehensive factors has formed the uniqueness of the list.

On the one hand, as we mentioned before, all the data in the Gaode list are based on the tourism navigation and search popularity accumulated by Gaode users in the past three years. High daily life and loyal users, they bring a solid source of information to the high-tech list.

On the other hand, Gao De's decision-making recommendation for users pays attention to comprehensive consideration, "not necessarily the most expensive, but it must be the most suitable", which is not limited to the price comparison of eating, living and traveling in a single latitude.

This determines that the high-tech list is more from the user's point of view, rather than "taking off the order" to do these OTA or takeaway things.

Thirdly, from the user's mind, it is a very natural connection from the way of travel to the result, purpose and scenery of travel. From the perspective of the industry, today's development logic of Gaode is the logical trend of the development of the navigation industry.

Let's take a step back and see, has the "Gaode" map changed the "map"? An interesting answer to Gao De is that it has changed and has not changed.

As for what a "map" is, we might as well listen to what Guo Ning, vice president of Gaud, said about such a "mental journey".

"What is the earliest map? I remember when I first came to Beijing, I bought a paper map of Beijing-this is a traditional map. In fact, it contains not only the route, but also a lot of other information, such as famous scenic spots, snacks and local characteristics in Beijing.

"So, in essence, the map is actually the digitization of the real world."

From this perspective, "Gaode" is still a map, but it has refreshed the height of the map. It is conceivable that this understanding of "land" is also one of the advantages of Gaode map in rapidly establishing potential energy in the local life plate.

Yesterday's map of Gaode represents the direction of travel; Today's map of Gaud represents the direction of life. After the change of the word "Gaode", it is not only the expansion of functions, but also another upgrade of Gaode map service.