How to apply the Internet free marketing model?

1. When the rise of B&B meets the Internet age

1. Both B&B and "internet plus Tourism" have developed by spurt.

in recent years, homestays, which are different from hotels and restaurants, have developed rapidly, and the economy of homestays has flourished. In August, 214, the State Council issued "Several Opinions on Promoting the Reform and Development of Tourism", clearly proposing to "vigorously develop rural tourism". This further boosted the development of the hotel.

On the other hand, in the era of information, digital and mobile internet, "internet plus Tourism" has also developed rapidly. On August 11th, 215, the General Office of the State Council issued Several Opinions on Further Promoting Tourism Investment and Consumption, which systematically proposed to actively promote "internet plus Tourism" for the first time.

Tourism is a comprehensive industry with both economic and social functions, and the integration of Internet elements makes the development of tourism even more powerful. Taking the recent "Eleventh" National Day holiday as an example, according to the data of the National Tourism Administration, in the first four days of the holiday, the convergence effect of Internet and tourism appeared, the online booking of tourists increased rapidly, and the proportion of mobile Internet booking increased. The holiday orders of online travel companies such as Qunar, Ctrip and Mawei increased by 1%~3%.

whether it is OTA giants such as Ctrip, Qunar and Tongcheng, or emerging platforms such as Honeycomb and Amoy on the Road, the performance of their mobile terminals has exploded in this Golden Week, and "internet plus Tourism" has begun to show its power. Whether it is pre-booking, in-line purchase or post-comment, it is easier than before in today's rapid development of mobile phone applications. Tourists' acceptance of the mobile terminal has been improved. From this outbreak, people have seen the trend of the mobile terminal.

Free travel and mobile terminal can be said to promote each other, and they are closely related. With the rapid development of mobile application technology, free travel has gradually become the mainstream, and "booking while walking" has also become a reality. Amoy's data on the road shows that its "book while walking" orders accounted for 67% of the total orders during the eleventh period, of which scenic spots tickets accounted for nearly half of the total orders, ranking first, and experience and hotel packages ranked second and third.

2. The B&B economy has just entered the Internet highway, and its prospects are endless.

the rapid rise of homestays and the rapid development of internet tourism economy have prepared the conditions for the internetization of homestay economy, and "internet plus homestay" has gradually developed. Under the general trend of mobile internet, since 211, some professional booking platforms in the field of non-standard accommodation, including B&Bs, have begun to appear in concentration. Through the Internet, tourists can know about hotels and lodging in various cities and scenic spots before departure, make use of online payment means to book hotels and lodging in advance, and arrange travel routes and plans centering on hotels and lodging, which is as convenient as booking tickets for air tickets, hotels and scenic spots through the Internet.

At present, the online hotel and lodging reservation market in China is experiencing explosive growth. According to Analysys International's Special Research Report on Online Hotel and lodging Reservation Market in China (214), the online hotel and lodging reservation market reached 13 million yuan in the second quarter of 214, up 58.5% from the previous month and 333.3% from the same period last year.

from the perspective of the whole online accommodation booking market, according to the monitoring of Analysys data, the transaction scale of online accommodation booking market reached 52.26 billion yuan in 214, an increase of 26.8% compared with 41.21 billion yuan in 213, accounting for 18.7% of the total transaction scale of OTA market in 214. It can be seen that the scale of online accommodation booking market is further expanding. Among them, homestays, as an important part of non-standard accommodation, account for a considerable proportion.

However, on the whole, "internet plus B&B" is still a new industry in China. Compared with the high degree of interconnection of traditional hotel operations, quite a few hotel operations are still at a low level of interconnection.

some people in the industry have done research on the recent development of homestays in ancient towns in China, and found that the information management of homestays in many ancient towns is still very weak. A notebook and a pen have become the tools for the owner of the hotel to "fight the world". At present, there are about 4, to 5, accommodation units in China. Among these accommodation units, there are only about 17, real star-rated hotels, and most of the rest are guest houses, homestays, etc. In this large army, about 6% of homestay owners still use the traditional mode to market. They don't know how to use the Internet, but they still run homestays by means of friends' recommendation and door-to-door sales, which greatly reduces work efficiency.

depressions often breed vitality. Faced with such a situation and opportunity, the tourism industry has grasped the business opportunities, or increased the investment in "internet plus B&B", expanded the original business scale, or newly joined the Internet B&B economy, created a brand-new interconnected B&B platform, and launched Internet B&B products and services.

2. The Eight Immortals of "internet plus B&B" crossed the sea, each showing his magical powers

1. The main modes

(1) are similar to the C2C mode of Airbnb, such as short rent Piggy, short rent Ant and Renting for the Day. The houses on this platform are mainly personal houses, which provide a platform for landlords and tenants to communicate through information display.

(2) Taking Tujia as an example, the innovative model of O2O+B2C, the platform will involve various ecological chains, such as housing rental, transaction completion, after-sale services and offline property management. The houses of these platforms are mainly vacant houses of developers and operators.

It is worth mentioning that the Internet B&B industry started with "Love Day Rent", but Love Day Rent eventually closed down due to the broken capital chain. Many people in the industry believe that the failure of Love Day Rent proves that the C2C model similar to Airbnb will be too fragmented and complicated in China, so it is impossible to concentrate the fragmented demand and supply with limited cost. At the same time, the quality, service, safety, disputes and other uncertain factors caused by the landlord and tenant in the transaction process make it difficult to achieve real C2C.

2. Some homestay Internet platforms and websites

(1)Airbnb

The successful precedent of Internet homestay is the American Airbnb website. Users publish and search holiday house rental information through the network or mobile phone application program and complete the online reservation procedure. It is even called "EBay in the house" by Time magazine. The peer-to-peer short rent model provided by Airbnb is sweeping the world. In just a few years, it has covered 192 countries, more than 35, cities and more than 2, houses, and helped more than 1 million people find the place of short rent.

The subversion of p>Airbnb is that users can publish their own private houses on the Internet and provide short-term rental services for backpackers, so that they can choose more interesting private houses or even tree houses and castles for the same or even less money.

People are trying to rent out not only rooms, but also office space and seats for driving. People even turn idle resources such as electric drills and lawn mowers into sources of income. People will also sell their time to take on chores such as walking their dogs, picking up dry cleaning or assembling IKEA furniture.

Airbnb has become the world's largest travel website in short rent, and its successful business model has attracted many imitators. Since 211, online short rent platforms have appeared in China market, such as Youtianxia, short rent Ant, short rent Pig, Tujia.com and so on.

(2) Tujia. com

Tujia. com was established in December 211, and its founder and CEO Luo Jun is affiliated to Tujia Online Information Technology (Beijing) Co., Ltd. Tujia. com is a mid-to-high-end quality service apartment booking platform, which provides travelers with online search, inquiry and transaction services for holiday apartments in tourist destinations, aiming at providing travelers with high-quality holiday experience and flexible value-added services for idle assets custody. Its holiday apartment adopts hotel-style management and service to create an accommodation environment integrating hotels and families. Tujia. com emphasizes the characteristics of home experience, excellent value for money, diverse room types and privacy, and is suitable for family travel, free travel, deep travel and leisure pension.

Tujia. com has tried to change the overseas HomeAway model in combination with the localization demand in China, and created a online to offline that combines the industry's internal and offline. According to public reports, its online holiday rental platform currently has 15, online listings, covering 184 destinations across the country and 89 overseas destinations in Europe, America, Japan, South Korea and Southeast Asia.

under the imperfect domestic credit system, Tujia unified and standardized the management of offline stores through self-management and joining, aiming at supporting online brand influence through offline experience, which is typical of online to offline. Among them, for the franchised stores, Tujia makes a profit by charging brand fees to the property or developers. At the same time, in order to implement standardized management, Tujia will personally send "housekeepers" to supervise and manage, and will deduct points for businesses that do not meet the requirements. Those who violate it for many times will be directly removed from the shelves. Tujia. com currently has 12 direct stores and nearly 9 franchise stores in China.

(3)KEYS

KEYS are also the players of "internet plus B&B", and they position themselves as the customizer of personalized accommodation in China. "KEYS where to sleep tonight" series of products and services collect designer's homestays, so that visitors can experience different design flavors in various styles of rooms.

For example, in Shanghai, KEYS has more than 1 sets of homestays with different styles: the Star House on the roof of Yongkang Road, the old villa on Jiashan Road, the small villa next to Jing 'an Temple and so on. Some of them have been transformed into modern simple European style, while others follow the classical Chinese style. KEYS has unique homestays in six cities in China, such as Beijing, Guangzhou and Xiamen. Through the Internet, users all over the country can conveniently book unique homestays.

the homestay provided by p>KEYS is not expensive and has its own brand design style. KEYS' differentiated experience for guests makes the slightly higher price seem to be worth the money: it not only maintains a fun and interesting design sense, but also supports the social atmosphere of the hotel; It is more affordable than a boutique hotel and more luxurious and comfortable than an ordinary hostel. KEYS Slogan is: "Where to sleep tonight" and "Where to sleep tonight". In the eyes of the traditional generation, it may represent the worry of "homelessness", but in the eyes of the younger generation after 9 s and s, it often represents freedom, romance, novelty and freedom. In the eyes of practitioners, where to live, how to live, fun, temperament and taste are the issues that are more concerned after 9 s and s.

therefore, on children's day, KEYS launched a residence imitating the home of daxiong, the hero of the cartoon Doraemon, and launched a residence like a magic container in a construction site in Shanghai, and even launched a pure white magic house full of white foam balls and white lights. KEYS is more fashionable and interesting than Airbnb through these differentiated services. Users are no longer just passers-by in a city. They can find warmth and happiness in KEYS' house and find "home".

(4) Tomatoes are coming

The "Tomatoes are coming" free inn management system was founded in 213, and its founder Jun Chen was once the director of Tencent Southwest Region. Tomato has launched an open platform for suppliers, attracting all kinds of suppliers who consume locally to join the platform, publicly displaying suppliers' products and implementing a transparent commission rebate policy. At the same time, the real-name registration system evaluation of hotel operators is introduced, so that hotel operators can find tourism products with reliable quality and income, recommend them to their guests, or package them with their rooms to make personalized travel packages. Through the powerful bargaining power of the platform, inn operators and suppliers can get higher income than before. For suppliers, the information platform greatly reduces their expansion costs, and the developed evaluation system will also promote the continuous improvement of their product quality and service level.

On the other hand, "Tomatoes Come" has cooperated with well-known domestic air ticket suppliers and introduced national air ticket resources. Through the booking ticket function on the APP, you can query and purchase the national ticket information and the corresponding rebate amount. With the rebate of the inn, its price may be lower than the ticket prices of Qunar and Ctrip. Local tickets, car rental, bus tickets, peripheral routes, special products, entertainment consumption and other resources will be introduced one after another. Strictly control the quality of products, implement access, eliminate suppliers with low service ability and consumption traps, and retain high-quality product suppliers.

Third, the marketing strategy of "internet plus B&B" operated by B&B

1. Expand the online publicity of B&B..

2. Expand the Internet communication channels between B&B Inn and potential customers.

B&B operators can use pictures, texts and videos through websites, WeChat, Weibo, etc., to show the situation of each room in the hotel, such as quotation, catering situation, such as special dishes, hotel location and surrounding environment, so that potential customers can obtain most of the required information by themselves. In addition, you can communicate with customers in offline ways such as online forums and Email, and online ways such as Tencent QQ, WeChat group and Skype (mainly for foreign tourists).

3. Use the B&B booking platform built by Internet operators, or build your own Internet booking management platform.

Although the number of rooms in individual B&B Inn is limited, there are many reservation information, and the reservation information changes frequently, such as customers modifying the date of stay and canceling orders for special reasons. B&B operators can make use of the existing Internet platform, or develop and build a network reservation management platform supported by the background database, so that residents and hosts can know the spare information of rooms at any time, and at the same time, they can provide tourists with 24-hour inquiry and reservation services. The B&B Internet marketing platform includes these content and function modules: B&B publicity information (hotel appearance, surrounding environment, information of different rooms, special catering services, etc.), room reservation module, online communication module, pick-up station reservation module, feedback module, tourist exchange forum, etc.

4. organize a "homestay alliance".

In order to standardize the operation, several nearby homestays with good operating conditions can jointly organize an organization similar to the "B&B Alliance", which is managed by a professional B&B or hotel management team. The "B&B Alliance" can face customers with a unified interface and service, fulfill orders, and then be diverted to specific B&B.. This model can provide professional services to customers, and gradually eliminate some homestays that violate the rules or promote their rectification, making the homestays in the association further planned.