Traditional Culture Encyclopedia - Photography and portraiture - How does a low-frequency homestay cut into high-frequency warfare?
This issue mainly discusses two serious things.
1.? The influence of B&B's low frequency characteristics on network marke
How does a low-frequency homestay cut into high-frequency warfare?
This issue mainly discusses two serious things.
1.? The influence of B&B's low frequency characteristics on network marke
This issue mainly discusses two serious things.
1.? The influence of B&B's low frequency characteristics on network marketing channels.
2.? What aspects can B&B cut into high-frequency warfare?
Zhou once said that products need to meet three characteristics: pain point, high frequency and just need. The most popular sentence at the moment is: low frequency can't beat high frequency.
B&B is a typical low-frequency unnecessary product, especially for a single store. Why do you say that?
1.? It is difficult to expand the scale.
The nature of the hotel itself (small scale and irregular accommodation) determines that it is difficult to scale up. A hotel with only one store or only a few stores may spend millions of dollars on marketing a year. At most, hundreds of thousands can be spent on advertising or self-built marketing channels, which is almost impossible to achieve.
2.? It is difficult to form repeated purchases.
Single store products are basically one-time consumption, twice is too much, and then three or five times. Everyone is jealous of spending a lot of money to promote homestay. A very important reason is that there is no way to form repeated purchases.
Under the introduction of the same traffic, B&B's products are basically one-time transactions, and cannot be purchased repeatedly like most products we know (such as many FMCG products). This determines that this kind of flow introduction is a kind of behavior with low input-output ratio.
This product, once sold, basically ends the relationship with customers. It is too difficult to arouse brand memory, which will make products more channel construction than brand construction.
? ▲ The purchase frequency of single-store B&B rooms.
3.? It is difficult to achieve large-scale accurate delivery.
Due to geographical restrictions, B&B can buy products anywhere, but if it wants to consume, it must go to its destination. On this premise, in order to find the accurate crowd, we must first find the people who are willing to travel, then the people who want to travel must also go to the hotel, and then the people who are interested in the hotel, and then the preference for price and style.
This complicated buying habit makes homestay people feel at a loss when making delivery and selecting accurate people. Where do you find the target group and advertise? This is a big problem.
The above three points have been decided. Like many large hotel groups, B&Bs can't put in a lot of advertisements and establish its own channels.
B&B is a bit like a small seller of Taobao. They don't have so many offline stores, and they don't have so much money to do all kinds of advertisements. They can only rely on a super platform like Taobao to survive.
For B&B, it can only rely on common e-commerce platforms such as Ctrip, Qunar, Honeycomb and airbnb.
Let's look at the consumer side again. The less consumers know about a product, the more they need to shop around and the more they like to consult the opinions of third parties. In this case, the e-commerce platform is the most advantageous.
Professor Li told us that a consumption process is roughly divided into five links:
Corresponding to the logic of consumers, simply speaking, I have accommodation needs, but I haven't decided which one to live in (of course, there are also a few that I have already decided, and booking on the platform is only to complete the purchase process, accounting for less), so I go to the platform to shop around.
In this process, the search link, the purchase link and the subsequent service link, that is, 2-5 links, are all completed on the platform. But the link that produces demand is not within this scope.
No psycho will suddenly start visiting Ctrip. I don't know what to do this weekend, and then: Oh, why don't I travel to Xiamen?
Why do consumers need brands? The significance of brand is that it will reduce the above links and directly reduce the selection cost. Consumers generate demand, and the influence of the brand makes consumers think of you directly, eliminating the search and evaluation links (steps 2 and 3). Therefore, large hotel groups will spend a lot of money on brand influence, so that when customers have accommodation needs, their minds will immediately be associated with this hotel brand.
Is this the only e-commerce platform? (Let's not discuss traditional hotel sales for the time being, such as offline push, we only discuss online networks. )
Not necessarily. Think about the high-end homestay now. What's their favorite channel?
Yes, new media. For example, the current geometric homestay, overnight and so on. Of course, many homestays also run their own new media. However, it is a taste to run your own new media. Nobody knows. Geometry and lodging, a highly targeted professional self-media (only those who like lodging and this lifestyle will pay attention), has gradually become an influential platform.
In fact, compared with traditional e-commerce, geometry and accommodation are also e-commerce, but they are just e-commerce platforms installed on new media platforms.
According to Professor Li, if Ctrip and Qunar are transactional e-commerce, then the new media is content-based e-commerce.
For the homestay industry,
1.? Looking at new media articles is a separate evaluation, and watching ota such as Ctrip is a joint evaluation.
What do you mean by individual evaluation? That is, consumers only want you, and there are no other dozens or hundreds of companies to compare. When there is a comparison, consumers will think, "Which one is better?" At this time, he will compare in many aspects, such as price, facilities, service level and so on.
When evaluating it alone, he only had one question: Is this product good or not? Can it be accepted?
Under the independent evaluation, the change of consumers is more perceptual and subjective, and it is easier to ignore the cost. At this time, high-end good products are more likely to enter the hearts of consumers.
2.? The purpose is different.
Transaction e-commerce is determined to choose an accommodation that I am satisfied with. At this time, consumers have a strong purpose. Due to the guidance of the platform, they will pay special attention to several outstanding attributes of the platform, such as score, face value and price. Consumers have a "critical mentality" at this time, because there are many choices, and as long as one aspect is found to be bad, it will be ruled out immediately. This is why so many businesses are so afraid of bad reviews.
Content-based e-commerce, they don't read articles with the purpose of buying. They read articles just for reading articles. They are bored and curious. Let's take a look at leisure articles. According to Li Jiaoshou, consumers are "looking for advantages" at this time. He feels good when he sees good. (the main thing is that it won't be bad in the article. 23333)
3.? Laos feels that there is another difference in accommodation products, that is, the differences caused by different contents.
Unlike Taobao JD.COM, transactional e-commerce companies in tourism have content pages that support detailed display. Ota e-commerce, they only have simple introduction, pictures and price display, and can't show more things.
Therefore, what can't be displayed on ota can be fully displayed in new media without restrictions, including the stories of the host and the host themselves.
Therefore, new media has become another good choice for online marketing. But at present, the most suitable accommodation products are basically high-end and high-priced accommodation products. Why is this?
In fact, it is determined by the input-output ratio. Putting articles on the platform, the cost of each article is basically fixed, and the number of people (number of people) is basically the same. Without considering the influence of products and copywriting, we assume that the conversion rate (night volume generated, not sales volume) is similar. At this time, the high-priced room type is more cost-effective.
For example, if I invest 10000 yuan to send an advertisement, it will also produce 50 nights of output. The output of selling 1000 is 50 thousand, and the output of selling 300 is only 15000, which is very different.
Because of the positioning of the platform itself, there are more high-consumption people, so high-priced products are more correct.
Finally, let's go back to the discussion about high frequency and low frequency at the beginning.
Due to geographical restrictions, the relationship between room products basically ends after sale, but self-operated new media, please note that you can keep in touch with customers whether you provide information or emotion. Once the number of contacts is increased, the impact will naturally become deeper and deeper.
As for how to use this relationship to achieve better transformation and realization, then the Eight Immortals will show their magical power across the sea.
In addition, it should be noted that the self-operated new media based on WeChat official account, due to its relatively closed-loop characteristics, is destined to be difficult to become a powerful drainage tool, and more just as a tool to maintain existing groups.
Going back to low frequency and high frequency, besides new media, does B&B have any other requirements that may generate high frequency?
Jindu, like hometown, put forward "five ones" in the early days, that is, "a hometown person+a beautiful accommodation+a private trip+a property+a hometown guest community". Among them, it is the property and community that can produce high-frequency contact. For example, the Lijiang ribs they introduced are only once a year, but they are much better than accommodation products. At least, every New Year's Eve, brands like hometown will be recalled. Not to mention the purchase frequency of other matsutake and wild mushrooms.
▲ Excerpted from the official account of hometown WeChat WeChat, for case use only, and deleted.
It can be said that second selling is a kind that every homestay wants to catch. For example, in Wuyishan, everyone loves to sell tea. Because we all know that accommodation is only once or twice, but tea, as long as it can be my guest, may be a lifelong business.
These second-hand goods can be roughly divided into two categories according to the nature of the products. One kind is fast-moving consumer goods, such as products, which are often used and reduced or gone after use. This category is maintained by consumption frequency.
One is durable goods, such as tea sets, handicrafts, etc. Consumers do not need to buy them repeatedly, but they can use them frequently.
Both of them can have high-frequency contact with consumers, which is an imaginary space outside the accommodation products.
Is there anything else besides this?
If you have a good idea, please leave a message.
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