How can Tik Tok, which can't stop, become a new force to stimulate the tourism economy?

Not long ago, WeChat official account "Vibrato Short Video App" published a commendation letter from Henan Tourism Bureau to Tik Tok, which stated that in September of 20 18, Luanchuan County Tourism Working Committee and Tik Tok client jointly launched the "Wonderland Luanchuan Shake Up" challenge on the main account of "Wonderland Luanchuan", which helped Luanchuan receive 365,438 tourists in the next National Day Golden Week.

According to Tik Tok's resumption of this activity, during the "Wonderland Luanchuan Shake Up" challenge, Tik Tok * * * invited 13 Tik Tok talents to experience Luanchuan and filmed a series of short videos showing Luanchuan culture, landscape and landform. Up to now, about 6.5438+0.5 million people have participated in this challenge, and the total video playback volume has exceeded 65.438+0.1billion times. During the National Day, Luanchuan received a total of 310.59 million tourists, achieving a comprehensive income of 278 million yuan.

According to the letter from Henan Tourism Bureau, the Tik Tok client in ByteDance used the hot short video recommendation technology to promote Luanchuan tourism routes and products, which not only innovated the new model of tourism poverty alleviation, but also effectively expanded the influence and popularity of Henan tourism.

Tik Tok has become a new force to promote the tourism economy.

As the hottest short video platform in China, Tik Tok showed its traffic advantage without hesitation.

At the "201October 165438+30" China Lu Wenxin Marketing Summit, Fu Yudong, General Manager of Tik Tok South China Marketing Center, announced the latest official data in the keynote speech "Love to Shake in Scenic Spots and Theme Parks": Up to now, Tik Tok has covered the whole world/.

Tik Tok users account for 90% of the age group, which just covers the main consumer groups of domestic tourism users. This is the "crowd value" expressed by Fu Yudong that Tik Tok has become a new driving force of tourism economy, except for vertical screen value, distribution value and diversion value.

Vertical screen value is 100% vertical screen display adopted by Tik Tok according to users' viewing and interaction habits, so as to compete for users' attention. Compared with the horizontal screen display mode that is still popular in Weibo, the newly emerging short video traffic giants such as Tik Tok and A Aauto Quicker have all chosen the vertical screen display mode. According to Fu Yudong, "Vertical screen display makes it easier for users to feel the visual impact, and it is easier to immerse and concentrate on the content displayed in the video, which also highlights the great advantages of Tik Tok in display compared with scenic behaviors such as tourism."

However, Aauto Quicker, which belongs to short video software, is considered by users to be far less convenient to operate than Tik Tok. If the user opens the Tik Tok App, the video will be automatically pushed and played, and the user can change the video by sliding the screen up and down. On the other hand, in Aauto Quicker, users need to actively select and click to play videos on the homepage of the App according to the cover of each small video. In the meantime, if users want to change videos, they need to go back to the home page and re-select. Between the logic of active push and passive selection, users have said that Tik Tok's page operation is both convenient and full of uncertainty, which makes it easier for users to stop.

In August this year, BU (Meituan Liquor Tourism Group was cancelled in June this year, 5438+00) and cooperated to hold the "Three Hearts and Twenty Billions" challenge in the main account of Meituan Hotel. According to media reports, during the challenge period, the total broadcast volume of the main account of Meituan Hotel exceeded 3.3 billion in 7 days, and the video works were nearly1150,000, which significantly enhanced the brand awareness of Meituan Hotel and effectively conveyed the brand information of Meituan Hotel's "booking 200 million rooms a year". During this period, a "Chengdu Britney Spears" unexpectedly became popular.

In the street interview, a question and answer of "Feed me if you can invite me to dinner" made "Chengdu Britney Spears" quickly popular and won the title of "Best Girlfriend". Later, many friends posted leave forms, itineraries, air tickets and so on. On the Tik Tok website, they said they were going to Chengdu to find this "Britney Spears" and invite her to dinner. This also attracted the attention of the US Mission, saying that we must find this "Britney Spears" and take advantage of the trend to market.

There are not a few examples of the unexpected popularity of similar vibrato videos, such as Xi 'an broken bowl of wine, Haidilao tomato and beef rice, CoCo online celebrity milk tea formula, etc. Why are these videos that are still inconspicuous and not big V spread so widely and attract many users to participate?

Fu Yudong said that this stems from Tik Tok's distribution values, that is, the decentralized distribution mechanism and the realization of public aspirations. "No matter the size of the scenic spot or the number of fans of its Tik Tok main account, as long as the account can shoot high-quality content through Tik Tok's information recommendation and distribute it to the platform, the completion of interactive behaviors such as playing, liking, commenting and sharing every time will be the main factor for the continuous recommendation of this video, which provides protection for all accounts spread and marketed in Tik Tok.

Finally, enterprises can realize online and offline integrated diversion value through interactive new gameplay such as "users shoot positioning videos and send coupons to offline stores".

In addition to online and offline integrated diversion, Tik Tok has also developed a product sharing function. When the number of fans of personal or corporate accounts exceeds 8000 or 10000 respectively, and the content is continuously published, you can apply for the account e-commerce window. Similar to Taobao live broadcast, you can directly add a product link in the lower left corner of the video for sale.

For example, the top work of Ctrip's official Tik Tok "Ctrip Travel", "Shanghai Sheshan World Trade Center Shenkeng Hotel", has realized the booking experience of similar small programs in Tik Tok App without jumping to Ctrip App. Up to now, Ctrip's main account shows that it has 268,000 fans, while Meituan Hotel, which has 320,000 fans due to various challenges such as "Three Hearts and Two Billions", can only see the hotel positioning in the video, and has no reservation function. Compared with the scene where Meituan provides high-frequency catering services, Tik Tok may be more significant for the channel development of low-frequency tourism consumption.

A new way of playing "Love Shake" in tourism industry

Based on the above values, Tik Tok, which has just been on the line for more than two years, has made great strides, striving to accelerate the pace of realization today when the demographic dividend is gradually dispersed and the growth rate of users is slowing down. At the meeting, Fu Yudong shared with us a new way for Tik Tok to empower cities, scenic spots and tourism enterprises in the tourism industry.

In September this year, Tik Tok, Today Headline (a data service product launched by Today Headline) and the Urban Brand Research Office of Tsinghua University National Image Communication Research Center jointly released the White Paper on Short Video and Urban Image Research. Based on the analysis of nearly 80 million video data related to the city image of 369 cities in China, this paper puts forward Tik Tok's urban tourism marketing evolution theory-the best rule.

For example, in April this year, the platform-level strategic cooperation reached between the Xi Tourism Commission and the Tik Tok platform can be described as a clear manifestation of the best rules, that is, the integration of BGM-Xi people's urban music songs, e-eating local food "Xi 'an Brush Crisp", S-view landscape "Xi 'an Wild Goose Pagoda" and T-technology urban construction "Xi 'an Liziba Light Rail" to create a "Tik Tok". Related videos integrated into its urban music reached 2.59 billion, and individual videos of other elements reached 56 million, 94 million and 654.38+billion times respectively.

According to media reports, during the seven-day National Day holiday this year, China received 726 million tourists, up 9.43% year-on-year. Domestic tourism revenue reached 599.08 billion yuan, a year-on-year increase of 9.04%. Both indicators are lower than the domestic growth rates of 20 17 and 20 16, indicating that the domestic tourism growth rate has slowed down this year.

However, the performance of Shaanxi tourism market is very eye-catching, especially xi 'an. During the National Day Golden Week, Xi * * * received tourists16,925,600, up 45.28% year-on-year; Total tourism revenue reached 65.438+03.965 billion, up 654.38+040.98% year-on-year. The "20 18 National Day Tourism Forecast Report" released by Ctrip shows that Xi ranks first among the top ten popular tourist destination cities in China.

As the "ancient capital of the 13th Dynasty", Xi's traditional cultural attractions and increasingly rich tourism products naturally glow with strong tourism attraction, but the continuous exchange effect formed by Xi and Tik Tok also contributes to the growth of Xi's tourism industry.

For a single scenic spot scene, Fu Yudong extracted three kinds of videos that can easily tell the story of the scenic spot in 15s, namely, activity video, hot spot video and scene video, so as to arouse the user's curiosity about the special activities of the scenic spot (such as the Songkran Festival in Xishuangbanna Scenic Spot), obtain the user's * * * songs in combination with current events (such as the civilian football activities during the World Cup), and actually shoot the story of the scenic spot to enhance the user's sense of bringing in.

At the same time, Tik Tok also held an offline challenge with the scenic spot to collect the ideas of offline users who participated in the publicity of the scenic spot. For example, Tik Tok and Fujian Yongding Tulou jointly held the first scenic spot proposition Tik Tok Challenge. After a month's campaign, the organizer * * * received a total of 12000 works, and commended the 20 works with the highest number of votes.

At present, the success of Tik Tok is mostly attributed to the original traffic of the platform: launching topic challenges, supplemented by offline conferences, inviting Tik Tok talents to shoot experience videos at their destinations, and then distributing the effects through video communication. This is the most common cooperation mode between Tik Tok and the tourism industry at present, and there is nothing new. For example, in the series "Travel/Wandering/Playing Tik Tok", * * * can find 16 different results, including Shandong, Longyan, Dunhuang, Xi 'an and Linfeng Valley.

It is understood that in the series of activities of "Travel/Hanging Out/Playing Tik Tok" jointly launched by Tik Tok and local tourism enterprises or the HKTB, the local tourism enterprises or the HKTB will bear the related expenses of Tik Tok talents and the shooting team, while the Tik Tok team is responsible for the cooperation in talent gathering, online promotion and launching ceremony. Among them, the talents who shoot videos are selected from the list of Tik Tok talents provided by local tourism enterprises or tourism commission according to the style of Tik Tok talents' video release and the fit of publicity content.

The continuous vitality of Tik Tok

In June of this year, Tik Tok enterprise was officially launched, that is, enterprise blue V certification. The most intuitive display is the blue V logo in the lower right corner of the corporate account avatar. According to media reports, as of June 1 1 day, Tik Tok Blue V has quietly covered 27 different industries. The certified enterprise or brand blue V account will have the privilege of 60s video shooting time, the top setting content of the account home page and so on.

Although it is unknown for the time being, at present, the 27 different industries covered by Tik Tok Blue V belong to which business lines of Tik Tok, and in these business lines, the tourism industry actually accounts for a certain proportion. However, after the meeting, many people in the industry gathered around Fu Yudong and actively asked about the cooperation mode. Judging from this feedback, Tik Tok is indeed becoming a powerful tourist traffic entrance.

At the same time, compared with competing products like Aauto Quicker, Tik Tok, which belongs to ByteDance, one of the three major Internet companies after BAT, also has a certain brand effect and customer accumulation. For example, many travel companies and provincial and municipal tourism commissions that set up official headline numbers in today's headlines can be transformed into Tik Tok customers more conveniently.

If Tik Tok explores the possibility of driving its own tourism economy, it is an accidental explosion of a video of "Xi An smashing a bowl of wine". Nowadays, with Tik Tok's efforts to realize traffic realization, it will inevitably lead to conflicts of interest and resource inclination among platform accounts, and Tik Tok has indeed failed to see the explosion like Chongqing Hongyadong again. Personally, whether it is the traffic tilt of Tik Tok platform or the fission effect of users' spontaneous communication, which model is more conducive to the marketing promotion of the tourism industry remains to be discussed.

At the same time, the inclination of resources also violates Tik Tok's "decentralized" distribution mechanism. After all, all the algorithmic logic of the Internet ultimately serves commercial interests. When the destinations known by users through Tik Tok begin to be consistent, rather than unexpected surprises, Tik Tok will also face a huge risk of traffic loss.

Therefore, how to balance the initial intention and business model, and whether it has the ability of continuous product iteration and differentiated content creation may be the foundation for Tik Tok to continue to drain all walks of life in the future.