Without travel in the second half of the year, what does a hornet's nest depend on?

The title of the film is Golden Sentence.

The short 7-minute annual microfilm has exposed the new action of Ma Honeycomb in advance. Tourism Internet, "three new orientations", frequency promotion, managers ... Combining these mysterious new concepts, Chen Gang, co-founder and CEO of Mawei, who has publicly stated that "there is no second half in tourism", how to make this tourism unicorn truly "go to heaven"?

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65438+On February 29th, Ma Honeycomb released the annual micro-movie "Why don't you go to heaven"? 》。

The story tells the story of an old man who successfully landed on Mars with the support of his grandson's "whimsy" and realized his space dream buried in his heart for 50 years.

Originally, it was a warm and inspirational micro-movie, intended to encourage China people under the epidemic situation not to give up exploring the unknown world. Interestingly, many netizens found that if the story of microfilm is applied to the tourism industry under the epidemic, there will be a wonderful metaphor:

The space dream that ordinary people can't touch is like "the epidemic reality that tourism can't break through"; People around you said to the protagonist, Uncle Wang, "Why don't you go to heaven?" The joke is that most traditional cultural tourism enterprises are unable to find a way out under the pressure of the epidemic; With the help of his grandson, Uncle Wang skillfully changed his thinking and persisted in exploration. He actually staged a "landing on Mars" on the earth, which means "the hornet's nest changed its mind and found a new methodology that spans the popular cycle".

We don't know whether Ma Honeycomb wants to express the above views metaphorically through this micro-movie, as netizens have speculated. But what is certain is that this tourist unicorn did have some new ideas this year.

Not long ago, Chen Gang, the founder of hornet's nest, who had disappeared in the spotlight for a long time, made a rare appearance and publicly expressed an exciting view:

"There is no second half of the tour."

The term "the second half of the Internet" originated from Wang Xing, the founder of 20 16 Meituan. He believes that the Internet industry in China has ended the first half and entered the second half, and the new impetus is "high technology, internet plus and internationalization".

In the past five years, Ma Honeycomb has been deeply involved in the "second half of the Internet", and has successively published "3C Strategy" and "Flexible Supply Chain under Platform Economy", which is at the forefront of China's Internet economy exploration.

However, the sudden attack of COVID-19 epidemic changed everything.

Especially in the face of a series of industry status quo, such as distant outbound travel, domestic inter-provincial city tours that have been bombed one after another, and the slow reshaping of the tourism industry chain after being completely smashed, this hornet's nest must take action if it does not break out in silence.

At the same time, Chen Gang has also thrown out a new methodology under the new normal of the hornet's nest epidemic-tourism industry Internet.

The internet of tourism industry, which is characterized by "new consumption, new brand and new positioning" catalyzed by epidemic situation, will create a brand-new cycle for the industry. Seize this opportunity, the hornet's nest can completely overcome the impact of the epidemic, embrace change and achieve survival.

What is curious in the industry is, what is the tourism industry Internet, and how does Ma Honeycomb take this opportunity to succeed in "going to heaven"?

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Internet in tourism industry seems to be a new concept, but its essence is not complicated.

The essence of hornet's nest business model is platform economy, with users on the left, merchants on the right and hornet's nest in the middle. Through the continuous production of content, rich tourism consumption scenes (commonly known as "planting grass") are created, which deeply affects users' tourism consumption decisions, promotes the sales of tourism products (commonly known as "pulling grass"), and finally realizes the matching transaction between the supply and demand sides.

The emergence of the epidemic has greatly affected the operation of the business model of the platform-based tourism platform. Due to the severe restriction of population flow, a serious problem-large-scale tourism consumption scene disappeared.

Take outbound travel as an example. After the outbreak, cross-border travel was strictly controlled. In this case, no matter how much grass planting content about outbound travel is produced by the platform and how many outbound travel products are developed by suppliers, there is no chemical reaction with users. The latter can't go abroad at all, and no matter how strong the demand is, it can't land.

Objectively speaking, there is nothing wrong with Mawei's business model itself, but the internal logic among users, platforms and businesses has changed greatly under the epidemic.

User level. Although the epidemic has restricted the population movement, the consumer's travel demand still exists, even more vigorous. This is also the root cause of the outbreak of tourism activities focusing on local consumption scenes, such as Zhou Bianyou, rural tours, short trips to go on road trip, and in-depth experience tours in cities. Therefore, the biggest change after the user-level epidemic is the surge in demand for new consumption scenarios and new consumer products. This is the first new feature of the tourism industry Internet-new consumption.

The key word of new consumption is "scene". Since last year, the new ways of playing, such as picnics, camping, script killing, surfing, frisbee and fly fishing, are essentially some new consumption scenes, which can make consumers deeply participate and get excellent experiences.

At the merchant level. With the drastic changes in user demand, the supply of merchants also changes. It turns out that these consumption scenes are basically niche games, and the proportion of products and businesses on the supply side is not large. The epidemic has catalyzed the minority to become the public. In this process, a severe earthquake occurred on the business side, a number of businesses were eliminated, and a number of new businesses stood out, which was more in line with the needs of new consumption in terms of product quality, brand awareness and service efficiency. This is the second new feature of the Internet in the tourism industry-a new brand.

The key word of the new brand is "specialty". Merchants no longer need to be big and complete, but small and beautiful will also have opportunities. The key words are professionalism and brand awareness, and the core is play and a deep understanding of user needs.

Platform level. The demands of the left and right have changed, and the platform will inevitably follow closely to serve the changes on both sides. We should not only help them explore new consumption scenarios and new products from the users' perspective, but also promote the research and development and design of high-quality products from the merchants' perspective. This is the third new feature of the Internet in the tourism industry-new positioning.

The new keyword is "* * * emotion". The platform can't be limited to making matching transactions, but should play a more inspiring, guiding and even stimulating role for both the supply and demand sides, so as to make the closed-loop operation of business more efficient and streamlined.

New consumption, new brand and new positioning constitute the tourism industry Internet. What Ma Honeycomb will do next is how to change its thinking and restart the business closed loop among users, businesses and platforms.

03

What does Mawei rely on to activate the tourism industry Internet?

The answer never seems to change: content.

In the final analysis, this is the essence of hornet's nest as a tourist strategy community. However, the connotation of "content" has already changed after the epidemic.

"Content is both a scene and a product, and it is the key to building a closed loop of the tourism industry Internet." Chen Yuru explains it. Few people have noticed that since the second half of this year, a new concept of content creator has been frequently mentioned by hornet's nest:

Management personnel.

The hornet's nest did not publicly give managers a clear concept definition, nor did it clarify their portraits, numbers and specific responsibilities. From the analysis of various signs, the so-called manager refers to a group of people who refuse to obey the rules and have a happier and more different life. They come from all walks of life and are experts (individuals or institutions) with extremely high professional knowledge in a certain field, and can lead users to try cool gameplay that they have never experienced before.

If KOL is a special force in the content creator system, then the manager is a special force in the special force.

Matching the manager is the secret weapon called "Hipster Experiment Project" inside the hornet's nest:

Urban activities.

Managers take "activities in the same city" as the carrier and undertake the important task of exploring new fields, new directions and new trends. For example, go to the forest to experience a real wild luxury camping, go to the zoo for a parent-child trip, go to the art museum to experience artistic creation and deep contact, sneak into a private house like 007, wander in the future world of Cyberpunk like blade runner, and look for clues in the ruins of the factory like a suspense detective. ...

The appearance of managers has brought subversive changes to users, businesses and platforms:

The essence of the trend game initiated by managers is to explore and create new consumption scenarios. Once this new consumption scene is widely recognized at the C end, it can deeply influence users' travel consumption decisions and give them a reason to consume "immersive experience"; The emergence of new consumption scenes has also stimulated the research and development of new products. Merchants with a keen sense of business opportunities will develop corresponding products at the first time and enter the official product library of the platform for consumers to choose; All the pictures, texts, long and short videos, interactions, comments and questions and answers generated by the moderator's research on trendy gameplay are external manifestations of content innovation, which further enriches the content ecology of the platform and makes users and businesses more sticky.

This is the true meaning of Chen Gang's "content is both a scene and a product".

Generally speaking, Ma Honeycomb hopes to give users and merchants a sample through managers, how users should play and what products merchants should develop, thus forming a cycle.

The emergence of the person in charge also effectively solved the biggest hornet's nest problem under the epidemic:

Increase the frequency.

Tourism is a typical low-frequency consumption, but all kinds of games centered on leisure and entertainment are high-frequency consumption. You may only travel once a year, but you will find some interesting projects every weekend. Different frequencies, different consumption levels, different market size and potential, and even different possibilities in the capital market.

Ma Honeycomb's determination to increase the frequency is obviously reflected in the change of its subway advertising slogan, from "go to Ma Honeycomb before going out" to "go to Ma Honeycomb before going out" and from "going out" to "playing", which is the ticket for Ma Honeycomb to enter the Internet age of tourism industry that Chen Gang expects.

04

Since last year, Mawei has launched two revolutionary iterations on the platform content system around the tourism industry Internet, and has now formed a pyramid-shaped four-layer content creator architecture system:

Basis: users. Any content released by any user on the Mawei platform will become a brick to build this level, just two words, massive. UGC content with a large enough base has enabled Mawei to tap the foundation of high-quality content, which is the core competitiveness of Mawei in the past decade.

Middle layer: the core creator. The content creators at this level are composed of UGC, PGC and OGC, with KOL, professional merchants and tourism bureaus as typical representatives. Their advantages are high professional content, high creative frequency and more obvious "characteristic" labels.

In order to strengthen this hierarchical content system, Ma Honeycomb launched Polaris Raiders last year, emphasizing that it will no longer recommend general content to users, but specifically recommend deeply structured and systematic selected content to maximize the efficiency of users' tourism consumption decisions.

Top management: managing people. This is a new community system that Ma Honeycomb has focused on this year. Its main task is to develop trendy gameplay, and it undertakes the task of excavating new gameplay, new trends and new hotspots. It is the explorer and pioneer of the new growth point of Ma Honeycomb, no less than the significance of Zhang Xiaolong's WeChat to Ma Tencent ten years ago.

Top floor: bee head. This is the highest honor of the hornet's nest content forest system, and any creator has climbed to the top of the bee for the greatest honor. Some people commented that any APP that opens the screen is dedicated to the richest gold owner. After all, this advertising space is the most expensive, and only the hornet's nest leaves this most expensive position to the content creators.

Attitude is self-evident.

What can coordinate this pyramid is the underlying logic of the hornet's nest-community.

The future hornet's nest is no longer Carrefour, it is big and complete, but a city that strives for perfection and strives for perfection. Chen Gang bluntly said, "The positioning of hornet's nest is not limited to the largest travel community in China, but also accelerating the development to the most fun travel community in China".

This may be the response of the hornet's nest "why don't you go to heaven?" Valid answer.