Flying Pig VS Tuniu VS Honeycomb Tourism Product Competitiveness Analysis Report

According to the data monitoring of Analysys think tank, the transaction scale of online travel market in China reached 473.77 billion yuan in 20 15, a year-on-year increase of 49.6%; The online penetration rate of China tourism industry has reached 1 1.5%, and it is expected that the proportion of online tourism in the overall tourism industry will further expand in the future. Statistics show that online travel has absolute market advantages in the tourism industry, especially in the field of product sales, and has now become one of the most important business models in the tourism industry.

Pain points of group tour: time, group meal, popular routes of scenic spots, tourism and shopping. ......

The pain point of self-help tour: accommodation, catering, transportation and routes have to be done for a long time, wasting time.

After nearly 20 years of development, online travel started with the most standardized air tickets and hotel reservations, and gradually increased more standardized package tours, tickets and other products with tourism industry characteristics. The above four categories are the four products with the highest market scale and internet degree at present. Accordingly, other kinds of non-standardized products such as small flow, non-standard accommodation, free travel and local play have become the main market opportunities for small manufacturers in the online travel industry.

? The online travel market in China continues to heat up. After the regular needs of users are met, the self-selected and self-service vacation mode is more recognized by users. On this basis, in the overall online travel market in 20 15 years, local leisure tours, weekend tours and go on road trip, which focus on freedom and depth, are outstanding.

See the table below for the positioning comparison of Flying Pig, Tuniu and Honeycomb APP.

See the table below for the functional comparison of Flying Pig, Tuniu and Honeycomb APP.

| Ticketing | Hotel | Surrounding | Travel Customization | Social | Raiders | Free Travel |APP Function

- | - | - | - | - | - | - | - | -

Flying pig | √||||||||||| Exit supermarket

Tuniu | √|||||||||||||||||

Honeycomb | √|||||||||||||||| UGC

In terms of navigation and structure, this paper mainly takes the homepage as an example to compare the homepage layout and visible menu bar of Zhu Fei, Tuniu and Honeycomb APP, so as to analyze their respective characteristics.

Flying Pig: From top to bottom, there are search bar, Banner, icon navigation area, text navigation, rolling news and bottom menu bar, with emphasis on outbound supermarkets.

Tuniu: There are search bar, Banner, Metor menu and bottom menu bar from top to bottom, and the home page is paved with Metro-style function points, so it is not appropriate to highlight the key points.

Beehive: From top to bottom, there are search bar, banner, icon navigation area, card marketing area and bottom menu bar, highlighting raiders and travel notes.

Use Flying Pig, Tuniu and Honeycomb APP to order a tourism product, in order to order a case of free travel from Zhengzhou to Yunnan, and compare the interaction and experience among them in the ordering process.

In terms of process, as shown in Figure 7, Figure 8 and Figure 9, Tuniu, Ctrip and Qunar all complete the operation process of ordering through five steps, and all of them can directly enter the tourism product selection list page through search. In the second step, Tuniu and Ctrip are consistent, and the second step is to search where to go.

In terms of specific pages, taking the product selection list as an example, Tuniu suggested that there are more optional results, and more products can be selected on the same screen page. Ctrip and Tuniu are basically the same, but the page where to go is more complicated, with many distractions and poor experience.

? In other respects, Ctrip's opening page loading speed is slower than that of Tuniu and Qunar, indicating that there are many pages loaded and there is no optimization.

There are similarities and differences in vision and style among Flying Pig, Tuniu and Honeycomb APP, as follows.

Similarities: flat design, card and blank design, unified font

Difference: The design style of Flying Pig is similar to Taobao, with orange as the main color, representing cheerful and lively colors, which is more in line with the positioning of Flying Pig for young users; Tuniu adopts Metrtor style design, with green as the main color, and green as a common color in nature, highlighting Tuniu's fresh, comfortable and natural tourism service; Beehives, like flying pigs, are dominated by orange.

Flying pig: closing commission+advertising revenue

Tuniu: transaction commission+membership income+advertising income

Honeycomb: transaction commission+advertising revenue

| Main advantages | Promotion methods

- | - | -

Flying Pig | Online traffic is large, and there are many entrances | Taobao, Tmall, Alipay, Juhua and other entrances.

Tuniu | Offline Travel Agency | Celebrity endorsement, brand sponsorship, advertising

Honeycomb |UGC| word of mouth, search engine

merits and demerits

- | - | -

Flying pig | 1. E-commerce has a strong background and Ali's ecosystem resources are rich.

Tuniu | 1. Differentiation of online travel products

Honeycomb | 1. UGC has powerful content.

Flying Pig, Tuniu and Honeycomb APP are all platform products in online travel products. Platform-level online travel products compete for rich services and functions, good user interface design and user experience, rich business resources, good operation and promotion. Because the brands of Ctrip and Qunar are well-known, the boss and the second child are married, and other tourism products are more difficult to surpass, so the transformation of Flying Pig is aimed at the post-80 s and 90 s user groups, with emphasis on overseas markets; Tuniu subdivides tourist groups and is more professional in tourist routes for different groups; Based on UGC and tourism big data of its own platform, Ant Cell helps users make the best tourism consumption decisions from the perspective of free travellers.

With the increasing demand in the tourism market, people tend to travel independently. OTA's standard tourism products can no longer meet people's growing spiritual and cultural needs. As a tourism information product, it has more advantages than OTA in providing customized tourism services and optimizing the user's experience of matching scheduled products according to itinerary planning.

Relying on big data can be used to pre-sell tourism products and optimize the allocation of supply chain resources. Various taxi and catering O2O services have developed rapidly, and these services are important scenes for travel. Combined with O2O service, the user's scene can be expanded from pre-trip to travel, giving users a better experience and increasing more profit points.

References:

Analysys think tank: China online holiday innovation opportunity inventory report 20 16

Analysys think tank: China online holiday tourism market research report 20 16.

Analysys think tank: China online travel market annual comprehensive report 20 16.

Iresearch: 20 16 China online travel and holiday market research report.

Explanation of terms:

UGC: user-created content

OTA: Online travel agency refers to online travel agency, which is a professional vocabulary of tourism e-commerce industry.