Tuniu: 15 years old, traveling is a cool thing.

Tuniu Travel Network (hereinafter referred to as "Tuniu"), which focuses on online leisure travel business, was established in June 2006 and lasted for eight years from Nanjing, China to NASDAQ, USA. After 15 years of development, Tuniu has launched products such as "Niuren Special Line" and "Niuren YEATION", which occupy an important position in the leisure tourism market and tourism packaging business.

Teach and inherit

Since its inception, Tuniu has identified "honesty, simplicity and extreme" as its core values. In the development of 15, we always adhere to the principle of "customer first". Customer orientation is not only a simple slogan, but also a value judgment made by Tuniu.

"We choose to put the interests of our customers first, give up short-term interests and pay more attention to and pursue long-term interests." According to Yu Dunde, founder and CEO of Tuniu Travel Network, traveling is a cool thing. "We hope to provide consumers with not only a travel experience, but also good memories." After that, Tuniu will still regard customers as the starting point of high-quality development and make tourism easier.

Yu Dunde, founder and CEO of Tuniu Travel Network.

Since its establishment, Tuniu has been adhering to the core values of "customer first" and constantly improving its products and services based on customer needs. Yu Dunde, founder and CEO of Tuniu, believes that it is precisely because of this that Tuniu can seize the opportunity and achieve development in the face of temporary challenges and changing external environment.

"Meeting customer needs" initially polished a brand with high satisfaction.

Before and after 2006, there were many giants in the domestic online travel market, but most of them concentrated on popular tracks such as air tickets and hotels, leisure and holiday tracks and tourism packaging business with more room for development, but few of them entered. With the development of the Internet, there is a growing demand for leisure vacations such as package tours. Seeing this blank, Yu Dunde chose to cut into the online travel market with the differentiated path of leisure and holiday track.

"Customer first" is the core value of Tuniu, which was established on 15. In the process of constantly improving the development of products and services, we always adhere to the orientation of "meeting customer needs". In order to meet tourists' higher requirements for the quality of tourism services and redefine the stereotype of group tour in the public mind, Tuniu launched the first "Yellow Cattle Special Line" product with the slogan of "High-quality group tour" in 2009, three years after its establishment. In the following ten years, in order to meet the growing demand of tourists, Tuniu has carried out no less than three large-scale iterative upgrades to the products of "Niuren Special Line".

For more than ten years, "Niuren Special Line" has been continuously polished in products and services, and has been recognized by customers. For example, "Changsha-Zhangjiajie-Glass Bridge-Tianmenshan-Glass Plank Road-Fenghuang Ancient City" on the "Niuren Special Line" has served 22,000 person-times, with more than 7,000 comments and 98% customer satisfaction. By the end of the first quarter of 20021,the "Niuren Special Line" had served more than 5.4 million passengers, with an average customer satisfaction rate of 97%. There are more than 500 line products with more than 99% satisfaction for tourists to choose from, and the brand image of "high quality group tour" has been deeply rooted in the hearts of the people.

It has invested 2 billion yuan to create a "dynamic packaging system" for users.

In the iterative upgrading process of "Niuren Special Line", in order to further improve the quality service, Tuniu began to build a "on-call-and-go" direct-operated land agency on 20 16, which greatly improved the travel experience by arranging meal labels higher than those of regular group tours, staying in more comfortable hotels, providing experienced tour guide services, arranging more reasonable trips, and not forcing consumption. At present, Tuniu has more than 30 "follow-up" direct agencies, covering the whole country. In the second quarter of this year, the product GMV with direct grounding connection has been significantly improved compared with the first quarter.

In addition, in order to form a synergy with online and better serve customers, Tuniu entered the offline business after listing and opened direct stores in Harbin, Zhengzhou, Changsha and Jinan. Nowadays, in terms of products and services, the offline stores and online stores of Tuniu have been completely opened. Tuniumen emphasizes "offline exclusive online specialty" and provides full-process services that break the boundaries between offline and online, so as to better complete order processing.

In addition to meeting customers' needs in products and services, Tuniu has also made great efforts in the system to create a powerful dynamic packaging system for all categories, so as to bring the experience of "packaging and placing orders, which is cheaper". Through the dynamic packaging system, users can customize, combine, package and select tourism resources independently. The dynamic packaging system allows tourists to set off from any place in the country and gather at the destination. Up to now, Tuniu has invested about 2 billion yuan in the dynamic packaging system.

Accumulated losses of hundreds of millions of yuan for users.

Since 2020, in the process of domestic tourism from suspension to restart, Tuniu has observed new changes in tourists' travel demand, and the demand for travel quality is more obvious. From hotels and hotel ticket products that meet users' "second booking" needs to the restart of inter-provincial tours, the demand for customized tours, small groups and private groups has grown rapidly. Tuniu aimed at this trend, and launched a large number of special products with less than 10 and less than 20 people to provide higher safety and quality assurance for travel.

At the same time, with the rise of live broadcast in the tourism industry, Tuniu joined the live broadcast with goods on April 16, 2020, and started the "Member Day" on June 16, hoping to interact more closely with tourists in this way. The data shows that Tuniu's "July 16 Member Day" sales exceeded 40 million, reaching a new high.

As an enterprise vulnerable to force majeure, tourism enterprises should not only make products that meet customers' needs, but also protect users' rights and interests. Since 2020, many users' original itinerary has to be changed or cancelled, and the contradictions caused by changing the itinerary and quitting the group are also increasing rapidly. The relevant person in charge of Tuniu said, "Tuniu customer service will choose to appease the user's emotions at the first time, and follow up and feedback the refund progress in time. Some users' air ticket time slots or destinations in group trips are not covered by the free refund policy. Tuniu customer service will also maintain real-time communication with airlines and users as soon as possible to minimize the loss of ground connection and ensure the interests of users. "

Since 2020, Tuniu has accumulated direct losses of more than 654.38 billion yuan, indirect losses of more than 80 million yuan, cash advances of more than 654.38 billion yuan for customers and no refund to suppliers.

Wonderful moment

20/kloc-In May, 2004, Tuniu was listed on NASDAQ, becoming the only China company focusing on online leisure travel in the US stock market.

Since the fourth quarter of 20 15, it has been ranked first in the online leisure travel market in China.

From May, 2065438 to May, 2008, Tuniu established a domestic self-operated ground connection service network, set up destination channels, launched the "hub combined transport trunk line destination service" model, expanded the overseas self-operated ground connection service network into a "global classic", recruited "global partners" and provided global travel services, etc., and comprehensively expanded the destination service network to enhance the customer's destination service experience.

In 20 18, Tuniu achieved non-GAAP profit for the first time since its listing.

At the end of September 2020, Tuniu Global Hub Hainan Tuniu Hub Headquarters Technology Co., Ltd. officially landed.

Editor Jack proofreads Zhai Yongjun.

Photo courtesy of respondents