Competitive product analysis of B&B APP (not completed)

Uber has changed the way people travel and brought us into contact with the sharing economy. One of the representatives of the enjoyment economy in the housing field is B&Bs. The sharing economy transforms the originally standardized hotel services into highly personalized and creative house enjoyment.

According to TalkingData's "2015 Mobile Travel Application Industry Report", in September 2015, among hotel travel applications, the activity of Tujia, which provides shared accommodation, reached 0.09%, ranking third, followed by Airbnb and Xiaozhu Short-term Rental are also on the list.

A large part of Tujia’s listings are Tujia’s self-operated hotels or corporate merchants rather than individual users.

Placing a product promotion video at the top of the homepage explains the values ??of the product rather than promoting the business within the product.

*Note: As of 2016-10-16, the push content on the homepage of Ant Short-term Rental is still the National Day travel guide*

Tujia’s product structure is more comprehensive, not only An order management framework, 4 of the 5 columns are recommended, and the push content is relatively refined, while Xiaozhu Short-Term Rental and Ant Short-Term Rental only push some special topics on the homepage.

Judging from the 2016-10-16 update, Tujia has made significant changes to the product framework. Overseas and villas are newly added columns. It can be seen that Tujia is targeting the global market. The market positioning is also high-end housing.

Xiaozhu Short-term Rental and Ant Short-term Rental were also updated in October, but the structure has not been greatly adjusted. Especially for Ant, the push content is still the National Day travel topic.

Essentially, B&B products are trading platforms, with core functions including search, ordering and order management.

In terms of search function, all three softwares have inherited the search function interaction method commonly used by domestic OTAs, that is, placing the main conditions on one page and other secondary filtering conditions at the top of the search results page. .

At the same time, the three APPs have some push content on the home page.

| |Tujia|Little Pig|Ant

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

** Search function **|Form|Search bar|Red search prompt|White search box

|Date emphasis|×|Search page|Result display page

** Position selection**|Direct Enter |√|√|√

|Nearby|Search entrance provides positioning|√|Search entrance provides positioning

|Metro lines|√|√|√

|Administrative Region|√|√|√

|Station Airport|√|√|√

|Business District|√|√|√

| Attractions|Divided into two categories: tourist attractions and outing attractions|√|

|Hospitals|√|√|√

|Universities|√|√|√

|Exhibition|√||

|Map search|√|√|√

More filters|Price range|√|√|√

|Room types|Apartments, villas, duplexes, farmhouses, wooden houses, courtyards, inns||Single-family villas, inns, lofts, courtyards, forest cabins, mansions, tree houses

|House types| √|√| √

|Rental type||√|

|Bed type|||√

|Supporting facilities|√|√|√

< p> |Features/tags|Preferred for long-term rental, convenient for cooking, traveling with pets, partying, lake view room|Special offer, new house, long-term rental discount, smart door lock, quick order, authenticity verification/real photo|Ant's preferred choice, Ant campaign, real photos of ants

|Number of livable people||√|√

Sorting method|Recommendation|Tujia recommendation (self-operated apartments at the top)|Recommended sorting|Default Sort

|Praise/Rating|√|√|√

|Price|√|√|√

|Sales|√||√

|Distance|√||√

|Most comments|||√

Housing information|Landlord certification|√|√|√

|Sesame Credit|Personal Landlord Support|√|√

|Call|√||√

|Online Chat|√|√|√

Above Lists the complete functions of the three products in terms of search function, location selection, filtering mode, sorting method, and landlord information. Tujia's content on recommendations, special topics, etc. is discarded, and the main comparison is in the search function. .

Tujia did not place any emphasis on the check-in time before starting the search. Users may enter the page to select and find that the price for the time they want to check in is different from what was previously displayed. Both other software have a clear emphasis on the check-in date.

In terms of basic housing conditions screening, the functions provided by the three software are relatively similar, such as the selection of apartment type, room type, etc. Tujia provides a light-up icon filtering function for supporting facilities, and also provides filtering for invoices, deposits, etc. Although Ant has detailed descriptions of the facilities on the house details page, it does not provide a filtering function for this, which is also inconsistent with Most of Tujia's listings are corporate merchants, which facilitates information management.

In terms of landlord information, all three companies have cooperated with Zhima Credit, and the landlords have displayed real-name authentication and Zhima Credit. In addition to general landlord personal information, ratings, and properties owned, Xiaozhu Short-Term Rental and Ant Short-Term Rental also have the landlord’s online response rate, average confirmation time, order acceptance rate and other data. For individual landlords, users have these data Data is of great concern.

Xiaozhu Short-term Rental also displays the landlord’s hometown and blood type in the landlord’s information. Some landlords also have short-term rental diaries, which makes the landlord’s image more real and full, and users can feel the face when choosing housing. is a real other user, not a business.

The user distribution of the three products is similar. The male to female ratio is about 6:4, and the age shows a normal distribution. Users aged 19 to 45 account for 80% of all users, among which those aged 26 to 45 exceed the total number of users. 40%. Users of different age groups are in the best condition in terms of economic level and physical condition, and have the greatest demand for travel.

Tujia is not entirely C2C. A large part of its listings are Tujia-operated hotels or corporate merchants rather than individual users. Due to the existence of corporate merchants, Tujia's housing stock is of a high overall quality, such as some characteristic buildings, villas, etc., and it has also expanded to overseas markets. Provide users with high-end residences during travel, personalized housing experience, etc.

Ant Short-term Rental is an upgraded version of Ganji.com’s previous short-term rental channel. The listings come from individual users. It mainly provides a platform for ordinary users to enjoy accommodation. The quality of the houses is at a low-end level. . On June 22, 2016, Tujia announced the strategic acquisition of Ant Short-Term Rental. Regarding the cooperation between Tujia and Ant Short-term Rental, Luo Jun said that "the division of labor does not separate the family, and we work together". The two parties operate independently, respond to each other, and open up data. . This is also a supplement to Tujia’s C2C part.

Xiaozhu Short-term Rental is somewhere in between the two. It was established relatively late and has written a lot about the landlord’s presentation, which highlights the characteristics of C2C.

According to the statistics of Analysys Qianfan, the ranking of the three software (July 2016)

1. Market trends and industry status quo;

2 , competitors’ corporate vision, product positioning and development strategy;

3. Target users;

4. Market data;

5. Core functions;< /p>

6. Interaction design;

7. Product advantages and disadvantages;

8. Operation and promotion strategy;

9. Summary & action point.