What are the characteristics of the products of the island encounter project and what is the product strategy?

With the continuous development of outbound travel, the island holiday fever continues to rise. According to "20 17 China outbound tourism big data report" jointly released by china tourism academy and Ctrip. Com, in 20 17, China citizens traveled abroad more than1300,000 times, among which tourists to the island accounted for about one third of the total number of people going abroad.

Island vacation involves a long industrial chain and many market players, including Zhongxin, Caesar, Tenbon and other outbound integrated service providers; Club med and other large holiday chain groups; Island holiday brands in vertical fields such as fun travel are constantly seizing the market and have the first-Mover advantage of brands or resources. For the latecomers, it is not enough to share this cake without any differentiated foothold.

Upstream destination resources have become a battleground in the field of island vacation. Private island holiday brands always believe in the uniqueness and market value of private island holiday products when they meet islands, so how do they tap the "scarce" islands and upstream resources?

Jiang Yiliang, founder and CEO of Yudao, introduced the changes, difficulties and breakthrough points of the island holiday market. He firmly believes in the value of upstream resources and talks about something he is doing now and hopes to achieve in the future.

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Jiang Yiliang, founder and CEO of Youjima

Re-customized vacation to Chongdao

At the beginning, Meeting Island didn't directly cut into the island holiday service: it was once positioned as a high-end private tailor-made travel service provider, and launched two products, focusing on outbound travel customization and private island tourism respectively, followed by "disarming" customization, and gradually became a heavy island, all in the private island holiday experience.

It can be said that behind this change is the change of market environment.

Time goes back to 20 15 and 20 16. With the bonus of outbound tourism market, the drive of consumption upgrading and the blessing of capital power, customized tourism projects came into being, and C2B mode customization seems to be the only way to compete for outbound tourism track. However, with the influx of many startups and travel agencies into this track, the competition is becoming more and more fierce.

Looking back on the trip of Personal Tailor, which started around 20 15, Jiang Yiliang thinks that heavy service and difficulty in obtaining customers are the bottlenecks. At the same time, the influx of capital has also affected the trend of customized tourism industry to some extent.

"If there is no excessive involvement of capital in the customized tourism market, and there is no way to get customers after capital comes in, this matter can be done quietly for at least ten or twenty years, and China can also produce many craftsmen to serve customers safely and stably." Jiang Yiliang said, but the actual situation may be that many companies invest more money than a year's GMV, and those companies that concentrate on service are not calm.

On the one hand, it is the pressure from the market, on the other hand, it is the potential of the island holiday market. After investigating the market and listening to the suggestions of investors, the island began to land two years ago and deeply cultivated the island holiday line products. Different from other island products, the focus of island encounter is not on popular islands, but on developing global private islands, creating high-quality overseas private island tourism products, and highlighting the characteristics of quietness and privacy.

In Jiang Yiliang's view, island holiday tour is a category with high product positioning. Judging from the current outbound travel data of China people and the proportion of leisure vacations, the market share will be higher and higher.

At present, Yudao has developed nearly 300 island routes, mainly distributed in Southeast Asia, Australia, Europe and South America, covering 36 countries and regions, providing island leisure and holiday tourism products, including exclusive private island routes, island packages, group building, tourism wedding photography and other services.

Opportunities for upstream resources

Yu Dao believes that the control of upstream resources is their core competitiveness.

Jiang Yiliang's judgment on the whole tourism environment is no different from the trend of the market. In his view, there is no chance for traffic entrepreneurship. Traffic is what big companies do, and the only thing startups can do is to make products fine.

"After taking the upstream resources, there is no traffic downstream. Now the only opportunity in the segmentation field is upstream. " Jiang Yiliang said.

In 20 16, after obtaining financing of more than 20 million yuan from Platinum Group, 58 Tongcheng, Dangdang, Zhenge Capital and Shanghai New Ball, the island kept a low profile. In the past two years, they have paid more attention to the excavation of upstream resources.

Upstream, they build barriers from two aspects, one is exclusive agreement, and the other is "island wealth" plan.

Through the seed islands provided by overseas friends and tourists, Jiang Yiliang and his team found many unpopular and private island resorts, and signed exclusive agency agreements (GSA) with them to help them sell as agents and explore the China market.

The scarcity of island destination resources makes it particularly critical to seize resources. In more than two years, what You Xima has been doing repeatedly is to try his best to continuously expand the number of GSA agreements.

At present, Yumima has signed GSA agreements with 4 1 islands/resorts, ranging from private high-end private islands to luxury resorts. According to reports, there are 22 rooms on the private island of Mank, Thailand, which can accommodate up to 72 people, and the average house price is about 1.500 yuan RMB; There are 10 rooms in the Philippine resident island, which can accommodate up to 30 people, and the average house price is about 7800 yuan. Noah Island, a private island in the Philippines, has 6 rooms, which can accommodate up to 12 people, and the average house price starts from 20,000 yuan.