Ali's flying pig struck three times and wanted to change his trip with "design"

Ali's flying pig struck three times and wanted to change his trip with "design"

The traffic of large platforms has become a big tree that customized businesses have to rely on, but the competition between platforms is also intensifying.

In the second half of online travel, pursuers are accelerating. Not long ago, Xinmeida independent wine travel business as a new brand? Meituan travel? Yesterday, Alibaba's travel brand Flying Pig was released? Design? Guiding ecological strategy. Based on their respective genes, we try to find the breakthrough point of differentiation and challenge big players such as Ctrip and Qunar.

What is the slogan of Flying Pig this time? Traveling with design changes? . Li Shaohua, vice president of Alibaba Group and president of Alibaba Flying Pig, said that for consumers, Design? It is to buy modular products through search, or directly buy the tourist special line designed by Flying Pig, or initiate customized demand; For businesses, design? It is to use Ali's large traffic, big data, credit, membership and marketing resources to participate in the design of tourism products and even business models.

To this end, Flying Pig released three major products? Hotel full scene credit consumption, customized travel, four special lines. Li Shaohua called the flying pig after it was renamed? Scene one? The strategy is released, from which we can get a glimpse of the layout and strategy of flying pigs in OTA battlefield.

First, upgrade the credit residence, the whole scene inside and outside the hotel? Free, enjoy first and pay later?

Among the three major sectors of OTA: air tickets, hotels and leisure vacations, hotels are more standard than holiday products, but the consumption process of air tickets is more complicated, and there is much room for improvement in experience and service.

As early as 2065438+March 2005, Flying Pig was launched for the hotel industry? Credit to survive? Business, version 1.0 is based on sesame credit, allowing users to check in without deposit, check out without rounds, and pay after leaving the store. Behind these services, big data support accumulated by Ali Alipay is needed. According to the data provided by the flying pig, what is the credit? More than 654.38+million hotel merchants accessed it, and more than 1 10 million people used it, saving more than 3 million hours.

This time? Hotel full scene credit consumption? Will it be the original? Credit to survive? Extending beyond hotel accommodation consumption, such as hotel catering, leisure and entertainment, water sports, shopping and other related internal and external consumption, the process does not require deposit, cash and mobile payment, just provide the hotel's check-in number and name at the time of consumption, and Alipay account can automatically make online post-payment deduction settlement 24 hours after departure.

From June 1, the business will be tested at MGM Sanya Yalong Bay Resort Hotel, Sanya Tianyu Resort Hotel and Sanya Haitang Bay Minsheng Westin Hotel, and will land in Hangzhou Xixi in the second half of the year. ? Next, we will cover the public consumption area around the hotel, which may develop to cover the whole resort city in the future. ? Li Shaohua said.

Huang Yuzhou, general manager of Piglet Hotel Division, said? The Flying Pig survey shows that 65% of hotel users who have never incurred miscellaneous fees are interested in this new credit consumption model with hotels as the core scene. ? A foreseeable trend is that people are increasingly inclined to choose hotels according to the concentration of surrounding resources for eating, drinking and having fun, rather than the price and room type.

Is this business aimed at Ctrip's dominant position? The improvement of high-star hotel process is conducive to increasing passenger flow and encouraging consumption, but the challenge lies in the low degree of informatization and high non-standard miscellaneous items in the hotel industry, so the cost and resistance of the transformation are not small. Take the first MGM Sanya Hotel as an example, catering, SPA, motorboat, sailing and other projects still need to make an appointment at the front desk by phone, and online operation has not yet been realized.

The consumer credit model based on big data is the sword of flying pigs. Taking hotel accommodation as the core, extending to the whole process of hotel consumption, opening more tourism products and local services in the destination in the future, making credit consumption an infrastructure, is the ambition of Flying Pig, and also a weapon to balance Ctrip and other industry giants.

Actually, Ctrip is right? Credit to survive? And respond to this. On October 20 16 1 month, Ctrip jointly launched PMS (property management system room reservation system) company. Credit to survive? Function, provided to users? Free deposit when you arrive at the store, make rounds when you leave the store, and deduct money when you leave the store? Service.

Second, customize the travel channel online and give the supplier a share? An appointment?

On June 1 day, the customized travel channel of Flying Pig was officially launched after a one-month testing period. Customized tourism merchants settled in Flying Pig in the form of shops, with the first batch of nearly 20, including mainstream customized tourism brands such as six-person tour, no second tour, world state and daydream.

Hu Guanghua, chief product officer of Flying Pig, told the media that it is the key to the success or failure of customized tour products to effectively convey the diversified needs of consumers to merchants and ensure their services. Flying pig's plan is to exert its strength on the mobile side. Use product design to standardize personalized things, improve efficiency and give consideration to guaranteed services? .

In addition, merchant credit is also crucial. ? This is also the reason why existing startups are still difficult to scale up even if they have a certain amount of traffic, because their brands, business scale and personalized products determine that consumers will be aware of credit risks. ? Li Shaohua said. As a platform, Flying Pig can provide brand endorsement and operational support. More importantly, its big data capability allows businesses to better understand consumers, make more satisfactory route suggestions, stock up in advance, and make large-scale purchases.

The delivery mechanism related to the supplier's core interests is still in the experiment. Due to the limited number of suppliers on the platform at present, after users apply for customization, the system will automatically send orders according to the lines that merchants are good at. Li Shaohua said that in the future, Flying Pig will encourage businesses to create content to operate themselves. The characteristic of customization is that content triggers travel inspiration, so it will definitely surpass search through content. ?

The original high-end customized tourism became popular. Jia, CEO of customized tourism brand Six-person Tour, told 36Kr that domestic customized tourism consumption is in the transition stage from sightseeing to leisure, and classic itinerary plus personalized theme is a common combination mode. ? Even consumers who have never been to Europe are reluctant to join the group. ? Jia said.

The traffic of large platforms has become a big tree that customized businesses have to rely on, but the competition between platforms is also intensifying. Ctrip launched a customized channel in June 20 16, and released version 2.0 in April 20 17. It is said that the number of suppliers exceeds 1200. In addition, Tuniu, Tongcheng, CYTS and Zhongxin also launched customized travel services.

Third, activate the unpopular? Holiday IP? , make a template for the enterprise.

Following the launch of 20 16? Aurora special line? Later, Zhu introduced four special line destination products? 49,999 yuan? Antarctic special line? 8999 yuan? Northern lights 2.0? , 8,999 yuan British special line, and 6,999 yuan Baikal special line. These four production lines were designed by Zhu Fei and suppliers. Taking Antarctic products as an example, Flying Pig is responsible for chartering for Haida Road Cruise Company, and seven merchants on the platform buy tickets from Flying Pig and combine them into their own line products.

? Some mature destinations, such as Maldives, no longer need design. What we do is to integrate poor destinations and take a fancy to their explosive potential. ? Lao Shan, chief design officer of Flying Pig, said.

Laoshan also told 36Kr that flying pigs cut into relatively unpopular and high-priced products in the early stage, hoping to set a benchmark and drive businesses to integrate resources together. ? In the future, flying pigs will rely more on merchants and stick to the role of the platform. ?

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