The tourism consumer market is showing a huge consumption contrast.
On the one hand, the total number of domestic tourists and the total tourism revenue continued to decline.
In 2021, the total number of domestic tourist arrivals and total revenue were 3.246 billion yuan and 2.9 trillion yuan respectively, down 46% and 49% respectively from 2019.
On the other hand, domestic local leisure and vacation consumption has grown rapidly.
In Q3 2021 compared with the same period in 2019, the proportion of local leisure and vacation consumption in China increased by 15 percentage points; The proportion of consumers' consumption within the 50-kilometer consumption radius increased by 12 percentage points.
Between "one rise and one fall", the domestic tourism consumer market has turned across the board, and the local leisure and vacation market has become a new topic for scenic destinations.
"Local consumption" is also the most familiar area of Meituan.
After the epidemic, the frequent "circuit breaker mechanism" in the tourism market and the iteration of tourist consumption habits have allowed more scenic spots to break the situation in the local market.
In this context, Meituan Tickets tries to help scenic spots capture the most real consumer needs of local consumers through platform tentacles, penetrate localization, and stimulate changes in the supply and demand chain, and the most critical entry point is "marketing".
Just after the Spring Festival of the Year of the Tiger, Meituan Tickets proposed that it will take the goal of creating a "new landmark for a better life" to help domestic scenic destinations do a good job in marketing services, through creating a local leisure vacation marketing system with "new cognition" as the core, the C-end meets the new needs of consumers, and the data of the B-end "guides" the new supply of scenic spots, and then creates a new supply and demand chain of "new demand - new cognition - new supply", and taps the potential incremental market for tourism consumption.
Simple understanding in one sentence:
In 2022, Meituan tickets will have more attempts in marketing.
Everyone is curious, with "marketing" as the starting point of the METUAN ticket, what will be the specific way to play?
01
"As a Guangzhou native, after the epidemic, where do you prefer to go to play?"
"In 2021, I will go to Guangzhou Chimelong three times."
"Are you crazy obsessed with wildlife, or aren't you riding enough of a roller coaster?!"
"Nothing! There are two times Guangzhou Chimelong held the Electric Syllable Festival, and once held the Tide Play Season Halloween event. Without these fun activities, who always goes there to hang out?!"
This is an interesting conversation between Jin lu jun and a friend in Guangzhou.
Chimelong is still that Chimelong, tourism consumption demand has always existed, but the connotation of tourism consumption has been completely subverted.
Under the new normal of the epidemic, there are three obvious changes in tourism consumer demand:
Local tourism consumption is dominant.
In the Spring Festival of 2021, tourists in China's provinces accounted for 78.3% of the tourists received by them; The average travel radius of tourists is 131.8 km; The average recreation radius of the destination is 8.3 km. Local travel is becoming a habit that will not be completely changed by the end of the pandemic.
The proportion of pan-intent searches has skyrocketed.
Consumers begin to lack clear intent to spend. For example, the Winter Olympics have brought a hot ice and snow economy, and the vast majority of consumers are deeply interested in it, but when searching for consumption keywords on the platform, most of them enter the word "ski" with vague intentions, and then look for the consumption items they are interested in in a large number of search results.
The proportion of fragmented time travel increases rapidly.
For medium- and long-distance travel, the typical characteristics of consumers are "early departure and late return". In the Spring Festival of 2021, the proportion of consumers traveling after 14:00 and at night increased by 9.7%. Everyone seems to be getting used to waking up and eating and going out leisurely.
The change in tourism consumption demand will inevitably lead to the reform of the supply side of tourism. Theoretically, since the existing tourism consumer products cannot meet the demand, there must be new tourism consumer products to replace. Since the epidemic, a large number of new supplies have indeed appeared in the market.
New attractions represented by Dongtai Jinal Lake, Sacred Elephant Heavenly Gate, Anyue Grottoes, Ganquan Yucha Grand Canyon, and Cocoto Sea; New ways to play represented by picnics, camping, surfing, skiing, rafting, etc.; Robot restaurants, blind box hand shops, floating experience halls, psychological studios and other new formats represented by ...
These new tourism consumer products have doubled in transaction volume on major platforms. The problem is that the production of new tourism consumer products requires a certain period of time, but the strong tourism consumption demand can not wait at all, resulting in an imbalance between tourism consumption supply and demand, and the contradiction between supply and demand is sharp.
The supply of new incremental products is insufficient, and the market will find growth from the stock market.
Take Guangzhou Chimelong as an example:
Before the epidemic, Guangzhou Chimelong relied on well-known IP such as wild animals, circuses, and happy worlds, which was enough to attract tourists from all over the world to come to taste the early adopters.
After the epidemic, Guangzhou Chimelong's stock projects have limited temptation for local consumers who have brushed several times, forcing them to attract local customers through new ways of playing such as electric syllables and tide play seasons that are popular with young people.
"New demand" forces out "new supply", which reflects the true meaning of "new landmark" in Guangzhou Chimelong's "new landmark for a better life" label, which is different from "old landmark".
In this process, the role of Meituan tickets has undergone fundamental changes at the same time.
In the old supply and demand relationship, the role of Meituan Tickets focused on ticket distribution, mainly to solve the problem of channels; In the new supply and demand relationship, Meituan tickets are not only ticket distribution channels, but also "docking devices" between "new demand" and "new supply".
In short, Meituan tickets are on the C-end, guiding consumers to find more interesting tourism consumption items more easily; On the B-side, help scenic destinations produce more new projects and match them to the right audience.
In order to play this role well, Meituan Tickets tries to introduce a new link in the supply and demand chain of tourism consumption:
"New Cognition".
The so-called "new cognition" originally meant to stimulate new ideas, new ideas and new concepts at the C and B ends, and its essence is a new marketing system composed of a set of marketing tools and methodologies.
"Reduce consumer decision-making costs and capture high-frequency consumer demand."
Zhang Chuan, senior vice president of Meituan and president of the store business group, said this when interpreting.
In the scene of consumption changes in scenic spots, Meituan Tickets has created a new tourism consumption supply and demand chain of "new demand - new cognition - new supply".
02
The biggest innovation was in the "Stimulate Demand" stage, proposing three new marketing campaigns: Fun Detective Corps, Play Gravity, and Beautiful Day;
The "Fun Detective Corps" focuses on content marketing. From the perspective of purpose, it is intended to give clearer consumption guidance to consumers with vague consumption intentions; From the formal point of view, it is an innovation of the traditional shop exploration game; From the content point of view, the biggest highlight is "conflict".
Each issue of the "Fun Detective Team" will target a scenic destination, from its precipitated in the platform Shanghai volume of reviews, select the controversial issues that everyone cares about, and the "Fun Detective" will personally go to find out, give objective evaluations and suggestions, and trigger consumers' attention and interaction.
Or take Guangzhou Chimelong as an example, this article is the most intensely discussed in many consumer reviews: "Which projects can families with babies choose that can let their children fly and let parents breathe?" 」 Fun Detective "personally went to the park to find, and one by one excavated a lot of "treasure projects" that were ignored by Bao Dad and Bao Mom, and focused on marketing for parent-child families, which aroused strong resonance among parent-child families.
It is understood that the "Fun Detective Team" will be launched at a high frequency at a rate of two issues a month, which is the main gameplay of the ticket marketing of the US group in 2022, and the first issue of content will be released in March.
"Playing With Gravity" focuses on event marketing during peak seasons. It is intended to develop a number of explosive projects offline through the cooperation between the platform and scenic destinations, similar to the offline marketing activities based on the national style, trend and local cultural characteristics such as Guangzhou Chimelong launched the electric syllable festival and the tide play season last year, so as to make the tourism peak season more prosperous.
Meituan Tickets is planning to create a number of fun pop-up activities in scenic destinations with the "Kangaroo" IP as the core, such as launching a "fake kangaroo doll to find a real kangaroo" in the zoo and creating a kangaroo pop-up shop.
"Good Pie DAY" focuses on off-season festivals. Gather popularity and precision marketing for scenic destinations in the off-season.
Meituan Tickets' first platform-level festival in 2022 is scheduled for May 16, named "516 Walking Festival", through combing different scenes such as cultural appreciation, micro-vacation, parent-child walking, sweet dating, etc., for different consumer groups precision marketing.
These three new marketing activities as the core, together with the regular "leisure vacation list", "node promotion", "super brand alliance", "weekend specials", "scenic area member flagship store membership day", "special crowd marketing activities", etc., together constitute the marketing system of Meituan ticket update.
It should be emphasized that the scenic member flagship store has become an important carrier for the "new cognition" series of marketing activities of Meituan tickets, and many marketing activities and content will be presented and displayed in the member flagship store of scenic destinations.
This move is a safeguard measure to maximize the marketing effect.
Although in the eyes of many people, scenic destinations are low-frequency consumption, meituan ticket data shows that members have a 5% higher repurchase rate than non-members, an 18% higher unit price, a 166% higher consumption frequency, and a 68% higher evaluation rate, which is an important tool for "penetrating localization".
Especially in the local leisure and vacation scene, consumers' consumption frequency of traditional scenic destinations is increasing, and the value of membership continues to be highlighted.
03
The stimulating effect of meituan tickets on "new cognition" will form an upward and downward conduction effect at the same time.
Behind the "new demand" is the "new user".
On the one hand, various marketing activities will activate the enthusiasm of Meituan members, stimulate them to pay more attention to local leisure and entertainment projects and generate consumption, and become members of scenic destinations; On the other hand, scenic destinations can also reach more platform cross-scene users through the platform commercial promotion system. For example, during Halloween, Guangzhou Chimelong conducted a wave of marketing interaction with Meituan To buy vegetables, attracting a group of latter users to consume across scenarios.
There is also a factor that is overlooked by everyone.
On December 27, 2021, Meituan and Kuaishou reached a strategic cooperation, in which the two sides will open up content scene marketing, online transactions and offline performance service capabilities to jointly serve users. This means that Meituan has increased its traffic introduction efforts, and in the future, Kuaishou's active users will enter the Meituan platform to provide more valuable traffic for merchants.
In the current situation of "traffic is king", this point cannot be ignored.
Behind the "new supply" is the "new product".
With the help of the power of marketing, Meituan tickets can help scenic destinations accelerate the production of various new tourism consumption products in three aspects.
First, data-driven. In 2021, Meituan Tickets launched a new tool "Scenic Review" for scenic destinations in a low-key manner, which is a set of review data management and analysis system, which analyzes and summarizes the massive review content left by consumers on the platform, finds scenic spot operation problems, and understands changes in consumer demand.
Second, actively participate in offline marketing. "Playing with gravity" is actually a signal that Meituan tickets are used as an online platform to actively participate in the offline marketing of scenic destinations. In the future, the platform cannot be limited to online, but should be more active in the layout offline in order to achieve good interaction between online and offline.
Third, develop new ticket products. Since the epidemic, the platform has made rapid progress in the innovation of online tourism consumer products, and hotel pre-sale products and wine + scenery package products have once been popular. Meituan Tickets began to try more last year, releasing a series of innovative ticket products, including "Half-day Tour Park + Afternoon Tea Package", night tour ticket products, membership cards, and ticket discount products for specific groups of people (college students, etc.) ...
Objectively speaking, the new supply and demand chain of "new demand - new cognition - new supply" created by Meituan tickets has a logical closed loop and has initially won market recognition. Meituan ticket data shows that since 2020, the integrated marketing services provided by Meituan tickets to the B-side have doubled their growth every year.
However, Meituan Tickets wants to work with scenic destinations to create more "new landmarks for a better life", and it needs more efforts, which is destined to be a long-term strategy.
Especially on the B-side, an objective situation that has existed for a long time in scenic destinations is that the online penetration rate of tickets is low, and the major online platforms are more positioned in distribution channels, and the awareness of innovative marketing needs to be further improved.
However, as more and more scenic spots attach importance to the importance of marketing, "marketing-driven sales" will become the new normal of win-win results between scenic destinations and online tourism companies after the normalization of the epidemic.
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In 2022, the tourism consumer market may usher in a round of marketing flowers, which is worth looking forward to.