The tourism industry has been very difficult in the past two years, in fact, it is not very difficult, it is very difficult.
Of the 9 listed travel companies that have disclosed their results in the third quarter of this year, 4 have lost money, and among the other 6 travel companies with pre-disclosed results, 5 have pre-losses. In other words, more than half of the enterprises are having a hard time; those who do not lose money are only barely a little profit with a small number of points, which is already living very well.
As far as the current tourism market is concerned, the simple business model that once earned a head fee and ate the difference in shopping prices has been rewritten by the epidemic. According to public information and information disclosed by listed tourism companies, tourism companies are trying to transform.
How to turn?
On the whole, one is to focus on the core business of "tourism", through the transformation of innovative service products, such as the launch of various types of theme-based creative tourism, in the case of not being able to launch long-distance high-value groups, try to make the nearest you become their deepest love. The other type is to gradually get out of the "tourism circle" and seek a breakthrough through live streaming with goods.
Among them, the theme of creative tourism products is to find customers in several market segments, for example, Emeishan previously launched parent-child research, script experience tour, Hanfu punch card experience, etc., what is needed is not only intensive creativity, but also needs creativity to reach this group with circle characteristics; and the internet celebrity live streaming goods, the same need to have their own circle layer can reach. The two invariably point in the same direction: private traffic pooling.
Unfortunately, in those years when the days were better, most of the network channels established by tourism companies were used as promotion channels, and tourists not only laughed under the line, but also laughed over online, and the traffic of hurried passengers did not really form a bright and sticky circle-type private domain traffic pool.
Therefore, in this context, the transformation of many tourism enterprises is almost naked, and the difficulty can be imagined. But that doesn't mean the market doesn't have opportunities.
In fact, in the current tourism, in the case of tourists generally difficult to travel far, the close play is the main demand, and in the near place, the core demand is: interesting.
The so-called interesting, that is, it is no longer a "tour" that the eyes flicker by, but a "tour" with a sense of experience, and a "tour" that can touch the heart. This requires that in the face of the "near" source market, we must quickly find a new way from the creativity, operation and promotion, which is different from the simple head fee in the past.
At the same time, through a number of creative activities, the private domain traffic pool is precipitated, so that outing tourists can become repeat customers. On this basis, relying on local or familiar resources, organize unique goods, and dig deep into the "money power" of the private domain traffic pool through live streaming with goods, so as to get rid of the shackles of the market environment, accumulate innovative experience in a new round of opportunities, transform into a new industry development model, and let yourself evolve in change.
Author: Zhang Hao