Oriental selection into the tourism market "spoiler"?
Author |Li Wenxi.
Edit |Fun about business.
The fan circle culture has once again disturbed the Oriental selection.
In the early morning of the 13th, Dong Yuhui issued a long article in response to the "small composition" incident of extinguishing the fire. He said that the "small essay" copywriting selected by Dongfang to hold a provincial-level special session was written directly by himself, such as Xi'an and Inner MongoliaI also have my own ideas and suggestions.
In the response, Dong Yuhui mentioned the original intention of Dongfang Selection - the development of agriculture, and proposed to oppose the "fan circle" culture, and also oppose the "fan circle" in the name of "fan circle" with ulterior motives to stigmatize anyone, and at the same time called on everyone to speak rationally.
Screenshot of Weibo.
Although the incident was able to subside temporarilyHowever, how to get rid of the "dependence" on the Douyin platform and Dong Yuhui's personal IP is still a problem to be solved after Dongfang Selection's entry into cultural tourism
The long-established cultural tourism project has finally been launched in a "high-profile" manner on the Oriental Selection App and its Douyin live broadcast room.
On December 10, Dongfang Selection launched cultural tourism products on its own APP for the first time. The 8 most eye-catching product recommendation pictures of the app are circulating, and the first two are given to cultural tourism products.
At the same time, Dongfang selected anchors Dundun and Beibei to open live broadcasts in Sanya, Hainan, Lijiang, Yunnan, and Jilin to build momentum for cultural tourism products. This time, it is also the first time that Dongfang Selection has opened the live broadcast of "3 sub-venues". Nearly 5 million netizens across the country watched Jilin's ice and snow tourism "special projects" such as "splashing water into ice" and skiing in the live broadcast room.
Oriental selection of Jilin special session.
On the first day of the live broadcast, the sales of cultural tourism products exceeded 16 million yuan, which was higher than the expected 10 million, and the effect exceeded expectations.
From the perspective of the Oriental Selection App, at this stage, there are mainly 9 categories of products such as domestic and foreign destinations, the same style in the world, millions of popular models, tourist routes, hotels, and tickets.
Currently,The cultural tourism products selected by Oriental are still Ctrip-like platform play - all products are provided by third parties and are not self-operated。In the previous ** report, there were more than 100 companies that reached cooperation intentions with Dongfang Selection.
At present, the main product of the top merchant "Sanmaoyou" has received New Oriental's tens of millions of A+ round of financing in 2020, which shows Yu Minhong's early layout。According to "Fun Solution", in the "Sanmao Tour" museum tour service launched on other OTA platforms, tour guides will also take the initiative to say that they are New Oriental's invested companies, especially emphasizing that they are good at culture and knowledge content.
Screenshot of it orange.
The layout of cultural tourism has long been no secret to Oriental selection.
From July 2022, Oriental Selection will launch the "Location Live Broadcast Special", through cooperation and live broadcast with provincial ** departments, not only to bring goods for special products, but also to promote local cultural tourism;In December 2022, Dongfang Selection created the Douyin account of "Dongfang Selection to See the World" and officially entered the live broadcast of cultural tourism.
A few months ago, Yu Minhong said: "I do cultural tourism because I want to play and like to travel." Maybe in the process of playing, cultural tourism will be done."
Screenshot of Weibo.
In terms of practical effects, the live broadcast of Oriental Selection has indeed contributed to the development of cultural and tourism resources in Shanxi, Gansu and other places. The security personnel of Yungang Grottoes said that after the live broadcast of Oriental Selection, Yungang has become popular from an unpopular scenic spot, with more than several times the number of tourists, and some grottoes have also opened current restrictions and restrictions for the first time.
After the selection of "Gansu Tour" by the East, the average number of visitors to the "Gansu Provincial Museum" increased from 120,000 to 30,000. According to Ctrip data, Gansu's summer order volume increased by 171% year-on-year, of which inter-provincial travel orders accounted for 90%.
In addition to agricultural products, Dongfang Zhen has proved its ability to carry goods, and the launch of cultural tourism products seems to be a matter of course.
It is worth noting that this time the live broadcast of cultural tourism products, Dongfang Selection also has the traffic "corner" of digging Douyin. The live broadcast of cultural tourism products was first launched on the self-operated APP, and then switched to the live broadcast room of "Oriental Selection to See the World";Netizens who buy cultural tourism products in the live broadcast room will also be directed to the **Oriental Selection app, and there are no related products in the Douyin live broadcast room.
During the live broadcast, the anchors selected by Dongfang also repeatedly mentioned "opening a membership, returning to the cost of a single order", which is also attracting traffic for their own APP. Membership, that is, the annual fee membership launched by Dongfang Selection in its self-operated APP, ** is 199 yuan. If you buy cultural tourism products as a member, you can enjoy a discount of 9% or 95%, and if you buy a single Dubai tour product, you can indeed return the cost of a single order.
Screenshot of Qimai data.
It seems that after experiencing the incident of banning the live broadcast room, Dongfang Selection has made up his mind to hold the "soul" in his own hands, instead of being subject to Douyin all the time.
For the capital market, Dongfang Selection should not only prove the success of self-help, but also prove the business imagination.
Judging from the performance of Dongfang Selection, the "realization of self-help" has been basically completed. According to the Oriental Selection (1797HK) According to the financial report data released on August 25, the GMV of Dongfang Selection reached 10 billion yuan for the whole year, and the total number of orders reached 13.6 billion orders, with more than 120 self-operated products. Total revenue from continuing operations increased from 60.1 billion yuan surged 651% to 4.5 billion yuan, and the net profit was 97.1 billion yuan.
Screenshot of the company's announcement.
But if it is only the mode of anchoring with goods, the imagination space of Dongfang Selection in the future will be narrow;Moreover, there are many big anchors in front, and it is difficult for Dongfang Selection to win a good ** in the competition of "big brand" sources.
Therefore, since the beginning of this year, Dongfang Selection has continued to increase its self-operation and raise its own business imagination spaceBut to support a higher market cap, not only a new "story" is needed, but also a higher GMV.
In terms of categories, Dongfang selects more categories of agricultural products, which is both an advantage and a limitation. Relying on agricultural products alone, the unit price of customers is low, the barriers are low, and the commission is low, which cannot greatly increase GMV. In addition, this market is also coveted by many anchors, and Simba has repeatedly "angrily sprayed" Dongfang Selection in the live broadcast room, perhaps because he was worried that the latter would cut the cake.
The improvement of self-operated business is limited by the environment of quality control, investment promotion, and operation, and it is difficult to implement it in practice. Therefore,Mature cultural tourism products with higher unit prices are undoubtedly a good direction for Dongfang to select and expand categories
Screenshot of Douyin.
"Fun Solution Business" noticed that although the cultural tourism business is also highly competitive, there are not many IPs promoted by ** cultural tourism like Oriental Selection. Compared with the "selling cultural tourism live broadcast", Dongfang Selection can give full play to its unique "cultural" characteristics, making the promotion of cultural tourism products unique and more attractive to consumers. In addition, Dongfang's selection of the original delivery model and product structure has attracted many white-collar workers and intellectuals, who are also the mainstream customers of cultural tourism products.
In terms of business model, the cultural tourism business is also a reuse and extension of the past content and talent advantages of Oriental Selection. Long before Oriental selected and launched cultural tourism products, the cultural tourism group, which also belongs to New Oriental, launched cultural tourism products such as Hangzhou, and the tour guide is a history and language teacher of New Oriental.
Canned Gallery.
Although Dongfang selects to do cultural tourism, the content, talent, flow, and mode are available, but it is not easy to make agricultural products, and it is not easy to make cultural tourism products. The experience of cultural tourism products is more "non-standard" than that of agricultural products and other commodities, which is all based on the personal feelings of consumers, and especially tests the "back-link" service of the delivery party. For Dongfang Selection, a novice in the cultural tourism industry, its "post-link" delivery ability is obviously far inferior to that of old players such as Ctrip and Tongcheng
Judging from the cultural tourism products launched this time, it is obvious that Dongfang Selection is also very aware of the boundaries of its own ability. New Oriental's cultural tourism group has long launched cultural tourism products, but Oriental Selection has introduced mature third-party products and has not launched its own cultural tourism business. “Working with a third-party supplier may be to reduce investment and risk. Angel investor Guo Tao said in an interview with **.
However, if you rely entirely on third-party products, you cannot fully control the products and services, and it is also prone to problems. Previously, on social platforms such as Xiaohongshu, many users complained about the persuasion posts of the Oriental selection route, such as unreasonable itinerary, high price, poor after-sales service, etc. At the same time, the homogenization of third-party products will also affect consumers' experience of the platform.
Screenshot of Xiaohongshu.
But only at this stageFor Oriental Selection, which is new to the cultural tourism business, it is more important not to make mistakes than to be brilliant;Cultivating the user's mind first, and then crossing the river step by step by feeling the stones, may be a more rational choice in the short term
The increase in cultural tourism players is also related to the trend of "revenge consumption".
According to data from the Ministry of Culture and Tourism, in the first three quarters of 2023, the total number of domestic tourists was 367.4 billion, an increase of 15 over the same period last year8 billion, a year-on-year increase of 755%。Among them, the number of tourists in the city is 284.6 billion, a year-on-year increase of 780%；The number of tourists in rural areas is 82.8 billion, a year-on-year increase of 676%。In terms of consumption, in the first three quarters of 2023, the total cost of domestic travel was 369 trillion yuan, an increase of 1 over the previous year97 trillion yuan, a year-on-year increase of 1144%；Among them, urban residents spend 317 trillion yuan, a year-on-year increase of 1227%；Rural residents spend 052 trillion yuan, a year-on-year increase of 758%。
Screenshot of Cultural Tourism China.
Although it is a recovery growth, the logic of consumer choice of products is also changing:In the past, determine the destination - plan the route - OTA to place an order;Now, swipe to destination - place an order, or swipe to destination - plan route - place an order
Traffic portals are starting to shift to content platforms. The rise of new gameplay is a complete threat to OTAs who do not have content genes. The ** tourism market, which was once dominated by Ctrip, Tongcheng and Qunar, may be further compressed by live streaming. Even if there is no Dongfang selection, Ctrip, which "can't find an opponent with a high-powered telescope", may also face the "threat" of the rise of Douyin and Kuaishou.
Canned Gallery.
As early as 2018, Douyin began to lay out the tourism market, but at that time, it was still online to sell OTA products;By January 2020, the first batch of wine and tourism merchants will settle in;In July this year, Douyin upgraded its hospitality business to a first-level department under Douyin Life Services.
In the past two years, Douyin has become an "incubation pool" for cultural tourism projects to become popular, Xi'an Datang Sleepless City, Chongqing Hongya Cave, Guizhou Rongjiang County, "Tianjin Uncle 6A Scenic Area" and so on are "popular" due to Douyin. According to the relevant data released by Douyin in the first quarter of 2023, on the user side, more than 400 million users with travel interests are on Douyin** travel content. On the merchant side, hotel accommodation, business travel ticketing** and tourist attraction accounts saw the strongest growth, with year-on-year growth rates respectively. 0% and 355%。
In October this year, Douyin Life Service Wine and Travel Industry launched the "Travel Hoarding Festival", inviting Jin Xing, Liu Genghong & Wang Wanfei Vivi, Zhong Liti and many other celebrities to start a special live broadcastDuring the event, nearly 4.5 million users participated, and more than 400 million views were received on the Douyin platform on the topic of "Travel Hoarding Festival", helping merchants in the wine and travel industry to increase their online voice and sales conversion.
Screenshot of Weibo.
In 2020, Kuaishou also began to introduce OTA partners to access the related hospitality products of these platforms. In May this year, Kuaishou also launched the "Every City Has a Hand" 100-city linkage cultural tourism project to support cultural tourism content with tens of billions of traffic.
However, an efficient, comfortable and complete cultural tourism experience requires the coordination of hotels, scenic spots, air tickets, ground agencies and other linksWithout efficient communication and collaboration with the best businessmen, it is impossible to complete high-quality service delivery. Limited by the complexity of the cultural tourism product itself, it is far from enough for the content platform to only grasp the traffic.
OTA "old players" such as Ctrip have significant advantages in comprehensive delivery capabilities, brands, resources, technology, business models, finance, etc., which are also advantages that are difficult for emerging platforms to achieve.
Compared with making content, doing service is the hard work of "wading through the mud", professional and hard;Based on this alone, Dongfang Selection cannot be a spoiler for the time being. So,For Oriental Selection, it may be a safe choice to be a responsible "strict selection" platform.
At present, it seems that "new players" such as Dongfang Selection can hurt the "tendons" of OTA "old players" such as Ctrip, but they still can't move their "bones".
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