When travel returns, it's still the content that is sold.
Northeast Lao Tie, you can't do this authentically.
Recently, Douyin's well-known anti-counterfeiting blogger Mrs. B**Harbin Snow Township Tour Group** chaos, 1180 yuan and 550 yuan, two tour groups with different prices belonging to the same travel agency, in addition to the difference in the station wagon, food, accommodation, including the follow-up itinerary are exactly the same. The 550 yuan (two days and one night) tour group did not sign a paper contract, and the travel agency only issued an electronic contract without any legal effect to the passengers, and the 1,180 yuan tour group passengers had a paper contract, and the co-authors bought a contract with 630 yuan.
After the follow-up tour started, someone quietly recommended the 298 yuan and 200 yuan tour group to Mrs. B, saying that it was exactly the same as the 1180 yuan tour group. Then B learned too much that the tour group of tourists in the same tour group is not the same, some are more than 200, some are more than 900, and there is a four-day and three-night ** as high as more than 2,000.
As soon as the matter was exposed, the Harbin Daoli District Culture and Tourism Bureau immediately responded, and the relevant personnel have been investigated in response to the suspected illegal operation of the Songhuajiang International Travel Service Branch reported by netizens in organizing tourism. It has been preliminarily verified that the travel agency involved has violated laws and regulations, and the case is still being further handled. The Bureau of Culture and Tourism also reminds tourists to be wary of the trap of "low-cost tours", sign a formal travel contract, shop rationally, and follow the rules
As soon as the "anti-fake" incident came out, many Northeast villagers in the comment area suggested that they did not need to report a tour group to travel to the Northeast, and even many enthusiastic veterans recommended themselves to take tourists to play, which drove a wave of popularity to Northeast tourism.
Since Zibo barbecue came out of the circle this summer, all provinces across the country have been making efforts in cultural tourism, trying to catch the attention of young people. Dongfang Selection announced that it would enter the cultural tourism track, which directly pulled this wave of popularity to the highest.
On July 21, Dongfang Selection released the article "Re-entrepreneurship!" on the official ***Oriental Selection Cultural Tourism!The official announcement officially opened up the cultural tourism industry after the Oriental selection, providing high-quality cultural tourism services with a sense of cultural happiness, a sense of knowledge and a sense of personal pursuit for middle-aged and elderly people.
Looking back on the "double reduction", it has been more than two years, and Dongfang Selection, the leader in the education and training industry, has made drastic reforms in recent years, explored the layout of new businesses and squeezed into the live broadcast e-commerce industry, using the "content + e-commerce" model to be unique in the live broadcast industry, and also played the personal brand of Dong Yuhui. Today, Dongfang Selection (09901) has achieved a reversal of adversity from the trough of "double reduction" two years ago, and its market value has quietly increased eightfold so far.
After tasting the sweetness of "content + e-commerce", Yu Minhong aimed at "content + tourism", middle-aged and elderly people and culture are the keywords of this entrepreneurship. Among them, "high-end cultural tourism" is the focus of Oriental Selection Cultural Tourism.
In fact, high-end cultural tourism is not a new track, but few travel agencies have implemented to satisfy consumers, and Oriental Selection has also seen this market gap.
To this end, Oriental selected cultural tourism to release cultural tourism business executives, cultural tourism housekeepers, cultural tourism lecturers, cultural tourism tour guides and other positions. According to Xiaohongshu applicants, Oriental Cultural Tourism currently wants to transfer from its own teaching team for training, and then look for industry talents with high academic qualifications, junior high school or high school history and language teacher qualifications and relevant tour guide experience, the ratio is estimated to be 7:3.
In November, Oriental Selection Cultural Tourism launched a 21-day two-person Hangzhou in-depth cultural tour on Douyin, priced at 2980,000 yuan.
Yu Minhong introduced the tour group project on his personal Douyin account as follows: Jiangnan Dream in the world, drunk memory is Hangzhou. With Hangzhou, the city of the Asian Games, as the center, unlock a cultural attraction every day, including Hangzhou Lingyin Temple, Huzhou Nanxun, Shaoxing Lanting, etc., and experience more than 20 intangible cultural heritage activities, such as West Lake Longjing production, taste more than 50 special Hangzhou dishes, check in local characteristic restaurants, and truly live in a city and feel a city.
Xiao Wu, a netizen who has purchased a four-day and three-night tour group of Oriental Selection in Huangshan, Anhui Province, said that each tour group of Oriental Selection will basically be equipped with three staff members, namely cultural tourism tour guides, cultural tourism housekeepers and drivers.
After the tour group arrived, the tour guide took us directly to the conference room of the Huizhou Museum to entertain us with the tea leaves of Huangshan, and then explained the precautions for travel. The food and accommodation provided not only take into account the local cultural characteristics but also take care of the health and taste of the elderly. ”
The itinerary is designed to be relatively relaxed, let us wear special clothes to experience the local Hui culture, and every time we go to a scenic spot, the cultural tourism guide will tell you a little-known local historical story, so that many tourists who have been to Huangshan have a new experience. ”
Lao Yu's purpose is: "People live to toss, and it is a righteous and bright thing to want to be recognized by society." ”
Along the way, from English education to e-commerce to cultural tourism, many outsiders said that a person who does education to do cultural tourism is not too big, can Yu Minhong still afford it?
In fact, compared with the second e-commerce start-up, Dongfang Selection has a historical record in the track of cultural tourism. As early as 1993, Yu Minhong founded Oriental Selection English Education, and has been doing domestic research and international study tours for young people across the country.
The customer group of Oriental Selection Cultural Tourism this time is middle-aged and elderly people, mainly for those middle-aged and elderly people who have requirements for tourism quality, have pensions and have plenty of time.
From this point of view, Yu Minhong is quite good at picking customers. From the earliest TOEFL classes and GRE classes to the later children's English and K12 classes, each business is aimed at customers with a high willingness to pay. Speaking of Dongfang Selection, although the agricultural products sold by the outside world have been criticized by the outside world for being expensive, it does not prevent the live broadcast room from doing well in the slightest, because it is aimed at high-consumption groups from the beginning, and these people are willing to pay a premium for the product.
It can be seen that the core competitiveness of Dongfang Selection has never been to give lectures, but to pick customers. Pick the right customers, and the business is half the battle.
Although Oriental Selection Cultural Tourism advertises that the main target customers are the rich and leisurely middle-aged and elderly, there is a consensus in the tourism industry that middle-aged and elderly tour groups have always been the hardest hit areas of unreasonable low prices, fraud and other cases, and no tour group has put its main business on middle-aged and elderly tour groups so far.
At present, judging from the **link posted on the Douyin platform of Oriental Selection Cultural Tourism,**Most of them are still cultural study tour research products for teenagers and children, and **mostly in five figures, it seems that compared with middle-aged and elderly tour groups, Yu Minhong is still more confident in the youth study tour research project.
As early as April 16 this year, Oriental Selection revealed that it was laying out the cultural tourism industry, and it is not difficult to find that the performance of Oriental Selection live broadcast during the same period of time is not difficult to find that the traffic of Oriental Selection live broadcast room has peaked this year, and the number of people has stabilized.
The main reasons are: first, the user's freshness of the "content + e-commerce" live broadcast model has gradually faded;The second is that Dongfang Selection has encountered the current restriction of the Douyin platform, and the display weight of the store's products has been reduced, and it has been restricted from using platform advertisements and ** resources.
The current restriction of the Douyin platform is undoubtedly a huge blow to Dongfang Selection, and Dongfang Selection subsequently issued a statement saying that it would be suspended for three days in response to the small yellow car being towed away Dongfang Selection decided to start broadcasting on the dual platforms of Douyin and its own app Dongfang Selection APP85% off three-day promotion drainage. Through this series of actions, it is not difficult to guess that the official announcement of Oriental Selection Cultural Tourism is building momentum for its own APP.
In fact, as early as July 2022, Dongfang Selection tried to go out to live broadcast to bring goods.
According to public information, more than 25,000 orders were sold in the Zhangjiajie exterior special session, with a total number of more than 7.28 million people and a total sales of more than 31.9 million yuanThe total number of people in Yunnan exterior special shows exceeded 8.8 million, and the total sales exceeded 100 million yuanThe number of people in the Shanxi location special live broadcast room exceeded 24 million, and the total sales exceeded 1300 million yuan, the amount of short correlation exceeds 300 million times, and the grayscale test has a good record.
A few days ago, led by the Hebei Provincial Department of Culture and Tourism and strongly supported by the Hebei Provincial Federation of Industry and Commerce, Dongfang Selection opened a live broadcast in Hebei. On the first day of the broadcast, more than 250 local products from Hebei were recommended, and the number of orders exceeded 1 million, and it was on the hot search of the whole network 4 times in one day, making Hebei truly popular out of the circle.
Although Yu Minhong's original intention of starting a business this time is to "provide high-quality services with a sense of cultural happiness, a sense of knowledge, and a sense of personal pursuit" for cultural tourism, he himself admitted that the income of cultural tourism products is less, and the platform operation cannot be supported by selling cultural tourism products alone. Cultural tourism is still bringing goods, and Yu Minhong did not disclose how to go in the next second step.
From English education to bringing goods to cultural tourism, every step of Oriental Selection is interlocking. Although, after rushing into the cultural tourism track, how to play Dongfang Selection, the outside world still can't see a clue. But at present, based on the brand's huge self-owned traffic pool, whether it is cultural tourism or bringing goods, Dongfang Selection has stabilized the capital market first.