"The product is good, the service is good, but the awareness of online operation is poor;Content consciousness but no content creation ability. ”
Even if there is traffic and fans, it can still only survive by relying on marketing business orders. ”
I don't know when the merchants and influencers on the travel platform have been trapped in each other's closed ecosystems, and the merchants are depressed and have no good content materials to open up product channels;Talent suffers from traffic and insufficient operation.
However, recently, a "new way to play" to break through the pain points of the industry - the "Talent Experience Group" has exploded in the travel circle. It is said that through the business model of "content + transaction", it can not only cover the C-side, but also deeply link the B-side;While "nourishing talents", it also empowers businesses.
While people are still putting question marks on this "new way to play"-
Go to southern Xinjiang, go to Changbai Mountain, go to Ganqing;Explore the most amorous 'Western Kingdoms', break into the 'Ice and Snow Planet' at minus 20, and check in the best 'Color Planet' in China. ”
From high-quality content, we have gained accurate drainage and quickly driven product sales. ”
This is the real feedback that participated in it, laying out the story behind the "Talent Experience Group".
When we first met the hornet's nest, our relationship was like a friend
I still remember my first trip vividly. Zhao Xiaoben, a travel expert from Dalian, recalled: "When I first entered Xiamen and faced this unfamiliar city alone, I didn't know which restaurant was worth checking in, which hotel was worth experiencing, and which attraction was worth visiting. How to eat, how to live, and how to play became the biggest problem I faced at that time. Through many inquiries, my friend recommended the Mafengwo app, and I found that I could learn everything about Xiamen, which was also the first time I came into contact with Mafengwo and became attached to it. "Later, in the increasing number of trips, I gradually fell in love with the feeling of sharing with everyone, I will record my feelings on each journey, and publish what I see, hear, think and useful strategies along the way." ”
It was through communicating and sharing with more and more like-minded people that Zhao Xiaoben fell in love with travel and gradually integrated into this field. Those who know Zhao Xiaoben know that he has a pair of eyes that are good at discovering beauty, a passionate heart, and an energetic body. When he can't help himself, he will take advantage of all kinds of leisure to enjoy the beautiful scenery, mouth-watering food and fun walks during his journey.
As Zhao Xiaoben participated in more and more activities of the hornet's nest, the two sides gradually became acquainted. At first, Zhao Xiaoben only took "travel expert" as a side job, but because of the continuous accumulation of fans and a heart that loves travel and sharing what he has seen, he decided to devote himself wholeheartedly to creating high-quality travel content. "In contrast, Mafengwo is more vertical and will pay more attention to content, and most of the people who come here to post and view content are travel enthusiasts or people who have an immediate need for travel. From a content perspective, everyone shared tips and real-time information during the trip. Zhao Xiaoben said. "What surprised me the most was that Mafengwo matched professional staff for service content creators, and when we gave feedback on the confusion and problems encountered, the platform staff would help us solve them as soon as possible, instead of AI customer service replying mechanically, we gradually became friends. ”
Bai Yang, another travel expert from Chengdu, was also impressed by the service of Mafengwo's content team: "At first, we didn't know how to create content, and we didn't know what kind of travelogue could attract the attention of readers and fans. At this time, Mafengwo invited some relatively mature and high-quality experts to teach us, help us find our own creative style, and care about the problems we encountered in creation from the perspective of friends. ”
Talking about the story with the hornet's nest, Bai Yang bluntly said that he didn't know much about the tourism industry before, and he signed up and was selected to participate in the hornet's nest annual meeting by chance. At the meeting, Poplar met many travel experts, and through many exchanges, he found that he could still make money in this way. With a good impression and curiosity about the industry, Poplar joined the ranks of travel experts.
Like most content creators, Poplar is still engaged in travel creation work part-time, and it has become his daily routine to use his time outside of work to travel and write copywriting and cutting ** on the subway. When asked if Poplar would feel tired, a word of love seemed to dispel all the difficulties and hardships he faced in the creative process, but the fact is that for high-quality content creators and travel experts, the difficulty of breaking the circle has not diminished in the slightest.
Integrate resources to empower creativity and increase travelers' sense of gain
If you want the horses to run, you have to let the horses graze first. "As the direct exporter and supplier of content, travel experts are connected to both ends of the content ecology, no matter what form of output, good tourism products are the basis for promoting the generation of high-quality content.
At the moment of the rapid development of China's cultural and tourism industry, the integration of culture and tourism has been further deepened, and new products, new formats and new ways of playing cultural tourism have been emerging, which is manifested as a multi-level and multi-element comprehensive industrial cluster with cultural creativity as the core and tourism activities as the carrier. People have a stronger perception of foreign culture during the trip, and think that cultural leisure has a better effect on physical and mental pleasure.
Among the many content creations, Zhao Xiaoben is most proud of a note titled "How to use a day to enjoy the two popular scenic spots in Chengdu". "At the beginning of this year, on a trip to Chengdu to meet friends, I wanted to fulfill my long-held wish: to see pandas and Sanxingdui ruins. However, due to the fact that there is only a two-day stay in Chengdu, there is not enough time to visit these two attractions by yourself and the transportation is not convenient. Just when I was struggling with how to choose between the two, I saw a "tailor-made" itinerary in the Mafengwo 'Talent Experience Group'. Zhao Xiaoben talked eloquently: "This boutique small group focuses on 'saving effort to see the panda and the big coffee explains Sanxingdui'." And the driver came to the hotel in the morning to pick up, and sent to the vicinity of Chunxi Road in the evening. Zhao Xiaoben did not hesitate to apply for the recruitment of this "talent experience group", and felt this one-day trip with many experts who had a tight time and a short itinerary, "What makes me the most happy is that the focus of this trip is to have professional and interesting on-site explanation services." At the Sanxingdui site, the teacher of the 'Big Coffee Lecture Group' spent three hours taking us to experience the 'source of Yangtze River civilization', during which the teacher also used an iPad to show everyone the details of the extended exhibits and cultural relics, which made me fall in love with this way of visiting the museum. ”
Under Zhao Xiaoben's experience notes, the same one-day tour product stood out with nearly 2,000 orders sold per month. The good feedback and rapid realization of this note have brought further inspiration to Sanliang, the ** e-commerce merchant of Mafengwo and the person in charge of the "BikeGo" channel. In Sanliang's view, "'Mafengwo Talent Experience Group' is a good platform for merchants to display products, so that merchants can present product details through talent content, and at the same time output objective feelings and service experience, which is far better than the effect described by the merchants themselves." Sanliang analyzed: "From the product selection level, we can know more clearly the standards for good products in their minds, and also provide us with better guidance in the direction of product planning." At the same time, the description of the product after personal experience is also more specific, rather than empty talk, and the final effect is more intuitive and effective than pure delivery. ”
Take the 'Big Coffee Talk' mentioned in Zhao Xiaoben's notes as an example, which is our current main project, 'Big Coffee Talk', which makes things vivid and vivid by providing consumers with professional and interesting on-site explanations of museums, so that more people can fall in love with museums. In addition to museums, the project also covers historical and cultural attractions such as the Humble Administrator's Garden, the Forbidden City, the Terracotta Warriors and Horses of Qin Shi Huang, Du Fu's Thatched Cottage, and Wuhou Temple, as well as science and technology museums, representative art galleries and other scientific and artistic venues, and has received good feedback this year. ”
It can be seen from the configuration of the "Big Coffee Talk" that they are a team of lecturers with profound knowledge, a thorough understanding of Chinese and foreign history, more than 10 years of deep experience in museums and historiography, and many awards in the interpretation competition. With the "lecturer" as the center, they opened a new way of exploring the museum around the theme of explanation.
At present, the big coffee said that the natural scenery, folk customs, traditional culture, and humanistic charm on the way to explain the way have served 300,000 times, with a praise rate of 997%。Miryo added.
Indeed, the integration of culture and tourism has accelerated, providing more new consumption scenarios. More and more cultural and leisure spaces carrying unique local culture, creative design, and modern operation concepts have significantly increased people's sense of travel. And when these "experiences" become new user needs, Mafengwo has these content organization forms that are refined to the granularity of "new gameplay".
This year, the travel market and consumer behavior Xi have undergone great changes, and users prefer to check in niche destinations and want to explore more special and novel gameplay. Ni Jia, director of Mafengwo Content Community, said, "Drink a cup of coffee on the cliff of the rainforest, listen to the sound and taste tea in the rocking boat... For tourists, an extraordinary experience and a unique memory are all added value during the trip. Based on this, Mafengwo is conducting data analysis, developing the sorting and presentation of resource value, optimizing the combination of tourism resources, and empowering the 'Talent Experience Group' project with creative tourism, so as to form a variety of new tourism formats and create richer tourism products. ”
But how to better convert the user's travel demand?In the new tourism era, when traditional tourism products are difficult to meet the current consumer demand, how should tourism practitioners break the situation?
To solve the key pain points of merchants and talents, the "Talent Experience Group" came into being
The expert said, "Sometimes I don't know where to go to ** to find creative inspiration", "The large amount of expenses generated during the travel process invisibly adds a lot of pressure", "It's really difficult to increase traffic and fans".
Merchants talk about "not knowing how to operate to attract consumers" and "are very confident in their products, but they can't directly reach users without good copywriting and materials".
In the face of the common distress of many experts and merchants in the industry, Ni Jia quickly realized that this was a problem that must be overcome, and he hoped to use the new model to open up the first chain and operation to solve the substantive pain points of merchants and travel experts.
Rapid recovery, speeding **" may be able to accurately describe this year's tourism market, in the first half of the year, the total number of domestic tourists was 238.4 billion, a year-on-year increase of 639%；Domestic tourism revenue (total tourism spending) 23 trillion yuan, a year-on-year increase of 959%。It can be seen that in the first half of the year, the number of domestic tourists and income increased significantly, and the tourism industry entered a new channel of comprehensive recovery.
For such a big environment, Ni Jia led the Mafengwo team to accelerate the layout of a new model that is different from other tourism platforms - "Talent Experience Group".
Enhance influencer engagement and promote high-quality content output through new gameplay and new experiences. "The creation of profit channels is an important part of tourism development. "At the same time, we will give a certain amount of traffic support to the content produced by the influencers after participating in the event, so that the influencers can earn money while getting free experience. Ni Jia described the conception and development of the "Talent Experience Group".
At present, the services and products of the "Talent Experience Group" can accurately attract traffic for merchants and efficiently connect people, goods and venuesFor travel experts, the "Influencer Experience Group" provides them with travel inspiration and a creative foundation to help them continue to output high-quality travel content.
Merchants and influencers get traffic through "new gameplay", on the contrary, their innovative products and content are also enriching the gameplay map of Mafengwo in reverse, forming a perfect closed loop between the three, which is also the core logic of Mafengwo's latest launch of the "Talent Experience Group" - matching the influencers and merchants on the site to create a "new gameplay", building a new gameplay system with the experience content produced by the masters, and then attracting customers for merchants and creating travel inspiration for ordinary users through the gameplay map.
Of course, from content to products to promoting real consumer behavior, there are many links, and behind the "Talent Experience Group" is the flow between content, service and community. From being able to hold up the "spring and white snow" to catching the "chicken feathers in one place", the "Talent Experience Group" project can not only deeply link the industry, empower the B-side, but also find a new operation starting point for the content ecology.
Therefore, it is very important to control the person responsible for the product and the author of the content output. When talking about the standards and requirements for influencers and merchants who choose to participate in the "Influencer Experience Group", Ni Jia said, "For the influencer standards, we will combine the publishing activity and content quality of the influencer platform as the basic reference. At present, under the trend of the whole network, it can help users plant grass more intuitively and these novel and niche gameplay, so the creative ability also accounts for a high proportion. ”
In terms of merchant selection, priority will be given to merchants with higher service quality or who have already gained user reputation, but in the process, we are also trying to tap a new generation of merchants in the travel industry, because they understand young users better and are more willing to upgrade and iterate their service products in order to make young users play differently. Ni Jia added.
In fact, whether it is content or transactions, Mafengwo only adheres to one principle, that is, starting from user needs. Select the right entry point to highlight the hierarchical nature of the product;Refine the theme and highlight the seriality of the product;Enrich the connotation and highlight the high grade of the product. Mafengwo's exploration of building content and community has never stopped.
Meng Lingjin.