In 2023, the GMV of Douyin wine tourism live broadcast increased by more than 200 times
Looking back on 2023, the overall wine and tourism market has recovered, and Douyin's wine and tourism business is also growing rapidly.
Recently, official data from Douyin shows that in 2023, the number of wine tourism sales merchants will increase by nearly 7 times year-on-year, and the payment GMV will increase by more than 300 times year-on-yearLive streaming accounts for the largest proportion and is growing at a particularly fast rate, with the GMV of live streaming payments for wine and tourism increasing by more than 200 times year-on-year.
In this process, the huge user demand plays an important role. According to statistics,In 2023, the number of domestic trips will be 489.1 billion, an increase of 23 over the same period last year6.1 billion, a year-on-year increase of 933%。
The surging consumer demand in the market has greatly driven the business of Douyin merchants. It is understood that in 2023, the total duration of users' live broadcasts on Douyin** wine and tourism will increase by 206% year-on-year, and the number of views will increase by 273%.
Source: Douyin Life Service.
Of course, with more and more hospitality businesses pouring into the Douyin live broadcast room, the requirements for live broadcast efficiency and effectiveness are increasing day by day. To this end, Douyin has launched corresponding support measures to help merchants grow their business.
In mid-May last year, Douyin Life Service launched the calendar room function, which supports users to book hotels on Douyin, and a large number of hotels have been connected to this function one after another. Users can choose the check-in time, and can directly see **, room type information, quantity, etc., and place an order on the same day to check in. In this way, the efficiency of the conversion and fulfillment operation of the wine and tourism business is improved.
Prior to this, users needed to purchase ** coupons to book hotels on Douyin, and then contact the merchant to book specific check-in and check-out dates.
Immediately after June, Douyin Life Service also announced the launch of the summer wine and tourism promotion IP "Good Travel Festival" to help the sales conversion of wine and tourism merchants with activities. After 2 months, the "Good Travel Festival" integrated platform resources, successively launched marketing actions such as "Big Brand Day" and "Star Explosive Product Day", and linked wine and tourism merchants, talent lineups, and platform service matrix to create a closed-loop ecology of local life transactions.
The relevant person in charge of Douyin Life Service's hospitality business also said that it will help hospitality merchants sell in the summer with support actions such as tens of billions of traffic**, big-name live broadcast rooms, short** submission incentives, big promotion marketing label resource packages, cutting-edge good goods subsidies, and precise flow subsidies.
At the same time, Douyin Life Service also provides first-class data and excellent business business cases, and gives detailed guidance on live broadcast strategies for people, goods, flat broadcasts, large fields and node live broadcasts.
Source: Douyin Life Service.
Judging from the above measures, Douyin Life Service has continued to make efforts in the hospitality sector as an important business. This also means that more hospitality businesses will be able to enjoy the dividends of Douyin and obtain more certain growth.
Previously, Bank of Communications International**, the scale of Douyin's local life services will reach 250 billion yuan in 2023, of which the GMV of wine and tourism will reach 60 billion, close to a quarter of Meituan.
In 2024, the GMV of Douyin wine tourism will reach 90 billion, which is about 28% of Meituan's, and the gap between the two will be further narrowed. Analysts also ** that in 2024, the market share of Douyin wine tourism will increase by another 1 percentage point, and other players will either decline slightly or struggle to maintain it.
It can be seen that the development potential of Douyin wine tourism is very huge.
Douyin disrupts the wine and tourism market
From the perspective of merchants, the reason why wine and tourism businesses are actively pouring into the Douyin live broadcast room is not only because of the fierce support of Douyin, but also because of the fierce supportDouyin's advantages in terms of content and traffic are in line with the transformation method of the hospitality business, which can greatly drive the growth of the business.
In terms of content, Douyin takes the form of short** and live broadcast content, which vividly displays the characteristics of hotels and tourist destinations through visual and auditory stimulation, making it easier to attract users' attention and interest.
Douyin's algorithmic system can recommend relevant content for users based on their interests, behaviors, and historical data. This kind of personalized recommendation helps merchants accurately reach their target users and increase the rate of ** and conversion.
In 2022, Zhang Nan, the former CEO of Douyin Group, imagined in an internal meeting, "Users can not only open Douyin to swipe content when they are bored; It can also be used for shopping, choosing restaurants, making travel plans, buying air tickets and booking hotels. ”
In terms of traffic,Douyin has a large user base and a highly active user baseWith the help of the Douyin platform, those wine and tourism brands can quickly increase their popularity, tap potential users and market demand, and realize traffic monetization and conversion.
Some time ago, Harbin exploded, and Douyin is undoubtedly a very important traffic position. According to "Douyin Ice and Snow Big Data", in December last year, the search volume of Harbin exceeded 53.35 million, a year-on-year increase of 308%; Harbin Douyin wine tourism orders increased by 144 times year-on-year.
With the rapid emergence of Harbin, major local cultural tourism has also been furious on Douyin and carried out large-scale publicity, so that Douyin is full of cultural tourism content, and the effect is still very significant.
For example, the number of Douyin fans of Henan Cultural Tourism has increased by more than one million in just one week; The number of fans of Hebei Cultural Tourism has increased by more than 800,000 fans; Shandong's cultural tourism account rose by 350,000 fans.
According to QuestMobile's data for September 2023, WeChat, Douyin, Weibo, Kuaishou, Bilibili and Xiaohongshu apps have reached 10 users each4.5 billion7.4.3 billion4.8.5 billion, 45.7 billion, 21 billion and 19.9 billion, of which the growth rate of Douyin increased by 51%。
Source: Questmobile
On the other hand, the rapid development of Douyin's wine and tourism business also benefited from Douyin's emphasis on the wine and tourism business.
In July last year, Douyin Life Service adjusted its organizational structure and upgraded the hospitality business to the first-level department of Douyin Life Service, which is parallel to the in-store business (including in-store catering and in-store integration), and has received enough attention at the strategic position level.
In August, Douyin also quietly established a travel agency company, which is wholly owned by Douyin for Chengdu Haikuo Sky Travel Agency, and its business scope includes tourism business, ticketing services, and passenger ticketing.
Source: Tianyancha.
It can be seen that Douyin has become pervasive in the hospitality business, and the confidence of all this is still content and traffic.
However, there are still many shortcomings in Douyin's wine and tourism business. For example, Ctrip, Meituan, Tongcheng and other platforms have established long-term and stable cooperative relations with a large number of hotels and attractions through years of operation and accumulation. Although Douyin, which has just entered the game, has a huge user base, it still needs time to catch up in terms of the accumulation of upstream hotels and attractions.
At the same time, platforms such as Ctrip, Meituan, and Tongcheng Travel have formed a complete closed loop in terms of travel services, and Douyin is still improving and expanding in this regard, especially in terms of after-sales service and user experience, which needs to be further improved.
Douyin's write-off rate is also not as good as Meituan's. It is understood that Meituan's write-off rate is more than 85%, while the actual write-off rate of Douyin Wine Tourism is lower than 60%.
Despite the gaps, Douyin's potential and development space in the tourism market cannot be underestimated.
Content marketing becomes the focus of competition
In recent years, with the development of short ** and live broadcasting, everyone's travel consumption habits have undergone subtle changes. More and more people have changed from determining the destination and making travel strategies, booking air tickets, hotels and other services in the past to being "planted" in the process of live broadcasting.
When travel bloggers or influencers share their travel experiences in live broadcasts, viewers can directly experience a series of links from food recommendations to accommodation experiences, from travel routes to local specialty products, so as to directly place orders for "the same style" and achieve a "what you see is what you get" shopping experience.
The importance of content marketing is self-evident, and content platforms such as Douyin, Kuaishou, and Xiaohongshu have become strong competitors to traditional travel platforms such as Ctrip, Meituan, and Tongcheng Travel by virtue of their content advantages.
It is also because of the pressure of competition that these traditional ** travel platforms have also increased their content marketing.
For example, since the layout of the live broadcast business, Meituan has a corresponding official live broadcast room of Meituan Tourism.
Source: Meituan.
Two years ago, Ctrip launched the Planet Program, which allows merchants to freely match Ctrip's high-quality influencers through self-start broadcasting, and output high-quality content quickly with the help of influencers"Plant grass"Potential users. Since 2022, Ctrip has been carrying out live streaming activities.
In 2020, the Tongcheng Travel app has launched the "Tongcheng Zhenxuan" channel to release high-quality travel** content; In 2021, Fliggy has also launched the official live broadcast room "Fliggy Shopping and Eating Group"; Tuniu has also built its own live streaming matrix;
Live broadcast institutions are also involved in the cultural tourism track at the same time, and Dongfang Selection and Make a Friend are both online cultural tourism products in the live broadcast room**.
On the whole, although the content platform has huge traffic resources, the advantages of the traditional ** travel platform cannot be ignored. The two sides have learned from each other and integrated each other, which has jointly stimulated the new vitality of the tourism market.
Author |Zhou Wenjun.