Innovation Smart in Big Internet Platform.

Transcription

1 Innovation Smart in Big Internet Platform

2 Content 01. Introduction of Qunar.com 02. New Opportunities Emerged from Internet 03. Stories about Smart Innovation

3 Introduction of Qunar.com Qunar.com was the first Chinese travel searching engine, after 13 years of developing, Qunar.com has become the leading tourism platform in the area of both web and mobile in China.

4 01 Qunar: the big platform always walking on the way of innovation for 13 years Wireless Young Consumer group: High self-helping; Full of ideas; Consumption at any time and place. One-stop Traveling Experience: Smart Search + Buy + Service in the journey + Sharing and friending

5 01 MOBILE FIRST Travel on your finger QunarAPP take you to the world Mobile becam e the m ust be tool for m aking reservation, inform ation inquiry before trip, booking, m essage receiving and share travel experience. 1.7 billion APP Download activation 4.5 0milli APP daily UV on 49% 5:5 Through APP booking int l Air-tickets ios vs. Android Resource:data from Qunar, 2016

6 01 Highly fragmented 6 million travelogues Fancy food introduction, destinations for foodies and food culture 1.47 million hotels and apartments Chain hotel, inn, apartment, conferences services 620 thousand flight lines Air, Train, Bus, Ferryboat, vehicle service Accommodation [ZHU] Eat [CHI] Transportat ion [XING] Entertainmen t [YU] Trave l [YOU] Shopping [GOU] 1.20 million package product Domestic travel, Outbound travel, Cruises, Visa, Destination services 9 thousand travel agencies Global shopping, insurance, gift card, financial products 10 thousand Tickets for scenic spots Tickets, nearby travel, overseas travel

7 01 USERS ANALYSIS:TRAVEL FANS, HIGH CONSUMPTION and YOUNG Young 35.2% of 80 s, 53.4% of 90 s 63% unmarried Travel fans Travel 4.2 times a year on average 89.5% FIT users High consumption ability Average income is 22.4 thousand RMB. Average spending on travel is 19 thousand RMB. 96% outbound travelers will shopping. Diversity 64% travel plan in the year is Europe/America Self-driving, family travel are more popular

8 New Opportunities Emerged from Internet + Travel Under the traveling platform serving billions of users, we have noticed more and more segment markets developing and individualized demand increasing. With the help of big data and link function of Internet, business opportunity can be seen everywhere.

9 02 New Chance Emerged from Pain Points of Internet + Travel Overcapacity Homogenization Product Users Great platform Capability idle resource Idle of Socialized dominant resources vs Overcapacity of Homogeneity Products The essence of travel is a kind of experience economy Fresh Comfortable Diverse Cultures Eye-opening Interesting Excitement sharing

10 02 Opportunities Merged from Internet Tourism A Transboundary Integration Acting, finance, shopping, integration brings infinitely possible B Innovation on Form of Service and Content Accompanying travel more conveniently, emphasizing the transboundary behind service Great platform C Innovation on Means of Obtaining Customer Sharing economy, spreading through circle of interest, celebrity effect, All of these can efficiently draw traveling inspiration. D Supply Chain Restructuring & Supply Side Reforming Transfer production from pre-production to production on demand; Emphasize characteristic and otherness; Serve different customer groups.

11 Wechat guide: Intimate assistant on the journey Offer travel consulting for users who intend to travel Offer trip planning for users who decide to travel Offer problem solving for users who is travelling

12 03 Small and Beautiful Wechat Guide Wechat guide offers consulting service and problem solving for users, who 100% are preparing for travel or have booked tourism products. During the service process, the image, service quality, and capability of destination are full exposed. 5 分 5 分 5 分 5 分 5 分 Destination image Service value Travelling convenience Travelling necessity Local characteristic

13 03 Small and Beautiful Wechat Guide Preparation for travel Emergency help Introduction of destination characteristics 1. Increase user stickiness Interesting Friends making through interaction 2. Obtain value-increment form travelling users Talent Practical strategies Trip Planning Consulting service 3. Increasing degree of satisfaction after travel Reassurance Service during journey

14 03 Small and Beautiful Wechat Guide Hot Water Chinese are accustomed to drinking hot water. But for European restaurants hot water means tea which isn t what Chinese customers want. Kettle There is not a kettle in many European hotels. This causes difficulties for family vacationers, especially for who need boiled water to reconstitute powdered milk for their kids. Users experience in Europe Quantity of Food Chinese Menu The quantity of formal Western-style food is too large to eat up for Chinese women, which may cause waste and impolite behavior. But this problem is really hard to solve. For family vacationers, if there isn t a Chinese menu or waiter who can speak Chinese, ordering a meal will be difficult and time-consuming. Chinese Audio Guide When following English-speaking guide, Chinese family vacationers will feel more satisfied if Chinese audio guide is offered.

15 Customized Travel + Talent Sharing: earning money and Reputation at the same time Talent sharing: Stimulate user demand on travel; Help users to understand destination deeply Internet celebrity live broadcast: Efficient channel of communication for travelling Customized products by talent: Interaction between talent and travelers

16 Effective attempt of Customized Travel + Talent Hit FM invites you to Japan taking part in the hottest music festive Summer Sonic!

17 03 Integrated Marketing Program: Opinion leader+ Topic spreading, rapidly increasing destination cognition Celebrity Promotion Based on Qunar opinion leaders endorsement for destination and PR p romotion events about celebrities, Create and spread travel topics in order to build brand card and obtain reputation for destination. Original Content Implantation Based on rich media resources of Qunar, taking use of advertisement promotion, video implantation and SNS social media spreading, propagate destination image and then, reach target groups.

18 03 Live Travelling Broadcast: More Than Cheap Integrate diversified marketing methods Multifaceted campaign combining live broadcast, destination and marketing

19 03 Infinitely Possible of Internet + Model Add topics group segment Study tour, Parent-child Tour, Diving & outdoor, Wedding, Trip shoot, Self driving, Sports events More Tourism peripheral industries will benefit from market segment

20 THANKS