Due to the impact and birth of the new coronary pneumonia epidemic, live broadcasting is rapidly spreading in the tourism industry-

Live Broadcast + Travel: Sowing for the spring of the industry?

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　　After experiencing the industry's "cold winter" brought about by the new crown pneumonia epidemic, and before and after the "May Day" small holiday, the domestic tourism industry showed clear signs of recovery. Among them, live broadcasting has become a key word to support the recovery, bringing a brand new experience to tourists, but also promoting the optimization and upgrading of the industry. As a result, 2020 is also hailed as the first year of "live travel" in the industry.

　　During the "May Day", the Workers' Daily led the workers into Xibaipo, Wuhan Erqi Memorial Hall and other places through the live broadcast of cloud travel. Many local government officials and online celebrities, etc., have also contributed to the development of the local tourism industry through the method of live broadcasting and bringing goods. Prior to this, Feizhu, Ctrip and other major online platforms have laid out live broadcasts of travel. Ctrip Tourism Big Data Lab and Kuaishou Big Data Research Institute jointly released data showing that Kuaishou users “spanning” 25 provinces online live tours on May 1st.

Immersive live broadcast creates a new experience

　　The anchor of the net name "Black Cat Sheriff" and his assistant "Pig" are operators of a travel agency, mainly engaged in self-driving tours of the Sichuan-Tibet line and Xinjiang. On April 1, they led a team of more than ten people to start a trip to the Sichuan-Tibet line. The "Black Cat Sheriff" of this Sichuan-Tibet line has gone through countless times, this time is different from usual. He used live broadcasts to lead netizens who could not get out of the house and experience the unique charm of the Sichuan-Tibet Line self-driving trip together.

　　This 11-day immersive live broadcast is an innovative attempt in the field of travel live broadcast. Moxi Ancient Town, Daocheng Aden, Zeduoshan, Meili Snow Mountain, Nujiang River 72 turn ... 11 days, 11 live broadcasts, fans follow the scene of "Black Cat Sheriff", enjoy the beautiful scenery of Sichuan and Tibet, and also hear The "Black Cat Sheriff" explained the natural and human knowledge behind the scene and the precautions for the Sichuan-Tibet line at each scenic spot.

　　On April 11, the "Black Cat Sheriff" made the final live broadcast in front of the Longwangtan behind the Potala Palace, marking the end of this immersive live broadcast. The live broadcast received millions of clicks on the Ma Cellular platform, bringing hundreds of new fans to its personal homepage. At the end of the live broadcast, more than 600 fans in the two live WeChat groups joined, and even more onlookers asked to sign up for the Sichuan-Tibet line travel live broadcast.

　　"Black Cat Sergeant" said in an exclusive interview with the "Worker Daily" reporter that this was his first live broadcast experience, "I didn't expect there will be so many fans to follow." On March 28th, he mentioned in the live streaming group of Ma honeycomb merchants that when he was about to set off for the Sichuan-Tibet line, Zou Meina, the person in charge of Ma honeycomb live broadcast, hoped that he could punch the Sichuan-Tibet line attractions through immersive live broadcast. Live broadcast.

　　"A trial live broadcast started on March 29, explaining pre-departure preparations and precautions. At that time, a person was a little nervous about the camera and did not know what to say." In order to do a good live broadcast, before leaving, "Black Cat Sheriff" And assistants often go to other people's live broadcast rooms to learn live broadcast skills and interactive methods. When they arrived at a familiar outdoor venue, they gradually adapted to the rhythm of the live broadcast.

　　"Immersive live broadcast is more grounded and intuitive, and easy to be recognized by fans." "Black Cat Sheriff" said that in the past, graphics or short video Raiders were subjective and beautified, "and immersive live broadcast can let fans watch Go to the real scene on the road, feel the environment and altitude of each scenic spot, understand the dining environment, master the photography skills, and better understand the level of the leader. "

　　Ma Honeycomb recently released a report "Era of Travel Live Broadcasting-Cultural Tourism Ecological Insight 2020" that compared with pan-entertainment live broadcasts, the audience of travel live broadcasts prefers outdoor in-depth play experience, and has "purity" and depth of experience for travel and play content. Higher requirements. In-depth experience live broadcast content is favored by more than 70% of users.

Live streaming is like spring sowing

　　Compared with "cloud tourism" to enjoy the scenery and "greedy", the live broadcast form can bring more "real money" to the tourism industry. Wang Xiaosong, chairman of Donkey Mom Travel, said that watching live broadcasts and buying travel products has become an important way to guide people's consumption.

　　"Uncle Sam" is a hotel management practitioner and a travel expert. In January of this year, he first tried to use live broadcast for hotel recommendation and pre-sale. More than 1900 people watched online that day. During the epidemic, he made recommendations for more than 40 hotels, made 30 live broadcasts, and distributed nearly 20,000 yuan of preferential benefits in the live broadcast room. He told reporters that he prefers the form of live streaming, "Although the short video viewing rate is wide, but the fans who can spend time watching the live broadcast are more vertical and more sticky. The situational live broadcast can be directed to recommend, and the experience is more Strong, so it can more impress fans and get a higher offline conversion rate. "

　　In addition, industry tycoons and heads of various cultural and tourism bureaus have also entered pre-sale tourism products and special products in the live broadcast room.

　　On April 14, the heads of the Culture and Tourism Bureaus in Guilin, Hangzhou, Sanya and other places started live broadcasting. The directors prepared many discounts such as tourist tickets and hotel vouchers in the live broadcast room, and the tourism platform simultaneously launched nearly 1,000 travel packages in related cities. Under the influence of "the Secretary brings goods", the search for tourism in various places has increased. Sanya once jumped to the top of the city's hot search list, and it is also the destination with the highest pre-sales, the most popular car rental and the most popular online guides.

　　On April 15, Ctrip's chairman Liang Jianzhang entered the live broadcast room. He dressed up as Tang Bohu and connected the internet celebrities "Sanshou" and "Langweixian" to lead netizens to visit Qinhuai Fengyue and recommend travel products. This time, a total of 2.89 million people watched, and the total turnover during the live broadcast exceeded 22.01 million yuan.

　　The reporter found that most of the products sold in the live room are pre-sale products, such as high-quality hotels with scenic tickets, most products can be kept until the end of the year, and are not refundable. After watching the live broadcasts, netizens watched the discounts in the live broadcast room and said, "Cheap prices won my heart."

　　Businesses are laying out one after another. According to the survey data of the live streaming willingness of Ma honeycomb merchants, merchants are eager to restore their vitality through live broadcasting. Over 40% of the merchants ’annual live broadcast plans are invested between 10,000 and 50,000 yuan. Businesses affected by the epidemic look forward to maintaining interaction with users through live broadcasts, on the one hand to boost "cash flow", on the other hand to accumulate online resources and achieve transformation.

　　Xu Xiang, the person in charge of the live pig business, described live streaming as just sowing in the spring, attracting fans through live broadcasting, and digging in with the needs of fans in order to harvest in the autumn. "The merchant ’s own live broadcast and the talent live broadcast will be tourism. The strong recovery of the industry and the return of businesses to production. "

The distance between "Live" and "Distance"

　　In Zou Meina's view, immersive live broadcasting is more like a large reality show, which can break the information barriers of the tourism industry and allow the tourism market competition to return to the product experience itself. However, this approach still has "limitations".

　　"Mr. Beiwei" is a travel blogger with millions of fans. Recently, he drove deep into the Ganzi Tibetan Autonomous Prefecture, Sichuan, and shot many short videos of landscapes at the peak of the snow. Once released, he received tens of thousands of praises. Some netizens hope to watch the scenery of western Sichuan through live broadcast, but he feels "it is more difficult to achieve". In his view, although the live broadcast is very hot, technical problems have limited its development. "The beautiful scenery is in the dangerous peak, there is no signal in most places there. And some scenery is fleeting, it is difficult to take care of the live broadcast to shoot."

　　In addition, the anchor is a key factor in the success of a live broadcast. The reporter saw in some live broadcast rooms that some anchors gave empty introductions to the recommended travel products and did not respond to questions from fans in a timely manner. This kind of live streaming conversion rate is low. "Uncle Sam" told reporters that the anchor needs to prepare rich background information and professional knowledge in advance, in-depth understanding of product highlights and selling points, and promptly answer various questions from fans.

　　"The epidemic has spurred the development of the live-streaming tourism industry, which has a great boost to the recovery and development of the tourism industry." Wei Xiang, a researcher at the Tourism Research Center of the Chinese Academy of Social Sciences, said in an interview with the Worker Daily that the current tourism industry The requirements for more and more experience and experience are becoming higher and higher. Live broadcast is the sublimation and embodiment of traditional pre-sale shopping guides, which meets the needs of netizens. Preference, so as to force the improvement of tourism service quality. "

　　Reporter: Cao Yue