The industry's biggest travellers are striving to be anchors, with varying delivery rates
How far can live broadcast travel go?
Our reporter Pan Fuda
In front of the live broadcast, an anchor, wearing a traditional crosstalk gown, used 18 seconds to finish the "reporting the name of the dish" containing the names of 30 high-star hotels. no". In a recent live broadcast of the Beijing-Tianjin-Hebei tourism special, Ctrip's chairman Liang Jianzhang brought the goods. Every time the words of his recommendation shop fell, hotel sales would rise rapidly.
The epidemic's restraint on the travel of tourists caused various businesses and experts to compete in the live broadcast, but the results of bringing goods were uneven. With the gradual recovery of offline tourism, can live tourism continue to be a marketing tool for the tourism industry?
■The big guy brought goods to raise the panic buying trend
In the past month of May, the dense live broadcasts have attracted tourists.
"The summer hotel in previous years was very expensive, and this year's live broadcast price is really cost-effective!" In the flying pig live room, travel expert Sun Langtao grabbed the Moganshan pool villa recommended by the founder of Kaiyuan Travel Group Chen Miaolin. I booked a Tianjin hotel on the weekend in the Ctrip Live Room. He said that compared to previous comparison bookings on multiple travel sites, live broadcasts can speed up his ordering faster-the anchor has spared no effort to "plant grass", and the hot snap-up scene makes people feel "lost if they don't buy".
Live streaming has become the latest marketing model this year, and the travel industry is no exception. Industry tycoons have shown their heads and set off waves of panic buying. On the night of the announcement in Beijing that "people returning to Beijing no longer need to be quarantined for 14 days", Qunar CEO Chen Gang appeared in the live broadcast room. The turnover of the night reached 16.05 million yuan. The best-selling one was the 199 yuan exchange coupon for high-end hotels. Beijing tourists Place the most orders.
Not only scenic spots and hotels are live broadcasted for tourism products, but the directors of cultural and tourism departments around the country also "grouped" to speak for their cities; Ma Honeycomb also moved the live broadcast to Sichuan and Tibet, and travel experts have been exploring the whole process. After nearly 10,000 live broadcasts, the live broadcast content of in-depth experience category is favored by over 70% of users.
■Live broadcast boosts the recovery of the tourism industry
The successful "out of the circle" live broadcast of tourism has also become a rare business growth highlight for tourism companies this year.
After 10 live broadcasts to the south of the Yellow River, the 11th Ctrip "BOSS Live Broadcast" recently entered Beijing, Tianjin and Hebei. The transaction volume exceeded 10 million yuan within one minute after the live broadcast opened. "Anchor" Liang Jianzhang has traveled through 31 cities in China in the past 60 days at the rate of "One City in Two Days", with 11 live broadcasts and sales of nearly 400 million yuan. Ctrip disclosed in the first-quarter financial report: "Due to live streaming, the trend of high-star hotel categories recovered the fastest, leading the recovery of the tourism industry."
Gou Zhipeng, president of Qunar, also revealed in the live broadcast that the overall business of domestic air tickets and hotels has recovered to more than 70% last year. "The combination of live broadcast and hotel pre-sale is actually a major upgrade of industrial services." He said that the epidemic gave birth to live broadcasts and gave the wine travel industry a better publicity channel.
Xu Xiang, the person in charge of the live pig business, described live streaming as "spring seeding", which attracted fans through live broadcast to dig deeper into fan demand in order to harvest in the autumn. "Business owners live broadcast and master live broadcast will be tourism. The strong recovery of the industry and the return of businesses to production."
Under the trauma of the epidemic, it is still the first choice for merchants to rely on live broadcasts to bring goods back to life. The first industry live report released by Ma Honeycomb recently shows that over 30% of the merchants said that they have already started live broadcasting, and most of the unopened merchants said that they will start live broadcasting business in the future. about.
■Continuous ability to bring goods facing the test
But not all travel live broadcasts can be applauded and well-received. According to industry sources, more than half of the homestays in Jiangsu and Zhejiang provinces where Internet celebrities are concentrated have recently tried live streaming, but the actual results are not satisfactory-there are many onlookers, but the delivery rate is very low. A live broadcast, single digits Orders or zero orders are the norm. "Hundreds of thousands of people watched online but didn't have many orders. They lost money and shouted!" said an owner of a net red B&B in Moganshan.
On many platforms, the products sold in the live broadcast room are mostly pre-sale products, basically only hotel products, and other categories such as tickets, air tickets, and vacation products are very few. The reporter randomly asked more than ten travel professionals, most of whom have watched the live broadcast of the travel, but less than half of the orders were placed.
"Travel products have high customer prices and low purchase frequency. You have to carefully arrange travel time. It will definitely require a long decision-making cycle. So no matter how many people are watching the live broadcast of tourism, it is unlikely to cause impulsive consumption like beauty products. More people learn about travel destinations first through live broadcasts." A travel agency business manager said that most travel anchors only bring tourists "cloud travel", lacking the ability to bring goods, it is difficult to stimulate the urge of tourists to place orders.
"The post-90s and post-85s with more spending power are the main force to watch the live broadcast of travel, and the content of the live broadcast of the travel cannot be mediocre." Feng Rao, the head of the Ma Honeycomb Tourism Research Center, suggested that the live broadcast should be with partners and travel experts Carefully plan the content and set up interactive links.
Wu Liyun, associate professor of the Chinese Culture and Tourism Industry Research Institute of Beijing Second Foreign Studies University, said that the homogenization of tourism live broadcasts has made it more difficult to realize. Anchors, platforms, and tourism companies should find their own unique and unique live broadcast cut-in angles, and add more personalized offers Products, to avoid falling into a brutal price war. She believes that in order to have the ability to continue to bring goods, the live broadcast of tourism must rely on the industry to work together to improve the quality of tourism services.