Will the tourism market usher in content dividends? Hippo Travel wants to be the “Little Red Book” in the tourism industry

Published: 2018-06-02 08:40:27 丨 Views: 202

The saying “content is king” will never go out of style in any era. As consumption upgrades, China's increasingly large high-end group's demand for high-quality lifestyle and travel experience has brought huge market opportunities to the high-end outbound tourism market. Today's travel products are also becoming more personalized, customized and quality-oriented, putting forward higher requirements for content innovation. The mainland's tourism content market still has room for growth of 5-10 times. Recently, 36Kr came into contact with a team that is engaged in mobile tourism community e-commerce - Hippo Travel Guide.

Hima Travel targets young people aged 18-34 in the middle-income group. It wants to cultivate user stickiness through fragmented PGC or UGC content and enter the outbound travel market through a content community model. Traditional travel content is mostly presented in the form of travel notes with long pictures and text. Hippo Travel does not deliberately emphasize the travel route or the feelings of the entire travel process. The content presentation is more fragmented, personalized, mobile and quality-oriented. It outputs content with niche or characteristic locations as dimensions and establishes a content community, similar to the "Little Red Book" or "What's Worth Buying" in the tourism industry.

Hippo Sojourn has a small self-media team of 4 to 5 people in some overseas tourist cities that regularly produces PGC content and updates the content once a month to guide traffic with high-quality content. Currently, Hippo’s customer acquisition cost is as low as 2-3 yuan/person.

High-quality content is conducive to cultivating users with high stickiness. When a certain number of high-quality content producers are accumulated and a certain user scale is reached, PGC content will drive the spontaneous production of UGC content, and then start to build a tourism content community, and finally complete the transformation to tourism community e-commerce, forming a closed loop of transactions.

Currently, the traffic of Hippo Sojourn is relatively scattered. The WeChat official account has 30,000 fans, MONO has 50,000 fans, and Douban has 10,000 fans. Customer acquisition on the C-side mainly comes from Weibo and Douban. The WeChat mini program was just launched last week. In the later stage, we need to consider converting concentrated user traffic. At this stage, the team is trying to exchange resources with the mobile WiFi rental and visa business teams to increase each other's entrances.

In terms of business model, Hippo Travel plans to take two In the first stage, it will first help users solve the problem of where to go. Hippo plans to cooperate with local tourism bureaus or airlines to help them with overall marketing in the Chinese market and promote local tourism resources. addition, Hippo Travel is also trying to develop revenue channels for knowledge payment. From the six dimensions of experience, art, coffee, bars, restaurants, and hotels, a PDF version of the official PGC guide for each tourist city is made. More than 800 copies were sold in March, with a unit price of 15 yuan.

Yu Xiaopan, founder of Hippo Travel, said that the core competitiveness of Hippo Travel is personalized content expression. "Traditional travel communities make content too lifeless. The people and scenery are beautiful, but the content that looks like a running list is boring. Good content itself is the threshold. Only original and interesting ones have vitality."

Content + e-commerce is not a new concept. Today, traditional OTAs and leading e-commerce platforms are Both media and e-commerce companies are increasing their content, but it is not easy to continue to produce valuable content. It requires