Marketing Decoding丨"Blind Box Flight", some people just leave, some people feel lonely

Marketing Decoding丨”Blind Box Flight”, some people just leave, some people feel lonely

#Marketing #Decoding丨Blind #Box #Flight #people #leave #people #feel #lonely

The “blind box first stock” Bubble Mart must have never expected that the “blind box economy” has such an amazing ability to break the circle.

Today, the online travel industry has also started this business——The “Destination Blind Box”, which you don’t know when to leave or where the destination is, comes with its own traffic once it was launched. The news that “over ten million people snapped up the blind box for a 98 yuan ticket” was once on Weibo’s hot search.

On April 3, after launching the first phase of the “Blind Destination Box for Air Tickets” event, Tongcheng Travel launched the second phase of the event on April 22. In the article on the event on the official official account of Tongcheng Travel, blind box circles like “hidden models” can be said to come with open mouth, turning this event into a “baby pumping” scene.

Screenshot of the event article of Tongcheng Travel Official Account

Blind box earns and yells, do not make a loss-making business

In fact, in addition to traveling on the same journey, many travel platforms have launched similar products before the May Day holiday.

On April 20, Fliggy announced the launch of the 66 yuan “ticket blind box”; on April 21, the Qunar platform officially launched the “ticket blind box” and “train ticket blind box” products; Ctrip will also launch on April 19 -During May 12th, the “Choose Blind Boxes in the City” event will be launched.

Although Tongcheng, Fliggy, Qunar and other platforms have different ways of playing the blind box of air tickets, they all use the traffic of the blind box to do business with young people.

It is understood that the first phase of Ctrip’s “Blind Box for Air Ticket Destinations” event attracted more than 20 million users to participate in the three days of Qingming Holiday, and many users participated in topic discussions on platforms such as Xiaohongshu and Douban. A phenomenal explosive product in the spring marketing field of the travel platform in 2021.

In less than a month, Ctrip’s “Blind Box Event for Ticket Purchase Destinations” added hidden blind boxes such as “Double”, “Round Trip”, and “Business Class”, and specifically pointed out that “no assistance is needed”. Connoting a handful of competing products of the same kind.

In an interview, Zhang Chao, the person in charge of ticket products of Tongcheng Travel, said, “When designing this product, Tongcheng Travel mainly considered the implementation of Tongcheng Travel’s corporate strategy this year-brand rejuvenation, through the use of young people and people in the Z era. Establish links and design products that meet the psychology of this group of people”.

Generation Z and Bubble Mart

Generation Z generally refers to the post-95s generation, referring to a new generation of young people with characteristics such as high spending power, high education, and high loneliness. In 2018, data from the National Bureau of Statistics showed that Gen Z accounted for approximately 19% of my country’s total population and contributed 40% of overall consumption.As the Z generation gradually enters the society and participates in work, their income and consumption levels have also continued to increase, making them gradually become the main force driving consumption growth.

Regarding the travel choices of these people, Li Chen, vice president of Feizhu, said in an interview with the media, “They are very random when choosing tourist destinations, and most of them will avoid crowds choosing different purposes out of curiosity. The “blind ticket box” launched this time can meet their needs.”

Starting with flying blind boxes within one hundred yuan, when the “blind boxes” are opened, the surprise of unknown destination and travel time enriches the consumer experience of users, and this emotional value is even higher than the value of the product itself.

Buying a blind box is only the first step. Afterwards, sharing experiences on social platforms such as Moments, Xiaohongshu, Weibo has allowed consumers to interact, and young people can easily exchange a wave of “social currency”, which also helpsOnline travel companies have a wave of brand favorability.

Spend a small amount of money to do big things, and this wave of business will not lose.

Market recovery, drainage is only the first step

No one expects the market’s recovery more than travel companies.

Experts predict that the number of tourists on May 1st this year is expected to exceed the level of the same period in 2019, exceeding 200 million. Platform data shows that as of April 22, the orders for air tickets, hotels, tickets, and car rentals during the May Day period have increased by 23%, 43%, 114%, and 126% respectively over the same period in 2019.Topics such as “as long as you are brave, take a 9-day break on May Day” and “compensation travel” were once hot topics on Weibo.

Facing the impact of the epidemic on the industry in the past year and a half, with the normalization of epidemic prevention and control, major travel platforms are also gearing up to return blood quickly, and “blind box marketing” is only their first step.

From the point of view of the rules of the event that is not satisfied with the full refund,In fact, the platform does not expect to rely on “blind box marketing” to leverage how much business volume, the main purpose of this marketing is to attract traffic and increase visibility.

After the blind box marketing, there is no definite number of when the next hot item will appear, but it is certain that after the blind box, who can catch young people again and become the new standard of measurement in the competition in the online travel industry.

Analysys data shows that in 2019, the scale of online travel transactions in my country exceeded one trillion for the first time, reaching 1086.65 billion yuan, an increase of 11.4% year-on-year, and the growth rate has picked up. At the same time, data points out thatMore than 30% of new online travel users are born after 95. Compared with users of other age groups, born after 95 travel more frequently, and their income and spending power have huge room for growth.

According to the “2021 Young People’s Quality Tourism Report” released by the travel community Mafengwo, “More post-90s and post-00s are no longer confined to public travel channels. At the moment when information is highly shared and new platforms continue to rise, they are more I am happy to explore more forms of travel on Douban, Xiaohongshu, and Douyin.”

In response to changes in the consumption habits of the target population, travel platforms are also adjusting their marketing strategies in due course.

For example, Ctrip proposed a “tourism marketing hub” strategy this year. The specific gameplay is to launch a content platform called “Planet” to encourage merchants such as scenic spots and hotels to publish graphics, short videos, topic interactions and challenge activities through “Planet”. You can also use Ctrip’s live broadcast platform to open live broadcasts to users Plant grass to stimulate orders. In short, I want to be a “Taobao + Xiaohongshu + Dianping” for the tourism industry.

The effect of such innovative products is still unknown, but what is certain is that the long-term repression of tourismConsumers are waiting for a carnival, and travel platforms are also looking forward to the next marketing explosion.

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