After “fly as you wish”, the “ticket blind box” is here again!Hundred-yuan ticket sizzling May Day travel

After “fly as you wish”, the “ticket blind box” is here again!Hundred-yuan ticket sizzling May Day travel

China Times (www.chinatimes.net.cn) reporter Wang Xiaoyu and Huang Xingli reporting from Beijing

For more than a year, the extreme market environment brought by the new crown epidemic to the tourism industry has also forced industry companies to begin to seek more ways to “source income and reduce expenditure” in order to survive such a difficult trough cycle.

In particular, as the domestic tourism travel market gradually releases its vitality as the epidemic prevention and control situation improves, making the domestic market show a completely different positive posture from the international market, it is more determined that travel companies are fully committed to competing for this “cake”. Determination. This has also been reflected in a series of innovative models based on marketing purposes, such as live delivery of goods, free air tickets and online cloud travel, which have been launched since last year, and have helped companies achieve high levels of attention and good market returns. . In the latest round of travel platform marketing, the product “out of the circle” is the first ticket blind box product launched by Tongcheng Travel.

“Ticket blind box” marketing craze

Inspired by the cultural and creative toy market, the “blind box” gameplay is combined with air tickets. The last small holiday gained a high degree of market attention as soon as it was launched. For this reason, Tongcheng Travel launched a new phase of ticket blind boxes while the iron was hot. product.

According to the introduction of Tongcheng Travel, the second phase of the ticket blind box product will be on sale from April 22 to 26. This time it will also extend the coverage of the event to airports in more than 200 cities in China. The travel time includes the most popular ” During the May Day holiday, “hidden money” such as two-person air tickets, round-trip air tickets, and business class, which are the most popular among users, has also been added.

Like the previous rounds of hot marketing and products, a popular new product quickly became the industry’s “hot item”, and major travel and travel platforms quickly followed up.

Alibaba’s travel platform, Fliggy, also announced that it will launch a blind ticket box for 66 yuan from April 20, but it continues the style of Alibaba’s e-commerce platform. The gameplay of Fliggy’s blind box is that consumers who participate in the event can get With the help of your friends, you can get a blind box of air tickets to random destinations across the country at an ultra-low price of 66 yuan. In addition, the Fliggy ticket blind box can not only participate in single person, but also can be grouped by two. Correspondingly, the ticket blind box drawn is also a two-person ticket on the same route, and the consumer can designate the departure place, only the destination and the departure date. It’s random. Blind box tickets are tickets to any destination across the country that will depart in the next 3-30 days. There will be two routes to choose from. There are many departure dates during the May Day holiday and also include popular tourist destinations.

And Ctrip, the largest online travel service provider in China, has also joined this “ticket blind box” marketing war. On April 19, the “City Choose Blind Box” event was launched.

Ctrip has expanded its blind box products to the hotel category, launching hotel-type blind boxes and ticket-type blind boxes. Among them, the price of hotel blind box is 699 yuan and 999 yuan respectively. Each blind box includes 1 hotel night. After the hotel is booked successfully, a red envelope for air tickets will be given, and a red envelope of up to 100 yuan will be awarded. The event covers the time period around May Day. After purchasing, users can choose to open the blind box in any of the cities across the country. The 99 yuan “hidden” ticket category blind box will also be launched on April 22. The blind box covers 12 popular departure places across the country, and there are more than 100 popular routes to choose from.

According to the relevant person in charge of Ctrip, data shows that recently, the search volume of “Blind Box” on Ctrip’s platform has soared 40 times compared with the previous period. In response to the enthusiasm of users, Ctrip launched a blind box event.

The blind box products cover many cities across the country including Chengdu, Xi’an, Changsha, Hangzhou, Guangzhou, Zhuhai, Sanya, Chongqing, Shanghai, Lijiang, etc. If the hotel opened by the blind box does not meet expectations, Ctrip will provide different hotels in the same city to choose from. “If the user does not choose a suitable hotel in the end, and the product has not been booked for use, he can apply for a refund.” said the relevant person in charge of Ctrip.

Grab the market under the “unusual market”

The “May 1st” holiday, which is considered to be the new peak of the tourism market after the epidemic, will to some extent become a symbolic market cycle for tourism companies to gradually get rid of the impact of the epidemic. If we regard the epidemic as a watershed, for domestic tourism companies, the dramatic change in the tourism market from booming to depression hit by the epidemic has actually promoted the early advancement of transformation and upgrading from another aspect.

“There was no shortage of demand in the market before the epidemic. The marketing model of the company was relatively monotonous but effective. After the epidemic, demand has declined. The market still needs time to return to normal. It needs to be stimulated by a new model.” A domestic online travel service provider A person from the market department of the industry told the reporter of China Times that “it is not only the model of the tourism industry, but also the experience and methods of many other industries to reactivate the tourism industry.”

In the new market environment, even travel platforms that do not lack traffic are trying their best to design new product models and market topics. According to Ctrip, during the preparatory period for the blind box event, Ctrip first screened out the most popular tourist cities during long vacations in the past two years to determine the destination range; secondly, based on the historical evaluation, review scores, and ratings of Ctrip hotels. Star-rated standards and other dimensions, lock a number of high-quality hotels in the region. After opening the City Blind Box, Ctrip users can continue to purchase other travel products on the relevant May 1st promotion page to customize a more complete quality trip for themselves. Currently, Ctrip’s five major promotion activities cover themes such as flower viewing, national style, music festivals, and food.

At the same time, the value of the young user group that has been valued before has been further recognized, and more and more new marketing models and products have begun to cater to the needs of users known as the XYZ generation. The blind box product is obviously a quite successful attempt. .

The online travel service provider Qunar.com launched the blind travel boxes on April 21. They were all sold out in one day. According to Qunar.com, more than 70% of the participants were 95, and it only took 1 minute to complete the redemption and issuance of tickets. , The products with the highest exchange volume are the products traveling during May 1st.

Tongcheng Travel said that this event still continues the favorite gameplay of young users. Users only need to spend 98 yuan to open a domestic one-way ticket with a designated departure time. Moreover, 98 yuan is the tax-included price of the air ticket, and users do not need to pay any additional air ticket surcharges. If you issue an unsatisfactory ticket, you can still get a full refund.

“In terms of product design, the gameplay is simpler, the discounts are more direct, and there is no bundling sales. In addition, each user is provided with 2 purchase opportunities. Users can open a blind ticket box on the same journey travel app and mini program.” Introduced by Zhang Chao, person in charge of the blind box product of Cheng Travel.

“The main operating model behind the blind box of the same-journey ticket is that after the user locks the ticket, the same-journey purchases the ticket for the user at the market price. The 98 yuan higher part of the fare is all borne by the same-journey travel.” Zhang Chao said that Tongcheng Travel hopes to promote domestic tourism consumption through marketing activities, thereby promoting the recovery of the domestic tourism economy.

Fliggy also said that the blind box gameplay is sought after by young people. The tourism market, which has been born after 95 or even after 00 as the main group, also showed many interesting new features on May Day. Along with the surging consumption power brought about by the May Day tourism, a series of new tourism features will also emerge, such as music festival trips, ticket blind box mysterious trips and other new ways that young people love to see, which will lead the development of the future tourism market.

Since the Ching Ming holiday, bookings of travel products have maintained a 30% increase year-on-year. At present, May 1st train tickets, air tickets, and hotel reservations have reached a peak, and tickets with relatively short advance booking cycles will also begin to grow rapidly.

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