Keywords: vacation experience, market segmentation, enjoyment, lifestyle, primary stage, travel VS outdoor, time
Host: Cai Yingyuan, CEO of LeTV Outdoor Division
Distinguished guests: Mr. Ding Han, Ctrip's favorite travel CEO, Caesar's outdoor sports CMO and Ms. Liu Wei, CEO of SJS, and Mr. Ma Wei, Founder of Enjoy Tour Outdoors, Mr. Yu Hao, President of Pathfinder Travel Group.
Ctrip Ding Han's point of view:
1. From interest to community to community. It is not correct to use the psychology of the public platform to do segmentation. Need to find outdoor qualities.
2. How outdoor travel products allow users to pay for orders. The users of the corresponding professional sports (such as skiing) screened out by big data, to push sales of corresponding (ski) products, in fact, sales are not good. This reflects the characteristics of the outdoors. Therefore, it does not recognize resort-style sports.
3. I think the pursuit of tourism is an external one. Outdoors are more for the joy of inner body and mind. This is the biggest difference between consumers.
4. Tourism is an initial stage of travel. The real travel is outdoors!
5. Focus on social networking.
Caesar Liu Yan’s point of view:
1. In the ski industry, it takes a certain amount of time to nurture and nurture the Chinese fans. Blind promotion of value conversion is not feasible. It is expected that 2-3 years will bring about true industrial upgrading and bring about a large number of hot ski resorts abroad.
2. Take exercise (outdoors, skiing, etc.) to experience the form of vacation. Instead of blindly traveling.
3. It is difficult to make profits from professional users. Although the influence is great, the profitable group is the public family. Consumer groups are different. Need to design products based on consumer groups.
Pathfinder is easy to navigate the world
1. Pathfinders locate experiential travel with light outdoor content as an entry point. Experience project design from low to high. Focus on member services.
2. In the future Pathfinder will be on-line “Pilot Pathfinder†to focus on Pathfinder’s products and service products.
3. Seeing the needs of users: Products and services that require local characteristics; Professional team leaders/guides are required; Pursuing product designs with competitive prices.
Enjoy Mawei:
1. Bring a resort-style experience to the middle-class people in China, and go online to offline. The promotion is a way of life. We hope to change the traditional tourism enjoyment of the Chinese people by taking sports as the mainstay and have the idea of ​​a holiday in mind as a resort-style deep experience travel.
For more information about original dry goods for the outdoor industry, please download the Cool APP App.
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