I. Market Scale

In 2114, the online Zhou Bianyou market in China was RMB 6.65 billion, accounting for 21.1% of the online holiday tourism market in China. With the rapid growth of residents' demand for holiday tourism, China will enter the stage of leisure tourism, tourism consumption will become normal and frequent, and the market share of online Zhou Bianyou will continue to increase. It is estimated that in 2117, it will reach 33.1% and the market scale will reach 26.511 billion yuan. With the implementation of the policy of "short holidays" on Friday afternoons and weekends, Zhou Bianyou with short time, short journey and high quality will develop faster and be more popular with consumers.

Note: The above data comes from Analysys think tank

II. Characteristics of Zhou Bianyou

The online travel time in Zhou Bianyou is weekends, holidays, vacations and non-working hours, and the travel time is generally 1-3 days, and the transportation distance is generally less than 311Km. The per capita consumption is relatively low, and consumers travel more frequently, showing obvious characteristics of short frequency and fast speed. At the same time, Zhou Bianyou's product structure is simple, and the problem of information asymmetry is small, so Zhou Bianyou's business is mainly based on tickets+hotels+self-help tours.

III. Product Form

Online Zhou Bianyou products are mainly composed of tickets, accommodation, catering and entertainment activities, which are packaged by two or more items as the core product foundation, and then integrated into various peripheral ways of various themes according to the needs of users, such as parent-child tours, couples tours, hot spring tours, farmhouses, etc., for precise marketing.

IV. User characteristics

In terms of age distribution, users aged 25-31 account for the highest proportion, reaching 31.5%, followed by those aged 31-35, accounting for 23.2%; The proportion of minors and users aged 56 and over is significantly lower than that of other age groups. White-collar workers aged 25-35 are in the rising stage of their careers, and their work is busy, and their income is not as good as that of users over 41 years old, so they are nervous in terms of time and budget. Therefore, Zhou Bianyou products with short frequency and fast frequency meet the consumption demand of white-collar workers of this age.

Note: The above data comes from Analysys think tank

From the travel habits of Zhou Bianyou, the proportion of two people traveling together is 67.49%, followed by three to five people, accounting for 21.76%. From this, we can see that online Zhou Bianyou products are mainly used by couples and families, so we should improve the supply of products such as couples travel and parent-child travel in product composition.

judging from the single consumption amount, the customer unit price of Zhou Bianyou products is mainly concentrated in the range of 311-911 yuan, accounting for 51.6%. Zhou Bianyou products can increase the proportion of products with a unit price of 311-1111.

Note: The above data comes from Analysys think tank

V. APP product analysis

Time: February 23, 2116

Operating system: nubia UI V3.1.8 (Android 5.1.2)

Location city: Guangzhou

To start (software version: 5.1)

photo carousel: it is divided into four activities: Guangdong flower viewing season, climbing to pray for blessings, good style and spring, and slimming in early spring. The themes of the four activities are all related to spring, which are highly timely, timely and attractive to users.

classification portal: the classification portal adopts grid navigation, which is divided into two pages in layout, including hot springs, parent-child, landscapes, farmhouses, theme pavilions, etc. Ten types of tourism products are classified, making it easy for users to search and screen according to their needs. The classification entry of two pages needs to be switched by sliding, and the switching guidance is hidden. For users, the classification guidance of the second page is not convenient enough. The description of the classification of paradise is a bit abstract, which makes it difficult for users to understand. After entering the classification, the connection of content is poor compared with other classifications.

list page: after entering the classification, the content is presented in graphic form, with prominent price discount, location marked at the bottom of the title, and sorting function added in the upper right corner. Compared with other apps, it lacks more detailed location, distance, user rating, sales volume and other functions to further help users make decisions, and it also lacks the function of user collection, which is not conducive to users' next search.

in the sorting function, the sorting method of lowest price is not completely sorted by price in the display.

The characteristics of users in Zhou Bianyou show that users are sensitive to prices, so we can consider adding the price range function, and the implementation methods can be diversified.

In terms of content supply, taking hot springs and family trips as examples, tickets are mainly included in 1~211 yuan, so there are more products. The main package is mainly concentrated in the price range of 211~811 yuan, which basically conforms to the characteristics of users in Zhou Bianyou.

daily check-in: the purpose of daily check-in system is to improve DAU, increase the frequency of users opening apps and improve user stickiness. The daily check-in part of departure takes a month as the cycle, and you will get 15 points for the first check-in. If you sign in continuously, you will get 5 points on the basis of the previous day. This sign-in system does not guide and explain the function of integral, how to use and consume integral, and there is no entrance to integral mall, and there is no explanation of integral cashing. As a user, I have no reason to check in every day. As a travel APP, most of the time users pay attention to the APP is before weekends and holidays. Can the way of signing in be changed to Friday to Sunday and two days before holidays?

content details page: there are three navigations of product, details and evaluation at the top of product content, and a share button is set, but the collection button and share are merged in the function in the upper right corner, which is too hidden.

On the product page, the product picture at the top can be enlarged and displayed on the horizontal screen after opening; In the middle of the page, a map positioning navigation portal is introduced, through which you can enter the third-party map navigation module and weather module, which provides a decision-making basis for the user's time schedule. The purpose of the date column is to display different prices when users choose different dates, but it doesn't seem to have much effect here. The default date is unlimited. You still need to confirm the date after clicking on the reservation, which does not provide convenience for users to place orders and choose dates, but distracts users' attention.

the details page is further divided into two pages: all pictures and graphic introduction. The graphic introduction page describes the scene of product experience through words, and recommends the scenic spots around the destination and the recommended itinerary, but the text description is not detailed enough. The page of all pictures is basically the same as the pictures in the graphic introduction, and its size is slightly larger than that in the graphic introduction, but it does not have the function of clicking to enlarge. When users click on the details page, they pay more attention to the detailed introduction of the products, but when they want to leave, they will open the page of all pictures by default, which is obviously less attractive and less decision-making than graphic introduction.

there is no customer service or q&; A entrance, and the customer service entrance is moved to the order page, which is inconvenient for users to answer and guide their questions, resulting in loss.

hot topics: this topic mainly promotes three hot topics. In my personal opinion, hot topics should be used to enhance word of mouth, and the richness and playability of their contents should be strengthened. Copywriting needs to make users feel excited and closer to their hearts. It may be better to write from the perspective of sharing, rather than just recommending products.

VI. Summary

The product positioning of the APP is very clear, and it mainly operates in the mode of Zhou Bianyou+sale. By integrating and packaging a number of products, the price can be reduced, which can effectively stimulate users' travel decisions.

advantages: the classification entrance is set reasonably, which is more in line with the basic attributes of Zhou Bianyou users. The products are rich in content and can meet the needs of different users; The product supply is positioned in the middle and high end, and most of them are boutique packages of 211-1111 yuan, with high cost performance; The activity design has obvious timeliness, is suitable for festivals and seasons, and is updated frequently. The positioning function is set in the upper left corner, and manual address selection is provided to facilitate user decision-making. Introducing the destination weather system into the address navigation page can better help users plan their time and win the reputation for their products.

Disadvantages: the lack of likes or favorites on the product list page is not conducive to users' participation and attention, and there is less interaction. The hidden pages of some interactive functions are deep, and the cost of users' discovery and use is high.