The phrase "content is king" will not be outdated in any era. With the escalation of consumption, the growing demand for high-quality lifestyles and travel experiences by the high-end Chinese high-end groups has created huge market opportunities for the high-end outbound travel market. Today's tourism products are also more personalized, customized, and quality, and put forward higher requirements for content innovation. The tourism content market in the Mainland still has 5-10 times of room for growth. Recently, 36 people contacted a team of e-commerce partners in the mobile tourism community - the Hema Travel Guide.
Hippo travels to locate young people in the middle-aged population aged 18-34. They want to cultivate user stickiness through fragmented PGC or UGC content, and the content community model cuts into the outbound travel market. The traditional tourism content is mostly presented in the form of long graphic travels. The hippo travels do not deliberately emphasize the travel route or the experience of the entire travel process, and the content presentation is more fragmented, personalized, mobile and quality. Or a featured location as a dimension to output content, build a content community, similar to the "small red book" or "what is worth buying" in the tourism industry.
Hippo Residences In some overseas tourist cities, there is a 4 to 5 person self-media small team that regularly produces PGC content, and updates the content once a month to guide the quality content. At present, the cost of obtaining a horse is as low as 2-3 yuan/person.
High-quality content is conducive to the cultivation of high-viscosity users. When a certain number of high-quality content producers are accumulated and reach a certain user scale, the self-produced content of UGC content will be driven by PGC content, and then the tourism content community will be built. The transformation of e-commerce in the tourism community has formed a closed loop of transactions.
At present, the flow of hippo brigade is relatively scattered. The WeChat public account has a total of 30,000 fans, MONO 50,000, and 10,000 petal lobes. The C-end customers mainly come from Weibo and Douban, and they just launched the WeChat program last week. In the later stage, it is necessary to consider converting user centralized traffic. At this stage, the team is trying to replace the mobile WiFi lease and visa business team resources and increase the entrance.
In the business model, the Hippo Residence intends to go in two steps. In the first stage, the user is first asked to solve the problem of where to play. Hippo intends to work with local tourism bureaus or airlines to help them do the overall marketing of the Chinese market and promote local tourism resources. The second stage is to solve the problem of how users play. The platform can analyze the community tones through the user's behavior data to recommend corresponding special tourism products, such as meditation in temples in Kyoto, study tea ceremony, visit the distillery of Japanese sake and so on.
In addition, Hippo Residence is also trying to develop revenue-generating revenue channels. From the six dimensions of experience, art, coffee, bars, restaurants, hotels, etc., the PDF version of the official nature of each tourist city PGC Raiders. More than 800 copies were sold in March, and the price per unit was 15 yuan.
Yu Xiaopan, founder of Hippo Residence, said that the core competitiveness of Hippo Residence is still a personalized expression. “Traditional tourism communities have made the content too dead. The content of people’s beauty, Jingmei but the flow of accounts is very boring. Good content is the threshold itself. The original and interesting is vital.”
Content + e-commerce is not a new concept. Today, traditional OTA, head e-commerce platform and media e-commerce are all overweight content, but it is not easy to continue to produce valuable content. It requires a large-scale content production team for a long time. The content of the accumulation, and the explosive content of the strong communication is even more difficult to meet, the energy spent creating the content community may be the threshold.
The current management team of Hippo Residences is 4 people and the content production team is 20 people. Founder Yu Xiaopan is the editor and operator of Hema. He has worked in private equity, asset management, and law firms, and is the best-selling author of the Food Detective Series. The team is currently seeking angel round financing.
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