Why is the community group buying marketing model favored by the tourism service industry?

For several years, "community economy" or "community traffic" has been a hot topic in the Internet industry. Among the many business models for developing community traffic, "community group buying" is undoubtedly the best, creating many dark horse companies. In the tourism industry, many travel agencies, OTAs, scenic spots and other tourism businesses have adopted this model. They have begun to recruit "baobama" or small shop owners as "team leaders" on a community basis to be responsible for building groups in their communities. , new customers and community operations, and use WeChat mini programs to achieve order conversion.

So specifically, what advantages can this community group buying marketing model bring to businesses in the tourism industry? According to the analysis of Chiyan Information, the answer is mainly reflected in two levels:

1. Establishing a merchant traffic pool at a lower cost:

Traffic is what merchants in various industries are chasing after. With traffic, there will be active users and transactions. Communities are naturally gathering places for traffic. WeChat, with a total number of users of nearly 1.1 billion, is the largest social traffic pool in China.

Nowadays, many OTAs or travel service providers, such as Ctrip, Qunar, Fliggy, Tongcheng, Tuniu, etc., will entrust big V and KOL to target their fans in the form of soft articles, live broadcasts, short videos, etc. community, conduct online promotion and publicity.

Community group buying uses the group leader as the community organizer and relies on the group leader’s acquaintance relationship as a trust endorsement. Its logic is actually the same as exploring the fan community economy through online community KOL.

Finding big Vs for publicity requires high royalties, but community group buying involves the group leader establishing a community and pulling friends and neighbors into the group, which translates into traffic to the platform. The cost of attracting new users is almost is zero.

2. Higher user conversion and repurchase rate:

Communities and communities where users gather with social relationships and the same purpose naturally have better attraction and stickiness . Users are willing to spend time in WeChat groups and Moments, and pay more time and attention to communities and community-based products.

Community group buying communities represent a concentration of offline traffic, are highly interactive, and conform to the trend of consumption grading. Moreover, they are social groups of acquaintances, so order conversion costs are low. Developing team leaders through the order commission mechanism not only lowers the cost, but also ensures work enthusiasm.

And from a consumer perspective, although group buying is nothing new, the experience is definitely much more comfortable than traveling in a group with strangers where all the group members are neighbors in the same community. , which is naturally more attractive to consumers.

To carry out community group buying marketing, tourism merchants naturally need a professional community group buying system, such as Chiyan Information Community Group Buying Mini Program System (WeChat ID: kevinphotopaper), which provides three major modules for tourism merchants One-stop solution:

1. Merchant management backend: Professional one-stop management backend, equipped with big data analysis functions with tens of millions of levels of architecture, which helps merchants efficiently manage all links and all modules, and improve Operation level and efficiency;

2. Team leader mini program: an independent mini program tool that provides orders, after-sales, commissions and other functions to reduce the workload of team leaders, reduce the difficulty of developing team leaders, and improve team leaders Service quality;

3. Client mall applet: developed from the source, non-assembled modules, running stably and smoothly, and providing more than 25 kinds of social and marketing gameplay, from promotion, interaction, retention, transaction, and repeat The five dimensions of shopping empower merchants and achieve double growth in the number of members and order volume.