Telephone : 400-123-4567
The phrase "content is king" will never go out of style in any era. With the upgrade of consumption, the growing demand for high-quality lifestyle and travel experience among China's high-end groups has brought huge market opportunities to the high-end outbound tourism market. Today's tourism products are also more personalized, customized and quality-oriented, putting forward higher requirements for content innovation. The mainland tourism content market still has 5-10 times growth space. Recently, 36Kr contacted a team that does mobile end tourism community e-commerce - Hippo Travel Guide.
Hippo Sojourn targets the young group of middle-income people aged 18-34, and wants to cultivate user stickiness through fragmented PGC or UGC content, and cut into the outbound travel market through the content community model. Traditional tourism content is mostly presented in the form of long-form travel notes. Hippo Sojourn does not deliberately emphasize the travel route or the entire travel process. It is more fragmented, personalized, mobile and quality in content presentation. It outputs content with niche or characteristic locations as dimensions and establishes a content community, similar to "Xiaohongshu" or "What's Worth Buying" in the tourism industry.
Hippo Sojourn has a small self-media team of 4 to 5 people in some overseas tourist cities that regularly produces PGC content, updates the content once a month, and channels the flow with high-quality content. At present, the customer acquisition cost of Hippo is as low as 2-3 yuan/person.
High-quality content is conducive to cultivating high-stickiness users. When a certain number of high-quality content producers are accumulated and a certain user scale is reached, the PGC content will drive the spontaneous output of UGC content, and then start to build a tourism content community. Finally, the transformation to a tourism community e-commerce will be completed, forming a closed-loop transaction.
At present, the traffic of hippo sojourn is more scattered, WeChat official account accumulated fan 30,000, MONO 50,000, Douban 10,000, C-end customers mainly from Weibo, Douban, just launched WeChat Mini Program last week. Later, it is necessary to consider converting user centralized traffic. At this stage, the team is trying to resource exchange with the mobile WiFi rental and visa business team to increase each other's entrance.
In terms of business model, Hippo Sojourn plans to take two steps. In the first stage, it will help users solve the problem of where to go to play. Hippo plans to cooperate with local tourism bureaus or airlines to help them do overall marketing in the Chinese market and promote local tourism resources. In the second stage, it will solve the problem of how users play. The platform can recommend corresponding characteristic tourism products through users' behavioral data analytics community vibe, such as sitting in temples in Kyoto, learning tea ceremony, visiting Japanese liquor distilleries, etc.
In addition, Hippo Sojourn is also trying to develop revenue channels for knowledge payment. From six dimensions such as experience, art, coffee, bars, restaurants, hotels, etc., it has been made into a PDF version of the official PGC guide for each tourist city. More than 800 copies were sold in March, each priced at 15 yuan.
Yu Xiaopan, founder of Hippo Sojourn, said that the core competitiveness of Hippo Sojourn is still the expression of personalized content. "The traditional tourism community has made the content too lifeless. The people are beautiful, the scenery is beautiful, but the content like a running account is boring. Good content itself is the threshold. The original interesting is the vitality."
Content + e-commerce is not a new concept. Nowadays, traditional OTAs, leading e-commerce platforms, and media-based e-commerce are all building up the ante content, but it is not easy to continuously produce valuable content. A content production team of sufficient scale is required to accumulate content for a long time, and popular content with strong communication power is even more difficult to come by. The energy spent to create a content community may be its threshold.
Hippo Sojourn currently has a management team of 4 people and a content production team of 20 people. Founder Yu Xiaoban is the editor-in-chief and operation of Hippo. He has worked in private equity, asset management, and law firms. He is the best-selling author of the travel book "Food Detective Series". The team is currently seeking angel round financing.
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