In the upsurge of blind ticket boxes, Tong Cheng Yilong can be said to have seized the opportunity. Taking advantage of this enthusiasm, it launched a new round of “ticket blind box” event. The event started at 10 o’clock on April 22 and will last until April 26. How can other major OTAs be willing to show weakness, before the arrival of the 22nd, have their own blind box products online. On April 19, Ctrip launched the hotel blind boxes priced at 699 yuan and 999 yuan respectively. It also announced that the blind box for air tickets with a price of 99 yuan (excluding airport construction fees) will be launched on the 22nd; on April 20, Fliggy A blind ticket box for 66 yuan was launched. Consumers participating in the event can get a blind ticket box for random destinations across the country for an ultra-low price of 66 yuan after getting help from their friends. On April 21, Qunar launched a ticket blind box for 88 yuan and a blind train ticket box for 66 yuan at the same time… What are the highlights of the travel blind boxes that look similar? What are the logic and purpose of each company’s products? Is the discount so large, is it really purely dependent on subsidies from your own company? In response to these issues that everyone is most concerned about, LvjieMedia interviewed the heads of each department. The person in charge of Tongcheng Travel pointed out that the upgrade of the second-generation blind box is mainly reflected in the following aspects: First, the number of participation in the event and the qualifications have been upgraded. Starting from the second phase of the blind box on April 22, users will have new qualifications for each phase of the blind box event. Even if they have participated in the previous events, they can still participate in the new event. Secondly, on the basis of the WeChat mini program activity, in the second phase of the blind box event, we added the event entrance of the Tongcheng Travel APP to allow users to have one opportunity to open the blind box on the mini program and the APP. Not only that, we have also added more blind box sessions, hoping that users can choose the right time to visit according to their own time, and it will be easier to buy blind box products. Finally, how to always attract young users in the design of blind box products has always been a question that Tongcheng Travel is constantly thinking about. We will also refer to some offline blind box gameplay, such as setting hidden models. “If you want to say the difference between the same journey blind box and other homes, it is that we can directly buy it without the help of friends, and the newly added round-trip ticket, business class, double travel and other hidden games are also very great for young people. Attractiveness.” In contrast, the price of the blind ticket box launched by Fliggy is lower, at only 66 yuan. What’s even more rare is that, in addition to solo participation, the ticket blind box of Fliggy can also be used as a team. Correspondingly, the ticket blind box drawn is also a double ticket for the same route. This is for netizens who yearn for the unknown but are afraid of loneliness. A more balanced choice. “Some of the post-00s and post-90s are actually very random when choosing tourist destinations. They will not have to do a long strategy like before. They want to go to some less popular destinations to avoid the crowds. Based on their needs and curiosity, we launched this blind box product.” Li Chen, vice president of Flying Pig, said, “As for the pricing of this type of product, I think it is only symbolic, because it The value of the ticket is much higher than 66 yuan. And the help of friends is only a symbolic threshold for participation.” The relevant person in charge of Qunar told LvjieMedia, “In fact, we launched the student as early as last week. Blind box, the blind box products launched this time are aimed at a wider range of people. Although the purchase of blind boxes requires the assistance of 3 friends, the more friends assisted, the more routes can be opened, and up to 10 routes can be opened. In addition, in terms of travel time, there are no too many restrictions on the blind ticket box of Qunar. Before May 31, the date is optional and can be redeemed if there is a ticket!” If there is still room for fluctuations in the price of ticket products, preferential efforts Still need to put a question mark. Then, the 66 yuan train ticket blind box can be described as a real subsidy, and the relevant person in charge of Qunar also admitted to the new travel industry: “The biggest purpose of launching this event is to pull new ones.” It can be seen that in order to seize the young people’s market, Where to go can be described as the “blood capital”. In contrast, Ctrip’s hotel blind box products are unique and can help many travel users solve their accommodation needs. However, its price of 699/999 yuan seems to lack “sincerity.” In this regard, Xie Xiaoqing, a senior researcher at the Ctrip Research Institute, said, “Unlike the trendy blind box with’obvious gambling’, the Ctrip Travel Blind Box focuses on inspiring travel inspiration and at the same time has enough quality in the product.” In her view. In the coming days, the blind box products launched by Ctrip are diverse and highly selectable. This blind box includes two types of products: hotel and air tickets; the price is divided into three price levels: classic, petty-bourgeois, and hidden; In terms of travel time, it is divided into two optional time periods: “Happy May Day” and “Staggered Traveling”; although it is a blind box, users still have a certain choice. In addition, high-quality products are also the bottom line that Ctrip has always insisted on. During the preparation period of the event, Ctrip first selected the most popular tourist cities during the long vacation in the past two years to determine the destination range; secondly, according to Ctrip The historical evaluation, scoring, star rating and other dimensions of the hotel have targeted a number of high-quality hotels in the region. After opening the City Blind Box, Ctrip users can continue to purchase other travel products on the relevant May 1st promotion page to customize a more complete quality trip for themselves. OTAs want to take advantage of the enthusiasm of blind boxes. After all, “blind boxes” have become one of the fastest-growing industries and are favored by young people. So, is it possible that blind box products that rely on subsidies will develop in a normal way? Xie Xiaoqing pointed out, “Blind boxes may become a normalized product: on the one hand, the increasing proportion of young users in travel users is a new trend, which requires innovation in the marketing of tourism products. In recent years, With the hot “out of the circle” of blind boxes, various types of blind boxes have seized the market heights, harvesting a large wave of young consumers’ hearts. This also shows that blind box products can capture the consumer interest of young people and satisfy their pursuit of novelty and novelty. Face the unknown psychology. On the other hand, under the well-informed Internet environment, what users lack is not travel information and travel choices, but travel inspiration. As a product with random uncertainty, blind boxes can be used to a certain extent It inspires and influences users’ travel arrangements in order to achieve high-quality travel.” Li Chen said, “Although both blind boxes and Xpress products are used to promote the recovery of the tourism market through marketing methods, as airlines recover from the epidemic After that, there are many new routes ready to resume production, and there must be marketing demands, and there will be more and more marketing. So I think this kind of marketing method is long-term, as for the blind box, free flying form may be ever-changing , But generally speaking, they are all to meet the needs of users.” Not to mention the length of the life cycle of the travel blind box, there is a trend that has become obvious, that is, the popularity of the “ticket blind box” has given the OTA industry a new “traffic competition” “Thinking. In the post-epidemic era, the competitive landscape of the OTA industry is also changing. On the one hand, the mainstream consumer groups in the tourism industry have changed. The post-90s, represented by Generation Z, have become a new force that cannot be ignored in tourism consumption. On the other hand, the popular tourist areas have changed. The sinking market represented by third- and fourth-tier cities has gradually become a “hot spot” in the post-epidemic era. At first glance, the revenue of 66 yuan and 88 yuan brought by blind box products is just a fraction. In fact, the incremental space behind it may become the “key” for OTA players to catch up. After all, in the future OTA battle, it is far from enough to fight for price.