Yiwen Company is located in the North Bund. The current North Bund is under construction day and night. For the 2010 World Expo, foreigners will disembark from here.
Every day when Kyw goes to work, he passes a row of billboards for "2008 Asia Cruise Conference", which made me think: Is it possible to build a cruise B2C website?
Background introduction:
What is a cruise ship? A cruise ship is a large, luxurious ship that sails between major oceans. Titanic is the most famous cruise ship.
What is cruise tourism? Cruise tourism is taking a cruise to sightsee along the way. You can play on the cruise ship on the way. When you arrive at the port, you can dock for 1 to 2 days and enter the port country to visit. Cruise vacation is currently the easiest, freest and most leisure way of vacation travel. You can fully enjoy its nobility and high taste in this way of travel.
1. Does the market have the desire to consume?
At present, China's economy is developing rapidly; consumption desire is rapidly expanding; and tourism projects are being developed rapidly; does cruise tourism have room for rapid growth in the future?
"Do you hope to take your family or friends on a cruise for a week on the sea in the next five years?" It is conservatively estimated that more than 90% of white-collar workers will answer in the affirmative.
Consumption desire is not a future market resistance.
2. Price factors
First ask yourself, "How much do you estimate it will cost to cruise around the Pacific for 10 days?"
Before Kyw looked up information about cruise travel, he felt that it would cost him 10,000 yuan to get on a cruise ship. But look at the screenshot below:
Classic 7-day cruise tour of China, Japan and South Korea, RMB 4999. Does this price suddenly bring you closer to the cruise ship?
The above advertisement was found by searching for "cruise". The first cruise advertisement I saw was a European trip for ￥7,000. I immediately felt that cruise travel was within my reach!
3. Infrastructure
If cruise tourism needs to develop, port construction must keep up. The news article "Developing Cruise Ports in Six Mainland Cities" mentioned that "China's six port cities: Shanghai, Xiamen, Tianjin, Qingdao, Dalian, Sanya, etc. have all invested heavily in the planning and construction of cruise passenger transportation to share this big cake." Kyw is in Shanghai's North Bund, looking at the renderings on the wall of the construction site. He is convinced that Shanghai will become the world's largest cruise port in the next 10 years, and China's cruise manufacturing industry will also rise.
The current cruise tourism in the country is still in its infancy and in the stage of establishing its roots.
Look at the competition on the Internet. Currently, there is no established cruise travel portal, and there are only 1 or 2 scattered keyword competition advertisements.
An SEOer can easily build the "world's largest cruise portal" within half a year, and with 1,000 IPs per day, he can become the boss.
The current situation, online competitive environment and development expectations of the cruise industry are discussed above. Today I’m going to talk about the website.
Website basic information
Website name: Cruise Ocean
Top-level domain name: youlunsea.com
Introduction: Cruise tourism B2C website introduces cruise information, provides cruise tourism services, related insurance knowledge, group purchasing information, etc.
Home PageTitle: Free consultation on cruise travel to protect your first cruise trip-Cruise Ocean Network
Slogan: Cruise Ocean Network, opening a new chapter in China’s cruise tourism (KYW is not very satisfied with this slogan)
Positioning: Targeted at first-time cruise travelers
Website column planning
1. Introduction to cruise travel: Introduce the basic knowledge of cruise travel, such as "Current Development Status of World Cruises", "Cruise Routes Suitable for Chinese Tourists", "Cruise Travel Budget Estimation", etc.
2. Latest cruise travel information: Organize and publish recent relevant information of various travel agencies, sorted by time. Make a large list of the whole year in the form of a calendar, and you can see at a glance how many cruise travel arrangements are currently available in China, making it convenient for users to choose. In addition, a search function is provided, and the selection conditions include "price", "time period", "travel area", "travel time", etc.
3. Cruise stories: Introduce the cruise travel experience, use blog search to find cruise-related travel articles, of course, you can also find writers to write soft articles, or you can also ask cruise companies or travel agencies to provide articles. Combining pictures and text is a must-have format.
4. Cruise video: There are relatively few videos introducing each cruise ship on the Internet, but I guess there are quite a lot of them among the cruise companies themselves.
5. You ask and I answer: similar to Baidu Knows, but customers can only ask questions, and the answers will be handled by dedicated personnel on the website. Questions will be answered within 10 minutes, and an email notification will be sent to the customer. The public is still relatively unfamiliar with cruise travel. This question-and-answer format is more practical and can also increase users' trust in website services in the process.
6. Industry trends: There is currently very little information in this area, but because of this, the website itself should produce more news. When users search on Baidu News, they will all find information on this site.
Navigation bar design
Home | Industry News | Introduction to Cruise Travel | Latest Cruise Travel Information | Cruise Story | Cruise Video | Q&A | Top Ten Cruise Lines in the World | About Us
I originally wanted to add a picture column, but I felt that with the video and story columns, the picture column was of little significance.
Promotion method
1. SEO: The core keyword "cruise" is conservatively estimated to reach the homepage in 3 months, and 2 months ago was no problem. Leave long-tail keywords to the Q&A area.
2. PDF dissemination: The Q&A column can accumulate questions, and then a PDF file of "100 Questions about Cruise Travel" can be published and disseminated on the Internet. As long as it is practical enough, you can add any advertisements inside and it will still spread.
3. Search engine bidding advertising: After all, the traffic attracted by SEO alone will not be huge, but you can attract customers through bidding advertising. The keyword selection is biased towards overseas travel search habits, and some people from the overseas travel market can be tapped to come for cruise travel. Of course the landing page must be attractive enough.
4. Various other methods: soft articles, Baidu knows the answer, etc.
Profit model:
It is not difficult to make profits by adopting a Ctrip model with cruise characteristics. With customers in hand, it is not difficult to make profits.
In the early stage, you may rely on travel agency advertising. After you have accumulated initial accumulation, you can open a travel company and act as an agent for various cruise companies.
key to development
Find someone knowledgeable to join in and take charge of offline operations. Offline channels are strong enough, and online channels are not afraid of competition.
When Ctrip just started, we found an expert to join us. Cruise Ocean Network also needed it. This was so crucial!