Take the residence of Guiyi Mountain in Moganshan as an example, search for Moganshan B&B in Xiaohongshu Community, click on the homepage of the hotel enterprise number, and find that there is an entrance of "booking now" at the top of the remarks column, except for the basic information such as the address and telephone number of the hotel, you can book directly by clicking. In addition to B&B's enterprise number homepage, there are reservation items in B&B's enterprise number notes and poi pages associated with enterprise number applications.
The first batch of 200 homestays with open booking entrances are mainly concentrated in the two most mature areas of the homestay industry in East China and Southwest China. B&B brands are distributed in tourist destinations such as Moganshan in Huzhou, Wenling in Taizhou, Tonglu in Hangzhou, Lijiang and Dali. B&B brands popular with young users, such as Tinghuatang, Shengdao Mogan and Yele Ye Zhi, were born in East China and Southwest China.
In 20 19, among the users (generating transactions) in the boutique hotel industry, consumers under 30 accounted for 30%, an increase of 3 1.8% over the previous year. The trend of young users of rural holiday homestays is very obvious, and after 1985, they became the absolute main consumer. At present, Xiaohongshu has lived more than 100 million months, and more than 70% of users are post-90 s, generating more than 7 billion note exposures every day. It is the largest lifestyle community in China, and has become an irreplaceable lifestyle platform and consumption decision-making entrance for young people, with the ability to create popularity and hot spots.
With the growth of users, a number of vertical categories have grown rapidly in Xiaohongshu. Travel is the second category of Little Red Book 20 19, second only to beauty, and there are more than 460,000 notes related to homestays alone. In the next three months, there will be no less than 1000 boutique homestay brands.
"The reason why the travel category is growing rapidly is because the little red book has the attribute of' three-dimensional community', unlike other virtual communities that only provide instant satisfaction for online content consumption. Whether users find the scenic spots they want to go to or grow local snacks, they must go to the local area to experience the satisfaction of consumption. " Zeng Xiulian, a partner of Xiaohongshu, said.
Jin coast studio
Author | Jin Zhigang
Picture | Network
Compile | beam group