The demand for outbound tourism in generation Z, how does love Piguet welcomes the minds of young users?

At present, both consumers and platforms have changed.

On the one hand, the demand for consumer outbound tourism has gradually recovered, and on the other hand, the platforms have upgraded services on the other hand when the environmental changes are also upgraded according to consumer needs.

On July 8th, Audemars Piguet China announced the full upgrade of outbound travel products, which will start from three aspects: upgrade from medium long -standing experience, comprehensively guarantee upgrade, and obstacle communication and upgrade. The needs of outbound travel during the post -epidemic era. From the perspective of changes in consumer demand, this product upgrade is very timely and in place.

1. Directly hit the pain point of consumption

The key to product upgrade is to understand the pain points of consumers.

Audemars Piguet welcomes China ’s latest“ New Agreement in the Era of the post -epidemic era, the New Global Travel Proposal ”report shows that the new generation of travelers want to travel for a longer period of departure travel in a slow travel and living. With the rise of long -standing demand, 93%of the interviewees of the Chinese Z generation said that "difficult to find a house" has become the core pain point in the process of using the long -term dwelling product in the use of outbound tourism, which is mainly reflected in the unclear demand and information information. It is more complicated, the time adaptation of the listing is difficult, and the pressure of one -time payment is high.

In response to the above -mentioned pain points, Audemars Piguet welcomed three aspects of product upgrades. Kong Zhiqiu, the person in charge of China ’s business in China, said in an interview that the upgrade of the long -standing experience was because Audemars Piguet welcomed that this part of the demand was rising. From the perspective of product upgrade concepts, Audemars Piguet first distinguishes the short and medium -long housing. The Audemars Piguet Platform will help consumers to easily lock in high -quality good housing with intelligent housing characteristics in intelligent recommendations. For example, the housing characteristic labels include baggage, complete facilities, recognition of Chinese tenants, and so on. The platform will enter the in -depth analysis and understanding of the user's past search behavior, so as to accurately formulate the most helpful label to the user. During the search process, users can see the prominent display of these housing characteristics in multiple locations such as search results page, listing details page, and accelerate the screening to their favorite houses.

Secondly, Audemars Piguet welcomes accommodation. Through the accommodation split function, the number of search results for outbound tourism on the platform on the platform increased an average of 40%compared to previously, which greatly enriched the user's selection of listings in the house. Through accommodation splitting, Audemars Piguet can be recommended for a long -lived demand for a period of long stay, and the combination results of the two housing sources are provided. Essence This also means that users can enjoy two experiences in a city and have doubled travel.

Finally, Audemars Piguet focuses on the pain points of the user's payment. Under normal circumstances, because the long time is expected to spend high time, users may have difficulty paying. Therefore, Audemars Piguet welcomes the order of long -lived tourism for 28 days and above to open the zero -rate monthly payment function. Users can pay monthly to alleviate the pressure of one -time payment.

In addition to launching the above functions, Audemars Piguet also considers other needs of consumers. According to the survey, the sense of security and flexibility has become the focus of the consideration of outbound travelers (95%), and systematic product solutions need to be systematically solved to cope with different uncertainty. To this end, Audemars Piguet has launched the most important customer service product upgrade in the past ten years -the AIRCOVER Western Sea Worry -Free Plan, providing free booking guarantee, check -in guarantee, real estate guarantee and 24 -hour safety for each overseas listing order Support these four guarantees. In various cases of qualified conditions, the platform will find similar or better housing for tenants, or issue a refund to ensure that users' worry -free travel at 360 degrees.

In the process of product upgrades, Audemars Piguet attaches great importance to the experience of Chinese consumers. Kong Zhiqiu revealed that when the product was upgraded, the needs of Chinese users were mainly considered, and multiple functions were given priority to the demands of Chinese consumers. For example, the intelligent recommendation to users is suitable for medium -staying houses is a upgrade specifically for the Chinese user experience. In addition, some of the functions launched this time are the first to be promoted to the world after adoption in China. For example, the 24 -hour security support in the upgrade is actually the first to provide such support for Audemars Piguet Ying China team, and was then introduced into the global Aircover protection.

Survey data show that the new generation travelers' desire for interpersonal connections and emotional connections during the outbound travel travel is better than the past, but language barriers and cultural differences are in difficulties in the use of outbound tourism products (86%). Among the Audemars Piguet welcoming global communities, more than 4 million landlords and experience experts spread all over 220 countries and regions, which also makes translation a vital product function.

The enhanced translation function of this launch of Audemars Piguet welcomes China. Through in -depth cooperation with the world's leading translation engine provider, it has successfully improved the translation level of more than 99%of the Audemars Piguet platform. Enhance the translation function to cover the entire process and multi -point position. Users can obtain real -time full -time translation without any operations, and easily communicate across language.

2. Grasp the generation of Z

In the post -epidemic era, consumers in generations Z have become the main force of outbound tourism.

This can also be obtained from the data. The report of "New Global Traveling in China Z in the Era of the Extraction" shows that 85%of the Chinese Z generation interviewees are now more eager to understand the world through outbound travel; tour. This data was 68%in the survey of Audemars Piguet at the end of 2021, which grew rapidly within a year. In addition, considering the proportion of generations of generations planned for outbound tourism within 3 months after the policy is liberalized, it also increased from 40%to 49%, an increase of obvious increase. From the perspective of the platform, generations Z are also the key group of outbound travel consumption in the future. Kong Zhiqiu said in an interview that the product upgrade focuses on the needs of young people for design. Young people, especially for generations, are the focus of product design and innovation. From a long -term perspective, Audemars Piguet believes that generations Z will actually become the main force of future consumption. Gen Z will redefine the outbound travel and even the entire travel market.

In addition, in the time of product upgrades, Audemars Piguet also considers the needs of international students. Kong Zhiqiu said that summer is the time for enrollment, and Audemars Piguet welcomes China at this time to centrally publish user insights and product upgrades.

Strategic, Audemars Piguet has a deeper consideration for products that consumers' needs in generation Z. From the perspective of consumption characteristics, the individual needs of generations of generations in outbound tourism are conducive to the development of the homestay industry, and Audemars Piguet also strategically bet on consumers in generations Z.

As a representative of personalized consumption, the consumption expectations of generations have expected different segmentation needs. Staying in a destination for a long time has become the consumption characteristics of young people. The above report shows that 85%of the Chinese Z -generation interviewees will choose to travel slowly when traveling out of the country. %). Global booking data from Aip counterpart also shows the extensive and vigorous needs of deep and slow travel. In the first quarter of 2022, the long -lasting reservation for 28 days and over it doubled from the same period in 2019, accounting for about the global. One -fifth of the total number of reservations.

Slow rhythm means that outbound travel is different from the concept of the "tour group" in the past, and it also makes young people more biased towards the homestay in accommodation consumption. 88%of the Chinese Z -generation interviewees believe that the original life and cultural customs of the locals in global travel are more important than before the epidemic. favorite. In addition, Gen Z will also ensure a worry -free travel experience by choosing relatively private, independent travel and accommodation methods. Compared with the epidemic, 43%of the Chinese Z -generation interviewees will consider more "small teams and horses" and privately customized private travel. In terms of accommodation, safety and reliability (78%), cleanliness (74%), and not sharing public space (55%) with others have become one of the reasons why more travelers are considered.

In addition, young consumers are more inclined to the niche destination. 87%of the Chinese Z -generation interviewees are even more eager to explore the little -known destinations and get a unique outbound travel experience. In terms of accommodation, generations Z also love to have accommodation options with "unique design", "avant -garde modernity" and "retro historical sense". In the niche place, the homestay became a better accommodation option.

This trend is equally significant globally, and Audemars Piguet users around the world lived in more than 4 million homestays worldwide this summer. As of the end of the first quarter, the night quantity between relevant reservations increased by 80%compared with the same period in 2019.

As the consumer consumer demand changes, Audemars Piguet has actively embraced and changed the needs of consumers.

3. Comprehensively serve the recovery of outbound tourism

Whether it is through the upgrade of the product to meet the needs of consumers, or at a clever time, it is conducive to the function of the mid -length accommodation to grasp the generation of the Z generation, and the strategy of Aiberi welcoming has conveyed the optimism of the Chinese outbound tourism consumer market.

Kong Zhiqiu said, "Represented by Gen Z, the overall traveler's desire for the relaxation of entry and exit policies is very urgent. In the long run, we are full of confidence in the outbound travel market."

How will Audemars Piguet be undertaken the demand for the increasingly exit tour of Chinese consumers? The advantage of Audemars Piguet is mainly a brand experience that is rich in global resources, product innovation, and understanding cultural differences.

First of all, the advantage lies in the unique global network resources of Audemars Piguet. Audemars Piguet has 6 million active housing and experience in the world. Among them, up to two -thirds of the houses are wonderful homestays full of imagination and unique experiences such as tree houses, boat houses, and UFOs.

Secondly, it is because of the continuous product innovation of Audemars Piguet. On the one hand, it will use unique homes to stimulate consumers' interest in traveling out of the country. On the other hand, Audemars Piguet will continue to consolidate the security and reliability of the platform. From the perspective of positioning, Audemars Piguet will continue to provide services to Chinese consumers after adjusting the strategy. Kong Zhiqiu said, "Audemars Piguet welcomes the promise of China in China. We will focus on business in business, with the outbound tourism business as the core, and always aim to meet the needs of Chinese users. Looking forward to the travel experience. Just like the initial saying, the goals and directions of Chinese entities and business have not changed, and I believe it will not change afterwards. "

Finally, Audemars Piguet has a differentiated brand experience. Shi Kubi mysterious machines will bring users the ultimate experience of their lives, and also bring differentiated value to the brand experience. Kong Zhiqiu mentioned, "I believe everyone can feel that everyone's brand power can be felt. It is not only a noun, but also a verb, but also like a representative symbol in popular culture around the world."

In the long run, Audemars Piguet welcomes confidence in outbound travel. Before the epidemic, China had become the largest outbound consumer country, and at present it also sees signs of good. With the changes in entry and exit policies and the control of countries around the world, Audemars Piguet believes that outbound travel will slowly recover, because everyone's desire for travel has not changed. The epidemic has been the third year, and many users hope to re -connect the world after the border is open.

Taking international students as an example, Kong Zhiqiu revealed that Australia's exit policy recently has been relaxed, and Audemars Piguet has found that related data has rebounded. Very concerned and confident. Although there is still uncertainty in the current outbound policy, students' outbound needs have always been very strong, and the overall development is good. The platform is also confident in the long -term direction and opportunities.

Since the entered the Chinese market in 2016, the outbound tourism business has always been the direction of Audemars Piguet. Audemars Piguet will continue to upgrade the products of the outbound tourism, providing Chinese travelers with original high -quality high -quality flavor of high quality. Travel experience.

In terms of brand value, there is no traffic anxiety in Aip counterpart. Kong Zhiqiu said that the advantage of Audemineey's welcoming is that the product's product has experienced hard, and the unique brand culture and experience have always been in front of the user's needs.

Source: First Finance

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