Author|Yan Ye Editor|Wei Xiao
"The minimum domestic one-way card is only 399 yuan, and the minimum air ticket for international and regional routes is only 299 yuan.
In the live broadcast room of China Eastern Airlines, the two anchors introduced the different links in the shopping cart one by one, and would reply to the questions raised by consumers from time to time.
This is a special live broadcast launched by China Eastern Airlines (hereinafter referred to as China Eastern Airlines) on Douyin on June 27. During the live broadcast, China Eastern Airlines will not only present the audience with tickets for the "Pyramid Guidance: Ancient Egyptian Civilization Exhibition" jointly with the Shanghai Museum, but also launch a variety of surprise air tickets and special aviation products during the "Shanghai Summer" international consumption season.
Among them, the air ticket package is divided into three different types: the "Travel to the East" domestic one-way card, which is divided into six levels: 399 yuan, 599 yuan, 899 yuan, 1099 yuan/1299 yuan, and 1599 yuan according to the destination and route; The international and regional routes of "Enjoy the East" have launched a variety of single cards, including 299 yuan, 399 yuan, 599 yuan and 999 yuan, and also include the exclusive museum card in the live broadcast room, which can be exchanged for different routes such as Shanghai-Cairo and Shanghai-Marseille newly opened by China Eastern Airlines.
These ticket bundles can be redeemed for domestic and foreign flights within a given time frame, and once purchased, users are not affected by market ticket price fluctuations.
As a result, these ticket packages on the shelves of China Eastern Airlines' live broadcast room have extremely high cost performance compared with conventional products, and are very popular with consumers.
According to the data, the number of viewers of this live broadcast exceeded 1.12 million, and the best-selling "Binfei Shanghai" 388 yuan ticket was almost in short supply.
In the comment area of the live broadcast room, many users said, "It's worth it, stock up first to prepare for the next trip", "Originally, I just came to join in the fun, but if I don't buy it so cheaply, it's a loss", "I can still take China Eastern Airlines at such a low price, stock up first!" ”
Of course, this is not the first time that China Eastern Airlines has broadcast live.
Since the first live broadcast on Douyin half a month ago, China Eastern Airlines' live broadcast has received an enthusiastic response. According to the data, the total exposure of the live broadcast room of China Eastern Airlines on the day exceeded 16.66 million, the peak number of viewers exceeded 1.02 million, and the number of likes was 1.388 million, according to the Douyin group purchase list - the first place in the national daily list.
It is precisely in order to thank users for their support that China Eastern Airlines not only presented more cost-effective products in the second live event, but also prepared several rounds of lucky draws.
At the same time, the airline's live broadcast itself has attracted the attention of the market.
Some netizens said that this is the first time they have seen airline staff appear outside the plane, let alone a place where they can interact in the live broadcast room. "I always thought that the airline staff could be serious, but I didn't expect the anchor lady to be quite active and interactive." A netizen commented.
With the combination of cost-effective products and high-quality content, China Eastern Airlines has not only broadened its consumption scenarios, but also won over a wider range of consumers, further opening up the consumer market.
Behind this, more and more airlines are including live streaming as a channel for them to reach the market, further generating emotional links with consumers.
Live broadcast, airlines create cost-effective new scenarios
"This is a gift from me to my family, and of course, it is also to reward myself for this year's hard work."
Li Yan, a high school homeroom teacher who lives in Shanghai, described planning a celebratory trip for herself and her family on the eve of the college entrance examination. During the summer vacation, my brain, which had been tense for a year, was finally able to relax a little and spend time with my family. However, because the last live broadcast of China Eastern Airlines was the day before the college entrance examination, she missed the live broadcast, but fortunately, this time she was finally ready to place an order. In the end, she bought three tickets for 588 yuan.
"This price is really cost-effective before the peak season of summer vacation," Li Yan said, "I have actually made comparisons on many platforms, and the same routes and mileage on other platforms are basically hundreds or even more expensive, and they will not be first-line airlines like China Eastern Airlines." ”
For this trip, she also collected a lot of tips on many platforms, and also learned various shooting and editing skills early.
"College entrance examination teachers like us only have a few days a year to relax, and I have to make preliminary preparations to record the happy and hard-won trip of the whole family."
Like Li Yan, in this live broadcast of China Eastern Airlines, many netizens have questions about the availability of air tickets. Perhaps in the previous booking process, you had to choose a date to see the ticket price, and many netizens were not clear about the operation process after placing an order for a ticket package, so the anchor operated it himself over and over again according to these problems, teaching users to enter the corresponding order from Douyin, and place an order directly after selecting the date and route. This hand-in-hand teaching is also convenient for consumers to place orders directly.
There are many similar questions, such as the route you can choose, whether the fare will be increased, whether you can refund the order after booking, etc., and the anchors of China Eastern Airlines will also reply one by one in the live broadcast room, informing users that "the specific route can be viewed on the details page", "In addition to the fuel fee for the machine construction, the ticket itself will not increase the price", "As long as the ticket is not redeemed, it can be refunded or exchanged at any time".
Problem solving, naturally eliminating the doubts in the minds of consumers.
In addition to being a pleasant trip for the whole family, this ticket is also the best gift for many people to treat themselves.
Bai Lin is a white-collar worker, and her long-term 995 work life has made her want to have a "walk-and-go" of her own. So, after she happened to swipe the live broadcast of China Eastern Airlines' Douyin air ticket, she quickly bought 1 ticket for herself.
In her words, not having to stare at the price of air tickets that fluctuate at any time is the best reward for busy workers, and it is also the sense of relaxation that she has been pursuing.
"I'm a P person, and I don't like to be tied down by flights and travel plans, even when traveling. So I plan to take a vacation as long as I have time, redeem my ticket that night and fly away the next day to enjoy my vacation. Bai Lin said.
In fact, the fact that the price of air tickets will not fluctuate with the market price has also become the strongest motivation for many people to place orders in the live broadcast. On the one hand, it is an established fact that prices soar during the summer vacation, and on the other hand, most consumers are reluctant to stare at the floating price to bet on whether it will be lowered later, and these air ticket packages launched by China Eastern Airlines are just right for these consumer needs.
In addition, cost-effective air tickets essentially alleviate the problem of time, as well as the problem of money.
Some users also said on social platforms that they bought this package in the hope that they would be able to travel with their parents without worrying about money. "The budget for going out is limited, and if you can save some of your airfare, you can eat more delicious food and experience some fun activities."
At the same time, the cost-effective air ticket package can also allow college students who are forced to travel on a budget to get wool, let go of the pressure of "special forces", and truly "go wild while they are young......
Obviously, the broadening of airlines' ticketing scenarios has not only brought about changes in consumption scenarios, but also the expansion of consumer groups and consumer markets.
This is also the meaning of airlines moving from "sky" to "ground".
Live broadcast + short video, high-quality content helps airlines link more users
Of course, it's not just airfares.
In the special live broadcast of China Eastern Airlines, services such as "in-flight Wi-Fi" and upgrade coupons for domestic flights were also put on the shelves of shopping carts, which became the object of choice for many consumers.
In addition, the alliance with the museum has also attracted the attention of many users.
On July 19 this year, the Shanghai Museum's "Top of the Pyramids: Ancient Egyptian Civilization Exhibition" will be opened to the public, which is expected to display 492 groups of 799 precious cultural relics from different periods of ancient Egyptian civilization. Previously, as the largest airline in Shanghai, China Eastern Airlines undertook the ground agency support work for the air transportation of these precious cultural relics to Shanghai, including container loading and unloading, cargo declaration, apron transfer, cultural relics handover and other links, so as to ensure that the exhibits can be displayed offline for 13 months on July 19 as scheduled.
In this live broadcast, the cultural and creative anchor of the Shanghai Museum will serve as the special guest anchor of the live broadcast to introduce the exhibition of ancient Egyptian civilization that the Shanghai Museum will open to the public to the public. During the live broadcast, lucky viewers will have the opportunity to win tickets to the exhibition through a lucky draw, and enjoy the appearance of ancient Egyptian civilization and the latest archaeological discoveries on the spot.
This is not the first time that China Eastern has broken the conventional scenario and communicated face-to-face with consumers. In fact, in the past two years, the demand for tourism consumption market has continued, especially in the summer vacation season, the public's enthusiasm for travel has been further stimulated, which provides space for the growth of airlines.
In order to land the growth space, new scenarios are indispensable.
The combination of high-quality content and high-priced products provided by airlines and a large number of potential consumer groups on the platform will not only benefit the consumer market, but also pave the way for airlines to achieve growth, understand market dynamics and adjust their business plans.
This may be the core meaning of the airline and Douyin life service to jointly increase the live broadcast scene.
Source |AI Blue Media Hui Author|Yan Ye