2022-03-04
Q1:How well does the “Flight+Hotel Blind Box (hereinafter referred to as the Blind Box)” marketing perform in generating PVs? Does it meet the expectations? How does it benefit the brand?
ZHANG Chao:The Blind Box products generated much more traffic than expected to our online sales network. It also improved our brand reputation, especially among young users. More than 80% of the Blind Box buyers grew up in the 1990s, with about 3/4 of whom were born between 1995 and 1999. The demographic of our clientele is very much consistent with that of the travelgo.com, which positions itself as a “next-generation platform for travel”. We do our best to bring in the new through the old to reinforce our brand image in the eyes of the young customers.
CHANG Hewei:Young users enjoy unfamiliar challenges and make spontaneous travel decisions. The idea behind Fliggy’s Blind Box products was to reflect the uncertainty in the travel demands of the young generation, and up-lift the brand reputation through relevant marketing approaches.
Our Air Ticket Blind Box was well received immediately after it was first launched on the eve of the May Day Holidays in 2021 by a large number of young buyers from the first-tier and second-tier cities in China, more than 80% of whom were born in the 1990s. Its upgraded version, the RMB-66 Air Ticket Blind Box was also an instant hit, which made Fliggy the No.1 searched travel reservation app on App Store since May 31 – the first day the product was introduced to the market. The Blind Box did not only generate many new young users for Fliggy, but it also increased the activity of our existing users.
Q2:Do you consider the Blind Box as a mere marketing approach or a form of product that contains potential? Will it maintain its popularity in the years to come?
ZHANG Chao:Young people are always drawn to new things and fresh experiences. The Blind Box was the creation of the economy of attention and did match the preferences of today’s young consumers, yet their attention will soon be captured by other new forms of products that spring up in an endless stream. The Blind Box marketing may change in forms and evolve over time, but its inherent logic will remain the same. The ability to address the true demands and maintain its appealing features determine how well a product will be received and maintain its popularity.
CHANG Hewei:On one hand, the Blind Box enables young consumers to travel at low costs. On the other, it helps the airlines improve their PLF in the current epidemic situation and contributes to the recovery of domestic tourism.
I do consider the Blind Box as a marketing approach which, like any other of its kind, iterates rapidly. It is important to hold on to its creativity in order to stimulate new shares and buys. Fliggy has made innovative attempts on co-branding and air ticket products. For example, in summer 2021, we jointly launched a co-branded product of RMB-66 Air Ticket Blind Box with Clinique. During that year’s Double-11 Shopping Spree, Fliggy joined hands with the Shandong Airlines in creating a new product named “The Magic Beans” and cooperated with 14 other airline companies to create a Pay-per-fly Card featuring a wide selection of carriers, air routes and departure cities. Priced at a discounted rate, this product can be redeemed by appointment for an air service provided by any of the 14 participating airline carriers.
Q3:What are the main complaints about the Blind Box and how are they properly managed?
ZHANG Chao:Some people want the chance for a do-over, which is understandable. Some others would like to redeem for round-trip tickets or tickets for two. Starting with our second Blind Box campaign, we allowed customers to change their minds and introduced surprising bonuses, in hopes our product would exceed our customers’ expectations.
CHANG Hewei:Realizing that packaged products for singles make things difficult for customers who plan to travel with friends and family, Fliggy created the Package Blind Boxes that are suitable for couples and parents-children groups. When customers open the Blind Box and are not happy with what they’re getting, they are granted a full refund. Even after the package service is booked, if the travel has to be canceled due to non-subjective reasons, Fliggy will assist the customer in receiving a full refund.
Q4:Because of the full-refund guarantee, there may be a big gap between the sales of the Blind Boxes and the number of travels that are actually made. How do you keep up with such a situation?
ZHANG Chao:I personally regard it as a normal phenomenon. The intention of the Blind Box is to stimulate users’ desire for travel. But when it starts to spread across social media, it transforms into a product with social value. In many cases, consumers buy Blind Boxes not because they wish to travel, but because they wish to share the same conversation topics with friends and therefore get involved in such social activities.
CHANG Hewei:It is true that some people fail to make their travels after buying the Blind Box because the destinations might not be what they had expected. In response to such a situation, Fliggy never ceases to optimize our products, with one example being the Pay-per-fly card launched during the Double-11 and Double-12 Shopping Sprees which gives more flexibility in departure times and choice of destinations. On the other hand, we strive to provide more affordable options based on the preferred departure cities as chosen by the consumer.
