As the basic theory of marketing, positioning is also the direction guide for the development of various enterprises. Today, the author conducts a comprehensive analysis from the APP layout and product function design of the three mainstream homestay booking platforms in China, such as Taitujia, Wooden Bird Homestay, and Airbnb, and explores their different user positioning strategies.
From the design of the homepage to the control of details, each platform hopes to accurately locate the consumer psychology of users through targeted settings, so as to continue to attract users' attention. In fact, user positioning is a complex process, which needs to be analyzed from the age, personality, habits and other aspects of the customer group, and finally acts on the performance layer of the platform and presents it to the user.
As a subdivision of the service industry, the country email list homestay booking industry will undoubtedly become more and more important. Therefore, the user positioning strategy of domestic homestay booking platforms will become one of the "key tickets" in the second half.
1. The layout logic of the home page is different
The first impression is often a "stepping stone" to pry users. The three platforms have exclusive designs for the main customer groups on their respective homepages.
The main function of Tujia homepage is quick search, the top is the search section, and the bottom is 6 function buttons and advertising spaces.
Because its targeted consumer groups tend to be mid-to-high-end, the travel plans and destinations are relatively certain, and the sensitivity to preferential activities is not high. At most, the functional construction of the area is more comprehensive at the same time.
The homepage of Wooden Bird B&B is the most colorful. The top is the integration section of the activity and the search box, and the bottom is the five function keys such as Internet celebrity recommendation, flash booking, and brand B&B, all of which highlight the younger trend of the platform's user group.
Because young people are more likely to be affected by recommendation and discount activities, and at the same time, Wood Bird Homestay aims at the personalized and diversified needs of young user groups, and polishes and maintains the quality of Internet celebrity homestay products, hoping to bring young users a different experience from the past. Unique accommodation experience.