More than just the jewel in the entertainment crown, IP is leveraged by Alibaba for travel business

Alitrip, Alibaba’s travel platform, released its travel IP strategy on Wednesday. Zhou Zheng, Vice President of Alitrip, said that this strategy will help position Alitrip as a travel transaction and sourcing platform of the tourism industry.

Under the strategy, Alibaba will unveil three main products. The first-tier relies on quality: scenic spots, such as Disneyland and the Summer Palace are recognized as strong brands, with their own attraction to tourists.

The second tier of product is travel products by individual trip planners, characterised by the company for their “potential”. Individual trip planners may attract more customers if they use Alitrip platforms for its numerous customer base. This product targets a niche market with a fixed fan base.

The third product created by Alitrip focuses on unique nature and world heritage exploration, such as a trip to watch the stunning Aurora Borealis, or to exotic locations like East Africa and Egypt.

Alitrip is not alone, as leading Chinese online travel websites have unveiled IP products as well.
Since Shanghai Disneyland opened in June, Ctrip, Qunar, Tuniu and other OTAs have provided Disney themed trips.

Beside travel, IP has been a buzzword in the entertainment and media industry. On May 8 at the iQIYI World Conference 2016, China’s Netflix-like iQIYI announced that it welcomed all parties to pool their resources and IP for a better better user experience

(Top photo from www.nipic.com)

Wang Hongzhi

Wang is a contributor at ATA. She is passionate about literature, photography and technology. She graduated from Shanghai University of International Business and Economics.

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