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Tujia 2017 Strategy Launching: Focusing on User Experience and Thoroughly Solving House Sharing Problems

March 28, 2017 OTA News No Comments Email Email

2017 Tujia Open World Summit was held in Beijing on March 23. This is an annual strategy-releasing conference that was held after Tujia finished a spectrum of strategic adjustments in 2016, which attracted attention from around the world. At the Summit, Justin Luo, Co-founder and CEO of Tujia delivered a keynote speech, elaborating on the company’s “3+1” development strategy for 2017. He further explained the specific strategic actions from four perspectives, namely, consumers, hosts, property buyers as well as regionalization. Those actions include the upgrade of products and services based on user experience, the establishment of one-click management of multiplatforms and Tujia housekeeping service for hosts, the implementation of two solutions for operating real estate properties, and the regional cooperation within various tourism areas, most of which were disclosed for the first time.

After the strategies were released, Yang Changle, Chief Operation Officer of Tujia Platform Operation Company and Ding Xiaoliang, President of Tujia Offline Operation Company, in their first public appearance, delivered the 2017 product launches one after another, and illustrated the specific planning of several businesses and key products both online and offline in more detail.

In addition, Tujia also launched strategic cooperation with Zhima Credit and Scenario Lab, and held a signing ceremony with Tuyuan Beautiful Book House. Also, Tujia had three special sessions on resource consolidation and discussion, mainly focusing on the online platform, offline platform and regional cooperation.

Focusing on user experience, and upgrading three key products

Products and services are the core competitiveness to gain users-this was the primary concept emphasized at the 2017 Summit.

The consumption upgrade has triggered the same effect on the travel experience. Tujia will target the user profile more precisely, with features like “multiple people, extended period of stay and personalized lodging experience”, to meet the demands for more scenarios such as business travel, family gatherings, and transitional accommodation. Therefore, Tujia will upgrade three main products in order to provide more services for travelers.

The first upgrade is respecting user habits and sharing industrial resources. This means Tujia will select more resources and provide richer houses to consumers through the eight platforms, such as Tujia,, Ctrip, Elong, and other platforms, in order to achieve more convenient booking and better experiences based on keeping original habits.

The second upgrade is focused on optimizing three-dimensional services, i.e before, during and after the accommodation for consumers. In this aspect, Tujia provides related product upgrading and iteration to the specific needs of safety, cleaning, searching and payment, which are main concerns of consumers for apartments and homestay.

The last one is upgrading user service guarantee, which is the largest concern for travelers. Tujia has implemented a “Concern-Free Living” strategy by upgrading the credits. Tujia has combined the house examination, Tujia premium hosts, two-way evaluation, Ctrip Credit, Zhima Credit and compensation in order to guarantee satisfaction in every booking as well as every check-in.

To Make Property Sharing Easy

As a homestay sharing platform, the strategic development of Tujia is also related to the upgrading and integration of the supply side. Our mission is to make property sharing easy for our hosts, no matter where they are, what their skill levels are at and how much time and resources they have.

During the summit, Justin Luo Focused in introducing four innovative measures to achieve this target, namely, gathering traffic, unifying standards, improving efficiency, and integrating fragmented resources, to help the hosts to operate their business.

Tujia has consolidated all 8 platforms including,,,, and, WeChat hotel booking and Zhima Credit in to a ‘One Click’ solution. Via the Tujia App, Tujia’s host side management App, host can control price, availability as well as accept bookings and even communicate with customers through all the channels above. Tujia has also piloted a program in 10 cities to provide room cleaning, towel and bed sheet laundry as well as smart lock service to help more hosts share out their properties.

Furthermore, Tujia will also provide other services like operational training, security consulting, income management and other service support to help the hosts become more professional. With the help of income management, skilled hosts can improve their income by 10%.

In addition, Tujia also makes use of self-managed Sweetome flagship stores, Tujia housekeeping service centers and branded franchise stores, to integrate fragmented resources for more distributed individual houses, to make operation possible for all houses.

Better operative properties and cooperation with regional communities in place

On the supply side, Tujia has been working with property developers and cooperation with regional communities since the foundation, and this is also a key part of the “3 +1” development strategy.

In the aspect of cooperation with property developers, Tujia has continued the TuLifang Solution that combines Housekeeping and property management service, in order to make the properties into practical operation since the house buying stage, and to add value to property buyers, and to promote the sales and de-stocking of property inventory.

The Tuyuan Mode commenced by Tujia in 2016 would still be the upgrading real estate solution for this year’s conference. After a year’s exploration, Tuyuan has received fruitful results in several regions with the combination of different products, and the cooperation projects has spread into more than ten provinces in China. The strategy released on the 23rd would combine Tuyuan with Tuli, to fulfill the “Country yard dreams” of the Chinese middle class with the combining scheme of countryside styles and customs.

In the aspect of cooperation with regional communities, Tujia’s goal is to ‘Vitalize of Regional Development’, seek deeper cooperation with regional governments and partners, With the guidance of ‘whole country tourism’, Tujia is putting in effort to push forward regional standard tourism operation, integrated homestay services and poverty relief in the country side.

Online connection: three strategic signing and three sessions on resources connection and introduction

In order to ensure the implementation of strategies, Tujia held three strategic signing ceremonies at the conference. The first one was to establish “Homestay New Species Lab” with Scenario Lab that is founded by Wu Sheng, in order to explore the innovative evolution of homestay products and build all new homestay IP together with new species examples and bases.

The second signing ceremony was focused on the upgrading of service chain. Tujia will continue deep cooperation with Zhima Credit of Ant Fortune, Tujia’s existing partner, and work together to provide more standardized services for users.

The third singing ceremony witnessed the project operation of Tujia and Tuyuan on public benefit practice, i.e. the Beautiful Book House. This is a special countryside culture innovation homestay oriented for the public reading service of countryside children, which is also a carrier of the public benefit activity of “China 10000-Village Countryside Children Reading Project” that Tuyuan co-founded with China Charities Aid Foundation for Children.

In addition to the three signing ceremonies, Tujia also organized three resource connection and discussion special sessions for online platform, offline platform and regional cooperation, in order to promote the operation of 2017 strategies in a more specific cooperation demands and deep perspective. This is the everlasting style of Tujia, a pioneering company that fully understands the sharing economy in the Chinese market.

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