Alibaba Group is substituting its Alitrip travel label in exchange for another brand name that it thinks will improve its charm among China’s millennial explorers.

Alitrip, a commonly recognized name among Chinese travellers and tourism partners, was promptly eliminated when new brand name ‘Fliggy’ was unveiled. The new brand name was replaced one day before the two-year birthday of the Alitrip label—which substituted the Taobao Travel brand in 2014. The relabeling of Alitrip will have no immediate impacts for providers publicizing their travel items on Alitrip/Fliggy.

NEW NAME

The new brand is a playful expression, they plan on appealing to young Chinese travellers looking to explore places in other countries. The exact translation of the new label is “flying pig”, and the English translation version of the label name is a mixture of flying and piggy. The label name is joined by another logo that portrays a pig-like symbol whose shape looks to some extent like a cartoon wing. The logo seems animated on the Fliggy site, with the pig’s nose’s changing between various travel-related images, for example, a camera, a palm tree, and a Wi-Fi image.The official line is that the new branding aims to “offer the best quality outgoing travel services that are fit to the travel demands of the younger generation”. Alitrip will now be recognized as Fliggy, or in simplified Chinese, “FeiZhu”. It has been intended to offer the best services for this new wave of Chinese tourism. The announcement was made on October 27 at a press conference by the group.

The new brand logo’s are different from the previous Alitrip aesthetic, before they had a practical brand image—no humorous pig pictures or a fun loving name. The name, Alitrip, — actually “Ali trip/travel”— was an extremely clear name that essentially consolidated the Alibaba label name with “trip.” More like the modest name, Alitrip’s logo was an simplified, basic block text of the brand name.

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OTHERS’ REBRANDING TOO

Fliggy tosses out the old brand traditions in support for a youth-oriented topic that is cashing in on the”adorable/hip” fashionable iconography,  it spells out that it will offer this to the increasing number of Chinese millennials that go travelling each year. Whether the brand reorientation will effectively appeal to millennial travelers remains to be seen, however, the rebranding obviously differentiates Fliggy from its nearest rivals Ctrip and Qunar—both brandishing more sensible, utilitarian brand pictures like Alitrip.

FUTURE

Alitrip presently has over 10,000 merchants on its platform delivering aircraft tickets, hotel booking services, tour guide services, visa application services, hotel booking services, and vacation packages. Alitrip Group’s task is to make it simple to do business everywhere.

Focusing on travelling millennials is a move that makes sense for Alibaba Group, this is an exceptionally focused environment where coupons on rebates have turned into the key advertising instrument to push clients ahead of the competition. The consequent benefits for investors are requests for collaboration, bringing about a substantial series of mergers and acquisitions, and supposed vital investments between various Chinese online travel representatives in the last couple of years. Consequently, centering its endeavors on the quickest developing business sector in Chinese travel (youth trips) makes sense in the context of future productivity and development. In spite of the late industry combination, the mass market still experiences little separation,  strong customer retention, and a significant dependence on rebates to drive deals—allowing industry players to continue to develop.

While Alibaba’s enormous bet on millennial explorers is probably going to draw some financial specialist feedback, the reality remains that there are 385 million millennials in 2016 who are more willing to go abroad than their senior companions. As indicated by a study by the Singapore Board of Tourism, Chinese millennials are the greatest travel spenders among Asian millenniasl—spending as much as US$14,000 every year on travel—this is therefore a key market section for tourism businesses around the world.

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CONTROVERSY

Regardless of whether Alibaba Group’s new travel label will help its primary concern remains to be seen. The initial response to the label name has essentially centered around its noticeable utilization of the “pig” in its labeling—this brought about an online debate after a Muslim netizen approached China’s Muslims to erase the application in challenge against perceived social, cultural and religious insensitivity. Fliggy defended its new image on China’s social networks, underscoring that the new name and logo basically symbolize the wish for “voyaging to a remote place with all these news opportunities while remaining positive.”

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