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Published in:
2023 | OriginalPaper | Chapter
From the Peak to the Mire, How Should the Straggling TuNiu Break Through?
Authors : Wenze Huang, Yulin Zhang
Published in: Innovation of Digital Economy
Publisher: Springer Nature Singapore
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Abstract
16 years ago, Yu Dunde, who loves websites and tourism, saw business opportunities in the online tourism market, so at the age of 25, he and his partners founded TuNiu, an e-commerce website for tourism products. TuNiu initially grew very fast because of its unique customized tour. In 2010, its sales performance reached 400 million yuan. It took only eight years to successfully list on NASDAQ in 2014. Through perfect human resource training mode, innovative marketing mode and excellent brand creation scheme, TuNiu once ranked among the forefront of China's online tourism industry. However, changes in high-level personnel, intensified competition in the industry and the arrival of COVID- 19 have led to tight capital chains, declining market share and declining share prices. How can the way cattle realize self-help with the tide of the times in the personalized era, and how can the market be recovered?