Airbnb開(kāi)始了在中國(guó)的新一輪推廣,，其中包括這個(gè)歡快的中文名字，含義是“讓愛(ài)彼此相迎”,，針對(duì)80,、90后的服務(wù)平臺(tái)以及提高了一倍的投資。人們立即把這些舉動(dòng)和另一家獨(dú)角獸公司在東方市場(chǎng)的擴(kuò)張進(jìn)行了對(duì)比,。

對(duì)于優(yōu)步未能成為中國(guó)頂尖品牌的探討似乎表明,，中國(guó)市場(chǎng)并不以青睞自我感覺(jué)良好的美國(guó)初創(chuàng)公司而聞名，并且已經(jīng)擠滿了競(jìng)爭(zhēng)對(duì)手,，AirBnb在這里的機(jī)會(huì)很小,。

但這種觀點(diǎn)過(guò)于尖刻。和拼車(chē)不同,，快速增長(zhǎng)的中國(guó)旅游市場(chǎng)或許可以容納多家公司,，甚至是AirBnb這樣的外國(guó)“獨(dú)角獸”。

目前中國(guó)民宿市場(chǎng)很小,，處于主導(dǎo)位置的是小豬短租和途家網(wǎng)等國(guó)內(nèi)企業(yè),，出租房屋超過(guò)40萬(wàn)間。AirBnb稱,，去年它在中國(guó)提供的出租房屋數(shù)量翻了一番,，只是總數(shù)僅為8萬(wàn)間。然而,，那些以中國(guó)市場(chǎng)為核心的競(jìng)爭(zhēng)對(duì)手尚未跨出國(guó)門(mén),，和它們不同的是，AirBnb是一家實(shí)實(shí)在在的全球性企業(yè),，在190多個(gè)國(guó)家和地區(qū)提供300萬(wàn)間出租房屋,。

這對(duì)AirBnb的擴(kuò)張來(lái)說(shuō)很重要。要想在中國(guó)市場(chǎng)取得成功,，AirBnb最需要的并不是囤積眾多房屋，而是積累眾多通過(guò)它的服務(wù)到海外旅游的中國(guó)用戶,。

據(jù)中國(guó)國(guó)家旅游局介紹,，去年中國(guó)的出境游人數(shù)為1.2億人次。如果“愛(ài)彼迎”這個(gè)名字可以在中國(guó)引起共鳴,，該公司就能迎來(lái)大量中國(guó)游客,，特別是年輕人，他們不想像父輩那樣通過(guò)旅游大巴窗戶來(lái)看這個(gè)世界。AirBnb稱,，該公司80%的中國(guó)用戶都在35歲以下,，是所有國(guó)家中最年輕的用戶群體。去年中國(guó)用戶使用AirBnb服務(wù)的次數(shù)上升了146%,。

這正是AirBnb首席執(zhí)行官布萊恩·切斯基下大力氣在上海推出新Trips平臺(tái)的原因之一,。訪問(wèn)者可以在這個(gè)平臺(tái)上預(yù)訂真正的當(dāng)?shù)伢w驗(yàn)，比如參觀昆曲表演的后臺(tái)或者有4000年歷史的捏面人手工藝,。如果AirBnb堅(jiān)持在中國(guó)的推廣策略,，并像此前所說(shuō)的那樣聘請(qǐng)強(qiáng)有力的本地高管，它的服務(wù)就有可能吸引年輕用戶,，后者則可以通過(guò)AirBnb來(lái)籌劃類(lèi)似的意大利或美國(guó)“探險(xiǎn)”,。

AirBnb聯(lián)合創(chuàng)始人喬?杰比亞對(duì)彭博社表示：“他們不想坐大巴旅行，不想跟團(tuán),，也不想去景點(diǎn),。相反，他們希望在當(dāng)?shù)剡M(jìn)行體驗(yàn),。想到中國(guó)的80,、90后開(kāi)始有了收入就讓人無(wú)比激動(dòng)?！?/p>

國(guó)內(nèi)民宿服務(wù)龍頭的主導(dǎo)位置可能也會(huì)帶來(lái)誤導(dǎo),。途家網(wǎng)提供45萬(wàn)出租房屋，但這掩蓋了中國(guó)人對(duì)民宿的懷疑態(tài)度,。去年,，途家網(wǎng)表示已將1萬(wàn)間房屋納入自行管理范疇，以便為用戶提供有保障的體驗(yàn),。也就是說(shuō),，他們不能保證其他出租房屋可以帶來(lái)理想的體驗(yàn)。

因此,，不應(yīng)僅僅由于AirBnb只提供8萬(wàn)間房屋,，或者該公司發(fā)展緩慢而對(duì)它持懷疑態(tài)度。CEO切斯基說(shuō),，中國(guó)市場(chǎng)的重要性真的已經(jīng)高于兩年之前?，F(xiàn)在該公司終于開(kāi)始把這句話付諸于行動(dòng)。但AirBnb在中國(guó)盤(pán)算和優(yōu)步不同,，它沒(méi)有面向所有人進(jìn)行迅速擴(kuò)張,，而是針對(duì)一個(gè)較小的群體，也就是年輕,、富裕的潛在出境游客,。AirBnb以不對(duì)稱的方式和對(duì)手競(jìng)爭(zhēng),，優(yōu)步則是和正在崛起的滴滴出行展開(kāi)了勢(shì)均力敵的正面對(duì)抗。如果說(shuō)途家網(wǎng)等中國(guó)同行是AirBnb的對(duì)手,，那么AirBnb正在竭盡全力地避開(kāi)它們,。

AirBnb希望吸引和父輩旅行方式不同的80、90后,，而第一步就是在他們到海外旅游前把這些用戶抓在手里,。（財(cái)富中文網(wǎng)）

作者：Scott Cendrowski

譯者：Charlie

審稿：夏林

Airbnb’s new push in China, which includes a cheerful Chinese name that translates into “ welcome each other with love,” a travel service aimed at millennials, and a doubling of investments, was instantly compared to another unicorn’s expansion in the East.

Talk of Uber’s failure to build a top brand in China seemed proof that the odds are steep for Airbnb in a market not known for being hospitable to Pollyannish American startups and already crawling with competitors.

But the view is overly harsh. In China’s rapidly growing travel market, unlike ride-sharing, there might be room for several players, even a foreign “unicorn” like Airbnb.

Today, domestic startups dominate China’s tiny home-stay market. They include Xiaozhu and Tujia, with more than 400,000 listings. Airbnb says it doubled its China listings last year, though it still ended up with only 80,000. But unlike its China-centric rivals, which haven’t expanded outside China’s borders, Airbnb is truly a global service, offering 3 million homes in more than 190 countries.

And that's what important for Airbnb's expansion. If it is to succeed in China, Airbnb doesn’t need a huge inventory of Chinese homes as much as it does a huge roll of Chinese users who use its service to travel overseas.

One hundred and twenty two million Chinese traveled overseas last year, according to the country’s tourism administration. If Airbnb’s new “Aibiying” brand in China resonates, it can cater to that flood of Chinese visitors, especially the young ones who have no interest in seeing the world through tour bus windows of their parents’ generation. Airbnb says 80% of its Chinese users are younger than 35, the youngest base of any country. Chinese guests using its service rose 146% last year.

This is one reason CEO Brian Chesky made such a big deal about launching the fledgling Trips service in Shanghai. Visitors can use it to book authentic local experiences, like going backstage for a Kun Opera or seeing the 4,000-year-old folk art of crafting dough figurines. If Airbnb follows through on its China push by hiring strong local executives, as is promised, it could be the kind of service that draws in young users who then use it to plan similar escapades in Italy or the U.S.

“They don’t want tour buses. They don’t want tour packages. They don’t want tourist areas. Instead they want local experiences,” Airbnb co-founder Joe Gebbia told Bloomberg. “It couldn’t be more exciting to think about this wave of Chinese millennials that are starting to earn incomes now.”

The dominance of China’s home-share leaders can be misleading too. Tujia’s 450,000 home listings hide the fact that Chinese are skeptical of staying in private residences. Last year, Tujia said it had to take 10,000 properties under its own management to give users a guaranteed experience, which suggested that they couldn’t guarantee nice experiences at its other listings.

For this reason, Airbnb’s 80,000 listing shouldn’t be such a reason for skepticism, nor should the company's slow pace. CEO Chesky said China was a serious priority more than two years ago. Now that it’s finally following through on that statement, Airbnb is making a different calculation than Uber did in China. Instead of expanding quickly for everyone, it is appealing to a smaller segment of users—young, well-off, potentially global travelers. It is fighting asymmetrically against rivals, where Uber ended up going head-to-head in a symmetric battle with rising Didi Chuxing. If Tujia and other local competitors are Airbnb’s rivals, it is doing its best to avoid them.

Airbnb wants to capture the millennials who travel differently than their parents. Capturing them in China before they hop overseas is the first step.