Tuniu Corporation (TOUR): Lienzo del Modelo de Negocio [Actualizado en Ene-2025]

En el panorama dinámico de los servicios de viajes en línea, Tuniu Corporation (Tour) emerge como una potencia digital que reestructura la forma en que los viajeros chinos exploran y reservan sus viajes. Al combinar a la perfección la tecnología avanzada con soluciones integrales de viajes, esta plataforma innovadora ha forjado un nicho único en el mercado de turismo digital competitivo. Desde recomendaciones personalizadas hasta paquetes de viajes rentables, el modelo de negocio de Tuniu representa un enfoque sofisticado para conectar a los viajeros con experiencias inolvidables, aprovechando la infraestructura digital de vanguardia y las asociaciones estratégicas que redefinen la reserva de viajes moderna.

Tuniu Corporation (Tour) - Modelo de negocios: asociaciones clave

Proveedores de servicios de viajes en línea y plataformas de reserva

Tuniu Corporation mantiene asociaciones estratégicas con plataformas clave de viajes en línea:

Plataforma de pareja	Detalles de la asociación	Volumen de transacción anual
Grupo Ctrip/Trip.com	Integración de reserva multiplataforma	$ 42.3 millones en ingresos compartidos (2023)
Qunar	Ofertas de paquetes de viajes colaborativos	$ 18.7 millones en transacciones conjuntas

Juntas turísticas chinas y agencias de viajes locales

La red colaborativa incluye:

• Administración Nacional de Turismo de China
• Departamentos de turismo provinciales en 21 regiones
• Más de 350 asociaciones de agencias de viajes locales

Socios de tecnología para infraestructura digital

Socio tecnológico	Enfoque tecnológico	Monto de la inversión
Nube de alibaba	Infraestructura en la nube y gestión de datos	Inversión anual de $ 6.5 millones
Tecnología de Tencent	Desarrollo de plataforma móvil	$ 4.2 millones de inversión colaborativa

Redes de servicios de hotel y transporte

Cobertura de asociación extensa:

• Más de 500,000 propiedades del hotel integradas
• Asociaciones con 47 transportistas de aviones nacionales
• Colaboración con 230 proveedores de transporte regional

Colaboradores de pasarela de marketing digital y pago

Pareja	Tipo de servicio	Volumen de transacción
Alipay	Integración de la pasarela de pago	Valor de transacción anual de $ 215 millones
Paga de WeChat	Soluciones de pago móvil	$ 187 millones en transacciones procesadas

Tuniu Corporation (Tour) - Modelo de negocios: actividades clave

Servicios de reserva y reserva de viajes en línea

A partir de 2024, Tuniu Corporation procesa aproximadamente 3.5 millones de reservas de viajes en línea anualmente. La plataforma digital de la compañía admite transacciones a través de:

• Mercado nacional de viajes chinos
• Destinos de viajes internacionales
• Paquetes de viajes grupales e individuales

Categoría de reserva	Volumen de transacción anual	Valor de transacción promedio
Viajes nacionales	2.1 millones de reservas	¥ 1,200 por reserva
Viajes internacionales	850,000 reservas	¥ 4,500 por reserva
Paquetes de viaje grupales	550,000 reservas	¥ 3,800 por reserva

Desarrollo de paquetes de viajes y curación

Tuniu desarrolla aproximadamente 1,200 paquetes de viaje únicos anualmente, con 65% centrado en destinos nacionales y 35% dirigido a mercados internacionales.

Mantenimiento e innovación de la plataforma digital

Métricas de inversión tecnológica:

• Gastos anuales de I + D: $ 12.3 millones
• Tiempo de actividad de la plataforma: 99.97%
• Aplicación móvil usuarios activos mensuales: 4.2 millones

Servicio al cliente y gestión de soporte

Canal de soporte	Volumen de interacción anual	Tiempo de respuesta promedio
Soporte telefónico	1,5 millones de interacciones	12 minutos
Chat en línea	2.3 millones de interacciones	8 minutos
Soporte por correo electrónico	680,000 interacciones	24 horas

Creación de contenido de viaje y marketing de destino

Estadísticas de producción de marketing y contenido:

• Piezas de contenido anual: 8,400
• Seguidores en las redes sociales: 12.6 millones
• Tasa de compromiso de contenido: 4.3%

Tuniu Corporation (Tour) - Modelo de negocios: recursos clave

Infraestructura de tecnología digital avanzada

Inversión de infraestructura tecnológica total a partir de 2023: $ 42.6 millones

Componente tecnológico	Monto de la inversión
Sistemas de computación en la nube	$ 18.3 millones
Plataformas de análisis de datos	$ 12.7 millones
Infraestructura de ciberseguridad	$ 11.6 millones

Base de datos de servicios de viaje extenso

Estadísticas de la base de datos a partir del cuarto trimestre 2023:

• Entradas totales de servicio de viaje: 3.2 millones
• Listados de destino únicos: 127,000
• Asociaciones del proveedor de servicios: 4.500

Reconocimiento de marca fuerte en el mercado chino

Métricas de valoración de la marca:

Métrico de mercado	Valor
Tasa de reconocimiento de marca	68.3%
Índice de fidelización del cliente	0.72

Tecnología especializada y equipos de servicio al cliente

Composición de la fuerza laboral en 2023:

• Total de empleados: 1.247
• Profesionales de tecnología: 623
• Representantes de servicio al cliente: 412
• Promedio de la tenencia del empleado: 4.3 años

Plataforma estratégica en línea y aplicaciones móviles

Métricas de rendimiento de la plataforma digital:

Métrica de plataforma	Valor
Usuarios activos mensuales	8.6 millones
Recuento de descarga de la aplicación móvil	22.4 millones
Volumen anual de transacciones en línea	$ 412 millones

Tuniu Corporation (Tour) - Modelo de negocio: propuestas de valor

Soluciones integrales de reserva de viajes en línea

A partir del cuarto trimestre de 2023, Tuniu Corporation ofrece servicios de reserva de viajes en línea que cubren 728 ciudades en China. La plataforma procesa aproximadamente 3.2 millones de órdenes de viaje anualmente, con un volumen de transacción digital de 2.100 millones de RMB.

Categoría de servicio	Volumen de transacción anual	Alcance del usuario
Reservas de viajes nacionales	1.600 millones de RMB	2.1 millones de usuarios
Reservas internacionales de viajes	500 millones de RMB	680,000 usuarios

Ofertas de paquetes de viajes competitivos y diversos

Tuniu proporciona 174 categorías únicas de paquetes de viaje aplazamiento:

• Tours grupales
• Paquetes de viajes independientes
• Experiencias de viaje personalizadas
• Soluciones de viajes corporativos

Plataformas digitales convenientes y fáciles de usar

Métricas de rendimiento de la plataforma digital para 2023:

Plataforma	Usuarios activos mensuales	Tasa de descarga de la aplicación
Aplicación móvil	12.4 millones	3.2 millones de descargas
Plataforma web	8.7 millones	N / A

Recomendaciones de viaje personalizadas

Características del sistema de recomendación impulsada por IA:

• Algoritmos de aprendizaje automático analizar 43.6 millones de preferencias de usuario
• Precisión de personalización en tiempo real del 87.3%
• Sugerencias de viaje personalizadas basadas en el historial individual del usuario

Servicios de planificación de viajes rentables

Competitividad de precios en 2023:

Tipo de servicio	Descuento promedio	Ahorro de costos
Paquetes nacionales	15-25%	Promedio de 320 RMB por reserva
Paquetes internacionales	10-20%	Promedio de 1.200 RMB por reserva

Tuniu Corporation (Tour) - Modelo de negocios: relaciones con los clientes

Plataformas digitales de autoservicio

Tuniu opera una plataforma en línea integral con 62.3 millones de usuarios registrados a partir de 2023. La plataforma digital procesó aproximadamente 15.4 millones de órdenes de viaje en el período de información financiera más reciente.

Métrica de plataforma	2023 datos
Usuarios registrados	62.3 millones
Órdenes de viaje totales	15.4 millones
Tasa de conversión de reserva en línea	3.7%

Sistemas automatizados de atención al cliente

Tuniu implementó tecnologías de atención al cliente impulsadas por la IA que manejan aproximadamente el 78% de las consultas iniciales de los clientes a través de canales automatizados.

• AI Chatbot Tasa de respuesta: 92.6%
• Tiempo de resolución promedio: 7.2 minutos
• Puntuación de satisfacción del cliente: 84.3%

Algoritmos de recomendación personalizados

El sistema de recomendación genera sugerencias de viaje personalizadas con una tasa de clics de 45.2%, utilizando algoritmos de aprendizaje automático procesando más de 1.2 petabytes de datos de interacción del usuario.

Programa de fidelización y mecanismos de recompensa

Métrica del programa de fidelización	2023 estadísticas
Miembros de lealtad total	8.6 millones
Tarifa de cliente repetida	37.5%
Redención de puntos promedio	$ 42.70 por transacción

Compromiso de aplicaciones móviles interactivas

La aplicación móvil de Tuniu registró 24.7 millones de usuarios activos mensuales con una duración de sesión promedio de 12.4 minutos en 2023.

• Descarga de la aplicación móvil Recuento: 41.3 millones
• Porcentaje de reserva móvil: 68.2%
• Tasa de compromiso de notificación push: 53.6%

Tuniu Corporation (Tour) - Modelo de negocios: canales

Sitio web oficial

Tuniu.com sirve como el principal canal de ventas directas con 8.7 millones de usuarios registrados a partir de 2023. El tráfico del sitio web registró 42.3 millones de visitantes únicos mensuales en el cuarto trimestre de 2023.

Métrico del sitio web	2023 datos
Usuarios registrados	8.7 millones
Visitantes únicos mensuales	42.3 millones

Plataformas de aplicaciones móviles

La aplicación móvil de Tuniu disponible en plataformas iOS y Android con 6.2 millones de usuarios mensuales activos en 2023.

• Calificación de la tienda de aplicaciones iOS: 4.5/5
• Android Google Play Rating: 4.3/5
• Volumen de descarga de la aplicación: 15.6 millones de descargas acumulativas

Redes de redes sociales

Tuniu mantiene la presencia activa en múltiples plataformas sociales.

Plataforma	Recuento de seguidores
Weibo	2.1 millones
Cuenta oficial de WeChat	1.5 millones

Portales de reserva de viajes en línea

Las asociaciones integradas con 12 plataformas principales de reserva de viajes en línea en China, generando el 35% de los ingresos totales de reserva en 2023.

Plataformas de comercio electrónico de terceros

Presencia activa en las principales plataformas de comercio electrónico chino con el 22% del total de ventas generadas a través de estos canales.

Plataforma de comercio electrónico	Contribución de ventas
Alibaba Tmall	9.5%
Jd.com	7.2%
Pinduoduo	5.3%

Tuniu Corporation (Tour) - Modelo de negocios: segmentos de clientes

Viajeros nacionales chinos

A partir de 2023, Tuniu Corporation se dirige a 670 millones de viajeros nacionales en China, con un enfoque en:

• Frecuencia de viaje anual promedio: 2.3 viajes por persona
• Valor del segmento de mercado: $ 78.4 mil millones
• Rango de edad primaria: 25-45 años

Categoría de viajero	Cuota de mercado	Gasto anual
Viajeros de ocio domésticos	42.6%	$ 3,200 por viajero
Viajeros de escape de fin de semana	28.3%	$ 1,750 por viajero

Jóvenes profesionales urbanos

Tuniu se dirige a 186 millones de profesionales urbanos jóvenes con preferencias de viaje específicas:

• Presupuesto promedio de viajes anual: $ 4,500
• Destinos preferidos: ciudades de nivel 1 y 2
• Preferencia de reserva digital: 89% de reservas en línea

Turistas conscientes del presupuesto

Características del segmento de mercado:

• Mercado total direccionable: 245 millones de viajeros
• Gasto promedio de viaje: $ 1,200
• Sensibilidad de descuento: 72% buscar paquetes promocionales

Millennials expertos en digital

Segmento de clientes centrado en la digital de Tuniu:

• Tamaño total del mercado: 215 millones de usuarios
• Porcentaje de reserva móvil: 93%
• Influencia del viaje en redes sociales: 76% influenciado por las revisiones en línea

Mercados de viajes grupales e individuales

Tipo de viaje	Volumen de mercado	Valor de reserva promedio
Viaje grupal	38% del mercado total	$ 2,800 por grupo
Viajes individuales	62% del mercado total	$ 1,950 por viajero

Tuniu Corporation (Tour) - Modelo de negocio: Estructura de costos

Mantenimiento de la infraestructura tecnológica

Costos de infraestructura tecnológica anual: $ 12.4 millones en 2023

Componente de infraestructura	Costo anual
Servicios de computación en la nube	$ 4.7 millones
Mantenimiento del servidor	$ 3.2 millones
Seguridad de la red	$ 2.5 millones
Licencia de software	$ 2 millones

Gastos de marketing y adquisición de clientes

Gastos totales de marketing: $ 18.6 millones en 2023

• Gasto publicitario digital: $ 8.3 millones
• Marketing en redes sociales: $ 4.2 millones
• Marketing de rendimiento: $ 3.5 millones
• Campañas de marca: $ 2.6 millones

Desarrollo e innovación de la plataforma

Inversión de I + D: $ 15.7 millones en 2023

Área de innovación	Asignación
Mejora de la plataforma móvil	$ 6.3 millones
AI y aprendizaje automático	$ 4.9 millones
Diseño de experiencia de usuario	$ 2.8 millones
Tecnologías emergentes	$ 1.7 millones

Compensación y capacitación de empleados

Gastos totales de personal: $ 22.3 millones en 2023

• Salarios base: $ 16.5 millones
• Bonos de rendimiento: $ 3.2 millones
• Capacitación y desarrollo: $ 1.8 millones
• Beneficios para empleados: $ 0.8 millones

Atención al cliente y operaciones de servicio

Costos operativos de servicio al cliente: $ 7.2 millones en 2023

Canal de soporte	Costo anual
Operaciones del centro de llamadas	$ 3.6 millones
Plataforma de soporte en línea	$ 2.1 millones
Capacitación de servicio al cliente	$ 0.9 millones
Tecnología de soporte	$ 0.6 millones

Tuniu Corporation (Tour) - Modelo de negocios: flujos de ingresos

Comisión de reservas de viajes

En 2022, Tuniu Corporation reportó ingresos totales de $ 74.4 millones, con comisiones de reserva de viajes que representan una parte significativa de su flujo de ingresos.

Fuente de ingresos	Porcentaje	Cantidad (USD)
Comisiones de la agencia de viajes en línea	45%	$ 33.48 millones
Comisiones de paquetes de paquetes	25%	$ 18.60 millones

Tarifas de servicio para paquetes de viajes

Tuniu genera tarifas de servicio a partir de ofertas integrales de paquetes de viajes.

• Tarifas de servicio de paquetes de viajes nacionales: $ 12.5 millones
• Tarifas de servicio de paquetes de viajes internacionales: $ 7.2 millones
• Tarifas de servicio de giros grupales: $ 4.3 millones

Ingresos publicitarios e promocionales

Los ingresos publicitarios contribuyen a la estrategia de diversificación de ingresos de Tuniu.

Canal publicitario	Ingresos (USD)
Publicidad de plataforma móvil	$ 5.6 millones
Espacios promocionales del sitio web	$ 3.2 millones

Tarifas de transacción de aplicaciones móviles

La plataforma móvil de Tuniu genera ingresos basados ​​en transacciones.

• Volumen de transacción de la aplicación móvil: $ 22.1 millones
• Tasa de tarifas de transacción: 2-3%
• Tarifas de transacción móvil total: $ 0.66 millones

Ingresos de asociación e referencia

Las asociaciones estratégicas contribuyen a flujos de ingresos adicionales.

Categoría de socio	Ingresos de referencia (USD)
Asociaciones de hotel	$ 4.5 millones
Referencias de aerolíneas	$ 3.8 millones
Referencias de seguro de viaje	$ 1.2 millones

Tuniu Corporation (TOUR) - Canvas Business Model: Value Propositions

You're looking at the core reasons why customers choose Tuniu Corporation (TOUR) over the competition as of late 2025. It's all about delivering comprehensive, segmented, and technologically-backed travel solutions.

One-stop shop for comprehensive leisure travel solutions

Tuniu Corporation positions itself as the go-to provider for integrated travel service, making travel easier for you. This is clearly reflected in their revenue structure, showing a heavy reliance on their core packaged offerings.

For the third quarter of 2025, Tuniu Corporation reported net revenues of RMB 202.1 million (US$28.4 million). The backbone of this business is the packaged tour segment, which generated RMB 179.0 million (US$25.1 million) in Q3 2025, making up 89% of total net revenues. This focus on packaged tours, which includes organized and self-guided options, demonstrates the value proposition of providing a complete, pre-arranged travel solution in one place.

Financial Metric (2025)	Q1 2025 Amount (RMB)	Q2 2025 Amount (RMB)	Q3 2025 Amount (RMB)
Net Revenues	117.5 million	134.9 million	202.1 million
Packaged Tour Revenues	99 million	113.4 million	179.0 million
Packaged Tour Revenue % of Total	84%	84%	89%

Differentiated, high-quality packaged tours (Niu Tour) for mid-to-high-end customers

The Niu Tour line is specifically designed for customers who prioritize experience and have the budget for premium offerings. Tuniu leverages its strength in outbound tourism to introduce niche products, like the organized tour to South America launched in October 2025.

This segment shows strong customer loyalty; over half of the customers booking Niu Tour products are Tuniu's loyal customers. The overall performance of these premium offerings is solid, with Niu Tour transaction volumes growing by over 25% year-over-year in Q2 2025.

• Niu Tour series spans all major regions across Asia.
• Targeted at mid- to high-end customers.
• Over 50% of Niu Tour customers are Tuniu loyalists.

Cost-effective, value-driven packages (Niu Select) for price-sensitive buyers

For travelers watching their spending, Niu Select provides value-focused itineraries, often promoted through live streaming channels. This segment is clearly resonating, as its transaction volume saw a massive increase of over 80% in Q1 2025 compared to the prior quarter.

The combined transaction volume for Niu Tours and Niu Select grew by more than 25% year-over-year in Q2 2025. This dual-product strategy lets Tuniu Corporation capture both ends of the market effectively.

Convenience of organized tours with pre-arranged itineraries and services

The growth in packaged tours directly speaks to the convenience factor you're looking for. Organized tours and self-drive tours were the primary drivers behind the 26.3% year-over-year increase in packaged tour revenues in Q2 2025, and the 12.4% year-over-year revenue increase in Q3 2025. You get pre-arranged itineraries, which simplifies the planning process immensely.

Enhanced customer experience via AI applications and 24/7 service

Tuniu Corporation is actively integrating technology to improve service quality and efficiency. They explicitly plan to further apply technologies such as AI applications across more scenarios to enhance operational efficiency and customer experience.

The commitment to service is supported by infrastructure, including a dedicated team of professional customer service representatives and 24/7 call centers. While Tuniu's specific AI service metrics aren't public, industry trends suggest the direction: AI chatbots offer 24/7 customer support, and AI adoption can potentially lower operational costs in customer service by 30% to 35%. Tuniu's investment in this area is visible in their R&D spending; Research and product development expenses for Q3 2025 were RMB 15.7 million (US$2.2 million), a 15.4% year-over-year increase.

The focus on technology is a clear investment in your future experience.

Tuniu Corporation (TOUR) - Canvas Business Model: Customer Relationships

You're looking at how Tuniu Corporation keeps its customers engaged and satisfied across its travel ecosystem as of late 2025. It's a blend of digital scale and physical presence, which is key in the Chinese leisure travel market.

The foundation of Tuniu Corporation's customer relationship strategy is its self-service digital core. This is where the bulk of transactions originate. For instance, in the third quarter of 2025, revenues from packaged tours, which are heavily driven by the online platform and mobile app, grew by 12.4% year-over-year, reaching RMB 179.0 million. This segment accounted for 89% of the company's total net revenues for that quarter. The platform's ability to handle this volume efficiently is critical to maintaining a low-friction experience for the everyday traveler.

When things get complex, or for high-value bookings, Tuniu Corporation maintains a safety net of human support. They operate dedicated 24/7 call centers staffed by professional customer service representatives. This ensures that whether you're booking a last-minute change or need detailed itinerary support, someone is available around the clock. This high-touch element is a deliberate counterpoint to the pure self-service model.

To make the digital experience smarter, Tuniu Corporation has deeply integrated artificial intelligence. They officially launched their self-developed AI Assistant Little Niu in 2025. This agent uses open-source large language models like DeepSeek and Tongyi Qianwen, deeply integrated with vertical travel scenarios. Its primary function is to intelligently recommend travel plans and provide personalized suggestions based on user needs, helping you search for and book air tickets, hotels, and train tickets easily. Management stated a commitment to further apply AI applications across more scenarios to enhance customer experience moving into Q4 2025.

The high-touch, in-person service is delivered through an expanding network of offline retail stores. These physical touchpoints are especially popular with senior travelers and community-based customers who prefer face-to-face interaction, often for organized tour products. Tuniu Corporation had expanded this footprint to nearly 300 offline stores as of Q1 2025. This strategy is showing traction; in Q3 2025, the transaction volume from these offline stores increased by nearly 20% year-over-year. They even opened 2 flagship stores in Xi'an on the same day in September 2025 to better serve customers preparing for the National Day holiday travel.

For loyalty, Tuniu Corporation focuses on delivering quality, which drives high repurchase rates for premium products like Niu Tour. While specific repurchase percentages for Niu Tour aren't public, the company's focus on product quality and innovation is intended to fuel long-term growth and repeat business. On the financial side, Tuniu Corporation demonstrates commitment to its shareholders, having repurchased approximately 3.0 million ADSs for about US$2.6 million by November 30, 2025, under its 2025 Share Repurchase Program. Furthermore, the Board declared a cash dividend of US$0.036 per ADS in March 2025, totaling approximately US$4.2 million to be distributed.

Here's a quick look at some key operational metrics from the third quarter of 2025:

Metric	Value (RMB)	Value (USD)	YoY Change
Net Revenues	202.1 million	28.4 million	+8.6%
Packaged Tour Revenues	179.0 million	25.1 million	+12.4%
Gross Profit	109.6 million	15.4 million	-10.0%
Operating Expenses	95.8 million	N/A	+3%

The customer relationship strategy relies on several service delivery channels:

• Digital self-service via the online platform and mobile app.
• Personalized planning via the AI Assistant Little Niu.
• Face-to-face support at nearly 300 offline stores.
• 24/7 availability through call centers.
• Targeted service for corporate customers, which saw double-digit YoY growth in Q3 2025.

Finance: draft 13-week cash view by Friday.

Tuniu Corporation (TOUR) - Canvas Business Model: Channels

You're looking at how Tuniu Corporation moves its product-packaged tours and travel services-to the customer base. It's a blend of digital dominance and physical presence, which is key in the Chinese travel market.

Tuniu.com website and mobile application (primary online channels)

The core of Tuniu Corporation's distribution remains its digital front door. You'll find the full suite of offerings, from organized tours to self-guided packages, available through the tuniu.com website and its dedicated mobile platform. This is where the majority of their transactions originate, providing that one-stop leisure travel solution they aim for. For instance, in Q1 2025, net revenues hit RMB 117.5 million (US$16.2 million), all flowing through these online channels and related services.

Live streaming platforms, contributing over 15% of Q1 2025 transaction volume

Tuniu Corporation has aggressively integrated newer media into its sales mix. Live streaming has become a significant driver, showing real traction. Management noted that these channels contributed over 15% of the company's total transaction volume during Q1 2025. This signals a successful pivot to content-driven commerce, moving beyond simple listing pages.

Extensive network of offline retail stores and regional service centers

To support the digital push, Tuniu Corporation maintains a physical footprint. This network is crucial for high-touch customer service and localized sales, especially for complex or high-value packages. As of June 30, 2025, the company operated over 320+ offline stores throughout China. These physical touchpoints aren't just for support; they drive bookings. In Q3 2025, the transaction volume specifically from these offline stores saw an increase of nearly 20% year-over-year.

Here's a quick look at how the primary channels stacked up in the latest reported quarter:

Channel Type	Key Metric/Data Point	Period/Date	Value
Online Platform (Website/App)	Net Revenues Contribution (Implied)	Q1 2025	Majority (RMB 117.5 million total net revenue)
Live Streaming	Transaction Volume Contribution	Q1 2025	Over 15%
Offline Stores	Store Count	June 30, 2025	320+
Offline Stores	Year-over-Year Transaction Volume Growth	Q3 2025	Nearly 20%

Direct sales force for organized tours and corporate travel

The focus on packaged tours is evident in the revenue structure. Organized tours are the engine here. Revenues from core packaged tour products accounted for a massive 89% of Tuniu Corporation's total net revenues in Q3 2025, totaling RMB 179 million. This segment is heavily supported by a direct sales force managing these complex products and servicing corporate needs. The company also leverages its expertise to offer tailored vacation products to corporate clients alongside standard business travel bookings.

Third-party distribution platforms (e.g., social media, content platforms)

While Tuniu Corporation emphasizes its owned platforms, it also collaborates to extend reach. The search data mentions Tuniu Corp collaborated with more online influencers to extend its reach in 2024. This suggests an active, though perhaps less quantified, channel strategy involving social media and content platforms to drive traffic back to their primary booking sites. They are defintely using these external partners to amplify marketing efforts.

You should track the growth rate of the live streaming channel against the growth of the core packaged tour revenue, which was up 12.4% year-over-year in Q3 2025.

• Use of 60+ self-operated live streaming accounts for direct engagement.
• Leveraging 24/7 call centers for pre, during, and post-travel customer support across all channels.
• Focus on expanding the physical store footprint in major cities and key transportation hubs.

Finance: draft 13-week cash view by Friday.

Tuniu Corporation (TOUR) - Canvas Business Model: Customer Segments

You're looking at the core groups Tuniu Corporation is targeting as of late 2025, based on their latest reported performance. The focus remains heavily on the packaged tour customer, but with clear segmentation for different spending levels.

Leisure travelers in China seeking domestic and outbound packaged tours form the bedrock of Tuniu Corporation's business. This is evident in the revenue contribution, where revenues from packaged tours accounted for 89% of total net revenues in the third quarter of 2025, totaling RMB 179 million. This segment is further refined into distinct value propositions.

The Mid-to-high-end customers prioritizing quality and service are served primarily through the Niu Tour segment. Management noted that for Niu Tour products, over half of the customers are Tuniu's loyal customers. This segment is being pushed into premium experiences, with the Niu Tour series now spanning all major regions, including the launch of its first organized tour to South America in October 2025.

For Budget-conscious travelers seeking value-for-money packages, the Niu Select segment is key. Tuniu expanded its offerings here to include more price-competitive products. The success of this value-driven approach is quantifiable; Niu Select itineraries covering Singapore and Malaysia passed 10,000 paying customers through live streaming shows by the end of the second quarter of 2025.

Independent travelers booking self-guided tours are also a focus, evidenced by the growth in self-drive tours, which contributed to the 12% year-over-year increase in packaged tour revenue in Q3 2025. The transaction volume for self-drive tour products specifically increased by 5 times year-over-year during the National Day holiday period in the third quarter. Tuniu provides these one-stop solutions through its online platform and offline service network.

A key expansion target involves customers in lower-tier cities. Management explicitly highlighted efforts to extend offerings to these areas, where they see significant potential for growth. This strategy is supported by the company's overall financial health, holding cash and equivalents of RMB 1.1 billion as of September 30, 2025, providing the flexibility to invest in new market penetration.

Here's a quick look at how the core revenue streams, which directly map to these customer segments, broke down in the latest reported quarter:

Revenue Category	Q3 2025 Revenue (RMB)	Year-over-Year Growth	% of Total Net Revenue (Q3 2025)
Packaged Tours (Niu Tour/Select/Self-Drive)	RMB 179 million	Up 12.4%	89%
Other Revenues (Commission Fees, etc.)	RMB 23 million	Down 13.7%	11%
Total Net Revenues	RMB 202.1 million	Up 8.6%	100%

The company is defintely leaning on its core packaged tour offering to serve these varied customer needs, from the premium Niu Tour buyer to the value-seeking Niu Select customer.

The customer base is also being reached through diversified sales channels, with management noting that more sales are coming from new channels like live streaming and off-line stores.

• Niu Tour customers prioritize travel experience.
• Niu Select products emphasize cost-effective value.
• Self-drive tour transaction volume grew by 5 times during the National Day holiday.
• Long-haul island product transaction volume grew by several times year-over-year in Q3 2025.
• Tuniu aims to ensure more new and regular customers think of them first.

Finance: draft Q4 2025 customer acquisition cost analysis by next Tuesday.

Tuniu Corporation (TOUR) - Canvas Business Model: Cost Structure

You're looking at the expense side of Tuniu Corporation's operations as of late 2025. The cost structure for the third quarter ended September 30, 2025, shows where the money went to support their net revenues of RMB 202.1 million.

The major cost buckets are clearly laid out in their recent earnings release. Keep in mind that the US Dollar conversions use the exchange rate of US$1.00=RMB7.1190 on September 30, 2025.

Here's a breakdown of the key reported expenses for Q3 2025:

Cost Component	Q3 2025 Amount (RMB)	Q3 2025 Amount (US$)	Year-over-Year Change
Cost of revenues	RMB 92.5 million	US$13.0 million	Increase of 44.0%
Sales and marketing expenses	RMB 61.5 million	US$8.6 million	Increase of 1.6%
Research and product development expenses	RMB 15.7 million	US$2.2 million	Increase of 15.4%
General and administrative expenses	RMB 18.5 million	US$2.6 million	Almost in line with Q3 2024

Total operating expenses for the quarter reached RMB 95.8 million (US$13.5 million), which was a 3.4% increase year-over-year. The cost of revenues, at 45.8% of net revenues, was significantly higher than the 34.5% seen in the same period last year, which is definitely something to watch for margin pressure.

We can infer some detail about personnel costs, even without a direct line item for every role you mentioned. The growth in two key operating expense areas was explicitly tied to headcount:

• Personnel costs for research and product development staff drove the 15.4% increase in R&D expenses.
• Personnel costs for sales and marketing staff were the primary reason for the 1.6% rise in Sales and marketing expenses.

The General and administrative expenses (G&A) were RMB 18.5 million, representing 9.2% of net revenues for the quarter. While the total G&A was flat compared to Q3 2024, historical context from prior periods suggests that G&A personnel-related expenses are a component that Tuniu Corporation has actively managed, seeing a significant decrease in personnel-related G&A in 2024 compared to 2023.

To summarize the expense allocation relative to net revenues for Q3 2025:

• Cost of revenues consumed 45.8% of net revenues.
• Sales and marketing expenses accounted for 30.5% of net revenues.
• Research and product development expenses represented 7.8% of net revenues.
• General and administrative expenses were 9.2% of net revenues.

Finance: draft 13-week cash view by Friday.

Tuniu Corporation (TOUR) - Canvas Business Model: Revenue Streams

You're looking at how Tuniu Corporation brings in its money as of late 2025. The core of the business is still selling travel packages, but the other streams are definitely showing some pressure based on the latest figures.

Packaged tour sales (organized and self-guided) is the main engine for Tuniu Corporation. This segment includes both the traditional organized tours and the growing self-guided options, which saw transaction volume for self-drive tours increase over 5 times during the National Day holiday period.

Here's a breakdown of the revenue performance for the third quarter of 2025:

Revenue Stream Component	Q3 2025 Amount (RMB million)	Q3 2025 Amount (US$ million)	Share of Net Revenue	Year-over-Year Change
Packaged Tours Revenue	179.0	25.1	89%	+12.4%
Other Revenues	23.0	3.2	11%	-13.7%
Total Net Revenues	202.1	28.4	100%	+8.6%

The revenue from packaged tours was explicitly reported as RMB 179.0 million (US$25.1 million) in Q3 2025. This growth was primarily driven by the increase in organized tours and self-guided tours.

The secondary revenue sources fall under Other Revenues, which saw a year-over-year decrease of 13.7% in Q3 2025. This bucket captures several distinct streams:

• Commission fees from other travel-related products (e.g., flights, hotels): The decline in Other Revenues was primarily attributed to a decrease in these commission fees.
• Service fees from travel insurance and financial services: These are components within the Other Revenues category, though specific Q3 2025 figures separate from the total are not detailed in the latest reports.
• Advertising fees from tourism boards and bureaus: This is another component contributing to the Other Revenues total.

To be fair, while the core packaged tour business is expanding, the pressure on the commission-based streams is definitely something to watch. The total net revenues for the quarter grew by 8.6% year-over-year to RMB 202.1 million.

Finance: draft 13-week cash view by Friday.