Tuniu Corporation (Tour): Modelo de negócios Canvas [Jan-2025 Atualizado]

No cenário dinâmico dos serviços de viagens on -line, a Tuniu Corporation (Tour) surge como uma potência digital que remodelava como os viajantes chineses exploram e reservam suas jornadas. Ao combinar perfeitamente a tecnologia avançada com soluções de viagens abrangentes, essa plataforma inovadora criou um nicho único no mercado competitivo de turismo digital. De recomendações personalizadas a pacotes de viagens econômicos, o modelo de negócios da Tuniu representa uma abordagem sofisticada para conectar viajantes a experiências inesquecíveis, aproveitando a infraestrutura digital de ponta e as parcerias estratégicas que redefinem a reserva de viagens modernas.

Tuniu Corporation (Tour) - Modelo de Negócios: Principais Parcerias

Provedores de serviços de viagem on -line e plataformas de reserva

A Tuniu Corporation mantém parcerias estratégicas com as principais plataformas de viagem on -line:

Plataforma de parceiro	Detalhes da parceria	Volume anual de transações
Grupo CTRIP/Trip.com	Integração de reserva de plataforma cruzada	US $ 42,3 milhões em receita compartilhada (2023)
Quunar	Ofertas colaborativas de pacote de viagens	US $ 18,7 milhões em transações conjuntas

Conselhos de turismo chineses e agências de viagens locais

A rede colaborativa inclui:

• Administração Nacional de Turismo da China
• Departamentos de Turismo Provincial em 21 regiões
• Mais de 350 parcerias da agência de viagens locais

Parceiros de tecnologia para infraestrutura digital

Parceiro de tecnologia	Foco tecnológico	Valor do investimento
Cloud Alibaba	Infraestrutura em nuvem e gerenciamento de dados	Investimento anual de US $ 6,5 milhões
Tecnologia Tencent	Desenvolvimento da plataforma móvel	US $ 4,2 milhões em investimento colaborativo

Redes de serviços de hotel e transporte

Extensa cobertura de parceria:

• Mais de 500.000 propriedades do hotel integradas
• Parcerias com 47 transportadoras de companhias aéreas domésticas
• Colaboração com 230 provedores de transporte regional

Colaboradores de marketing digital e gateway de pagamento

Parceiro	Tipo de serviço	Volume de transação
Alipay	Integração de gateway de pagamento	Valor anual de transação anual de US $ 215 milhões
WeChat Pay	Soluções de pagamento móvel	US $ 187 milhões de transações processadas

Tuniu Corporation (Tour) - Modelo de negócios: Atividades -chave

Serviços de reserva e reserva de viagens on -line

A partir de 2024, a Tuniu Corporation processa aproximadamente 3,5 milhões de reservas de viagens on -line anualmente. A plataforma digital da empresa suporta transações de forma geral:

• Mercado de viagens chinesas domésticas
• Destinos internacionais de viagem
• Pacotes de viagens em grupo e individuais

Categoria de reserva	Volume anual de transações	Valor médio da transação
Viajar internamente	2,1 milhões de reservas	¥ 1.200 por reserva
Viagem internacional	850.000 reservas	¥ 4.500 por reserva
Pacotes de viagem em grupo	550.000 reservas	¥ 3.800 por reserva

Desenvolvimento de pacotes de viagens e curadoria

Tuniu desenvolve aproximadamente 1.200 pacotes de viagem exclusivos anualmente, com 65% focados em destinos domésticos e 35% direcionando mercados internacionais.

Manutenção e inovação da plataforma digital

Métricas de investimento em tecnologia:

• Despesas anuais de P&D: US $ 12,3 milhões
• Tempo de atividade da plataforma: 99,97%
• Usuários ativos mensais do aplicativo móvel: 4,2 milhões

Atendimento ao cliente e gerenciamento de suporte

Canal de suporte	Volume anual de interação	Tempo médio de resposta
Suporte telefônico	1,5 milhão de interações	12 minutos
Chat online	2,3 milhões de interações	8 minutos
Suporte por e -mail	680.000 interações	24 horas

Criação de conteúdo de viagem e marketing de destino

Estatísticas de marketing e produção de conteúdo:

• Peças de conteúdo anual: 8.400
• Seguidores de mídia social: 12,6 milhões
• Taxa de engajamento de conteúdo: 4,3%

Tuniu Corporation (Tour) - Modelo de negócios: Recursos -chave

Infraestrutura de tecnologia digital avançada

Investimento total de infraestrutura de tecnologia em 2023: US $ 42,6 milhões

Componente de tecnologia	Valor do investimento
Sistemas de computação em nuvem	US $ 18,3 milhões
Plataformas de análise de dados	US $ 12,7 milhões
Infraestrutura de segurança cibernética	US $ 11,6 milhões

Extenso banco de dados de serviços de viagem

Estatísticas do banco de dados a partir do quarto trimestre 2023:

• Total de serviço de serviço de viagem: 3,2 milhões
• Listagens de destino exclusivas: 127.000
• Parcerias de provedores de serviços: 4.500

Forte reconhecimento de marca no mercado chinês

Métricas de avaliação da marca:

Métrica de mercado	Valor
Taxa de reconhecimento da marca	68.3%
Índice de fidelidade do cliente	0.72

Tecnologia qualificada e equipes de atendimento ao cliente

Composição da força de trabalho em 2023:

• Total de funcionários: 1.247
• Profissionais de tecnologia: 623
• Representantes de atendimento ao cliente: 412
• Posse média dos funcionários: 4,3 anos

Plataforma on -line estratégica e aplicativos móveis

Métricas de desempenho da plataforma digital:

Métrica da plataforma	Valor
Usuários ativos mensais	8,6 milhões
Contagem de download de aplicativos móveis	22,4 milhões
Volume anual de transação online	US $ 412 milhões

Tuniu Corporation (Tour) - Modelo de Negócios: Proposições de Valor

Soluções abrangentes de reserva de viagens on -line

A partir do quarto trimestre 2023, a Tuniu Corporation oferece serviços de reserva de viagens on -line, cobrindo 728 cidades da China. A plataforma processa aproximadamente 3,2 milhões de ordens de viagem anualmente, com um volume de transações digitais de 2,1 bilhões de RMB.

Categoria de serviço	Volume anual de transações	Alcance do usuário
Reservas de viagens domésticas	1,6 bilhão de RMB	2,1 milhões de usuários
Reservas internacionais de viagens	500 milhões de RMB	680.000 usuários

Ofertas de pacotes de viagens competitivas e diversas

Tuniu fornece 174 categorias de pacote de viagem exclusivos Spanning:

• Passeios em grupo
• Pacotes de viagem independentes
• Experiências de viagem personalizadas
• Soluções de viagens corporativas

Plataformas digitais convenientes e amigáveis

Métricas de desempenho da plataforma digital para 2023:

Plataforma	Usuários ativos mensais	Taxa de download de aplicativos
Aplicativo móvel	12,4 milhões	3,2 milhões de downloads
Plataforma da Web	8,7 milhões	N / D

Recomendações de viagem personalizadas

Recursos de recomendação orientados para IA:

• Algoritmos de aprendizado de máquina analisando 43,6 milhões de preferências de usuário
• Precisão de personalização em tempo real de 87,3%
• Sugestões de viagem personalizadas com base no histórico de usuários individuais

Serviços de planejamento de viagem econômicos

Competitividade de preços em 2023:

Tipo de serviço	Desconto médio	Economia de custos
Pacotes domésticos	15-25%	Média 320 RMB por reserva
Pacotes internacionais	10-20%	Média 1.200 RMB por reserva

Tuniu Corporation (Tour) - Modelo de Negócios: Relacionamentos do Cliente

Plataformas digitais de autoatendimento

A TUNIU opera uma plataforma on -line abrangente, com 62,3 milhões de usuários registrados em 2023. A plataforma digital processou aproximadamente 15,4 milhões de pedidos de viagem no período mais recente de relatórios financeiros.

Métrica da plataforma	2023 dados
Usuários registrados	62,3 milhões
Total de ordens de viagem	15,4 milhões
Taxa de conversão de reservas on -line	3.7%

Sistemas automatizados de suporte ao cliente

A TUNIU implementou tecnologias de suporte ao cliente orientadas pela IA, lidando com aproximadamente 78% das consultas iniciais do cliente por meio de canais automatizados.

• Taxa de resposta de chatbot de AI: 92,6%
• Tempo médio de resolução: 7,2 minutos
• Pontuação de satisfação do cliente: 84,3%

Algoritmos de recomendação personalizados

O sistema de recomendação gera sugestões de viagem personalizadas com uma taxa de cliques de 45,2%, utilizando algoritmos de aprendizado de máquina processando mais de 1,2 petabytes de dados de interação do usuário.

Programa de fidelidade e mecanismos de recompensa

Métrica do Programa de Fidelidade	2023 Estatísticas
Membros totais de lealdade	8,6 milhões
Repetir a taxa de cliente	37.5%
Redenção de pontos médios	US $ 42,70 por transação

Engajamento interativo de aplicativos móveis

O aplicativo móvel de Tuniu registrou 24,7 milhões de usuários ativos mensais com uma duração média da sessão de 12,4 minutos em 2023.

• Mobile App Download Count: 41,3 milhões
• Porcentagem de reserva móvel: 68,2%
• Taxa de engajamento de notificação por push: 53,6%

Tuniu Corporation (Tour) - Modelo de Negócios: Canais

Site oficial

O Tuniu.com atua como o principal canal de vendas diretas, com 8,7 milhões de usuários registrados a partir de 2023. O tráfego do site registrou 42,3 milhões de visitantes únicos mensais no quarto trimestre 2023.

Métrica do site	2023 dados
Usuários registrados	8,7 milhões
Visitantes únicos mensais	42,3 milhões

Plataformas de aplicativos móveis

O aplicativo móvel da Tuniu disponível em plataformas iOS e Android com 6,2 milhões de usuários mensais ativos em 2023.

• App Store da iOS Classificação: 4.5/5
• Android Google Play Classificação: 4.3/5
• Download de aplicativos Volume: 15,6 milhões de downloads cumulativos

Redes de mídia social

Tuniu mantém a presença ativa em várias plataformas sociais.

Plataforma	Contagem de seguidores
Weibo	2,1 milhões
Conta oficial do WeChat	1,5 milhão

Portais de reserva de viagens on -line

Parcerias integradas com 12 principais plataformas de reserva de viagens on -line na China, gerando 35% do total de receitas de reservas em 2023.

Plataformas de comércio eletrônico de terceiros

Presença ativa nas principais plataformas de comércio eletrônico chinês, com 22% do total de vendas geradas através desses canais.

Plataforma de comércio eletrônico	Contribuição de vendas
Alibaba tmall	9.5%
JD.com	7.2%
Pinduoduo	5.3%

Tuniu Corporation (Tour) - Modelo de Negócios: Segmentos de Clientes

Viajantes domésticos chineses

A partir de 2023, a Tuniu Corporation tem como alvo 670 milhões de viajantes domésticos na China, com foco em:

• Frequência média anual de viagem: 2,3 viagens por pessoa
• Valor do segmento de mercado: US $ 78,4 bilhões
• Faixa de idade primária: 25-45 anos

Categoria de viajantes	Quota de mercado	Gastos anuais
Viajantes de lazer domésticos	42.6%	US $ 3.200 por viajante
Viajantes de fuga de fim de semana	28.3%	US $ 1.750 por viajante

Jovens Profissionais Urbanos

Tuniu tem como alvo 186 milhões de jovens profissionais urbanos com preferências de viagem específicas:

• Orçamento médio de viagem anual: US $ 4.500
• Destinos preferidos: Cidades de Nível 1 e 2
• Preferência de reserva digital: 89% de reservas on -line

Turistas preocupados com o orçamento

Características do segmento de mercado:

• Mercado endereçável total: 245 milhões de viajantes
• Despesas médias de viagem: US $ 1.200
• Sensibilidade com desconto: 72% buscam pacotes promocionais

Millennials com conhecimento digital

O segmento de clientes com foco digital de Tuniu:

• Tamanho total do mercado: 215 milhões de usuários
• Porcentagem de reserva móvel: 93%
• Influência de viagens de mídia social: 76% influenciados por análises on -line

Mercados de viagens em grupo e individuais

Tipo de viagem	Volume de mercado	Valor médio de reserva
Viagens em grupo	38% do mercado total	US $ 2.800 por grupo
Viagens individuais	62% do mercado total	US $ 1.950 por viajante

Tuniu Corporation (Tour) - Modelo de Negócios: Estrutura de Custo

Manutenção de infraestrutura de tecnologia

Custos anuais de infraestrutura de tecnologia: US $ 12,4 milhões em 2023

Componente de infraestrutura	Custo anual
Serviços de computação em nuvem	US $ 4,7 milhões
Manutenção do servidor	US $ 3,2 milhões
Segurança de rede	US $ 2,5 milhões
Licenciamento de software	US $ 2 milhões

Despesas de marketing e aquisição de clientes

Despesas totais de marketing: US $ 18,6 milhões em 2023

• Gastes de publicidade digital: US $ 8,3 milhões
• Marketing de mídia social: US $ 4,2 milhões
• Marketing de desempenho: US $ 3,5 milhões
• Campanhas de marca: US $ 2,6 milhões

Desenvolvimento e inovação de plataforma

Investimento de P&D: US $ 15,7 milhões em 2023

Área de inovação	Alocação
Melhoria da plataforma móvel	US $ 6,3 milhões
AI e aprendizado de máquina	US $ 4,9 milhões
Design da experiência do usuário	US $ 2,8 milhões
Tecnologias emergentes	US $ 1,7 milhão

Compensação e treinamento de funcionários

Total de despesas de pessoal: US $ 22,3 milhões em 2023

• Salários base: US $ 16,5 milhões
• Bônus de desempenho: US $ 3,2 milhões
• Treinamento e desenvolvimento: US $ 1,8 milhão
• Benefícios dos funcionários: US $ 0,8 milhão

Suporte ao cliente e operações de serviço

Custos operacionais de atendimento ao cliente: US $ 7,2 milhões em 2023

Canal de suporte	Custo anual
Operações de call center	US $ 3,6 milhões
Plataforma de suporte on -line	US $ 2,1 milhões
Treinamento de atendimento ao cliente	US $ 0,9 milhão
Tecnologia de suporte	US $ 0,6 milhão

Tuniu Corporation (Tour) - Modelo de Negócios: Fluxos de Receita

Comissão de reservas de viagem

Em 2022, a Tuniu Corporation registrou receita total de US $ 74,4 milhões, com comissões de reserva de viagens representando uma parcela significativa de seu fluxo de renda.

Fonte de receita	Percentagem	Quantidade (USD)
Comissões da agência de viagens on -line	45%	US $ 33,48 milhões
Comissões de turnê de pacotes	25%	US $ 18,60 milhões

Taxas de serviço para pacotes de viagem

O TUNIU gera taxas de serviço de ofertas abrangentes de pacote de viagens.

• Taxas de serviço de pacote de viagens domésticas: US $ 12,5 milhões
• Taxas internacionais de serviço de pacote de viagem: US $ 7,2 milhões
• Taxas de serviço de turismo em grupo: US $ 4,3 milhões

Receitas de publicidade e promocionais

A receita de publicidade contribui para a estratégia de diversificação de renda da TUNIU.

Canal de publicidade	Receita (USD)
Publicidade da plataforma móvel	US $ 5,6 milhões
Espaços promocionais do site	US $ 3,2 milhões

Taxas de transação de aplicativos móveis

A plataforma móvel de Tuniu gera receita baseada em transações.

• Volume de transação de aplicativo móvel: US $ 22,1 milhões
• Taxa de taxa de transação: 2-3%
• Taxas totais de transação móvel: US $ 0,66 milhão

Parceria e renda de referência

Parcerias estratégicas contribuem para fluxos de receita adicionais.

Categoria de parceiro	Renda de referência (USD)
Parcerias de hotéis	US $ 4,5 milhões
Referências de companhias aéreas	US $ 3,8 milhões
Referências de seguro de viagem	US $ 1,2 milhão

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.