11 Golden weeks infiltrated by online travel

Entering the October, Beijing Morning had a chill, but October 1 in the early morning of Tiananmen Square still gathered 110,000 people. 6:10, flag accompanied by the national anthem slowly rising, band played three times "volunteer March", the flag rose to the top of the flagpole. Throughout the process, 110,000 people almost all raised their phones and recorded the process. After the flag-raising ceremony, the crowds gradually flooded into the Forbidden City in Tiananmen Square. At this time, the Palace Museum of Scalpers began to be active, randomly asked passers-by whether the need for tickets. A scalper to Sina technology, said that this year's ticket is not as good as in previous years to sell, 60 yuan in the past year, the Palace Museum tickets can add about 50 yuan to sell out, the increase of 30 yuan is not good shot. This phenomenon is not difficult to understand. The basic completion of the smartphone-switching boom has made it easier for people to access the Internet. The portability of smartphones has created a huge opportunity for online travel service providers, while also prompting offline service providers to try to provide better services to travellers through mobile apps, such as some attractions via online pre-sale tickets. According to statistics, China's tourism industry income of about 2.94 trillion yuan last year, online tourism accounted for less than one-tenth. But a year later, the current Chinese market for online tourism only mobile app about 100, with the help of these products, the tourism market has been refined, but also accelerated the Internet to the tourism market penetration. From the point of view of tourists, the tourism products need to change from the traditional tourist attractions to the direction of holiday leisure, and the mode changes from the traditional team tourism to the self-service tourism. Coupled with the promotion of Internet terminals, people's tourism consumption needs more and more personalized, quality, and network, self-help way of travel has gradually become the main choice for tourists. Tourists become rational the rapid development of online tourism has greatly solved the problem of asymmetric information in tourism consumption, so that the price of tourism is more transparent and reasonable, and tourists can choose more tourism products. More and more tourists choose to travel before landing similar to the MA honeycomb, such as poor travel social networking sites such as travel raiders, travel special information and other services. According to the statistics of the MA Honeycomb, 2014 Golden week before the travel strategy cumulative download has more than 220 million times, an increase of 220% than 2013; on average, 3 million people use the introduction and travel notes to travel itinerary planning, the average number of travel travels reached 12,000 times/article. In the self-help tour of the crowd, 97.19% choose to use the travel strategy. According to the guide, visitors can more reasonable arrangements for their travel time, browse attractions, etc., so that their travel more efficient. And this kind of online tourism domain UGC mode also is generally optimistic, more UGC content also triggered the user high-frequency time of online communication. However, the tourism market is still a seller's markets, even though there are some online information services such as the introduction, but tourism products and services are still from offline. In essence, online service products only play a role in diversion, and did not solve the user's fragmented, personalized needs. Tourism industry is required to adapt to the userSex demand industry, more and more tourists through UGC content to form consumption decision also shows that the tourism industry's center of gravity is moving from offline to online migration. The future of online tourism must be from the travel services to find a breakthrough, through the division or other ways to motivate offline service providers to adapt to the customization needs of online users, while the on-line travel products are carrying the design and packaging of travel products, so that users can see the products with differentiated. Ota more willing to burn money than the traditional offline travel agencies, OTA companies are more willing to burn money to rob users, this concept is particularly evident this year, which is the most intense competition is low-cost scenic tickets. At the beginning of 2014, Ctrip and the same process in the Ticket field opened the prelude to the price war. In the summer of this year, the same process and launched a "one Yuan ticket" activities, then Ctrip, where, passers-by, donkey mother and other OTA enterprises have launched Low-cost ticket activities to join the war. According to where to go net ticket channel data show that this year 11, to where net ticket sales last year over 7 times times more, of which 11 from the wireless side of the order accounted for more than 70%. From the consumer purchase ticket behavior, the one-time purchase 2 tickets majority. From the par price, after the discount price of 40 yuan to 100 yuan tickets most popular with tourists. As the entire online tourism industry has a huge space for development, the contention for users is to do the basic layout for future development. From the financial data of the second quarter, the net income of where to go grew 127.3% year-on-year, and attributable to the loss of 420 million yuan to the shareholders, and the net income of the cattle grew 84.9%, the net profit lost 129 million yuan. Ctrip, although net revenue grew 38% Year-on-year, the net profit attributable to shareholders fell 36% per cent year-on-year. And the net profit decline corresponding to the earnings, each OTA company's marketing, channel costs are rising sharply. But industry insiders point out that OTA enterprises to do so although the financial data on the loss, but from a practical point of view, this approach is not a disadvantage, from the current market situation, online user access costs have been raised to dozens of yuan, through the user Ota platform can also earn more benefits. In the case of admission ticket, the price difference is not borne by the OTA platform, which is similar to the rules restricting the consumption of bank cards, this part of the difference is basically by the scenic spot, OTA platform, banks and other partners to share. For OTA platforms, in this process, they can access to online users, through the user can also be further with a number of consumer goods business cooperation, to obtain additional profits. A similar marketing model drives the rapid growth of online tourism, for the scenic area, on the one hand, brought new challenges and opportunities, on the other hand, prompted more consumers to develop the habit of buying tickets through the mobile phone and the network, to the scenic spot diversion, early warning played a great role, so the tourist attraction of the internet penetration also open attitude. At present, the domestic relatively large tourist attractions have set up their own professional travel sites, including scenic spots and characteristics of the introduction, real-time network information release, provide professional travel booking services and so onContent, but also according to the major OTA platform feedback of the scheduled data, real-time release limited circulation to ensure the safety of tourists. Down the line. According to the National Tourism Administration Website, as of 17 o'clock October 6, the nationwide monitoring of 124 direct reported scenic spots a total of 3.6398 million visitors, an increase of 11.11%, ticket income of 172.8046 million yuan, an increase of 4.66%. While the overall volume is rising, the days of offline travel are not so good. There are two main reasons for this phenomenon: on the one hand, from their own, travel agencies throughout the country, all kinds of tourism services, there are many do not have Internet, some initial access to network platform services, service quality is not high enough, leading to tourists choose to vote with their feet to leave; While the online platform simply guides users to offline travel products and services, the online platform provides additional services to address the fragmented and personalized needs of users. A Beijing travel agency staff to Sina technology, although during the national day, travel products should be the corresponding price increases, but compared to some of the products on the line, offline travel agency high staff operating costs cause it has no advantage. Take the tour guide for example, their basic salary is very low, and some travel agencies do not even give the guide's basic wages, their main source of income is at the expense and the rebate of shopping items, for some experienced guides, out-of-pocket projects rebate can account for the entire month's income of 70%, less can account for 50%. But in the line of free travel, attractions and other products and services, travel agencies have to improve the treatment of tour guide to maintain normal operation, thus, in the absence of the price advantage of the situation, the line travel agency's profit space is further compressed. In addition, because of the increasingly fragmented needs of tourists, online product diversification, service personalization more to meet user needs. Should belong to the offline travel agency's user traffic is also taken away by the online platform, which makes their days even worse. The staff member said that only the travel agency he worked for was down 60% per cent in line orders for 11 this year. He said that the current travel agencies also rely on the back of the online platform, and according to the needs of the platform to do the corresponding services. For example, they have begun to target OTA's low-cost ticket activities, rely on their own resources to become the role of ticket wholesalers, to OTA sales of scenic groups tickets.