Online tourism is favored by capital and has great opportunities in subdivision areas

Over the past year, the price wars between online OTA giants have been staged, the competition for customers has almost reached the point of close melee, and the pattern of the online tourism market has changed dramatically. It is not hard to find that emerging start-ups are deliberately avoiding the Giants ' main battlefield, opting for more from the mobile Internet or deep vertical areas, with the intention of "attacking" from point to side. Public information shows that in recent years, Jingwei Venture investment in the hotel brother, Flight Butler, Big Fish Travel Network, where to go on weekends, travel spectrum trip Network, Cicada travels, praise that degree and other projects, is in line tourism industry under the heavily. Take a closer look at these projects, including overseas tours, the city around the tour, business travel tours, travel notes and other fields, are from the subdivision of the field into deep digging, to avoid ctrip, where to go to the main battlefield of competition.

Competition in the online tourism industry has entered a white-hot stage. According to statistics, as of September 30, 2014, the domestic online tourism industry a total of 85 investment events, the financing amount of more than 10 billion. In addition to the traditional OTA (online travel service) giants such as Where to go, Ctrip Wrestling, BAT (Baidu, Alibaba and Tencent) the three giants are also competing with huge sums of money to kill, at the same time, countless start-up companies are still emerging, and try to divide in the gap between a piece of soup.

Avoid the main battlefield of the Giants

Over the past year, the price wars between online OTA giants have been staged, the competition for customers has almost reached the point of close melee, and the pattern of the online tourism market has changed dramatically. It is not hard to find that emerging start-ups are deliberately avoiding the Giants ' main battlefield, opting for more from the mobile Internet or deep vertical areas, with the intention of "attacking" from point to side.

Public information shows that in recent years, Jingwei Venture investment in the hotel brother, Flight Butler, Big Fish Travel Network, where to go on weekends, travel spectrum trip Network, Cicada travels, praise that degree and other projects, is in line tourism industry under the heavily. Take a closer look at these projects, including overseas tours, the city around the tour, business travel tours, travel notes and other fields, are from the subdivision of the field into deep digging, to avoid ctrip, where to go to the main battlefield of competition.

For example, the flight housekeeper who invests in Jingwei investment. Flight Butler started with mobile app, January 1 this year, Flight Butler President Wang in his circle of friends to share a number: 2013, the company scale of 120 people, the year 700 million, 2014, the company size 160 people, annual turnover of 6 billion; The company is expected to reach 250 people, the annual turnover of 25 billion yuan.

In fact, the flight Butler's brother app high-speed Butler has become the market's largest mobile phone booking train ticket platform. In the traffic ticketing mobile end book, the Butler series has left the art dragon behind. According to the 2013-year long earnings of the art dragon, the total turnover of hotels and air tickets at the mobile end of the year is slightly over 3 billion yuan. Another group of survey data showed that in the first half of 2014, the total turnover of art dragon tickets less than 1.2 billion yuan, visible flight butler in the mobile end of the siege has begun to bear fruit.

"Technology, especially the development of mobile internet technology, makes people and goods, people and services, people and people have a greater ability to connect." Based on this connection, the reconstruction of the user experience, the dismantling, reorganization and promotion of the supply chain have brought great opportunities. Even if Ctrip, where to go in the industry has been far ahead, and bat ferocious entry, but because of the above changes, there are still many entrepreneurial opportunities. "As a two-time entrepreneur and an angel investor, Wang said.

From its inception, the flight Butler has made clear the mobile end of the development strategy, directly across the platform diversion stage, while actively avoiding radical expansion strategy, choose the product experience repeatedly polished. For example, on the flight butler's client, whether the user is to inquire about the plane ticket or aircraft landing information, the page below will appear whether to book a pick-up machine tips; such as the main vertical, depth, personality of the online travel company, is the wind in the eyes of the sweet cakes. A travel network set up in August 2012 won a millions of dollar investment in a-round last year, while another one from the creation of the Orient was just set.

A trip to the network experienced the business from tickets to the city around the transformation of the tour. Today, the site to urban couples and families for the customer base, launched the destination "tickets + hotel" packaging products. "is the beef with celery, or eggs with tomatoes, to comprehensive customer unit price and other comprehensive factors to decide." For example, a couple want to soak hot springs, now casual spa hotel packages are about 1500 yuan, if you do not want to spend so much money, we will provide new packaging products, recommended near the price of lower hotels. "A trip to the network president Chen said that the single category of products are tending to standardize, startups should avoid the positive competition, choose 3-5 years of large companies can not penetrate the place, so they choose the surrounding swimming intensive.

The road to expansion of vertical companies

To challenge the ambitions of big companies, Wang No disguise, "We will eat, live, line three to catch up with the Giants, around the core of the scene to restructure the supply chain system, reduce costs, improve efficiency."

Challenge giants, from vertical to large-scale is a big problem. For a trip to the network, faced with a single city to do a deep vertical service, but can not quickly replicate to other places of the dilemma. "The hardest part is localization, such as a Guangzhou person who is very difficult to do around Beijing." To get the business going, money and talent are the limiting factors. So we're going to spend a lot of time on training. "Chen said.

Flight Butler also experienced a process from depth to breadth. Wang said, in fact, many enterprises are often in a point of infiltration, and then made a platform, there are enterprises in the platform, in the key areas to increase investment. Although the Butler series app is a vertical product, it can be connected to a series.

The reason why the high-speed train butler can harvest a large number of users, Wang said the first is to meet the Tuyere, the second is the product design and operation experience has been affirmed by the user. "Software and hardware are different, the development of soft products, operating methods can be replicated." And the mobile train ticket booking becomes another important flow entrance of the online tourism market. This could be a heavily underestimated traffic entry. This portal is of great value in the face of these users who travel frequently and have mobile payment habits. How to maximize the value is to do a full service. "For the future of the tourism industry, Wang that the mobile internet is not only the impact of a tourism industry, but the impact of people, the future tourism industry can not be simply called an industry, but a part of human life."

Chen that the transformation trend of online tourism has been formed in the past two years, is taking place from team guests to the bulk, the formation of a variety of basic electronic systems, mobile internet rise, the rise of peripheral swimming and other changes. Therefore, the growth of online tourism market is still huge. In the third quarter of 2014, China's online travel market was trading at 72.64 billion yuan, up 15.2%, up 20% year-on-year, according to Eric. OTA market revenue scale of 3.95 billion yuan, an increase of 21%.

"But up to today, the pain point of online tourism is still unresolved, users face a huge amount of information, a variety of products are still unable to make decisions." This is also what we do for vertical reasons, to couples and families to vacation scenes that design the best for their products. "Chen said.

Shenzhen Creative Oriental Investment director Li Yu said, has seen a lot of vertical online tourism business start-up companies, subdivision areas still have the opportunity. In fact, the current degree of Internet attractions is not high, offline traditional travel agencies have a very large market, including Ctrip in the line down, and the depth of cooperation. Now the newly entered start-up companies are still in a loss, in the stage of capital cultivation, but the tourism market space is very large, the future situation will certainly change.