The ending of "O2O Micro Interview" in 2014--the road of O2O layout of the same-journey tourism

As the finale of the 2014 "O2O Micro Interview", the seventh issue of "O2O Micro Interview" was aired on the eight o'clock in the evening on December 30. The moderator is still the interactive executive director of Suzhou Yue Fruit, the seventh session of the CIO class, Mr. Wang Jiajia, interviewed by the same travel CTO Mr. Zhang Hairong, two O2O field of the big coffee, will be brought to you at the end of 2014 how wonderful, please follow the small series together to review their wonderful dialogue:

Moderator: Wang Jiajia (Suzhou Yue Fruit Interactive executive director, Peking University, seventh CIO class students, CIO Alumni Association vice President);

Interview Guest: Zhang Hairong (one of the founders of the same journey, CTO).

Wonderful dialogue:

Wang Jiajia: Zhang, Hello! Very fortunate and you in 2015, before the New Year's Day, together to conduct this O2O interview activities. This is the seventh phase of our CIO class and CIO Times network. I am sorry that my unit and the same network are in Suzhou, but can not be face-to-face interviews. This is based on the micro-end of the interview more to give us a sense of the line. With the network, in our impression is very internet companies, but also a very grounded gas company. If you say O2O, I think you started out as a O2O structure. Before our formal interview, please introduce the same process net and yourself.

Zhang Hairong: The same way Network Technology Co., Ltd. (referred to as the same journey) is China's leading leisure tourism online service provider, was formally founded in 2004, headquartered in Suzhou, China, employs more than 4,000 people, registered capital of 114.29 million yuan. The same travel has won the Yuan Wo Holding, Tencent Technology, Boyu Capital and other institutions of hundreds of millions of yuan investment. April 2014, the same trip to get Ctrip more than 200 million dollars strategic investment.

Tourism is the national High-tech Enterprises, the Ministry of Commerce, the first batch of E-commerce demonstration enterprises, from 2012 to 2014 consecutive three years in the "China Tourism Group 20", is China's online tourism industry, one of three conglomerates. The new decade, the company to "leisure tourism first" as a strategic goal, the current ticket booking market in China is absolutely the leading position, and to this active layout around the tour, long-term travel, outbound travel, cruise travel and other business sections.

The same tour of the operation of the same-journey tourism network and the same travel mobile phone clients, 2014 years of service people nearly 40 million, an annual growth of 100%. Let more people enjoy the fun of travel, feel the beauty of life is the same travel efforts and the goal of struggle.

I was starting from 2002 with the two people together to start a business, then we are based on web hosting services, Web site production, etc. for the tourism industry User Service, Wu is always responsible for marketing and marketing, I am responsible for technology development. Always do now, from the foreground development has been done backstage operation, is a technical balm, but also involved in a number of companies decision-making process, these experiences, to understand the company's online services under the line has a great help.

Wang Jiajia: In the era of almost "words must be O2O", if someone asks you what is O2O, how to explain? What do you think is the core value of O2O? This is the question we must ask the guest in each interview, and see your point of view.

Zhang Hairong: Literal interpretation is the combination of online and offline, my personal understanding, and more specifically online sales, offline services. In previous years, the same process is mainly online, the line is very small, including offline propaganda are very few. Over the years, because of the depth of scenic tickets and leisure travel, we are more and more online. I think the core value of O2O is the access of users, funds, services and business processes, mutual promotion and mutual utilization. With the offline, so that users can really feel the team and services.

Wang Jiajia: Users, funds, services, business processes to get through. This is our previous visit to the CIO of Huanhua Fungliangpo, said the height of the same, great minds think alike. Internet companies such recognition, the traditional enterprise also this cognition, this is very enlightening to us! Well, you go on to say that you and Wu General's entrepreneurial process on this aspect of the framework must have a lot of dry goods.

Zhang Hairong: We all know that in previous years, for traditional enterprises, because of the so-called Internet genetic distress, do not do well online, and will affect the line, will think that line is the enemy line, now with the flow of talent, mobile Internet, especially the popularity of micro-letters and so on, we are beginning to find the breakthrough point, from the CEO to start support, there is hope , the first must be the full support of the CEO. These changes to the traditional enterprise is more difficult, and relatively natural to the same process, originally travel on the cable demand, what to do. In fact, the Internet companies to do a good job offline is not easy, but also a lot of pits. We are based on the website because of the start, so there is the foundation of the Internet. Because of the lack of technical barriers, the CEO and CTO very close understanding of the cooperation, and based on the internet, the relative cost will be low. At least that's what we see, a CTO who knows business is important to O2O.

Wang Jiajia: From this point of view, do you think the same network is an internet company or a traditional company? Or what kind of feature is more biased? Is it possible to say in a traditional enterprise that "a CIO who understands business is important to O2O"?

Zhang Hairong: We are definitely internet companies, because in our company, there is no CIO, these jobs are my responsibility.

Wang Jiajia: I know that the same way network has done many very influential O2O activities, such as 1 yuan tickets, at least in Suzhou is very surprising, I also in other cities on the bus platform to see our publicity on this aspect? Can you give us 1-2 specific examples of how these activities were planned? What do you expect to achieve? In the end, the membership viscosity, the satisfaction of scenic spots and our demand for the same network is not satisfied with the expectations?

Zhang Hairong: This is a long story, we are not only in Suzhou, in many cities, have launched a very attractive 1 yuan ticket products. Because tickets are one of the most advantageous business, this activity is a nationwide event, we held a total of thousands of this year, especially some of the advantages of the scenic area will give users a special impression. To do this activity, there are two big backgrounds: one is the market competition, one is the need of the same process to the mobile transformation.

Wang Jiajia: This decision-making background and decision-making process as well as the implementation process for many of our enterprises to do O2O very helpful!

Zhang Hairong: First said the market competition, we at the beginning of the year, with Ctrip has a scenic ticket of the bloody battle. At that time the two families in the subsidy to the user, or even more than the ticket. Users can play for free. And because we are several times the order of Ctrip, so our subsidy will be more, but the user's perception is similar. How to crack the opponent's follow-up, we have been thinking, that is, we order a large amount, if the price, it is certainly a disadvantage. Later we thought, the amount of his opponent is small, his weakness is small, can not take the whole scenic area, or to the scenic area is no negotiation words, so we launched a 1-yuan package scene area.

Wang Jiajia: Forget the account! Make sense! This differentiation is very prominent!

Zhang Hairong: First of all, I am large, Chang words, even if there is a subsidy, I posted less, and opponents can not do. Otherwise, his loss is very large, it is difficult to follow up, and we can operate, this is a way of breaking the bureau, the fact proved to be effective, although the opponents do, but the number of different. Price, why is 1 yuan, because take into account the opponent's follow-up, so direct pull to 1 yuan, because the opponent to talk about a few cents a bit, boring. This is our background. There is also a background, is the need for us to transition to the mobile Internet, the white is your mobile phone app how to promote. PC era, the promotion is SEO or SEM, Baidu and other search engines to do the promotion.

Wang Jiajia: Internet companies are doing mobile internet transformation, the gap between traditional enterprises will be even greater. Many of our friends in the traditional enterprise, should be able to feel the momentum!

Zhang Hairong: This transformation is necessary for us, otherwise 1-2 years will be able to see the results of the mobile era of promotion (except Micro-bo, micro-letter), for us, is the app download and use.

Wang Jiajia: Spring River water Plumbing Duck Prophet, Internet company see clear. Traditional companies may still be in "warm water". So direct: app downloads and use.

Zhang Hairong: Yes, the reason is very simple, because our past users, the basic search engine to bring, the user can not remember you, this time buy you something, next time he went to Baidu search to find you. Plus a few years ago we do not do offline branding, so users more difficult to remember you. So if you let the user 0 cost to come to me, is a problem, and mobile provides such an opportunity. When the user installed my app, he would open the app next time to find me. That's 0 cost, so how to allow users to install the same tour of the app, is a problem, this is our 1 Yuan tickets the second largest background, 1 yuan tickets are mobile phone app exclusive, the result we should know, we 1 Yuan tickets for the starting point and purpose, these two are the main.

Wang Jiajia: Can you play through the current download volume of the app?

Zhang Hairong: As of October, it was 100 million, the beginning of March, almost more than 20 million.

Wang Jiajia: Internet companies are light to us, but many of the same way network performance seems to be very heavy, such as the number of employees in a significant increase in the line of action is more and more. Do you sometimes feel confused and how to dissolve?

Zhang Hairong: This is related to our products, especially now leisure tourism, tourism itself is a need for services, so personnel can not be avoided, coupled with the tourism packaging products are not standard, information is not developed, so some people need to place or unavoidable. From the human side, we are really heavy, but in addition to people, we have some equipment. Actually need people sometimes also advantage, now is already a price war is very strong, if all is very standardized products, price war more severe.

Wang Jiajia: Actually increasing people is a "happy annoyance".

Zhang Hairong: Yes, the management costs are high.

Wang Jiajia: So far, what is the greatest sense of achievement in many O2O projects?

Zhang Hairong: It is through technology to achieve a very smooth and simple offline experience for the business, sometimes even an idea. For example, we place the ticket machine in the scenic spot, similar to the ticket machine now placed in the cinema, so that the same users at the peak, you can buy tickets faster than the scene, less queuing.

Wang Jiajia: The customer's minimalist experience is really important. But many companies are not fully aware of this.

Zhang Hairong: Of course, this also needs the cooperation of scenic spots, not all scenic spots can be done, the user there is more trouble, we will find ways to simplify, but also continue efforts.

Wang Jiajia: The layout of such a ticket machine is equivalent to providing a VIP channel for members of the same process, and the user experience improves endlessly.

Wang Jiajia: What are the goals and plans for the O2O project in 2015? What measures are expected to ensure the achievement of these goals?

Zhang Hairong: Our next major O2O direction is the service point of more cities ' offline stores and scenic spots, this aspect of our experience is still groping, from personnel management to IT support are not experienced before, including the performance of the store evaluation, customer guide, because many users or are accustomed to face-to-face service and payment, This we need to provide.

Wang Jiajia: Is there a store? Has the layout been started yet?

Zhang Hairong: Yes, of course, the amount will not be very large, after all, the cost of investment relative to us is relatively high, at the same time, a lot of offline travel agents can also be the door to business integration. Become our distribution channels, our advantage is the system, price and product resources, the advantages of the store is their relationship customers, we need each other.

Wang Jiajia: Indeed, many industries are vying for the contact point with the consumer directly to the face.

Zhang Hairong: As long as we divide the division of labor, it is not a competitive relationship.

Wang Jiajia: Yes, eventually we all joined together to serve the tourists.

Zhang Hairong: Yes, domestic tourism is currently 400 billion of the market, and several OTA only accounted for a small portion of space is still very large. Any trend is unstoppable, also can not hide, only to adapt to it, seize it.

Wang Jiajia: How is the current resource guarantee ready? Is 2015 years, offline store layout.

Zhang Hairong: We have opened more than 10 cities, are the main tourist market, outbound, cruise and other Shanping. Products, we are expected to pack next year 30-40 cruise ships, outbound travel routes, we are also heavy warehouse, so recently with a peer again.

Wang Jiajia: What inspiration do you think your practice will have for other companies and industries? Especially our numerous traditional enterprises.

Zhang Hairong: Traditional Enterprises, the line is very strong, to follow the line, I think first look at your product is really need online, personal feeling, O2O for consumer products more suitable.

Wang Jiajia: Yes, consumer products, and C has a lot of contacts.

Zhang Hairong: Similar to previous problems, the so-called Internet genes, or online genes. Nature or product characteristics and the company's highest decision-making level of support, otherwise, if the feeling of conflict with the line, do not dare to do, it is difficult to progress, the less progress, the more afraid to do. As we move from PC to Mobile, the PC is necessarily weakened, but since it is the trend, the sooner you enter, the greater the advantage, as in the second half of the stock market,

Wang Jiajia: Yesterday I was talking to an entrepreneur in Nanjing who said that many traditional businesses were dying on the road to transformation. This is generally the case.

Wang Jiajia: To our students in the CIO class and more CIOs, as far as I know, many people want to be closer to business O2O in the 2015 career arrangement. Would you please make suggestions from the perspective of the Internet company's career experience? Are these ideas reliable? Is there a risk? This is the last question, and the answer will be asked by our group of students and other CIO friends.

Zhang Hairong: Because I am not in everyone's position, may not be very real feelings of the environment, together with the CIO and CTO functions are one, so can only be my feelings, we refer to. As a position related to information technology, I think the first thing is to know the company's strategy and product direction, how in this process maximize the advantages of it technology, ahead of the technical reserve, talent reserve, because our business is running in the self-developed system, although tired, but have a strong autonomy and flexibility, As the team grows bigger, the power of endogenous is bigger, the less controlled, I think this is our value. From the CEO, the greater his trust, your work will be better carried out, so need to be more proactive to match demand, anticipate demand in advance, the more trust, the more support.

Wang Jiajia: "Need to be more proactive to match demand, anticipate demand in advance, get more trust, support more" Speaking of everyone's heart!

Zhang Hairong: It is very difficult to grow a technical team, but if one point, the team will have endogenous strength, the more stable, you need to use good resources, while focusing on external resources, can be used for you at any time.

Wang Jiajia: This endogenous production process, you certainly have a deep experience!

Zhang Hairong: Yes, less people, stability, continuity are not good, the team is big, the ability to resist risk is big. Of course, this is also some of the characteristics of Internet companies, willing to invest in it.

Wang Jiajia: This is the "new normal" of enterprise it, everybody longs for.

Zhang Hairong: Different business needs, I feel that we do not have to compare, but to keep themselves constantly learning is necessary. In the same process, there are two things that are necessary to the top, one is exercise, the other is reading.

Question Link

Heaven Grass: I was in Jiangsu time, installed the app, in the scenic gate. Back in Guangzhou, a few months later deleted. The reason is long time no use. Travel or a low frequency demand, how to let the app's retention rate and open rate higher?

Zhang Hairong: Our products will be divided into two categories, one is high-frequency, such as weekend travel, short trip, margin is very low, mainly to do app use frequency. One is low-frequency, such as outbound travel, cruise travel, relatively high margin (now are negative gross margin). Hope this can solve the problem just now, is still exploring, we support more. For example, we have train tickets booking, but also on the movie tickets booking, are trying. Use frequency is mobile app's life gate, each family is working hard, we do the whole product line, is also this goal.

Wang Jiajia: Mobile app's life gate is open frequency!

Field: What is the deployment of the same network in cloud computing?

Zhang Hairong: We are in the cloud, one is doing their own private cloud environment, the second is with Tencent Cloud and more use. Many of our peripheral applications are using the public cloud.

Li Li: After the injection of Ctrip is still a competitive relationship? Does app installation have anything to do with the injection of Ctrip?

Zhang Hairong: We and Ctrip are competing relations, the competition continues to have, but the basic is not a vicious. Cooperation, such as my hotel by his resources, his scenic area by me to provide resources for both teams are a promotion. From the top investors point of view, they will first let everyone play, the strong left, integrated, continue to work for him. The increase of the app has to do with Ctrip, it is his money, we can let go. We have given up 2013 years of domestic IPOs, otherwise we can only look at other people's busy.

Lily: Because there is cooperation, drainage will become a win. Ctrip, did the user lead the way over?

Zhang Hairong: In fact, the two of us are different user groups.

Liu: Zhang always mentions the initial venture, is two people started. I want to know in the process, there is no disagreement between the place, and finally how to resolve with the leadership or partners to communicate, what experience to share?

Zhang Hairong: We founder altogether 5 people, then soon came in 3 people, we five more complementary, there is suitable for rushing in front of doing business, there want me to keep in the back, there are suitable to do corporate culture, we are very simple, but also very direct. So the division of labor is very clear, there are a lot of arguments, but the matter is not to people, afterwards people do not go to the heart. The core of this is the CEO's heart, we will have a review every quarter, the CEO like to PK, the general Internet companies are relatively simple, flat.

Liu: Another scenic ticket this, will be with the purchase of movie tickets have terminal equipment layout?

Zhang Hairong: We have deployed equipment in many scenic spots.

Li Li: What are the new opportunities for travel agencies to access the same process?

Zhang Hairong: Access to the same process, the future one is the product resources, the second is the brand may also have cooperation, mainly or cooperative mentality, play their respective advantages, we do not omnipotent.

Jian: Zhang, is the equipment of the scenic area connected? Equipment Plus network investment is not low ah?

Zhang Hairong: Yes, the equipment is very big.

Entry point: Zhang, how many users have been added through 1 yuan tickets?

Zhang Hairong: This data I have not wise, this year our scenic spot ticket altogether serves 30 million people. This is an important source of our users.

Summary：

2014 is about to pass, the CIO time network seventh phase "O2O Micro Interview" of the end of the work also in everyone's various questions to complete the curtain, 2015, we will continue to share more O2O dry goods, I hope you continue to pay attention!

(Responsible editor: Mengyishan)