When the online travel site holding hands of traditional tourism, whether to achieve a double win?

In the O2O (Offline business opportunities and Internet integration) concept more and more attention to the market, the traditional tourism industry is also speeding up the adjustment to seek their own development path. With China International Travel Service Co., Ltd. (hereinafter referred to as "National Brigade") and leisurely travel network August 1 signed a strategic cooperation agreement, the two sides will be their own line of resources under the deep sharing. As the first traditional travel agency with deep cooperation with the online travel, the national tour has brought a new train of thought to the O2O development of the industry.

The strategic cooperation Agreement signed by CITs and Yau Zai Network shows that the tourism products of the National Brigade Online (the National Brigade's online brand) will be docked through platform, directly provided to leisurely network display and sales, and leisurely network will be in the introduction of national tourism products, while leveraging the advantages of the country travel offline network resources, to provide consumers with convenient offline services.

According to Hu Zhimin, vice president of national tourism, the country brigade and leisurely net future will further increase the breadth and depth of cooperation. However, the cooperation will not affect the national tourism online platform and the operation of the country travel app. Leisurely network chief executive Li Daishan also expressed the hope that the future leisurely net products in the national travel stores to be displayed.

For this cooperation, Hu Zhimin said, online tourism enterprises to take care of the platform technology, operation, promotion has the current difficult to reach the traditional travel agencies mature level. Therefore, the National Brigade also chose the online operation ability stronger than its online platform to cooperate. According to a traditional travel agency sales staff, a lot of traditional travel agents from the sales control, sales once job-hopping is likely to cause its own source of loss, so to guide consumers to join the online membership system to some extent can avoid this point.

According to the National Brigade E-commerce Department deputy general Manager Ningxiao introduced, the National Brigade has 1070 stores, can be called the traditional travel agency stores the most enterprises. Leisurely network current strategic deployment is to international air ticket business into outbound travel business. For consumers, outbound travel requires visas and involves a lot of expenses, and consumers prefer to handle them face-to-face in their stores.

Leisurely Network Marketing Center director Xue Frankly, leisurely had tried to open their own shop under the line, but this path for the capital requirements extremely high. Xue introduced, the average opening a store probably need 500,000 yuan of input, and a new store still need to experience about 1.5 of the blank period, can have a stable source and profitability.

Whether the complementary experiment can win

Prior to the development of tourism enterprises O2O model, usually the enterprise itself do offline and do online. However, in the past, no enterprises in accordance with this model to achieve significant results. Although online tourism companies are also building offline stores, but at present do not have a certain scale.

CIC Consultant Industry Research Center Research Director Guofan that the National Brigade and leisurely network cooperation is a double win, the National Brigade as a traditional tourism enterprise online channel to promote the weak, although its own online tourism products, but also has an official website sales platform, but in the internet has not enough influence, low user stickiness, Difficult to resist the impact of online tourism, although with the main online tourism companies also have cooperation, but in terms of bargaining generally in a passive state, can not really improve their brand influence.

At present, the country Brigade's business pillar is the overseas traveling. Most tourists are unfamiliar with the overseas environment and must follow the group, so the demand for tourism products in overseas tourism market is greater. And the domestic tourism market from driving a larger proportion of travel, booking flights, hotel business more, can not show the advantages of travel agencies. China travel "holding hands" leisurely net, is expected to improve the domestic tourism business profit margins.

Leisurely network can also enhance their competitiveness in this cooperation. In the Internet domain oligopoly is the norm, once the pattern is established, in addition to several giant enterprises, other enterprises will be difficult to develop. Relying on the country brigade more than 1000 stores, leisurely network will gain more favorable resources and online tourism giants game.

Guofan that "traditional tourism enterprises + online Tourism Enterprises" cooperation model is worth popularizing. The tourism products of the traditional tourism enterprises are the rigid demand of the tourism market, while the online tourism enterprises are good at integration, but they cannot provide the tourists with rich tourism products. While the online tourism enterprises to take care of the platform technology, operation and promotion levels are difficult to achieve the traditional travel agencies, if the two cooperation will play a synergistic role in providing better services for tourists at the same time, can gain more profits. In the future, there will be a wave of cooperation between traditional tourism enterprises and online tourism enterprises, and mainly with the large traditional tourism enterprises and the online tourism enterprises ranked upstream in the industry.

Online travel faces double opportunities

Although the penetration rate of online tourism in China is still lower than that in Europe and America, in the Internet dividend, especially the mobile internet dividend, China's online tourism penetration rate will enter the stage of accelerated promotion.

In the two quarter of 2014, China's online travel market was trading at 61.41 billion yuan, an increase of 17.1% per cent year-on-year, according to the latest data from the consultancy. The main reasons for the sustained and steady growth of the online tourism market are no more than three points: first, the external environment, tourism seasonal factors driving the overall scale of the chain growth; second, the core enterprises, online tourism core enterprises to move the mobile end of the force; third, the new model, online travel strategy, tourism community enterprises to seek a profit model, Try the introduction of the structure and product, have entered the online Tourism products Agent distribution market.

With the increase of national tourism demand and online tourism penetration rate, China's online tourism market will release enormous growth potential, the volume of transactions is expected to reach 444 billion yuan by 2016, accounting for the tourism industry's overall income ratio of 11.8%, 2013 to 2016 annual composite growth rate will reach 26.7%. In other words, by 2015, China will become the world's largest domestic online tourism market.

The infiltration and development of smartphones in small and medium-sized cities will lead to the accelerated penetration of online tourism services in the country, which is much stronger than the penetration of traditional travel agencies. At present, the mobile end has become the main media to obtain online tourism services.

Anxin International said in a special report that China's current penetration rate of online tourism is in close to 8% growth with net-purchase penetration, in other words, the advancement of the tourism industry's online process will be in the same direction and at least the same speed as the retail industry. It is expected from 2014 to 2016, online tourism transactions will grow by 22% of the composite growth rate, that is, by 2016, the domestic online tourism market transactions will be more than 400 billion yuan, and 2013 this number is 218.1 billion yuan.

After three years, the market scale of online tourism will be doubled, which will bring huge development space to the related industry chain. It needs to be pointed out that, in the industrial chain, the sales of business to customers is the main area of the online process, based on industry concentration, risk-resisting ability, competitive initiative, the investment value of the industry leader is relatively higher.