Xin Yan Tourism Network Laimung: How the traditional travel agencies to enter the tourism electric business

, founder and CEO of Xinxin Tourism Network

Recently, Xinxin Tourism Network founder, CEO Laimung accepted the "travel agency" magazine interview. Xin Yan Tourism Network is currently the top ten domestic online tourism enterprises, the largest E-commerce platform for travel agencies, the National Intelligent Tourism Service Center as "2012 excellent tourism Network marketing platform." In the interview, Laimung (hereinafter referred to as L) analyzes the present situation of the current electronic business of travel agency, and gives concrete suggestions.

CTA: What is the current situation of e-commerce development of China's travel agencies?

L: Now in the industry, the travel agency is likely to carry out E-commerce: The traditional Big Society does not pay attention to, still hold the wait-and-see attitude, the enterprise leadership has the consciousness and the idea, but does not have the concrete plan and the implementation; Some medium-sized travel agencies began to pay attention to and began to implement, but because the thinking is not clear, the method is not obvious; Instead, small travel agencies and some departmental contractors attach great importance to because their showmanship channel is limited, the marketing budget is also less, force them to choose the electronic commerce this channel, through the effort, also calculates obtains certain effect, but is controlled by the enterprise itself scale and the management condition, does not have many good.

Another common situation is that the travel agency's information level is not enough, so get involved in e-commerce time are more tired, for example, no own ERP management system, not easy to complete the information system to build but can not be implemented in place, has been unable to find suitable operation of E-commerce team and so on. Another concern is the rise of online travel agencies, and they are starting to challenge traditional travel agencies in sales and brand building. Travel agency E-commerce Industry necessity and feasibility has been a preliminary proof!

CTA: At this stage of the travel agencies involved in E-commerce model will probably have those kinds?

L: At present, there are about three types of e-commerce in travel agencies. The first is with Ctrip, passers-by, the same way online OTA or some group buying platform to contract to become their product provider, the benefits of this model is low input cost, associated business, can quickly deploy. But the disadvantage is that there is no brand display opportunities, low profit, competition, capital turnover pressure, and this is actually a pseudo e-commerce, because the implementation of E-commerce, not the main body of our travel agencies, but these cooperation platform.

The second mode, is the choice of mature tourism platform open shop, such as Taobao Travel and Xin-yan tourism Network, the advantages of this model is a short development cycle, can be quickly realized, and low input, high flow, quick to enjoy the platform dividend, easier to win the trust of consumers, the transformation is more ideal. The disadvantage is that the brand independence is not strong, users need to share with the whole platform, and have a variety of platforms have a variety of platform entry threshold and rule restrictions, this model can only be regarded as a simple e-commerce introduction, can not be regarded as a real e-commerce.

The third mode, self-built site + channel promotion, the advantage of this model is to create a brand or continue to brand, and can expand its own user accumulation; The disadvantage is that a large amount of capital injection and human investment, development cycle is long, and may also endure the initial flow of low, low conversion of the start. But even so, the model now seems to be a more reliable form of E-commerce travel agency.

CTA: What are the benefits of conducting E-commerce in a travel agency?

L: First, can help travel agency to open up new product marketing channel, increase sale! Second, it can effectively reduce the various operating and promotional costs of travel agencies, third, to break through the travel agency office space, staff size restrictions, expand the scale of operation and scope; the Forth is to help the travel agency to establish an efficient customer management system to prevent the loss of users; The sixth is to facilitate the collection of data, to help travel agencies to introduce personalized products and value-added services to adapt to changes in the industry trend, and to help travel agencies to effectively extend or upgrade the brand under the line.

In addition, there are market development, brand packaging, capital operation and other aspects of the benefits, and a clear concept of tourism e-commerce companies than a traditional travel agencies easier to finance more easily listed!

CTA: How many stages can a travel agency carry out in e-commerce?

L: The travel agency can carry out electronic commerce to be divided into five stages. The first stage is the beginning, from the business derivatives involved; the second stage is to deploy their own independent E-commerce platform, and start the team to build, to carry out the corresponding training; The third stage is the introduction of E-commerce platform and trial operation, the initial business promotion; Phase four is to enter a stable development period At this time can be based on the actual situation of the system and business two times optimization; the last fifth stage is a relatively complete e-commerce system, into a mature harvest period.

CTA: The current industry has done a better e-commerce model of tourism, which is worth our time in the implementation of reference, or can cooperate?

L: I have made a classification of the current domestic tourism e-business model, divided into six categories, namely Ota, travel search, online tourism supermarket, tourism business derivative, tourism information, community and new applications.

The first model is called Ota, an online travel agent, the Representative is Ctrip, the same way, the way cow, is refers to has the product organization, the packing ability, has the marketing promotion ability, has own member management system, has the call center, through the Internet uses the information means to operate the traveling service the electronic commerce company, this kind of cement + mouse mode, The entry threshold is very high, is the travel agency, especially many big travel agency's main competitor, but they in the tour product this will sign the cooperation agreement with the travel agency, although the condition is relatively harsh, but is also a kind of cooperation.

The second model is the tourism search engine, where the representative is to go, cool news, Baidu, mainly to help travel enterprises advertising. Charging mode is based on the effect of each click pay, nearly one or two years to increase in accordance with the transaction order into the model, this is the current travel agents of the mainstream marketing cooperation channels.

The third model is the online travel supermarket, previously represented by the same process and 51766, but these two years have been Xin Xin Tourism network, Taobao travel gradually replaced, the platform's main income from the travel agency's annual fee, relatively speaking, this model for travel agencies cost less, and no technical input, the implementation cycle is short, quick return, There is a certain platform dividend, or small and medium-sized travel agencies to intervene in the preferred channel of E-commerce. For the Big Society, if you want to do a complete solution in this way is not advisable, but the first can be used to do e-commerce preliminary attempts, the second can be through this channel to achieve the goal of team training.

Again come is the tourist community, Representative is a hornet's nest, poor tour, traveler net, this is our travel agency enterprise information and brand information effective communication channel, but this kind of way needs better information system base, and sustained a lot of human and material investment, can have a good conversion rate.

The fifth way is the enterprise business derivative, refers to the enterprise use information means to sell their products through the Internet, we can see like Cyts (600138, shares bar) roaming selling holiday products, spring and autumn tourism network to sell tickets, 7 days or Greentree Inn selling rooms, are this mode, And it looks like this model is good for big travel agencies.

Finally, new social media applications and mobile Internet applications, has been the travel agency Network Word-of-mouth Marketing is not good to do, with micro-credit and other social media marketing channels, these problems before, have been a certain degree of resolution. With the popularity of smartphones and the rapid development of mobile Internet, mobile app application has become the next market that we must preempt. In the Internet, users from my site to jump to your site, only need to move a mouse, but in the mobile internet era, once the user installed your application, it is not likely to use other service providers, so be sure to layout as soon as possible, to seize the user's mobile desktop, in order to remain invincible.

In a nutshell, these models of enterprise business derivative model can be directly used for reference, tourism search, online travel has supermarkets can be as marketing channels, and OTA is our travel agents in doing business can consider cooperation.

CTA: Talk about the achievements and future development of Xin-yan tourism network in the past three years?

L: Xinxin is a technical light company, positioning is through their own technical strength to do everything possible to help travel enterprises online, for travel agents to provide a complete e-commerce solution. In the past three years, the main thing to do is to help small and medium-sized travel agencies to achieve showmanship through the Internet, in 2012, through Xin Xin single channel turnover of more than 20 travel agencies have more than 3 million of more than 100, the entire platform operating more than 1 billion, through more than three years of efforts, Xinxin has absorbed more than 51,000 travel agency members, Xin Xin has become the industry's first E-commerce platform for travel agencies.

In the platform operation process, we found that the situation of a single shop is not three-dimensional, can not attract more large and medium-sized travel agencies to join Xin Yan, so we recently targeted the introduction of Hinnechin, to Yan Xin Shop + Independent brand website to help travel agencies to further improve the E-commerce system, since the launch of December 12, 2012 The effect is very obvious, by now nearly 400 medium-sized travel agencies have chosen Xin Xin's new product.

On the other hand, in the booming social media such as micro-blogging, micro-credit and so on, we think that the use of social media for Word-of-mouth marketing is very important and necessary for travel agencies, so we have launched a tailor-made for the tourism industry social Media marketing tools: Smart micro-marketing, It can help travel companies easier and more hassle-free microblogging campaigns, and there are more than 3,000 travel agencies using the tool. In addition, we will soon launch for the tour guide mobile app application, and then we will be in the same trade promotion, business-to-business platform, such as the development of a series of applications and services, and eventually to achieve Xin Xin through, become the tourism industry's largest B2B2C platform!