Blood price war "worse than who"

The price wars of the online travel market have lasted for three months, with a vigorous electricity trader price war lasting only a few days. This June, Ctrip large-scale promotional, art dragon, mango nets, passers-by cattle network, cool News network to follow up quickly. discount, rebate, discount ... Eight, recount, the online tourism market suddenly brilliant. However, and the price war with electricity dealers different, Ctrip, Art Dragon have said that they are forced to this "price war" ship, for the brand and development have to fight.

Blood price war "worse than who"

And the electricity dealer price war "small Smoke Big" compares, the online traveling website then took out the massive real gold silver to hit the price war. Online travel sites have reached a historic peak for discounts and rebates for consumers, Ctrip launched the "three-star hotel full return to 50 yuan, the following two-star hotel 30 Yuan"; "The hotel group buy in the original base on 90 percent to reduce one yuan", and the same way network also announced the investment of 90 million yuan to give back, 26,000 hotels participate in "comment return bonus" ...

"It Times" reporter survey found that the site to give the hotel back to the strength is relatively large, but the difference is small, to Shanghai JC Mandarin Hotel Deluxe room per night price For example, Ctrip and arts dragon are 980 yuan, back to now 90 yuan, Mango net 1150 yuan, back to the present 100 yuan. Economic hotels, motel 168 Macau Road shop every night Price, Yi Long, Ctrip, the same network are 161 yuan, of which Ctrip is 40 yuan, Yi Long 30 yuan, with a network of 24 yuan.

From the data point of view, the hotel back to the strength of the site is less than 20 yuan, more than 200 yuan. Ctrip Senior Vice president Mr. told the IT Times reporter, the current online Travel site Commission ratio of about 15%, also said now OTA (online tourism companies) are basically the profits are returned.

A price war is not a game.

Mr. said that the price war is "kill 1000, since the loss of 800", lose-lose, but if not fight, will be "more heavy losses", Ctrip is revolt. "Price war is not the first to fight Ctrip, small OTA early in a year or two ago began to roll back and other measures." Just, the original return is only temporarily during the holiday, pull pull the atmosphere, now gradually become the normal, it becomes the price of blood spell. "Mr. Said, this market lets the person involuntarily, if other people dozen price war, you do not fight, subsequently loses not only this 350 yuan, but the customer's loss."

Yi Long Network CEO Cui to price war is also suffering speech. "The Art Dragon never advocates the use of price wars, especially against price wars aimed at wiping out opponents," he wrote in an email to the IT Times reporter. But if rivals provoke a price war, the Art Dragon is unwavering in its response.

As a spectator of the price war, where to go. Dai, vice president of the travel network, said the promotional behavior of the online travel website was not a price war, but a rational return to the price of tourism services. "The loss of the price war will not last long, and eventually the price of each website will tend to balance." For consumers, they find a reasonable price of products, high quality services will become more and more easy. ”

As to when the price war will be over, Cui that the price war will stop automatically only when there is a "New Balance" in the market. And Mr. predicted that a price war would depend on the reaction of the market and its competitors and would take time.

Down-line hotel customers are dragged down

Online travel site This price of shopping, hurt not only the site itself, but also those hotel customers, especially the budget hotel customers. "It Times" reporter learned that, although this discount, the most recent activities are online tourism site itself "pay", the hotel customers do not squeeze too much, but for hotels, online travel site of excessive low price, will affect the hotel's normal marketing channel revenue.

Jinjiang Inn is aware of this. At the beginning of July, Jinjiang Inn's scheduled return to more than 20 online travel sites said "No" and seven days later the hotel stopped returning. Jinjiang Star Vice President Li Yangai that the budget hotel itself has a low profit margin, so large returns will break the hotel and online travel site rules of the game, affecting the hotel's entire price system. "For Jinjiang, it may have more to think about," he said. "A OTA insiders told the IT Times reporter, the hotel's price system is very complex, reported to travel agencies are often the lowest price, and then in turn are online travel sites, large enterprises customers, small and medium-sized customers, retail prices. A retail price of 1000 yuan/night rooms, to travel agencies is probably 300 yuan, online travel site about 400 yuan. If the online travel site discounts too much, will naturally break this balance, affecting the hotel's revenue system. ”

However, Jinjiang Inn flap does not seem to be responding at present. such as home, Han Court, motel, bith and other budget hotel brand reservation is still in the back of the promotion, and including Sheraton and other international brands of the High Star hotel is also in the list.

Mobile terminal or become the second battlefield

"Price wars are just a form of primary competition. Mr. told the IT Times reporter, "The development of mobile business, pre-sales after-sales service quality, will affect the user's choice in addition to the price." The proportion of Ctrip's call center is gradually declining, and more businesses are being put on the internet and mobile terminals. ”

Cui also said that the art Dragon began to layout the internet and mobile terminals very early on, and currently 72% of bookings are from the Internet and wireless. At present, Ctrip, Art Dragon, the same journey, tonight, hotels and so on have launched mobile app.

With mobile internet mobile phone terminal positioning navigation function, can help guests easily find the nearest hotel, the hotel can also push their own information to the nearby residential needs of the user mobile phone, the hotel can establish direct contact with customers. "There are more and more distribution channels for mobile internet, which may be a new round of war," said Yang Yanfeng, associate researcher at China Tourism Research Institute. ”