Carrying Cheng: Become a world-class company in five years

Summary: Ctrip marketing Vice President Mr. Personage clicks when the industry eldest son for many years the recent vexed matter many, from blocked doors to be dug people, this year several OTA (online travel agents) business between the disturbance. Last week, Ctrip senior marketing vice President Mr. in Beijing

Mr., vice president of Ctrip Marketing

Character clicks

When the industry boss for many years of Ctrip recent worry about a lot, from "blocked door" to "be dug people", this year several OTA (online travel agents) business between the troubled. Last week, Ctrip senior marketing vice President Mr. in Beijing to accept the reporter's interview, for the competition between the industry, he thought that although the competition is more and more fierce, but he is willing to tap the positive significance of competition, the common big market.

Talking about opponents

To expand the market together through competition

Reporter: In the recent burst to where the net to Ctrip "digging people" things, the voice of Ctrip seems very little?

Mr.: After the rise of micro-blog, all kinds of rumors, attacks, Ctrip is the principle of reason, do not fight. The competitor "digs the person" also from the side manifests the competitor to carry on the approval, but in the end our person also did not be dug away. I do not think that this has led to the so-called "go to war".

"Background" "digging" time began in late November, where to go. CEO Zhungchengsu (Weibo) said in his microblog that he had gone to his headquarters to start poaching in Ctrip's anniversary, accusing Ctrip of being underpaid, saying that the value of Ctrip's staff was grossly underestimated.

Remember: that "blocked the door" thing?

Soup: Yes, we are reasonable, we can not ask partners (hotel) their own promotional activities to give a higher price than the hanging on Ctrip, but the most basic requirement is price consistent. From the sales, because through our channels sold products (rooms) volume, we have the ability to also be eligible to ask the partners on the Ctrip to hang the lowest price, but we did not do this rigid requirements. If the partners do not agree with our basic requirements, we can only suspend cooperation, this can not be called a ban. Some of the versions of "blocking doors" from time to time have been burst by competitors, and we ignore them.

"Background" "blocked the door" incident, one refers to the earlier, Greentree Inn for the member to carry out a large-scale promotion, then Ctrip and then terminate the cooperation, both sides also in court; two refers to the recent explosion of Ctrip through the "blocked" means to prevent the related hotels and Ctrip cooperation, a number of hotels are frequently received from Ctrip "threat phone."

Remember: Baidu investment to where the net, Tencent Investment art Dragon Net, the impact on Ctrip is what?

Soup: Shock is certain. Since the Baidu injection to where the net, where to go to the network traffic rankings greatly improved, the flow number has jumped to increase. But we hope that, as China's largest search engine, Baidu should give all OTA fair treatment, whether it is search terms or advertising, I came to Beijing one of the agenda is to discuss these issues with Baidu. Tencent investment Art Dragon is also gradually increasing the passenger flow of the art dragon, Art Dragon has accumulated a lot of low-cost hotel resources and consumer resources, because the original profit base is small, so the growth rate is more attention.

Although the competition is more and more fierce, but I am willing to explore the positive meaning of fierce competition. On the one hand, the strong competitor can urge Ctrip to work harder. On the other hand, we and competitors are in the same trench, and the tourism market is extremely large, the hotel booking as an example, currently Ctrip is OTA the boss of the field, but only 3% of the hotel reservation market, all OTA add up to occupy the market share of about 6%, therefore, Together, we can cultivate the habit of online booking and enlarge the market share.

Become a world-class company in five years

Talk about goals

Remember: Can you comb the development stage that Ctrip has been established so far? What stage is the current Ctrip?

Tang: From 1999 to 2002, Ctrip established a service model with internet and traditional tourism; 2003 to 2005, after SARS with Cheng on the Nasdaq listing; 2006 to 2007 Ctrip began to enter its heyday, and put forward the concept of Service 2.0; 2008-2009 , Ctrip in the financial crisis steady growth; since 2010, Ctrip began to accelerate the group and internationalization of development, will try to further overseas market development.

Kee: What are the big moves Ctrip has this year?

Tang: Ctrip has also invested 684 million of Hong Kong's Yong ' an tourism (holding) Co., Ltd. in 90%, and has a comprehensive cooperation in tourism business with Taiwan's Easy travel Network.

We hope that through Yongan and easy to travel, the mainland, Hong Kong and Taiwan to achieve the mosaic of tourism resources, not only the mainland tourists "sent out", but also the Hong Kong and Taiwan tourists "introduced", and on Southeast Asia and other popular destinations overseas, we are also actively expanding, the future hope that more foreigners will I hope that within five years Ctrip can become a world-class company.

The knack of being a boss is innovation

Talk about the industry

Reporter: Ota industry competition is more and more fierce, Taobao also sell tickets, tourist attractions tickets, hotel chains, airlines also own booking channels, Ctrip How to maintain the status of the eldest?

Soup: The tourism industry has a good outlook, but it is not good, and the price competition is still dominant in this industry, but the cheap and low-quality tourism era is about to pass. Although the electric business, hotels, airlines and other companies also own sales channels, but to do for consumers to provide travel "one-stop" service is not simple. For example, go out to travel, not only to buy tickets or air tickets, tickets and ticket time is convenient to travel, easy to arrange the trip is also fastidious, and the hotel arrangement, destination "to connect" the level of supporting services also affect the sustainable development of tourism industry. At present, hotels, air tickets, vacations, business travel is our main four. Formerly Ctrip's main business is hotel and air tickets, but now the latter two business profit ability greatly improved.

Remember: You constantly emphasize Ctrip's powerful service system, so can you tell me how to improve the service level?

Tang: Ctrip's services have been from the "Service 1.0", "Service 2.0" transition to the "lean Service" phase, at this stage, we demand customer-oriented, through product development, process optimization, technology innovation, knowledge management, precision marketing and other service innovation means, so that services to achieve standardization, refinement, group differentiation, systematization.

Ctrip has a service in the Six Sigma project to achieve refinement, standardization and efficiency of services, we listen to the booking recording, word for Word to analyze how the operator speech speed to make customers feel the most comfortable, but also we have to study how in the shortest time to meet customer needs, At present we have successfully completed an order time from the original 3 minutes shortened to 1 minutes 40 seconds, greatly improving the efficiency and saving the cost.

Remember: just now you mentioned the innovative means, how does Ctrip innovate?

Soup: Innovation is also the most powerful way to keep the competitiveness of Ctrip. At the beginning of China Ota, we created the "front payment" mode with Chinese characteristics. Ctrip, each launch of an innovative product, will set up a corresponding innovation team, the group is a virtual department, members may come from different departments, and the virtual Department of the leadership is also virtual, not fully linked to the real position.

The virtual sector is now an important force in the innovation of Ctrip products, and the close collaboration between the departments is beneficial to the growth of the group members. In order to push a new product, the virtual department will be the product of the domestic and foreign literature, data collection, analysis of its marketing model, profit model, and with the current and potential consumers to communicate, on this basis to analyze the feasibility of the new product, in the formal introduction will be used for a period of time to test the small scale to verify the effect of this product.