Ctrip into midlife crisis

Into the 2012, the traditional online travel agent Ctrip's cooperation with the outside world more and more active. Including cooperation with Wal-Mart to set up the Entity Tourism Service Center, Strategic Investment Small hotel reservation platform pine cone nets, and Tencent Enterprise QQ share customer resources, and Youku to promote tourism video programs, and travel search engine Cool News cooperation to promote hotel products and so on. Prior to this, Ctrip is a hotel, aviation, banking and other tourism and financial products provider, and now, Ctrip's partners are to the competition, internet companies, new media platforms and other types of tourism market participants to expand. This reflects the middle age of Ctrip facing market pressure, is trying to transform. Since its establishment in 1999, Ctrip has become a leading figure in China's online travel reservation market, but Ctrip is facing a challenge in the middle age. Ctrip's share of the third-party online agent market in China has fallen from 52% in 2010 to 41% in 2011, according to the data from Eric Consulting. From the site's daily independent access to the number of users, 2011 Ctrip has repeatedly been with the network over. The challenge of Ctrip comes first from the increase in competitors. Some of the featured websites that specialize in the market segment are constantly appearing, such as the "Tonight Hotel Specials", which provides a personal free service for the hotel's remaining rooms on the day. In addition, airlines, hotels, etc. also began to use UnionPay online, Alipay, Tenpay and other network payment tools mature to promote their own online direct business. At the same time, where to go the emergence of vertical search engine tourism products to make the market price more transparent, further competition white deterioration. Ctrip not only faces the loss of customers, but also the price control force is gradually declining. Secondly, the structure of tourist users has been very different from that of 10 years ago. The tourism market changes from business trip to personal leisure and vacation trip. Ctrip by virtue of convenient inquiries and reservations, business people are still the first choice, but many competitors but with the help of leisure tourism quickly overtook. China Internet Information Center 2011 survey showed that leisure tourism has become the most important tourist travel reasons for Chinese netizens, accounting for 56.9%. Only 28.8% of Internet users are on business trips. And mainly rely on the telephone call center of Ctrip compared to Taobao, Tencent, not only has a large number of personal customers, but also in the Internet services more rich experience, so can provide better travel products booking user experience. Ctrip's more open strategy can better help it to move from the traditional call center operation mode to the real Internet e-business mode. This is the development trend of the online travel reservation market. With Wal-Mart, Cool news and other enterprises, with thread trying to create a truly internet-based marketing platform. Open up including the Internet, physical stores, mobile phones and many other channels. Transition from providing products to providing services. March, Ctrip combined Easy Car Network, No. 1th Store, Oriental Wealth, HC NET, home Guest, cherish network and easy to live in China, such as a number of well-known Internet enterprises jointly established the Chinese Internet Joint Marketing Alliance, and said that will increase the Web site Alliance channel investment. At the end of May, carryingCheng will be its mid-range chain hotel brand star to the Han Court Hotel group holding operations. These all highlight the Ctrip "light assets, heavy service" change. and Ctrip and Sina, Youku and other new media cooperation is to create ctrip own tourism culture an attempt. One of the key points of Internet e-commerce is to attract users by creating new content, such as tourism culture, travel guide, and so on, rather than just a quick and easy platform to complete a transaction. The innovative content of the Internet has a great impact on users ' purchasing decisions. Recently popular TV series "On the tip of the tongue of China," The week after the broadcast Taobao snack products more than 4 million times, the chain growth of 13.54%. However, Ctrip's "all-inclusive" model may be an obstacle to its development. In order to cater to the online tourism market diversification, Ctrip from the earliest hotel, flight reservations, extended to car rental, train tickets booking, travel reservations, group buying, and almost all kinds of online tourism services. On the one hand Ctrip products difficult to highlight the characteristics, it is difficult to focus on the market segments of the online tourism enterprises competition; In addition, single-handedly business model, it is difficult to really adopt an open attitude with other manufacturers to cooperate. For example, Ctrip's mobile terminals have been insisting on a closed loop of inquiries, bookings, use, services, etc. Therefore Ctrip's biggest competitor or oneself, whether can go out of the past mode of dependence, become a real Internet service provider, is still ctrip need to solve the problem.