Ctrip vigorously layout strategy Community business

Abstract: Nowadays, people's demand for travel tends to be personalized, before the trip will often search the internet for a variety of information, through the experience and recommendations of others to determine their own travel plans, online travel strategy platform is more and more, poor network, MA Honeycomb, in

Nowadays people's demand for travel tends to be personalized, before going on the internet will often search the destination of all kinds of information, through other people's experience and recommendations to determine their own travel plans, online travel strategy platform is more and more, poor network, MA Honeycomb, on the road and so on to join in. As an online travel site giant, Ctrip is also stepping up the layout of their own business, Ctrip Strategy Community CEO Feng Weihua recently received a commercial newspaper reporter said, Ctrip formed an independent community division in the last year, and invested in the well-known introduction platform Cicada travels, the results are good.

Vigorously layout strategy Community business

Ctrip, the CEO of Liang Jianzhang in the first quarter of this year's earnings release, said reorganization of the Community strategy last year, the rapid development of the current daily average UV (independent user access number) has exceeded 1 million, reviews more than 30 million, 70% of User Submissions (UGC) can be structured and automatically matched for POI ( Points of interest) to provide users with more valuable travel planning services. "We are very proud that our new business is gaining the leading position in the industry: Ctrip's first-quarter daily average of UV growth of more than 300%, has become China's leading travel information Community class website." ”

In fact, to achieve such a result, the time taken by Ctrip is not very long. Although for many years online travel business, but Ctrip is interested in travel notes from last year. Early last year, Liang Jianzhang returned after the establishment of the Community under the Strategic Division, and in this year's shares of the cicada travels.

"Last year, Ctrip began to work from all aspects, the Community division is proposed ' two startups ' after the establishment of the first separate business unit." It gathers the travel industry and the technical field young talented person, has developed the cross cell phone, the PC Terminal series product, satisfies the user to make the decision, the purchase, the line/line after the social, records, the sharing demand. "Feng Weihua said.

In Ctrip's view, in addition to hotels, air tickets and other traditional areas of travel, travel guide can be the greatest effort to help improve the wireless end of the business, and wireless correct is the major OTA (online travel agents) are competing for the "Sweet cakes." This is also the main reason for Ctrip to invest in Cicada's travels.

"The holding Cicada travels, is the strategy that the community seizes the community to seize the user entrance, the two add together, we occupy the absolute leadership position in the fragment POI data and the information." ”

Travel strategy market is not saturated

Feng Weihua that information organization and accurate recommendation is the core competitiveness of tourism, but also the charm of the Internet and tourism marriage. "People want to go through the community to meet the needs of travel, decision making, booking and finding fun on the way." So the key to success is the rich, practical and vivid information. ”

Ctrip strategy is the biggest feature of the community, information and merchandise seamless docking, providing from travel information to booking a one-stop service, and other raiders, community sites to form a significant difference. "Introduction of the community is mainly through the front guide and Word-of-mouth reviews for users to provide decision-making reference, through the recommendation of the engine to push the user, the user in the community to make decisions, that is, direct jump to Ctrip product channel to complete the booking." "Feng Weihua points out.

Feng Weihua also said that, although the current travel strategy site more and miscellaneous, so many visitors feel overwhelmed when the choice, but the market is not saturated. "There are a lot of people who are willing to travel but have no clear plans, this part of the vast number of users, need to have a reliable platform to provide reference, decision-making, purchase one-stop service, and China currently does not have such excellent service providers, it can be said that the market is not saturated, there are huge opportunities. ”

Finally, Feng Weihua said, in the investment of Cicada travels, Ctrip does not rule out the acquisition of other travel strategy site may.