Ctrip will be an important means to use mobile internet to break through investment and acquisition

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Division, promotion of middle-tier, outbound acquisition Cool News ... On the News of Ctrip (CTRP,NASDAQ), return to Ctrip's new CEO Liang Jianzhang what is the intention?

According to the reporter of China Business daily, in order to and where, art dragon such open platform competition, March 31 officially return to Ctrip Liang Jianzhang is in the internal adjustment, the "Mouse + cement" mode of Ctrip to create a small and medium-sized travel agencies and third-party developers open platform, and will be to the mobile Internet. and investment and acquisition will become an important means of strategic layout of Ctrip.

In the new mode of testing water, Ctrip original ground channels and team advantages or will no longer, in the face of Taobao Travel, where to go, art Dragon of the multiple attack, Ctrip will how to restructure this online travel big chess?

Vacancy Search engine Short board

Ctrip will buy cool news to increase search engine repair technology Short board, will also focus on donkey evaluation network.

According to our correspondent understand, Ctrip will buy cool news travel, the two sides on this acquisition at least half a year, has now entered the substantive stage of negotiations, but the cool inside on whether the holding of Ctrip, and Ctrip buy Cool News of the price problem has not been discussed.

Does Ctrip's offer help to have geometry? From the operating mode, it is by search engine technology to form an open platform model. And the giants of foreign online travel have merged to search for the core value of the enterprise. November 2012-Priceline, the world's largest online travel service provider, acquired the world's largest online travel search kayak. Shortly after, the December 2012 Dragon's parent, Expedia, also announced the acquisition of shares in the German hotel search engine trivago61.6% with about 632 million dollars in cash plus shares. Two of the world's largest online travel giants have done the same thing at similar times: the acquisition of search engine companies, and the stock premium after the acquisition, the combination of travel search and online booking model has become the global online travel industry trends.

In addition to follow the trend of overseas giants in the footsteps, Ctrip focus cool message is to get rid of Baidu's dependence on traffic. An insider bluntly, Ctrip currently 30% of the flow from Baidu, and Baidu will certainly invest in where to tilt, so ctrip anxious to find a flow of their own entrance. And cool News is the online tourism vertical search Enterprise, is to OTA flow back to the amount of channel business. Online travel industry expert Wei Changren said, travel search engine to where the net to get Baidu investment began to lead, which let cool news operating pressure, and Ctrip also need to make up vertical search this short board. From this point of view, the two sides of the marriage can be said to be the same.

However, the six-year negotiations show that the acquisition is not so simple. As early as October 2009, Cool News by the world's largest online travel company Expedia's subsidiary TripAdvisor to buy about 12 million U.S. dollars wholly. TripAdvisor originally bought cool news More is fancy cool news assets investment value. According to our reporter understand, not lack of money TripAdvisor very likely not thoroughly sell cool news, but will part of its shares sold to Ctrip. For this, Ctrip said no evaluation.

In addition to cool news, Ctrip 2013 focus on another point is Ctrip's obscure donkey rating network. Donkey Rating Network is by Ctrip Travel Network Hotel reviews, destination exploration and community service integration, its function is more like a travel sharing community.

Ctrip insiders said Liang Jianzhang attaches great importance to the site and has set up a team to study its future strategy.

Wei Changren said that the donkey rating network is similar to the public comment on a media site, Ctrip now turn attention to this, no doubt is to play Ctrip more than 10 years of data accumulation advantages to the mobile internet March.

Marching to the mobile internet

It comes from the Liang Jianzhang must have a big move, he will lead Ctrip to speed up to the mobile internet turn.

In the past two years, the mobile Internet technology innovation has directly overturned the traditional mode of online travel, Art Dragon, where to go and other second-line companies and some vertical applications have opened fire to Ctrip, making Ctrip's supremacy in jeopardy.

According to the data of the consultation, Ctrip's share has dropped from 50% to about 30% in China's third-party online agent market for travel bookings. In addition, the earnings data show that the new competitors dragged into the price of the mire of Ctrip, 2012 net profit fell sharply 34%.

"The middle and above have options, everyone is looking at the short-term benefits, in order to keep the stock price, as far as possible along the original path, rather than innovation." An Ctrip former employee told reporters.

A person in the industry told reporters, in fact, as early as 2012 Liang Jianzhang has returned Ctrip intervention management, Liang Jianzhang after the return of the first part of the options to cash in the form of shares, some of the old employees can cash out, make room, vigorously promote the middle.

Liang Jianzhang announced that, after the CEO, the first will be organizational structure adjustment, the internal will form five business department, is the Hotel division, Air Ticket Division, Wireless division, Tourism and Holiday Division and Business Management Division, respectively, led by five vice presidents. Liang Jianzhang to the organizational structure of the adjustment, the goal is to achieve institutional independence, encourage internal entrepreneurship, and stable morale is Liang Jianzhang after the return of an important step.

An entrepreneur who recently communicated with Liang Jianzhang told reporters that it Liang Jianzhang must have a big move, he will lead Ctrip to speed up the mobile internet turn.

Industry insiders revealed that, starting from the end of last year, Liang Jianzhang has been and do vertical hotel application of the company "Hotel control" and "Tonight Hotel special" and other applications of the executive direct communication to understand the situation, which shows a Liang Jianzhang open, on the other hand is also looking for a group of innovative and aggressive team.

However, overall, the acquisition for Ctrip is also a problem. Ctrip is eager to acquire the enterprise is nothing but two categories: one is already in the industry has accumulated a certain amount of user size, a certain brand value enterprises; the other is a product unique strong, technical threshold and technology difficult to replicate the enterprise. But these two types of enterprises are not too many.

In the entire industry, the real scale of vertical applications only Miche, tonight hotel specials, hotel control, and other few companies. In these families, Miche co-founder Raihompo told reporters that the company's current monthly actual booking of more than 20,000 nights, has achieved profits. But Miche has a capital injection from the Art dragon, and it appears that Ctrip's acquisition of Miche is unlikely.

Tonight Hotel special COO Jinxin said: "The company is developing very well, March has achieved a balance of payments, each month to reach 40,000 nights, monthly 20%~30% increment, can talk about cooperation, but the acquisition is unlikely." ”

Hotel Control Market director Ling Su also told reporters that the hotel control has been profitable, and since the establishment of inventory, every month through the night.

In a comprehensive view, these several development users to reach a certain scale of application enterprises, is not in a hurry to be acquired. An Ctrip insider revealed that in the last six months of the search, Ctrip purchase did not, so has begun to do their own to do similar to the hotel Tonight special "sale of the Tail house" application.

After Ctrip has already opened the merger and acquisition of investment online tourism company's big curtain. It has invested in the "Donkey Rating Network", "Order meal Small secretary" "China Guzhen Network" and other online travel companies. Even set up a separate investment company Ctrip Tourism Holdings, by Ctrip former CEO fan in charge. It can be seen that in response to competition, Ctrip is accelerating the pace of mergers and acquisitions. But in the current environment, Ctrip acquisition of these companies can really integrate into the business of Ctrip, is still a problem.

Integration of high-end hotels and low-end inn resources

The development of the ceiling of Ctrip, the future will be more similar investment behavior to seek relief.

The hotel as a standardized product attracted mobile application developers in the field of innovation and slaughter, but high-end hotel-style apartments and low-end inn has been the market has not been fully touched by the resources. For these two segments, Ctrip is involved in the transformation of investment mode.

Holiday rental booking Platform two times to get Ctrip investment, May 2012, online only 5 months of passers-by announced the first round of financing completed, Ctrip led. After less than a year, February 2013, the second round of the network of B-rounds of financing, Ctrip again with the vote.

Wei Changren pointed out: "In the long run, the vacation rental model is optimistic, the pedestrian network and Ctrip Hotel business model is very close, especially the ground service and telephone call two business cooperation, all help Ctrip to save costs, and play the greatest effect." ”

Into the high-end holiday booking market, a source said, Ctrip 2013 will also exert small and medium sized hotels in the low-end booking market, Ctrip is expected this year will invest 40 million yuan to 2012 Ctrip Investment independent Operation website Pine cone nets, integrated Inn and other listings.

It is understood that the Pine Cone network to provide hotel standard room rate of 80% less than 200 yuan. Working with the Pineal network will help Ctrip get young mobile internet users from the low-end market.

But in the face of a large number of large-scale, diversified, standardized low-cost hotel market, the pine cone network and the cooperation of Ctrip to promote the development of Ctrip also need to see the implementation of Ctrip and the Pine cone team.

Integrated, with thread in the layout of a reservation, search, media open platform, for it, the channel, resources and flow of the entrance is its ultimate goal, and the test Liang Jianzhang in addition to the internal transformation of the executive power, there is a truly open pattern view. Facing more and more strong competitors, the Liang Jianzhang-cheng Map of the times will face more difficult challenges.