Ctrip Wireless two times: Breakthrough Industry competition Red Sea

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A black gray suit, Ctrip Wireless Division CEO Hao lightly on the sofa, ten fingers crossed neatly on the lap. The Liang Jianzhang, who sits on his right hand, is visibly relaxed, with his legs cocked and his left toe-toes shaking slightly.

When Liang answered a reporter's question, Hao also leaned over and listened carefully. His knees bent flat, slightly prim--though today he was nominally the protagonist.

This is the new version of Ctrip wireless Client (4.4 edition) of the release ceremony site. As the founder and CEO of Ctrip Liang Jianzhang accidentally appeared in the venue, and personally staged a new product explanation demo. This is one of the few outward appearances he has had since his March assignment this year. "We had a lot of difficulty getting him to come forward," he said. "Even though vice president Mr. Jokingly said that this time the big boss from Shanghai" fooled "to Beijing. But he admits that in the final analysis Liang Jianzhang is able to attend because "this thing has important strategic significance for Ctrip".

This March, Liang Jianzhang formally successor fan become Ctrip CEO, as the founder of his "again mountain" was placed in the task is to lead Ctrip to break the current industry competition Red Sea, to achieve breakthrough. In Liang's view, the wireless client represents the mobile Internet is a key point of Ctrip's breakthrough. Within the Ctrip, the wireless business is called "two startups".

"Thumb + cement"

The newly released Ctrip wireless client version is more like a "all-inclusive" PC-side Ctrip--Ctrip can inquire and subscribe to the products are basically on the wireless side presents. Liang Jianzhang said that in the past few months, Ctrip "increased investment, speed up" is to achieve this result.

The new version of Ctrip wireless through the cooperation with the HKUST, in the voice query has been optimized to achieve a more efficient man-machine dialogue, that is, the user through the voice input can be queried to the required air tickets, hotels, train tickets, tickets information. In addition, in the points, the return is also made a very small preferential adjustment.

For the above measures will bring to the Ctrip station users streaming, disrupting their own price system, Mr. Response is: "We want to attract more customers to mobile clients up to enhance the market share of Ctrip wireless booking, which is our purpose."

Liang Jianzhang is a direct statement that the future will be the latest, best and most excellent products to mobile clients to go up first. Liang Jianzhang said, Ctrip is from the "Mouse + Cement" way formally into the "thumb + cement" mode of operation. Ctrip has long relied on huge call centers, and by the industry called "a wearing the Internet coat of heavy Company", in the future, call center in Ctrip status and weight will gradually weaken, "call center advantage is interactive good, but can provide less information, while the PC Internet subscription to the user bound in front of the computer." But the mobile internet has condensed all the advantages of both, "he says," and every company has a mobile phone as the main battleground. " ”

In a sense, mobile internet does seem to be a kind of salvation for Ctrip. First of all, it makes Ctrip have the opportunity to break through their own online business transformation, so that the company from heavy to light, reduce the call center and ground sales pressure and cost. Second, even compared to the PC side, the mobile end is not so many windows, hyperlinks and so on, so the wireless marketing team in personnel will be less than the line.

Hao revealed that Ctrip currently has more than 30 million wireless client users, hotel wireless transactions accounted for more than 10%.

Liang Imprint

Today, no one has denied that wireless tourism will be the next field of tourism sites. However, the formal establishment of wireless services in the company's weight position, Ctrip several rounds around.

Ctrip created a "cement + mouse" business model, a huge and meticulous management of the call center has been its rise of the magic weapon. But with the popularization of computers and mobile phones, the main battlefield of competition has shifted to the Internet, especially the mobile internet.

However, in the new position of the card-game, Ctrip significantly late footsteps.

2010, about 80% of the book Ctrip from the call center, online orders less than 20%. To the end of 2012 Ctrip online booking is just over half. In contrast, its rival, the Art Dragon, almost gave up the call center and Ctrip to contend with. Art Dragon in the fourth quarter of 2012 earnings data showed that the call center accounted for only 26% of its 76% of the business through the online platform.

In the wireless business, Ctrip is slow to move. Travel vertical search website where to go the network in 2009 began to set up a wireless sector, and become a pioneer in the online tourism industry wireless service layout; March 2011, Yi Long first push mobile phone client, August 2011, Taobao Travel officially released mobile phone clients, announced into the wireless market.

and Ctrip Although also set up early wireless business department, but has been flat. "Compare Art dragon, go where, Ctrip in mobile internet layout most conservative and lack of imagination, lack of adventure spirit." For example, the mobile end of the customer unit is higher than the peer, the hotel product iteration slow. An industry insider commented on the Tiger sniffing network.

The existing advantages hinder the further innovation of Ctrip, and the former CEO fan's traditional tourism background also makes it lack of enthusiasm and sensitivity to the mobile internet.

This situation was not changed until early 2012 with the return of Liang Jianzhang. Ctrip Wireless Division was formally established to become independent of Ctrip hotels, air tickets, tourism and business travel of the four sections of the separate business; at the same time, Liang Jianzhang personally fencing Ctrip mobile.

The Liang Jianzhang of technical origins value the future of mobile internet for Ctrip. On the one hand, he hoped that Ctrip wireless products can be more professional, fine differentiation, at the same time through equity cooperation and other means to begin to integrate Third-party tourism category app.

Ctrip management also reached a consensus: the mobile internet will become the development of the company's top plays. At present, wireless interconnection is regarded as the "two-time entrepreneurship" inside Ctrip. In Liang Jianzhang's words, "to put good resources and support are biased in the wireless aspect."

He said the support involved products, people, marketing and other aspects, such as Ctrip's all external advertising will consider covering wireless client promotion.

has been responsible for research and development, IT operations and technology Hao currently solely responsible for Ctrip wireless division. At present, the staffing of the Department has been expanded to more than 140 people, in 2013 there will be a substantial expansion. Hao in answer to the reporter's question, said that the current performance of wireless services chain growth rate has been the fastest in the whole company.

After Liang Jianzhang March as CEO, Liang's judgment and cognition will further influence the direction of wireless service.

September 2012, with Cheng a breath released 5 app group-Ctrip Wireless, Ctrip Special Hotel, Ctrip tourism, donkey rating nets, iron Friends train tickets. According to Hao at that time, the tourism market is very complex and diverse, the future of the app competition is the market segment competition, the client can not be too heavy, necessary fast and efficient, on the desktop, to meet an application, this is the nature of the app.

But half a year later, Ctrip's new app, which offers "one-stop travel services", is apparently taking a holistic, rather than a subdivision route. In addition to the new client hotel, air tickets, but also joined the domestic and foreign holiday line inquiries, attractions tickets booking, destination strategy, train ticket business, even the original independence of the highest evaluation of the donkey is also incorporated into the network.

From vertical to comprehensive change, this is likely to be the decision after the Liang Jianzhang regression. In this respect, Mr. 's explanation is that Ctrip has a certain brand influence, to provide a comprehensive one-stop tourism products to bind more consumers.