Group Purchase tourism popular short-term Neinian shake the traditional enterprise status

Thank the International Business daily for my interview, the full text is reproduced below for reference.

Http://tech.hexun.com/2011-02-14/127301043.html

During the Golden Week of the Spring festival, the booming tourist market has added a fire. But industry experts analysis, due to the particularity of the tourism industry, tour group purchase site in the short term difficult to impact the traditional tourism enterprises, tour groups to buy this new model of tourism E-commerce can only play the role of make-up.

Group buying brings the spring festival tourism popularity

On the eve of the Spring Festival, Shandong Provincial Tourism Bureau and the largest group purchase Web site to cooperate to launch the original price of 100 yuan, the group purchased 10 Yuan Taishan Tickets promotional activities, 5000 tickets 3 days sold. The government launched a tour group to buy products, Shandong is considered to be the first to eat crabs. "Quasi-five-star" Beijing Xinhai Jinjiang Hotel through a group purchase website launched the Senior Room group purchase activities, online 7 days to complete the payment of thousands of nights, the equivalent of the traditional travel booking site A quarter to sell the number of nights, the industry exclaimed group purchase for the hotel industry yield increased 4 times times.

Earlier, a number of group buying site tour to attract a lot of attention: group Treasure Net, 58 Regiment "0 yuan participation in the ticket lottery" activity quickly pulled up two online registered users of the Web site, group of Nets, pioneer Group launched a Low-cost purchase ticket vouchers, Sina Group also has similar Low-cost ticket group purchase activities; Where to choose 1 single Weekly ~ 3 Unique tourism products to host group purchase, such as hotel rooms, hotel food coupons and hotel spa.

New entrants will encounter "invisible threshold"

Can the tour purchase be able to reverse the tourism market pattern, from the traditional tourism industry enterprises to get a piece of the soup?

Le Road Travel Network director Shing in a media interview, said: "Group buying site although hot, but group purchase site in the field of tourism breakthrough is very difficult, and in the long run, group buying is not in line with the trend of tourism development." ”

Shing said that although the tour group purchase in a certain range will also be welcomed by the market, because most consumers are more sensitive to prices, China's tourism is currently showing a trend from the traditional mass tourism to leisure and other diverse and small, personalized development, in order to save money and abandon the personalized choice of people will become less. In addition, the group purchase site does not have "offline" resources, its customer service means, operating capacity can not compete with the traditional tourism enterprises.

In addition, in a sense, the traditional travel agency business is "group purchase", they attract to a certain number of scattered guests, concentrated to airlines, hotels, scenic spots and other "suppliers" bargaining, in order to get "group price." And the more big society, large-scale travel booking website, its bargaining power is stronger, the greater the control of the market, the new group of tourists to buy the site to dig a corner is not easy, unless it is part of the market-hot products.

From the characteristics of tourism products, consumers generally will not repeat the selection of the same products, the so-called "recycling consumption" is not likely; and fast-moving consumer goods after a successful, easy to attract customers to repeat consumption, thus forming a word-of-mouth effect. "In view of the above reasons, many group buying sites will slowly fade out of the area of tourism." Shing said at last.

Finding a niche in a market segment

Expert analysis, although the tour group to buy a site in the traditional travel agencies and other markets such as Team tour may lose the next, but in the market segments, tour groups can find suitable for their own living space. such as in the north of the off-season, by the government to the scenic spot tickets to the big concessions or can drive the whole tourism industry chain heating. The Spring Festival 10 Yuan Super low price Taishan ticket let the Chinese holy Mountain in the traditional off-season also presents a bustling scene, but Shandong Tourism Bureau launched in Zaozhuang and other lines "tickets + dining + accommodation + Entertainment" Package package products are not.

One noteworthy phenomenon is that the hotel industry seems to be keen on group buying, trying to open the deal, even as it faces pressure from its big customers. Industry Analysis: Because the hotel room product has not the characteristics of storage, on the Business Hotel weekend room, high-end hotel free room, chain Hotel new open shop, buy in fact is one of the most economical means of promotion.

A domestic economy hotel in charge of the reporter to calculate such a sum account: Initiate a group purchase, can be in a very short period of time to get thousands of new members, and each new member of the marketing cost of only dozens of yuan voucher they may not use, even if the use can also be booked 2 nights ~3 later. And once the check-in experience is good, they will become loyal users.

Ctrip related responsible person confidently told reporters: Ctrip more concerned about their business customer base, these customers more quality, not too concerned about the price, group purchase website on the impact of Ctrip actually limited.

It is reported that Ctrip in the industry to launch the first "machine" activities, is actually a group purchase. Later, where to go and art Dragon also launched the Spring Festival collage promotional activities, "carpool" can enjoy during the Spring Festival than normal ticket prices 10 percent to 20 percent discount.

Another expert analysis, tour group to buy a website can be the main travel agencies and online travel outside the tourism market, and strive to divert some consumers.