How do traditional travel agencies step into O2O?

"The significance of Internet is not in discovering and creating anything, but in the excavation of traditional enterprise value and the change of structure." O2O more suitable for the traditional tourism industry to further study, offline may have more opportunities, with congenital genes and the advantage of the latter. "Shenzhen Overseas International Travel Service Co., Ltd. General manager Song Bin threw out such a view. Many participants expressed their approval for Song Bin's views.

The changes brought about by the internet

"There are only two industries in the world, one is the internet industry, the other is the industry that is being subverted by the internet," he said. ' When the world is in the mobile internet era, this trend is even more pronounced, and the traditional industries that are not subverted by the Internet are running out. "In the Forum, Shanghai Jinjiang International Tourism Co., Ltd. CEO Bao Lei said, travel agencies embrace the internet is also imperative, O2O is a good entry point."

Bao Lei said that in the context of the development of Internet and mobile technology, the global tourism industry is affected by the change of tourists ' demand and the two trends of channel opening, and the industrial chain has changed, "the first is the change of tourist demand and the subject of tourism consumption." In cities, the rise of middle and high productive class has become an important driving force for the growth of tourism, its ability to pay is stronger, but the travel experience is more demanding. To improve the demand for tourism products, in addition to the traditional tourism, tourists to self-help tours, free travel, theme tours, consumption and other diversified products demand increased, followed by information and sales channels open. Information disclosure, tourists to obtain tourism products and price information cost reduction. Sales channels are diversified, online become the main sales channels, online outlets to become consulting, experience, sales, services and other functions as one of the terminal contacts; The third is the transformation of industrial chain, the reorganization of traditional industrial chain. The traditional travel agency faces the pressure increase when it leads to the emergence of new competitors. The industry has entered a new stage of vertical integration, and traditional travel agencies have integrated upstream and downstream resources through vertical integration to provide one-stop service for travellers. ”

In the Internet age, the whole operation mode of tourism has undergone the essential change, requires the participation of the main body from the traditional drive to demand-oriented pull logic shift, product development not only according to the travel agency's own resources, but also from the diversity of tourists, dynamic, changing needs, customers can freely contact all industry participants, To get more information, consumers can choose products that are more suitable for themselves by comparing the price and the quality of service, which is the function of O2O. Bao Lei explained.

Imperative O2O Model

"Tourism ' online" wave of the tide, the rapid changes in consumer markets, consumer demand for higher, OTA impact, pan-online impact of the various effects of mobile interconnection, large data-driven O2O tourism operations more and more important. "The traditional tourism will end in the era of O2O, and the future of the service industry will be replaced by one and many cross-border platforms," said Zhao Wenzhi, vice president of Guangzhou Wide Travel International Tour Co., Ltd. "At the beginning of the O2O is the development of offline resources on the line to sell, further development, O2O before, during and after the tour to play an advantage, the future formation of closed-loop core is to form a service experience." ”

"The development of O2O has three stages. The era of O2O in the tourism industry is coming soon. "Song Bin said:" In order to divide the consumer decision, divided into mild decision-making, moderate decision-making, heavy decision-making. Mild decisions like tick-tock taxis, low-priced high-frequency. Now take a taxi, laundry, call the meal has, in this stage platform type is more difficult to make money; medium decision parts, such as nail salon services, photography, nanny, maintenance services, are professional services, a slightly higher price, may be profitable. The heavy decision is high low frequency, low standardization, expert type, this kind of platform's profit is higher. Travel is in the final decision area. From the three-stage theory of O2O, basically has developed to the third stage, tourism is about to appear O2O mode. I believe that there should be O2O's Big Mac companies in two years. ”

"The essence of O2O is the use of Internet Tools and the spirit of the Internet to transform traditional industries." The development of O2O needs three major elements, Internet Tools, the spirit of the Internet and the concept of the operation of the law industry. The core of these three elements is the law of industry. "Why Ota can't occupy 85% of the traditional market, because they do not recognize the rules of the traditional market, so far, OTA is still arrogant on this issue, why the traditional travel agencies do not integrate their own 85% of the market, because we do not understand the Internet tools and spirit." O2O Construction based on advantage

"Traditional travel agencies find the internet feeling there are four stages, products, customers, fans, feelings." Traditional travel agency transformation should grasp data, products, traffic three key ", Bao Lei introduced Jinjiang in O2O construction experience, the construction of tourism centers, the development of intelligent stores, improve offline services." Develop the electric business Center, develop the online market and provide technology drive. Relying on group resources, together with the entity hotel, expand offline channels. Make full use of the group resources advantages, and hotel cooperation to open up channels, in the hotel concierge or business center installation Jinjiang Travel booking system, by the hotel staff to provide guests with the surrounding tours, self-driving tours, city tours and other services. In the hotel lobby to set up self-service touch screen, to provide attractions tickets, air tickets, small membership points Exchange, coupon printing and other services; in the hotel room TV set Jinjiang travel exclusive channel. "The seamless link between mobile and tourism provides visitors with more choices, helps them to create a fuller travel itinerary, record a comprehensive travel process and enrich their travel experience." ”

Zhao Wenzhi also said the O2O operation has five key points: large data management--collect the omni-directional customer interaction data, for the enterprise from the mining, production, sale, service supply and so on quantitative basis; customer relationship Management--build a customer management relationship system for both Internet and offline channels; Unified channel support--electronic commerce, micro-letter, Cat , mobile app, self-service terminals, such as the use of unified support; A full range of user experience-to expand the traditional sense of travel process experience, the concept of user experience to expand the product awareness, purchase, delivery, return to the mission evaluation and Internet socialization of the entire process of communication; three-dimensional collaborative matrix--from customers to product solutions, purchase, To the travel industry long cycle service delivery and quality control process, the use of electronic management throughout.

Zhao Wenzhi said that the broad tour in recent years to O2O as an opportunity, on the basis of large data, comprehensively carried out the transformation and upgrading of information work, "extensive travel transformation and upgrading of information construction has several major initiatives: to large data based on the customer as the core, the construction of end-to-end ecological chain, perfect from resources to the customer's full chain of data control ; In the efficient integration of suppliers, consumers and Third-party service providers and other resources based on the further construction of an open platform, the establishment of a unified membership system, a unified transaction processing and unified delivery management, to achieve customer integration management; Establish a unified electric channel support, E-commerce, micro-trust, cat, mobile app, Self-service terminals, such as the use of unified support, improve the diversity of channels, one-stop travel booking and Tourism services experience, the use of electronic management, the establishment of a three-dimensional synergy matrix.