Jin Jiang is overwhelmed by distributors to invest more than billion yuan to build electric business platform

Faced with Ctrip, Art Dragon and Taobao and other strong online distributors, traditional hotel operators can no longer sit back and watch the profits were shared. Jinjiang International Group announced yesterday that it had invested more than 100 million yuan to set up the Jinjiang International electric business platform and booked http://www.aliyun.com/zixun/aggregation/18783.html "> officially online, and will unify the hotel under the unified Tourism and car rental, such as the main business of online booking and marketing, hoping to strengthen the tourist hotel main business of direct sales capacity.

Industry insiders pointed out that the Jin Jiang international move in the right direction, but to truly integrate the co-ordination of the various plate business is not easy.

Integrated Electric Business Platform

"We just want to improve the hotel's direct sales capacity and bargaining power, distributors have their existence, but the hotel can not rely too much on distributors, so the establishment of their own electric business platform, the hotel direct sales capacity can be strengthened." "Jinjiang International Electronic Commerce Co., Ltd. COO Chen Wenzhe to" the first financial daily said.

At present, the Jinjiang Department of the hotel total of 1243, the total number of rooms more than 193,000, ranked 12th in the Global Hotel Group 300, Jinjiang passenger vehicle size up to 10,000 vehicles. Despite its sheer scale, the Jinjiang department does not seem to have integrated these resources into marketing for a long time.

"At present our group of car rental, tourism and hotel sector in fact also have their own electronic platform, but in addition to the Jinjiang star Independent online booking ability, other plates of the electronic platform has not been too strong booking function, so we are unified by the group set up electric Business company, by our unified to travel, Hotel and car rental network marketing and booking, for the existing plates of their respective electronic platform, they will also exist independently, but we will gradually unified backstage, to maintain the background integration, the front desk autonomy. "Jinjiang International Electronic Commerce Co., Ltd. CEO Bao Lei told the newspaper.

Bao Lei said that the biggest significance of the unified establishment of the electric business platform is the hotel, tourism, car rental business chain up and down the overall marketing, and the future can be pushed packaged products, to increase the overall industry of Jinjiang Department of Revenue, but also to avoid repeated investment in various plates.

Bao Lei revealed that the Jin Jiang Group on the platform for the first phase of investment has been billion, will continue to invest several times in the future. "For the time being, our electric business platform is also only for Jinjiang department product sales, only the Jinjiang Department of the source of 20 million people per year, we electrical companies to maintain and develop the potential consumption of these customers, and to make professional data analysis, pull all plate sales." Of course, the future can not be ruled out with the first brigade, Lingnan and other brands with the same industry cooperation. ”

The challenge of direct marketing

According to incomplete statistics, overseas hotel sales booking more than 50% are the hotel's own direct marketing, only a small part is through the distribution channel booking business, but in the Chinese market, this proportion is just the opposite, even some of the sales capacity is not strong idle hotel 90% is to rely on Ctrip, Yi Long Distributors, only 10% of the business is to rely on their own direct sales, This greatly reduced the hotel industry's bargaining power and lost profits to distributors.

Some small and medium-sized hotel operators reflect, Ctrip and other strong Distributors commission percentage is very high, sometimes even up to 20% or higher, but in view of the hotel's own direct sales capacity is too weak, so can only be allowed by a strong distributor.

Chen Wenzhe to reporters, Jinjiang electric dealers involved in the hotel prices will be basically the same as the distributor, but because Jinjiang department will use the membership System marketing products, so part of the enjoyment of member prices will be lower than other distributors, which is also jinjiang electric dealers rely on their products direct selling price advantages.

In an interview, the reporter learned that Jinjiang Hotel under the Department of Jinjiang (02006. HK), Jinjiang stock (600754. SH), Kam Travel B (900929.SH) and other listed companies, these companies involved in hotels and tourism, such as Jinjiang Department main business, it is the electric platform to integrate marketing and booking objects, the launch of the electric business platform is conducive to these listed companies industry linkage marketing and improve the overall revenue performance.

However, the challenges faced by Jinjiang electric dealers are not small. Ctrip Distributors of the customer stickiness is very large, in the short term to change consumer habits have a certain degree of difficulty. Moreover, the internal management also has the difficulty: is how to balance Jinjiang travel, the hotel each plate's backstage settlement and the benefit.

People close to Jinjiang group revealed that, for example, Jinjiang Star, which has a good Jinjiang star independent electronic platform, and its own direct sales capacity is strong, how with the Jinjiang electric business dislocation development and distinguish between positioning has yet to be resolved.

"At the same time for the Jinjiang electric Dealer's background how to settle with each business plate is also a problem, if it is cash settlement, then the profit of the electric quotient is equal to from the brothers Enterprise, then how the two balance?" If the points such as Non-cash settlement, then invested billion Jin Jiang electric business How to achieve profitability? These are the Jin Jiang Electric dealers need to consider in the future. Said the close personage.