Liang Jianzhang Offensive: Ctrip "thumb + cement" enclosure mobile Internet

Carrying thread in the capital market show a ferocious side. In the past week, Ctrip has made two huge investments, following nearly 60 million U.S. dollars in investment easy to use the car, Ctrip, and spend more than 100 million U.S. dollars to the other car rental company a car.

This is undoubtedly ctrip in recent years the most drastic investment movements, but also reflects the founder of Ctrip Liang Jianzhang after the company's strong style. Since becoming the CEO of Ctrip, Liang Jianzhang has quickly implemented a series of changes, the vigorous opening of two entrepreneurial wave.

Now Ctrip's core strategy is: "Thumb + cement" mobile internet, one-stop travel service platform and open platform. Ctrip this year a series of mergers and acquisitions also revolve around these core strategies. Current Ctrip total cash and short-term investment balance of 1.1 billion U.S. dollars, this November, Ctrip issued 800 million U.S. dollars of convertible bonds, these funds for Ctrip to provide ammunition.

Only last year, Ctrip also encountered serious doubts, the rise of competitors, poor performance, brand image damage, increasing growth slowed, no longer be spoiled by the capital, stock prices plummeted, the market value of shrinkage, for a time, Hayun, all kinds of ctrip decline on the fermentation, spread. With the return of Liang Jianzhang, Ctrip all change. So, what did Liang Jianzhang do this year?

Accelerating investment and perfecting online tourism ecological chain

This year, Ctrip most of the outside attention of the initiative is undoubtedly in the car rental area of these two investments. Liang Jianzhang in just a week to drop nearly 160 million dollars, is also considered to be ctrip perfect online tourism eco-chain is an important link.

A hi. Renting a car is not the first place in the car rental industry. This year, a car rental has also encountered more than 6 core executives left, many in a four or five-year veteran senior executive, and even a car rental executive vice president and CFO Li Yang also leave.

In the car rental industry, the news that a car rental would inject more than 100 million dollars would not be shocking. A car rival Shenzhou leased a 200 million-dollar investment last July. However, the investment of Ctrip as an Internet enterprise makes a difference.

Ctrip currently owns hotel reservations, ticket reservations, train tickets booking, ticket booking and other business, but the lack of transport vehicles is a car rental. Ctrip through the investment of a hi car rental, easy to use such service providers, can bring users a more fluent travel experience.

Zhungyuxiang, vice president of Ctrip, said that the car is a tourism, travel process can not be missing a link, with the car business is the focus of the emerging business unit Ctrip, the goal is to create a set of self-driving, business car, taxi in one of the "A-stop car platform." Ctrip also fully through the air tickets, hotels, tickets, ground traffic docking, so that users in an app or Web site to solve.

In fact, after the current air tickets, hotels, tourism, vacation, tickets, car rental into the tourism market another big hot spot. Ctrip also aims to look overseas. Ctrip announced recently, with Hertz, Avis, such as the 8 international leading car rental companies, online "overseas driving" platform, providing 86 countries around the world car rental services, to take similar hotel booking of the front pay mode.

From Ctrip investment "a hi car Rental" and to the purpose of the vehicle, the strategic significance is obvious. People familiar with the matter said that Ctrip was a minority shareholder with a "Hi-car rental" Investment for long-term strategic consideration. After the investment "one Hi Car" management team continued to operate independently. Ctrip will and "a Hi car Rental" in a number of business level to carry out in-depth cooperation.

The same is true for investments that are easy to use for cars. Ctrip said, will be easy to development to give full support, will include air tickets, hotels, train tickets, vacation and other products recommended, bundled easy to use car products, and comprehensive for easy to open service City acceleration.

A car rental industry, said Tencent technology, with the development of mobile Internet, and where to go to the manufacturers of Ctrip poses a challenge, Ctrip has a deep sense of crisis. At present, there are more than 30% of Ctrip's income from car rental industry, Ctrip must prepare for a rainy day, Liang Jianzhang abroad for so long, has been far-sighted, this is ctrip under the cost of a succession of investment car rental company's important reasons.

Ctrip CFO Wu Wenjie Not long ago also said that this year will still be Ctrip's "investment year", Ctrip to mobile Internet and other strategic areas of increased investment. From the investment case, Ctrip investment this year is indeed very mobile internet, fast hotel housekeeper and easy to be pure mobile internet products. And a hi and Zen travels belong to the tourism industry chain extension, Zen Travel is also very mobile internet.

An Ctrip insiders said that before Ctrip's investment direction is more traditional, except flying is usually the mobile Internet properties, other such as ordering a small secretary (ordering), Pine cone nets (inn category reservation), too beautiful travel (high-end tourism products), Hong Kong Yongan (Hong Kong Travel Service), passers-by network (tourism apartment short rental) are relatively traditional companies , belongs to the tourism subdivision area layout.

Strengthen mobile end business weakening offline business

Successive investment is destined to introduce attention, however, Ctrip this year the biggest change is to move to the end of the transition, also let Ctrip this old bulky "elephants" began to dance.

Liang Jianzhang after return, Ctrip will focus on the line of business, the introduction of "Thumb + cement" strategy, the interior will be more resources to move the end of the tilt. The wireless client is thought to be the breakthrough key point by Ctrip, the wireless service also is called "two times to start a business". Since this year, Liang Jianzhang rare two times for Ctrip product endorsement for Ctrip Mobile end important upgrade conference.

This September, Ctrip in Beijing released a new version of mobile applications, "Ctrip Travel 5.0", the introduction of free line package and introduction of the Community micro travel function. Liang Jianzhang site revealed that mobile is becoming Ctrip's core booking platform, August mobile phone-side hotel reservation transactions accounted for a peak of 40%, has exceeded the Ctrip PC end and call center orders accounted for (about 30%).

The previous earnings show that Ctrip's mobile phone hotel in the second quarter of this year was booked just over 20%. Liang Jianzhang stressed that from the recent one-month trading situation, 40% of this ratio has stabilized, the expected future "quarterly average can also reach this level." He also announced an important decision that Ctrip would be transformed by OTA (online travel agent) into an MTA (mobile travel agent) model.

Just a year ago, Ctrip was also referred to as comfortable days, after laying the industry leading position, will be more focused on resource integration and industrial chain control, innovative ability is becoming weaker. Compared to where to compare search, Art Dragon hotel Group buy, Mango net destination tourism and other rivals business, Ctrip in the mobile Internet field, basically in the backward or following state.

Ctrip Another move this year is to push the open platform. Ctrip open Platform is OTA mode plus search, hotel inventory, ticket inventory, product aspects of the current basically completely open to suppliers and developers, formerly Ctrip positioning high-end, the future will be more access to low-cost products, as a whole to meet the suppliers in the mobile end of the demand, but some channels or exclusive.

The relative mobile end and open platform are valued, Ctrip line business becomes "baggage". In January this year, Ctrip cut 500 people, and this September, the ground sales department layoffs news. The difference is that the last layoff part of the main two or three-line city airport, high-speed rail, railway station, bus station ground sales staff, the focus of the adjustment is the ground sales and Telemarketing department.

Ctrip "mouse + Cement" mode to determine the line of business team development trend, that is, have to fight the human and material resources to pursue performance growth. With the development of the Internet, the predetermined mode changes gradually, especially with the transformation of "thumb + cement" mode, more than 10 years of established offline advantage has gradually become a chicken, more and more people, more and more low margin of the shortcomings began to loom.

Of course, "cement" and "technology" are difficult to separate. Liang Jianzhang said that the future of Ctrip automation will be more and more high. Technology to do a good job, there will be a considerable number of services need to manually intervene, such as ctrip overall business growth of 30%, 40%, automation, efficiency increase of 10%-20%, the proportion of artificial services, although the decline, but the absolute amount of staff will continue to increase.

Liang Jianzhang said, Ctrip standardization service will be more and more electronic automation. But Ctrip still has a lot of business must need manual intervention, such as hotel room, need to coordinate with the hotel, the best way is to combine technology and artificial service.