Low price "shake tail" taste sweetness

Absrtact: Landed in the United States Nasdaq two months, the domestic online tourism website passers-by cattle Travel network share price is soaring. At present, the price of the bull has doubled successfully. This is closely related to the special selling of tourism in the past year. From April 11 to the Sales channel trial operation, to

Landing in the United States Nasdaq two months, the domestic online tourism web site Cattle Tourism network has soared. At present, the price of the bull has doubled successfully. This is closely related to the special selling of tourism in the past year. From April 11, the sale of the channel trial operation, to propose an upgrade platform strategy by June, and then to July Newter Sales channel officially on line, "passers-by Newter sell" so that online tourism companies see a new sales model. For a while, where to go net, Ctrip, donkey mother and other online tourism companies have opened special sales channels, but the tourism industry in the most evaluation is "gimmick-oriented, difficult to endure." How long will the concept of a tourism industry, seemingly promising, be maintained?

Price of cattle low price "shake tail" taste sweetness

Beijing Commercial newspaper reporter Login Newter sell channel to see, dazzling tail single products are flooded with a variety of Low-cost site page. such as "Qingdao-Australia Keynes 10th Tour" products, the original price of 17299 yuan/person, the current prices only need 11696 yuan/person, a discount of 68 percent. "Royal Caribbean Sea Sailor Shanghai-Jeju Island-Fukuoka-Nagasaki-Shanghai 5 nights 6 days" product, the original price of 8299 yuan/person, current 3999 yuan/person, discount of 48 percent. and "Nanjing-Bangkok/Pattaya 5 nights 6 days Romantic tour" products, but also reached 37 percent, the original price of 2680 yuan/person, the current prices of 994 yuan/person.

Passers-by cattle network related to the Beijing business newspaper reporter introduced, as of May 20, Newter sales channel has been successfully teamed up with hundreds of suppliers, launched nearly hundreds special selling products, the price has the advantage of selling 100% of the high sales rate, access to cooperation suppliers alike. After three months of trial operation, special sales channels have been on the line 20 new products, hundreds of seats 2, the supplier through the special sale channel launched by the explosion and tail goods products, covering the domestic and outbound more than 50 popular destinations, the number of subscribers in May to increase by April nearly 20 times times.

Passers-by cattle network for a time scenery no two, and such a pattern also let a person vaguely see another to the end of a single fame of the electricity business site-only product will.

It is understood that it is in the capital market has been favored by the only products, so that passers-by produced in the tourism industry to emulate its model idea. April 11, Newter selling channel online trial operation, and the only product will be different is, passers-by cattle tourism network to sell the tail goods is a tourist holiday products. Industry insiders believe that the rise of the stock price of passers-by is largely benefited from its alongside the concept of the only product. As we all know, the only product will rely on the concept of cleaning up the stock for the brand, by virtue of the "tail goods special selling" model, its share price from the initial 4.6 dollars soared to the recent 200 U.S. dollars. Passers-by also rely on the concept of the only products, from the lowest 8.52 U.S. dollars up to more than 18 U.S. dollars, to achieve share prices doubled.

In the eyes of cattle in transit, the "money" of its special selling channel is limitless, according to Chen Fu Wei, vice president of the road, the tourism industry more than the physical goods need only the model platform, to digest the industry in general because of the supplier control position caused by the inventory pressure, in order to timely withdrawal of funds, expand product size. Tourism industry upstream supplier inventory accounted for about 5%, the entire tourism tail goods market size in 5 billion-10 billion yuan, with a large potential interest market, "tourism special sale" or a blue sea.

Model tail Tanter selling accessory conventional distribution

However, the industry is now recognized the fact that the tourism tail Tanter selling also difficult to maintain a business survival. The Tanter in the tail-selling market is clearly better than anyone else to know the pain point of the Tanter selling. Although the pedestrian is still a high-profile way to build tourism industry only, but the role of its tail-form model is changing.

One investor pointed out that the bull may be the concept of the use of goods to pull up the stock price, to obtain short-term capital gains, thereby using the funds to do the future layout. The only thing that will create myths on Wall Street is that most investors do not understand the difference between the sale of clothing and the sale of tourism products. In fact, the stock price of the bull has risen to about 18 dollars, and has gradually stabilized.

In addition to relying on the concept of the only product will hype the stock price, the powerhouse Consulting CEO Wei Changren said, the way cattle would prefer to travel tail Tanter selling mode for its site to attract traffic. At present, the sale of special products in the cattle on the PC side and app end are sold, and tail products only in transit Cattle app client sales. As we all know, the introduction of app traffic in the mobile internet age is the key to the future.

For this statement, the owner of the Newter has not given positive recognition, just said, the way to sell the channel is a breakthrough mode of operation, can be described as "one arrow three", the user directly enjoy the benefits of the business, while the passers-by and suppliers are looking at the relationship behind the benefits and cooperation for a total win.

However, in the eyes of an online tour operator, from the product structure of the cow, although it has been promoting the concept of tourism, but the nature of the pedestrian is still a regular tourist products distributor. It also means that the tail of Tanter selling and regular tourism products distribution exists left hand hit the right hand, special selling is the value-added of conventional tourism products ancillary products, there are some conflicts in business, passers-by once big tail Tanter sell, will carve out their own in the regular tourism products distribution.

Public data show that there are more than 80,000 kinds of tourism products for consumers to choose, and its daily line of 20 of the tail goods and hundreds products in the total business of the proportion of the share can be imagined. Passers-by rely on the original model, in 2013 won the revenue of 1.962 billion yuan, but its 2013-year gross profit margin of only 5%, net loss of 79.6 million yuan. If the Tanter of the overall transformation of cattle sales, the face of lower gross margin, operating pressure will be even greater.

Wei Changren said that the way cattle value is Hurante sell product seats very limited characteristics, hot products in a few minutes to be robbed is very common. Consumers are Tanter selling products with the impact of the price attracted to the passers-by, as a result of the purchase of orders, some of the consumers will be converted to the regular tourism products consumers. At present, the pedestrian cow has shifted the target of the key expansion to the two or three-line city, while the consumers in the two or three-line cities are sensitive to the price.

Profit end product is hard to become the core profit point

In the industry, the mouth of the 5 billion-10 billion-dollar-scale tourism tail goods market, in fact, it is difficult to become the core profit point of the enterprise, thus supporting the entire company's revenue.

Travelzoo, CEO of China Tourism Group Hong Wei introduced, tourism products have a long tail, although the travel agency in the product maker to take products from the product will be their own distribution ability to estimate, but it is inevitable that the estimate is too high, coupled with the off-season tourism, unexpected events and other reasons, which caused the existence of the tourism tail.

What is the end of the travel list? Beijing Commercial newspaper reporter through the investigation found that at present, there are three types of tourism tail-order, first of all, because travel agencies usually carry out similar aircraft charter or buy a large purchase of hotel private rooms, but the product has been a small number of surplus, or temporary league, travel agencies to reduce losses will be the remaining position for sale at preferential prices, But the departure time of this channel outflow is more urgent, if the domestic tour is a lot of time to start in 35 days, followed by airlines, hotels, air tickets or hotels separately sold by the end of the list, this is in fact the airline and the hotel is the usual way, usually in the first one or two days before the date of arrival will have a special discount rate, There are also hotels eager to launch on the day of check-in after 6 o'clock in the afternoon booking discount rates; Finally, the travel wholesalers packaged products for distribution and the rest of the products, usually in the off-season, the travel wholesalers will be part of the distribution to travel agencies and other channels of the remaining products for Low-cost selling, compared with the travel agency's tail, This kind of tail product's departure time will be longer, has the time advantage.

In fact, it is not the first home to do tourism sales of the site, long before its introduction of the concept of tourism, love Travel network, to come to the site has been doing this concept. And the end of tourism products, but also since the birth of the industry has been there. A person in the industry who works for a large domestic travel agency says in the absence of cattle, love Travel Network and other special sites, travel agency staff will be in the vicinity of the issue, the form of text messages, telephone to sell the product to nearby friends and relatives, then the product quotation has been basically close to the reserve price.

From the only goods will be the composition of the revenue can be seen, its revenue of 40% from the apparel industry, and the apparel industry is precisely a high inventory of the industry. The first half of this year's financial statements show that including Li Ning, Anta, 361°, special step, and so on, such as the domestic 42 listed apparel textile Enterprises Inventory of up to 48.3 billion yuan. The practice of the apparel industry is that it is reasonable to keep stocks below 45%. Compared with the apparel industry, the tourism industry does not have such a large inventory. A travel agency store sales said that usually a line is only 5-10 seats in the tail, it is difficult to support the economic benefits of the road bull.