Online travel New play: Big Data Help "reverse customization"

With the growing popularity of online tourism, the industry pattern is changing. Ctrip, where to go, art Dragon and other industries under the Giants, poor travel nets, cattle nets, donkey mother, leisurely travel network are doing vertical work. Baidu, Tencent, Ali and so on are also active in the layout of online tourism.

In the BATC pattern of tourism traffic, how to break through small and medium-sized tourism enterprises? The Tourism social networking site, MA Honeycomb, provides a model for cooperation with the road (Beijing) Air Services Limited (hereinafter referred to as "travel on the Road"). Both sides joined hands with domestic and foreign tourism bureau, Airlines, to the "Reverse customization" field.

Reverse customization, usually refers to the accumulation of large numbers of users, to the business of centralized procurement behavior, such as the previous hot one-time group buying industry. That is, with the traditional tourism, some companies design tourism products, and other companies to distribute different; "Reverse customization" is based on large data to statistical customer preferences, and design the corresponding products.

Ma Honeycomb, has a large number of online travel users planning, travel questions and answers, on the road travel industry, has a large number of airline resources, know the customer's habit of flying. What impact will they have on the online travel industry and even the entire tourism industry when they work together to process data on the customer's behavior and to target products that meet customer preferences and are relatively low-priced? We will wait and see.

New online Tour: C2B

At the press conference, MA Honeycomb and the road travel industry released the first batch of reverse customization products, these products are based on user preference data customization and pre-sale. Both sides pursue, the product conforms to the traveler demand and the price is high. For example, Hainan Airlines from Beijing to the Chicago "10-day ticket +1 nights hotel" free line, the whole process is 4999 yuan, from Beijing "Phuket Wedding 7 days 6 nights" free line, 7999 yuan Price includes round-trip ticket, five-star hotel, Visa, ticket, travel car and wedding photography and other items.

In addition, Hainan Airlines, Brand USA, the United States National Tourism Administration of Massachusetts Tourism Board in the development of a series of reverse custom tourism products will soon be online.

Ma Honeycomb CEO Chen Yu introduced: "2014, the tourism industry from the seller's market into the buyer's markets, the user's personalized needs will become the mainstream." The MA honeycomb is a kind of social based on the interest Atlas, through the large data analysis user behavior or the aggregation social power, can pry and reconstruct the upstream tourism resources. This is a pre-sale + reverse customization of the C2B mode (from the customer to the merchant), essentially, it is different from the previous Ctrip or where the traditional OTA service provider mode. ”

Ma Honeycomb by Chen Yu and Lu Gang was founded in 2006, from 2010 officially began operation, 4 years of user number exceeded 50 million, has launched 6 app.

Chen Yu believes that tourism product marketing is undergoing a process from Business-to-consumer to C2B: from the original enterprise-led distribution, to the present is still the leading role of the direct sales, the future will gradually transition to user-led reverse sales-reverse-sale, that is, reverse customization: The Merchant according to the traveler's intention to travel data or booking, for the destination, The way of traveling, travel time, budget and other preferences for product customization.

Based on this, the Ant hive found a way to travel on the road, trying to find out the new pattern. Chen Yu said: "Standardized products-simple airfare and hotel booking are the characteristics of the early days of online travel." Through the analysis of user data and the accumulation of industry resources on the road, we form pre-sale and reverse customization to provide more travelers with their favorite products. This will not only enhance the travel experience, but also bring more benefits. ”

The important prerequisite of implementing reverse customization is the large and active user base. Chen Yu Introduction, a mass of UGC (user generated content) is the core advantage of Ma honeycomb to grasp the needs of users. On average, more than 3 million people are planning their journeys every day, with about 200,000 people participating in the travel quiz and 100,000 booking hotels. Ma Honeycomb Set up a dedicated data center for demand analysis, connecting users and cost-effective tourism products.

Founded in 2006 in the road travel industry, is a first-class air ticket agent enterprise, with 83 domestic and foreign airlines to establish sales agent relationship, this process, accumulated a large number of airline resources, with a large number of customers aboard the aircraft data. "We know about an airline's off-season and peak season, knowing what the price is best for a ticket and knowing its competitors," he said. On the road is to match the needs of airlines and customers, to find the two sides are satisfied with the point of agreement. "CMO, chief market officer on the road," said Ma Yongzheng.

At the press conference, Ma Yongzheng introduced: "In the road travel industry for more than 10 years for more than 100 countries more than 2000 customers to provide aviation product solutions, the cumulative number of services more than 5 million." In the road travel industry and the MA Honeycomb issued by the reverse custom tourism products, not short-term business behavior, but the two enterprises in accordance with the long-term accumulation of user data for the reverse customization and pre-sale. On the road and Ma Honeycomb will be in the field of reverse customization to develop long-term cooperation. ”

To conquer the big data

In the two quarter of 2014, China's online travel market traded at 61.41 billion yuan, an increase of 17.1% per cent year-on-year, according to the latest data from the consultancy. According to the consultation, China's online tourism market will unleash tremendous growth potential with the increase of national tourism demand and online tourism penetration rate. It is expected that by 2016 the transaction will reach 444 billion yuan, accounting for the tourism industry's overall income ratio of 11.8%, 2013 to 2016 of the annual composite growth rate will reach 26.7%. This means that by 2015 China will become the world's largest domestic online tourism market.

In addition, China Internet Network Information Center released the latest "34th China Internet Development Status Statistics report" shows that China's online booking travel on the scale of Internet users grew rapidly in the first half of 2014, increased by 12.57 million people, up to 32.4%, the industry entered a rapid growth period.

Online tourism competition is fierce, Tencent, Baidu, Ali and other giants have stepped up the layout. But Chen Yu thinks that the ant has a unique advantage in reverse customization.

He compares: "Ctrip, art Dragon Station in OTA (online travel service) angle, it is difficult to more for customers to consider; To do the main route of the cattle is also standing in the seller's market, difficult to find resources for consumers-they are not the same in DNA, it is difficult to do reverse customization and pre-sale. Poor network of ' Kam SAC ' is the model of PGC, compared to the way the public package to ensure the timeliness of information, comprehensiveness, to solve the user's information needs and decision-making needs. And compared to the poor tour of the regional Travel Network, the service includes Chinese travel and global travel, with more than 50 million users, the data is still growing. ”

The partnership began last March, when the MA Honeycomb and on the road cooperated on a Hong Kong tourism product, the MA Honeycomb helped to promote, followed by the website paralysis on the road, all tickets sold within 5 minutes. The "simple and brutal" cooperation was a great shock to Ma Yongzheng, who believes that cooperation between the two will be promising.

Chen Yu also stressed that this is similar to the practice of ending a single, often in the loss. This way, both sides are not profitable, such a way can not scale the development of industry resources, so as to serve more users, it can not scale and unsustainable.

By contrast, the data analysis predicts the emerging destinations, and then equipped with new large traffic resources and hotel resources to integrate these and the long-term resources of the airlines, in order to reach the airlines of large-scale resources to achieve a rhythmic, planned digestion. Pre-sale of the way not only for consumers to strive for low-cost, because the sale of tickets there is a tail-end phenomenon-the less the ticket left the higher the price, when the pre-sale of the airlines to deplete the long-term inventory, the late price increases also for the airlines to bring profits.

Although the price of many online tourism is very impact, but Chen Yu think that the way the MA Honeycomb and on the road is the health model behind the low price, such a mechanism to ensure the scale and sustainable, pure price war is not conducive to the healthy development of the industry.

(Responsible editor: Lu Guang)