Online travel to push "1 yuan tickets" Combined boxing quartet capital to rob Cake

Double 11 electric Business Carnival season will come, major online tourism companies since the end of October has begun to launch the off-season discount big promotion. In fact, since March this year, online tour operators have launched a "1 yuan domestic tickets," "1 Yuan Outbound travel" "1 yuan Hotel" and other price wars. However, the temptation to buy ultra-low prices, consumer worries still exist. Industry believes that the price of cabbage tickets for a limited period of time, after a scramble for mobile end customers "burning money Season", "1 yuan" tourism products will be more profitable tourism portfolio replacement package.

-Phenomenon

Grab "1 Yuan ticket" combination fist

In the past, with the electric business to promote the 50 percent sales of the same game, online tourism companies will be in the Double 11 day launched 50 percent promotional tourism products. But this year, online tour operators have been at a discount to the attractions of tickets.

Occupy the domestic attractions ticket market head of the same journey tourism network recently announced that this year, the dual 11 marketing strategy is "not only half-price." Its dual 11 period will be launched 500 "1 yuan to play" attractions, 200 "Half-price play" attractions, 10 Half-price unlimited peripheral travel routes and nearly hundred half-price exit places. In addition, November 11 on the same day there will be 9 Yuan hotel, 111 yuan to buy tickets and other seconds to kill the special sale.

In fact, from this year onwards, the same process has been playing the spoiler, the number of online tourism to drag into a new round of price war, its core product is "1 yuan tickets."

March this year, the same way to invest 100 million yuan, the United micro-letter operators in the country's first launch of 1 yuan ticket activities. Subsequently, the same process announced again, the additional 250 million yuan, in 782 months to push 2000 times 1 Yuan ticket special, to ensure that the entire summer vacation every day 30 to 40 yuan scenic area launched.

In the following July or August summer tourism season, Ctrip, the cattle have joined the "1 Yuan ticket" war. Ctrip announced that the United Nations within 1000 scenic spots in the country to start not limited to "1 yuan ticket" activities, and the United Tencent launched mobile phone app book "Micro-letter payment to return 1 yuan." And just completed the Nasdaq-listed cattle network, also launched in August, "1 to travel" theme activities, including with the group tour, self-help tours, cruise and other value of thousands of yuan leisure tourism products.

September 2, travel with China Merchants Bank Suzhou Branch signed a strategic cooperation agreement. The latter to the same way to grant 5 billion yuan for "1 yuan ticket" activities, synchronized with the introduction of 100 million tickets, and said the future of this activity will be normalized. At this point, the major online tourism companies have "1 yuan tickets" as the year's promotional standing items.

-Quest

1. Where does the money come from?

The Quartet to rob the cake

Who's going to pay for the 1-dollar feast? Wu Zhixiang, CEO of the Travel Network, said that the same way of operation is "four-way Capital", operating mode is "wool out of the dog, the pig to pay."

The first is banking and payment tools. CMB to the same way 5 billion, the two sides jointly issued "tour m+ card." "A 1 yuan ticket activity can develop more than 30,000 new card users for the bank." The cost of a bank to obtain a user is 30 yuan, the cost of 1 yuan ticket, the bank is willing to pay 15 yuan?

Wu Zhixiang says emerging payment tools such as micro-credit payments will also be funded for marketing purposes.

Next is the partner. The same plan launched 100 million tickets, half will be presented to Jingdong, the general public comments on line under the online partners. "For example, we give Jingdong 10 million tickets, Beijing East can put their idle advertising and activities of resources available to us, we provide to the scenic area and users." "Wu Zhixiang said.

The third is the scenic area. At present, the profit of scenic spot, 50% come from a variety of operation. "1 Yuan tickets" will bring food, housing, travel, tourism, entertainment, shopping and other incidental consumption, so the scenic area is willing to discount tickets sales to the same process.

Finally, online travel companies pay their own money. Yang Yanfeng said that the main purpose of pushing the prices of Chinese cabbage products is to develop mobile phone app client downloads and usage, "through the ' 1 tickets ' quartet cooperation, each enterprise only need more than 10 yuan to achieve good results, for online tourism companies is also cost-effective." ”