Passers-by cattle "1 Yuan Outbound Tour" products have been put online tourism industry will usher in the first round of large-scale reorganization

Recently, the National Tourism Administration issued a news report that in response to the social reflection of the same process, the two enterprises in the Internet to attract tourists at a low price business behavior, the Ministry of Tourism in Jiangsu Province with the Nanjing Tourism Board, the Suzhou Tourism Bureau interviewed the same process, the head of the enterprise, and asked for the relevant tourism product cost components to explain.

The "1 Yuan Outbound Tour" product has been off the shelf. March 26, passers-by cattle network to accept the 21st century Economic report reporter interviewed said, up to now, the passers-by did not receive 1 Yuan outbound travel must be the notice, the next frame is the company made its own decision.

With Cheng, said, "1 yuan tickets" has not been halted, but the company's CEO Wu Zhixiang to the 21st century economic reporter said that the current has not received 1 yuan tickets under the notice, if the relevant departments have further requirements, the same process will actively cooperate.

The call for a "price war" means that the online tourism industry, where competition has entered a white-hot phase, will usher in a massive overhaul of the first round.

According to the 21st Century Economic report reporter learned that from last year, the relevant tourism sector has noticed the online tourism industry fierce price war, and some travel sites have been interviewed and discussed. At the beginning of this year, the National Tourism Administration issued a three-year action programme for the Regulation of Tourism market Order (2015), it is pointed out that the "Qing-net" special operation was launched from June to August this year, which focused on regulating the vicious selling price competition of online enterprises, and the issue of "Black website" publishing false tourist advertisement or untrue tourism product information.

An online travel industry personage said that the National tourism Administration this reorganization, can be regarded as "clean net" action preheating.

"1 Dollars" fight

Up to now, Ctrip, where, the cattle and art Dragon four online tourism companies in the 2014 annual report has been released, from the earnings data, last year is the online tourism industry by leaps and bounds a year, but also a more serious one year.

2014, Ctrip total revenue for 7.8 billion yuan (about 1.3 billion U.S. dollars), an increase of 36%; Total revenue for 1.757 billion yuan (283.1 million U.S. dollars), the year-on-year growth of 106.5% yuan (3.5 billion U.S. dollars), the increase of 569.7 million; While the same process did not disclose its 2014 data, the number of downloads from its mobile client grew to 260 million, and the number of services for leisure travellers exceeding 30 million per cent also experienced a rapid expansion. And the art Dragon is obviously "lagging behind", its total revenue is RMB 1.164 billion yuan, year-on-year growth is only 8%.

"The big increase behind these figures is largely driven by a massive marketing effort, which has invested heavily in price wars in order to compete for market share," he said. "The online tourism industry said," from the effect, there is a certain effect, and several other than, the art dragon in this round of competition in the marketing is clearly not enough, so growth is also the bottom. ”

In this marketing war, "price war" has become the main weapon of the online tourism platform marketing. The difference is that online travel price war is more sharp, directly to some products to 1 yuan, or even form the normal.

It is understood that, before the online travel promotion methods for consumers to return to the present, discount promotions, and from last year, the same way net 1 yuan ticket activity provoked the industry "1 yuan" competition, Ctrip, cattle, donkey mother and last year just set up Ali went to Ah, and so have joined the 1 Yuan Carnival, successively launched 1 yuan products, cover tickets, domestic travel , outbound travel and so on. At the same time, with the "festival promotion" and "limited buying", the price war into the white-hot. Therefore, the National tourism Administration said in this statement that "low prices to attract tourists."

Why each platform has launched "1 Yuan" strategy? And with Cheng said, 1 yuan to travel and 1 yuan tickets are mainly for mobile end users.

Last year, the online tourism industry is considered to be the mobile end of the window period of development, at the same time, 1 yuan ticket activities for the mobile end of the contribution is very clear, with Chengti to provide the 21st century economic report reporter figures show that its 1 yuan ticket activities last year brought the user nearly 10 million. Passers-by also said that 1 Yuan outbound tour is launched last August, "1 to travel" part of the marketing campaign for the pedestrian travel app users to create preferential travel experience activities, as of the offline, the activity subsidy of about 2500 people.

Low price showmanship or marketing tactics?

This simple, multi-pronged approach to marketing, while driving the rapid growth of market share, is also a "burning money" model. According to earnings data, Ctrip 2014 annual sales and marketing costs of 2.2 billion yuan (about 357 million U.S. dollars), up 74%; Where are you going? 2014 Annual sales and marketing costs of 890 million yuan (143.6 million U.S. dollars), an increase of 182.4% per cent, the 2014 sales and marketing cost of the market for 434.2 million yuan (70 million U.S. dollars), but also the increase of 294.5%.

For the "1 yuan" activities of the investment, the side said that 1 yuan activities outbound travel actually subsidized consumer 2.09 million yuan (including outbound travel, domestic long-term travel, cruise, surrounding with group tours, self-driving tours and other products), in accordance with the 2500-person calculation, each subsidy of more than 800 yuan; The same process did not provide 1 yuan ticket activities of the specific input data, but from the activity brought about by the number of 10 million users, investment is also considerable.

If the "burning Money" is the company's behavior, is based on the operation of the decision, then such "Low-cost showmanship" will ripple across the market, suspected of disrupting market prices and order, the relevant departments must be reorganized.

Wu Zhixiang to the 21st century Economic report reporter revealed that last summer during the same course of a large-scale 1 yuan ticket sales, it reported to the tourism department, a number of communication, the tourism department has investigated this, and always maintain communication. "The briefing and the talks are a reminder of our strict adherence to industry conventions," he said.

But he also said that 1 yuan tickets in essence is not a simple "low price showmanship", because "1 yuan ticket" subsidy is not the same way a commitment, but a multi-party win mode. It is understood that the actual ticket prices and 1 yuan tickets between the same process, scenic, micro-letter, bank and other participants jointly bear. Because the scenic area wants to do the marketing, the micro-letter needs to increase the payment user, but the bank can combine to increase the number of cards and the frequency of user usage.

The explanation for the 1-yuan outbound tour is a marketing campaign, not a conventional business, so it is not considered a low price to attract tourists.

In response to an interview with the 21st century economic reporter, Ctrip said ctrip United Travel agency in the off-season to promote promotional activities such as Tourism festival, and the normal sale of products, special sales promotion of the product quota, sales methods and effectiveness of a clear limit of the agreement, ultra-low-priced products are mainly used for seconds to kill lottery bargains and other marketing activities. At the same time, the current "1 yuan" tourism activities are still in progress, the current online 1-yuan products are mainly tickets, WiFi, transfer machines and other tourism products, marketing activities will not make adjustments.

"This year, online travel companies will be more competitive, marketing warfare will be upgraded, the relevant tourism sector is aware of this situation, otherwise it will not be reorganized." Said the online travel company. (Edit Lu Aifang)