Rice fat Net: non-mainstream outbound travel online new play

The online travel market is in a blowout, according to an annual report by Eric Consulting, which reached 220.46 billion in 2013. As Bat giants enter, the online travel market competition has entered a white-hot state. In this context, small online travel sites can only choose the small mouth into the market. Rice Fat NET is an example, it chose the outbound tour of the Sea Guide, in the crowded travel booking camp to find their own territory. However, it also led to its too small incision to make itself too slow to develop the situation. Small travel booking website How to deal with the resources of the Giants in the tourism and holiday products? The strategy of the rice-fat tourism network is to develop in small, dedicated Island tour. As early as 2006, Rice fat Net began to dabble in the domestic tourism market. In more than 8 years of development, the rice Fat Network has undergone three major transformations, from the earliest tourism community to the involvement of trading, and now to focus on the island tour. This kind of development path reflects the change of the center of gravity of the domestic online tourism market. At present, the rice-fat network in all travel booking category of sites in the tenth place, to maintain a micro-profit status. Choosing to focus on an island tour means finding a territory in a crowded travel reservation camp. Three times the transformation of rice fat Net was established in 2006, the founder is two love tourism and understand the technology of the university graduates, the initial position is to do a tourist community. Mi King is the chief executive of Zheng's hometown of Zhejiang Sanmen a snack. In the Zheng of love for travel, it is a unique meaning to travel to find some local snacks or sights that are not known to outsiders, and should be shared with friends. This is the original intention of the rice fat net establishment. In this tourism community, users can write travels, upload travel photos, record travel footprints, but also make friends, Exchange travel topics, social atmosphere is very strong. In less than three years, the content experience brought by web2.0 has brought 1.08 million registered users to the rice-fat net. At this stage, as entrepreneurs Zheng and CTO Yan Chunming have to start thinking about how to make a profit. 2009, the Rice fat Net decides to transform to do the traveling big store, cuts into the trade link. Because in the exploration phase of transformation to the trading, the rice fat net in the beginning did not restrict the qualifications of travel agents, resulting in a mixed business on the platform. By 2011, the confusion had been halted by the founders. Reluctantly, the rice fat Net began the second transformation, from the big store to the boutique mall. With the first transformation of the ignorant different, through the accumulation of two years, the rice fat network has gradually become familiar with the rules of the tourism industry, they tend to cooperate with the wholesale agencies in the travel agency, and a large contraction of the product range, from the original to the national market development products into focus on the development of Shanghai, Hangzhou travel products. Traditional travel agencies also have a breakdown of categories, wholesale and agency is one of the typical role. The difference between the upstream and downstream positions leads to a great difference in resource advantage, in contrast, the wholesale society not only has a big advantage in price, but also more guarantee in products and services. Jian Introductionsaid that the line from Shanghai to Wu Town, for example, almost every travel agency in Shanghai can provide this line, but the ultimate realization of the tourist reception of a few, these are to do the wholesale, do service, the other is acting agency, help them to catch guests. This timely transformation in 2011 was successful for the rice-fat net itself, but put in the market environment at that time, the reality is still cruel: the passers-by and leisurely all got the VC, began a fierce advertising and marketing offensive, to carry Cheng as the representative of the giant also gradually put resources to travel vacation products on; With these menacing competitors who have the same quality tourism line products of the rice net, appears very passive. In 2012, the third transformation of the rice-fat network began. This time, they decided to give up all-inclusive product ideas, choose to do subtraction, focus on island tourism products, at the same time, a change in the platform of travel agents in the form of the shop, with a unified rice fat brand to consumers to sell products. Island tourism experts chose Island tourism, rather than other differentiated products, Jian Marketing manager, said the explanation is: as people's time and money more and more, outbound travel will receive more attention, which the popularity of island tour is very high. And, after tourists go to an island, the next tourist destination is likely to consider another island, that is, this is a likely to produce n consumption of tourism areas. In addition to turning the business direction to island tourism, the network is also trying to highlight its professional brand image. Island tourism products in many travel agencies and travel sites have, Jian said, the advantage of the rice fat network is not only low prices, but also provide more comprehensive information, the user's experience more convenient and safe. Unlike other travel booking sites, when a user searches for an island destination, the search page displayed by the Fat Net is not a large screen with no associated logic search results, but four or five selected, combed lines. In the meter fat nets, users do not need to spend a lot of time to compare, the search results will be in the form of a list of the advantages and highlights of each product, consumers in a short time to determine which product is more suitable for their own. On the rice-fat web, when a user points to a line product, the information about the trip is more detailed than the average travel agency, and they try to describe all the information on the page. Jian told "the World Network business Manager" reporter, Mi King Early aware of the human cost of the terrible ", in the same travel reservation site Dajian Call center, it tried to describe the way the line to save this part of the expenditure. Thanks to this, Mi King still maintains this business habit so far. As a result of the field visits to each destination, rice fat network in the development and expansion of the product is relatively slow, the current business scope is mainly confined to Southeast Asia Island, but next, it will try to slowly expand short-term to long-term, and increase the distance of Europe and other island tourism products. In addition to the expansion of the destination, the rice fat nets also try to expand the origin. After the last round of contraction, the tourist products provided by rice fat from Shanghai and Hangzhou mainly, but nowIn Jiangsu and Zhejiang area to expand, looking for more suppliers, docking more products and services to the object. Get through the travel reservation chain in a small, slow stew for years, the rice-fat net has formed a interlocking chain of travel reservations: the first is the rigorous screening of suppliers, and then the tourism products provided by these suppliers to verify and pricing, and then through the editorial power of the travel agency's jargon into the consumer understandable itinerary, adhere to the itinerary 100 % description, and encourage users to comment on the route they have been to, thus forming a constraint on the supplier. Jian that the right to hold pricing, itinerary 100% description, to encourage users to comment is the three core mechanism of the rice fat net. In the source of choice of suppliers, the rice Fat Network has selected a number of wholesale clubs with price advantages, these wholesale agencies to offer products to the meter after the fat net, Mi King will carry out the second round of their own pricing. In the wholesale price base on the basis of how much profit, is the decision by us, so that some virtual high prices cut down, set aside a lower profit, so that users enjoy concessions. "Jian told the World Network business manager" reporter. Points and the various additional consumption, in order to obtain the return point in the form of shopping guide. This model has been a lot of complaints to the group-tour consumers. Although the meter Fat network does not refer to the itinerary 100% description is also critical. Before the launch of the new travel law of the People's Republic of China in October 2013, domestic tourism is a unspoken rule: travel agencies to attract tourists to the group, in line with shopping into the travel agency to develop products, but adhere to the true description-the itinerary of a few shopping spots, shopping points operating what content, How long does it take to stay at the shopping point, what are the items, how much to spend, etc. are all clearly marked. Jian added that many shopping spots will be disguised as a scenic spot in the itinerary description, only to be discovered after the user has gone to play. The senior editors of the rice-fat network will be able to restore the original state of the product, break the jargon and slang in the industry, and serve the users in a more transparent way. After tourists return from the trip, the net will encourage them to comment on the itinerary. In addition to the commonly used material incentives, rice fat Network also designed a set of mobile phone response system, when the user return, will receive a fat net message, as long as the direct reply to SMS, you can generate the evaluation of the trip, the system directly feedback to the page end. The advantage of this is that both the later users can be provided with reference, but also to the behavior of the travel agency constraints. The key description in the itinerary will also be directly reflected in the contract signed by the Fat Net and the travel agency, if visitors return feedback that they are actually taken to three shopping spots instead of the two written on the itinerary, the travel agency will not only have to change the itinerary according to the contract, but also pay the customers. To the quality of service can not guarantee the travel agency, the rice fat NET will stop cooperating with them. In addition, the constraint also comes from the form of cooperation between the two sides. The cooperative form given by the rice-fat net is that the supplier does not need to provide margin, only after the user really orders, they have to pay a few of the meter fat net. In addition, the visitor orders are onlinePaid, M-fat nets collect money and regularly settle with travel agencies. Once the travel agency defaults, the net will pay the consumers first, and then deduct the cost of travel agency according to the contract. Jian believes that it is such a chain to ensure the stability of the rice fat network business, but also constitute the most attractive to consumers.