Since the beginning of summer, the price war of electricity dealers has attracted much attention

Days of the Cat, Jingdong, Amazon and other shopping sites, such as price war smoke, Suning easy to buy war, online travel booking industry (OTA) Summer market competition has intensified. Ctrip, art dragon, mango nets and so on all involved, led the whole industry reshuffle. Industry analysis, online tourism industry competition is not accidental, this is to adjust the industry structure, reshaping the industry pattern of the inevitable development phase, survive the site want to get out of the dilemma need to rely on innovation to win.

The online travel booking service, formed in 2003, has continued to grow in the last 10 years. Ctrip, Yi Long, mango and other sites in accordance with their advantages in the industry leading position, of which, Ctrip early start, resource advantages are obvious, the market share of a sharp lead. Art Dragon main hotel reservation, Mango opened the online tourism integrated supermarket route. With the rapid development of OTA industry, Taobao, Tencent, where to go, the way cattle, donkey mother and so on have grabbed, the market competition to fierce. With the help of the first advantage to establish a monopoly of Ctrip, constantly challenged. In many ways, the price war is the first.

Prior to this, Ctrip and art in the "group Purchase Hotel" and "budget hotel" field of local competition, Mango NET is aimed at higher profits of the high star hotel, the implementation of differentiated management, direct access to the core. Mango Net Hotel department head Gaogo said that the site is committed to create daily buy, every family buy, service does not buy hotel reservation platform. It is understood that participation in Mango network promotional activities of the hotel scale is very large, the first line hotel more than 12,000, two period will reach 20,000, the website called Impulse not afraid of loss.

In fact, in this price competition behind, is the online travel booking industry high profit margins and greater market space. The first to launch a reduction in the promotion of the enterprise, in the reduction of profits at the same time, in exchange for a rapid increase in market share, Mango, Yi-long, Ctrip have shown that special hotel sales hot, driving the overall sales rose significantly. No strength to participate in the price war of small and medium-sized enterprises, market share was squeezed and impact. Zijianzhe, an analyst at the Analysys think-tank, believes that the first batch of small online travel booking enterprises will gradually withdraw from the market, in addition, as the price of online booking more favorable, mobile end hotel booking application will be more convenient to use.

It is noteworthy that the current seemingly lively online travel booking industry has not come out of the "Mouse + cement" business model, but also because of this, its competition has not been able to shake off the traditional price competition. In order to form a new business model and competitive pattern, we need to have innovative strategies and operating methods, relying on unique products or service advantages, to establish a price war firewall.

Creating new market segments is considered an effective means. Mango network under the green Mango Go Prepaid mode, has now become the first economic category Hotel site, Ctrip by acquisition into high-end tourism, has been the beginning of results; The main content of the road cattle, donkey and operation, also proved to be an effective business model. However, these are only from the 1.0 era of mass marketing into the 2.0 era of marketing, in the people's value as the core of the marketing of 3.0 times, enterprises must take new strategies and thinking to seize the market opportunities.

Obviously, the emergence of the mango net has been prepared in this regard. They are pursuing an open strategy, opening up resources to their partners and changing the competitive relationship as a competing relationship, and the business model Reengineering has also gradually seen its effect. Mango NET President Huang Zhiwen that the OTA industry is inherently suitable for opening, which will eventually become the industry's development trend.

For online tourism, the future will continue to grow at a high speed. The survey shows that 2011, the domestic online tourism revenue scale reached 9.05 billion yuan, an increase of 34%. China's online travel market will grow at around 45% in the next few years. The innovation and construction of product quality, supply chain cohesion, user experience and service flow system will be the core of consolidating and improving the online tourism performance.