The competition pattern of the online travel market

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———— Ctrip is still

11 National Day Golden Week holiday came, the people who travel, as always, the surge of online travel companies to win the best time, and online travel business competition between the increasingly lively, known as the online travel market, the public Enemy of the Ctrip in the 11 Golden Week will encounter Waterloo? Divergent views, but through the phenomenon to see the essence of the online travel market competition pattern is still very twisted, the imagined changes did not occur, Ctrip is still Zuba.

Online travel (Internet + telephone), usually refers to internet companies that provide online air tickets, hotels, and other travel products. According to different definitions, there are many different methods, such as what vertical Web site, third-party agents, as well as direct marketing and so on; in fact, in simple terms, is direct marketing and agent two.

Online Direct marketing is the airlines, hotels and related institutions directly through the official platform to sell their products;

Agent is in addition to direct marketing other than the online sales model can be included in the agent mode, in recent years, the new trend of online travel market, such as Taobao Tencent Baidu platform model, in fact, is also a disguised proxy mode, but they are a large number of small and medium-sized agents gathered together to do the platform.

The entanglement of the online direct marketing model being started is the ratio of input to output.

Take air tickets for example. According to the study, in 2009, in China Airlines Air ticket sales channel, the airline direct sales accounted for only 10% of the proportion. That is to say, airlines have long relied on various channels to sell their tickets, resulting in some of the agent's right to speak, there is a single airline direct sales to consumers can provide too little choice, not to mention the cost of online direct marketing is not low, need to increase the cost of the system, personnel and so on For the airline, calculate the input-output ratio, will not necessarily devote themselves to the online direct sales business.

What's more, for the most profitable and frequent flight business customers, one airline is not the best choice to book tickets.

The competition of the third party online agent mode of the twist bar is that although each of the participants shouted a few slogans, no real threat to Ctrip, not shaken to the boss of Ctrip position.

Third-party online agents can also be easily categorized.

The first category is more mature and more well-known ctrip, such as the Dragon Mango, are relatively large online agency;

The second category is to be a large number of agents and airlines hotel and other clustered platform model, the earlier where to go, cool news, etc.

The third category is actually the second type, just because they are relatively large, so separate to carry out, is already has a strong platform Taobao, Tencent and the same way network and so on.

The fourth category, other kinds of moving to the online travel market, small and medium-sized agents, travel agencies and so on.

Recently, often see the back of some reports, such as Taobao ticket booking, where the flow and so data beyond the Ctrip and so on, but often behind there is no sound-

The reason is that although the same is online travel competition, Ctrip is called the first-level agent mode, is directly and the airline hotel travel agency transactions, can directly earn real money, Ctrip is not just to sell tickets, but also to sell standardized services and solutions, etc., and the second category, the third type of online platform, such as Where to go, Taobao and so on, they are a platform, gathered a lot of small and medium agents, although can quickly gather popularity, but it is difficult to solve the problem of service.

So growing with their fast-growing traffic is a lot of complaints.

Zhongxiaoxie September early exposure network to buy tickets 12 major problems, the most complaints involving black agents, shanzhai sites. Zhongxiaoxie, according to the Chinese online travel web site "where the net" this June-August on more than 2,400 booking of air tickets sample size analysis, 80% complaint is for Black agent, no qualification agent, Shanzhai website, phishing website, fake website, and increase ticket, refund is not timely, do not carry out the cancellation of the 12 major problems, Is the most frequently encountered trap.

The above question, many people will go where with Cheng treasure ticket and so on encounters, but their marketing in the airport uses the so-called lowest price also often hides the trap, this is the short time it is very difficult to carry on the reason which the ctrip poses the threat.

Of course, there are many people questioned Ctrip, art dragon model, because they are not really full online direct, but rely on a strong call center to achieve so many years of high-speed growth.

such as where to go, Taobao and so on to emphasize full online trading, and will call center ignored, because they are not direct agent but platform--but this also has a big problem, where to go or Taobao tickets often encounter, in fact, many small agent website is actually a phone, out of a variety of problems difficult to be resolved-- Buyers out of the problem, the platform is a push 365, this time Ctrip, such as the competitiveness of the dragon is reflected.

Ctrip's competitiveness lies in the human and standardized service of the travel product sales through electronic commerce.

Ctrip realized the price of transparency, product differentiation and the need for personalization, because Ctrip is not only the use of online models to sell products, but also through advanced call center to achieve personalized customer needs.

This is why the call center is to promote the existence of the reason, which is Taobao, Tencent, where to go and other enterprises in the short term difficult to shake the reason for Ctrip. Taobao's advantage lies in the platform, Tencent's advantage is Tencent, where to search, but they are not good at service, standardization, humanity, personalized service is the real competitiveness of Ctrip.

In this regard, the competitiveness of airlines is also not outstanding.

This is why Ctrip is known as the online travel market "Public Enemy", but also the art of the dragon, although more than Ctrip is big but behind a lot of reasons.

The online travel market that looks likely to be challenged is so screwed up that it may surprise many friends outside the circle.

Air tickets are similar to hotel reservations, and there may be some differences, but the pattern of competition is similar.

Also missed a point, Ctrip is not only limited to the line, its powerful offline promotion ability, can be comparable to the Shi Yuzhu of the Internet Bar Promotion Army, presumably everyone in the airport or train station met those who always smiling ctrip of the promotion staff.

When a competitor can surpass the Ctrip in the quality of service, it is the time when the online travel market really produces change.

Personally do not agree with the first financial week of September, "Rob Food Ctrip" in the article stressed that the pure Internet is the future trend, cold words and procedures can not replace the human voice of the trust of communication.

Of course, the real option is the wallet of consumers, you will choose how to purchase tickets to book hotels?

Note: To borrow 11 before the last blog post, I wish friends happy National Day.

Ps: In fact, online travel products are still very different, tickets are needed money goods versus, and hotel reservations often can not even pay a deposit, visible airlines and hotels compared to the strong.