To carry the war: an unsustainable battle?

It seems like a war that cannot be terminated.

Some time ago, to where the network has been terminated with the hotel group, such as direct cooperation. If home said where to sell below the agreed price, such as hotel products, disrupted the company's price system, the Operation department will do further investigation. This is seen as the escalation of the war, Ctrip is the first major shareholder of the family.

As a major shareholder, Ctrip in a variety of ways to be like home. Ctrip on the public disclosure, the company will be integrated online sales of the 100 cities a total of 1594 home inns, such as Home Hotel, launched a National home accommodation Strategy Encyclopedia, and in Ctrip strategy Community channel mobile phone side and the site to promote synchronization.

This is a new round of the continuation of the war, a few months ago Ctrip and the same process of the ticket business has been and to where to "break up."

In fact, this round of the start of the war can be from the Liang Jianzhang back to talk about. March 1, 2013, Ctrip announced the appointment of Liang Jianzhang as chairman and CEO of the board, former CEO fan as vice chairman and President of the Board. Liang Jianzhang back to the background is, where competitors to the network from a strong rise, is to be listed, online tourism market has been regarded as the world of Ctrip, Art Dragon, the same way, and so completely not a level, now Ctrip has an equal level of competitors.

Why is this embarrassing situation forming? Everyone thinks this is the fault of former CEO fan. Fan thus abdicated.

In order to turn the tide of the war, Liang Jianzhang after the return Ctrip did two things, one thing is "all in wireless", that is, the company to promote the wireless business, change the "mouse and cement" of the heavy asset model, tilt to the line, to create a light asset model Ctrip, there was a rumor that Ctrip will revoke the Nantong call center.

Nantong Call Center is the core manifestation of Ctrip mode: through 13,000 seats to serve customers, to help solve the various needs of consumer travel. In a sense, the ctrip of that era was a telemarketing company, not an internet company. Go to the telephone marketing, it is Liang Jianzhang to do.

Ctrip has not yet fully to call center, but its practice is still recognized by the capital market: Ctrip's share price rose from more than 10 dollars, the highest up to more than 80 U.S. dollars. Ctrip was once the market capitalisation of Tencent, Baidu, after 360 of the market capitalisation of the fourth largest Internet company. At that time Jingdong, Alibaba has not listed.

In Liang Jianzhang's eyes, the first thing is a steady-footed one. In addition, as a company based on telemarketing as the core model, it is almost impossible to completely discard history in the short term. Liang Jianzhang More attention is to turn the tide of war, reversing the war is the second thing, Liang Jianzhang called the interception strategy.

The core of the interception strategy is to kill a lake, not to let the sun get stronger, to steam the lake, but to divert it from the upstream and let the water flow elsewhere.

Under the guidance of this thought, Ctrip carried out a series of upstream resources mergers and acquisitions. including Ctrip at the end of April this year, a continuous stake in competitors and the same process, the amount of 15 million U.S. dollars and 200 million U.S. dollars, after the completion of the transaction Ctrip Cheng became the second largest shareholder. As early as 2009, Ctrip and such as home to reach a financing agreement, such as home to 50 million U.S. dollars to the price of Ctrip-oriented distribution of shares, Ctrip holding 18.25% of such as home shares, officially become as the first major shareholder.

In addition to the above upstream resources, Ctrip has also acquired a pile of companies through investment and acquisition levels.

A small gossip, Liang Jianzhang shunt strategy, some people immediately see business opportunities, to 16 U.S. dollars to buy Ctrip stock, and finally to 33 U.S. dollars to sell, was very happy, thought he made a big buck, when the Ctrip rose to more than 80 dollars, the man called Regret.

such as home, the same journey and where to break up the net, it is Liang Jianzhang "shunt strategy" the results of the advance, the future of this strategy will accelerate.

The results of this strategic push will directly affect the outcome of the war. But it may be more influential, and whether the tourism industry can be born a giant is closely related to the war. If it is Ctrip, then online travel will produce a giant that is independent of bat. What if we lose? Then the online tour becomes bat's dish of Chinese food. Previously there have been rumors that Baidu, Tencent, Ali the three giants contact Ctrip, hoping to invest or buy Ctrip.

In addition to bat, Millet has become an independent empire, which is the result of various coincidence. What about Ctrip? Watch 2015 Years of war.