Tourist holiday Electric Business Breakthrough 2013: Test water Mobile Internet

The Spring Festival holiday, as the first Golden week of the year, has always been a "feast" for the whole nation. According to the International Tourism Bureau and the National Bureau of Statistics, during the Golden Week of the Spring Festival in 2012, 176 million visitors from the country received a 14% increase in the golden Week of the Spring festival, 101.4 billion yuan for tourism income and 23.6% per cent.

One months before the Spring Festival, the market scramble for tourism has already begun. Online tourism business is also a positive "challenge."

The online travel market is divided into three major market segments, including air tickets, hotel distribution bookings and travel vacations. According to the statistics of the iris consultation, the scale of the online tourism market in 2010-2012 was 94.89 billion yuan, 131.39 billion yuan and 169.6 billion yuan (2009 is forecast data) respectively. 2011 flights, hotels and holidays were 33.8%, 32% and 83.5% compared with 2010.

From the point of view of investment and financing, in the past three years, the frequent access to capital of the online tourism enterprises are mainly to the Pedestrian Cattle Tourism Network (blog, Weibo) ("The Way Cow"), the Donkey Mother Travel Network ("The Donkey Mother"), leisurely tourism network ("leisurely"), Le Chin for the representative of the travel and holiday dealers and where to go for the representative tourism Search service. The capital is menacing, the investment enterprise from the conformity line travel agency and the scenic spot ticket distribution and so on direct cut into the online traveling platform, avoids with Ctrip, the Art dragon and so on main hotel, the ticket on-line distribution booking Enterprise Direct competition.

Compared with the development of relatively mature air tickets and hotel business, holiday products have a broader picture of space.

In the new year, how to break through the travel and holiday electric business?

From savage growth to intensive cultivation

In the 2011, with the help of capital, the passers-by and the leisurely city of departure have expanded to 21 and 10 respectively. But by the end of 2012, according to the two companies ' website information, the departure city was adjusted to 14 seats and 4 seats respectively. Behind this adjustment is the input-output considerations.

The "efficiency" concept has been focused on in the past few years, through the promotion of online bookings, automated upgrading, and the application of systems and it technologies to enhance internal efficiency and increase the content of order bookings on the site through online bookings. "The efficiency of this year (2012) has become particularly important," said Udunder, the CEO of the Bull. We made a lot of effort in 2012, and the single capacity was one-fold higher than 2011. "The 2012-year sales were about 2 billion yuan, more than 60% of the 1.2 billion yuan in 2011," he said.

Leisurely CEO Li Daishan that: "Electric business is also business, business must make money, do not make money of the enterprise is no vitality", and to leisurely put forward the "2011 See sales, 2012 see gross profit, 2013 see net profit" requirements. In the data, leisurely net 2011 revenue more than 300 million, is 7 times times in 2010, 2012 revenue for 600 million, only twice times in the previous year, but the increase in gross profit margin than the previous year increased by 30%.

2012, leisurely in the financial structure of the adjustment, the ROI (input-output ratio) and profitability as an important assessment index. In Li Daishan's view, only the volume of sales, only the size of the extensive style of development has become a history. But to realize the profit goal must reduce the operation cost, enhances the unit time efficiency. (See this newspaper January 7, 2013, "Li Daishan: Leisurely network bucking the growth behind")

Travel Network chief operating Officer Liao Weiyong that emphasis on the concept of human effect is the characteristics of industry rationality. "Now the whole travel industry is relatively rational electric industry, is that I have to have a profit model out, whether I am the channel or platform, must be in the price and price between the production of a profit, to feed my entire enterprise." ”

"Efficiency and effectiveness is the value that e-business must consider in any industry, and efficiency is embodied in the standardization of the process, and in the scale of effectiveness." Artist, director of the Ministry of Commerce and Tourism E-commerce, added. Chung-shin tourism has been focused on outbound business, the listing of the first application has been approved, the proposed listing for the Shenzhen Stock Exchange. The listing of funds will be 1/3 to tourism e-commerce projects.

Test Water Mobile Internet

Since 2011, the popularity of smart phones has also changed the user's travel behavior more and more. Flight Butler, hotel talent and other mobile phone applications have been sought after, mobile tourism has become another focus of capital.

2012, to Ctrip, Art Dragon, where, the same process as the representative of the online tourism enterprises have vigorously entered the mobile Internet: September 2012, Ctrip in the "Wireless Ctrip Unlimited Journey" conference on the High-profile launch of Wireless, Ctrip Special Hotel, Ctrip tourism, Donkey rating nets, Tieyu and other applications; As of October 2012, Where to go the net has launched six applications including travel, hotels, raiders, etc.

In line with the above online tourism companies to publish a variety of applications, passers-by, leisurely, donkey mother on the mobile internet movement is slightly cautious: passers-cattle have "pedestrian travel", "Travel HD", "Figure cattle", "special tickets" four mobile applications, leisurely travel network only one mobile phone application, the Donkey mother only released a mobile phone application.

What is the reason behind this?

Udunder, which invests more resources in mobile applications, gives four-word answers: "User needs". He believes that mobile apps will become an important user interface and portal.

How to grasp the rhythm of mobile application development and release? "This is basically consistent with the evolution of consumer behavior habits, in which we strive not to lag behind, but not too fast, because it may not be appropriate to be too advanced." "In order to meet the needs of users, passers-by has maintained a certain proportion of telephone reservations."

Donkey Mother Chairman Hong Qinghua at the end of 2012 told this newspaper, Wireless end will be as the donkey mother 2013 years of "charge point", "our wireless division has just set up one months, next (2013) will make several travel self-help mobile terminals, but at present in the secrecy stage." Donkey Mother's investment representative, Ding-Hui investment vice President Zi Shuo in an interview, said the donkey mother's industrial layout, the most urgent link may be in the mobile Internet end. (See this newspaper January 7, 2013, "Donkey Mother's Golden Triangle": the traditional genetic advantage of online tourism)

We interviewed a number of tourism business executives have said that the trend of the Internet for the industry to identify, but when it will become the mainstream, the enterprise indispensable part, has yet to be verified. Artist: "Vacations, the user's decision cycle and behavior is relatively complex, certainly not an app can completely solve." From the positioning of the enterprise itself, although it can not be called the PC End-to-end transfer, but the mobile end is at least a complementary platform for fragmentation time, or the future is likely to become the mainstream platform. ”

China Youth Brigade (600138, share bar) 's roaming network also launched the line query class of mobile applications, but from the current point of view, although the download is high, but the real complete travel through mobile clients booking orders are still less. "Basically (via app) just produces a predetermined intent, or a query line. "Liao Weiyong introduced.

Kleiner partner, "Internet Queen" Mary Mik in the 2012 Internet Trends Report, 2012, the global smartphone users reached 1.1 billion, of which the number of Chinese smartphone users to 270 million top. According to the China Tourism Research Institute Wuhan Branch issued the "2012 China Tourism Development Report", as at the end of December 2012, China's travel booking users reached 42.07 million people, the user grew 16.5%. The proportion of travel online bookings will also increase, mobile phone wireless booking will become one of the main booking methods.

Zi Shuo said that the online travel web site's mobile interconnection business is almost in the groping stage, has not yet formed a clear flow pattern and income model. "The current holiday mobile client is just a layout, because of the complexity of the holiday product, including the amount of information that needs to be displayed, the amount of information available to consumers to make decisions, and the inability to show Shangli through the app," said Eric Kingston, an analyst at the Consulting Division. ”

How to take advantage of the development of mobile Internet is still to be solved.

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