Traditional OTA seeks change: The pattern of online tourism market is being broken

Ginger Intermediary Online tourism market pattern is being broken. such as "Where to go" such a tourism vertical search platform to bring the price competition, Taobao, Beijing-east, and several major electrical intrusion, as well as the airlines and the hotel's direct sales, are eroding ctrip, art and other traditional OTA market share.　　In addition, the passers-by, Lok-road tourism network, donkey mother, leisurely travel network and other emerging sites also with the help of capital of the rapid rise in their respective segments of the market efforts to "deep." According to the data of the Qing branch, China's online tourism industry has disclosed 14 investment events in 2011,　　Disclosure of investment of 571 million U.S. dollars, compared to the 2009 and 2010 online tourism industry smooth investment trend, the 2011 China's online tourism industry investment events intensive, the amount of investment is a new Year's record. Faced with a new pattern and new opponents, the market leader Ctrip faces the challenges seem increasingly complex. All along, the high cost of the call center, traditional structure and product mix is difficult to meet the rapid differentiation of market demand, Ctrip is such OTA web site generally face the dilemma.　　But now, thread is trying to break through the bottlenecks by dabbling in niche markets. This March, Ctrip launched the high-end luxury tour brand "Honghu", followed by the acquisition of the theme of the tour company in April "too beautiful tourism", began to focus on high-end tourism market.　　It is not difficult to understand that the rapid growth of China's affluent groups to stimulate a variety of luxury consumption, high-end tourism market has become a gold mine in the eyes of Ctrip. In addition to entering the market segments, in the previous years, Ctrip began to "gain weight". 2009, Ctrip acquired the Taiwan tourism website "Easy to Travel network", and overweight shares such as home, 2010 acquired the Hong Kong Yongan Tourism, and acquired the Han court about 8% of the shares and the first Brigade Jianguo Hotel about 15% of the shares. To a certain extent, today OTA standards are becoming complex, both the upstream resources have a certain degree of control, but also on the internet to constantly innovate, grasping the user's eyeball.　　So from last year, the mysterious Hotel, group purchase, the last minute, fuzzy pricing, such as fresh product model began to appear in Ctrip, the company's intention is to meet the needs of various types of consumers, become a "comprehensive travel service provider." Ctrip's old rival art Dragon, then adopted the way cattle, le road travel network, donkey mother, leisurely travel network and other emerging online travel site with the practice of capital markets, Tencent last year to invest about 84.4 million U.S. dollars, to become the second largest shareholder of Art dragon, Art Dragon relies on Tencent platform netting a large number of hotel resources. On this basis, the art of Dragon in recent years to increase economic hotels and Low-cost hotel products, and actively promote the rebate and other low-cost marketing strategies, enhanced in the hotel reservations in the field of advantage. Art Dragon 2011 Years of earnings show that the four quarter when the art Dragon continued to maintain the number of hotel coverage in the first position, through the art of the hotel guest rooms booked about 2.6 million nights, the growth of 50%, the hotel scheduled business revenue for the renminbi 127 million yuan, compared to the same period last year, increased 39%, Keep the hotel reservation in the first place.　　On this basis, two OTA invariably increased the layout of the wireless market, and from the mobile end to obtain a large number of scheduled user conversion. With the maturity of smartphones, mobile subscriptions will inevitably be the trend.　　The IDC agency predicts that wireless tourism based on mobile applications will explode in 2012 years, and this year, mobile phone users looking for travel information are expected to grow by 51% per cent worldwide, with 18% of mobile subscribers booking hotels and air tickets with mobile phones. The Tonight Hotel specials, which focuses on app application, Jinxin that hotel mobile bookings have freed users from the travel plan and postponed decisions to the last minute.　　This way of bidding has undoubtedly hit the hotel's biggest demand, but also promote the Ctrip to make changes. However, it is necessary to point out that Ctrip's current changes are only enriching its intended way, in other words, the company's attempts are all around the transaction itself, focusing on closed-loop development. And in the social element is more and more frequently mentioned today, Ctrip in this field is rarely.　　Last year, Ctrip openly stated that it was not in the social sphere, and that it was not something the company was good at. Such notions are clearly short-sighted. According to Expedia's experience, its vertical search one time and travel tips website Trip Advisor are independently operating, but Expedia still wants to consolidate the content. Its logic is understandable: By integrating travel raiders, travel notes, photos and search and booking, the traveler's inspiration-Information research-Travel plan-product purchase-experience-sharing journey through the whole process to form a closed loop.　　This will undoubtedly greatly enhance the user's viscosity. Now, the art of acquiring Expedia and Tencent investment has begun to emphasize product development for QQ users, Cui also said the company's layout on Tencent will help expand customer base and expand marketing channels.　　In fact, whether it is micro-bo or SNS, has been the art of trying hard to cultivate the direction of the dragon.　　In the Tie Zili opinion, vice president of the strategy consulting, the domestic online tourism site is now in a shallow, simple agent ticket hotel booking business stage, can not provide screening screening a wide range of tourism products, and social elements can complement this shortcoming. For users themselves, they urgently need a real and credible platform to browse, share friends travel information, access to other people's travel experience, and mobile social just have access to information, interactive and rich characteristics. This is likely to change the future travel patterns of self-help groups of tourists.　　And in the current situation, the social, video and other tourism nature of the same concept of leisure and entertainment, the site can further enhance the user's viscosity. It has to be said that even though the new model of online tourism market is emerging, traditional OTA sites still occupy a huge market share. After all, the online tourism industry's profit is not high, the status, capital, size is indispensable. China's online tourism market in the first quarter of 2012Three-party online agents revenue scale of 2.3 billion, an increase of 20.4%. of which Ctrip, Art dragon occupy 41.8%, 7.4% of the market share, the number and Cheng tied third. "Strong brand influence, excellent user experience and diverse choices remain the advantages of traditional OTA sites."　　Said Wang Kingston, an online travel analyst. (Intern Butterfly contributed to this article)