Travel power provider, how to avoid the mistakes of group buying net

Group buy nets like locusts, come when the overwhelming, go when a mess, miserable. Group buying network existing problems, in fact, tourism e-commerce also more or less exist, this is like a sewage pool of different organisms, it is not possible to be implicated. Group buying network of the short-lived, the cold winter of E-commerce, travel power business can survive? To avoid the mistakes of group buying, one of the key is to play a good service card, the other is to avoid becoming "intermediary agencies", the third is to choose accurate positioning, smooth and silent soft communication, four is to become a strong industrial chain platform company.

Travel power provider, how to avoid the mistakes of group buying net

Stone Chapter Strong

High-peer Nets, litters group, tick group, glutinous rice nets, 24 coupons, group Treasure Network, the United States network, the group cheap, poly cost-effective-since 2011, to "mass consumption" as the characteristics of the network to buy the most lively thing, a time scenery unlimited. However, not long, buy net but like locusts, come when overwhelming, go to a mess, miserable.

According to the Regiment 800 revealed that from the beginning of 2011 to the end of August, Beijing, Shanghai, Guangzhou and other first-tier cities have about 150 buy network into "zombie website." Small and medium-sized group buying site large-scale disappearance is surprising, group buying industry bubble has broken.

Now, and group buying network has the nature of the thunder of the tour power of the site will be like the same as the group buy it? How to avoid the mistakes of group buying net?

The five dead points of group buying net

Group buy nets like locusts, come when the overwhelming, go when a mess miserable. Cause this massive disaster

The root cause of the difficulty is the group buying network and the many dead points born:

The biggest problem is that the threshold is too low

Because the technical threshold and the operating threshold is too low, so many group buy sites are very similar: whether the site design, or buy goods or services, are seriously imitated or copied directly. If you do not look at the name of the site, it is difficult to distinguish between the group purchase site and you have just been to the family what is different. Because the operating threshold is too low, thousands of yuan can do a website, so less than 5 months of time, the domestic type of Web site has quickly jumped to more than 400, this is the largest group purchase network of dead points.

Second, the biggest point of death is to become intermediary

For group buying network, the biggest dead point is not own core competitiveness and advantage resources, neither control the upstream supplier resources, nor control the downstream consumer resources. Relatively speaking, if there is a large-scale consumption, you can relatively control upstream resources, and the premise of large-scale consumption is able to stick to a group of consumers. As a result, in order to achieve this goal, group buying competition began a big advertising campaign to capture consumers and then control upstream suppliers of the crazy burning Money road, once the formation of closed circulation, the nightmare of the collapse began.

Third, the Giants kill into vicious competition

These overnight out of large and small group buying site has been involved in crazy expansion, and the large-scale involvement of capital to promote the group buying industry integration and shuffle. The most popular foreign investment in the favor of the handle, group treasure, the United States and other group purchase site. And the Giants have entered the field of group buying means that "hundred Regiment war" will be more brutal, in addition to Taobao, thousands of oak, Sohu has launched a group buying site, Taobao gather cost-effective is considered to be a "dangerous of the division." With the national website Giants began to kill into the online group buying market, all kinds of small group purchase sites without continuous hematopoietic function, will have more than 90% fall.

Iv. procedures to accelerate group buying madness

Buy the market to make the program business blood Spray Zhang, have joined to buy program development. The reason why the domestic group buys the website to be able to expand crazily quickly, buys the program business to be unable. The popularity of group buying programs, further reducing the site of group buying to establish the threshold, so that many sites are very similar. Group buying program that accelerated the popularity of group buying mode, but also accelerated the death of the group buying site.

Five, crazy burning money guide against the nature of business

February 2011, the group treasure net to spend tens of millions of signed Rundong, Qinlan, Una 3 stars joined the endorsement, creating a group buying industry star endorsement of the precedent. At the same time, in CCTV, Jiangsu Satellite TV, Hunan Satellite TV, the media, the country's 8 major cities subway, 8 major airlines, major networks and other large-scale brand promotion, the annual advertising limit of more than 500 million yuan. It turns out that you haven't figured out how to buy a net of your own profit model, just burning the money.

Does the travel electric chamber Repeat the same fate as the group buying network?

Although the online tourism market Ctrip is still the undisputed boss, but a number of accurate positioning, breaking the traditional users and service providers of the inherent thinking of the new business travel Network has risen, such as leisurely tourism network, hiking cattle travel network and donkey Mother Travel Network, such as popular tourism website.

Whether it is a group buying network or a tourism network, all originated from the development of Chinese Internet genes.

The common development pattern of China's internet is "fast" and "quantity". First spell the speed, faster than the competition, and then spell the level, with competitors to rob customers, such as enough lead or enough users, and then slowly explore the appropriate business model and profit model. Companies and VCs have approved this model, resulting in a share of money to become a normal, although we all agree that the development model is not healthy, some enthusiasm, but when others do so, you have to do.

Group buying network of the short-lived, the cold winter of E-commerce, travel power business can survive?

Group buying network existing problems, in fact, tourism e-commerce also more or less exist, this is like a sewage pool of different organisms, it is not possible to be implicated. Because the mood of the consumer group will be contagious: since the group buy net consumption is not reliable, then other website also may exist such or so unreliable factor! This is the electrical business to be vigilant, the consumer denies is not which website, often is all electric dealer. This is the electric business and physical stores need to compete for the fundamental: people.

Let's take a look at some of our netizens ' complaints:

Leisurely tourism network, cheat did not discuss.

December 23, 2011 around 17:00, a consumer in leisurely tourism network scheduled a December 31, Kunming, Dali, Lijiang, Xishuangbanna dai amorous feelings four fly 8th trip line, the website quotes 890 yuan, more than 4, show can be directly booked, considering the price is more favorable and there is no shopping point, Book online now and pay, who knows the back leisurely began to turn against admit, said the group did not group, order cancellation, compensation 5% liquidated damages, indeed, in accordance with the contract, leisurely as long as the payment of 5% liquidated damages, but, this trip is the consumer to help friends book, and related to New Year's Day outing, temporary leave are invited, Now the sudden unilateral cancellation of a leisurely, really makes people silent.

Move to recall Travel network, no ticket also not refund.

A consumer October 27, 2011 in the relocation of the travel network booked three tickets Zhuji five relief scenic spots, a total of 204 yuan. Later on 28th received their message that the system fault can not be tickets, will be three to five business days refund to the consumer, at that time the consumer's mood is very depressed, but think about it, back on it. Later in 5 days after the consumer has not received a refund, so call their customer service, customer service said it is about 10 days before refunds, there are processes or something. OK, consumers continue to wait, did not expect to embark on a long way to the collection, of course, after 10 days or not to the paragraph. Later contact customer Service n many times, found that there is no meaning, customer service answer only one: they will help consumers record and reflect to the financial, as to refund, when the return is not their pipe.

Ctrip Travel NET, only charges not as

A consumer in October 2011 is ready to take their parents to the Three Gorges play, by the way after the Three Gorges to play in Wuhan. About a week in advance, he booked three Zhang 2011/10/19--2011/10/22 Chongqing to Yichang Three Gorges Cruise ticket on Ctrip online. The price is 2442 yuan/Zhang. In the tour of the ship did not solicit their opinions unilaterally decided to let them 4:30 up, five o'clock began to sit 9 hours of the bus to Yichang Road. To say scenic spots, Yichang is the most beautiful scenic spots, the Three Gorges, they saw a gap, two-thirds of the sights have not been to see. They can understand the irresistible factors of nature, but the ship is only half of the voyage, they do not say the other ticket train ticket loss, that is, this ticket should not be so refunded 1/5 of the amount to them sent away? Can Ctrip said, they can only return US 490 yuan/person. This is the end of the trip! It feels so unreasonable that they do it!

......

Some travel tips are often mentioned, travel to choose the credibility of higher-profile travel agencies or online tourism enterprises, because the quality of service is guaranteed. But the reality is: not necessarily! Travel 3 15 complaint platform on the online travel complaints, most of the tourism enterprises are temporarily canceled orders, users have to refund, refunds and encounter a variety of difficulties. These enterprises did not refuse to refund, but also delayed the cash, "drag" word in the user's body was interpreted vividly. Although in the end can be a refund, delay of time and other losses who to bear?

As with group buying, online tourism has developed rapidly in recent years, but it gradually highlights the problem of service imbalance and frequent complaints, how to solve such problems, how to avoid the mistakes of group buying, how to stick to consumers, is placed in the service of the intermediary nature of the tourism industry in front of an urgent need to solve the Who really solves, who will really have the future.

How to avoid the mistakes of the tour dealers

Whether it is leisurely, or the way cattle, or ctrip, are walking "group" line. This will inevitably be a few questions:

Travel routes are similar, low-cost competition is inevitable, that is, "group tour", when the number of people not enough to do? Is it simple to cancel the trip?

First thing to look at: low price competition.

When the price is low to the site can not bear the time, the natural thought is "the embankment outside the loss of compensation": the method has to increase the cost of the trip to make up for the Commission, but also to reduce the standard of eating and living to make up for, and even the purchase of expensive goods to make up In this way, they are bound to violate the contract, causing a strong consumer dissatisfaction. And the tourism network not only lost the credit, but also lost the user stickiness, more serious in the eyes of consumers and the mouth has become a "liar"!

Look at the second question: cancel the trip.

In order to ensure that their own interests are not impaired, the travel network often adopts the practice of canceling the travel schedule when the number of people is not up to the planned number of tours. This practice has seriously harmed consumers. Because travel must have the time and plan, not any time can be. Especially for the office workers, it is not easy to have a holiday or take a vacation, but because the number of tourism is canceled, so that the consumer sentiment, and even more refund when the consumers are crazy, think of the experience of consumers will also believe that the travel power business?

Is this the way that the traveling electric dealer can go far from destroying the Great Wall?

To avoid becoming an intermediary

Tourism electric Business As the name implies, is the use of network platform to do tourism-related business, such as attractions tickets, hotels and air tickets

Reservation. Electric dealers in different suppliers to purchase different products or services, and then get their own website sold or packaged to sell to consumers, to earn the difference, which is equivalent to the traditional travel agency to the line, similar to the nature of tourism intermediary agencies.

This is how Ctrip developed. But the reason why Ctrip can lead the travel power, mainly because hotels, airlines do not have their own distribution system. And now the hotel chain and airlines to ensure their own profits, have built their own distribution system, so, Ctrip and its followers of the "intermediary" model has been greatly challenged. Ctrip based on market factors, quickly take measures to acquire and participate in related hotels as their own entity hotel chain, in order to respond to market changes, to ensure their position in the industry. Unfortunately, the vast majority of tour operators rely on or product low-cost competition, even if noted with other tourism electricity commodity differences, but still ignore their own brand building, in the "intermediary agency" of the sales model in the deeper.

Brand building is not willing to burn money

A lot of electric dealers, especially group buying network to brand building have a misunderstanding: think as long as willing to burn money, will increase the influence of the brand. As you can imagine, at least half of your money is burning white. Because the consumer's understanding of the brand is imperceptible, only when the consumer experience pleasure, the brand can conquer his (her) mind. Any rigid advertising and indoctrination will be ruined by bad service and bad Word-of-mouth. Only true to serve the mentality and "embellish the fine silence" soft communication means to shape the brand, can let the brand shine.

November 2011, leisurely travel network to spend huge sums of money please by virtue of "man help" successful transformation of the Honglei do image endorsement, a time to go where are honglei endorsement of the leisurely ads. It is rumored that only 11, 122 months leisurely advertising costs up to tens of millions of yuan. and the travel network and Donkey Mother Travel Network in 2011 advertising investment is also tens of millions of yuan level. Tour operators in group buying network after the war again to open up the battlefield-the United States its name Yue: Brand war.

Smart phone terminals must be highly valued

January 2011, since the first group purchase online, China's electricity business is like "sweet cakes" as the VC chased into the bosom of the money, these purse-drum electric dealers again put these easy money changed hands "burn", this "fire" in several electric business after the dream of the market, ushered in the electric business of the winter- No VC dare to invest money again.

This is only the electrical business has just entered the winter, colder winter is still behind-like a personal computer, with a stand-alone operating system, can be installed by users of software, games and other third-party providers to provide procedures, through such programs continue to expand the function of the mobile phone, and through mobile communication network to achieve wireless network access to the smart phone, no doubt in the survival of the platform to eat the soil, the layers of space to peel off the survival of the travel agent how the layout can not be hard to get the fruit by the smartphone terminal secretly removed? This is a problem that the traveling electric business must attach great importance to.

Why Art Dragon in the hotel booking more than Ctrip, smart phones cannot but say is a big support point. Even tonight hotel specials such recruits can also let Ctrip sleep, is based on cell phone booking represents the future.

To build the industrial chain platform is the future

At present, most of the mode of China's traveling power provider stays in the stage and mode of traders earning difference.

And really only those who provide consumers with service-oriented product chain platform services, can really have the future no matter whether he is based on the tourism agency, or computer-based, or based on smartphones.

But how to design and develop the industrial chain platform business model? Kam-kun Brand Research institute after years of more than 400 well-known enterprises business model of the study and services, clarified and designed the business model of the five realms, or five models.

1, hunting type, namely A+b+c+d mode. This pattern relies on luck and luck to hit a rabbit or a pheasant, bad luck, empty-handed, and even met a wolf or a tiger, the possibility of the elimination of their own is very large, is resigned to a large extent, not by your hard work to be able to solve, such as the current large and medium-sized tourism agencies is this model, resigned, See the day to eat.

2, water bearer, that is, 1+1+1+1 mode. This pattern by repetition, a day fixed time to carry water, take a fixed distance, day-to-day, repeated this work, the output is very meager, only enough to live, if which day the road is broken or water dry, but also dead. This mode even do "100", is also "1", constantly repeat "1", basically no development space, such as some small and medium-sized travel agencies to do their own web site, that is, can not help enterprises to sell, also can not increase the visibility of enterprises, Shanyi. This model of the site like chicken ribs, eat, tasteless; Unless the scale is really done, the word of mouth to do, such as the Spring and Autumn National Brigade. But the scale expansion mode of Bao-Zhong travel is still open to question.

3, chain-type, that is, 1→2→3→4 mode. This mode is related to each business, the 4th step is "4", rather than repeat "1", the performance is incremental, each chain to undertake different business. Chain-style relative to hunting and water bearer of the website, the biggest progress is to their own business organic series up, with the hope of survival. Why Ctrip from air tickets and hotel reservations extended to participate in even holding hotels, as well as business travel, donkey rating, and so on, no one is not based on want to get through the industrial chain, forming a take-all pattern, but this model needs to use the right and the right, otherwise it is easier to be the chain

4, platform-type, that is, from A1,a2,a3 to B1,b2,b3 to C1,C2,C3 mode. This model is to build a horizontal platform, so as to achieve a lot of functions, to activate by luck and by repeating the uncertainty of eating, such as Taobao, tourism electric business leisurely, and where to go to the network are platform-type company.

5, the Industrial chain platform type, namely from 1→2→3→4 to a1,a2,a3;b1,b2,b3;c1,c2,c3 ... The whole industry chain platform operation mode. This model is horizontally platform, vertical is the business, on behalf of the website Donkey Mother Travel.

If the average life expectancy of Chinese private enterprises is less than 3 years, then the life expectancy of the seemingly colorful electric dealers may only be about one year, while the life of group buying is calculated by month or even week. How can you live long and live in glitz?

The future of the traveling electric business: The industry chain platform business.

Four years ago, the traveling electric dealer rushes out a "dark horse"--the Donkey mother travel net. Mother Donkey Travel Network than leisurely tourism network set up 4 years later than the cattle 2 years later, why but come from behind, a leap to become China's largest self-service travel products booking and information service platform? The reason is the beginning of the establishment, the donkey mother to the self-service tour provider positioning market, and Ctrip, leisurely, passers-by and other tourism networks formed a strong differentiated management-focus on the self-help market, they do "brigade", the mother of the donkey to do "swim", to avoid the "group tour" Low-cost, low-quality Red Sea fight, by self-service travel market demand for growing, Mother Donkey's Travel network also stands out. More commendable is that the Donkey Mother Travel Network after more than 4 years of rapid development has formed an industrial chain platform company--Donkey Mother Travel Network is a tourism consulting, planning, marketing and physical style tent hotel chain as one of the industrial chain platform company.

To avoid the mistakes of group buying, one of the key is to play a good service card, the other is to avoid becoming "intermediary agencies", the third is to choose accurate positioning, smooth and silent soft communication, four is to become a strong industrial chain platform company.

(the founder of Shanghai Jin-kun Culture Development Group, the Secretary-General of Shanghai Modern Service Federation), Welcome to Exchange, Tel: 135-645-23456, email: shizhangqiang@sohu.com)