Where to go encounter partner Boycott, impatient not to balance the interests

In early April, where to go was resisted by some of the main partners and put the product down. The main reason is to go to the partners to push a new mode of cooperation called TTS, which is called the whole solution of the transaction process. This sparked dissatisfaction among the partners and led several large online travel agents OTA to take the product from where to get off the shelves.

Where to go itself is a travel price comparison search engine, users click on the ticket or hotel products after the page to jump to a third-party Web site, and where to go to the platform generated from the click of charges, this is the so-called CPC model. Because where to have the support of Baidu, but also concentrated a considerable number of suppliers, so there is a lot of traffic, user coverage is quite high. Where to go is open platform, and the model of Ctrip is different, the difference between the two is similar to Taobao and Jingdong, and Taobao is different, where to deal with the process of weak control, the entire industry chain to earn only click costs, the original model can not support its more revenue.

Where to go last year, the revenue for 450 million yuan, and its competitor Ctrip is 4.2 billion yuan, which for the flow of more than a lot of ctrip to where to say, is a deep pain, especially in the access to Baidu's resources to invest. This performance can only show that, although the online tourism market is very large, the industry chain at the entrance to where there is not much benefit, the transformation of its business model is inevitable. In addition, where to go has announced the launch of the IPO this year, and the recent venture to invest hundreds of millions of yuan in the rumors, all these, objectively prompted where to make changes as soon as possible. So there was the thing where to push TTS and be resisted by OTA.

TTS is in fact the past page to jump to the transaction process where to complete the site. The advantage of where to go is that it can penetrate into the main link of the transaction, such as filling out the booking information, payment and unsubscribe, rather than just control the query, parity and the choice of booking. So, even where to repeatedly say that they will not be OTA, at least it has the ability to do OTA's resources and capabilities, it is inevitable not to worry about.

Where are you going? Push TTS is a nightmare for OTA collaborators, who will lose control of the trading process and may fall into the position of sharing user resources with both where to pay. It is estimated that after the TTS line, the transaction cost of the merchant may increase by one times, while the profit will fall by half. The Financial Times moved out of the Apple App Store in 2012 because it was unable to fully control subscriber data and to pay Apple a higher share, so the Financial Times turned to developing its own HTML5 application and was successful.

Of course, TTS has an advantage in improving the user experience and ensuring a more secure and effective transaction process. The main tourist search engines in the world, such as Expedia, are also TTS models, and these advantages are also the best reasons to go to justify themselves. But where to go. It is not surprising that such simple and reckless arrangements have not been taken in the first place, or in the years that followed, and are now being forced to move in the face of performance and listing pressures. Can only say, in the profit and listing under pressure, where the business transformation is inevitable, but the process is too Cache, the transition period is too short, and the interests of the business is not considered, the boycott is inevitable.

Where to go now the main thing to do, is to identify their own positioning, do not go fuzzy line to make the collaborators uneasy. To do OTA is determined to do, even the OTA stripped out to operate independently. If you still want to adhere to their own vertical search and open platform image, it is necessary to make corresponding adjustments, from the system design to protect the interests of the partners, so that businesses feel at ease, can not only rely on verbal assurances. The 2B and 2C of the online tourism industry must be entirely different, such as the real commodity electric dealer to engage in the concept of vague b2b2c, there is no way out.

Of course, where to go is a powerful search platform, but also to the merchants to bring a lot of benefits, so far, the boycott has continued, the number of businesses to vote with their feet is not much, which proves that the distribution and drainage capacity of its platform has been recognized by the market, businesses are not very willing to leave the platform, so where to go with the merchant, There should be a bargaining process until the interests of both sides are balanced.

Platform is not easy to build, but not difficult to destroy, in the promotion of user experience at the same time, balance between their own and the interests of suppliers, is to where this has been operating 8-year platform to carefully do, must not be due to the pressure of capital and the desire to go public to do silly things.

For platform-type electric business enterprises, the eyes can see how far, the pattern of how high, short-sighted people doomed to be difficult.