Where to go net TTS to create a new order

Past, where to go? The label of the Net (qunar.com) is the "vertical tourism industry Baidu", the business model is the CPC (search parity); now, where to go the web will be labeled "vertical tourism industry Baidu + Taobao" business model is TTS (total Solution, hotel online trading system) +cpc.

April 23, where to go net CEO Zhungchengsu to accept this reporter interview said: "This facilitates the consumer, the past needs to learn, adapt to different OTA site, now do not need to face where to go to the net, where the net for consumers, the equivalent of ' one-stop online tourism service platform '." ”

This March, where to go to the network to encourage OTA partners to join the hotel business TTS platform, to join the TTS platform to obtain more price concessions. This decision has caused a stir, at the beginning of April, OTA (including Art dragon, the same way network) announced from where to go to the net collective, as if to form a confrontation to where the network alliance. Group offline event less than half a month, Ota Alliance internal division, such as home announced termination and the same way cooperation, with Cheng is alluding to the industry boss Ctrip behind the manipulation.

Then, in addition to the Arts dragon, including Mango, the OTA has returned to where the network and access to TTS platform.

This is not the end of the war, where to go the network of CPC model is the "Call center mode" of the subversion, the past few years, to where the rapid rise of the network, as if to challenge the dominant status of Ctrip, TTS once again moved Ctrip's cheese, Ctrip as the leader of the online tourism industry can

TTS to create a new order

TTS is where to go net recently in the hotel industry push a new business model: Consumers if the purchase OTA (online travel agents) put to where to go online products, user booking product behavior is completely on the platform to complete, including the completion of personal booking information, payment transactions, such as the whole process, Where to go the net will then pass the generated order to OTA and provide the transaction and transaction amount to the corresponding OTA website.

CPC business is different, consumers go to where to get hotel information, click will jump to OTA site (such as the same process, art dragon, etc.), in OTA website completed personal booking information, payment transactions.

Although the TTS model has just been launched in the hotel business, where to go the network in the air ticket business as early as 2010 to promote TTS. Zhungchengsu revealed: Ticket agent access to where the network TTS platform, enhance the customer experience, but also optimize the ticket agent management process.

For the convenience of customers more than this, unified management and monitoring functions. Zhungchengsu said: "Hotels commonly used coupons to attract customers, the extraction of the existing layer of barriers, such as complex procedures, can not extract the return, and so on, consumers often complain to where to go to the net, but where the net can not do."

This will not only harm the interests of consumers, but also disturb the ecological and order. Through the TTS platform, to where the network can be through payment transactions, location recommendations and other links to restrict the behavior of hotel service providers.

Zhungchengsu said: "To the TTS platform, where the network to provide technical support and platform, the consumer's entire booking and follow-up services to the unified monitoring, the problem no longer exist."

The same way network CEO Wu Zhixiang to accept this reporter interviewed, compared with CPC, the TTS platform has three advantages, one is better user experience, the other is more customer source; Third, operation is responsible. Where to go net TTS is equivalent to an IT infrastructure platform where OTA can reduce the amount of input.

Some OTA worry that through TTS, to where the network intercepts user information, for OTA vendors is a threat. Wu Zhixiang does not think so: "In the CPC mode, the user information only exists in Ota, in the TTS mode, the user data exist at the same time where the network and OTA, where the network does not intercept user information." ”

Wu Zhixiang said, where to go to the network to obtain user information is the role of optimizing services to provide consumers with a better experience, OTA should support, rather than questioning.

Wu Zhixiang revealed: "At present where to go to the network has not yet a separate charge for TTS business, TTS platform is also Pay-per-click, but because TTS provides more support, the order conversion rate is high, the price slightly upward."

For OTA manufacturers, the CPC model is equivalent to the investment in Baidu keyword ads, TTS mode is equivalent to open a shop on Taobao, where the new network is called online tourism "Baidu + Taobao."

Ming Gun and Arrow

Where are you going? The network announced in March this year: Where to access the network of the TTS system of the OTA partners, the CPC price increases by an average of about 10%, without access to the TTS system OTA partners, the CPC price will rise higher, some OTA complaint, because not as required to access the TTS platform, the CPC rose as high as 40%.

Zhungchengsu said: "The purpose of this is to encourage hotel service providers access to TTS system, some OTA partners of the CPC price is indeed up 40%, because where to go to the net this year to cancel the major customer return point led to the CPC price rise, the majority of the increase of not more than 20%, within the normal floating range

The price hike prompted some OTA partners to boycott, OTA partners believe that the price floating too high, they began to make the following speculation: The reason for the high price rise is to force OTA partners access to the TTS platform; The reason for forcing OTA access to the TTS platform is where the network is being driven by interest.

In the early April, all in 2013 before the peak, including the Art Dragon Travel Network, the same process network, mango nets and live where the network and other OTA suppliers have been suspended and to where the network cooperation. This incident was interpreted as Ota collective down the hotel products.

Yi Long Network CEO Cui in the media interview to where the intention of the following speculation: First, go where the original search price business model unchanged, that is, CPC mode, Pay-per-click; second, the TTS model is similar to Taobao tourism, the mode of charge should be the same, to collect 3% of the turnover of the Commission; Where to go the net will sign the hotel itself, bypassing Ota to do their own OTA.

Zhungchengsu denied Cui's assertion: "TTS does not have a commission, only a click fee;" Where to go the network insists on doing platform service provider, do not do OTA. ”

The "Alliance" ended in division, and an email brought the alliance into the world.

April 19, the same way network CEO Wu Zhixiang said, with the network of more than 20 million users in the same process on the reservation is not as home hotel. Wu Zhixiang issued long micro Bo said "to such as a hotel partner of a letter." Wu Zhixiang that such acts as home is not like the wishes of their own, but be inspired to instruct. Wu Zhixiang said that in order to maintain a monopolistic position on any of the competitors who pose a threat to him. Alluding to Ctrip as the second largest shareholder of the family.

After 13th, Mango, with Cheng successively with to where network resume cooperation, access TTS platform. 26th, Wu Zhixiang accepted this reporter interviewed said: In addition to Art Dragon, carry the thread, the rest of Ota and where to restore cooperation.

For the reason of the Wu Zhixiang, the more single: The Price is too high, Ota can't bear. He was revealed in "between 40% and 60%". "Off the shelf" after the incident, where to the network emergency and OTA communication to understand the OTA industry profits and costs, readjust the price.

This reporter learned that as early as April 13, the same process, Tembong, to order the OTA recovery and go to where the network cooperation. This is seen as the reason for the April 19 announcement of the termination of cooperation with the same process. Then other sites began to return to where nets, April 23, Mango return. So far, in addition to Ctrip, Art dragon, most Ota return to where the net.

Wu Zhixiang said: "This is a price acceptable to both sides, we continue to maintain and go to where the network cooperation." ”

The game of industry chain

For the TTS platform to where to go, Wu Zhixiang said, "The response will be different for companies of different market positions." "For OTA such as the same way network, it is a good thing, for the past vested interests, it is a bad feeling, their status is no longer consolidated, the interests will be impacted."

For Ota, where to go net as an import value can not be underestimated, to air tickets for example, December 2012, the monthly single day out of the peak of 150,000 tickets. Ctrip, Art Dragon in fact do not want to sit with the network Yuwengdeli, in the collective before the event, Art Dragon to maintain and where to network for CPC platform cooperation. The source said, Ctrip has been trying to negotiate with the network where the possibility of cooperation.

Ctrip will remain cautious about whether to work with the network. According to the world's leading online competitive intelligence provider Hitwise data, by the Spring Festival, the January 2013 travel site as a whole, the total number of visits increased by 82%, the number of visitors to the top three 12306 sites, where the network and Ctrip Travel network.

Compared with CPC mode, TTS can introduce more tourism resources into Internet platform, especially offline tourism resources. TTS systems are used not only by online travel agents (OTA), but also by hotel groups, single hotels, inns, airlines, etc. At present, Jinjiang Star, Speed 8, 99 chain, pudding and other chain hotels, Hainan Airlines, Sichuan Airlines and other airlines have used to where the network of TTS system.

The traditional offline tourism service is speeding up the network, but the dominant trend is to where the network, not the industry boss Ctrip, where to go to the network or will replace Ctrip to become online tourism services, the Internet entrance, this is Ctrip, and even the most worried about the dragon, but also the Arts dragon, Ctrip two OTA manufacturers desperate to boycott where the reason for TTS.

April 23, Ctrip announced that its "global ticket booking platform," a new online, and the business as a hotel, air tickets, tourism and vacation on the same status as one of the core business sectors. As we all know, the same process is currently the largest self-help tourism platform, the largest ticket business in the industry, and at this time Ctrip is also seen as a tour of the core business of the sniper.

Hate house and Ukraine, for and go to where the team's peers, Ctrip will not pass.

ZHUNGCHENGSU This statement: The potential of online tourism market is unlimited, consumers still have a lot of tourism products do not have the means to choose and book through the Internet, rather than focus on competition, rather than focus on cooperation, attention to opportunities. According to the recent release of the "2012 Online hotel Competitiveness Analysis Report," Enfodesk, 2012 online booking penetration rate of about 23%, the industry space is huge.

ZHUNGCHENGSU opponents do not see this, they see the unified River of ambition.