Whether traditional tickets will perish

Absrtact: Since 2010, the admission ticket market, with Cheng 2013 ticket booking first more than tens of thousands, online market share first, the growth momentum remains strong. After that, including Ctrip also began to exert force to seize the market. Since the beginning of this year, the same Cheng and Ctrip in the scenic gate

Since 2010, the admission ticket market, with Cheng 2013 tickets booking the first more than tens of thousands, online market share first, the growth momentum remains strong. After that, including Ctrip also began to exert force to seize the market. Since the beginning of this year, the same Cheng and Ctrip in the scenic spot ticket market to launch the price war, the recent same process is to join hands with the art Dragon Net holding group heating, alliances. 10 million online ticket booking means 10 million trading opportunities, the online ticket market attracts the big Ota, does the traditional ticket mean to perish?

High-frequency application to enhance customer stickiness

Online tickets become Ota scrambling to rob Cakes is sooner or later. Liu Simin, a special researcher at the Tourism Research Center of the Chinese Academy of Social Sciences, said scenic spots are the core attraction of tourist tourism. Online Web sites do is the tourism e-commerce, it must obtain the attention of tourists, through the attention of scenic spot tickets to attract tourists, so that they become a tourist consumption behavior of the entrance. In the era of Internet, especially when mobile terminals are more and more developed, consumers ' attention and access resources are very limited. Generally speaking, in an industry can have a mainstream entrance has been difficult, but also want to make the path to rely on consumers more difficult, so first pay attention to consumer concerns.

Yang Yanfeng, associate researcher at the China Tourism Research Institute, also believes that the current OTA-targeted ticket market, which benefits from the wide application of mobile internet age apps, has become a mainstream channel for trading. Tickets in the wireless internet era status is very important, compared to the frequency of ticket booking is lower, the frequency of ticket booking is higher. Therefore, the site's app products have a higher survival rate, for the site to ensure that it as a consumer terminal entrance significance. Ticket is a typical high-frequency application, has a very important strategic role. and Tourism marketing planning expert Zheng Zeguo pointed out that in addition to technological development also depends on consumer demand and market development of the promotion. China's online tourism development has entered a change from quantitative to qualitative changes in the growth, online tourism site has become an indispensable tool for tourists, on the other hand, the market has been formed scale, the market size of the ticket to meet the needs of the site's profitability.

Although from the simple data to see OTA Enter the ticket market is in the stage of losing money, but Yang Yanfeng to this gave a "very successful" evaluation. He believes that the online ticket market for OTA's interests most important reflected in the wireless network support, maintain customer stickiness above. In addition, it helps to enhance the site of one-stop service product category, resulting in more additional effects, such as the associated consumption, to promote the consumption of related products. Zheng Zeguo is also confident, he thought that the ticket market as for OTA's benefit performance at two levels, the initial period certainly is relies on the scale effect to bring the profit, but later period electric business still mainly relies on the tourism resources accumulation, through provides the comprehensive service, extends the industrial chain to obtain more profit point, even raises the customer. Liu Simin analysis, at present, in general, it is not yet possible to measure OTA admission ticket market is successful or unsuccessful. As a whole, OTA in the ticket market share is still very low, has not reached the status of profitability. So from the increase in market share to see it is successful, but from the market share size is not successful, from the point of view of the income it does not necessarily succeed, of course, the current failure does not represent the future failure, after all, the site is to become consumers "entrance."

Price war activation industry bigger and stronger

"The important strategic role of the ticket market determines that the future ticket market will definitely continue to compete fiercely, and this competition is mainly achieved through price warfare." In addition, competitive suppliers are a form of expression, Yang Yanfeng said. The Passing cattle net enter the ticket market after a year hastily withdraws the fact has already proved, the past case also lets the industry reach the consensus, the online ticket market is the exclusive giant's market, because it needs the formidable capital reserve, the ticket market capacity is huge, does not have the huge fund to support the operation at all. Finally, it needs to have a comprehensive operator as the backing, because the competition for the ticket market in the end is to give wireless advertising, to attract the attention of consumers, play a strategic role. "Cooperation with threads also embodies a trend of industry development, the advent of the app wireless internet era, more comprehensive web applications in consumers have a higher survival rate." The same threads Art Dragon also adjusts its product-type policy, constructs a more comprehensive OTA, and adjusts its competitive strategy to respond to the wireless internet revolution. Ota can make a simple focus on PCs, but in the mobile wireless internet era it calls for more comprehensive OTA. ”

Zheng Zeguo believes that the war between the Giants entering the ticket market is very positive and has a great impact on the industry as a whole. In the past three years, the same network in the ticket market to obtain a strong advantage, make Ctrip as the business travel has the absolute superiority, the leisure traveling business but did not get unfolds the industry big guy to sit erect, at the same time, Ctrip saw the current traveling market two big trends, that is the online travel entered the mobile internet age, And tickets are just the key traffic portals for the mobile internet business of leisure tourism. "If Ctrip does not carry out this battle will lose the mobile Internet access resources, so at all costs and the same process to carry out a price war, quickly catch up." ”

The goal of the same process is also very clear, we must consolidate their leisure tourism e-commerce leading position, and rapidly expand the market. "Although the same-journey online leisure travel has been very good, but offline visibility is still very limited." Therefore, through this opportunity, to strengthen the offline publicity, arrange a large number of publicity and media to carry out brand publicity, expand visibility. Coupled with the threads of the art of cooperation in the past few years had the intention to build on both the business model and profit model of the difference into cooperation to provide a natural basis. Art Dragon Main hotel, the same way main entrance tickets, there is no competition between the two, the complementarity is obvious, each other to provide inventory this is a very good attempt. Zheng Zeguo said, the second third holding group heating against the boss from the pressure is also a very normal market behavior. Of course, the same process needs to learn Ctrip meticulous management and services, to pay more attention to customer experience, the profit model should be to diversify, not only ticket concessions first, provide value-for-money services is also very necessary.

He analysis, Ctrip is currently in the leisure tourism market price war is only a fake action, the main purpose or to activate the entire electrical business in the leisure tourism market bigger and stronger. In particular, "two-way war" will attract other sites to join, and then complete the market education for tourists. From this perspective, the positive effect of this war on the industry is worth looking forward to.

Fierce competition makes traditional tickets into cannon fodder?

The fierce competition pattern gives the low price advantage of the online ticket to the traditional ticket to bring the impact is affirmative. Yang Yanfeng points out that competition brings low price, convenient and quick access to online tickets and the advance of consulting acquisition are the outstanding advantages of online tickets. However, although the development of online tickets has a impact on the traditional tickets, but at present does not bring the traditional ticket market in a short period of rapid extinction.

Zheng Zeguo analysis points out that first, the online ticket market did not impact to the original price system of scenic spot tickets, this is mainly because on the one hand on the line tickets booking and the original reservation group does not coincide, the consumer's path depends on the need to cultivate, no habit of online booking tickets consumers are actually not sensitive to price. On the other hand, the scenic area has actually taken full account of the traditional tourism channels such as the protection of travel agencies, so the scenic area will be provided to travel agencies more favorable than the price of electricity, electricity dealers can provide low-cost tickets are by their own pay, not the scenic concessions, so it will not destroy the original price system From the nature of electronic bills and paper bills, paper tickets are more valuable, memorable, just like electronic money and currency, so the paper tickets will not die in the short term.

The demise of the traditional ticket market depends largely on the sustainability of the low price trend of online tickets. Liu Simin denied the possibility of continued low prices, he believes that the current online ticket prices on the cheap is only a temporary, are OTA in losing money to make a yell, equivalent to the early advertising investment. In his view, the mature online ticket market is best to achieve through cooperation with the scenic spot after earning the difference, such as travel agents generally through the amount of profit, is essentially a commission system, but the channel and shape is not the same. "So we can only say that digital tickets including E-commerce will have a big impact on the paper tickets, but the paper tickets will not disappear in the short term, we will not see this trend for some time." ”

Some people in the industry think that the demise of traditional tickets is an inevitable trend. Yang Yanfeng points out that even if the online ticket market will mature, but no site will give up the channel advantage brought by it, OTA would rather not earn this money, also need to maintain this channel advantage. E-ticket will become a mainstream, the demise of paper tickets is an inevitable trend, is accompanied by a process of technological development must pass. Online ticket market from the battle of short-term prices to other sustainable development path, Zheng Zeguo said, "Ota is not necessarily long-term through the way, this will also force OTA change mode, such as investment scenic spots, business model innovation is a direction, to the direction of resource integration is the way." ”