With threading layout aimed at the scattered passengers

Commercial newspaper graphic Xu Xian system

Commercial newspaper reporter Tanya Intern Li Gayin Zhu Yan

Recently, only announced the investment of 500 million U.S. dollars for a year to promote the combination of Ctrip, throwing "free to return cash", "one-yuan pick-up", "Half-price tickets", "0 rental rent first day" Four "discount Bombs", aimed at domestic leisure tourism market. Yong, executive deputy general manager of Ctrip tourism business, said yesterday that the popular-led domestic bulk market is becoming the focus of competition for online tourism agencies.

Dynamic: With threading layout aimed at the scattered passengers

To the casual demand for the core layout, "Low-cost" and "service" as a selling point, revealing the Cheng to lead the domestic leisure and holiday market strategic intention.

Prior to this, the main online tourism website Ctrip, Mango and where to go to the network from the beginning of the price war on the field. Yesterday, Ctrip Tourism Business Department executive deputy general manager Yong received the commercial newspaper reporter to disclose, next, they want to extend the scope of concessions to expand to free travel and other tourism market, including domestic free line, short bus tour, self-driving tour, such as three major travel modes, the public proposed "price promotion war threshold upgrade." For example, this "comment back" activity each room the highest return amount of more than 100 yuan, the more send more, the preferential intensity is "the largest in history." For example, tourists booked a trip to Chongqing from Sanya 5th free line, the choice of 2 return to the present amount of 100 Yuan hotel room type, check-in days for 4 days, successful consumption and reviews can get 800 yuan cash rewards.

Yong that large-scale promotion can reduce the threshold of tourism, stimulate tourism consumption, the dissemination of Ctrip "low-cost" image, to attract large numbers of tourists to transfer online booking.

Reason: The market is blue sea

For online travel agencies to enter the market, Chongqing Everbright Country Travel Exit Department of the head of the Ministry of the Business newspaper reporter said, because the domestic market share is increasing. Data from the agency's outbound travel, Chongqing last year, the bulk of tourists (to free and self-driving) accounted for less than 10% of the total number of visitors, and this year's share of about 10%~15%, optimistic estimates can reach 20% next year. According to Ctrip statistics show that the current domestic tourists, only about 5% through the travel agency team, leaving 95% is the "space" of the bulk. In Europe and the United States, the average 40%~50% leisure travel is through online booking, in our country this ratio is only 5% to 10%.

China travel Chongqing Company Vice President Liao Wei also believes that the bulk of the market where 70%~80% tourists as the capital strength of the higher-end crowd, they need more lines, attractions aspects of personalized planning.

Chongqing City Bulk Tourism Distribution Center Deputy Shubeixuan is that the online travel agencies to provide "half-way Service", in addition to air tickets, hotels and many other services need to be bundled with the travel agencies to implement. Therefore, he believes that the entry of Ctrip or an opportunity, online tourism agencies can be grafted to the traditional tourism agencies to achieve a win.

News background

Travel Network War 2012

Following the June art dragon, Mango nets, cool news and cattle network, such as online tourism website launched "Rebate promotional" preferential activities, online tourism industry boss Ctrip also joined the melee: July 6, Ctrip announced the investment of 500 million U.S. dollars (about 3.2 billion yuan) to carry out a low-cost promotion, from July onwards for a year, involving hotels, Tickets and travel tickets, and announced that the promotion will "open up the domestic online tourism to price war as a prelude to the shuffle big screen."

No matter how tough the tone is, one has to admit the fact that OTA (online travel service provider) Giants rely on air tickets and hotel reservations "a recruit to eat the day" of the good days, is becoming the past.

Ctrip recently released a 2012-year Q1 earnings show, following a sharp decline in the previous quarter's results, Ctrip 20,121-quarter net profit again fell 28% to 169 million yuan. Among them, the hotel booking business receipts fell 8%, ticket booking business receipts fell 5%. These two businesses accounted for 38% and 37% of Ctrip's total revenue. Two years ago, the two figures were over 45%.

Yet another set of entrants appears to be explosive. Typical examples include where to go, the cattle, the city, mango nets and so on. They are better at discovering and meeting current consumer demand. As people's use and reliance on E-commerce has become higher, online travel services have long been limited to booking air tickets and hotels. Because of this, in the market cake more and more, market entrants more and more in the present, online tourism web site for customer resources competition has entered a white-hot stage. According to the new leader

News depth

The reason behind the price war with connect

"The price war is not up to us, and how long the price war can play depends on the new situation." August 21, Art Dragon CEO Cui in the earnings communication will emphasize, for Ctrip set off the price war resolutely opposed, "but we are not afraid." Opening remarks with strong gunpowder, the art of the war has entered the second quarter, the price of fighting more intense.

Art Dragon Although the overall scale and Ctrip is still not a echelon, but enough to let Ctrip nervous is, art Dragon's share price since July 31 for the first time beyond Ctrip, has maintained a strong momentum, August 22, the Art of the Dragon stock price is still higher than Ctrip. This is the first time in more than seven years, and perhaps the most important reason for the continuous price war to stimulate Ctrip.

Ctrip Chairman Liang Jianzhang said, even if some electric dealers do not make money, but there are still a lot of money willing to hit, "more financing, so everyone has" ammunition "price war, but I personally think it is unsustainable." "Whether it is Ctrip or art dragon, including the surface of the force to where the net, we all know, no matter what day, the basic will be three points world." "U.S. stock analyst Wu Sanmao pointed out that, from the operation of the market, the trend of stock prices is a need for the subject matter, if not fighting, if not promotional, loss of profits, cash outflow problems, how to tell your investors?" So, Ctrip, Art dragon and go where need subject matter need to hype or follow up, so price war four.

Unfortunately, the capital market is not optimistic about the "500 Million dollar big promotion". Now, Ctrip has fallen from its 50-dollar peak in 2011 to around $15, down more than 70%, or just 17 times times. Even as the Nasdaq (Weibo) 100 index adjusts, Ctrip has been excluded from the index.

In Liang Jianzhang view, Ctrip's share price continued to shrink, into "troubled", mainly in the online tourism market to produce changes. "Greentree Inn, Art Dragon, where to go, tonight Hotel specials, respectively, representing the upstream of Ctrip, peers and different segments of the competitor." Because Ctrip is the industry's main frame of reference, these enterprises study Ctrip, learning Ctrip, and Ctrip had a protracted confrontation. In addition, Jing-dong, suning easy to buy, Taobao travel and other strong intervention, once again exacerbated the online tourism market white-hot competition. ”

In the first quarter of 2011, China Travel Reservation market third party online agent revenue share, Ctrip accounted for 47.3%, art Dragon account for 7.5%, and in the first quarter of 2012, Ctrip fell to 32.5%, and the art Dragon rose to 10.5%.

According to the Southern Metropolis Daily