Zhong: The Tour dealers who challenge giants

For online travel I was in 11 began to pay attention to, and later, and China's more famous offline outbound travel chain group has had in-depth exchange on the issue of online travel, or direct point is called the travel power provider. The biggest problems they encountered at the time were three:

First, the price of the tourist electricity business is low, the market is particularly chaotic, do not have the intention to do tourism products platform, for their online operation for many years to do the high-end outbound travel companies, not too much to participate in such a market environment to compete to destroy the brand image.

The second is to do professional tourism platform is difficult, many tourism products themselves not make money, only air tickets, hotels, catering supporting services to make money, the company does not know how to plan and design through the electric business platform to participate in travel power.

Third, tourism product development, Electronic Business Platform technology and network marketing threshold, but also let the offline giants a little confused.

In fact, according to these three questions, I have done a deep research on the original platform and the new platform. Found in the comprehensive hotel, tourism platform, in fact, these three problems have not been very good solution, like the old to air tickets, hotels started Ctrip, is basically to go Taobao routines, That is a staunch supporter of the scale and long tail theory, the end result is that I have everything, but the target user group and need to distinguish between the hotel strong product planning tourism category has been doing nothing, plus the strategy is only the tourism products to drive air tickets, hotel business, so belong to negative related products.

This and Taobao tourism encounter the plight of similar, are integrated platform ideas. And will not have a particularly clear product planning and design and target population positioning, big do is the only goal, the second strategic appeal as negative related products to operate, Taobao tourism is to strengthen the user's repeated visits, thus driving the physical category of merchandise sales. For the Up-and-comer to where the net is also the same, but it is changed a technical model, emphasis on search-oriented.

I am not very optimistic about the integrated platform as a traveling power provider. But the lack of innovation, is still blindly fighting prices, in the interior as a department is difficult to do fine operation, and ultimately there will be no way to achieve higher customer price, more subdivided the market, more accurate crowd, the development of space is limited, this conclusion now seems to be correct. As a result of the subsequent development of the cattle network and so focused on the tourism of the vertical platform has been a very rapid growth, as well as a great development of the imagination space.

In just a few years, the market share of online tourism can reach close to 10% after Ctrip should be able to explain the broad prospects of vertical tourism electric business, it also makes me wonder what kind of a vertical traveling power trader like a bull can do to achieve such a market share, and what are the advantages of a comprehensive platform, What core competencies have been established? Through the public information to analyze and industry friends in the travel business exchanges, found a few interesting places:

1, the tourism product line is actually very rich, different tourism product line for the crowd is also different. The cattle network from the beginning to focus on leisure travel, this part of the crowd is basically rich have leisure, is a low price sensitivity of the crowd, in addition to the tourism product design is very difficult, professional very strong. After all, leisure two words different people understand the difference is relatively large, but the market is very large, open data can be seen: 2013 China online Leisure Tourism market transaction size of about 29.3 billion yuan, 2013-2016 years of online leisure tourism turnover of the annual compound growth rate of around 35.6%, The compound growth rate is higher than the hotel reservation 21% and the ticket booking 20.9%. 2016, China's overall leisure tourism market will reach 573 billion yuan, and online leisure tourism will reach 75 billion yuan. If a vertical platform such as the bull is to maintain a 10% share, also has 7.5 billion yuan of trading scale, then those who do electric business travel and I boast that a good vertical platform can do hundreds of billions seems to be very possible, after all, this 7.5 billion is a leisure tour of a product, there are outbound travel, self-help tours, With group tour and so on professional tourism products.

The design and research and development of tourism products is definitely the core competitiveness of the vertical tour electric operators, and the net has been other vertical electric business platform If you do not realize this, it is very likely like the electrical business in the real world, such as customers, advertising done well, good marketing, the outcome of the failure of the product design and research and development of the core capacity, as well as the threshold of rising!

2, professional tourism products corresponding to the precision of the crowd, which means that marketing costs can be reduced. I have been in the advertising industry for four years, there is a saying that I do not know how to waste half of the advertising costs! In addition in the electricity business mixed 10 years, this 10 is the comprehensive platform competition 10, everybody wants to do the comprehensive platform, the result is the marketing spread entire net, called the whole net marketing that money burns and the paper, the result is also burned many vertical electric quotient. With my own burning money distressed psychology and really want to develop the vertical electric business thinking, the first to have a definition of precision people's products, and then to the precision of the crowd marketing, the results of a more effective, leisure travel you will be for business people, with the group tour you are targeted at the elderly and people who are afraid of risk (bought insurance), Self-tour You are for students or donkey friends, outbound tour you are for Tyrants boss and small four, so to marketing ROI is bound to high, my research found that seems to be the way cattle nets do so, so the marketing costs accounted for almost no more than 5% of the turnover, this data looks more reliable. Other homes have not been carefully studied, but I think the marketing idea is correct, the practice of where the people to pick, do not be impatient to truly realize "slow is fast"!

3, tourism as the leading link to other commodities called travel power, the front also analyzed, integrated platform for tourism purposes are the reverse, Ctrip to air tickets and hotel-led linked to tourism, Taobao in kind sales-oriented tourism, Baidu to search for competitive income for the leading associated tourism. Obviously such a connection is very difficult to travel as a good product to do, of course, with large flow to obtain a larger market share is inevitable, but its share slowly by professional vertical electric trader erosion seems to be a trend. This is like a cow net such a tourism-led vertical electric platform is mainly through the open procurement system to achieve, the system itself is also used in professional tourism products, just can not be applied in other areas well, it depends on the back-end supply chain management level.

4, the last is the question of profit and development trends, under the virtual product online because the information asymmetry and the scale limit profit margin is relatively higher, but through the network information transparency and the scale is multiplied the growth, the profit margin reduces completes the consumption custom migration is also inevitable, moreover is in the main line product future provides the value-added service, For example, there are now 400 professional travel consultants, now is to provide free service, the future in the existing high customer prices based on the provision of more high-end services will be a lot of high-end users are willing to accept, such a professional team is also a high threshold, the formation of the team are understood.

As for the trend of development, it is O2O, this in my view is a huge opportunity for vertical platform, because they have been in the line with the travel agents have cooperated, and I learned that the cattle network has also built 15 service centers under the line, O2O seems to be the case, Only in the payment may be like the way cattle nets such platforms also need to pay treasure or micro-letter payment cooperation, the ultimate realization of direct O2O closed loop.

The above is I for some integrated platform and a professional vertical platform for online travel or the analysis of the electric business travel, welcome passing by the Professionals add me micro-letter: Zhuangshuai further communication, hoping to throw bricks can lead to a pile of jade out ...