Online Tourism New Army &Nbsp; Differentiated "Scramble"

Recently, there are frequent tourist websites.

Question: whether the role of the tourism website is the platform side or the channel operator, it is only a link in the tourism consumption.

Its upstream has a series of suppliers such as travel agencies, scenic spots, hotels and so on. Downstream users are increasingly paying attention to consumption experience.

How to maintain good relationship between upstream and downstream?

How can we make tourism booking a product that is as standardized as possible?

This is a big challenge for new tourism websites.

Weapon: starting from the main elements of tourism product composition, we design the product usage process, try to choose hot lines or suppliers with enough service products. At the same time, we should try to establish standardized service processes, and combine more service providers to adopt the process, so as to gradually realize the pformation from design products to design processes.

Li Daishan: the biggest difference between leisurely and Ctrip and other websites is clearly reflected in the name of the website: one is Ctrip "travel" network, the other is called "leisurely" tourism network.

It can be seen that Ctrip's products are mainly based on "air tickets and hotels", with the focus on "line", while leisurely, more focused on "tour". The products are mainly tourist routes, including all international and domestic tourist destination line products.

In addition, we are also different from some pure "tourist online supermarkets".

For example, Taobao's tourism platform is more like the "supermarket", the platform provides shelves, commercial products are filled with shelves, and our location is "online travel agencies", the focus area is "online travel booking", to provide customers with travel booking and travel services.

In our view, despite the increasing number of competitors entering this field, there is still much room for growth and potential in this field.

In such a state, how to control the quality of service under the premise of high cost performance and create brand through experience is the biggest threshold for this new industry.

Hong Qinghua: one of my professional experience is: we must concentrate.

For example, mother donkey started selling discounted tickets. This is also the first product we cut into the market.

On the basis of maintaining the advantages of the ticket business, donkey mother in 2010, in Hangzhou, Suzhou, Changzhou, Yangzhou and other destinations, around the cooperative scenic area, the "scenic spot Hotel" style "free travel" products and "scenic bus bus" type "bus shuttle class" products have been launched.

Take our characteristic hotel as an example. When you search for a hotel near West Lake, Hangzhou, maybe elong can help you provide dozens of hundreds, but on the mother's Web site, there are only 3.

Although we have a small number, these 3 must be selected by ourselves, and 3 are convenient for you to live freely. For example, they will be guaranteed within half an hour's journey around the scenic area, while the types are mostly theme hotels, The Inn Boutique and resort hotels.

Yu Dunde: now more and more online travel service providers begin to enter the tourism holiday product reservation area, which has undoubtedly greatly promoted the development of online tourism industry.

But on the other hand, the market is still very big.

For a single website, we need to pay great attention to product quality and user experience, such as road cattle network now has a complete line information presentation.

In addition, we have established an open system for visitors' return visits so as to improve the details we found in the operation process in time.

In my opinion, solving this kind of relationship to the details of user experience is the most important thing at the moment.

Yu Tiecheng: new tourism websites must not be greedy for greedy miscellaneous things. They should do their best in their respective fields, and then gradually expand to related sectors.

At the same time, I also found that I do not agree with the content of some websites, such as hotels, air tickets, tickets, holiday travel agencies, etc.

Even if the whole market is large enough, this hodgepodge mode of development can win some users' big expansion first, but it can not guarantee the quality of service. Therefore, sooner or later, it will face a bottleneck.

In addition, the last thing about e-commerce is quality of service.

If the quality of service is good, the user experience will naturally be good, and then will be spread rapidly through word of mouth or SNS network. On the contrary, poor service will also spread bad reputation on the Internet day by day.

Tourism is an industry that emphasizes service sense. Therefore, the most important cornerstone of online tourism website differentiation is to do a good job of service quality.

Focus two: how to standardize tourism products?

Problems: although some enterprises have a complete internal control system, they can not give full play to their functions, including the lack of effective supervision mechanism for financial approval and production processes, and so on. There are two layers of skin.

Weapon: whether the internal control system can really play a role as a firewall is a test of the importance of risk management by business operators.

Only by conducting targeted inspection and recording and marking of the implementation of the internal control system can enterprises help to reduce potential bleeding.

Hong Qinghua: compared with air tickets and hotels, the standardization level of tourist routes is the lowest, where to live, where to eat, what attractions to visit, whether to shop, and whether the schedule is reasonable.

My suggestion is that travel websites should learn to do subtraction instead of adding, for example, do not attempt to take all the schedules of tourists in the same way as traditional travel agencies, but to provide products within their capabilities, so that they can not only make the service process simple and quick, but also ensure the quality of service.

Dai Zheng: when selecting suppliers, the website should bear in mind the principle of "consumer responsibility", and the suppliers selected should be recognized by the industry.

For example, the airline agents who cooperate with the Internet have all obtained the industry qualification issued by the China Air Transport Association (CATA).

Second, the website also needs to grow together with the upstream tourism suppliers to meet the deeper needs of users.

A lot of tourism suppliers are traditionally traditional enterprises. They are accustomed to doing offline business, but not very clear about how the network interface is user friendly and how to provide services through the network. This requires that the platform of tourism websites should communicate with upstream suppliers to improve their operational capabilities and service levels, and ultimately achieve process standardization.

Li Daishan: there is a nearly harsh censorship and elimination system on the supplier's choice. Suppliers are not only able to join the market at low prices, but also must be inspected and screened through a leisurely network.

In this regard, our website itself has a product business team of nearly 100 people and is very familiar with the tourism industry.

The members of this team are industry experts who are very clear about supplier's brand, line cost and profit.

Their main responsibility is to select and identify suppliers, and invite quality suppliers to join the network system.

Once the supplier's tour routes have significant quality problems, they will immediately eliminate them.

Of course, there are a lot of "force majeure" factors in tourism itinerary. The quality of suppliers can not be guaranteed without complaints or accidents. Therefore, the prompt solution and feedback mechanism is also an indispensable part.

Hou Tao: tourism website should start with the main elements of tourism product composition, design the product usage process, and try to choose hot lines or enough service products in advance.

For selected tourism products, websites should try to establish standardized service processes, and combine more service providers to adopt the process, thus gradually realizing the pformation from design products to design processes.

{page_break}

Focus three: rely on models or teams to attract investors?

Question: this year, investors have extended an olive branch to online travel providers in the field of subdivision.

Many people would think that venture capitalists prefer companies that can tell fascinating stories and have unique business models, but in fact, the choice criteria of investors are comprehensive and diverse.

Weapon: strong execution teams, business models of diversity and scalability, and enterprises' ability to adapt to market continuous improvement are the yardstick for investors. For enterprises, the most important thing is what value can be brought to users and how much interest they bring to partners. Based on this starting point, the development of enterprises can be sustained and long-term.

Yu Tiecheng: we are interested in websites that provide subdivision and unique tourism services. For example, a website that enables high-end donkeys to get targeted services of small groups and customized services can enable ordinary people to get websites such as Ctrip and other low end hotel accommodation online booking services outside the scope of services such as Ctrip. This is also an important reason for djie capital to invest in donkey mother.

Yu Dunde: in the tourism market, Ctrip and elong have established strong competitive barriers in channels, product resources and so on. As a latecomer, we have no way to compete with Ctrip and elong in traditional business areas, and we can only take the road of differentiation.

And this differentiated business model is also an important factor to attract investors such as Sequoia Capital.

From our experience with venture capitalists, investors are more concerned about the expansion of the team, business models, and the ability of enterprises to adapt to the continuous improvement of the market.

Li Daishan: from the perspective of the whole industry, investors will first consider the difference between the business and industry giants, whether the business model is innovative or partly proven feasible. In addition, the investors will also examine whether the enterprise has the potential for long-term development, how big the growth is, whether the leader and team of the enterprise is excellent, and whether the team execution is strong enough, these are important choices.

In the near future, investors really have a high degree of concern about the whole industry of online travel. At present, there are many venture capital initiatives to keep pace with the leisurely pace. In due course, we will start a new round of financing.

Dai Zheng: many people would think that VC preferred companies that can tell fascinating stories and have unique business models, but in fact, investors often value business teams more.

Companies with almost the same business models may die early, while others may grow to hundreds of millions of big companies, so the company's model is not the most important. All the functions of the enterprise are just a tool in the toolbox. The most important thing is what value the enterprise can bring to your users and how much interest it can bring to your partners.

With these two prerequisites, the development of an enterprise can be long-term and the real value can be brought to investors.

Band aid

"Focus" wins

Data from CNZZ show that in the first 4 months of 2011, the overall scale of the business website industry showed a steady and rising trend. In March, it was the highest monthly number of industrial stations in the first 4 months of 2011, reaching 1301, and the average daily number of visitors reached 4 million 230 thousand in April, an increase of 6.5% over the same period in April 2010.

(see above)

CNZZ data center analysts believe that the overall growth of the scale of the business travel website industry is mainly benefited from the following aspects: first, the large-scale development of the domestic high-speed railway will greatly promote the inter city crowd movement, and for the business travel website, it will also bring many visitors. This growth trend has begun to appear. Two, the hotel industry is paying more and more attention to online booking of the market, and the trend of self built subscription website has been continuing, which has also promoted the growth of the industry site.

In terms of products, although the online travel booking market is still dominated by airline tickets and hotel single products, with the development of leisure tourism market, the online travel booking market will develop towards product differentiation.

On the one hand, the traditional OTA (online travel) service providers (mainly Ctrip and elong) will develop business services from single products to personalized and differentiated leisure services represented by free tours and group tours. On the other hand, emerging OTA providers are also adopting differentiated strategic niche markets, such as the way cattle Network focuses on holiday products, while donkey mothers focus on scenic spots, etc.

Attracted by the market prospect of the industry, there will be more online travel service providers competing in the future. The traditional tourism enterprises will also test the water e-business and launch the online tourism market.

As for how to win in this dynamic gold digging campaign?

Many industry experts tend to think that tourism websites need to maintain "focus" as much as possible, provide differentiated products and differentiated services to users, so as to grasp the new round of business opportunities.

However, unlike traditional airline reservation and hotel reservation, the product of tourism reservation has inherent complexity, for example, it is difficult to achieve standardization of products.

If we can not solve this practical problem well, it will inevitably bring many difficulties to the later stage operation of the tourism booking website, such as the rising cost pressure, the difficulty in realizing the expansion of the website scale and the difficult user experience.

To solve this problem, enterprises are required to concentrate their attention on the dominant areas as much as possible in the early stage, such as personalized products, differentiated target users, and dominant market cultivation.

In fact, tourism websites need to resist the temptation and attraction of "big and all".

Because in the field of tourism product reservation, it will be difficult to breed a big and big company like Ctrip in the short term. On the contrary, "small and specialized" can help to maintain a firm foothold in the early stage of tourism development.