“Unicorns” usually refer to (technology) startups valued at more than one billion US dollars at the time of a new round of financing。Maybe you think so，Private companies valued at US billion and above。Obviously，These are 2 different definitions，Don’t worry about which definition is more accurate， billion business valuation，188bet mobile will undoubtedly become the hard threshold for entering the "unicorn" industry。

Based on an article written by 36氪 2 years ago'Tim O, founder and CEO of Reilly Media'In Reilly’s article，The author excerpted a piece of Tim O'Reilly’s understanding of “unicorn””In addition to these billion-dollar unicorns，In fact, there is another type of unicorn，They always play an important role in our lives，Or change our lives，Or 188bet mobile once caught our eyes and then became popular，Slowly we all take them for granted。”

Follow the explanation above，May as well assume，The entire China 188bet mobile ticket market relative to the 188bet mobile electronic ticket market，Seems like a “forgotten” unicorn，Just this unicorn，Does not belong to any company，Nor does it belong to a certain system，More like a cake waiting to be "cut"。The reason why it is said to be "forgotten"，Not the literal meaning of "forget"，It just expresses a phenomenon of huge offline traffic volume that is covered up by the impact of online traffic。

1The author tries to use three aspects of 188bet mobile to explain，How large is the volume of offline traffic，And possible trend analysis。

AuthorAccording to the 2014 and 2015 China Tourism Statistical Bulletin released by the National Tourism Administration and the World Tourism Organization’s 2016 GDP forecast data for China’s tourism industry as well as data from relevant third parties，Analysis based on tourism transaction volume，2014、The national tourism transaction volume in 2015 and forecast in 2016 is approximately 6.61 trillion yuan、7.34 trillion yuan、7750 billion yuan，Among them 2014、The national online 188bet mobile market transaction volume in 2015 and forecast in 2016 is approximately 3077.900 million yuan、4326.300 million yuan、5420.900 million yuan，Proportion is 4.7%、5.9% and 7.0%。And more than 93% of the remaining transaction volume comes from offline，The source of offline traffic does not simply come from 188bet mobile agencies (groups)，And it may come from the (natural growth) window traffic of the scenic spot。

Now，Most of the data we see，These are all online 188bet mobile data，For example, 2014-2015，The penetration rates of air tickets and accommodation are 59 respectively.2%、76.7% and 27.3%、36.4%。The penetration rate of 188bet mobile electronic tickets is even lower，In 2014-2016，Relevant data display is 5.5%、7.9% and 10.7%，The growth rate is relatively slow compared to air tickets and accommodation。Special instructions are，In existing third-party data，The numerical difference between each other will be relatively large，On the one hand, it is due to the inconsistent statistical caliber；On the other hand，The ways to obtain data are also not the same，So，May cause errors in data vision for practitioners。What’s more worth explaining is，The penetration rate of the current online 188bet mobile industry is based on the algorithm，Not divided by the total tourism transaction volume，But divided by the online 188bet mobile transaction volume。Actually，What is now called penetration rate，More accurate statement，It should be the market share of such and such segment，For example，2016，188bet mobile electronic ticket market share is 10.7%，Not 2016，188bet mobile electronic ticket market penetration rate is 10.7%。Due to，The industry “defaults” to data in third-party reports，So it is rare to see anyone making corrections。

2The data on the other hand is for individual powerful scenic spots，Especially for scenic spots listed on the New OTC 188bet mobile in 2016。The author once briefly analyzed the data of 9 scenic spots listed on the New Third Board。Hard to find，Which scenic spot’s transaction channel is the online channel with larger transaction volume or the offline 188bet mobile agency (group) which has more advantages?。A simple view，The "China Henan Lufeng Dinosaur National Geopark" was officially listed on the New OTC Market on May 22, 2015，Currently a national AAAA tourist attraction。

Dinosaur Valley January-June 2016、2015、The operating income in 2014 was 2357.030,000 188bet mobile、4774.650,000 188bet mobile、4247.690,000 188bet mobile；Net profit is 765 respectively.900,000 188bet mobile、1417.210,000 188bet mobile、1001.040,000 188bet mobile。

The top 5 customers in 2015 are: Yunyu Jewelry Group Co., Ltd.、Wen Shaohui、Tongcheng.com、Ctrip、Yunnan Holiday Scenery International 188bet mobile Agency Co., Ltd.，Only account for 8% of annual sales respectively.69%、2.69%

0.68%、0.21% and 0.20%，5 companies account for 12% of annual sales.47%。Among them，Tongcheng and Ctrip, which have larger 188bet mobile channel transaction volumes, only account for 0% of the annual transaction volume.89%。Let’s look at Shenzhen Huaqiang Fantawild, which was officially listed on the New Third Board for public transfer on December 28, 2015。Comparative analysis，Published by the Division from January to June 2016、2015、Learned from the 2014 annual report:

Huaqiang Fantawild January-June 2016、2015、The operating income in 2014 was 143500.600,000 188bet mobile、280492.310,000 188bet mobile、235442.330,000 188bet mobile；Net profit is 28040 respectively.160,000 188bet mobile、66373.380,000 188bet mobile、72318.570,000 188bet mobile。

The top 5 customers in 2015 are: Nanning Qingxiu Mountain Scenic Spot 188bet mobile Development Co., Ltd.、Jiayuguan Cultural 188bet mobile Group Co., Ltd.、Luoyang Construction Investment Co., Ltd.、Wuhu Construction Investment Co., Ltd.、Ningxiang Weidong New City Cultural 188bet mobile Investment Co., Ltd. and Handan Jiaojian Zhanghe Development Co., Ltd.。The above company is mainly engaged in the planning and design of tourist attractions、Investment project construction、Development, operation and other contents，In other words，That is, creative design income and 188bet mobile science and technology theme park construction income。See the financial report disclosed in the first half of 2016，Among the top 5 available customers of Huaqiang Fantawild for 2 consecutive years，There are no 188bet mobile agencies (groups) and OTAs (online 188bet mobile agencies)，The operation and management income of cultural and technological theme parks is almost the same as that of creative design，The reason for this phenomenon，Maybe，Huaqiang Fantawild’s theme park customers are extremely scattered，Or most tourists go to scenic spots to buy tickets independently but do not buy tickets through e-commerce or 188bet mobile agency channels。

3According to the "Annual National 188bet mobile Agency Statistical Survey Bulletin" released by the National Tourism Administration in 2014 and 2015，

2014、There were 26,650 and 27,621 188bet mobile agencies in 2015，3 year-on-year increase.64%，And in terms of operating profit，-29 year-on-year decrease in 2014.41%，The number of employees decreased by -2 compared with the same period in 2014.13%。

Data display from the National Tourism Administration Data Center，Xinjiang、Ningxia、Henan、The number of 188bet mobile agencies in 7 provinces including Zhejiang decreased，Xinjiang has the largest decrease of 4.44%，Especially the most populous province of Henan and the developed tourism area in eastern Zhejiang，Negative growth occurred。

Summary:

1.After 2016，The online transaction volume of the tourism market has begun to “shrink”，Slowing growth。On the one hand, it is because of the "cold winter" in the capital market for two consecutive years from 2015 to 2016 that online 188bet mobile entrepreneurs learned to "hibernate"；On the other hand，We see 2016，Especially the Q4 quarter at the end of the year，Many (industrial) scenic spots have begun to actively list on the New OTC Market，Get the attention of the capital market，And obtain more capital，Participate in the planning and construction of scenic spots；Secondly，We should be able to see it too，Both online 188bet mobile companies and (industrial) scenic spots had major mergers and acquisitions in 2016、Reorganization event occurs，Hope to use this method，Achieve expansion of scale and revenue；

2.The online traffic in the tourism market is beginning to become saturated，The end of the “demographic dividend” period due to mobile devices and user habits, etc.，It is expected that there will be no major traffic increase in the past 2 years，Offline traffic may become popular again or continue to attract the attention of online 188bet mobile entrepreneurs，Offline traffic is not just the traffic of 188bet mobile agencies (groups)。After nearly 3 years，Competition between online and offline，Entrepreneurs in the tourism industry will find out，Although online 188bet mobile is not entirely an Internet company，But it has the Internet gene，This requires keeping “user experience” and “high efficiency” in mind。The 188bet mobile agency (group) store is not the closest to the user，The most recent user is undoubtedly at the entrance of the resource side。In addition，At the beginning of 2017，The emergence of WeChat mini programs，Further activate offline traffic。According to the Spring Festival data released by Tongcheng 188bet mobile: tourists entering scenic spots through Tongcheng Mini Program，The average time spent on the mini program is only 57 seconds，Compared to the average 5-minute queue time，Greatly saves user time。From this，Visible，Mini programs allow online 188bet mobile companies to take a step closer to user needs。

*The author of this article: Liang Guoqing,Beneficiary expert author,Currently a researcher at the Electronic Ticket Research Center of Lvmama 188bet mobile Network，Most of the works are published on the WeChat public account "188bet mobile Teahouse"，Personal WeChat:liangzi2015, welcome to follow and communicate。