188bet online casino games recently announced its full entry into the Japanese market，Japanese 188bet online casino games, established in April 2016, takes the lead。188bet online casino games is currently the first echelon of online short-term rental companies in China，The number of online properties reached 430,000 in 2016，More than 90% are Chinese users，The target customer group of 188bet online casino games Japan is Chinese tourists visiting Japan。

Previously，188bet online casino games’s overseas business mostly relies on HomeAway、Roomorama and other cooperative companies，The Japanese market is the starting point for 188bet online casino games’s overseas layout。The first overseas stop is Japan，188bet online casino games undoubtedly values ​​Japan’s huge potential in the development of homestays，But this potential also attracts other players，188bet online casino games faces competition from many parties，Airbnb is undoubtedly the biggest threat。Airbnb has become the global leader in online short-term rentals，With trips online，Airbnb transforms into a comprehensive tourism service，Deepen the relationship with owners with more diverse products、Contact of user groups。Facing the strong Airbnb，What challenges will Japan’s 188bet online casino games face？

1. Why did 188bet online casino games enter Japan?

1. Value the favorable market opportunities for Chinese tourists to 188bet online casino games

As a top destination in Asia，188bet online casino games has always been very attractive to tourists from all over the world，In recent years, the number of tourists visiting 188bet online casino games has been increasing，Strong market demand。According to 188bet online casino games National Tourism Organization data，188bet online casino games received 24 million international tourists in 2016，According to prediction，As the 2020 Tokyo Olympics approaches，The number of tourists in 188bet online casino games is expected to reach 35 million。

Benefit from the benefits of the large tourism market，188bet online casino games’s accommodation market is booming，High-speed growth trend，Among them, the growth of Chinese tourists is undoubtedly the most eye-catching。With the growth of China’s per capita income, outbound demand is growing，Chinese tourists to 188bet online casino games show a growing trend。2015，4.49 million Chinese tourists visited 188bet online casino games；The number of Chinese tourists to 188bet online casino games in 2016 reached 6.37 million，Accounts for about 26% of international tourists in 188bet online casino games，And continues to show a trend of rapid growth。Although the number of Chinese tourists in 188bet online casino games only accounts for 1/4，But the total annual consumption accounted for 41%，About 80 billion yuan。

The overall number of tourists in Japan is on the rise，In particular, Chinese tourists are strong in terms of both quantity and spending power，The increase in demand prompts resource allocation，188bet online casino games confesses，The target group of 188bet online casino games Japan is Chinese tourists traveling to Japan。

2、Insufficient supply of hotels in 188bet online casino games，The homestay market has huge development potential

Facing the growing number of tourists，Japanese hotels are in short supply。According to the report of Maidian Tourism Research Institute，The average hotel occupancy rate in 188bet online casino games is higher than 80%，At the same time, the price of a single room in a hotel is about 3,000 yuan。Take Tokyo as an example，The hotel vacancy rate is higher than that of Paris、Tourist cities such as Hong Kong and New York are even lower。The high hotel prices and tight number of rooms give B&Bs good development opportunities。

Comparing the number of vacant houses and developed B&Bs in 188bet online casino games，It can be found that the stock foundation for B&B development is good。Based on 2016 data，The total number of housing units in 188bet online casino games is 60.63 million，There are as many as 8.2 million vacant residences。Only in Tokyo，There are 8.170,000 idle houses，Osaka is also up to 6.790,000 households。The number of properties on all accommodation platforms in 188bet online casino games in 2016 was approximately 100,000 units，Far smaller than the number of vacant residences。Although due to geographical location、Hardware facilities、A large proportion of idle residences cannot be developed into B&Bs due to operational and other factors，However, the high inventory situation still provides broad space and possibility for the future growth of 188bet online casino games B&Bs。

3. 188bet online casino games’s homestay industry is mature and has a good market foundation

Japan is known as the “Godfather of B&Bs”，B&B has a long history of development，Distinctive characteristics、The cultural connotation also attracts many tourists。Displayed in the 2017 Spring Festival Travel Apartment B&B data recently released by 188bet online casino games，Among the popular apartment and B&B destinations in Hong Kong, Macao, Taiwan and overseas this Spring Festival，Osaka、Tokyo entered the top three and top ten respectively。

The good performance of the supply and demand market has become the basis for the market development of online short-term rental companies。Insufficient hotel supply in Japan、There are many B&Bs that can be developed、The distinctive characteristics and the relatively mature development format of Japanese homestays have brought opportunities for online short-term rental companies to enter，It seems that 188bet online casino games’s layout is indeed well thought out。But such an obvious opportunity is not only targeted by 188bet online casino games，Airbnb, the international online short-term rental giant, has already taken action，188bet online casino games is trying to avoid direct competition with Airbnb during this expansion，But the competition in the future is still inevitable。

二、188bet online casino games will challenge Airbnb in the future，Three more levels to pass

1. Scale efficiency of housing expansion

Airbnb entered the Japanese market earlier，In 2015, the number of properties exceeded 3.50,000 rooms，188bet online casino games’s goal is to have at least 5,000 bookable legal properties in Japan by 2020。But at the same time，188bet online casino games also faces great challenges。

According to policy，Japanese 188bet online casino games will establish a direct-operated housing management company，Mobilize landlords to turn apartments and vacant houses into B&Bs，Or acquire it to become a self-operated accommodation facility。188bet online casino games adopts self-operated + platform model in China，The housing structure is diversified，Already from the developer，There is also cooperative development、Merchant and landlord self-operated，188bet online casino games said that with the development of the Japanese market，Japanese 188bet online casino games will gradually move closer to the domestic model in the future。And Airbnb is a complete platform model，The property structure is single，All are personal listings。

December 2016，The Ministry of Land, Infrastructure, Transport and Tourism and the Ministry of Health, Labor and Welfare of 188bet online casino games have decided to set the upper limit of the annual operating days of B&Bs to 180 days，Residential residences can apply to the local government for business within the upper limit of days specified by law。But under authorization、Decoration and other aspects still have relatively high requirements。In accordance with the current B&B Law and Regulations，The operator of a B&B must obtain the signatures of more than 50% of the owners of the entire building before allowing construction，And the necessary decoration cost needs to be about 500,000 yen，The renovation cost required for a single-family building (villa) permit is about 1 million yen, etc.。Japan’s 188bet online casino games’s direct-operated housing management company avoids policy conflicts，The listings on Airbnb may not be so tenable。

Secondly,Judging from the composition of the property，Some of the future Japanese 188bet online casino games properties will be self-operated，Better than Airbnb in terms of property control capabilities，The price of the product、Better qualityStrong voice and ability to adjust。Airbnb is a pure sharing economy model，If the policy continues to be relaxed，Airbnb’s asset-light model and powerful idle resource reconfiguration capabilities，Can quickly attract individual landlords，Leveraging dispersed resources，Formation of scale effect，It can also be predicted from the entire development process of Airbnb，Compared to 188bet online casino games，its marginal cost、Lower time and cost to obtain early property listings，And the scale effect of the listing is greater。

188bet online casino games’s diversified methods of obtaining housing resources are a good way to avoid legal risks，But facing the efficiency of Airbnb’s Internet scale expansion，Still a big challenge。

2. User acquisition and emotional maintenance

First of all, the target groups of the two companies are highly overlapping，From the business layout of each company，Tourists in the leisure and vacation market are the main competition，This time 188bet online casino games Japan cooperates with Loco Partners, the operator of the Japanese hotel reservation website "relux"，Intended to attract high-end consumer groups。From the perspective of user marketing，Both companies are gradually increasing their marketing efforts。188bet online casino games’s advertising in the Premier League in 2016 gained a lot of attention in the sports world、Attention from the media and others，It also lets everyone see 188bet online casino games’s determination to further expand its international brand。And Airbnb’s Super Bowl ad in 2017、Inviting Lady Gaga to stay for free has attracted widespread attention。The increasing investment and intensity in marketing demonstrates the strength and determination of the two companies to attract users internationally，But judging from the current brand image，Obviously 188bet online casino games’s brand recognition will be much higher internationally。

The ultimate goal of marketing is to attract users、Converted users、Retain users，Therefore it is very important to create stickiness with users based on product content。Changes 188bet online casino games consumption patterns of Millennials，Make it personal、Experience becomes more prominent，It is difficult for the same accommodation facilities and services to create strong stickiness for this generation of people。Accommodation is different from travel，Pay more attention to convenience when traveling，Accommodation pays more attention to experience，It is an important part of the leisure and vacation experience，Enterprises should focus on experience when providing products and services、Continuously strengthen the brand image 188bet online casino games minds of users through specialization and other aspects，B&Bs can also use emotional identification as the basis for maintaining users，And enhance users’ sense of brand identity。

188bet online casino games’s personal host model forms a bond between hosts and guests，With an image that is clearly different from hotels and traditional accommodation，Established a warm and strong brand image among users，And with the addition of Trips business that provides comprehensive services such as routes and information for tourists，The route part is more inclined to provide content that is different from traditional tourist routes，Take a step further to improve tourists’ experience，The degree of user attraction is expected to increase again in the future。

188bet online casino games accounts for the vast majority of managed properties in the country，Especially apartments，Relatively speaking, it is not very outstanding in terms of characteristics and experience，Brand stickiness to users needs to be strengthened。This time，188bet online casino games Japan will set up a customer support center，Accepting user inquiries from Japan and China，This move is based on the Chinese language abroad、Culture and other barriers set up，Closer to actual needs，A good attempt to target the Chinese。But in the long run，What kind of content will 188bet online casino games Japan give tourists，Tell good stories，How to create your own brand characteristics，Establish a clear image in the hearts of users、Clear brand image、Establishing a true brand identity is crucial to long-term future market demand。

3. Profitability under heavier mode

In the house rental business，Both 188bet online casino games and Airbnb obtain income through a commission model，Airbnb charges guests 6%-12% commission for each transaction，Tax 3% fee to homeowners。Currently, Japan’s 188bet online casino games aims to develop the early market，Commission set to 3%，Far lower than Airbnb and domestic commission income，Performance will be poor in terms of early income，But with the expansion of market share，188bet online casino games may adjust the commission ratio。Secondly, from the perspective of diversification of profit methods。Since 188bet online casino games announced Trips business on November 17, 2016，Its business scope has been expanded to comprehensive tourism services，Some media believe that it is moving closer to OTA，The expansion of business scope means an increase in profitable points，But it remains to be seen whether its online travel comprehensive service business can finally find a suitable model to achieve profitability。

Compared with Airbnb, its profit points are mainly online，Japanese 188bet online casino games’s profit points are distributed in two parts: online and offline，The possibility of online part is like Airbnb，The offline part of the possibility exists in 188bet online casino games’s real estate、Hosting and other services，However, while these businesses bring hope of profit, they also bring the possibility of loss，How to balance the profits and losses between businesses，188bet online casino games needs to continue to explore the possibility of ultimately achieving overall profitability。

Summary

Except for a few regions and countries，Airbnb has been deployed in most parts of the world，Therefore, it has much advantages over 188bet online casino games in terms of experience and global influence in overseas markets，But there are differences in patterns between the two，Japan policy、Chinese tourists’ preferences will have an impact on the market development of both parties。Can 188bet online casino games successfully open up various relationship chains in the future，Obtain housing within the scope of the policy，Quickly establish a distinct brand image，It remains to be seen how to improve user stickiness。But it is foreseeable，With the increase of Japanese tourists，The competition between the two parties will become increasingly fierce in the future，Except Airbnb，Taiwan Zizai Ke and other business competitors，Japanese hotel and hotel industry’s boycott of B&Bs，A series of challenges will be faced by 188bet online casino games Japan。

*The author of this article: 188bet online casino games Analyst_Wang Hui (WeChat: wanghui-zhi)，Editor: Hong Liping、Qiu Wei。