The case that the author plans to share today，The intention is not to tell a great entrepreneurial story about a certain company，Because there are many great companies now。Currently，The proliferation of success studies，But most of them are bosses from different industries who come out to brag，This article tries to keep close to the tourism industry and corporate practice，Selected “188bet online sports betting” as a case for analysis，The reason why the author chose this project as a case，Not just because the author was heavily involved in this project in the early days，Very familiar with the founder and the project，It also lies in realizing that its growth process may have great reference value for entrepreneurs in the tourism industry，The full text is divided into two parts，The first part tells the story of corporate development，The second part talks about development logic，Friends who pay attention to logic can directly turn the page to the middle of the article。

Crossing the river on a tightrope, failed in the 188bet online sports betting battle

"got it"！This is the first sentence Lao Wu said when he received the "Online Reservation Taxi Business License" from the transportation authority in Beijing on November 7, 2017，This means Lao Wu’s travel agency，got something like "Didi"、"Shenzhou Special 188bet online sports betting"、National online 188bet online sports betting-hailing license qualifications owned by big-name companies such as “Shouqi 188bet online sports betting-hailing”，The direct meaning is that Sunshine Taxi has become a legal national taxi company，Can carry out shared economy 188bet online sports betting service。

Then the question comes，A travel agency whose operating methods have remained unchanged for decades，How to successfully obtain an online 188bet online sports betting-hailing license？

Talk about 5 years ago at the end of 2012，After selling his second OTA company to eLong (airport card issuance + call center model)，The restless Lao Wu vaguely smelled the business opportunities of online travel，I couldn’t help but launch an Internet customized travel project，Because I received a lot of troubles about non-standard bookings when I was an OTA，Lao Wu, who had both time and money at that time, happily embarked on the road of Internet entrepreneurship，But I never thought 188bet online sports betting road would be so difficult。

Like many entrepreneurs who think "building blocks"，Lao Wu takes the tour as a whole when doing customized tours、Live、row、游、Purchase、Entertainment is divided into many different types of element parts，Allow users to freely combine on the PC website，However，Tourists who are unfamiliar with the destination are not willing to "allocate an itinerary" for themselves as soon as they arrive，Complete freedom of movement is a complete adventure in the eyes of consumers，Soon，The PC online travel market has been revolutionized by Ctrip’s “just go” service，Business is bleak after 6 months of operation，Lao Wu decided that he can no longer continue doing 188bet online sports betting，So the first transformation began。

Transformation encounters scale ceiling and 188bet online sports betting obstacles

Lao Wu thought of it during the review，Inside the elements of customized travel，Cars and tour guides are in high demand，So we decided to focus our business on chartered cars and tour guides，After extracting the keywords of the "Holiday Sunshine" brand in the OTA era，The "188bet online sports betting" brand came into being。Sunshine Drivers will first focus on the tour guide business，The specific way is to tease the tour guide through QQ online through the management team，Go to the offline scenic spot to block the tour guide，Soon established the country’s largest resource database of certified tour guides for sale，It is precisely because of this tour guide resource library，Major OTAs and platforms with large traffic have extended an olive branch to 188bet online sports betting，Because no one does this，And it’s nationwide，Car use，Mainly engaged in national bus rental，No one does this yet，Anyway，With exclusive advantageous products that OTA does not have，Cooperation is a matter of course。

Later，When the National Tourism Administration issued a rectification order to a well-known OTA’s “locals” channel for conducting non-certified tour guides，"188bet online sports betting" is the only supplier that can provide certified tour guides，Contracted its entire channel almost “for free”。

188bet online sports betting seems to be relatively successful，But difficulties also come one after another。

First，The tour guide business has limited market capacity，Cannot support the company’s survival alone，At that time，The tour guide business is the main business of Sunshine Tour Guide，The demand and scale of the bus market are relatively small。But even though the industry is like 188bet online sports betting，There are still various "tour guide" companies rushing in，Similar to the shared bicycle industry，Basically, once 188bet online sports betting type of project is established and becomes the company’s main business，188bet online sports betting is the beginning of the countdown to death，Old Wu understands，The company may close if it continues like 188bet online sports betting。

Secondly，Lao Wu encountered serious setbacks in financing。Tourism investment is booming from 2014 to 2015，Entrepreneurs can basically get money by telling a story or PPT，However, the “188bet online sports betting” project with real business has always been ignored by investors，So much so that 5 of the 6 projects with car concepts on the market have received investment，But "188bet online sports betting" alone is excluded。At this time，Met with hundreds of investors，After wasting countless hours，Finally a company is willing to promote “188bet online sports betting” on the New Third Board，After various interviews and due diligence，Finally, Lao Wu waited for unexpected news，"We will not promote this project"。

Old Wu is very depressed，Run back to the villa in Shandong alone to relax，Then think about the way out and transformation of "188bet online sports betting"。

Re-Transformation: Focus on B-side Supply of Tourist Vehicles，It’s a good 188bet online sports betting to solve the qualification problem

During the operation process of 188bet online sports betting going online on major OTA platforms，Lao Wu discovered that cars are a product in high demand，Especially for private car transfers，The reason is very simple: a normal tourist needs at least four pick-up and drop-off trips for a trip，This does not include the displacement of the destination，High frequency characteristics and relatively easy to standardize，The rising orders constantly remind Lao Wu，“With more than 4 billion passengers in the domestic tourism scene, private cars are a gold mine”，But under the circumstances，The special car battle is so intense that the sky is dizzy and the earth is dark，Both China and Yidao recharge，It’s still a fierce battle between Didi and Uber，Lao Wu, who relies solely on his own funds to support the company, has invested tens of millions，If using money burning mode，Not counting the high operating expenses of the technical team，A few days of subsidies can make the company close。

After careful consideration，Lao Wu decided to only make special cars for tourism scenes，Only B-side supply and distribution，Only cooperate with the team，Strive to develop your own automated vehicle dispatching system to reduce costs，Even stop using the services of a "well-known private 188bet online sports betting" company to make money through OTA at a specific time。

Persisted for about 6 months，Business continues to explode，The company achieved break-even。It is at this time，The "188bet online sports betting" project was captured by discerning investors，Successfully obtained Series A financing，Finally, the company no longer has to be carried by one person。

At this time，The industry structure has undergone very big changes: it used to only invest overseas，There are fewer investors who only invest in C-side，There are fewer friends who set out to do the "chartered car" business together，Even，In the private car market, even large companies are no longer at war，No more subsidies，The market seems to have reached an unprecedented consensus，Everyone is making money in silence，It’s a good time for 188bet online sports betting？

Soon，188bet online sports betting business encounters bottleneck again，The so-called Chengye B-end，The problem also lies on the B side。

188bet online sports betting has successfully achieved "ecological card position" through B-end business，Solving the pain points of domestic tourist buses，But business relying on B-side will soon hit a ceiling，To develop the C-side or directly sign the B-side business, there is no professional qualification for operation (originally there is no problem in moving bricks on the B-side)，Big travel companies dare not use it，So professional qualifications have become an unavoidable issue in the development of Sunshine Vehicle Guides。

If you lack professional operating qualifications，If this continues, we don’t have to wait for Ctrip and other OTAs to launch their own business and burn bridges，188bet online sports betting itself has huge survival risks。

Fortunately, the B-side traffic has brought huge traffic and orders to “188bet online sports betting”，Lao Wu actively used these resources to establish his own operation and technology system，Built a nationwide car service and sales network，And continue to optimize its supply chain and enhance its voice。What’s more important is，These business volumes，Is a necessary assistance condition to apply for an online car-hailing license，Although this is also a question of which came first, the chicken or the egg，But this is not what the government departments care about，After a year of hard work，Then the scene at the beginning of the story appeared，This means，Lao Wu can engage in direct sales B-side and C-side business，Exactly this time，Investors provided Sunshine Auto Guide’s A+ round investment，Series B is about to be completed，It was also rated as a "High-tech Enterprise" by Beijing and Zhongguancun。

Today，As an individual entrepreneur、A travel agency，Lao 188bet online sports betting achieved “against the trend”。

Logical part: How to dance happily with elephants?

If we review the development logic of 188bet online sports betting Motors，You will find these aspects worth thinking about。

1. Focus and iteration

It’s not surprising for startups to try and make mistakes and change directions，Sunshine car guides are also not exempt from vulgarity，But the difference is，188bet online sports betting is following a path of “focus and iteration”，First, make all the elements of the customized tour，Then separate the tour guide and the car and solidify them with the brand name，This is equivalent to saying that the money spent previously was not wasted；Let’s talk about iteration，The initial vehicle product is bus rental，Later evolved into a "tourist car"，。Looking at many other entrepreneurs，Some 180 degree turns，Some can turn 360 degrees at any time，It’s a waste of money，The development window is fleeting。

2. Create products and services in niche areas

Tourism startups choose to create their own products and services，The initiative will be greater，But because of the selected subdivision，Scale may be an issue，At 188bet online sports betting time, two conditions must be met: one is to form a network，The second is to be the first in 188bet online sports betting segment。Be networked，Can make up for the shortcomings of scale，To be the first in the field，will make products and services the best choice for channels and investors。

What Sunshine 188bet online sports betting Tour does is whether it is tour guide business，It’s still the early stage of bus business，Both meet the above two requirements。When we later iterated the bus business using special vehicles，Still choose the "tourist scene special 188bet online sports betting" segment，Focus on the domestic market。

3. Pay attention to the honeymoon window period between utilization and 188bet online sports betting

B-side has traffic，Traffic means transactions，Trading means profit (if strong competition means loss)，Although the B-side has to share the profits，I even made it clear that I would use you as a guinea pig and possibly burn bridges，But if your products and services are similar to their existing products and services，Probably not even a chance to be a guinea pig。Anyway，Sales through B-side is a good way to test whether a product and service is reliable at a low cost，The transactions brought at the same time also give partners the opportunity to reshape the supply chain and solve other problems，Vice versa，If you don’t make money through B-end distribution，Cannot reshape the supply chain，It only means that the project is still not reliable。Back to the case of 188bet online sports betting，The B-side provides it with profits，Because 188bet online sports betting has pricing power in segmented fields，At the same time，The huge transaction has established its credibility on the supply side，And finally won the online car-hailing license based on transaction volume，Thereby realizing self-hematopoiesis。

*Author of 188bet online sports betting article: Yang Qingkun，Expert Author，Investment Director of HNA Tourism Investment Group。