188bet Economy Era，The core is what more comprehensive products the destination can provide。In the future, more 188bet projects will be added to the entire chain with scenic spot tickets as the entry point，For example, performing arts、Cultural Category、Catering and accommodation products。

December 19，Tongcheng Travel at the Global 188bet Destination Summit and Annual Partner Conference，Announced the official launch of the new cultural 188bet strategy，At the same time, it united all parties to initiate the establishment of the "New Culture and 188bet Alliance"，Blowed the clarion call to enter the cultural 188bet industry。

Founder of Tongcheng Travel、Wu Jian, President of Tongcheng International Travel (Group) said，Under the trend of continuous upgrading of destination consumption，Tongcheng Travel launches new cultural 188bet strategy，Intended to integrate internal and external resources，Focus on the creation of tourist destinations，To create more culture and derivative products，“The purpose is to have the ability to empower more tourist destinations”。

Seeing the fight for traffic、The era of price wars has long passed，OTAs (online travel companies) have turned their attention to the cultural 188bet industry。In fact，Competition for core resources from upstream、The layout of offline stores，Development and operation of 188bet IP、Intelligent empowerment of scenic spots，Since this year，Everyone is rushing all the way in the cultural 188bet sector。

As the OTA war extends from online to offline，In the fierce competition in the cultural 188bet industry，It’s not hard to see，The test behind the scenes is to return to the comprehensive operational capabilities of the entire industry chain。

The 2.0 era of destinations

That afternoon，Tongcheng Travel and Xinhuanet released the "Destination Marketing Trend Forecast in the New Consumption Era in 2018" analysis report，Report thinks，Refer to scholars’ classification model of Japanese consumer society，China’s consumer society has entered the “fourth consumer society”，And this trend is driving the upgrade of 188bet consumption。

Specifically，The upgrade of 188bet consumption not only includes the upgrade of market size，Tourists’ consumption patterns are also undergoing fundamental changes，Quality consumption content、Diversification，Mobile consumption methods、Socialization is having a profound impact on the entire 188bet industry。

Tongcheng Travel’s latest online survey data display，The per capita budget of tourists for a single trip in 2017 was 3722.96 yuan/person，An increase of 7 compared to a year ago.73%，Mainly due to people’s demand for high-quality 188bet services (transportation、Growth in demand for accommodation, etc.。

Wu Jian said，Tongcheng Travel has been involved in the ticket business since around 2009，The ticket economy was very dependent at that time，Can be regarded as a scenic spot 1.0 era。By 2016，Actually entered destination 2.Phase 0，Destination comprehensive consumption begins to develop from ticket economy to 188bet economy era。

In the process of transformation from "ticket economy" to "188bet economy"，Destination content is being continuously reconstructed，No longer limited to the traditional content of destination reviews + destination introduction。Users hope to buy more than just a ticket through travel websites，Diversified scenic spot products will be more popular。

Vice President of Tongcheng 188bet、In the opinion of Wang Kai, CEO of Tongcheng Cultural 188bet，In the era of 188bet economy，The core is what more comprehensive products the destination can provide。In the future, more 188bet projects will be added to the entire chain with scenic spot tickets as the entry point，For example, performing arts、Cultural Category、Catering and accommodation products。

In addition，For the upgrading and transformation of scenic spots，Artificial Intelligence、The application of cutting-edge technologies such as big data cannot be underestimated。Tencent Social Advertising Senior Marketing Manager Alynn pointed out，The two biggest pain points in 188bet industry marketing，One is that user travel behavior is scattered，Demands are more personalized；The other one is that the travel time is different，In the past, we mainly traveled during long holidays，Now I also choose to travel during off-peak hours。Aiming at these pain points，Tencent uses member social big data to track user behavior，Thus accurately capturing user needs。

OTA’s conspiracy

As the era of travel standard products passes，The transformation of global 188bet continues to deepen，The functions of OTA have also changed。Professor of Beijing International Studies University、Li Xinjian, deputy secretary-general of the Education Branch of China 188bet Association, pointed out，OTA’s identity is gradually becoming OTP (platform)、OTS (Service) and OTC (Content) Transition。

Chairman of Jingyu Group、Hong Qinghua, founder of Lvmama, said in an interview with the media，The era of OTA competition for traffic has passed，The core of competition will return to the core of the industrial chain，Return to the collaboration of the 188bet of resources-channels-services、Integration and competitiveness above。

Yang Yanfeng, a special researcher at the 188bet Research Center of the Chinese Academy of Social Sciences, told reporters，Because people are no longer satisfied with pure sightseeing travel，The original scenic spot has been transformed，Become a gathering catering、A composite economic platform that integrates multiple business formats such as retail。Many scenic spots companies are now queuing up for IPO review，It just shows that the dependence on the "ticket economy" is gradually weakening。

In his opinion，Tongcheng Ye Hao，Scenery、Tuniu and other 188bet companies as well，The logic of increasing investment in the cultural 188bet sector in recent years is very clear，It is to make destination products a new starting point for value mining。“It turns out that in the era of OTA expansion, the competition is the channel capabilities of each company，Now more attention is paid to its refined operation capabilities。This ability includes marketing planning、Hotel hosting、IP operation, etc.，In short，It is to provide content operation services for segmented groups。”

Take Tongcheng as an example，Wang Kai revealed in an interview with reporters，The newly established cultural 188bet sector has three main functions，The first is to help scenic spots upgrade tickets and fragmented consumption，The second is to create comprehensive products around the destination，Including free travel、Customized tour、Group tours, etc.，The third is to help cities plan and implement all-region 188bet。

March this year，Tongcheng Travel completes strategic investment in boutique B&B brand Huajiantang，Wang Kai said，In a sense，Huajiantang also represents Tongcheng’s future direction of developing cultural 188bet products，A project that is both unique and capable of large-scale replication。

Wang Kai said，Tongcheng Travel will launch 100 exclusive tourist routes and 100 health and wellness destination bases in 2018，About travel + love and marriage、Travel+Health、188bet + Agriculture、Cross-border integration of 188bet + education in multiple fields。

Second half 188bet game

Since this year，Except Ctrip, the industry leader, returns to profitability，Many online 188bet companies that have been under pressure for a long time have also made a wonderful turnaround。

August，Wu Zhixiang, founder of Tongcheng 188bet, disclosed in an internal email，After 43 consecutive months of losses，July 2017，Tongcheng Group as a whole finally achieved a large-scale profit of more than 30 million yuan。

Coincidentally，November 27，Tuniu announced its unaudited third quarter performance report，Data display，Net profit under non-US GAAP was RMB 39.7 million (USD 6 million)。After three and a half consecutive years of losses，Tuniu finally made its first quarterly profit since its listing。

Yang Yanfeng pointed out，OTAs have entered the profit stage one after another，It’s simply because the company has passed the period of cash-burning expansion，Shrinking reduces weak sectors，The comprehensive result of focusing on core business and conducting refined management。

Industry insiders think，Company announces profit，Always regarded as one of the signals of capitalization operation。In fact，Since entering the second half of the year，There are constant rumors about the online 188bet market，About the merger of Tuniu and Tongcheng in the capital market、JD Holdings Tuniu、The news of Tongcheng’s marriage to Yilong has never ceased。

Although companies such as Tuniu have unanimously denied various scandals，still leaves unlimited room for imagination for the market。In the turbulent OTA market，A new round of gaming has arrived，Operating a destination-centered entire industry chain，It will undoubtedly become the next profit point for 188bet companies。

Overview of the cultural 188bet strategies of major companies，Tongcheng empowers scenic spots、Lv Mama focuses on IP creation、Tuniu plans offline stores、Fliggy increases direct purchases at destinations...each strategy has its own emphasis。

Yang Yanfeng thinks，Different from standardized machine wine products，Cultural 188bet resources are huge and scattered，And most local cultural and 188bet resources are state-owned，It is almost impossible to form a monopoly pattern。Future，Tourist destinations will become a new battlefield for major OTA competition。

*Source of this article: 21st Century Business Herald, forAuthor: Wen Yingran, original title: "Tongcheng spins off cultural 188bet segment The OTA offline battle is about to begin》.