July 2018，Zhubaijia, once known as the “number one stock in shared accommodation”, has not issued its annual report for a long time，The listing on the New Third Board was terminated。

Such news is nothing new for Internet travel startups。There has been no shortage of entrepreneurs in this field，But fewer and fewer people can "survive"。Since 2016，There are many online travel startups that have closed down or transformed because they could not survive the capital winter，McDull Travel、Taking on the road、Love traveling、Lai Lai Hui⋯⋯The list is still growing。

Powerful giants are an insurmountable obstacle for entrepreneurs。Before 2016，Ctrip operates through a series of capital operations，Investment successively、Participated in shares or acquired Qunar、Elong、Tuniu、Tongcheng and other platforms，Become the out-and-out boss among OTAs (online travel agencies)，This has also changed the competitive landscape of the industry。Data released by Qianzhan Industry Research Institute，2017，Ctrip、The top three OTA giants, Qunar and Fliggy Travel, occupy a total of 71.6% transaction share，The Ctrip system, which is dominated by the former two，occupies 63.9% market share。

From the hot spot that everyone flocks to to the quagmire that everyone can't avoid，The problem encountered by online travel entrepreneurs is not only the monopoly of traffic and market by giants，There are also other issues such as lack of effective business model、Unable to form differentiated competition with giants、High customer acquisition costs and other factors。Investor Zhu Xiaohu once said bluntly in an interview: "There are still many opportunities to make money in market segments，188bet sports betting app download But there is almost no chance of becoming an Internet platform。”

But Zhu Xiaohu also pointed out，Ctrip cannot take it all，If entrepreneurs can go offline to provide good products and services，Hold Ctrip’s thighs tightly，It can also be a profitable business。Whether this is appropriate or not，But accept the status and rules of the giants，It is indeed the best choice at present。The tourism market is huge，New needs and trends are also emerging。For entrepreneurs，How to find new tracks inside and outside the giant’s ecosystem，Form differentiated competition，It is the key to success or failure。

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Founded in 2013, "6people Travel" is an online travel startup company that has experienced great waves，Also witnessed the fall of many fellow travelers。

Yitao on the road、Represented by McDull Travel，Many online travel platforms adopt a dual buyer system in form、Novel methods such as crowdfunding，But essentially they sell fragmented tourism products in the form of intermediaries，The business model is not significantly different from Ctrip。In addition，A large amount of advertising investment、Subsidies and promotions，Making these startups have to rely on financing to survive。On the other hand，Travel with bread、Travel community APP represented by Cicada Travels，has never found a suitable commercial monetization channel。

The 6-person tour has chosen a "business-heavy" model that favors traditional travel agencies from the beginning: in the form of small packages，Provide users with full mid-to-high-end customized travel services focusing on outbound travel。

In the opinion of founder Jia Jianqiang，Leisure tourism is service-oriented。Customized tours require continuous optimization of suppliers，Cultivate customizers，Teach company culture and philosophy，Thus improving user experience、Achieve user accumulation，Finally form your own brand。Jia Jianqiang said: “In the category of leisure travel，There is no such thing as Red Ocean competition。It’s not scary even if the giants come in，Everyone just needs to serve their customers well，Continuously expand the number of users，This market is enough to give you the opportunity 188bet app to double every year。”

6Ryu believes that it will not compete head-on with Ctrip，But it is still inevitably affected by the giants。

Early 2016，Ctrip launches customized travel platform，6 players will immediately become a member of this platform，Get a lot of customers。But during the Spring Festival in 2017，Ctrip suddenly unilaterally terminates cooperation，The 6-person tour was caught off guard and had to rearrange its layout，Increase the marketing of self-operated WeChat official accounts and self-developed APPs。This transformation has caused 6-person games to pay high marketing expenses。Financial report display，Sixplayer’s revenue in 2017 increased by 144% year-on-year，And net profit growth-160%，If the impact of large share-based payments on management expenses is removed，Then the 72% year-on-year increase in sales expenses is the main reason why 6 Players did not achieve profitability。

However，Jia Jianqiang told reporters，The company has maintained positive cash flow，And has completed the transformation from channel dependence to direct customer market in 2017。The current channel customer base of 6-person travel has dropped from more than 40% to 4%-5%，Only with Flying Pig、Mafengwo has a small amount of cooperation。

As expected，6-person travel will continue to grow in 2018，Achieve revenue of 300 million to 400 million yuan，The related costs will not change much。simultaneously，6Renyou will optimize the supply chain starting from 2018，Increase gross profit。Based on the data in July，His income is probably more than 40 million yuan，Gross profit is about 13%。This means，6-person tour is expected to get out of the loss-making state this year。

Jia Jianqiang once said in a previous interview that he is "risk averse"，But he told reporters，Of course there are personality factors in this，But more importantly，This business model itself is not suitable for high-risk things。“If I were Zhang Yiming from Toutiao，I will definitely come up and smash the amount，Directly push to 100 million users，But customized tours are different。We will spend four to five years，Witnessed that all companies that pursue scale and rapid growth with standardized products have failed。"Jia Jianqiang said。

Although not pursuing scale，But Jia Jianqiang attaches great importance to replicable high growth，Using the Internet to empower traditional businesses is the most appropriate path。In his opinion，The advantages of the Internet lie in two points: First, the replicability of the customer acquisition system，The second is stylized process、High productivity brought by partial standardization、High efficiency。According to Jia Jianqiang，Customizers may only make 1 million a year in travel agencies、2 million yuan in turnover，But now you can make a turnover of 5 million or even 10 million yuan。

“Internet+” is not a new concept，But those startups that have survived through time and the market，This is when we have truly found a suitable path。Meanwhile，New opportunities in the pan-tourism industry、New tracks are constantly emerging as trends change。five years ago，Jia Jianqiang discovered the consumption upgrade in the tourism industry in Kuxun’s data，Feel the rise of the middle class，Then left to start a business，The subsequent intensifying consumption upgrade also confirmed his original judgment。Today，A newly established startup company，aimed at the new opportunities brought by “supply-side reform”。

To B: In-depth integration of offline resources

Qianyu, established in August last year, is also a startup company that uses Internet genes to empower traditional industries。

According to founder Gan Yizhe，There are currently 17 million rooms in the Chinese market，But only 2.5 million of them have brands，The rest are mostly scattered independent hotels。So，Qianyu aims at the “supply-side reform” of existing hotels，Integrated independent hotel，Brand it。Specifically，Qianyu will provide one-stop brand services for its partners，Including operations management、Channel sales、Membership system and information system，In exchange，The hotel needs to be named "Qianyu"，At the same time, pay a management fee of 3%-5% of revenue to Qianyu。

Currently except with Meituan、Except for cooperation with Ctrip and other platforms，Qianyu also accepts orders through its own WeChat mini program。If Ctrip is just making offline resources more 188bet Online Sports Betting and Casino public、If it is more tradable，Then Qianyu has gone deep into the actual business level，Integrate these resources directly。This model is like “Didi” in the hotel industry，It is also similar to the flop operation of convenience stores today。

Compared with traditional hotel brand franchise，Qianyu’s cooperation threshold is lower，The operation is also more flexible。20-room and 120-room hotels，Anyone can become Qianyu’s partner。

Qianyu divides the hotels in the system into Qianyu Alliance、Three categories: Qianyu Selection and Qianyu S，Corresponds to the economical type、Comfortable and mid-range hotels。Based on data provided by Qianyu，Within 3 to 6 months，The occupancy rate of partner hotels has increased by about 20% on average，Qianyu’s own GMV in August is expected to exceed 10 million，Month-on-month growth is around 200%。

The asset-light model of providing services to the B-side enables Qianyu to achieve rapid expansion。According to Gan Yizhe，Qianyu currently has 10 cities deployed，About 160 stores，And it is growing at a rate of 3-5 every day，Will expand to more cities in the future。In Gan Yizhe’s plan，Next three to five years，Qianyu will achieve a penetration rate of 10% among the 14.5 million non-branded guest rooms in China，This is equivalent to the sum of the three major hotel giants。

Quickly seizing the market is very important to Gan Yizhe。He knows that his business model has no obvious business barriers，So walk faster than others，It is very important to maintain a deep understanding of your own patterns at all times。Gan Yizhe said，Qianyu’s main business in the early days was completed through local referrals，It does not require too much publicity，So I only selected the “Qianyu S” part of the business and disclosed it to the market。And now，He chose not to cover up。

One year later，Qianyu has accumulated a certain amount of size and strength。Gan Yizhe thinks，Even if the giants want to enter the game at this time，Whether it is Huazhu or Ctrip，There is no need to start from scratch by yourself。“I’ve done a good job，Why don’t you invest in me？Even if one of them has to be done by yourself，I can also find another giant。Not to mention，Giants also 188bet sports betting app download have their own genes and growth logic，Not everything can be done well。" Gan Yizhe said。

Jia Jianqiang’s strategy is also similar，For him，Do your own business，Making 6Renyou a valuable company is the top priority。Visible，Under the situation where OTA giants monopolize traffic，Avoid direct competition，Find out new business models，And quickly make yourself the most competitive one in this mode，Undoubtedly the wisest approach。But whether it is a 6-person tour or Qianyu，Everyone needs to use sustainable high growth to prove themselves to the market。Can 6Rite’s customer acquisition ability support its performance to grow as expected，And whether Qianyu’s expansion speed can help it achieve its goal of surpassing the size of Hanting，Next year，Time will eventually give us an answer。

*Source of this article: "Finance" magazine，Author: Zheng Hui，Original title: "OTA giants dominate, are there any entrepreneurial opportunities in online travel?》.