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Shanghai’s “tourist street” has revived.
Walking on Tibet Middle Road, a street less than 2 kilometers away,Spring and Autumn、Mother Donkey、Zhongxin、CITS、Golden Hotel (formerly China Youth Hostel) lives next to each other。Fuzhou Road not far away,Jinjiang Travel’s 800-square-meter flagship 188bet sports betting app download just opened。
March 18,Ctrip Australia New South Wales theme 188bet sports betting app download officially opened。This is the first theme 188bet sports betting app download officially certified by Tourism New South Wales。Xing Haobin, the 188bet sports betting app download manager who has been "immersed" in the tourism industry for more than ten years, said,This is the offline 188bet sports betting app download in which he currently has the largest investment,The transfer fee from the 188bet sports betting app download alone cost nearly 300,000。
The reason why we are willing to make such a big investment,Because he feels that times have changed。
After the concept of “new retail” emerged in 2016,quickly taking the tourism market by storm。OTAs (online travel agencies) have begun to deploy offline 188bet sports betting app download。2016,After Ctrip announced its strategic investment in Travel Know-how,All business models with the word "new retail" in the market are suddenly considered to be at the forefront。
According to Tuniu’s financial report,Tuniu opened 345 new stores last year。Ctrip has 7,000 stores nationwide,Currently opening 32 new stores per week。Traditional offline channel providers are also continuing to work intensively,For example, Caesar Travel cooperated with Turkish Airlines in 2018 to open the first Turkish Airlines theme 188bet sports betting app download in China。
Ctrip CEO Sun Jie mentioned this in the 2017 third quarter financial report conference call,The online penetration rate of China’s tourism and vacation industry is still very low,So offline 188bet sports betting app download are a good complement to Ctrip,This method can not only help Ctrip provide more detailed services、You can also develop some customers who are difficult to obtain through online channels,For example, middle-aged and elderly people who do not know how to use the Internet。
In the context of the high cost of acquiring customers online,Offline 188bet sports betting app download are becoming more and more popular。
Xing Haobin previously ran an offline 188bet sports betting app download of China National Travel Service,After deciding to join Ctrip offline 188bet sports betting app download,Friends around him quickly divided into two groups: the opposition thought,Ctrip’s offline franchise model,Will "squeeze" the energy of veteran tourists,Wait until the three-year contract arrives,Everything is unknown;Supporters think,Emerging things always bring new opportunities。
For Xing Haobin,Ctrip’s offline 188bet sports betting app download are a key step that can help it increase its business scale。For Ctrip,Offline “new retail” strategy is a matter of life and death,Can you seize this opportunity to win back the victory?,will directly determine Ctrip’s performance in the capital market。
Key battle
188bet sports betting app download 2018 was not a smooth one,"Big Data Killing"、Criticisms such as “bundled sales” frequently appear in the media。For this,“Customer Service Centered”、“Product improvement” has also been repeatedly mentioned by Ctrip officials。
This can also be objectively seen from 188bet sports betting app download financial performance。According to 188bet sports betting app download Q4 financial report released on March 5,188bet sports betting app download net revenue is 7.6 billion yuan,22% year-on-year increase,The month-on-month growth rate dropped to 18%。
Although online travel has become more and more popular,But in fact the entire OTA online travel market,Accounting for no more than 15% of the overall tourism market。In other words,More than 70% of people,When choosing travel products,They will all choose to buy in offline 188bet sports betting app download。
Zhou Fan, general manager of 188bet sports betting app download Channel Business Department Shanghai Company, thinks,This data shows,There must be some services that cannot be satisfied online。These services may be as minor as visa issues for the elderly、How to rent WiFi、Large sales for corporate teams, etc.,It is most suitable to put it offline。
2017,After Ctrip releases offline 188bet sports betting app download policy,Xing Haobin has become one of the few people who "eat crabs",paid a franchise fee of 10,000 yuan、After 30,000 yuan deposit,He opened Ctrip’s first 188bet sports betting app download in Shanghai。One year later,Xing Haobin’s Songjiang 188bet sports betting app download revenue reaches 13 million,When he eats this part of the market,9 traditional travel agencies have collapsed in the surrounding area。
But according to Xing Haobin’s memories,The first few meetings,The 188bet sports betting app download manager and the people from Ctrip almost had a quarrel。The biggest conflict in the early stage was the issue of concept,For example, when a traditional travel agency confirms things,Just a phone call、If you are particular, send a fax。What the 188bet sports betting app download doesn’t understand,Why is Ctrip’s procedure so complicated,Everything must go through the backend system,The financial process is even more stringent than any other offline travel agency。
Zhou Fan explained,This is because 188bet sports betting app download resources are split。Air tickets、Hotel resources are like chopsticks and spoons,They are all packaged and dismantled,Controlled by different processes。Strict process control is a habit of large companies,Can better avoid risks。
188bet sports betting app download managers begin to undergo systematic training。They must change their habit of yelling in the group,If you have any needs, please list detailed emails,Make a request。Ctrip wants to see the corresponding data、Traffic、Historical experience,Detailed analysis of specific issues,Evaluate and finally give a solution。
To this day,The number of Ctrip franchise stores nationwide has exceeded 2,000。Ctrip stores are franchised,If you suffer long-term losses,The 188bet sports betting app download owner will not continue to join,Will opt out。At present, a small number of unprofitable stores are in the flat stage with a short 188bet sports betting app download opening period。The average monthly sales volume of stores in Shanghai is 2.60,000,Ranked first among the four major cities in Beijing, Shanghai, Guangzhou and Shenzhen;where,The monthly sales volume of Ctrip Shanghai Mengzi Road 188bet sports betting app download reached 5.40,000。
Ctrip’s goal for 2019 is to open 8,000 188bet sports betting app download nationwide,At least 60-70% of them are expected to come from third- and fourth-tier cities。This is a key step for Ctrip to expand new customer sources。
Let the shop owner make money
188bet sports betting app download products take a long time to sell,Big variables,Low gross profit。How to make money is a key topic that everyone cares about。
Let’s take Shanghai as an example,188bet sports betting app download rent、Labor costs remain high。The initial transfer fee for Xing Haobin’s Zhongshan Park 188bet sports betting app download cost nearly 300,000,This is the rule of the real estate industry。According to the current annual revenue of Zhongshan Park 188bet sports betting app download of 25 million、Calculated based on 8% gross profit,Annual profit 2 million。It will take about a little more than a year to get back the money。The performance of 25 million is considered a relatively good result among all stores of the same type in Shanghai。
Xing Haobin previously owned a CITS 188bet sports betting app download。After moving to OTA stores,The change in customer base is very obvious,In 2018, Xing Haobin completed the first Antarctic order worth 160,000 yuan。However,188bet sports betting app download business is still not that easy。Travel product price transparency、The cost remains high,In addition, the market competition in the first-tier cities of Beijing, Shanghai and Guangzhou is highly fierce,Destined to miss “quick money”。
For Xing Haobin,He values People’s Square more、The added value brought by first-line prime location stores like Zhongshan Park。There are many Fortune 500 companies near the 188bet sports betting app download,If you can catch one or two of them,can directly improve his sales structure。
This is also consistent with Ctrip’s official statistics。Based on Ctrip’s comprehensive data from all current first-, second- and third-tier cities,In Shanghai,Although the expenses are higher in the process of operating the 188bet sports betting app download,But based on product richness、Professionality of the 188bet sports betting app download,It is also relatively attractive to users,The proportion of strangers taking the initiative to visit is also very high。
In addition, customized business required by large team customers.
For example, in 2018,Ctrip Travel Huaihai East Road 188bet sports betting app download undertook a business,Bali Customized Tour,Up to 536 people,The final transaction amount exceeded 4.5 million。This is also the history of Ctrip since its establishment,The largest customized travel order。Such a huge travel group,Even if it is divided into several batches,Just the air ticket、Hotel booking link,It’s a difficult thing。Smaller stores simply cannot support it。
Looking at specific categories,The better the profit status is,Stores with higher profits,The greater the proportion of group tours and customized tour products it sells。Judging from the background transaction data,Customized travel orders exceeding 600,000 yuan are generated almost every day across the country。For example,Liaoning Jinzhou Guta Park 188bet sports betting app download in early March,One customized travel business,The transaction amount is nearly 12 million,Earned the annual transaction volume of many stores。
Final core reason,Is the offline 188bet sports betting app download profitable,We still need to focus on whether its product library is rich、How far is the marketing method?、Is the consulting service professional?、Is the after-sales service better、Judge by whether the company’s support is solid。
Except these flagship stores,In order to capture young people, Ctrip also launched the “Xiaobai 188bet sports betting app download” project。Different from “old tourist” people like Xing Haobin,Xiaobai 188bet sports betting app download has relaxed the franchise threshold,Encourage students with no entrepreneurial experience to join。
June last year,Lu Jiayu, who just graduated, opened a Ctrip offline 188bet sports betting app download in her hometown of Liaoyang。Lu Jiayu thinks,Compared to traditional travel agencies,Xiaobai 188bet sports betting app download is opened by young people,More affinity,Know more about what the young people market needs now。Although they still cannot compete head-on with traditional travel agencies,But Lu Jiayu hopes to impress users with her understanding of the tourism market,Thus achieving one pass to ten、Word-of-mouth effect that spreads from generation to generation。
Based on Lu Jiayu’s own understanding,She always recommends new trends to users、Fun products。Now Lu Jiayu is still increasing the number of customers、The stage of stabilizing customer sources。The advantage of OTA is,Empowering stores with new retail thinking。For example, the travel section on Ctrip APP has added a "nearby 188bet sports betting app download" query function,Come to guide traffic to physical stores。Currently, online traffic accounts for about 10% of the total customer base。
With the advancement of new retail,How Ctrip balances competition in different stores,Do not allow price wars between stores,This is the issue that 188bet sports betting app download owners are most concerned about now。Some 188bet sports betting app download owners are unable to meet their quotas,Facing the penalty of paying a fine,They will keep the gross profit to the lowest,You don’t even need to make money,Price war is inevitable。
For Ctrip,Need to maintain normal competition order,Survival of the fittest。Excellent、188bet sports betting app download with strong profitability will naturally stand out。To achieve true online and offline integration,Ctrip still has several core issues to be resolved:
First、Now,All the 188bet sports betting app download’s income comes from offline payments,It is very easy for users to consult in stores but pay online。In the future, the integration of online and offline data must be more comprehensive,The first step is to get through the order process,Let online and offline orders be freely converted。
Second、Online and offline member information exchange。If the unification of order data has been achieved,Basically, the preliminary conditions for integrating online and offline have been reached,But users can repeat marketing and consume multiple times,Need timely maintenance。Currently many 188bet sports betting app download owners lack systematic skills,Methods for maintaining old customers。
*188bet sports betting app download articleSource: Jiemian News, author: Wang Fujiao, original title: "Offline recovery of tourism industry: the “new retail” battle in 188bet sports betting app download》.
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