Recent，Shanghai’s “tourist street” that has been dormant for a long time is becoming lively again。

Within one kilometer around People’s Park and Tibet Middle Road，Nearly a hundred offline tourism stores，Including Zhongxin、CITS、Jinjiang 188bet best bookmaker、Jinlv (formerly CYTS) and other traditional 188bet best bookmaker agency stores，Also includes Ctrip、Offline stores of Internet companies such as Lvmama。

On both sides of the streets hundreds of meters away in Jiangnanxi, Guangzhou，Tongcheng 188bet best bookmaker、Ctrip 188bet best bookmaker、Nanhu International 188bet best bookmaker Service、Golden Horse International 188bet best bookmaker Service、Spring and Autumn 188bet best bookmaker、Guangzhizhi、Online and offline brands such as Tuniu 188bet best bookmaker are also gathering here。

Surge in online traffic costs，Forcing OTAs to go 188bet best bookmaker to find traffic entrances。Leveraging the wind of “new retail”，188bet best bookmaker tourism stores that were once regarded as backward in productivity，Becoming the attention of OTA again，The "mouse + cement" model is gradually emerging。

A large number of purely offline 188bet best bookmaker agencies closed down, and OTA stores quickly filled up their seats

Past year，China’s 188bet best bookmaker market continues to maintain rapid growth，The growth prospects are very promising。

According to statistics from the Ministry of Culture and 188bet best bookmaker，The number of domestic tourists in 2018 is 55.3.9 billion visitors，10 more than the same period last year.8%；Total number of inbound and outbound tourists 2.9.1 billion people，YoY growth of 7.8%；Achieve total 188bet best bookmaker revenue of 5 throughout the year.97 trillion yuan，10 year-on-year increase.5%。

But compared with the prosperous 188bet best bookmaker consumer market，188bet best bookmaker companies are not having an easy time。

According to data provided by Qixinbao，Between 2015 and 2018，The number of revoked and deregistered enterprises in the 188bet best bookmaker industry is 1283、3013、2313、4285。The situation is even more severe this year，As of March，3006 companies have been revoked or canceled。

Data source: Qixinbao

Pure offline 188bet best bookmaker agencies are closing down in large numbers。Especially offline stores whose main business is short-term peripheral 188bet best bookmaker，Losing advantage due to OTA crowding。

Due to single product supply，Service level and experience cannot meet the needs of young consumers，188bet best bookmaker enterprise service targets are also limited to elderly customers and group tours。With the impact of the Internet，Many standardized tourism products are becoming more and more transparent，Compressed the profit margins of some traditional tourism operators who rely on gray income。

Xing Haobin, the store manager of Ctrip 188bet best bookmaker People’s Square Store, has been a 188bet best bookmaker franchise store for more than 10 years，He expressed to TMTPost，The impact of the Internet and OTA on offline operations，The biggest impact is the one-day trip、Tourism products such as two-day tours。The procedures for these products are cumbersome，The profit is only ten to twenty yuan，Counting labor costs and property costs，Actually losing money all the time。And low profits have also lowered service levels，Creating a vicious cycle。"Sale of these goods，The efficiency is far less than OTA”。

Over the years，Single product for customer group、Meager profits、Low service level is a common problem of many tourism companies，Under the vicious cycle, the living environment of traditional tourism 188bet best bookmaker stores has been deteriorating。

But this does not mean that 188bet best bookmaker stores have no value。In fact，Since 2015，Those OTAs who once shouted "subvert 188bet best bookmaker"，They all started to embrace 188bet best bookmaker。

For example, Tuniu started to expand 188bet best bookmaker stores as early as 2015，Also clearly adjusted the store strategy at the end of 2017。Tuniu has invested heavily in 188bet best bookmaker operations。According to financial report disclosure，Tuniu opened 345 new stores last year，As of December 31, 2018，Has 509 self-operated stores。

Lv Mama, who has been setting up 188bet best bookmaker stores since the beginning of 2015，More than 1,100 nationwide.

Starting in 2017，After Ctrip has integrated 188bet best bookmaker Know-How and Qunar’s offline stores，Also planning to open its own brand store。Currently，Has been deployed in 278 cities across the country，The total number reaches more than 7,000，And sink the channels to third- and fourth-tier cities，Even county-level cities。

Excellent time to return: the rise of new retail concepts

Crossing the river by feeling the stones in the past two or three years，Let OTAs recognize a reality: although online 188bet best bookmaker is becoming more and more popular，But the scale of the entire tourism market does not exceed 15%，Not a large proportion。And the penetration rate in lower-tier cities such as the Midwest is even lower。

In other words，Today, more than 70% of people still choose to place orders 188bet best bookmaker、Purchase tickets、Consumption。

To this，Online 188bet best bookmaker service providers all know this，Online penetration alone is not enough。"Consumption，It is difficult to distinguish it as purely online or offline。” Zhang Li, general manager of Ctrip’s 188bet best bookmaker channel business unit, told TMTPost。

“The Internet is a tool，Customers cannot be divided into online customers and offline customers。188bet best bookmaker is an intangible product，Low standardization。Especially long-term 188bet best bookmaker products，It is difficult to provide good products and services only online。So customers rely on offline services，The demand for consulting services, especially for salesmen, is still very strong。”

Back in 2015、2016，Many OTAs have begun to deploy 188bet best bookmaker stores。But due to the lack of complete business logic，Most of OTA’s 188bet best bookmaker stores develop slowly。

And 2018，The concept of new retail is proposed，Different from traditional retail model，New retail naturally has Internet genes，OTAs realize，The opportunity has come。Meanwhile，188bet best bookmaker forces have also seen the interactive changes brought by the Internet，From resisting cooperation to looking forward to OTA’s intervention，Both parties hit it off immediately。

"Originally thought，Ctrip is my lifelong rival。" Xing Haobin said with emotion to Titanium Media。He has been a franchisee of a traditional 188bet best bookmaker agency for more than ten years，The emergence and popularity of OTA，Let 188bet best bookmaker agency stores that only offer group tours be quickly marginalized。“As a traditional operator，Hate Ctrip very much”。

However，When Ctrip announced its offline brand store plan，Xing Haobin quickly chooses to join。Xing Haobin is very aware of the traffic anxiety of online 188bet best bookmaker companies，But he hopes that the addition of OTA can truly change the offline business format。He paid a franchise fee of 10,000 yuan、30,000 yuan deposit，Successively in Songjiang, Shanghai、Zhongshan Park and People’s Square have joined 3 Ctrip brand stores。

Xing Haobin expressed to Titanium Media，Air tickets、Hotels and other products have been standardized by OTA，And intercept young users online，At the same time, the onlineization of many 188bet best bookmaker and vacation products has compressed the profits of offline 188bet best bookmaker agencies。However, the product supply and the quality of the underlying service personnel in the tourism market cannot meet the needs of consumers。

“OTA needs 188bet best bookmaker, and we also need OTA.”

We need traffic, but 188bet best bookmaker conversions

In the context of the downward trend of industry-wide traffic dividend，OTAs’ expectations for 188bet best bookmaker channels，Already have the idea of ​​acquiring customers from pure traffic，Transform to increase conversions。To this，Tension expression，The double slowdown in smartphone sales and owner numbers actually means the fading of traffic dividend，The ceiling of online customer acquisition has appeared。Compared to the simple number of customers，Today’s enterprises have realized the problem of transaction user conversion。

Among them，The most mainstream choice is to launch popular variety shows in the hope of expanding awareness among young users，JiTuniu、Mother Donkey、The T2O pan-entertainment marketing model mentioned by Tongcheng and other brands。

In this so-called T2O marketing boom，Tuniu rushed to the front，In addition to launching dual endorsements by Jay Chou and Jimmy Lin，Also crazy sponsors of the most popular variety shows such as "Where Are We Going, Dad"、"If You Are the One"、"Run, Brother"、"Sisters Over Flowers"、"The Strongest Brain 2"、"The Voice of China"，A film and television company has also been established to create the "post-90s" 188bet best bookmaker reality show "Let's Go" and other programs。Just sponsoring the fourth season of "Running Brothers" cost 1.4.5 billion RMB。

Donkey Mama sponsored the "Report！Coach》、"Bell's Adventure"、"Mamma Mia"、"Happy Comedian" and other variety shows；Tongcheng collaborated with Tencent Video to launch the online drama "The World Is So Big"。Although Ctrip adheres to the principle of not spending huge sums of money and not naming the company，188bet best bookmaker participated in "Hokage Information Agency"、"Xiao Song Qi Tan" and other variety shows，And embedded in TV series such as "Across the Ocean to See You"。

Although each company has spent a lot of investment，But they are often just familiar faces in front 188bet best bookmaker TV sets of more than 1 billion people，The actual customer acquisition and conversion effects are not ideal。Profit problems caused by poor conversion，Already common in OTA，Let the enterprise be overwhelmed。

Take Tuniu as an example，Since listing in 2014，Once insisted on trading losses for market growth，Resulting in Tuniu’s losses reaching 4 for three consecutive years.600 million、14.600 million and 2.4 billion yuan。Finally under pressure from many parties，Tuniu consciously reduces brand marketing expenses，。Take the second quarter of 2017 as an example，The operating fee is 5.29.2 billion yuan (.1 million)，Decreased by 41 compared with the same period in 2016.1%。Sales and marketing expenses are 2.21.9 billion yuan (.7 million)，Decreased by 64 year-on-year.3%。

Ctrip CEO Sun Jie mentioned it as early as 2017Q3 financial report conference call，The online penetration rate of China’s tourism and vacation industry is still very low，188bet best bookmaker stores are a good complement to Ctrip，can help Ctrip provide more detailed services，And customers whose conversion is difficult to obtain through online channels。

Currently，Compared with online，The offline conversion effect is more intuitive。“Because customers generally only choose to consult offline stores when they have clear 188bet best bookmaker plans，The performance of the store staff will be directly related to the guest’s 188bet best bookmaker decision”。

Titanium Media learned，Currently there are 24 branches under Ctrip、188bet best bookmaker in 108 counties and cities，Most of them are absolutely profitable，The remaining small number of 188bet best bookmaker are still in a flat state，Because the opening time is still short，Less than one year，Actively expanding business、The stage of occupying the market。

Ctrip 188bet best bookmaker Channel Business Department conducted data analysis on Ctrip 188bet best bookmaker stores in four super first-tier cities in Beijing, Shanghai, Guangzhou and Shenzhen，Found out after considering all the circumstances，In Shanghai，Although the expenses are higher in the process of operating the store，But based on product richness、Professionality of the store，It is also relatively attractive to users，The proportion of strangers taking the initiative to visit is also very high，its monthly average square footage ranks first among the four cities，Reached 2.About 60,000 yuan。

According to Zhang Zhang，The conversion rate of customers entering the store is generally tens of percent，Good 188bet best bookmaker can reach 40% to 50%。Compare to，The online conversion rate is only two to three percent，Some even only a few thousandths。

“And in lower-tier cities，The store’s customer acquisition cost is lower”，Tension expression，Many store managers do not need to place orders or advertise at all，You can make good profits by relying on location advantages and regular customers。For example，Ctrip 188bet best bookmaker Mengzi Road Store，Monthly effect up to 5.40,000 yuan。

OTA has been shouting "mouse + cement" for many years，Whether 188bet best bookmaker retail has been upgraded？

can see，The integration of online and 188bet best bookmaker in this wave is very different from the previous O2O wave，The demands and perceptions of all parties have also undergone new changes。

“OTA needs to be converted，Seeking customer flow through offline channels，The two sides are no longer fighting to the death”。Zhou Haitao thinks，Can online and offline integration be truly achieved，To a large extent, it depends on whether both parties can promote store operation efficiency and upgrade offline 188bet best bookmaker products。

In the eyes of tension，In this wave of so-called upgrades，OTA exports products and systems 188bet best bookmaker。Zhang Zhang expressed to Titanium Media，OTA as an online platform，You should play your role well。“Satisfaction must reach 188bet best bookmaker，This is a trend。”

“We also have a detailed understanding of the sales of profitable 188bet best bookmaker，I found that the profit status is better，188bet best bookmaker with higher profits，Its sales of group tours and customized tour products account for a very large proportion。" Zhang Li said。

Take group tour as an example，Zhang Li found that the high-premium products currently recognized by users are long-term products with additional customized services。“Group tours may not be outdated，It’s just that there is a lack of 188bet best bookmaker products in the market that can hit consumers’ pain points。”

On this basis，The operating ideas of offline store forces are also being adjusted。Xing Haobin told Titanium Media，Compared with previously operated franchise stores，The three Ctrip brand stores he currently operates have changed their thinking: the products are mainly long-term 188bet best bookmaker, especially outbound 188bet best bookmaker。Among them，Existing group tour，Also includes semi-self-guided tours、Customized tours and other high premium products。

Then，Such high-end products bring huge returns。For example, mid- to high-end European tour，You can buy it at the price of 16,000 to 17,000。High-end tours adopt a one-price all-inclusive model，Generally, 15% of the vacancy rate will be reserved to ensure tourists’ riding experience。The Songjiang 188bet best bookmaker where he joined Ctrip’s annual revenue is 16 million；The Zhongshan Park 188bet best bookmaker, which opened in May last year, has now completed more than 26.8 million yuan in revenue。

According to Zhang Zhang’s disclosure，Ctrip 188bet best bookmaker Huaihai East Road store undertook a single business in 2018，Bali Customized Tour，Up to 536 people，The final transaction amount exceeded 4.5 million。And in early March this year, a customized tour business at Guta Park Store in Jinzhou, Liaoning，The transaction amount is nearly 12 million，Earned the annual transaction volume of many stores。“Judging from the background transaction data，Customized 188bet best bookmaker orders exceeding 600,000 yuan are generated almost every day across the country。”

In addition to product empowerment，Zhang Zhang thinks，There is a lack of a sound service talent training system offline all year round，This is also an important reason for frequent 188bet best bookmaker disputes in the past。For this，Ctrip has also opened a "Ctrip Store Academy" specifically for young franchisees。However，Zhang Li also confessed，Talent system is just the foundation。

Although the store war has once again heated up the offline channels of tourism，But according to the standards of new retail，There is still a lot of room for improvement。Especially in this market，There are already many differentiated old brands with good reputations，For example, Caesar 188bet best bookmaker、China Youth 188bet best bookmaker Service, etc.。

Zhang Zhang thinks，OTA stores are still in their early stages，The future of tourism 188bet best bookmaker stores is actually an interaction that focuses on service and consultation、Experience、Interaction Center，Instead of simply selling goods。This requires 188bet best bookmaker stores to not only increase interaction with surrounding communities, consolidate old customers, and connect with new customers，And take advantage of VR、AR and other technological elements assist in improving the store experience。“This is the direction of the next round of store upgrades。”

*Source of 188bet best bookmaker article: Titanium Media，Author: Gao Mengyang，Original title: "Card slot "New Retail"，OTAs enter the 188bet best bookmaker store war amid traffic anxiety》.