At the 2016 Yunqi Conference，Jack Ma first mentioned the concept of “new retail”，This surging "new retail" wave quickly swept the entire tourism market。2016，After Ctrip announced its strategic investment in Travel Know-how，All business models with the word "new retail" on the market were suddenly pushed to the forefront。

In fact，Since 2015~2016，Many OTAs (online travel agencies) holding high the banner of “subverting offline”，They all started to embrace offline，But due to the lack of complete business logic，Most of OTA’s offline stores develop slowly。

2017，Known as the first year of the development of “new retail”，For major OTAs under traffic anxiety，This is a particularly important year。After nearly two or three years of experience in "crossing the river by feeling for stones"，OTAs are beginning to recognize the reality: although online travel 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 central and western regions is even lower。In other words，Today, more than 70% of customers still choose to place orders offline、Purchase tickets、Consumption。

With the surge in online traffic costs，Major OTA companies are "rushing" offline travel stores，Traditional tourism companies are also seeking new ways out in this change，Accelerated the pace of store upgrading，Capital also sees the opportunity and competes to enter the game。"New tourism retail" has begun to enter the deep water area...

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In recent years，Various companies in the tourism industry are testing new retail in different ways，In general，There are generally three trends:

1. OTA develops offline stores and develops new retail

Nowadays，Although online travel is becoming more and more popular，But the online penetration rate of the entire tourism market is relatively low，OTA price war has been going on for so many years，Offline is still the mainstream market。With the high cost of acquiring customers online，Even more than offline，In 2016, OTAs have turned their attention to offline services， In fact, Ctrip started its offline layout very early，But the offline store size was small at that time、Limited cities covered，Until Ctrip strategically invested in Travel Know-how in 2016，Ctrip has just officially begun to expand offline channels。It is reported，Currently, Ctrip has more than 1,700 stores in 23 provinces (municipalities)，In 2019, 1,300 new ones will be added to the existing 1,700。Plus Travel Know-how and Qunar stores，The total number will exceed 8,000，covers flagship store、Supermarket store、Community store、To travel destination store、National theme store and other different forms。

July 11，Ctrip’s offline store sales record shows a beautiful report card。According to news released by Ctrip: as of 19:38 188bet Online Sports Betting and Casino that day，Travel product transaction volume of Ctrip’s national stores，Officially exceeded the 100 million mark，The total transaction volume throughout the day is approaching 1.200 million yuan，Created a new record for store sales in the tourism industry。

Ctrip thinks，This beautiful report card is attributed to the victory of “new retail” – a strong brand and extremely rich product library，Integration with offline one-on-one services。Coupled with the price advantage and marketing innovation of “Ctrip Travel Membership Day”，Turnover exceeded 100 million yuan mark for the first time。On the other hand, it also shows that Chinese consumers’ enthusiasm for traveling has not faded。

Tuniu has also increased the construction of direct-operated stores in the past two years，End of February this year，Tuniu took the lead in announcing the unaudited fourth quarter and annual performance report for the 2018 fiscal year as of December 31, 2018。Except revenue information，The financial report also specifically released the operating conditions of Tuniu offline stores - as of December 31, 2018，Tuniu has a total of 509 self-operated stores，Among them, Tuniu has added 345 self-operated stores since January 1, 2018，In addition，Tuniu also has 29 self-operated pick-up agencies。In fact，Self-operated stores are a major focus of Tuniu’s development in 2018，Tuniu mentioned in the first quarter financial report of 2018，Tuniu’s offline self-operated stores contributed more than 10% to the GMV (gross transaction volume) of its packaged travel products。As of now，Its self-operated stores have reached 530。

Tongcheng Travel is one of the earliest brands among OTAs to start laying out offline stores，actually，The Tongcheng Station established by Tongcheng in 2013 can be said to be the beginning of Tongcheng Travel Agency’s offline layout，2015，Tongcheng begins to lay out "landing strategy"，Today，Basically every provincial capital city has stores。It can be said，Offline stores have become an important supplement to the development of Tongcheng Tourism。

Although Tongcheng has significantly shrunk its direct-operated stores this year，But so far there are still more than 200 directly operated stores。

Back in 2015，Lv Mama began to build offline stores，After some exploration and expansion，Lvmama has more than 1,100 offline stores across the country，Through close collaboration with online，A synergy has been initially formed。April 2018，Lvmama offline image store opens，Customers can purchase novel travel products in the store，Understand the brand image of Lvmama more clearly in leisure。

Caesar Travel has increased its offline retail strategy since 2016，From the first generation of traditional stores，Go to the second-generation experience store，Go to Sandai Community Store，300 stores in Beijing alone，In 2018, Caesar Travel and Turkish Airlines collaborated on the first Turkish Airlines theme store in China。Recently，Caesar Travel announces cooperation with China Overseas Personnel Service Co., Ltd.，Invested in Tianjin International Cruise Home Port Entry Duty Free Shop。Combining the rich resources and capabilities of all parties in the duty-free and tourism industries，Complementary advantages，Create a new tourism tax-free ecology。

188bet online sports betting Not Only Caesar Travel，There are many similar companies that are actively developing retail stores。At the same time, they are also vigorously developing online business。

Under today’s “tourism +” concept，BTG Group is also constantly accelerating the integration of various business formats。As a full-service group in the tourism industry，BTG covers “eating、Live、row、游、Purchase、Six major entertainment formats，Under today’s “tourism +” concept，BTG Group is also constantly accelerating the integration of various business formats。According to an insider from Beijing Tourism，In the past two years, Beijing Tourism Group has also accelerated the joint development between various sectors，Hope to leverage each other’s strength。Senior tourism expert Wang Xingbin pointed out，BTG’s business covers many business formats，And control core resources，I want to do “tourism + new retail” next，Enterprises still need to further market-oriented operations。

As the first cultural collection company in China、Health、An Internet tourism startup company integrating ecology，Xiongniu Travel launches a new tourism model of "Internet + New Tourism Retail"，Xiongniu Tourism believes that “Internet + Tourism” can also realize big data，Make management more convenient，Make the industry more clear。Let people no matter before traveling，While traveling or after traveling，Everyone can enjoy the perfect service brought by the Internet，More, better and more novel events can happen during travel。

Some opinions，S2b as an important new retail format，“S stands for supply chain platform，Its positioning is to empower or serve tens of thousands of B-side enterprises，The platform provides a supply chain for the B-side，It can also help them better serve C-side consumers，Improve consumer customer experience，Improve business efficiency。

Li Ailing, CEO of Pipikou Travel Circle said，A number of Internet companies emerged in the industry，They use their own Internet genes to serve travel agencies，Provide them with products and services、Providing technical services、Provide marketing services，Helping travel agencies better provide services to C-end consumers，We collectively call these companies S2b。

S2b platform for tourism industry，How to help travel agencies improve customer experience、Improve efficiency,Li Ailing said，Pipikou Tourism Circle will make efforts from the following three aspects: First， The product supply chain platform provides rich services to travel agencies、Efficient、Guaranteed supply chain services；Second，Insist on technological and operational innovation，Improving 2C marketing capabilities for the B-side；Third，Help travel agencies offline、Online、Provide business support services in various service scenarios such as mobile terminals。

In Li Ailing’s opinion，Under this cooperation model，It will allow C-end consumers to enjoy the rich product resources of OTA、Efficient、Convenient booking experience，Experience warm and professional services offline。The service experience jointly built by this platform and travel agencies is very competitive。188bet Online Sports Betting and Casino This kind of cooperation will also be an important model and format of "new retail"。

“New retail store” business venture is favored by young people

In the context of Internet travel companies entering offline，Opening stores has become a new direction for many post-90s college students to start their own businesses。According to the 2019 Tourism New Career Survival Report released by Ctrip in July，A new tourism career that continues to prosper，Industry Prospects、Professional support and empowerment from large platforms、Flexible working hours and attractive income，Become the driving force for young people to join the tourism industry。

Data display，Currently Ctrip has opened more than 7,000 offline stores across the country，Including Ctrip Travel、Where to go、Three major travel brands，2019 “Ctrip Travel” brand stores，Will increase from more than 1,000 to 3,000，An additional 660 of them will be launched in county-level cities。According to statistics，Many stores have 3 to 5 clerks，There are tens of thousands of employees in seven to eight thousand stores。Recent，Ctrip also released the “Xiaobai Store” entrepreneurial project and support policy，Lower the threshold for joining、Provide preferential subsidies，Provide tourism entrepreneurship platform for college students。

As a brand of Ctrip，Travel Know-how has been immersed online for many years，Has very rich experience in offline operations。To cultivate new forces，In addition to normal expansion work，Take out the quota、Funds, manpower and material resources，Establishing the "Xiaobai Store Project"，A store that focuses on cultivating young entrepreneurs。Recruiting young entrepreneurs nationwide who are interested in developing in the tourism industry，Join the trend of "New Tourism Retail" - becoming the latest step in the tourism know-how channel development strategy。

According to Luo Fei, head of training at Ctrip Store Academy，“Travel Beston stores and Qunar stores are both Ctrip brands，The three stores each have their own advantages，Entrepreneurs can also consider their own circumstances before joining，Choose one that is more suitable for your own development to join。”The conditions for joining are also very simple，Mainly aimed at college graduates born in the 1990s，Or young people with a college degree or above，Have entrepreneurial spirit、Strong learning ability、Like-minded friends。We will give Xiaobai stores more discounts and subsidies in terms of policies，From site selection、Decoration、Opening、Training，Directly invite tens of millions of diamond store managers and gold medal lecturers for one-to-one training，Helping these post-90s generation who have never had any experience in the tourism industry to make their entrepreneurial journey more stable and faster。

Can you make money by opening a new retail store，Becoming a concern of many young entrepreneurs。According to Ctrip Xiaobai store data，The effect obviously exceeded expectations: the first batch of trainees were 23 young store managers born in the 1990s,The average age is only 26 years old，Most of them are newcomers who have just graduated and have no experience。First half of 2019 only，The average transaction total of these entrepreneurial stores is close to 2 million。The reason，Local young people have natural language advantages and local connections，These soft powers coupled with young Internet thinking serve as "localization carriers"，Realizing your 188bet online sports betting entrepreneurial dream is naturally easier with less effort。

According to Zhang Li, general manager of Ctrip’s travel channel division，“We are still preparing to establish a Ctrip Store Academy，Create a store entrepreneurship platform for college students，Train young store managers，The "New Youth、New business、New retail” ideas are integrated into stores。”

Can traditional travel agencies hold on to “one-third of an acre”

Compared with the prosperous tourism consumer market，Most traditional tourism companies are having an extremely difficult time。Pure offline travel agencies are closing down in large numbers。Especially offline stores whose main business is short-term peripheral travel，Losing advantage due to OTA crowding。

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

Data source: Qixinbao

Due to the single product supply，Service level and experience cannot meet the diverse needs of young consumers，In addition, most of the offline traditional tourism companies serve 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。This makes the survival environment of traditional tourism enterprises even more difficult in a vicious circle。

In recent years，OTA has accelerated the pace of offline expansion，Making travel agencies not only have to face shrinking market share year by year，We still have to face many OTAs to get a share of the offline market，Some small travel agencies are facing the end of bankruptcy。Take Nanhu International Travel Service as an example，August 2018，Nanhu International Travel Service releases 2018 semi-annual report。During the reporting period，Nanhu International Travel Service achieved net profit of 973.90,000 yuan，Decreased by 59 compared with the same period last year.09%。Named by Nanhu International Travel Service，OTA’s offline physical stores have become one of the reasons for the decline in revenue。

As competition in the offline market becomes increasingly fierce，How traditional travel agencies maintain "one-third of an acre"，It also tests the wisdom of traditional travel agency practitioners。To meet the diverse travel needs of current consumers，Nowadays, most traditional travel agencies have begun to seek ways to accelerate transformation and upgrading。

2017，Based on the huge offline sales network and mature store service advantages，Guangzhou Zhizhi fully launched the "Whole Network Service Upgrade Plan"，In-depth display of the destination through “one store, one theme”，Improve the pre-trip experience for offline users，Help attract customers，Launched European theme image stores、The first cruise VR immersive experience store in South China、Dubai theme image store、ClubMed Pre-trip Experience Store、The first Cairns Great Barrier Reef VR immersive experience store、Guangdong’s first Heilongjiang ice and snow theme image experience store, etc.，Covering domestic and overseas sections。

In addition，Zhongxin、Caesar、Traditional travel agencies such as CYTS have also accelerated the upgrading of offline stores: Caesar Travel’s stores have been upgraded to the fourth 188bet app generation “Caesar Home”，Positioned as a comprehensive community tourism service platform，Open up the "last mile" travel service；Uoxin Travel offline stores also enter 3.0 era，Open up the "last mile" travel service、Relaxing and comfortable feeling；The store of CYTS is in Weidian、Community store、Club Store、VR experience、Strengthen the partnership system。

Reshaping the offline store format

In recent years, OTAs have made a big move into offline stores，But the relationship with travel agencies is by no means as simple as superficial competition。

Different from traditional retail model，“New retail” has been carrying Internet genes since its birth，In OTA’s view，New opportunities for development are coming；Meanwhile，Offline travel agencies have also seen the interactive changes brought by the Internet，From initial resistance to cooperation to looking forward to OTA's intervention，The two parties finally hit it off - OTA needs to be offline，Same，OTA is also needed offline。

Some insiders said，“OTA needs to be converted，Seeking customer flow through offline channels，Both sides are no longer a zero-sum game，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 travel products。”

According to relevant information，Ctrip、Where to go、The product libraries of the three travel know-hows have been connected in real time。Tongcheng acquired Nantong Huihuang International Travel Service through investment、Shanghai Meichen International Travel and other offline travel agencies，Complete the corresponding layout in some important tourist departure places and destinations。

An industry insider commented，OTA enters offline，The development pattern of "Matthew Effect" will eventually be formed。“In recent years, OTAs have launched offline store business，This shows that offline stores still occupy an important position and are profitable in the tourism consumption channel。On the other hand，OTA’s entry into the offline market will inevitably lead to revenue fluctuations for some small travel agencies in third- and fourth-tier cities，For some travel agencies with product operation capabilities，This kind of fluctuation is not that scary，For example, many large travel agencies with wholesale and retail businesses will not be greatly affected，Will also use Ctrip、Products sold in offline stores of Lvmama and other OTAs，Expand sales channels，Actually, this is a bit like a relationship of competition and mutual promotion。”

“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 Travel、China Youth Travel Service, etc.。”In the view of Zhang Li, General Manager of Ctrip Travel Channel Division， OTA stores are still in their early stages，The future of tourism offline stores is actually an interaction that focuses on service and consultation、Experience、Interaction Center，Instead of simply selling goods。This requires offline stores to not only increase interaction with surrounding communities, consolidate old customers, and connect with new customers，Also use VR、AR and other technological elements assist in improving the store experience。“This is the direction of the next round of store upgrades。”

The extensive development model can no longer meet the tourism needs of people in the new era，New tourism retail will become the general trend of future development，But this trend is not due to one brand alone，It depends on the evolution of the entire industry。

*This articleSource: WeChat public account "Spicy Travel Investment”,Author: Geng Geng, original title: "New tourism retail: How to draw the future map》.