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《Three Questions Travel Agency: What should I do to love you?》After publication，Causing a flood of discussions in the industry。In addition to pointing out the problems of travel agencies，We hope to do a more objective analysis of the dilemma of travel agencies and its game with OTAs from a richer dimension。So，We have specially organized special commentators from Global Travel News to have an in-depth discussion on this topic。

This article is compiled based on the discussion content of the Global Travel News WeChat forum。

Time: March 2, 2015  20:00~22:00

Moderator: Global Travel News reporter Yao Jianjun

Participants: Global Travel News special commentator

Discussion topic 1: The middle class with higher consumption level、The new generation born in the 1980s、The post-90s generation is slowly becoming the mainstream consumer group in China’s tourism market，Their consumption of tourism products is characterized by rapid changes in demand，Pursue individual elements of travel experience，Emphasis on cost-effectiveness，The kind of travel agency that caters to all types of people with one route、The one-size-fits-all model that has lasted for more than 10 years is obviously unsustainable，If travel agencies want to cater to new consumer needs，its traditional product design、Cost control、How should the operating model be adjusted？

Yang Qingkun: It’s easy to make quality products，But the price may not be great。

Xin Yougang:Let me first talk about the traditional model of traditional travel agencies。1、Traditional products will continue to exist，After all, China has a large population base，Even after ten years of tourism development，The proportion of traveling does not reach 40%。It is precisely because there is a market，That’s why traditional travel agencies change so slowly。2、A big company that can strive for change and cause market shock，Most are thinking about reducing costs，Squeeze Tour Guide，Or extend upstream and downstream。3、Small and medium-sized travel agencies have no customer base and financial advantages，So even if you want to innovate，Due to lack of bargaining power and ability to withstand losses，So most people just think about it and let it go。4、Competition of traditional travel agencies to the end，Core competitiveness is the competition of capital，The extension is procurement competition，Competition for customer sources。5、It is precisely because of the situation of traditional travel agencies，That’s why the new generation of consumers prefer to choose travel products online，Like free travel。

Moderator:Traditional products are already blue ocean，Fierce price competition，Why don’t travel agencies develop the travel needs of some emerging groups，After all, they have resource advantages？

Yang Qingkun:I don’t think travel agencies have resource advantages，What they have is the first-mover advantage，The characteristic of tourism is interconnection，Whoever has the right to measure has the right to speak。

Xin Yougang:Traditional travel agencies are actually changing all the time，For example, changes in company and store management，Changes in promotion methods，Strive to better combine online and offline，Extended business lines，Increase the source of customers to increase bargaining power...although it is now said to be 7、The alliance or coalition form 8 years ago is almost gone，But now there is a closer relationship between large wholesalers or local travel agencies and cooperative travel agencies。

Changes in traditional travel agencies，Not as obvious as those OTAs we pay attention to every day，Not as popular 188bet Online Sports Betting and Casino as emerging websites or apps。For example, make an island tour APP (just an example，Not targeted) Lectures and sharing on various occasions。Traditional travel agencies should learn from their focus，Sometimes they can learn from the low profile of traditional travel agencies。

Due to the similarity of traditional travel agency products，That’s why the product is developed even if it’s hard work，Also counterfeited overnight。This is different from emerging network OTAs or professional service providers，They have targeted group push，With traffic threshold，And traditional products，The cost of research and development cannot be recovered，You can’t identify everyone who passes by your door，His likes and needs。But on the Internet，such as push，Baidu can analyze the pages browsed by your computer。These are also the weaknesses of traditional travel agencies。

Mr. Zhang in the group，Ask him，He does not do promotions in each store？Don’t call，No message，No advertising。But a traditional travel agency store，According to the configuration of seven people，Can’t compare with the three people who do online travel。But，Store or store，Travel agency is also good，Will it die out？Maybe in the future，But not yet。Because there are still many people in China，Consumers must find you，Be sure to sign the contract in person，There must be a place to pay before you feel safe。

Everyone forgot，The dividend of population is also created by the base number。You can’t say that it’s wrong for traditional travel agencies to produce bulk products。Where there is demand, there is a market，Of course the next sentence is that if there is a market, there will be competition，That’s why there is price competition，Quality difference。When Dalu products suck，Then personalized products will come out naturally。Just like the original zero negative tour fee，When everyone knows that the zero negative tour fee is a scam，So Quality Group，Shopping-free tourism is the mainstream。

Chen Bo:Travel agencies develop new tourism needs，I personally think there are some difficulties，Developing new requirements is an integration of the supply chain from research and design-building models-production-testing-sales promotion-after-sales service-secondary optimization，Not looking for a place，Just talk about a scenic spot。Cost control，In my humble opinion, I have 2 ideas:

1) Cost control should not sacrifice user experience，Sometimes it’s best to give users some small favors (or surprises)；

2) Cost control needs to have its own distinctive characteristics in the industry，In fact, it is the precise positioning of the user group，Instead of looking at the crowd，Just want to take it all。On the one hand, there is no cheap label，On the other hand，Cheap product，You must clearly tell why it is cheap。

Tension:As a person who has been engaged in tourism for many years，Especially in travel retail channels in recent years，Mention my own views on product changes。Products should change with changes in consumer demand，This is as it should be。In recent years, many travel agencies that provide personalized travel have indeed emerged。However, there are still a large number of travel agencies that have used the same thinking patterns and methods for many years on product issues，Win the market with price，There are many reasons for this。1、Factors of market competition，Low-priced products are easy to sell，Consumers mostly compare prices；2、Designing high-quality products is not difficult，Not many consumers will pay for it if it is put into the market；3、Many travel agencies are not interested in product design，Add the products of the local transportation company to the public transportation and sell them；4、Many businesses of local travel agencies are controlled by shopping malls such as local jewelers，I have limited say in the product。5、The demographic dividend of China’s tourism has not yet been released，There is still a market for low-priced geological products，Not enough pressure on travel agencies。Anyway，This phenomenon will continue for quite some time within the scope of travel agencies that focus on group tours。

As a store, we all hope to provide consumers with good products，Last year I asked a large local transportation company in Hainan to create a product specifically for Beston，Improved user experience，But the price is one or two hundred yuan higher than ordinary products，But it doesn’t sell well on the market，Ordinary products still sell well。In the end I had to give up。

In fact, market competition will lead to differentiation，The price-matching customers are matched with the price-matching products，Consumers who pursue individuality and experience will naturally connect with the corresponding service providers，At the same time that the consumer groups are undergoing massive reforms，The business focus of travel agencies will change accordingly。Only market demand has changed，The entire market supply will change accordingly。When the entire market no longer accepts zero negative tour fees，Of course there is no market for this product。

Feng Qi:It is not easy to find people who are willing to pay and package and market it well。

Liu Zhaohui: The core contradiction of this problem is the contradiction between the personalized needs of young consumers and the unchanged product operation model，From the perspective of the Internet, it is manifested in information asymmetry and misalignment of supply and demand。From the supply side, it is the aging of offline products that makes it difficult to cope with the changing demand for online flexibility，From the demand side, it is the choice dilemma after information redundancy，I think the core issues need to be solved in the future，Resolving information asymmetry first，O2O is the direction。

Zhang Zhan:In the trend of younger tourists，In fact, traditional travel agencies are also actively developing product lines，For example, a brand travel agency in Zhejiang launched products such as "Travel Japan with Animation" based on the post-80s and 90s generations，Sold through stores and other self-owned channels，The market performance is still very good。Personally, I feel that the products wholesaled by traditional travel agencies to OTAs are selective，Core product resources and new lines of R&D，Prioritize digestion through own channels。It is for this reason，Traditional travel is not too eager to bring its products online。As understood，Some brand travel agencies in Zhejiang have also begun to disperse their destination ground transportation resources，Online display and sales，The goal is to target independent tourists，They know that this area has huge development potential，Break up the destination lines，Divided into independent requirements，Let independent tourists choose to piece together through the online platform，Additional powerful grounding resources，It is the future strength of travel agencies。

Traditional travel agencies have some innovations，Various new routes have also been tried，Key traditional advertising has limited coverage，Limited information delivery，So it can’t be compared with online。A product is made，Accept thirty people a month，It would be you as the boss，How many people will you let do it？Although Dalu products are not very innovative，But the number of customers is guaranteed。So，The innovation of traditional travel agencies is based on the needs of the entire market。For example, Chongqing newspaper exposed shopping in Hainan，Then Hainan’s products will change appropriately during this period。This is the change of traditional travel agencies。Innovation is based on needs，Innovation is based on the market，Changes slowly so you don’t see much。

Now so-called online products，Provides the convenience of booking，On tourists’ travel experience，Still offline，For example, Ctrip’s group tour，Tuniu’s routes, etc.，Part of it is developed by ourselves，In addition, most of them are purchased through peers，Still the traditional operation mode of agency and group agency。

Discussion topic 2: OTA’s strength is traffic，It is also increasingly involved in the upstream of the tourism industry (such as Ctrip’s acquisition of Huayuan International Travel)，In the current 188bet online sports betting industrial environment，Can OTA bypass wholesalers，Connect directly with local pick-up agencies at popular outbound destinations？(Through business cooperation or even capital marriage，In fact, Ctrip has already tried to control Tufeng.com)

Yang Qingkun: The o2o we have been talking about and the current trend is disintermediation，This is as unstoppable as when machines exerted human power，What wholesalers can do，OTA can do everything，The key is whether OTA can accumulate the same amount as wholesalers or even exceed wholesalers，With quantity, you have bargaining power and the capital to bypass wholesalers。At the same time, this fact should not be avoided，Not all OTAs can surpass wholesale negotiation for all lines，So wholesalers must have their own living space，At the same time, due to competition and closedness among OTAs，OTAs with disadvantages need to rely on wholesalers，Eventually, a situation will be formed where large OTAs and wholesalers coexist。

Mark:I think it is definitely necessary for large-scale OTAs to extend their reach to the resource side，Everywhere I go, I go with Knowhow，I would rather know if there is any integration now？Maybe something new will come out？

Zhang Zhang: Our integration with Qunar currently mainly focuses on two aspects，The first is to open up the product library，Meet the product needs of Qunar stores and Beston stores；The second is to divert traffic from online to offline，Ground services provided to tourists。

Xin Yougang: All enterprises will extend upstream and downstream when their operations reach a certain point。Traditional travel agencies set up ticket offices，Charter flight，Hotel included，Participating in shopping spots in scenic spots is also an extension。Whether it’s mergers and acquisitions with wholesalers，Nanhu International Travel Service also used to pick up people in Hainan back then。In fact, it is nothing more than the grasp of resources。

Zhang Zhan:Ctrip established a Korean office last year，Said to strengthen ground connection service，You can actually borrow an office，Slowly connect to destination resources by yourself，Self sales and service，This is what many startups are doing

Xin Yougang:Ctrip has been its own local travel agent in Sanya many years ago，Just a copy of the model。Theoretically, wholesalers have resources, channels and bargaining power，The capabilities possessed by many wholesalers in China，Sometimes it is relatively weak，When a character has no core competitiveness，Or be eaten，Or be revolutionized by technology。

Ctrip Yehao，Tuniu Yehao，Everyone wants to create a few destinations that suit them，And grasp the resources。This is visible to everyone。Just how to better combine your overall strategy and products，May vary。

Li Xiaojian:At present, Ctrip’s local entertainment has been integrated directly and through the wholesaler model。If the data shows that there is more room for direct contact with the prices of local varieties，I guess we will increase this intensity。

Zhang Zhan:A more obvious example: Japan’s JTB (the boss of Japan’s traditional travel agencies) is now basically the boss of Japan’s OTAs，Many products bypass middle wholesalers，Establish a branch directly at the destination，For example, Shanghai，Beijing，Hong Kong，Taiwan，Also leads the ground services at destinations，Therefore JTB’s destination product procurement，Packaging，Marketing，Sales，Destination ground pick-up service，It was connected through the next stop online and offline，Very malleable，Personally, I think there will be fewer and fewer wholesalers。

Ctrip established a Korean office last year，Said to strengthen ground connection service，You can actually borrow an office，Slowly connect to destination resources by yourself，Self sales and service，This is what many startups are doing。

Due to the existence of traditional travel agencies and small and medium-sized travel agencies，That’s why wholesalers exist，As the strength of the local travel agency increases，Progress in Internet Technology in the Tourism Industry，The development of large-scale online ota，This link of travel wholesalers will gradually weaken，This is a trend of development。

188bet sports betting app download Tuniu in the purchasing process with travel agencies，According to the travel agency, it is still the traditional way，There is no Internet-based procurement system yet，The main reason is that the travel agency does not have an advanced pms system，Not easy to adjust。

Liu Zhaohui:Wholesalers have the advantage of centralized purchasing，From the perspective of social dividends，Still vital，I don’t think it’s certain who will eat whom，But collaborative dividends，Win-win cooperation。

Moderator:Like Mr. Xin said，There are fewer and fewer small and medium-sized travel agencies organizing group tours，Concentrate volume to OTA，What is the role of wholesalers in the industry？

Zhang Zhan:The store is in the third and fourth tiers and has strong vitality.

Liu Zhaohui:I agree less and less，But the direction is becoming more and more professional，If it can’t be done，Then death is inevitable，The other three

Fourth-tier cities still have their living space

Teng Deyi:The essence of tourism is the service industry，It is product competition，OTA is an excellent salesperson，Innately insufficient product capabilities，Directly cooperate with the destination agency to get involved in products，Shortcomings are difficult to make up for in the short term，OTA will concentrate its firepower on a single destination or adopt direct mergers and acquisitions, and the efficiency will be improved。

In fierce competition，OTA maintaining traffic is the core，If you have traffic, don’t worry about products，Too many product providers，It doesn’t make much sense to cook and make products yourself。For powerful OTAs, it is advisable to reserve seats first from the perspective of resource control。

Insufficient OTA product capabilities，Strong monetization capabilities for air tickets, hotel tickets and simple machine-plus-wine traffic，But it is not capable enough for slightly complex products，Including Tuniu, which claims to be a leader in leisure tourism。There are more and more self-built platforms for destination pick-up agencies，The attitude of local travel agencies towards cooperation with OTAs is wavering，Tour group organization is still a big business，It’s just that the travel agency industry is more low-key，Taking orders in a muffled voice，Not as bad as said on the Internet

Zhao Ruxin: Controlling land transfer is a technical job，You will be very lucky if you don’t get tricked by them。Selling group，Privately add self-funded items，Shopping Point，If the benefits are unevenly distributed, leave the group，The procurement process must be strictly controlled，Even so，It is difficult to completely solve it。

Discussion Topic 3: If the above assumptions are true，Will the living space of outbound travel wholesalers be compressed？And some large wholesalers have also begun to focus on retail terminals (such as Zhongxin’s investment in Youzai)，The trend of wholesale and retail integration is becoming more and more obvious，The two forces (OTA from online to offline，What changes will the evolution of travel agencies (from offline to online) bring to the outbound tourism market？

Zhao Ruxin:According to the rules in the industry，Enterprises that integrate wholesale and retail are likely to be abandoned by their offline peers。So it is difficult to implement the integration of wholesale and retail 。Zhongxin is taking the easy way，The acquisition is an online retail channel，No cheese from offline counterparts。

If Zhongxin opens offline stores with great fanfare，Will be cast aside by peers。Caesar already has a winning ticket。Caesar’s current practice is to set up separate companies with peers ，Operate the brand independently。

Xin Yougang:From the perspective of outbound travel，The development of wholesalers into terminals should be a case study for the time being，Exit visa after all，Resources are still concentrated in Beijing, Shanghai and Guangzhou。There may be deeper cooperation，But from the perspective of company operations，The strength of wholesalers cannot reach the terminal market。

Wholesalers take hands downstream，Not a big problem，After all, tourism is the leading source of tourists，Develop 188bet sports betting app download upstream，Didn’t catch a few steamed buns，I lost the original cake too。This is hard。

Li Chao:Uxin needs to convey confidence to the capital market。Zhongxin shares in Youzai，I haven’t seen many cooperation details come out，Youya want to capture traffic online，It will cost money，But this will affect the profitability of UXP，I guess this is what Zhongxin has struggled with for a long time。

Teng Deyi ：Youya often faces the choice between products and the interests of Zhongxin.

Chen Bo:Wholesalers work online，I think this will take a lot of time、Talent accumulation cost。I will take the two ticket platforms I have contacted as examples: 51book for wholesale，Golden holidays focus more on retail。Their website、Customer Service、Information systems and even enterprise organizational structures are very different。There is also a big difference in the professionalism and user experience of services。

Teng Deyi:Wholesalers are subject to geographical restrictions，Mergers and acquisitions and the establishment of retail outlets with a limited number of self-supplied products，Need other products for sufficient retail end，The competition between platforms is extremely fierce。At the same time，Retail customers compete with wholesale customers for user orders，It’s hard to grasp the scale。

Exclusion still exists，Some products may not be given to Youya，And in the case of Youyai’s limited traffic。Youya often faces the choice between products and the interests of Zhongxin.

I think wholesalers will exist for a long time，Although wholesalers are middlemen，However, its resource control and integration capabilities ensure that its living space gives full play to its respective advantages，Complementary and mutually beneficial，Don’t always try to be good at everything，Forcing others’ jobs，Wholesaler’s products、OTA traffic performs its own duties。Or start a new one，Build another stage，It is unrealistic to try to cover everything on one big platform。

Mark:OTA still needs the depth and width of resources，Still needs a large number of wholesalers to solve the problem。

Su Yu:I think OTA is a general hospital such as Ctrip；The wholesaler is a specialized hospital and does a good job，For example, Fuwai Cardiovascular；

Small retailers are like community hospitals，They are all general practitioners，Serve some customers，If you can’t figure it out, find a wholesaler，Specialized Hospital.

Li Chao:I think such specialized companies will still have a lot of room for survival in the future，I have a friend who does Sports Travel in Hong Kong，Serves 200 to 300 people every year，The price per customer is often more than 100,000。Experience and threshold are quite high，Completely unable to engage in price war。

Xin Yougang: The roles of wholesalers are somewhat intertwined，Large group organizations evolve into wholesalers，Large local agencies have also built their own distribution platforms and evolved into wholesalers，Products required by OTA，More are also provided by large wholesalers，As the customer base gathers, OTA also has the actions and behaviors of wholesalers。So wholesalers are not dead，But it evolves with the environment... just like the organisms in the biological chain。Some can die and some are evolving。

Su Yu: It will evolve but not necessarily in this direction，Wholesalers may develop in two directions。Small OTAs or small retailers can really understand customer needs，Specializing in market segments also has a future，We can’t say that it will be impossible to do C-side work。

Yang Qingkun:It’s right to lean on both sides，But there is definitely no advantage on the c side，It is more reliable to rely on resources。

Teng Deyi: The big groups are indeed wholesalers，It’s just a different magnitude。And OTA acquires startups in various market segments，Layout segmentation retail end，It adds advantages，Because the essence is retail + retail。

Zhao Ruxin:Mr. Xin hits the nail on the head。In the future, several large monopoly and oligopoly companies will be formed across the country，Because the market requires large-scale operations and independent travel products with thin profits，Then there are small specialists in vertical fields，Regional minor colleges，Multi-level markets coexist。

Moderator:Our discussion tonight，To paraphrase a sentence from the novel "This is the best of times，It’s also the worst era”，Relying on the huge base of China’s middle-aged and elderly population，Travel agencies live on the line of food and clothing，But I know my sorrows，And emerging consumer groups will become mainstream consumer groups sooner or later，How to transform the traditional product model should be put on the agenda of travel agencies as soon as possible。On the other hand, OTAs are also transforming the travel agency market，Directly connect with destination resources or acquire wholesalers，We discussed a lot tonight，Many views are very enlightening。We hope that this discussion can bring some ideological resources to promote the development of the industry。Discussion like this in the future，There will be more，Please continue to participate。