In the Zhouzhuang Scenic Area, a famous tourist town in Suzhou，“Smile House” has become the stopping point for many tourists during their visit。In a room with little space，Can rest、Rechargeable，You can also send postcards，These all make the hut often crowded with people。

Currently，Tongcheng Travel Network has opened stations like "Smile House" in many scenic spots，Providing services to tourists。Same as Tongcheng，Ctrip、Online travel websites such as Tuniu have also established offline stores，Online customer solicitation、Offline services have become a direction for the development of travel websites。

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Build an offline experience store at the departure point

While accelerating the layout of Tongcheng Station，Tongcheng Travel has accelerated the pace of opening tourism experience stores in core cities since August last year。Open a travel experience store at the departure point，Open a post station at the destination (mainly scenic spots)，This is exactly the O2O strategic layout of Tongcheng Leisure Travel。

Tongcheng’s offline stores are mainly experience stores。As of now，Tongcheng Travel has 23 offline experience stores，including 2 in Shanghai、2 in Shandong、3 in Zhejiang、2 in Shandong、1 in Fujian、1 in Hubei、1 in Hunan、1 store in Beijing、1 in Tianjin、2 in Guangdong、1 in Sichuan、1 in Chongqing、1 in Liaoning，A cruise themed experience store opened in Suzhou, Jiangsu。

Reporters recently conducted an on-site visit to this flagship store。The cruise-themed flagship store located in the old town of Suzhou is divided into two floors，Space over 100 square meters，Equipped with several sets of tables, chairs and sofas。The store uses multimedia and 3D to intuitively display cruise products and destination information to tourists，The store layout and services basically follow the form of a coffee shop，Meaning to provide guests with more ease、Comfortable consultation、188bet app download Registration environment，At the same time, it also allows guests to understand and understand cruise tourism more intuitively。

“As an effective supplement to online services，Our store mainly provides exit services for guests visiting the store、Cruise、On-site consultation for air tickets、Registration、Visa material submission and other services。Visitors can also use the online equipment of the experience store，Complete your tickets with the help of our guidance、Domestic independent travel and other booking services。"The store manager told reporters。

Travel products in offline experience stores and online products have their own advantages and disadvantages in terms of price，For example, some promotions are targeted at APP client users，Some promotions are exclusive to offline experience stores，The price is sometimes better than online。

"Compared to online product resources and platforms，Travel experience stores are better equipped for brand building、Corporate Culture Display、Popularization of tourism knowledge、Interactive communication、Consultative services and other functions。Travel experience stores can improve online user experience，Adapting to the trend of tourism consumption demand in the new era，Improve the market competitiveness of enterprises。"Wu Zhixiang said。

Open a post station in the destination scenic spot

Zhouzhuang, 38 kilometers southeast of Suzhou，It is a well-known Jiangnan town，Known as “China’s No. 1 Water Town”，One of the first batch of national 5A-level scenic spots。Tongcheng Travel Network opened its first "Tongcheng Station" here。This Tongcheng Inn located in Zhouzhuang has a very nice name - Smile House。

Although the space of the cabin is not large，Approximately 18 square meters，But there is a feeling that "a sparrow is small but has all the internal organs"。The decoration style is very fashionable、Petty bourgeoisie，The internal facilities are like a coffee and bookstore，There are simple wooden tables and chairs and beautiful bookshelves，There is a coffee machine and a medical kit，There are also tourist maps and postcards specially prepared for foreign tourists。

“This Tongcheng Inn has opened its doors as early as October 16, 2013。Visitors can enjoy free WiFi in Tongcheng Station，You can charge your phone for free if it is out of battery，You can also drink high-quality and cheap coffee，The book can also be read for free。Also，Tourists can also mail a postcard to their 188bet Online Sports Betting and Casino relatives and friends from the inn，Share the joy of your journey with them。” 

As of mid-March 2015，Tongcheng Yi Station has opened nearly 50 stores nationwide，Covering 31 cities in 16 provinces。Currently, more than 90% of Tongcheng Stations are set up in scenic spots。These stations are supporting Tongcheng’s wireless strategy。

so far，In the opinion of most peers，The standard configuration of "O2O" is nothing more than an online platform (PC + mobile) plus offline stores，Offline stores also point to the starting point without exception。But in Tongcheng’s “O2O” layout，The departure point and the destination are placed in an equally important position。

Peer Initiative

Tuniu targets second- and third-tier cities offline

With Ctrip、Same as Cheng，Tuniu has also made great efforts to deploy offline stores in the past year。As of now，Tuniu is already in Beijing、Shanghai、Guangzhou、Shenzhen and other nationwide first、二、75 regional service centers have been established in third-tier cities。Among them，The number of new regional service centers last year was as high as 60。

From the perspective of national tourism market popularity distribution and regional division，Tuniu has basically achieved full network coverage of offline service capabilities in the domestic tourism market。Under the trend of highly integrated development of online and offline services，Tuniu further accelerates offline layout，Through offline physical laying，Building an O2O model for future tourism industry development。

Stated by the relevant person in charge of Tuniu，The rapid expansion of Tuniu regional service center，It is inextricably linked to market demand and the rapid development of its own business。In 2014, Tuniu continued to enrich the number of product SKUs、Optimize service experience、Innovative service products、Expand offline suppliers, etc.，Improve user experience from multiple dimensions。

Currently，Tuniu has focused its offline layout on second- and third-tier cities。When the development of the tourism market in first-tier cities tends to be flat，The tourism market demand in second- and third-tier cities is showing a trend of rapid development，And has become a hot spot in the online travel market。At the same time，These cities have rich and high-quality offline tourism resources，In urgent need of integration。With the rapid expansion of Tuniu regional service center，The second and third tier tourism markets will develop rapidly across the board”。

Tuniu.com CEO Yu Dunde said，Second and third tier cities and mid- to high-end destinations、Product、Same customer，They are all the starting points for strategic in-depth development。Tuniu has expanded from 15 regional service centers before the IPO to 75 as of now，Will exceed 100 by next year。Tuniu will strengthen its depth through expansion in second- and third-tier cities and long-term investment，Accelerate the sustainable development of enterprises in the future。

According to the "China Cross-border Consumption Annual Index Report" released by a third-party authoritative organization，Young tourists traveling abroad for the first time and tourists from China’s second and third tier cities are becoming the main force of outbound tourism。Vigorous growth in travel demand among users in second- and third-tier cities，Need more online travel services。

Industry insiders said，In the highly competitive online travel market，Tuniu takes advantage of the O2O model，Open the offline entrance，Enhancing the brand image into the second and third tier markets，Can effectively build and enhance user stickiness，Increase Tuniu’s market share。Re-expansion of Tuniu Regional Service Center，will further expand its leading advantage in regional coverage in the industry。

Ctrip implements open platform strategy

Except Tongcheng，Ctrip, the largest online travel service company in China, opened a travel experience store in Beijing Galaxy SOHO Center。Experience store and Ctrip website、Mobile APP、Cooperation by phone，form online、Offline、Wireless converged three-dimensional service network。This is the first time Ctrip has opened an offline travel experience store in its 15 years of existence。

According to introduction，The store has an interactive experience area，Equipped with Apple all-in-one computer and iPad，You can experience Ctrip online booking and mobile content on site，Touch screen TV can browse independently、Watch major domestic and foreign tourist films on demand。

Senior Vice President of Ctrip、North China General Manager Guo Dongjie said，Ctrip experience store is positioned as the Ctrip travel brand、Offline experience center for products and quality services，The core function is face-to-face customer service for tourists。

Compared to travel agency stores，Another major innovation of Ctrip Travel Experience Store is that it also provides Ctrip self-operated products，Also provides 188bet app download routes for hundreds of cooperative travel agencies that are agents of Ctrip online，Become a platform to display and sell selected products from various companies。This is also a big opportunity for traditional travel agencies。

This innovation of Ctrip Travel Experience Store has realized for the first time the high-quality products of various travel agencies in Beijing in one store，Visitors can experience various domestic tours on Ctrip.com、Outbound travel、Peripheral travel products，The total number of products departing from Beijing reaches more than 12,000，Including group and independent travel products developed by Ctrip itself，There is also Caesar、Zhongxin、CITS、Selected routes from more than 200 Beijing travel agencies including China Travel Service。

Talk about why we opened travel experience stores offline，Guo Dongjie said，The online leisure vacation market explodes，and enter online、Offline、A new stage of wireless convergence development。Ctrip’s travel business already has scale advantages，And enter the platform development stage of mutual benefit with offline travel agencies。

Try to open an offline experience store，Can further improve user experience、Cover more users，Improve the reputation and market share of Ctrip travel brand。Further penetration of experience stores into offline public groups，Especially conducive to expanding Ctrip’s outbound travel、Brand and scale advantages in group tours and other fields。Such a scale advantage is conducive to supporting the development of experience stores，And in turn expand the online market。

At present, most tourists still do not enjoy the convenience of information technology and Internet services，The national travel agency market size is 300 to 400 billion a year，Less than 10% online。Ctrip faces consumers directly through experience stores，It is expected to jointly improve the informatization level of the travel agency industry and tourist satisfaction。

Industry analysis:Will bring a secondary impact to travel agencies

The original intention of online travel companies to build offline stores is to improve service quality，To further expand market share。Online travel companies currently occupy a dominant position in the travel market，But encountered bottlenecks in improving service quality，Customer complaint rate is gradually increasing。Only offline services can make up for the lack of online services，Enhance the sustainability of 188bet app the development of online tourism enterprises，Several online travel giants understand this well。

“The strategic significance of online tourism companies establishing offline stores is mainly: on the one hand，Can improve the company’s service quality，Make up for the shortcomings of online travel services，Further enhance the company’s competitiveness;On the other hand，Offline stores play a great role in promoting the company’s brand promotion，Conducive to expanding the brand influence of online travel companies，In order to better achieve offline and online integration，Online travel companies should find online、Offline balance point，Realize resource interoperability、Collaborative development。”

Currently，China Youth Hostel、Traditional travel agencies such as China Merchants International Travel Service are trying to upgrade traditional stores into experience stores，Integrating offline stores with the Internet，Push traffic to your own website。Industry analysis points out，Traditional travel agency trial experience store，The purpose is to change the previous store model that focused solely on sales，By adding fashion elements、Experience function、Acoustic and optical technology and network environment，Improve visitors’ experience in the store，Improve brand favorability and product sales rate。Full functionality、Experience stores with elegant environments may replace stores with only a single sales function，Become the offline mainstream。