Affected by the epidemic，First half of 2020，People’s yearning for poetry and distance，They are all confined to the living room and kitchen，The entire OTA 188bet app has been hit hard by the sharp drop in orders。

Starting from the second half of the year，With the improvement of domestic epidemic control and the self-rescue measures taken by various OTAs in 188bet app broadcasting，The entire industry is beginning to show a recovery trend。While OTAs are trying to survive the slow recovery from the darkest moment，Many social platforms rely on traffic、Content advantages，Taking advantage of the reshuffle caused by the epidemic，Efforts are being made in wine and travel ticket business，Became the "barbarian" at the door of the online tourism industry。

Looking back on the entire 2020，The haze of the epidemic in the online 188bet app industry has not yet dissipated，Some people are already eyeing OTA’s basic market。And this industry has been almost reshaped by the epidemic，Where will it go?？

Although the darkness has passed, the haze has not cleared away

188bet app 2020，Shrinking income、Performance loss、Bankruptcy and closure，This is the norm that OTAs have to face。

Analysys data display，First half of 2020，China’s online 188bet app market transaction size is 1529.700 million yuan，Significant decrease of 71% year-on-year.2%。Among them，The total turnover of the hotel industry is 39.6 billion yuan，Decreased 58% from 93.8 billion yuan in the same period last year。

Reflected in financial report，We can see，Ctrip、Meituan、Tongcheng Yilong、Tuniu and other OTAs，In the first half 188bet app year, it has been in crisis of declining performance。

As the leader in the OTA industry，Ctrip is the first to be affected。Second quarter of 2020，Ctrip achieved operating income of 31.5.9 billion yuan，Decreased by 63% year-on-year.65%；Accommodation reservation、Transportation Ticketing、Tourism vacation and business 188bet app management income are 1.3 billion yuan respectively、1.2 billion yuan、100 million yuan and 100 million yuan，The year-on-year decrease was 63% respectively、66%、88% and 47%。

Meituan has business advantages in local life，His arrival in the store in the first half of the year、Hotel and 188bet app business revenue decreased by 21% year-on-year.6% to 76.3.9 billion yuan；In-store、Operating profit of hotel and 188bet app business decreased by 31% year-on-year.2% to 25.7.2 billion yuan。

Tuniu, whose performance has been under pressure，The 188bet app is even worse。Period 2014-2019，Tuniu’s total net loss attributable to its parent company is 59.7.8 billion yuan。Second quarter of 2020，Tuniu’s performance worsened by the 188bet app，The answer is a net loss of 1.4.8 billion yuan。

Performance decline、Loss，There is still room for salvation。There are also some OTA agencies，Has fallen to the 188bet app forever。

According to the "2020 (Part 1) China Online 188bet app Market Data Report" released by the Online Economic Society E-Commerce Research Center，First half of 2020，The number of OTAs going bankrupt is as high as 16。

Fortunately, the 188bet app will not continue indefinitely.

Second half of the year，The arrival of the tourist season，In addition to favorable policies, etc.，The domestic 188bet app market has been further stimulated，Speed ​​recovery，Companies that survived the reshuffle during the darkest moment in the first half of the year，It’s time to breathe。

188bet app third quarter of 2020，Ctrip、Meituan、Tongcheng Yilong、Tuniu、Mafengwo and other OTAs，The performance 188bet app third quarter has been good。Among them，Ctrip’s third quarter revenue was 5.5 billion yuan，73% month-on-month increase，Net profit reaches 1.6 billion yuan，Realized first quarterly profit since the outbreak。

But that doesn’t mean，The haze 188bet app epidemic that shrouded OTAs has completely dissipated。

The third quarter financial reports of each OTA，They are all talking about the keyword "month-on-month growth"，188bet app means，Although we have gone through the most difficult moments，However, revenue and profits still have not fully recovered。For example, Tuniu’s net revenue fell by 85% year-on-year.5%……

After all，Compared to other consumer industries，The decision-making chain in the 188bet app industry is relatively long，In addition, the epidemic keeps recurring，The haze has not cleared yet，For OTAs who have emerged from the darkest moment，You still need to be prepared to fight a protracted and tough battle。

They walked into the 188bet app room?

If you want to analyze how OTA survived the darkest moment，In addition to the positive external factors of the general environment，It is even more inseparable from the internal reasons why OTAs strive to save themselves through 188bet app broadcasts。

During the boom in e-commerce live streaming，The online travel industry has also set off a trend of live streaming。Among them，The most typical one is Ctrip’s 188bet app by the president、The flying pigs sown by merchants and the hornet’s nest planted by experts，These three companies represent two different 188bet app directions of PGC and UGC。

Because Liang Jianzhang played Cosplay in the 188bet app，Ctrip’s 188bet app is also the most popular。Afterwards，Although Ctrip’s 188bet app has become normal、Normalization，But it has always been dominated by PGC content with platform planning themes，The purpose of bringing goods is also stronger。“The products are all in the form of 188bet app pre-sale，You can lock in discounts in advance、We will arrange travel later，If you don’t arrange travel, you can still withdraw without any loss，So this product is particularly suitable for 188bet app during this time，And it can very well promote future consumption。”

Compared to Ctrip’s PGC live streaming direction，Fliggy, which has stronger platform attributes, is grasped by both PGC and UGC，At the same time，Fliggy’s 188bet app also has the most e-commerce characteristics。

In terms of PGC content，Fliggy combined with offline 188bet app、Professional anchor explanation、Popular science lectures and other forms，Leading users to travel together during the epidemic；In terms of UGC content，With the resources of Taobao Live，Fliggy merchants can choose to self-broadcast or cooperate with Taobao anchors to plant travel routes or directly bring goods。

Mafengwo has always relied on content to gain a foothold in the tourism market，The 188bet app is mainly based on UGC content planted by experts，via United Travel Experts、Scenic spots and businesses，Use live streaming to show users the fun experience of "cloud tourism"。For the previous pictures and texts、Short video-based content format，188bet app is a new channel for Mafengwo to reach users。

From the perspective of market performance，As of mid-December，Ctrip’s 188bet app matrix GMV cumulative exceeds 2.4 billion yuan，More than 1 viewers.700 million visitors；80% of Fliggy’s content comes from merchants’ self-broadcast，97% of the core businesses on Mafengwo have already launched or plan to launch travel live streaming。

In other words，Live streaming has driven the recovery of the tourism industry to a certain extent，Future，As the 188bet app becomes more mature，may become the industry standard。

But 188bet app standard，But it does not mean that OTA can be like the e-commerce 188bet app，Can rely on this method，Achieve a counterattack leap。

Mainly because of the combination of 188bet app + travel，There are naturally two disharmonious factors。

First，E-commerce 188bet app streaming is stronger than impulse consumption，Travel is a planned consumption，High price per customer、Long decision-making chain，It is difficult to get users to make impulse orders through 188bet app streaming。

Although many people yearn for a quick trip，Maybe some people have done something like this，But in most people’s lives，From deciding to 188bet app to actually setting off，It will take a certain period of time。After all，Destination selection、Route planning、Time schedule、Weather effects、Emergency incident......These will all be factors that affect 188bet app。

Currently，Only Ctrip’s pre-sale delivery model that can be returned at any time，Relatively able to reduce the user’s decision-making chain to a certain extent。And others are like a hornet’s nest，He is a 188bet app anchor with a different style，Relying on various 188bet app knowledge or talents to attract fans，Only touches the stage of planting grass。

But even Ctrip, which is relatively out of the circle in 188bet app broadcasting，The delivery model is suitable for some small and medium-sized enterprises，Not replicable。

Wang Zhuo, founder of Pincheng Tourism, expressed his views in an interview with the Economic Observer，“Liang Jianzhang can rely on his personal IP and charm to bring goods through 188bet app，But for many small and medium-sized tourism enterprises，It may be difficult to copy Liang Jianzhang’s model。In addition，These small and medium-sized enterprises want to accumulate their own private domain traffic pool in the public traffic pool of the platform，Even conversion，Too difficult。”

In this case，188bet app streaming may be the weapon of giants，But it is difficult to become the driving force of the industry。

Secondly，The biggest advantage of 188bet app streaming is the price，Travel products belong to experiential consumption of “you get what you pay for”，There must be a problem of how to balance the merchant’s profit and user experience。

The basic logic behind how 188bet app products can be sold at low prices，It relies on the influence and bargaining power of the anchor，Relying on high traffic to achieve “small profits but quick turnover”。But travel live broadcasts are already watched by many people，Few people buy，And influential anchors will have a high pit fee and commission ratio，It is difficult for brands to make money from it anymore。

According to a survey by the Economic Observer，Chao Xi, a partner of the tourism company said，“From a businessman’s perspective，Travel + 188bet app streaming has no profit model，Just have fun，There is currently no hope of making money from this。”

Of course，The 188bet app room also has popular travel products，Whether the experience is true or not is another matter。

For example, recently，A 299 yuan travel card in the 188bet app room of the anchor "Gao Huohuo" sold out。The anchor claimed that the travel card is a "6 days and 5 nights Yunnan tour for two people，High-end pure play group，No shopping in the whole process，Mercedes-Benz pick-up，1 million yuan insurance”。

But actually？Some netizens said，After purchasing this 188bet app card，Discovered during the group tour，Completely a simple shopping group，And requires shopping from morning to night。Currently，The anchor is suspected of deceiving consumers with false propaganda，Relevant law enforcement agencies have been involved in the investigation。

Some insiders said: “The situation during the epidemic is special，So the prices of many travel products are very low，But this is only a phased phenomenon。As the industry picks up，Travel product prices will return to normal，Which platform has deep and solid supply chain control capabilities，Which platform can get products with competitive prices。The price advantage of 188bet app streaming，Essentially depends on OTA’s supply chain advantages。”

In summary，During the epidemic，OTA’s live first aid measures，It has indeed played a necessary "emergency" role。After all，No matter what the actual sales of the 188bet app are，It’s better than losing nothing。At the same time，188bet app content will also increase consumer stickiness invisibly，It may have an impact on the future purchase of travel products。

But there are still disharmonious attributes between 188bet app streaming and tourism，It may be difficult to become a driving force for sustained performance growth。In other words，188bet app streaming is a necessary measure for OTA to save itself，But can it be a powerful means to revitalize performance，It depends on how deep each OTA is in the supply chain。

The "robbers" coming 188bet app across the border

188bet app streaming and OTA still have attributes that need to be adjusted，But for Douyin、Kuaishou、Xiaohongshu and others have the advantage of 188bet app streaming、For a social platform with large traffic volume，Taking advantage of the reshuffle of the tourism industry, cross-border cooperation with the tourism industry，Started OTA business，It seems logical。

For example, Douyin.

Previously，As the cost of acquiring customers continues to rise，Meituan、OTAs such as Ctrip have choices and Douyin、Cooperation with traffic platforms such as Xiaohongshu，Introducing traffic through external links。ie，Click the link 188bet app Douyin merchant，Jump to the corresponding Meituan、On Ctrip and other mini programs。

Currently，Douyin has added “Ticket Booking” and “Hotel Booking” functions to merchants’ personal homepages，Complete the consumption closed loop without jumping out。

Jump from external link to third party，Go to the internal link closed loop to complete the purchase on your own APP，Douyin has completed the first step into the 188bet app field，Later，How deep does Douyin penetrate into 188bet app，It depends on the specific business needs。

Except the layout of Douyin，Xiaohongshu and Xiaozhu Short-term Rental have officially reached a cooperation，There are over 2,000 high-quality branded B&Bs behind the B&B booking portal；In Kuaishou’s “Local Life” function，The "Surrounding 188bet app" subdivision also appeared，Ambition for the tourism business is clear。

Traffic platforms have a certain confidence in "cross-border robbery".

The "China Tourism Industry Analysis Report for the First Half of 2020" released by Bida Consulting shows，First half of 2020，Lifestyle community Xiaohongshu is the most commonly used 188bet app decision-making platform for users，There are 63.Used by 7% of users；The second is Douyin，There are 56.Used by 5% of users。

In other words，The haze of the epidemic has not yet dissipated，OTAs whose 188bet app of self-rescue is hardly effective，Be caught off guard and have to deal with the "robbers" coming across the border，And these "robbers" have also gained a huge user base。

However，As far as the current situation is concerned，It is difficult for traffic platforms to directly penetrate into the hinterland of OTAs，After all, established OTAs like Ctrip have been working in the 188bet app for decades，Built brand influence and 188bet app barriers，It’s still hard to shake for a while。

For example, online ticket booking market，An Analysys analyst said: “Old OTA players rely on their traffic advantages、Stable backend server system technology、User guarantee system and other support，In resources、Technology、The server has built a moat barrier，Improving 188bet app access standards，New players rely on traffic、The price pattern cannot be easily broken。”

Only OTAs cannot take it lightly，No one can guarantee the gradual penetration 188bet app traffic platform，One day I won’t cut directly into the hinterland。Especially Mafengwo, which mainly focuses on UGC content，Douyin, which also has content strengths、It is not impossible to replace Xiaohongshu。

Generally，An epidemic has brought the online 188bet app industry to a near-death state，And help OTA enter the reshuffle stage of comprehensive reshaping，Some small and medium-sized enterprises were eliminated in the reshuffle，But there are also new players from across the border who are eyeing them。

As the epidemic improves and OTAs 188bet app to help themselves，The entire industry is gradually recovering its strength。But the method of live streaming，It is still difficult for OTAs to help the market regain vitality，For traffic platforms，But it is a sharp tool that can enter the tourism field。

In this case，Facing cross-border competitors with handheld traffic，OTA finally ushered 188bet app dawn of victory，Still in a new dilemma，Nothing is final yet。

2020 is coming to an end，But the 188bet app structure of OTA，Still evolving in the ongoing competition。What will the future be like，We may have to wait until the epidemic has completely subsided，Only the final answer。

*Source of 188bet app article: WeChat public “TanglangFin”，Author: Yi Buer, original title: "Online travel in 2020: reorganization、188bet app self-rescue、Cross-interface enemy》。