Zhifa 188bet sports betting6month25日Invited to participate in the world’s largest 188bet sports betting platform188bet sports betting(188bet sports betting)188bet sports betting new strategy conference held in Beijing.188bet sports bettingFounder and GlobalCEO Stephen KauferThe four major measures of 188bet sports betting new strategy were announced on the spot:1, Release188bet sports betting's new Chinese brand name - 188bet sports betting;2, Comprehensive upgrade of 188bet sports betting mobile applications and websites;3, Global review 188bet sports betting localization translation project launched;4、Establishing a "global strategic partnership" with the China National 188bet sports betting Administration, etc.。

WithExpediaSell Yilong，The top ten foreign companies ranked by market value have basically completely collapsed in the Chinese market (refer to Zhihui 188bet sports betting Liu Zhaohui’s article "Expedia withdraws, and foreign online 188bet sports betting companies completely collapse?》), 188bet sports betting list includes the worldOTA’s leading companyIndustry Priceline、Expedia、HomeAway、Travelzoo、Makemytrip etc.。188bet sports betting has entered China since April 2009 under the name 188bet sports betting，It has been six years since the new strategy was released。

The decline of the PC Internet began in 2009，Mobile Internet is 188bet sports betting ascendant，3G license issuance，iPhoneThe birth of Hua and Sina Weibo, one year later in 2010, China 188bet sports betting Internet revenue traffic fee accounted for59.8%。In the following two years, TripAdvisor witnessed China’s grassroots 188bet sports betting websites (188bet sports betting websites here refer toUGC、PGCor a combination of both):2004Qionyou.com was born in an international student dormitory in Germany,2011Started commercial operations and launched in2013Year7Received tens of millions of dollars of strategic investment from Alibaba every month；And two 188bet sports betting friends2006The grassroots forum Mafengwo established in 1999 is also practicing hard8Get development space after the year,2014Acquired Capital Today and Qiming Venture Partners2More than ten million US dollars of investment.

On the road later、Bread 188bet sports betting、Cicada’s Travels、World State、Youpu and other startup companies have been established，The Chinese market suddenly became lively。The former TripAdvisor，Today’s TripAdvisor is a witness in these six years，Even more of a participant，fromPCTo move，From group tour to independent travel，From structured 188bet sports betting to monetization path，“ 188bet sports betting” What did a pair of big eyes witness，What opportunities and challenges will 188bet sports betting and its Chinese counterparts face，Worth elaborating。

1. Let’s start with 188bet sports betting strategy

If you really study the development history of TripAdvisor and its 2014 financial report，We should not be unfamiliar with its new China strategy。To summarize the implementation indicators of TripAdvisor’s new strategy in China，As Stephen Kaufer describes the three words "Move、Experience、Word of mouth”。As the world’s largest travel platform，TripAdvisor acquired mobile travel service provider EveryTrail in February 2011，When the mobile Internet exploded in 2013, it acquired Tiny Post, a photo application that allows users to combine travel photos with social networking and mobile。It can be said that TripAdvisor is not slow in its mobile layout，The improvement of its website and Chinese mobile version is a continuation of its mobile strategy。Improvement of experience、Word-of-mouth is the aggregation effect of TripAdvisor’s 188bet sports betting with reviews as the core。

The first of the four strategies、Three and four are more important，This is also a step that 188bet sports betting has made slow progress over the years: localization。Like most foreign companies in China，This challenge is long-lasting and difficult，The reasons are mostly due to authorization and talent，This time Stephen Kaufer emphasized the importance and trust in the Chinese local team，It can be seen that Stephen Kaufer is determined to win the Chinese market。The importance of the Chinese market is no longer an issue that needs to be discussed in today’s world，More than 1 as of the end of 2014.0.7 billion outbound tourists plus per capita consumption of 30,000 yuan and a double-digit growth rate，This combination will be coveted by any business，The key is how much of the pie you can share。

On February 11 this year, 188bet sports betting announced its fourth quarter and full-year financial results as of December 31, 2014: Revenue from North America increased to 6% in 2014.US.9 billion，A year-on-year increase of 27%，50% of total revenue。From Europe、Income from the Middle East and Africa increased to 4.USD 0.5 billion，A year-on-year increase of 39%，33% of total revenue。

Revenue from Asia Pacific increased to 1.USD 5.6 billion，A year-on-year increase of 28%，13% of total revenue。Revenue from Latin America region increased to 5,USD 6 million，47% year-on-year increase，4% of total revenue。Simple comparison，We can see that income from the Asia-Pacific region, which accounts for more than half of the earth’s population, only accounts for 13%，And its year-on-year growth in 2014 was only 10%；If we want to maintain global growth, China’s weight in it is self-evident，This importance is the same as earlier when 188bet sports betting was the only overseas subsidiary of 188bet sports betting with an independent domain name and Stephen Kaufer attended the 188bet sports betting strategy conference，The Chinese market has high hopes。

2. Opportunities faced by China’s 188bet sports betting O2O content companies:

The format of 188bet sports betting O2O is different from physical e-commerce，Whether tourists purchase travel products，Content plays a very important role。In the field of leisure and vacation travel，Tourists seeking experiences are becoming a trend，But the degree of homogeneity of 188bet sports betting products is high，Rich competing products，How to stand out，Whether tourists can give priority to their decisions before or even during the trip becomes a key point。Travel products can influence consumers’ decisions and even their experience through the influence of content，The O2O closed loop formed by post-tour feedback will promote the optimization of information and even the improvement of services，This is also one of the greatest values ​​of 188bet sports betting O2O。Of course pure content is not enough，The hardware matching of travel products itself must also keep up。The rapid growth of outbound 188bet sports betting has caused content websites to follow suit，This is the focus of 188bet sports betting。

1. Outbound 188bet sports betting continues to be popular

According to data from the National 188bet sports betting Administration，2014，Mainland Chinese citizens have traveled abroad up to 1.0.9 billion people，Overseas spending reaches record 4.8 billion，28% increase compared to 2013，The largest percentage increase in two years。It is expected that the consumption expenditure of Chinese outbound tourists will reach 194 billion US dollars in 2015，The number of outbound tourists exceeds 1.200 million visitors。Looking back to 2000，Only 10.5 million people in China travel abroad，Only 14 years have passed，The number of Chinese outbound tourists has increased 10 times，The growth rate is rare in the world。Whether it’s TripAdvisor’s repositioning or Qyer.com’s persistence or even Mafengwo’s flexibility，Outbound travel is a top priority，Of course, the more accurate positioning is the people who travel independently。

2. Free 188bet sports betting

With the rise of the Millennial Generation (1984-1995)，Free 188bet sports betting is becoming a trend。This group is 20-31 years old in 2015，China 2.700 million，Accounting for 14% of my country’s total population。They grow with the rapid development of the Internet，is a fan of major technology products，More than 92% own a smartphone，Checks phone more than 150 times a day，The average time spent online every day is 6.37 hours。They will be 30-41 years old in ten years，Most of them get married and start a business，Become the absolute main force of consumption in this society，Without a doubt，They like mobile、Personalization、Experiential 188bet sports betting method，What’s more important is that they arise with social media，Like to make decisions by yourself，Freedom，Leave as soon as you say，And willing to share，Native in social networking。

3. Socialization

So travel content websites cannot ignore social factors，The generation and sharing of content must have social considerations，Sociality is also an important factor in whether 188bet sports betting O2O content companies can regain their vitality。Reviews on TripAdvisor，The core of the mechanism setting is "gathering the wisdom of all people"，Serving the public”，The core quality lies in the construction of community culture，is "community culture",Encourage tourists to provide each other with reliable decision-making references，Once this slow kung fu forms a temperament and culture，The barriers are up。So the core of cultural construction is the stickiness between people，Social communication is a basic skill。Domestic content companies are mostly slow companies，Whether it is a poor travel in the 188bet sports betting industry、Mafengwo is still Douban for the non-188bet sports betting industry、Nutshell、Zhihu，Once you are eager for quick success，All temperament lost，Bland，Lvping.com after Ctrip’s acquisition、Cicada’s Travels or Qunar’s self-generated reviews all have fatal weaknesses (I once wrote "Where did I stir up a hornet's nest》's article, I have commented on 188bet sports betting)

3. Challenges that Chinese 188bet sports betting O2O content companies need to deal with:

But travel O2O 188bet sports betting companies are at the forefront of outbound travel、With the trend of independent travel and the pervasive opportunities of socialization, we still face many challenges:

1. The dilemma of inherent deficiencies in 188bet sports betting structuring

Most Chinese content 188bet sports betting O2O companies started during the BBS forum period，After a long period of accumulation，The distance has gradually increased。But most of them don’t have clear planning and structural structure in the early stage，In the accumulation of content, weight is not important over quality，Add the academic qualifications of early netizens、Experience、Experience、There is a huge difference in knowledge structure，If the massive data accumulated over the years is not structured in an early stage，It will be difficult to realize monetization later，The dilemma is very obvious if it is similar to Green Field Outdoors，With reviews as the core of the structure, they have developed relatively well after years of accumulation，such as Dianping.com、Yelp，TripAdvisor。Travel O2O content company after the early brutal growth of UGC，Having good traffic，But I still struggle with one issue over and over again，That is whether it is UGC or PGC?

2. The dilemma between UGC and PGC

The question of UGC or PGC troubles many 188bet sports betting O2O content companies，In the era of PC Internet，The channels for users to obtain information are relatively single，Various forums are very lively，The rise of Tianya is a product of that era，One post can even make a star famous，It is even possible to destroy a person，Users have great enthusiasm for content production and motivation to share。But the arrival of mobile Internet and the rise of social tools，Mobile digital reading is becoming a trend，Everyone can produce content，But the forms and channels adopted have undergone earth-shaking changes，Weibo limit 140 characters，It’s also difficult to write long articles on WeChat，However, the WeChat self-media public account mechanism retains a group of content producers。But for 188bet sports betting，There are fewer and fewer people who have travel experience and are willing to write，Ordinary tourists can satisfy their desire to share and show off through WeChat Moments during one trip。

So both Mafengwo and Qiongyou have some PGC parts，Or long-term cooperation with experts。DGC，Content produced by experts)、Youpu adopts the PGC mode which is famous for its content，Content produced by experts，Bread Travel uses a relatively clever way to use mobile record sharing tools，The content is mainly UGC。Taozai Road opens its tourist reviews and tips to the outside world in an attempt to put aside the tangle of UGC or PGC，Pay attention to the community building behind it。I think content companies don’t have to worry about whether it is UGC or PGC, The production path of content determines the marginal cost，But whether the content is structured or not directly affects the monetization path。Community building + clear structured monetization will be the two strategic priorities of content-based 188bet sports betting O2O companies，The recent rapid development of Xiaohongshu is worth referencing。Currently，The review category is the most mature，The monetization path is also relatively clear。

3. The path to 188bet sports betting monetization is long

The most successful company in the world in monetizing content-based 188bet sports betting O2O is TripAdvisor, its annual income in 2014 reached 12.USD 4.6 billion，32% year-on-year growth；Net profit for the whole year of 2014 increased to 2.US.6 billion，10% year-on-year growth；Cash flow from operating activities in 2014 increased by 11% year-on-year，reach 3.USD 8.7 billion，31% of revenue；From the perspective of income structure，Pay-per-click advertising revenue in 2014 reached 8.USD 700 million，25% year-on-year growth，Accounting for 70% of annual revenue in 2014，The same period in 2013 was 74%。2014 full-year display paid advertising revenue reached 1.USD 400 million，18% year-on-year increase，11% of total annual revenue，13% for the same period in 2013。It can be seen that most of TripAdvisor’s revenue comes from transaction-related reviews，Domestic content 188bet sports betting O2O companies have tried in this regard，For example, Mafengwo’s international hotel booking、Qiongyou’s Qiongyou special offer、Bread、Youpu’s independent travel products and Shijiebang’s outbound travel independent travel e-commerce，But there is still a long way to go before making a profit。

4. Where is the future development space?

If we look back at TripAdvisor’s previous low-key but effective acquisitions，What should we learn from this industry giant？In its 2014 financial report, TripAdvisor founder and CEO Stephen Kaufer made it clear: "Users can not only take advantage of the rich content on our website、Global travel community and price comparison tool to plan your trip，You can also book hotels directly、Products in the three major areas of scenic spots and catering，This makes TripAdvisor the most comprehensive one-stop service platform in the 188bet sports betting industry。Starting in 2015，We plan to expand significantly，Promote this more complete service model。”

We note TripAdvisor’s strategic path，Review from 188bet sports betting (hotel、Restaurant) to tool application (trip planning、Mobile App、Flight information query、Diary record)，To rich booking categories (cruises、House rental、Vacation activities)。I wrote " in August 2014TripAdvisor: Creating a 188bet sports betting O2O ecosystem》，Now that 188bet sports betting is advancing again in China, it is improving the O2O ecosystem, But objectively speaking, 188bet sports betting’s challenges in China are not small at all，What’s the future?，It’s hard to say yet。

188bet sports betting covers six major areas of "food, accommodation, travel, shopping and entertainment"，The 188bet sports betting field is no longer in the era of “aircraft + wine”，It is a general trend to enter the field of life services，The future path of choice for China’s 188bet sports betting O2O content websites may be large and comprehensive，Or make value in a certain link，Being acquired or listed on the New Third Board are both good exit paths。Yesterday’s news that Meituan upgraded hotels and 188bet sports betting to a business group should give some shock to the 188bet sports betting industry，What about Dianping，Where is BAT，Perhaps the one that will subvert the 188bet sports betting industry in the future will no longer be the opponent you stare at day and night，But the barbarians outside the door who have been dormant for a long time。

Author of this article: Liu Zhaohui；Zhihui 188bet sports betting expert author；Personal WeChat ID: liuzhao-hui；Welcome to follow，Please indicate [name + unit + position] for convenience when adding，Thank you very much for your support！