February 29, 2016，Uxin 188bet Live Casino announced that it has reached a strategic restructuring intention with Beijing Huayuan International 188bet Live Casino Co., Ltd. (hereinafter referred to as "Huayuan International 188bet Live Casino")，Both parties will join forces，Jointly expand the outbound tourism market。After reorganization，Ctrip and CITIC Industrial Fund, as shareholders of Huayuan International 188bet Live Casino Service, will become important shareholders of Utrust。

According to Zhihui 188bet Live Casino，Ctrip and Zhongxin have signed a strategic cooperation framework agreement，All parties will further extend and expand the strategic partnership with Ctrip，Carry out closer strategic cooperation at the investment and business levels；CITIC Industrial Fund and Utrust, another shareholder of Huayuan, will also conduct more cooperation at the capital level in the future。

Competition in the tourism industry is fierce、Price war phenomenon still exists，After the merger between Uoxin 188bet Live Casino and Huayuan International 188bet Live Casino，The increase in industrial concentration will bring about an increase in profit margins。An online OTA and upstream resource parties go hand in hand，The curtain of jointly seeking outbound 188bet Live Casino dividends is beginning。

Zhongxin acquires Huayuan and joins forces with 188bet Live Casino to achieve complementary advantages and win-win cooperation

From the perspective of the competitive landscape of the entire leisure and vacation tourism market，No matter OTA、188bet Live Casino Agency，The resource parties are still grouping together，Hope to increase industry concentration through scale advantage，Reduce procurement costs，To cope with the increasingly rapid changes in the market and the trend of increasing consumer experience requirements。

For Zhongxin，Ctrip is the largest OTA platform in China，Has strong brand appeal and customer influence，Especially its online technical capabilities and traffic have always been feared and longed for，In-depth integration with Ctrip through capital is an effective way to cope with the market changes they both face。For Ctrip，Uson’s upstream resource advantages and rich management and operation experience in the operation model of outbound 188bet Live Casino wholesalers are the main reasons for attracting it。

1.OTA moves to upstream resources，The road to 188bet Live Casino’s layout has already begun

From Ctrip’s perspective，Upstream resources have always been the shortcomings of platform enterprises。First of all, it does not have the genes to provide services and resources，Secondly, he does not have management experience 188bet Live Casino wholesaler operation model。But the investment disclosed in Ctrip’s annual report published in 2013、M&A expenditure and shareholding status，It can be seen that Ctrip’s ambition is to complete the complete closed loop of B2B2C while globalizing。

Changing market demands，Under fierce competition，OTA’s approach to upstream resources is a guarantee of high efficiency in its platform product updates and iterations，This is also a prerequisite for the realization of 188bet Live Casino’s B2B2C ambitions，The control of resources is something 188bet Live Casino has been planning in recent years。

Also September 2014，Ctrip’s investment in the “Four Major Wholesalers of China-Europe Tourism” in China (Huayuan and Zhongxin、Huayuan International 188bet Live Casino Service, known as Caesar and Phoenix Vacations。Huayuan is one of the first international 188bet Live Casino agencies approved by the China National Tourism Administration to franchise inbound and outbound tourism for Chinese citizens，Business mainly involves online and offline operations。But Ctrip is a channel and platform company，There is always a lack of overall operating practices and operational management of Huayuan，So the cooperation with Zhongxin，Definitely found a free manager。

2. The strengthening of Uxin distribution channels and a more comprehensive O2O layout

As one of the largest outbound 188bet Live Casino wholesalers in China，It is also one of the four major wholesalers of tourism in China and Europe，Obvious advantages in tourism product wholesale and 188bet Live Casino agencies，Long-term wholesale gives it a strong brand advantage and wide market recognition。But with the diversification and refinement of market demand，188bet Live Casino companies that mainly focus on wholesale are easily marginalized，Retail channels are not dominant。So the cooperation with Ctrip，It is undoubtedly a good traffic entrance，Conducive to UXin converting wholesale advantages into retail。

Secondly，In the tide of O2O online and offline integration，The transformation and upgrading of offline enterprises must face the steps of online penetration，Zhongxin is no exception。December 2014，Zhongxin 188bet Live Casino acquires 15% of the shares of Youya 188bet Live Casino Network，And provide financial and business support to Youya 188bet Live Casino Network，Zhongxin 188bet Live Casino will make strategic investment in Youya 188bet Live Casino Network and comprehensive online and offline O2O cooperation。

In order to simultaneously meet the growing needs of C-end consumers and investors’ needs for information acquisition，Uxin 188bet Live Casino will officially position Uxin 188bet Live Casino Youya.com as an online sales platform for retail business from March 1st；Zhongxin 188bet Live Casino Network is positioned as an external display platform for company development trends。

However, as an outbound 188bet Live Casino operator, Zhongxin lacks the ability to provide front-end resources，As well as experience and ideas in platform channel management，So the strategic investment in Youya 188bet Live Casino Network has not brought it substantial progress。The acquisition of Huayuan，The marriage with Ctrip is beneficial to Youya’s controllability、Management。

3.The leisure and vacation trend is coming，Industrial chain integration has become an inevitable trend

With the advent of leisure vacation，The upgrade of 188bet Live Casino experience consumption requires 188bet Live Casino companies to carry out win-win cooperation online and offline，So dual-line integration to promote the upgrading of the industrial chain is an inevitable trend for the development of 188bet Live Casino enterprises。

Uxin’s acquisition of Huayuan and its alliance with Ctrip officially conform to this trend，Both parties have complementary advantages in resources and channels，It is a win-win attitude of cooperation。After Zhongxin acquired Huayuan，will become the largest among the “four major wholesalers of 188bet Live Casino in China and Europe”，The absolute advantage of resources coupled with the traffic channels of OTA Ctrip，Both parties will share a large piece of the leisure and vacation market。

Ctrip splits leisure 188bet Live Casino，Enter deeper cooperation with Zhongxin，Mainly because of the resources of Huayuan and Zhuyuan owned by Uoxin。Use the resources of Zhongxin，Ctrip’s leisure and vacation segment may also have the opportunity to be independently listed in the future。

Precise layout, integration and common progress, but competition and challenges coexist

1. How to face the fierce competition 188bet Live Casino leisure and vacation field

First，Although the capital winter in 2015 once brought the capital market to zero，Let most start-ups face death。But the concept of integration and win-win is also deeply rooted in the hearts of the people，Whether it is the merger and acquisition of Internet companies，It is also an upstream resource provider in the tourism industry，Or the marriage of online 188bet Live Casino，Huddle together to keep warm。Zhihui 188bet Live Casino has taken stock of several major marriage events in the tourism industry in 2015 as follows:

As you can see from the picture above，Faced with the resource layout of various giants who have joined forces to keep warm，And the strategic reorganization of China National 188bet Live Casino Service and China 188bet Live Casino Service Hong Kong，The alliance between Uxin and Ctrip is the best choice to meet the challenges。However, the marriage between Zhongxin and Ctrip has complementary advantages，It will help both parties make their layout in the tourism industry more precise，But don’t ignore Tuniu+HNA、Tongcheng+Wanda、Ali+Chunqiu，As well as the strategic reorganization of CITS Hong Kong and China 188bet Live Casino Service, they will become its substantial competitors in the tourism industry。

Second，Viewed from abroad，On the ticket、At a time when the profits of scenic spot tickets and domestic hotel reservations are becoming increasingly weak due to price wars，The outbound 188bet Live Casino market, which is growing significantly every year, has become a new battlefield for tourism companies。Large-scale overseas OTA、The entry of 188bet Live Casino agency companies，It is also the inevitable competitor of the marriage between Zhongxin and Ctrip。

Example: TripAdvisor，Booking by Priceline、Agoda directly opens a Chinese website in the country；There is also the American Express Group, a joint venture with Chinese companies, and CITS Express, established by China National 188bet Live Casino Service；In 2016, Germany’s TUI, Europe’s largest 188bet Live Casino agency, also announced its preparations to enter the Chinese outbound 188bet Live Casino market。

2. How to improve the integration ability of fragmented resources

Under the hot situation of outbound 188bet Live Casino，Effective integration of overseas destination resources is a challenge that every outbound tourism enterprise must face。As powerful alliances continue to emerge in 2015，2016 will be a period of effective resource integration，How to seize the opportunity to improve the integration ability of fragmented resources is a consideration that everyone in the alliance with Ctrip needs to think about。

Secondly，We must consider its other invisible competitor "New American University"。After the merger of Meituan and Dianping，In December 2015, Tencent completed a US billion investment in Meituan-Dianping，After the investment is completed, the new company’s valuation 188bet Live Casino reach 20 billion US dollars。

The huge opportunities in the leisure and vacation field have already become a piece of cake that BAT is eyeing,Among them，Baidu and Alibaba both have their own layouts in the 188bet Live Casino industry，“New Meida” will inevitably become Tencent’s entry into the 188bet Live Casino consumption field，Become its first step in the leisure and vacation field。

So whether it is Tuniu+HNA、Tongcheng+Wanda、Ali+Chunqiu，It is still the strategic reorganization of CITS Hong Kong and China 188bet Live Casino Service，They are all major competitors that cannot be underestimated。

3. How to accurately grasp new consumer trends

In the period when the social consumption structure is transforming from material consumption to service consumption，The service-oriented consumer industry plays a positive role in stimulating economic growth，Traditional tourism companies are under the impact of new consumption habits and new 188bet Live Casino modes，Will face transformation pressure，And the challenge of homogeneous competition。

Also，With the continuous improvement of our country’s national economic level，188bet Live Casino gradually transitions from sightseeing to leisure vacation，Then experiential 188bet Live Casino will gradually become an inevitable demand of consumers。As the Millennials grow up, they will gradually become the mainstream consumer group in 188bet Live Casino，How to grasp the new consumer trends and needs of mobility and socialization，This is also a problem that Zhongxin and Ctrip must face in the future marriage。

*Author of this article: Si Xi，Zhihui 188bet Live Casino expert author，Personal WeChat ID: sixi7890，Thanks for your attention！