Evening of October 27, 2016，Ali Travel held an Aurora Concert with the theme of "Going Further Than Our Dreams" at Finland's Santa Claus Village in the Arctic Circle，Officially renamed Alibaba Travel brand to Fliggy。According to introduction，Fliggy is a leisure and vacation brand for young consumers，Together with Alibaba Business Travel, which provides corporate travel services, it forms the travel business unit of Alibaba。Vice President of Alibaba Group、Li Shaohua, President of Fliggy, used three leaps to describe this brand adjustment as "brand leaps"、Experience flying、Strategic flyover”。Zhihui will review the path Alibaba Travel has taken based on this brand strategy upgrade，Look at "how pigs fly" in the past two years？

October 2014，Alibaba Group upgraded its aviation and travel business unit to the aviation and travel business group，Split off "Taobao Travel" and upgrade it to a new brand "Alibaba Travel·Go"。Ali traveled in just two years，quickly becoming a pole in the domestic online travel market。Future Hotel 2 released in the hotel field.0；Building a "Fly with confidence" platform in the air ticket field；The destination scenic area field launches future scenic area plans；The vacation sector releases the “Wanyou Gravity” vacation IP strategy。188bet app

Consumption upgrade，Great development of tourism industry，Ali Travel was born with jade in mind。Backed by a big tree，luxuriant branches，Resource、Funds、Technology、Talent、A combination of countless advantages，Alibaba Travel has saved many companies from growing pains，But there is no way around the ultimate challenge of enterprise development: how to innovate？

One hundred years ago，Austrian economist Joseph.Schumpeter systematically studied the role of innovation in economic development for the first time，Proposed the concept of innovation，Innovation and economic prosperity have formed a deep connection since then，Schumpeter thinksThe economy is dynamic，The nature of the economy is not equilibrium，Only by creatively breaking the equilibrium can new economic development be achieved，Innovation is the driving force behind economic growth，No new products、New technology、New Market、The emergence of new organizations，There will be no real meaningful development。

China’s current tourism giant，Qifentianxia，Alibaba Travel (for the convenience of review，The name of Ali Travel will be used below，But the connotation refers to: Ali Business Travel + Fliggy，The following references are similar) accounting for one。Hainan Airlines、Ctrip Department、Wanda series、Alibaba、Full Galaxy、Jinjiang Department、Add dark horse New American University，Alibaba Travel is a latecomer in the struggle for hegemony，How to break this equilibrium？How does Ali Travel product innovation？Where is its new market？How to grow into an organic organization in Alibaba’s huge ecosystem？These are the challenges faced by Ali Travel，It is also a major issue facing China’s tourism industry。Seven Hegemons of Spring and Autumn，Only Qin is unified。How to draw Alibaba Travel’s hegemony territory？ We need to return to some basic issues，For example，Three links of travel，Overview from a business perspective。

1. A merchant’s perspective on tourists’ pain points before, during and after their trip

Traditionally, a trip is divided into pre-trip based on tourists’ travel behavior、In line、Three stages after the trip。Inspiration is usually included before the trip、Travel Decision、Product reservation、Payment transactions and other links。Inspiration is the beginning of tourists’ desire to travel，How to find user clues from the vast crowd is crucial，In the era of traditional travel agencies, they relied on offline stores，Sit back and wait and solicit traditional advertising，Missing display and aggregation of attractions，The information asymmetry between tourist destinations and product content and tourists is their main way to survive。The birth and rapid development of the Internet have largely broken this barrier，Travel inspiration inspires more high-quality content，Yi Mafengwo、The inspiration UGC platform represented by Qiongyou and the PGC platform represented by Youpu have gathered a large number of high-quality travel guides to become a new type of inspiring content，Then help tourists complete their decision-making through itinerary planning tools。

Alibaba, which has physical e-commerce genes, has gathered a large amount of structured information on commodity transactions，But non-commodity structured content has become its shortcoming。July 2013 Alibaba Travel strategic investment in Qyer.com；Acquisition of video platform Youku Tudou in October 2015；September 2016，Ali 1.USD 3.5 billion to increase Weibo shares to 31.5%；Alibaba Travel vigorously promotes content in 2016，Intention to build a content aggregation platform，With the help of Alibaba ecological big data distribution channel，Achieving accurate content push，The backend uses Alipay、Payment transaction financial services supported by Ant Financial help tourists complete the pre-trip closed loop，Realizing the closed-loop connection between content and transactions，Future derivative tourism financial innovation。

The main links in the industry include: product consumption、Service experience、Share in line、User behavior records, etc.。This stage involves food, accommodation, travel, shopping and entertainment，There are many types of service merchants and they are scattered，The separation between channel providers and service entities has led to service quality control becoming a long-standing problem。The nature of intermediary services of traditional travel agencies and their weak connection to product resources and service chains，The linear integration logic of products from destination to departure basically avoids this problem，OTA relies on the slight improvement in informatization level in hotels、The integration and distribution efficiency of standard products such as air tickets have made many big names，Almost all online platforms encounter similar difficulties in the integration and distribution of fragmented resources for semi-standardized products such as scenic spot tickets and non-standard products。

Online travel 13.The penetration rate of about 1% has forced online platforms to vigorously develop offline in the past two years，In the field of non-standard fragmented resource integration，New US land promotion has become a dark horse in the past ten years，But resources are fragmented during outbound travel，Domestic tourist attractions and non-five-star hotel areas，The logic of New America and the United States is difficult to swallow。The online service platform’s control over offline service resources determines the service quality in the industry，Alibaba Travel must find a different way from OTA，188bet Online Sports Betting and Casino Future Hotel、Future Scenic Area、New integration logic of destination resources emerged as the times require。The line involves the improvement of service experience，Sharing convenience supported by mobile technology and data recording of user travel behavior，The integrated logic of instant booking product elements with LBS as the core is the future。

The development of mobile Internet technology has caused tourists’ behaviors during and after the trip to overlap，The relationship between tourists and businesses is also flatter，To a certain extent，Now the visitor's row is after the row，Traditional after-sales customer service has completely fallen behind，Tourists’ service demands and satisfaction with merchants completely depend on the platform’s ability to control service resources，Service details implementation and response speed，The digital tracking of visitor behavior records has become the strategic starting point for determining the future。

2. Digitalized resource layout, how can Alibaba Travel break through?

1、Resource layout: "Future Scenic Spots"、"Future Hotel"、Destination resources、Small and large transportation resources

(1) “Future Scenic Area” Strategy

The traditional tourism industry’s understanding of scenic spots is limited to ticket thinking。Future scenic spots are digital resource platforms、Scenario-based traffic entrance and consumption experience center，Scenic spots are the carrying space for tourism culture，It is also a stage for the development of tourism performing arts，It is also a gathering base for new tourism product content，In the future, the ticket-centered business format of scenic spots will undergo tremendous changes。The combination with the Internet platform will enable "future scenic spots" to play an important role in the comprehensive tourism experience ecology。

Alibaba Travel’s “Future Scenic Spots” strategy will be launched at the end of September 2015，Introducing "Play First、Postpay” service，Then OCT joined first，Haichang Park、Huashan、Kanas、Sankong Scenic Area、Huaqiang Fantawild、The Palace Museum has followed suit，Main access includes credit travel、Scan QR code to pay、code upstream、A full range of Alibaba Travel’s “future scenic spots” products including map guides。Alibaba Travel has opened special admission channels for users who purchase tickets for these scenic spots on the Ali Travel platform。Alibaba Travel will increase investment in “future scenic spots” in 2016，According to Zhihui’s understanding，Currently，Alibaba Travel provides nearly 8,000 scenic spots around the world，About 100,000 ticket types。

(2) “Future Hotel” Strategy

Hotels are the strategic high ground for online travel platforms to compete for，has always been a battlefield for various OTAs，Ali Travel as a latecomer，When integrating hotel resources, start with small and medium-sized enterprises，Import platform traffic，Use traffic resources and more favorable transaction commissions to cooperate with hotel resources in the tourism industry，Seize market share，At the same time, it uses its platform advantages to quickly develop the non-standard accommodation market。After years of homogeneous competition in the hotel industry，Under the squeeze of OTA platform，Low operating efficiency，Inefficient management，Have demands for improving the efficiency of the Internet。

In batch integration of five-star hotel resources，Ali travels and hits high，In 2014, 2.8 billion invested in Shiji Information, the leader in the PMS industry，Then marrying Boutique Hotel，And Shangri-La、Starwood、Jinling、Kaiyuan、High-end hotel groups such as Radisson，Home Inn、Huazhu、Pudding、Ginza、188bet app Establish close relationships with first-line hotel companies such as Yibai and other economic hotel groups。March 30, 2015，Alibaba Travel officially releases the “Future Hotel” strategy，Based on user sharing、A "one-stop solution" created by data capabilities and marketing platform for the hotel industry，Launch of “Credit Live” service。As of May 2016，Future Hotel’s “Credit Stay” has covered nearly 50,000 hotels，It is expected that by the end of 2016, the number of "credit stay" hotels will exceed 150,000。If Alibaba Travel’s “future hotel” strategy is further upgraded，will cover more small and medium-sized hotels，Independent hotel、Non-standard accommodation。

(3) Destination resource strategy

The most difficult thing to integrate destination resources is fragmented resources，And fragmented resources are the core personalized element of the tourism experience，Large platforms can integrate faster by leveraging their platform and brand advantages，Connecting with official agencies of the destination is an overall advantage that small businesses do not have。Since 2016，Alibaba Travel accelerates its internationalization strategy，Already contacted the Singapore Tourism Board、Britain Tourist Board、German National Tourism Administration、Tourism Australia、Netherlands Tourism Board、The U.S. National Tourism Administration signed a cooperation agreement with a number of U.S. travel groups and launched the "U.S. National Pavilion" on the Alibaba travel platform。At the launch ceremony of Fliggy’s new brand，Alibaba announced that it will open 8 new European country pavilions。

(4) Big transportation resources

Big traffic is one of the traffic entrances of the tourism industry，Represented by air ticket high-speed rail，The low frequency of travel is before decision-making，But once you enter the big transportation booking process，The subsequent demand can be described as high frequency。If you can seize this entrance，Building a direct connection with a destination creates tremendous chemistry，Current aviation industry、Charter operators are also thinking about the issue of "combination of flights and travel"，Chunqiu Group even further proposed the "Third Pole Strategy" on this basis。Alibaba Travel has also made frequent moves in aviation resources in the past two years。In terms of transportation resources and service strategies，Alibaba Travel’s approach is to first establish cooperative relationships with airlines，Usually ask them to open an official flagship store on the Alibaba platform，Integrate its air ticket product resources through direct connection，Introducing innovative services to open up resources-the value chain of services。Currently, Air France-KLM Group has started cooperation with Alibaba、AirAsia、Air New Zealand, etc.。

(5) Small transportation resources

During the whole travel experience，Small traffic plays a key role in transportation，Several good companies have grown up in the field of tourism transportation in recent years，Ruhuang chartered car、Hui Car Rental、Rent a car, etc.，Alibaba Travel continues to take advantage of its large platform，Further integration of small transportation resources。March 22，China Special Car、China Car Rental and Alibaba Travel have reached strategic cooperation，The two parties will connect the private car/rental service to the Alibaba Travel Platform through direct system connection；September 29，With Anhui Hengsheng Wanmei、Zhejiang Hengchang Fortune has reached cooperation on the promotion of online electronic tickets for bus tickets in Anhui Province and the construction and operation of smart stations；July，Start cooperation with Car Rental in product development and market education for outbound 188bet sports betting app download self-driving travel；September 24，Joined with Shenzhen Luohu Bus Station to launch “ticket purchase on the code”； September 29，Business ticket electronic ticketing with Guangdong Yueyun Transportation, the leading company in passenger car transportation in Guangdong Province、Comprehensive Passenger Transport Services、Strategic cooperation in Alipay smart payment and big data marketing and other businesses。

2、Product module portfolio innovation: accommodation、Air tickets、Tickets、Leisure vacation、Business Travel、Shopping

Alibaba Travel takes advantage of its platform，At the hotel、Non-standard accommodation、Traffic of all sizes、Based on the deep integration of scenic spots and destination resources，Using Alibaba’s technology and data advantages，The next step is combination innovation。June 28，Alibaba Travel officially launched the "Sports Love Travel" channel on the eve of the European Championships；May 22，Alibaba Travel and Europe’s Largest Online Shopping、Tour guide、Eastsong, a comprehensive ground service travel platform, signed a strategic cooperation；May 26，Alibaba Travel and DSP Global (Dingdong Suiwen)，DingDong O2O travel service platform) establishes cooperative relationship in South Korea； June 28，Alibaba Travel’s “Quaa Special Line” has been upgraded to “Alibaba Travel Special Line”，Launching 1,000 selected routes with high-quality products and supporting facilities for 100% travel、100% transparent、Pay in advance、Travel first, pay later, quality assurance and other products and services。July 13，Alibaba Travel announces its “Wanyou Gravity” vacation IP strategy，Relying on Alibaba Travel’s platform ecology and massive users to become the “IP Dream Factory” of the tourism industry，And launch original IP products with the theme of "Northern Lights"；October 11，At the Alibaba DingTalk Enterprise Service Product Launch Conference，Alibaba Travel launches “Alibaba Business Travel”，Announced entry into the business travel market。

3. Industry innovation, how can this pig fly?

As a latecomer to the online tourism industry，Alibaba’s travel practices must be distinguished from traditional OTAs。Alibaba adopts a typical platform play style，With Ali technology、data、Relying on platform ecology，Quickly start with standard products in the industry chain，Connect as many industry resources as possible，Accumulate hotels quickly、Non-standard accommodation、Big Traffic、Small traffic、Scenic spots and other resources，Except for importing Taobao traffic，Alibaba Travel also pays attention to the control of traffic entrances，How to invest in Baicheng Travel Network to create a card slot on your visa，At the same time, in order to make up for the shortcomings of its physical e-commerce，Alibaba Travel also makes layouts based on content stickiness，Through several years of accumulation，Alibaba Travel has formed a product line structure of two major sectors。Domestic centralized hotels、Business travel with large and small transportation resources，Upgrade your brand when traveling abroad，Betting on Millennials born after 1985，Young group betting on consumption upgrade。

As part of Alibaba Group，Alibaba’s travel should be deeply influenced by Alibaba’s overall mission and genes，The relationship between merchants in the industrial chain is not as tense as between OTAs and various resource parties，Alibaba also has unique advantages in Internet genes，Big data、Cloud computing、Technical underlying support，Relying on Alipay for tourism financial innovation、Ant Financial’s two major financial hubs also have better room for maneuver，A team size of less than a thousand people will inevitably require technical skills、data、The innovation layer should go further。But this does not mean that Ali’s travel is without challenges。

Challenge 1:Alibaba Travel invests in high-star hotels in the existing market through investment, mergers, acquisitions and large-scale cooperation、The integration of large transportation resources is efficient and rapid，But the same faceFacing competitive pressure from powerful traditional OTA forces，These two resources are the foundation of traditional OTA，This is also a resource that he has cultivated for more than ten years，Marginal effects obtained through deeper integration will attenuate。AndIn non-standard accommodation、Independent hotel、Low-star hotel sector due to poor systemization level，Low Internet penetration，Efficient integration is difficult，The guarantee of non-standard products and services poses equally severe challenges to online platforms，This problem is difficult to solve OTA，Ali is no exception。It is unknown whether Alibaba’s domestic tourism part has turned to Alibaba Business Travel, which uses machines and wine as its core resources, as a defensive adjustment or as a long-term consideration。

Challenge 2: Alibaba Travel will also encounter the problem of low Internet penetration rate when integrating resources in domestic scenic spots，Although Fliggy CEO Li Shaohua believes that the number of ticket bookings for scenic spots on Alibaba’s travel platform will surge during the National Day this year，And Ali Travel has become the largest scenic spot ticket trading platform in China，This only means that the concentration in the stock market has become higher，Various OTAs even distribute their tickets on the Alibaba platform，This can only be said that Ali’s traffic advantage has achieved a temporary victory，The situation of further opening up of the incremental market of China’s scenic spot ticket market is not optimistic，Average 5.A penetration rate of 5% is enough to give any online travel platform a headache。Alibaba Travel wants to digitally connect resource platforms，What is needed is more resources，Competition in the incremental market may not necessarily bring much advantage，The story of big data is most afraid of the embarrassment of having no data to make it big。

Challenge three:Integration of overseas outbound tourism resources，Ali relies more on the local tourism bureau、National Pavilion Online，Then forming an outbound tourism supermarket and realizing it，Assist Alipay’s global capabilities in expansion to quickly open up local resource entrances，In addition to the supply of international air tickets from overseas airlines，Packaged as a young product for outbound independent travel，This is the purpose of Flying Pig。Brand Rejuvenation、Personalization、Experientialization relies on high-quality product resource screening capabilities、Innovative product production and processing capabilities and meticulous and scientific service system implementation capabilities。Same as online platforms such as OTA，Weak ties that do not control resources may expose shortcomings when implemented。Whether pure online genes can do a good job in every chain of tourism is a good question worth discussing。The future tourism competition is no longer the competition of a single sector，It is competition for comprehensive resources，Li Shaohua’s goal is to enter the top three in the world with Ali Travel，But it should refer to the online travel platform，If you join HNA、Wanda、Fosun or even American Express、TUI、Thomas Cook、JTB，The situation will become more complicated，Can the "flying pig" transformed by Ali's travels soar into the sky，And it will not fall when the wind stops，Let’s wait and see！

(Thanks to classmate Zhihui Sixi for her careful and careful data collection，The ideas of this article can be expanded)

*Author 188bet Online Sports Betting and Casino of this article: Liu Zhaohui (personal WeChat ID: liuzhao-hui22)，Founder and CEO of Zhihui，Expert Author。

[Extra number]《 hosted by Zhihui2016 China Tourism Consumption Annual Summit and Awards Ceremony》will be held in Beijing on December 14-15。Annual event of the tourism industry，Zhihui sincerely invites your participation、Witness。For details and registration, please click the link:I want to register！