Evening of October 27, 2016，Ali 188bet held an aurora concert with the theme of "Going Further Than Our Dreams" at Santa Claus Village in Finland within the Arctic Circle，Officially renamed Alibaba 188bet brand to Fliggy。According to introduction，Fliggy is a leisure and vacation brand for young consumers，Together with Alibaba Business 188bet, which provides corporate 188bet services, it forms the 188bet 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 188bet 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 188bet business unit to the aviation and 188bet business group，Split off "Taobao 188bet" and upgrade it to a new brand "Alibaba 188bet·Go"。Ali traveled in just two years，quickly becoming a pole in the domestic online 188bet market。Future Hotel 2 released in the hotel field.0；Building a "Fly with confidence" platform in the field of air tickets；Destination scenic area field launches future scenic area plan；The vacation sector releases the “Wanyou Gravity” vacation IP strategy。Alibaba 188bet’s brand change is actually a profound strategic upgrade，The more profound proposition is how to deal with the challenge of innovation。

Consumption upgrade，Great development of tourism industry，Ali 188bet was born with jade in mind。Backed by a big tree，luxuriant branches，Resource、Funds、Technology、Talent、A combination of countless advantages，Alibaba 188bet 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 188bet (for the convenience of review，The name of Ali 188bet will be used below，But the connotation refers to: Ali Business 188bet + Fliggy，The following references are similar) accounting for one。Hainan Airlines、Ctrip system、Wanda series、Alibaba、Full Galaxy、Jinjiang Department、Add dark horse New American University，Ali 188bet is a latecomer in the struggle for hegemony，How to break this equilibrium？How does Ali 188bet product innovation？Where is its new market？How to grow into an organic organization in Alibaba’s huge ecosystem？These are the challenges Ali 188bet faces，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 188bet’s hegemony territory？ We need to return to some basic issues，For example，Three links of 188bet，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’ 188bet behavior、In line、Three stages after the trip。Inspiration is usually included before the trip、188bet Decision、Product reservation、Payment transactions and other links。Inspiration is the beginning of tourists’ desire to 188bet，How to find user clues from the vast crowd is crucial，In the era of traditional 188bet 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，188bet 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 188bet 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 188bet 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 188bet 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 188bet 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, 188bet, shopping and entertainment，There are many types of service merchants and they are scattered，The separation between channel providers and service entities has caused service quality control to become a long-standing problem。The nature of intermediary services of traditional 188bet 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 188bet for semi-standardized products such as scenic spot tickets and non-standard products。

Online 188bet 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 188bet，Domestic tourist attractions and non-five-star hotel areas，It is difficult to accept the new and American logic。The online service platform’s control over offline service resources determines the service quality in the industry，Alibaba 188bet must find a different way from OTA，Future Hotel、Future Scenic Area、New integration logic of destination resources emerged as the times require。The business involves the improvement of service experience，Sharing convenience supported by mobile technology and data recording of user 188bet 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 188bet，Service details implementation and response speed，The digital tracking of visitor behavior records has become the strategic starting point for determining the future。

2. Digital resource layout, how can Alibaba 188bet break the situation?

1、Resource layout: "Future Scenic Spots"、"Future Hotel"、Destination 188bet、Small and large transportation 188bet

(1) “Future Scenic Area” Strategy

The traditional 188bet 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 188bet culture，It is also a stage for the development of 188bet performing arts，It is also a gathering base for new 188bet 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 188bet experience ecology。

Alibaba 188bet’s “Future Scenic Spots” strategy will be launched at the end of September 2015，Introducing "Play First、Pay later” service，Then OCT was the first to join，Haichang Park、Huashan、Kanas、Sankong Scenic Area、Huaqiang Fantawild、The Palace Museum has followed suit，Main access includes credit 188bet、Scan QR code to pay、code upstream、A full range of Alibaba 188bet’s “future scenic spots” products including map guides。Alibaba 188bet has opened special admission channels for users who purchase tickets for these scenic spots on the Ali 188bet platform。In 2016, Alibaba 188bet increased its focus on “future scenic spots”，According to Zhihui’s understanding，Currently，Alibaba 188bet 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 188bet platforms to compete for，has always been a battlefield for various OTAs，Ali 188bet 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、Establish close relationships with first-line hotel companies such as Yibai and other economic hotel groups。March 30, 2015，Alibaba 188bet 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，Launching the “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 188bet’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 188bet 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 188bet 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. 188bet groups to launch the "U.S. National Pavilion" on the Alibaba 188bet platform。At the launch ceremony of Fliggy’s new brand，Alibaba announced that it will open 8 new European country pavilions。

(4) Big transportation 188bet

Big traffic is one of the traffic entrances of the tourism industry，Represented by air ticket high-speed rail，The low frequency of 188bet 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 188bet"，Chunqiu Group even further proposed the "Third Pole Strategy" on this basis。Alibaba 188bet has also made frequent moves in aviation resources in the past two years。In terms of transportation resources and service strategies，Alibaba 188bet’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，Launching innovative services to open up resources-the value chain of services。At present, Air France-KLM Group has started cooperation with Alibaba、AirAsia、Air New Zealand, etc.。

(5) Small transportation 188bet

During the whole 188bet 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 Rent a Car、Rent a car, etc.，Alibaba 188bet continues to take advantage of its large platform，Further integration of small transportation resources。March 22，China Special Car、China Car Rental and Alibaba 188bet reached strategic cooperation，The two parties will connect the private car/rental service to the Alibaba 188bet Platform through direct system connection；May 30，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 self-driving 188bet；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, a leading enterprise 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 188bet、Shopping

Alibaba 188bet takes advantage of its platform，At the hotel、Non-standard accommodation、Traffic、Based on the deep integration of scenic spots and destination resources，Using Alibaba’s technology and data advantages，The next step is combination innovation。April 19，Alibaba 188bet officially launched the "Sports Love 188bet" channel on the eve of the European Championships；May 22，Alibaba 188bet and Europe’s Largest Online Shopping、Tour guide、Eastsong, a comprehensive ground service 188bet platform, signed a strategic cooperation；May 26，Alibaba 188bet and DSP Global (Dingdong Suiwen)，DingDong O2O 188bet service platform) establishes cooperative relationship in South Korea； June 28，Alibaba 188bet’s “Quaa Special Line” has been upgraded to “Alibaba 188bet Special Line”，Launching 1,000 selected routes with high-quality products and supporting facilities for 100% 188bet、100% transparent、Pay in advance、188bet first, pay later, quality assurance and other products and services。July 13，Alibaba 188bet announces its “Wanyou Gravity” vacation IP strategy，Relying on Alibaba 188bet’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 11th，At the Alibaba DingTalk Enterprise Service Product Launch Conference，Alibaba 188bet launches “Alibaba Business 188bet”，Announced entry into the business 188bet market。

3. Industry innovation, how can this pig fly?

As a latecomer to the online tourism industry，Alibaba’s 188bet 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 188bet also pays attention to the control of traffic entrances，How to invest in Baicheng 188bet 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 188bet also makes layouts based on content stickiness，Through several years of accumulation，Alibaba 188bet has formed a product line structure of two major sectors。Domestic centralized hotels、Business 188bet 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 188bet should be deeply influenced by Alibaba’s overall mission and genes，The relationship between merchants in the industry chain is not as tense as between OTAs and various resource parties，188bet also has unique advantages in the Internet gene，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 must go further。But this does not mean that Ali’s 188bet is without challenges。

Challenge 1:Alibaba 188bet 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 thingFacing competitive pressure from powerful traditional OTA forces，These two 188bet 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，It is difficult to achieve efficient integration，The protection 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 188bet, which uses machines and wine as its core resources, as a defensive adjustment or as a long-term consideration。

Challenge 2: Alibaba 188bet 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 188bet platform will surge during the National Day this year，And Ali 188bet 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 Alibaba’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 188bet platform a headache。Alibaba 188bet 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 encountering the embarrassment of having no data to make it big。

Challenge three:Integration of overseas outbound 188bet resources，Ali relies more on the local 188bet bureau、National Pavilion Online，Then forming an outbound 188bet 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 product for young people traveling abroad on their own initiative，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 188bet may expose shortcomings when implemented。Whether pure online genes can do a good job in every chain of 188bet is a good question worth discussing。Future 188bet competition is no longer a competition in a single sector，It is competition for comprehensive resources，Li Shaohua’s goal is to enter the top three in the world with Ali 188bet，But it should refer to the online 188bet 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 of this article: Liu Zhaohui (personal WeChat ID: liuzhao-hui22)，Founder and CEO of Zhihui，Expert Author。

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