The epidemic hits the tourism industry hard，However, 188bet mobile’s revenue dropped by 40% in the first quarter of 2020 and it still made a profit0.7.8 billion yuan，Exceptionally rare。However，Tong Cheng Yilong’s own hematopoietic ability is not strong，Independently operated business accommodation reservation service、Businesses such as transportation ticketing services have been greatly affected。188bet mobile achieved revenue of 10 in the first quarter.0.5 billion yuan，43 year-on-year decrease.6%；Accommodation booking revenue is 2.2.9 billion yuan，Down 53 year-on-year.2%，Transportation ticket revenue is 6.8.7 billion yuan，45 year-on-year decrease.4%。

During the epidemic，188bet mobile’s other income mainly comes from advertising services、Income from supporting value-added user services、Attraction ticket revenue increased by 153% year-on-year.1%，Offsetting the negative impact of declines in its accommodation booking and transportation businesses。

Adopting a low-cost operation strategy，Comprehensive reduction in marketing、Operating and administrative costs，Depend on "reducing expenditures" in exchange for profit growth。

188bet mobile’s business operation relies heavily on its shareholder Tencent。First quarter report display，About 80% of average monthly active users come from Tencent’s platforms，The main sources are mini programs and WeChat payment portals。

Sudden epidemic，Almost all travelers from all over the country have canceled their trips。Flight canceled、Railway out of service，Sudden increase in demand such as ticket refunds，Need to be met and resolved by 188bet mobile in a timely manner。The number of complaints against Cheng Yilong has skyrocketed in recent times。Search "188bet mobile" on the Black Cat Complaint Platform，How big are the complaints 11013。

More and more entrants are flying pigs、Meituan and others pay more attention to the cultivation of endogenous force，Independent operation，Continuously update products and services，188bet mobile’s advantages are not unique and do not put a big distance between itself and its competitors，How to deal with challenges？Relying on "saving expenditures" to improve efficiency is not a long-term solution，After overcoming the epidemic crisis，How 188bet mobile improves its core competitiveness？How to improve consumer services？

Revenue dropped by 40%, "reducing expenditures" in exchange for profits

May 21，188bet mobile releases financial report for the first quarter of 2020。

Financial report display，The company achieved a transaction volume of 18.2 billion yuan，49 less than the same period last year.3%；Income 10.0.5 billion yuan，Compared to 17 188bet mobile same period last year.8.3 billion yuan decreased by 43.6%；Adjusted net profit is 0.7.8 billion yuan，Compared to 4 188bet mobile same period in 2019.4.9 billion yuan，Decrease by 82 year-on-year.6%。

Financial report points out，The company after the outbreak of the new crown epidemic，Adopt a cost-saving operating model now，Significantly reduce marketing、Operating and administrative costs，Enabled 188bet mobile to achieve balance of payments despite the epidemic，And the net profit is positive。

Due to the new crown epidemic, Tongcheng and 188bet mobile’s two main business incomes decreased，Among them, accommodation booking service revenue is 2.2.9 billion yuan，Decrease 53 year-on-year.2%；Transportation ticket revenue is 6.8.7 billion yuan，45 year-on-year decrease.4%。

Book at accommodation、When the main business such as transportation ticketing is directly cut off，188bet mobile still achieved profitability in the first quarter。Primarily due to growth in other revenue offsetting accommodation bookings、The negative impact of the decline in transportation ticketing。Includes advertising services revenue、Income from supporting value-added user services，And attraction ticket revenue reaches 0.8.9 billion yuan，153 year-on-year increase.1%。

In addition，Related to 188bet mobile’s immediate adoption of low-cost operation strategy at the initial stage of the epidemic。In the first quarter, 188bet mobile’s service development expenses decreased by 33% year-on-year.2%，Sales and marketing expenses decreased by 38% year-on-year.0%，Administrative expenses decreased by 47% year-on-year.4%。

Financial report display，Sales and marketing expenses increased from 4 for the three months ended March 31, 2019.7 billion yuan decreased by 38.0% to 2 for the three months ended March 31, 2020.9.1 billion yuan，Mainly due to the impact 188bet mobile new coronavirus epidemic and the suspension of a series of marketing plans, resulting in a reduction in advertising and promotion expenditures for sales channels。

Tong Cheng Yilong told the reporter of "Business School"，It is precisely because of timely management strategies and strict cost control，Ensures that 188bet mobile can still achieve profitability under such difficult circumstances。

As competition in the 188bet mobile industry continues to intensify,Advertising is increasingly becoming the key to differentiated publicity for 188bet mobile companies and the expansion of new users。At the same time, 188bet mobile is an industry that requires word-of-mouth and traffic，Reducing marketing expenses is not a long-term solution。

Huang Shengmin, a senior professor at the School of Advertising at Communication University of China, believes that advertising is an investment behavior，Must persist。There is great downward pressure in the industry，Enterprises need to adjust their strategic direction，Making increase or decrease decisions；Unable to predict the size 188bet mobile market in the future，Just use small steps to walk quickly，Leave room for dynamic adjustment。

In the opinion of Analysys Tourism Analyst Ji Zhiying，The biggest challenge for 188bet mobile in 2020 is the impact of the epidemic，This is not only a challenge to 188bet mobile，It is a challenge for all online travel companies。Although under the impact of the epidemic，188bet mobile remains profitable in the first quarter of 2020，But the epidemic has limited its accommodation booking service、Income from transportation ticketing services and other aspects still have varying degrees of impact，According to the content of 188bet mobile’s financial report，It is expected that the decline in net income in the second quarter of 2020 will narrow significantly，Expected to decrease by approximately 24% to 29% year-on-year。

Ji Zhiying said: "There is no way to avoid the sudden epidemic，We can only respond proactively。”For 188bet mobile enterprises，Make plans to maintain stability during the trough period、Development planning is the key to survival at present，Make a stable cash flow plan，Maintain supply chain health and customer relations，Cross-border cooperation or trying new things to expand business boundaries，Strengthen the short-term liquidity of business，Try innovative marketing methods such as travel + live broadcast，Promote 188bet mobile economic recovery。

188bet mobile announced a strategic cooperation with Kuaishou in April，Officially open the link between OTA and short video platform，Both parties will rely on their respective superior resources，Create a new business format of “tourism + live streaming”。

Under the influence 188bet mobile epidemic，Companies have significantly changed their overall marketing trends，The strategies used to increase visibility in previous years were all live broadcasted to “promote transactions”、Replaced by "promote conversion" method。

In an interview with a reporter from "Business School"，188bet mobile believes that live video has become a popular trend，In order to seize the traffic dividend of video content，The company adopts the "tour + live broadcast" format，Also the earliest in the industry、The largest OTA for exploration。

On May 19th, 188bet mobile’s “Wuzhong Good Things Festival” live broadcast，Nearly 4 million views，Loquat、Wild rice and chicken head rice became the most popular sales items that night。

Live broadcast as a new way to stimulate new needs of consumers，Gives the tourism industry more entertainment and interactivity，Using live broadcast as the entry point。188bet mobile also said that it will use technology、Product、Continuous investment in services and funds，Create a global marketing closed loop integrating online and offline，Revitalizing the post-epidemic tourism economy。

As the "live broadcast delivery" continues，The shortcomings of too single marketing methods are also gradually being magnified。188bet mobile products are limited by their virtuality，People need to consider their starting point when shopping、Destination and time，Impulse consumption is better than fast consumption、Low beauty makeup。

Some viewers have begun to feel tired of "live streaming"，“Nowadays, 188bet mobile companies have nothing else to do except selling goods？”“There is no desire to stock up anymore。” and other similar comments frequently appear on social platforms。

Huang Shengmin said he would not invest or reduce investment when faced with pressure，It is the transfer and adjustment 188bet mobile strategic direction 188bet mobile enterprise，The essence is the result of predicting the market。There are many companies leaving or escaping in order to cover up their presence，Leave the blame to advertising，It said it was invalid, so I didn’t vote，The essence is the withdrawal from that field，Behind this is the failure 188bet mobile market。

Over-reliance on 188bet mobile

188bet mobile’s first quarter 2020 financial report，It’s because of Tencent。

According to the equity structure previously disclosed in 188bet mobile’s prospectus，Tencent holds 24 shares.92%，is the largest shareholder of 188bet mobile，First quarter of 2020，More than 82% of 188bet mobile’s average monthly active users come from Tencent’s platforms，The main sources are mini programs and WeChat payment portals。

188bet mobile takes advantage of the WeChat ecosystem，Have relatively stable and cost-effective customer acquisition channels，Depend on mini programs to achieve user growth。Public information display，The agreement to cooperate with Cheng Yilong and Tencent until 2021，In case of any changes in the cooperation between the two parties，It will more or less affect the future development of the company。And it was also stated in 188bet mobile’s prospectus，A deterioration in the relationship with Tencent may have a negative impact on the business and growth prospects，Especially on Tencent’s platforms，Cause significant impact，Ji Zhiying believes that Cheng Yilong and Tencent will still maintain a long-term close relationship，On the one hand，Tencent provides WeChat mini program for 188bet mobile、WeChat payment entrance and other channel traffic support，On the other hand, 188bet mobile is deeply involved in the online travel market。

To this，Yang Yanfeng, associate researcher at the School of Tourism, Beijing Union University expressed his approval。188bet mobile’s advantage is that it has a better shareholder structure，It is to ensure that the company has a stable source of traffic。At the same time, 188bet mobile can monetize traffic，There is a return on capital。

In response to the Business School’s question about whether over-reliance on shareholders’ flow and capital support will lead to insufficient sustainability of profits，188bet mobile said that the company is actively transforming and upgrading from OTA to ITA，Profoundly grasp the inner strength of cultivating、Opportunities to continuously improve user experience，Continuously explore user needs with the help of technological innovation，Continue to create the role of "intelligent travel steward"，Greatly improve users’ travel experience。simultaneously，188bet mobile helps partners enhance their business capabilities，Promote common growth，And build a more efficient travel ecosystem，Achieve mutual benefit and win-win results。

188bet mobile penetrates into the third and fourth tier markets，It is also inseparable from the help of WeChat。

188bet mobile moves towards the sinking market in the first quarter，Also received support from Tencent。Financial report information display，As of March 31 this year，The proportion of registered users of 188bet mobile in non-first-tier cities in China is 85.7%。During the epidemic，More about 56.1% of registered users are from third-tier or below cities in China，44 compared with the same period last year.3% increase。

Ling Changrong, professor of the Tourism Management Department of Guangxi University Business School told the "Business School" reporter，Sinking the market is an inevitable trend of development。The first and second tier markets are basically saturated，There is little room for development。With the narrowing of the gap between urban and rural areas，The expansion of space in third- and fourth-tier cities，Although the overall economic scale is not as large as that of big cities，But individual consumption capacity is not much different from that in big cities。Added technical empowerment，Provides convenient conditions for consumers in third- and fourth-tier cities to gradually integrate into the market，188bet mobile should have better development momentum as it sinks into the market。

According to Analysys Qianfan data，Comparing the city grading situation of Tongcheng 188bet mobile users in April 2019 and April 2020，Second line、Third line、The proportion of non-line-level cities and other users increased by 5 compared with the same period last year.9%。

Yang Yanfeng believes that WeChat is more convenient and faster to use and has a profound lower-level effect in reaching the market，can help 188bet mobile acquire new customers。However, the challenge facing 188bet mobile is still how to transfer these customers from WeChat to its own brand，Let everyone recognize its brand，Develop brand loyalty and usage habits of 188bet mobile。In order to cultivate the undifferentiated traffic of large platforms into users of Cheng Yilong itself。

In the process of business expansion，How to improve consumer experience at the same time is still a difficult problem facing 188bet mobile。

Sudden epidemic，It disrupted everyone’s travel plans。The number of complaints from 188bet mobile has skyrocketed。Search "188bet mobile" on the Black Cat Complaint Platform，How big are the complaints 11013，Because of the difficulty of refunding tickets，Complaints against 188bet mobile rise again。Lots of reviews on consumer experience。

Ling Changrong pointed out that the epidemic has affected most industries，Not just 188bet mobile，The same applies to other industries，includes debt、Integrity、Word of mouth, etc.。The current low rating should be temporary。If the epidemic does not occur again，As the market improves、Growth in consumption，Will gradually return to normal levels。

To this，188bet mobile said: “The number of complaints due to the impact of the epidemic is indeed very large，Mainly because the airline has a billing period agreement with us，As a result, it usually takes a longer time for consumers to receive refunds。”The company is also increasing the number of customer service personnel and improving work efficiency to help passengers coordinate and handle refund-related issues。

Competitors 188bet mobile “off the track”

Internet 188bet mobile，There is always "Cheng Yaojin" to disrupt the situation。On e-commerce，Competition between JD.com and Alibaba，Beat "Pinduoduo"；The PK between OFO and Mobai，No one expected that Hello would become a "harvester"； The offline competition between Alipay and WeChat Pay，The market is dominated by UnionPay QuickPass； iQiyi and Youku are fighting on the video track，Station B appears...

Including Ctrip、Where to go、Ctrip, including Tongcheng Elong and others, are competing with Alibaba Fliggy， Unconsciously，Meituan, which started with group buying, has become one 188bet mobile OTA giants。

According to the "China Online Travel Industry Market Prospects Forecast and Investment Analysis Report" of the Qianzhan Industry Research Institute，my country’s online travel manufacturers are mainly divided into the first echelon: Ctrip、Flying Pig、Where to go，And the second echelon: 188bet mobile、Meituan Dianping、Tuniu、Mama Donkey。

Jiang Han, a senior researcher at Pangu Think Tank, said in an interview with reporters，For 188bet mobile, “off-track” competitors like Meituan，That’s unexpected，Also reasonable。For the major Internet giants，Currently taking advantage of its own traffic，Continuously expand business boundaries，Forming upstream and downstream combined forces is the general trend。

Jiang Han thinks,The opportunities faced by Cheng Yilong are not much different from before，But from outside competitors，The gameplay is completely different from the previous one，There may be a risk of "overhead pass"。188bet mobile needs to be familiar with the new gameplay，An “off-track” competitor like Meituan，Instead of traditional OTA competitors。We must find more innovative business models to cope with the challenges from the changes in the entire market。The strategy of adapting to ever-changing changes may be difficult to achieve with 188bet mobile。

“The biggest opportunity for 188bet mobile lies in the large amount of cheap traffic brought to it by Tencent。”Yang Yanfeng believes that Tencent is the magic weapon for 188bet mobile’s victory，188bet mobile belonging to Tencent department，It is difficult for other competitors to threaten its development for the time being。

In Ling Changrong’s opinion，The industrial update speed in China today is very fast，This is due to technical upgrade，There are also reasons for market competition。From the perspective 188bet mobile external environment, it is necessary to continuously carry out industrial upgrading and kinetic energy conversion，Only in order to be invincible。

Tong Cheng Yilong told the reporter of "Business School"，In addition to the mutually beneficial partnership with Tencent and the rich experience and deep understanding of the operation of WeChat mini programs，188bet mobile has a lower-cost customer acquisition channel，And relatively stable during the epidemic。Also，188bet mobile is committed to finding new traffic sources，Maintain diversity、Effective traffic channels。

Recently cooperated with Huawei，When the user connects the Tongcheng Travel account to the Huawei Quick Service Smart Platform on the mobile phone，Travel on the same journey will be under specific circumstances，Smart、Real-time display 188bet mobile user’s train ticket order process and results。

For the self-developed Huixing system，Better integration of upstream and downstream supply chain resources，Further optimized the display and layout for users，In order to respond to user needs in a timely and effective manner。And work hand in hand with car operators，Promote the digitalization 188bet mobile automobile industry in the province，Improving the car passenger experience and increasing industry efficiency, etc.。

Ling Changrong believes that no one company can dominate any industry，We should cooperate and win-win，Competition can maintain fair market order。Competition is both an opportunity and a risk。188bet mobile face of challenges, we cannot rely on traditional advantages and must adopt new technologies and open up new markets，Only in order to maintain the advantage。

*Source of this article: WeChat public account "188bet mobile School" (ID: BMR2004)，Author：Chen Shuwen, Zhu Yun, original title: "Hot spots&188bet mobile pain, can “travel + live streaming” save the day》.