Counting 2014 six keywords online travel industry
In 2014 with a lot of things in the online travel industry, acquisition finance, cross-border RAID, alliances, not one less. Price wars, different pattern concept losses, not the same strategic thinking. Throughout the past year to change even exceeds the sum of a few years before, even insiders are a bit overwhelming, outsiders were dazzled. As a practitioner, I try to use the following six keywords to sort out the 2014 years of online travel.
Keyword 1: price war
Domestic e-commerce industry price wars in recent years never ceased and continued “unabated” online travel industry is no exception. In 2014, the online travel industry’s price war presents the following characteristics:
Feature 1: goals take precedence over objectives, price wars are elevated to a strategic, short-term sales boost is basically being ignored. “With profits for the market”, these words become the consensus of industry bigwigs to the price war this year, even the industry’s only “blue chip” ctrip has publicly pledged to “Strip” the market. In addition, periodic price wars have become Giants means of eliminating potential threats, while emerging powers slowly started it as a strategy to attract investment, the beginning of “dual” ticket price war is a classic case.
Feature 2: form show “killing” against clear objectives, “war” sponsors have tried to avoid too many enemies. Price war is a battle royal as a whole in the past, and this year’s price war is relatively an “orderly”, killed two and two of all, for example where VS ctrip, passers-cow VS the same way, and so on, the warring parties tried to concentrate fire on an enemy, to avoid all-out war.
Feature 3: rational components increase blood levels drop. And Qian two years compared to, 2014 online tourism price war although momentum still not small, but bloody degree has declined (average margins fell is market law due to), original of directly returned to cash have modified into has returned to cash coupons (or consumption coupons), returned to now efforts also no longer is competed focus, everyone than of is integrated of price level and resources advantage, sometimes even just is wants to in momentum Shang cover had opponents.
Overall, the price war with online travel industry in 2014 a pattern view and more interesting.
Keyword 2: acquisition & finance
Merger this industry every year, and this year is no exception, but this year’s acquisitions are almost all classics, the taker’s imagination behind, not even “gossip” and unique ideas. Opened the first acquisition was c shares the same way, “dual” ticket prices completely died down, industry and leisure tourism market reversed overnight. Less than a month later, ctrip in route to cow the night rush to invest 15 million dollars, and voted in 15 million dollars at the end of the Chase. In addition, international OTA giant Priceline to ctrip points three times in the few months, invested $ 1.016 billion, owns 8.97% shares of the latter, which led to speculation about ctrip international. In addition to these mergers and acquisitions or investment cases, Ali shares based on information, Tempus shares xinxin tourism, UTS travel tourism, Jingdong shares stake in leisurely ways cattle are worth paying attention to.
Overall, the 2014 acquisition or finance events in the online travel industry concentration in the industry quickly improve, “majors” in capital means basic control of the industry’s major manufacturers, leaving latecomers a chance only some of the mobile market segment. 2014-domestic online travel industry mainly non-listed company’s financing situation summary (may not be).
Key words 3: platform
Platform, open platform, these words also said that in previous years, but fizzled, mainstream OTA remained on the platform before barons verbally, by 2014 but fell to ground. Early in December 2014, ctrip price comparison search platform has finally been released, platform strategy has taken a substantial step forward, so that the further escalation of the confrontation between it and where to go, the parties are expected to begin in 2015 a more soul-stirring battle. Ctrip platform of movements, where “OTA” Dole launched radical hotel near the end is “cut off” move by material means to stimulate ctrip and other OTA guests into the hotel where guests. Where the move can be seen as the version OTA platform initiatives, can also be seen as its accelerated “OTA” radical measures. Where ctrip dogfights amid “go” kill, have been recruiting grounds for the Tourism Department in line finally start the integration process. In addition to “go on”, Jing dong, suningyi and other e-commerce also joined the platform showdown, 2015 competition structure will become more complex as a result of the platform.
Key words 4: outbound
Compared to traditional wine, ticket price, this year for the market of the outbound online travel industry also deserves much attention. Second quarter, ctrip and byson visa war, then for the end of the year the same way with passers-cow PR, advertising warfare, all tied up in outbound tourism market. Ctrip and byson visa price war is essentially competing for outbound market “entrance”, ctrip tries to snatch this “entry” for its delivery in outbound traffic.
To say busy, have to say world war broke out the same way and uses of cattle by the end of the exit. This field compete for causes Yu way cattle in its cooperation partners annual Shang issued of a for with drive of “blocked makes”, which quickly made has full counterattack, even put advertising are playing to has way cattle headquarters and distribution in around stores of door, both of CEO also continuous repeatedly personally wrote in micro letter friends circle started has series controversy, this should is online tourism industry whole 2014 degrees around exit tour market outbreak of most fierce of against. According to the same process of 2015 will be leaving the business fully beyond the way cattle, way cattle not to be outdone, both sides of the “war” is far from over.
Learning has special mention at this year’s APEC Summit in China’s outbound tourism market, he said, three years after China outbound tourism will reach 500 million passengers. For this year’s Summit in the United States and the United Kingdom, and Mexico, and other countries have been offering its visa policies for Chinese nationals, including United States citizens traveling visa validity was extended from one year to ten years, the outbound policy boost concentrated outbreak in a short time, no wonder that online tourism industry stared in this market, great rivers of blood and the abundance of potential.
Key words 5: loss of
As competition continued to increase and the price war heated up, the entire online travel industry’s average profit margin in 2014 to reach an all-time low, elong, where, way cattle three listed companies shows no signs of losing, even longtime industry “blue chip” backbone of ctrip also issued a four-quarter losing 4 to 500 million messages. 2014 years ago three quarters, where, elong, uses of cattle and three listed company’s net losses amounted to 1.486 billion yuan, where one of them will lead to a loss of 1.175 billion, accounted for more than 79.08%, passers-cow with 217 million total loss that followed. Although has losses and may will continues to lost down, but each home are dismissed, and consistent think current of losses is strategic of losses, is “to profit for market”. four quarter pre lost of ctrip announced took out 1 billion continues to playing price war, made has to “completely naked” of posture, thus, online tourism next year of losses will undoubtedly to again innovation high, whole industry of competition will will is one “consumption war”.
6 key words: Mobile Internet
Two years ago, the mobile Web: opportunities and challenges for online travel, or just stop at the forecast and guessing stage, while the 2014 has become a fact. James Liang to ctrip has developed a “thumb + cement” strategy began, industry bigwigs whenever the Assembly of small hanging lips mobile Internet, already on the market, earnings do not forget to enclose the latest mobile always orders accounted for and downloads data. To where and ctrip 2014 years of battle focus except price war outside, also has is mobile end has, both at inputs heavily for mobile end of development and promotion, both of client download volume ranking in September occurred has reversed, ctrip beyond to where became industry first, and with drive is through crazy of “1 Yuan tickets” with several months of time also killed into has Qian three name, three who of client total download volume are in 200 million above, will other players far to dumped in has behind. Some say online travel Mobile competition has ended at the end of next year, will further exacerbate the polarization, the laggards will have opportunities to turn over. According to ctrip, elong, where, with the process such as OTA’s official figures, hotel business mobile orders accounted for more than than the average 40%, air mobile orders accounted for more than than the average 30%, entrance tickets order averages more than 60% per cent of mobile, mobile orders for non-standard products such as outbound ratio is slightly lower.
In addition to mobile client, BAT is “build” build a platform for all kinds of people in the analysis of online travel a key wireless trends. The biggest mobile platform in terms of tourist movements are most interesting, in its ongoing expansion has gradually emerged in the bank card centre ticket, train ticket, it is said that next year there will be ticket, getting around and other tourism products. In addition, in 2014 on the Baidu World Conference, highlights of Baidu’s Robin Li mobile platforms “, Baidu to” online tourism is seen as a “plate”. “Baidu to” before Google map Mobile has begun rapid penetration into hotels, restaurants and other local leisure services. Mega online travel mobile platform will change the current pattern of overwrite the travel APP development, as yet, unknown.
Under the influence of penetration of mobile Internet, plus a large amount of capital into domestic online travel industry was quick to adjust, even among one year beyond the changes of the past few years. PC age of the Internet, with standardized products as a breakthrough in online travel industry quickly realized the overthrow of traditional tourism enterprises, a process that took more than 10 years; the mobile Internet era, Subversion will be everywhere, both traditional and non-traditional enterprises, just behind, it is likely to become the object of subversion, and this time a maximum of only two or three years.