Analysis of travel product APP competition: Ali Travel VS Ctrip Travel!
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1Overview Competing product version number: l Alitrip Android version 7.2.4.080901; l Ctrip Travel Android version 6.18.2 2 Industry Analysis 2.1 Market Overview Since 2007, the online travel market has been in a period of rapid development. The diversification of tourism demand and the influx of large amounts of capital have driven innovation in tourism market segments and industry integration. The rise of mobile Internet since 2013 has greatly expanded the development space of online tourism and provided possibilities for the integration of online and offline businesses. Mobile users have also become the key users that major platforms are trying to attract. The online travel industry is mainly divided into three major business segments: online transportation, online accommodation and online vacation. Consumer demand for tourism is increasing year by year, the government and tourist attractions are investing more and more in transportation, online booking of transportation products is becoming more and more popular, and online payment technology is basically mature. These factors have strongly promoted the rapid development of the online transportation market. New hotels, inns and apartment products are growing rapidly, and the sharing economy consumption model from individual listings is increasingly recognized by the market. These factors have expanded the upstream supply scale of the online accommodation market. The increasing demand for leisure and vacation among Chinese consumers, the increasing investment by the government and upstream tourism enterprises, and the active product research and development by online tourism enterprises to expand the market have contributed to the rapid growth of the online vacation tourism market. 2.2 Market Structure From the perspective of the online tourism market structure, in terms of accommodation, hotels, apartment operators and short-term rental homestay businesses are active, and online tourism companies have introduced more new service models; in terms of vacation tourism, consumers' demand for leisure travel and vacation is growing rapidly, and online tourism companies have carried out more product research and development and market promotion . These factors together have led to significant growth in the online accommodation and online vacation tourism markets in 2015. The transaction volume of the online transportation market has slightly decreased, but it is still an important part of China's online travel market. 2.3 Market size In 2015, the transaction volume of China's online travel market reached 473.77 billion yuan, a year-on-year increase of 49.6%; the online penetration rate of China's tourism industry reached 11.5%. It is expected that the proportion of online travel in the transaction volume of the overall tourism industry will further expand in the future. According to Analysys data monitoring, the transaction volume of China's online transportation market exceeded 300 billion yuan in 2015, a year-on-year increase of 46.4%. The market size further expanded, but the growth rate slowed down slightly. In 2015, the transaction volume of China's online accommodation market exceeded RMB 80 billion, a year-on-year increase of 57.6%, and the market size further expanded; in 2015, China's online accommodation market maintained rapid growth. In 2015, the transaction volume of the online vacation tourism market reached 55 billion yuan, a year-on-year increase of 58.2%, and the online vacation tourism market achieved rapid development. 2.3 Market share of competing products In terms of manufacturer share, in 2015, large online travel companies such as Ctrip, Qunar , and Alitrip accounted for 79% of the online travel market, an increase of 10.3% from 2014. The Matthew effect is evident in the online travel market, and this concentration trend will continue to strengthen in the future. At the same time, in 2015, the market shares of Tongcheng, Tuniu and Lvmama in the online travel market reached 3.4%, 2.7% and 1.0% respectively, which were significantly higher than that in 2014. From the perspective of the competition landscape of the online transportation market, in 2015, Ctrip accounted for 36.0% of the online transportation market, a year-on-year increase of 5.4%; Qunar accounted for 33.2% of the online transportation market, a year-on-year increase of 5.6%; and Ali Travel’s market share reached 14.8%, a year-on-year increase of 2.2%. Tengbang International is an online travel company that focuses on business travel services. In 2015, Tengbang International occupied 4.0% of the online transportation market, a year-on-year increase of 0.4%. As an online travel company focusing on accommodation reservations, eLong's transportation business has always accounted for a relatively small proportion. In 2015, eLong's market share in the online transportation market reached 0.9%, a year-on-year decrease of 0.3%. From the perspective of the competition landscape in the online accommodation market, in 2015, Qunar increased the number of directly signed hotels and expanded the high-end hotel market, accounting for 19.4% of the online accommodation market share; in 2015, Ali Travel launched the hotel "Credit Stay" service model, and at the same time, the coverage of hotel merchants increased significantly. In 2015, Ali Travel accounted for 7.6% of the online accommodation market share, a year-on-year increase of 1.4%. In addition, the transaction share of online accommodation market of OTA enterprises such as eLong, Tongcheng and Mango Network has slightly decreased year-on-year. From the perspective of the competitive landscape of the online vacation tourism market, calculated by transaction volume, in 2015, Ali Travel accounted for 28.1% of the online vacation tourism market, an increase of 3.7% year-on-year; Ctrip accounted for 24.6%, a decrease of 2.2% year-on-year; Qunar accounted for 8.8%, an increase of 1.2% year-on-year. The three companies accounted for a total of 61.5% of the transactions, making them important booking channels in the online vacation tourism market. In addition, Tuniu's transaction share reached 23.1%, a year-on-year increase of 7.5%; Tongcheng's transaction share reached 8.7%, a year-on-year increase of 2.7%; and Lvmama's transaction share reached 8.1%, a year-on-year increase of 2.4%. The market share of the three online travel companies focusing on the leisure and vacation field has increased significantly. 2.4 Competitive product download ranking From the Android market share statistics, we can see that the leaders in the online travel industry are Ctrip and Qunar. Due to its late start, Aliqu.com is still in the position of a follower. But compared with other online travel brands, it still has a significant competitive advantage. Among them, Ctrip provides one-stop service and acts as a comprehensive OTA. Both Alitrip and Qunar adopt a platform model, with tens of millions of sellers on the platform providing services such as air tickets, hotels, and vacation products. 2.5 Strength Analysis 2.5.1 The leaders in the online travel market in 2015 were Ctrip, Qunar and Alitrip. Ctrip, Qunar and Ali Travel have carried out extensive practices in new business models and related technologies; at the same time, they have good market execution capabilities, occupying nearly 80% of the market share in the online travel market, and are the leaders in China's online travel market in 2015. 2.5.2 The pragmatists in the online travel market in 2015 are eLong and GaotieGuanjia. eLong and Gaotie Guanjia have less innovation in new business models and related technologies than market leaders; eLong and Gaotie Guanjia have strong market execution capabilities, occupy a high market share in online accommodation and online transportation, and are pragmatists in China's online travel market in 2015. 2.5.3 The innovators in the online travel market in 2015 were Tuniu, Tongcheng, Lvmama and Mafengwo. Tuniu, Tongcheng, Lvmama, Mafengwo and others have carried out a lot of business practices in cross-domain operations and business model innovation, have strong R&D and innovation capabilities, and are innovators in China's online travel market in 2015. 2.5.4 The entrants into the online travel market in 2015 were Mango TV, Qyer, etc. Mango TV, Qyer and other companies have few innovations in new business models and related technologies, and their market share in the online travel market is also relatively low. They are the gap-fillers in China's online travel market in 2015. 2.6 Future Trends 2.6.1 Online travel companies will continue to focus on improving service quality, and provide more in-depth services for C-end consumers With the upgrading of tourists' travel consumption needs and the development of the online travel market, the role of online travel companies in the industrial chain has gradually exceeded the channel role of helping suppliers acquire customers online, and their control over offline service quality and mastery of upstream resources are becoming stronger. In this process, solving consumers' pain points in the travel service booking process has become one of the important directions for online travel companies to innovate their business. 2.6.2 Online travel companies help China's tourism industry implement Internet+ and accelerate the supply-side reform of the tourism industry Tourism consumption is a high-level consumption after basic living is guaranteed, and consumers have relatively high requirements for the quality and experience of tourism services. On the other hand, the Chinese tourism market needs more high-quality products and services, but the existing products and services are still difficult to effectively meet the demand: products are obviously homogeneous, service experience is poor, and there is a lack of channels for tourists to protect their rights. Accelerating the supply-side reform of the Chinese tourism market is a common issue faced by traditional tourism systems and online tourism companies. 2.6.3 Vertical integration and horizontal cross-border integration in China's online travel market will intensify In 2015, the vertical integration of the industrial chain of China's online tourism market continued to accelerate: tourism resource suppliers actively invested in online tourism companies, and online tourism companies continued to strengthen their control over offline tourism resources; at the same time, Internet companies in the fields of life services and physical e-commerce are also accelerating their penetration into the online tourism field; it is expected that the vertical integration and horizontal cross-border integration of China's online tourism market will further intensify in the future. 2.7 Summary With a large amount of capital pouring into the online travel market, competition among online travel manufacturers has continued to intensify, giving rise to the segmentation of the online travel market. The Matthew effect is evident in the online travel market. Ctrip, Qunar and Ali Travel occupy the vast majority of the market share and are market leaders. This concentration trend will continue to strengthen in the future. Thanks to various favorable factors, the online transportation market, online accommodation market and online vacation market have grown rapidly and have huge market development potential. However, as users shift to mobile devices, solving consumers’ pain points in the travel service booking process and better meeting user needs have become one of the important directions for online travel companies to innovate their business. In the future, the vertical integration and horizontal cross-border development of China’s online travel market will be further intensified. 3. Competitive product analysis 3.1 Background Positioning 3.2 Visual Interaction Analysis The main interface of Ali Travel is similar to that of Ctrip. The entire page is presented in the form of a surface, without highlighting the three-dimensional sense. l Ali Travel: With blue as the main color, it gives people a sense of trust, strength and reliability. l Ctrip: Cold and warm colors complement each other, and the display of adjacent colors makes the interface more eye-catching. Comprehensive evaluation lThere is basically no gap in the navigation of the overall architecture. It can be seen that there may be few opportunities for major changes in terms of functional improvement in the future, and more will be done on service improvements and changes in details. lExcept for the community function, other core functions are basically the same in terms of ease of operation. This is mainly because Ctrip launched the "Ctrip Guide" product to focus on the function of the community. On the homepage of Ali Travel, event promotion information and community dynamic information are displayed alternately, which is a bit messy. The information displayed on the Ctrip Travel homepage interface is clear. Ctrip has segmented the possible market, but Ali Travel has not. There is no customer service in the tab bar below. This may be because Ali Travel’s strategy is to become a platform rather than to move into the OTA field. For customer service and after-sales, users can communicate directly with the merchant on the product page. 3.3 Functional analysis 3.3.1 Functional Framework Ali Travel Ctrip From the perspective of scope, the services provided by Ctrip.com are more comprehensive than those provided by Alitrip. Ali Travel is vigorously developing surrounding travel vacations and community services, focusing on various promotional activities and community dynamics. 3.3.2 Search Alitrip supports searching by scanning QR codes or barcodes, while Ctrip supports voice search and shaking to search nearby. In addition, both support manual input search. 3.3.3 Purchase process - taking hotel as an example Ali Travel Ctrip 3.3.4 Comparison of main businesses In general, the business types of Alitrip and Ctrip are roughly the same, and the products are highly homogeneous, but Ctrip's segmented businesses are more comprehensive. 3.3.5 Operation Model Analysis Ali Travel: lMembers: Members enjoy privileges such as first-stay discounts, welcome fruits, free breakfast, late check-out, hotel membership cards, credit stays, double mileage, mileage cashback, etc., and 50% off for staying for 4 nights or more. lCoupons, red envelopes: first order red envelopes, hotel general red envelopes, etc. l Mileage: Sign in to earn mileage, which can be redeemed for value-added cards, hotel red envelopes, mobile data, etc. Mileage can also be used as cash; purchase and get mileage lLottery: You can win miles, red envelopes or vouchers by participating in the lottery. Share l "Discover" community: users can post photos, share travel experiences, live broadcast travel, send travel companions, etc. lHourly grab, limited grab activities, etc. lMainly promote the "Future Series" lTitle and sponsorship of TV programs: "Towards the End of the World", etc. Ctrip: lCelebrity endorsement: Deng Chao lTitle and sponsor TV programs: "Where Are We Going, Dad?", "Running Man", etc. lMembers: Members can enjoy birthday gift packages, welfare gift packages, flight and hotel guarantee, upgrade rewards, priority ticket issuance, points acceleration, points guarantee, exclusive special prices, shopping VIP, free express delivery, diamond privileges, exemption from guarantee, etc. l Points: Sign in to earn points, which can be used for prize draws, redemption of hotels, gift certificates, etc. lCoupons and red envelopes: first order red envelopes, receive red envelopes before purchase, regularly distribute coupons, etc. Share Hot sale l Crowdfunding: 1 yuan for a chance to win a cruise, etc. l Community: make travel plans, send travel companions, add historical travel itineraries, etc. 3.3.6 Profit model analysis Ali Travel Share with merchants Advertising Fees Ctrip: Transaction Commission Business travel management fee Advertising Fees 3.3.7 Company strategy analysis Ali Travel——"Internet + Ecosystem" lStrong cooperation to continuously explore tourism and holiday resources and destination services: By continuously strengthening cooperation with destination tourism enterprises, we will conduct in-depth exploration of tourism resources and continuously optimize destination services, continue to develop the tourism market, and continuously make profits for enterprises l Vacation, hotel, and air ticket businesses go hand in hand: As the three pillar industries in the profit model, hotel, air ticket and other business modules are in the forefront, and customers can make online reservations through innovative sales methods. The vacation business is also accelerating, striving to build a new ecology of the tourism and vacation destination platform and open up new areas for platform profitability. l Tourism global development strategy: With the "Internet +" thinking, we will continue to expand the market, seize the global tourism market share, and improve the domestic and foreign eco-tourism development industry chain Ctrip - Specialization and Integration lSpecialization: Tourism and holiday business and business travel management business l Integration: Use financial and resource advantages to carry out vertical and horizontal mergers 4. Summary and thoughts lThrough the above comparative analysis, we can know that Ali Travel and Ctrip have their own advantages. Ali Travel has a greater advantage in the free travel market and the low-end and mid-end market, while Ctrip has an advantage in the high-end travel market and the business travel market. The main functions of Alitrip and Ctrip are basically the same, and both are developing in the direction of being large and comprehensive. However, the "Future Series" services promoted by Ali Travel have great advantages in improving user experience, and Alipay's Sesame Credit score has great advantages in the development of outbound tourism. l With the upgrading of tourists' travel consumption demand and the development of the online travel market, the role of online travel companies in the industry chain has gradually exceeded the channel role of helping suppliers acquire customers online. Whether it is Ali Travel or Ctrip, while continuously strengthening specialization and expanding new businesses in the future, they should also focus on providing services to users before, during and after travel, actively expand channels for user rights protection, and improve user satisfaction with service experience. Mobile application product promotion services: ASO optimization services Qinggua Media information flow The author of this article @简书作者令习习 is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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