隨著游客個性化(hua)(hua)旅(lv)(lv)游需求的(de)日益(yi)增長,旅(lv)(lv)游方(fang)式(shi)也變得越來(lai)越多(duo)元(yuan)化(hua)(hua),主題游伴隨著旅(lv)(lv)游發展(zhan)階段(duan)的(de)逐漸成(cheng)熟后應運而(er)生出更多(duo)形態。旅(lv)(lv)游業(ye)(ye)日益(yi)成(cheng)為(wei)經(jing)濟轉(zhuan)型(xing)的(de)新(xin)動能、消(xiao)費升級(ji)的(de)新(xin)引擎(qing)。進入2020年,新(xin)的(de)熱(re)點不斷凸顯(xian),行(xing)業(ye)(ye)變化(hua)(hua)持續進行(xing)。
2019年(nian),中國(guo)旅(lv)游業(ye)的國(guo)內旅(lv)游人(ren)(ren)次和收入(ru)雙(shuang)雙(shuang)保持(chi)了兩位數增長的勢頭,旅(lv)游業(ye)日益成為經濟轉型(xing)的新(xin)動能、消費升級的新(xin)引擎、供(gong)給側改革的新(xin)抓(zhua)手。這一(yi)年(nian),旅(lv)游被認為是“最好的投資”以及“人(ren)(ren)類唯一(yi)昂貴(gui)的精神需(xu)求”。
旅游行業電商發展現狀
最近有一個被旅游業界普遍忽略的新聞來自于去哪兒網(wang)創(chuang)始(shi)人(ren)莊(zhuang)(zhuang)辰超。莊(zhuang)(zhuang)辰超現在(zai)的(de)身(shen)份是(shi)(shi)斑馬資本創(chuang)始(shi)合伙人(ren),出(chu)手投資的(de)第(di)一(yi)個項目,是(shi)(shi)叫(jiao)做“便利(li)蜂”的(de)便利(li)店。沒錯,就是(shi)(shi)街邊的(de)便利(li)店。渾身(shen)上下(xia)(xia)全是(shi)(shi)互聯網氣息的(de)莊(zhuang)(zhuang)辰超,為(wei)什(shen)么居(ju)然會看(kan)好(hao)如此傳(chuan)統(tong)模式(shi)的(de)便利(li)店?因(yin)為(wei)旅游電商正在(zai)落地,線(xian)下(xia)(xia)渠道越(yue)(yue)來越(yue)(yue)重要。線(xian)上渠道增速大幅下(xia)(xia)降。
如此看來,曾經被極度看衰的門店,似乎迎來了再度煥發生機的新春。事實上,隨著線上流量成本的無節制上漲,線下渠道的價值確實正在被越來越多的人所認識,攜程就是(shi)其中的典(dian)型代表。攜程高(gao)調宣布在(zai)國內(nei)的5500多家線下實體門店(dian)正式開業,將重(zhong)點(dian)在(zai)重(zhong)慶、四川、云南、貴州西安等省市(shi)開啟(qi)一(yi)場(chang)“旅游(you)新零售(shou)”的布局實驗。當然,這(zhe)離不開其重(zhong)要的合作伙伴——旅游(you)百(bai)事通。
國(guo)內旅(lv)游(you)業(ye)的(de)高速發(fa)(fa)展開始放(fang)緩,但資(zi)本對旅(lv)游(you)行(xing)業(ye)的(de)投資(zi)熱情(qing)仍然(ran)未減,他們將目光對準海外旅(lv)游(you)市場。特別(bie)是國(guo)際大(da)型項目"絲(si)綢之路"開啟后,大(da)的(de)合并舉(ju)動(dong)頻(pin)發(fa)(fa),寡(gua)頭經(jing)營(ying)的(de)格局雛(chu)形已(yi)現。
點燃了國內消費、投資熱潮后,越來越多的旅游企業將目光放到更遠的海外,攜程向印度最大的在線旅游公司MakeMyTrip投資1.8億美元,正式進軍印度市場;由“中免集團”連同眾信旅游、中(zhong)國國旅、凱(kai)撒(sa)旅(lv)(lv)游、竹園國旅(lv)(lv)、鳳凰假期共(gong)同設立的(de)海外投資公(gong)司在香港注(zhu)冊成(cheng)立,劍指(zhi)中(zhong)國出境(jing)游客,經營(ying)旅(lv)(lv)游零售業務。對(dui)此(ci),業內人(ren)士表示,伴隨(sui)著中(zhong)國出境(jing)旅(lv)(lv)游的(de)蓬勃發展,“走出去”逐漸成(cheng)為越(yue)來越(yue)多中(zhong)國旅(lv)(lv)游企業的(de)必修課,中(zhong)國旅(lv)(lv)游企業的(de)海外投資已然進入“黃金時代”。
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24.06%(1770家) |
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12.23%(900家) |
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12.98%(955家) |
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5.80%(427家) |
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0.48%(35家) |
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0.75%(55家) |
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35.35%(2600家) |
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14.23%(1047家) |
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6.00%(441家) |
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1.13%(83家) |
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0.16%(12家) |
0.33%(24家) |
2021年網(wang)(wang)站數據庫共收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)7356家(jia)(jia)(jia)(jia),其中小品(pin)牌(pai)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)占總比最(zui)多(duo),達到2600家(jia)(jia)(jia)(jia),其次為(wei)(wei)品(pin)牌(pai)旗(qi)艦店(dian)(dian)(dian)(dian)(dian)(dian),收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)1770家(jia)(jia)(jia)(jia),品(pin)牌(pai)特許店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)1047家(jia)(jia)(jia)(jia),京東旗(qi)艦店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)955家(jia)(jia)(jia)(jia),京東自營店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)900家(jia)(jia)(jia)(jia),京東特許店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)441家(jia)(jia)(jia)(jia),拼多(duo)多(duo)店(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)427家(jia)(jia)(jia)(jia),唯品(pin)會店(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)83家(jia)(jia)(jia)(jia),蘇寧旗(qi)艦店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)55家(jia)(jia)(jia)(jia),蘇寧自營店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)35家(jia)(jia)(jia)(jia),企業店(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)24家(jia)(jia)(jia)(jia),品(pin)牌(pai)商(shang)城收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)12家(jia)(jia)(jia)(jia)。
小編認為,旅游業近年一直在快速增長,2016年旅游總收入達4.69萬億,而互聯網對旅游業的影響已經不言而喻了,我們也經常看到一些互聯網滲透率、在線預訂占比等相關數據,每年增長很快,而進入2017年,旅游行業的(de)整合會加(jia)速,旅游(you)線(xian)上線(xian)下一體(ti)化(hua)(hua)發(fa)展步伐加(jia)快。旅行社行業會朝品(pin)牌化(hua)(hua)、網絡化(hua)(hua)發(fa)展,集中(zhong)度(du)也將越(yue)(yue)來(lai)越(yue)(yue)高;其次,在旅游(you)產品(pin)層面,著眼于細分市場的(de)主題產品(pin),針(zhen)對游(you)客個性(xing)化(hua)(hua)需求的(de)定制(zhi)產品(pin),會越(yue)(yue)來(lai)越(yue)(yue)受歡(huan)迎。