“携程去年净营业额也才35亿元人民币，这32亿元到底怎么来的?”昨日，一位业内人士对旅游" >在线旅游服务商(以下简称“OTA”)携程高调宣布的巨额促销计划表示了自己的怀疑。据媒体报道，日前携程宣布投入5亿美元(约合32亿元人民币)开展低价促销，促销活动从7月起持续一年时间，涉及酒店、机票和旅游门票等。

“Ctrip.com net sales last year just also is 3.5 billion yuan RMB，This 3.2 billion yuan what?”yesterday，A personage inside course of study to travel" >Online travel services(Hereinafter referred to as“OTA”)Those who hold the high-profile announced huge promotion plans expressed his doubts。According to media reports，Those who hold announced a $500 million investment($3.2 billion yuan RMB)Develop low-cost sales，Promotion from July last for a year，Includes hotel、Ticket and travel tickets, etc。

　　对此，携程方面昨日回复南方日报记者，“这5亿美元(约合32亿元人民币)是预算授权，换句话说，是我们预备投入的。”

this，In reply to southern daily ctrip.com yesterday reporters，“This $500 million($3.2 billion yuan RMB)Budget is authorized，In other words，We have prepared the input is。”

　　随着夏季旅游旺季到来，各家OTA的贴身肉搏也进入白热化。面对携程“月月狂减，天天低价”的宣传口号，另一巨头艺龙也摆开了“最大规模，最大力度”的促销阵仗，而同步到来的则是两家毛利率的双双下挫，整个行业用利润换市场的惨烈竞争或将拉开序幕。

As the summer travel season begins，Families of the OTA hand-to-hand combat into overdrive。Those who hold face“Month crazy minus，Everyday low price”Slogan of，Another giant art dragon also spread out“The most massive，Biggest strength”Battle array of sales promotion，But the arrival of synchronization is two margin both fall，The whole industry profits in the market with bitter competition or will be started。

　　持70%毛利率在线旅游商割肉换市场

A 70% gross margin online travel business to cut meat in the market

　　“我们这一次是真金白银地在做促销。”携程方面对于业内的“忽悠”质疑回应道，并一一罗列了部分促销措施，数万家一、二、三星酒店全返现，三星返50元，二星以及二星以下返30元;周日酒店半价，周日入住参与酒店房费5折起。此外，机票与旅游门票业务也同时加入活动，并提供每日300张的半价旅游门票。

“We this time is to do real gold and silver in sales promotion。”Ctrip.com for industry in“suddenly”Questioned responded，And one part list the promotion measures，Tens of thousands of home a、two、Samsung hotel is fully returned，Samsung to 50 yuan，Two star and the two stars to 30 yuan;Hotel on Sunday at half price，Participate in the hotel room rate in Sunday's five fold。In addition，Ticket and travel tickets business also join activities，And provide daily 300 zhang's tour tickets at half price。

　　一位朋友在订房之后也给了记者反馈：“确实便宜了不少，一家满打满算300元一晚的三星级酒店，一下子就减掉了50块，相当于是8.5折了。”不过，他也同时透露，大堂的房价并没有减少，“这很可能就是携程自己掏的腰包。”

A friend in the reservation to reporters after feedback：“A lot of really cheap，A ManDaManSuan 300 yuan a night of three-star hotel，Suddenly lost 50 pieces，Quite so 8.5 fold。”but，He also revealed，Lobby of the house prices and no less，“This may well be the pockets of those who hold themselves to pay。”

　　在业内人士看来，携程此次的“价格战”的子弹很可能正是其本身从商家收取的“佣金”，“为什么有这个实力降?那是因为原来很高，所以在现在的竞争之下，割肉竞争也是难免的。”一位分析人士表示，从携程2011年全年财报情况来看，净营业额35亿元人民币，同比增长21%，毛利率高达77%。

In the industry looks，Those who hold the“Price war”The bullet is likely is the charge from the business itself“commission”，“Why have this power down?That's because the original high，So in the competition now under，Cut the flesh competition also is unavoidable。”One analyst said，From year 2011 ctrip.com earnings situation，Net sales RMB 3.5 billion，Year-on-year growth of 21%，Gross profit margin as high as 77%。

　　而这也是整个行业快速增长的写照。另一个OTA巨头——艺龙2011年净营收(计入营业税和附加税)为人民币5.86亿元，同比增长了22%，而去年净收益也达到人民币3930万元，同比增长更是高达90%。

And this is also the industry the portrayal of rapid growth。Another OTA giants-art dragon 2011 net revenue(Included in the business tax and value-added)For RMB 586 million yuan，Year-on-year growth of 22%，And net income last year also reached RMB 39.3 million yuan，Year-on-year growth is as high as 90%。

　　这么高的利润率，会引来竞争自然是难免的。携程方面对此并不回避，“当前在线旅游行业竞争非常激烈，一方面资本热钱快速涌入这个领域，另一方面新进企业也不断增加，他们介入这个市场最好的办法就是价格战;对于携程而言，我们的策略是主动迎战。”

So high profit margin，Will cause competition natural is unavoidable。Ctrip.com doesn't shy away from the sides，“The current online travel industry is very competitive，On the one hand capital hot money fast pour into the field，On the other hand new enterprise is on the increase，They intervention in the market the best way is to price war;As for those who hold，Our strategy is to fight。”

　　对于32亿元人民币的说法，携程方面明确表示，“这是预算授权。”不少分析人士表示，这个数字背后更大的意义在于，携程方面在显示价格战中的“弹药储备”。

For 3.2 billion yuan RMB said，Ctrip.com aspects make it clear，“This is authorized by the budget。”Many analysts said，The Numbers behind larger significance lies in，In the price war that those who hold“Ammunition reserves”。

　　价格战下毛利下降在线旅游佣金模式受考险

The online travel down under the price war Maori commission patterns are exam risks

　　而对于市场质疑携程等巨头“赔本赚吆喝”的说法，业内各家公司都不回避，“现在是争夺市场份额的时候，这就是一场割肉的贴身肉搏，整个行业面临大洗牌。”

And the question for the market such as electronic giant“Shouting to make the red”that，The companies are not withdraw，“Now is the time for market share，This is a cut of meat hand-to-hand combat，The industry faces big shuffle。”

　　虽然依旧毛利高企，但无论是携程还是艺龙的数据都显示，两家的毛利率都在降低。携程公布的2012年第一季度财报显示，净营业收入为9.11亿元人民币，同比增长19%，不过，第一季度的毛利率为75%，比去年同期下降3%。同期营业利润更下降33%，营业利润率从去年同期的34%下降至19%。

Although still Maori high，But whether electronic arts of the data or dragon show，The two are in the lower gross margin。Those who hold the first quarter of 2012 published quarterly results show，Net operating income for 911 million yuan RMB，Year-on-year growth of 19%，but，The first quarter gross margin of 75%，3% lower than the same period last year。Operating profit more fell by 33% in the same period，Operating margin of 34% from the same period last year drops to 19%。

　　艺龙虽然维持增长，但是利润的增长也被各项营销支出和促销费用抵消。数据显示，艺龙第一季度净营收1.53亿元人民币，同比增长23%，第一季度净收益为人民币1190万元，同期增长高达54%以上，但是第一季度的毛利率为73%，与去年同期持平，“酒店预订业务和在线预订增长导致毛利率的增加，但艺龙人员费用的增加和酒店每间夜佣金的减少抵消了增长。”分析师如此表示，当前的这场价格战的背后正是一场通过利润换取市场份额的“血拼”。

Art although the dragon for sustaining growth，But the profit increase was also the marketing spending and promotion costs offset。Data shows，Art in the first quarter of dragon net income is 153 million yuan RMB，Year-on-year growth of 23%，The first quarter net profit of 11.9 million yuan，Growth from as high as 54% above，But the first quarter gross margin of 73%，And at the same period last year，“Hotel booking business and online booking growth cause the increase of gross margin，But the rising costs of art dragon personnel and hotel each night of the commission to reduce offset the growth。”Analysts said，The current the price war is behind a through for market share profit“shopping”。

　　不过，最令人担忧的，却是OTA依赖的佣金盈利模式，在促销的硝烟中，在线旅游搜索商的身影也开始出现得更加频繁。“往年都会做促销，但是今年无论是规模，还是力度都更大了，这也是一个加速培育市场的过程吧。”酷讯旅游网CEO张海军表示，他们今年也加大了夏季旅游市场的开拓力度，“我们和携程不同，只是提供搜索服务，并不介入交易环节。所以我们促销的目的在于提升市场流量，让我们的商业模式更被认可。”

but，The most worrying，The commission is OTA rely on profit model，In the promotion of the dirt，Online travel search figure also begins to appear more often。“In previous years will do sales promotion，But this year both scale，Or are more efforts，This is also a speed up the process of the cultivation of market it。”Cool-tourism nets CEO ZhangHaiJun said，This year they have increased their summer travel market development efforts，“We and those who hold different，Just to provide search services，Is not involved in trade links。So we promotion aims to improve market flow，Let our business model more be recognized。”

　　酷讯旅游网日前宣布了新一轮机票促销，用户在酷讯旅游网注册或者预订的机票，均可享受每张机票返10元的奖励，可兑换成充值卡、当当网代金券等礼品，累积达到200元，更可立即兑换成现金。“这项活动是与众多合作伙伴联手推出，消费者的选择更多，比促销返券更直接。”张海军表示，“我们整个促销做下来估计投入也就100万元。”

Cool-tourism nets have announced a new round of ticket sales promotion，Users in the cool-tourism nets registration or flight reservation，All can enjoy each ticket to award of $10，Convertible into prepaid phone card、Dangdang network DaiJinQuan gifts etc，Cumulative to 200 yuan，The more immediate to cash。“This activity is and many partners to launch，The choice of consumer more，More directly than promotion coupons。”ZhangHaiJun said，“We estimate the total sales do down inputs can 1 million yuan。”

　　而最被业内看重的是这种“四两拨千斤”的效果。“搜索类网站做了携程等网站的信息搜集工作，然后将订购等流程还给消费者，依托流量收费，是更加直接的‘眼球经济’，所以投入不大，但自身成本不高。”一位分析师认为，“也许OTA在大打价格战的背后，整个依托佣金的商业模式所面临的是一场全面变革。”

And the most important is the industry is this“Four two dial one thousand catties”effect。“Search kind website do websites such as electronic information collection work，Then will order and process back to consumers，Relying on flow charge，Is more direct‘Eyes economic’，So little input，But their own cost is not high。”A analysts think，“Maybe in the price war OTA behind，The commission on the business model has faced a comprehensive reform。”