“这不是行业的第一次价格战，但一定是最激烈的一次。”有业内人士表示，OTA巨头大战，对近年新兴的中小在线旅游企业将产生严重打击，“赔钱赚吆喝”的背后，剑指行业洗牌。

“This is not the first time the industry in a price war，But it is the most exciting times。”The personage inside course of study expresses，OTA giant war，In recent years in emerging of small and medium-sized online travel enterprise will have a serious blow，“Lose money earn at”Behind the，Sword refers to industry reshuffle。

OTA们的价格血刃战 The price of the OTA blood blade war

　　“在线旅游预订”服务成型于2003年，借助行业自然成长，及普通消费者从线下向线上转移，近十年来持续增长。过去十年间的发展，奠定了OTA老三强的座次：携程、艺龙、芒果。随着OTA行业规模化发展，淘宝、腾讯、去哪儿、途牛、驴妈妈等纷纷抢进，市场竞争转向激烈。改变市场格局的诸多手段当中，价格战首当其冲。

“Online travel booking”Service forming in 2003，With the natural growth industry，And the average consumer to transfer from line online，Nearly 10 years to sustained growth。Over the past ten years development，Lay the OTA old three strong seating：ctrip.com、Art dragon、mango。Along with the OTA industry scale of development，taobao、tencent、Where to go、Way cattle、The donkey mother in succession rob into，To fierce competition in the market。Change of many of the market structure of means，The price war is the most important。

　　今年暑期旅游市场一改低迷态势，正是旅游企业“收割期”，然而OTA们的价格大战却在此时出人意料地开火了。6月底，转折点从一向低调的芒果网开始，其宣布推出8000万元补贴计划，每天推800家酒店半价优惠，全场返现大促销，迅速引发关注；随后艺龙宣布跟进，推出“最大规模，最大力度的夏季促销”；一度按兵不动的携程，也按捺不住，抛出“5亿美金大促销”，后发制人。

This summer's tourism market downturn a change trend，It is tourism enterprise“Harvest was”，But the price war is the OTA unexpectedly fire at this time。At the end of June，The turning point from has always been low-key mango nets start，Its announced the release of 80 million yuan subsidy program，Push the 800 hotels every day at half price discount，Full return now big promotion，Quickly cause concern；Then art dragon announced the follow up，launched“The most massive，The strength of the largest summer promotion”；Once the ctrip.com steer，Also contain，throw“$500 million big promotion”，nociceptor。

　　此前，携程和艺龙在“团购酒店”和“经济型酒店”领域进行局部争夺，芒果网此举则把战火烧向利润较高的高星级酒店。芒果网酒店部负责人高戈表示，参与芒果网促销活动的酒店规模很大，首期上线酒店1.2万余家，二期将达2万家，为冲量不惧亏损。行业前三的厮杀，使得同程网、去哪儿、酷讯、途牛相继跟进，最终演变成一场全行业的洗牌战。

after，Those who hold and art in dragon“Group buying hotel”and“Economy hotel”Local for the field，The war the mango nets to higher profits high burning hotel。Mango nets hotel department chief GaoGe said，Participate in mango nets sales promotion activity that big hotel，The more than 12000 online hotel，Phase ii will reach 2，No fear for impulse losses。The first three of the industry to fight，Made with cheng nets、Where to go、Cool-、Cows have follow up the road，Eventually evolved into a whole industry reshuffle of the war。

　　这场“烧钱”大战目前远未到结束之时，不仅芒果网近期已抛出“再投8000万”的计划，携程也推出“点评返现”，对所有在线产品实施促销。其他参战在线旅游商也没有退出迹象，“预计会持续到今年下半年甚至明年初。”

the“Burn money”War now far from over，Not only mango nets recently has thrown out“Then throw 80 million”plan，Ctrip.com rolls out“Comment on return now”，To all online sales promotion product implementation。Other war online travel business and no exit signs，“Is expected to last until the second half of this year or early next year。”

“赔钱赚吆喝”的买卖 “Lose money earn at”The buying and selling of the

　　骤燃的价格大战，让OTA企业收获了什么？记者近日采访总部位于深圳的芒果网，获悉经过7月份的低价战，其网站酒店日预订量突破10000间/夜，比去年同期增长260%。

Flash out price war，Let OTA enterprise gain the??????？Recently, reporters interview headquarters is located in the shenzhen mango nets，That after the July issue of the low price wars，Its website, between 10000 YuDingLiang breakthrough hotel/night，Than last year the corresponding period grows 260%。

　　不过，有知情者告诉记者，目前芒果、携程等公布的促销投资额度都过亿元，以此计算，即便酒店预订量翻倍涨也难以抵扣成本。芒果和携程、艺龙的促销会导致利润下滑，或者在促销期间亏本或至多持平，赚钱是很难的。

but，Youth told reporters，At present mango、Those who hold the investment promotion and published all over one hundred million yuan，This calculation，Even if the hotel YuDingLiang doubled up also difficult to touch buckle cost。Mango and electronic、Art of dragon will lead to promotion declining profits，During the promotion period, or lose money or at most flat，Making money is very difficult。

　　“行业平均在线旅游商的预订佣金比例是15%左右，当然携程要高一些，以往的促销都是酒店方出资，但如今由于OTA竞争激烈，所以这几轮的促销都是OTA自己掏钱，故而等于牺牲了佣金，以上述15%平均佣金来看，现在加入价格战的几大OTA给出的返现比例平均已超过了20%，也就是说，他们每卖出一个房间，应该平均亏损5%。”知情者透露。

“Industry average online travel business reservation commission ratio is around 15%，Of course those who hold is higher，Previous sales promotion are hotel party capital contribution，But now because OTA fierce competition，So this several rounds of sales promotion are OTA spend their own money，So is equal to sacrifice the commission，With the above average 15% commission and see，Now add the price war of a few big OTA given to return now has more than 20% average proportion，That is，Every time they sell a room，Should an average 5% loss。”insider。

　　赔钱赚来的可能只是吆喝，利润下滑甚至亏本成了OTA行业绕不过的坎。根据艾瑞咨询的统计，受季节及促销驱动，2012年第二季度的中国在线旅游业同比保持快速增长，市场交易规模达418.7亿元，同比增长35.8%。与此同时， OTA整体利润率大幅下降。

Losing money earned may be just Shouting，Falling profits even lose money became OTA industry around but hurdles。According to the statistics of erin consultation，Get season and promotion driver，The second quarter of 2012 of China's online tourism up maintained a rapid growth，Market size of 41.87 billion，Year-on-year growth of 35.8%。At the same time， OTA overall profit margins drop significantly。

　　以携程为例，其新发布的第二季度财报显示，公司净营收为9.74亿元人民币，与去年同期相比增长17%，当季净利润仅为1.20亿元，同比下滑54%，毛利率水平连续小幅下降。

Those who hold as an example to，The new release in the second quarter earnings display，The company net income is 974 million yuan RMB，Increased by 17% compared with the same period last year，Quarter net profit is 120 million yuan only，Decline 54% year-on-year，Gross profit margin for horizontal continuous small drop。

行业洗牌是终极目的？ Industry reshuffle is the ultimate goal？

　　“看似"赔钱赚吆喝"，实际上也要分两方面看，首先OTA企业们是否真的赔了钱。”深圳市旅游协会副会长吴斌分析，无论“8000万元”、“5亿美元”等多么诱人，都只是企业单方面的说法，没有人能去核实消费者在其中具体享受到了多少优惠，也没有中立机构去统计OTA企业的实际支出。“起码能看得到的是，不少原来在暑期还在传统媒体投放广告的OTA企业，今年暑期基本没有投放。这样的营销成本，是增了还是减了呢？”

“seemingly"Lose money earn at"，In fact also want to see two aspects，First OTA enterprise whether they really lose money。”Shenzhen tourism association, vice President of roderick woo analysis，No matter“$80 million”、“$500 million”How attractive and，Only enterprise unilateral statement，No one can go to verify in which consumers enjoy the preferential specific how much，And no neutral institutions to the actual expenditure statistical OTA enterprise。“At least they can see is，Many were in summer is still in traditional media places advertising OTA enterprise，This summer's basic no resources。Such marketing costs，Increase or reduce the is？”

　　“即使OTA巨头企业真是付出了真金白银，他们也绝不只是想赚吆喝。”吴斌表示，近十年来OTA行业增长迅猛，今年仅第二季度市场交易规模便同比增长35.8%，更有人预计今后几年这一行业市场规模增长可能达40%以上。

“Even if the OTA giant enterprise has really done a real gold and silver，They also will not just trying to make shouted。”Roderick woo said，In the last ten years OTA industry is growing rapidly，Only the second quarter this year market scale and an increase of 35.8%，Some predicted in the next few years this more a industry market scale growth may reach above 40%。

　　“但这样的增量，没有体现在行业巨头身上，反而是一些中小在线酒店预订网获得了不错的增长。”吴斌认为，OTA巨头投入巨资、营造庞大声势，意在压迫这些草莽企业的生存空间。

“But the increment，Not reflected in giant body，It is some small and medium-sized online hotel booking nets won good growth。”Roderick woo think，OTA giant expensive、Build huge momentum，These CaoMang oppression of the enterprise to living space。

　　这在说法在业界也获得认同，有企业管理公司负责人表示，OTA巨头的价格战，真正的目标是众多的地方旅游酒店预订网，以及越来越多的酒店预订中心。其目的包括：一是大鳄们消灭市场刚刚萌芽的中小型旅游酒店预订企业；二是培养消费者的购买行为；三是培养酒店对销售渠道的依赖。

In this view in the industry also for identification，Enterprise management company officials have said，OTA giant price war，The real goal is to many of the local tourism hotel booking nets，And more and more hotel reservation center。Its purpose including：A big alligator is consumed the burgeoning market of small and medium-sized tourist hotel reservation enterprise；Two is to cultivate consumer buying behavior；Three is to cultivate the hotel sales channels rely on。

记者手记 Journal reporters

价格大战不能成为唯一选择 Price war cannot be the only choice

　　与传统线下旅游企业的“水泥”属性相比，在线旅游企业无疑为这一行业带来“鼠标”的先进性，其交易方式快捷、企业运营成本低、向消费者让利空间大，问世以来市场规模不断拓展，也说明其是传统产业向高端转型的典范。

And the traditional line of the tourist enterprise“cement”Attributes compared，Online travel enterprise for this industry has brought no doubt“mouse”advanced，The way to trade quickly、Enterprise operation cost is low、Profits to the space to consumers，The constant expansion since the advent market，That is the traditional industry to a high-end transformation model。

　　然而行业的先进性并不一定伴生着经营理念的更新。今年暑期爆发的OTA企业价格大战，仍是传统旅游企业在历史上进行的诸多次“大战”的投影，似乎没有这一“利器”，竞争无从谈起。

The advanced nature of the industry, however, is not necessarily associated with management idea of updates。This summer's outbreak of OTA enterprise price war，Is still traditional tourism enterprises in the history of the many times on“war”projection，There seems to be no this“Edge tool”，Competition mentioned。

　　其实“亏本冲量”的价格战只能顾及一时。从短期看，它确实能挤占竞争对手的生存空间，完成自我圈地。但从长远看，这并不能增强企业的核心竞争力。可以肯定的是，如果仅仅依赖佣金模式，无论是传统线下旅游企业，还是OTA们，辉煌的业绩恐怕都难以为继。要摆脱价格战的泥淖，企业必须依靠创新和研发打造出新的产品模式或服务优势，来跳出单一的“鼠标+水泥”的模式。

In fact“Impulse lose money”For the price war can only temporarily。In the short term，It can occupy rival living space，Complete self enclosure。But in the long run，This does not enhance core competitiveness of the enterprise。Certainly，If only rely on commission mode，No matter be traditional line tourism enterprises，Or the OTA，I'm afraid the splendid performance is unsustainable。To get out of the quagmire of price war，Enterprise must rely on innovation and create new product research and development mode or service advantage，To jump out of a single“Mouse + cement”mode。