在线旅游这两年风起云涌，大有气吞江湖之意，不过传统旅行社的线下布局却也紧锣密鼓，花样百出，店中店、主题店、体验店……互联网时代下的门店逆袭战已经打响。由本报旅游周刊发起的“门店江湖召集令”上周见报后，随即得到了国旅总社、中青旅、凯撒、众信和环境国旅5家知名旅行社的热烈响应，表示愿意参加本报举办的这一活动。为此，本报记者专访了这5家旅行社门店业务的负责人。

Online travel this two years blustery,A river's lake full of meaning,But the traditional travel agency offline layout but also being,pattern,The inn in inn/Theme shop/Experience shop……The Internet age of store counter attack war has started.By our tourism by the weekly"Store runescape call-up"China last week after,Immediately got CITS principal office/Cyts Tours/Caesar/All the letters and environment CITS five well-known travel agency warm response,Said willing to participate in the activities held our newspaper.therefore,Our newspaper reporter to interview the five travel agencies in charge of the store business.

　　【诸强争霸】 [ZhuJiang ii]

　　众信旅游出境旅游公司运营经理吴晓晖

The letter travel outbound tourism company operations manager WuXiaoHui

　　门店实现线上线下结合

To realize online stores with offline

　　目前，众信在北京拥有25家直营门店。除亦庄旗舰店在大兴外，其余均分布在城区，大体上是按东、南、西、北4个区来划分，每个区都会有一到两家主打门店，这其中就包括和clubmed、新西兰航空、澳大利亚旅游局、北欧旅游局等合作经营的主题店。

At present,The letter in Beijing has 25 home retail outlets.In addition to passing flagship store in daxing outside,The rest are distributed in the city,Is substantially according to the east/south/west/North four area to differentiate,Each area will have one or two flagship store,These include the clubmed and/Air New Zealand/Australian tourism administration/Nordic tourism bureau cooperation business theme shop.

　　不断扩张门店并不是简单地想要和互联网去竞争，它其实更多的是起到辅助和就近服务报名的功能，比如游客也可以在网上预订，电脑会自动根据区域分单到不同门店，然后签证材料简单且价格低的产品可以上门取件交易，价格高的复杂线路游客可以就近去门店寻求进一步的后续服务。从这两年看，来自于门店的直客销售业绩越来越好，而众信也在依照不同地区的人流构成来制定相应销售产品和策略。今年内门店数量将会增加到近30家，同时还会加入配套的物流、办事专员，给游客提供更加便捷的服务。

Expanding store and not simply want to and the Internet to compete,It is actually more is an auxiliary and provide services for the function of the application,Such as visitors can also in Internet booking,The computer will automatically according to the area points single to different stores,Then visa materials simple and low price of the products can be comes to take a transaction,The high price of the complex line visitors can store nearby to seek further follow-up service.From these two years to see,From the store's direct passenger sales performance is getting better and better,And the letter also in accordance with the different areas of stream of people to make a corresponding constitute selling products and strategy.This year will increase in the number of stores to nearly 30,At the same time will also join supporting logistics/Handle affairs commissioner,Visitors to provide more convenient service.

　　环境国旅门市运营中心经理闫东

Environmental CITS outlets operation center manager 闫东

　　走“农村”包围城市的道路

go"rural"The way of encircling the cities

　　环境国旅的门店布局一直以来走的是差异化路线，先从郊区县做起，比如大兴、门头沟、怀柔等区，环境在当地的门店都是最大的。而近两年主要致力于从外向里推进，尤其是在一些核心位置，像国贸、中关村、建国门、清华园等地进行布局。同时还在逐一发展主题门店，比如坐落在北锣鼓巷内的鼓楼店就是全国首家旅游商品主题店。

The environment of CITS store layout has been go is differentiated route,First start from JiaoOuXian,Such as daxing/vallely/Huairou area such as,Environment in local stores are the largest.And nearly two years from the outgoing mainly engaged in advance,Especially in some of the core position,As international trade/zhongguancun/jianguomen/Settled for layout.At the same time also in each store development theme,For example is located in north lane gongs and drums in the drum tower shop is the first tourism commodity theme shop.

　　门店这种经营实体归根结底还是要起到一种末端服务的作用，所以环境未来还要尽可能地往各大社区内渗透，真正开到老百姓的身边，这其实已经在方庄、十里堡、西红门等地有所体现。同时，加强异业合作也是将来的一种探索，比如可以考虑和公园、商场合作，通过相互之间的带动作用来达到销售的双赢。

Store the business entity in the final analysis or to act as a terminal service role,So environment as far as possible future will go to each big community penetration,Really open to common people's side,It has been in fangzhuang/ShiLiBao/West red door, reflected.At the same time,Different industry to strengthen cooperation in the future is also a kind of exploration,For instance can consider and parks/Mall cooperation,Through the mutual impetus function to achieve sales of win-win.

　　中青旅观光旅游事业部销售部执行总经理赵晖

Cyts tourism business sales executive general manager ZhaoHui

　　门店不是趋势是渠道

Store not trend is channel

　　中青旅在城区内便拥有36家门店，而在顺义、大兴等郊区县也在逐步开设，这种直营门店的经营模式其实对位置的要求会更加严格。目前，各种特色主题店在一些旅行社的门店中开始有所运用，中青旅也在做，但其实主题店只是一种包装形式，而我们更注重于便捷的服务，比如现在一直在和沃尔玛超市合作的两家联名品牌店，这种门店就可以最大限度地使客人在消费过程中体验到非常便利的旅行服务。

Cyts Tours in the city and in 36 stores,And in shunyi/Daxing, etc JiaoOuXian also gradually to open,The retail store business model in fact to the requirements of the position will be more strictly.At present,All kinds of characteristic topic shop in some travel agencies in the store began to use,Cyts also doing,But actually theme shop is just a package,And we pay more attention to in convenient service,Like all the time now and wal-mart supermarket cooperation of two joint brand shop,This shop can maximum limit make guest in consumption process experience the very convenient travel services.

　　虽然门店的布局在陆续扩张和翻新，但是这并不是说未来的销售趋势就是以门店为主，它只是一种渠道，而遨游网同样也是一种销售渠道，今后线上、线下多种渠道共同发展才是最理想的销售状态。

Although the layout of the stores in the expansion and renovation in succession,But this is not to say that the future sales trend is to store give priority to,It is just a channel,Surfing the web and is also a kind of sales channels,The future online/Offline channels common development is the most ideal state of sales.

　　国旅总社公民旅游销售部总经理赵玉萍

CITS principal office citizens tourism sales department general manager ZhaoYuPing

　　门店依旧是主要渠道

Store is still the main channel

　　国旅一直以来都很重视门店的布局，目前全市共有53家门店，城区和郊区均有所覆盖。由于全部都是直营，因此所有门店都是统一产品、统一价格、统一宣传、统一团体运作。

CITS always attaches great importance to the layout of the store,At present there are 53 stores in the city,Urban and rural areas have been covered.Because all retail,So all stores are unified products/Uniform price/Unified propaganda/Unified group operation.

　　从现在来看，公民游的实体网络销售能占到整体销售额的90%以上，这其中出境游是主体。主要是因为出境游价格高，同时还有提交各项签证材料这些因素的制约，这就让游客不得不到门店来进行面对面的沟通。当然，游客在付出交通、时间等成本来到门店后，得到的不应仅仅是交易旅游线路这一项服务，门店应该提供顾问式的人性化贴心服务，这涵盖了出游前后的方方面面。相信每个门店只要按照这种标准来经营的话，未来的3-5年之内实体门店依旧还会是旅行社销售的主要渠道。

From now to see,Citizens swim entity network sales can account for more than 90% of the overall sales,The outbound tourism is main body.Mainly because of outbound tourism prices high,At the same time and submit visas material these restraints,This let visitors have to to the stores to face to face communication.Of course,Tourists in pay traffic/Time to store the cost after,Get should not only deal tourism line this a service,Store should provide consultant type human close service,This covers all aspects of before and after the travel.Believe that every store as long as according to this standard to run words,The future 3 to 5 years entity stores still also is the main channel travel agency sales.

　　凯撒旅游北京分公司常务副总经理郑丹

Caesar tourism the standing deputy general manager zheng dang Beijing branch

　　仍需加快门店规模建设

Still need to speed up the store scale construction

　　目前凯撒旅游在北京共有32家门店，主要分布在大型社区、高档商业中心、重要交通枢纽，基本覆盖了整个北京城区，由于是全部采取直营方式，因此所有门店从人员到产品，都实行统一形象、统一标准、统一管理。近两年，随着人们出游经历的日益丰富，对出游的需求也不断细分和深入。

At present there are 32 Caesar tourism in Beijing stores,Mainly distributed in large community/High-grade commercial center/Important transportation hub,Basic cover the whole the Beijing city,Because is all take retail mode,So all store from personnel to product,All unified image/unified/Unified management.Nearly two years,As people go on a journey the increasingly rich experience,To travel demand also unceasingly subdivision and deeply.

　　为顺应游客的需求，凯撒一直在根据门店周边的实际情况，不断开设各类主题门店。如伦敦奥运会期间在水立方开设的奥运风情主题店，使游客一进门店就能感受到奥运盛会的氛围。同时在魏公村还有澳洲主题店，在中关村有游轮主题店，在德胜门有大溪地主题店等。其实在北京这种大城市，利用成熟的门店网络，可以就近为游客提供出行咨询与便捷的出行服务，这是旅行社的重要一环。目前，凯撒旅游门店的销售在整体销售中的占比在七成左右。因此今后凯撒还将大力发展经营网络，加快门店规模建设，完善门店布局，使直营门店更全面地覆盖北京地区。

In order to meet the needs of tourists,Caesar has been according to the actual situation of stores around,Constantly open stores all kinds of subjects.Such as London during the Olympic Games in the water cube open Olympic amorous feelings theme shop,Make visitors entered the store can feel the Olympic Games atmosphere.At the same time in WeiGong village and Australian theme shop,In zhongguancun have cruise theme shop,In DeShengMen have Tahiti theme shop and so on.Actually this kind of big cities in Beijing,Using mature stores network,Let him come near to offers visitors travel consultation and convenient travel service,This is travel agency is important one annulus.At present,Caesar tourism the store's sales in the overall sales accounted for about seventy percent of the than in.Therefore the future Caesar will also vigorously develop business network,To speed up the store scale construction,Perfect store layout,Retail outlets to more fully cover the Beijing area.

　　【指点江山】

[Show jiangshan]

　　中国旅游研究院产业所副研究员杨彦锋

China's tourism industry research institute associate research fellow YangYanFeng

　　线上线下相向而行

Online offline counter and line

　　传统旅行社和在线旅游运营商之间其实应该是相向而行的发展趋势，无论是谁不做线上也不行，同时如果线下不掌握实体服务的质量就不容易得到体现，比如中青旅也在做遨游网，携程也在对实体终端加强控制，类似机场的店面。如果单从实体店的经营来说，实体店不仅是一种销售渠道，也是旅行社保证其存在感的一种手段。尤其是现在各种特色主题店层出不穷，这其实是旅行社之间一种软实力的比拼，同时也有助于其放大自身的品牌。

Traditional travel agency and online travel operator actually between should be counter and done development trend,No matter who don't do online also not line,At the same time if offline don't grasp the entity service quality is not easy to be reflected,Such as cyts also doing surfing the web,Ctrip also on entity terminal strengthen control,Similar to the airport store.If single from the entity shop for business,Entity shop is not only a kind of sales channels,Also travel agencies to ensure the presence of a kind of means.Especially now all kinds of characteristic topic shop emerge in endlessly,This is actually a kind of travel between of the soft power of the competition,At the same time can also help the amplification own brand.

　　未来，线上和线下会逐渐找到一个平衡点，比如高端、定制产品就需要到实体店面去进行面对面交流，而类似一些价格较低的产品通过在线预订其实是可以达到节省运营成本的目的，当然这都需要根据细分市场后的情况来决定。

The future,Online and offline will gradually to find a balance point,Such as high-end/Custom products will need to the physical store to face to face communication,And some similar price lower product through online reservation is actually can achieve the purpose of saving operation cost,Of course it needs according to subdivide the market situation to decide.

　　中国旅游研究院顾问魏小安

China's tourism research institute WeiXiaoAn consultant

　　仍存在门店乱象

Stores still exist in the mess

　　旅游产品不是实体，是信息性的，电子商务虽然能够提供很多方便，但是对于信息的归纳和提炼有时还是不如人与人面对面交流来得直接便捷，同时还会比网络更有信任度。但是虽然现在北京各大旅行社的门店已有很多，不过有些门店本身其实就是一家小旅行社，然后它通过挂着大旅行社的名号来招揽游客，这就会让消费者很难判断，往往一看招牌就迈步而入，之后被骗也无处追查。

Tourism product is not solid,Is the informational,The electronic commerce although can provide a lot of convenience,But for information induction and refining sometimes still wasn't as much as the people face to face communication more direct and convenient,At the same time we will have more confidence than network.But although now Beijing each big travel agency stores have had many,But some stores itself is actually a small travel agency,And then it through the hung big travel agency name to attract tourists,This will let the consumer it is difficult to judge,Often a see signs will step in,After swindled also nowhere tracing.

　　其实《旅行社条例》中也有针对门店的各项管理规定，但是由于门店太多、太杂，一直以来都存在执行难的问题，这其中涉及人力、经费的因素，同时相关部门也确实缺乏管理。

In fact[Travel agency regulations]There is also a store in the management regulations,But because too many stores/Too miscellaneous,Always exist the problem of difficult to execute,This involving human/Funds factors,At the same time, relevant departments also really lack of management.

　　【官方声音】 [The official voice]

　　北京市旅游发展委员会行业监督管理处副处长王洪声

Beijing tourism development council industry supervision and administration, deputy director of the WangHongSheng

　　对不法门店严查狠打

For illegal store attracted lam

　　在《旅行社条例》中有规定，即门店不得独立经营团队出游，因为它不具备法人资格，所以游客即使在门店报名，也是和其上级的旅行社签订合同。同时游客在选择门店进行咨询报名时，一定要看清两个证件，一是旅行社门市部备案登记证，另一个是工商局颁发的营业执照，这两个证件都应悬挂在门店内的醒目位置。此外，对于目前仍然存在的一些利用挂靠大社揽客的不法门店，市旅游委已经把执法权力下放到了各个区县的相关部门，十一黄金周前将在各区进行持续的筛查，对于没有登记的门店将处一万元以下的罚款，对于一些非法经营的门店则将按相关法规予以处置。

in[Travel agency regulations]There are provisions in,That is not independent stores management team outing,Because it does not have the legal person status,So visitors even in the store,Is and its superior travel agent sign a contract.At the same time visitors in the choice of consulting store when signing up,Must see two certificates,One is the travel agency salesroom record registration certificate,The other is a business license issued by the industrial and commercial bureau,These two documents should be suspended in the store within the marked position.In addition,For, there still exist some of the use of the affiliated big clubs LanKe lawlessness store,City LvYouWei have law enforcement decentralization of each area county to the relevant departments,Eleven golden week before the district in for continuous screening,For no registration stores would place a fine of less than ten thousand yuan,For some illegal business stores will according to the relevant laws and regulations to disposal.

　　本报记者田虎

Our reporter TianHu