大家好，我是陈亮。我们一年多以前和曾总一起把新的佰程从华远集团拆出来，作为早期投资方和共同创始人一起把佰程新业务梳理了一下，我们也对境外旅游有一个相对比较基础的了解。

Everybody is good,I am 陈亮.We more than a year ago and had always together the new Andrew cheng from huayuan group and roll out,As the early investors and co-founder the Andrew cheng combed the new business together,We are also on the basis of overseas travel is a relatively.

　　泰山做了五年消费类的投资，泰山投资的有中国最大的团购网站之一拉手网。国内比较有规模佳品网，喜事网，以前婚庆公司一千家，基本上三到十个的企业，如何用互联网方法手段把这个行业重新在座和整合一次。喜事网在12个城市有分支机构，大约每个月服务一千对新人，跨国的家访业务等等。佰程是我们最新投的案子，，一方面我觉得在座很多人都是旅游专家了，可能我只能从投资的角度简单做几个分享，我们怎么看服务升级的。服务升级主要指的哪些关键的机会？可能以旅游行业，以境外旅游行业为例。

Mount tai for five years consumer investment,Mount tai investment is one of the largest 团购网 stand in China shake handshandle.Domestic smoked more size,Happy nets,Before the wedding company fewer,Basically three to ten,How to use the Internet methods to this industry and integration here again.Happy nets have branch offices in 12 cities,About one thousand couple every month service,International business of the family visit, etc.Andrew cheng is our latest case,,On the one hand, I think a lot of people here are tourism experts,May be I can only do a few simple from the Angle of investment share,How do we see service upgrade.Service upgrade mainly refers to which the key of opportunity?May be in the tourism industry,In the case of overseas tourism industry.

　　第一个事儿，我们认为今天是后工业时代了，什么叫后工业时代，以前的时候产品追求的性价比，大规模的生产效率，后工业时代消费开始升级，美国可能是从八十年代末，进入到后工业时代，日本差不多也是那个时候。我们认为中国是08、09年开始体现后工业时代的苗头。这个时候我们后面列了几个关键点，第一个事情是消费在快速增加，每一个客户都在相对来说花更多的钱，比如以前国内旅游发展速度很快，但是海外旅游开始以一个加速发展。婚庆，以前一个人每次结婚花十万，现在一二线城市差不多15万左右，家政服务，包括美容，可以看自己的太太开始更多钱花在美容方面，这些都是服务开始升级的一个关键苗头。有什么不同呢？

The first thing,We think today is post-industrial era,What is post-industrial era,When the pursuit of cost-effective products before,The scale of the production efficiency,After the industrial age consumption began to upgrade,The United States may be from the late eighty s,After entering into the industrial age,Japan is also almost that time.We think that China is 08/09 began to reflect the symptom of post industrial era.At this time we have listed a few key points,The first thing is the rapid increase in consumption,Every customer are relatively spend more money,Such as before the domestic tourism development speed quickly,But overseas tourism began to an accelerated development.The wedding,Before a person get married spend one hundred thousand each time,Now a second line city almost 150000 or so,Housekeeping services,Including the beauty,Can see his wife began to spend more money on beauty,These are the services began to upgrade a key symptom.What is the difference?

　　第一服务体验要求变高，不管是国内旅游还是海外旅游，其实好多人都有一个特别巨大的需求，但仔细一看可能70%到80%的客户对旅行社，或其他机构，甚至说包括艺龙、携程不一定是最满意的，客户的需求开始有了关键的变化。

The first service experience requirement is high,Whether domestic or overseas travel,In fact many people have a special big demand,But a closer look at possible customers to 70% to 80% of the travel agency,Or any other institution,Even said including art dragon/Ctrip is not necessarily the most satisfactory,Customer needs to have the key.

　　第二个，变化需求开始多样化了。有的人说我为富人做服务，有的人说为中产阶级做服务，佰程CEO说过一句话我很认可，08年奥运会的口号是“同一个世界、同一个梦想”。其实不是的，是不同的人有不同的想法，不同的人有不同的需求。我们既有平民消费的需求又有服务升级所带来的各种消费需求的变化。拿简单的一个例子来说，可能三四年前去欧洲一个团四十个人，大家很满意。现在来说欧洲团如果去40个人，20个人抱怨说购物太多，20个人抱怨购物不够。有没有可能把用户需求细分化，真正了解用户需求。

The second one,Changes in demand began to diversity.Some people say that I do services for the rich,Some people say that for the middle class do service,Andrew cheng CEO said a word I am approved,08 is the slogan of the Olympic Games"The same the world/One dream".In fact is not the,Is different people have different ideas,Different people have different needs.We have both civilian consumption demand and service upgrade brings all kinds of changes in consumer demand.With a simple example,May be three or four years went to Europe a group forty people,You are satisfied with.Now is the European group if to 40 people,20 people complain too much shopping,20 people complain of the lack of shopping.Is it possible to user demand differentiation,Really understand the users' demand.

　　第三个，客户更需要满足内心需求了，就像我们投资消费升级产生的奢侈品，之前海外旅游和奢侈品是一样的，我去海外旅游，我是为了给别人看，回来给老一代父母，给旁边人看一下相片，我去过巴黎，我去过罗马了。但是再往后走是从自我认同到自我实现，下一步品牌打造，客户关心的完全是他自己内在的需求能不能满足。去巴厘岛，去三亚旅游，不是给别人看，是满足自己，满足你自己到底满足的是什么？是说你满足了自己压力的释放，你满足了自己跟家人的团聚，你满足了自己真正陪老人的需求，这些需求是关键我也去巴黎，我也五天六晚，我价格是六千五，他价格六千八，你应该买我的。我们看了日本、美国，也看了佰程这样很多新兴公司需求和产品再造，下一步不是卖产品，不是卖价格，是卖真正的需求。就像以前咱们卖的是螺丝钻，现在卖那个眼是一样的。真正客户需求在哪？需求不一定是表象的，需求很多是在客户内心的需要。谁真正把客户内心的需要能够挖掘出来，不管是从方法上，谁就是真正的懂得客户的人。

The third,Customer needs to satisfy the needs of the heart,As we invest consumption upgrade of luxury,Overseas travel and luxuries are the same as before,I went to travel overseas,I am to give others to see,Come back to the old parents,Beside to people look at the photos,I have been to Paris,I have been to Rome.But go back from identity to self-fulfillment,The next step brand building,Customer care is entirely his own inner needs can be met.Go to Bali,To sanya tourism,Not to give others to see,Is to meet you,Meet you really meet is?Is that you meet your pressure release,You satisfy himself with the reunion of family members,You meet the requirements of you really accompany the old man,These needs is the key I also went to Paris,I have five days of six,My price is six thousand five hundred,He price of six thousand eight hundred,You should buy me.We looked at Japan/The United States,Also saw the big process so many emerging companies demand and recycling products,The next step not to sell products,Not to sell the price,Is the one who sells the real demand.As before we sell the screw drill,Now sell the eyes are the same.Where is the real customer demand?Demand is not a representation,Needs a lot of is in the customer's needs.Who is the customer's need to be able to dig out,No matter from the method,Who is the man who really understand the customer.

　　效率革命，互联网大家都有自己的看法，今天有很多人在石化互联网，或者说互联网一钱不值，两个角度都不对。从我们角度来看真正的互联网是一套方法体系，包括数据化运营，与流程再造很多手段相结合，它已经完全超越了技术手段，而成为了一种思维方法，尤其中国这个年代，一方面中国改革开放才三十年，还有巨大的管理创新在里面，包括精细化运营，包括加盟，包括直销，很多手段没有完全发挥出作用，这一块有巨大的创新机会。

The efficiency of the revolution,Internet everyone has their own opinion,Today there are a lot of people in the petrochemical the Internet,Or the Internet dirt,Two points of view are incorrect.From our point of view of the Internet is a real system,Including digital operation,Combined with process reengineering means a lot,It is beyond the technical means,And become a kind of thinking method,Especially the s in China,On the one hand, China's reform and opening up to thirty years,There are great management innovation in it,Including the fine operation,Including to join,Including direct selling,Many means not fully play a role,This one has a huge opportunities for innovation.

　　第二块是IT创新，今天再打造下一个旅游公司，打造一个旅游景点、酒店的企业，关键手段一定要把IT弄好，这一块完全是效率，效率是为了什么？效率就是为了钱。简单举几个方面的例子，第一如何用新手段标准化，标准化目的是什么？有最好最可控的服务和产品，有最低的成本去满足客户，在你规模化的时候。第二个性化，每个客户都不同了，需求多样化，M型社会既有高端需求又有低端需求，中间的阶级反而变少了，客户需求开始非常多的多样化了。不能光拆，要去真正了解客户之后，给客户个性化需求。个性化、标准化是不是矛盾的？我们认为不是，比如在我们喜事网其中一块入口业务是做婚宴预定，今天喜事网是中国发展最快的一家，也是中国最大的一家婚庆公司，它的婚宴预定后端用的完全流程化的方法，跟每个酒店怎么管控，有自己的OP，有自己的后台，前台有呼叫中心。以前婚庆公司都是一家一家店开的，我们不开店，我们建了品牌只要通过电话就能够把一个复杂的需求沟通完毕。但是给客户用非常标准化的问卷，用户回答一二三问题，我们就回答第四个问题，随便一个酒店就知道这个客户到底是什么样的婚庆需求，层高多少，需不需要搭T台，很多事情前端给客户非常个性化体验，后端是非常标准化的服务。一个简单的例子，传统行业培养一个婚庆顾问需要差不多一年时间，我们一两个礼拜从一个技校毕业的大学生就可以来做我的婚宴顾问，为什么？因为我有一个非常好的体系。是不是千篇一律呢？不是，我是可以给你一个咨询顾问服务，标准化、个性化可以结合在一块的。第三个是会员制，前面说的服务体验是最关键的，大家可以数一数自己花在渠道上成本是多少，花在获取用户的成本是多少。今天大部分包括电子商务公司，包括旅游、婚庆各方面公司，还是从买收入为主的角度看问题，之后五年十年，是一个会员制的时代，是一个买用户的时代，重复购买是关键，如何把重复购买率从每年买两次到每年买三次，里面有巨大的责任也有巨大的机会。品牌是王道，让客户真正从内心喜爱，首选。新时代有新的互联网手段，我们做了一个跨国家访公司，人家卖二百欧元东西我们可以卖一百欧元，最简单的原因是我们通过互联网方法比较便宜，比较快速建立新兴的家访品牌。一方面小广告，网盟，一方面通过线下媒体做好结合，做好IOR。后面几个事情去精英化，人的效率不高，如何用系统化方法革高手的命，这是巨大的挑战，对于大部分服务行业的公司来说，用系统化方法真正能够把自己高手自己给自己革命，很关键。第二块去中间化，包括最近研究境内还是境外旅游很多中间渠道商成本特别多，这一块怎么应用新方法把这一块能够做好。从我的角度来看，其实全球范围内都在做一个去中间化的革命，尤其是电子商务开始之后。跨国是，国内也是，中间每加一道渠道都需要增加50%，很多时候增加百分之百，200%。最后是去地产化，尤其最后十年中国地产成本还是会巨大的提高，大家今天可能参考一下很多新兴的互联网公司，包括美德乐包括钻石小鸟，如何用互联网方法提高用户，如何能够不依靠你的位置带用户。最近美德乐公司也是一个卖家具的公司，但是不需要在高端商场建店，可以放在四环、五环以外，因为它90%的客户是通过互联网获取的。旅游，很多旅行社也可以考虑这个手段获取用户，不用付非常高的房租。最后一点，我们认为新型的旅游行业要创始人、管理者要自我革命，这一点也很重要。

The second piece is IT innovation,Today to make a travel company,Create a tourist attractions/The enterprise of the hotel,Key means must fix IT,This is a piece of efficiency,Efficiency is for the sake of what?Efficiency is for money.An example of a few simple,The first means of how to use the new standard,What is the purpose standardization?Have the best control services and products,Have the lowest cost to meet customer,While you are on the scale.The second personalized,Every client is different,Demand diversity,M type social demand for both high and low,Only the middle class become less,The diversification of customer demand to very much.Can't open,To really understand the customer,To the customers personalized needs.personalized/Standardization is the contradiction?We don't think,Such as in our happy nets import business for one piece do wedding banquet reservation,Today happy nets is one of the fastest growing in China,Is China's largest a wedding company,It's wedding banquet reservation after the use of complete routing method,With each hotel how to control,Have their own OP,Have my own background,The front desk with call center.Before the wedding company is a shop,We do not open a shop,Built brand as long as we can through the phone to a complex needs of communication.But to the customer with very standardized questionnaire,User to answer questions 123,We will answer the fourth question,To a hotel to know exactly what kind of wedding this customer demand,How much high,Need take the T stage,At the end of a lot of things to customers is very personalized experience,Backend is very standardized services.A simple example,Traditional industry develop a wedding consultant need almost a year,Us a week or two from a technical school graduates can be to do my wedding consultant,why?Because I have a very good system.Isn't it machine-made?Is not,I can give you a consultant service,standardization/Personalized can combine in one piece.The third is the membership,In front of the said service experience is the key,You can count how much is spent on channel cost by myself,How much is the cost spent on access to users.Today most including e-commerce company,Including tourism/Wedding all aspects of the company,Or buy from income of perspective,After five years ten years,Is an era of membership,Is the age of a buy a user,Repeat purchase is the key,How to repeat 购买率 from buy twice a year to buy three times a year,There are great responsibility and great opportunities.Brand is the kingly way,So that customers really love from the bottom,First choice.New era have a new Internet tool,We made a transnational family visit the company,The somebody else to sell two hundred euros things we can sell for one hundred euros,The simplest reason is that our method is through the Internet is cheaper,More quickly to emerging brand of family visit.On the one hand small advertising,WangMeng,On the one hand, through the line media do combination,Completes the IOR.Behind a few things to the elites,The efficiency is not high,How to use systematic methods of superior life,This is a great challenge,For most of the service industry company,In systematic way really able to master himself to the revolution,A key.The second piece to middle,Including recent research domestic or overseas tourism among many distributors cost much more special,What a piece of new method is applied to this one will be able to do.From my point of view,Actually globally are doing a to the middle of the revolution,Especially after electronic commerce.The multinational is,In China also,Among each add a channel need to be increased by 50%,Most of the time increased by one hundred percent,200%.The last is to real estate,Especially the last ten years China's real estate cost will be enormous,You may refer to a lot of emerging Internet company today,Including virtue music including diamond bird,How to use the Internet a method to improve the user,How can not rely on your position with the user.Recent virtue music company is a company that sell furniture,But do not need to build stores in high-end market,Can be placed fourth/The five rings outside,Because it is 90% of the customers is through the Internet access.tourism,Many travel agencies may also consider this means for the user,Don't have to pay very high rent.The last point,We believe that the new type of tourism industry to founder/Managers to self revolution,It is also very important.

　　消费升级这个趋势是到来得非常快的，互联网革命这个机会到的又非常快，这个不同情况下，产业变化和转型其实比我们预想的快，人的头脑很难跟上，怎么不用过去的经验来做事，而是用愿景往回推来做事，这个事情说起来难，包括泰山投的很多企业都这么认为，改变世界唯一方法是改变自己。包括曾总在内很多创始人都在做二次变革，旅游行业应该是最大的行业，之后十年投资机会和创造新行业的机会是巨大的，这个时候每一个常识人应该用新方法，新的智慧把自己的公司做一个完全新的调整，谢谢大家。

Consumer upgrade this trend is coming very fast,The Internet revolution of this opportunity to again very fast,The different situations,Industry change and transformation is faster than we thought,It is difficult to keep up with the minds of men,How to use the experience of the past to do,But with the vision to push back to work,This thing to say,Including mount tai for many enterprises have to think so,The only way to change the world is change yourself.Have always included many founder are doing secondary change,Tourism industry should be the largest industry,After ten years of investment opportunities and create opportunities for new industry is huge,At this time every common person should use the new method,New wisdom to my own company doing a completely new adjustment,Thank you all.