星级酒店

It is not the number of stores but the quality of the stores. The next step is to help the store achieve higher revenue through various means and measures when it reaches a certain number.

　　Since the 1990s, whether it is self-employed or affiliated, store operations have always been the main channel for travel agencies. However, since the rise of the BAT, when the Wangshi stores have been devastated and unstoppable, the OTA giants have turned their backs against the water.

Why do the big crocodile arrive now?

“According to statistics, the total proportion of online vacations does not exceed 15%. The increase in online newcomers has slowed down significantly, and the cost of new lines is getting higher and higher. It is difficult to persuade him to go to the line by doing any activity. On the other hand, it is hard to obtain individual customers for corporate customers, which require personal relationships and daily maintenance. These are the advantages of offline stores."

On April 24th, where to go to the store, a physical store opening ceremony was held in Beijing. According to Wang Cheng, general manager of Ctrip's Beijing channel business unit, where to go this year plans to land more than 40 stores in Beijing. Not long ago, Ctrip Tourism officially announced that its 1,000th store has been officially signed. In the past two or three years, Tongcheng, Tuniu, and Mum donated offline store layouts. It is no surprise that OTAs have spared no effort to go offline. However, most of them are unsatisfactory and fall into the category of “trick”.

Today's record of Ctrip seems to prove that "joining" in the store is feasible. Therefore, followers do not lack supporters everywhere they go. "Beijing Ctrip Store expects to sign 105 this year. It has now signed 89, and by the end of May, it will be basically full."

To survive in today's market and establish thousands of sales terminals and service terminals throughout the country, and to establish a direct corporate growth strategy with terminal management as the core of the business is not a success. He demands a firm and stable attitude. And domineering for big investment.

“In terms of support policies, wherever the network entity store adopts a unified image design, implementation of decoration subsidies, special training guidance, marketing activities to pull new, easy to take bonuses and many other incentives to reduce store operating costs and improve the competitiveness of stores. Ctrip on the store In terms of area and staffing, there will be certain requirements, and there will also be a guiding opinion for the franchisees, such as helping the franchisee to make a three-year plan, comprehensive housing area, rent, manpower, decoration costs, brand use fees and other factors. Calculate an input-output ratio. When the franchisee exceeds the cost, we will make an early warning. It will also reward the decoration according to the contracted amount of the store and the actual transaction amount.” However, such a preferential policy is about to be cancelled. “We plan to be in 2018. At the end of May, cancel or reduce these preferential policies, because by that time, we will have completed the number of store expansions this year, and we will focus our work on operations, so that franchisees make money is a win-win result we pursue."

Channel achievement market?

“Ctrip's stores joining Ctrip hope to bring him 15-20% increments while maintaining the existing stock of trading. This is why Ctrip has made sense for him.” In order for the stores to continue to develop, they must rely on the strong value output of the headquarters, and it is impossible to rely on the singles alone. Ctrip opens stores, which is to use its own advantages, not only to export brands, to export products, but also to output management. This may be the biggest difference between Ctrip and its peers.

For this Wang Cheng said, "The role of the brand has two, one is to spread the product to the consumer psychology, that is, to impress consumers; the second is to spread the product to consumers, that is, to incite channels and terminals. Want to maintain the right to join The long-term attractiveness of the business, we have a tension that there is always a saying that is called to continue to bring value to the franchisees, such as Ctrip's stores, the most intuitive is currently Ctrip APP's 'near stores' feature, open Ctrip APP, nearby stores at a glance , You can navigate to or call us to place an order, which is very convenient, and you have a high degree of guest experience.For example, if you want to exchange foreign exchange services, you need to queue up at the Bank of China and you can do it online now. Waiting for queuing; in addition to our online custom teachers, let them go offline for services or build more platforms, such as study tours, global purchases, coupons, insurance, rent WiFi, translation machines and many other additional Value, in order to increase the viscosity. The purpose of doing so is to lengthen the service of the store, through these extended services to earn more profits."

China's retail industry is full of vitality, and the current retail industry, especially the retail outlets of the modern industry, is in a rapid transformation. The range of choices available to consumers in China today has increased greatly, both in terms of store types and products. "I remember saying that a great brand is a great product. The product is the most important element in the market. In general, market leaders tend to provide good products and excellent services."

Will the "Besieged City" movement be right?

For franchisees, choosing a good brand will bring a lot of extra income to themselves. For Ctrip, it is necessary to have a "broad and account for" deep-growing customer's operating capabilities, but also have "a unified rate of leadership."

“We have higher qualifications for joining than others. For example, if we have a third party as a guarantee, if there is a problem, the first responsible person is the contractor, and the second is the guarantor, which reduces the risk and makes him more likely to breach the contract. Secondly, It is the control of the contract, vigorously promote the electronic contract, and has strict requirements for the issuance and verification of paper contracts.Either electronic contracts or paper contracts are one-to-one binding orders and binding amounts; The financial status of a listed company is certainly the most stringent, for example, the act of owing suppliers money, invoicing, and collecting money to run the road will not work on Ctrip. We have a very strict invoice management system. For example, we must pay public money and must order payment for products. Such financial requirements avoid many risks, because doing travel is mainly a financial risk, and at the same time it is monitored dynamically through inspections and inspections of contracts to eliminate risks."

“We also stressed the quality of our stores. After the expiration of three years, we will implement the last knockout system. In some stores, he wants to renew my contract. I will not continue with him because we have regional protection, such as the Asian Games Village store. The amount of the task is 3 million, and if it doesn't complete the task, it still occupies this place, and if there is a 10 million store, I can't sign in. In this case, he wants to renew my contract and we will never cooperate with him again. The sentence is not the number of stores, but the quality of the stores is important, so the next step is to reach a certain number of times, through various means and measures, to help stores to achieve higher revenues. ”

Regardless of the brand-driven or channel-driven enterprises, the terminal that achieves the last kilometer as the marketing value is always one of the core joint points of the company's growth. Only by continuing to bring value to franchisees can we go further.

The retail campaign in the entire tourism market has already begun. Whether you are in a big city or a small city, you will see more brands, more choices, and apply C&A's advertising phrase “FASHION YOU CHOOSE”.