Mango and dolphins "understood" or triggered the online travel industry war of words read the full text >>

Mango and Dolphin fight

The “Funny Gameplay” video (http://FiNnqR8AnI/) contains information on various anecdotes encountered by netizens during their travels, such as Thailand’s encounter with shemale, pit father travel agency scams, and Korea’s cosmetic failure. Among them, a section on "special ticket can not be returned" plot, aroused the net friend's resonance.

There are even many netizens who point out that the mango in this video is indeed a mango net, and Dolphin customer service implies Ctrip. More good friends, microblogging spoofing within the video plot, pointing directly to the video content is "a mango about a dolphin," and the video mango and dolphins customer service through the Baidu magic map big coffee PK, to prove that there is The map has the truth."

Differentiated marketing is the magic weapon

In recent years, the homogeneity of products in the OTA industry is serious and innovation is weak. In the face of most price-sensitive domestic consumers, the price war has become a convenient means for online travel e-commerce to suppress competitors in the short term. Last year, the entire online travel and electricity business launched a billion-dollar bourse.

After fierce price wars, homogenized market competition and single price-pulling measures have begun to allow industry players to question the future growth potential of the OTA industry. The major domestic OTAs have also started to plan for changes, trying to launch new products and services, and taking customer demand as their direction, to enhance their own value in the industry chain and achieve differentiated marketing. For example, the “Special Ticket Cancellation Insurance” (referred to as “Special Risk Cancellation”) mentioned in the video “Foolish Gameplay” is the first of the mango network in the OTA industry: when consumers book the domestic “three non-precise” special ticket , The purchase of 20 yuan special insurance, such as changes in the course of the need to refund the ticket, you can get 60% of the fare compensation, to make up for the domestic "three inaccurate" special air ticket refund unsecured blank. It is understood that “special risk elimination” provides more protection for passengers who purchase special fares, and Mango’s network is also favored by many consumers due to differentiated marketing. Ticket sales increase by 2-3% year-on-year.

The price war will surely cut costs, resulting in a decline in the quality of service. At the same time, the days of business are not easy. With the development of the online travel market becoming more and more mature, more users who like to travel will see user experience more important than price in the future. Through differentiated marketing, the user experience will continue to be improved and users and enterprises will achieve “win-win”.