Interview a reporter from Lin Wenbin.

2065438+In July 2004, Lin Wenbin was interviewed by reporters. The following is the interview:

Reporter: Mr. Lin, the competition in the tourism market is fierce. Especially after the promulgation of the new Tourism Law, has the company's turnover been affected?

Lin Wenbin (Zhu Feng):

Tourism is a new sunrise industry, which is developing rapidly. However, the overall service quality varies from person to person, with many human interference factors and lack of unified and effective inheritance standards. Consumers always come on impulse and then return disappointed. Travel agencies always take the risk of selling white powder and sell cabbage to make money. In fact, there are many problems behind all these phenomena that need to be solved. After the promulgation of the new Tourism Law last year, the overall tourism market suffered heavy losses, the market share of tour groups shrank, and the market share of free travel increased. Part of the basic business of CITIC International Travel Shenzhen Company has been affected. However, because the company's main direction is high-end tourism products, and the service groups are VIP customers and high-end channel members of banks, these products and services have passed the customs, so the overall turnover of the company has not declined, which is the most gratifying thing for me. Reporter: Can Lin always share your company's mid-to high-end positioning strategy in detail? Lin Wenbin (Zhu Feng): We have always known a creed that "the customer is God", but there are very few enterprises that really practice this concept: Haier in the home appliance industry has become an industry leader by virtue of its special service, and Haidilao in the catering industry has adhered to its special abnormal service and turned it into idolatry in the industry, all of which are powerful tests brought by outstanding practitioners in other industries. Travel agencies should completely revolutionize, do a good job in customer service, and naturally do a good job in word-of-mouth marketing. I often put myself in others' shoes. If I am a consumer, what kind of service do I want? What kind of experience do I need? However, according to most tourism products at present, the profit is too low and the service has no motivation to keep up. So from the beginning of the company's establishment in Shenzhen, I told all the managers of the company that we must make high-end products, acquire high-end consumers and ensure that the whole service cost can be digested normally. Aiming at the specific travel needs of middle and high-end people, CITIC International Travel Shenzhen Company has launched four product series, namely, extreme adventure series with exploration significance for unconventional destinations such as Antarctica and African grasslands; Travel experience is paramount, creating the ultimate luxury series of the most exquisite and comfortable travel; Extreme life series for study abroad, immigration, health, beauty and other travel purposes; There are also extreme photography series directed by famous photographers from major associations. Reporter: What are the main sales channels of the company's high-end tourism products? Lin Wenbin (Zhu Feng): There are two main channels. The first is the collaborative channel of CITIC Group's subsidiaries in various industries; Second, the channels of high-end clubs and chambers of commerce; The first channel is to give full play to the overall cooperation of CITIC Group Shenzhen Company. Cross-industry integration with brother companies such as CITIC Bank, CITIC Credit Card Center, CITIC Xincheng Insurance and CITIC Securities Subsidiary to match better product portfolio. Because each subsidiary * * * belongs to a CITIC Group, all resource integration has been unanimously recognized and trusted by the internal company bosses, so under the guidance of the Shenzhen Collaborative Working Group, the group's resource integration is very efficient and the channels are smoother. The second channel comes from the cooperation between high-end clubs and chambers of commerce. We have integrated the membership data of major high-end clubs and chambers of commerce in 4S, and established a healthy * * * winning mechanism in the membership alliance. On the one hand, the high-end tourism products launched by CITIC International Travel Service have brought themselves more and more market share, on the other hand, they have also become value-added services for members of major high-end clubs and chambers of commerce. Because of the highly consistent positioning of the target groups, the second channel of CITIC International Travel Service has continued to grow and develop, and the tourism products we developed have become more and more distinctive and independent. Reporter: When I talked to Mr. Lin by telephone before, I knew that Mr. Lin was investing in the development of characteristic hotel. Can you share it with us? Lin Wenbin (Zhu Feng): The development direction of characteristic hotel is the goal set by the company in the fourth quarter of last year. The overall strategic direction is called upstream and downstream investment direction of tourism. Upstream refers to the investment in hotels, scenic spots and restaurants, while downstream refers to the channel development and establishment of consumer groups. There are many companies in the tourism industry doing one thing: at the business level. In fact, the ecological development of the entire tourism industry, in fact, there are still many market segments that have not been developed. Let's give an example: hotels and restaurants. Most of the existing tourist hotels and restaurants are run by traditional bosses, lacking user experience and brand awareness. Taking the restaurant I invested in Guilin tourist area as an example, I realized the annual income of 120% within one year, which not only recovered the investment cost but also made a profit of 20%. This is the blue ocean in the upstream and downstream of the tourism industry, so I have invested and operated characteristic hotel and Huizhou Holiday Hotels in Guilin for more than one year. The company's downstream development strategy is to establish a membership-based tourism consumption model and launch high-end tourism products that only members can enjoy. Give an example of a youth travel product that only children in the same community can participate in and a business delegation that only private bank customers can enjoy. The formation of membership system can divide consumer groups, make the circle have greater inner circle effect, and the viscosity of customers will be greatly increased. Reporter: Mr. Lin, what are you most satisfied with your company? Lin Wenbin (Zhu Feng): What makes me most satisfied is the management of the company; Our company has 65,438+00 heads of management departments, which has helped me to build an excellent company operation mechanism. The whole mechanism encourages 65,438+050 employees to complete their duties according to a certain degree of freedom and norms. We have meetings twice a week: Monday is the company report and Friday is the brainstorming salon. The company's management team can perform very well in formulating the company's strategic direction and implementing project tasks. I believe that if the overall operation of a company is centered on "building system" and "selecting talents", the company will develop rapidly!