How far can you run as a front runner?

The Seventh Year of Donkey Mother Zhou Bianyou: How far can she run as a leader?

Some people say that Ota, an animal kingdom that looks lovely, is actually a war-torn river and lake. Danger lurks behind those tame animal signs. If you make a low-key effort, people will think that you are weak and deceptive. If you are high-profile and unique, there will always be a large group of tigers and wolves staring at you. And when you are addicted to innovation, maybe one day a buddy will visit the teacher with deep meaning, then turn around and set up a stall across the street in your company, and will also print a banner with a lot of money and tears to openly challenge you.

This is the online travel industry. You believe in the laws of the sky. In fact, you are in a dangerous jungle. Looking around, you will find that the real danger is not the killing in the jungle, but the barbarians who have quietly invaded.

Hong Qinghua, the founder of Donkey Mom Travel Network, once said on 20 14: In today's business ecology, there are wolves behind sheep, tigers behind wolves and aliens behind tigers. Our biggest enemy is not necessarily a visible competitor in the same value network. Subversives are often whispers in the value network that you don't know, and easily subvert you with weapons that you can't resist at all. Destroying you has nothing to do with you

When Hong Qinghua made these remarks, Alibaba was making great strides in the field of online travel with its life e-commerce and financial payment, while Meituan also attacked the city in hotels and Zhou Bianyou markets in the field of life service and became a robber in online travel channels.

You don't know donkey mother: the pioneer of OTA Zhongjing wine packaging and prepaid hotel

At that time, it was six years since Mama Donkey set foot in the destination and Zhou Bianyou market in 2009, and it was the seventh year on 20 15. 7 years, you can not grind products; Seven years ago, what you saw was probably just a trend. Seven years later, this trend has become a reality and is flooding in. The accumulation of seven years is enough for you to start from the first and eventually become the first.

At the beginning of its establishment, Mama Donkey's slogan was "Help yourself travel around the world and find Mama Donkey", which clearly showed the trend of individual and free travel in domestic tourism. This is because Mama Donkey's parent company has made a full investigation and analysis of the domestic and foreign tourism markets from the perspective of tourism planning. Regarding the original intention of creating Mama Donkey, Hong Qinghua has been interviewed by the media many times.

My mother's vision at that time was very clear, that is, to build her own industrial chain around destination tourism. Tickets were my mother's first stepping stone to the destination tourism market, which soon covered well-known destinations all over the country.

In July 2009, it was just one year since Mama Donkey launched the first online scenic spot ticket. After a year's accumulation, Mama Donkey has a deeper understanding of destinations, free travel and the needs of tourism consumers, and began to develop scenic spot tickets and packaged products of hotels. From the perspective of tourism planning, scenic spots are the core attraction of destinations. From the consumer's point of view, the donkey mother is doing addition around the scenic spot, giving consumers more freedom of choice.

In July of that year, including Sun Island Resort in Qingpu District, Shanghai, it became the first hotel to launch donkey mother wine products. In this regard, choosing a popular tourist destination began her longer-term destination tourism layout. At that time, Zhou Bianyou had not become a hot word in domestic tourism, and large-scale OTAs such as Ctrip were mainly single products such as machine wine and group tours. The introduction of donkey mother scene+wine did not attract the attention and imitation of market peers.

In the process of designing Beijing-Kowloon products, in order to make consumers' closed-loop consumption experience more perfect, and to make the after-sales service docking process of products smoother, Mama Donkey made a bold choice at that time: to be a prepaid hotel like a plane ticket. This was a very radical practice at that time, because the giants in the field of online hotels such as Ctrip are still mainly paid hotels.

Also in July, 2009, Mama Donkey launched the first batch of prepaid hotels, including Shanghai Chongming Honghua Resort, Zhejiang Qiandao Lake Greentown Resort, Jiangsu Wuxi Ramada and other tourist destination hotels, which became OTA to promote domestic hotel prepaid on a large scale at that time. A year later, more and more online travel websites began to launch Beijing-Kowloon products, and the Beijing-Kowloon free travel product market began to be stirred.

From the first place to the first place: How far can Zhou Bianyou, the donkey mother, run as a front runner?

In 20 13, the free travel market in Zhou Bianyou and domestic destinations showed explosive growth. Online travel startups, including where to play and travel together on weekends, focus on day trips to Zhou Bianyou and destinations, and online travel giants, including Qunar, Ctrip and Tuniu, have also launched related product channels.

For mother donkey, the core products are destination tickets and hotels, which are natural destinations for free travel and Zhou Bianyou. Since 2009, she has been focusing on this, and now it is the seventh year. She has formed a peripheral self-help tour product system based on "scenery+wine +X", and based on this, she has themed the products, polishing the two destinations of parent-child tour and donkey mother driving, and the maturity of Zhou Bianyou.

20 15 in may, Analysys international released the special research report on online parent-child travel market in China 20 15. According to the report, the online parent-child travel market in China presents a pattern of "three strong and many experts". Judging from the comprehensive ability of parent-child travel industry chain, business model, product innovation ability and market operation, donkey mother travel network ranks in the leader quadrant.

According to the data of "Special Research Report on China Online Surrounding Self-help Travel Market" released by Analysys International in the same period of 20/0/5, the online Zhou Bianyou market in China in 20/0/4 was RMB 665,654,380+0 million, accounting for 20% of the online holiday travel market in China. The transaction scale of the national online peripheral self-help tour market is mainly concentrated in Mama Donkey, Tongcheng and Ctrip, showing a three-legged pattern. Among the three, donkey mother has the highest market share, reaching 27%.

Although she won the first place in the online Zhou Bianyou market, the biggest challenge for the donkey mother, who is surrounded by strong enemies, is how to keep the attitude of a leader.