携程营销SVP孙波：携程营销的第一目标是增长

线上流量成本上涨不仅是旅游类创业公司的大敌，也在困扰着巨头。低频、高客单价的特征让这门生意无论在获取新用户，还是挖掘老用户价值上，都面临更大挑战。

为此，携程正在探索新的路径。比如在品牌上，更加突出去哪儿和携程的差异化定位。2017年以来，为了争取更多二三线城市的年轻用户，去哪儿启用赵丽颖作为代言人，在泛娱乐营销上声量不小，还大胆采用了动漫、电竞等“以前不会做”的新形式。

重回线下则是另一个重点。携程CEO孙洁年初表示，今年计划在全国各地新增1000家线下门店，6月携程即宣布北京地区第一批近30家线下门店正式迎客。选择这个时点而不是更早，是携程内部深入调研的结果。除了这种重的模式，孙波透露还有另一种更“轻”的方式正在铺开。

配合业务层面，出境游和下沉二三线市场将是携程下半年营销发力的重点。国际机票和国内酒店相继展开促销，前者瞄准出境游的增量市场，后者则是精准打击现阶段最大前的竞争对手——美团。

梁建章此前表示，预计到2020年，携程整体交易额可以到达到1.2万—1.4万亿，以2015年的3500亿交易额计算，这意味着近几年要达到30%的年复合增长率。作为横跨各业务部门、统筹市场和销售工作，始终在琢磨如何把钱花在刀刃上的副总裁，孙波需要为效果和产出负责。

孙波2010年加入携程，并于2016年年中升任集团高级副总裁，主管市场营销

谈及携程市场营销的目标时，他用的最多的词也是“增长”。他还详细阐述了多品牌定位、泛娱乐营销策略以及和美团的竞争，以下是根据群访整理的QA:

Q：此前许多OTA都在开门店，有些甚至很激进，带来了很多裁员和亏损。携程为什么在这个时点决定重回线下，具体有哪些打法？

孙波：2014、2015年前后，刚开始有人这样做时，James（梁建章）就带我们去考察过，结论是，将来一定会亏得很厉害。现在则是一个线上成本更高、线下场景更成熟的时点，并且轻重结合的模式，门店是重的，这里面主要涉及跟百事通的协同，还有一种是轻的，比如我们会铺到交通枢纽、景区、酒店去做营销，在一些随机的、临时的场景下，可能会带来转化。

Q：后面这一类，可否举例说明？

孙波：比如我们有一块增长很快的业务叫“超级巴士”，它就是一个固定的线下场景，就是大家在酒店，或者在景区，可能临时拼个团去机场，我们把用户集结起来，比你自己打车要便宜很多。

Q：携程的战略方向之一是下沉到二三线市场，这部分有哪些营销上的动作？

孙波：二三线的增量空间是巨大的，这块市场我们会以去哪儿品牌为主，并且充分的差异化，打年轻人群。我们启用了形象和人气都非常不错的赵丽颖，现在地方上的同事会反馈说，满街都是赵丽颖。有她参与的湖南台真人秀《七十二层奇楼》，我们做了推广，她主演的《楚乔传》，我们也做了重度的捆绑投放。

Q：携程怎么看待“娱乐化营销”，这会是未来的重点吗？

孙波：这部分大家比较关注，是因为携程以前不做，是块洼地。包括和动漫、电竞的结合也在这其中。它的优势在于，如果找到一个非常match的结合点，就能以一个很低的投入把这些用户营销到。因为性价比很高，所以应该投入精力去做，但并不是未来只做这个了。我们团队有三四个人在做这件事，非常高产。

Q：如何评估性价比？

孙波：比如像《老九门》的植入，大概一两百万吧，但是它的播放量都已经上几十亿了，这样看来会比硬广效率高得多。但事实上，我们在内部经常沟通预算的分布，因为用户入口分布每天都在动态变化，比如一个第三方市场里今天我还是有量的，可能明天就没有了，再比如携程做一些新渠道，竞争的人很快进来了，成本马上激增，所以我们就会不断调整。转向线下也在这个大逻辑之中。

Q：具体到2017下半年，携程有哪些营销投放的重点？

孙波：一个是刚才提到的二三线，再一个是出境游。历史上出境的促销力度都不会太大，但下半年会做一轮出境游促销，包括机票、酒店、团队游一系列。另外还有一个品牌上的大创意正在酝酿，现在还不便透露。

Q：能不能谈谈在营销策略上，如何和美团竞争？

孙波：和美团的竞争主要还在酒店部分，以去哪儿为主。我们会针对性在一些城市，酒店价格上做到比美团有明显优势。市场的投放也会跟上，美团擅长的区域我们也要营销到。这一块比较有针对性。

Q：携程对于亏损和扩市场的平衡是怎么去考虑的？

孙波：在拿一些竞争激烈的市场，也包括做用户增长的时候，我们更看重增长，钱上不会卡得非常死。但另一方面，携程一直很看重投放产出比，包括市场部，所以我们不投那种上亿的节目，而去投几百万的以小博大的项目，就是看重回报率。

Q：携程的广告销售也在您的部门，这部分收入有多少？

孙波：对，广告也是我们在卖，从去年开始增长很快。虽然不是主营业务，但携程的用户消费能力非常强，很多广告主认这一点。我们的最大的广告客户是汽车，国内外旅游局的诉求也很多。一年的广告在几个亿的量级。

Rising online traffic costs are not only the enemy of tourism start-ups, but also the giants. Low frequency, high customer price characteristics, so that the business whether in the acquisition of new users, or tap the value of old users, are facing greater challenges.

To this end, Ctrip is exploring new paths. For example, on the brand, more prominent where to go and Ctrip differentiated positioning. Since 2017, in order to attract more young users of the two or three line of the city, where the opening of Zhao Liying as a spokesperson in the pan entertainment marketing volume is not small, but also bold use of animation, gaming and other “ not do before the new form of &rdquo.

Back on the line is another priority. Ctrip CEO Sun Jie said at the beginning of this year, this year plans to add 1000 new offline stores throughout the country, Ctrip June announced that the first batch of nearly 30 Beijing line stores officially welcomed. Choose this point rather than earlier, Ctrip is an in-depth investigation of the results. In addition to this heavy pattern, Sun Bo revealed that there is another kind of more “ light &rdquo is spreading.

With the business level, outbound travel and sinking two or three line market will be the focus of Ctrip marketing force in the second half. International tickets and domestic hotels have launched promotions, the former aimed at outbound tourism incremental market, and the latter is a precise attack at this stage, the largest competitor before the — — U. S. mission.

Liang Jianzhang expresses before this, predict by 2020, carry Cheng whole to trade forehead can reach 12 thousand — 1 trillion and 400 billion, with 2015 the amount of 350 billion transactions calculates, this means to want to achieve the compound growth rate of 30% in recent years. As a vice president across the business lines, coordinating marketing and sales, and always pondering how to spend money on the cutting edge, Sun Bo needs to be responsible for effectiveness and output.

Sun Bo joined Ctrip in 2010 and was promoted to senior vice president of the group in 2016. He was in charge of marketing

When talking about the goal of Ctrip's marketing, the word he uses most is “ the growth rate is ”. He also elaborated on the multi brand positioning, pan entertainment marketing strategy, and the United States and the United States group competition, the following is based on group visits QA:

Q: before, many OTA were opening stores, and some were even radical, bringing in many redundancies and losses. Ctrip why at this point in time to decide to return to the line, which specific play?

Sun B2014, before and after 2015, has just started to do when James (Liang Jianzhang) took us to visit, the conclusion is that the future will fare badly. Now it is a line of high cost and more mature line scene point, and the severity of the pattern, stores are heavy, which mainly involved with know-all collaboration, there is a light, for example, we will spread to the traffic hub, scenic spots, hotel to do marketing, in some random temporary scene, may bring into.

Q: can you give me an example of the latter?

Sun BFor example: we have a very fast growth business called “ super bus ”, it is a fixed line scene, everyone is in the hotel, or in the scenic spot, may temporarily spell a group to the airport, we put the user together, much cheaper than your own taxi.

Q: one of the strategic directions of Ctrip is to sink to the two or three line market. What are the marketing actions in this part?

Sun BTwo or three lines of incremental space is huge, this market we will go where the brand based, and fully differentiated, playing young people. We enabled the image and popularity are very good Zhao Liying, now the local colleagues will feedback that the streets are Zhao Liying. She has participated in the Hunan platform reality show "seventy-two floor odd floor", we have done the promotion, she starred in "Chu Qiao biography", we have done a heavy binding.

Q: what does Ctrip think about &ldquo? Entertainment marketing &rdquo? Will that be the focus of the future?

Sun BThis section is more concerned about, because Ctrip did not do before, is a depression. Combining including animation, gaming and also in this one. Its advantage is that if you find a very match point of integration, you can sell these users to a very low input. Because the price is very high, so you should put your energy into it, but it is not the only one to do it in the future. There are three or four people on our team doing this, very productive.

Q: how to evaluate performance?

Sun BSuch as: "old nine door" implantation, about one to two million, but its playback volume have billions, this seems to be much more efficient than hard wide. But in fact, we often communicate in the internal distribution of the budget, because the user entrance every day in the distribution dynamic changes, such as a third party in the market today I still have weight, may be gone tomorrow, and then do some new channels such as Ctrip, the competition soon came in, cost immediately surge, so we will continue to adjust. The steering line is also in this big logic.

Q: specific to the second half of 2017, Ctrip what marketing focus?

Sun BOne is the two or three line mentioned just now, and another is outbound. Historically, outbound promotions will not be too great, but in the second half will do a round of outbound travel promotions, including air tickets, hotels, team tours. Another big idea on the brand is brewing and is not yet available.

Q: can you tell me how to compete with the United States in the marketing strategy?

Sun BThe competition between the United States and the United States is mainly in the hotel section. Where to go?. We will be targeted in some city, the hotel price do Bimei group have obvious advantages. The market will also keep up with, the U. S. mission is good at the region, we have to marketing. This one is more targeted.

Q: Ctrip for the loss and expansion of the market balance is how to consider?

Sun BIn some fierce competition in the market, including when user growth, we pay more attention to money growth, not very dead calder. But on the other hand, Ctrip has always valued the input-output ratio, including the marketing department, so we do not vote on that kind of millions of programs, and to vote for millions of small and broad projects, that is, value the rate of return.

Q: Ctrip's advertising sales are also in your department, and how much of this income?

Sun BYes, advertising is also on sale. It has been growing very fast since last year. Although not the main business, but Ctrip users spending power is very strong, many advertisers recognize this. Our biggest advertisers are cars, and the travel bureau at home and abroad has a lot of demands. One year's advertising is in the order of several hundred million.