梁建章谈携程国际化:不止于出境游市场

全社通旅游系统 旅游网站建设 发布时间:2017-07-26

“携程的国际化业务不仅仅专注于中国游客出境游市场,我们还着力推动国外用户在我们平台上的业务。”梁建章7月8日说。

当天,这位携程的创始人兼执行董事长来到斯坦福大学进行了一场演讲,这场演讲的主题是关于携程的国际化以及招募更多的国际人才。


梁建章8日在斯坦福大学发表主题为携程国际化的演讲

梁建章对这所大学并不陌生。2007年,梁建章来到这里,用5年时间拿下了经济学博士学位。在这之前,他早已功成名就:创办了中国最大的在线旅行网站携程,并带领其在纽约成功上市。

当天出现在斯坦福讲堂上的梁建章,更像是一名学者而非企业家。他用一张张经济学图表来展示了目前全球化的趋势,以此来论证携程走国际化道路的逻辑。

在演讲中,梁建章指出,服务贸易额在全球贸易额的占比在近年来不断升高,对于中国而言,在全球服务贸易出口国排名中位列第五,进口国排名中位列第二。

他表示,在这一大趋势下,中国的出境旅游已经进入高速增长期,他引用了日本1963年至1967年200%的出境游增长以及1968年至1972年高达400%的出境游增长率的例子说明,通常人均GDP达到8000美元时,出境游将进入高速增长期。

对于携程来说,出境游的火爆带来新的增长点。2016年,国际旅游收入占携程酒店、机票、度假业务收入的27%。

在梁建章眼中,真正的国际化不仅仅是中国人海外出境游,还包括外籍用户的出行和住宿需求,目前,携程的注册外籍会员超过2500万,2016年,携程入境游超过700万人次。

去年底,梁建章的职务出现了调整,他不再担任公司的首席执行官,该职位转由时任联合总裁的孙洁担任,与该职务变动几乎同时发生的,是携程以17.4亿美元对英国旅游搜索品牌Skyscanner的收购,此举也被看作是携程真正走上国际化的重要步骤,将Skyscanner收入囊中后,携程将在欧洲机票旅行业务方面得以在竞争激烈的市场中立足。

但走向国际市场的携程,面对来自是Priceline、Expedia这些国际巨头的竞争,Expedia国际收入占比近50%,而Priceline的国际业务收入占比高达88%,在其2016年全年财报中,Priceline在介绍业务时,第一句话就写道,“我们的业务主要由国际业务驱动。”

横向对比来看,就国际化程度而言,携程还远远不及这两家国际对手,从这个意义上来说,携程的国际化的下一站也才刚刚起步。

“ Ctrip's international business is not only focused on Chinese outbound tourism market, we also focus on promoting foreign users in our platform business. "&rdquo," Liang Jianzhang said in July 8th.

The same day, the founder and executive chairman of Ctrip came to Stanford University to give a speech, the theme of this speech is about the internationalization of Ctrip and recruiting more international talent.


Liang Jianzhang, 8, delivered a speech entitled "Ctrip internationalization" at Stanford University

Liang Jianzhang is no stranger to the university. In 2007, Liang Jianzhang came here and spent 5 years earning his Ph. D. in economics. Prior to this, he has long been successful: the creation of China's largest online travel website Ctrip, and led its successful listing in New York.

Liang Jianzhang, who appeared in the Standford lecture hall the same day, was more of a scholar than an entrepreneur. He used a series of economic charts to demonstrate the current trend of globalization to demonstrate the logic of Ctrip's internationalization.

In his speech, Liang Jianzhang pointed out that the service trade in the global trade volume accounted for in recent years has increased to China, ranked in the world service trade export country rankings fifth, ranked second in the importing country.

He said, in this trend, China outbound tourism has entered a period of rapid growth, he cited Japan in 1963 to 200% in 1967 and 1968 to 1972 outbound increase up to 400% of the growth rate of outbound examples, usually per capita GDP reached $8000, outbound tourism will enter a period of rapid growth.

For Ctrip, the unpopular outbound tourism brings new growth points. In 2016, international tourism revenue accounted for 27% of Ctrip hotels, tickets, vacation business revenue.

In the eyes of Liang Jianzhang, the real internationalization is not only China crowd out tour, including foreign users travel and accommodation needs, at present, more than 25 million foreign registered members of Ctrip, Ctrip in 2016, more than 7 million passengers inbound.

At the end of last year, Liang Jianzhang's position has been adjusted, chief executive officer of his company ceased, the position by then United president Sun Jie as occurred almost simultaneously with the job changes, Ctrip is $1 billion 740 million for the UK travel search brand Skyscanner acquisition, the move is also seen as an important step in it the internationalization of Ctrip, Skyscanner bag, Ctrip will be in fierce competition in Europe travel ticket business.

But to the international market is facing from Ctrip, Priceline, Expedia of these international giants of the competition, Expedia international revenues accounted for nearly 50%, while the Priceline international business income accounted for up to 88%, in its 2016 full year earnings, Priceline in business, wrote the first sentence, our business is “ driven by International business. ”

Horizontal comparison, in terms of internationalization, Ctrip is far less than the two international rivals, in this sense, Ctrip's internationalization of the next station has only just started.