价格战的始与终 也是她去哪儿生涯的聚与散|去哪儿系创业者
【环球旅讯?曾宪天】2014年初,海南某五星级酒店渠道负责人潘佳加入了去哪儿,成为了广东地区的粤东区域经理,主要负责该区域高星级酒店的业务。
2016年初,去哪儿被携程并购后,将高星级酒店业务整体“上交”给携程,潘佳也离开了去哪儿,加入了智慧景区B2B创业公司酷秀,担任华南区市场总监。
是的,潘佳便是接下来故事的主角,而我们今天,不仅仅谈去哪儿的事,更多是聊“骆驼帮”(去哪儿员工组织称号)的人。
去哪儿初印象:有点像“传销”
在加入去哪儿之前,潘佳管理着某五星级酒店的五百多间客房的销售,负责渠道对接,与携程、艺龙、美团、去哪儿等在线渠道商都有着十分深入的合作。正是因为这样的接触,她看到了不断崛起的在线旅游业。
“虽然不是第一选择,但几经比较后我还是加入了去哪儿。”潘佳表示,2014年初正是携程与艺龙价格战最为猛烈的节点,而她作为酒店人并不认可价格战这样的竞争方式。而据环球旅讯了解,此时去哪儿虽然做了一些布局和准备,但还并未高调宣布加入价格战,俨然一股“清流”的姿态。
潘佳认为,携程与艺龙在价格战期间,与酒店的关系属于较为强势的“绑架式”流量合作,而去哪儿更多是为酒店提供营销解决方案。即不建议酒店粗暴用低价换取间夜量,而是利用去哪儿的技术支撑,从具体运作、运营、销售等方面着手调整。另外,潘佳在五星级酒店工作期间,也见证了去哪儿海南团队从一个人开始逐渐壮大的过程,这些都促使了她最终加入去哪儿“骆驼帮”。
“去哪儿的‘口号式’早会颇有一种‘传销’的感觉。”潘佳笑称,还清楚记得入职去哪儿后的第一次早会,大家喊着十分具有“杀伤力”的口号。
其实实际来看,去哪儿在2014年的发展走向,与潘佳的判断有着些许偏差。在纳斯达克挂牌上市后,一直以机票业务为核心的去哪儿,将酒店业务增长作为了提升自身市值的动力。约半年时间,去哪儿扩大酒店直签团队,快速抢占市场,推动了在线旅游业价格战白热化的进程。
而艺龙将度假等业务砍掉,在酒店业务上孤注一掷,并且最先将线下营销全部砍掉、专注线上,目标是在酒店在线预订领域超越携程,成为第一。而携程一直作为在线旅游“老大哥”的地位,自然是保持跟进,死磕到底。
在去哪儿入局后,2014年的在线旅游业,价格战十分惨烈。看看当年这三家对于价格战分别做出的表态就知道了。
携程:我们将拿出10亿打价格战。
艺龙:每年亏损2亿正是我们的优势。
去哪儿:我们不怕打价格战,而且可以旷日持久地竞争下去。
“在去哪儿的经历,让我更加懂得如何面对变化,提升效率。”虽然以酒店人的身份来看,潘佳并不认同价格战。但作为去哪儿的一员,价格战对个人及团队带来的高压、高效的工作要求,着实给习惯了高星级酒店“安逸”式工作的她上了一课。
“潘老师这个称呼 是去哪儿留给我的”
“以前在酒店,政策执行下来,该怎么做就怎么做。”潘佳表示,在酒店工作时,更多地是被动接受方案和政策,按照指示执行就好,这些方案和政策的变化频次也很低,工作相对比较轻松和安逸。
潘佳也表示,在去哪儿则完全不同,因为这些方案和政策都是根据大数据的结果来调整和改变,所以一天变化好几次都有可能。她也从最初的不适应,不理解很快进入了去哪儿的节奏,因为她在工作中也确实发现,几乎所有的变化和调整都是适应业务发展的,作为去哪儿员工,必须学会面对和接受。
另外,潘佳在酒店时只需要对接二十多个分销渠道,而在去哪儿,则需要面对数百家酒店,处理不同酒店的问题和诉求。如何更合理地分配时间,安排和处理工作,也是她在去哪儿工作期间积累到的重要经验。
“我很感谢自己在去哪儿的这段经历。”潘佳说,去哪儿真的是很聪明地在用人。
去哪儿有一些比较有意思的规矩,例如“三不问”、“大声说话”等。以“三不问”来说,指的是在团队协作,讨论方案、问题时,大家不会问“拍砖”者的身份、层级、动机、态度等等,而是紧紧围绕问题本身进行辩驳和探讨。这在潘佳看来,可以增强个人在团队中的“主人翁”式认同感,更好地发挥每个人在团队中的作用,释放团队更多的潜能。
而如今在酷秀的工作中,她更多对接的是国企“背书”的景区合作方。在具体合作中,他们需要更多地与上级沟通确认,几乎所有事情都需要“领导”来决策,团队其他成员没有任何自主权,更多是一种执行的角色。这与去哪儿这类互联网公司扁平化的管理,有着较大的反差。
“我也将去哪儿的这种企业文化,原封不动地植入到了酷秀团队中。”潘佳分享了一件有趣的事。她戴眼镜,看上去比较斯文,去哪儿的伙伴们就给她取了个“潘老师”的称呼。即便离开了去哪儿,她也一直将这个称呼沿用至今。
在入职酷秀后,她也把“潘老师”的称呼第一时间介绍给了新的伙伴们。“一个简单的称呼,可以拉近我与团队成员之间的距离。”潘佳说,创业团队里年轻人越来越多,让他们觉得没有芥蒂,能更加自由平等地表达意见和诉求,能更好地培养他们对于团队的归属感。
很显然,在这方面,“潘老师”比起“潘总”,效果要好很多。而在她看来,“潘老师”也不仅仅是一个称呼,更是去哪儿扁平化管理的理念植入在她心中的一个符号,难以割舍。
“另外我在去哪儿团队学到的品性,是狼性与谦卑。”潘佳说,这两个词看上去很矛盾,其实不然。狼性,简单来说就是确定目标后坚决不放弃,任何有益的合作都要想办法推进;谦卑则是在推进过程中,需要有经验的前辈提供帮助和建议,必须放低姿态去请教。?
潘佳表示,这两点让她在去哪儿得到了非常快速的成长和积累。她也认为,在携程、艺龙已经确立行业巨头地位的时候,去哪儿硬是拼出了一条血路,找到了自己的一席之地,同样离不开这些。
“不止是我,大家都很舍不得离开去哪儿”
在2016年初,去哪儿虽然将高星级酒店业务整体“上交”给携程,但也提供了许多其他的岗位和发展空间,让大家选择和转型。但仍然有许多“骆驼帮”的伙伴,带着不舍和无奈,选择了离开,潘佳便是其中之一。
潘佳表示,自己在高星酒店领域深耕多年,突然转型到其他不熟悉的板块,原本的工作经验难以得到运用,自己在去哪儿中可选择面变得十分狭小。
“没有CC(庄辰超)的去哪儿,再也不是以前那个去哪儿了。”潘佳称,在去哪儿内部,普遍还是存在着对于庄辰超的“偶像崇拜”效应。庄辰超的离开,同时也带走了许多去哪儿人的“主心骨”,大家自然也都“无心恋战”了。
另一方面,由于去哪儿与携程之间十分惨烈的长期竞争,让许多去哪儿团队成员对于携程产生了成见,在那个时间节点,大家心中多少会有些输得“不服气”。
值得一提的是,这种“不服气”,在后来发生的滴滴收购优步中国时,也同样出现。即便收购已经发生,优步中国的员工仍然对媒体公开表示,“从来没觉得自己输给过滴滴”,“大部分人应该都不会进入滴滴,毕竟大家当初来优步,不是为了成为滴滴的员工”。
“绝大部分‘骆驼帮’的伙伴,不愿意离开。”潘佳表示,去哪儿的工作压力虽大,但工作氛围,以及人与人之间的相处方式都很轻松,团队的整体凝聚力也十分难得。
她也坦言,在离开去哪儿后,其实“骆驼帮”大家之间的联系依然比较多。很多人两年间更换了几份工作,很难再遇到“去哪儿式”的工作环境和氛围,是其中一个影响因素。
值得一提的是,潘佳回忆称,许多酒店合作方对于去哪儿的“出局”,团队成员的出走,也都表示惋惜和无奈。毕竟在携程、艺龙、去哪儿三足鼎立的时期,三方之间的竞争与制衡,也为酒店方的生存和发展提供了更为宽松和广阔的空间。
说创业 不仅需要热血 更需要能力
“微信、QQ上都有群,‘骆驼帮’的人都保有着良好的联系,有很多互动和资源分享。”潘佳表示,大家在群内都很活跃,有什么事也都会积极响应。例如她在创业的过程中遇到很多困难和困惑,也都会向去哪儿的前辈们请教。
她也坦言,在离开去哪儿的这群“骆驼帮”伙伴中,选择创业的仍然只是少数,大多数人依然选择在OTA和酒店之间“游走”。
而谈到为何选择酷秀这家智慧景区B2B创业公司,她也坦言,其实早在自己加入去哪儿前,酷秀的创始人团队就曾向她抛出过“橄榄枝”,但她自认为能力不够,暂时放下了加入酷秀团队的想法。
“创业不能只凭一腔热血和天马行空的想法,务实很重要。”潘佳表示,不断积攒能力、经验和资源,做到能独当一面,才能承担创业的各种风险。
在她看来,酷秀所做的事,恰恰是近年来国家大力推动的“全域旅游”领域,市场前景良好。而她与创始团队多年相识的契机,也会让以后的合作变得更有默契。
“酷秀专注为景区提供一站式营销解决方案,其中O2O业务应用场景集中在景区,涉及文化、会展、广告、票务、金融、酒店、线路等方面。”潘佳称,这份工作很有挑战性,也很新鲜刺激。她也表示,目前她主要负责酷秀在华南以及海外的景区门票资源拓展、对接,以及整体酒店业务的开发、团队建设等内容。
关于酷秀的发展,她介绍称,在度过了旅游业“资本寒冬”所带来的困难期后,酷秀已经和中信、百度展开了深度合作,分别成立了景区管理公司来共同拓展业务。与此同时,酷秀也推出了“美景秀”智慧景区管理平台,帮助景区摆脱传统仅仅依靠门票的单一营收方式,争取更多如异业合作等附加内容的创新,引入、整合和盘活更多资源来帮助景区开展营销。
很显然,作为去哪儿“骆驼帮”的一员,潘佳在怀念去哪儿经历的同时并没有停滞不前,而是选择了加入创业团队来重新启程。
最后再说点什么
滴滴快的、58赶集、美团点评、滴滴优步以及近期的前程无忧与拉勾……其实不仅仅是旅游行业,类似携程、去哪儿、艺龙之间的竞争与制衡的故事,似乎各行各业都在发生。
商场如战场,在惨烈的群雄逐鹿后,有人胜出,就有人悲壮出局,也有人不甘倒下,更多地则是默默无闻地当了陪衬,成为壮大这个行业的奠基石。
当然,对于行业间的分分合合,作为个体参与其中的他们,或许更多的只能当个看客。赞美和鲜花,壮语与豪言,也许能带来短暂的兴奋,但“药效”褪去后,往往只剩下感慨和叹息。
不过,即便璀璨耀眼的聚光灯照耀不到舞台下的他们,即便他们也无法左右企业大局的发展,可他们一样活得精彩,年少轻狂,一腔孤勇;鲜衣怒马、快意恩仇。
其实,去哪儿这家企业的发展经历,以及其搅动的在线旅游“大时代”,已经被剖析得足够清晰、透彻。而在这“大时代”背后,类似去哪儿“创业系”的故事五味俱全,同样值得细细品味。
无论投身创业还是走向另一个新的职业阶段,这些“骆驼帮”们在一声叹息后并没有“空悲切”,而是重新启程。这正如罗大佑曾经写下的一句歌词:“不做点缀大时代的泡沫,不怕守住理想的寂寞,不在人海,沉沦,沉没。”
Eyefortravel [ ] had Xiantian;In early 2014, the head of a five star hotel channel in Hainan, Pan Jia joined where to go, became the Guangdong region's eastern region manager, mainly responsible for the region's high star hotel business.
At the beginning of 2016, where Ctrip merger, the high star hotel business as a whole to “ ” Pan Jia also left to Ctrip, where to go, join the wisdom scenic B2B companies kushow, served as marketing director of Southern China district.
Yes, Pan Jia is the protagonist of the next story, and today we are not only talking about where to go, but also talking about “ camel gang ” (where to go employee organization Title).
Where to start: a bit like “ MLM ”
Before joining where good, pan manages more than 500 rooms a five star hotel sales channels, responsible for docking, has a very in-depth cooperation with Ctrip, eLong, the U.S. group, where other online channels are. It is because of this contact, she saw the rising online tourism industry.
&ldquo: although not the first choice, but after several comparisons, I joined where to go. ” Pan Jia expresses, at the beginning of 2014 it is the node that carries Cheng and art dragon price war the most violent, and she is as hotel person, do not approve this kind of competition way of price war. According Eyefortravel understand, although at this time where to go to do some preparation and layout, but has not announced a high-profile join the price war, has a clean “ ” attitude.
Pan Jia thinks, carry Cheng and art dragon in price war period, the relation with the hotel belongs to more powerful “ kidnap type ” flow collaboration, and go where, more is to provide the sale solution for the hotel. That is not recommended Hotel rough with low price for overnight volume, but use where to go to technical support, from specific operation, operation, sales and other aspects of adjustment. In addition, Pan Jia in the five star hotel during the work, also witnessed where to go, Hainan team from a person began to grow gradually process, these have prompted her finally joined where to go “ camel gang ”.
“ where to go ‘ slogan ’ will have quite a kind of ‘ MLM ’ feeling. ” Pan Jia said with a smile, but also clearly remember the entry to where the first meeting will be early, we shouted that "very “ lethality &rdquo" slogan.
In fact, in fact, where to go in the development trend in 2014, and Pan Jia's judgment has a little deviation. Listed on the Nasdaq, has been at the core of the ticket business to go, the hotel business growth as a driving force to enhance their market value. About half a year, where to expand the hotel direct signing team, quickly seize the market, and promote the online tourism industry price war white hot process.
And elong will holiday and other business cut off, in the hotel business desperate, and the first line of marketing will be all cut off, focus on the line, the goal is to exceed Ctrip in the hotel online booking field, becoming the first. The Ctrip online travel has been as big brother “ ” the status of nature is to keep up, Sike in the end.
After entering the Bureau, the online travel industry in 2014 had a very fierce price war. Take a look at these three statements made for price war, you know.
Ctrip: we will come up with 1 billion dozen price wars.
Elong: a loss of 200 million per year is our advantage.
Where to go: we are not afraid of price wars, and we can compete for long periods of time.
“ where I've been there, I've learned how to face change and improve efficiency. &rdquo: Although the identity of the hotel people, Pan Jia does not agree with the price war. But as a member of the game, the price war brings a lot of pressure to individuals and teams, and the highly effective work requirements are accustomed to the high star hotel “ "easy &rdquo" style work, she taught a lesson.
&ldquo, Mr. Pan, what's the name of the &rdquo for me?;
“ in the past, in the hotel, the implementation of the policy, how to do, how to do. ” Pan Jia said that in the hotel work, more passive acceptance of programs and policies, in accordance with the instructions of the implementation of the good, these programs and policies change frequency is very low, the work is relatively relaxed and comfortable.
Pan Jia also said that where to go is entirely different, because these programs and policies are based on the results of large data to adjust and change, so there are several times a day change is possible. She is from the first to do not understand where to go quickly into the rhythm, because she is indeed found in the work, change and adjustment of almost all is to adapt to the business development, as to where employees must learn to face and accept.
In addition, pan in the hotel only need docking more than 20 distribution channels, and where to go, you need to face hundreds of hotels, dealing with different hotel problems and aspirations. How to allocate time, arrange and handle work more reasonably, is also the important experience that she has accumulated during her work.
“ I'm very grateful for the experience I've been going to. "&rdquo," Pan Jia said. "It's really smart to go anywhere.".
There are some interesting rules to go, such as “ three, don't ask ” “ speak loudly; ” etc.. To ask &rdquo “ three; it refers to the team, to discuss the plan, when we won't ask “ &rdquo's identity, Bozhuan; level, motivation, attitude and so on, but rather focus on the dispute and discuss the problem itself. In the opinion of Pan Jia, it can enhance the individual's &ldquo in the team, master &rdquo, sense of identity, better play each role in the team, and release more potential of the team.
And now in the works work, she more docking is the state-owned &ldquo &rdquo endorsement; scenic spots; partner. In the specific cooperation, they need to communicate with superiors confirmed that almost all things need to lead “ ” decision, other members of the team without any more autonomy, is a kind of executive role. This and where to go, this kind of Internet Co flattening management, there is a big contrast.
“ I will go where the enterprise culture, into a wholly intact team works. &rdquo, PAM shared something interesting. She wears glasses, looks more elegant, where to go to her friends took a “ pan teacher &rdquo. Even when she left, she always used the name so far.
In the entry works, she also put “ pan ” call the first time introduced to new partners. “ a simple name can draw me closer to my team members. ” Pan Jia said, more and more young people entrepreneurial team, let them feel no grudges, more freedom and equality to express their views and aspirations, to better cultivate their sense of belonging to the team.
Obviously, in this regard, “ pan teacher ” compared to “ Pan total ” the effect is much better. And in her view, “ pan teacher ” not just a name, but also where to go, Bian Pinghua management concept implanted in her heart of a symbol, it is difficult to give up.
“ in addition, where I went, what the team learned was wolf and humility. "&rdquo," Pan Jia said. "The two words look contradictory, but they're not.". The wolf, is simply setting goals, determined not to give up any beneficial cooperation to promote; humility is in the process of promoting the need to have the experience of predecessors to provide help and advice, to put a low profile to consult. ?
"These two points gave her a very quick growth and accumulation," says Mr pan. She also believes that the time has been established the status of the industry giants in the Ctrip, eLong, where he spelled out in a way, to find their own a space for one person, also cannot do without these.
&ldquo, not just me. Everybody is reluctant to leave. Where to &rdquo?;
In early 2016, where to go, although the high star hotel business as a whole “ on the ” to Ctrip, but also provides many other posts and development space, so that we choose and transition. But there are still many “ camel help ” partner, with abandon and helplessness, chose to leave, Pan Jia is one of them.
Pan Jia said that his high star hotel in the field for many years, suddenly transformed into other unfamiliar plates, the original work experience is difficult to use, and where they go, the optional face becomes very narrow.
“ no CC (Zhuang Chenchao) where to go, no longer where it was before. &rdquo and Pan Jia said, "in the interior, there are still &ldquo for Zhuang Chenchao, idol worship, &rdquo," and "effect". The departure of Zhuang Chenchao, also took a lot of people where to go to the &ldquo backbone; ”, we naturally are uninterested in “ ”.
On the other hand, due to the long-term competition between Ctrip and where to go is very fierce, so many where team members had a bias for Ctrip, at that time, we will lose some of the hearts of many “ not convinced ”.
It is worth mentioning that, this “ not convinced ” in the subsequent drop in acquisition of super China, it also appears. Even if the acquisition had occurred, and the step Chinese employees are still open to the media said, “ never feel lost to the drops of ” “, most people should not enter the drops, after all, had to better step, not to become employees of &rdquo drops;.
“ the vast majority of ‘ camel gang ’ partners are reluctant to leave. ” Pan Jia said, where the work pressure is great, but the work atmosphere, as well as the way people get along with each other is very relaxed, the team's overall cohesion is also very rare.
She also admitted that, after leaving where to go, in fact, “ camel gang ” the link between everyone is still more. Many people have changed several jobs in two years, and it is difficult to meet &ldquo again. Where to go &rdquo, the working environment and atmosphere are one of the factors.
It is worth mentioning that, pan recalled, many hotel partners for where to go “ out ” team members run away, but also expressed regret and helplessness. After all, Ctrip, eLong, where the period of a situation of tripartite confrontation between the three parties, and the balance of competition, but also for the survival and development of the hotel provides a more relaxed and broad space.
To say that entrepreneurship requires not only blood, but ability
“ there are groups on WeChat and QQ; ‘ camel ’ people have good connections; there is a lot of interaction and resource sharing. "&rdquo," Pan said. "We're all very active in the group, and we can respond positively to everything.". For example, she encountered many difficulties and puzzles in the process of entrepreneurship, and she would consult with her predecessors.
She also admitted that the group of &ldquo, where she was leaving, was ” &rdquo was still only a minority among the partners; most people still chose &ldquo between the OTA and the hotel;.
But why talk about the works of wisdom scenic B2B companies, she also admitted that in fact as early as you join where before the team founder had to her works had thrown the olive branch, “ ” but she thinks ability is not enough, put aside the idea of joining the team works.
“ entrepreneurship can not only rely on a cavity of blood and unrestrained ideas, pragmatic is very important. ” Pan Jia said, continue to accumulate ability, experience and resources, be able to take all the risk to take charge as chief of the venture.
In her view, works for everything, it is in recent years the country to vigorously promote the global tourism “ ” field, good market prospects. And she and the founding team for many years to understand the opportunity, but also will make future cooperation become more tacit agreement.
“ works focus on providing one-stop marketing solutions for the area, the O2O business application scenes in the scenic area, covering culture, exhibition, advertising, finance, ticketing, hotel, line etc.. "The job is challenging and exciting," says &rdquo. She also said that she is mainly responsible for the development, currently works in Southern China as well as overseas scenic spots resources docking, and the development of the hotel business, the whole team building etc..
Development of the works, she said, have spent the winter capital of tourism “ ” difficult period of the works, and has CITIC, Baidu launched the depth of cooperation, set up a management company to expand the business area. At the same time, kushow also launched &ldquo beauty show; ” wisdom scenic management platform to help get rid of the traditional scenic tickets only rely on single revenue, such as innovation for more cross industry cooperation and other additional content, introduction, integration and more resources to help revitalize the scenic area marketing.
Obviously, as a member of the &ldquo, &rdquo, a member of the camel Gang, Pan Jia did not stop at the same time as he missed the place, but chose to join the entrepreneurial team to start his journey again.
Finally say something
58 drops fast, fair, beauty group comments, drops of excellent step and recent job and hook … … in fact, not only is the tourism industry, similar to Ctrip, eLong, where the story between competition and balance, seems to occur in all walks of life.
Shopping malls such as the battlefield, in the worst one win, feudal lords vying for the throne, there are people out there are tragic, unwilling to fall, more is unknown to the public as a foil, become a cornerstone of growth in this industry.
Of course, for the division of the industry, as individuals to participate in them, perhaps more can only be a spectator. Praise and flowers, Zhuang and rhetoric, may bring temporary excitement, but “ &rdquo effect; faded, often only sigh with emotion and.
However, even if the bright spotlight shone under the stage of their development, even if they can not be about the business situation, can they live, young and frivolous, a cavity solitary Yong sloppily, fresh clothes horse angry.
In fact, where to go, the development experience of this enterprise, as well as its agitation of online travel “ big age ” has been analyzed enough clear and thorough. In this era of “ ” behind, like where to go to “ business line ” the bittersweet story, also worth savor.
No matter in business or to another occupation stage, these new &ldquo help in ” camel; after a sigh and no “ mournful air ” but, to start all over again. This is just like Luo Dayou once wrote a lyrics: "&ldquo"; do not do embellishment big era bubble, not afraid to hold the ideal of loneliness, not in the crowd, sink, sink. ”