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单店销售额破200万 携程线下门店加码全渠道战略

2017-08-31 09:49:10   中国经济网

8月31日,携程旅行网公布2017年第二季度的财务业绩。除了净收入达到人民币64亿元,净利润达到3.27亿元人民币之外,旅游度假业务高达6.12亿元人民币的营收,也成为市场关注的焦点。

“出境游浪潮持续火热、入境游稳步增长的态势下,携程正凭借领先于市场的服务及线下品牌门店的高速扩张,给中国的旅游市场作一份贡献。”携程表示,“而服务加门店,也将成为携程旅游业务持续增长的重要砝码。”

优质服务更受认可单店销售额破200万

携程CEO孙洁在财报电话会议中表示,“在过去的两个季度里,我们已经新开了400多家门店,另有200多家已经签约。过去几个月的市场反馈令人鼓舞。”

“部分门店已实现月销售额200万元人民币。我们计划在年底实现6500家门店的运营规模,其中包括旅游百事通的5500家门店。”孙洁称。

据悉,这些门店的客户群不仅有偏好跟团游的中老年人,还有喜欢定制游和自由行的家庭、年轻人。而通过反馈,在线旅行社开线下门店,消费者对这一新事物的反应超出预期。

“携程旅游门店6月底在北京等地正式营业以来,很短的时间销售额突破3000万大关,为上万名游客提供了一对一的专业服务。”携程表示,“目前,单月单店的销售额最高突破200万元。客户对优质旅游产品和服务的认可度也更高,携程旅游门店首月人均单价达到4000元,比传统门店要高40%。”

 产品高覆盖“六重旅游保障”显优势

在可选择的产品上,携程门店不仅囊获了全国乃至全球最大的度假产品库,拥有携程国旅自营的国内游、出境游产品,还有传统门店很少的自由行和当地游等碎片化产品。

由于实现了在线度假产品库与门店的对接,还可以在携程平台上2万多家旅行社、百万条产品中自由选题搭配,以符合游客的要求。

在服务上实现线上线下打通,也是旅游者选择门店的最为看重的地方。携程相关门店区别于一般门店的是,服务保障覆盖行前、行中与行后,旅游者预订携程的度假产品,都可以获得“六重旅游保障”等服务。

低线城市持续渗透 加速全渠道战略

据业内人士分析,“在互联网冲击和消费升级两大压力下,线下门店也将在业态上发生变化。”传统门店产品品类单一,客户年龄层也很单一,但现在从携程旅游门店看,消费者的年龄出现多样化,选择的产品和服务也越来越多样化。可见随着旅游新零售模式的落地,在各个环节提升用户体验,门店正在重新吸引旅游者。

对此,携程联合创始人、执行董事会主席梁建章在财报电话会议上表示:“面对低线城市在线旅游渗透率的提升以及旅游消费升级的巨大机遇,携程已做好充分的准备:我们已经扩大了对低线城市的产品覆盖,并推动一站式的预订和退改服务,进一步提升了用户体验。”

“同时,我们通过线下门店提供更多的个性化的服务。”梁建章介绍,“我们也在这些城市开展了一系列有效的市场营销活动让更多客人了解携程的产品和服务的价值优势。我们的不懈努力为旗下各个品牌赢得了更多的市场份额。各品牌的客户获取以及用户参与度都有明显提升。”

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