I watched other people chatting in the travel direct sales store user exchange group and talked about the issue of travel direct sales stores and independent websites. I couldn't help but say a few words. This is not the first time I have seen this situation. In my contacts with many travel agency leaders, I have more or less discovered that they discuss the operation of online stores and independent websites under the topic of "whether it is a duplication of work." . For example, many times when we are discussing how to build a travel agency website, someone will suggest that the online store on a certain platform is very good and can be used as its own website, or it can be directly added with a domain name. And I think that discussing these two topics together is a mistake on one level. Because in the entire operation process of tourism e-commerce, these are two topics in different links.
Why are these two topics in different links mentioned? Because independent travel websites are essential marketing tools for modern enterprises; but because independent websites form information islands. It is difficult to be found by users. As for the construction of online stores on travel websites, I think it belongs to the category of online marketing. Some friends may not agree with my point of view very much, that’s okay, we can analyze what are the main differences between the two?
First, the ownership rights are different. There may be some minor debates on this issue, but judging from the current Internet management regulations, we have only heard of ICP filing for independent websites, but it seems that there is no ICP filing for online stores. In other words, the Internet Management Regulations still believe that the ownership and management rights of online stores still belong to the operators of the websites they rely on. The relationship between the online store and the operator of the website it relies on is only a contractual relationship. Although some online store operators can set up independent domain names for their own online stores, once the contract with the website operator is terminated, the website can close the online store at any time. Of course, independent websites also have problems with server leasing, but the difference between these two contractual relationships is obvious.
Second, there are differences in control over content and structure. Although online stores can provide a variety of different template choices, because the online store's technology must maintain uniformity, it is difficult to personalize and not easy to modify. In response to this, Booking Easy Travel Direct Sales Store has made some innovations. In terms of design, tourism direct sales stores are planned according to a similar tourism CMS system. By forming each function into a module, direct sales store users can add and manage channels and columns of the system according to their own needs. It also provides multiple color styles to choose from. This ensures that the online store will not appear the same embarrassment of the current website columns. Well, back to the topic, interested friends can register to take a look at www.bookinge.com/web/.
Third, the competition targets are different. Independent websites face a wider range of competitors than online stores. Judging from what I know about some domestic travel online stores, their more direct competitors are similar online stores within the websites they rely on, and it is difficult to compete with similar external websites.
Fourth, the costs paid are different. The cost of an online store is basically less than 1,000 yuan per year; the annual cost of establishing an independent website, including website development, renting space, and entrusting an Internet company to maintain it, is at least 4,000-10,000 yuan. Of course, this fee does not include promotion costs.
Fifth, the difficulty of promotion is wrong. As we mentioned earlier, in the early stage of an independent website, it is completely an island of information. It requires a lot of manpower and financial resources to promote it, otherwise it will be difficult for users to find it. After opening an online store, you will soon be able to share the traffic from the main website of the online store. Many tourism companies also have their own independent websites and have opened similar "travel direct sales stores". Some tourism managers will point out that they feel that the work is being repeated. On the surface, this phenomenon seems to exist. But if you regard the online store as a way of marketing and promotion, repeated work will bring you more customers, I think this problem will not be a problem.
Someone may refute my point here. For example, the "Travel Direct Sales Store" under Booking.com can bind an independent domain name to the online store and participate in e-commerce operations as an independent website. First of all, I want to state that this method is absolutely feasible and very practical for some small tourism enterprises. But please note that conceptually, this is no longer an "online store". An "online store" with an independent domain name is no longer an "online store", but a website building system for a tourism enterprise! In a sense, this is an independent tourism enterprise website. After using this "system" with an independent domain name, tourism companies can carry out more marketing work, and as the "system" continues to improve, they can add more tourism e-commerce work content, such as online customer service, online payment, Anti-call function and more.
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