携程2025年财报：投入10亿元“搭桥”，让全球游客走进来，让中国商家赢出去

Core Insights - Ctrip reported an unusual financial performance for 2025, with total revenue of 62.4 billion yuan and a net profit of 13.4 billion yuan, resulting in a net profit margin of only 1.2% based on transaction volume [1] - The company invested 1 billion yuan to boost inbound tourism, successfully enabling nearly 70,000 Chinese merchants to receive inbound tourism orders for the first time [1][3] Group 1: Inbound Tourism Strategy - Ctrip's strategy focuses on enhancing the visibility of Chinese merchants to foreign tourists, addressing the challenge of "existence" for lesser-known attractions and hotels [3] - The company has partnered with various merchants, such as the Tianmen Mountain scenic area, to implement comprehensive inbound tourism solutions, resulting in significant increases in foreign visitor numbers [4] - Ctrip's marketing efforts included organizing overseas promotional campaigns and utilizing social media to enhance the global presence of Chinese attractions [4][10] Group 2: Technology and Communication - Ctrip has leveraged AI technology to improve communication with foreign tourists, producing 6 billion vocabulary outputs in 25 languages, which standardizes product information and reduces decision-making concerns for customers [6][7] - The deployment of multilingual smart ticket machines at various scenic spots has significantly reduced the average ticket purchasing time for foreign visitors [8] - The company has also established a professional customer service team to handle inquiries in multiple languages, further enhancing the customer experience [7] Group 3: Customer Engagement and Repeat Business - Ctrip's initiatives have not only attracted new customers but also transformed them into brand advocates, as seen with the high satisfaction rates at the "TASTE OF CHINA" restaurant [10][12] - The company has facilitated a cycle of experience leading to word-of-mouth promotion, which is crucial for sustaining inbound tourism growth [13] - Ctrip aims to double the inbound tourist reception in 2026 and enhance the service capabilities of local merchants to better accommodate international visitors [14]