齐鲁晚报·齐鲁壹点 张志恒 随着国庆黄金周的脚步日益临近，旅游市场的预热氛围愈发浓厚。不少消费者已开启行程规划，将火车 票、机票与酒店预订提上日程。面对琳琅满目的在线旅游（OTA）平台，消费者的选择呈现出明显差 异，林女士表示，会在同程APP订购机票，对比多个平台后选择美团预订酒店；刘先生向记者分享自己 的心得："去哪儿网的机票价格要便宜一些，订酒店的话可以试试换个新手机号注册账户。"乔女士则表 示，最近京东酒店预定搞活动，新人注册比较便宜。 国庆黄金周到来之前的OTA赛道，可谓"硝烟弥漫"：携程因"调价助手"问题两度被监管点名；京东高 举"0佣金"大旗，短短两天内便吸引5万家酒店涌入入驻通道；高德扫街榜派送立减券；美团推出免单卡 与提前订房满减券活动；同程一边深耕下沉市场，一边携手华为争夺流量。老霸主、新平台、内容电 商、本地生活巨头齐聚，一场短兵相接的行业博弈已然展开。 刘强东站台品酒会"鲶鱼"京东闯入酒旅江湖 记者实测发现，以京东、同程、美团、去哪儿网、高德地图五个平台为例，检索同一酒店同时期的同一 间房型，数据显示每晚价格分别为423元、484元、498元、494元、428元。其中京东凭借新用户身份叠 ...

Core Insights - The local life service market in China is projected to grow from 19.5 trillion yuan in 2020 to 35.3 trillion yuan by 2025, with an online penetration rate of only 10% [1][11] - Alibaba has made significant strategic moves in the local life service sector, including the launch of the "Gao De Street Ranking" and a new group buying service in collaboration with Ele.me [1][3][4] Market Overview - The local life service market is expected to exceed 35.3 trillion yuan by 2025, with a compound annual growth rate of 12.6% and an anticipated online penetration rate of 30.8% [11] - The "to-store" services, which include dining, tourism, and entertainment, account for over half of the local life service market and are growing at an annual rate of over 15% [11] Alibaba's Strategic Moves - Alibaba's new group buying service features a "dual supply + three entry points" model, integrating offerings from Taobao Flash Sale and Ele.me [3] - The service will initially be piloted in key urban areas such as Shanghai, Shenzhen, and Jiaxing, utilizing localized marketing strategies [3][9] Technological Integration - The Gao De Street Ranking leverages AI and user behavior data to enhance user experience and merchant evaluation [5][9] - Payment technologies from Alipay and order code systems from Taobao are designed to streamline the in-store experience for users [5] Competitive Landscape - The local life service market is highly competitive, with major players like Meituan, Douyin, and Kuaishou also expanding their offerings [15][14] - Douyin has introduced a content-driven group buying model, while Kuaishou has committed significant resources to local life services [13][14] Future Trends - The competition in the local to-store business is expected to shift from single-channel to multi-channel integration, emphasizing the importance of combining merchant resources, user data, and fulfillment networks [17] - The significance of lower-tier markets is increasing, with county-level economies projected to exceed 50 trillion yuan by the end of 2024 [18] Conclusion - Alibaba's recent initiatives in the local to-store business signify a shift from a defensive to an offensive strategy, aiming to capture market share and enhance user experience [20] - The ongoing competition in the local life service sector will focus on providing better, more transparent, and convenient services to consumers [20]

Core Viewpoint - Liu Qiangdong, the founder of JD.com, is re-entering the restaurant and hotel market with a focus on quality and integrity, aiming to create a better ecosystem for both consumers and service providers [4][5][10]. Group 1: Business Strategy - JD.com is launching a new hotel development plan to avoid price wars that could degrade service quality and profit margins in the hospitality industry [3][4]. - The company aims to innovate in the food delivery sector by reducing high commission rates that traditional platforms impose, which can reach up to 25% [4][12]. - JD.com is implementing the "Three Mao Five" theory, where it retains 70% of profits while leaving 30% for partners, ensuring a fair distribution of profits [10][12]. Group 2: Market Positioning - JD.com is focusing on quality food delivery and creating a positive ecosystem for merchants, as evidenced by the success of its "Seven Fresh Kitchen" initiative, which has seen a 30% increase in orders for local businesses [5][12]. - The company is also exploring partnerships with hotels to provide quality takeaway services, enhancing the consumer experience [13][12]. Group 3: Employee Welfare - JD.com has over 150,000 full-time delivery personnel receiving comprehensive benefits, reflecting the company's commitment to employee welfare [7][16]. - The workforce has grown to 900,000 employees, indicating rapid expansion and a focus on providing better treatment and respect for workers [7][16]. Group 4: Social Responsibility - JD.com emphasizes a business model that prioritizes social responsibility and ethical practices, aiming to create a respectful and trustworthy corporate image [17][19]. - The company believes in the importance of creating value beyond profits, focusing on the well-being of employees and the broader community [18][19].

Core Viewpoint - Ctrip (9961.HK) is facing regulatory scrutiny from the Zhengzhou Market Supervision Administration due to allegations of unreasonable price manipulation through its "Price Adjustment Assistant" tool, which has been reported to force hotels to comply with price changes without consent [1][2][3] Regulatory Actions - The Zhengzhou Market Supervision Administration conducted an administrative interview with Ctrip on September 17, following a report from multiple hotels regarding forced price adjustments [1] - Ctrip has been ordered to respect merchants' autonomy and rectify issues related to forced activation of the "Price Adjustment Assistant" tool, which modifies hotel prices without consent [1][3] Business Operations - The "Price Adjustment Assistant" is an automated pricing tool that lowers hotel prices on Ctrip if they are higher than competitors, which has raised concerns about its unilateral nature [2][3] - Ctrip's response to the allegations has been to claim that the tool is intended to help hotels adapt to local market prices and enhance competitiveness [3] Financial Performance - Ctrip has shown strong financial performance, with projected revenues of 445 billion yuan and 533 billion yuan for 2023 and 2024, respectively, and net profits of 99 billion yuan and 172 billion yuan [4] - In Q2 2025, Ctrip's revenue reached 148.43 billion yuan, a year-on-year increase of 16%, with net profit rising by 26% to 48.46 billion yuan [4] Market Position - Ctrip holds a dominant position in the domestic OTA market, with a GMV market share of 56% in 2024, providing significant exposure and traffic for hotels [6] - The company has been criticized for squeezing hotel profit margins while maintaining a low-price image to attract users [3][6] Industry Dynamics - The hotel industry is experiencing challenges, with a 11.8% year-on-year increase in total hotel supply, while demand is undergoing structural adjustments, leading to intensified competition [7] - Major hotel chains like Jinjiang Hotels and others have reported declines in revenue and net profit, indicating a tough operating environment [7][8] Competitive Landscape - Competitors like JD.com are seizing the opportunity to expand their presence in the hotel industry by offering lower commission rates and alternative supply chain services [9] - Ctrip has initiated changes in response to industry backlash, including a "de-involution" campaign aimed at restructuring its review system and optimizing recommendation logic [10]

Core Insights - JD.com is re-entering the hotel and travel sector, signaling a strategic shift towards enhancing its lifestyle services, with a focus on leveraging its supply chain capabilities [1][2][3] - The company has launched a "0 commission" policy for hotel operators, aiming to disrupt traditional OTA commission models and attract more partners [5][6] - JD.com is not positioning itself as a typical OTA but is instead focusing on providing differentiated value to users and helping partners increase their revenue [2][3] Group 1: Business Strategy - JD.com is expanding its lifestyle services, including food delivery and hotel bookings, to address significant industry pain points [1][5] - The company emphasizes a supply chain-centric approach, stating that all its business operations revolve around supply chain optimization [3][6] - JD.com has signed a strategic cooperation agreement with Jin Jiang Hotels to enhance collaboration in travel services and supply chain integration [3][5] Group 2: Market Positioning - The company aims to create new market scenarios by integrating hotel and alcohol services, leveraging its supply chain advantages [2][3] - JD.com is competing in a mature market dominated by players like Ctrip and Meituan, which have established significant market shares [7][8] - The lifestyle service sector is increasingly important, with a growing share of total consumption and significant employment opportunities [9] Group 3: Financial Performance - JD.com has introduced the "JD Hotel PLUS Membership Plan," which offers hotel operators up to three years of zero commission, contrasting with the traditional OTA model where commissions range from 10% to 20% [5][6] - The company is actively promoting its hotel services through various marketing strategies, including exclusive member offers and promotional activities [5][6] - The lifestyle services segment is expected to contribute to JD.com's overall growth, especially as e-commerce growth slows and competition intensifies [6][9]

Group 1 - JD.com is re-entering the user engagement model with a wine tasting event, signaling its commitment to the hotel and travel sector after 18 years [2][4] - The company has launched the "JD Hotel PLUS Membership Plan," offering up to three years of zero commission for participating hotels, marking a significant shift from traditional OTA commission models [3][7][8] - JD.com aims to provide differentiated value in the hotel and travel market, not just replicate existing OTA platforms, focusing on supply chain integration [4][10] Group 2 - The strategic partnership with Jin Jiang Hotels will enhance JD.com's hotel offerings, allowing for real-time information sharing and improved service capabilities [5] - JD.com is integrating its local life services, including food delivery and hotel bookings, to create a closed-loop ecosystem, enhancing user experience and operational efficiency [9][10] - The company is leveraging its supply chain to optimize profitability across its various business lines, including travel and food delivery [10][11] Group 3 - The local life services sector is experiencing growth, with increasing consumer demand and a rising share of total consumption, indicating a robust market opportunity for JD.com [13] - The competitive landscape in the domestic OTA market is dominated by players like Ctrip and Meituan, which poses challenges for JD.com as it seeks to establish its presence [12]

Core Viewpoint - Liu Qiangdong, founder and chairman of JD Group, is actively promoting JD Travel and its new initiatives in the hospitality and tourism sector, emphasizing quality service over price wars [2][6][11] Group 1: Event Highlights - Liu Qiangdong hosted a live cooking event at the JD Wine Tasting event, marking his return to user engagement after nearly 20 years [1][3] - The event attracted significant attention, with over one million users participating online and 100 hotel rooms sold within 30 minutes of the announcement [3][5] - JD Travel is expanding its offerings, with plans to release a new development plan for the wine and travel market soon [2][6] Group 2: Business Strategy - JD has a history in the travel sector, having launched flight booking services in 2011 and the JD Travel channel in 2014, and has made strategic investments in the OTA market [5][11] - The company aims to avoid price wars in the hospitality sector, focusing instead on maintaining service quality and protecting the profits of hotel operators [2][6] - JD's strategy includes leveraging its extensive supply chain and high consumer demand to enhance its travel services [11][12] Group 3: Market Positioning - JD Travel is positioning itself to attract high-value customers by integrating its services with existing consumer needs, such as dining and travel [11] - The partnership with Jinjiang Hotels marks a significant step in JD's strategy to expand its influence in the hotel industry [5][11] - Liu Qiangdong's emphasis on "anti-involution" reflects a broader industry trend towards sustainable competition and fair profit distribution among stakeholders [6][11]

Group 1 - JD.com is expanding into the hotel and travel industry after entering the food delivery market, with plans to introduce a new model to support hotel development by the end of the year [1] - During the 618 shopping festival, JD Travel launched a public letter to hotel operators, inviting them to join the "JD Hotel PLUS Membership Program," which offers up to three years of zero commission [3] - JD.com has signed a strategic cooperation agreement with Jinjiang Hotels to deepen collaboration in hotel services, supply chain coordination, and innovation in dining consumption scenarios [3] Group 2 - JD.com aims to optimize the supply chain costs in the hotel and restaurant sectors, which are currently high and chaotic, by leveraging its expertise in supply chain management [3] - The founder of JD.com, Liu Qiangdong, draws parallels between the current hotel industry and the home appliance sector when JD.com first entered it, emphasizing the need for sustainable profit distribution among industry players [3][4] - Liu Qiangdong highlights the challenges faced by restaurant operators, including low profit margins, which can lead to issues such as food safety and the emergence of "ghost restaurants" [4] Group 3 - JD.com operates under a "three毛五" theory, where it retains 70% of profits while leaving 30% for partners, ensuring sustainable growth for both the company and its collaborators [4] - Liu Qiangdong addresses the issue of industry competition, advocating for a healthy competitive environment that focuses on quality and fair pricing rather than a race to the bottom [4]

Core Insights - JD.com is expanding into the hotel and travel industry following its entry into the food delivery market, aiming to innovate and improve the supply chain for hotels [2][4] - The company plans to introduce a new model for hotel operations by the end of the year, focusing on avoiding price wars that could harm the industry [2][4] - JD.com has launched a "JD Hotel PLUS Membership Program" offering up to three years of zero commission for participating hotels, which has already resulted in significant customer traffic for partnered hotels [4] Company Strategy - JD.com emphasizes that its business revolves around supply chain optimization, particularly in the hotel and restaurant sectors, which are characterized by high costs and inefficiencies [4][5] - The company draws parallels between its current hotel strategy and its past experience in the home appliance sector, where it successfully entered a market that was initially met with skepticism [4][5] - JD.com aims to create a win-win situation in the industry by advocating for fair competition and sustainable profit distribution among all stakeholders [5] Market Context - The hotel industry is currently facing challenges such as low profit margins and the prevalence of "ghost restaurants," which can compromise food safety [5] - JD.com’s approach includes a commitment to sharing profits with partners, retaining only a portion for itself to ensure sustainable growth and collaboration [5]

Core Viewpoint - JD.com is expanding into the hotel and travel industry, aiming to optimize supply chain costs and improve profitability for hotel operators, while avoiding price wars that could harm the ecosystem [3][5]. Group 1: Business Strategy - JD.com has launched the "JD Hotel PLUS Membership Program," offering hotel partners up to three years of zero commission [5]. - A strategic cooperation agreement has been signed with Jinjiang Hotels to enhance collaboration in hotel services, supply chain coordination, and innovation in dining consumption scenarios [5]. - JD.com aims to leverage its supply chain expertise to reduce operational costs in the hotel industry, similar to its previous success in the home appliance sector [5][6]. Group 2: Market Insights - Liu Qiangdong, the founder of JD.com, highlighted the high operational costs and chaotic supply chains in the hotel and restaurant sectors, which often lead to low profit margins for operators [5][6]. - The hotel industry is experiencing significant customer traffic from JD.com, with one hotel reporting that 50% of its guests come from JD's platform after entering a zero-commission partnership [5]. Group 3: Industry Challenges - Liu Qiangdong expressed concerns about the downward pressure on pricing in the industry, which could lead to a situation where all players in the supply chain are unprofitable [6][7]. - He emphasized the need for healthy competition that focuses on quality and fair pricing, rather than a race to the bottom that harms all stakeholders [6][7].