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1000美金!Priceline如何10年涨幅30倍?

来源: 南方日报网络版     时间: 2019年10月15日 05:41:16
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(一)(个)(重)(要)(的)(原)(因)(是)(Priceline正)(在)(享)(受)(到)(移)(动)(互)(联)(网)(巨)(头)(最)(核)(心)(的)(特)(征)(:网)(络)(效)(应)(。对)(于)(航)(空)(公)(司)(,酒)(店)(运)(营)(商)(,租)(车)(公)(司)(等)(旅)(游)(产)(业)(链)(的)(企)(业)(来)(说)(,他)(们)(最)(喜)(欢)(自)(己)(的)(信)(息)(被)(最)(多)(的)(用)(户)(看)(到)(。而)(Priceline作)(为)(全)(球)(OTA的)(巨)(头)(,建)(立)(了)(巨)(大)(的)(网)(络)(效)(应)(。用)(户)(越)(多)(,使)(用)(的)(人)(也)(会)(越)(多)(,进)(而)(产)(生)(了)(很)(强)(的)(正)(循)(环)(。而)(且)(用)(户)(喜)(欢)(的)(是)(一)(站)(式)(消)(费)(,酒)(店)(,机)(票)(,租)(车)(,甚)(至)(景)(点)(门)(票)(都)(能)(一)(次)(性)(解)(决)(。那)(么)(Priceline就)(提)(供)(了)(这)(种)(全)(面)(的)(服)(务)(。
另)(一)(个)(原)(因)(是)(移)(动)(互)(联)(网)(带)(来)(的)(新)(红)(利)(。作)(为)(PC互)(联)(网)(就)(使)(用)(Priceline的)(用)(户)(,我)(个)(人)(深)(刻)(感)(觉)(到)(移)(动)(端)(对)(于)(酒)(店)(和)(机)(票)(预)(订)(的)(便)(利)(性)(大)(幅)(度)(提)(高)(。现)(在)(可)(以)(随)(时)(随)(地)(拿)(起)(手)(机)(,做)(出)(行)(计)(划)(的)(预)(订)(。对)(于)(Priceline来)(说)(,移)(动)(互)(联)(网)(大)(爆)(发)(,给)(他)(们)(带)(来)(了)(新)(的)(用)(户)(流)(量)(。用)(户)(使)(用)(的)(频)(次)(也)(远)(超)(PC互)(联)(网)(时)(代)(。Priceline只)(需)(要)(很)(低)(的)(获)(客)(成)(本)(,就)(能)(获)(得)(巨)(大)(的)(改)(用)(户)(生)(命)(周)(期)(价)(值)(。我)(们)(从)(下)(图)(也)(能)(看)(到)(,进)(入)(移)(动)(互)(联)(网)(时)(代)(以)(后)(Priceline的)(资)(本)(支)(出)(增)(加)(很)(少)(,但)(是)(自)(由)(现)(金)(流)(的)(增)(长)(飞)(快)(。
为)(什)(么)(涨)(幅)(远)(超)(Expedia?
我)(们)(拿)(Priceline和)(同)(类)(型)(的)(Expedia对)(比)(,发)(现)(前)(者)(的)(涨)(幅)(远)(超)(后)(者)(。同)(样)(作)(为)(在)(线)(旅)(游)(的)(巨)(头)(公)(司)(,Priceline的)(相)(对)(优)(势)(是)(什)(么)(?我)(认)(为)(有)(几)(个)(点)(非)(常)(关)(键)(。
1、更)(成)(功)(的)(收)(购)(。Priceline和)(Expedia在)(成)(长)(过)(程)(中)(都)(完)(成)(了)(大)(量)(收)(购)(,通)(过)(并)(购)(让)(自)(己)(壮)(大)(。Priceline收)(购)(过)(Agoda,Booking,Kayak,OpenTable,Rentalcars.com等)(公)(司)(。Expedia收)(购)(了)(Trivago,Travelocity,Orbitz,HomeAway,CheapTickets.com等)(公)(司)(。显)(然)(,Priceline收)(购)(对)(于)(公)(司)(的)(推)(动)(力)(远)(大)(于)(Expedia。
这)(里)(我)(们)(重)(点)(要)(说)(是)(Booking和)(Agoda的)(收)(购)(,大)(幅)(度)(帮)(助)(Priceline拓)(展)(了)(国)(际)(业)(务)(。Booking的)(收)(购)(发)(生)(在)(2005年)(7月)(,当)(初)(Priceline以)(1.35亿)(美)(元)(收)(购)(,几)(乎)(所)(有)(对)(价)(都)(是)(现)(金)(支)(付)(。当)(初)(Booking在)(2004年)(的)(收)(入)(只)(有)(1600万)(美)(元)(,但)(是)(每)(年)(增)(长)(都)(是)(几)(乎)(100%。到)(了)(2011年)(,收)(入)(就)(达)(到)(了)(16亿)(美)(元)(,而)(且)(因)(为)(Booking都)(是)(酒)(店)(业)(务)(,贡)(献)(了)(绝)(大)(部)(分)(的)(利)(润)((这)(个)(我)(后)(面)(会)(将)()。到)(了)(2007年)(的)(年)(底)(,Priceline又)(以)(7600万)(的)(价)(格)(收)(购)(了)(亚)(洲)(酒)(店)(在)(线)(巨)(头)(Agoda。Agoda是)(使)(用)(Merchant商)(业)(模)(式)(的)(,其)(收)(入)(从)(2007年)(的)(1.4亿)(美)(元)(增)(长)(到)(了)(2011年)(底)(24.6亿)(美)(元)(。更)(重)(要)(的)(是)(,今)(天)(Priceline大)(部)(分)(的)(Merchant收)(入)(都)(是)(来)(自)(Agoda。
通)(过)(Booking和)(Agoda的)(收)(购)(,我)(们)(看)(到)(Priceline拓)(展)(了)(海)(外)(市)(场)(。
2、海)(外)(市)(场)(占)(比)(更)(高)(。对)(比)(Expedia,今)(天)(Priceline的)(海)(外)(市)(场)(占)(比)(大)(头)(,差)(不)(多)(有)(80%收)(入)(来)(自)(于)(海)(外)(市)(场)(,而)(Expedia大)(部)(分)(收)(入)(来)(自)(美)(国)(本)(土)(市)(场)(。从)(有)(效)(性)(的)(角)(度)(看)(,美)(国)(是)(全)(球)(旅)(游)(商)(业)(化)(最)(发)(达)(的)(国)(家)(,市)(场)(有)(效)(性)(也)(是)(最)(高)(的)(。Priceline其)(实)(是)(从)(一)(个)(有)(效)(市)(场)(进)(入)(一)(个)(非)(有)(效)(市)(场)(。另)(一)(个)(重)(要)(的)(点)(是)(,Bookings,Agoda这)(些)(收)(购)(,都)(是)(对)(于)(酒)(店)(的)(布)(局)(。OTA这)(个)(行)(业)(中)(,其)(实)(机)(票)(的)(交)(易)(是)(入)(口)(,真)(正)(赚)(钱)(的)(是)(酒)(店)(。逻)(辑)(也)(很)(简)(单)(,机)(票)(本)(身)(是)(标)(准)(化)(的)(商)(品)(,而)(且)(被)(全)(球)(那)(几)(家)(航)(空)(公)(司)(垄)(断)(。互)(联)(网)(公)(司)(能)(做)(的)(,本)(质)(上)(航)(空)(公)(司)(是)(不)(能)(做)(到)(。酒)(店)(不)(同)(,全)(球)(许)(多)(酒)(店)(都)(是)(非)(标)(准)(化)(的)(。特)(别)(是)(欧)(洲)(这)(种)(,国)(际)(连)(锁)(酒)(店)(占)(比)(不)(高)(,这)(中)(间)(就)(能)(提)(供)(巨)(大)(的)(毛)(利)(。
所)(以)(简)(单)(来)(说)(,更)(强)(的)(全)(球)(化)(,更)(大)(的)(全)(球)(酒)(店)(市)(场)(,让)(Priceline的)(商)(业)(模)(式)(由)(于)(Expedia。而)(且)(Priceline目)(前)(收)(入)(中)(,80%以)(上)(都)(是)(利)(润)(率)(更)(高)(,没)(有)(风)(险)(的)(Agency模)(式)(收)(入)(。相)(反)(,Expedia大)(约)(有)(40%收)(入)(是)(来)(自)(于)(Merchant模)(式)(,一)(旦)(酒)(店)(和)(机)(票)(卖)(不)(出)(去)(就)(要)(自)(己)(承)(担)(风)(险)(。下)(图)(我)(们)(看)(到)(,Priceline在)(各)(方)(面)(业)(绩)(增)(长)(都)(远)(超)(Expedia。
1000亿)(美)(元)(的)(Priceline
今)(年)(在)(短)(暂)(站)(上)(1000亿)(美)(元)(市)(值)(后)(,Priceline的)(股)(价)(也)(因)(为)(业)(绩)(有)(些)(低)(于)(预)(期)(开)(始)(回)(调)(,但)(这)(些)(似)(乎)(不)(影)(响)(Priceline的)(长)(期)(前)(景)(。
首)(先)(,Priceline已)(经)(建)(立)(了)(护)(城)(河)(,完)(成)(了)(低)(成)(本)(的)(用)(户)(获)(取)(。这)(让)(Priceline目)(前)(的)(估)(值)(只)(有)(25倍)(左)(右)(。而)(且)(我)(们)(看)(到)(明)(显)(的)(自)(由)(现)(金)(流)(增)(长)(远)(远)(高)(于)(资)(本)(开)(支)(,说)(明)(了)(Priceline的)(定)(价)(权)(。其)(次)(,在)(线)(旅)(游)(行)(业)(的)(真)(正)(赚)(钱)(部)(分)(是)(酒)(店)(,机)(票)(更)(多)(是)(流)(量)(入)(口)(。Priceline通)(过)(多)(年)(前)(的)(收)(购)(,在)(欧)(洲)(和)(亚)(洲)(都)(完)(成)(了)(布)(局)(。最)(后)(,旅)(游)(本)(身)(就)(是)(一)(个)(国)(际)(化)(的)(市)(场)(,Priceline是)(真)(正)(的)(全)(球)(旅)(游)(龙)(头)(。网)(络)(效)(应)(建)(立)(的)(护)(城)(河)(难)(以)(被)(打)(破)(。
1000亿)(美)(元)(或)(许)(只)(是)(一)(个)(开)(始)(,全)(球)(经)(济)(复)(苏)(后)(带)(来)(更)(多)(的)(可)(选)(消)(费)(支)(出)(。Priceline作)(为)(在)(线)(旅)(游)(的)(全)(球)(垂)(直)(老)(大)(,依)(然)(有)(比)(较)(大)(的)(成)(长)(空)(间)(。返)(回)(搜)(狐)(,查)(看)(更)(多)(
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