In this depressed spring, there are still some bosses who are quietly sweeping the market.

On April 25, Caesar Tourism Industry announced that it intends to raise 1.1 billion yuan through a private stock offering. The five issuers involved in the non-public offering are Wenyuan Fund, Suqian Hanbang, Huaxia Life, Shanghai Licheng and Qingdao Haotian, all of which subscribed for shares in cash.

Interestingly, Suqian Hanbang, a wholly owned subsidiary of JD.COM Group, also exchanged its 7.37 percent stake in Caesar Travel Industry for 450 million yuan after the issue. In other words, JD.COM has now become a veritable major shareholder of Caesar Travel Industry.

In the face of the epidemic, the travel industry, which has made many investors scared, has become a hot cake in Jingdong. Communicator eyes. What kind of logic is hidden behind this?

First, we start from JD.COM itself. From the earliest air tickets, hotel accommodation business, to today's attractions, visas, tips, tours and so on. We can see JD.COM's continuous expansion in the field of tourism. But a very realistic situation in front of us: amateurs are still amateurs after all, and the all-round layout of the tourism industry chain is still a big problem.

The emergence of Caesar's tourism has made this breakthrough possible.

The data of the top ten most influential travel agencies in 2018 shows that Caesar's Travel ranked 7th with a comprehensive index of 71.8. What is this concept? There are thousands of travel agencies of all sizes in the country, which is enough to show how powerful they are.

Now for JD.COM, the strong combination can increase the layout of the entire travel industry chain, and to a certain extent will lay the foundation for Jingdong.COM's self-owned travel business. Caesar travel industry can better utilize the JD.COM platform to develop their own business. In fact, it is a "win-win" result.

In addition, as the new coronary pneumonia epidemic in China is gradually contained, the tourism industry will soon recover. This is a good opportunity for JD.COM to strategically invest in Caesar's tourism industry.

Back to Jingdong Travel. The development of these years we all see, but behind this development, do not know that this layout has actually taken root from the beginning.

This is a very subtle move!

No one would have thought that as early as 2011, JD.COM was linked to the tourism industry.

JD.COM officially launched its air ticket booking business in early 2011, marking its formal entry into the travel sector. It then acquired the online hotel booking platform "Hotel Special Tonight" in a cash-and-stock deal.

According to official statistics at the time, in the first half of 2011, the number of domestic tourists had reached 1.3 billion, up 10 percent, and domestic tourism revenue was about 900 billion yuan, up 20 percent.

JD.COM saw this business opportunity early on and decisively entered the tourism industry. Here, I have to admire Liu's vision.

JD.COM tourism industry has tasted both bitter fruits and sweet springs in the process of development.

In 2014, JD.COM Travel was officially established.

The most important event of JD.COM tourism is that in May 2015, JD.COM*** contributed 350 million dollars to subscribe to the shares of Toutiao, of which 250 million dollars in cash and 100 million dollars in resources and operational support.

At that time, Toutiao was mainly engaged in travel and vacation products, and its market share of group tours was 17.6%, ranking first in the domestic group tour market, all of which showed that Toutiao had a lot of competitive potential in the market.

JD. COM spent huge sums of money gambling on what was clearly a one-sided deal. But human calculations are not as good as heavenly calculations after all. Under the influence of fierce external competition and internal entanglements, Toutiao's advantage has long been gone.

The successive losses of Toutiao also triggered a chain effect. By the close of the U.S. stock market on April 24, Touniu's total market value was just $107 million, while JD.COM's indirect losses reached $277 million.

The failure of this investment has also made Jingdong stronger. com's determination to do its own travel business.

And both airfare and hotels should be self-operated, while exploring the direction of travel more.

Establishing a travel company is nothing more than a signal to others: I'm going to run my own travel business now, and don't want to be dependent on products from other channels. I'm showing my cards!

JD's layout. com's travel field is not too early. There are Ctrip, where to go, and Flying Pig's "future hotel". As a latecomer, JD.COM how to prepare to break this trend?

As we all know, as early as 2017, Liu put forward the strategic direction of "borderless retail", the core of which is to link users, scenes, supply chain and marketing. On this basis, JD.COM can also reconfigure the tourism and hospitality industry, people, goods and markets, re-empowering their own tourism industry.

For example, when business people usually travel, the traditional hotels that people find directly offline are often not very satisfactory. At this time, the online platform of accurate big data can be more accurate for you to make a good accommodation, the consumer experience has a great impact, and JD.COM just take advantage of this.

In fact, it is from the consumer scene expansion, from offline expansion to online, and then back to the offline experience. This is similar to Liu's layout in the direction of logistics. Everything is centered on the user.

So, from the perspective of Liu's strategy, the future development of tourism will open up with the help of borderless retail.

On the other hand, JD.COM's biggest rival in the tourism industry is big brother Ctrip. Ctrip is the first to enter the tourism industry, so it is also the first to taste the sweetness. In the last two years, Ctrip's strategic purpose is clear, which is to vigorously layout new retail. Up to now, it has more than 2,400 offline stores in 26 provinces across China, including more than 300 stores in Guangdong.

Of course, we can't leave Flying Pig behind. As Ali's Flying Pig, he naturally enjoys the various benefits brought by Ali, and of course inherits Ali's vision. So, Flying Pig is a heavy hitter at home and abroad.

Now, in the face of market competition between the giants, the current JD.COM temporarily can not get what benefits, but the future who can not say, or leave the answer to time!