Digital trends are impacting airline distribution in both China and the world
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Digital trends are impacting airline distribution in both China and the world 影响中国和 全球 航空业 营销渠道的数字化浪潮. Speaker : Fritz Demopoulos, CEO & Co-founder, Qunar.com “去哪儿” 网公司 首席执行官和合伙创始人 戴福瑞. Digital platforms present the aviation industry with huge opportunities 数字化平台给航空业带来巨大机遇.

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Digital trends are impacting airline distribution in both china and the world

Digital trends are impacting airline distribution in both China and the world

影响中国和全球航空业营销渠道的数字化浪潮

Speaker:Fritz Demopoulos, CEO & Co-founder, Qunar.com

“去哪儿”网公司首席执行官和合伙创始人 戴福瑞


Digital platforms present the aviation industry with huge opportunities

Digital platforms present the aviation industry with huge opportunities数字化平台给航空业带来巨大机遇

We’ve only just started

There is significant room for growth.

我们才刚起步,仍拥有巨大的增长空间

Source: CNNIC, July 2009; Internet World Stats, January 2010


Worldwide china is the largest internet market but there is room to grow

Worldwide, China is the largest internet market, but there is room to grow中国是世界上最大的互联网市场,仍有很大增长空间

Source: Internet World Stats, January 2010


Transactions are emerging as the new growth engine for the chinese internet

Transactions are emerging as the new growth engine for the Chinese internet在线交易成为中国互联网新的增长点

Hot new category

新的热门服务:

Transactions & e-commerce are the fastest growing segments of the Chinese internet

在线交易和电子商务成为中国互联网发展最快的领域

Over 90 mln consumers already

已拥有超过9000万消费者

Source: CNNIC, July 2009


We also see a healthy mix of information and transaction providers

We also see a healthy mix of information and transaction providers旅游业出现信息与交易结合的健康模式

Source: I-Research, Jan 2010; JP Morgan, Apr 2010; CLSA, Mar 2010


And we see a proliferation of new models to help consumers and airlines

And we see a proliferation of new models to help consumers and airlines新模式帮助消费者和航空公司实现增值

Established Models:

OTA, Travel Search

现有模式:在线旅行代理商,旅游搜索引擎

Emerging Models:

UGC, Social Media, Wireless

新兴模式:用户创造内容,社区媒体,无线互联网


Travel internet companies help the airline industry to find consumers

Travel internet companies help the airline industry to find consumers旅游网站帮助航空公司寻找顾客

Airlines

航空公司

GDS and System Providers

全球分销系统和系统提供商

Business & Leisure Travelers

商务&休闲旅游者

OTA’s

在线旅游代理商

Travel Information Web Sites

旅游信息网站

Traditional Agents

传统代理商


Information vs transaction providers offer a very different value proposition

Information vs transaction providers offer a very different value proposition信息与交易服务提供商提供完全不同的价值定位

Online Travel Agent (transaction provider)

在线旅游代理商(交易平台)

Transaction model - commissions

交易模式——佣金

Sells tickets on behalf of airlines to their own, loyal user base

代表航空公司向自己的忠实用户销售机票

Higher cost per ticket, but OTA takes care of processing & service

单张机票销售成本更高,在线旅游代理商负责交易和服务

Already, about 85-90% of online tickets sold are through an OTA

目前,85%至90%在线机票销售通过在线旅游代理商

Travel Search Engine (information provider)

旅游搜索(信息平台)

Media model – advertising

媒体模式——广告

Helps airline B2C to sell directly to consumers

帮助航空公司实现B2C直销

Lower cost per ticket sold than traditional channels

单张机票的成本更低于传统渠道

Already, about 25% of online tickets sold first go through a travel search engine

现在,25%的在线机票销售通过旅游搜索引擎获得信息


Digital trends are impacting airline distribution in both china and the world

Consumer groups are researching & buying online already消费群体已经开始了在线搜索与购买

Today中国市场现况

Business dominates volume

商务旅游在总量上占主导地位

Leisure dominates online

休闲旅游在在线领域占主导地位

Business dominates traditional

商务旅游在传统领域占主导地位

Europe and North America

欧洲和北美市场

China in 3 years3年后的中国市场

Leisure dominates volume

休闲旅游在总量上占主导地位

Leisure dominates online

休闲旅游在在线领域占主导地位

Business still traditional

商务旅游在传统领域仍占主导地位

Source: AC Nielsen, December 2009; Synovate November 2008


Internet users make decisions across an array of criteria

Internet users make decisions across an array of criteria影响互联网用户决策的因素

Consumers consider a multitude of factors

消费者将考虑多种因素

The presentation of important decision criteria will be key to securing transactions

影响消费者作出决定的重要因素是交易达成的关键

Source: AC Nielsen, December 2009


Internet users find flight information from online and traditional channels

Internet users find flight information from online and traditional channels互联网用户在传统和在线渠道寻找航班信息

Online information channels 在线信息渠道

47%

32%

Source: AC Nielsen, December 2009


Consumers visit more than one site before making a decision

Consumers visit more than one site before making a decision 消费者在决策之前访问多家网站

  • 4 web sites

  • 4家网站

Consumers are naturally cautious

消费者通常非常谨慎

B2C sales are still only about 7-10%

目前B2C销售仅占总额的7%至10%

Sales and merchandizing strategies are a work-in-progress

销售和采购战略取得进展

Source: Phocuswright, March 2009


Internet users buy tickets from a range of online and traditional channels

Internet users buy tickets from a range of online and traditional channels 互联网用户从在线渠道和传统渠道购买机票

Online sales channels在线销售渠道

42%

36%

Source: AC Nielsen, December 2009


Different channels provide different levels of value and influence

Different channels provide different levels of value and influence不同渠道有不同的价值和影响力

Return on investment 投资回报率

Channel diversification 渠道多样化

Customer control/direct vs indirect

消费者控制/直销vs非直销

Ancillary revenue streams附加收入流

Future growth potential未来增长潜力

Evaluation criteria

评价标准

Source: Qunar.com, May 2010


Online b2c sales should contribute to excellent growth prospects of airlines b2c

Online B2C sales should contribute to excellent growth prospects of airlines在线B2C销售促进了航空行业的快速增长

Revenues expected to climb quickly

预期收入增长迅速

Passenger load factors look stable

载客量稳定

New revenue growth drivers: International, premium, ancillary/a-la-carte, online sales

收入增长新动力:出境旅游,高端市场,增值/衍生服务,在线销售

Source: Goldman Sachs, April 2010


We already see a solid online effort by key airlines in china

We already see a solid online effort by key airlines in China我们已经看到中国主要航空公司在在线服务方面的成就


Airline b2c sales is expected to remain approximately 1 3 of total internet sales b2c 1 3

Airline B2C sales is expected to remain approximately 1/3 of total internet sales航空公司B2C销售额将占在线销售总额1/3

Source: Phocuswright, March 2009


Overall volume of online direct sales for airlines have been growing quickly

Overall volume of online direct sales for airlines have been growing quickly航空公司在线直销量增长迅速

Dedicated e-commerce teams

专注的电子商务团队

Better UE, functionality and self-service tools

(better compete with OTA’s)

更好的用户体验,功能和自助服务(更好地与在线旅游代理商竞争)

Consumer confidence obtaining “best fares”

消费者有信心获得“最佳票价”

Bundling of FFP/loyalty programs

常旅客计划/忠诚度计划

Diversification of marketing channels

市场渠道多样化

Why?

为什么

Source: Qunar.com, May 2010


We expect digital sales to reach the levels of airlines from other markets within a few years

We expect digital sales to reach the levels of airlines from other markets within a few years我们期待在线销售在未来几年内达到航空公司在其他市场渠道的销售规模

Source: Air China, March 2010


Immediate benefits are cost reduction volume channel diversification

Immediate benefits are cost reduction, volume & channel diversification当前效益:成本递减,交易量,渠道多样化

Airlines

航空公司

GDS and System Providers

全球分销系统提供商

Online & Traditional Channels

在线&传统渠道

Business & Leisure Travelers

商务&休闲旅客


Long term benefits are data control enhanced revenues the customer

Long-term benefits are data control, enhanced revenues, the customer长期效益来自于数据控制,收入增加和消费者

Airlines

航空公司

GDS and System Providers

全球分销系统提供商

Online & Traditional Channels

在线&传统渠道

Business & Leisure Travelers

商务&休闲旅游者


Digital trends are impacting airline distribution in both china and the world

China is a leading online market already. Online travel will impact aviation in fundamental ways.中国已经是世界领先的在线服务市场,在线旅游将从根本上影响航空业。


Digital trends are impacting airline distribution in both china and the world

Thank You!

谢谢!

Fritz Demopoulos戴福瑞

CEO/Co-founder

Email: [email protected]

Tel: +86 10 6269 0100

Mob: +86 13701118615


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