曝光台 注意防骗
网曝天猫店富美金盛家居专营店坑蒙拐骗欺诈消费者
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
Consumer groups are researching & buying
online already
消费群体已经开始了在线搜索与购买
Europe and North America
欧洲和北美市场China in 3 years 3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
0
10
20
30
40
50
60
70
80
Price
价格
Schedule
行程
On-timeRate
准点率
Brand
品牌
Seat Class
等级舱
Airport
Location
机场位置
Internet users make decisions across an
array of criteria
影响互联网用户决策的因素
Source: AC Nielsen, December 2009
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
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
0
10
20
30
40
50
60
TravelSearch
旅游搜索
OTA
在线旅游代理商
AirlineWebsite
航空公司网站
GeneralSearch
通用搜索
TicketAgent
票务代理
AirlineToll-FreeNumbers
免付费预定电话
Friends
朋友
411
TraditionalAgent
传统代理商
Source: AC Nielsen, December 2009
Online information channels 在线信息渠道
47%
32%
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
Source: Phocuswright, March 2009
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-inprogress
销售和采购战略取得进展
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
0
10
20
30
40
50
60
70
OTA
在线旅游代理商
AirlineB2C
航空公司官网
Traditional
Agency B2C
传统代理商
Ticket Agent
机票代理
AirlineDirect
航空公司直销
Call Specialized
Service
电话预定服务
VisitTraditional
Agency
传统代理商
Call Agency
Hotline
拨打代理商热线
42%
36%
Online sales channels在线销售渠道
Source: AC Nielsen, December 2009
Different channels provide different levels
of value and influence
不同渠道有不同的价值和影响力
#1 Ecommerce
Website
电子商务网站
#1 Search
Engine
搜索引擎
#1 OTA
在线旅游代理商
#1 Travel
Search
旅游搜索
Volume
数量5-7% 12-15% 25-30% 22-25%
Conversion
转化率N/A 2% N/A 10%
Cost/Ticket
成本/单张票价10 Rmb 30-40 Rmb 25-30 Rmb 10-15 Rmb
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
在线B2C销售促进了航空行业的快速增长
Source: Goldman Sachs, April 2010
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
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
航空公司B2C销售额将占在线销售总额1/3
0
1
2
3
4
5
6
7
8
2008 2009 2010 2011
B2C
OTA
Source: Phocuswright, March 2009
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
2007E 2009E 2011E
Online B2C Sales
在线B2C销售
2-3% 7-10% 30%
Dedicated e-commerce teams
专注的电子商务团队
Better UE, functionality and self-service tools
中国航空网 www.aero.cn
航空翻译 www.aviation.cn
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