South China's first Low-cost aviation nine Yuan Aviation 15th morning began the official commercial flight

Abstract: Belated. After a long period of preparation, the first low-cost airline in South China Airlines, nine yuan, finally began a formal commercial flight on the morning of 15th, 189 passengers from Guangzhou via Wenzhou to Harbin, meaning that the low-cost airline's first

Late。

After a long period of preparation, the first low-cost airline in southern China Airlines, nine yuan, finally started the formal commercial flight on the morning of 15th, 189 passengers from Guangzhou to Harbin through Wenzhou, meaning the Low-cost Airlines, the first route of the official flight.

According to the latest data provided by the nine Yuan Aviation, as at 24:00 January 14, the nine-yuan Air flight 15th, the total number of flights sold 182 tickets, ticket sales rate of 96%, and the January 16 ticket is sold out.

However, according to the information that the reporter learned, in nine Yuan Aviation 182 tickets sold on the maiden voyage, there are 109 tickets to where the net sold, that is to say, where to help nine Yuan airlines sold nearly 60% of the maiden flight ticket.

Before this, nine Yuan aviation has been emphasizing the main push mobile Internet direct air tickets, reduce the layer of agent links, and self-built sales, departure system. So why is the actual sales data on the maiden voyage show that sales are still largely dependent on external forces?

0 Agency Fee cooperation

As a low-cost airline, the nine-yuan Air ticket released the price is indeed very cheap. Reporter inquires to where the net sales price shows, nine Yuan aviation from Guangzhou fly Wenzhou, Wenzhou fly Harbin and Guangzhou fly Harbin Price is 199 yuan, 599 yuan and 699 yuan respectively, while other flights of the same period, the price of Guangzhou to Harbin mostly in 1200 yuan.

"We are January 10 0:09 announced the launch of the ticket, while the air tickets to where the net, Ctrip, Taobao and other OTA platform of the PC end and wireless end of the line, a few consecutive waves of special airfares are almost all of the ' second kill '." "Nine Yuan Aviation marketing Information Department general manager Guo Fengchang told the reporter, which, through to where net sells the ticket to occupy nearly 60%, carries Chengliao to be few, Taobao is less."

According to the reporter understand, nine yuan aviation by go where net sells ticket, mainly through where to set up a "flagship store" in the way, and other air ticket agents to obtain a commission difference is, where to the net this time and did not charge nine Yuan air agency fees, consumers go to where the network hit nine Yuan air tickets, is also linked to the nine Yuan Airlines official website to pay, where to go on the internet to show the fare policy, and the nine Yuan Air official website price policy is exactly the same, and nine yuan of mobile phone-side app, micro-trust public platform, then released lower to 9 yuan, 99 yuan low special ticket.

"With Taobao cooperation and go to where the net similar, and Ctrip is on its platform trading, but also did not charge agency fees." Guo Fengchang revealed that at present, the company and OTA platform for cooperation with an open attitude, but also with the art Dragon, Mango network to discuss cooperation interface, but the premise is not to pay any sales agency fees.

Apparently, such cooperation, with the traditional airline and air travel agent mode of cooperation has been different, for where to go nets, Ctrip, such as Ota platform, and to obtain one or two points of agency commission, from the airline to obtain more favorable price policy and more rich products to increase customer stickiness, Getting more traffic and access to the right to speak seems to be what they want even if they seem to be "losing money to make a wedding dress for others".

The game between aviation enterprise and platform

However, nearly 60% of the ticket sales come from where the net also means that where to go the net has become the largest nine yuan aviation sales channels, and according to the reporter understand, before some airlines to where the network platform sales ratio has exceeded the overall sales volume of 30%, in the sales channels of various ticket market, such a ratio has been a staggering.

Unlike the traditional ticket sales agent, where to go to the net from the beginning is in the "platform", first gathered more and more ticket agents on the platform for sales, after the Hainan Airlines, Southern Airlines, Oriental Airlines and other carriers began to enter the "where" site and mobile end to the flagship store in the form of sales tickets.

According to the reporters to learn more information, even if the form of the flagship store, the airlines and where to go to the network mode of cooperation is not the same. For example, some airlines do not go to where to pay any fees, only the high class of air tickets through the platform for sale, and some to pay a few of the "Technical Service fee" form, the platform on the flagship store link to the company's official website, sales policy and the same website.

"The different mode of cooperation also reflects the attitude of different companies to the platform and the degree of inclination of discourse right." "An industry analyst, some pay attention to sales results, fully open, some worry about the future of the sales channels are controlled, cooperation is also a follow."

Opportunities to search for large data

The concerns of some airlines are not superfluous. In recent years, although each airline has been emphasizing to increase direct sales, but more and more consumers, more accustomed to where the net, Ctrip and other OTA platform to book tickets, because not only the price is not expensive, there are other tourism, hotel products can choose. In addition, in terms of user segmentation, product development, system technology, airlines relative to OTA platform are relatively weak.

and technical strength evenly between the platform to scramble for passenger traffic, price war is the cost of OTA platform collective negative profits, such as where the net has not been profitable, Ctrip also forecast four-quarter losses.

However, with the flow and the entrance, can do more and more things. For example, starting last year, where to go to the net on various occasions mentioned can use their own software strength and platform data, to help airlines carry out revenue management.

Where are you going? NET CEO Zhungchengsu, revenue management is a mathematical formula, the current airlines through it to achieve the income pricing is not complicated, but its pricing is based on historical data. Where to go? The net is through the consumer's search behavior, carries on the dynamic pricing standard, "because the consumer in the search and actually buys the ticket the process, also has 48 hours thinking time, we will the consumer behavior pattern and the then dynamic pattern data feedback to the revenue management system." The latter will be submitted to the customer for a feasibility scheme. ”

"The proposal is a bit like buying and selling stocks, how many seats should be put on this price?" How many percentages can be achieved within 48 hours? "Zhungchengsu said," such as airlines to sell 500 seats, just tell us the price range, not specific pricing, we are fully automated in this period of time, the future airlines to sell air tickets, the same as the stock market orders. ”

According to the reporter understand, last April 26, the maiden voyage of Qingdao Airlines, is the use of the concept, almost their own sales outsourced to where the net, through to where the network platform to sell tickets up to 90%.

"For the new-sailing small airline, because has not formed the sale system, the flight also is not many, and goes where the network cooperation may be more fast to start, but for the big company, the sale outsourcing to where the net is not likely, but can indeed use the big data which the search behavior produces as the new data source. "An industry insider told reporters that, for example, last year, when Beijing held APEC, the airline's historical data will not predict the holiday will lead to a surge in the number of Beijing, and users search for a sudden increase in the behavior of the city, if the need to remind airlines to increase demand, the appropriate increase in fares,