Unwilling agents to "seize the food" airlines force to push the ticket direct

Every reporter Sun Jiasha from Shanghai under the impact of direct sales business, after the Dragon Boat Festival, a large number of low-cost tickets began to emerge again, Shanghai to Qingdao, Xiamen and other land flights have appeared over 20 percent-30 percent of the fares.　　The rise, known as the "Ticket Price alliance", quickly disintegrated. "It looks like the whole incident is more of a" conspiracy "that airlines have planned in advance.　　"One industry insider reviewed the ticket price alliance," he said. The event was pushed to the front desk is the Sino-Aviation letter, since the introduction of the new tariff system April 20, the company has been regarded as a monopoly of interest representatives and has been criticized. When consumers are generally worried about the rise in ticket prices, they find that airlines have increased their direct marketing efforts in due course.　　The advent of more sophisticated services and some of the lower discounted fares has made the "Ticket price alliance" collapse quickly. "In order to attract consumers to the company's own sales channels, airlines to promote the trend of air ticket sales is very obvious, the impact will be in the aviation letter and Ctrip, such as a large number of agents."　　The industry insiders said.　　Whether the "Ticket price Alliance" is an airline carefully planned a play, airlines and air ticket agents are not the contradictions between the secret, airlines to implement the air ticket Direct action has been launched. Agents "seize the food" air ticket profit domestic airlines are not good days. Air China lost 10.852 billion yuan in 2008, Southern Airlines lost 4.748 billion yuan, China Eastern Airlines lost the most, up to 13.98 billion yuan.　　Among the three airlines, Hainan Airlines lost 1.424 billion yuan last year and Shanghai Airlines lost 1.249 billion yuan.　　Under such circumstances, the "change" has become the most direct idea of the airlines. Shaoyong, general manager of China Eastern Airlines, after returning to China Eastern Airlines, said: "If the company's information is not good, you are still a migrant, still a passive workers." "Shaoyong The reason why the emphasis on information construction, an important reason is that, under the huge deficit, the Eastern airlines are still nearly 1 billion yuan per year of profits by ticket agents to take away."　　Among them, Ctrip gets the commission about 4%~5% every year from Eastern Airlines, has about 70 million yuan, about 10% of the total income of Ctrip last year. Shaoyong "Work said" just a export, Ctrip President Mr. Fan will sit.　　According to the 2008 earnings of Ctrip, the company's ticket commission income of 659 million yuan, an increase of 31% from 2007.　　It is reported that the current domestic air ticket sales are generally divided into three kinds: one is the direct sales of airlines, the second is through the Distribution Agent channel marketing, the third is through Ctrip, art and other large-scale E-commerce platform sales. Among them, the market share of China aviation letter is about 70%~80%, which can be seen from the information provided by the listed companies in the Hong Kong Stock Exchange: The travel distribution network of China Airlines is composed of about 638000 sales terminals owned by more than 6,600 travel agents and travel distributors. More than 154.3 million transactions were processed throughout 2008. But, the service provided by AVIC is not limited to the air ticket distribution business.　　Airlines trapped in the channel "but at this stage, between the airlines and agents, or who is inseparable from the relationship," The above analysis of the industry, airlines, the idea of full direct marketing is not possible to achieve, Ctrip can provide better supporting services. It is reported that Mr. Fan appointment Shaoyong, Shaoyong explained his "work said", that airlines must innovate, but the Eastern airlines do not exclude cooperation, and will be open to the attitude of partners, the two sides can be in a higher platform to carry out deep cooperation and achieve a win-win situation.　　Mr. Fan responded that Ctrip is also in the business model research, Hope and China Eastern Airlines continue to cooperate. Although who can not be separated from, but the airlines and agents of deep-seated interests between the contradictions, or difficult to solve. Airlines for ticket agents to provide the rebate, is based on the number of votes, some votes in order to pursue the number of votes, blindly sell the lowest discount price can be obtained.　　Airlines will be overwhelmed when a large number of agents "align" with the minimum fares they have in their hands. What makes airlines feel painful is the lack of control over the channels. "Control of the channel is very important," Spring Airlines spokesman Zhang Wuan told reporters, early January this year, due to the introduction of low fares, Eastern airlines in Sichuan air tickets sales by Air China, Sichuan Airlines and the ban on flights, local agents received the 3 Airlines notice, no date from the sale of Eastern air tickets. Eastern Airlines then launched a counterattack in other areas.　　From this thing can be seen, once the agent sales channels are cut off, any airline is unbearable.　　The airline has a long-standing idea of direct selling by the airlines. "Ticket sales are now a very obvious trend, and the future competition between airlines and agents will be more intense." For agents, the key is to see what they can provide consumers with better quality services.　　Spring Airlines spokesman Zhang Wuan told reporters.　　Spring Airlines is the only one without access to the China air distribution system of domestic airlines, the result is that spring and autumn airlines saved a large amount of cost. "According to the general method of calculation, if you join the AVIC system, the cost of air ticket sales accounted for about 9% of the total cost of the ticket." At the beginning of the company's inception, we decided not to join the system, based on strategic considerations.　　"Zhang Wuan said. It is reported that in the United States market, the proportion of airline ticket direct sales of 61%, agents accounted for only 39%. But at home, the current rate of direct ticket sales is only about 10%. "Agents will still exist in the future, but the center of gravity is definitely to transfer to direct marketing business, no longer focus on the aviation letter and agents, this trend has been very obvious."　　The aviation industry forecasts. The reporter obtains the situation of other airlines is: the current airline ticket direct business accounted for less than 10%, the company would like to develop information services, is currently the global recruitment information officer. Southern Airlines plan is that this year's total direct sales will reach 5 billion yuan, as early as the end of 2007, Southern AirlinesThe information centre has been established. Air China, has spent more than 20 million yuan to build a global telephone sales service center.　　Hainan Airlines, last year has begun experimenting with Taobao direct ticket business. "It is also unrealistic for airlines to get rid of their agents entirely, and the problem is that to attract consumers to buy airline tickets directly, they must offer cheaper tickets, which is a burden for the airlines now in trouble."　　The industry insiders told reporters. "Air ticket price alliance" disintegrated "airlines have been hoping to get rid of the system and agents of AVIC Reliance, but in the implementation of direct sales business, encountered some difficulties.　　"said one airline person. These difficulties include: first of all, the vast majority of consumers are accustomed to relying on agents to book the way, if only to find an airline, you do not know the fares of other airlines, the so-called "compare", consumers of course want to know more comprehensive information, agents can provide comprehensive information;　　The airline's information system is not up to date, although most of the airline's web site function has been relatively perfect, but can provide limited sales services, booking hotels, car, buy insurance and other services are not fully available. Even if there are many difficulties, airlines will not give up.　　In this context, there is the "Ticket Price alliance". "The whole incident is more like a" conspiracy "orchestrated by airlines. The industry insiders told reporters.　　In this incident, the Sino-air letter was first pushed to the front desk ――4 month 20th, the airline letter adjusted the ticket sales system, the ticket minimum discount was raised to 24 percent.　　The "system upgrade" caused consumer dissatisfaction, the letter of the accusation, the public opinion of the ticket price is substantial rise also launched a debate, consumers are to dig more money and distress ticket. Whether the "Ticket price Alliance" is an airline carefully planned a play, an objective fact is that people think that the price will rise in the period of time, many airlines have increased the promotion of direct ticket sales. March 30, passengers can through the flight website for international and regional air tickets booking, and online payment to complete the purchase of tickets. In addition, by logging into Air China's website to buy domestic routes of electronic tickets, each section of the ticket price minus 3%, international routes, electronic ticket prices minus 5%. "These fares are cheaper than agents ' tickets, especially in a bullish voice, and are more likely to be welcomed by travellers," he said. "Under the impact of direct sales business, after the Dragon Boat Festival, a large number of low-cost tickets began to spring up, at present, Shanghai to Qingdao, Xiamen and other land flights are 20 percent-30 percent of the fares." The rise, known as the "Ticket Price alliance", quickly disintegrated.