影响中国和全球航空业营销渠道的数字化浪潮.pptx

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,按一下以編輯母片標題樣式,按一下以編輯母片文字樣式,第二層,第三層,第四層,第五層,*,*,按一下以編輯母片標題樣式,按一下以編輯母片文字樣式,第二層,第三層,第四層,第五層,*,*,Digital trends are impacting airline distribution in both China and the world,影响中国和,全球,航空业,营销渠道数字化浪潮,Speaker,：,Fritz Demopoulos,CEO&Co-founder,Q,“去哪儿”,网企业,首席执行官和合作创始人 戴福瑞,第1页,Digital platforms present the aviation industry with huge opportunities,数字化平台给航空业带来巨大机遇,Platform,平台,Millions,百万,Penetration,渗透率,Mobile Subscribers,手机用户,700,51%,Internet Users,互联网用户,384,29%,Broadband Users,宽带用户,32024%,Personal Blogs,个人博客,180,13%,Mobile Internet Users,移动互联网用户,160,12%,Online Shoppers,网上购物用户,90,6%,Source:CNNIC,July;Internet World Stats,January,Weve only just started,There is significant room for growth.,我们,才,刚,起步,，仍,拥,有巨大,增加空间,第2页,Worldwide,China is the largest internet market,but,there is,room to grow,中国是世界上最大互联网市场，仍有很大增加空间,Users,用户,Penetration,渗透率,10-year Growth,内增加率,China,中国,384,29%,1,606%,USA,美国,234,76%,146%,Japan,日本,96,76%,104%,India,印度,81,7%,1,520%,Brazil,巴西,72,36%,1,340%,Germany,德国,62,75%,158%,UK,英国,47,76%,203%,Russia,俄国,45,32%,1,360%,France,法国,43,69%,407%,Source:Internet World Stats,January,第3页,Transactions are emerging as the new growth engine for the Chinese internet,在线交易成为中国互联网新增加点,Source:CNNIC,July,Application,应用,Usage,使用率,Category,分类,Music,音乐,86%,Entertainment,娱乐,News,新闻,79%,Information,信息,Messaging,消息,72%,Communication,沟通,Search,搜索,69%,Information,信息,Video,视频,66%,Entertainment,娱乐,Games,游戏,64%,Entertainment,娱乐,Email,电子邮件,55%,Communication,沟通,Blogs,博客,54%,Communication,沟通,BBS/Forum,论坛,30%,Communication,沟通,Online Shopping,网上购物,26%,Transaction,交易,Online Payment,在线支付,22%,Transaction,交易,Online Stock Trading,在线股票交易,10%,Transaction,交易,Travel Reservations,旅游预定,4%,Transaction,交易,Hot new category,新热门服务,:,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领域,Over 90 mln consumers already,已拥有超出,9000,万消费者,第4页,We also see a healthy mix of information and transaction providers,旅游业出现信息与交易结合健康模式,Source:I-Research,Jan;,JP Morgan,Apr;CLSA,Mar,Company,企业,Category,分类,Q,去哪儿,Information,信息,Ctrip,携程,Transaction,交易,Kuxun,酷讯,Information,信息,同城网,Transaction,交易,Huochepiao,火车票网,Transaction,交易,E,艺龙,Transaction,交易,Mangocity,芒果网,Transaction,交易,51766,中国通用旅游,Information,信息,第5页,And we see a proliferation of new models to help consumers and airlines,新模式帮助消费者和航空企业实现增值,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，小区媒体，无线互联网,第6页,Travel internet companies help the airline industry to find consumers,旅游网站帮助航空企业寻找用户,Airlines,航空企业,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,Travel Information Web Sites,旅游信息网站,OTAs,在线旅游代理商,Traditional Agents,传统代理商,第7页,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一样价值定位,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,帮助航空企业实现,B2C,直销,Lower cost per ticket sold than traditional channels,单张机票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%,在线机票销售经过旅游搜索引擎取得信息,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,代表航空企业向自己忠实用户销售机票,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,当前，,85%,至,90%,在线机票销售经过在线旅游代理商,第8页,China,中国,V,olume,数量,Online,在线,Off-line,传统,Leisure travel,休闲旅游,20%,50%,50%,Business travel,商务出行,80%,10%,90%,In US,美国,V,olume,数量,Online,在线,Off-line,传统,Leisure travel,休闲旅游,70%,60%,40%,Business travel,商务出行,30%,30%,70%,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,Consumer groups are researching&buying online already,消费群体已经开始了在线搜索与购置,Europe and North America,欧洲和北美市场,China i,n 3 years,3,年后中国市场,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;Synovate November,9,第9页,Internet users make decisions across an array of criteria,影响互联网用户决议原因,Source:AC Nielsen,December,Consumers consider a multitude of factors,消费者将考虑各种原因,The presentation of important decision criteria will be key to securing transactions,影响消费者作出决定主要原因是交易达成关键,第10页,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,Source:AC Nielsen,December,Online information channels,在线信息渠道,47%,32%,第11页,Consumers visit more than one site before making a decision,消费者在决议之前访问多家网站,4 web sites,4,家网站,Source:Phocuswright,March,Consumers are naturally cautious,消费者通常非常慎重,B2C sales are still only about 7-10%,当前,B2C,销售仅占总额,7%,至,10%,Sales and merchandizing strategies are a work-in-progress,销售和采购战略取得进展,第12页,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置机票,42%,36%,Online sales channels,在线销售渠道,Source:AC Nielsen,December,第13页,Different channels provide different levels of value and influence,不一样渠道有不一样价值和影响力,#1 E-commerce 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,未来增加潜力,Evaluation criteria,评价标准,Source:Q,May,第14页,Online B2C sales should contribute to excellent growth prospects of airlines,在线,B2C,销售促进了航空行业快速增加,Source:Goldman Sachs,April,Revenues expected to climb quickly,预期收入增加快速,Passenger load factors look stable,载客量稳定,New revenue growth drivers:International,premium,ancillary/a-la-carte,online sales,收入增加新动力：出境旅游，高端市场，增值,/,衍生服务，在线销售,第15页,We already see a solid online effort by key airlines in China,我们已经看到中国主要航空企业在在线服务方面成就,第16页,Airline B2C sales is expected to remain approximately 1/3 of total internet sales,航空企业,B2C,销售额将占在线销售总额,1/3,Source:Phocuswright,March,第17页,Overall volume of online direct sales for airlines have been growing quickly,航空企业在线直销量增加快速,E,E,E,Online B2C Sales,在线,B2C,销售,2-3%,7-10%,30%,Dedicated e-commerce teams,专注电子商务团体,Better UE,functionality and self-service tools,(better compete with OTAs),更加好用户体验，功效和自助服务（更加好地与在线旅游代理商竞争）,Consumer confidence obtaining“best fares”,消费者有信心取得“最正确票价”,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?,为何,Source:Q,May,第18页,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到达航空企业在其它市场渠道销售规模,Source:Air China,March,Airline,航空企业,Online B2C,在线,B2C,服务,Air Asia,100%,E,asyJet,90%,Ryan Air,90Delta,50-60%,Alaskan,50%,Cathay Pacific,20%,Emirates,15-20%,Singapore Airlines,15%,第19页,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,航空企业,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,Cost Management,成本管理,Online channel costs are 2-3x lower than traditional,在线渠道成本比传统渠道低,2-3,倍,Volume,交易量,Online channels comprise 7-10%of revenues,expected to be 30%very soon,在线渠道销售占收入总额7-10%，并预计很快将抵达30%,Diversification,多,样性,Online helps to diversify across distribution channels,direct and indirect,在线销售带来分销、直销和分销渠道多样化,第20页,Long-term benefits are,data control,enhanced revenues,the customer,长久效益来自于,数据控制，收入增加和消费者,Airlines,航空企业,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,Data Control,数据控制,Control of consumer data,behavior and habits provides a world of opportunity for marketing&sales,掌握消费者信息、消费行为和习惯为市场营销带来巨大商机,Enhanced Revenues,收入增加,Online facilities the development of ancillary revenues/al-a-carte sales,better revenue management在线服务实现了增值/衍生销售发展以及愈加好收入管理,The Customer,消费者,Knowing our customers better will provide massive opportunities,愈加好地了解消费者能够取得更多机会,第21页,China,is a leading online market already.,Online travel,will impact aviation in fundamental ways.,中国已经是世界领先在线服务市场，在线旅游将从根本上影响航空业。,第22页,Thank You!,谢谢！,Fritz Demopoulos,戴福瑞,CEO/Co-founder,Email:,fritz,Tel:[phone],Mob:[phone],第23页,