Analysys: In 2015 Q4, online air ticket booking market got further concentrated, and airlines sought to expand direct marketing channels
In 2015 Q4, the transaction size of China's online air ticket booking market reached RMB 84.39 billion in size, a jump of 44.8% year on year, shown in the Quarterly Monitoring Report on China's Online Air Ticket Booking Market 2015 Q4 published by Analysys.
In 2015 Q4, the transaction size of China's online air ticket booking market reached RMB 84.39 billion in size, a jump of 44.8% year on year, shown in the Quarterly Monitoring Report on China's Online Air Ticket Booking Market 2015 Q4
published by Analysys.
In 2015 Q4, China’s online air ticket booking market has realized a rapid and stable growth in comprehensive market development, maintaining a more than 36% year-on-year growth rate for a consecutive year, and bringing an increasing integration of online and offline ticket booking industry leaded by online air ticket booking platforms and airlines respectively.
Currently, airlines’ ticket transaction channels mainly rely on several major online air ticket booking platforms. After strong merger of Ctrip and Qunar.com, airlines at the resource end become in a relatively passive market position; in aspect of direct marketing channel, it is still far away from the online direct marketing goal set by SASAC for major airlines, which is averagely 50% by the year of 2017. In December 2015, China Southern Airlines, Hainan Airlines and Capital Airlines released an announcement that they stopped cooperation with the flagship store of Qunar.com. Airlines are trying to distribute resources to their own online clients and increase the online penetration rate so as to improve the influence of airlines on online distribution channel by adjusting the structure of online air ticket direct marketing and distribution channels.
In 2015 Q4, online air ticket booking market continues presenting a market concentration trend, and the market share of top three enterprises reaches 91.4%.
In 2015 Q4, in online air ticket booking market, the transaction sizes of Qunar.com and Ctrip are close, reaching 37.3% respectively with a share proportion of 74.6%. In the opinion of the Analysys, after merger of Ctrip and Qunar.com, these two giants become the dominance of online air ticket booking market, standing in an absolute leading position with a further reinforcement in market control capacity. In December, Qunar.com introduced the “Pangolin Business” which could custom air ticket booking demands through C2B, forcing the air ticket market price to be more diversified.
Except Ctrip and Qunar.com, Ali Trip further innovated and practiced in online air ticket booking products during November 11th. In this period, the irregular flight advance booking was popular among customers. The refund insurance “Confidence to Fly” policy improved the service experience of air ticket refund and alteration, significantly increasing the transaction size of online air ticket booking. In addition, Ali Trip signed a contract with Korean Air and KLM-Royal Dutch Airlines, and then these two airlines settled in Ali Trip platform.
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