影响中国和全球航空业营销渠道的数字化浪潮 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的数字化浪潮 Speaker：Fritz Demopoulos, CEO & Co-founder, Qunar.com “去哪儿”网公司首席执行官和合伙创始人 戴福瑞

Digital platforms present the aviation industry with huge opportunities 数字化平台给航空业带来巨大机遇 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 320 24% 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% We’ve only just started There is significant room for growth. 我们才刚起步，仍拥有巨大的增长空间 Source: CNNIC, July 2009; Internet World Stats, January 2010

Worldwide, China is the largest internet market, but there is room to grow 中国是世界上最大的互联网市场，仍有很大增长空间 Users 用户 Penetration 渗透率 10-year Growth 10年内增长率 China 中国 384 29% 1,606% USA 美国 234 76% 146% Japan 日本 96 104% India 印度 81 7% 1,520% Brazil 巴西 72 36% 1,340% Germany德国 62 75% 158% UK 英国 47 203% Russia 俄国 45 32% 1,360% France 法国 43 69% 407% Source: Internet World Stats, January 2010

Transactions are emerging as the new growth engine for the Chinese internet 在线交易成为中国互联网新的增长点 Hot new category 新的热门服务: 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的领域 Over 90 mln consumers already 已拥有超过9000万消费者 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% Video 视频 66% Games 游戏 64% Email 电子邮件 55% Blogs 博客 54% BBS/Forum 论坛 30% Online Shopping 网上购物 26% Transaction 交易 Online Payment 在线支付 22% Online Stock Trading 在线股票交易 10% Travel Reservations 旅游预定 4% Source: CNNIC, July 2009

We also see a healthy mix of information and transaction providers 旅游业出现信息与交易结合的健康模式 Company 公司 Category 分类 Qunar.com 去哪儿 Information 信息 Ctrip 携程 Transaction 交易 Kuxun 酷讯 17u.com 同城网 Huochepiao 火车票网 Elong.com 艺龙 Mangocity 芒果网 51766 中国通用旅游 Source: I-Research, Jan 2010; JP Morgan, Apr 2010; CLSA, Mar 2010

UGC, Social Media, Wireless And we see a proliferation of new models to help consumers and airlines 新模式帮助消费者和航空公司实现增值 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，社区媒体，无线互联网

GDS and System Providers Business & Leisure Travelers Travel internet companies help the airline industry to find consumers 旅游网站帮助航空公司寻找顾客 Airlines 航空公司 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 OTA’s 在线旅游代理商 Travel Information Web Sites 旅游信息网站 Traditional Agents 传统代理商

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同的价值定位 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 帮助航空公司实现B2C直销 Lower cost per ticket sold than traditional channels 单张机票的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%的在线机票销售通过旅游搜索引擎获得信息 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 代表航空公司向自己的忠实用户销售机票 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 目前，85%至90%在线机票销售通过在线旅游代理商

Consumer groups are researching & buying online already 消费群体已经开始了在线搜索与购买 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 China 中国 Volume数量 Online在线 Off-line传统 Leisure travel休闲旅游 20% 50% Business travel商务出行 80% 10% 90% 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 In US 美国 Volume 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% Source: AC Nielsen, December 2009; Synovate November 2008

Internet users make decisions across an array of criteria 影响互联网用户决策的因素 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 Source: AC Nielsen, December 2009

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 Online information channels 在线信息渠道 47% 32% Source: AC Nielsen, December 2009

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 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-in-progress 销售和采购战略取得进展 Source: Phocuswright, March 2009

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 Online sales channels在线销售渠道 42% 36% 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 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% 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 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 Source: Goldman Sachs, April 2010

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 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 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 (better compete with OTA’s) 更好的用户体验，功能和自助服务（更好地与在线旅游代理商竞争） Consumer confidence obtaining “best fares” 消费者有信心获得“最佳票价” 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? 为什么 Source: Qunar.com, May 2010

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达到航空公司在其他市场渠道的销售规模 Airline 航空公司 Online B2C 在线B2C服务 Air Asia 100% EasyJet >90% Ryan Air Delta 50-60% Alaskan 50% Cathay Pacific 20% Emirates 15-20% Singapore Airlines 15% Source: Air China, March 2010

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 航空公司 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的7-10%，并预计很快将达到30% Diversification 多样性 Online helps to diversify across distribution channels, direct and indirect 在线销售带来分销、直销和分销渠道的多样化

Long-term benefits are data control, enhanced revenues, the customer 长期效益来自于数据控制，收入增加和消费者 Airlines 航空公司 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/衍生销售的发展以及更好的收入管理 The Customer 消费者 Knowing our customers better will provide massive opportunities 更好地了解消费者能够获得更多机会

China is a leading online market already China is a leading online market already. Online travel will impact aviation in fundamental ways. 中国已经是世界领先的在线服务市场，在线旅游将从根本上影响航空业。

Thank You! 谢谢！ Fritz Demopoulos戴福瑞 CEO/Co-founder Email: fritz@qunar.com Tel: +86 10 6269 0100 Mob: +86 13701118615